Chapter 16 - slide *
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
第16章
人员销售和销售促进
《市场营销原理》
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人员销售和销售促进
人员销售
销售人员的作用
管理销售人员
人员销售过程
销售促进
主题概览
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人员销售
人员销售是促销组合中的人际部分，包括：
面对面沟通
电话沟通
视频或网络会议
销售人员的作用
Note to Instructor
This Web link is to one of many professional sales organizations—it is important to mention what a well respected field sales is as students often think of in-store retail sales only.
Discussion Question
Who has held a sales position? What were your responsibilities?
You can the ask them to describe the job so you can use it as an example in future slides. Many students will have worked at inside sales positions and many of them have cold called extensively as part of their jobs. You can also ask them how they were paid—salary, commission, bonus? This will tie into future slides.
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人员销售
销售人员是公司和顾客之间产生顾客价值和公司利润的有效链接：
向顾客代表公司
向公司代表顾客
与营销活动密切配合
人员销售的性质
Note to Instructor
Examples of people who do the selling include:
Salespeople
Sales representatives
District managers
Account executives
Sales engineers
Agents
Account development reps
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管理销售人员
销售人员管理指分析、计划、实施和控制销售人员活动。
设计销售团队策略和结构
招募和选拔
销售人员
培训
销售人员
激励
销售人员
监督
销售人员
评价
销售人员
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管理销售人员
设计销售团队的结构
Note to Instructor
These are the four ways that sales responsibilities can be divided.
Discussion Question
How will a company decide which structure is best for them?
The decision is based on how many product lines, how many industries, the size of the sales force, and the number of buyers.
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管理销售人员
区域销售团队结构指销售人员被分配到一个专职服务的地区，并在区域内向所有顾客推销公司所有的产品和服务
确定销售人员的工作
便于计算
更低的销售成本
改进关系和销售效果
销售团队结构
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管理销售人员
产品销售团队结构 指每名销售员销售各自产品的产品。
增加产品知识
会导致地区之间的矛盾
销售团队结构
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管理销售人员
顾客销售团队结构指每名销售员按顾客或产业线销售产品。
改进顾客关系
销售团队结构
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管理销售人员
复合销售团队结构指品类广泛的产品被销售给广大地理区域内多种顾客类型，它整合了多种销售团队结构类型。
销售团队结构
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管理销售人员
销售人员是公司最具生产率和最昂贵的资产。
销售团队的规模增加可导致销售额和成本的增加
销售团队的工作负荷法指将计算出不同类别顾客需要的访问数量，再得出需要的销售人员数量。
销售团队的规模
Note to Instructor
It is interesting for students to have a relative understanding of the size of some companies sales forces.
The book quotes the following:
Xerox employs 16, 000 . salespeople
American Express, 23,400
PepsiCo 36,000
AFLAC 56,000
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管理销售人员
外部销售人员外出拜访顾客。
内部销售人员在办公室内开展业务，通常为外部销售人员提供支持。
技术性销售支持人员
销售助理
团队销售常用于服务复杂的大客户。
其他销售团队策略和结构问题
Note to Instructor
Challenges of team selling include:
Confusing and overwhelming customers used to working with one salesperson.
Salespeople used to working alone can have difficulties working with and trusting teams.
Evaluating individual contributions can lead to compensation issues.
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管理销售人员
细致的选拔和培训工作可提升销售业绩
差的选拔增加招募和培训的成本
损失销售额
损害顾客关系
招募和选拔销售人员
招募和选拔中的问题
Note to Instructor
This Web site link is to . This is one of the largest online sales recruiting Web sites. It might be interesting to explore listings, salaries, and job requirements with the students.
In slideshow view, click on movie icon to launch Principal Financial Group video snippet. See accompanying DVD for full video segment.
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管理销售人员
销售人员的薪酬基于：
Note to Instructor
To attract good salespeople, a company must have an appealing compensation plan. Compensation is made up of several elements—a fixed amount, a variable amount, expenses, and fringe benefits. The fixed amount, usually a salary, gives the salesperson some stable income. The variable amount, which might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success. This Web link ties to a survey of salesperson salaries.
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管理销售人员
指导的目的在于帮助销售人员以正确的方式做正确的事情从而更明智地工作。
激励的目的在于鼓励销售人员更努力和更富精力地工作，以实现销售目标。
指导和激励销售人员
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管理销售人员
销售人员的时间分配
实际销售
行政事务
旅行
停工期
解决问题
调查
（发掘潜在客户）
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管理销售人员
支持销售人员的主要工具
销售和互联网
Note to Instructor
The text has an excellent example of how the internet helps pharmaceutical reps:
. pharmaceutical company reps are finding it harder than ever to get through to the busy doctors.
The pharmaceutical companies now regularly use product Web sites, e-mail marketing, and video conferencing to help reps deliver useful information to physicians on their home or office PCs.
One study found that last year more than 200,000 physicians participated in “e-detailing”—the process of receiving drug marketing information via the Web—a 400 percent jump in only three years. More than 20 percent have now substituted e-detailing for face-to-face meetings with reps entirely.
Using direct-to-doctor Web conferences, pharmaceuticals reps can make live, interactive medical sales presentations to any physician with a PC and Web access, saving both the customer’s and the rep’s time.
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管理销售人员
可通过下列方式提高销售士气和业绩：
组织气氛
销售配额
正面刺激
指导和激励销售人员
Note to Instructor
This link is to the Mary Kay Web site. This page lists the rewards that are available to Mary Kay salespeople including a pink Cadillac for the highest seller.
Organizational climate describes the feeling that salespeople have about their opportunities, value, and rewards for good performance.
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管理销售人员
评估销售人员和团队业绩
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人员销售过程
人员销售过程的目的是取得新顾客，并拿到他们的订单。
发掘潜在顾客和核查资格
销售准备
接近顾客
介绍和示范
处理异议
成交
跟进和维持
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人员销售过程
发掘通过下列途径找出潜在顾客：
顾客
供应商
经销商
互联网
人员销售过程的步骤
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人员销售过程
核查是通过审查下列方面来找出好顾客和过滤差顾客：
财务能力
业务量
需要
区位
增长潜力
人员销售过程的步骤
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人员销售过程
销售准备指尽可能地多了解潜在顾客，包括需要、购买成员、以及哦故买这的特征和风格。
人员销售过程的步骤
Note to Instructor
In the pre-approach stage, the salesperson sets call objectives and the best approach.
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人员销售过程
接近指销售人员会见和接待购买者，并建立关系以作为良好开端，它与下列因素有关：
仪表
开场白
随后的谈话
人员销售过程的步骤
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人员销售过程
开场白应该积极，建立好感，并随之问几个关于顾客需要的关键问题，或者展示陈列或样品以吸引购买者注意和好奇。
销售员的最重要一点是：倾听
人员销售过程的步骤
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人员销售过程
介绍指销售人员向购买者介绍产品故事，展示顾客利益，并演示产品是如何解决顾客问题的。
满足需要的方法：购买者想要解决方案，而销售人员应该倾听，并以解决顾客产品的正确产品和服务做出反应。
人员销售过程的步骤
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人员销售过程
人员销售过程的步骤
坏特点
好特点
Note to Instructor
Before advancing to second set of traits—ask students what qualities buyers like in a salesperson.
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人员销售过程
处理异议指销售人员解决逻辑上、心理上或为直接说出来的问题。
人员销售过程的步骤
Note to Instructor
When handling objections from buyers, salespeople should:
Be positive
Seek out hidden objections
Ask the buyer to clarify any objections
Take objections as opportunities to provide more information
Turn objections into reasons for buying
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人员销售过程
成交过程中销售人员应识别出来自购买者的信号，这包括实际行动、言辞或意见，以完成交易。
人员销售过程的步骤
Note to Instructor
Discussion Question
How does a salesperson can close a sale?
Closing techniques can include:
Asking for the order
Reviewing points of agreement
Offering to help write up the order
Asking if the buyer wants this model or another one
Making note that the buyer will lose out if the order is not placed now
Offering incentives to buy, including lower price or additional quantity
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人员销售过程
跟进是过程的最后一环，销售人员在售后跟进以确保顾客满意和重复交易。
人员销售过程的步骤
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人员销售过程
人员销售是交易导向的行为，它与具体顾客达成特定的销售。
长期目标是建立互利互赢的关系。
人员销售和顾客关系管理
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销售促进
销售促进指顾客购买或者销售产品或服务的短期激励活动：
消费者促销
交易促销
销售人员促销
Note to Instructor
This is a Web link to . It is worth exploring with the students as it give excellent current examples of promotions.
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销售促进
产品经理面临增加当前销售额的压力
企业的竞争更激烈
竞争品牌是差异程度减少
由于成本上升、广告混乱和法律限制，广告的效率降低
消费者变得更为交易导向
销售促进迅速发展的因素
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销售促进
设定销售促进目标包括使用：
消费者促销
交易促销
销售人员促销
销售促进 的目标
Note to Instructor
Consumer promotion objectives:
Urge short-term customer buying
Enhance long-term customer relationships
Trade promotions urge retailers to:
Carry new items or more inventory
Buy in advance
Advertise company products
Get more shelf space
Sales force objectives include getting:
More sales force support for new or current products
Salespeople to sign up new accounts
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销售促进
主要的销售促进工具
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销售促进
样品提供产品的试用量。
折扣券是消费者购买特定商品时，可以享受一定优惠的凭证。
现金返还与折扣券类似，不同之处在于它在购买之后才发生削价。
特价品以产品的常规价格为基础给消费者提供优惠。
主要的销售促进工具
消费者促销手段
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销售促进
实物奖品是免费或以很低的价格提供的产品。
广告特制品指作为礼品送给消费者的印有广告主名称、标志或信息的有用物品。
销售点促销包括在销售点的陈列与展示。
主要的销售促进工具
消费者促销手段
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销售促进
竞赛、抽奖和游戏为消费者提供了全凭运气或需要额外努力就能赢得一些奖项的机会，如现金、旅游或商品。
竞赛需要消费者提交参赛作品。
抽奖要求消费者报名参加抽签。
游戏向消费者提供了可帮助或不能帮助他们应得奖励的东西。
事件营销
主要的销售促进工具
消费者促销手段
Note to Instructor
Event marketing is on the rise. The text gives an example of Charmin:
P&G recently sponsored a holiday event promotion for its Charmin brand in New York’s Times Square, where it can be very difficult to find a public restroom. For the second year running, P&G set up 20 sparkling clean Charmin-themed mini-bathrooms, each with its own sink and a bountiful supply of Charmin. The event turned out to be the ultimate in experiential marketing—touching people in places advertising wouldn’t dare to go. More than 420,000 people gratefully used the facilities and privately voted for the Charmin they preferred (Charmin Ultra Soft or Ultra Strong).
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销售促进
主要的销售促进工具
交易促销工具
Note to Instructor
Trade promotion tools persuade resellers to:
Carry a brand
Give the brand more shelf space
Promote the brand in advertising
Push the brand to consumers
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销售促进
会议和展销是无需常规销售人员即可接触到大量顾客的有效方法。
销售竞赛是激励销售员或经销商在一定时期内提高业绩的有效方法。
主要的销售促进工具
产业促销工具
Note to Instructor
Business promotion tools are used to:
Generate leads
Stimulate purchases
Reward customers
Motivate salespeople
This Web link is to the International Boston Seafood show which is held annually for three days in Boston. It is worth exploring this sight to learn more about the trade show industry.
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销售促进
激励大小
参与条件
促销和方案分布
促销时间
方案评价
设计促销方案
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*
*
Note to Instructor
This Web link is to one of many professional sales organizations—it is important to mention what a well respected field sales is as students often think of in-store retail sales only.
Discussion Question
Who has held a sales position? What were your responsibilities?
You can the ask them to describe the job so you can use it as an example in future slides. Many students will have worked at inside sales positions and many of them have cold called extensively as part of their jobs. You can also ask them how they were paid—salary, commission, bonus? This will tie into future slides.
*
Note to Instructor
Examples of people who do the selling include:
Salespeople
Sales representatives
District managers
Account executives
Sales engineers
Agents
Account development reps
*
*
Note to Instructor
These are the four ways that sales responsibilities can be divided.
Discussion Question
How will a company decide which structure is best for them?
The decision is based on how many product lines, how many industries, the size of the sales force, and the number of buyers.
*
*
*
*
*
Note to Instructor
It is interesting for students to have a relative understanding of the size of some companies sales forces.
The book quotes the following:
Xerox employs 16, 000 . salespeople
American Express, 23,400
PepsiCo 36,000
AFLAC 56,000
*
Note to Instructor
Challenges of team selling include:
Confusing and overwhelming customers used to working with one salesperson.
Salespeople used to working alone can have difficulties working with and trusting teams.
Evaluating individual contributions can lead to compensation issues.
*
Note to Instructor
This Web site link is to . This is one of the largest online sales recruiting Web sites. It might be interesting to explore listings, salaries, and job requirements with the students.
In slideshow view, click on movie icon to launch Principal Financial Group video snippet. See accompanying DVD for full video segment.
*
Note to Instructor
To attract good salespeople, a company must have an appealing compensation plan. Compensation is made up of several elements—a fixed amount, a variable amount, expenses, and fringe benefits. The fixed amount, usually a salary, gives the salesperson some stable income. The variable amount, which might be commissions or bonuses based on sales performance, rewards the salesperson for greater effort and success. This Web link ties to a survey of salesperson salaries.
*
*
*
Note to Instructor
The text has an excellent example of how the internet helps pharmaceutical reps:
. pharmaceutical company reps are finding it harder than ever to get through to the busy doctors.
The pharmaceutical companies now regularly use product Web sites, e-mail marketing, and video conferencing to help reps deliver useful information to physicians on their home or office PCs.
One study found that last year more than 200,000 physicians participated in “e-detailing”—the process of receiving drug marketing information via the Web—a 400 percent jump in only three years. More than 20 percent have now substituted e-detailing for face-to-face meetings with reps entirely.
Using direct-to-doctor Web conferences, pharmaceuticals reps can make live, interactive medical sales presentations to any physician with a PC and Web access, saving both the customer’s and the rep’s time.
*
Note to Instructor
This link is to the Mary Kay Web site. This page lists the rewards that are available to Mary Kay salespeople including a pink Cadillac for the highest seller.
Organizational climate describes the feeling that salespeople have about their opportunities, value, and rewards for good performance.
*
*
*
*
*
Note to Instructor
In the pre-approach stage, the salesperson sets call objectives and the best approach.
*
*
*
*
Note to Instructor
Before advancing to second set of traits—ask students what qualities buyers like in a salesperson.
*
Note to Instructor
When handling objections from buyers, salespeople should:
Be positive
Seek out hidden objections
Ask the buyer to clarify any objections
Take objections as opportunities to provide more information
Turn objections into reasons for buying
*
Note to Instructor
Discussion Question
How does a salesperson can close a sale?
Closing techniques can include:
Asking for the order
Reviewing points of agreement
Offering to help write up the order
Asking if the buyer wants this model or another one
Making note that the buyer will lose out if the order is not placed now
Offering incentives to buy, including lower price or additional quantity
*
*
*
Note to Instructor
This is a Web link to . It is worth exploring with the students as it give excellent current examples of promotions.
*
*
Note to Instructor
Consumer promotion objectives:
Urge short-term customer buying
Enhance long-term customer relationships
Trade promotions urge retailers to:
Carry new items or more inventory
Buy in advance
Advertise company products
Get more shelf space
Sales force objectives include getting:
More sales force support for new or current products
Salespeople to sign up new accounts
*
*
*
*
Note to Instructor
Event marketing is on the rise. The text gives an example of Charmin:
P&G recently sponsored a holiday event promotion for its Charmin brand in New York’s Times Square, where it can be very difficult to find a public restroom. For the second year running, P&G set up 20 sparkling clean Charmin-themed mini-bathrooms, each with its own sink and a bountiful supply of Charmin. The event turned out to be the ultimate in experiential marketing—touching people in places advertising wouldn’t dare to go. More than 420,000 people gratefully used the facilities and privately voted for the Charmin they preferred (Charmin Ultra Soft or Ultra Strong).
*
Note to Instructor
Trade promotion tools persuade resellers to:
Carry a brand
Give the brand more shelf space
Promote the brand in advertising
Push the brand to consumers
*
Note to Instructor
Business promotion tools are used to:
Generate leads
Stimulate purchases
Reward customers
Motivate salespeople
This Web link is to the International Boston Seafood show which is held annually for three days in Boston. It is worth exploring this sight to learn more about the trade show industry.
*
*
