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,专业化营销团队的组建、运作与管理,Wilson Yeung,杨永彪2005年10月19日,1,Training Objectives,培训目的,The gist of sales management 销售管理的宗旨,How to build and manage a successful sales team 如何建立和管理一个成功的销售团队,3.Identify the most effective way to motivate staff 运用最有限的方法鼓励员工,2,Inflation,通货膨胀,1995年，每升汽油2.4元，2005年每升汽油4.5元,假设每年通胀是7%,10元的一顿饭在十年后,大概要20元才可吃到同样的一顿饭,3,Evolution,演变进行时,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,4,You cant change the direction of the wind,but you can adjust my sails to always reach my destination.,-Jimmy Dean,你不能改变风的方向，但是你能够调整航行而最终到达此岸。,5,Success Is A Choice,事成于行（成功是一种选择）,6,The Biggest Challenges For Sales,对于销售人员的最大挑战,Competition,竞争,Price,价格,Product,产品,Commission,手续费,Customer,客户,Environment,环境,Company,公司,7,成功的系统,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,8,Forming A Successful Team,组建一个成功的团队,Recruit/Select The Right People 雇佣/选择适宜的员工,Develop Career Advancement,Build Training System 建立培训系统,Groom Agents Leader 培养代理人团队的领导人,Establish Performance Management/Reward System 建立绩效管理/奖励系统,Retain Potential/Good Staff 保存有潜质的/优秀的员工,9,GUIDE TO BASIC ACTIVITY MANAGEMENT,基础活动管理指南,This guide is designed to help all leaders understand:,设计此指南以帮助所有领导了解,The benefits of managing activity for their sales persons,管理活动对于销售人员的益处,The benefits of managing activity for themselves,and,管理活动对他们自己的益处，及,The steps of managing activity,管理活动的步骤,What activity management,is not,所谓活动管理并,不是,Administration,行政,Complicated,复杂的,Quick,急促的,10,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,GUIDE TO BASIC ACTIVITY MANAGEMENT,基础活动管理指南,11,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,11 Steps to Managing Activity,管理活动11步,12,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,11 Steps to Managing Activity,管理活动11步,13,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,11 Steps to Managing Activity,管理活动11步,14,Step 9,步骤9,Where the number of appointments undertaken is less than the minimum required-take action!-Do not do nothing.To do nothing is to fail the sales person.This action should start with a face to face meeting to understand why the number of appointments was less than the minimum required.It might have been:,如果执行的预约少于所需的最少预约时注意！不要什么也不做。什么都不做是失败的销售人员。要面对面的开始分析为什么预约的数量少于所需的最小数量。也许是：,Too little prospecting,潜在客户太少,Too few pre-booked appointments,提前预约太少,Too many cancellations,取消预约太多,11 Steps to Managing Activity,管理活动11步,15,Step 10 步骤10,When you have established the actual reasons,document in an action plan what the sales person(and you if necessary)is going to do.This might be:当你已经找到真正的原因，要反应到行动方案上，说明什么是销售人员（和你必要时）应该做的。也许是：,More prospecting for new clients 多开发新客户,Contacting existing clients 联系现有客户,Planning the diary better to increase the amount of selling time.在日志上方案增加总的销售时间,11 Steps to Managing Activity,管理活动11步,16,Step 11,步骤11,Go back to Step 3!,回到步骤3！,11 Steps to Managing Activity,管理活动11步,17,Over time,there will be two major benefits:到此为止，有两个主要益处,1.You will ensure the sales person is busy,achieves the minimum number of appointments required to achieve his/her goal,and,你将保证销售人员工作忙碌，完成所需最少预约数量以到达他/她佣金目标,2.You will be able to establish a training program where the ratios fall short of the norm,e.g.why does one sales person need to make 100 phone calls in order to book 10 appointments when another can make 20 calls and book 10 appointmen