About This Book
Contemporary Selling is the only book on the market that combines full coverage of 21 st century personal selling processes with a basic look at sales management practices in a way that students want to learn and instructors want to teach. The overarching theme of the book is enabling salespeople to build relationships successfully and to create value with customers.
Johnston and Marshall have created a comprehensive, holistic source of information about the selling function in modern organizations that links the process of selling (what salespeople do) with the process of managing salespeople (what sales managers do). A strong focus on the modern tools of selling, such as customer relationship management (CRM), social media and technology-enabled selling, and sales analytics, means the book continues to set the standard for the most up-to-date and student-friendly selling book on the market today.
Pedagogical features include:
- Mini-cases to help students understand and apply the principles they have learned in the classroom
- Ethical Dilemma and Global Connection boxes that simulate real-world challenges faced by salespeople and their managers
- Role Plays that enable students to learn by doing
A companion websiteincludes an instructor's manual, PowerPoints, and other tools to provide additional support for students and instructors.
- Instill an organizationwide focus on understanding customers’ requirements.
- Generate an understanding of the marketplace and disseminate that knowledge to everyone in the firm.
- Align system capabilities internally so that the organization responds effectively with innovative, competitively differentiated, satisfaction-generating products and services.2
|External Customer Mindset||lnternal Customer Mindset|
|I believe that …||I believe that …|
|• I must understand the needs of my company’s customers.||• Employees who receive my work are my customers.|
|• It is critical to provide value to my company’s customers.||• Meeting the needs of employees who receive my work is critical to doing a good job.|
|• I am primarily interested in satisfying my company’s customers.||• It is important to receive feedback from employees who receive my work.|
|• I must understand who buys my company’s products/services.||• I focus on the requirements of the person who receives my work.|
|• I can perform my job better if I understand the needs of my company’s customers.|
|• Understanding my company’s customers will help me do my job better.|