最新客户服务及个性化销售精品课件

Chapter16PersonalSellingandCustomerService第一页，共15页。PersonalSellingOftenthesinglelargestoperatingexpense1outof10inthelabourforceisinsalesworkIncreasingprofessionalismGoodsellingmeanshelpingthecustomertobuyRepresentbothorganisationandcustomerMarketinformationPlanningstrategyandallocatingeffort第二页，共15页。BasicsalestasksSupportingOrderTakingOrderGettingSalesjobmayinvolveablendofsalestasks第三页，共15页。SupportingSalespeopleMISSIONARYSALESPEOPLESupportingsalespeoplewhoworkforproducers,callingontheirintermediariesandtheintermediaries'customersTECHNICALSPECIALISTSSupportingsalespeoplewhoprovidetechnicalassistancetoorder-orientedsalespeople第四页，共15页。TelemarketingUsingthetelephoneto"call"oncustomersorprospectsRapidlygrowinginpopularityReducestraveltimeandexpenseEspeciallyusefulforsmallaccountsoflessexpensiveproductsOftenusedtoidentifygoodprospectsTypicallyusesapreparedsalespresentation第五页，共15页。SalesTerritoryageographicareathatistheresponsibilityofoneormoresalespeople.BasesforsettingsalesterritoriesGeographicareasCustomertypesAccountsizeProductstobesoldAnycombinationoftheabove第六页，共15页。SalespeopleSelectionandTrainingAwrittenjobdescriptionlaysthegroundwork—byspecifyingwhattasksthesalespersonneedstobeabletodoCommonlyusedselectiontoolsarebestwhenusedincombination:multipleinterviewswithseveraldifferentpeoplepersonnelandpsychologicaltestsbackgroundchecksInitialandon-goingtrainingcanhelpbothexperiencedandinexperiencedsalespeoplecompanypoliciesandpracticesproductinformationsellingtechniques(andcustomerknowledge)第七页，共15页。SalesCompensationdependsondesirefor:ControlIncentiveFlexibilitySimplicity第八页，共15页。SellingCompensationAlternativesStraightcommissionCombinationplanStraightsalarySalesvolumeTotalsellingexpense第九页，共15页。KeyStepsinPersonalSellingProcessProspectingFollow-upAftertheSalesCallSelectTargetCustomerPlanSalesPresentation-preparedpresentation-needsatisfactionapproach-sellingformulaapproachMakeSalesPresentation-createinterest-meetobjections-arousedesireCloseSale(getaction)Follow-upAftertheSaleSetEffortPriorities第十页，共15页。SalesPresentationsThesalesperson'sefforttomakeasaleshouldbecarefullyplannedThreebasicapproachesprepared("canned")salespresentationconsultativesellingapproachsellingformulaapproach第十一页，共15页。Need-satisfactionapproachtosalespresentationsPreparedapproachtosalespresentationsSelling-formulaapproachtosalespresentationsriTimePaticipatonSalespersonCustomerTimeParticipationSalespersonCustomerTimeParticipationSalespersonCustomer第十二页，共15页。TheGAPsModelofServiceQualityProductandserviceProductsandservicedeliveryProductandserviceCustomer-drivenproductandservicedesignsandstandardsCompanyperceptionsofcustomerexpectationsExternalcommunicationstocustomersCUSTOMERCOMPANYGap1Gap2Gap3Gap5Gap4第十三页，共15页。ActionstakenbyConsumersinresponsetoProductDissatisfactionDissatisfactionoccursTakeactionTakenoactionTakesomeformofprivateactionTakesomeformofdirectactionTakesomeformofpublicactionStopbuyingthatproduct/brand/storeWarnfriendsaboutproduct/brand/storeComplaintomanufacturer/retailerSeekredressfrombusinessTakelegalactiontoobtainredressComplaintoprivateorgovernmentalagencies第十四页，共15页。RelationshipMarketingPlacesparticularemphasisonlong-termcustomersatisfactionInvolvesfocusedselectionofspecificcustomersandprospectsComprisesstrategiestobuildanddeveloplong-lastingandprofitablerelationshipswiththesecustomersRecognisesthatmanysalessituationsrequiremorethanjustasinglebusinesstransaction第十五页，共15页。