Đang tải... (xem toàn văn)
In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople.
Chapter 15: Personal Selling For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Strategic Planning for Personal Selling Target Market Product Place Personal Selling Number and kind of salespersons needed Selection and training procedure Promotion Advertising Price Sales Promotion Compensation and motivation approach Personal selling techniques Exhibit 151 152 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Basic Sales Tasks ?????? ?????? ?????? ?????? ?????? 153 Order-Getting Order-Getting Order-Taking Order-Taking Supporting Supporting For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Salesforce Structure Major Accounts Telemarketing Sales Territory Sales Force Size 154 Focus: Large Customers Focus: Quick, Inexpensive Focus: Geographic Area Focus : Work Load For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Information Technology and Sales New software and hardware provide a competitive advantage for salespeople in many industries. For example, financial planners can use sophisticated software to analyze the needs of clients in six keys areas of financial planning, customizing their recommendations for each clients’ unique situation 155 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Selecting, Training, and Motivating Job Description Key Components Training Level of Compensation Method of Payment 156 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Steps in the Personal Selling Process Prospect for new customer Set effort priorities Evaluate needs of established customers Preplan sales call and presentation(s) Make sales presentation Feedback Select target customer Close sale Follow up to establish Follow up to maintain Exhibit 153 157 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Types of Presentation Approaches Prepared Approach Three Presentation Approaches Consultative Selling Approach Selling Formula Approach 158 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The AIDA Model Attention Interest Desire Action 159 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited ... with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Types of Presentation Approaches Prepared Approach Three Presentation Approaches Consultative Selling. .. competitive advantage for salespeople in many industries. For example, financial planners can use sophisticated software to analyze the needs of clients in six keys areas of financial planning, customizing ... Compensation and motivation approach Personal selling techniques Exhibit 151 152 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Basic Sales