人员推销与销售管理.ppt

,TheScopeandChallengeofInternationalMarketing,Chapter,1,国际市场营销学,陈颖yc,PersonalSellingandSalesManagement第十三章：人员推销与销售管理,Chapter,13,ChapterOutline,13.1PersonalSelling13.2ImportanceofPersonalSelling13.3SalesforceObjectives13.4DifferentSalesTypes13.5QualityofSalesperson13.6TheSalesRelationship-BuildingProcess,13.1PersonalSelling,Person-to-personcommunicationbetweenacompanyrepresentativeandpotentialbuyersFocusistoinformandpersuadeprospect,UsePersonalSellingwhen.,.productsare.NewanddifferentCustomizableTechnicallycomplexExpensiveandrequirenegotiationInstallable,13.2ImportanceofPersonalSelling,Todispenseknowledgetobuyers.-Throughpersonalselling,asalespersonnegotiatespriceandtermsforspecialtygoodsandcommercialproducts.Toactasasourceofmarketintelligenceformanagementandcompanyinformationforclients.,13.3SalesforceObjectives,InformationProvisionespeciallyinthecaseofnewproductsPersuasiondistinguishingattributes,creatingrepeatcustomers,maximizingsalesasapercentofpresentations,etc.After-saleServicedelivery,installation,resolveconcerns,13.4DifferentSalesTypes,ExpatriatesHostcountryThirdcountry,ExpatriatesinSalesForce,AdvantagesSuperiorproductknowledgeTrainforpromotion,DisadvantagesCostforlanguageandcross-culturaltrainingHigherturnoverHighercost,AdvantagesLanguageskillsSuperiorculturalknowledgeSuperiormarketknowledgeImplementationquickerEconomical,DisadvantagesProducttrainingMaybeheldinlowesteemLanguageskillsmaynotbeimportantDifficulttoensureloyalty,HostCountryPicksforSalesForce,ThirdCountryPicksforSalesForce,AdvantagesCulturalsensitivityLanguageskills,DisadvantagesIdentifyproblemsIncomegapsproductand/orcompanytrainingLoyaltynotassured,13.5QualityofSalesperson,LanguageAbilityBehaviourAthoroughknowledgeoftheproductorserviceTheabilitytoadapttotheconsumerandthesellingsituation,推销人员的甄选与培训,13.6TheSalesRelationship-BuildingProcess,PROSPECTING,PLANNINGTHESALESCALL,PRESENTING,RESPONDINGTOOBJECTIONS,OBTAININGCOMMITMENT,BUILDINGALONG-TERMRELATIONSHIP,1.Prospecting,Necessity:SwitchtoothersuppliersMoveoutoftheorganizationsmarketareaGooutofbusinessbecauseofbankruptcyAreacquiredbyanotherfirmHaveonlyaone-timeneedfortheproductorservice,Definition:Theprocessoflocatingpotentialcustomers.,1.Prospecting,TwomajorActivities:LocatingRandomleadgenerationmassappealsthatrequireahighnumberofcontactstogeneratequalifiedleadsSelected-leadsearchingusesexistingcontacttogeneratenewScreeningOnceleadsaregenerated,thesalespersonmustdeterminewhethertheprospectisatrueprospect.,2.PlanningtheSalesCall,ResearchandknowyourprospectKnowyourproductandproductlinethoroughlyKnowyourcompetitorsproductsandproductlineKnowthemarketforyourproduct(s)andtheneedstheysatisfyScheduletimewiththeprospect,3.Presenting,BewellpreparedandsetagoalforyourpresentationDevelopachecklistofitemsfordiscussionScheduleanappointmentPutyourcontactsateaseStrivetomakeagoodimpressionAdaptyourstyletotheprospectWorktowardyourgoalSchedulefollow-uptoachieveasale,4.RespondingtoObjections,Expectobjectionstooccuratanytime,especiallyduringeffortstosecureappointments,duringthepresentation,duringattemptstoobtainacommitment,andduringtheafter-salefollow-up.Inresponsetoanobjection,thesalespersonshouldnotchallengetherespondent.Rather,thesalespersonsobjectiveshouldbetopresentthenecessaryinformation.,5.ObtainingCommitment,Movingtowardcommitmentbeginswithascheduledpresentation.Knowwhyapurchasewillbenefityourprospect.Askforcommitment(theorder)sometrainerssay,“Asearlyandoften.”Anexperiencedsalespersonknowswhenandhowtoaskforcommitment.Follow-upwithaclear,mutuallyacceptableactionplan.Bepersistent.,6.EvolutionofPersonalSelling,ProductionSalesMarketingPartnering,TimePeriodObjectiveOrientationRoleofSalespersonActivitiesofSalespeople,Before1930,Makingsales,Short-termsellerneeds,Provider,Takingorders;Deliveringgoods,1930-1960,Makingsales,Short-termsellerneeds,Persuader,Aggressivepersuasion,1960-1990,Satisfyingneeds,Short-termcustomerneeds,Problemsolver,Matchingproductsandneeds,After1990,BuildingRelationships,Long-termneedsofboth,Valuecreator,Creatingnewalternatives,关系推销是指为了发展互利的伙伴关系以形成长期的满意局面而进行的建立、维持、增强与顾客之间的相互作用关系的销售实践。关系推销适用：工业品（如重型机器或计算机系统）、服务（航班和保险）,关系推销,传统人员推销关系推销,销售产品（商品和服务）强调成交实行有限的推销计划将大量的时间花在向顾客介绍产品上进行“具体产品”需求评估独立处理顾客问题基于价格和产品特性的建议和介绍后续工作是短期的，侧重产品交付,提供销售建议、帮助和咨询强调提高顾客的根本利益认为推销计划是重中之重将大量的接触时间花在努力与顾客一起创建解决问题的环境对顾客的全部动作范围进行考察集体处理顾客问题基于利润影响和顾客利益的建议和介绍后续工作是长期的，侧重改善长期关系,关系推销,SalesSpecialists,Missionarysalespeoplefocusondetailingexistingproductsandintroducingnewones.(e.g.:Pharmaceuticals)Technicalsalesspecialistssupportthefieldsalesstaffbyprovidingtechnicalassistanceandclientcounsel,whenappropriate.Cross-functionalsalesteamblendthetalentsandknowledgeoffunctionalareastobettermeetclientneeds.(e.g.:amanufacturerssalesteam,aBanksteam),Cross-functionalSelling,Masterthebenefitsofcross-functionalselling.Improvedsalesproductivitybothmoreeffectiveandefficientwithdelegatedtasks.2.Moreflexibilityandquickerdecisionsespeciallygoodforsmallrunsoftailoredproductsandcustomerproblemsolving.3.Betterdecisionsmoreexpertise,betterinformedalternatives.4.Increasedcustomersatisfactionenergy,flexibility,commitmentandfollow-up.,ManagingtheSales,Firmsprovide.EfficientandeffectivesalestoolsEfficientdeliveryandreordersystemsEquitablecompensationtorewardperformanceAdequatesupervisionandevaluationofperformanceforcontinualimprovement,EveryPersonalSale,DonebythesalespersonDonebythecompany,SalesForceTechnology,DesktopPCs68%,ContactManagementSoftware55%,NotebookComputers63%,Cellphones89%,PresentationSoftware85%,E-Mail85%,MotivatingandCompensatingPerformance,Twobasictypes:Salary&CommissionTypesofincentives,MBTI职业性格测试,MBTI（Myers-BriggsTypeIndicator），一种迫选型、自我报告式的性格评估测试，用以衡量和描述人们在获取信息、作出决策、对待生活等方面的心理活动规律和性格类型。由美国的心理学家KatherineCookBriggs(1875-1968)和她的心理学家女儿IsabelBriggsMyers根据瑞士著名的心理分析学家CarlG.Jung(荣格)的心理类型理论和她们对于人类性格差异的长期观察和研究而著成。MBTI已经成为了当今全球最为著名和权威的性格测试。,MBTI职业性格测试,MBTI主要应用于职业发展、职业咨询、团队建议、婚姻教育等方面，是目前国际上应用较广的人才甄别工具。MBTI倾向显示了人与人之间的差异，而这些差异产生于：他们把注意力集中在何处，从哪里获得动力（外向、内向）他们获取信息的方式（实感、直觉）他们做决定的方法（思维、情感）他们对外在世界如何取向；通过认知的过程或判断的过程（判断、知觉）,MBTI职业性格测试,分析：您的性格类型倾向是“ISFJ”(内向实感情感判断)沉静，友善，有责任感和谨慎。能坚定不移地承担责任。做事贯彻始终、不辞劳苦和准确无误。忠诚，替人着想，细心；往往记着他所重视的人的种种微小事情，关心别人的感受。努力创造一个有秩序、和谐的工作和家居环境。您适合的领域有：领域特征不明显，较相关的如：医护领域、消费类商业、服务业领域,