客戶服務及個性化銷售

1、Chapter 16Personal Selling andCustomer ServicePersonal SellingOften the single largest operating expense1 out of 10 in the labour force is in sales workIncreasing professionalismGood selling means helping the customer to buyRepresent both organisation and customerMarket informationPlanning strategy

2、and allocating effortBasic sales tasksSupportingOrderTakingOrderGettingSales job may involvea blend of sales tasksSupporting SalespeopleMISSIONARY SALESPEOPLESupporting salespeople who work for producers, calling on their intermediaries and the intermediaries customersTECHNICAL SPECIALISTSSupporting

3、 salespeople who provide technical assistance to order-oriented salespeopleTelemarketingUsing the telephone to call on customers or prospectsRapidly growing in popularityReduces travel time and expenseEspecially useful for small accounts of less expensive productsOften used to identify good prospect

4、sTypically uses a prepared sales presentationSales Territorya geographic area that is the responsibility of one or more salespeople.Bases for setting sales territoriesGeographic areasCustomer typesAccount sizeProducts to be soldAny combination of the aboveSalespeople Selection and TrainingA written

5、job description lays the ground workby specifying what tasks the salesperson needs to be able to doCommonly used selection tools are best when used in combination:multiple interviews with several different peoplepersonnel and psychological testsbackground checksInitial and on-going training can help

6、 both experienced and inexperienced salespeoplecompany policies and practicesproduct informationselling techniques (and customer knowledge)Sales Compensation depends on desire for:ControlIncentiveFlexibilitySimplicitySelling Compensation AlternativesStraight commissionCombination planStraight salary

7、Sales volumeTotalsellingexpenseKey Steps inPersonal Selling ProcessProspectingFollow-up After the Sales CallSelect Target CustomerPlan Sales Presentation - prepared presentation- need satisfaction approach - selling formula approachMake Sales Presentation- create interest- meet objections- arouse de

8、sireClose Sale(get action)Follow-up After the SaleSet Effort PrioritiesSales PresentationsThe salespersons effort to make a sale should be carefully plannedThree basic approachesprepared (canned) sales presentationconsultative selling approachselling formula approachNeed-satisfactionapproach to sale

9、spresentationsPreparedapproachto salespresentationsSelling-formulaapproach to salespresentationsriTimePaticipatonSalespersonCustomerTimeParticipationSalespersonCustomerTimeParticipationSalespersonCustomerThe GAPs Model of Service QualityProduct and serviceProducts and servicedeliveryProduct and serv

10、iceCustomer-driven productand service designsand standardsCompany perceptions ofcustomer expectationsExternal communicationsto customersCUSTOMERCOMPANYGap 1Gap 2Gap 3Gap 5Gap 4Actions taken by Consumers in response to Product DissatisfactionDissatisfactionoccursTake actionTake no actionTake some for

11、mof private actionTake some formof direct actionTake some formof public actionStop buyingthat product/brand/storeWarn friendsabout product/brand/storeComplain tomanufacturer/retailerSeek redressfrom businessTake legalaction toobtain redressComplain toprivate orgovernmentalagenciesRelationship MarketingPlaces particular emphasis on long-term customer satisfactionInvolves focused selection of specific customers and prospectsComprises str