【正文】 al, but who are regular/reliable customers Annual of calls = 24 Accounts with high potential, but who are not current customers Annual of calls = 12 “ C” Accounts Accounts with least sales potential Annual of calls = 4 Lower sales potential accounts Annual of calls = 8 Medium potential accounts that are current customers Annual of calls = 12 “ D” Accounts None – This schema uses only 3 classes of accounts Accounts that cost more than they produce in sales or profits Annual of calls = 0 Accounts with medium potential, but who are not current customers Annual of calls = 6 Exhibit – Different Single Factor Account Schema 1 Effective SelfLeadership Stage Two: Account Classification (Exhibit ) Portfolio Model Segments and Strategies Competitive Position Segment 1 Level of Attractiveness Selling Effort Strategy Segment 2 Level of Attractiveness Selling Effort Strategy Segment 4 Level of Attractiveness Selling Effort Strategy Segment 3 Level of Attractiveness Selling Effort Strategy Strong Weak Low High Account Opportunity 1 Effective SelfLeadership Stage Three: Developing and Implementation of Strategies and Plans ? Establishing and Implementing Selling Task and Activity Plans – Do them, and do them in writing – Keep it current and flexible ? Establishing Territory Route Plans – StraightLine Route Pattern – Cloverleaf Route Pattern – Circular Route Pattern – Leapfrog Route Pattern – MajorCity Route Pattern 1 Effective SelfLeadership Stage Four: Tapping Technology and Automation ? Computers – Siebel Systems – Proximity ? Inter and World Wide Web – Inter – Intras and Extras ? Pagers and Cell Phones ? Voice Mail ? HighTech Sales Support Offices 1 Effective SelfLeadership Stage Five: Assessment of Performance and Goal Attainment 1 Increasing Customer Value through Teamwork ? Internal Partnerships and Teams ? Sales Partnerships ? Marketing Partnerships ? Administrative Support Partnerships ? Shipping and Transportation Partnerships ? Customer Service Partnerships 1 Building Teamwork Skills ? Understanding the Other Individuals ? Attending to the Little Things ? Keeping Commitments ? Clarifying Expectations ? Showing Personal Integrity ? Apologizing Sincerely When a Mistake Is Made 1 Relationship of Optimized Solutions, Trust, and Cooperation (Figure ) Low High Mutual Cooperation Low High Mutual Trust Competitive and Defensive Outes (Win/Lose or Lose/Win Optimized and Synergistic Solutions (Win/Win) Compromise Solutions 1 Module 6 Personal Selling: Approaches and Process 1 Classification of Personal Selling Approaches StimulusResponse Selling (Figure ) Salesperson Provides Stimuli Buyer Responses Sought Continue Process until Purchase Decision 1 Classification of Personal Selling Approaches MentalStates Selling ? Attention ? Interest ? Desire ? Action Conviction 1 Classification of Personal Selling Approaches NeedSatisfaction Selling (Figure ) Uncover and Confirm Buyer Needs Present Offering to Satisfy Buyer Needs Continue Selling until Purchase Decision 1 Classification of Personal Selling Approaches Problem Solving Selling (Figure ) Define Problem Generate Alternative Solutions Continue Selling until Purchase Decision Evaluate Alternative Solutions 1 Classification of Personal Selling Approaches Consultative Selling ? Strategic Orchestrator ? Business Consultant ? Longterm Ally The process of helping customers reach their strategic goals by using the products, service, and expertise of the selling anization. Three Primary Roles: 1 Sales Planning (1:39) 1 Sales Process Model (Figure ) Salesperson Attributes Selling Strategy Initiating Customer Relationships Developing Customer Relationships Enhancing Customer Relationships 1 Initiating Customer Relationships Prospecting Methods (Exhibit ) ? External Sources: – Referral Approach – Community Contact – Contact Organizations – Introduction Approach – Nonpeting Salespeople – Cultivate Visible Accounts ? Internal Sources: – Examine Records – Inquiries to Advertising – Phone/Mail Inquiries ? Personal Contact: – Personal Observation – Cold Canvassing ? Miscellaneous: – Hold/Attend Trade Shows – Bird Dogs – Sales Seminar 1 ? Compatibility ? Accessibility ? Eligibility ? Authority ? Profitability Initiating Customer Relationships Screening Criteria 1 Initiating Customer Relationships Prospecting Issues ? Which method works best? ? Coldcall reluctance ? Using technology to plete the basic tasks of prospecting – Teleprospecting 1 Initiating Customer Relationships Precall Planning ? Preapproach。 customer related research – Gathering information about the prospect that will be used to formulate the sales presentation ? Sales Presentation Planning。 increased importance in recent years – Salesperson must begin with an objective(s) 1 SalesPresentation Planning Sales Presentation Format Canned Sales Presentation ? Pros – Logical – Complete – Minimizes sales resistance by anticipating prospect’s objections – Can be used by an inexperienced salesperson ? Cons – Unable to tailor message to the prospect – Does not handle interruptions well – Hard to use with broad product line – May alienate buyers 1 ? Organizes the key points into a planned sequence that allows for adaptive behavior – Feedback from buyer is encouraged ? Con – Requires a salesperson with more product knowledge and selling ex