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工商管理科特勒chapterprinciplesofpersonalsellingpagePPT课件.ppt

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该【工商管理科特勒chapterprinciplesofpersonalsellingpagePPT课件】是由【1875892****】上传分享，文档一共【15】页，该文档可以免费在线阅读，需要了解更多关于【工商管理科特勒chapterprinciplesofpersonalsellingpagePPT课件】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。Principlesofpersonalselling(Kotlerchapter19,page601-603)Learningobjectives:PersonalsellingWhichelementsshouldbeincludedinpersonalselling?**IntroductionPersonalselling:Direct,personal(Face-to-municationwithoneormorecustomersinordertoobtainasaleSalestraining:Convertthesalespersonintoan”ordergetter”insteadofan”ordertaker”Salesorientedapproach:”Highpressure”Customerorientedapproach:Problemsolvingforthecustomer**TheSPINmodelS=situationquestions:Whatsystemareyouusingtoinvoiceyourcustomers?P=problemquestions:Whatpartsofthesystemcreateerrors?I=implicationquestions:Howdoesthisproblemaffectyourpeople’sproductivity?N=need-payoffquestions:panycouldhelpreducetheerrorsby80%?**Personalselling-prosandconsPros:DialoguesecuresultimateneedsatisfactionBuilduplongtermrelationswithcustomers-CRMMostcustomersfavorthepersonalcontactCons:CostwiseanexpensiveapproachSalespeoplecanbedifficulttocontrolImportanttomotivateandengagesalespeopleinordertoobtainbestresults**-up**The7stepsinpersonalselling(Seefigure19-8,page601)Step1–Identifypotentialcustomers:,:Financialanalysis,turnoveretc.**Step2-preapproachResearchbeforethevisit:FindasmuchaspossibleSetobjectivesforthemeetingFindbestwayofcontactingTimingandgeneralstrategyforthesalesmeeting**Step3–thecontactThecontact:Everythingfromopeningremarksto”closing”mustbecarefullyplannedRememberthe10-10-10rule**Step4–PresentationanddemonstrationUsethestepsintheAIDAmodelasaframepetitiveadvantagesoftheproduct:FABV:Features,Advantages,Benefits,Value”Needsatisfactionapproach”–thebestmethodUse:Reputation,ekspertise,references,professionalismThegoal=AIDAS**Step5–ingobjectionsPsychologicalobjections:Preferences,:Typicallythemarketing-mixObjectionscanbemetvia:PositiveattitudeClarifyobjections(letthecustomertalk)MakethecustomercontradictownobjectionsEstimateandprepareanswersforobjections**

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