人员推销与销售管理论述.pptxVIP

Personal Selling and Direct Marketing;Objectives目标;Objectives目标;Objectives目标;Record-breaking earnings and sales growth Outstanding sales force; rated as one of America’s best. Sales force focuses on customer success ;Sales force is organized into separate divisions dedicated to specific customers Division platform teams work with customers and are linked to customer operations at all levels ;Definition 定义;; Two-way personal communication More effective than advertising in complex selling situations The sales force plays a major role in most companies The sales force works to product customer satisfaction and company profit. ;Definition定义; Sales Force Structure销售队伍结构 ; Sales Force Size Many companies use the workload  approach to set sales force size Other Issues Outside and inside sales forces Team selling; Careful recruiting can: Increase overall sales force performance Reduce turnover Reduce recruiting and training costs;;; Recruiting involves: Soliciting applications Screening candidates Interviews Sales aptitude, personality, analytical  and/or organizational tests References, work history, etc.; Average training period is 4 months Training is expensive, but yields strong returns Training programs have many goals Many companies are adding Web-based sales training programs; Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits Basic compensation plans: Straight salary Straight commission Salary plus bonus Salary plus commission; Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives. Gain market share Solidify market leadership Maximize profitability; Effective supervisors provide direction to the sales force Annual call plans and time-and-duty analysis can help provide direction Sales force automation systems assist in creating more efficient sales force operations The Internet is the fastest-growing sales  technology tool; Effective sup