《《精编》客户服务及个性化销售》由会员分享，可在线阅读，更多相关《《精编》客户服务及个性化销售（15页珍藏版）》请在金锄头文库上搜索。
1、Chapter16 PersonalSellingandCustomerService PersonalSelling Oftenthesinglelargestoperatingexpense1outof10inthelabourforceisinsalesworkIncreasingprofessionalismGoodsellingmeanshelpingthecustomertobuyRepresentbothorganisationandcustomerMarketinformationPlanningstrategyandallocatingeffort Basicsalestas
2、ks Supporting Order Taking Order Getting Salesjobmayinvolve ablendofsalestasks SupportingSalespeople MISSIONARYSALESPEOPLESupportingsalespeoplewhoworkforproducers callingontheirintermediariesandtheintermediaries customersTECHNICALSPECIALISTSSupportingsalespeoplewhoprovidetechnicalassistancetoorder o
3、rientedsalespeople Telemarketing Usingthetelephoneto call oncustomersorprospectsRapidlygrowinginpopularityReducestraveltimeandexpenseEspeciallyusefulforsmallaccountsoflessexpensiveproductsOftenusedtoidentifygoodprospectsTypicallyusesapreparedsalespresentation SalesTerritory ageographicareathatisther
4、esponsibilityofoneormoresalespeople BasesforsettingsalesterritoriesGeographicareasCustomertypesAccountsizeProductstobesoldAnycombinationoftheabove SalespeopleSelectionandTraining Awrittenjobdescriptionlaysthegroundwork byspecifyingwhattasksthesalespersonneedstobeabletodoCommonlyusedselectiontoolsare
5、bestwhenusedincombination multipleinterviewswithseveraldifferentpeoplepersonnelandpsychologicaltestsbackgroundchecksInitialandon goingtrainingcanhelpbothexperiencedandinexperiencedsalespeoplecompanypoliciesandpracticesproductinformationsellingtechniques andcustomerknowledge SalesCompensationdependso
6、ndesirefor ControlIncentiveFlexibilitySimplicity SellingCompensationAlternatives Straightcommission Combinationplan Straightsalary Salesvolume Total selling expense KeyStepsinPersonalSellingProcess Prospecting Follow upAfter theSalesCall SelectTargetCustomer PlanSalesPresentation preparedpresentatio
7、n needsatisfactionapproach sellingformulaapproach MakeSalesPresentation createinterest meetobjections arousedesire CloseSale getaction Follow upAfter theSale SetEffortPriorities SalesPresentations Thesalesperson sefforttomakeasaleshouldbecarefullyplannedThreebasicapproachesprepared canned salesprese
8、ntationconsultativesellingapproachsellingformulaapproach Need satisfaction approachtosales presentations Prepared approach tosales presentations Selling formula approachtosales presentations r i TheGAPsModelofServiceQuality Productandservice Productsandservicedelivery Productandservice Customer driv
9、enproductandservicedesignsandstandards Companyperceptionsofcustomerexpectations Externalcommunicationstocustomers CUSTOMER COMPANY Gap1 Gap2 Gap3 Gap5 Gap4 ActionstakenbyConsumersinresponsetoProductDissatisfaction Dissatisfactionoccurs Takeaction Takenoaction Takesomeformofprivateaction Takesomeform
10、ofdirectaction Takesomeformofpublicaction Stopbuyingthatproduct brand store Warnfriendsaboutproduct brand store Complaintomanufacturer retailer Seekredressfrombusiness Takelegalactiontoobtainredress Complaintoprivateorgovernmentalagencies RelationshipMarketing Placesparticularemphasisonlong termcustomersatisfactionInvolvesfocusedselectionofspecificcustomersandprospectsComprisesstrategiestobuildanddeveloplong lastingandprofitablerelationshipswiththesecustomersRecognisesthatmanysalessituationsrequiremorethanjustasinglebusinesstransaction
