正文 第5章 Goods and Marketing(3)(2 / 3)

如果顧客購買了他們以前從未用過的產品,瑪麗將打電話詢問她能提供什麼幫助。詢問顧客是否需要信息,她問他們是怎樣使用產品的。她把顧客怎樣使用產品的信息存入她的檔案中。

瑪麗有時也促使顧客相互幫助。顧客打電話來詢問怎樣使用公司的產品時,瑪麗給他們提供產品說明書,但有時也提供她檔案中關於產品使用方法的信息。有的顧客想了解產品實際使用的情況,對了解詳細情況很感興趣。這時,瑪麗便查閱檔案,尋找使用這些產品的客戶及這些產品使用經過等情況。

最後她找到與打電話聲稱有興趣了解完全合拍的內容的人。瑪麗即電話告訴這些顧客誰正使用這種產品,告訴他們,如果想了解產品的使用方法,可以直接拜訪那些正在使用產品的人。這時大多數顧客還是樂於合作的,他們讓其他顧客參觀了解產品的使用。他們幫助他人是因為知道自己將來也許會需要別人的幫助。現在幫助他人將來才能得到別人的幫助。

瑪麗還安排約會時間,讓公司的顧客互訪。公司對顧客之間能夠比較產品的使用過程感到非常高興,公司感覺到,這是一種顧客幫助銷售商品的方法。

(2) Quota Management

定額管理

Steve knew Ben was joking.But he also knew his meeting with Ben would be very serious.The meeting was called a quota review.In most companies,salespeople are given quotas which tell the amount of each product they are expected to sell during the year.If a salesman like Steve sells more than his quota,he earns extra money.The more Steve sells,the more he earns.

Ben knew that Steve had sold 125 percent of his quota for the year.This meant that he had sold 25 percent more than the company had expected him to sell.Sales of 100 percent mean that a salesperson has met his or her quota and sold what was expected.

Ben had to set sales quotas every year.Quotas are set for every product sold by each salesperson.Setting quotas and checking on how much salespeople sell are important parts of Ben's job.Ben joked with the salespeople.He tried to get them to accept higher quotas when they did well.But he knew it would not be good to give people quotas that were so high it would be impossible to meet them.His idea was to get the salespeople to work as hard as they could.But he did not want to give them quotas that were impossible.He did not want to cause them to fail in their jobs.

Steve knew that he would have to increase his quota for the next year.He is an experienced salesman.He understands that his company's products are becoming well known and that more and more customers want to buy them.He understands that he can sell more.But he was afraid to take a quota which would be so high that he might not be able to meet it.If that happened,he would not earn as much as he would if he sold more than 100 percent of a smaller quota.