《市场营销专业英语topic5教学内容.ppt》由会员分享，可在线阅读，更多相关《市场营销专业英语topic5教学内容.ppt（19页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、Chapter 5Sales Management第一页，共19页。5.1 The Tasks of Sales Management 79The tasks of sales management are to 1.Define sales goals and the sales process 2.Determine the sales force structure 3.Recruit and train the sales force 4.Compensate and motivate the sales force 5.Evaluate the sales force 80第二页，共
2、19页。5.1.1 Defining Sales Goals and the Sales Process 80 Effective sales management begins with a determination of sales goals.Without goals to achieve,salesperson performance would be mediocre at best,and the company would likely to fail.Great sales managers focus not only on sales goals but also on
3、 the entire process that drives their sales organizations to reach their goals.第三页，共19页。5.1.2 Determining the Sales Force Structure 80 Because personal selling is so costly,no sales department can afford to be disorganized.Proper design helps the sales manager organized and delegate sales duties and
4、 provide direction for salespeople.第四页，共19页。5.1.3 Recruiting and Training the Sales Force Sales force recruitment should be based on an accurate,detailed description of the sales task as defined by the sales manager.After the sales recruit has been hired and given a brief orientation,training begins
5、.A new salesperson generally receive instruction in company policies and practices,selling techniques,product knowledge,industry and customer characteristics,and nonselling duties such as filling out sales and market information reports or using a seals automation computer program.81第五页，共19页。5.1.4Co
6、mpensating and Motivating the Sales Force 82 The three basic compensation methods for salespeople are commission,salary,and combination plans.Motivation also takes the form of effective sales leadership on the part of the sales manager.An effective sales manager is inspirational to his or her salesp
7、eople,encouraging them to achieve their goals through clear and enthusiastic communications.第六页，共19页。5.1.5 Evaluating the Sales Force 83 The final task of sales managers is evaluating the effectiveness and performance of the sales force.To evaluate the sales force,the sales manager needs feedbacktha
8、t is,regular information from salespeople.第七页，共19页。5.2 Steps in the Selling Process Whether a salesperson spends a few minutes or years on a sale,these are the seven basic steps in the personal selling process.84 1.Generating leads 2.Qualifying leads 3.Approaching the customer and probing needs 4.De
9、veloping and proposing solutions 5.Handling objections 6.Closing the sale 7.Following up第八页，共19页。5.2.1 Generating Needs 84 Initial groundwork must precede communication between the potential buyer and the salesperson.Lead generation,or prospecting,is the identification of those firms and people most
10、 likely to buy the sellers offerings.These firms or people become“sales leads”or“prospects.”第九页，共19页。5.2.2 Qualifying Leads 85 When a prospect shows interest in learning more about a product,the salesperson has the opportunity to follow up,of qualify,the lead.第十页，共19页。Lead qualification consists of
11、determining whether the prospect has three things:A recognized need Buying power Receptivity and accessibility 86 第十一页，共19页。5.2.3 Approaching the Customer and Probing Needs Prior to approaching the customer,the salesperson should learn as much as possible about the prospects organization and its buy
12、ers.this process,called the preapproach,describes the“homework”that must be done by the salesperson before contacting the prospect.87第十二页，共19页。87 As part of the needs assessment,the consultative salesperson must know everything there is to know about:The product or service Customers and their needs
13、The competition The industry Creating a customer profile during the approach helps salespeople optimize their time and resources.第十三页，共19页。5.2.4 Developing and Proposing Solutions 88 Once the salesperson has gathered the appropriate information about the clients needs and wants,the next step is to d
14、etermine whether his or her company products of services match the needs of the prospective customer.The salesperson then develops a solution,or possibly several solutions,in which the salespersons product or service solves the clients problems or meets a specific need.第十四页，共19页。5.2.5 Handing Object
15、ions 90 Often,the salesperson can use the objection to close the sale.If the customer tries to pit suppliers against each other to drive down the price,the salesperson should be prepared to point out weaknesses in the competitors offer and stand by the quality in his or her own proposal.第十五页，共19页。5.
16、2.6 Closing the Sale 90 At the end of the presentation,the salesperson should ask the customer how he or she would like to proceed.If the customer exhibits signs that he or she is ready to purchase and all questions have been answered and objections have been met,then the salesperson can try to clos
17、e the sale.第十六页，共19页。5.2.7 Following Up 91 Unfortunately,many salespeople hold the attitude that making the sale is all thats important.Once the sale is made,they can forget about their customers.They are wrong.Salespeoples responsibilities do not end with making the sales and placing the orders.One
18、 of the most important aspects of their jobs is follow-up.They must ensure that delivery schedules are met,that the goods or services perform as promised,and that the buyers employees are properly trained to use the products.第十七页，共19页。Words and Expressions 1.personal selling:人员推销（四大经典促销方式之一）2.stereo
19、type:n.固定形式，老套 3.foist:vt.蒙骗，偷偷插入，使混入，硬卖给 4.ware:n.制品，器具，陶器，商品；vt.留心(li xn)，小心；a.知道的，意识到的 5.Airbus:n.空中客车公司 6.pharmaceutical:adj.制药的 7.wholesaler:n.批发商 8.retailer:n.零售商 9.debrief:v.向.询问情况，听取汇报第十八页，共19页。10.reinforce:v.加强力量，增援 11.sync:n.同步;同步信号 12.VP:abbr.Vice President，副总统 13.unanimity:n.全体一致 14.fabulous:adj.难以置信(nn y zh xn)的；寓言里的 15.irritation:n.刺激，烦恼，刺激物第十九页，共19页。