Transcript Document
Improving Sales Productivity by Motivating the Sales Force 通过激励销售团队以提升销 售业绩 Analysing Your Sales Force Performance 分析你销售团队的业绩 • Top 20% sales people delivering 80% of your sales; or 顶尖20%的 销售人员为你产出80%的业绩；还 是 • Top 4% sales people delivering 64% of your sales? 顶尖4%的销 售人员为你产出64%的业绩？ Top Sales People Don’t Necessary Become Good Sales Managers. Why? 卓越销售员不一定就是优秀的 销售经理。为什么？ Less than 15% of superstar salespeople succeed in management 少于15%的顶尖销售人员能够成为 称职的经理 If Sales People Don't Perform to Expectations, Who is Responsible? 如果销售人员业绩欠佳，谁该负 责？ Who is the Best Sales Person? 哪位是最优秀的业务员？ No. Of Client Meetings 客户会面次数 Salesman A 191 Salesman B 78 Salesman C 63 Who is the Best Sales Person? 哪位是最优秀的业务员？ Salesman A Salesman B Salesman C No. Of Client Meetings 客户会面次数 Proposal s Sent 提议书数 量 No. of Sales Closed 成交数量 191 123 34 78 78 43 63 30 25 Who is the Best Sales Person? 哪位是最优秀的业务员？ No. Of Client Meetings 客户会面次数 Proposals Sent 提议书数 量 No. of Sales Closed 成交数量 Sales Value 销售金 额 Salesman A 191 123 34 340,00 0 Salesman B 78 78 43 500,00 0 Salesman C 63 30 25 360,00 0 Who is the Best Sales Person? 哪位是最优秀的业务员？ No. Of Client Meetings 客户会面次 数 Proposals No. of Sales Sent Closed 提议书数 成交数量 量 Sales Value 销售金 额 Gross Profit 毛利 Salesman A 191 123 34 340,00 0 100,000 Salesman B 78 78 43 500,00 0 200,000 Salesman C 63 30 25 360,00 0 200,000 What will be Your Advice to Salesman A, B and C? 你会给业 务员A、B及C什么建议呢？ Challenges in Sales Management 销 售管理遇到的挑战 • Only 19% of effective new business developers are effective at maintaining long-term customer relationship 只有19%的新客户开 拓人员能够与客户保持长远良好关 系 • Less than 15% of key account managers are comfortable developing new businesses 只有 15%的客户经理对发展新客户感到 适意 Challenges in Sales Management 销 售管理遇到的挑战 • Nearly 65% of salespeople who fail could have succeeded in the right type of sales position for their skills 将近65%的 表现欠佳的业务员能在更合适的销售岗位上 创造更优越的业绩 • Nearly 70% of strong customer support and service staff are able to maintain customer relationships 将近70%的客服人员能够与 客户保持良好长久关系 • 60% of sales position failures are related to individuals with the wrong skills for the position 60%的销售人员无法胜任其 职是因为个人技能与岗位不匹配 What is Motivation? 什么是激励？ Motive + Action 动机 + 行动 Motive = Chances of Success + Amount of Effort + Expected Payoff 动机 = 成功概率 + 所需精力 + 预期 回报 Myths About Motivating Sales People 激励销售人员的误区 • Sales people are primarily motivated by money 销售人员最 基本的激励是金钱 • Sales competitions can motivate sales people 销售竞赛能够激励销售 人员 • Big job titles are needed to retain top sales people 如果要留住顶尖 销售人员就需要给他们职位较高的 职衔 Why do Sales People become Sales People? 销售员为何成为销售员？ • Autonomy 自主自由 • Directly links effort to success 能 够看到付出所产生的结果 • Likes to deal with specific objectives 喜欢目标明确的工作 Why do Good Sales People Leave? 卓越销售队员为什么会离职？ Reasons Why Sales People Leave 销 售人员离职的主要原因 • Lack of career development 欠缺职 业发展 • Unfair treatment 不公平的待遇 • To get a promotion somewhere else 到 他处升职 • Having their autonomy restrained 自 由受到约束 • Did not feel appreciated 没有受到重视 • Lack of systematic training & coaching 欠缺系统式的培训与辅导 Balancing between New and Old Sales Staff 在新、老销售人员之间取得平衡 • Old Sales people can 老销售能够: – Share experience 分享经验 – Provide guidance 给予辅导 – Be role models 成为榜样 Balancing between New and Old Sales Staff 在新、老销售人员之间取得平衡 • But old sales people sometimes 但 老销售却有时会: – Hoard the best leads and territories away from new sales people 将最好 的销售线索及地域隐藏，不给新销售员 – Use their clout to resist changes or make unreasonable demands 使用他 们的影响力抵制改革或漫天要价 – Make things difficult for promising new sales people 排挤有潜力的新销 售人员 Ways to Deal with Errant Experienced Sales People 如何处理跋扈的老销售 • Compare your sales team with your competitors' 那竞争对手的销售团队 与自己的团队进行对比 • Getting new sales people to set good examples 让新人树立好榜样 • Never give in to unreasonable demands 针对不合理要求不作出 妥协 • Use a good CRM system 使用良 好的CRM系统 What Else to Measure Besides Sales Turnover 除了销售业绩以外的评估标准 • Gross Profit 毛利 • New Businesses Brought In挖掘新客户 • Strategic Customers Brought In 获得的战 略客户 • Retention and Growth of Existing Customers现 有顾客的维护与增长 • Ability to Work As a Team团队合作能力 • Being Able to Proactively Understand Customers’ Business Issues 能够主动地了解 客户的商务需求 • Making Sustainable Improvements and Progress in Sales Results/ Sales Activities 推 动持续的销售增长、业绩改善 What are Some Behaviours that Winning Sales People Have that Others Don't? 成功销售人员会有哪些行为是一般 销售人员没有的？ Winning Ways of Winning Sales People 成功销售人员的制胜法则 • They ask questions regarding their customers problems, implications and "what will happen if those problems are solved" 他们针对顾客所面临的问题、 问题产生的影响以及“如果那些问题能够被解决会发 生什么？”来进行提问 • They are personally accountable for customers' results and understand customers' businesses 他们会为客户所想达到的结果负责到底，并深入 了解客户的商务情况 • They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影 响销售结果的人士 Winning Ways of Winning Sales People 成功销售人员的制胜法则 • They match their sales process with their customers' buying process 他们会把注意力 放在顾客的采购步骤，并将自身的销售流程 配合客户的采购步骤 • They seek to build a relationship with no agenda first, rather than aiming the customers' pockets everytime 他们在初 期与客户建立关系的时侯不期待任何销售结 果，而是围绕顾客自身的情况开始谈话 • They create value by providing advice and insights to the customer 他们以提出建议、 见解的方式创造价值，而不只是一个充当 “会说话的宣传手册” 39% of a customer’s decision to buy from your company is based on the effectiveness of the sales representative 39%的顾客是因为销售人员的表现 而决定购买的 The R4 of the Customer's Experience 客户购买经历的R4 • • • • Reliability 可靠性 Relationship 交情与关系 Responsiveness 积极性 Resourcefulness 资源整合 行千里而不劳者，行于无人之地也 If you can march 1,000 miles and not feel tired, you will be undefeatable Q&A Contact [email protected] for more details, OR log on to: www.psycheselling.com/page4.html to get monthly updates OR http://cydj001.blogbus.com for the Chinese updates