客户服务及个性化销售上课讲义.ppt

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1、16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn1客户服务及个性化销售16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty

2、Ltd McCarthy et al.Basic Marketing 3rd Aust edn2Basic sales tasksSupportingOrderTakingOrderGettingSales job may involvea blend of sales tasks16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd

3、 Aust edn3Supporting SalespeoplenMISSIONARY SALESPEOPLESupporting salespeople who work for producers,calling on their intermediaries and the intermediaries customersnTECHNICAL SPECIALISTSSupporting salespeople who provide technical assistance to order-oriented salespeople16Basic Marketing A Manageri

4、al Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn4TelemarketingnUsing the telephone to call on customers or prospectsnRapidly growing in popularitynReduces travel time and expensenEspecially useful for small a

5、ccounts of less expensive productsnOften used to identify good prospectsnTypically uses a prepared sales presentation16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn5Sales Territor

6、ya geographic area that is the responsibility of one or more salespeople.nBases for setting sales territoriesGeographic areasCustomer typesAccount sizeProducts to be soldAny combination of the above16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Com

7、pany Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn6Salespeople Selection and TrainingnA written job description lays the ground workby specifying what tasks the salesperson needs to be able to donCommonly used selection tools are best when used in combination:multiple interviews with

8、 several different peoplepersonnel and psychological testsbackground checksnInitial and on-going training can help both experienced and inexperienced salespeoplecompany policies and practicesproduct informationselling techniques(and customer knowledge)16Basic Marketing A Managerial Perspective 3rd A

9、ustralasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn7Sales Compensation depends on desire for:nControlnIncentivenFlexibilitynSimplicity16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Boo

10、k Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn8Selling Compensation AlternativesStraight commissionCombination planStraight salarySales volumeTotalsellingexpense16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Austral

11、ia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn9Key Steps inPersonal Selling ProcessProspectingFollow-up After the Sales CallSelect Target CustomerPlan Sales Presentation-prepared presentation-need satisfaction approach-selling formula approachMake Sales Presentation-create interest-meet obje

12、ctions-arouse desireClose Sale(get action)Follow-up After the SaleSet Effort Priorities16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn10Sales PresentationsnThe salespersons effort

13、 to make a sale should be carefully plannednThree basic approachesprepared(canned)sales presentationconsultative selling approachselling formula approach16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic M

14、arketing 3rd Aust edn11Need-satisfactionapproach to salespresentationsPreparedapproachto salespresentationsSelling-formulaapproach to salespresentationsriTimePaticipatonSalespersonCustomerTimeParticipationSalespersonCustomerTimeParticipationSalespersonCustomer16Basic Marketing A Managerial Perspecti

15、ve 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn12The GAPs Model of Service QualityProduct and serviceProducts and servicedeliveryProduct and serviceCustomer-driven productand service designsand standardsCompany percepti

16、ons ofcustomer expectationsExternal communicationsto customersCUSTOMERCUSTOMERCOMPANYCOMPANYGap 1Gap 1Gap 2Gap 2Gap 3Gap 3Gap 5Gap 5Gap 4Gap 416Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3r

17、d Aust edn13Actions taken by Consumers in response to Product DissatisfactionDissatisfactionoccursTake actionTake no actionTake some formof private actionTake some formof direct actionTake some formof public actionStop buyingthat product/brand/storeWarn friendsabout product/brand/storeComplain toman

18、ufacturer/retailerSeek redressfrom businessTake legalaction toobtain redressComplain toprivate orgovernmentalagencies16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn14Relationship

19、MarketingnPlaces particular emphasis on long-term customer satisfactionnInvolves focused selection of specific customers and prospectsnComprises strategies to build and develop long-lasting and profitable relationships with these customersnRecognises that many sales situations require more than just a single business transaction16Basic Marketing A Managerial Perspective 3rd Australasian editionCopyright 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al.Basic Marketing 3rd Aust edn15此此课课件下件下载载可自行可自行编辑编辑修改，修改，仅仅供参考！供参考！感感谢谢您的支持，我您的支持，我们们努力做得更好！努力做得更好！谢谢谢谢