PM--Chapter18Personal Selling and Sales Management(营销原理).ppt

Ch.18: Personal Selling and Sales Management Chapter 18 Skip: Strategic Sales-Force Management Nature of Personal Selling Personal selling: personal communication of info to persuade someone to buy something PS is emphasized when: Market is concentrated. Product has high value. Product must be customized Product is in introductory stage of PLC. Org. has insufficient funds to sustain enough ads. Scope of Personal Selling Two kinds of personal selling: Inside selling: customers bring themselves to salespeople (retail sales) Outside selling: salespeople go to customers e.g. Amway sales reps, insurance sales reps Nature of Sales Jobs The professional sales person: Often managers of own territories Tasks: identifying prospects, build goodwill, sell pdts, train custs’ salesmen, provide mkt info to firm. Best professional SP: generate sales result, ensure cust satisfaction, and demonstrate high morale Nature of Sales Jobs Wide variety of sale jobs: Six categories Driver-Salesperson: primarily deliver products, and selling responsibility is secondary task (may be rewarded for increasing sales or closing new accounts) Inside order taker: takes orders assists custs at the seller’s place (serve custs efficiently and may use suggestive selling) Outside order taker: goes to cust to generate sales through making sales presentation Nature of Sales Jobs Wide variety of sale jobs: Six categories Missionary/detail sales: primarily develop goodwill, and provide cust service, not to generate sales (found in pharmaceutical or food firms) Sales engineer: primarily explain pdt to prospects adapt it to cust need (for complex sophisticated pdts) Nature of Sales Jobs Wide variety of sale jobs: Six categories Consultative salesperson: primarily design a system to fit the needs of a particular customer (most challenging of sales jobs) All 6 categories fall into 3 groups: Order takers: 1, 2, and 3 (most threatened by e-commerce unless they can add value to transaction) Sales-support pe