【正文】 a forceful product demonstration. Canned presentations are prepared sales presentations. Advantages: 1. gives new sales people confidence. 2. can utilize sales techniques proven effective. 3. gives some assurance that the plete 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 such 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 filling out the order form. However, if all does not go well, the next phase of selling (., meeting objections) must be undertaken. Points to keep in mind concerning sales presentations: 1. Don39。s products require substantial service after the sale to guarantee customer 中國最大的管理資料下載中心 (收集 \整理 . 大量免費資源共享 ) 第 7 頁 共 48 頁 satisfaction. 3. THE PREAPPROACH Preapproach 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: qualify the lead or disclose the party39。s account management policies is how much emphasis sales people should give to prospecting for new customers versus servicing new accounts. In general, sales reps should devote a large percentage of time to prospecting if: the firm39。s mind passes through successive stages before he or she decides to make a purchase. Based on the AIDA theory of persuasion (Attention, Interest, Desire, Action). Selling formulas are used to design a sales presentation that coincides with the buyers movement through the stages. 中國最大的管理資料下載中心 (收集 \整理 . 大量免費資源共享 ) 第 6 頁 共 48 頁 3. Needsatisfaction approach based on the idea that customers are to be served rather than products sold. Customers needs are the starting point in making a sale. The sales person39。s job behavior and performance: 中國最大的管理資料下載中心 (收集 \整理 . 大量免費資源共享 ) 第 4 頁 共 48 頁 1. Environmental variables 2. Role perceptions level level Implementing 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 performance of a sales person or sales force. There are 3 major approaches that a pany 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 approach 中國最大的管理資料下載中心 (收集 \整理 . 大量免費資源共享 ) 第 5 頁 共 48 頁 CHAPTER 2 AN OVERVIEW OF PERSONAL SELLING Retail Selling involves selling goods and services to ultimate consumers for their own personal use. Examples: doortodoor salespeople insurance agents real estate brokers retail store clerks Industrial Selling is the sale of goods and services at the wholesale level. Industrial selling involves 3 types of customers: to resellers (., retailers) 2. Sales to business users (., manufacturers) to institutions (., hospitals or governments) Similarities between retail and industrial selling: require interpersonal skill require solid knowledge of the products being sold require an ability to discover the customer39。s marketing strategy? can various types of potential customers be best approached? persuaded? serviced? What ACCOUNT MANAGEMENT POLICIES should be adopted? should the sales force be ORGANIZED to call on and manage various types of customers as efficiently and effectively as possible? level of performance should each member of a sales force be expected to attain during the next planning period? This involves FORECASTING DEMAND and setting QUOTAS AND BUDGETS. should the sales force be deployed? How should sales territories be defined? What is the best way for each sales person39。s 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). evaluation and control of sales force performance (CONTROL). 1. PLANNING: The formation of a strategic sales program requires five major sets of decisions: can the personal selling effort best be adapted to the COMPANY39。 中國最大的管理資料下載中心 (收集 \整理 . 大量免費資源共享 ) 第 1 頁 共 48 頁 Sales Management 761 Jim Stoddard AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT 3 1. PLANNING: 3 2. IMPLEMENTATION: 3 3. EVALUATION AND CONTROL: 4 AN OVERVIEW OF PERSONAL SELLIN 5 1. ALTERNATIVE SELLING TECHNIQUES 5 2. PROSPECTING 6 3. THE PREAPPROACH 7 4. Qualifying the prospect: 7 5. THE APPROACH 7 6. THE PRESENTATION 8