4-1专业化营销团队的组建运作与管理

Click to edit Master title style,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,PICC,石家庄,分,分公司,团,团险培,训,训专业化,营,营销团,队,队的组,建,建、运,作,作与管,理,理,WilsonYeung,杨永彪2005年10月19日,TrainingObjectives,培训目,的,的,Thegistofsalesmanagement,销售管,理,理的宗,旨,旨,Howtobuildand managea successfulsalesteam,如何建,立,立和管,理,理一个,成,成功的,销,销售团,队,队,3.Identifythemosteffectiveway to motivate staff,运用最,有,有限的,方,方法激,励,励员工,Inflation,通货膨,胀,胀,1995年，,每,每升汽,油,油2.4元，2005年每,升,升汽油4.5,元,元,假如每,年,年通胀,是,是7%,10元,的,的一顿,饭,饭在十,年,年后,大概要20元,才,才可吃,到,到同样,的,的一顿,饭,饭,Evolution,演变进,行,行时,通讯,飞鸽,传书,BP,机,的出现,手机的诞生,（大哥大）,手机不的断更新,Youcantchange thedirectionofthe wind,butyoucan adjustmysailstoalwaysreachmydestination.,-Jimmy Dean,你不能,改,改变风,的,的方向,，,，但是,你,你能够,调,调整航,行,行而最,终,终到达,彼,彼岸。,Success Is AChoice,事成于,行,行（,成,成功是,一,一种选,择,择）,TheBiggestChallenges ForSales,对于销,售,售人员,的,的最大,挑,挑战,Competition,竞争,Price,价格,Product,产品,Commission,手续费,Customer,客户,Environment,环境,Company,公司,成功的,系,系统,你的事业,计划,寻找准客户,接洽,寻求事实,设计,方案,演示,方案,销售,结尾,处理,异议,递送,保单,Forming ASuccessfulTeam,组建一,个,个成功,的,的团队,Recruit/SelectTheRightPeople,雇佣/,选,选择合,适,适的员,工,工,Develop CareerAdvancement,BuildTrainingSystem,建立培,训,训系统,GroomAgentsLeader,培养代,理,理人团,队,队的领,导,导人,EstablishPerformanceManagement/RewardSystem,建立绩,效,效管理/奖励,系,系统,RetainPotential/GoodStaff,保留有,潜,潜质的/优秀,的,的员工,GUIDETOBASICACTIVITYMANAGEMENT,This guide is designed to helpall leadersunderstand:,设计,此,此指,南,南以,帮,帮助,所,所有,领,领导,了,了解,Thebenefitsofmanagingactivityfortheirsalespersons,管理,活,活动,对,对于,销,销售,人,人员,的,的益,处,处,Thebenefitsofmanagingactivityforthemselves,and,管理,活,活动,对,对他,们,们自,己,己的,益,益处,，,，及,Thestepsofmanagingactivity,管理,活,活动,的,的步,骤,骤,Whatactivitymanagement,isnot,所谓,活,活动,管,管理,并,并,不是,Administration,行政,Complicated,复杂,的,的,Quick,急促,的,的,What activity management,is,所谓活动管理,是,Effective,有效的,Sophisticated,熟练的,Professional,专业的,What activity management requires,活动管理需要的是,Discipline,纪律,Regular 1:1 meetings with sales person,通常与销售人员进行一对一会谈,Good understanding of sales persons goal,很好地了解销售人员的目标,GUIDETOBASICACTIVITYMANAGEMENT,Step 1,步骤1,Using the forward planning document,calculate the number of appointments required each week for each sales person,in order to achieve their goal.,为了达到他们的佣金目标运用促进计划表计算每周每个销售人员所需预约的数量,Step 2,步骤2,Document the number of appointments each sales person need to complete each week.,记录每个销售人员每周需要完成的预约数量,Step 3,Convince each sales person that all other things being equal,if they undertake the required number of appointments each week,they will achieve their goal.,付出总有回报，如果他们执行每星期需要的预约数量，他们就会得到相应的手续费,11StepstoManagingActivity,Step 4,步骤4,Issue a weekly activity planner/monitoring tool(e.g.the weekly Sales Planner for Success)to each sales person every week.,每周向每个销售人员公布一周的活动计划/监督工具（如，每周成功销售计划）,Step 5,步骤5,Ensure each sales person has sufficient pre-booked appointments in their dairy to achieve the minimum number of appointments required.It may be necessary to book more than the number required in order to allow for cancellations.,保证每个销售人员日志中有足够的预约以达到所需的最少预约数量。有必要做多余所需数量的预约以备某个预约的取消,11StepstoManagingActivity,Step 6,步骤6,Insist that each sales person completes and then hands a copy of the weekly sales planner to you at the end of week.,强调每个销售人员完成并在周末交一份每周销售计划给你,Do not delegate this activity to a clerk/secretary.,不要将此项活动交给员工/秘书代理,Step 7,步骤7,Review the number of appointments actually undertaken with the number required(as per your list).,回顾实际执行和所需预约的数量（你的每一张清单）,Step 8,步骤8,Where the number of appointments undertaken equals or is greater than the minimum required,praise the sales person.,如果执行预约的数量等同于或超过所需预约的最小数量，表扬销售人员,This is particularly important if in any particular week,the sales is poor.,如果在任何一周销售很低，对销售人员的表扬就更加重要了,11StepstoManagingActivity,Step9,步骤9,Wherethenumberofappointmentsundertakenislessthantheminimumrequired-takeaction!-Donotdonothing.Todonothingistofailthesalesperson.Thisactionshouldstartwithafacetofacemeetingtounderstandwhythenumberofappointmentswaslessthantheminimumrequired.Itmighthavebeen:,如果执行,的,的预约少,于,于所需的,最,最少预约,时,时注意,！,！不要,什,什么也不,做,做。什么,都,都不做是,失,失败的销,售,售人员。,要,要面对面,的,的开始分,析,析为什么,预,预约的数,量,量少于所,需,需的最小,数,数量。也,许,许是：,Toolittle prospecting,潜在客户,太,太少,Toofewpre-booked appointments,提前预约,太,太少,Toomanycancellations,取消预约,太,太多,11 StepstoManagingActivity,Step10,步骤10,Whenyouhave established the actualreasons,document in anactionplanwhat the salesperson(andyouif necessary)isgoing to do.This mightbe:,当你已经,找,找到真正,的,的原因，,要,要反应到,行,行动计划,上,上，说明,什,什么是销,售,售人员（,和,和你必,要,要时）应,该,该做的。,也,也许是：,Moreprospectingfornewclients,多开发新,客,客户,Contacting existingclients,联系现有,客,客户,Planningthediary better toincrease the amountofsellingtime.,在日志上,计,计划增加,总,总的销售,时,时间,11 StepstoManagingActivity,Step11,步骤11,Go backto Step3!,回到步骤3！,11 StepstoManagingActivity,Overtime,therewill betwomajor benefits:,到此为止,，,，有两个,主,主要益处,1.You willensure the salespersonis busy,achieves the minimum numberofappointmentsrequired toachievehis/hergoal,and,你将保证,销,销售人员,工,工作忙碌,，,，完成所,需,需最少预,约,约数量以,达,达到他/,她,她佣金目,标,标,2.You will be able to establisha training program wheretheratiosfallshort of the norm,e.g.whydoes one salesperson needt