Читать книгу Sales Management: Products and Services - Dr Jae K Shim - Страница 5
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Chapter 1: Sales Management and Selling: Its Development and Role in American Society
The applications of personal selling
Scope and significance of personal selling and sales management
Nature of Personal Selling and Sales Management
Creating Customer Value through Salespeople: Relationship and Partnership Selling
Is salesmanship an art or a science?
Must you be a born salesperson or can salesmanship be taught and learned?
Chapter 2: The Salesperson’s Responsibilities and Qualifications
Her responsibility to the company
Ability to communicate and persuade
Developing necessary qualifications
Chapter 3: Selling as a Career
SMEI’s Certified Professional Salesperson (SCPS)
Chapter 4: Motivation and Consumer Behavior
No two customers are identical
Primary, selective, and patronage motives
Positive versus negative motives
Emotional versus rational motives
Difficulties in analyzing motives
Chapter 5: Information on the Company, the Product, Competition and Advertising
Chapter 6: Credit, Pricing and Discounts
Pricing
Price definitions
List price
Net price
Zone price
Basing-point price
Postage-stamp delivered price
Fair-trade price
Guaranteed price
F.o.b. price
F.a.s. price
C.i.f. price
Major laws regulating prices and trade practices
Sherman Antitrust Act of 1890
Pure Food and Drug Act of 1906
Federal Trade Commission Act of 1914
Clayton Act of 1914
Tariff Act of 1930
State fair-trade or resale price maintenance laws
Robinson-Patman Act of 1936
Miller-Tydings Act of 1937
Wheeler-Lea Act of 1938
The Wool Products Labeling Act of 1939
Antimerger Act of 1950
The Fur Products Labeling Act of 1951
The McGuire Amendment of 1952
The Automobile Information Disclosure Act of 1958
Unfair trade practice laws
The Hazardous Substance Labeling Act of 1960
Fair Packaging and Labeling (Truth-in-Packaging) Act of 1966
Consumer Credit Protection (Truth-in-Lending) Act of 1968
Magnuson-Moss Warranty Act of 1975
Consumer Goods Pricing Act of 1975
Telephone Consumer Protection Act of 1991
Children’s Online Privacy Act of 1998
Discounts
Cash discount
Trade or functional discount
Quantity discounts
Advertising discounts
Early-order discounts
Group discounts
C.l and l.cl
“Mixed car-lot” discounts
Chapter 7: The Selling Process and Prospecting
Prospecting
Considerations for selection prospects
Prospecting methods
The “cold-canvas” or “cold turkey”method
Lists
Company leads
Company advertising
Friends and acquaintances
The customer reference method
Group prospecting
Surveys by junior salespeople
Sales spotters
Public exhibitions and displays
Personal observation
Additional considerations for effective prospecting
Guidelines for using the telephone
Direct-mail selling
Chapter 8: Types of Sales Presentations and Considerations for Effective Delivery
Types of sales presentations
Considerations for effective delivery
Preparation
Organization
Proper setting and showing
Show and demonstrate
Outline key points
Use charts, graphs, and illustrations
Appeal to a maximum number of senses
Use the benefit-proof technique
Make comparisons
Similes
Metaphors
Listen and observe
Use language and terms that the prospect understands
Emphasize key words
Use specific explanations rather than general ones
Be enthusiastic and confident
Vary the presentation
Avoid distracting mannerisms and poor appearance
Eye contact
Control
Repeat and review
Chapter 9: Opening the Sales Interview
Objectives of the opening
The salesperson’s attitude and approach
Things to avoid
Making appointments
First-call obstacles
Chapter 10: Handling Objections
Common causes for objections
Common types of objections
Considerations for handling objections
Methods for answering objections
Agree and qualify
Make the objection serve as a selling point
Ask questions for further explanation
Agree that the objection is valid
Delay the answer
Politely deny that the objection is valid
Pass up or ignore the objection
Coming difficulties in closing
Considerations for effective closing
Timing
Frequency of trial closes
Trial or preliminary closes
Control of the sale
Reserve selling points
Fit the item and quantity to the prospect’s needs
Methods for closing
The alternative-choice close
Securing a series of acceptances
Summarize and review
Get the prospect to make minor decisions first
The conditional method
Pointing out greater risks of waiting
Limited supply
Special offer or concession
Alteration of product
Trial offer
Bringing in help for the close
Changing the course of the interview
The direct appeal
Special techniques for closing
Prevention of objection
Narrowing the choice
Emphasizing key features
Handling a third party
Getting the signature or approval
What to do if the prospect doesn’t buy
Chapter 12: Customer Relations
How to develop good relations with customers
Serve rather than sell
Postsale instructions and helpful suggestions
Reassure the customer
Look for unrelated ways to help the customer
Express appreciation
Remember and recognize customers
Develop a professional reputation
Handle complaints properly
Entertaining
Holding accounts
The salesperson’s responsibility to the consumer
The salesperson’s responsibility to her company
The salesperson’s responsibility to her competitors
The salesperson’s responsibility to her fellow salespeople
The salesperson’s responsibility to the government and society
The salesperson owes something to herself and her family
SMEI’s International Code of Ethics for Sales and Marketing
Chapter 14: Personal Planning and Control
Establishing work goals
Controlling selling time and energy
Daily plans
Controlling expenses
Record keeping
Use of off-the-the job time
Subjective evaluation
Maintain good health
Basic processes and purposes
Approaching the retail customer
Methods for increasing retail sales
Know your merchandise
The store
Substitution selling
Express appreciation and give the customer something
Handling different types of customers
Just-looking type
Hurried type
Uncertain type
Confused type
Know-it-all type
Talkative type
Quiet type
Easily distracted type
Think-it-over type
Argumentative type
Handling more than one customer
Handling complaints
Handling returns
Chapter 16: Industrial Selling
Classification of industrial products
Characteristics of industrial selling
The industrial salesperson’s requirements and qualifications
Industrial buying practices
Industrial sales presentations
Differences between sales management and other types of human resource management (HRM)
Major responsibilities of the sales manager
Should the sales manager also sell?
Sales forecasting
Management consensus
Sales force summary
User estimates
Using past and current sales as basis for prediction
Taking account of changing economic and social conditions 164
Sales quotas
Salespeople’s compensation plan
Salespeople’s expenses
Characteristics of a successful sales manager
Chapter 18: Selection and Training of Salespeople
Current methods used for selecting salespeople
The personal interview
The personal interview (continued)
Psychological tests
Purposes of training
General content of training programs
Personnel used in training programs
Methods for training
Mistakes to avoid
Chapter 19: The Sales Force of the Future and Social Media Marketing
New techniques for sales success
The drivers that make sales teams tick
Sales force issues
Productivity drivers
The alpha change process
Step 1. Identify the drivers
Step 2. Identify best practices
Step 3. Implementation
The beta change process
Step 1. Assess and prioritize
Step 2. Action plan
Step 3. Implement and track
Current practice
Social Media Marketing
The Benefits
A Large Audience
Branding
Relationship Building
The Business Process
The Negatives
Choosing the Right Strategy
Measuring Success
Analytics are a great source of information
