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Solution Manual For Selling Today Creating Customer Value Canadian 7th Edition Manning 0133156850 9780133156850
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Chapter 2
Personal selling is an important force in maintaining the economic vitality of a nation. Many
productive salespeople are using the strategic consultative-selling approach to determine and fulfill
consumers’ product and service needs.
As part of the Reality Selling Video Series, this chapter features Marcus Smith from Liberty
Mutual, selling financial services.
A. Consultative selling emerged in the late 1960s and early 1970s (see Table 2.1) and is
an extension of the marketing concept.
B. Transactional selling is the sales process that serves the buyer primarily interested in
price and convenience.
C. Major features of consultative selling:
1. The customer is seen as a person to be served, not a prospect to be sold.
2. The salesperson doesn’t use a high-pressure sales presentation; two-way
communication identifies (diagnoses) customer’s needs.
3. Consultative selling emphasizes need identification, problem solving, and
negotiation rather than manipulation.
4. Consultative selling emphasizes service at every phase of the personal selling
process.
D. Consultative selling practices are not easily mastered.
A. Strategic selling began receiving considerable attention during the 1980s (see Table
2.1).
23
Copyright © 2016 Pearson Canada Inc.
B. During the 1980s we witnessed the beginning of several trends that resulted in a more
complex selling environment.
C. Strategic planning is the managerial process that matches the firm’s resources to its
market opportunities. It takes into consideration the various functional areas of business
that must be coordinated such as financial assets, workforce, production capabilities,
and marketing.
D. The strategic market plan is often the guide for a strategic selling plan.
1. Tactics are techniques, practices, or methods you use when you are face-to-face
with a customer.
2. A strategy is a prerequisite to tactical success. If you develop the correct strategies,
you are more likely to make your sales presentation to the right person, at the right
time, and in a manner most likely to achieve positive results.
3. Strategic planning sets the stage for a form of consultative selling that is more
structured, more focused, and more efficient. E. Strategic/Consultative-Selling
Model.
1. The model is divided into four broad strategic areas:
a. Relationship strategy: A well thought-out plan for establishing, building, and
maintaining quality relationships.
b. Product strategy: A plan that helps salespeople make correct decisions
regarding the selection and positioning of products to meet identified customer
needs.
c. Customer strategy: A carefully conceived plan that will result in maximum
responsiveness to the customer’s needs. It involves the collection and analysis
of specific information on each customer.
d. Presentation strategy: A well-developed plan that includes preparation of the
sales presentation objectives, understanding the buying process, and renewing
one’s commitment to provide outstanding customer service.
2. Interrelationship of basic strategies—the relationship, product, and customer
strategies all influence development of the presentation strategy.
A. The partnering concept emerged in the early 1990s (see Table 2.1).
B. Partnering is a strategically developed, long-term relationship that solves the
customer’s problems.
C. Today’s customer wants a quality product and a quality relationship. Partnering
requires that salespeople continuously search for ways to add value to their selling
relationships.
D. Partnering is the key to building repeat business and referrals.
Note: The partnering concept is covered in more detail in Chapter 3. E.
Strategic Alliances – The Highest Form of Partnering.
1. The goal of strategic alliances is to achieve a marketplace advantage by
teaming up with another company.
24
Copyright © 2016 Pearson Canada Inc.
2. Partnering is enhanced with high ethical standards.
3. Partnering is enhanced with customer relationship management (CRM).
a. The information economy will reward salespeople who can create value at every step
of the sales process.
b. Traditional selling has too often emphasized communicating value that lies in the
product rather than creating value for the customer.
c. Creating and Delivering Customer Value Model:
a. Understanding Customer’s Value Needs.
b. Creating the Value Proposition.
c. Communicating the Value Proposition.
d. Delivering the Value Proposition.
END-OF-CHAPTER ACTIVITIES
Included in this section are answers to selected end-of-chapter exercises. Answers are provided for
all review questions, application exercises and case problems. In addition, a brief description of
each role-play is provided.
CHAPTER 2
Answers to Review Questions
2-1. In adapting to the marketing concept, emphasis is now placed on satisfying the customer
through “partnering.” Instead of “pushing” goods, salespeople now form relationships and seek
to identify specific customer needs.
2-4. Consultative selling emphasizes need identification that is achieved through effective
communication between the salesperson and customer. The salesperson assumes the role of
consultant and offers well-considered recommendations. Negotiation replaces manipulation as
the salesperson sets the stage for a long-term partnership.
2-5. The four steps include need discovery, selection of product, need-satisfaction presentation,
and servicing the sale.
2-6. The four broad strategic areas that make up the selling process are (1) developing a relationship
strategy—success in selling depends heavily on the salesperson’s ability to develop, manage,
and enhance interpersonal relations with the customer, (2) developing a product strategy—
products and services represent problem-solving tools, (3) developing a customer strategy—
sales and marketing efforts are organized around the needs and desires of the customer, and
(4) developing a presentation strategy—although the sales call may last no more than 25
minutes, the presentation is definitely a critical part of the selling process.
2-7. In the 1990s, many companies began to see the merits of maintaining long-term relationships.
With more look-alike products, customers are seeking quality products and quality
relationships.
2-8. Value-added selling can be defined as a series of creative improvements in the sales process
that enhance the customer experience. Salespeople can add value by carefully identifying the
customer’s needs and then prescribing the best possible product solution. Value-added selling
has surfaced in response to increased levels of competition and the growing complexity of
many products and services. The value added by salespeople today is increasingly derived from
intangibles such as the quality of the advice offered.
2-9. The goal of strategic selling alliances is to achieve a marketplace advantage by teaming up
with another company whose products or services fit well with your own. Both companies
hope to achieve a mutual competitive advantage.
2-10. Because salespeople are a vital link between a company and its customers, buyers will
usually form impressions about the company based on the salesperson.
26
Copyright © 2016 Pearson Canada Inc.
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random and unrelated content:
METSÄN PUHELU
»Älkää kysykö», lauloi lintu, »paras kun ette voi ymmärtää; jokainen
ihmisten kaupungeissa salaa itkee ja nyyhkyttää, jokaisella on suru.»
Älä sano, mitä sanoivat silmäsi, älä sano, älä koskaan toista! Miks sattuu
näin elon kohtalot: en rakasta sua, vaan toista!
Niin viisas ja hyvä on hymy, jota huules hymyää, syvä silmäs kauas
katsoo, sinä näät, mitä muut ei nää, miten on sun otsasi kaunis ja kätes
sielukkaat, — sinä itse et pyydä mitään, sinä annat vain ja ja'at.
Sinä olet niin yksin, — kaikki sinut onnessa unhottaa, surun tullen
kädet arat taas oveas kolkuttaa, pääs harmaa vastaan nyökkää kuin kaikki
ymmärtäin, kuin lausuin: tiesinhän sun nyt tulevan, ystäväin.
Olit nuori ja nuorta unta kuin me sinä uneksit, sinä myös osas onnesta
tahdoit, sinä myöskin rakastit. Kuka katsoo raajarikkoon! Ken tajus
tuskas sun ja taiston sydämessä sun ruumiis ruhjotun!
Sinä yönä talven lunta tuli suortuvilles sun, sinä yönä sun kyyneleesi
sa itkit loppuhun, sinä yönä sait viisaan hymyn, jota huules hymyää, opit
elämän vaikean taidon, opit vaiti kärsimään.
OLE LUONANI SILLOIN …
Ole luonani silloin, rakkain, kun viime hetkeni lyö, kun elämä kerran
jättää ja joutuu pitkä yö.
VALKEA ARMEIJA.
(Jouluyönä 1916.)
Hänestä on kuin vieläkin kuin äsken taisto sois, kuin vielä laulais
shrapnellit ja tykit salamois, ja on kuin kentät kuoleman ne vitkaan
liikahtais, tuhannet valjut vainajat elämän taasen sais.
Näin kuollehitten kuoro soi ylitse öisen maan: »Jo tulla meidän vuoro
voi, elävät vaviskaan! Lyö kalvat kaikki kuolleitten edestä elämän,
edestä ennen ollehen ja syntymättömän.
PUNAINEN TÄHTI.
(Leconte de Lisle.)
Sen sydän niinkuin meidän soi, niinkuin vain yksi veri voi, humina
Hämeen hongikon kuin henki hengestämme on — se maa, se meidän on!
Se maa, se meitä odottaa, sen kasvoin eessä vannokaa: jos oli sodan,
rauhan työ, sen eestä viime veri lyö! Sen eestä tarmo, työ!
Tää ota vala, Hämeenmaa! Siis ylös, taisto alkakaa sen eestä isäin
hautojen, Sen eestä vanhan vapauden ja tulevaisuuden!
1913.
Mut ei! Viel' elää laulu sun ja sydämissä soi ja sytyttää ja salamoi —
se eihän kuolla voi.
Sen veistänyt oot marmoriin — se seisoo aikain taa. Muu Suomi sun
jos unhottais, ei koskaan Hämeenmaa.
SÄVELTEN VIRSI.
(Jean Sibeliuksen II sinfoniaa kuunnellessa.)
Pois yli aineen, pois, ylös aurinkohon! Kuin meren laineen määrätön
matkamme on!
***
Pois yli aineen, pois, ylös aurinkohon! Kuis meren laineen määrätön
matkamme on!
Kuunteli, kun kertoi satakieli onnen öistä etäisistä ennen, tai kun
hongat hiljaa humisivat unelmistaan satain vuotten mennen.
Joskus kuuli kauhuin myrskyöinä kuinka pauhas taivaan ukkos-urut,
niinkuin huutanut ois vuorten tuska, kaikki itkeneet ois ihmissurut.
Korven onni katos niinkuin uni. Nousi verisenä vainon miekka: kylmä
hiilos oli uutissauna, punaisena rannan valkohiekka.
Metsän rinnasta sen impi näki, juoksi suot ja maat ja lymys lehtoon,
itki armautta elon päivän, itki ankaruutta kuolon-ehtoon.
Niin hän kasvoi ikimetsän koissa, yleni kuin päivä kunnahilta, kasvoi
kaunihiksi niinkuin aamu, lempeäksi niinkuin suvi-ilta.
Niin moni laulu soinut on ihmisen rintahan läpi elämän pitkän päivän
aina kehdosta hautahan: yks onnen valkea laulu, se elämän riemua: soi,
ja murheen musta virsi sen huolta mi vaikeroi,
Se soi kuin unten takaa ja aavistuksien, kuin kaukaa aikojen yöstä yli
vuotten tuhanten, kuin haastanut tuvilta Tuonen ois valkeat vainajat, jo
ammoin Manalle menneet, ja isät harmajat.
Sitä laulaa maa ja metsä sitä järven laine lyö, sitä soittavat sateet
taivaan sitä tohisee tuuli ja yö, sitä kertoo rannan kaisla ja kuiske
kukkasten ja vilkutus yöllisen tähden läpi kotikoivujen.
Sen vaeltaja kuulee yön hetkinä, yksinään, kun päivän äänet on poissa,
kylät hukkuu hämärään, kun ympärillään valvoo vain kesäyön valkeus ja
metsäin sylistä kaukaa soi rastaan rukous.
Ikihengestänsä henki sun olentosi on, sen tehdä suurta työtä sun työsi
olkohon, iankaikkinen luonto on yksin ja sen luomistyö, sinä et, siit'
alkaa työs, mihin ehti sukupolvet mennehet.
Sen vaeltaja kuulee yön hetkinä, yksinään, kun päivän äänet on poissa,
kylät hukkuu hämärään, niin outo ja autuas tunne vavahtaa sielussaan ja
hän elämisen onnesta kiittää, laps ihanan, kukkivan maan.
IV METSÄN SATUJA
SUVEN KUUSSA
Koko metsä helkkyy, helää ja soi ja visertää, koko metsä liikkuu, elää,
värähtää, hengittää — yli kaiken hymyilet sä, pyhä päivä suven kuun, —
minut ota riemuus, metsä, sun riemuus salattuun!
JÄNIKSET.
Emo-jänis tuli pyrynä metsän rajaa kun poikineen isä teki talvimajaa.
»sull' aina on, äiti, se hätä ja hoppu», isä pystyyn nous, »siit' on
tehtävä loppu.»
Miten kauan, on ratkaista vaikeaa, lie muurahaisten ollut maa, siit' tiede
on viel' eri mieltä. Ratk' selvää kertovat kieltä kaikk' kaivaukset jo
kuitenkin: vie juurem' juur' aikaan loittoon, histoorian aamunkoittoon.
Pahin voittaa yks oli vihamies, jost' aikakirjat kertoa ties, ja yks oli
taistelu vaikein ja sen muisto juur' julmin ja haikein.
Tuli kerran — sen vanhat muistaa kai, yli hetken sen jotka elää sai —
iso hirviö kaupunkimme luo, kovin peljättävä oli nähdä tuo: suur' ruumis
sill' oli, pieni pää — pien'päiset on heikot järjeltään —, kaks silmää
päässä sen hiilui ja vimmaa, kiukkua kiilui; vain kaks sillä myös oli
jalkaa. Ja ennenkuin kukaan aavistaa se jo pitkillä tuntosarvillaan
hävittää, tuhota alkaa.
Ihan kaiken iltaa ja yötä oli kuulunut suolta: klak klak klakaa.
Kuink' ollakaan, ihan parhaiks vaan emo hanhi siihen suolta tuli
taapersi toimessaan. Muut iskivät silmää: tuolta jo varman vastuun sai,
— kovin vähän vain järjenpuolta sill' on, tuli hauskaa kai!
»He, kukas muu kuin meidän isä siellä veisata lurittaa. Voi tokkiisa,
vallat ja väet, voi rakkaat rastaat ja käet, miten kauniisti laulu sen kantaa,
ihan sydäntä puristaa ja nenää turistaa. Se yötä ja päivää laulaa ja tuskin
kastaa kaulaa, — se meinaakin laulajaks, näet, ja huomenna konsertin
antaa se tahtoo ja tarkottaa.»
Sitä riemun remua, rähinää, sitä kohinaa, sitä kähinää, johon hanhen
juttu katkes. Koko seura nauruhun ratkes.
MAAILMAN MENO.
(Kansantarina)
”Sitä varia, huh, ihan väsyttää alkaa”, varis sanoo, ”jo vanhaa siipeä,
jalkaa.
Kun vanhenen pian, alan kangistua, kai kannat sa mua, kuin minä nyt
sua?”
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