-销售管理指南.doc

Sales Management 761 Jim Stoddard AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT 3 1. PLANNING: 3 2. IMPLEMENTATION: 4 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 7. MEETING OBJECTIONS 9 8. CLOSE 9 9. FOLLOW-UP CAREER STAGES 10 CORPORATE, BUSINESS, AND MARKETING STRATEGIES 11 1. PORTERS TYPOLOGY OF COMPETITIVE STRATEGIES 12 2. MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY 12 ACCOUNT MANAGEMENT AND ACCOUNT COVERAGE STRATEGIES 14 1. COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SELLING 15 2. PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS 16 ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE 17 1. ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE 18 2. CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED 18 3. HORIZONTAL ORGANIZATIONAL STRUCTURES 19 ALLOCATING SELLING EFFORT AND DESIGNING SALES TERRITORIES 22 STAFFING THE SALES FORCE: RECRUITMENT AND SELECTION 24 1. CONTENT OF THE JOB DESCRIPTION 24 2. METHODS FOR DECIDING ON SELECTION CRITERIA 25 3. SOURCES OF RECRUITS 25 CONTINUAL DEVELOPMENT OF THE SALES FORCE: SALES TRAINING 27 SALES FORCE MOTIVATION 30 MANAGING SALES FORCE REWARD SYSTEMS 33 LEADERSHIP 36 DEMAND ASSESSMENT AND SALES QUOTAS 40 EVALUATION AND CONTROL 45 Performance Evaluation 48 Acknowledgements 50  CHAPTER 1 AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT Sales force management is the management of the personal selling component of an organizations 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). 3.The evaluation and control of sales force performance (CONTROL). --------------------------------------------------------------