現(xiàn)代銷售學(xué)創(chuàng)造顧客價(jià)值(第11版)Manning11e02

CHAPTER2PersonalSellingOpportunitiesintheAgeofInformationLearningObjectivesExplainhowpersonalsellingskillshavebecomeoneofthemasterskillsneededforsuccessintheInformationAgeExplainhowpersonalsellingskillscontributetotheworkperformedbyknowledgeworkersDiscusstherewardingaspectsofacareerinsellingtodayCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-2LearningObjectivesDiscussthedifferentemploymentsettingsinsellingtoday.IdentifythefourmajorsourcesofsalestrainingCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-3PersonalSellingin

theAgeofInformationOnecanaddvaluetoinformationby:CollectingitOrganizingitClarifyingitPresentingitinaconvincingmannerSellingskillsaretransferableskillsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-4KnowledgeWorkersBenefit

fromPersonalSellingSkillsManagerialpersonnelProfessionals(accountants,consultants,lawyers,etc.)EntrepreneursCustomerservicerepresentativesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-5YourFutureinPersonalSellingThe500largestsalesforcesinAmericaemploy17.5millionsalespeopleThesecompanieswillseektorecruit500,000collegegraduatesThenumberofsalespositionsisincreasinginindustrializedcountriesHundredsofsellingcareeroptionstomatchindividualinterests,talents,andambitionsMostoccupationsinvolvesomeformofsellingCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-6SalesTitlesVaryAccountExecutiveAccountRepresentativeSalesAccountManagerRelationshipManagerDistrictRepresentativeSalesConsultantClientDevelopmentManagerSalesAssociate MarketingRepresentativeTerritoryManagerCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-7HowSalespeopleSpendan

Average46-HourWorkWeekFIGURE2.1Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-8RewardsofSellingCareersAbove-averageincomeAbove-average“psychic〞incomeOpportunityforadvancementOpportunitiesforwomenandminorities Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-9Opportunitiesfor

WomeninSalesGrowingopportunitiesforwomenMorewomenareturningtosales

asacareerExpandedcareeropportunitiesExcellenteconomicrewardsandinmanycasesflexibleworkschedulesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-10EmploymentSettings

inSellingTodayInsidesalespeoplePerformsalesactivitiesattheemployer’slocationMayalsobecalledCustomerServiceRepresentativesOutsidesalespeopleMeetprospectsandcustomersintheirplaceofbusinessorresidenceCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-11SellingThroughChannelsServicesChannelServicessalesincludebusiness-to-businessandbusiness-to-consumersalesApproximately80percentoftheU.S.laborforceisemployedinsomecapacityintheservicesectorCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-12SellingaServiceHotel,motel,andconventioncenterservicesTelecommunicationsservicesFinancialservicesMediasalesRealestateInsuranceBusinessservicesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-13SellingaServiceSeethe

WebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-14SellingThroughChannelsBusiness-to-BusinessChannelsOutsidesalespeopleinteractwithpotentialcustomersonaface-to-facebasisInsidesalespeoplecommunicatewithcustomers,identifynewprospects,andcarryoutothersalesactivitiesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-15ManufacturerSellingFieldsalespersonGainsnewcustomersIncreasessalesforexistingcustomersDetailsalespersonAssistsclientswithmarketing,collectsdataNotcompensatedonamountsoldSalesengineerKnowstechnicaldetailsMustidentify,analyze,andsolvecustomerproblemsInsidesalespersonTakesordersSupportsfieldstaffCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-16BusinessGoodsSellingSeethe

WebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-17SellingThroughChannelsConsumergoodschannelsIncludessalescareersinbothretailsellinganddirectsellingWell-trainedsalespeoplecanaddvaluetothetraditionalshoppingexperienceCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-18ConsumerGoodsSellingSeethe

WebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-19FourSourcesofSalesTrainingCorporate-sponsoredtrainingTrainingprovidedbycommercialvendorsCertificationprogramsCollegeanduniversitycoursesCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-20LearningHowtoSell“Theprinciplesofsellingcanbelearnedandappliedbypeoplewhosepersonalcharacteristicsarequitedifferent.〞Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-21Corporate-sponsoredTrainingManyfirmshaveestablishedprogramsMillionsarespentintrainingeachyearSalespeopleamongthemostintensivelytrainedemployeesTrainingforconsultativesellingmaybeafewmonthstoayearSomeWeb-basedtrainingusedCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-22SalesTrainingOfferedby

CommercialVendorsSalesPerformanceInternational

IntegritySystems,Inc.

Huthwaite,Inc.

MillerHeiman,Inc.

AchieveGlobal

WilsonLearningWorldwide

DaleCarnegieInstitute,Inc.

Copyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-23CommercialVendor:

Huthwaite’sSPINSellingSeetheWebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-24CommercialVendor:

WilsonLearningWorldwideSeetheWebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-25CertificatePrograms:

TheCertifiedMedicalRepresentativeSeetheWebsiteCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-26UniversitySalesProgramsCopyright?2021PearsonEducation,Inc.PublishingasPrenticeHall2-27

KeyConcept

DiscussionQuestions

Explainhow:PersonalsellingskillshavebecomemasterskillsintheInformationAgePersonalsellingskillscontributetoworkperformedbyknowledgeworkersDiscusstherewardingaspectsofacareerinsellingtodayCopyright?2021PearsonE