销售与分销管理sales and distribution management

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1、SalesandDistributionManagementDr.PrashantMishraprashant@iimcal.ac.inNatureofPersonalSellingMostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuildandmaintainlong-termrelationshipswithcustomers.Thetermsalespersoncoversawidespectrumofpositionsfrom:Ordertaker(de

2、partmentstoresalesperson)Ordergetter(someoneengagedincreativeselling)Missionarysalesperson(buildinggoodwilloreducatingbuyers)WhatisPersonalSelling?InvolvesTwo-Way,PersonalCommunicationBetweenSalespeopleandIndividualCustomersWhether:facetoface,bytelephone,throughvideoconferen

3、cing,orbyothermeans.TheRoleoftheSalesForcePersonalsellingiseffectivebecausesalespeoplecan:probecustomerstolearnmoreabouttheirproblems,adjustthemarketingoffertofitthespecialneedsofeachcustomer,negotiatetermsofsale,andbuildlong-termpersonalrelationshipswithkeydecisionmakers.Th

4、eRoleoftheSalesForceSalesForceServesasaCriticalLinkBetweenaCompanyanditsCustomersSinceThey:RepresentCustomerstotheCompanytoProduceCustomerSatisfactionRepresenttheCompanytoCustomerstoProduceCompanyProfitCharacteristicsofPersonalSellingFlexibilityIdentifybestprospectsAdapttosi

5、tuationsEngageindialogueBuildsRelationshipsLongtermAssurebuyersreceiveappropriateservicesSolvescustomer’sproblemsPersonalSellingLimitationsCannotreachmassaudienceExpensivepercontactNumerouscallsneededtogeneratesaleLaborintensivePersonalSellingTasksOrdertakingRoutinewritingup

6、orderscheckinginvoicesassuringpromptorderprocessingSuggestivesellingPersonalSellingTasksOrdergettingSeekingoutcustomersCreativesellingPioneeringAccountmanagementPersonalSellingTasksMissionaryDetailerGoodwill“Closers”Cross-functionalAccountservicerepSelf-ConfidenceSomeTraitso

7、fGoodSalespeopleInitiativePersistenceEnthusiamJobCommitmentStep1.ProspectingandQualifyingIdentifyingandScreeningForQualifiedPotentialCustomers.StepsintheSellingProcessLearningAsMuchAsPossibleAboutaProspectiveCustomerBeforeMakingaSalesCall.Step2.Pre-approachStep3.ApproachKnow

8、ingHowtoMeettheBuyertoGettheRelationshipOfftoaGoodStart.Step4.Presentation/