《《精编》现代营销技巧培训（英文版）》由会员分享，可在线阅读，更多相关《《精编》现代营销技巧培训（英文版）（152页珍藏版）》请在金锄头文库上搜索。
1、SellingIngram Laforge Avila Schwepker andWilliams MultimediaPresentationsStevenJ Remington Ph D BuenaVistaUniversityAugust 2000 Module1AnOverviewofPersonalSelling EvolutionofPersonalSelling EarlyOriginsofPersonalSellingIndustrialRevolutionEra 1700sEurope 1850sUS Post IndustrialRevolutionEra 1800sEur
2、ope 1900US CannedSalesPresentationTheWarandDepressionEraProfessionalism TheModernEra CharacteristicsofSalesProfessionalism CustomerOrientationUseofTruthfulandNonmanipulativeTacticsFocusonLong TermSatisfactionofCustomerandSellingFirm Cost SalesCall 80 242 call ContributionsofPersonalSellingSalespeopl
3、eandSociety SalespeopleasEconomicStimuliSalespeopleandDiffusionofInnovation ContributionsofPersonalSellingSalespeopleandtheEmployingFirm SalespeopleasRevenueProducersMarketResearchandFeedbackSalespeopleasFutureManagers ContributionsofPersonalSellingSalespeopleandtheCustomer ArehonestUnderstandgenera
4、lbusinessandeconomictrends aswellasthebuyer sbusinessProvideguidancethroughoutthesalesprocessHelpthebuyertosolveproblemsHaveapleasantpersonalityandagoodprofessionalimageCoordinateallaspectsoftheproductandservicetoprovideatotalpackage Industrialbuyersprefertodealwithsalespeoplewho ClassificationOfPer
5、sonalSellingJobs SalesSupportPersonnelMissionarySalespeopleDetailerTechnicalSupportSalespeopleNewBusinessPioneersOrder getters ExistingBusinessOrder takersInsiderSales non retail Direct to ConsumerSales retail CombinationSalesJobs CharacteristicsOfSalesCareers JobSecurityAdvancementOpportunitiesImme
6、diateFeedbackPrestigeJobVarietyIndependenceCompensationBoundary RoleEffects Boundary RoleEffectsRoleStress RoleConflictRoleAmbiguityRolestressmustbedealtwithtoinsuremaximumsalesproductivity QualificationsAndSkillsRequiredForSuccessBySalespeople EmpathyToseethingsasotherswouldseethemEgoDriveDetermina
7、tiontoachievegoalsEgoStrengthSelf assuredandself acceptingInterpersonalCommunicationSkillsIncludinglisteningandquestioningEnthusiasmIngeneral andforsalesasacareerAdditionalCharacteristicsRelatedtoaGivenSalesJob ManagingtheSalesForce 1 26 Module2UnderstandingBuyers TypesofBuyers ConsumerMarketsBusine
8、ssMarkets DistinguishingCharacteristicsofBusinessMarkets BuyersareLargerbutFewerinNumberDerivedDemandHigherLevelsofDemandFluctuationPurchasingProfessionalsMultipleBuyingInfluencesCloseBuyer SellerRelationshipsSupplyChainManagement TheBuyingProcess Figure2 1 RecognitionoftheProblemorNeed TheBuyingPro
9、cess Figure2 1 Recognition Determination TheBuyingProcess Figure2 1 RecognitionoftheProblemorNeed PhaseOneRecognitionoftheProblemorNeed TheNeedsGap Figure2 2 ComplexMixofBusinessBuyerNeeds Figure2 3 PhaseTwoDeterminationofCharacteristicsoftheItemandtheQualityNeeded PhaseThreeDescriptionofCharacteris
10、ticsoftheItemandtheQualityNeeded PhaseFourSearchforandQualificationofPotentialSources PhaseFiveAcquisitionandAnalysisofProposalsEvaluatingSuppliersandProducts Multi AttributeModelAssessmentofProductorSupplierPerformance P AssessingtheRelativeImportanceofEachCharacteristic I PhaseFiveAcquisitionandAn
11、alysisofProposalsMulti AttributeModelofAdhesivesbyGMBuyers PhaseFiveAcquisitionandAnalysisofProposalsEmployingBuyerEvaluationProcedurestoEnhanceSellingStrategies ModifytheProductOfferingBeingProposedAltertheBuyer sBeliefsabouttheProposedOfferingAltertheBuyer sBeliefsabouttheCompetitor sOfferingAlter
12、theImportanceWeightsCallAttentiontoNeglectedAttributes PhaseSixEvaluationofProposalsandSelectionofSupplier PhaseSevenSelectionofOrderRoutine PhaseEightPerformanceEvaluationandFeedback PhaseEightPerformanceEvaluationandFeedback UnderstandingPost PurchaseEvaluationandtheFormationofSatisfaction Figure2
13、 4 ComplexMixofBusinessBuyerNeeds BuyersLevelofSatisfaction 63 LevelofInfluenceOnBuyers Satisfaction 37 LevelofInfluenceOnBuyers Satisfaction PhaseEightPerformanceEvaluationandFeedback UnderstandingPost PurchaseEvaluationandtheFormationofSatisfactionTheGrowingImportanceofSalespeopleinBuyer sPost Pur
14、chaseEvaluation TypesofPurchasingDecisionsBuyingSituation StraightRebuyBuyingSituationRoutinizedResponseBehaviorModifiedRebuyBuyingSituationLimitedProblemSolvingNewTaskBuyingSituationExtensiveProblemSolving TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsTh
15、reeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 TypesofPurchasingDecisionsThreeTypesofBuyingDecisions Exhibit2 6 OrganizationalBuyerBehaviorBuyingCenter InitiatorsUsersGatekeepersInfluencersDecidersPurchasers CurrentDevelopmentsinPurchasing Incre
16、asingUseofInformationTechnologyRelationshipEmphasisonCooperationandCollaborationSupplyChainManagementIncreasedOutsourcingTargetPricingIncreasedImportanceofKnowledgeandCreativity Module3BuildingTrust Buyersdefinetrustusingtermssuchas OpennessDependabilityCandorHonestyConfidence SecurityReliabilityFairnessPredictability WhatisTrust Trustanswersthequestions Doyouknowwhatyouaretalkingabout Willyourecommendwhatisbestforme Areyoutruthful Canyouandyourcompanybackupyourpromises Willyousafeguardconfident
