【正文】 s between retail and industrial selling: industrial goods and services are more expensive and technically plex industrial customers tend to be larger and engage in extensive decision making processes involving many people within their pany 1. ALTERNATIVE SELLING TECHNIQUES Most selling techniques conform to one of four broad philosophical orientations or approaches toward dealing with customers: stimulusresponse approach based on the notion that every sensory stimulus produces a response. Sales recruits learn what to say (the stimulus) and what the buyers are likely to say (the response) in most circumstances. 2. Mentalstates approach based on the idea that a buyer39。s product is in the introductory stage of its product life cycle. it is an infrequently purchased durable good. the typical customer does not require much service after the sale. On the other hand, sales reps should spend most of their effort servicing existing customers if: firm has a large market share. 2. The firm sells frequently purchased nondurable products. firm39。t run down petitors. 2. Don39。s time to sign. standingroomonly close sales rep tells prospect the product is hard to get in the hopes that the prospect will sign the order. trap close using the prospects objections to close the sale. special offer close giving the customer a special offer to induce them to buy. 9. FOLLOWUP CAREER STAGES Recent research has identified 4 distinct career stages that sales people go through during the course of their careers. people in the earliest stages of their careers (typically their 2039。s or early 4039。s plans must be adapted to the influences of the external and internal corporate environments. As these environments change, appropriate adjustments should be made in the firm39。S TYPOLOGY OF COMPETITIVE STRATEGIES Cost Strategies position a supplier as a high volume producer with tight cost and overhead control. Capitalizes on economies of scale. Associated with relatively high market share. Strategies the creation of something perceived industrywide as being unique. Provides insulation against petitive rivalry because of brand loyalty and decreased price sensitivity. Strategies serving a particular target market, although market share in the industry might be low, the firm dominates a segment within the industry. 2. MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY attempt to pioneer in both product and market development. offer a limited, stable product line to a predictable (., nonchanging) market. Emphasize being the lowcost producer. pioneer in new products and markets while at the same time retain a foothold in mature markets. don39。s attention to the product or by offering an added incentive for purchase. Sales promotion methods are usually classified into two types based on the audience they are directed toward: sales promotion activities are designed to produce shortrun sales increases among ultimate consumers by offering centsoff coupons, free samples, and contests. sales promotion activities encourage wholesalers or retailers to stock and aggressively market the firm39。s objectives, marketing strategy, and resources. number and kind of customers in its target market. 中國最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 16 頁 共 48 頁 nature of the other elements of its marketing mix. characteristics b. distribution policies c. pricing policies d. other strategy characteristics MANAGEMENT POLICIES AND SALES PROGRAM PLANNING Sales program planning is concerned with allocating the firm39。 reps do not receive a 中國最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 18 頁 共 48 頁 salary or reimbursement for field selling expenses. However, costs of using agents tend to rise faster as sales volume increases because agents usually receive higher missions than pany sales people. Consequently, there is a breakeven level of sales volume below which the costs of external agents is lower, but above which a pany sales force bees more efficient. Example: A pany is faced with a planning decision of whether to use a pany sales force or outside agents. It estimates that salaries and expenses will amount to $30,000 per sales person and that the pany will require 10 sales people to cover the territory. Furthermore, the sales people will receive a 5% mission on the dollar volume that they sell. If the pany decided to use outside agents however, it would have to pay a fixed 15% mission on the dollar volume that they sell. Determine when the pany should use agents and when it should use a pany sales force? 2. CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED Managers argue that internal sales forces are preferable to agents because agents are more difficult to control. Agents can be viewed as independent actors who are expected to act opportunistically in pursuit of their own shortrun objectives (., sales). This makes agents reluctant to pursue new accounts or smaller customers as well as perform service and support activities. On the other hand, managers can control their own sales force in many ways: selection training supervision operating procedures reward mechanisms 中國最大的管理資料下載中心 (收集 \整理 . 大量免費(fèi)資源共享 ) 第 19 頁 共 48 頁 etc. Furthermore, monitoring performance of a pany salesforce is easier than with independent age