chap06SalesKnowledge：Customers-Products-Technologies.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Sales Knowledge:Customers,Products,Technologies,Chapter,6,Chapter,6,Main Topics,The Tree of Business Life:Knowledge,Sources of Sales Knowledge,Knowledge Builds Relationships,Know Your Customers,Know Your Company,Know Your Product,Chapter,6,Main Topics,Know Your Resellers,Advertising Aids Salespeople,Sales Promotion Generates Sales,Whats It Worth?Pricing Your Product,Know Your Competition,Industry,and Economy,Personal Computers and Selling,Chapter,6,Main Topics,Knowledge of Technology Enhances Sales and Customer Service,Sales:Internet and the World Wide Web,Global Technology Provides Service,Technology Etiquette,Chapter,6,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,I,T,C,Ethical,Service,Builds,T r u e,Relationships,T,T,T,T,T,T,T,T,T,T,T,Sources of Sales Knowledge,Sales training,Experience,Knowledge Builds Relationships,Knowledge increases a salespersons confidence,Knowledge increases a buyers confidence in salesperson,More knowledge leads to more sales and more relationships,Know Your Customers,Find out all you can,Know Your Company,General Company Information,Company growth and accomplishment,Policies and procedures,Production facilities,Service facilities,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,Know Your Product,Know Your Resellers,Understand the channel of distribution,Know as much about each channel member as possible,Advertising Aids Salespeople,Main ingredients of a firms promotional effort,Types of Advertising Differ,National advertising,Retail advertising,Cooperative,or co-op,advertising,Trade advertising,Industrial advertising,Direct-mail advertising,Internet advertising,Exhibit 6-2:Advertising and Sales Promotion Information the Salesperson Provides the Buyer,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 companys product,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,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,Whats 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,Exhibit 6-4:Examples of Prices and Discounts Salespeople Discuss in Their Sales Presentations,Know Your Competition,Industry,and Economy,Understand competitors products,policies,and practices,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,Exhibit 6-6:Top 10 PC Applications,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,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,Salespeoples mobile offices,Exhibit 6-9:3Ms Salesperson Bob Burr Uses Mobile Technology to Serve His Customers,GPS Device,Cell Phone,PDA,Global Technology Provides Service,Increased worldwide interaction,Sales:Internet and the World Wide Web,The Internet,The World Wide Web,Web page,Links,Surfing the Internet,Exhibit 6-10:Web Sites Can Provide Valuable Information to Salespeople,Technology Etiquette,Netiquette etiquette on the internet,Cell Phones,Voice Mail,Faxes,Speakerphones and Conference Calls,Summary of Major Selling Issues,Company knowledge includes information on a firms:,History,Development practices,Procedures,Products,Distribution,Promotion,Pricing,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,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,Summary of Major Selling Issues,cont,Appendix A:Sales Arithmetic and Pricing,Chapter,6,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,Discounts Lower the Price,Quantity discounts,Non-cumulative,Cumulative,Cash,Trade,Consumer,Exhibit 6A-1:Various Promotional Allowances Available to Resellers,Exhibit 6A-2:Types and Examples of Discounts,Skip video,Video Help,Resellers:Markup and Profit,Markup,Gross profit,Net profit,Channel of distribution markup,Markup arithmetic,Return on investment,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,What Is the Percent Markup?,$1.00=cost to retailer,$1.00,=dollar markup,$2.00=selling price,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,Exhibit 6A-3:Example of Markup on Selling Price in Channel of Distribution,Exhibit 6A-4:Example of Using Unit Cost,Exhibit 6A-5:Profit Forecaster for Granola Bars Shown to Buyer,Skip video,Video Help,Organizations:Value and ROI,Value analysis,Product cost compared to true value,Unit costs,Return on Investment(ROI)is listened to,Video Help:,Video On,e,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 to continue presentation.,Video T,wo,