1 / 47

Sales Knowledge: Customers, Products, Technologies

Sales Knowledge: Customers, Products, Technologies. 5. Chapter. 5. Chapter. Main Topics. The Tree of Business Life: Knowledge Sources of Sales Knowledge Knowledge Builds Relationships Know Your Customers Know Your Company Know Your Product Know Your Resellers

Télécharger la présentation

Sales Knowledge: Customers, Products, Technologies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.


Presentation Transcript

  1. Sales Knowledge: Customers, Products, Technologies 5 Chapter

  2. 5 Chapter

  3. Main Topics • The Tree of Business Life: Knowledge • Sources of Sales Knowledge • Knowledge Builds Relationships • Know Your Customers • Know Your Company • Know Your Product • Know Your Resellers • Advertising Aids Salespeople • Sales Promotion Generates Sales • What’s It Worth? Pricing Your Product • Know Your Competition, Industry, and Economy

  4. Main Topics, cont... • Personal Computers and Selling • Knowledge of Technology Enhances Sales and • Customer Service • Sales: Internet and the World Wide Web • Global Technology Provides Service • Technology Etiquette

  5. The Tree of Business Life: Knowledge Guided by The Golden Rule: • Be an expert on everything associated with your product(s) • Use wisdom when applying knowledge • Remember, customers rely on you to truthfully provide knowledge and wisdom • Realize that people do not care how much you know until they know how much you care T T T Service Ethical T T T T T T T T Builds T r u e Relationships T C I

  6. Sources of Sales Knowledge • Sales training • Experience

  7. Knowledge Builds Relationships • Knowledge increases a salesperson’s confidence • Knowledge increases a buyer’s confidence in salesperson • More knowledge leads to more sales and more relationships

  8. Know Your Customers • Find out all you can

  9. Know Your Company • General Company Information • Company growth and accomplishment • Policies and procedures • Production facilities • Service facilities

  10. Know Your Product • Product knowledge may include: • Performance data • Physical size and characteristics • How the product operates • Specific features, advantages, and benefits of the product • How well the product is selling in the marketplace

  11. Know Your Resellers • Understand the channel of distribution • Know as much about each channel member as possible • Likes and dislikes of each channel member’s customers • Product lines and the assortment each one carries • When each member sees salespeople • Distribution, promotion, and pricing policies • What quantity of which product each channel member has purchased in the past

  12. Advertising Aids Salespeople • Main ingredients of a firm’s promotional effort • Types of Advertising Differ • National advertising • Retail advertising • Cooperative, or co-op, advertising • Trade advertising • Industrial advertising • Direct-mail advertising

  13. Exhibit 5-2: Advertising and Sales Promotion Information the Salesperson Provides the Buyer

  14. Why Spend Money on Advertising? • Companies advertise because they hope to: • Increase overall sales and sales of a specific product • Give salespeople additional selling information for sales presentations • Develop leads for salespeople through mail-ins and ad response • Increase cooperation from channel members through co-op advertising and promotional campaigns • Educate the customer about the company’s product

  15. Why Spend Money on Advertising?, cont… • Inform prospects that a product is on the market and where to buy it • Reduce cognitive dissonance over the purchase • Create sales or presell customers between sales calls

  16. Sales Promotion Generates Sales • Consumer sales promotion • Trade sales promotion • Point-of-purchase (POP) displays • Shelf positioning • Shelf facings • Premiums

  17. What’s It Worth? Pricing Your Product • Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product

  18. Exhibit 5-4: Examples of Prices and Discounts Salespeople Discuss in Their Sales Presentations

  19. Know Your Competition, Industry, and Economy • Understand competitors’ products, policies, and practices

  20. Personal Computers and Selling • The top 10 PC applications include: • Customer/prospect profile • Lead tracking • Call reports • Sales forecasts • Sales data analysis • Sales presentation • Time/territory management • Order entry • Travel and expense reports • Checking inventory/shipping status

  21. Exhibit 5-6: Top 10 PC Applications

  22. Knowledge of Technology Enhances Sales and Customer Service • Personal Productivity • Contact management • Calendar management • Automated sales plans, tactics, and ticklers • Geographic information systems • Computer-based presentations

  23. Knowledge of Technology Enhances Sales and Customer Service, cont… • Communications with Customers and Employer • Word processing • E-mail • Fax capabilities and support • Customer Order Processing and Service Support • Salespeople's mobile offices • GPS and PDA

  24. GPS Device Cell Phone PDA Exhibit 5-8: Salespeople Rely on Mobile Technology to Serve Their Customers

  25. Sales: Internet and the World Wide Web • The Internet • The World Wide Web • Web page • Links • Surfing the Internet

  26. Exhibit 5-9: Web Sites Can Provide Valuable Information to Salespeople

  27. Global Technology Provides Service • Increased worldwide interaction

  28. Technology Etiquette • Netiquette – etiquette on the internet • Cell Phones • Voice Mail • Faxes • Speakerphones and Conference Calls

  29. Summary of Major Selling Issues • Company knowledge includes information on a firm’s: • History • Development practices • Procedures • Products • Distribution • Promotion • Pricing

  30. Summary of Major Selling Issues, cont… • To reduce conflicts and aid channel members in selling products, manufacturers offer assistance in: • Advertising • Sales promotion aids • Pricing allowances • National, retail, trade, industrial, and direct-mail advertising create demand for products and are powerful selling tools in sales presentations

  31. Summary of Major Selling Issues, cont… • Salespeople should be able to confidently discuss price, discounts, and credit policies with customers • Success in sales requires knowledge of the many technologies used to sell and service customers

  32. Chapter 5 Appendix Sales Arithmetic and Pricing

  33. Types of Prices • List price – standard price • Net price – after discounts • Zone price – based on geographicallocation • FOB shipping point – buyer pays • FOB destination – seller pays

  34. Discounts Lower the Price • Quantity discounts • Noncumulative • Cumulative • Cash • Trade • Consumer

  35. Exhibit A: Various Promotional Allowances Available to Resellers

  36. Exhibit B: Types and Examples of Discounts Skip video Video Help

  37. Resellers: Markup and Profit • Markup • Gross profit • Net profit • Channel-of-distribution markup • Markup arithmetic • Return on investment

  38. What Is the Percent Markup? $1.00 = cost to retailer $1.00 = dollar markup $2.00 = selling price

  39. What Is the Percent Markup?, cont… • It depends on whether you use • Selling Price, or • Cost • Dollar markup is divided by either selling price or cost to retailer • Selling price = 50% • Cost = 100% • We use selling price in calculating the percent of markup

  40. What Is Markup? • Markup is the dollar amount added to the product cost to determine its selling price • Markup is often expressed as a percentage

  41. Exhibit C: Example of Markup on Selling Price in Channel of Distribution

  42. Exhibit D: Example of Using Unit Cost

  43. Exhibit E: Profit Forecaster for Granola Bars Shown to Buyer Skip video Video Help

  44. Organizations: Value and ROI • Value analysis • Product cost compared to true value • Unit costs • ROI is listened to

  45. Video Help • The video should start automatically. • If it does not, you must move the mouse to the middle of the screen. When a hand icon appears the video is ready. • Click once anywhere on the screen to start video. • Click once during playback to pause/unpause video. • Press the space bar twice to stop video and continue presentation. • When video is over, click the next arrow to continue presentation. Video One Video Two

More Related