客户服务及个性化销售(PPT 15页).ppt

1、Chapter 16,Personal Selling and Customer Service,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

2、 strategy and allocating effort,Basic sales tasks,Supporting,Order,Taking,Order,Getting,Sales job may involve,a blend of sales tasks,Supporting Salespeople,MISSIONARY SALESPEOPLE Supporting salespeople who work for producers, calling on their intermediaries and the intermediaries customers TECHNICAL

3、 SPECIALISTS Supporting salespeople who provide technical assistance to order-oriented salespeople,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 products Often u

4、sed to identify good prospects Typically uses a prepared sales presentation,Sales Territory,a geographic area that is the responsibility of one or more salespeople.,Bases for setting sales territories Geographic areas Customer types Account size Products to be sold Any combination of the above,Sales

5、people Selection and Training,A written job description lays the ground workby specifying what tasks the salesperson needs to be able to do Commonly used selection tools are best when used in combination: multiple interviews with several different people personnel and psychological tests background

6、checks Initial and on-going training can help both experienced and inexperienced salespeople company policies and practices product information selling techniques (and customer knowledge),Sales Compensation depends on desire for:,Control Incentive Flexibility Simplicity,Selling Compensation Alternat

7、ives,Straight commission,Combination plan,Straight salary,Sales volume,Total,selling,expense,Key Steps inPersonal Selling Process,Prospecting,Follow-up After,the Sales Call,Select Target Customer,Plan Sales Presentation,- prepared presentation,- need satisfaction approach,- selling formula approach,

8、Make Sales Presentation,- create interest,- meet objections,- arouse desire,Close Sale,(get action),Follow-up After,the Sale,Set Effort Priorities,Sales Presentations,The salespersons effort to make a sale should be carefully planned Three basic approaches prepared (canned) sales presentation consul

9、tative selling approach selling formula approach,Need-satisfaction,approach to sales,presentations,Prepared,approach,to sales,presentations,Selling-formula,approach to sales,presentations,r,i,The GAPs Model of Service Quality,Product and service,Products and service delivery,Product and service,Cust

10、omer-driven product and service designs and standards,Company perceptions of customer expectations,External communications to customers,CUSTOMER,COMPANY,Gap 1,Gap 2,Gap 3,Gap 5,Gap 4,Actions taken by Consumers in response to Product Dissatisfaction,Dissatisfaction occurs,Take action,Take no action,T

11、ake some form of private action,Take some form of direct action,Take some form of public action,Stop buying that product/ brand/store,Warn friends about product/ brand/store,Complain to manufacturer/ retailer,Seek redress from business,Take legal action to obtain redress,Complain to private or governmental agencies,Relationship Marketing,Places particular emphasis on long-term customer satisfaction Involves focused selection of specific customers and prospects Comprises str