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1、.大量管理资料下载Sales Management 761Jim StoddardAN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT 31.PLANNING:32.IMPLEMENTATION:43.EVALUATION AND CONTROL:4AN OVERVIEW OF PERSONAL SELLIN 51.ALTERNATIVE SELLING TECHNIQUES52.PROSPECTING63.THE PREAPPROACH74.Qualifying the prospect:75.THE APPROACH76.THE PRESENTATION
2、87.MEETING OBJECTIONS98.CLOSE99.FOLLOW-UP CAREER STAGES10CORPORATE, BUSINESS, AND MARKETING STRATEGIES111.PORTERS TYPOLOGY OF COMPETITIVE STRATEGIES122.MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY12ACCOUNT MANAGEMENT AND ACCOUNT COVERAGE STRATEGIES141.COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SEL
3、LING152.PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS16ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE171.ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE182.CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED183.HORIZONTAL ORGANIZA
4、TIONAL STRUCTURES19ALLOCATING SELLING EFFORT AND DESIGNING SALES TERRITORIES22STAFFING THE SALES FORCE: RECRUITMENT AND SELECTION241.CONTENT OF THE JOB DESCRIPTION242.METHODS FOR DECIDING ON SELECTION CRITERIA253.SOURCES OF RECRUITS25CONTINUAL DEVELOPMENT OF THE SALES FORCE: SALES TRAINING27SALES FO
5、RCE MOTIVATION30MANAGING SALES FORCE REWARD SYSTEMS33LEADERSHIP36DEMAND ASSESSMENT AND SALES QUOTAS40EVALUATION AND CONTROL45PERFORMANCE EVALUATION48ACKNOWLEDGEMENTS50CHAPTER 1 AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENTSales force management is the management of the personal selling component of a
6、n organizations marketing program.The activities involved in managing the personal selling function include:1. The formation of the strategic plan (PLANNING). 2. The implementation of the sales program (IMPLEMENTATION).3.The evaluation and control of sales force performance (CONTROL). -1. PLANNING:T
7、he formation of a strategic sales program requires five major sets of decisions:1.How can the personal selling effort best be adapted to the COMPANYS ENVIRONMENT and integrated with other elements of the firms marketing strategy?2.How can various types of potential customers be best approached? pers
8、uaded? serviced? What ACCOUNT MANAGEMENT POLICIES should be adopted?3.How should the sales force be ORGANIZED to call on and manage various types of customers as efficiently and effectively as possible?4.What level of performance should each member of a sales force be expected to attain during the n
9、ext planning period? This involves FORECASTING DEMAND and setting QUOTAS AND BUDGETS.5.How should the sales force be deployed? How should sales territories be defined? What is the best way for each sales persons time to be allocated within his or her territory? This involves decisions about TIME AND
10、 TERRITORY MANAGEMENT.2. IMPLEMENTATION:Implementing a sales program involves motivating and directing the behavior of the sales force.At least 5 factors influence a sales persons job behavior and performance:1. Environmental variables2. Role perceptions3.Aptitude4.Skill level5.Motivation levelImple
11、menting a sales program involves designing policies and procedures so that the job behavior and performance of each sales person is shaped and directed toward the firms objectives and performance goals.3. EVALUATION AND CONTROL:Evaluation and control is the process of measuring and assessing the per
12、formance of a sales person or sales force.There are 3 major approaches that a company might utilize to evaluate and control the sales force and monitor sales program performance:1. Sales analysis approach (Volume)2. Cost analysis approach (Costs)3. Behavior analysis approachCHAPTER 2AN OVERVIEW OF P
13、ERSONAL SELLINGRetail Selling - involves selling goods and services to ultimate consumers for their own personal use.Examples:door-to-door salespeopleinsurance agentsreal estate brokersretail store clerks Industrial Selling - is the sale of goods and services at the wholesale level. Industrial selli
14、ng involves 3 types of customers:1.Sales to resellers (i.e., retailers)2. Sales to business users (i.e., manufacturers)3.Sales to institutions (i.e., hospitals or governments)Similarities between retail and industrial selling:- require interpersonal skill- require solid knowledge of the products bei
15、ng sold- require an ability to discover the customers needs and problems Differences between retail and industrial selling:- industrial goods and services are more expensive and technically complex - industrial customers tend to be larger and engage in extensive decision making processes involving m
16、any people within their company 1. ALTERNATIVE SELLING TECHNIQUESMost selling techniques conform to one of four broad philosophical orientations or approaches toward dealing with customers:1.The stimulus-response approach - based on the notion that every sensory stimulus produces a response. Sales r
17、ecruits learn what to say (the stimulus) and what the buyers are likely to say (the response) in most circumstances.2. Mental-states approach - based on the idea that a buyers mind passes through successive stages before he or she decides to make a purchase. Based on the AIDA theory of persuasion (A
18、ttention, Interest, Desire, Action). Selling formulas are used to design a sales presentation that coincides with the buyers movement through the stages. 3. Need-satisfaction approach - based on the idea that customers are to be served rather than products sold.Customers needs are the starting point
19、 in making a sale. The sales persons task is to identify the prospects needs, make the prospect aware of that need, and then persuade the prospect that his or her product or service will satisfy that need better than any other alternative. 4. Problem-solving approach - similar to the need-satisfacti
20、on approach except that the sales person goes one step further to help the prospect identify SEVERAL alternative solutions, analyze their advantages and disadvantages, and select the best solution. 2. PROSPECTINGProspecting - is the method or system by which sales people learn the names of the peopl
21、e who need the product and can afford it.Names and addresses of good prospects can be obtained in a number of ways:1. sales managers can prepare lists of prospects.2.customers can suggest new leads (snowball technique).3. present users may want new or different models.4.petitors customers can make g
22、ood prospects.5.trade association and industry directories.6.telephone directories.7.other sales people.8.suppliers, social and professional contacts.One question that must be addressed by a firms account management policies is how much emphasis sales people should give to prospecting for new custom
23、ers versus servicing new accounts.In general, sales reps should devote a large percentage of time to prospecting if:1.If the firms product is in the introductory stage of its product life cycle.2.If it is an infrequently purchased durable good.3.If the typical customer does not require much service
24、after the sale.On the other hand, sales reps should spend most of their effort servicing existing customers if:1.The firm has a large market share.2. The firm sells frequently purchased nondurable products.3.The firms products require substantial service after the sale to guarantee customer satisfac
25、tion.3. THE PREAPPROACHPreapproach - includes all the information gathering activities necessary to learn relevant facts about the prospect and his or her needs and situation.The preapproach consists of four functions:1.To qualify the lead or disclose the partys needs and ability to pay.2.To provide
26、 information that will enable the seller to tailor the presentation to the prospect.3.To provide information that may keep the sales rep from making serious tactical errors during the presentation.4.To increase the sales reps confidence to feel able to handle what ever may arise during the sale.4. Q
27、ualifying the prospect:Before the sales person attempts to set up an appointment for a major sales presentation, he or she should determine whether the prospect qualifies as a worthwhile potential customer.Qualification involves finding the answers to three important questions:1.Does the prospect ha
28、ve a need for my product or service?2.Can I make the people that are responsible for buying so aware of that need that I can make a sale?3.Will the sale be profitable to my company?5. THE APPROACHApproach - inspires interest in hearing more about the proposition, makes an easy transition into the pr
29、esentation, and gets the prospects attention.For most sales training programs, six basic approaches are used:1.Introductory approach - the sales rep merely introduces him/herself and identifies the company he or she represents.2.Assessment approach - the sales rep opens the interview with a plea for
30、 information or permission to investigate the companys problem.3.Product approach - consists of handing the product to the prospect, with little or no conversation.4.Customer-benefit approach - the sales rep selects a benefit package that will likely be of most interest to the prospect - based on wh
31、at is known about the situation.5.Referral approach - the sales rep receives permission of past or present customers to use their names as a reference in meeting a new prospect.6.Consultative approach - the sales rep opens the sale by getting the prospect to talk about the problem.6. THE PRESENTATIO
32、NPresentation - the main body of the sale where the sales rep presents the product or proposition and shows the prospect its benefits.Good sales presentations are built around a forceful product demonstration.Canned presentations are prepared sales presentations.Advantages:1. gives new sales people
33、confidence.2. can utilize sales techniques proven effective.3. gives some assurance that the complete story will be told.4. greatly simplifies sales training.Through out the presentation the sales rep makes trial closes to determine whether the customer is ready to buy. This can be done by asking su
34、ch questions as:Which model do you like best? Which color do you prefer? Cash or financing? If all goes well in the trial close, the sales rep goes right on into an assumptive close and wraps up the sale.A sales rep using an assumptive close assumes that the sale has been made. The sales rep starts
35、filling out the order form.However, if all does not go well, the next phase of selling (i.e., meeting objections) must be undertaken.Points to keep in mind concerning sales presentations: 1. Dont run down competitors. 2. Dont be too aggressive or abrasive.3. Have full knowledge of competitors produc
36、ts.4. Have full knowledge of customers business.5. Keep the presentation simple.6. Seek credibility7. MEETING OBJECTIONSMeeting Objections - objections should be welcomed and indicate that the prospect has some interest in the proposition.Stated versus hidden objections:Stated objections may be phon
37、ey.Objection to price and product:To price: price too high or prospect can not afford the price.Procrastinating objections:Examples include:1. Let me think about it for a while.2. I have to talk it over with my family.3. I have to wait until next pay check.4. I have to look around some more.8. CLOSE
38、Close - asking for the order.There are 5 types of closing methods.1.The assumptive close - merely assume prospects are going to buy and begin taking orders by asking questions.2.The physical-action close - hand the prospect a pen as an indication its time to sign.3.The standing-room-only close - sal
39、es rep tells prospect the product is hard to get in the hopes that the prospect will sign the order.4.The trap close - using the prospects objections to close the sale.5.The special offer close - giving the customer a special offer to induce them to buy.9. FOLLOW-UP CAREER STAGESRecent research has
40、identified 4 distinct career stages that sales people go through during the course of their careers.1.Exploration - people in the earliest stages of their careers (typically their 20s). They are often unsure about whether selling is the most appropriate occupation for them to pursue and whether they
41、 can be successful sales people.2.Establishment - people in this stage (late 2-s - early 30s) have settled on an occupation and desire to build it into a successful career.Primary concern - improving skills and performance and value compensation and promotion. 3.Maintenance - this stage normally beg
42、ins around the sales persons late 30s or early 40s.Primary concern - retaining present position, status, and performance level within the sales force, which are likely to be quite high. By this stage both the opportunity and desire for promotion diminishes. 4.Disengagement - people begin preparing t
43、hemselves for retirement and the possible loss of self-identity that can accompany separation from the job (late 50s - early 60s).During this stage, sales people psychologically withdraw from their job, after seeking to maintain just an acceptable level of performance with a minimum amount of effort
44、 so that they can develop their interests outside of work. CHAPTER 5 CORPORATE, BUSINESS, AND MARKETING STRATEGIESI.Relations Among Environmental Factors, Marketing Plans, and the Sales ProgramA.To be successful, a firms plans must be adapted to the influences of the external and internal corporate
45、environments. As these environments change, appropriate adjustments should be made in the firms marketing strategy.B.A firms sales program is only one part of an integrated marketing strategy. As changes are made in other parts of the marketing strategy, the sales program must be adjusted if it is t
46、o remain effective.C.Regardless of how well conceived a sales program is, or how well it is integrated into a firms overall marketing strategy, its implementation depends on the willingness and ability of individual members of the sales force to carry out its policies and procedures. Factors in the
47、external and corporate environments can directly influence a sales persons actions in the field and his or her ability to achieve the desired level of performance. II. Marketing PlanningA. Importance of PlanningPlanning - is deciding what to do in the present to achieve what is desired in the future. It requires decisions concerning the firms goals and objectives for the future and the actions that should be taken to accomplish the
