秦毅《如何建设与管理销售队伍》

如何建设与管理销售队伍
主讲：秦毅老师

课程大纲
第一讲
一. 销售队伍的六大问题:
1. 懒散疲惫的表现:晚出早归;办事拖拉;做事消极
2. 销售动作混乱:例如所提供的产品型号跟顾客需求的差距甚远.
3. 带着客户跑:自立门户或者投奔竞争对手,把原先的客户都带走,这是令销售经理非常头疼的事情.
4. 鸡肋充斥:素质好的想赚钱的走了,素质实在太差的淘汰了,剩下每天等着领”出场费”的庸才,虽然每天都在工作,但是工作没有创造力,没有激情,也创造不出什么业绩.
5. 好人招不进来,能者留不住:这些通常发生在中小型企业
6. 业绩动荡难测:销售人员的情绪动荡不安

二. 销售系统的问题源自三大方面:
1. 结构设臵:比如说销售目标的确认问题,对销售的组织形式问题(比如说到底是按产品划分/客户群划分/区域划分);或者是流程性问题(流程的搭配/什么时候跟技术部门配合/什么时候跟其他部门配合)
2. 过程管理控制:
(1)招什么样的人;
(2)对他实施什么样的培训;
(3)当他熟悉销售流程后怎么样去管理控制
3. 团队的评价和培训:对团队成员作出评价
(1)哪些人需要辅导;
(2)哪些人需要激励;
(3)哪些人需要继续观察;
(4)哪些人实在是不行的话,或者调整岗位或者辞退.

三. 企业方面的原因:
1. 独当一面,单线联系:简单地按区域划分,容易造成业务人员独当一面,单线联系;个人代表公司,公司只掌控一些例如名片电话地址联络人地的信息,公司对市场客户的掌控很少.
2. 承包制放羊式的管理:只是要求业务人员在一定时间内作出一定的业绩额就可以了,容易造成销售动作混乱:比如说业务人员很少甚至不去参加公司的例会,不去参加培训等等的.容易造成过程管理控制出问题.
3. 疏于培训,制造草莽英雄:没有很好的规范的销售流程培训,各个业务人员八仙过海,各显其能,有的以产品打动客户,有的以酒量论英雄,有的喜欢搞桌底下交易.

上述三点综合就会产生在销售团队中产生有三大不良思想:
1. 我是销售团队中本事最大的人,容易产生自我满足的高傲感
2. 公司的业绩完全是我打下来的,产生自高自大的倾向
3. 我这么有本事,可是公司给我的薪酬奖励太少

第二讲
效能性与效率性销售模式
举一个T集团电脑销售部在华东市场的销售案例: 时间:2000年
主角:曾在保险行业做得很出色的陈经理
目标客户群:1.通过门市销售给客户;2.通过下面的二级代理商.
采取措施:
1.早晚例会.强调每天早上要开早会探讨问题,安排一天的工作.晚上回来做总结,经验交流.
2.计件奖励.强调严格执行计件制度,每个人分配任务量,提成按销售量计算,多劳多得.
3.末位淘汰.对于销售业绩不理想的人员,第一个月亮红灯,领导跟他谈话;第二个月依然不理想就要淘汰走人.
4.超量重奖.超过120%完成任务的人员,给予非常丰厚的奖赏. 结果:当年该销售部业绩大大提升,成为当地电脑销售冠军.
时间:2001年
背景:该电脑生产厂家调整市场策略,要进一步发展行业市场(行业市场指某公司/企业/机关单位,商用电脑市场).当时提了四大行业客户:教育,金融,电信,政府采购为目标市场.
主角:把这位业绩突出的陈经理调任商用机部门经理.自然,陈经理把自己原来的销售模式也平移到这个销售部门. 目标客户群:上述四大行业
采取措施:
1.把商用电脑部门的底薪降低,提成升高
2.执行早晚会制度,并且采取强势激励的制度
3.严格控制管理,严格填写各种管理控制的表单,日志周计划等等
结果:不理想,出现几种情况:
1. 有些销售代表夸大公司的承诺,欺骗客户,导致虽然拿到首付款,但是尾款非常难结.应收帐款的隐性损失的苗头已经显现
2. 业务之间互相拆台,互相指责推诿.
3. 业务尖子开始辞职,对这个激励机制不认可,对管理风格不认同
4. 整个业绩水平没有预期般上涨,反而呈下降
案例分析:为什么同样一种销售模式,在不同的部门或者行业实施的效果会不一样?
核心的原因在于:销售队伍的风格不一样

销售队伍管理风格的实质:(两大销售类别)
1. 销售过程环节多,拜访的复杂程度高-----以效能为导向的销售,效能型销售模式.如一些工业用品的销售,大型系统解决方案如ERP,大型工业设备等等,销售的过程环节比较多,拜访的复杂程度比较高,一般价值也是比较高,同时帐款周期也比较长.如刚才所说的面对银行,政府采购等等.
2. 销售的覆盖面要广,拜访的客户要多-----以效率为导向的销售,效率型销售模式.如保险行销,柜台导购型的销售,要求销售人员充满激情去做,

管理“效率型”销售团队的侧重点:
1. 注重整体过程.如对于柜台的导购销售来讲,要控制他每个细节的动作(如何问候客户;如何探询客户的背景;如何有效地进行产品的展示;如何有效地处理客户的典型反对意见;最后如何向客户推动这五个关键步骤,把这五个步骤拆开,每个步骤进行反复地去演练,要求柜台的导购人员非常熟练地掌握这五个步骤的一些核心技巧,反复应用在每一个客户身上)
2. 注重细节的固化.如对于柜台的导购销售,在探询客户的背景的时候需要用到三种不同类型的提问方式,八种最佳问问题的角度等等,这些技巧都需要反复地运用.使他们很好地运用这些技巧,然后才能更好地提升销售效率
3. 注重团队的激励氛围.让团队保持一种亢奋的状态.
4. 注重内部的竞争意识.(1)强调末位淘汰;(2)强调小组竞赛;(3)超额要重奖.

管理“效能型”销售团队的侧重点:
1. 注重销售过程中的关键环节,不要注重全过程,因为全过程时间太长.关键环节注重四点:
(1)接触的时候;
(2)方案展示;
(3)议价;
(4)促单和投标.一般以解决方案类的工业品或者其他方面以效能为导向的销售只要掌握了这四个关键点就可以了.至于其他细节,如什么时候给客户打电话,见面等等太过详细的方面不建议强硬管控.
2. 注重激发个性的能力和创造力.不要太多一步一步详细指导,否则对个人创造力不利.
3. 注重团队销售的整体配合.销售人员,销售技术支持人员和公司部门经理三线结合,才能把单子完美地接下来.
4. 注重长线和稳定的管理方式.考核周期比较长,一般在半年左右,底薪设计比较高,让他有个稳定发展的环境,如果这些处理不好,容易激发销售人员的短期行为,而这种行为对于效能型导向的销售模式是物极必反的.
虽然效率型与效能型导向不同,但它们总体有以下三个特点:
1. 最终目标都是一致的.
2. 控制最接近于目标的状态
3. 成熟的风格是“形整”或者“神聚”

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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '100' LIMIT 1; [ RunTime:0.000188s ]
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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '53' LIMIT 1; [ RunTime:0.000177s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '47' LIMIT 1; [ RunTime:0.000163s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE `title` LIKE '%器械%' or `title` LIKE '%医疗%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000417s ]
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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE `title` LIKE '%大健康%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000356s ]
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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '74' LIMIT 1; [ RunTime:0.000162s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE `id`='803' AND `status`=99 ORDER BY updatetime desc LIMIT 1; [ RunTime:0.000220s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%秦毅%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000360s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='803' AND `status`=99 AND `catid`=31 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.016573s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='803' AND `status`=99 AND `catid`=30 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.003781s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%秦毅%' ORDER BY updatetime desc LIMIT 10; [ RunTime:0.000451s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='803' AND `status`=99 AND `catid`=65 ORDER BY updatetime desc LIMIT 9; [ RunTime:0.000385s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.002250s ]

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