销售管理指南)

Sales Management 761Jim StoddardAN OVERVIEW OF CONTEMPORARY SALES MANAGEMENT 3 1.PLANNING:32.IMPLEMENTATION:43.EVALUATION AND CONTROL:4AN OVERVIEW OF PERSONAL SELLIN 51.ALTERNATIVE SELLING TECHNIQUES52.PROSPECTING63.THE PREAPPROACH74.QUALIFYING THE PROSPECT:75.THE APPROACH76.THE PRESENTATION87.MEETING OBJECTIONS98.CLOSE99.FOLLOW-UP CAREER STAGES10CORPORATE, BUSINESS, AND MARKETING STRATEGIES 11 1.PORTER'S TYPOLOGY OF COMPETITIVE STRATEGIES122.MILES AND SNOW COMPETITIVE STRATEGY TYPOLOGY12ACCOUNT MANAGEMENT AND ACCOUNT COVERAGE STRATEGIES 14 1.COMMUNICATION TASKS APPROPRIATE FOR PERSONAL SELLING一五2.PARTICIPANTS IN THE ORGANIZATIONAL BUYING PROCESS16ORGANIZING THE ACTIVITIES OF SALES MANAGERS AND SALES PEOPLE 17 1.ECONOMIC METHOD OF DETERMINING IF OUTSIDE AGENTS ARE APPROPRIATE一八2.CONTROL AND STRATEGIC CRITERIA FOR DETERMINING IF A COMPANY SALES FORCE SHOULD BE USED一八3.HORIZONTAL ORGANIZATIONAL STRUCTURES19ALLOCATING SELLING EFFORT AND DESIGNING SALES TERRITORIES 22 STAFFING THE SALES FORCE: RECRUITMENT AND SELECTION 24 1.CONTENT OF THE JOB DESCRIPTION242.METHODS FOR DECIDING ON SELECTION CRITERIA253.SOURCES OF RECRUITS25CONTINUAL 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 CHAPTER 1 AN OVERVIEW OF CONTEMPORARY SALES MANAGEMENTSales force management is the management of the personal selling component of an organization's marketing program.The activities involved in managing the personal selling function include:1. The formation of the strategic plan (PLANNING). 2. The implementation of the sales program (IMPLEMENTATION).3.The evaluation and control of sales force ...