客户服务及个性化销售

BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn1Chapter16PersonalSellingandCustomerServiceBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn2PersonalSellingOftenthesinglelargestoperatingexpense1outof10inthelabourforceisinsalesworkIncreasingprofessionalism—Goodsellingmeanshelpingthecustomertobuy—Representbothorganisationandcustomer—Marketinformation—PlanningstrategyandallocatingeffortBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn3BasicsalestasksSupportingOrderTakingOrderGettingSalesjobmayinvolveablendofsalestasksBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn4SupportingSalespeopleMISSIONARYSALESPEOPLE—Supportingsalespeoplewhoworkforproducers,callingontheirintermediariesandtheintermediaries'customersTECHNICALSPECIALISTS—Supportingsalespeoplewhoprovidetechnicalassistancetoorder-orientedsalespeopleBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn5TelemarketingUsingthetelephonetocalloncustomersorprospectsRapidlygrowinginpopularityReducestraveltimeandexpenseEspeciallyusefulforsmallaccountsoflessexpensiveproductsOftenusedtoidentifygoodprospectsTypicallyusesapreparedsalespresentationBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn6SalesTerritoryageographicareathatistheresponsibilityofoneormoresalespeople.Basesforsettingsalesterritories—Geographicareas—Customertypes—Accountsize—Productstobesold—AnycombinationoftheaboveBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn7SalespeopleSelectionandTrainingAwrittenjobdescriptionlaysthegroundwork—byspecifyingwhattasksthesalespersonneedstobeabletodoCommonlyusedselectiontoolsarebestwhenusedincombination:—multipleinterviewswithseveraldifferentpeople—personnelandpsychologicaltests—backgroundchecksInitialandon-goingtrainingcanhelpbothexperiencedandinexperiencedsalespeople—companypoliciesandpractices—productinformation—sellingtechniques(andcustomerknowledge)BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn8SalesCompensationdependsondesirefor:ControlIncentiveFlexibilitySimplicityBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn9SellingCompensationAlternativesStraightcommissionCombinationplanStraightsalarySalesvolumeTotalsellingexpenseBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn10KeyStepsinPersonalSellingProcessProspectingFollow-upAftertheSalesCallSelectTargetCustomerPlanSalesPresentation-preparedpresentation-needsatisfactionapproach-sellingformulaapproachMakeSalesPresentation-createinterest-meetobjections-arousedesireCloseSale(getaction)Follow-upAftertheSaleSetEffortPrioritiesBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn11SalesPresentationsThesalesperson'sefforttomakeasaleshouldbecarefullyplannedThreebasicapproaches—prepared(canned)salespresentation—consultativesellingapproach—sellingformulaapproachBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn12Need-satisfactionapproachtosalespresentationsPreparedapproachtosalespresentationsSelling-formulaapproachtosalespresentationsriTimePaticipatonSalespersonCustomerTimeParticipationSalespersonCustomerTimeParticipationSalespersonCustomerBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn13TheGAPsModelofServiceQualityProductandserviceProductsandservicedeliveryProductandserviceCustomer-drivenproductandservicedesignsandstandardsCompanyperceptionsofcustomerexpectationsExternalcommunicationstocustomersCUSTOMERCOMPANYGap1Gap2Gap3Gap5Gap4BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn14ActionstakenbyConsumersinresponsetoProductDissatisfactionDissatisfactionoccursTakeactionTakenoactionTakesomeformofprivateactionTakesomeformofdirectactionTakesomeformofpublicactionStopbuyingthatproduct/brand/storeWarnfriendsaboutproduct/brand/storeComplaintomanufacturer/reta