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Selling Today: Partnering to Create Value, Global Edition

Selling Today: Partnering to Create Value, Global Edition

13th Edition

Gerald Manning, Michael Ahearne, Barry Reece

May 2014, Book with access code, 552 pages
ISBN13: 9781292060170
ISBN10: 1292060174
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For courses in Sales and Personal Selling.

Extensive, real-world applications, carefully integrated with current personal selling concepts.

Selling Today: Partnering to Create Value helps students understand the value of developing their personal selling skills by exposing them to a careful integration of personal selling academic theory and real-world applications. And with the largest number of “learn by doing” materials available in any personal selling text, Manning/Ahearne/Reece offers instructors a variety of teaching tools to strengthen the learning process. As the developed nations of the world transition from a production focus to a sales-and-service focus, this cutting-edge new edition prepares students to succeed as members of a new generation of businesspeople.

For courses in Sales and Personal Selling.

Extensive, real-world applications, carefully integrated with current personal selling concepts.

Selling Today: Partnering to Create Value helps students understand the value of developing their personal selling skills by exposing them to a careful integration of personal selling academic theory and real-world applications. And with the largest number of “learn by doing” materials available in any personal selling text, Manning/Ahearne/Reece offers instructors a variety of teaching tools to strengthen the learning process. As the developed nations of the world transition from a production focus to a sales-and-service focus, this cutting-edge new edition prepares students to succeed as members of a new generation of businesspeople.

Please note that the product you are purchasing does not include MyMarketingLab.

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Preface xix

Acknowledgments xxvii

About the Authors xxxi


PART 1 Developing a Personal Selling Philosophy 3

Chapter 1 Relationship Selling Opportunities in the Information

Economy 4

Chapter 2 Evolution of Selling Models That Complement the Marketing

Concept 29

PART 2 Developing a Relationship Strategy 47

Chapter 3 Ethics: The Foundation for Partnering Relationships That Create

Value 48

Chapter 4 Creating Value with a Relationship Strategy 71

Chapter 5 Communication Styles: A Key to Adaptive Selling Today 89

PART 3 Developing a Product Strategy 113

Chapter 6 Creating Product Solutions 114

Chapter 7 Product-Selling Strategies That Add Value 132

PART 4 Developing a Customer Strategy 151

Chapter 8 The Buying Process and Buyer Behavior 152

Chapter 9 Developing and Qualifying Prospects and Accounts 172

PART 5 Developing a Presentation Strategy 199

Chapter 10 Approaching the Customer with Adaptive Selling 200

Chapter 11 Determining Customer Needs with a Consultative Questioning

Strategy 223

Chapter 12 Creating Value with the Consultative Presentation 247

Chapter 13 Negotiating Buyer Concerns 271

Chapter 14 Adapting the Close and Confirming the Partnership 293

Chapter 15 Servicing the Sale and Building the Partnership 311

PART 6 Management of Self and Others 331

Chapter 16 Opportunity Management: The Key to Greater Sales

Productivity 332

Chapter 17 Management of the Sales Force 350


Appendix 1 Selling Today: Partnering to Create Value–Training Videos 369

Appendix 2 Regional Accounts Management Case Study 393

Appendix 3 Partnership Selling: A Role-Play/Simulation for Selling Today 417

Endnotes 485

Glossary 503

Name Index 509

Subject Index 513


This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States.


Help Students Apply Concepts

  • NEW! Chapter 11: Determining Customer Needs with a Consultative Questioning Strategy—with Accompanying Video: Highlighted in this chapter is the importance of discovering customer needs and configuring value-added product solutions to meet those needs. A professionally produced training video complements these research findings and illustrates the use of questions in a consultative selling setting.

  • Reality Selling Today Videos and Role-Play Scenarios: The Reality Selling Today Videos—which feature eleven role-play scenarios—allow students to assume the role of a salesperson in selling scenarios that are relevant in today’s competitive environment.

  • The Knowing-Doing Gap: By having students participate in the comprehensive role-play/simulation featured in Appendix 3, this text helps close the gap between knowing and doing. In this appendix, students assume the role of a new sales trainee, employed by the Park Inn International Convention Center. Serving as an excellent capstone experience, students develop the critical skills needed to apply relationship, product, customer, and presentation strategies.

  • Show the concepts in action: The Adaptive Selling Today Training Video Series. New to the twelfth edition is another professionally produced Adaptive Selling Today Training Video titled “Negotiations, Solving the Tough Problems.” Specifically based on the principles presented in the text, these four professionally produced videos present important selling considerations spanning the entire sales process, including:

  • The importance of relationship building (Chapter 4)

  • Using a questioning strategy to determine customer needs (Chapter 11)

  • Negotiations that result in win-win solutions to tough problems (Chapter 12)

  • Questions used to close the sale (Chapter 13)

  • In addition to the chapter 4 relationship building video titled “Communication Styles a Key to Adaptive Selling” Selling Today is the only text to provide a comprehensive online, adaptive communication/behavioral style assessment, available to users of the text.

  • Social Media and Selling Today Boxes: These new boxes show students how social media is used by today’s sales organizations and individual salespeople.

  • The Evolution of Contemporary Sales Techniques that Complement the Marketing Concept: Students may think sales is intuitive–not realizing that there are strategies they need to learn in order to solve complex customer buying problems and build long-term partnerships. This edition carefully outlines the progression of relationship-building sales techniques in each chapter, building students’ understanding and skills throughout the course.

  • Reconfigured Salesforce.com Exercises: The bestselling salesforce.com software—offered with the twelfth edition of Selling Today—has been totally re-configured and customized to fit the simulated SimNet Systems Company featured in the Case Study and Application Exercises. Additionally, the newly configured software replicates and re-enforces the consultative, adaptive, and partnering style of selling that is featured throughout this text.


Encourage Critical Thinking

  • Get students to think through ethical dilemmas: Extensive Ethics Coverage. The ethics approach in this text is broken down to three aspects:

  • An entire chapter devoted to ethics—Chapter 5: Ethics: The Foundation of Relationships in Selling—which provides a contemporary examination of ethical considerations in selling.

  • Discussions of ethical issues, which are woven through select chapters.

  • An exciting business game entitled Gray Issues—Ethical Decision-Making in Personal Selling. Participation in this game provides students with an introduction to a range of real-life ethical dilemmas, and it stimulates in-depth thinking about the ethical consequences of their decisions and actions.


Keep Your Course Current and Relevant


  • NEW! Greater Emphasis on Ethical Selling. Ethical selling is highlighted, as Chapter 3, “Ethics, The Foundation for Relationships in Selling,” has been totally revised and updated. Moved up to Chapter 3 from Chapter 5 in the 13th edition to address the many ethical lapses existing in the business world, this new material emphasizes the need for a highly ethical interaction with customers as the starting point of all relationship development, if one is to build long-term, partnering style selling relationships. Moreover, a new ethics assessment has been added to the end of the chapter and new 13th-edition text models are used to highlight an emphasis on ethical selling.

  • NEW! Regional Accounts Management Simulation. For the first time in a personal selling text book, students are exposed to the strategic sales-planning responsibilities associated with multiple account managers. Appendix 2 features the challenges and responsibilities of a regional account manager selling to 20 accounts with a projected total sales of $1.8 million. Training future salespeople on these planning responsibilities is extremely important as the demand for account managers in today’s businesses is burgeoning.

  • NEW! Changed Material Related to Salesforce.com Software. It was discovered in the 12e that some challenges existed with logging on to the Selling Today/Salesforce.com website. We also found challenges with completing a few of the exercises and recognized that inherent problems accompanied the roll-out of the software. Based on instructor feedback, we have revised the Salesforce.com offering. We now introduce the use of popular CRM systems such as Salesforce.com, NetSuite, Siebel and Sugar CRM in Chapter 1 through our popular boxed inserts. Students learn about all the major CRM companies and are invited to visit their websites for additional information. Then in Chapter 2, we provide students instructions for the use of a 30-day free trial as well as access to training videos for the Salesforce.com CRM software. Additional CRM boxed inserts appear throughout the text on how salespeople apply customer relationship management software to improve their partnering strategies.

  • NEW! Revised Popular Appendix 3 Role-Play/Simulation. This revision includes converting the 12e urban hotel to a new exciting 13e luxury beachfront resort and convention center.

  • NEW! Highly interactive simulated website has also been added in the 13e for use in student sales presentations. This edition of Selling Today is the only textbook that provides student exposure and experience to role-playing the entire consultative sales process from acquiring easy-to-learn product knowledge, initial building of sales relationships, discovering customer needs, and creating and delivering a technology-rich sales presentation. Appendix 3 is a perfect fit for both in-class or online courses. Serving as an excellent capstone experience, students develop the critical skills needed to apply relationship, product, customer, and presentation strategies.

  • NEW! Study Guides. These are added to maximize student learning when viewing both the Reality Selling Today and Adaptive Selling Today videos. With more video support than any text on the market, these new study guides ensure in-depth student learning.

  • NEW! Boxed Inserts. These new inserts are under the titles of “Global Business Insight” and “Social Media and Selling Today,” describing important cultural and economic differences for selling internationally as well as new challenges and strategies for utilizing social media in selling in today’s information-driven business world.

  • NEW! Latest Research and Trends from Academic Journals and Trade References. Extensive referencing of academic articles found in the Journal of Personal Selling and Sales Management, Journal of Marketing, Harvard Business Review, and others has been brought up to date. Topics and trends in selling garnered from numerous trade publications such as Selling Power, ThinkSales, Value Added 21 Selling, Sales and Marketing Management, and The American Salesperson, have been integrated throughout the 13th edition.

  • NEW! An updated glossary appears at the end of the book for quick reference.

  • NEW! Revised Set of Annotated PowerPoint Slides. These provide additional insights for presenting important points in the text.


This title is available with MyMarketingLab, an online homework, tutorial, and assessment product designed to work with Selling Today to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.


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