Selling Theory and Techniques

Author: Liang Jingxian
Publisher:
Publish Date: 2005-05-01
Features: This book is written to meet the needs of cultivating marketing and sales talents, improving the professional quality of existing marketing personnel, and enhancing sales performance. It strives to highlight the characteristics of scientific rigor, practicality, and readability. Based on a comprehensive absorption of domestic and international sales practices and related research findings, the book is committed to innovating sales theory, primarily manifested in: 1. Exploring sales communication phenomena at the level of social interaction and proposing "sales communication and sales levels," which provides the foundation for the book's sales theory. 2. To clarify the chaotic terminology of sales methods, it summarizes the four major tools of sales combinations: individual image, product appeal, customer relationships, and sales techniques, and uses this as the core framework to develop the content of sales practices and techniques. 3. In the methods of finding and selecting customers, it proposes the concept of "customer segmentation." The book's creativity is also reflected in the analysis of sales barriers and the classification of sales tools. Building on the innovation of sales theory, the book strives to closely align with sales practices and enhance the operability of sales techniques. Out of the 13 chapters in the book, 8 chapters are practical content related to sales combination tools. To facilitate the teaching of sales theory and practice, each chapter is followed by case analysis questions and sales skill training exercises. This book can serve as a textbook for undergraduate or vocational college students in marketing and economic management, and is also suitable for a wide range of marketing and business management personnel as a reference book for skill training.