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Sales Knowledge:
Customers, Products,
Technologies
6
Dudut Urip Prasetyo
dprasetyo@pmbs.ac.id
6-2
Chapter
6
Agenda :
 Knowledge:
Customers, Products, Technologies
 Implementation In The Field
6-3
Sources of Sales Knowledge
 Sales training
 Experience
Knowledge :
Increase Confidence US
And More Sales and
Relationship
6-4
Know Your Customers
 Find out all you can
6-5
Know Your Company
 General Company Information
 Company growth and accomplishment
 Policies and procedures
 Production facilities
 Service facilities
6-6
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
6-7
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
6-8
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
6-9
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
6-10
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
6-11
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
6-12
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
6-13
Know Your Competition,
Industry, and Economy
 Understand competitors’
products, policies, and practices
6-14
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
6-15
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
6-16
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
6-17
Salespeople Rely on Mobile Technology
to Serve Their Customers
GPS Device
Cell Phone
PDA
6-18
Sales: Internet and the World Wide Web
 The Internet
 The World Wide Web
 Web page
 Links
 Surfing the Internet
6-19
Summary
 Knowledge :
Increase Confidence US And More Sales
And Relationship
Why Company Spend Money on
Advertising
 Know Your Customer : Resellers, End Users
6-20
Technology Make Salespeople Close To
The Customer
GPS Device
Cell Phone
PDA
6-21