销售管理指南

:32.IMPLEMENTATION:43.EVALUATIONANDCONTROL:4ANOVERVIEWOFPERSONALSELLIN51.ALTERNATIVESELLINGTECHNIQUES52.PROSPECTING63.THEPREAPPROACH74.QUALIFYINGTHEPROSPECT:75.THEAPPROACH76.THEPRESENTATION87.MEETINGOBJECTIONS98.CLOSE99.FOLLOW-UPCAREERSTAGES10CORPORATE,BUSINESS,ANDMARKETINGSTRATEGIES111.PORTER'STYPOLOGYOFCOMPETITIVESTRATEGIES122.MILESANDSNOWCOMPETITIVESTRATEGYTYPOLOGY12ACCOUNTMANAGEMENTANDACCOUNTCOVERAGESTRATEGIES141.COMMUNICATIONTASKSAPPROPRIATEFORPERSONALSELLING152.PARTICIPANTSINTHEORGANIZATIONALBUYINGPROCESS16ORGANIZINGTHEACTIVITIESOFSALESMANAGERSANDSALESPEOPLE171.ECONOMICMETHODOFDETERMININGIFOUTSIDEAGENTSAREAPPROPRIATE182.CONTROLANDSTRATEGICCRITERIAFORDETERMININGIFACOMPANYSALESFORCESHOULDBEUSED183.HORIZONTALORGANIZATIONALSTRUCTURES19ALLOCATINGSELLINGEFFORTANDDESIGNINGSALESTERRITORIES22STAFFINGTHESALESFORCE:RECRUITMENTANDSELECTION241.CONTENTOFTHEJOBDESCRIPTION242.METHODSFORDECIDINGONSELECTIONCRITERIA253.SOURCESOFRECRUITS25CONTINUALDEVELOPMENTOFTHESALESFORCE:SALESTRAINING27SALESFORCEMOTIVATION30MANAGINGSALESFORCEREWARDSYSTEMS33大量管理资料下载3/50CHAPTER1ANOVERVIEWOFCONTEMPORARYSALESMANAGEMENTSalesforcemanagementisthemanagementofthepersonalsellingcomponentofanorganization'smarketingprogram.Theactivitiesinvolvedinmanagingthepersonalsellingfunctioninclude:1.Theformationofthestrategicplan(PLANNING).2.Theimplementationofthesalesprogram(IMPLEMENTATION).3.Theevaluationandcontrolofsalesforceperformance(CONTROL).--------------------------------------------------------------------------------1.PLANNING:Theformationofastrategicsalesprogramrequiresfivemajorsetsofdecisions:1.HowcanthepersonalsellingeffortbestbeadaptedtotheCOMPANY'SENVIRONMENTandintegratedwithotherelementsofthefirm'smarketingstrategy?2.Howcanvarioustypesofpotentialcustomersbebestapproached?persuaded?serviced?WhatACCOUNTMANAGEMENTPOLICIESshouldbeadopted?3.HowshouldthesalesforcebeORGANIZEDtocallonandmanagevarioustypesofcustomersasefficientlyandeffectivelyaspossible?4.Whatlevelofperformanceshouldeachmemberofasalesforcebeexpectedtoattainduringthenextplanningperiod?ThisinvolvesFORECASTINGDEMANDandsettingQUOTASANDBUDGETS.5.Howshouldthesalesforcebedeployed?Howshouldsalesterritoriesbedefined?Whatisthebestwayforeachsalesperson'stimetobeallocatedwithinhisorherterritory?ThisinvolvesdecisionsaboutTIMEANDTERRITORYMANAGEMENT.:Implementingasalesprograminvolvesmotivatinganddirectingthebehaviorofthesalesforce.Atleast5factorsinfluenceasalesperson'sjobbehaviorandperformance:1.Environmentalvariables2.Roleperceptions3.Aptitude4.Skilllevel5.MotivationlevelImplementingasalesprograminvolvesdesigningpoliciesandproceduressothatthejobbehaviorandperformanceofeachsalespersonisshapedanddirectedtowardthefirmsobjectivesandperformancegoals.3.EVALUATIONANDCONTROL:Evaluationandcontrolistheprocessofmeasuringandassessingtheperformanceofasalespersonorsalesforce.Thereare3majorapproachesthatacompanymightutilizetoevaluateandcontrolthesalesforceandmonitorsalesprogramperformance:1.Salesanalysisapproach(Volume)2.Costanalysisapproach(Costs)3.Behavioranalysisapproach:door-to-doorsalespeopleinsuranceagentsrealestatebrokersretailstoreclerksIndustrialSelling-isthesaleofgoodsandservicesatthewholesalelevel.Industrialsellinginvolves3typesofcustomers:1.Salestoresellers(i.e.,retailers)2.Salestobusinessusers(i.e.,manufacturers)3.Salestoinstitutions(i.e.,hospitalsorgovernments)Similaritiesbetweenretailandindustrialselling:-requireinterpersonalskill-requiresolidknowledgeoftheproductsbeingsold-requireanabilitytodiscoverthecustomer'sneedsandproblemsDifferencesbetweenretailandindustrialselling:-industrialgoodsandservicesaremoreexpensiveandtechnicallycomplex-industrialcustomerstendtobelargerandengageinextensivedecisionmakingprocessesinvolvingmanypeoplewithintheircompany1.ALTERNATIVESELLINGTECHNIQUESMostsellingtechniquesconformtooneoffourbroadphilosophicalorientationsorapproachestowarddealingwithcustomers:1.Thestimulus-responseapproach-basedonthenotionthateverysensorystimulusproducesaresponse.Salesrecruitslearnwhattosay(thestimulus)andwhatthebuyers(theresponse)inmostcircumstances.2.Mental-statesapproach-basedontheideathatabuyer'smindpassesthroughsuccessivestagesbeforeheorshedecidestomakeapurchase.BasedontheAIDAtheoryofpersuasion(Attention,Interest,Desire,Action).Sellingformulasareusedtodesignasalespresentationthatcoincideswiththebuyersmovementthroughthestages.3.Need-satisfactionapproach-basedontheideathatcustomersaretobeservedratherthanproductssold.Customersneedsarethestartingpointinmakingasale.Thesalesperson'staskistoidentifytheprospectsneeds,makethe