科特勒 营销管理（亚洲版·第6版）英文-第20章.pptVIP

* * * * * Formal Evaluation The sales force’s reports along with other observations supply the raw materials for evaluation. There are several approaches to conducting evaluations. Evaluations can also assess the salesperson’s knowledge of: Company Products Customers Competitors Territory Responsibilities * Principles of Personal Selling Personal selling is an ancient art. Effective salespeople have more than instinct; they are trained in methods of analysis and customer management. Reps are taught the SPIN method to build long-term relationships with questions such as: * Principles of P