客户服务及个性化销售(PPT 15页)

Basic sales tasks
Sales job may involve a blend of sales tasks
Supporting
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Order Taking
Order Getting
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Selling Compensation Alternatives
Straight commission
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Initial and on-going training can help both experienced and inexperienced salespeople — company policies and practices — product information — selling techniques (and customer knowledge)
Sales Presentations
The salesperson's effort to make a sale should be carefully planned
Three basic approaches — prepared ("canned") sales presentation — consultative selling approach — selling formula approach
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
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Basic Marketing A Managerial Perspective 3rd Australasian edition
Total selling expense
Combination plan Straight salary
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Sales volume
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Personal Selling
Often the single largest operating expense 1 out of 10 in the labour force is in sales work Increasing professionalism
— Good selling means helping the customer to buy — Represent both organisation and customer — Market information — Planning strategy and allocating effort
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Sales Territory
a geographic area that is the responsibility of one or来自百度文库more salespeople.
products Often used to identify good prospects Typically uses a prepared sales presentation
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Basic Marketing A Managerial Perspective 3rd Australasian edition
TECHNICAL SPECIALISTS — Supporting salespeople who provide technical assistance to order-oriented salespeople
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Basic Marketing A Managerial Perspective 3rd Australasian edition
and standards
客户服务及个性化销售(PPT 15页)
1
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
2
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
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Key Steps in Personal Selling Process
Prospecting
Set Effort Priorities
Select Target Customer
Plan Sales Presentation - prepared presentation - need satisfaction approach - selling formula approach
Gap 5
Product and service
Gap 1
COMPANY Products and service delivery
Gap 3
External communications
Gap 4
to customers
Customer-driven product and service designs
11
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Make Sales Presentation - create interest - meet objections - arouse desire
Close Sale (get action)
Follow-up After the Sales Call
Follow-up After the Sale
Commonly used selection tools are best when used in combination: — multiple interviews with several different people — personnel and psychological tests — background checks
Sales Compensation depends on desire for:
Control Incentive Flexibility Simplicity
8
Basic Marketing A Managerial Perspective 3rd Australasian edition
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Salespeople Selection and Training
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A written job description lays the ground work—by specifying what tasks the salesperson needs to be able to do
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
The GAPs Model of Service Quality
CUSTOMER Product and service
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Telemarketing
Using the telephone to "call" on customers or prospects Rapidly growing in popularity Reduces travel time and expense Especially useful for small accounts of less expensive
Prepared approach to sales presentations
Need-satisfaction
approach to sales Selling-formula
presentations
approach to sales
presentations
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P a
Salesperson
Copyright © 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn
Supporting Salespeople
MISSIONARY SALESPEOPLE — Supporting salespeople who work for producers, calling on their intermediaries and the intermediaries' customers
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Bases for setting sales territories — Geographic areas — Customer types — Account size — Products to be sold — Any combination of the above
Basic Marketing A Managerial Perspective 3rd Australasian edition