Download presentation
Presentation is loading. Please wait.
1
6-1
2
Sales Knowledge: Customers, Products, Technologies Chapter 6 Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
3
Chapter 6 6-3
4
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 6-4
5
Main Topics Know Your Resellers Advertising Aids Salespeople Sales Promotion Generates Sales What’s It Worth? Pricing Your Product Know Your Competition, Industry, and Economy Personal Computers and Selling Chapter 6 6-5
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 6-6
7
6-7 The Tree of Business Life: Knowledge The Golden Rule 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 TT TTTT TTTT
8
6-8 Sources of Sales Knowledge Sales training Experience
9
6-9 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
10
6-10 Know Your Customers Find out all you can
11
6-11 Know Your Company General Company Information Company growth and accomplishment Policies and procedures Production facilities Service facilities
12
6-12 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
13
6-13 Know Your Resellers Understand the channel of distribution Know as much about each channel member as possible
14
6-14 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
15
6-15 Exhibit 6-2: Advertising and Sales Promotion Information the Salesperson Provides the Buyer
16
6-16 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
17
6-17 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
18
6-18 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
19
6-19 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
20
6-20 Exhibit 6-4: Examples of Prices and Discounts Salespeople Discuss in Their Sales Presentations
21
6-21 Know Your Competition, Industry, and Economy Understand competitors’ products, policies, and practices
22
6-22 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
23
6-23 Exhibit 6-6: Top 10 PC Applications
24
6-24 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
25
6-25 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
26
6-26 Exhibit 6-9: Salespeople Rely on Mobile Technology to Serve Their Customers GPS Device Cell Phone PDA
27
6-27 Sales: Internet and the World Wide Web The Internet The World Wide Web Web page Links Surfing the Internet
28
6-28 Web Sites Can Provide Valuable Information to Salespeople
29
6-29 Global Technology Provides Service Increased worldwide interaction
30
6-30 Technology Etiquette Netiquette – etiquette on the internet Cell Phones Voice Mail Faxes Speakerphones and Conference Calls
31
6-31 Summary of Major Selling Issues Company knowledge includes information on a firm’s: History Development practices Procedures Products Distribution Promotion Pricing
32
6-32 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
33
6-33 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…
34
6-34 Chapter 6 Appendix Sales Arithmetic and Pricing
35
6-35 Types of Prices List price – standard price Net price – after discounts Zone price – based on geographical location FOB shipping point – buyer pays FOB destination – seller pays
36
6-36 Discounts Lower the Price Quantity discounts Non-cumulative Cumulative Cash Trade Consumer
37
6-37 Exhibit 6A-1: Various Promotional Allowances Available to Resellers
38
6-38 Exhibit 6A-2: Types and Examples of Discounts Skip videoVideo Help
39
6-39
40
6-40 Resellers: Markup and Profit Markup Gross profit Net profit Channel of distribution markup Markup arithmetic Return on investment
41
6-41 What Is the Percent Markup? $1.00 = cost to retailer $1.00 = dollar markup $2.00 = selling price
42
6-42 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
43
6-43 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
44
6-44 Exhibit 6A-3: Example of Markup on Selling Price in Channel of Distribution
45
6-45 Exhibit 6A-4: Example of Using Unit Cost
46
6-46 Exhibit 6A-5: Profit Forecaster for Granola Bars Shown to Buyer Skip videoVideo Help
47
6-47
48
6-48 Organizations: Value and ROI Value analysis Product cost compared to true value Unit costs ROI is listened to
49
6-49 Video Help: Video One 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 Two
Similar presentations
© 2024 SlidePlayer.com. Inc.
All rights reserved.