销售与分销管理sales and distribution management.pptVIP

Sales and Distribution Management Dr. Prashant Mishra prashant@iimcal.ac.in Nature of Personal Selling Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term relationships with customers. The term salesperson covers a wide spectrum of positions from: Order taker (department store salesperson) Order getter (someone engaged in creative selling) Missionary salesperson (building goodwill or educating buyers) What is Personal Selling? The Role of the Sales Force Personal selling is effective because salespeople can: probe customers to learn more about their problems, adjust the marketing offer to fit the special needs of each customer, negotiate terms of sale, and build long-term personal relationships with key decision makers. The Role of the Sales Force Characteristics of Personal Selling Flexibility Identify best prospects Adapt to situations Engage in dialogue Builds Relationships Long term Assure buyers receive appropriate services Solves customer’s problems Personal Selling Limitations Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive Personal Selling Tasks Order taking Routine writing up orders checking invoices assuring prompt order processing Suggestive selling Personal Selling Tasks Order getting Seeking out customers Creative selling Pioneering Account management Personal Selling Tasks Missionary Detailer Goodwill “Closers” Some Traits of Good Salespeople Identify and Qualifying Prospects Prospecting: Identifying likely new customers Leads Qualifying: Evaluating a prospect’s potential Creative Selling Process Approaching the Prospect Contact Rapport “Only one chance to make a first impression” Creative Selling Process Sales Presentation Persuasive communication Attention Interest Desire “Tell the product’s story” Creative Selling Process Handling Objections Questions Reservations Understand Concern Counterarguments Acknowledge concern Clues to proc