1. Sales Knowledge: Customers, Products, Technologies 6 Dudut Urip Prasetyo dprasetyo@pmbs.ac.id

2. Chapter 6 6-2

3. 6-3 Agenda :  Knowledge: Customers, Products, Technologies  Implementation In The Field

4. 6-4 Sources of Sales Knowledge  Sales training  Experience Knowledge : Increase Confidence US And More Sales and Relationship

5. 6-5 Know Your Customers  Find out all you can

6. 6-6 Know Your Company  General Company Information  Company growth and accomplishment  Policies and procedures  Production facilities  Service facilities

7. 6-7 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

8. 6-8 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

9. 6-9 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

10. 6-10 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

11. 6-11 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

12. 6-12 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

13. 6-13 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

14. 6-14 Know Your Competition, Industry, and Economy  Understand competitors’ products, policies, and practices

15. 6-15 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

16. 6-16 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

17. 6-17 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

18. 6-18 Salespeople Rely on Mobile Technology to Serve Their Customers GPS Device Cell Phone PDA

19. 6-19 Sales: Internet and the World Wide Web  The Internet  The World Wide Web  Web page  Links  Surfing the Internet

20. 6-20 Summary  Knowledge : Increase Confidence US And More Sales And Relationship  Why Company Spend Money on Advertising  Know Your Customer : Resellers, End Users

21. 6-21 Technology Make Salespeople Close To The Customer GPS Device Cell Phone PDA