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1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台SellingIngram,Laforge,Avila,Schwepker,andWilliamsMultimediaPresentationsStevenJ.Remington,Ph.D.BuenaVistaUniversity1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Module1AnOverviewofPersonalSelling1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台EvolutionofPersonalSelling•EarlyOriginsofPersonalSelling•IndustrialRevolutionEra–(1700sEurope;1850sUS)•Post-IndustrialRevolutionEra–(1800sEurope;1900US)–CannedSalesPresentation•TheWarandDepressionEra•Professionalism:TheModernEra1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CharacteristicsofSalesProfessionalism•CustomerOrientation•UseofTruthfulandNonmanipulativeTactics•FocusonLong-TermSatisfactionofCustomerandSellingFirm1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Cost/SalesCall$80-$242/call1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ContributionsofPersonalSellingSalespeopleandSociety•SalespeopleasEconomicStimuli•SalespeopleandDiffusionofInnovation1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ContributionsofPersonalSellingSalespeopleandtheEmployingFirm•SalespeopleasRevenueProducers•MarketResearchandFeedback•SalespeopleasFutureManagers1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ContributionsofPersonalSellingSalespeopleandtheCustomer•Arehonest•Understandgeneralbusinessandeconomictrends,aswellasthebuyer'sbusiness•Provideguidancethroughoutthesalesprocess•Helpthebuyertosolveproblems•Haveapleasantpersonalityandagoodprofessionalimage•CoordinateallaspectsoftheproductandservicetoprovideatotalpackageIndustrialbuyersprefertodealwithsalespeoplewho:1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ClassificationOfPersonalSellingJobs•SalesSupportPersonnel–MissionarySalespeople•Detailer–TechnicalSupportSalespeople•NewBusiness–Pioneers–Order-getters•ExistingBusiness–Order-takers•InsiderSales(non-retail)•Direct-to-ConsumerSales(retail)•CombinationSalesJobs1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CharacteristicsOfSalesCareers•JobSecurity•AdvancementOpportunities•ImmediateFeedback•Prestige•JobVariety•Independence•Compensation•Boundary-RoleEffects1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Boundary-RoleEffectsRoleStress•RoleConflict•RoleAmbiguity•Rolestressmustbedealtwithtoinsuremaximumsalesproductivity1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台QualificationsAndSkillsRequiredForSuccessBySalespeople•Empathy–Toseethingsasotherswouldseethem•EgoDrive–Determinationtoachievegoals•EgoStrength–Self-assuredandself-accepting•InterpersonalCommunicationSkills–Includinglisteningandquestioning•Enthusiasm–Ingeneral,andforsalesasacareer•AdditionalCharacteristicsRelatedtoaGivenSalesJob1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ManagingtheSalesForce(1:26)1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Module2UnderstandingBuyers1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TypesofBuyers•ConsumerMarkets•BusinessMarkets1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台DistinguishingCharacteristicsofBusinessMarkets•BuyersareLargerbutFewerinNumber•DerivedDemand•HigherLevelsofDemandFluctuation•PurchasingProfessionals•MultipleBuyingInfluences•CloseBuyer-SellerRelationships–SupplyChainManagement1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TheBuyingProcess(Figure2.1)DeterminationofItemandQuantityNeededRecognitionoftheProblemorNeedInitiatingtheRelationship•GatheringandStudyingPre-callInformation•ApproachingandInitiatingContact•AssessingtheSituationandDiscoveringNeeds1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台SelectionofanOrderRoutineEvaluationofProposalsAndSelectionofSuppliersTheBuyingProcess(Figure2.1)AcquisitionandAnalysisofProposalsRecognitionInitiatingtheRelationshipDevelopingtheRelationship•SelectPresentation•ExplainFeatures•ConfirmBenefits•HandleObjections•EarnandGainCommitmentSearchandQualificationOfPotentialSourcesDescriptionofItemandQuantityNeededDetermination1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TheBuyingProcess(Figure2.1)RecognitionoftheProblemorNeedDeterminationRecognitionInitiatingtheRelationshipDescriptionSearchandQualificationProposalsSelectionofSuppliersOrderRoutineDevelopingtheRelationshipEnhancingtheRelationship•Follow-uptoAssessCustomerSatisfaction•TakeActiontoAssureCustomerSatisfaction•EncourageCriticalEncounters•ExpandCollaborativeInvolvement•AddValuesandEnhanceMutualOpportunities1无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台PhaseOneRecognitionoftheProblemorNeed:TheNeedsGap(Figure2.2)De