Modern Salesmanship (Wu Jian'an)

Author: Wu Jian'an
Publisher:
Publish Date: 2000-12-01
Features: This series of teaching materials closely connects with the new developments in the marketing discipline and the practical realities of new marketing management positions both domestically and internationally. Based on China's national conditions, it fully draws on the rational core of new teaching materials from developed countries, striving to align with advanced teaching models worldwide. The curriculum system is highly scientific, the textbook structure is relatively reasonable, and both content and form have been updated, meeting the overall requirement of cultivating "highly specialized talents with solid foundations, broad knowledge, strong abilities, and high quality" for the 21st century. After review, it has been approved for publication as the Ministry of Finance's recommended teaching material and is recommended for use in universities and colleges nationwide.
The book begins with the functions and characteristics of selling, elaborating on selling principles such as selling elements, selling information, selling environment, customer psychology, and selling models. It then moves on to introduce selling methods and techniques, starting from the identification and selection of customers, covering topics such as approaching customers, selling negotiations, closing deals, and after-sales service. The book also provides necessary discussions on the basic content of selling management.
Throughout the book, it emphasizes that meeting customer needs as a prerequisite and achieving customer satisfaction as the goal is the core concept of modern selling activities, ensuring that marketing theory and strategy are better implemented in modern selling. The book closely integrates theory with practice, offering both theoretical guidance and practical operations. It can serve as a textbook for marketing majors and also provide valuable references for marketers and business leaders in their practical work.