I. DEVELOPING A PERSONAL SELLING PHILOSOPHY.
1. Personal Selling and the Marketing Concept.
2. Career Opportunities in Selling Today.
II. DEVELOPING A RELATIONSHIP STRATEGY.
3. Factors Influencing the Relationship-Building Process.
4. Ethics—The Foundation for Relationships in Selling.
III. DEVELOPING A PRODUCT STRATEGY.
5. Acquiring Product Information.
6. Developing Product-Selling Strategies.
IV. DEVELOPING A CUSTOMER STRATEGY.
7. Understanding Buyer Behavior.
8. Developing a Prospect Base.
V. DEVELOPING A PRESENTATION STRATEGY.
9. Approaching the Customer.
10. Creating the Consultative Sales Presentation.
11. Custom Fitting the Sales Demonstration.
12. Negotiating Buyer Resistance.
13. Closing and Confirming the Sale.
14. Servicing the Sale.
VI. MANAGEMENT OF SELF AND OTHERS.
15. Management of Self: The Key to Greater Sales Productivity.
16. Communication Styles: Managing the Relationship Process.
17. Management of the Sales Force.
Appendices.

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