人员推销与销售管理

Personal Selling and Direct Marketing,人员推销和销售管理,17 - 1,Objectives 目标,Understand the role of a companys salespeople in creating value for customers and building customers relationships.,讨论公司的销售人员在为顾客创造价值并建立顾客关系中的角色。,17 - 2,Objectives 目标,Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing.,论述人员推销过程，区分交易导向和关系导向的市场营销。,17 - 3,Objectives 目标,Know the six major sales force management steps. Learn about direct marketing and its benefits to customers and companies. Know the major forms of direct marketing.,说明销售人员管理的六个主要步骤。 描述直接营销及其对消费者和公司的好处。 说明直接营销的主要形式。,17 - 4,Record-breaking earnings and sales growth Outstanding sales force; rated as one of Americas best. Sales force focuses on customer success,创记录的收入和销售增长 在美国名列前茅的杰出的销售人员 销售队伍致力于顾客的成功,Lear Corporation 立尔公司,Case Study案例研究,17 - 5,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,Case Study案例研究,Lear Corporation 立尔公司,公司成立专门的独立部门为特定顾客服务 选取与顾客在各水平上发生联系的团队,17 - 6,Definition 定义,Salesperson An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.,销售人员 为公司进行一种或多种工作的人，如寻找顾客、沟通、服务和搜集信息。,17 - 7,Salespeople Have Many Names 销售人员有很多称呼,Agents Sales consultants Sales Representatives Account Executives Sales Engineers District Managers Marketing Representatives Account Development Representatives,代理 销售顾问 销售代表 客户经理 销售工程师 直接管理者 营销代表 客户发展代表,17 - 8,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.,The Role of the Sales Force 销售人员的角色,双向个人沟通 在更复杂的销售情况下，可能比广告更有效。 在大部分公司里，销售人员充当重要的角色。 销售人员创造顾客满意和公司利润。,17 - 9,Definition 定义,Sales Force Management The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensating, and evaluating the firms salespeople.,销售人员管理 分析、计划、执行和控制销售人员的活动，包括筹划销售人员策略及结构，以及招聘、选拔、培训、奖励、监督和评估。,17 - 10,Sales Force Structure销售队伍结构,Sales Force Strategy and Structure 设计销售人员的策略和结构,区域销售队伍结构 产品销售队伍结构 顾客销售队伍结构 复合销售队伍结构,Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure,17 - 11,Sales Force Size Many companies use the workload approach to set sales force size Other Issues Outside and inside sales forces Team selling,Sales Force Strategy and Structure 设计销售人员的策略和结构,销售队伍规模 许多公司采用工作负荷法确定其销售人员编制的规模 其它问题 外部和内部销售人员 团队销售,17 - 12,Careful recruiting can: Increase overall sales force performance Reduce turnover Reduce recruiting and training costs,Recruiting and Selecting Salespeople招募和选拔销售人员,细致的招募可以: 提升销售队伍总体业绩 减少人员流动 降低招募和培训费用,17 - 13,Traits of Successful Salespeople 优秀销售人员的条件,Enthusiasm热情 Patience耐心 Initiative积极 Self-Confidence 自信 Job Commitment对工作有献身精神,Customer Orientation顾客导向 Independent独立 Self-Motivated自我激励 Excellent Listeners 最好的听众,17 - 14,Traits of Successful Salespeople 优秀销售人员的条件,Friendly友好 Persistent坚毅 Attentive专心 Honest 诚实 Internally Motivated 自我激励,Relationship Oriented关系导向 Disciplined遵守纪律 Hardworking辛勤工作 Team Players喜欢团队工作,17 - 15,Recruiting involves: Soliciting applications Screening candidates Interviews Sales aptitude, personality, analytical and/or organizational tests References, work history, etc.,Recruiting and Selecting Salespeople 招募和选择销售人员,招募包括: 寻找申请者 挑选候选人 面试 销售能力、个性、分析和/或组织技能 证明材料、就业经历等,17 - 16,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,Training Salespeople 培训销售人员,平均培训期限四个月 培训很花钱，但会带来高回报 培训有几个目的 许多公司增加了基于网络的销售培训计划,17 - 17,Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits Basic compensation plans: Straight salary Straight commission Salary plus bonus Salary plus commission,Compensating Salespeople 奖励销售人员,报酬组成要素：工资、奖金、佣金、费用津贴、附加福利 基本报酬计划: 完全工资 完全佣金 工资加奖金 工资加佣金,17 - 18,Compensation plans should direct the sales force toward activities that are consistent with overall marketing objectives. Gain market share Solidify market leadership Maximize profitability,Compensating Salespeople 奖励销售人员,报酬计划应指导销售人员从事与总的营销目标目标相一致的活动。 取得市场份额 巩固市场领导地位 获取最大利润,17 - 19,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,Supervising Salespeople 监督销售人员,有效的监督可以指导销售人员 年度访问和时间-任务分析可以提供指导 销售人员自动控制系统可以提高销售人员的操作效率 互联网上发展最快的销售人员技术工具,17 - 20,Effective supervisors also motivate the sales force Organizational climate Sales quotas Positive incentives Sales meetings, sales contests, honors, etc.,Supervising Salespeople 监督销售人员,有效的监督可以激励销售人员 组织气氛 销售配额 实际激励 销售会议、销售竞赛、荣誉等。,17 - 21,Several tools can be used Sales reports Call reports Expense reports,Evaluating Salespeople 评估销售人员,可以使用多种工具 销售报告 访问报告 费用报告,17 - 22,Prospecting and Qualifying Preapproach Approach Presentation and Demonstration Handling Objections Closing Follow-up,发掘和选择 事前筹划 接近 介绍和示范 处理反对意见 成交 事后追踪,Steps in the Selling Process 推销过程的步骤,17 - 23,Prospecting and Qualifying Prospecting: identifying potential customers Qualifying: Screening leads Preapproach Learning as much as possible about a prospective customer prior to making a sales call Approach Stage where the salesperson meets the customer for the first time,发掘和选择 发掘: 找出合格的潜在顾客 选择: 挑选合格顾客 事前筹划 访问潜在顾客前应尽可能了解顾客 接近 销售人员与顾客初次接触的阶段,17 - 24,Presentation and Demonstration Benefits of the product are presented/demonstrated Understanding prospect needs is key Handling Objections Closing Asking for the order Follow-up Helps ensure customer satisfaction,介绍和示范 描述产品的特性 理解预期需要是很关键的 处理反对意见 成交 试着达成交易 事后追踪 确保消费者满意度,17 - 25,Benefits of Direct Marketing to Buyers Convenient Easy to use Private Access to a wealth of information Immediate Interactive,Direct Marketing直销,直销对买方的好处 方便 易用 稳秘 获取大量信息 直接 互用,17 - 26,Benefits of Direct Marketing to Sellers Powerful tool for building relationships Allows for targeting of small groups or individuals with customized offers in a personalized fashion Offers access to buyers that couldnt be reached via other channels Low-cost, effective alternative for reaching specific markets,Direct Marketing直销,直销对卖者的好处 建立顾客关系的有力工具 能够选取小的消费群甚至个人，提供个性化的产品和服务 提供其它渠道做不到的接近消费者的方法 占领特定市场的一种低成本、高效率的方法,17 - 27,Databases include customer profile, purchase history, and other detailed information Databases can be used to identify prospects, profile customers, and select customers to receive offers, and to build relationships Database marketing requires substantial investment in hardware, software, personnel,Customer Databases & Direct Marketing顾客数据库与直销,数据库包括顾客描述、购买历史和其它详细信息。 数据库可用来识别目标、描述顾客、选择顾客和建立公共关系。 数据库需要硬件、软件和人员方面的投资。,17 - 28,Face-to-Face Selling Telemarketing Direct-Mail Marke