The skills of partnering go well beyond the arena of selling a product.
Strategic alliances are important to virtually all businesses and all aspects of
business. That is why we are excited to see professional selling continue to
grow in numbers of schools teaching the course, to grow as a required course for
marketing majors at many schools, and to become part of the core curriculum for
all business majors at a few institutions.
Our assumption, though, is not that all students of sales will become
salespeople, Students in this course should learn principles of selling so well
that they would have enough confidence in themselves to begin making calls if
provided no additional training by their employer, even if those calls occurred
in a nonselling field for example, an accountant soliciting new business. At the
same time, more students than ever before are being exposed to selling who have
no plants to enter the sales profession. One of our objectives in this book is
to provide sound partnering and communication skills that will be useful no
matter what their occupation may become.
Another objective is to integrate material from other “theorydriven” courses.
While nothing may be more practical than a good theory, students sometimes say
that this is the only class in which they learned something they could use. That
is unfortunate. We continue to work on integrating material form other courses
and disciplines to illustrate the application of theories in the practice of
selling. Several of you have told us that you have had the some experience and
found this book to be useful in integrating material. We‘re glad that we have
been successful and hope you find this edition to do even better job.