人大市场营销课件CH促销策略.pptVIP

14-* 招聘和挑选销售代表 培训销售代表 14-* 培训计划的目标 销售代表需要: 知晓并认同公司 了解公司的产品 了解顾客和竞争对手 知道如何进行有效的推销展示 懂得推销工作程序和责任 14-* 监督销售代表 顾客访问的标准 潜在顾客访问标准 有效地利用访问时间 14-* 时间-任务分析Time-and-duty analysis 准备Preparation 旅行Travel 吃饭Food and breaks 等待Waiting 推销Selling 行政管理工作 Administration 14-* Managing the Sales Force 激励销售代表 传统的薪酬体系和职位 销售配额Sales Quotas 额外激励方式Supplementary Motivators 销售会议Sales meetings 销售竞赛Sales contests 14-* Managing the Sales Force 评估销售人员 评估信息的来源 正式评估 14-* Table 21.2: Form for Evaluating Sales Representative’s Performance See text for complete table Territory: Midland Sales Representative: John Smith 1999 2000 2001 2002 1. Net sales product A $251,300 $253,200 $270,000 $263,100 2. Net sales product B 423,200 439,200 553,900 561,900 3. Net sales total 674,500 692,400 823,900 825,000 4. Percent of quota product A 95.6 92.0 88.0 84.7 5. Percent of quota product B 120.4 122.3 134.9 130.8 6. Gross profits product A $50,260 $50,640 $54,000 $52,620 7. Gross profits product B 42,320 43,920 55,390 56,190 8. Gross profits total 92,580 94,560 109,390 108,810 14-* Figure 21.3: Managing the Sales Force: Improving Effectiveness Principles of Personal Selling 14-* Principles of Personal Selling Professionalism Sales-oriented approach Customer-oriented approach Rackham’s questions for prospects Situation questions Problem questions Implication questions Need-payoff questions 14-* Figure 21.4: Major Steps in Effective Selling 14-* Principles of Personal Selling 推销的过程 : 发掘潜在顾客并鉴别Prospecting and Qualifying 销售准备Preapproach 接近顾客Approach 介绍和展示Presentation and Demonstration 处理异议Overcoming Objections 成交Closing 跟进和维护Follow-up and Maintenance 14-* iPhysicianNet’s home page shows a video detailing session 14-* Principles of Personal Selling Negotiation When to negotiate When factors bear not only on price, but also on quality of service When business risk cannot be accurately predetermined When a long period of time is required to produce the items purchased When production is interrupted frequently be