Modern sales techniques

Author: Guo Fengyuan
Publisher:
Publish Date: 2003-05-01
Features: The book is well-structured, appropriately paced, and written in fluent language, making it suitable for marketing majors in vocational colleges, higher vocational colleges, and adult education institutions. It can also be used as a reference for other business and management majors and marketing professionals. This book is part of the Ministry of Education's vocational and higher vocational college planning textbooks, developed based on the "Talent Cultivation Objectives and Basic Specifications for Marketing Majors in Vocational and Higher Vocational Education." The book is divided into 10 chapters, including: Overview of Selling; Selling Methods and Models; Selling Environment; Selling Etiquette; Selling Approach; Selling Negotiation; Handling Objections; Selling Closing; Selling Skills; and Selling Management. The book incorporates new theories and practical research findings in modern selling techniques, adhering to the principles of refining theory, strengthening application, and cultivating skills. It primarily discusses and elaborates on various technical issues in selling practice. The content is comprehensive, easy to understand, rich in examples, and focuses on practical applications in the socio-economic field. It delves into key topics, highlighting the integration, application, and practicality of the material. In terms of content presentation, it emphasizes the integration of theory and practice, aligning with the training objectives of vocational and higher vocational students and the characteristics of technical courses. It strives for clear principles, prominent practicality, and focuses on developing students' comprehensive application and practical operational skills. The book is organized around the process of selling activities, with each chapter logically connected. The explanations of specific techniques start with principles, followed by extensive comparisons and analyses to guide students in thinking critically and applying knowledge to different situations, emphasizing the development of creative thinking and technological innovation skills. The introduction of concepts and conclusions follows a special-to-general approach, aiming for clarity and conciseness. The book considers both the structural system of modern selling techniques and its alignment with related course content. For the convenience of teaching and learning, each chapter includes learning objectives, summaries, and discussion questions. Chapters 3 to 7 also feature case studies to help students understand, digest, and absorb the material.