销售管理指南(英文版)(doc 50页)

销售管理指南目录：
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

 

销售管理指南内容提要：
The formation of a strategic sales program requires five major sets of decisions:

1.How can the personal selling effort best be adapted to the COMPANY'S ENVIRONMENT and integrated with other elements of the firm's marketing strategy?

2.How can various types of potential customers be best approached? persuaded? serviced? What ACCOUNT MANAGEMENT POLICIES should be adopted?

3.How should the sales force be ORGANIZED to call on and manage various types of customers as efficiently and effectively as possible?

4.What level of performance should each member of a sales force be expected to attain during the next planning period? This involves FORECASTING DEMAND and setting QUOTAS AND BUDGETS.

5.How should the sales force be deployed? How should sales territories be defined? What is the best way for each sales person's time to be allocated within his or her territory? This involves decisions about TIME AND TERRITORY MANAGEMENT.

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