Selling Theory and Techniques

Author: Xiao Jun
Publisher:
Publish Date: 2005-08-01
Features: This textbook is divided into two parts. The first part is the theoretical section, which elaborates on the definition, principles, functions of sales promotion, the relationship between sales promotion and marketing, sales promotion theoretical models, sales promotion environment, the qualities and responsibilities of sales personnel, and other fundamental theories of sales promotion. The second part is the practical section, which introduces sales promotion practices and techniques, including customer prospecting, sales negotiation, sales service, handling customer objections, and sales quota setting. The theory follows the principle of "sufficient and appropriate," emphasizing students' practical operations and innovative ability development. Each chapter includes case studies and review questions, and a comprehensive case study is provided at the end of the book. This book is suitable for teaching in colleges and universities, as well as for professionals in the marketing industry.