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各位销售精英,大家好!!

第 45 期

☞ 本期主题:销售培训失败?试着教正确的东西

What would you think of a billion-dollar industry based on products that fail nine out of 10 times? I'm embarrassed to say that's a pretty fair description of the sales-training industry.

您如何看待资产十亿美元的行业,产品十次中有九次都是失败的呢?我很尴尬地说这是对销售培训行业相当公正的描述。

Experience tells me – and many other experts confirm – that nearly 90 percent of the training that salespeople receive fails to produce meaningful, long-term performance gains. This means that 90 percent of the $1 billion a year spent on sales training is basically wasted.

经验告诉我——同时得到许多其他专家的证实,销售人员接受的培训中,近90%未能产生有效的长期业绩增长。这意味着每年花在销售培训上的10亿美元中,有90%基本上被浪费掉了。

What can you do to ensure that your own sales-training expenditures have an excellent ROI? In the next few editions of this newsletter, I'd like to answer that question.

你能做些什么来确保你自己的销售培训支出获得很好的投资回报率呢?我将为您回答这个问题。

If you have a question about how sales training and customer-communication training can merge and pay off with spectacular results, contact us at 0755-88265430,88261982.

如果您有关于销售培训和客户沟通培训中,需要解决的问题,请联系我们:0755-88265430,88261982.

We are committed to your professional success.
我们致力于您的专业成功。

SALES TRAINING FAILURE? TRY TEACHING THE RIGHT THINGS.

销售培训失败?试着教正确的东西

Sales training consumes time and costs money. If training does not produce meaningful, long-term performance gains in a sales force, then it’s hard to see why any company would bother with it. Yet if “long-term performance gains” are the measure of success, then research supports my contention that about 90 percent of all sales training fails.

销售培训耗费时间和金钱。如果培训不能在销售队伍中产生有意义的、长期的业绩增长,那么可想而知公司都会对此感到烦恼。然而,如果“长期业绩增长”是衡量成功的标准,那么研究支撑了我的观点,即90%的销售培训都失败了。

Obviously, it would be helpful to know in advance whether a particular sales training program you are considering is likely to provide a good return on your investment. So, here’s the question: What are the key differences between the 90 percent of sales training that fails and the 10 percent that succeeds?

显然,事先知道你所考虑的某个销售培训计划是否有可能给你的投资带来很好的回报是很重要的。所以,问题是:90%失败的销售培训和10%成功的培训关键区别点是什么?

Here are the three major reasons why so many training programs fail:

以下是导致如此多的培训项目失败的三大原因:

1、They have the wrong content. That is, they simply teach the wrong things.

他们的内容不对。也就是说,他们教的东西无效。

2、The training is rejected by salespeople. The trainees never "buy into" the premise that the program has useful things to teach.

销售人员拒绝接受培训。受训者从来不会在自己没有意愿的前提下,去认真的接受学习。

3、The training doesn't "transfer" from the class to the job. Even if the trainees learn how to do something differently, they don't go back and do it in the field, where it would count..

培训不能将课堂上学的转化到工作中去。即使受训者学习了如何处理不同的问题,但在工作领域的实际运用中,他们也不懂得回顾和转化应用。

I summarize those problems, and their solutions, like this:

我总结了这些问题,他们的解决方案,像这样:

I will talk about the last two points in upcoming editions of eCoach. For now, let's look at the first problem: Wrong Content.

我将在下期电子教练期刊中谈论这最后两点。现在,让我们看看第一个问题:错误的内容。

This seems so basic that it's hard to believe so many sales training programs get it wrong, but if you want training to produce lasting performance gains, you first have to teach the right things.

这似乎是非常的基础,以至于很难相信如此多的销售培训项目会出现这个错误,但是如果你想通过培训来获得持久的绩效,你首先得教正确的东西。

Many skills, traits, and qualities contribute to sales success. For example, personality and motivation definitely have an impact on sales performance. The trouble is, you can't teachpersonality and motivation – and salespeople can't "learn" it! If training is to be successful, it must focus on skills that can be taught, learned, mastered, and measured. There is no other way.

许多技能、特质和品质有助于销售成功。例如,个性和动机肯定会对销售业绩产生影响。麻烦的是,你不能教个性和动机,销售人员也不能"学习"!如果训练是成功的,它必须集中在能够被传授、学习、掌握和评测的技能上。没有其它的办法。

SUCCESSFUL TRAINING MUST FOCUS ON SKILLS THAT CAN BE TAUGHT, LEARNED,MASTERED, AND MEASURED.

成功的培训必须集中在能够教授、学习、掌握和测量的技能上。

What's more, the skills you are trying to impart must be presented and used within the context of a well-documented and effective sales process. The process must derive from solid research, and it must ring true to experienced salespeople. If they can punch holes in it, you're done.

更重要的是,你要传授的技能必须在一个记录良好且有效的销售过程中呈现和使用。这个过程必须来自扎实的研究,而且必须与经验丰富的销售人员保持一致。如果他们能在里面捣鬼,你就完蛋了。

The process and the training program must be custom-tailored to your company. A basic principle of effective training is to tie the learning to real organizational objectives. Training works best when salespeople have a clear vision of how the things they learn can help them and their company to accomplish concrete goals that they actually care about.

这个过程和培训计划必须为你的公司量身定做。有效培训的一个基本原则是把学习与真正的组织目标联系起来。当销售人员对他们学到的东西有清晰的认识时,培训能起到最好的作用,帮助他们和他们的公司完成他们真正关心的具体目标。

One more thing: There might be a hundred skills that are teachable and learnable, and that contribute to sales success. But you can't teach anyone how to do a hundred things well. You need to identify, teach, and reinforce the handful of skills that are most critical to high performance in a sales role.

还有一种情况:可能有一百个技能,是可以教授的,这有助于销售的成功。但你不能教任何人如何做好一百件事。你需要识别、教授和加强少数对销售业绩至关重要的技能。

Therefore, Action Selling focuses on teaching what we call the Five Critical Selling Skills, rather than 40 or 50 of them. (If someone wants to sell you a training program that does claim to teach 50 skills, run!) Here is the handful of skills that we believe make the greatest contribution to long-term performance gains in selling.

因此,行动销售的重点是教我们所谓的五种关键的销售技巧,而不是40或50种。(如果有人想卖给你一个声称教50种技能的培训项目,那就别理会了!)以下是我们认为对销售业绩的长期贡献最大的几项技能。

If you agree that the whole point of sales training is to produce meaningful, lasting performance gains, then the best way to avoid wasting money on ineffective sales training is to understand what the effective kind looks like.

如果你同意销售培训的全部目的是为了产生有意义的、持久的绩效收益,那么避免浪费金钱在销售培训上的最佳方法就是了解有效的销售类型。

 
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