Instructor Manual
To accompany
Fundamentals of Selling
13th Edition
Charles Futrell
i
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, CONTENTS
Part I: Course Organization and Teaching Methods.............................................................................1
To the Instructor..................................................................................................................................2
Professor Futrell Online!.....................................................................................................................3
Student Contact System.......................................................................................................................3
Web Sites for Personal Selling and Sales Management.......................................................................3
Student Application Learning Exercises (SALES)..............................................................................4
Example of a Class Syllabus...............................................................................................................5
Example of a Tentative Schedule......................................................................................................10
Sales Presentation Guidelines............................................................................................................13
Student Information Sheet.................................................................................................................16
Example of How Students are to Label their Scripts.........................................................................17
Role-Play Checklist...........................................................................................................................21
Example of Project Evaluation: Factors & Weights..........................................................................22
Shadow Bonus Projects.....................................................................................................................24
Marketing 435 Sales Challenge.........................................................................................................26
Sales Diary........................................................................................................................................27
Role-Playing: An Overview..............................................................................................................29
Instructions to Each Buyer................................................................................................................30
Develop Your Own Videotape Examples..........................................................................................32
Alternative Role-Play Procedure.......................................................................................................33
Part II: Videos Accompanying Fundamentals of Selling: Outlines and Test Questions...................36
Part III: Lecture Notes............................................................................................................................53
Note: Chapter outlines available for printing or downloading at Web site: http://futrell-
www.tamu.edu. Go to Professor Futrell Online! Then click on Classes, Marketing, Fundamentals
of Selling's book cover, and then Chapter outlines. Using www.business.tamu.edu , first go
to Marketing Department, Faculty, Professor Charles M. Futrell, Classes, etc.
ii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, I. Selling as a Profession
Chapter 1 The Life, Times, and Career of the Professional Salesperson...........................54
Chapter 2 Relationship Marketing: Where Professional Selling Fits..................................67
Chapter 3 Ethics First … Then Customer Relationships...................................................73
II. Preparation for Relationship Selling
Chapter 4 The Psychology of Selling: Why People Buy...................................................81
Chapter 5 Communication For Relationship Building: It's Not All Talk...........................87
Chapter 6 Sales Knowledge: Customers, Products, Technologies....................................94
III. The Relationship Selling Process
Chapter 7 Prospecting—The Lifeblood of Selling...........................................................102
Chapter 8 Planning the Sales Call is a Must!...................................................................107
Chapter 9 Carefully Select Which Sales Presentation Method to Use.............................110
Chapter 10 Welcome Your Prospect's Objections..............................................................115
Chapter 11 Elements of a Great Sales Presentation...........................................................119
Chapter 12 Welcome Your Prospects Objections..............................................................124
Chapter 13 Closing Begins the Relationship………..........................................................130
Chapter 14 Service and Follow-up for Customer Retention..............................................136
IV. Managing Yourself, Your Career, and Others
Chapter 15 Time, Territory, and Self-Management: Keys to Success...............................144
Chapter 16 Planning, Staffing, and Training Successful Salespeople................................147
Chapter 17 Motivation, Compensation, Leadership, and Evaluation of Salespeople.........156
Part IV: Comments on Ethical Dilemmas..........................................................................................160
Part V: Comments on End of Chapter Questions and Cases..........................................................171
Chapter 1...................................................................................................................................172
Comments on Sales Application Questions................................................172
Case 1-1 What They Didn't Teach Us in Sales Class................................................172
Chapter 2...................................................................................................................................173
Comments on Sales Application Questions................................................173
Case 2-1 Reynolds & Reynolds: Team Selling.........................................................174
Chapter 3...................................................................................................................................174
Comments on Sales Application Questions................................................174
Case 3-1 Perfect Solutions.........................................................................................175
Case 3-2 Sales Hype: To Tell the Truth or Stretch It, That is the Question..............177
Chapter 4...................................................................................................................................179
Comments on Sales Application Questions................................................179
Case 4-1 Economy Ceiling Fans, Inc........................................................................182
Case 4-2 McDonald's Ford Dealership......................................................................183
Chapter 5...................................................................................................................................184
Comments on Sales Application Questions................................................184
Case 5-1 Skaggs Manufacturing................................................................................184
iii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, Case 5-2 Alabama Office Supply..............................................................................185
Case 5-3 Vermex, Inc................................................................................................185
Chapter 6...................................................................................................................................185
Comments on Sales Application Questions................................................185
Comments on Appendix Sales Application Questions...............................187
Case 6A-1 Claire Cosmetics.........................................................................................189
Case 6A-2 McBath Women's Apparel..........................................................................189
Case 6A-3 Electric Generator Corporation ..................................................................189
Case 6A-4 Frank's Drilling Service..............................................................................189
Case 6A-5 FruitFresh, Inc. ..........................................................................................190
Chapter 7...................................................................................................................................190
Comments on Sales Application Questions................................................190
Case 7-1 Canadian Equipment Corporation...............................................................191
Case 7-2 Montreal Satellites......................................................................................191
Chapter 8...................................................................................................................................192
Comments on Sales Application Questions................................................192
Case 8-1 Ms. Hansen's Mental Steps in Buying Your Product..................................194
Case 8-2 Machinery Lubricants, Inc..........................................................................194
Case 8-3 Telemax, Inc. .............................................................................................195
Chapter 9...................................................................................................................................195
Comments on Sales Application Questions................................................195
Case 9-1 Cascade Soap Company.............................................................................196
Case 9-2 A Retail Sales Presentation.........................................................................196
Case 9-3 Negotiating With a Friend..........................................................................197
Chapter 10.................................................................................................................................198
Comments on Sales Application Questions................................................198
Case 10-1 The Thompson Company...........................................................................199
Case 10-2 The Copy Corporation................................................................................200
Case 10-3 Electronic Office Security Corporation......................................................200
Chapter 11.................................................................................................................................201
Comments on Sales Application Questions................................................201
Case 11-1: Dyno Electro Cart Company......................................................................202
Case 11-2 Major Oil, Inc.............................................................................................202
Case 11-3 Dumping Inventory: Should this be a Part of Your Presentation................203
Chapter 12.................................................................................................................................204
Comments on Sales Application Questions................................................204
Case 12-1 Ace Building Suppliers...............................................................................205
Case 12-2 Electric Generator Corporation (B).............................................................205
Chapter 13.................................................................................................................................206
Comments on Sales Application Questions................................................206
Case 13-1: Skaggs Omega............................................................................................207
Case 13-2: Central Hardware Supply............................................................................207
Case 13-3: ............................................................................Furmanite Service Company
-A Multiple-Close Sequence.......................................................................208
Case 13-4 Steve Santana: Pressured to Close a Big Deal............................................209
Chapter 14.................................................................................................................................211
Comments on Sales Application Questions................................................211
Case 14-1: California Adhesives Corporation..............................................................212
Case 14-2: Sport Shoe Corporation..............................................................................212
Case 14-3 Wingate Paper.............................................................................................212
iv
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
To accompany
Fundamentals of Selling
13th Edition
Charles Futrell
i
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, CONTENTS
Part I: Course Organization and Teaching Methods.............................................................................1
To the Instructor..................................................................................................................................2
Professor Futrell Online!.....................................................................................................................3
Student Contact System.......................................................................................................................3
Web Sites for Personal Selling and Sales Management.......................................................................3
Student Application Learning Exercises (SALES)..............................................................................4
Example of a Class Syllabus...............................................................................................................5
Example of a Tentative Schedule......................................................................................................10
Sales Presentation Guidelines............................................................................................................13
Student Information Sheet.................................................................................................................16
Example of How Students are to Label their Scripts.........................................................................17
Role-Play Checklist...........................................................................................................................21
Example of Project Evaluation: Factors & Weights..........................................................................22
Shadow Bonus Projects.....................................................................................................................24
Marketing 435 Sales Challenge.........................................................................................................26
Sales Diary........................................................................................................................................27
Role-Playing: An Overview..............................................................................................................29
Instructions to Each Buyer................................................................................................................30
Develop Your Own Videotape Examples..........................................................................................32
Alternative Role-Play Procedure.......................................................................................................33
Part II: Videos Accompanying Fundamentals of Selling: Outlines and Test Questions...................36
Part III: Lecture Notes............................................................................................................................53
Note: Chapter outlines available for printing or downloading at Web site: http://futrell-
www.tamu.edu. Go to Professor Futrell Online! Then click on Classes, Marketing, Fundamentals
of Selling's book cover, and then Chapter outlines. Using www.business.tamu.edu , first go
to Marketing Department, Faculty, Professor Charles M. Futrell, Classes, etc.
ii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, I. Selling as a Profession
Chapter 1 The Life, Times, and Career of the Professional Salesperson...........................54
Chapter 2 Relationship Marketing: Where Professional Selling Fits..................................67
Chapter 3 Ethics First … Then Customer Relationships...................................................73
II. Preparation for Relationship Selling
Chapter 4 The Psychology of Selling: Why People Buy...................................................81
Chapter 5 Communication For Relationship Building: It's Not All Talk...........................87
Chapter 6 Sales Knowledge: Customers, Products, Technologies....................................94
III. The Relationship Selling Process
Chapter 7 Prospecting—The Lifeblood of Selling...........................................................102
Chapter 8 Planning the Sales Call is a Must!...................................................................107
Chapter 9 Carefully Select Which Sales Presentation Method to Use.............................110
Chapter 10 Welcome Your Prospect's Objections..............................................................115
Chapter 11 Elements of a Great Sales Presentation...........................................................119
Chapter 12 Welcome Your Prospects Objections..............................................................124
Chapter 13 Closing Begins the Relationship………..........................................................130
Chapter 14 Service and Follow-up for Customer Retention..............................................136
IV. Managing Yourself, Your Career, and Others
Chapter 15 Time, Territory, and Self-Management: Keys to Success...............................144
Chapter 16 Planning, Staffing, and Training Successful Salespeople................................147
Chapter 17 Motivation, Compensation, Leadership, and Evaluation of Salespeople.........156
Part IV: Comments on Ethical Dilemmas..........................................................................................160
Part V: Comments on End of Chapter Questions and Cases..........................................................171
Chapter 1...................................................................................................................................172
Comments on Sales Application Questions................................................172
Case 1-1 What They Didn't Teach Us in Sales Class................................................172
Chapter 2...................................................................................................................................173
Comments on Sales Application Questions................................................173
Case 2-1 Reynolds & Reynolds: Team Selling.........................................................174
Chapter 3...................................................................................................................................174
Comments on Sales Application Questions................................................174
Case 3-1 Perfect Solutions.........................................................................................175
Case 3-2 Sales Hype: To Tell the Truth or Stretch It, That is the Question..............177
Chapter 4...................................................................................................................................179
Comments on Sales Application Questions................................................179
Case 4-1 Economy Ceiling Fans, Inc........................................................................182
Case 4-2 McDonald's Ford Dealership......................................................................183
Chapter 5...................................................................................................................................184
Comments on Sales Application Questions................................................184
Case 5-1 Skaggs Manufacturing................................................................................184
iii
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
, Case 5-2 Alabama Office Supply..............................................................................185
Case 5-3 Vermex, Inc................................................................................................185
Chapter 6...................................................................................................................................185
Comments on Sales Application Questions................................................185
Comments on Appendix Sales Application Questions...............................187
Case 6A-1 Claire Cosmetics.........................................................................................189
Case 6A-2 McBath Women's Apparel..........................................................................189
Case 6A-3 Electric Generator Corporation ..................................................................189
Case 6A-4 Frank's Drilling Service..............................................................................189
Case 6A-5 FruitFresh, Inc. ..........................................................................................190
Chapter 7...................................................................................................................................190
Comments on Sales Application Questions................................................190
Case 7-1 Canadian Equipment Corporation...............................................................191
Case 7-2 Montreal Satellites......................................................................................191
Chapter 8...................................................................................................................................192
Comments on Sales Application Questions................................................192
Case 8-1 Ms. Hansen's Mental Steps in Buying Your Product..................................194
Case 8-2 Machinery Lubricants, Inc..........................................................................194
Case 8-3 Telemax, Inc. .............................................................................................195
Chapter 9...................................................................................................................................195
Comments on Sales Application Questions................................................195
Case 9-1 Cascade Soap Company.............................................................................196
Case 9-2 A Retail Sales Presentation.........................................................................196
Case 9-3 Negotiating With a Friend..........................................................................197
Chapter 10.................................................................................................................................198
Comments on Sales Application Questions................................................198
Case 10-1 The Thompson Company...........................................................................199
Case 10-2 The Copy Corporation................................................................................200
Case 10-3 Electronic Office Security Corporation......................................................200
Chapter 11.................................................................................................................................201
Comments on Sales Application Questions................................................201
Case 11-1: Dyno Electro Cart Company......................................................................202
Case 11-2 Major Oil, Inc.............................................................................................202
Case 11-3 Dumping Inventory: Should this be a Part of Your Presentation................203
Chapter 12.................................................................................................................................204
Comments on Sales Application Questions................................................204
Case 12-1 Ace Building Suppliers...............................................................................205
Case 12-2 Electric Generator Corporation (B).............................................................205
Chapter 13.................................................................................................................................206
Comments on Sales Application Questions................................................206
Case 13-1: Skaggs Omega............................................................................................207
Case 13-2: Central Hardware Supply............................................................................207
Case 13-3: ............................................................................Furmanite Service Company
-A Multiple-Close Sequence.......................................................................208
Case 13-4 Steve Santana: Pressured to Close a Big Deal............................................209
Chapter 14.................................................................................................................................211
Comments on Sales Application Questions................................................211
Case 14-1: California Adhesives Corporation..............................................................212
Case 14-2: Sport Shoe Corporation..............................................................................212
Case 14-3 Wingate Paper.............................................................................................212
iv
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for
sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or
posted on a website, in whole or part.
