Deadline 12h tối t6 (tên của từng người tương ứng với nội dung

phía trên - Ngắn gọn chắt lọc nhất) Tài liệu textbook + phần dưới
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I. Sales responsibilities(Những trách nhiệm chính)

The primary responsibility: of a salesperson is to conclude a sale successfully.
- Identification of customer needs
- Presentation and demonstration (Prepare for sales)
- Negotiation
- Handling objections and closing the sale
Secondary functions: are also carried out by most salespeople (The task is performed in the
preparation stage)
- Prospecting (Process of finding potential customers)
- Database and knowledge management
- Self-management
- Handling complaints
- Providing service
- Relationship management
1. What is Prospecting? tìm kiếm khách hàng tiềm năng
- Characteristics of prospecting
● Prospecting is the searching for and call new customers
● Prospecting is more important in industrial selling than retail selling
● Process of identifying prospect is called lead generation
+ Hot lead, warm lead, cold lead
● Problem with salespeople work for the same company many years
2. What is Sources of prospects? Tìm kiếm nguồn triển vọng(có những nguồn nào)
- Existing customers
- Trade directories.
- Enquiries
- The press and the internet.
- Cold canvassing/cold calling.
(6 lưu ý khi sử dụng cold calling)
(Hường 1,2)
3. Database and knowledge management
- A systematic approach to customer record-keeping is also to be recommended to all
repeat-call salespeople
- CRM an effective customer data management tool for sales
- Database and knowledge management provide for sales include:
● name and address of company
● name and position of contact(s)
● nature of business
 ● date and time of interview
● assessment of potential
● buyer needs, problems and buying habits
● past sales with dates
● problems/opportunities encountered
● future actions on the part of the salesperson (and buyer).
4. Self-management
- A salesperson often works alone with the minimum of personal supervision. On
average, only 20–30% of a salesperson's normal work time is spent meeting face-to-
face with customers
- How to self-manage sales in tasks daily.
● Prospecting
● Making sales call
● Sales meeting
● Check pipeline/Update CRM Activity
● Follow-up
● Answering queries from customers
● Prepare task for the next day
● Get to know your products/services
● Sale-role playing
● Sending emails
● Develop email templates
● Sharing with other sales pro

(Phương 3,4)
5. Handling complaints
6. Providing service
(Chou 5,6)
7. relationship management
- Relationship between salesperson and customer
- Set of relationship of salesperson with other people in their company
8. Implementing sales and marketing strategies
- Salesforce requires to understand the strategies
- Discount structure should be decided by Management
- “Diversion” approach: The aim is to distract a rival into concentrating its
efforts on defending one account.
(Linh 7,8)
II. PREPARATION
Preparation for pure selling and sales negotiations (Huyền)
Prepare for pure selling and sales negotiations (Huyen)
- What is pure selling:
+ Pure sales usually take place at the store
+ Salesperson has no scope for discussion in price, delivery time, product extras, payment,...
+ The product is offered on take-it-or-leave-it basis

- What is sales negotiation:

+ Buyers and sellers can negotiate price, timing of delivery, product extras, payment and
credit terms, and trade-in values

- Preparation applied in both pure selling and sales negotiation situation(Fail to

prepare, prepare to fail)
+ Product knowledge knowledge and benefits:
Relate product features to consumer benefits(Table 7.1_229)

- Look at the product from the customer's perspective

- Relate product benefits to the situation each customer wants
- Get acquainted and practice in advance to ensure product understanding and clear
information conversion
- Different customers have different needs, different benefits from products they need

+ Knowledge of competitors’ products and their benefits:

Advantages of having knowledge of competititor's product

- Find differences and strengths of the product compared to competitors --> give customers
an overview
- Make recommendations on processes and features for the company

+ Sales presentation planning

Advantage of Sales presentation planning

- Less likely to forget important consumer benefits associated with each

- Consider using visual aids to reinforce content
- Create trust with your boss about your ability and professionalism
- Be prepared for customers' questions and criticisms about the product

+Setting sales objectives

Skills Setting sales objectives

- Phrase content in terms of what the salesperson wants the customer to do rather than what
the salesperson will do.
- Objective set should stem from, and support, overall company marketing objectives from
the marketing planning process
- Fulfill the SMART criteria
● for the customer to clearly define what their requirements are;
● to have the customer visit the production site;
 ● to have the customer try the product, e.g. fly on an aircraft;
● to have the customer compare the product against competing products in terms of
measurable performance criteria

+ Sales cycle:

Need to clearly understand the processes/steps between first contact with a customer and the
placing of the actual order and the amount of time this takes in accordance with the specific
product and company.

+ Understanding buyer behaviour:

- Identify who has the main influence on customers' purchasing decisions
- Use the CRM customer management system to learn about customer information

Preparation for sales negotiations (Bằng)

Assessment of the balance of power
1. The number of options available to each party
2. The quantity and quality of information held by each party.
3. Need recognition and satisfaction.
4. The pressures on the parties.

Determination of negotiating objectives

Setting objectives during preparation stage reduces the likelihood of accepting unfavorable
deals.
- Two types of objective
+ 'Must have' objectives: Define minimum requirements, for example, minimum
price for a seller.
+ 'Would like' objectives: Maximum reasonably expected outcome, for example,
highest price a seller
- Best Alternative to a Negotiated Agreement (BATNA)
+ Identifies alternative if agreement cannot be reached.
+ Sets standard to assess offers and guards against accepting unfavorable terms
under pressure.
+ Attractive BATNAs allow for higher 'must have' objectives.
+ BATNA comparison during negotiations helps assess if negotiated agreement
is better than the alternative.

Concession analysis
- The key to this concession analysis is to value concessions the seller might be
prepared to make through the eyes of the buyer.
 - Identify low-cost concessions for the seller but highly valued by the buyer.
- The kinds of issue that may be examined during concession analysis
+ Price
+ Timing of delivery
+ The product – its specification, optional extras
+ The price – e.g. works price, price at the buyer’s factory gate, installation
price, in-service
+ Payment – on despatch, on receipt, in working order, credit terms
+ Trade-in terms

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Nội dung tham khảo
Chapter 7: Sales responsibilities and preparation trách nhiệm bán hàng và chuẩn bị

Sales responsibilities
The primary responsibility: Trách nhiệm chính của nhân viên bán hàng là kết thúc việc
bán hàng thành công. Nhiệm vụ này sẽ bao gồm: chương 8
- Identification of customer needs
- Presentation and demonstration
- Negotiation
- Handling objections and closing the sale
Secondary functions: Các chức năng phụ cũng được thực hiện bởi hầu hết nhân viên bán
hàng:
- Prospecting
- Database and knowledge management
- Self-management
- Handling complaints
- Providing service
- Relationship management

+ prospecting : Tìm kiếm khách hàng tiềm năng

Có những nguồn như - Từ chính khách hàng tiềm năng: word of mouth
- trade directories: cold calling
- Enquiries: khách hàng tự tìm đến, rất quan trọng vì nhu cầu đang
cao
- Press and the internet
+ prospects lead những khách hàng tìm được từ prospecting
+ lead generation: khách hàng tiềm năng (lead: thông tin khách hàng) có 3 lead chính Hot
lead(mới), warm lead(1 thời gian), cold lead(đã lâu)

6 Ways to make cold calling more effective:

- Try to make cold calling as non instructive as possible:
- Avoid cold calling very early or very late in the day: Thời gian gọi hợp lý, 9h30 sáng
11h30 trưa, 2h chiều - 4h. Không gọi t2, gọi chiều t6 và chiều t7
- Respect customer’s privacy and their wish: Tôn trọng khách hàng,
 - Do not ever try to bully customers: Không bắt nạt khách hàng, không sân si hay bắt
lỗi khách hàng
- Use cold calling to secure an appointment/an agreement to send further details. Try
not to secure an order. Có thông tin rõ ràng về sản phẩm, dự án
- Find out information about customer before cold calling: Tìm hiểu trước khi gọi điện

An industrial salesperson should record the following information: Dùng phần mềm
CRM để lưu trữ thông tin
1. name and address of company;
2. name and position of contact(s);
3. nature of business;
4. date and time of interview;
5. assessment of potential;
6. buyer needs, problems and buying habits;
7. past sales with dates;
8. problems/opportunities encountered;
9. future actions on the part of the salesperson (and buyer).

Chỉ 20-30% nhân viên bán hàng trong ngày làm việc bình thường dành cho khách
hàng
Công việc hàng ngày của nhân viên bán hàng bao gồm:
- Prospecting
- Making sales call
- Sales meeting
- Check pipeline/Update CRM Activity: Kiểm tra và update hoạt động trren CRM
- Follow-up
- Answering queries from customers
- Prepare task for the next day
- Get to know your products/services: Tìm hiểu về sản phẩm và dịch vụ của mình
- Sale-role playing: Luyện tập với đồng nghiệp
- Sending emails
- Develop email templates
- Sharing with other sales pro: chia sẻ cùng đồng nghiệp để hiểu rõ về từng dạng
khách hàng

Giải quyết phàn nàn của khách hàng

- The complainant should be treated with respect: Tôn trọng khách hàng
- Matter dealt seriously: Nghiêm túc xử lý
- Empathise with customers, react sympathetically create goodwill and foster long-term
relationship: Đồng cảm nuôi mối quan hệ lâu dài
- Notify head office in written form when the saleperson do not have the authority: Báo
cáo với các phòng ban khách để giải quyết, nhưng cần quan tâm đến khi vấn đề
được giải quyết thỏa đáng

Cung cấp dịch vụ cho khách hàng

- Cutting cost: Cắt giảm chi phí, tham khảo và xây dựng niềm tin với khách hàng để
cải thiện năng suất jay hiệu quả
- Improve productivity
 - Strengthens buyer-seller relationship
- Trade selling: support buyer to set up store, displays and other promotions
(Merchandiser)
- Provide after-sale service

Quản lý mối quan hệ với khách hàng: Nhân viên sale cần xây dựng mối quan hệ với
những người trong doanh nghiệp, tạo sự thiện cảm

Nhân viên cần

- Lực lượng bán hàng cần phải hiểu chiến lược
- Cơ cấu chiết khấu phải do Ban Giám đốc quyết định
- Cách tiếp cận “chuyển hướng”: Phương pháp hiệu quả để giành được tài khoản khi
đối mặt với sự cạnh tranh cố thủ. Mục đích là để đánh lạc hướng đối thủ tập trung nỗ
lực bảo vệ một tài khoản.

Preparation for pure selling and sales negotiations

Pureselling: Bán Hàng thuần túy, mua tại cửa hàng và mua hay không tùy
mong muốn của khách hàng
Sales negotiations: Bán hàng qua đàm phán và deal
- Product knowledge knowledge and benefits: Phải biết chuyển đổi thông tin
thành lời nói truyền đạt, dễ hiểu. Lựa chọn được lợi ích mà khách hàng mong
muốn mà thể hiện và trình bày
- Knowledge of competitors’ products and their benefits: Kiến thức về sản
phẩm của đối thủ để thể hiện điểm nổi bật và lợi ích đặc biệt của cty mình
- Setting sales objectives Sales cycle: Chuẩn bị cả nội dung và chiến lược trước
khi trình bày cho khách hàng và lãnh đạo
- Understanding buyer behaviour: Hiểu hành vi mua của khách hàng
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