Stephen Castleberry - ISE EBook Selling: Building Partnerships

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Building Partnerships

University of Minnesota Duluth

Old Dominion University

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SELLING

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• ISBN 978-1-265-08229-1

• MHID 1-265-08229-4

• Cover Image: michaeljung/Shutterstock

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To Kate, Shane, and Sophie; you bring joy to my life. To Susie, my lovely wife of 40 years. And to my Creator, Redeemer and Friend, without whom I would be nothing.

Steve Castleberry

To Karenyou make all the hard work worthwhile.

Jeff Tanner

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As we write this Preface, the world is in the grip of the Great Pandemic. Economists, stock market analysts, media prognosticators, and many others are trying to predict when and how business and academia will emerge and what the new normal will bring.

Youll see some evidence of the pandemic in the latter chapters and in role plays. The decision we made, though, was that the pandemic will pass and while there will be many lessons learned and many business practices that may change, the basics of how people want to be sold will not. One thing we believe is that, more than anything, buyers will buy from people they trust, from people they can rely on, from partners.

Therefore, weve remained faithful to the premises that caused us to write the first edition more than 25 years ago:

• We dont want to teach the history of sellingwe want our students to know how it is done now and why, so that as the field continues to change, they will be prepared.

• Partnering skills are critical skills for all businesspeople.

• Adaptive communication skillsprobing, listening, and presentationare important in all areas of life but especially for salespeople.

• Students need to practice these skills through role playing.

• Helping people make the right decisions is not only the most ethical sales strategy but also the most effective strategy for long-term success.

At the same time, weve recognized that several factors are changing the face of selling:

• Increased use of multichannel go-to-market strategies, including strategies such as account-based marketing.

• Changing roles for both technology and salespeople.

• Changing trends in how organizations buy, specifically the increasing use of technology, self-service, and presale search.

• Students who use this edition are likely to face the first recession in over a decade, challenges in finding employment, and changes in the names of the top employers on campus.

As weve revised the text, faithful adopters will see that weve held to the principles that made this book unique when it was launched and kept it in a leadership position. While others may have tried to copy role playing, partnering, or technology, none have truly captured the essence that makes this book the leading text.

• Original examples written specifically for this book. We have been blessed to have the support of sales faculty and salespeople around the world, many of whom took the class and used this book.

• New chapter-opening profilesall chapters open with a real salesperson or sales managers perspective on the chapter. Each profile is new and original to this edition, and weve also integrated the profiles into each chapter as a running example to increase this features functionality.

• All new Building Partnershipsboxed features that provide more detailed examples of chapter material and present chapter material in a slightly different light. Many of these, as with the other boxed elements, feature salespeople taught by you, our adopters.

• All new Sales Technologyboxed features in each chapter, most new to this edition, that illustrate how technology is used and some of the challenges that technology creates. Whether it is work process management tools, collaboration tools, or digital marketing tools, students will be introduced to how your former students are using new technology.

• All new From the Buyers Seat executives offer insight into how they made decisions or were helped (or hindered) by salespeople. Like the other boxed features, we often include examples from personal interviews to provide insight that your students cant find anywhere else.

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• Feature questionsembedded in the end-of-chapter material are discussion questions that direct students back to the chapter opening profiles, Building Partnerships, From the Buyers Seat, and Sales Technology features so these features are read and used more fully. These feature questions also make great class exercises.

• New Role Playsweve written a new set of role plays featuring Purina ONE SmartBlend and Gartner. Purina ONE SmartBlend is a pet food product line, and you can use this if you want to use simple role plays that span both trade sales and sales to users (kennels, animal shelters, and so on). Gartner is a consultancy that primarily serves the CIO. While both products were used in the previous edition, all of the scenarios are new to this edition. Further, youll see in the Gartner role plays, expanded material. We chose Gartner because they are the product used in the National Collegiate Sales Competition, with whom we are working so that your students can maximize their time on developing their sales skills and not learning a plethora of products for various competitions. This set of role plays can be a bit more complicated. Each set (Purina and Gartner) have 10 prospect scenarios (with two buyer information sheets each in the Instructors Manual) at the end of the book. If you would like to sell something different or would like more buyer scenarios, let us know by e-mailing Jeff directly: .

• New minicaseseach chapter has a new or significantly revised minicase as well as favorite minicases to choose from.