7th Edition

Thomas N. Ingram, Raymond (Buddy) W. LaForge, Ramon A. Avila, Charles H. Schwepker, Michael R. Williams

ISBN-13: 9780357901380
Copyright 2024 | Published
288 pages | List Price: USD $100.00

Master today's most effective professional selling concepts and skills with SELL, 7E by 4LTR Press. Updated, streamlined chapters cover the most relevant topics and current industry selling practices. This edition covers recent technology, including artificial intelligence, for use in the selling process. New or expanded coverage addresses storytelling in sales, customer engagement and the customer experience. This edition's visual presentation is complemented with new chapter-opening vignettes and new coverage of the latest ethical dilemmas and virtual selling strategies. Study tools and activities like case studies and role play videos help you prepare for real-world situations. MindTap digital resources let you read or listen to chapters and study with flashcards and practice quizzes. When it’s time to review, you can easily gather everything you’ve flagged or noted into a guide you organize. Track your scores so you know where to focus efforts to reach your learning goals.


1. Overview of Personal Selling.
2. Building Trust and Sales Ethics.
3. Understanding Buyers.
4. Communication Skills.
5. Strategic Prospecting and Preparing for Sales Dialogue.
6. Planning Sales Dialogues and Presentations.
7. Sales Dialogue: Creating and Communicating Value.
8. Addressing Concerns and Earning Commitment.
9. Expanding Customer Relationships.
10. Adding Value: Self-Leadership and Teamwork.

  • Thomas N. Ingram

    Thomas N. Ingram (Ph.D., Georgia State University) is professor emeritus of marketing and department chair at Colorado State University. Before commencing his academic career, he worked in sales, product management, and sales management with Exxon and Mobil. Tom is a recipient of the Marketing Educator of the Year award given by Sales and Marketing Executives International (SMEI). He was honored as the first recipient of the Mu Kappa Tau National Marketing Honor Society recognition award for Outstanding Scholarly Contributions to the Sales Discipline. The University Sales Center Alliance has designated Professor Ingram as a Distinguished Sales Educator for his long-term contributions to sales education. Tom has served as the editor of the Journal of Personal Selling & Sales Management, chair of the SMEI Accreditation Institute, and as a member of the Board of Directors of SMEI. He is the former editor of the JOURNAL OF MARKETING THEORY & PRACTICE. Tom’s primary research is in personal selling and sales management. His work has appeared in the JOURNAL OF MARKETING, JOURNAL OF MARKETING RESEARCH, JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT, and the JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others. He is the coauthor of one of the ’’Ten Most Influential Articles of the 20th Century’’ as designated by the Sales and Sales Management Special Interest Group of the American Marketing Association.

  • Raymond (Buddy) W. LaForge

    Raymond W. (Buddy) LaForge is the Brown-Forman Professor of Marketing at the University of Louisville. His research is published in many journals, including the JOURNAL OF MARKETING, JOURNAL OF MARKETING RESEARCH, JOURNAL OF THE ACDEMY OF MARKETING SCIENCE, among others. He has co-authored MARKETING; PRICIPLES & PERSEPCTIVES 5E, SALES MANAGEMENT: ANALYSIS AND DECISION MAKING 9E, PROFESSIONAL SELLING: A TRUST-BASED APPROACH 4E, STRATEGIC LEADERSHIP: BREAKTHROUGH THINKING FOR BREAKTHROUGH RESULTS, and THE PROFESSIONAL SELLING SKILLS WORKBOOK. LaForge has served on the board of many organizations, including as Vice President/Marketing for the Academy of Business Education; Vice President of Marketing, Teaching, and Conferences for the American Marketing Association Academic Council; and as Chair and Vice Chair for Awards and Recognition for the American Marketing Association Sales Interest Group. Buddy has received a number of awards to include the Outstanding Sales Scholar Award from Mu Kappa Tau, Special Recognition Award from the American Marketing Association Sales SIG, Top Thirteen Faculty Favorites at the University of Louisville, Distinguished Scholar Award from the Research Symposium on Marketing and Entrepreneurship, Distinguished Sales Educator Award from the University Sales Center Alliance, Undergraduate Teaching Award from the College of Business, Faculty Favorite Award from REACH Ambassadors, Beta Alpha Psi Outstanding College of Business Faculty Award, James M. Comer Award from the Journal of Personal Selling and Sales Management, Gerald E. Hills Best Paper Award from the American Marketing Association Entrepreneurial Marketing SIG, Sales Excellence Award from Louisville Sales Leaders, College of Business Student Council Faculty-of-the Year Award, Lifetime Achievement Award from the American Marketing Association Sales SIG, Lifetime Achievement Award from the Global Research Symposium on Marketing and Entrepreneurship.

  • Ramon A. Avila

    Ramon A. Avila (Ph.D., Virginia Tech University) is the George and Frances Ball Distinguished Professor of Marketing at Ball State University. Before coming to Ball State, he worked in sales with the Burroughs Corporation. He has held two visiting professorships at the University of Hawaii and another at the Kelley School of Business at Indiana University. Dr. Avila was awarded the 2009 University Sales Center Alliance Distinguished Sales Educator. In 2003, Avila earned Ball State’s Outstanding Faculty Award. In April 2002, he received a Leavey Award. This award was given for innovation in the classroom with his advanced selling class. Avila was presented the 1999 Mu Kappa Tau’s Outstanding Contributor to the Sales Profession. He is only the third recipient of this award. He has also received the University’s Outstanding Service award, the University’s Outstanding Junior Faculty award, the College of Business Professor of the Year, and the Dean’s Teaching award every year since its inception in 1987. Avila also sits on five editorial review boards. His primary research is in personal selling and sales management. His work has appeared in the JOURNAL OF MARKETING RESEARCH, JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT, THE JOURNAL OF MANAGEMENT, INDUSTRIAL MARKETING MANAGEMENT, THE MARKETING MANAGEMENT JOURNAL, and the JOURNAL OF MARKETING THEORY & PRACTICE, among others. He is the coauthor of THE PROFESSIONAL SELLING SKILLS WORKBOOK and SALES MANAGEMENT: ANALYSIS AND DECISION MAKING.

  • Charles H. Schwepker

    Charles H. Schwepker, Jr. (Ph.D., University of Memphis), is the Mike and Patti Davidson Distinguished Marketing Professor at the University of Central Missouri. He has experience in wholesale and retail sales. His primary research interests are in sales management, personal selling, and marketing ethics. Dr. Schwepker’s articles have been published in the JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, JOURNAL OF BUSINESS RESEARCH, JOURNAL OF PUBLIC POLICY AND MARKETING, JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT, JOURNAL OF SERVICE RESEARCH, and JOURNAL OF BUSINESS ETHICS, among other journals; various national and regional proceedings; and books, including MARKETING COMMUNICATIONS CLASSICS and ENVIRONMENTAL MARKETING. He has received several honors for both teaching and advising, including the Hormel Teaching Excellence award and the Alumni Foundation Harmon College of Business Administration Distinguished Professor Award. Dr. Schwepker received the James Comer Award for best contribution to selling and sales management theory awarded by the JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT and two "Outstanding Paper" awards at the National Conference in Sales Management, among others. He is on the editorial review boards of the JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT, JOURNAL OF MARKETING THEORY & PRACTICE, JOURNAL OF BUSINESS & INDUSTRIAL MARKETING, JOURNAL OF RELATIONSHIP MARKETING, JOURNAL OF SELLING AND MAJOR ACCOUNT MANAGEMENT, and SOUTHERN BUSINESS REVIEW, and has five times won awards for outstanding reviewer. He is a coauthor of SALES MANAGEMENT: ANALYSIS AND DECISION MAKING.

  • Michael R. Williams

    Michael R. Williams (Ph.D., Oklahoma State University) is professor of marketing and director of the Academy of Customer Excellence and Sales at Oklahoma City University. Prior to his academic career, Williams established a successful 30-plus year career in industrial sales, market research, and sales management and continues to consult and work with a wide range of business organizations. He has coauthored THE PROFESSIONAL SELLING SKILLS WORKBOOK, SALES MANAGEMENT: ANALYSIS AND DECISION MAKING, and a variety of executive monographs and white-papers on sales performance topics. Williams’s research has been published in many different national and international journals, including the JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT, INTERNATIONAL JOURNAL OF PURCHASING AND MATERIALS MANAGEMENT, JOURNAL OF BUSINESS AND INDUSTRIAL MARKETING, QUALITY MANAGEMENT JOURNAL, and JOURNAL OF BUSINESS-TO-BUSINESS MARKETING. His work has also received numerous honors, including Outstanding Article for the Year in Journal of Business and Industrial Marketing, the AACSB’s Leadership in Innovative Business Education Award, and the Marketing Science Institute’s Alden G. Clayton Competition. In 2004, Williams was honored with the Mu Kappa Tau Marketing Society recognition award for Outstanding Scholarly Contributor to the Sales Discipline. He has also been honored with numerous university, college, and corporate teaching and research awards, including Old Republic Research Scholar, the presentation of a seminar at Oxford’s Braesnose College, Who’s Who in American Education, and Who’s Who in America. Williams has and continues to serve in leadership roles as an advisor and board member for sales and sales management associations and organizations, including the University Sales Center Alliance, National Conference in Sales and Sales Management, and Vector Marketing.

  • UPDATED CHAPTER CONTENT FEATURES NEW VIGNETTES, DILEMMAS AND STRATEGIES. Each chapter throughout this edition has been carefully revised to profile the latest ethical dilemmas and to share effective virtual selling strategies. New chapter-opening vignettes immediately capture student attention and guide them to meaningful discussions that highlight the latest developments in the field.

  • NEW AND UPDATED END-OF-CHAPTER CASES AND ROLE PLAYS ENGAGE STUDENTS. Students study the chapter topics and then apply what they've learned with new and revised cases and carefully crafted role play activities. These interactive opportunities prompt students to actually use the chapter learning content and strengthen their mastery of selling activities.

  • NEW "TECHNOLOGY IN SALES" HIGHLIGHT TECHNOLOGY IN PERSONAL SELLING. These new feature boxes showcase how professionals actually apply the latest technology tools and systems to enhance the personal selling process.

  • EXPANDED SECTIONS DISCUSS CUSTOMER ENGAGEMENT AND THE CUSTOMER EXPERIENCE. Students learn how to personally engage customers in today's digitally driven world, cultivate relationships and offer value at critical points in the customer relationship. Students also learn what the customer experience truly is and why it is so important for success.

  • NEW MATERIAL DEMONSTRATES HOW TO GATHER EFFECTIVE CUSTOMER FEEDBACK. New discussions introduce students to the importance of collecting customer feedback and detail how to best obtain timely, accurate information to strengthen customer relationships and increase sales success.

  • REVISIONS HIGHLIGHT STORYTELLING AND ARTIFICAL INTELLIGENCE (AI) IN SELLING. Students examine the many ways successful professionals and organizations are using AI today in the selling process to boost productivity and enhance the customer experience. Students also learn how to use storytelling most effectively to make stronger and more productive customer connections.

  • THIS EDITION COMBINES REAL WORLD EXPERIENCES WITH RESEARCH. Unlike most contemporary selling textbooks, SELL blends real selling experiences with the latest research to present high-performance selling activities and methods. The book sequentially presents current and emerging practices – to demonstrate the processes and activities of successful sales professionals across a variety of business sectors.

  • PRESENTATION IS BASED ON CONTINUE RESEARCH INTO LEARNER'S WORKFLOWS AND STUDY PREFERENCES. Like all 4LTR Press texts, this edition is created from ongoing research into the learning workflows and experiential preferences of today's students. With this design and variety of activities, SELL is able to provide an engaging and experiential learning experience for students, no matter what their learning style.

  • ACTIVITIES ARE DESIGNED FOR EASY USE BY INSTRUCTORS OR GRADUATE ASSISTANTS. The activities in this edition, such as Role Play activities, are created to be easily integrated into your course by you or your graduate assistants.

  • CONTINUOUS END-OF-CHAPTER CASE EMPHASIZES ACTUAL PROESSIONAL CHALLENGES. This ongoing case helps you bring to life real sales career challenges so students can practice applying the principles they've learned in each chapter.

  • APPROACH APPEALS TO STUDENTS OF ALL LEARNING STYLES. Coupled with straightforward course management, assessment and analytics for you, the instructor, this edition engages students of all learning styles. The book's content and approach integrate seamlessly into your course, setting the stage for thinking critically about the principles of selling.

  • SHORTER, COMPREHENSIVE CHAPTERS IN A MODERN DESIGN APPEAL TO STUDENTS. This edition presents content in a more engaging, accessible format that increases the number of students who read the chapter without minimizing coverage for your course.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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