Solution Manual Selling Today Partnering to Create Value, Canadian Edition, 9th edition Gerald Manni

Solution Manual For Selling Today Partnering to Create Value, Canadian Edition, 9th edition Gerald Manning Michael Ahearne Barry L Reece HF Herb MacKenzie Margaret Burnes Strawbridge Chapters 1-17

CHAPTER 1 RELATIONSHIP SELLING OPPORTUNITIES IN THE INFORMATION ECONOMY Chapter 1 introduces students to the evolving role of personal selling in today’s information-driven economy. It provides a contemporary definition of personal selling and explains the growing importance of relationship selling as organizations focus on creating long-term customer value. The chapter also explores career opportunities in professional selling, the diverse employment settings in which salespeople work, and the skills required for success in modern selling roles. Attention is given to the role of digital tools, customer relationship management (CRM) systems, and emotional intelligence in supporting effective relationship building. Finally, the chapter reviews the major sources of professional sales training, including academic programs, certification programs, commercial training providers, and employer-sponsored development programs.

LEARNING OBJECTIVES 1-1 Define personal selling and describe the three prescriptions of a personal selling philosophy.

1-2 Describe the emergence of relationship selling in the age of information.

1-3 Discuss the rewarding aspects of a career in selling today.

1-4 Discuss the different employment settings in selling today.

1-5 Explain how personal selling skills have become one of the master skills needed for success in the information age and how personal selling skills contribute to the work performed by knowledge workers.

1-6 Identify the four major sources of sales training.

KEY TEACHING THEMES IN CHAPTER 1     

Relationship selling versus transactional selling The impact of the information economy on sales roles Sales careers as knowledge work Technology as a support tool for relationship building The growing importance of emotional intelligence in professional selling

OPENING CLASS DISCUSSION STARTER

Ask students: “What professions require selling skills even if the job title does not include the word ‘sales’?”

Students often identify careers such as:  entrepreneurs  lawyers  consultants  healthcare professionals  managers This discussion reinforces the concept that selling is a life skill.

EXTENDED PRESENTATION OUTLINE Today’s workforce is made up of millions of knowledge workers who succeed only when they add value to information. Salespeople, and many other knowledge workers, add value to information when they collect it, organize it, clarify it, and present it in a convincing manner.

As part of the Reality Selling Video Series, this chapter features Alex Homer from the Tom James Company, selling luxury clothing.

I. Personal Selling Today—A Definition and a Philosophy (LO 1.1) A. Definition: Personal selling occurs when a company representative interacts directly with a customer to present information about a product or service.

1. Personal selling is a process of: a. Building customer relationships. b. Discovering customer needs. c. Matching the appropriate products with these needs. d. Communicating benefits through informing, reminding, or persuading.

2. A product is broadly defined as information, services, ideas, and issues.

3. Increasingly, personal selling is viewed as a process that adds value.

4. In an ideal situation, the salesperson: a. Builds a mutually rewarding relationship. b. Diagnoses the customer’s needs. c. Custom fits the product to meet those needs.

5. Having knowledge of customer needs will: a. Lead to higher customer satisfaction. b. Willingness to purchase a product.

B. Developing a personal selling philosophy includes three prescriptions: 1. Adopt the marketing concept.

2. Value personal selling.

3. Become a problem solver/partner.

II. Emergence of Relationship Selling in the Information Age (LO 1.2) A. Shifts from industrial economy to an information economy began approximately 60 years ago (see Fig. 1.2). Instructor Note: Digital Access and Indigenous Communities: In discussing the information economy, instructors may wish to highlight that access to information technology is not evenly distributed across all communities. In Canada, many Indigenous communities, particularly those in remote or northern regions, continue to face challenges related to reliable Internet access. This can limit opportunities for participation in digital marketplaces and online selling environments. The chapter provides an example of how Indigenous artisans may rely on both traditional selling methods (such as community events and Powwows) and digital platforms to reach customers. This discussion offers an opportunity to explore issues of digital equity, cultural entrepreneurship, and inclusive market participation.

B. Major advances in information technology and electronic commerce.

C. Strategic resource is information.

1. Information is often too plentiful.

2. Salespeople help filter information.

D. Business is defined by customer relationships.

1. The real new economy is the customer economy.

2. Customers have taken more control of their destinies.

3. Relationships build a conduit of trust for information exchange.

E. Sales success depends on adding value.

1. Value-added selling is defined as a series of creative improvements in the sales process that enhance the customer experience.

2. Salespeople can create value by: a. Developing a quality relationship. b. Carefully identifying the customer needs. c. Configuring and presenting the best possible product solution.

3. The value added by salespeople today is increasingly derived from intangibles, such as: a. Quality of advice offered. b. Level of trust that underlies relationship between salesperson and customer. c. Modern relationship selling increasingly relies on digital tools and data.

Salespeople now use Customer Relationship Management (CRM) systems, analytics platforms, and communication technologies to manage relationships, track customer interactions, and personalize solutions.

Instructors may wish to discuss how technology enhances the relationshipbuilding role of professional salespeople.

III. Careers in Personal Selling (LO 1.3) A. Wide range of employment opportunities.

I.

The 500 largest sales forces in North America employ more than 24 million salespeople. In Canada, sales and service occupations represent a significant portion of the workforce. Millions of Canadians work in sales and service roles across industries such as retail, business-to-business sales, financial services, and technology. These positions often serve as an important entry point into the workforce and provide opportunities for advancement into management and leadership roles.

1. There is no single “selling” occupation.

2. Opportunities exist that match your interests, talents, and ambitions.

3. Old stereotypes about sales are gradually going by the wayside.

4. Studying careers of highly successful relationship salespeople discover that ethical sales practices represent the key to long-term success.

B. Activities performed by salespeople.

1. Outside salespeople spend 26 % of their time in face-to-face sales and 74 % in sales prep, travel, waiting, and administrative tasks. (See Fig. 1.3).

2. Salespeople have tremendous freedom to manage their time and activities.

3. Outside salespeople spend only a portion of their time in direct customer interaction, with much of their time devoted to sales preparation, CRM management, planning, administrative tasks, and collaboration with customers and internal teams.

4. Growth of hybrid and virtual selling environments: In today’s selling environment, many sales interactions occur in hybrid or fully virtual formats.

Sales professionals frequently use tools such as video conferencing platforms (e.g., Zoom or Microsoft Teams), customer relationship management (CRM) systems, and digital communication tools to connect with customers, present solutions, and manage relationships. Instructors may wish to discuss how relationship selling principles still apply in virtual environments and how technology can support stronger customer connections rather than replace the salesperson.

C. Titles used in selling today.

1. Just as selling occupations differ, so do the titles by which salespeople are known.

2. Two factors have contributed to the creation of new titles. a. Shift from “selling” to “consulting” and “partnering.” b. New titles reflect a difference in education and skill sets needed for the position. c. Regardless of title, salespersons play an important role in sustaining the growth and profitability of organizations of all sizes. d. Also support the employment of many nonselling employees.

D. Above-average income.

1. Table 1.1 describes sales compensation for different sales roles in Canada. a. Research indicates that salespeople involved in transactional sales earned the lowest compensation.

b. Sales personnel involved in value-added sales earned the highest compensation.

E. Above-average psychic income.

1. Psychic income (psychological rewards) gained from a selling career may include recognition and security.

2. In selling, recognition will come more frequently and with greater intensity than in most other occupations.

3. Accomplishments of sales personnel seldom go unrecognized.

F. Opportunity for advancement.

1. High visibility affords opportunities for advancement.

2. Sales experience is invaluable in many middle and high management positions.

G. Opportunities for all genders.

1. There is a growing awareness that gender is not a barrier to success in selling.

2. Sales offers high income and flexible work schedules.

IV. Employment Settings in Selling Today (LO 1.4) A. Careers in sales include both inside and outside sales positions.

1. An inside salesperson performs selling activities at their employer’s location, using virtual modes of communication 2. An outside salesperson travels to meet prospective clients in their place of business or residence.

B. Selling through Channels.

1. Good and services flow from manufacturer to end user through a channel of distribution.

2. Three major channels settings include (see Fig. 1.4): a. Services Channel. b. Business-to-Business Channels. c. Consumer Channels.

3. Career opportunities in the service channel. a. Approximately 80 percent of the Canadian labour force is now employed in the service sector. b. Hotel, motel, and convention centre services.

(1) Salespeople diversify markets and upgrade services to sell room space, food, beverages, and services related to hosting seminars, conferences, and meetings.

(2) Competition for convention business is intense. c. Telecommunication services.

(1) Deregulation of telephone service has resulted in the fragmentation of major telephone companies and the creation of numerous new communication companies and emerging CRM-driven outreach and digital prospecting d. Financial services.

(1) There are more than 4296 firms with 15 650 branches that provide financial services in Canada. e. Media sales.