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第 46 期

☞ 本期主题:销售人员"购买"你的培训吗?

How do you define "success" in sales training? I would argue that to be successful, sales training must produce meaningful, long-term gains in performance on the job. Otherwise, what's the point of spending time and money on it?

你如何定义销售培训中的"成功"?我认为,要想取得成功,销售培训必须在工作中产生有意义的长期绩效。否则,花时间和金钱在上面有什么意义呢?

But if that is a good definition of success, then 90 percent of sales training fails. In a newly revised white paper available on our web site, I explain in depth the three major reasons why so much of the money spent on sales training every year is wasted.

如果这是一个成功的好的定义,那么90%的销售培训都失败了。在我们网站上新修订的白皮书中,我深入解释了为什么每年花在销售培训上的钱都是浪费的三大原因。

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。

DO SALESPEOPLE 'BUY' YOUR TRAINING?

销售人员"购买"你的培训吗?

Companies spend about $1 billion a year to deliver training to their salespeople. Ninety percent of that sales training fails to produce meaningful, long-term gains in performance. To my mind, that’s the same as saying the training fails, period.

公司每年花费10亿美元向销售人员提供培训。百分之九十的销售培训未能产生有意义的长期业绩。在我看来,这和训练失败的情况是一样的。

The problem has three major causes, as shown in the graphic below. In the previous issue of this newsletter, I highlighted the first cause: wrong content. Simply put, most sales training programs try to teach the wrong things.

问题主要有三大原因,如下图所示。在这个通讯上的问题,我强调了第一个原因:教授错误的内容。简单地说,大多数销售培训项目都可能教授错误的内容。

Now let’s look at the second major reason why so much training fails: It is rejected by salespeople.

现在我们来看看为什么如此多的培训失败的第二个主要原因:它被销售人员拒绝了。

You’ve seen them—the sales reps who come to a training session with the attitude that they already know it all: arms crossed, eyes rolling, virtually daring the instructor to say something that might interest them. These people were not properly prepared to come to your training. And without motivation, there can be no learning.

你肯定见过他们的销售代表来参加培训会议的态度,他们觉得自己已经都懂了,表现出来:手臂交叉,眼睛滚动,实际上,专业的教练说的内容他们应该会感兴趣的。但这些人并没有准备好来参加你的训练。没有动力,就没有学习效果。

After all, what good is a sales training experience if the salespeople don’t buy into it? Most companies sadly underestimate the importance of preparing salespeople to receive training, as well as preparing their work environment to receive trained students.

别忘了,再好的销售培训如果销售人员不买账它又有什么用呢?大多数公司可悲地低估了动员销售人员接受培训的重要性,以及为接受培训的学员准备工作环境的重要性。

Salespeople need to be sold on the need for training and the benefits it offers them. And I mean they have to be sold on the need for this particular training program – not on the idea of training in the abstract or on learning as a swell thing.

销售人员需要意识到培训的必要性和培训带来的好处。我的意思是他们必须重视,因为需要这个特别的训练计划——而不是在应付训练或者作为一个可有可无的东西学习。

Here are just a few of the things you can do to properly prepare salespeople for training:

这里有一些你可以做的事情,为销售人员进行培训做准备:


  • Give them plenty of information about what the training will teach, why it matters to the company, and how it will help the learners, personally.

    向他们提供大量的信息,说明培训会教给他们什么,为什么对公司很重要,以及如何帮助学习者。

  • Benchmark their current skills.

    衡量他们目前的技能。

  • Survey their perceptions of their own skills.

    调查他们对自己技能的看法。

  • Let them know that managers will hold them accountable for using the new skills on the job. And make sure that managers really do..

    让他们知道经理们会对他们在工作中使用新技能进行考核。确保他们真的做到了。

SALESPEOPLE MUST AGREE THAT THEY NEED THIS PARTICULAR TRAINING PROGRAM, NOT JUST ‘TRAINING’ IN THE ABSTRACT.

销售人员必须意识到他们需要这个特别的培训计划,而不仅仅是应付培训。

Selling salespeople on the need for training is no different from any other sale. The buyers (your salespeople) must see the program as a solution to needs that they agree exist. If they don’t recognize and agree on the need, the training will be a waste of time.

销售人员对培训的需求与其他销售没有什么不同。买家(你的销售团队成员)必须把这个项目看作是他们需要的一个解决方案。如果他们不认同他们的需求,培训将是浪费时间。

One more point about selling them on the need for training: Salespeople must perceive the benefits of using and mastering the skills the program teaches as far greater than the investment of time and effort required

还有一点是关于销售培训的需要:销售人员必须意识到使用和掌握技能的好处,这远远节省了他们所需的时间和精力的投入

Finally, salespeople must have equity in what you are attempting to teach; they must have skin in the game. The best way to ensure that is to have them participate in developing the Best Sales Practices that your company intends to adopt. In the course of developing those best practices hand-in-hand with your experienced salespeople, you will also uncover valuable information such as:

最后,销售人员必须在你要教的内容中找到平衡点;他们必须在培训中有自己的立场。最好的办法是让他们参与到你公司打算采用的最佳销售实践中。在与经验丰富的销售人员携手开发这些最佳实践的过程中,您还将发现有价值的信息,例如:

  • Your preferred sales process.

    你首选的销售流程。

  • Common milestones in that process, which are useful for setting goodCommitment Objectives

    该过程中的共同里程碑,有助于确定良好的承诺目标。

  • Some of the Best Questions to ask customers in order to do things such as uncover needs, build rapport, and discover buying influences

    向顾客提出一些最好的问题,比如发现需求、建立融洽关系、发现购买影响因素。

Salespeople and their managers must be sold on the training, and they must be prepared to execute and reinforce it in the field. Do not – do not – just lay the training on them and expect them to swallow it. That is a recipe for failure.

销售人员和经理必须同时接受培训,他们必须在实地执行和加强培训中做好准备。不要只是把训练放在销售人员身上,并期望他们接受它。那是失败的做法。

 
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