Selling: Managing Customer Relationships

About the Book

This brand new edition reflects the substantial changes that have occurred in personal selling. The text focuses on the two fundamentals of personal selling—consultation and persuasion—together with in-depth coverage of customer relationship management strategies for practical success in the field. It provides extensive opportunities for both new and experienced salespeople to develop their knowledge and skills.

Selling 3e introduces a new chapter on CRM and in-depth coverage throughout on this expanding and dynamic topic. In addition, it includes end-of-chapter case studies, website references, and challenging cases at the close of the text, all with a practical focus. The book’s extension section includes class activities, role plays and workbook sections to facilitate group research and discussion.

This book has a clear and accessible writing style, and is an invaluable resource for sales trainees and students in selling courses at university and vocational colleges. The chapters on negotiating with customers and presenting to customer groups provide an ideal reference for salespeople and others who are looking to further develop their selling skills. It also demonstrates how the practices and technologies of customer relationship management (CRM) can be used by salespeople to improve their sales performance.

This third edition offers a free 30-day trial of ACT!7 software, one of the most popular CRM packages used in business today.

Table of Contents:
Selling: Managing Customer Relationships 3e Part 1: Customers and Organisations Chapter 1: Selling, Marketing and Customer Relationship Management Chapter 2: Understanding Consumers Chapter 3: Understanding Organisational Buyers Chapter 4: Ethical and Legal Issues in Selling Part 2: Preparing to Build Customer Relationships Chapter 5: Developing your Communication Skills Chapter 6: Getting Organised Chapter 7: Prospecting Part 3: Conducting Sales Interviews with Customers Chapter 8: Selling as Consultation Chapter 9: Managing Objections and Buyer Concerns Chapter 10: Obtaining Commitment Part 4: Managing Customer Relationships Chapter 11: CRM in the Modern organisation Appendix to Chapter 11 Implementing customer contact programs Chapter 12: Managing Relationships with Key Customers Chapter 13: Negotiating with Customers Chapter 14: Making Presentations to Customer Groups Part 5: Extension Case Studies and Activities

About the Author :
Peter Rix brings extensive practical marketing experience to his teaching and writing. He has held senior marketing and management positions in Australia and South East Asia, and has developed marketing strategies for national and international brands such as Edgell-Birds Eye, Penfolds, Chivas Regal, CSR and Windsor Farm.In recent years he has focused on the application of marketing principles to small-to-medium sized organisations. “Many large organisations seem to have lost the capacity to really listen to their customers, whereas DME’s are often customer-focused both by nature and necessity”, he says. “It is often then simply a matter of developing systems that help these firms to adopt a strategic approach to marketing. In my own business, and when consulting to other organisations, keeping it simple and practical are the main goals”.As a practical application of his writing and teaching, Peter Rix provides consulting and training services to a diverse range of clients. He also co-owns and operates businesses in the childcare and experiential learning industries. In addition to Marketing: A Practical Approach, he is also co-author of Selling: A Consultative Approach, published by McGraw-Hill Australia.