人员推销与销售管理.ppt

1、,The Scope and Challenge of International Marketing,Chapter,1,国际市场营销学,陈颖 ,Personal Selling and Sales Management 第十三章：人员推销与销售管理,Chapter,13,Chapter Outline,13.1 Personal Selling 13.2 Importance of Personal Selling 13.3 Salesforce Objectives 13.4 Different Sales Types 13.5 Quality of Salesperson 13.6 T

2、he Sales Relationship-Building Process,13.1 Personal Selling,Person-to-person communication between a company representative and potential buyers Focus is to inform and persuade prospect,Use Personal Selling when . . .,. . . products are . . . New and different Customizable Technically complex Expen

3、sive and require negotiation Installable,13.2 Importance of Personal Selling,To dispense knowledge to buyers. -Through personal selling, a salesperson negotiates price and terms for specialty goods and commercial products. To act as a source of market intelligence for management and company informat

4、ion for clients.,13.3 Salesforce Objectives,Information Provision especially in the case of new products Persuasion distinguishing attributes, creating repeat customers, maximizing sales as a percent of presentations, etc. After-sale Service delivery, installation, resolve concerns,13.4 Different Sa

5、les Types,Expatriates Host country Third country,Expatriates in Sales Force,Advantages Superior product knowledge Train for promotion,Disadvantages Cost for language and cross-cultural training Higher turnover Higher cost,Advantages Language skills Superior cultural knowledge Superior market knowled

6、ge Implementation quicker Economical,Disadvantages Product training May be held in low esteem Language skills may not be important Difficult to ensure loyalty,Host Country Picks for Sales Force,Third Country Picks for Sales Force,Advantages Cultural sensitivity Language skills,Disadvantages Identify

7、 problems Income gaps product and/or company training Loyalty not assured,13.5 Quality of Salesperson,Language Ability Behaviour A thorough knowledge of the product or service The ability to adapt to the consumer and the selling situation,推销人员的甄选与培训,13.6 The Sales Relationship-Building Process,PROSP

8、ECTING,PLANNING THE SALES CALL,PRESENTING,RESPONDING TO OBJECTIONS,OBTAINING COMMITMENT,BUILDING A LONG-TERM RELATIONSHIP,1. Prospecting,Necessity: Switch to other suppliers Move out of the organizations market area Go out of business because of bankruptcy Are acquired by another firm Have only a on

9、e-time need for the product or service,Definition: The process of locating potential customers.,1. Prospecting,Two major Activities: Locating Random lead generation mass appeals that require a high number of contacts to generate qualified leads Selected-lead searching uses existing contact to genera

10、te new Screening Once leads are generated, the salesperson must determine whether the prospect is a true prospect.,2. Planning the Sales Call,Research and know your prospect Know your product and product line thoroughly Know your competitors products and product line Know the market for your product

11、(s) and the needs they satisfy Schedule time with the prospect,3. Presenting,Be well prepared and set a goal for your presentation Develop a checklist of items for discussion Schedule an appointment Put your contacts at ease Strive to make a good impression Adapt your style to the prospect Work towa

12、rd your goal Schedule follow-up to achieve a sale,4. Responding to Objections,Expect objections to occur at any time, especially during efforts to secure appointments, during the presentation, during attempts to obtain a commitment, and during the after-sale follow-up. In response to an objection, t

13、he salesperson should not challenge the respondent. Rather, the salespersons objective should be to present the necessary information.,5. Obtaining Commitment,Moving toward commitment begins with a scheduled presentation. Know why a purchase will benefit your prospect. Ask for commitment (the order)

14、 some trainers say, “As early and often.” An experienced salesperson knows when and how to ask for commitment. Follow-up with a clear, mutually acceptable action plan. Be persistent.,6. Evolution of Personal Selling,Production Sales Marketing Partnering,Time Period Objective Orientation Role of Sale

15、sperson Activities of Salespeople,Before 1930,Making sales,Short-term seller needs,Provider,Taking orders; Delivering goods,1930- 1960,Making sales,Short-term seller needs,Persuader,Aggressive persuasion,1960- 1990,Satisfying needs,Short-term customer needs,Problem solver,Matching products and needs

16、,After 1990,Building Relationships,Long-term needs of both,Value creator,Creating new alternatives,关系推销是指为了发展互利的伙伴关系以形成长期的满意局面而进行的建立、维持、增强与顾客之间的相互作用关系的销售实践。 关系推销适用： 工业品（如重型机器或计算机系统）、 服务（航班和保险）,关系推销,传统人员推销关系推销,销售产品（商品和服务） 强调成交 实行有限的推销计划 将大量的时间花在向顾客介绍产品上 进行“具体产品”需求评估 独立处理顾客问题 基于价格和产品特性的建议和介绍 后续工作是短期的，

17、侧重产品交付,提供销售建议、帮助和咨询 强调提高顾客的根本利益 认为推销计划是重中之重 将大量的接触时间花在努力与顾客一起创建解决问题的环境 对顾客的全部动作范围进行考察 集体处理顾客问题 基于利润影响和顾客利益的建议和介绍 后续工作是长期的，侧重改善长期关系,关系推销,Sales Specialists,Missionary salespeople focus on detailing existing products and introducing new ones. (e.g.: Pharmaceuticals) Technical sales specialists support

18、the field sales staff by providing technical assistance and client counsel, when appropriate. Cross-functional sales team blend the talents and knowledge of functional areas to better meet client needs. (e.g.: a manufacturers sales team, a Banks team),Cross-functional Selling,Master the benefits of

19、cross-functional selling. Improved sales productivity both more effective and efficient with delegated tasks. 2. More flexibility and quicker decisions especially good for small runs of tailored products and customer problem solving. 3. Better decisions more expertise, better informed alternatives.

20、4. Increased customer satisfaction energy, flexibility, commitment and follow-up.,Managing the Sales,Firms provide . . . Efficient and effective sales tools Efficient delivery and reorder systems Equitable compensation to reward performance Adequate supervision and evaluation of performance for continual improvement,Every Personal Sale,Done by the salesperson Done by the company,Sales Force Technology,Desktop PCs 68%,Contact Management Software 55%,Notebook Computers 63%,Cell phones 89%,Presentation Software 85%,E-Mail 85%,Motivating and Compensating Perform