Marketing Manager Handbook

Author: Li Jia
Publisher:
Publish Date: 2001-01-01
Features: The greatest feature of this book is its conciseness, practicality, and ease of operation. It is a sales tool for sales representatives to carry and also a good sales training material. The entire book is based on the work responsibilities of sales representatives, focusing on three main aspects of their daily work (basic sales, customer management, and self-improvement). The book is divided into ten chapters, with chapters 1 to 8 covering basic sales, which is also the core of the book. This section elaborates on the knowledge and skills that a qualified sales representative must possess, including the responsibilities and requirements of sales representatives, pre-visit planning and preparation, sales warm-up exercises, opening accounts, handling rejections, persuasive presentations, dealing with objections, and successful closing. Professional phrases are compiled in relevant chapters to help sales representatives use them more fluently in actual operations. Chapter 9 is about customer management, mainly composed of three parts: wholesale distributor management, retail store management, and group customer management. Due to differences in industries, products, and customers, the content of customer management varies. This chapter only elaborates on the common aspects of customer management. Chapter 10 is about self-management, mainly composed of two parts: self-management improvement and business management forms. Among them, business management forms are the tools for sales representatives. Proper and effective use of them can double the performance of sales representatives.