Professional Salesmanship
CONTENTS
C ontents
Preface.............................................................................................................vii C hapter 1 SELLING AND SALESMANSHIP Lesson 1: Introduction to Salesmanship.......................................................... 2 Definition of Salesmanship ............................................................................... 3 Historical Perspective of Salesmanship............................................................ 5 What Is “Selling”?............................................................................................ 10 Lesson 2: Salesmanship as a Career............................................................ 14 Salesmanship as a Career.............................................................................. 15 Sales Job Is Different ...................................................................................... 18 The Sales Process.......................................................................................... 20 Lesson 3: Development and Role of Selling in Marketing .............................23 The Nature and Role of Selling....................................................................... 24 Types of Selling............................................................................................... 25 Images of Selling ............................................................................................26 The Nature and Role of Sales Management................................................... 27 The Relationship between Sales and Marketing............................................. 29 Chapter Summary........................................................................................... 32 C hapter 2 PERSONAL SELLING AND SALESMANSHIP Lesson 1: Personal Selling ............................................................................36 What Is “Personal Selling”? ............................................................................38 Fundamentals of Successful Personal Selling................................................ 40
Personal Selling Objectives ............................................................................42 Theories and Models of Selling....................................................................... 45 Lesson 2: Salesmanship................................................................................ 52 Nature of Salesmanship.................................................................................. 54 Importance of Salesmanship ..........................................................................55 Scope of Salesmanship ..................................................................................56 Different Types of Salespeople .......................................................................58 Place of Personal Salesmanship in the Field of Marketing............................. 59 Competitive versus Creative Salesmanship ...................................................60 Chapter Summary........................................................................................... 64 C hapter 3 ETHICS IN SELLING Lesson 1: Social, Ethical, and Legal Issues in Selling................................... 68 Management’s Social and Ethical Responsibilities ......................................... 71 What Influences Ethical Behavior? ................................................................. 72 Employer Ethics in Dealing with Salespeople................................................. 73 Salespeople’s Ethics in Dealing with Their Employers ................................... 74 Ethics in Dealing with Customers ...................................................................76 Lesson 2: Law and Ethical Issues in Selling.................................................. 80 The Contract ...................................................................................................81 Terms and Conditions .....................................................................................82 Terms of Trade ................................................................................................ 86 Business Practices and Legal Controls .......................................................... 87 Ethical Issues.................................................................................................. 89 Chapter Summary........................................................................................... 92
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2025 Higher Education Learning Solutions for the Business and Accountancy Program 52
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