销售管理指南(doc50)(英文)-销售管理(编辑修改稿)

销售管理指南(doc50)(英文)-销售管理(编辑修改稿)内容摘要：

r do you prefer? Cash or financing? If all goes well in the trial close, the sales rep goes right on into an assumptive close and wraps up the sale. A sales rep using an assumptive close assumes that the sale has been made. The sales rep starts filling out the order form. However, if all does not go well, the next phase of selling (., meeting objections) must be undertaken. Points to keep in mind concerning sales presentations: 1. Don39。 t run down petitors. 2. Don39。 t be too aggressive or abrasive. 3. Have full knowledge of petitor39。 s products. 4. Have full knowledge of customer39。 s business. 5. Keep the presentation simple. 6. Seek credibility 中国最大的管理资料下载中心 (收集 \整理 . 大量免费资源共享 ) 第 9 页 共 48 页 7. MEETING OBJECTIONS Meeting Objections objections should be weled and indicate that the prospect has some interest in the proposition. Stated versus hidden objections: Stated objections may be phoney. Objection to price and product: To price: price too high or prospect can not afford the price. Procrastinating objections: Examples include: 1. Let me think about it for a while. 2. I have to talk it over with my family. 3. I have to wait until next pay check. 4. I have to look around some more. 8. CLOSE Close asking for the order. There are 5 types of closing methods. assumptive close merely assume prospects are going to buy and begin taking orders by asking questions. physicalaction close hand the prospect a pen as an indication it39。 s time to sign. standingroomonly close sales rep tells prospect the product is hard to get in the hopes that the prospect will sign the order. trap close using the prospects objections to close the sale. special offer close giving the customer a special offer to induce them to buy. 9. FOLLOWUP CAREER STAGES Recent research has identified 4 distinct career stages that sales people go through during the course of their careers. people in the earliest stages of their careers (typically their 2039。 s). They are often unsure about whether selling is the most appropriate occupation for them to pursue and whether they can be successful sales people. 中国最大的管理资料下载中心 (收集 \整理 . 大量免费资源共享 ) 第 10 页 共 48 页 people in this stage (late 239。 s early 3039。 s) have settled on an occupation and desire to build it into a successful career. Primary concern improving skills and performance and value pensation and promotion. this stage normally begins around the sales persons late 3039。 s or early 4039。 s. Primary concern retaining present position, status, and performance level within the sales force, which are likely to be quite high. [By this stage both the opportunity and desire for promotion diminishes.] people begin preparing themselves for retirement and the possible loss of selfidentity that can acpany separation from the job (late 5039。 s early 6039。 s). During this stage, sales people psychologically withdraw from their job, after seeking to maintain just an acceptable level of performance with a minimum amount of effort so that they can develop their interests outside of work. 中国最大的管理资料下载中心 (收集 \整理 . 大量免费资源共享 ) 第 11 页 共 48 页 CHAPTER 5 CORPORATE, BUSINESS, AND MARKETING STRATEGIES Among Environmental Factors, Marketing Plans, and the Sales Program be successful, a firm39。 s plans must be adapted to the influences of the external and internal corporate environments. As these environments change, appropriate adjustments should be made in the firm39。 s marketing strategy. firms sales program is only one part of an integrated marketing strategy. As changes are made in other parts of the marketing strategy, the sales program must be adjusted if it is to remain effective. of how well conceived a sales program is, or how well it is integrated into a firms overall marketing strategy, its implementation depends on the willingness and ability of individual members of the sales force to carry out its policies and procedures. Factors in the external and corporate environments can directly influence a sales person39。 s actions in the field and his or her ability to achieve the desired level of performance. II. Marketing Planning A. Importance of Planning Planning is deciding what to do in the present to achieve what is desired in the future. It requires decisions concerning the firm39。 s goals and objectives for the future and the actions that should be taken to acplish them. A strategy is a statement of the fundamental pattern of present and planned objectives, resource deployments, and interactions with markets, petitors, and other environmental factors that indicate how an anization or subunit or department within an anization intends to survive and prosper over time. B. The Planning Process Types of Plans A sales program constitutes only one part of a marketing plan, and the marketing plan is only one element of the total strategic plan in most firms. Strategic planning in most large firms typically occurs in several stages which guide activities at different levels within the anization. This hierarchy of plans monly includes the following: 1. The Corporate Strategic Plan 2. Strategic Business Unit Plans 3. Marketing Plans 4. Programs for Individual Marketing Functions 中国最大的管理资料下载。