销售管理指南(DOC 50页)

AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT      3
1. PLANNING: 3
2. IMPLEMENTATION: 4
3. EVALUATION AND CONTROL: 4
AN OVERVIEW OF PERSONAL SELLIN                                     5
1. ALTERNATIVE SELLING TECHNIQUES 5
2. PROSPECTING 6
3. THE PREAPPROACH 7
4. QUALIFYING THE PROSPECT: 7
5. THE APPROACH 7
6. THE PRESENTATION 8
7. MEETING OBJECTIONS 9
8. CLOSE 9
9. FOLLOW-UP CAREER STAGES 10
CORPORATE, BUSINESS, AND MARKETING STRATEGIES 11
1. PORTER'S TYPOLOGY OF COMPETITIVE STRATEGIES 12
2. MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY 12
ACCOUNT MANAGEMENT AND ACCOUNT COVERAGE STRATEGIES 14
1. COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SELLING 15
2. PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS 16
ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE 17
1. ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE 18
2. CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED 18
3. HORIZONTAL ORGANIZATIONAL STRUCTURES 19
ALLOCATING SELLING EFFORT AND DESIGNING SALES TERRITORIES 22
STAFFING THE SALES FORCE: RECRUITMENT AND SELECTION 24
1. CONTENT OF THE JOB DESCRIPTION 24
2. METHODS FOR DECIDING ON SELECTION CRITERIA 25
3. SOURCES OF RECRUITS 25
CONTINUAL DEVELOPMENT OF THE SALES FORCE: SALES TRAINING 27
SALES FORCE MOTIVATION 30
MANAGING SALES FORCE REWARD SYSTEMS 33
LEADERSHIP 36
DEMAND ASSESSMENT AND SALES QUOTAS 40
EVALUATION AND CONTROL 45
PERFORMANCE EVALUATION 48
ACKNOWLEDGEMENTS 50

 

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