市场营销专业英语 topic 5

Chapter5SalesManagement5.1TheTasksofSalesManagement79Thetasksofsalesmanagementareto1.Definesalesgoalsandthesalesprocess2.Determinethesalesforcestructure3.Recruitandtrainthesalesforce4.Compensateandmotivatethesalesforce5.Evaluatethesalesforce805.1.1DefiningSalesGoalsandtheSalesProcess80Effectivesalesmanagementbeginswithadeterminationofsalesgoals.Withoutgoalstoachieve,salespersonperformancewouldbemediocreatbest,andthecompanywouldlikelytofail.Greatsalesmanagersfocusnotonlyonsalesgoalsbutalsoontheentireprocessthatdrivestheirsalesorganizationstoreachtheirgoals.5.1.2DeterminingtheSalesForceStructure80Becausepersonalsellingissocostly,nosalesdepartmentcanaffordtobedisorganized.Properdesignhelpsthesalesmanagerorganizedanddelegatesalesdutiesandprovidedirectionforsalespeople.5.1.3RecruitingandTrainingtheSalesForceSalesforcerecruitmentshouldbebasedonanaccurate,detaileddescriptionofthesalestaskasdefinedbythesalesmanager.Afterthesalesrecruithasbeenhiredandgivenabrieforientation,trainingbegins.Anewsalespersongenerallyreceiveinstructionincompanypoliciesandpractices,sellingtechniques,productknowledge,industryandcustomercharacteristics,andnonsellingdutiessuchasfillingoutsalesandmarketinformationreportsorusingasealsautomationcomputerprogram.815.1.4CompensatingandMotivatingtheSalesForce82Thethreebasiccompensationmethodsforsalespeoplearecommission,salary,andcombinationplans.Motivationalsotakestheformofeffectivesalesleadershiponthepartofthesalesmanager.Aneffectivesalesmanagerisinspirationaltohisorhersalespeople,encouragingthemtoachievetheirgoalsthroughclearandenthusiasticcommunications.5.1.5EvaluatingtheSalesForce83Thefinaltaskofsalesmanagersisevaluatingtheeffectivenessandperformanceofthesalesforce.Toevaluatethesalesforce,thesalesmanagerneedsfeedback—thatis,regularinformationfromsalespeople.5.2StepsintheSellingProcessWhetherasalespersonspendsafewminutesoryearsonasale,thesearethesevenbasicstepsinthepersonalsellingprocess.841.Generatingleads2.Qualifyingleads3.Approachingthecustomerandprobingneeds4.Developingandproposingsolutions5.Handlingobjections6.Closingthesale7.Followingup5.2.1GeneratingNeeds84Initialgroundworkmustprecedecommunicationbetweenthepotentialbuyerandthesalesperson.Leadgeneration,orprospecting,istheidentificationofthosefirmsandpeoplemostlikelytobuytheseller’sofferings.Thesefirmsorpeoplebecome“salesleads”or“prospects.”5.2.2QualifyingLeads85Whenaprospectshowsinterestinlearningmoreaboutaproduct,thesalespersonhastheopportunitytofollowup,ofqualify,thelead.Leadqualificationconsistsofdeterminingwhethertheprospecthasthreethings:ArecognizedneedBuyingpowerReceptivityandaccessibility865.2.3ApproachingtheCustomerandProbingNeedsPriortoapproachingthecustomer,thesalespersonshouldlearnasmuchaspossibleabouttheprospect’sorganizationanditsbuyers.thisprocess,calledthepreapproach,describesthe“homework”thatmustbedonebythesalespersonbeforecontactingtheprospect.8787Aspartoftheneedsassessment,theconsultativesalespersonmustknoweverythingthereistoknowabout:TheproductorserviceCustomersandtheirneedsThecompetitionTheindustry’Creatingacustomerprofileduringtheapproachhelpssalespeopleoptimizetheirtimeandresources.5.2.4DevelopingandProposingSolutions88Oncethesalespersonhasgatheredtheappropriateinformationabouttheclient’sneedsandwants,thenextstepistodeterminewhetherhisorhercompanyproductsofservicesmatchtheneedsoftheprospectivecustomer.Thesalespersonthendevelopsasolution,orpossiblyseveralsolutions,inwhichthesalesperson’sproductorservicesolvestheclient’sproblemsormeetsaspecificneed.5.2.5HandingObjections90Often,thesalespersoncanusetheobjectiontoclosethesale.Ifthecustomertriestopitsuppliersagainsteachothertodrivedowntheprice,thesalespersonshouldbepreparedtopointoutweaknessesinthecompetitor’sofferandstandbythequalityinhisorherownproposal.5.2.6ClosingtheSale90Attheendofthepresentation,thesalespersonshouldaskthecustomerhowheorshewouldliketoproceed.Ifthecustomerexhibitssignsthatheorsheisreadytopurchaseandallquestionshavebeenansweredandobjectionshavebeenmet,thenthesalespersoncantrytoclosethesale.5.2.7FollowingUp91Unfortunately,manysalespeopleholdtheattitudethatmakingthesaleisallthat’simportant.Oncethesaleismade,theycanforgetabouttheircustomers.Theyarewrong.Salespeople’sresponsibilitiesdonotendwithmakingthesalesandplacingtheorders.Oneofthemostimportantaspectsoftheirjobsisfollow-up.Theymustensurethatdeliveryschedulesaremet,thatthegoodsorservicesperformaspromised,andthatthebuyers’employeesareproperlytrainedtousetheproducts.WordsandExpressions1.personalselling:人员推销（四大经典促销方式之一）2.stereotype:n.固定形式，老套3.foist:vt.蒙骗，偷偷插入，使混入，硬卖给4.ware:n.制品，器具，陶器，商品；vt.留心，小心；a.知道的，意识到的5.Airbus:n.空中客车公司6.pharmaceutical:adj.制药的7.wholesaler:n.批发商8.retailer:n.零售商9.debrief:v.向...询问情况，听取汇报10.reinforce:v.加强力量，增援11.sync:n.同步;同步信号12.VP:abbr.VicePresident，副总统13.unanimity:n.全体一致14.fabulous:adj.难以置信的；寓言里的15.irritation:n.刺激，烦恼，刺激物