销售培训资料-销售人员基本技能课件.ppt

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1、The Salesperson销售人员基本技能,Basic Sales Skills 基本销售技能,Discussion:What are the basic personal skills of a salesperson?讨论：销售人员应该具备什么样的个人基本技能？,Salesperson,Page 1,Basic Personal Tasks and Skills销售人员的个人基本任务和技能,Responsibility for self management自我管理的责任In-depth product knowledge对产品有深入的认识Ability to handle quest

2、ions处理问题的能力Ability to feel customers real needs能了解客户的真正需要Ability to give presentations作演示介绍的能力Ability to handle complaints处理投诉的能力Hand out literature,samples etc.分发有关的资料、样品等Knowing price structures了解货品的价格结构,Salesperson,Page 1,Needs of the Salesperson 销售人员的需要,Discussion:What external tools does a sale

3、sperson need to do their job successfully?讨论：销售人员需要什么样的外部工具来成功地完成他们的工具？Discussion:What is the most valuable external tool to the successful salesperson?讨论：对于销售人员来说，什么样的外部工具是最有价值的？,Salesperson,Page 1,How to find information on the actual or potential customer?如何寻找现有或潜在客户的信息？,Most Important Tool 最重要的工

4、具,Information!,Salesperson,Page 1,“GENERAL SOURCES OF INFORMATION”信息的一般来源,-annual reports年度报告-stock market reports股票市场报告press(financial,technical,local)新闻刊物（财经、技术和本地）-reports by trade associations贸易组织的报告-government publications政府出版物-retailers/wholesalers 零售批发商,Where何处,What什么,-new,old,withdrawn produ

5、cts新的、旧的和已停产的产品-levels of satisfaction满意程度-sales efforts in general一般的销售方式-packaging产品包装-pricing价格体系-branding品牌形象-ownership经营权,Salesperson,Page 1,Sources of Information The Press 信息的来源-新闻刊物,In the press Your own customer data baseAdvertisement and articles about your customer in the press(for exampl

6、e:ownership,ownership changes,alliances,new product ranges,new equipment,new managers,etc.)在新闻刊物中你拥有实际的客户数据库新闻刊物中有关客户的广告文章（例如：所有权、所有权转移、联盟、新产品、新设备和新管理人员等）,Salesperson,Page 1,Use the Internet,the website of the customerthe customer is looking for new personnelThe customer has new productsThe customer

7、 has a new manufacturing siteA new address,利用因特网可以,浏览客户的网站 了解客户是否在招聘新的员工 了解客户是否有新产品 知道客户是否有新建厂房 知道客户的新地址,Sources of Information The Internet信息的来源-因特网,Salesperson,Page 1,INFORMATION SOURCING ON COMPETITORS竞争对手的信息,WHO THEY ARE他们是谁,Which companies 哪一家公司Where located 公司在哪里What products 有什么产品What service

8、s 有什么服务Who are their customers 有哪些客户What is channel 有哪些销售渠道,WHAT IS THEIRSTRATEGY他们的策略,Aimed segment 目标客户群Communication ways 沟通方式Leaders or followers 领先还是随后,What you should find out 你应该找出,Competitor Information 竞争对手的信息,WHAT ARE THEIRSTRENGTHS ANDWEAKNESSES他们的强项和弱点,Innovation power 创新能力Sourcing/Subst

9、itutes 资源/替代品,WHAT IS THEIRMARKET BEHAVIOUR他们的市场行为如何,Keeping out of price war 不打价格战Aggressive 进取,Salesperson,Page 1,-Key producers 主要生产商capacity 生产能力production 生产情况exports 出口imports 进口prices(bottom prices)价格(底价)product mix 产品组合plans of growth 增长计划problems 难题,INFORMATION SOURCING ON COMPETITORS 竞争对手的

10、信息,SOURCES:Press(Newspapers,Technical Literature,Internet,Stock-reports)资料来源：新闻刊物(报纸、技术刊物、因特网、股票报告),Competitor Information 竞争对手的信息,Salesperson,Page 1,Workshop 分组讨论会,List the Information You Need to be Able to do Your Job(随带一份工作所需的明细表)Information about the market in which you sellInformation about yo

11、ur customersInformation about your competitorsInformation about your company List Where You Can Get The Information(列出可以获得所需信息的地方),Salesperson,Page 1,WHAT IS MARKETING?,什么是市场营销？,Salesperson,Page 1,Marketing is a set of activities which enables an organization to make decisions about What it will off

12、er for sales How much it will charge Who it will sell to By what means it will make its offerings available,市场营销 是能使一家公司对以下事项做出决策的一系列活动：需要销售什么产品 销售的价格 销售的对象 销售的途径,Salesperson,Page 1,MARKETING LOOKS AT 4 Ps 市场营销着眼于4P,Salesperson,Page 1,市场营销重于关系,Relationships are based on Communication Information,Flo

13、od ofInformation大量信息,供应商 Supplier,Customer 顾客,关系建立在互相沟通和信息传递之上,Marketing is concerned with relationships,Salesperson,Page 1,WHY DO WE NEED MARKETING COMMUNICATION?为什么我们需要市场营销的沟通?,Salesperson,Page 1,WE NEED MARKETING COMMUNICATION 我们需要市场营销的沟通,TO MOVE POTENTIAL AND/OR ACTIVE CUSTOMERS FROM A STATE OF

14、IGNORANCE ABOUT A PRODUCT OR SERVICE,TO A STATE OF WHERE THEY WILL ACTUALLY TAKE ACTION AND BUY,可以让一些潜在的和/或现有的客户从忽视我们的产品或服务变成真正购买我们的产品或服务,Salesperson,Page 1,WHAT INSTRUMENTSDO WE NEED TO MAKECOMMUNICATION WORK?,我们要使用什么样的手段让沟通成为现实？,Salesperson,Page 1,-Advertising 广告-Press releases 新闻发布-Personal selli

15、ng 直销,MARKETING COMMUNICATION市场营销的沟通,Salesperson,Page 1,Marketing Functions 市场营销的职能,Discussion:What are the basic Marketing functions?讨论：市场营销的基本职能是什么？,Discussion:How do the Sales and Marketing functions relate?讨论：销售和市场营销的职能是如何关联的？,Discussion:What is the difference between Sales and Marketing?讨论：销售和市场营销有什么区别？,Salesperson,Page 1,