Sales brochure

Author: Han Guangjun et al.
Publisher:
Publish Date: 2001-09-01
Features: Facing the gradually emerging large-scale "buyer's market," as well as the trends of differentiated consumer demands and personalized preferences influenced by multiple cultures, businesses are compelled to change traditional sales concepts. From a systems engineering perspective, they must conduct product sales work, which includes both fundamental practices such as sales organization, sales planning, and sales budgeting, as well as intermediaries' marketing closely related to sales channels, and direct advertising and promotional activities targeting the target market to stimulate demand. Against this backdrop, we have compiled and published the "21st Century Enterprise Sales Engineering" series. Based on modern marketing theory and combined with the aforementioned trends, the series systematically explores the product sales work of Chinese enterprises, demonstrating the techniques and methods that businesses should master in conducting product sales. The "21st Century Enterprise Sales Engineering" series is part of the authors' long-term achievements in marketing education and research, as well as the insights gained from participating in dozens of corporate management and consulting projects. From different perspectives, the series reflects the gradual strategic and systematic development of product sales work in Chinese enterprises, which is also the objective requirement of market economy development. There are many forms of product sales, but the most common and effective form is personal selling, where sales personnel directly promote products to consumers (customers). For this reason, the quality of sales personnel has a significant impact on a company's sales performance. In developed countries, sales personnel must undergo rigorous and systematic training, and talent loss is highly valued, with excellent sales personnel receiving high compensation. In China, however, due to the traditional mindset of undervaluing commerce, sales personnel are not given the attention they deserve. In the eyes of many, sales skills, strategies, and methods are not worth in-depth study, and many sales personnel still rely on methods like rebates and gifts to conduct sales. Based on the actual needs of sales personnel, this book systematically elaborates on the methods, approaches, consumer purchasing behavior, as well as sales techniques, methods, and strategies for training sales personnel. It is characterized by its strong theoretical connection to practice and high operability, making it a valuable reference for sales personnel.