Personal selling is direct personal interactions between

1
????? 9 ??????????????

• ?????????????????????????
• Personal selling is direct personal
  interactions between
• a salesperson and a potential buyer. (Peter
  Olson, 2008)
• ?????????????? (personal selling) ???????
  ?????????
• ??????????????????????????????????????????????????
  ?????????????
• ??????????????????????????????????????????????????
  ?????
• ????????? ???????????????????????????

2

• ?????????????????????????????????????????
• 1. ?????????????????????????????????????????????
  ??
• ??? (person-to-person communication process) ????
• ??????????????????????????????????????
  (interpersonal
• communication)
• 2. ?????????????????????????????????????????????
  ???
• ???????????????????????? ?????????????????????????
  ??? 2 ??? (two-
• way communication) ??????????????????????????????
  (dyadic
• communication)

3

• Personal communications channels is two or more
  
• persons communicating directly face-to-face,
  person-to-
• audience, or the telephone, or through e-mail.
• ?????????????? ???????????????????????????????
• ????????????????????????????????????????
  ????????????
• ????????????????? ?????????? (salespeople ????
  salesperson)
• ????????? (sales representatives)
  ?????????????????? (account
• executives) ??????????????????????? (sales
  consultants)
• ?????????(sales engineers) ?????? (agents)
  ??????????
• ??????? (marketing representatives)

4

• ??????????????????????????????????
• 1. ?????????????????????????????????????? ?????
• ?????????????????????? ???????????????????????????
  ????????
• ???????????????????????? ???????????? ???????
  ??????
• ?????? ????????????? ?????????????????????????????
  ????
• ?????? ?????????????? ????????????????????

5

• ??????????????????????????????????
• 2. ?????????????????????????????????????????
  ?????
• ??????????????????????????????????????????????????
  ???????????
• ???????????????? ? ???????????????????????????????
  ???? ?????
• ??????????????????????????????????????????????????
  ??
• ??????

6

• ?????????????????????????????????????????????????
• ???????????????????????

?????????????????
???????????????
????????
?????????????????
??????????????
????????
????????????????
????????????????
???????????????????????
???????????????????????????
7

• ?????????????????????????????
• ????????????????????????????????????????? ????
• ????????????????????????????? ????????????????????
  ???????
• (field selling) ????????????? (team selling)
  ??????????????????
• (over- the counter selling) ????????????????????
  ???????????
• ?????????????? (telemarketing) ???????????????????
  ???????
• ????????????????????????????? (outbound
  marketing) ???
• ???????????????????????????????????????? (inbound
  marketing)

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• ???????????????????????????????????????????????
• ?????????????????
• 1. ???????????????????????????????? (order
  processing)
• 1.1 ????????????????????????
• 1.2 ??????????????????????????????
  ?
• 1.3 ??????????????????????
• 2. ??????????????????? (creative
  selling)
• 3. ???????????????????????????????????????????
• ??????????????????????? (missionary sales)

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• ????????????????????
• 1. ??????????????????????????????????
  (prospecting
• and qualifying)
• 2. ????????????????????????? (preapproach)
• 2.1 ?????????????????????????????
  ?????????????
• 2.2 ?????????????????????
• 2.3 ????????????????????????????
• 2.4 ????????????????

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• ????????????????????
• 3. ????????? (approach)
• 4. ????????????????????? (presentation and
• demonstration)
• 4.1 ???????????????????????
• 4.2 ????????????????????????
• 4.3 ??????????????????????????????
  ???????????
• ???????????????

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• ????????????????????
• 5. ???????????????? (overcoming objections)
• 6. ???????????? (closing)
• 7. ??????????????????????????????????????
  (follow-
• up and maintenance)

12

• ????????????????????????????????
• ????? 1. ?????????????????????
• 2. ?????????????????????????????
• 3. ???????????????????????????????
• 4. ???????????????????????????????????????????

13

• ????????????????????????????????
• ??????? 1. ????????????????????
• 2. ??????????????????????????????????????????
• 3. ?????????????
• 4. ?????????????
• 5. ????????????????????????????????????

14

• ?????????????????????????????????????????????
• ??????????? ?
• 1. ?????????????????????????????
• 2. ?????????????????????????????????????
• 3. ??????????????????????????????????
• 4. ??????????????????????????????????????

15
???????????