Modern Salesmanship (Third Edition) (Third Edition)

Author: Li Guirong
Publisher:
Publish Date: 2003-09-01
Features: To meet the needs of education and business, the third edition of "Modern Salesmanship" has undergone additions, adjustments, and revisions to the second edition's content. While emphasizing the scientific and comprehensive nature of the discipline, it has incorporated more case studies and teaching internship exercises to facilitate teachers' work. At the same time, it aims to help students grasp the fundamental concepts, principles, procedures, and methods of modern salesmanship, as well as provide opportunities for classroom or course-based internships under current teaching conditions. For any shortcomings in the book, we sincerely hope that senior scholars and teachers will continue to offer guidance.
The highly developed market economy has promoted the popularization of modern salesmanship, and China has also ushered in a spring of research and promotion in sales science. A series of books related to sales have been published one after another, signaling the arrival of a flourishing era of sales. After China's entry into the World Trade Organization, the demand for high-level sales professionals will become even more urgent. They should be highly skilled sales talents with comprehensive knowledge and practical operational abilities, serving as pioneers in promoting Chinese products to the international market and embodying the fine qualities of the Chinese people. To advance China's education sector, improve the training of sales professionals, and meet the challenges of international market competition, both academia and practitioners must make unremitting efforts.
Currently, the market is flooded with books on sales techniques, each with its own strengths. Heinz M. Goldman is a highly respected sales expert in the United States, and the International Sales Training Center he founded in Geneva is named after him. He pointed out: "Sales techniques have a long history, and in recent years, there has been neither any true innovation nor any significant discovery in this field. Much of what we now know is not novel—it was already mastered by our predecessors. Precisely for this reason, salesmanship is limited to a few fundamental principles, with other principles merely being variations of the same. However, truly understanding the spirit of these principles remains an arduous task in salesmanship training. This is far more important than concocting some novel and mystical doctrines to deceive people."