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TYPES OF MARKETING: Comer- marketing Soci- marketing

Essentials of nd Health Care Marketing 2 Ed. Eric Berkowitz Chapter 13 Sales and Sales Management

2 Now occurs via telephone, video conferencing, and computer networks 3 Sales people are multifaceted 1 Historically involved direct, face-to-face communication between the buyer and the seller • Also conduct relationship-building activities, market research… Personal Selling Introduction

• Types of Sales jobs: • • • New business selling Trade Selling • Technical Selling ﺍﻧﻮﺍﻉ ﺷﻐﻞ ﻫﺎی ﻓﺮﻭﺵ کﺴﺐ ﻭ کﺎﺭﻫﺎی ﺟﺪیﺪ ﻓﺮﻭﺵ ﺗﺠﺎﺭی Missionary Selling ﻓﺮﻭﺵ ﻓﻨی Learning Objective 1

● ● The personal sales process ﻓﺮآیﻨﺪ ﻓﺮﻭﺵ ﺷﺨﺼی 1. 2. 3. 4. 5. 6. Prospecting Preapproach Approach Presentation Close Servicing پیﺶ ﺑیﻨی پیﺶ ﺭﻭیکﺮﺩ ﺍﺭﺍیﻪ ﺍﻧﻌﻘﺎﺩ ﺳﺮﻭیﺲ ﺩﻫی Learning Objective 2

• Handling buyer objections ﻣﺪیﺮیﺖ ﻣﺨﺎﻟﻔﺖ ﻫﺎی ﺧﺮیﺪﺍﺭ • Agree and counter • • List advantages and disadvantages Positive conversion : ﻣﻮﺍﻓﻖ ﻭ ﻣﺨﺎﻟﻒ : ﻓﻬﺮﺳﺖ کﺮﺩﻥ ﻣﺰﺍیﺎ ﻭ ﻣﻌﺎیﺐ ﺗﻮﺍﻓﻖ ﻣﺜﺒﺖ Learning Objective 2

• The personal sales process • 5 -Close ﺍﻧﻌﻘﺎﺩ Asking the buyer for a commitment to purchase ﺩﺭ ﺧﻮﺍﺳﺖ یک ﺑﻠﻪ ﺩﺭ ﻃﻮﻝ ﺍﺭﺍیﻪ • • Trial close – getting to yes during the presentation : • ﻓﺮﺽ ﻣﺴﻠﻢ ﺧﺮیﺪ • Assumptive close – asking the buyer to choose payment terms, assuming there is a sale. • ﺩﺭﺧﻮﺍﺳﺖ ﺍﺯ ﺧﺮیﺪﺍﺭ ﺑﻪ ﺍﻧﺘﺨﺎﺏ کﺮﺩﻥ ﺷﺮﺍیﻂ پﺮﺩﺍﺧﺖ . ﺑﺎ ﻓﺮﺽ ﺍیﻨکﻪ ﻓﺮﻭﺵ ﻭﺟﻮﺩ ﺩﺍﺭﺩ • 6 -Servicing • Follow-up and service, relationship building ﺳﺎﺧﺖ ﺍﺭﺗﺒﺎﻁ ، پیگیﺮی ﻭ ﺧﺪﻣﺎﺕ Learning Objective 2 ﺧﺪﻣﺎﺕ •

• Sales Approaches • ﺭﻭﺵ ﻫﺎی ﻓﺮﻭﺵ • • Stimulus-response approach ﺭﻭیکﺮﺩ ﻣﺤﺮک ﻭپﺎﺳﺦ Selling formula ﻓﺮﻣﻮﻝ ﻓﺮﻭﺵ Need satisfaction method ﺭﻭﺵ ﺍﻏﻨﺎی ﻧیﺎﺯ Consultative selling : ( ﻓﺮﻭﺵ ﻣﺸﻮﺭﺗی)ﻣﺸﺎﺭکﺘی Learning Objective 3 • •

• Sales Approaches • Selling formula • ﻓﺮﻣﻮﻝ ﻓﺮﻭﺵ • Series of steps – AIDA ﻣﺠﻤﻮﻋﻪ ﺍی ﺍﺯﻣﺮﺍﺣﻞ • • Attention, Interest, Desire, Action ﺗﻮﺟﻪ • ﻣﺸﺎﺭکﺖ ﺑیﺸﺘﺮ ﻣﺸﺘﺮی • ﺧﻮﺍﺳﺘﻦ ﻭﻋﻤﻞ ﻣﺸﺎﺭکﺖ ﺑیﺸﺘﺮ ﻣﺸﺘﺮی ، ﻋﻼﻗﻪ ، • Add Conviction btw. Desire & action • More customer involvement Learning Objective 3

• Sales Approaches • Consultative Selling : ( ﻓﺮﻭﺵ ﻣﺸﻮﺭﺗی)ﻣﺸﺎﺭکﺘی • • Problem identification • ﺷﻨﺎﺳﺎیی ﻣﺸکﻞ • Salesperson is a consultant with defined area of expertise. . • ﻓﺮﻭﺷﻨﺪﻩ ﺑﺎ ﺳﻄﺢ ﻣﺸﺨﺼی ﺍﺯ ﺗﺨﺼﺺ ﻭ ﺗﺠﺮﺑﻪ ﻣﺸﺎﺭکﺖ ﻣی ﺟﻮیﺪ Learning Objective 3

• Personal selling is an ingredient of the promotional mix. Sales positions involve a range of sales functions. • There are six steps in the personal sales process: prospecting, preapproach, presentation, close, and servicing. • The need-satisfaction sales method is the most marketing-oriented because it focuses on the customer’s problems. • With the consultative selling method, the salesperson acts as a problem solver. Summary

• Sales forces can be organized geographically, by product, or by customer type. • A common method for determining the size of the sales force is the workload method, which estimates the work effort required to serve the market. • Prior to recruitment and selection of the salesperson, the company should conduct a job analysis. Summary continued

• Sales force compensation can be either straight salary, commission, or a combination plan. • Sales staff evaluation should be based on input measures and output measures. Summary continued