科特勒-市场营销学课件

Chapter21ManagingTheSalesForceby,PowerPointbyMiltonM.PressleyUniversityofNewOrleans,1,PPT学习交流,Thesuccessfulsalespersoncaresfirstforthecustomer,secondfortheproducts.,KotleronMarketing,2,PPT学习交流,ChapterObjectives,Inthischapter,weanswerthefollowingquestions:Whatdecisionsdocompaniesfaceindesigningasalesforce?Howdocompaniesrecruit,select,train,supervise,motivate,andevaluateasalesforce?Howcansalespeopleimprovetheirskillsinselling,negotiation,andcarryingonrelationshipmarketing?,3,PPT学习交流,SalesRepresentative,RobertMcMurryssalesrepresentativetypes:DelivererOrdertakerMissionaryTechnicianDemandcreatorSolutionvendor,4,PPT学习交流,DesigningtheSalesForce,Sales-ForceObjectivesandStrategyCommontasksforsalespeopleProspectingTargetingCommunicatingSellingInformationgatheringAllocating,5,PPT学习交流,DesigningtheSalesForce,LeveragedsalesforceDirect(company)salesforceContractualsalesforceSales-ForceStructure,6,PPT学习交流,Table21.1:Sales-ForceStructures,Seetextforcompletetable,7,PPT学习交流,DesigningtheSalesForce,Sales-ForceSizeWorkloadapproach:CustomersaregroupedintosizeclassesDesirablecallfrequenciesareestablishedforeachclassThenumberofaccountsineachsizeclassismultipliedbythecorrespondingcallfrequencyTheaveragenumberofcallsasalesrepresentativecanmakeperyearisdeterminedThetotalnumberofsalesrepresentativesneededisdetermined,8,PPT学习交流,DiscussionQuestion,TheInternethasallowedmanycompaniestoshiftsalessupportforsmallaccountstoe-commercesitesandawayfromsalespersonnel.Additionally,manyregularlyoccurringfunctionshavebecomeautomated,allowingcustomerswithanysizeorganizationtouseweb-basedsystemstoplaceordersandsubmitwarrantyrequests.CanyouthinkofanyotherareaswhereInternet-basedtechnologiescouldchangethewayasalesforceinteractswiththeircustomers?,9,PPT学习交流,DesigningtheSalesForce,Sales-ForceCompensationFourComponents:FixedamountVariableamountExpenseallowancesBenefits,10,PPT学习交流,ManagingtheSalesForce,RecruitingandSelectingRepsTrainingSalesReps,11,PPT学习交流,ManagingtheSalesForce,TrainingProgramsHaveSeveralGoalsSalesrepresentativesneedto:KnowandidentifywiththecompanyKnowthecompanysproductsKnowcustomersandcompetitorscharacteristicsKnowhowtomakeeffectivesalespresentationsUnderstandfieldproceduresandresponsibilities,12,PPT学习交流,ManagingtheSalesForce,SupervisingSalesRepsNormsforCustomerCallsNormsforProspectCallsUsingSalesTimeEfficiently,13,PPT学习交流,DAASolutionshomepagedescribesitsDesign-to-OrderSoftwareapplication,14,PPT学习交流,ManagingtheSalesForce,Time-and-dutyanalysisPreparationTravelFoodandbreaksWaitingSellingAdministration,15,PPT学习交流,CompanyWebsiteasaprospectingtool,16,PPT学习交流,ManagingtheSalesForce,MotivatingSalesRepsChurchill,Ford,&WalkerMotivationModel:SalesmanagersmustbeabletoconvincesalespeoplethattheycansellmorebyworkingharderorbeingtrainedtoworksmarterSalesmanagersmustbeabletoconvincesalespeoplethattherewardsforbetterperformanceareworththeextraeffort,17,PPT学习交流,ManagingtheSalesForce,SalesQuotasSupplementaryMotivatorsSalesmeetingsSalescontestsEvaluatingSalesRepresentativesSourcesofInformationFormalEvaluation,18,PPT学习交流,Table21.2:FormforEvaluatingSalesRepresentativesPerformance,Seetextforcompletetable,19,PPT学习交流,Figure21.3:ManagingtheSalesForce:ImprovingEffectiveness,PrinciplesofPersonalSelling,20,PPT学习交流,PrinciplesofPersonalSelling,ProfessionalismSales-orientedapproachCustomer-orientedapproachRackhamsquestionsforprospectsSituationquestionsProblemquestionsImplicationquestionsNeed-payoffquestions,21,PPT学习交流,Figure21.4:MajorStepsinEffectiveSelling,22,PPT学习交流,PrinciplesofPersonalSelling,MajorStepsinanEffectiveSalesProcess:ProspectingandQualifyingPreapproachApproachPresentationandDemonstrationOvercomingObjectionsClosingFollow-upandMaintenance,23,PPT学习交流,iPhysicianNetshomepageshowsavideodetailingsession,24,PPT学习交流,PrinciplesofPersonalSelling,NegotiationWhentonegotiateWhenfactorsbearnotonlyonprice,butalsoonqualityofserviceWhenbusinessriskcannotbeaccuratelypredeterminedWhenalongperiodoftimeisrequiredtoproducetheitemspurchasedWhenproductionisinterruptedfrequentlybecauseofnumerouschangeorders,25,PPT学习交流,Figure21.5:TheZoneAgreement,26,PPT学习交流,PrinciplesofPersonalSelling,FormulatingaNegotiationStrategy,27,PPT学习交流,Table21.3:ClassicBargainingTactics,Seetextforcompletetable,28,PPT学习交流,PrinciplesofPersonalSelling,RelationshipMarketing,29,PPT学习交流,Formanyorganizations,relationshipmarketingismoreimportantthananyindividualtransaction,becausetheselong-termrelationshipscanyieldgreateroverallprofitability.Woulditbeeasiertoconvinceacompanytoenterintoalongterms