Chapter 12

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Chapter 12

  1. 1. The Sales Function <ul><li>communication of information </li></ul><ul><li>high-cost </li></ul><ul><li>build a relationship; customer-services reps </li></ul><ul><li>flexible; can be tailored </li></ul>
  2. 2. Sales is Most Effective When… <ul><li>the sales function is more likely to be dominant when: </li></ul><ul><ul><li>concentrated geographically </li></ul></ul><ul><ul><li>product value is not readily apparent </li></ul></ul><ul><ul><li>high unit value, is technically, or requires explanation </li></ul></ul><ul><ul><li>tailored to a customer </li></ul></ul><ul><ul><li>involves a trade-in </li></ul></ul><ul><ul><li>introductory stage </li></ul></ul><ul><ul><li>a small budget </li></ul></ul>
  3. 3. Scope of the Sales Function <ul><li>inside selling ; </li></ul><ul><ul><li>proactive </li></ul></ul><ul><ul><li>reactive </li></ul></ul><ul><li>outside selling </li></ul><ul><ul><li>telemarketing </li></ul></ul>
  4. 4. The New Focus of Selling <ul><li>providing service and building relationships </li></ul><ul><li>influence the image of the firm </li></ul><ul><li>the customer’s trusted partner </li></ul>
  5. 5. The Nature of Sales Jobs <ul><li>wide variety: </li></ul><ul><ul><li>Driver-salesperson </li></ul></ul><ul><ul><li>Inside Order Taker </li></ul></ul><ul><ul><li>Outside Order Taker </li></ul></ul><ul><ul><li>Missionary Salesperson </li></ul></ul><ul><ul><li>Sales Engineer </li></ul></ul>
  6. 6. Changing Patterns in Sales <ul><li>Team selling </li></ul><ul><li>Systems/solutions selling for their problems </li></ul><ul><li>Global Sales Team </li></ul>
  7. 7. Relationship Selling <ul><li>buyer must demonstrate </li></ul><ul><li>major role in the management of customer relationships </li></ul>
  8. 8. The Sales Process <ul><li>prospecting </li></ul><ul><ul><li>Identifying </li></ul></ul><ul><ul><li>qualifying </li></ul></ul><ul><li>Pre-approach </li></ul><ul><li>Presenting – AIDA </li></ul><ul><li>Post purchase service </li></ul>
  9. 9. Staffing/Operating a Sales Force <ul><li>Recruitment and Selection </li></ul><ul><li>Training </li></ul><ul><li>Motivating </li></ul><ul><li>Compensating </li></ul><ul><li>Supervising </li></ul><ul><li>Evaluating </li></ul>
  10. 10. Evaluating Sales Performance <ul><li>quantitative bases </li></ul><ul><li>qualitative bases </li></ul>

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