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Marketing, lecture 13 ass.prof.I.I.Skorobogatykh I.I. 1 Slide 17-2 PERSONAL
Содержание
- 1. Marketing, lecture 13 ass.prof.I.I.Skorobogatykh I.I. 1 Slide 17-2 PERSONAL
- 2. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-5AFTER READING THIS
- 3. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-6AFTER READING THIS
- 4. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.SCOPE AND SIGNIFICANCE OF
- 5. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-61Personal selling involves
- 6. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-62Sales management involves
- 7. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.SCOPE AND SIGNIFICANCE OF
- 8. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-63Relationship selling is
- 9. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-10How salespeople create value for customers
- 10. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-12 1. What
- 11. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-13 2. What
- 12. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE MANY FORMS OF
- 13. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-64An order taker
- 14. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-65An order getter
- 15. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-15 Comparing order takers and order getters
- 16. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-18 1. What
- 17. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-19 2. What
- 18. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE PERSONAL SELLING PROCESS:
- 19. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE PERSONAL SELLING PROCESS:
- 20. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-67Adaptive selling involves
- 21. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-68Consultative selling focuses
- 22. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE PERSONAL SELLING PROCESS:
- 23. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-28Techniques for handling objections
- 24. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE PERSONAL SELLING PROCESS:
- 25. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-30 1. What
- 26. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-31 2. Which
- 27. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE SALES MANAGEMENT PROCESSSlide
- 28. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-69The sales plan
- 29. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-70Major account management
- 30. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-33 The sales management process
- 31. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE PERSONAL SELLING PROCESS:
- 32. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-66The personal selling
- 33. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-21 Stages in the personal selling process
- 34. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-22 Stages and objectives of the personal selling process
- 35. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-35 Account management policy grid
- 36. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE SALES MANAGEMENT PROCESSSlide
- 37. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE SALES MANAGEMENT PROCESSSlide
- 38. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE SALES MANAGEMENT PROCESSSlide 17-43 Quantitative AssessmentsSales Force Evaluation Quotas Behavioral Evaluation
- 39. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.THE SALES MANAGEMENT PROCESSSlide
- 40. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-47 1. What
- 41. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-48 2. What
- 42. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-71Account management policies
- 43. Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-72Sales force automation
- 44. Скачать презентанцию
Marketing, lecture 13ass.prof.I.I.Skorobogatykh I.I.Slide 17-5AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:Recognize different types of personal selling.Describe the stages in the personal selling process.Specify the functions and tasks in the
Слайды и текст этой презентации
Слайд 1Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-2
PERSONAL
SELLING
AND SALES MANAGEMENT
CHAPTER
Lecture 12_Personal selling
Associate professor
of Plekhanov REA marketing department
Слайд 2Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-5
AFTER READING THIS CHAPTER
YOU SHOULD BE
ABLE TO:
Recognize different types of personal selling.
Describe the stages in
the personal selling process.Specify the functions and tasks in the sales management process.
Слайд 3Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-6
AFTER READING THIS CHAPTER
YOU SHOULD BE
ABLE TO:
Understand how firms recruit, select, train, motivate, compensate, and
evaluate salespeople.Describe recent applications of sales force automation and customer relationship management.
Слайд 4Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES
MANAGEMENT
Slide 17-8
Nature of Personal Selling and Sales Management
Personal Selling
Sales ManagementSelling Happens Almost Everywhere
Слайд 5Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-61
Personal selling involves the
two-way flow of
communication between a buyer and seller, often in a face-to-face
encounter, designed to influence a person’s or group’s purchase decision.Personal Selling
Слайд 6Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-62
Sales management involves planning the selling
program and implementing and controlling the personal selling effort of
the firm.Sales Management
Слайд 7Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND
SALES
MANAGEMENT
Slide 17-9
Relationship Selling
Personal Selling in Marketing
Creating Customer Value Through
Salespeople: Relationship Selling
Слайд 8Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-63
Relationship selling is the practice
of building
ties to customers based on a salesperson’s attention and commitment to customer needs
over time.Relationship Selling
Слайд 9Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-10
How salespeople create value for customers
Слайд 10Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-12
1. What is personal selling?
A:
Personal selling involves the two-way flow of communication between a buyer
and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.Concept Check
Слайд 11Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-13
2. What is involved in
sales management?
A: Sales management involves planning the selling program and
implementing and controlling the personal selling effort of the firm.Concept Check
Слайд 12Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE MANY FORMS OF
PERSONAL SELLING
Slide 17-14
Order Taker
Outside Order Takers
Inside Order Takers, Order Clerks,
or Salesclerks
Inbound Telemarketing
Outbound TelemarketingOrder Getter
Слайд 13Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-64
An order taker processes routine orders
or reorders for products that were already sold by the
company.Order Taker
Слайд 14Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-65
An order getter sells in a
conventional sense and identifies prospective customers, provides customers with information,
persuades customers to buy, closes sales, and follows up on customers’ use of a product or service.Order Getter
Слайд 15Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-15
Comparing order takers and
order getters
Слайд 16Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-18
1. What is the main
difference between an order taker and an order getter?
A: An
order taker processes routine orders or reorders for products that were already sold by the company. An order getter sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on their use of a product or service.Concept Check
Слайд 17Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-19
2. What percentage of an
order-getting salesperson’s time is spent selling?
A: About 54% (25% selling
over the phone and 29% selling face-to-face).Concept Check
Слайд 18Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Slide 17-25
Stimulus-Response Format
Presentation
Stimulus-Response Presentation
Suggestive Selling
Formula Selling Format
Formula
Selling Presentation Canned Selling Presentation
Слайд 19Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Slide 17-26
Need-Satisfaction Format
Presentation
Need-Satisfaction Presentation
Adaptive Selling
Consultative Selling
Слайд 20Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-67
Adaptive selling involves adjusting
the presentation to
fit the selling situation, such as knowing when to offer
solutions and when to ask for more information.Adaptive Selling
Слайд 21Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-68
Consultative selling focuses on problem identification,
where the salesperson serves as an expert on problem recognition
and resolution.Consultative Selling
Слайд 22Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Slide 17-27
Handling Objections
Presentation
Acknowledge and Convert the Objection
Postpone
Agree and
Neutralize Accept the Objection
Denial
Ignore the Objection
Слайд 23Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-28
Techniques for handling objections
Слайд 24Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Slide 17-29
Close
Presentation
Trial Close
Assumptive Close
Urgency Close
Final Close
Follow-up
Слайд 25Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-30
1. What are the six
stages in the personal selling process?
A: They are: (1) prospecting,
(2)
preapproach, (3) approach,
(4) presentation, (5) close, and
(6) follow-up.Concept Check
Слайд 26Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-31
2. Which presentation format is
most consistent with the marketing concept? Why?
A: The need-satisfaction format
is most consistent with the marketing concept because it emphasizes problem solving.Concept Check
Слайд 27Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE SALES MANAGEMENT PROCESS
Slide 17-32
Sales Plan
Sales
Plan Formulation
Organizing the Sales Force
Major (or Key) Account
Management Setting Objectives
Developing Account Management Policies
Account Management Policies
Слайд 28Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-69
The sales plan is a statement
describing what is to be achieved and where and how
the selling effort of salespeople is to be directed.Sales Plan
Слайд 29Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-70
Major account management is the practice
of using team selling to focus on important customers so
as to build mutually beneficial, long-term, cooperative relationships.Major Account Management
Слайд 30Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-33
The sales management process
Слайд 31Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE PERSONAL SELLING PROCESS: BUILDING RELATIONSHIPS
Slide 17-20
Lead
Personal Selling Process
Prospect
Qualified Prospect
Prospecting
Cold Canvassing
Preapproach
Approach
Слайд 32Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-66
The personal selling process consists
of six
stages: (1) prospecting, (2) preapproach, (3) approach, (4) presentation, (5) close, and (6)
follow-up.Personal Selling Process
Слайд 33Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-21
Stages in the personal
selling process
Слайд 34Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-22
Stages and objectives of the
personal selling process
Слайд 35Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-35
Account management policy grid
Слайд 36Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE SALES MANAGEMENT PROCESS
Slide 17-36
Sales Force
Recruitment and Selection
Sales Plan Implementation
Job Analysis
Sales Force Training
Job Description
Слайд 37Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE SALES MANAGEMENT PROCESS
Slide 17-41
Sales Force
Motivation and Compensation
Sales Plan Implementation
Straight Salary Compensation Plan
Straight
Commission Compensation Plan Combination Compensation Plan
Слайд 38Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE SALES MANAGEMENT PROCESS
Slide 17-43
Quantitative Assessments
Sales
Force Evaluation
Quotas
Behavioral Evaluation
Слайд 39Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
THE SALES MANAGEMENT PROCESS
Slide 17-44
Sales Force
Computerization
Sales Force Automation and Customer Relationship Management
Sales Force Communication
Sales Force Automation
Слайд 40Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-47
1. What are the three
types of selling objectives?
A: They are: (1) output-related (dollars or
unit sales, number of new customers, profit); (2) input-related (number of sales calls, selling expenses); and (3) behavioral-related (level of product knowledge, customer service, selling and communication skills).Concept Check
Слайд 41Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-48
2. What three factors are
used to structure sales organizations?
A: They are: (1) geography,
(2) customer,
and (3) product or service.Concept Check
Слайд 42Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-71
Account management policies specify whom salespeople
should contact, what kinds of selling and customer service activities
should be engaged in, and how these activities should be carried out.Account Management Polices
Слайд 43Marketing, lecture 13
ass.prof.I.I.Skorobogatykh I.I.
Slide 17-72
Sales force automation (SFA) is the
use of computer, information, communication, and Internet/Web technologies to make
the sales function more effective and efficient.Sales Force Automation
