人员推销与销售培训讲学.ppt

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1、人员推销与销售管理Objectives目标Understandthepersonalsellingprocess,andhowtodistinguishbetweentransaction-orientedmarketingandrelationshipmarketing.论述人员推销过程，区分交易导向和关系导向的市场营销。1Objectives目标Knowthesixmajorsalesforcemanagementsteps.Learnaboutdirectmarketinganditsbenefitstocustomersandcompanies.Knowthem

2、ajorformsofdirectmarketing.说明销售人员管理的六个主要步骤。描述直接营销及其对消费者和公司的好处。说明直接营销的主要形式。2Record-breakingearningsandsalesgrowthOutstandingsalesforce;ratedasoneofAmerica’sbest.Salesforcefocusesoncustomersuccess创记录的收入和销售增长在美国名列前茅的杰出的销售人员销售队伍致力于顾客的成功LearCorporation立尔公司CaseStudy案例研究3Salesforceisorganizedin

3、toseparatedivisionsdedicatedtospecificcustomersDivisionplatformteamsworkwithcustomersandarelinkedtocustomeroperationsatalllevelsCaseStudy案例研究LearCorporation立尔公司公司成立专门的独立部门为特定顾客服务选取与顾客在各水平上发生联系的团队4Definition定义SalespersonAnindividualactingforacompanybyperformingoneormoreofthefollowingactiv

4、ities:prospecting,communicating,servicing,andinformationgathering.销售人员为公司进行一种或多种工作的人，如寻找顾客、沟通、服务和搜集信息。5SalespeopleHaveManyNames销售人员有很多称呼AgentsSalesconsultantsSalesRepresentativesAccountExecutivesSalesEngineersDistrictManagersMarketingRepresentativesAccountDevelopmentRepresentatives代理销售顾

5、问销售代表客户经理销售工程师直接管理者营销代表客户发展代表6Two-waypersonalcommunicationMoreeffectivethanadvertisingincomplexsellingsituationsThesalesforceplaysamajorroleinmostcompaniesThesalesforceworkstoproductcustomersatisfactionandcompanyprofit.TheRoleoftheSalesForce销售人员的角色双向个人沟通在更复杂的销售情况下，可能比广告更有效。在大部分公司里，销售人员充当

6、重要的角色。销售人员创造顾客满意和公司利润。7Definition定义SalesForceManagementTheanalysis,planning,implementation,andcontrolofsalesforceactivities.Itincludessettinganddesigningsalesforcestrategy;andrecruiting,selecting,training,supervising,compensating,andevaluatingthefirm’ssalespeople.销售人员管理分析、计划、执行和控制销售人员的活动

7、，包括筹划销售人员策略及结构，以及招聘、选拔、培训、奖励、监督和评估。8SalesForceStructure销售队伍结构SalesForceStrategyandStructure设计销售人员的策略和结构区域销售队伍结构产品销售队伍结构顾客销售队伍结构复合销售队伍结构TerritorialsalesforcestructureProductsalesforcestructureCustomersalesforcestructureComplexsalesforcestructure9SalesForceSizeManycompanies