18 Personal Selling, Sales and Customer Relationship Management.pdf
PrinciplePrinciple ofof MarketingMarketing 1818--11 SessionSession 1818 PersonalPersonal SellingSelling ,, SalesSales andand CustomerCustomer RelationshipRelationship ManagementManagement Text: Chapter 17 国际商学院市场营销学系 Outline 1818--22 . PersonalPersonal sellingselling . RoleRole ofof SalesSales forceforce . SalesSales forceforce managementmanagement . SellingSelling processprocess . CustomerCustomer RelationshipRelationship ManagementManagement 国际商学院市场营销学系 1818--33 . PersonalPersonal SellingSelling 国际商学院市场营销学系 I. Personal Selling-- Definition 1818--44 Involves two-way, personal communication between salespeople and individual customers whether ¾ face to face, ¾ by telephone, ¾ through video conferencing, ¾ or by other means. 国际商学院市场营销学系 I. Personal Selling 1818--55 Depends on the salespeople who are 1. well-educated 2. well-trained professionals who work to build and maintain long-term relationships with customers. 国际商学院市场营销学系 Nature of Personal Selling 1818--66 Wide spectrum of positions from: ¾ Order taker (department store salesperson) ¾ Order getter (someone engaged in creative selling) ¾ Missionary salesperson (building goodwill or educating buyers) 国际商学院市场营销学系 1818--77 . TheThe RoleRole ofof SalesSales ForceForce 国际商学院市场营销学系 II. The Role of the Sales Force 1818--88 zz PersonalPersonal sellingselling isis effectiveeffective becausebecause salespeoplesalespeople can:can: ¾ probe customers ¾ adjust the marketing offer ¾ negotiate terms of sale ¾ build long-term personal relationships 国际商学院市场营销学系 II. The Role of Sales Force 1818--99 Produce Customer Satisfaction Sales Force: A Critical Link pany Profit 国际商学院市场营销学系 1818--1010 . SalesSalesSales ForceForceForce ManagementManagementManagement 国际商学院市场营销学系
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