销售管理手册.doc

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1、SalesManagement761JimStoddardANOVERVIEWOFCONTEMPORARYSALESMANAGEMENT31.PLANNING:32.IMPLEMENTATION:43.EVALUATIONANDCONTROL:4ANOVERVIEWOFPERSONALSELLIN51.ALTERNATIVESELLINGTECHNIQUES52.PROSPECTING63.THE119/119PREAPPROACH74.Qualifyingtheprospect:75.THEAPPROACH76.THEPRESENTAT

2、ION87.MEETINGOBJECTIONS98.CLOSE99.FOLLOW-UPCAREERSTAGES10CORPORATE,BUSINESS,ANDMARKETINGSTRATEGIES111.PORTER'STYPOLOGYOFCOMPETITIVESTRATEGIES122.MILESANDSNOWCOMPETITIVESTRATEGYTYPOLOGY12ACCOUNTMANAGEMENTANDACCOUNTCOVERAGESTRATEGIES141.COMMUNICATIONTASKSAPPROPRIATEFORPERSO

3、NALSELLING15119/1192.PARTICIPANTSINTHEORGANIZATIONALBUYINGPROCESS16ORGANIZINGTHEACTIVITIESOFSALESMANAGERSANDSALESPEOPLE171.ECONOMICMETHODOFDETERMININGIFOUTSIDEAGENTSAREAPPROPRIATE182.CONTROLANDSTRATEGICCRITERIAFORDETERMININGIFACOMPANYSALESFORCESHOULDBEUSED183.HORIZONTALOR

4、GANIZATIONALSTRUCTURES19ALLOCATINGSELLINGEFFORTANDDESIGNINGSALESTERRITORIES22STAFFINGTHESALESFORCE:RECRUITMENTANDSELECTION241.CONTENTOFTHEJOBDESCRIPTION242.METHODSFORDECIDINGONSELECTIONCRITERIA25119/1193.SOURCESOFRECRUITS25CONTINUALDEVELOPMENTOFTHESALESFORCE:SALESTRAINING

5、27SALESFORCEMOTIVATION30MANAGINGSALESFORCEREWARDSYSTEMS33LEADERSHIP36DEMANDASSESSMENTANDSALESQUOTAS40EVALUATIONANDCONTROL45PERFORMANCEEVALUATION48ACKNOWLEDGEMENTS50119/119CHAPTER1ANOVERVIEWOFCONTEMPORARYSALESMANAGEMENTSalesforcemanagementisthemanagementofthepersonalsellin

6、gcomponentofanorganization'smarketingprogram.Theactivitiesinvolvedinmanagingthepersonalsellingfunctioninclude:1.Theformationofthestrategicplan(PLANNING).2.Theimplementationofthesalesprogram(IMPLEMENTATION).3.Theevaluationandcontrolofsalesforceperformance(CONTROL).--------

7、------------------------------------------------------------------------119/1191.PLANNING:Theformationofastrategicsalesprogramrequiresfivemajorsetsofdecisions:1.HowcanthepersonalsellingeffortbestbeadaptedtotheCOMPANY'SENVIRONMENTandintegratedwithotherelementsofthefirm'sma

8、rketingstrategy?2.Howcanvarioustypesofpotentialcustomersbebestapproached?persuaded?serviced?What