Transcript Knowledge
Sales Knowledge: Customers, Products, Technologies 6 Dudut Urip Prasetyo [email protected] 6-2 Chapter 6 Agenda : Knowledge: Customers, Products, Technologies Implementation In The Field 6-3 Sources of Sales Knowledge Sales training Experience Knowledge : Increase Confidence US And More Sales and Relationship 6-4 Know Your Customers Find out all you can 6-5 Know Your Company General Company Information Company growth and accomplishment Policies and procedures Production facilities Service facilities 6-6 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 6-7 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 6-8 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 Internet advertising 6-9 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 6-10 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 pre-sell customers between sales calls 6-11 Sales Promotion Generates Sales Consumer sales promotion Trade sales promotion Point-of-purchase (POP) displays Shelf positioning Shelf facings Premiums Sales promotion on the Internet 6-12 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 6-13 Know Your Competition, Industry, and Economy Understand competitors’ products, policies, and practices 6-14 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 6-15 Knowledge of Technology Enhances Sales and Customer Service Personal Productivity Contact management Calendar management Automate sales plans, tactics, and tickets Geographic information system Computer-based presentations 6-16 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 6-17 Salespeople Rely on Mobile Technology to Serve Their Customers GPS Device Cell Phone PDA 6-18 Sales: Internet and the World Wide Web The Internet The World Wide Web Web page Links Surfing the Internet 6-19 Summary Knowledge : Increase Confidence US And More Sales And Relationship Why Company Spend Money on Advertising Know Your Customer : Resellers, End Users 6-20 Technology Make Salespeople Close To The Customer GPS Device Cell Phone PDA 6-21