客户服务及个性化销售

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1、Chapter16PersonalSellingandCustomerService天马行空官方博客：http://t.qq.com/tmxk_docin；QQ:1318241189；QQ群：175569632PersonalSellingOftenthesinglelargestoperatingexpense1outof10inthelabourforceisinsalesworkIncreasingprofessionalismGoodsellingmeanshelpingthecustomertobuyRepresentboth

2、organisationandcustomerMarketinformationPlanningstrategyandallocatingeffortBasicsalestasksSupportingOrderTakingOrderGettingSalesjobmayinvolveablendofsalestasksSupportingSalespeopleMISSIONARYSALESPEOPLESupportingsalespeoplewhoworkforproducers,callingontheirintermediariesa

3、ndtheintermediaries'customersTECHNICALSPECIALISTSSupportingsalespeoplewhoprovidetechnicalassistancetoorder-orientedsalespeopleTelemarketingUsingthetelephoneto"call"oncustomersorprospectsRapidlygrowinginpopularityReducestraveltimeandexpenseEspeciallyusefulforsmallaccounts

4、oflessexpensiveproductsOftenusedtoidentifygoodprospectsTypicallyusesapreparedsalespresentationSalesTerritoryageographicareathatistheresponsibilityofoneormoresalespeople.BasesforsettingsalesterritoriesGeographicareasCustomertypesAccountsizeProductstobesoldAnycombinationof

5、theaboveSalespeopleSelectionandTrainingAwrittenjobdescriptionlaysthegroundwork—byspecifyingwhattasksthesalespersonneedstobeabletodoCommonlyusedselectiontoolsarebestwhenusedincombination:multipleinterviewswithseveraldifferentpeoplepersonnelandpsychologicaltestsbackgroundc

6、hecksInitialandon-goingtrainingcanhelpbothexperiencedandinexperiencedsalespeoplecompanypoliciesandpracticesproductinformationsellingtechniques(andcustomerknowledge)SalesCompensationdependsondesirefor:ControlIncentiveFlexibilitySimplicitySellingCompensationAlternativesStr

7、aightcommissionCombinationplanStraightsalarySalesvolumeTotalsellingexpenseKeyStepsinPersonalSellingProcessProspectingFollow-upAftertheSalesCallSelectTargetCustomerPlanSalesPresentation-preparedpresentation-needsatisfactionapproach-sellingformulaapproachMakeSalesPresenta

8、tion-createinterest-meetobjections-arousedesireCloseSale(getaction)Follow-upAftertheSaleSetEffortPriori