阿姆斯特朗《市场营销学（第13版）》 课件 第 13 章 人员销售和销售促进.pptx

Marketing:AnIntroductionThirteenthEditionChapter13PersonalsellingandsalespromotionCopyright?2017,2015,2013PearsonEducation,Inc.AllRightsReserved

LearningObjectives(1of4)13-1.Discusstheroleofacompany’ssalespeopleincreatingvalueforcustomersandbuildingcustomerrelationships.13-2.Identifyandexplainthesixmajorsalesforcemanagementsteps.

LearningObjectives(2of4)13-3.Discussthepersonalsellingprocess,distinguishingbetweentransaction-orientedmarketingandrelationshipmarketing.13-4.Explainhowsalespromotioncampaignsaredevelopedandimplemented.

FirstStop:SalesforceYouNeedaGreatSalesForcetoSellSalesforceSalesforce’s“CustomerSuccessPlatform”helpsitscustomers“superchargetheirsales.”

LearningObjective13-1Discusstheroleofacompany’ssalespeopleincreatingvalueforcustomersandbuildingcustomerrelationships.

PersonalSelling(1of2)Personalpresentationsbyasalesforcetoengagecustomers,makesales,andbuildcustomerrelationshipsSalesperson:Representsacompanytocustomersbyperformingthefollowingactivities:ProspectingandcommunicatingSellingandservicingGatheringinformationandbuildingrelationships

PersonalSelling(2of2)Professionalsellingtakesmorethanfasttalkandawarmsmiletosellexpensiveairplanes.

TheRoleoftheSalesForceLinksthecompanywithitscustomersCoordinatesmarketingandsales

LearningObjective13-1SummaryPersonalselling–engagingcustomers,makingsales,andbuildingcustomerrelationshipsAsalesforceservesasacriticallinkbetweenacompanyanditscustomers.Prospecting,communicating,selling,servicing,informationgathering,andrelationshipbuilding

LearningObjective13-2Identifyandexplainthesixmajorsalesforcemanagementsteps.

SalesForceManagementSalesforcemanagement-analyzing,planning,implementing,andcontrollingsalesforceactivitiesMajorStepsinSalesForceManagement

DesigningtheSalesForceStrat