Marketing bán hàng - Chapter 15: Personal selling

Chapter 15:  Personal SellingWhen you finish this chapter, you should15-2Chapter 15 Objectives 1. Understand the importance and nature of personal selling.2. Know the three basic sales tasks and what the various kinds of salespeople can be expected to do.3. Know what the sales manager must do—including, selecting, training, and organizing salespeople—to carry out the personal selling job.4. Understand how the right compensation plan can help motivate and control salespeople.5. Understand when and where to use the three types of sales presentations.6. Understand the important new terms.Exhibit 15-1SalesPromotionMass SellingPersonalSellingTarget MarketPricePromotionPlaceProductPersonal selling techniquesCompensation and motivation approachSelection and training procedureNumber and kind of salespersons needed15-3Strategy Planning for Personal SellingSupportingOrder-TakingOrder-Getting??????????????????????????????15-4Basic Sales TasksMajor AccountsTelemarketingSales TerritorySales Force SizeLarge CustomersQuick, InexpensiveGeographic AreaWork LoadFocus:Focus:Focus:Focus :15-5Salesforce StructureNew software and hardware provide a competitive advantage for salespeople in many industries. For example, financial planners can use sophisticated software to analyze the needs of clients in six keys areas of financial planning, customizing their recommendations for each clients’ unique situation.Information Technology and Sales15-6KeyComponentsJobDescriptionLevel of CompensationMethod ofPaymentTraining15-7Selecting, Training, and MotivatingExhibit 15-3Evaluate needs of established customersProspect for new customerSet effort prioritiesSelect target customerPreplan sales call and presentation(s)Make sales presentationClose saleFollow up to establishFollow up to maintainFeedback15-8Steps in the Personal Selling Process15-9Consultative Selling ApproachSelling FormulaApproach Prepared ApproachThreePresentationApproachesTypes of Presentation ApproachesAttentionInterestDesireAction15-10The AIDA ModelTelemarketingSales TerritoryJob DescriptionSales QuotaProspectingSales Presentation Prepared Approach Close Consultative Selling Approach Selling Formula ApproachBasic Sales TasksOrder GettersOrder-GettingOrder TakersOrder-TakingSupporting SalespeopleMissionary SalespeopleTechnical SpecialistsTeam SellingMajor Accounts Sales Force15-11Key Terms