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CHNG 5:

I.

TONG QUAT VE BAN LE HANG HOA

1. BAN LE LA G?
Ban le la tat ca nhng hoat ong lien quan en viec ban cac san pham vat chat va cac dch vu trc tiep cho ngi s dung cuoi cung, ap ng nhu cau cua ca nhan, gia nh va cac to chc khong kinh doanh.

2. TAM QUAN TRONG CUA HOAT ONG BAN LE


Phuc vu rong rai nhu cau a dang

cua ngi tieu dung trong xa hoi Giai quyet viec lam cho ong ao ngi lao ong moi quoc gia, nhat la lao ong n Gop phan nang cao i song vat chat va tinh than cho cac tang lp dan c t thanh th en nong thon Thuc ay s luan chuyen hang hoa t nha san xuat en ngi tieu dung nhanh chong.
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3. AC IEM CUA HOAT ONG BAN LE


Khach hang chu ong va oc lap

trong quyet nh mua hang Nhieu hnh thc va canh tranh rat manh me Ban nhieu loai hang hoa khac nhau Ca hang co qui mo ln Cong viec rat cang thang vao thi iem mua sam cua khach hang
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4. CAC HNH THC BAN LE PHO BIEN


4.2. Ban le khong qua ca hang: 4.1. Ban le trong Ban le theo n at ca hang:
He thong sieu th Cac trung tam

thng mai He thong ca hang giam gia Ca hang chuyen doanh Cac hnh thc ban le khac

hang qua bu ien Ban le bang may ban hang t ong Ban le qua th chao hang Ban le qua dch vu mua hang Ban le qua thiet b ien t Ban le qua phng tien 7 truyen hnh

5. NGUYEN TAC BAN LE


Nguyen tac ban hang hien ai: Tiep xuc khach hang ung luc Gii thieu hang hoa theo nh hng khach hang X ly thoa ang cac cau hoi, cac phan nan cua khach hang Xay dng moi quan he kinh doanh lau dai vi khach hang trien vong Thc hien tot cac dch vu sau ban hang
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NGUYEN TAC BAN LE (tt)


Nguyen tac xay dng moi quan he vi con ngi: Hieu biet chnh mnh va hieu ngi khac Co thai o ung an vi cuoc song, cong viec, ong nghiep, khach hang Trung thc, nha nhan, lch thiep, co thien ch va tan tam Phong cach, dien mao, giong noi the hien tnh than thien Nguyen tac at muc tieu ban hang: Ban nhng g khach co nhu cau that s Ban le va la cong voiec kinh doanh va la hoat ong mang tnh xa hoi

II. NHNG HOAT ONG MARKETING TRC TIEP KHAC

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1. TELEMARKETING

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1.1. TONG QUAT VE TELEMARKETING


Telemarketing la mot he thong giao tiep vi khach hang muc tieu t xa, thong qua ky thuat vien thong nham phuc vu tot nhu cau cua ca hai ben mua va ban

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1.2. CAC CHC NANG CUA TELEMARKETNG


Bo sung viec ban hang trc tiep Thay the ban hang trc tiep

Cac chc nang chu yeu cua Telemarketing


Ho tr ban hang trc tiep
Thc hien dch vu sau ban hang
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1.3. TIEP TH QUA IENTHOAI

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1.3.1. HOACH NH KE HOACH BAN HANG QUA IEN THOAI


Phat trien mot trung tam Telemarketing
La chon th trng muc tieu La chon thiet b ien thoai va cac

phng tien vat chat ho tr khac Chuan b ke hoach ban hang qua ien thoai

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1.3.2. KE HOACH BAN HANG QUA IEN THOAI


Xac nh thi iem cac cuoc goi

phu hp vi loai khach hang muc tieu Thiet lap muc tieu ban hang qua ien thoai Chuan b cac cong cu ho tr ban hang trc tam tay Noi dung chao hang qua ien thoai Goi ien thoai sau ban hang
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1.3.3. NOI DUNG CHAO HANG QUA IEN THOAI


Li gii thieu
Xac nh ro ai la

khach hang trien vong Xac nh nhu cau cua khach hang Gii thieu hang hoa D kien khc t mua hang va thng lng vi khach hang Yeu cau n at hang e ket thuc ban hang Goi ien thoai tr lai 17

1.3.4. LA CHON VA HUAN LUYEN NGI BAN HANG


1.3.4.1/ La chon ngi ban hang qua ien thoai can lu y mot so tieu chuan:
Giong noi phai ro rang, de nghe,

am ap, nhiet tnh va co sc thuyet phuc. Co kha nang lang nghe ngi khac noi mot cach kien tr Co thai o tch cc khi nghe, nhay cam nhan dien nhu cau, mong muon cua khach hang khi lang nghe 18 Lch s trong giao tiep qua ien thoai

1.3.4.2/ Huan luyen va thc tap Kien thc can ban:


Lch s cong ty san xuat, cung cap

cac san pham C cau to chc cua cong ty ac iem cac mat hang c gii thieu chao ban Cac chnh sach ban hang cua cong ty ac iem cac oi tng khach hang muc tieu ac iem cac oi thu canh tranh
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Kien thc chuyen mon:

Nghiep vu chao hang qua ien thoai Ky nang giao te nhan s Tam ly can ban va tam ly khach

hang Marketing can ban Nghien cu marketing ao c kinh doanh

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2. BAN HANG TRC TIEP QUA CAC PHNGTIEN HO TR

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2.1. BAN HANG TRC TIEP QUA TH T


Hnh thc chao ban hang thong qua gi th en tng to chc, tng ca nhan rieng le theo a ch cu the e co c n at hang cua khach ahng trien vong hay khach hang hien tai Nhng cong viec tieu bieu:
Chuan b cac loai th t c s dung phu hp nhu cau Tien hanh gi th en tng a ch vao thi iem thch hp Nhan va x ly cac phan hoi cua khach hang C ngi giao hang va thu tien tan ni khach Thc hien dch vu sau ban hang 22

2.2. BAN HANG TRC TIEP qua catalog


La loai hoat ong marketing trc tiep bang

cach s dung cac loai catalog (in an, quay video, thiet ke bang cac phng tien ien t, gii thieu tren trang web) e gi en cac oi tng khach hang muc tieu co la chon Cac loai hnh:
Catalog c in an bang giay Video catalog (bang, da) Web catalog Web only catalogers Web based catalog
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Nhng cong viec tieu bieu:


Chuan b cac hnh thc catalog c s dung phu hp nhu cau La chon khach hang muc tieu va tien hanh gi catalog en tng a ch vao thi iem thch hp Nhan va x ly cac phan hoi cua khach hang C ngi giao hang va thu tien tan ni khach Thc hien dch vu sau ban hang

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2.3. BAN HANG TRC TIEP qua MAY T ONG


Ban hang bang may t ong phuc

vu khach hang ca ngay lan em, s dung phng tien thanh toan trc tiep la tien kim loai. Hang hoa co the ban qua may t ong la cac hang tieu dung thong thng nh nc giai khat, tro chi ien t Ban hang qua may co t le hao hut, chi ph bao quan hang hoa, duy tr may hoat ong cao v vay gia ca 25 cac mat hang ban qua may cao

2.4. BAN HANG TRC TIEP qua KENH TRUYEN HNH


S dung cac kenh truyen hnh

htng mai hay kenh mua sam hang hoa e quang cao, cung cap thong tin thng mai va trc tiep chao ban cac loai hang hoa en ngi tieu dung Nhng hnh thc ban hang trc tiep truyen hnh:
Quang cao va ban hang trc tiep qua kenh truyen hnh thng mai Ban hang qua cac kenh truyen hnh mua sam tai nha 26

Nhng cong viec tieu bieu:


Ngi ban trng bay, gii thieu hoac giai thch cac ac trng, cac li ch, mc gia ban cua san pham tren man anh nho. Bo phan trc tong ai ien thoai tiep nhan cac ng day goi en t khach hang xem truyen hnh C ngi giao hang va thu tien tan ni khach theo yeu cau ngay gi thch hp Thc hien dch vu sau ban hang

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2.5. BAN HANG TRC TIEP qua KIOSK


S dung cac quay at mua hang

cac a iem co nhieu khach hang tiem nang, ni o, khach hang co the tiep can tat ca thong tin ve cac loai san pham ma cong ty ang chao ban
Nhng cong viec tieu bieu:
Xay dng he thong cac kiosk tai cac a iem thch nghi nhu cau giao dch cua khach Trang b ay u he thong thiet b cung cap thong tin, hnh anh,phng tien e khach tiep can thong tin at mua hang Theo doi he thong x ly thong tin t cac kiosk C ngi giao hang va thu tien tan ni khach

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2.6. BAN HANG TRC TIEP qua CAC HNH THC KHAC
Ban hang qua dch vu mua hang
Ban hang trc tiep trong cac t

trien lam thng mai Cac hoat ong ban hang trc tiep khong qua ca hang:
Ban hang lu ong Ban au gia ni cong cong Ban hang theo cac mau quang cao tren bao ngay, cac tap ch Ban cac ch ngoai tri
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Luon luon no lc e tien en muc tieu trong cac cuoc chao hang.

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