Sales Management: Products and Services. Dr Jae K Shim
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Название: Sales Management: Products and Services
Автор: Dr Jae K Shim
Издательство: Ingram
Жанр: Маркетинг, PR, реклама
isbn: 9781908287465
isbn:
3.Once a salesperson learns all about her company’s products, she can concentrate on other problems and not study her own products any further.
4.Advertising is an aid to the salesperson, and she should carry copies of current advertisements to show to prospective buyers.
Answer
1.True. A salesperson should know all about her company, especially its pricing policies, discounts, delivery, credit, and other services.
2.False. Being informed about her own company and products is not enough for a salesperson. She must also be well informed about the products or services offered by competitors in order to discuss the relative advantages and disadvantages.
3.False. Most products are periodically changed and improved, and keeping up to date on product knowledge is a never-ending process.
4.True. Advertising helps the salesperson by increasing demand for products, establishing a good company image, providing consumer information, reaching people the salesperson cannot, and stimulating and motivating the salesperson herself. The salesperson should use these ads to support her presentation. The salesperson should also provide feedback from the customer to make future ads more effective.
CHAPTER 6
Credit, Pricing and Discounts
Credit and collection
The three C’s of credit. Many products or services are purchased on a credit basis, and the salesperson should be familiar with the policies and procedures for granting it. Credit is permission to buy a product immediately and to pay for it later. Moreover, credit is a privilege, not a right, which means that the buyer is morally and legally responsible to pay for the products or services he receives.
In opening a personal credit account for the buyer the salesperson must answer the following three questions: Can the buyer pay for what she purchases? Will she pay? What amount of credit should be given?
To answer their questions the salesperson must have information about the buyer’s capital, capacity, and character, commonly referred to as the “three C’s of credit.” Capital relates to the buyer’s financial position. We need to have a picture of her assets, liabilities, and net worth. Capacity pertains to the buyer’s weekly or monthly income. And character applies to the buyer’s personal integrity, honesty, and past dependability in paying her bills. All three of these factors must be carefully analyzed to determine the buyer’s ability and willingness to pay, as well as the amount of credit she will receive.
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