销售技巧(英文版)

Copyright©2001byHarcourt,Inc.1SellingIngram,Laforge,Avila,Schwepker,andWilliamsMultimediaPresentationsStevenJ.Remington,Ph.D.BuenaVistaUniversityAugust,2000Copyright©2001byHarcourt,Inc.1Module1AnOverviewofPersonalSellingCopyright©2001byHarcourt,Inc.1EvolutionofPersonalSelling•EarlyOriginsofPersonalSelling•IndustrialRevolutionEra–(1700sEurope;1850sUS)•Post-IndustrialRevolutionEra–(1800sEurope;1900US)–CannedSalesPresentation•TheWarandDepressionEra•Professionalism:TheModernEraCopyright©2001byHarcourt,Inc.1CharacteristicsofSalesProfessionalism•CustomerOrientation•UseofTruthfulandNonmanipulativeTactics•FocusonLong-TermSatisfactionofCustomerandSellingFirmCopyright©2001byHarcourt,Inc.1Cost/SalesCall$80-$242/callCopyright©2001byHarcourt,Inc.1ContributionsofPersonalSellingSalespeopleandSociety•SalespeopleasEconomicStimuli•SalespeopleandDiffusionofInnovationCopyright©2001byHarcourt,Inc.1ContributionsofPersonalSellingSalespeopleandtheEmployingFirm•SalespeopleasRevenueProducers•MarketResearchandFeedback•SalespeopleasFutureManagersCopyright©2001byHarcourt,Inc.1ContributionsofPersonalSellingSalespeopleandtheCustomer•Arehonest•Understandgeneralbusinessandeconomictrends,aswellasthebuyer'sbusiness•Provideguidancethroughoutthesalesprocess•Helpthebuyertosolveproblems•Haveapleasantpersonalityandagoodprofessionalimage•CoordinateallaspectsoftheproductandservicetoprovideatotalpackageIndustrialbuyersprefertodealwithsalespeoplewho:Copyright©2001byHarcourt,Inc.1ClassificationOfPersonalSellingJobs•SalesSupportPersonnel–MissionarySalespeople•Detailer–TechnicalSupportSalespeople•NewBusiness–Pioneers–Order-getters•ExistingBusiness–Order-takers•InsiderSales(non-retail)•Direct-to-ConsumerSales(retail)•CombinationSalesJobsCopyright©2001byHarcourt,Inc.1CharacteristicsOfSalesCareers•JobSecurity•AdvancementOpportunities•ImmediateFeedback•Prestige•JobVariety•Independence•Compensation•Boundary-RoleEffectsCopyright©2001byHarcourt,Inc.1Boundary-RoleEffectsRoleStress•RoleConflict•RoleAmbiguity•RolestressmustbedealtwithtoinsuremaximumsalesproductivityCopyright©2001byHarcourt,Inc.1QualificationsAndSkillsRequiredForSuccessBySalespeople•Empathy–Toseethingsasotherswouldseethem•EgoDrive–Determinationtoachievegoals•EgoStrength–Self-assuredandself-accepting•InterpersonalCommunicationSkills–Includinglisteningandquestioning•Enthusiasm–Ingeneral,andforsalesasacareer•AdditionalCharacteristicsRelatedtoaGivenSalesJobCopyright©2001byHarcourt,Inc.1ManagingtheSalesForce(1:26)Copyright©2001byHarcourt,Inc.1Module2UnderstandingBuyersCopyright©2001byHarcourt,Inc.1TypesofBuyers•ConsumerMarkets•BusinessMarketsCopyright©2001byHarcourt,Inc.1DistinguishingCharacteristicsofBusinessMarkets•BuyersareLargerbutFewerinNumber•DerivedDemand•HigherLevelsofDemandFluctuation•PurchasingProfessionals•MultipleBuyingInfluences•CloseBuyer-SellerRelationships–SupplyChainManagementCopyright©2001byHarcourt,Inc.1TheBuyingProcess(Figure2.1)DeterminationofItemandQuantityNeededRecognitionoftheProblemorNeedInitiatingtheRelationship•GatheringandStudyingPre-callInformation•ApproachingandInitiatingContact•AssessingtheSituationandDiscoveringNeedsCopyright©2001byHarcourt,Inc.1SelectionofanOrderRoutineEvaluationofProposalsAndSelectionofSuppliersTheBuyingProcess(Figure2.1)AcquisitionandAnalysisofProposalsRecognitionInitiatingtheRelationshipDevelopingtheRelationship•SelectPresentation•ExplainFeatures•ConfirmBenefits•HandleObjections•EarnandGainCommitmentSearchandQualificationOfPotentialSourcesDescriptionofItemandQuantityNeededDeterminationCopyright©2001byHarcourt,Inc.1TheBuyingProcess(Figure2.1)RecognitionoftheProblemorNeedDeterminationRecognitionInitiatingtheRelationshipDescriptionSearchandQualificationProposalsSelectionofSuppliersOrderRoutineDevelopingtheRelationshipEnhancingtheRelationship•Follow-uptoAssessCustomerSatisfaction•TakeActiontoAssureCustomerSatisfaction•EncourageCriticalEncounters•ExpandCollaborativeInvolvement•AddValuesandEnhanceMutualOpportunitiesCopyright©2001byHarcourt,Inc.1PhaseOneRecognitionoftheProblemorNeed:TheNeedsGap(Figure2.2)DesiredStateProduce1,250units/dayActualStateProduce1,000units/dayTheGapOrNeed250units/dayCopyright©2001byHarcourt,Inc.1ComplexMixofBusinessBuyerNeeds(Figure2.3)OrganizationalNeedsIndividualNeedsFunctionalFunctionalPsychologicalPsychologicalKnowledgeKnowledgeSocialSocialSituationalSituationalCopyright©2001byHarcourt,Inc.1PhaseTwoDeterminationofCharacteristicsoftheItemandtheQualityNeededPhaseThreeDescriptionofCharacteristicsoftheItemandtheQualityNeededPhaseFourSearchforandQualificationofPotentialSourcesCopyright©2001byHarcourt,Inc.1PhaseFiveAcquisitionandAnalysisofProposalsEvaluatingSuppliersandProductsMulti-AttributeModel–AssessmentofProductorSupplierPerformance(P)–AssessingtheRelativeImportanceofEachCharacteristic(I)Copyright©2001byHarcourt,Inc.1PhaseFiveAcquisitionandAnalysisofProposalsMulti-AttributeModelofAdhesivesbyGMBuyersExhibit2.5WeightedAveragesforPerformanceandOverallEvaluationScoresCharacteristicsBondIt#302AdCo#45StikFast#217PIP*IPIP*IPIP*IQuotedP