Fundamentals of Selling, 13e trains readers on a detailed,
yet broad, step-by-step selling process that is universal in nature.
Numerous sales personnel in the industry today have commented on how
this market-leading textbook reflects what they do on sales calls with
prospects and customers. The goal of Fundamentals of Selling has
always been to demonstrate to students the order of steps within the
selling process; provide numerous examples of what should be in each
step; and show how the steps within the selling process interact with
one another. Combined with up-to-date content and a strong ethical
focus, the 13th edition of Fundamentals of Selling teaches sales the way a mentor would: with a strong, practical focus that puts the customer first.