Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-1© The McGraw-Hill Companies, Inc., 2008
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人員銷售
和銷售管理
CHAPTER
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-2© The McGraw-Hill Companies, Inc., 2008
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研讀本章後，你應該能夠：
1. 探討行銷學中的人員銷售和銷售管理之
本質和範圍。
2. 辨識人員銷售的不同類型。
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-3© The McGraw-Hill Companies, Inc., 2008
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研讀本章後，你應該能夠：
4. 說明銷售管理的主要功能。
3. 闡釋人員銷售過程中的各個階段。
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-4© The McGraw-Hill Companies, Inc., 2008
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以顧客想要的方式賣產品給他
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-5© The McGraw-Hill Companies, Inc., 2008
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人員銷售與銷售管裡的範疇與意義
• 人員銷售與銷售管理的本質
• 幾乎任何地方皆會有銷售
人員銷售
銷售管理
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-6© The McGraw-Hill Companies, Inc., 2008
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• 透過業務員創造顧客價值：關係銷售
• 行銷學中的人員銷售
人員銷售與銷售管裡的範疇與意義
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-7© The McGraw-Hill Companies, Inc., 2008
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業務員在手術房裡
為什麼美敦力公司要這樣做？
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-8© The McGraw-Hill Companies, Inc., 2008
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各種不同方式的人員銷售
• 處理訂單
外部訂單處理者
內部訂單處理者、訂單管理員或店員
客戶來電式電話行銷
• 取得訂單
外撥式電話行銷
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-9© The McGraw-Hill Companies, Inc., 2008
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圖17-A 訂單處理者與訂單取得者的比較
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-10© The McGraw-Hill Companies, Inc., 2008
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菲多利的業務員
是訂單處理者或訂單取得者？
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-11© The McGraw-Hill Companies, Inc., 2008
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圖17-1 外勤取單業務員每週的工作時間分配
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-12© The McGraw-Hill Companies, Inc., 2008
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人員銷售過程：建立關係
• 人員銷售過程
• 尋找潛在客戶
客源線索
合格的潛在客戶
隨意兜售
潛在客戶
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-13© The McGraw-Hill Companies, Inc., 2008
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圖17-2
人員銷售過程的階段與
目標
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商展
屬於人員銷售過程的什麼階段，其目的何在？
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-15© The McGraw-Hill Companies, Inc., 2008
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人員銷售過程：建立關係
• 準備接觸
• 接觸
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美國業務員和日本客戶
在接觸的階段裡，要重視哪些問題？
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-17© The McGraw-Hill Companies, Inc., 2008
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人員銷售過程：建立關係
• 簡報
刺激反應模式
公式化銷售模式
• 刺激反應簡報
• 暗示性銷售
• 公式化銷售簡報
• 罐頭式銷售簡報
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• 簡報
需求滿足模式
• 需求滿足簡報
• 適應式銷售
• 諮商式銷售
人員銷售過程：建立關係
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• 簡報
異議處理
• 承認和轉移異議
• 拖延
• 同意與中立
• 接受異議
• 否認
• 忽視異議
人員銷售過程：建立關係
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-20© The McGraw-Hill Companies, Inc., 2008
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• 成交
嘗試成交
假設性成交
催促成交
• 跟催
結束成交
人員銷售過程：建立關係
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-21© The McGraw-Hill Companies, Inc., 2008
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銳步業務員與客戶
它是什麼類型的簡報，為什麼要採用它？
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-22© The McGraw-Hill Companies, Inc., 2008
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銷售管理過程
銷售計畫
設定目標
• 銷售計畫的編製：設定方向
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圖17-3 銷售管理過程
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銷售管理過程
• 銷售計畫的編製：設定方向
組織業務人員
• 地理
• 顧客
• 產品
主要（關鍵）客戶管理
研擬客戶管理政策
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圖17-4 客戶管理柵欄
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銷售管理過程
• 銷售計畫的執行：將計畫付諸行動
業務人員的招募與揀選
• 工作分析
• 職務說明書
業務人員的訓練
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-27© The McGraw-Hill Companies, Inc., 2008
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圖17-5 美國業務人員的組成與變化
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銷售管理過程
• 銷售計畫的執行：將計畫付諸行動
業務人員的激勵和報酬
• 純薪制
• 純佣制
• 薪資與佣金混合制
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-29© The McGraw-Hill Companies, Inc., 2008
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玫琳凱（Mary Kay）化妝品公司年度銷售大會
為什麼採用非金錢報酬的獎勵？
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銷售管理過程
• 業務人員的考核和控制：績效衡量
量化評鑑
• 銷售配額
行為考核
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銷售管理過程
• 業務人員自動化與顧客關係管理
業務人員自動化（SFA）
業務人員電腦化
業務人員的通訊
Copyright © 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 17-32© The McGraw-Hill Companies, Inc., 2008
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東芝美國醫療系統公司
為何要利用業務人員自動化科技？
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惠普（Hewlett-Packard）業務員
為何要利用居家辦公室？
