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Chapter 16 M Pemasaran
Chapter 16 M Pemasaran
1) Personal Selling
Personal Selling is personal presentations by the firm’s sales force for the purpose of
engaging customers, making sales, and building customer relationship.
Penjualan Pribadi adalah presentasi pribadi oleh tenaga penjualan perusahaan untuk
tujuan melibatkan pelanggan, melakukan penjualan, dan membangun hubungan
pelanggan.
Personal selling is one of the oldest professions in the world by adding value for
customers and maintain long-term customer relationship.
Penjualan pribadi adalah salah satu profesi tertua di dunia dengan menambahkan
nilai bagi pelanggan dan menjaga hubungan pelanggan jangka panjang.
Personal selling is the intrerpersonal arm of the promotion mix. It involves
interpersonal interactions and engagement between salespeople and individual
customers (face-to-face, by phone or text, via email or social media, through video
or online conferences, etc.)
Penjualan pribadi adalah lengan intrerpersonal dari campuran promosi. Ini
melibatkan interaksi interpersonal dan keterlibatan antara tenaga penjualan dan
pelanggan individu (tatap muka, melalui telepon atau teks, melalui email atau
media sosial, melalui video atau konferensi online, dll.)
D) Training salespeople
Sales training can be via seminars, sales meetings, and online learning throughout
salesperson’s career. Training cost can be expensive, but it can also yield important
returns. The goals of training programs are salespeople need to know about customers
and how to build relationship with them. It’s teaching about:
different types of customers and their needs, buying motives, and buying habits
how to sell effectively and train them in the basics of the selling process
need to know and identify with the company, its products, and its competitors
effective training program teaches them about the company’s objectives,
organization, products, and the strategies of major competitor.
Companies are adding digital components to training programs. It’s may range from
simple self-paced text, video-based product training, and internet based sales exercise
that build sales skills. Training online can cut travel and other training costs, and it takes
up less of a salesperson’s selling time. It also makes on-demand training available to
salespeople, letting them train as little or as much as needed, whenever and wherever
needed.
F) Compensating salespeople
To attract good salespeople, a company must have an appealing compensation plan.
Compensation consists of four elements:
a fixed amount, usually a salary, gives the salesperson some stable income.
a variable amount, which might be commissions or bonuses based on sales
performance, rewards the salesperson for greater effort and success.
expenses, (biaya/pengeluaran), biaya asuransi seperti bpjs
and fringe benefits (tunjangan) contoh: tunjangan hari raya, tunjangan
transportasi
When times get tough economically, some companies are tempted to cut costs by
reducing sales compensation. If the company must reduce its compensation
expenses, rather than making across-the-board cuts, companies should continue to
pay top performers well while turning loose low performers.
Supervising tools:
1) weekly, monthly, or annual call plan that shows which customers and
prospects to call on and which activities to carry out.
2) time-and-duty analysis.
the salesperson spends time planning, traveling, in meetings, processing
orders, and doing administrative chores. Companies are always looking for
ways to save time—simplifying administrative duties, developing better
sales-call and routing plans, supplying more and better customer
information, and using phone, email, online, or mobile conferencing instead
of traveling
I) Mengawasi dan Memotivasi Tenaga Penjualan
b) Mengawasi tenaga penjualan
Tujuan pengawasan adalah untuk membantu tenaga penjualan "bekerja cerdas"
dengan melakukan hal-hal yang benar dengan cara yang benar. Perusahaan
bervariasi dalam seberapa dekat mereka mengawasi:
Identifikasi target pelanggan dan tetapkan tujuan panggilan
Berapa banyak waktu yang harus dihabiskan tenaga penjualan untuk
mencari akun baru dan menetapkan prioritas manajemen waktu lainnya
Alat pengawasan:
c) Motivating salespeople
Some salespeople will do their best without any special urging from management.
Management can boost sales force morale and performance through its:
organizational climate, the feeling that salespeople have about their
opportunities, value, and rewards for a good performance. For example, top
salespeople has unlimited opportunity for income and promotion.
sales quotas, —standards stating the amount they should sell and how sales
should be divided among the company’s products.
positive incentives, to increase the sales force effort.
d) Memotivasi tenaga penjualan
Beberapa tenaga penjualan akan melakukan yang terbaik tanpa desakan khusus dari
manajemen. Manajemen dapat meningkatkan moral dan kinerja tenaga penjualan
melalui:
iklim organisasi, perasaan yang dimiliki tenaga penjualan tentang peluang,
nilai, dan penghargaan mereka untuk kinerja yang baik. Misalnya, tenaga
penjualan top memiliki peluang tak terbatas untuk mendapatkan
penghasilan dan promosi.
kuota penjualan, —standar yang menyatakan jumlah yang harus mereka jual
dan bagaimana penjualan harus dibagi di antara produk-produk perusahaan.
insentif positif, untuk meningkatkan upaya tenaga penjualan.
It evaluates salespeople on their ability to “plan their work and work their plan.”
Formal evaluation forces management to develop and communicate clear standards
for judging performance. It also provides salespeople with constructive feedback
and motivates them to perform well.
3. Approach
the salesperson should know how to meet and greet the buyer and get the
relationship off to a good start. This opening might be followed by some key
questions to learn more about the customer’s needs or by showing a display or
sample to attract the buyer’s attention and curiosity. As in all stages of the
selling process, listening to the customer is crucial.
Penjual harus tahu cara bertemu dan menyapa pembeli dan memulai hubungan
dengan baik. Pembukaan ini dapat diikuti oleh beberapa pertanyaan kunci untuk
mempelajari lebih lanjut tentang kebutuhan pelanggan atau dengan
menunjukkan tampilan atau sampel untuk menarik perhatian dan rasa ingin
tahu pembeli. Seperti dalam semua tahap proses penjualan, mendengarkan
pelanggan sangat penting.
5. Handling objections
salesperson should use a positive approach, seek out hidden objections, ask the
buyer to clarify any objections, take objections as opportunities to provide more
information, and turn the objections into reasons for buying.
Tenaga penjual harus menggunakan pendekatan positif, mencari keberatan
tersembunyi, meminta pembeli untuk mengklarifikasi keberatan, mengambil
keberatan sebagai kesempatan untuk memberikan informasi lebih lanjut, dan
mengubah keberatan menjadi alasan untuk membeli.
6. Closing
The sales step in which a salesperson asks the customer for an order.
Salespeople should know how to recognize closing signals from the buyer,
including physical actions, comments, and questions. For example, the customer
might sit forward and nod approvingly or ask about prices and credit terms.
Salespeople can use any of several closing techniques. They can ask for the
order, review point of agreement, offer to help write up the order, ask whether
the buyer wants this model or that one, or note that the buyer will lose out if
the order is not placed now. Salesperson may offer the buyer special reasons to
close, such as a lower price, an extra quantity at no charge, or additional
services.
Langkah penjualan di mana seorang penjual meminta pesanan kepada
pelanggan. Tenaga penjualan harus tahu cara mengenali sinyal penutupan dari
pembeli, termasuk tindakan fisik, komentar, dan pertanyaan. Misalnya,
pelanggan mungkin duduk dan mengangguk setuju atau bertanya tentang harga
dan persyaratan kredit. Tenaga penjual dapat menggunakan salah satu dari
beberapa teknik penutupan. Mereka dapat meminta pesanan, meninjau titik
kesepakatan, menawarkan untuk membantu menulis pesanan, bertanya apakah
pembeli menginginkan model ini atau yang itu, atau mencatat bahwa pembeli
akan rugi jika pesanan tidak dilakukan sekarang. Tenaga penjual dapat
menawarkan alasan khusus kepada pembeli untuk tutup, seperti harga yang
lebih rendah, jumlah tambahan tanpa biaya, atau layanan tambahan.
7. Follow-up
The goal is to get customer satisfaction and repeat business. salesperson should
complete any details on delivery time, purchase terms, and other matters.
Follow up about proper installation, instruction, and servicing occur.
Tujuannya untuk mendapatkan kepuasan pelanggan dan mengulang bisnis.
Tenaga penjualan harus melengkapi detail apa pun tentang waktu pengiriman,
ketentuan pembelian, dan hal-hal lain. Tindak lanjuti tentang pemasangan,
instruksi, dan servis yang tepat terjadi.
4) Sales Promotion
Sales promotion consists of short-term incentives to encourage the purchase or sales of a
product or service. Sales promotion includes a wide variety of promotion tools designed to
stimulate earlier or stronger market response.
Promosi penjualan terdiri dari insentif jangka pendek untuk mendorong pembelian atau
penjualan suatu produk atau layanan. Promosi penjualan mencakup berbagai macam alat
promosi yang dirancang untuk merangsang respons pasar yang lebih awal atau lebih kuat.
Dengan begitu banyak produk yang dijual dengan kesepakatan akhir-akhir ini,
promosi tertentu berisiko hilang di lautan promosi lain, melemahkan
kemampuannya untuk memicu pembelian segera