人员推销与销售管理论述.ppt

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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。 1 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。 2 Objectives 目标 • Know the six major sales Know the six major sales force management steps. force management steps. • Learn about direct Learn about direct marketing and its marketing and its benefits to customers benefits to customers and companies. • Know the major forms Know the major forms of direct direct marketing. • 说明销售人员 管理的六个主 要步骤。 • 描述直接营销及描述直接营销及 其对消费者和公其对消费者和公 司的好处。司的好处。 • 说明直接营销 的主要形式。 3 • Record-breaking Record-breaking earnings and sales earnings and sales growthgrowth • Outstanding sales Outstanding sales force; rated as one force; rated as one of America’s America’s best. • Sales force focuses Sales force focuses on customer successon 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 Lear Corporation 立尔公司 Case Study案例研究 4 • Sales force is organized Sales force is organized into separate divisions into separate divisions dedicated to specific dedicated to specific customerscustomers • Division platform teams Division platform teams work with customers work with customers and are linked to and are linked to customer operations at customer operations at all levelsall levels Case Study案例研究 Lear Corporation 立尔公司 • 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 5 Definition 定义 • Salesperson  An individual acting An individual acting for a company by for a company by performing one or performing one or more of the following more of the following activities: activities: prospecting, prospecting, communicating, communicating, servicing, and servicing, and information gathering. • 销售人员  为公司进行为公司进行 一种或多种一种或多种 工作的人，工作的人， 如寻找顾客、如寻找顾客、 沟通、服务沟通、服务 和搜集信息。和搜集信息。 6 Salespeople Have Many Names 销售人员有很多称呼 • AgentsAgents • Sales consultantsSales consultants • Sales RepresentativesSales Representatives • Account Account ExecutivesExecutives • Sales EngineersSales Engineers • District ManagersDistrict Managers • Marketing RepresentativesMarketing Representatives • Account Development Account Development RepresentativesRepresentatives • 代理代理 • 销售顾问销售顾问 • 销售代表销售代表 • 客户经理客户经理 • 销售工程师销售工程师 • 直接管理者直接管理者 • 营销代表营销代表 • 客户发展代表客户发展代表 7  Two-way personal Two-way personal communicationcommunication  More effective than More effective than advertising in complex selling advertising in complex selling situationssituations  The sales force plays a major The sales force plays a major role in most companiesrole in most companies  The sales force works to The sales force works to product customer satisfaction product customer satisfaction and company company profit. The Role of the Sales Force 销售人员的角色  双向个人沟通双向个人沟通  在更复杂的销售在更复杂的销售 情况下，可能比情况下，可能比 广告更有效。广告更有效。  在大部分公司里，在大部分公司里， 销售人员充当重销售人员充当重 要的角色。要的角色。  销售人员创造顾销售人员创造顾 客满意和公司利客满意和公司利 润。润。 8 Definition 定义 • Sales Force ManagementSales Force Management  The analysis, planning, The analysis, planning, implementation, and control implementation, and control of sales force activities. It of sales force activities. It includes setting and includes setting and designing sales force designing sales force strategy; and recruiting, strategy; and recruiting, selecting, training, selecting, training, supervising, compensating, supervising, compensating, and evaluating the firm’s and evaluating the firm’s . • 销售人员管理销售人员管理  分析、计划、执分析、计划、执 行和控制销售人行和控制销售人 员的活动，包括员的活动，包括 筹划销售人员策筹划销售人员策 略及结构，以及略及结构，以及 招聘、选拔、培招聘、选拔、培 训、奖励、监督训、奖励、监督 和评估。和评估。 9  Sales Force Structure销售队伍结构 Sales Force Strategy and Structure 设计销售人员的策略和结构 区域销售队区域销售队 伍结构伍结构 产品销售队产品销售队 伍结构伍结构 顾客销售队顾客销售队 伍结构伍结构 复合销售队复合销售队 伍结构伍结构  Territorial sales Territorial sales force structureforce structure  Product sales force Product sales force structurestructure  Customer sales Customer sales force structureforce structure  Complex sales Complex sales force structureforce structure 10  Sales Force Size  Many companies use the workload approach to set sales force size  Other Issues  Outside and inside sales forces  Team selling Sales Force Strategy and Structure 设计销售人员的策略和结构  销售队伍规模销售队伍规模  许多公司采用许多公司采用 工作负荷法确定工作负荷法确定 其销售人员编制其销售人员编制 的规模的规模  其它问题其它问题  外部和内部销外部和内部销 售人员售人员  团队销售团队销售 11  Careful recruiting can:  Increase overall sales force performance  Reduce turnover  Reduce recruiting and training costs Recruiting and Selecting Salespeople招募和选拔销售人员 细致的招募可以 :  提升销售队 伍总体业绩  减少人员流 动  降低招募和 培训费用 12 Traits of Successful Salespeople 优秀销售人员的条件 • Enthusiasm热情 • Patience耐心 • Initiative积极 • Self-Confidence 自信 • Job Commitment 对工作有献身精神 • Customer Orientation顾客导向 • Independent独立 • Self-Motivated自我 激励 • Excellent Listeners 最好的听众 13 Traits of Successful Salespeople 优秀销售人员的条件 • Friendly友好 • Persistent坚毅 • Attentive专心 • Honest 诚实 • Internally Motivated 自我激励 • Relationship Oriented 关系导向 • Disciplined遵守纪律 • Hardworking辛勤工作 • Team Players喜欢团队 工作 14  Recruiting involves:Recruiting involves:  Soliciting applications Soliciting applications  Screening candidates Screening candidates – Interviews Interviews – Sales aptitude, Sales aptitude, personality, analytical personality, analytical and/or organizational and/or organizational teststests – References, work References, work history, , etc. Recruiting and Selecting Salespeople 招募和选择销售人员  招募包括招募包括::  寻找申请者寻找申请者  挑选候选人挑选候选人 – 面试面试 – 销售能力、销售能力、 个性、分析个性、分析 和和//或组织技或组织技 能能 – 证明材料、证明材料、 就业经历等就业经历等 15  Average training period is 4 months  Training is expensive, but yields strong returns  Training programs have many goals  Many companies are adding Web-based sales training programs Training Salespeople 培训销售人员 平均培训期限四 个月 培训很花钱，但 会带来高回报 培训有几个目的 许多公司增加了 基于网络的销售 培训计划 16  Compensation elements: salary, bonuses, commissions, expenses, and fringe benefits  Basic compensation plans:  Straight salary  Straight commission  Salary plus bonus  Salary plus commission Compensating Salespeople 奖励销售人员  报酬组成要素：报酬组成要素： 工资、奖金、佣工资、奖金、佣 金、费用津贴、金、费用津贴、 附加福利附加福利  基本报酬计划基本报酬计划::  完全工资完全工资  完全佣金完全佣金  工资加奖金工资加奖金  工资加佣金工资加佣金 17  Compensation plans Compensation plans should direct the sales should direct the sales force toward activities that force toward activities that are consistent with overall are consistent with overall marketing objectives.  Gain market share Gain market share  Solidify market Solidify market leadershipleadership  Maximize profitability Maximize profitability Compensating Salespeople 奖励销售人员  报酬计划应指导报酬计划应指导 销售人员从事与销售人员从事与 总的营销目标目总的营销目标目 标相一致的活动。标相一致的活动。  取得市场份取得市场份 额额  巩固市场领巩固市场领 导地位导地位  获取最大利获取最大利 润润 18  Effective supervisors provide Effective supervisors provide direction to the sales forcedirection to the sales force  Annual call plans and time-and- Annual call plans and time-and- duty analysis can help provide duty analysis can help provide directiondirection  Sales force automation systems Sales force automation systems assist in creating more efficient assist in creating more efficient sales force operationssales force operations  The Internet is the fastest- The Internet is the fastest- growing sales growing sales technology tool technology tool Supervising Salespeople 监督销售人员  有效的监督可以有效的监督可以 指导销售人员指导销售人员  年度访问和时年度访问和时 间间--任务分析可任务分析可 以提供指导以提供指导  销售人员自动销售人员自动 控制系统可以控制系统可以 提高销售人员提高销售人员 的操作效率的操作效率  互联网上发展互联网上发展 最快的销售人最快的销售人 员技术工具员技术工具 19  Effective supervisors also motivate the sales force  Organizational climate Organizational climate  Sales quotas Sales quotas  Positive incentives Positive incentives –– Sales meetings, sales Sales meetings, sales contests, honors, , honors, etc. Supervising Salespeople 监督销售人员  有效的监督可以有效的监督可以 激励销售人员激励销售人员  组织气氛组织气氛  销售配额销售配额  实际激励实际激励 – 销售会议、销售会议、 销售竞赛、销售竞赛、 荣誉等。荣誉等。 20  Several tools can be used  Sales reports Sales reports  Call reports Call reports  Expense reports Expense reports Evaluating Salespeople 评估销售人员 可以使用多种工 具  销售报告销售报告  访问报告访问报告  费用报告费用报告 21 • Prospecting and QualifyingProspecting and Qualifying • PreapproachPreapproach • ApproachApproach • Presentation and Presentation and DemonstrationDemonstration • Handling ObjectionsHandling Objections • ClosingClosing • Follow-upFollow-up • 发掘和选择发掘和选择 • 事前筹划事前筹划 • 接近接近 • 介绍和示范介绍和示范 • 处理反对意见处理反对意见 • 成交成交 • 事后追踪事后追踪 Steps in the Selling Process 推销过程的步骤 22 • Prospecting and Qualifying  Prospecting: identifying Prospecting: identifying potential customerspotential customers  Qualifying: Screening leadsQualifying: Screening leads • Preapproach  Learning as much as Learning as much as possible about a possible about a prospective customer prior prospective customer prior to making a sales callto making a sales call • Approach  Stage where the Stage where the salesperson meets the salesperson meets the customer for the first timecustomer for the first time • 发掘和选择发掘和选择  发掘发掘: : 找出合找出合 格的潜在顾客格的潜在顾客  选择选择: : 挑选合挑选合 格顾客格顾客 • 事前筹划事前筹划  访问潜在顾客访问潜在顾客 前应尽可能了前应尽可能了 解顾客解顾客 • 接近接近  销售人员与顾销售人员与顾 客初次接触的客初次接触的 阶段阶段 23 • Presentation and Demonstration  Benefits of the product Benefits of the product are are presented/demonstratedpresented/demonstrated  Understanding prospect Understanding prospect needs is keyneeds is key • Handling Objections • Closing  Asking for the orderAsking for the order • Follow-up  Helps ensure customer Helps ensure customer satisfactionsatisfaction • 介绍和示范  描述产品的特描述产品的特 性性  理解预期需要理解预期需要 是很关键的是很关键的 • 处理反对意见 • 成交  试着达成交易试着达成交易 • 事后追踪  确保消费者满确保消费者满 意度意度 24 • Benefits of Direct Marketing to Buyers  ConvenientConvenient  Easy to useEasy to use  PrivatePrivate  Access to a wealth of Access to a wealth of informationinformation  Immediate Immediate  InteractiveInteractive Direct Marketing直销 • 直销对买方的 好处  方便方便  易用易用  稳秘稳秘  获取大量信息获取大量信息  直接直接  互用互用 25 • Benefits of Direct Marketing to Sellers  Powerful tool for building Powerful tool for building relationshipsrelationships  Allows for targeting of Allows for targeting of small groups or individuals small groups or individuals with customized offers in a with customized offers in a personalized fashionpersonalized fashion  Offers access to buyers Offers access to buyers that couldn’t be reached that couldn’t be reached via other channelsvia other channels  Low-cost, effective Low-cost, effective alternative for reaching alternative for reaching specific marketsspecific markets Direct Marketing直销 • 直销对卖者的好处直销对卖者的好处  建立顾客关系的有力建立顾客关系的有力 工具工具  能够选取小的消费群能够选取小的消费群 甚至个人，提供个性甚至个人，提供个性 化的产品和服务化的产品和服务  提供其它渠道做不到提供其它渠道做不到 的接近消费者的方法的接近消费者的方法  占领特定市场的一种占领特定市场的一种 低成本、高效率的方低成本、高效率的方 法法 26  Databases include customer Databases include customer profile, purchase history, and profile, purchase history, and other detailed informationother detailed information  Databases can be used to Databases can be used to identify prospects, profile identify prospects, profile customers, and select customers customers, and select customers to receive offers, and to build to receive offers, and to build relationshipsrelationships  Database marketing requires Database marketing requires substantial investment in substantial investment in hardware, software, personnelhardware, software, personnel Customer Databases & Direct Marketing 顾客数据库与直销  数据库包括顾客数据库包括顾客 描述、购买历史描述、购买历史 和其它详细信息。和其它详细信息。  数据库可用来识数据库可用来识 别目标、描述顾别目标、描述顾 客、选择顾客和客、选择顾客和 建立公共关系。建立公共关系。  数据库需要硬件、数据库需要硬件、 软件和人员方面软件和人员方面 的投资。的投资。 27 • Face-to-Face SellingFace-to-Face Selling • TelemarketingTelemarketing • Direct-Mail MarketingDirect-Mail Marketing • Catalog MarketingCatalog Marketing • Kiosk MarketingKiosk Marketing • Online MarketingOnline Marketing • Direct-Response TV Direct-Response TV MarketingMarketing Forms of Direct Marketing 直销的形式 • 面对面营销面对面营销 • 电话营销电话营销 • 直接邮寄营销直接邮寄营销 • 购物目录营销购物目录营销 • 信息亭营销信息亭营销 • 网络营销网络营销 • 电视直销电视直销 28 • Telephone Marketing  New legislation and New legislation and technological advances technological advances threaten the future of threaten the future of telemarketingtelemarketing • Direct-Mail Marketing  New trends include fax New trends include fax mail, e-mail, and voice mail, e-mail, and voice mailmail • Catalog Marketing  Many cataloguers have Many cataloguers have migrated to the webmigrated to the web • 电话营销  新立法和科技给新立法和科技给 电话直销的未来电话直销的未来 带来威胁带来威胁 • 直接邮寄营销  新的类型包括传新的类型包括传 直、电子邮件、直、电子邮件、 语音邮件语音邮件 • 购物目录营销  许多购物目录已许多购物目录已 经转移到网上了经转移到网上了 29 • Direct-Response Television Marketing  Direct-response advertising  Infomercials  Home shopping channels • Kiosk Marketing •电视直销 直销广告 商业信息 片 家庭购物 频道 •信息亭营 销 30 • Integrated Direct Marketing • Public Policy and Ethical Issues  Irritation, Unfairness, Deception, and Fraud  Invasion of Privacy • 整合直销 • 公共政策和道 德问题 惹怒、不正 当行为、诡 计和欺诈 侵犯隐私 31 谢 谢 十二月- 2217:22:2117:2217 :22十二月-22十二 月-2217:22 17:2217:22:2 1十二月-22十 二月- 2217:22:21 2022/12/8 17:22:21