Bài giảng Marketing - Chapter 20

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LO 20-2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 20, YOU SHOULD BE ABLE TO:LO 20-1Identify the different types of personal selling.Discuss the nature and scope of personal selling and sales management in marketing.LO 20-3Explain the stages in the personal selling process.LO 20-4Describe the major functions of sales management.20-*MEET TODAY’S SALES PROFESSIONAL20-*SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENTLO 20-1CambridgeSalesPersonal SellingSales ManagementSelling Happens Almost Everywhere“Everyone Lives by Selling Something”Personal Selling in Marketing20-*FIGURE 20-1 Personal selling and sales management quiz. What are your answers?20-*SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENTCREATING CUSTOMER VALUELO 20-1Salespeople:Identify Creative Solutionsto Customer ProblemsEase the Customer Buying ProcessMake the After-the-Sale Follow-Up20-*SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENTCREATING CUSTOMER VALUELO 20-1Relationship SellingPartnership SellingEnterprise Selling20-*MARKETING MATTERS Science and Selling: Is Customer Value Creationin Your Genes?LO 20-120-*THE MANY FORMS OF PERSONAL SELLINGORDER TAKINGLO 20-2Order TakerOutside Order TakersInside Order TakersOrder ClerksSalesclerksInboundTelemarketing20-*THE MANY FORMS OF PERSONAL SELLINGORDER GETTINGLO 20-2Outside Order GettersInside Order GettersOutbound TelemarketingOrder Getter20-*FIGURE 20-2 How outside order-getting salespeople spend their time each week20-*FIGURE 20-A Comparing order takers and order getters20-*THE MANY FORMS OF PERSONAL SELLINGCUSTOMER SALES SUPPORT PERSONNELLO 20-2Missionary SalespeopleSales EngineerTeam SellingConference SellingSeminar Selling20-*MARKETING MATTERS Creating and Sustaining Customer Value throughCross-Functional Team SellingLO 20-220-*FIGURE 20-3 Stages and objectives of the personal selling process20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPROSPECTINGLO 20-3Personal Selling ProcessProspecting Stage20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPROSPECTINGLO 20-3ProspectLeadQualified ProspectCold Canvassing/Cold CallingTypes of Prospects20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPREAPPROACHLO 20-3Preapproach StageMethodExpectationsWhen to Contact20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPREAPPROACHLO 20-3Approach StageCustomsGestures20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPRESENTATIONLO 20-3Presentation Stage20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPRESENTATIONLO 20-3Presentation FormatsStimulus-Response PresentationSuggestive Selling20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPRESENTATIONLO 20-3Presentation FormatsFormula Selling PresentationCanned Sales Presentation20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPRESENTATIONLO 20-3Presentation FormatsNeed-Satisfaction PresentationAdaptive SellingConsultative Selling20-*MARKETING MATTERS Imagine ThisPutting the Customerinto Customer Solutions!LO 20-320-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSPRESENTATIONLO 20-3Handling ObjectionsAcknowledge and ConvertPostponeAgree and NeutralizeAcceptanceDenialIgnore20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSCLOSELO 20-3Close StageAssumptive CloseTrial CloseUrgency CloseFinal Close20-*THE PERSONAL SELLING PROCESS:BUILDING RELATIONSHIPSFOLLOW-UPLO 20-3Follow-Up StageReferralsRepeat Sales 20-*FIGURE 20-4 The sales management process involves sales plan formulation, implementation, and evaluation20-*THE SALES MANAGEMENT PROCESSSALES PLAN FORMULATIONLO 20-4Sales PlanSetting ObjectivesOutput-RelatedInput-RelatedBehaviorally-RelatedCompetition-RelatedServe as Metrics20-*MAKING RESPONSIBLE DECISIONSThe Ethics of Asking Customers about CompetitorsLO 20-420-*THE SALES MANAGEMENT PROCESSSALES PLAN FORMULATIONLO 20-4Organizing the SalesforceOwn Salesforce vs. Independent Agents20-*FIGURE 20-5 A break-even chart for comparing a company salesforce and independent agents20-*THE SALES MANAGEMENT PROCESSSALES PLAN FORMULATIONLO 20-4Organizing the SalesforceStructure of the SalesforceCustomerProductGeographyKey Account Management20-*FIGURE 20-6 Organizing the salesforce by geography, customer, or product20-*FIGURE 20-6A Organizing the salesforce by geography20-*FIGURE 20-6B Organizing the salesforce by customer20-*FIGURE 20-6C Organizing the salesforce by product20-*THE SALES MANAGEMENT PROCESSSALES PLAN FORMULATIONLO 20-4Organizing the SalesforceWorkload MethodAccount Management Policies20-*FIGURE 20-7 An account management policy grid grouping customers according to the level of opportunity and a firm’s competitive sales position20-*THE SALES MANAGEMENT PROCESSSALES PLAN IMPLEMENTATIONLO 20-4Job AnalysisSalesforce Recruitment and SelectionJob DescriptionEmotional IntelligenceSalesforce TrainingOn-the-JobOther Methods20-*MARKETING INSITEWhat is Your Emotional Intelligence?Test Yourself and See.LO 20-4Self-Motivation SkillsEmotional IntelligenceSelf-AwarenessManaging One’s EmotionsEmpathySocial Skills20-*THE SALES MANAGEMENT PROCESSSALES PLAN IMPLEMENTATIONLO 20-4Salesforce Motivation & CompensationStraight SalaryStraight CommissionCombinationNonmonetary20-*THE SALES MANAGEMENT PROCESSSALES PLAN EVALUATIONLO 20-4Quantitative AssessmentsSales QuotaBehavioral EvaluationSubjective MeasuresCustomer SatisfactionOutput-RelatedInput-Related20-*USING MARKETING DASHBOARDSTracking Salesperson Performance atMoore Chemical & Sanitation Supply, Inc. LO 20-420-*THE SALES MANAGEMENT PROCESSSALES FORCE AUTOMATION ANDCUSTOMER RELATIONSHIP MANAGEMENTLO 20-4Salesforce Automation (SFA)Salesforce TechnologySalesforce CommunicationInternet20-*XEROX: BUILDING CUSTOMER RELATIONSHIPS THROUGH PERSONAL SELLINGVIDEO CASE 2020-*