Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Similar a P 2
Similar a P 2 (20)
Más de Evelyn Maricela Galicia Mazariegos
Más de Evelyn Maricela Galicia Mazariegos (20)
P 2
- 1. MERCADEO Capitulo 18: Sales Promoción y Ventas Personales Escrito por: Amit Shah, Frostburg State University Diseñado por: Eric Brengle, B-books, Ltd. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 1
- 2. Resultado del Aprendizaje RA1 Definir y establecer los objetivos de promoción de ventas RA Discutir las formas más comunes de promociones de ventas para los consumidores RA3 Enumerar las formas más comunes de comercio de promoción de ventas RA4 Describir la venta personal 2 Copyright 2010 by Cengage Learning Inc. All Rights Reserved 2
- 3. Resultado del Aprendizaje RA5 Discuta las diferencias fundamentales que existen entre venta y venta tradicional RA6 Enumerar los pasos en el proceso de venta RA7 Describir las funciones de gestión de ventas Copyright 2010 by Cengage Learning Inc. All Rights Reserved 3
- 4. Promoción de Venta RA1 Definir y establecer los objetivos de promoción de ventas. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 4
- 5. Promoción de Venta Las actividades de comercialización, distintos de la publicidad, la venta personal y relaciones públicas, que estimulen la compra de los consumidores y la eficacia distribuidor Copyright 2010 by Cengage Learning Inc. All Rights Reserved 5
- 6. Promociones de Venta Publicidad Razones para comprar Promociones de Venta Incentivo para comprar 6 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 7. Promociones de Venta Promociones Promociones De venta De venta Para los Para los consumidores consumidores Meta Promoción Promoción Comercial Comercial De venta De venta Consumidor de mercado Iinduzca a la compra inmediata Influir en el comportamiento Canal de mercadeo 7 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 8. Objetivos de las Promociones de Venta Tipo de comprador Resultados deseados Los clientes leales Ejemplos de promociones De ventas • Reforzar el comportamiento • Mercadeo Leal • Aumentar el consumo • Cambios de temporada • Bonos Clientes del competidor • Romper la lealtad • Persuadir a cambiar • Muestreo • Sorteos, concursos, premios Selectores de Marca • Persuadir a comprar su marca con más frecuencia • Precio de disminución de promoción • Los acuerdos comerciales Precios a los compradores • Apelar a precios bajos • Suministro de valor añadido • Cupones, paquetes de precios , reembolsos • Los acuerdos comerciales Copyright 2010 by Cengage Learning Inc. All Rights Reserved 8
- 9. RA1 Resultado del Aprendizaje Los objetivos de las promociones de ventas Copyright 2010 by Cengage Learning Inc. All Rights Reserved 9
- 10. Herramientas para la Promoción de Ventas al Consumidor RA2 Discutir las formas más comunes de los consumidores con respecto a la promoción de ventas. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 10
- 11. Herramientas para la Promoción de Ventas al Consumidor Cupones y Descuentos Cupones y Descuentos Premios Premios Programas de fidelidad de mercadeo Programas de fidelidad de mercadeo Concursos y sorteos Concursos y sorteos Muestreo Muestreo Promociones en el lugar de compra Promociones en el lugar de compra Copyright 2010 by Cengage Learning Inc. All Rights Reserved 11
- 12. Cupones, descuentos y premios Cupones Cupones Un certificado que otorga a los Un certificado que otorga a los consumidores a una reducción inmediata consumidores a una reducción inmediata de los precios. de los precios. Descuentos Descuentos Un reembolso en efectivo dado para la Un reembolso en efectivo dado para la compra de un producto durante un compra de un producto durante un período específico período específico Premios Premios Un elemento adicional que ofrece al Un elemento adicional que ofrece al consumidor, por lo general a cambio de consumidor, por lo general a cambio de una prueba de compra una prueba de compra Copyright 2010 by Cengage Learning Inc. All Rights Reserved 12
- 13. Fidelidad de Mercadeo Programa de fidelidad de mercadeo: Un programa promocional diseñado para construir a largo plazo, relaciones mutuamente beneficiosas entre una empresa y clientes clave. Programa de Comprador Frecuente: Un programa de lealtad en la que los clientes leales son recompensados por hacer compras múltiples. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 13
- 14. Concursos y Sorteos Concursos - Las promociones que requieren habilidad o capacidad para competir por los premios. Sorteos - Las promociones que dependen del azar o la suerte, con participación libre. http://www.online-sweepstakes.com/ Online Copyright 2010 by Cengage Learning Inc. All Rights Reserved 14
- 15. Muestreo Un programa promocional que le permite al consumidor la oportunidad de probar un producto o servicio de forma gratuita. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 15
- 16. Métodos de Muestreo Correo electrónico Correo electrónico De puerta en puerta De puerta en puerta Envases con otros productos Envases con otros productos Demostraciones en tiendas al por menor Demostraciones en tiendas al por menor 16 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 17. Promociones en puntos de venta • Generar tráfico • Anuncie el producto • Inducir la compra por impulso Copyright 2010 by Cengage Learning Inc. All Rights Reserved 17
- 18. Promociones de venta por internet Tipos efectivos de promociones de venta por internet Tipos efectivos de promociones de venta por internet • mercancía gratis • Sorteo • Envío gratis con compras • Cupones 18 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 19. RA2 Resultado del Aprendizaje Promociones de Venta al consumidor Cupones y descuentos Premios Los programas de fidelidad de mercadeo Concursos y Sorteos Muestreo Ventas por Internet Copyright 2010 by Cengage Learning Inc. All Rights Reserved 19
- 20. Herramientas para la promoción del comercio de ventas LO3 Enumerar las formas más comunes de promoción comercial de ventas. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 20
- 21. Venta de promoción comercial Subsidios Subsidios Empuje de dinero Empuje de dinero Formación Formación Mercancía gratis Mercancía gratis Demostraciones en las tiendas Demostraciones en las tiendas Shows y convenciones Shows y convenciones 21 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 22. Subsidio Una reducción del precio ofrecido por los fabricantes a los intermediarios, como los mayoristas y minoristas. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 22
- 23. Empuje del dinero El dinero ofrecido para canalizar a los intermediarios, animarles a "empujar" los productos, es decir, para alentar a otros miembros del canal para vender los productos. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 23
- 24. Los beneficios de las promociones comerciales Ayudar a los fabricantes obtener nueva distribución Obtener soporte de ventas de mayorista y minorista en promociones para el consumidor Construir o reducir inventarios de los distribuidores Mejorar las relaciones comerciales Copyright 2010 by Cengage Learning Inc. All Rights Reserved 24
- 25. RA3 Resultado del Aprendizaje Formas de promociones comerciales de ventas Copyright 2010 by Cengage Learning Inc. All Rights Reserved 25
- 26. Ventas personales RA4 Describa las ventas personales. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 26
- 27. Ventas personales Las ventas personales Son mas importantes si… La publicidad y las promociones De ventas son mas importantes si… El producto tiene un alto valor El producto tiene un valor bajo. El producto esta hecho a medida El producto es estándar Hay pocos clientes Hay mas compradores El producto es técnicamente complejo El comprador esta concentrado El producto es fácil de entender Los clientes son dispersos geograficamente 27 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 28. RA4 Resultado del Aprendizaje Ventas Personales Explicación detallada o de demostración Ventas de mensaje variable Ventajas de Las ventas personales Dirigido a clientes potenciales Controlables costes de venta ajustables A partir de la obtención de la venta y la obtención de la satisfacción del cliente Copyright 2010 by Cengage Learning Inc. All Rights Reserved 28
- 29. Relación de Venta RA5 Discuta las diferencias fundamentales que existen entre venta y venta tradicional relación. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 29
- 30. Relación de venta Relación (Consultivo) Ventas – Una práctica comercial que implica la construcción, el mantenimiento y la mejora de las interacciones con los clientes para desarrollar satisfacción a largo plazo mediante la asociación de beneficio mutuo. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 30
- 31. Venta tradicional y venta de relación Venta personal tradicional Relación de Venta Venta de productos Asesoramiento de ventas, asistencia Enfocarse en cerrar la venta Centrarse en los resultados del cliente Plan limitado de venta La planeación de la venta es la prioridad Discutir el producto Construir la solución del problema Definir las necesidades de "productos específicos“ Llevar a cabo el descubrimiento en el volumen de operaciones de los clientes Enfoque Equipo de enfoque Impacto en el beneficio y el enfoque estratégico del beneficio Seguimiento de ventas a largo plazo Precios/objetivo del producto Ventas a corto plazo Copyright 2010 by Cengage Learning Inc. All Rights Reserved 31
- 32. Resultado del Aprendizaje RA5 Relación de Venta frente a la venta tradicional Las ventas Aumentan el resultado de la creación de valor Venta Inicial Ventas Repetitivas Ventas sucesivas Ventas tradicionales Relación de venta Copyright 2010 by Cengage Learning Inc. All Rights Reserved 32
- 33. Pasos en el proceso de la venta RA6 Lista de pasos en el proceso de La venta Copyright 2010 by Cengage Learning Inc. All Rights Reserved 33
- 34. Pasos en el proceso de ventas Generar clientes potenciales Generar clientes potenciales Califique a los contactos Califique a los contactos Pruebe las necesidades del Pruebe las necesidades del consumidor consumidor Desarrollar/proponer soluciones Desarrollar/proponer soluciones Manejar objeciones Manejar objeciones Cerrar la venta Cerrar la venta Seguimiento Seguimiento Copyright 2010 by Cengage Learning Inc. All Rights Reserved 34
- 35. Pasos claves en el proceso de venta Traditional Selling Relationship Selling Generar clientes potenciales Alto Bajo Calificar a los contactos Bajo Alto Probar las necesidades Bajo Alto Desarrollar soluciones Bajo Alto Manejar objeciones Alto Bajo Cerrar la venta Alto Bajo Darle seguimiento Bajo Alto Pasos claves de venta Copyright 2010 by Cengage Learning Inc. All Rights Reserved 35
- 36. Generar clientes potenciales Publicidad Publicidad Publicidad Publicidad Correos Correos electrónicos/ electrónicos/ telemarketing telemarketing Llamadas en Llamadas en frio frio sitios en sitios en internet internet referidos referidos redes redes Shows y Shows y convenciones convenciones Registros de Registros de La compañia La compañia http://www.linkedin.com http://www.ryze.com Online Copyright 2010 by Cengage Learning Inc. All Rights Reserved 36
- 37. Referencias y redes Referencias – Una recomendación para un cliente asociado o de negocios. Redes – Un proceso de averiguar acerca de los clientes potenciales de sus amigos, contactos de negocios, compañeros de trabajo, conocidos, compañeros y miembros de las organizaciones. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 37
- 38. Clientes Potenciales que califican Necesidad Reconocida Necesidad Reconocida El poder de compra El poder de compra Receptividad y Receptividad y Accesibilidad Accesibilidad Copyright 2010 by Cengage Learning Inc. All Rights Reserved 38
- 39. The Preapproach Process Product or service Product or service Salesperson Salesperson must know must know everything everything about... about... Customers Customers Competition Competition Industry Industry http://www.hoovers.com http://www.dnb.com Online 39 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 40. Needs Assessment A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 40
- 41. Developing and Proposing Solutions Sales Proposal Sales Proposal Sales Presentation Sales Presentation Copyright 2010 by Cengage Learning Inc. All Rights Reserved 41
- 42. Powerful Presentations Be well prepared Use eye contact Ask open-ended questions Be poised Use hand gestures and voice inflection Focus on the customer needs Incorporate visual elements Know how to operate the A/V equipment Make sure the equipment works PRACTICE, PRACTICE, PRACTICE! Copyright 2010 by Cengage Learning Inc. All Rights Reserved 42
- 43. Handling Objections View objections as requests for information Anticipate specific objections Investigate the objection with the customer Be aware of competitors’ products Stay calm Use the objection to close the sale Copyright 2010 by Cengage Learning Inc. All Rights Reserved 43
- 44. Closing the Sale Look for Look for customer signals customer signals Keep an open mind Keep an open mind Negotiate Negotiate Tailor to each market Tailor to each market Copyright 2010 by Cengage Learning Inc. All Rights Reserved 44
- 45. RA6 Resultado del aprendizaje Pasos en el proceso de la venta Copyright 2010 by Cengage Learning Inc. All Rights Reserved 45
- 46. Gestión de ventas RA7 Describa las funciones de La gestión de ventas. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 46
- 47. Responsabilidades de la gestión de venta Definir las metas de ventas y el proceso Definir las metas de ventas y el proceso de ventas de ventas Determinar la estructura de la fuerza Determinar la estructura de la fuerza de ventas de ventas Reclutar y capacitar la fuerza de ventas Reclutar y capacitar la fuerza de ventas Compensar y motivar a la fuerza de ventas Compensar y motivar a la fuerza de ventas Evaluar la fuerza de ventas Evaluar la fuerza de ventas Copyright 2010 by Cengage Learning Inc. All Rights Reserved 47
- 48. Definición de los objetivos de ventas Limpio Limpio Preciso Preciso Mesurado Mesurado Volumen de ventas Cuota del mercado Nivel de beneficio Tiempo especifico Tiempo especifico 48 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 49. Cuota Una declaración de los objetivos del vendedor individual de ventas, por lo general basado en el volumen de ventas solo, pero a veces incluyendo cuentas claves, cuentas nuevas ventas de la repetición, y productos específicos. Copyright 2010 by Cengage Learning Inc. All Rights Reserved 49
- 50. Estructura de la fuerza de venta Región geográfica Región geográfica Línea de producto Línea de producto Función de mercadeo Función de mercadeo Mercado o Industria Mercado o Industria Cliente individual Cliente individual 50 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 51. Rasgos de los mejores vendedores ¿Puede recuperarse de rechazo Sentido de urgencia y la competitividad persuasivo afirmativo sociable Dispuesto a asumir riesgos Comprender Creativo Tener los conceptos complejos en el desarrollo de soluciones empatía Copyright 2010 by Cengage Learning Inc. All Rights Reserved 51
- 52. Formación de la fuerza de ventas La formación incluye La formación incluye Técnicas de venta Técnicas de venta La formación La formación incluye incluye Conocimiento del Producto Conocimiento del Producto La industria y las características La industria y las características Del cliente Del cliente Funciones de venta Funciones de venta 52 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 53. Compensación de la fuerza de venta Comisiones Comisiones Planes de Planes de combinación combinación Salario Salario Copyright 2010 by Cengage Learning Inc. All Rights Reserved 53
- 54. Motivar a las fuerzas de venta Las recompensas y los incentivos son: Ceremonias Placas Vacaciones Mercancía Vacaciones pagadas Bonos Opciones de compra Asistencia Descuentos en los productos Copyright 2010 by Cengage Learning Inc. All Rights Reserved 54
- 55. La evaluación de la fuerza de venta Volumen de ventas Volumen de ventas Beneficio de contribución Beneficio de contribución Llamadas de ordenes Llamadas de ordenes Ventas o ganancias por llamadas Ventas o ganancias por llamadas Logro de las metas porcentuales Logro de las metas porcentuales 55 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
- 56. RA7 Resultado del Aprendizaje Funciones de la gestión de venta Copyright 2010 by Cengage Learning Inc. All Rights Reserved 56
Notas del editor
- Notes: In addition to advertising, public relations, and personal selling, sales promotion is utilized to increase the effectiveness of other promotional efforts. Sales promotion provides an incentive for consumers to purchase a good or service immediately, either by lowering the price or by adding value.
- Notes: While advertising offers a reason to buy, sales promotion offers an incentive to buy. Both are important, but sales promotion is usually cheaper and easier to measure. For example, a national TV ad often costs a total of over $5 million, and it is difficult to determine how many people purchase a product as a result of seeing the ad. With sales promotion, it is easy to measure the number of coupons redeemed or the number of contest entries.
- Notes: Sales promotion is targeted toward either of two different markets: to consumers or to members of the marketing channel (“trade”), such as wholesalers and retailers. Sales promotion expenditures have increased over the last several years as a result of increased competition, an expanding array of media choices, the demand for more deals from manufacturers, and the reliance on accountable and measurable marketing strategies. Promotion marketing in the U.S. exceeds $400 billion a year.
- Notes: The objectives of a promotion depend on the behavior of target consumers, as shown in Exhibit 18.1.
- Notes: The tools selected for sales promotion must suit the objectives to ensure success of the overall promotion plan. Popular tools are shown here, and described on the following slides.
- Notes: Coupons encourage product trial and repurchase, and are likely to increase the amount of a product purchased. Coupon distribution has been declining in the U.S. in recent years, but still represent almost $280 million annually. This does not include Internet and in-store coupons. Increased competition and the introduction of 1200 new products each year have contributed to this trend. Coupons promoting new-product use are likely to stimulate purchases. Even though redemption rates are low for coupons, marketers are reevaluating the use of coupons, such as shortening the expiration time, using everyday low pricing instead, or distributing single, all-purpose coupons for redemption on several brands. In-store coupons are more likely to influence buying decisions and are redeemed 15 times more frequently than newspaper coupons. Rebates must be mailed in along with a proof of purchase. Rebates offer price cuts to consumers directly and are more easily controlled. Further, customer databases can be built due to the information forms required for rebates. Premiums reinforce the purchase decision, increase consumption, and persuade nonusers to switch brands. Discussion/Team Activity: Identify companies who have utilized these popular sales promotion tools. Examples: fast food services, cosmetic companies, banks, rental cars, magazines, computer manufacturers, cell phones, etc.
- Notes: Loyalty marketing programs reward consumers for making multiple purchases. These programs enable companies to invest sales promotion dollars in activities designed to capture greater profits from customers already loyal to the product/company. The objective of loyalty marketing is to build long-term, mutually-beneficial relationships. Studies show that frequent shopper programs require something more than just discounts to build loyalty. Furthermore, customers are “loyal” to more than one store, and participate in multiple programs. Discussion/Team Activity: Identify several companies that offer these programs. Discuss the benefits offered by some of the more popular loyalty marketing and frequent buyer programs.
- Online Activity: Sweepstakes Online How do online sweepstakes sites compare to the kind of sweepstakes entries you receive in the mail? Visit the popular sweepstakes site www.online-sweepstakes.com/. Do any of the contests interest you? Do you think the pitches online are ethical? Why or why not? Notes: Contests and sweepstakes are designed to create interest in a good or service, often to encourage brand switching. They are not effective tools for generating long-term sales. Furthermore, the award must appeal to the target market. Offering several smaller prizes instead of one huge prize will increase the effectiveness of a promotion.
- Notes: Sampling allows the risk-free trial of a product. Sampling can increase retail sales by as much as 40 percent. Sampling at special events is popular, effective, and a high profile method that permits marketers to piggyback onto fun-based consumer activities.
- Discussion/Team Activity: Discuss some of the occasions that you have had the opportunity to participate in product sampling. How did this influence your decision to purchase the sampled product? What methods are most effective in reaching college students?
- Notes: Point-of-purchase promotions (P-O-Ps) include shelf “talkers”, shelf extenders, ads on carts and bags, end-aisle and floor-stand displays,TV monitors and in-store messages, and audiovisual displays. P-O-Ps offer manufacturers a captive audience in retail stores, and can boost sales by as much as 65 percent because between 70 and 80 percent of all retail purchase decisions are made in-store.
- Notes: Online sales promotions have grown due to the popularity of the Internet, generating three to fives times higher response rates than those of off-line counterparts. The most effective types are shown here. Internet retailers are eager to boost traffic and give away free services or equipment to lure consumers not only to the Web site but to the Internet in general. Online versions of loyalty programs are gaining popularity, and the most successful are those run by hotel and airline companies.
- Notes: While consumer promotions pull a product through the channel by creating demand, trade promotions push a product through the distribution channel in an attempt to influence supply. Consumer promotion tools are used when selling to members of the distribution channel, as well as tools that are unique to manufacturers and intermediaries, shown on this slide.
- Notes: Trade promotions are popular among manufacturers for many reasons, as shown on this slide.
- Notes: Personal selling is direct communication between a sales representative and prospective buyers in an attempt to influence each other in a purchase situation. In a sense, all businesspeople are salespeople, and to reach the top in most organizations, individuals need to sell ideas to peers, superiors, and subordinates. Many business or marketing majors, as well as non-business majors, will start their professional careers in sales.
- Notes: Exhibit 18.2 compares the effectiveness of personal selling and advertising/sales promotion based on certain customer and product characteristics. Personal selling is more important as the number of potential customers decrease, as the complexity of the product increases, and as the value of the product grows.
- Notes: Personal selling offers several advantages over other forms of promotion, as shown on this slide.
- Notes: Until recently, personal selling focused almost entirely on a planned presentation for the purpose of making a sale. In contrast, modern views of personal selling emphasize the relationship that develops between a salesperson and a buyer. The objective with relationship selling is to build long-term branded relationships with consumer/buyers. It’s not about a one-time sale and then moving to the next prospect. Salespeople become consultants, partners, and problem solvers as they strive to develop trust and long-term relationships.
- Notes: The end result of relationship selling tends to be loyal customers who purchase from the company time after time. Relationship selling promotes a win-win situation for both buyer and seller. Exhibit 18.3 lists the key differences between traditional personal selling and relationship selling.
- Notes: Completing a sale requires several steps. The sales process, or sales cycle, is the set of steps a salesperson goes through to sell a product or service.
- Notes: Completing a sale requires several steps. It can be unique for each product or service, depending on the features of the product, characteristics of customer segments, and internal processes within the firm, such as how sales leads are generated. There are seven basic steps in the personal selling process. These steps of selling follow the AIDA concept discussed in Chapter 16.
- Notes: Although traditional selling and relationship selling follow the same basic steps, the difference between the two selling methods is the relative importance placed on key steps, as shown in Exhibit 18.4. Relationship selling emphasizes an up-front investment in uncovering each customer’s needs and wants and matching them to the benefits of the product or service. This leads to a relatively straightforward close.
- Online Activity: Linkedin and Ryze Online networking groups are growing in popularity. Check out the sites for Linkedin and Ryze to read more about how these groups work. Do they sound like something you would join? How could they benefit your career? Notes: Lead generation, or prospecting, is the identification of those most likely to buy the seller’s offerings. Sales leads can be secured in several different ways, such as those sources shown on this slide.
- Notes: When a prospect shows interest in having more information about a product, the salesperson has the opportunity to qualify the lead. Lead qualification consists of determining whether the prospect has three things:* A recognized need* The authority to make the purchase decision and access to funds to pay for it* Receptivity and accessibility to the salesperson The Internet offers a way of qualifying online leads by getting visitors to register for more information.
- Online Activity: Hoover’s Online and Dun & Bradstreet Pick a company and try to find out as much information as you can about it using Hoover’s Online and Dun & Bradstreet. Which database gave you the best and most information about your “lead”?
- Notes: After compiling information about the client’s needs and wants, the salesperson develops a solution in which the salesperson’s product or service solves the client’s problem or need. These solutions are typically presented as a sales proposal during a formal sales presentation. Usually, there is only one opportunity to present solutions, and salespeople must be able to present the proposal and handle any customer objections confidently and professionally.
- Notes: The salesperson should not take objections personally as confrontations or insults. Instead, objections should be handled as requests for information, and could be used in a positive way to close the sale.
- Notes: Negotiation plays a key role in closing the sale. Negotiation is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement. A salesperson should emphasize value to the customer, rendering price a nonissue. In foreign markets, the sales efforts should be tailored to the appropriate way of doing business for that culture. The goal of relationship selling is to motivate customers to purchase again by developing long-term relationships. Most businesses depend on repeat sales, and repeat sales depend on follow-up by the salesperson. Finding a new customer is far more expensive than retaining an existing customer. Furthermore, today’s customers are less loyal to brands and vendors. Therefore follow-up is critical in relationship building.
- Notes: Sales provide the fuel that keeps the corporate engines running. Nothing happens until a sale is made. As a result, sales management is one of marketing’s most critical specialties. Effective sales management stems from a success-oriented sales force that accomplishes its mission economically and efficiently. Poor sales management can lead to unmet profit objectives or even to the downfall of the corporation.
- Notes: Sales goals should be stated in clear, precise, and measurable terms and stated in terms of dollar sales volume, market share, or profit level.
- Notes: Proper sales force design helps the sales manager organize and delegate sales duties and provide direction.
- Notes: Only good planning will ensure that compensation attracts, motivates, and retains good salespeople. As the emphasis on relationship selling increases, many sales managers feel that tying a portion of a salesperson’s compensation to a client’s satisfaction with the salesperson and the company encourages relationship building.
- Notes: The final task of sales managers is evaluating the effectiveness and performance of the sales force. Typical performance measures are listed above.