人员推销与销售管理及案例解析.pptVIP

Personal Selling and Direct Marketing 人员推销和销售管理 Objectives目标 Understand the role of a company’s salespeople in creating value for customers and building customers relationships. 讨论公司的销售人员在为顾客创造价值并建立顾客关系中的角色。 Objectives目标 Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing. 论述人员推销过程，区分交易导向和关系导向的市场营销。 Objectives目标 Know the six major sales force management steps. Learn about direct marketing and its benefits to customers and companies. Know the major forms of direct marketing. 说明销售人员管理的六个主要步骤。 描述直接营销及其对消费者和公司的好处。 说明直接营销的主要形式。 Case Study案例研究 Record-breaking earnings and sales growth Outstanding sales force; rated as one of America’s best. Sales force focuses on customer success 创记录的收入和销售增长 在美国名列前茅的杰出的销售人员 销售队伍致力于顾客的成功 Case Study案例研究 公司成立专门的独立部门为特定顾客服务 选取与顾客在各水平上发生联系的团队 Sales force is organized into separate divisions dedicated to specific customers Division platform teams work with customers and are linked to customer operations at all levels Definition 定义 Salesperson An individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering. 销售人员 为公司进行一种或多种工作的人，如寻找顾客、沟通、服务和搜集信息。 Salespeople Have Many Names销售人员有很多称呼 Agents Sales consultants Sales Representatives Account Executives Sales Engineers District Managers Marketing Representatives Account Development Representatives 代理 销售顾问 销售代表 客户经理 销售工程师 直接管理者 营销代表 客户发展代表 The Role of the Sales Force销售人员的角色 Two-way personal communication More effective than advertising in complex selling situations The sales force plays a major role in most companies The sales force works to product customer satisfaction and company profit. Definition定义 Sales Force Management The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensat