[第10章促销之人员销售和销售促进.ppt

工作负荷法 假设：公司有1000个A类顾客和2000个B类顾客。A类顾客需要拜访36次，B类顾客每年只需拜访12次。平均每个销售人员每年能完成1000次销售拜访。 每年拜访的次数：(1000×36)+(2000×12)=60,000次 该公司需要销售人员 60000÷1000=60名 人员销售过程 跟进是过程的最后一环，销售人员在售后 跟进以确保顾客满意和重复交易。 人员销售过程的步骤 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 人员销售过程 人员销售是交易导向的行为，它与具体顾 客达成特定的销售。 长期目标是建立互利互赢的关系。 人员销售和顾客关系管理 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 销售促进 销售促进指顾客购买或者销售产品或服务的短期激励活动： 消费者促销 交易促销 销售人员促销 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 销售促进 产品经理面临增加当前销售额的压力 企业的竞争更激烈 竞争品牌是差异程度减少 由于成本上升、广告混乱和法律限制，广告的效率降低 消费者变得更为交易导向 销售促进迅速发展的因素 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 销售促进 设定销售促进目标包括使用： 消费者促销 交易促销 销售人员促销 销售促进 的目标 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 销售促进 主要的销售促进工具 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2004-2011 Aspose Pty Ltd. 销售促进 样品提供产品的试用量。 折扣券是消费者购买特定商品时，可以享受一定优惠的凭证。 现金返还与折扣券类似，不同之处在于它在购买之后才发生削价。 特价品以产品的常规价格为基础给消费者提供优惠。 主要的销售促进工具 消费者促销手段 Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile . Copyright 2