客户服务及个性化销售(共15页).ppt

1、16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn1Chapter 16Personal Selling andCustomer Service16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 Mc

2、Graw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn2Personal SellingnOften the single largest operating expensen1 out of 10 in the labour force is in sales worknIncreasing professionalismGood selling means helping the customer to buyRepresent both organisation and c

3、ustomerMarket informationPlanning strategy and allocating effort16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn3Basic sales tasksSupportingOrderTakingOrderGettingSales job may in

4、volvea blend of sales tasks16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn4Supporting SalespeoplenMISSIONARY SALESPEOPLESupporting salespeople who work for producers, calling on

5、their intermediaries and the intermediaries customersnTECHNICAL SPECIALISTSSupporting salespeople who provide technical assistance to order-oriented salespeople16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.

6、 Basic Marketing 3rd Aust edn5TelemarketingnUsing the telephone to call on customers or prospectsnRapidly growing in popularitynReduces travel time and expensenEspecially useful for small accounts of less expensive productsnOften used to identify good prospectsnTypically uses a prepared sales presen

7、tation16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn6Sales Territorya geographic area that is the responsibility of one or more salespeople.nBases for setting sales territoriesG

8、eographic areasCustomer typesAccount sizeProducts to be soldAny combination of the above16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn7Salespeople Selection and TrainingnA writt

9、en job description lays the ground workby specifying what tasks the salesperson needs to be able to donCommonly used selection tools are best when used in combination:multiple interviews with several different peoplepersonnel and psychological testsbackground checksnInitial and on-going training can

10、 help both experienced and inexperienced salespeoplecompany policies and practicesproduct informationselling techniques (and customer knowledge)16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing

11、 3rd Aust edn8Sales Compensation depends on desire for:nControlnIncentivenFlexibilitynSimplicity16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn9Selling Compensation AlternativesS

12、traight commissionCombination planStraight salarySales volumeTotalsellingexpense16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn10Key Steps inPersonal Selling ProcessProspectingFo

13、llow-up After the Sales CallSelect Target CustomerPlan Sales Presentation - prepared presentation- need satisfaction approach - selling formula approachMake Sales Presentation- create interest- meet objections- arouse desireClose Sale(get action)Follow-up After the SaleSet Effort Priorities16Basic M

14、arketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn11Sales PresentationsnThe salespersons effort to make a sale should be carefully plannednThree basic approachesprepared (canned) sales prese

15、ntationconsultative selling approachselling formula approach16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn12Need-satisfactionapproach to salespresentationsPreparedapproachto sal

16、espresentationsSelling-formulaapproach to salespresentationsriTimePaticipatonSalespersonCustomerTimeParticipationSalespersonCustomerTimeParticipationSalespersonCustomer16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarth

17、y et al. Basic Marketing 3rd Aust edn13The GAPs Model of Service QualityProduct and serviceProducts and servicedeliveryProduct and serviceCustomer-driven productand service designsand standardsCompany perceptions ofcustomer expectationsExternal communicationsto customers16Basic Marketing A Manageria

18、l Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. Basic Marketing 3rd Aust edn14Actions taken by Consumers in response to Product DissatisfactionDissatisfactionoccursTake actionTake no actionTake some formof private actionTake some formof direct actionTake some formof public actionStop buyingthat product/brand/storeWarn friendsabout product/brand/storeComplain tomanufacturer/retai