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Selling: Building Partnerships, Tenth Edition remains the most innovative textbook in sales, featuring distinct role-plays, mini-case studies, and a focus on knowledge and skills critical to the partnership process and successful business professionals. Emphasized throughout is the need for salespeople to be flexible and adapt strategies that address customer needs, buyer social styles, and other relationship needs and strategies. This approach is followed by a thorough discussion of the salesperson as manager and how planning and continual learning enable effective selling and career growth. The text's emphasis on value creation makes it applicable for students who may not be interested in a sales career. As has been true of every edition since the first, the integration of ethics continues to be emphasized.

New to This Edition
●The textbook includes original examples written specifically for this edition.
●New chapter-opening profiles spotlight real salespeople.
●New Building Partnerships boxed features provide detailed examples for chapter material.
●Chapters have been updated with the latest academic and industry research in areas such as ethics, corporate culture, success characteristics, and job trends.
●New Sales Technology features appear in every chapter, illustrating the technology used as well as the challenges technology creates. The book also introduces the Internet of Things and examines its influence on repurchase behavior and customer relationships.
●All new From the Buyer's Seat boxed features aid future salespeople in understanding the buyer's point of view.
●New role-plays are included, featuring Purina ONE SmartBlend and Gartner Consulting.
●Each chapter includes a new or significantly revised minicase as well as favorite minicases from which instructors can select.


Stephen Castleberry received his Ph.D. in business administration from the University of Alabama. He is professor of marketing and head of the Marketing Department at the University of Minnesota Duluth. In addition to personal selling, he teaches marketing principles, marketing ethics, and marketing research. He has also taught at Northern Illinois University and the University of Georgia. He has published more than 45 referred national and international journal articles and is the past marketing editor of the Journal of Applied Business Research.

John F. Tanner, Jr. earned his Ph.D. at the University of Georgia and is dean, Strome College of Business, Old Dominion University. Before entering academia, he spent eight years with Rockwell International and Xerox Corporation as a salesperson and marketing manager. Dr. Tanner has received several awards for teaching effectiveness and research, including the Distinguished Teacher award from the Society of Marketing Advances. He has been named Reviewer of the Year and Co-author of the Paper of the Year by the Journal of Personal Selling and Sales Management. Dr. Tanner has authored or co-authored 15 books and has published more than 80 articles. He has received research grants from the Center for Exhibition Industry Research, the Institute for the Study of Business Markets, the University Research Council, and the Walmart Foundation. Currently, he is the editor of Marketing Educators' Review.
This book was adopted by:
Austin Community College
Clemson University
Eastern Florida State College - Cocoa Campus
Eastern Florida State College - Melbourne Campus
Fordham University - Rose Hill
Jacksonville State University
Kent State University- Kent Campus & Geauga/Twinsburg
Liberty University
Loyola University Maryland
Park University
Roberts Wesleyan College
Saint Joseph's University
Saint Mary's University- Winona
University of Arkansas at Little Rock
University of Louisiana at Monroe
University of Michigan - Dearborn
Virginia Commonwealth University

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Table of Contents

About the Authors
1 Selling and Salespeople
Part 1 Knowledge and Skill Requirements
2 Ethical and Legal Issues in Selling
3 Buying Behavior and the Buying Process
4 Using Communication Principles to Build Relationships
5 Adaptive Selling for Relationship Building
Part 2 The Partnership Process
6 Prospecting
7 Planning the Sales Call
8 Making the Sales Call
9 Strengthening the Presentation
10 Responding to Objections
11 Obtaining Commitment
12 Formal Negotiating
13 Building Partnering Relationships
14 Building Long-Term Partnerships
Part 3 The Salesperson as Manager
15 Managing Your Time and Territory
16 Managing within Your Company
17 Managing Your Career
Role Play Case 1 Purina ONE SmartBlend Dog Food
Role Play Case 2 Gartner