人员推销与销售管理

PersonalSellingandDirectMarketing人员推销和销售管理0Objectives

目标Understandtheroleofacompany’ssalespeopleincreatingvalueforcustomersandbuildingcustomersrelationships.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。1Objectives

目标Understandthepersonalsellingprocess,andhowtodistinguishbetweentransaction-orientedmarketingandrelationshipmarketing.论述人员推销过程，区分交易导向和关系导向的市场营销。2Objectives

目标Knowthesixmajorsalesforcemanagementsteps.Learnaboutdirectmarketinganditsbenefitstocustomersandcompanies.Knowthemajorformsofdirectmarketing.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。3Record-breakingearningsandsalesgrowthOutstandingsalesforce;ratedasoneofAmerica’sbest.Salesforcefocusesoncustomersuccess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LearCorporation立尔公司CaseStudy案例研究4SalesforceisorganizedintoseparatedivisionsdedicatedtospecificcustomersDivisionplatformteamsworkwithcustomersandarelinkedtocustomeroperationsatalllevelsCaseStudy案例研究LearCorporation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5Definition

定义SalespersonAnindividualactingforacompanybyperformingoneormoreofthefollowingactivities:prospecting,communicating,servicing,andinformationgathering.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。6SalespeopleHaveManyNames

销售人员有很多称呼AgentsSalesconsultantsSalesRepresentativesAccount

ExecutivesSalesEngineersDistrictManagersMarketingRepresentativesAccountDevelopmentRepresentatives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7Two-waypersonalcommunicationMoreeffectivethanadvertisingincomplexsellingsituationsThesalesforceplaysamajorroleinmostcompaniesThesalesforceworkstoproductcustomersatisfactionandcompanyprofit.TheRoleoftheSalesForce

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。8Definition

定义SalesForceManagementTheanalysis,planning,implementation,andcontrolofsalesforceactivities.Itincludessettinganddesigningsalesforcestrategy;andrecruiting,selecting,training,supervising,compensating,andevaluatingthefirm’ssalespeople.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。9SalesForceStructure销售队伍结构SalesForceStrategyandStructure

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TerritorialsalesforcestructureProductsalesforcestructureCustomersalesforcestructureComplexsalesforcestructure10SalesForceSizeManycompaniesusetheworkload

approachtosetsalesforcesizeOtherIssuesOutsideandinsidesalesforcesTeamsellingSalesForceStrategyandStructure

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11Carefulrecruitingcan:

IncreaseoverallsalesforceperformanceReduceturnoverReducerecruitingandtrainingcostsRecruitingandSelectingSalespeople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12TraitsofSuccessfulSalespeople

优秀销售人员的条件Enthusiasm热情Patience耐心Initiative积极Self-Confidence自信JobCommitment对工作有献身精神Customer

Orientation顾客导向Independent独立Self-Motivated自我激励ExcellentListeners最好的听众13TraitsofSuccessfulSalespeople

优秀销售人员的条件Friendly友好Persistent坚毅Attentive专心Honest诚实InternallyMotivated自我激励RelationshipOriented关系导向Disciplined遵守纪律Hardworking辛勤工作TeamPlayers喜欢团队工作14Recruitinginvolves:SolicitingapplicationsScreeningcandidatesInterviewsSalesaptitude,personality,analytical

and/ororganizationaltestsReferences,workhistory,etc.RecruitingandSelectingSalespeople

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15Averagetrainingperiodis4monthsTrainingisexpensive,butyieldsstrongreturnsTrainingprogramshavemanygoalsManycompaniesareaddingWeb-basedsalestrainingprogramsTrainingSalespeople

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16Compensationelements:salary,bonuses,commissions,expenses,andfringebenefitsBasiccompensationplans:StraightsalaryStraightcommissionSalaryplusbonusSalarypluscommissionCompensatingSalespeople

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17Compensationplansshoulddirectthesalesforcetowardactivitiesthatareconsistentwithoverallmarketingobjectives.GainmarketshareSolidifymarketleadershipMaximizeprofitabilityCompensatingSalespeople

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18EffectivesupervisorsprovidedirectiontothesalesforceAnnualcallplansandtime-and-dutyanalysiscanhelpprovidedirectionSalesforceautomationsystemsassistincreatingmoreefficientsalesforceoperationsTheInternetisthefastest-growingsales

technologytoolSupervisingSalespeople

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19EffectivesupervisorsalsomotivatethesalesforceOrganizationalclimateSalesquotasPositiveincentivesSalesmeetings,salescontests,honors,etc.SupervisingSalespeople

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。20SeveraltoolscanbeusedSalesreportsCallreportsExpensereportsEvaluatingSalespeople

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21ProspectingandQualifyingPreapproachApproachPresentationandDemonstrationHandlingObjectionsClosingFollow-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StepsintheSellingProcess

推销过程的步骤22ProspectingandQualifyingProspecting:identifyingpotentialcustomersQualifying:ScreeningleadsPreapproachLearningasmuchaspossibleaboutaprospectivecustomerpriortomakingasalescallApproachStagewherethesalespersonmeetsthecustomerforthefirsttime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23PresentationandDemonstrationBenefitsoftheproductarepresented/demonstratedUnderstandingprospectneedsiskeyHandlingObjectionsClosingAskingfortheorderFollow-upHelpsensurecustomersatisfaction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24BenefitsofDirectMarketingtoBuyersConvenientEasytousePrivateAccesstoawealthofinformationImmediateInteractiveDirectMarketing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25BenefitsofDirectMarketingtoSellersPowerfultoolforbuildingrelationshipsAllowsfortargetingofsmallgroupsorindividualswithcustomizedoffersinapersonalizedfashionOffersaccesstobuyersthatcouldn’tbereachedviaotherchannelsLow-cost,effectivealternativeforreachingspecificmarketsDirectMarketing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26Databasesincludecustomerprofile,purchasehistory,andotherdetailedinformationDatabasescanbeusedtoidentifyprospects,profilecustomers,andselectcustomerstoreceiveoffers,andtobuildrelationshipsDatabasemarketingrequiressubstantialinvestmentinhardware,software,personnelCustomerDatabases&DirectMarketing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。27Face-to-FaceSellingTelemarketingDirect-MailMarketingCatalogMarketingKioskMarketingOnlineMarketingDirect-ResponseTVMarketingFormsofDirectMarketing

直销的形式面对面营销电话营销直接邮寄营销购物目录营销信息亭营销网络营销电视直销28TelephoneMarketingNewlegislationandtechnologicaladvancesthreatenthefutureoftelemarketingDirect-MailMarketingNewtrendsincludefaxmail,e-mail,andvoicemailCatalogMarketingManycataloguershavemigratedtotheweb电话营销新立法和科技给电话直销的未来带来威胁直接邮寄营销新的类型包括传直、电子邮件、语音邮件购物目录营销许多购物目录已经转移到网上了29Direct-ResponseTelevisionMarketingDirect-responseadvertisingInfomercialsHomeshoppingchannelsKioskMarketing电视直销直销广告商业信息片家庭购物频道信息亭营销30IntegratedDirectMarketingPublicPolicyandEthicalIssuesIrritation,Unfairness,Deception,andFraudInvasionofPrivacy整合直销公共政策和道德问题惹怒、不正当行为、诡计和欺诈侵犯隐私319、春去春又回，新桃换旧符。