The Power of Selling
Kimberly Richmond, Richmond Marketing + Communications
Copyright Year: 2010
ISBN 13: 9781936126002
Publisher: Saylor Foundation
Conditions of Use
The Power of Selling contains all of the major sales concepts (e.g., approach, needs assessment, features and benefits, objections handling, closing) typically taught in a Professional Selling course. It also includes information teaching students... read more
The Power of Selling contains all of the major sales concepts (e.g., approach, needs assessment, features and benefits, objections handling, closing) typically taught in a Professional Selling course. It also includes information teaching students how to sell him or herself (Selling U) which can help students translate how sales can be impactful to every student, regardless of major or sales career interest. There are additional sections that include lessons and examples from (1) successful brands, (2) current salespeople with differing experience levels from a variety of industries, and (3) customers. This textbook includes a comprehensive view of the sales industry.
Overall, the content covered in this textbook is accurate, error-free, and unbiased.
This textbook includes all of the major steps of the sales process. Although the sales process hasn't really changed, the way salespeople communicate with current and prospective buyers has been drastically impacted due to COVID. For example, the digital transformation (e.g., social media, virtual technology platforms, websites) of the sales industry has become prevalent; however, this is not discussed readily in the textbook.
The Power of Selling is easy to read and understand. It provides enough depth so that students can understand the concepts being covered. Although there is jargon in sales (e.g., SPIN, FAB), the textbook clearly explains what these terms represent and gives a variety of examples to aid in understanding.
Throughout the textbook, The Power of Selling uses a consistent terminology.
Each chapter is broken up into smaller subsections. This will allow students to divide out a chapter into smaller reading sections in order to avoid fatigue.
There are 15 chapters in this textbook which might make it difficult to adequately cover the content in a typical term. However, the ordering of the chapters make logical sense. The chapters are presented in a similar manner to other sales textbooks such that the chapters logically go in order through the sales process (e.g., Prospecting, Preapproach, Approach, Presentation, Objections Handling, Closing, Follow-Up).
The online version of The Power of Selling allows students to easily navigate between chapters and subsections by just clicking on the link in the Table of Contents. The PDF version does not incorporate these hyperlinks nor is a Table of Contents included. The charts and images throughout the text are free from distortion although in the online version, there is no zoom option if students want to take a closer look. Students do have the option to pull up these charts and images in the PDF version, if desired. One major issue with both the online version and the PDF is the fact that many of the video links and links to outside websites no longer work which might frustrate students.
The textbook appears to be grammatically correct.
The text does not appear to be culturally insensitive or offensive in any way. There are a variety of diverse examples included throughout the textbook.
The book gives a thorough and in-depth look at sales using real life examples, a variety of multi-media sources, and a tone throughout the book which added to the overall lesson of the text. Compared to other conceptually based sales textbooks,... read more
The book gives a thorough and in-depth look at sales using real life examples, a variety of multi-media sources, and a tone throughout the book which added to the overall lesson of the text. Compared to other conceptually based sales textbooks, this is an overall nice change in approach, although some of the evidentiary examples did stray from the thematic lessons in favor of keeping the reader’s attention (which is probably a good thing).
The book was comprehensive and throughout the text I didn’t come across any inaccuracies of note. Many of the explanations of certain sales ideas or tactics were anecdotal and not totally unbiased.
The content was very current, and the language was modern yet included classic elements. The book stands to hold up over a long period of time because of the relevance of the information as well as the delivery in which it was given.
Overall clarity is one of the strong suits of this textbook. The messages, goals, techniques, and lessons are crystal clear and delivered in a very easy to follow way with interesting examples.
The text is steady in form, tone, structure, and gave each topic a comparable in depth look and presented each in a constant way, using similar techniques.
One of the biggest strengths of The Power of Selling is the author’s ability to dedicate an entire chapter or sub-chapter to one singular topic, which stands on its own or can be applied to the bigger themes of the entire book. This singularity makes for easily assignable chapters/section for students to learn about individual topics, while maintaining each section as a clear function of the bigger themes of selling.
This book was structured very clearly and in an organized way that could be taught as a standalone lesson in the classroom or read as individual text for help on a particular area of sales. Each step in the process of selling was given plenty of room to explore and analyze, and the result was a clear, in-depth understanding of the fundamentals of sales as they apply in the current day.
One of the problems with the .pdf version of the book was the overabundance of problematic transitions between sections. There were small border overlapping mistakes between sections, inconsistencies in font size, paragraph alignment, and overall transitional issues throughout the book. This is common with hard copy to eBook transitions, but should be addressed given that a high percentage of students reading this text will be using this version.
The book, although informal in tone at times, did not have any glaring grammatical errors.
The text is careful to be inclusive and not culturally offensive to any group, gender, or nationality. It used global examples that could be related to by all types of people.
One of the greatest tools in this book is the Selling U section of each chapter, as it applies the concepts covered in each chapter to searching and attaining a job. This includes self-branding, creating effective resumes, elevator pitches, and networking as used in the real world. This is certainly a textbook which hopes to bridge the gap between classroom learning and real-life application in sales and in obtaining a good job in the field. The video resources and applicable online content (YouTube page, LinkedIn Group) also bring the textbook to the current age.
Positives 1. Sales professionals have written lessons from the field that students will be able to undertand and connect concepts to. 2. Nice supplements - videos, LinkedIn group 3. Good exercises at the end of each unit, and role play at the end... read more
Positives 1. Sales professionals have written lessons from the field that students will be able to undertand and connect concepts to. 2. Nice supplements - videos, LinkedIn group 3. Good exercises at the end of each unit, and role play at the end of chapters 4. Career materials 5. Review of terms and concepts at the end of each unit and chapter Negatives 1. No Table of Contents or Index 2. Content is practitioner, versus theory-driven 3. Superficial information on Customer Relationship Management (CRM) and inbound marketing
Content is accurate; certainly biased toward sales and selling as a career, which is fine, since many students have a negative perception of selling.
The book is really more of a ‘how to’ of selling; it is relevant as many marketing majors will go into sales positions upon graduation. It reads like practitioner books, which isn’t bad, but would have to be supplemented with theory-based materials.
The text is well-written, readable, accessible and understandable. It is written in an interesting way that students will find entertaining (if you can say that about a text).
The book is internally consistent. No problems here.
I like the way that each chapter is broken down into units that are short and easy to read and understand, There are lots of headings, subheadings which help organize the material.
The organization and structure of the book is good. It starts with a discussion of what sales is, then moves into how to sell.
I downloaded the book and printed it. The images are pixilated. And no way to find something specific as there is not an index or table of contents, as mentioned earlier in this review.
Well-written. No significant or obvious grammatical errors.
There is nothing on culture in this book. Anyone who sells understands that you may encounter others (both co-workers and customers) whose perspectives are different than our own, making it imperative that we understand cultural differences. And, selling today is global, and selling to cultures different from one’s own is a significant issue.
The book overall is not bad, but would need to be supplemented with additional materials. There is little on CRM and inbound marketing, which are critical issues in sales today.
This book effectively addresses the steps of the sales process, along with some of the most important reasons why someone needs to have strong selling skills-We all sell! The author does a great job of explaining the differences between B2B and... read more
This book effectively addresses the steps of the sales process, along with some of the most important reasons why someone needs to have strong selling skills-We all sell! The author does a great job of explaining the differences between B2B and B2C types of sales. The Selling U components at the end of each chapter provide hands on advice and activities that users interested in pursuing a sales career can immediately implement. The two topics that I would have liked to have seen covered in this text book are 1) the various forms of salesperson compensation; and 2) time and territory management techniques and key metrics.
Content is extremely relevant and accurate from a practioner's standpoint. Topics and suggestions are current, examples are real life, and the resources provided are easy to access for more information.
The book correctly identifies and explains the latest trends and tools in professional selling. The book is written and organized in a way that would allow updates to be easily and logically made.
Sales does encompass its own set of terms and references. The author does a good job of utilizing and defining this specific terminology so that readers can learn and use it as sales professionals. It could be helpful to have a glossary of specific sales-related terms for easy reference.
The book is very consistent in following its defined framework and in its use of terminology. Each chapter covers its stated content and then effectively recaps key learning points and concepts. This makes it very user friendly.
Each chapter stands on its own, which allows sales faculty to teach the material in their own preferred order. For example, I prefer to teach the steps of the selling process before teaching adaptable selling techniques based on buyer behavior styles. This book would allow me to postpone teaching chapter 3 until chapters 7-13 have been covered.
The topics were presented in an order very similar to most professional selling textbooks in the marketplace. Personally I like a slightly different order, but the modular arrangement of the topics allow for faculty customization of the order of the topics. The best thing the author did was to keep each step of the selling process its own chapter!
While viewing the text online and by downloaded PDF, there were significant portions of white space preceding many of the charts. Not a huge problem, but it did effect scrolling.
No significant grammar errors spotted.
There do not seem to be any significant culturally insensitive remarks or examples. The author has compiled a diverse group of professionals to participate in her LinkedIn Power of Selling Group, which should appeal to a diverse audience.
I would strongly consider using this text in my professional selling class!
The book is one of the most complete; including all or nearly all elements of selling. Sales techniques are often misunderstood or present from one side of the concept, and this textbook is clear and concise. The comprehensive nature of the... read more
The book is one of the most complete; including all or nearly all elements of selling. Sales techniques are often misunderstood or present from one side of the concept, and this textbook is clear and concise. The comprehensive nature of the textbook includes contextualized learning examples, videos, and lessons that are beneficial in an online or face-to-face course. Included in the textbook are lessons, key takeaways, and exercises. The details inside provide students with learning and preparation designed at developing the skills and knowledge around the concepts of sales that adults need to deal with business situations. The mixture of reading, stories, videos, and detailed content make this book an excellent choice is teaching sales and how to use sales for business success and customer relations.
The book concepts are accurate and help the reader with the larger concept of sales and selling. The text contains some grammatical errors, but they are not distracting to the average reader. The writer tries to stay unbiased by using the contextualized learning and bringing in more than just her opinion or experiences. The writer brings in information from many sources to help the reader make up their own mind about the concepts and how to use it in their business or career.
The content of the book is up-to-date and includes sources outside the author's own knowledge and experiences. By using the outside sources, the reader can see when and where the information comes from, which helps keep the content relevant. The book can be easily updated by the author or the instructor using it by locating more current documents, articles, and videos.
The author uses language that is easy to understand while challenging the reader to learn more. The videos and articles will make it more fun for students to understand more about selling and customers. It makes learning fun and enjoyable.
The book is consistent in format and terminology. The format is easy to follow and provides the reader with an easy way to search each chapter for similar styles that contain different content. It is pleasing and it a logical format.
The book is easily dividable into the lessons that each institution or instructor can subdivide to meet the outcomes of their particular course. The chapters in the book can be added to other courses like Customer Service or Entrepreneurship if needed. Each chapter is self-contained and easily rearranged.
The topics in the book are presented in a logical manner that makes it easy to understand. The flow of information is easily understood by the reader and movable by the instructor if needed. To make the logic of the book intact, it is important to include the Table of Contents.
The PDF format made it harder to use at first, but once the mechanics of the book are used some, it becomes easier to manage. Many instructors would like to break apart the chapters to include them inside the week the materials are used, and the PDF format does not allow that without purchasing the latest version of Adobe Acrobat. The online format is easier to manage; however, not all readers will have access to the internet to read the text. Many students will often prefer a printed copy of the book to have the ability to highlight and make notes in the margins. The length of the textbook makes this more difficult.
The text contains some grammatical errors, but they are not distracting to the average reader. They are minor and mostly the use of commas.
The book is culturally relevant and brings in many aspects of sales. The author's background and experience within large organizations allow the material to cross cultures and a variety of cultures as the material is generic and unbiased.
The book includes information for the reader to access more sources of interaction. These include YouTube videos and LinkedIn. The author has written another book, Brand You, that could be used for a more in-depth look at sales or marketing course. The book is an enjoyable read as well for those who wish to learn more about selling without going through an educational institution.
This textbook is one of the most comprehensive I have reviewed as related to sales. Rich examples, applicable contemporary tools, links to additional resources, and accessible language add to the effectiveness of this material. The content covers... read more
This textbook is one of the most comprehensive I have reviewed as related to sales. Rich examples, applicable contemporary tools, links to additional resources, and accessible language add to the effectiveness of this material. The content covers all of the objectives set out in my course outline, from basic concepts to practical tools and advice applicable those more experienced. The comprehensiveness, however, resulted in a lengthy text that would be impracticable to cover in a ten-week course. The online format is easy to navigate with an effective index. The printed form is not as user-friendly and too long to be printed on its entirety.
Based on how comprehensive this text is, I don't feel I can fairly assess its accuracy.
The field of sales is constantly evolving. The relevancy/longevity of this content will be impacted in the long-term. Some of techniques would still apply, however, the tools will constantly update. Today, this text is incredibly relevant and addresses much of concepts such as social media and how the internet continues to disrupt traditional business models.
The language used is clear, concise, and accessible. The author provides applicable examples, links to additional online material including videos, which makes the content more relevant and interesting to students.
The book's terminology and format is consistent throughout, making it easy to follow.
The book is definitely divisible, which supports a more flexible adoption of the material. Each chapter is a lesson on itself. Some of the longer sections, however, make it more difficult for online reading.
When reading the PDF format, the book felt clunky and difficult to read since there is not a good glossary/index. However, the online is well organized and has an easy to use menu. The format of each chapter is standardized throughout the book. Each chapter follows a logical progression that builds upon knowledge acquired from prior chapters.
Although free of interface issues, the PDF format is difficult to read both online and printed. To print the book on its entirety is also impractical due to its length. The online format, however, is great. It contains easy to use navigation and user-friendly format.
The book appears to be free of grammatical errors.
The book provides a global perspective, which is imperative in this subject.
Table of Contents
- Chapter 1: The Power to Get What You Want in Life
- Chapter 2: The Power to Choose Your Path: Careers in Sales
- Chapter 3: The Power of Building Relationships: Putting Adaptive Selling to Work
- Chapter 4: Business Ethics: The Power of Doing the Right Thing
- Chapter 5: The Power of Effective Communication
- Chapter 6: Why and How People Buy: The Power of Understanding the Customer
- Chapter 7: Prospecting and Qualifying: The Power to Identify Your Customers
- Chapter 8: The Preapproach: The Power of Preparation
- Chapter 9: The Approach: The Power of Connecting
- Chapter 10: The Presentation: The Power of Solving Problems
- Chapter 11: Handling Objections: The Power of Learning from Opportunities
- Chapter 12: Closing the Sale: The Power of Negotiating to Win
- Chapter 13: Follow-Up: The Power of Providing Service That Sells
- Chapter 14: The Power of Learning the Ropes
- Chapter 15: Entrepreneurial Selling: The Power of Running Your Own Business
About the Book
The Power of Selling is the perfect textbook to teach students about the proven process of selling. More important, it teaches students how to apply the tenets of selling to how to sell themselves and get the job they want, with the same process professional sales people learn (or brush up) on their own selling skills.
What makes someone successful in sales? Are great sales people born or made? Is there one magic selling process, or does the process change based on the business‚ or the customer? How can the selling process really come alive for students in the classroom? How do students learn how to sell for life, not just for a course? The Power of Selling by Kim Richmond answers these questions and makes the principles of selling come alive.
Kim looks at the topic of selling through a different lens, and provides inspiration and ideas. The Power of Selling provides an exciting and interactive experience for both professors and students through the use of 4 unique elements:
1. Content The content is based on the core selling tenets so instructors will find the familiar principles of selling. In addition, the impact of Sales 2.0 is addressed at every stage including how to use interactive tools such as Twitter, LinkedIn, Facebook, blogs, and wikis effectively.
2. Selling U: The last section of each chapter is called Selling U. It applies the concepts covered in the chapter to a student's job search. Selling U topics include how to think about yourself as a brand, how to create a powerful cover letter and resume, how to create your personal elevator pitch, how to use networking and informational interviews to get the word out about your brand, how to prepare and dress for an interview, and how to negotiate and accept the right job offer. What makes The Power of Selling different is that Selling U is integrated into every chapter, which makes this text the ultimate guide to selling yourself.
3. Video Resources:Videos are used throughout the book. Additional videos that are not included in the text are available for instructor use. Here are videos that are available:
… Video Ride-alongs — One of the best ways to learn about sales is by going on ride-alongs. So every chapter starts with an exclusive feature called a Video Ride-along. These short videos feature seven different sales professionals — one that starts each chapter. Each one talks about how he or she applies one of the key concepts covered in the chapter in their job. These videos are designed to be ”virtual ride-alongs“ so the students can actually feel as though they are getting insights first hand from selling professionals.
… Over 50 videos are included featuring the sales professionals who are highlighted in the Video Ride-alongs. About half of the videos are used in the textbook. The balance are available for instructor use. Several are included in Video Learning Segments (see below). These videos are excellent resources for use in the classroom, exercises, and assignments.
… Video Learning Segments In addition to the traditional supplements of Instructor Manual, PowerPoints, and Test Bank, there are also Video Learning Segments. These are PowerPoint slides embedded with videos designed to supplement the course PowerPoints and focus on one concept, like an ethical dilemma, pre-call preparation, or effective presentations, how to use email effectively. Each segment includes slides, videos, discussion questions, or exercises.
4. The Power of Selling LinkedIn Group.
This group was created on LinkedIn.com expressly as a resource for the faculty and students who use this textbook. The group includes sales professionals from across the country and from different industries. This is a great tool for faculty and students alike to network, participate in discussions, ask questions, and connect with ”real world“ selling professionals.
Kim Richmond's The Power of Selling is a fresh, interactive, and applied textbook intended for all introductory and sales, selling and salesmanship courses. If you're ready to prepare your ”students of selling“ for all that lies ahead in their professional career—you're ready for this book. Check it out.
About the Contributors
Kimberly K. Richmond is an executive, author, speaker, and professor in the sales and marketing arena. She is a senior marketing executive with over twenty-five years of sales, marketing, and branding experience. She has held senior marketing positions at several major companies, including executive vice president of marketing at FAO Schwarz and other senior marketing roles at Kraft Foods, Sears, Zany Brainy, The Right Start, and Charming Shoppes.
Ms. Richmond is currently a principal at Richmond Marketing + Communications, the marketing consultancy she founded. Her firm specializes in multichannel sales, marketing, and branding including traditional and online marketing and social networking strategies. She also consults with sales organizations to help them realize the true potential of their marketing and selling efforts.
She is the author of Brand You, a guide to building and marketing your personal brand that was published by Pearson Prentice Hall in November 2008. She is also an adjunct professor at the Haub School of Business at Saint Joseph’s University (Philadelphia) and Rutgers University in New Jersey. She is a member of the Thought Leaders Panel for the Center for Consumer Research and the Advisory Board of the Department of Marketing at Saint Joseph’s University. Ms. Richmond frequently speaks at industry and academic events. She also serves on the Board of Governors of the Philly Ad Club.
Ms. Richmond earned a Bachelor of Arts in Journalism from Northern Illinois University and a Master of Business Administration from Loyola University in Chicago.