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Make Selling a Team Sport 让销售成为一项团体活动
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-11-23


Make Selling a Team Sport
让销售成为一项团体活动

中英对照


In many companies, salespeople essentially are left to their own devices. They walk into complex, business to business selling situations, with multiple decision makers and unclear buying criteria, armed only with their own background research and their own skills.

在许多企业里面,销售人员基本是在独立工作甚至孤军作战,他们独立面对复杂销售、B2B销售(客户很多人参与决策且采购标准不明晰),销售人员仅靠自己做背景研究并依靠自身技能来单兵作战。

In smarter companies, salespeople discuss their accounts, ask for help with strategy, and leverage every resource at the company’s disposal. Selling is seen as a team sport—and everybody is trained to play on the team.

而对聪明的企业来说,其销售人员会与大家一起讨论客户的情况,寻求策略上的支持,并整合利用公司一切可用的资源来推进销售。在其企业内部,销售被视为一项团体活动,并且,团队里面的每个人都显得训练有素。

Guess which type of organization usually wins?

想一想,(上述)哪种企业更容易获得成功呢?

Solo act vs. coordinated team: Guess who wins?

独角戏 vs.团队协作:哪种更容易成功?


In our sales book, “Sales Strategy From the Inside Out,” a dramatic example of team play during a complex sale is described. Sensing major possibilities in a new account, a salesperson named Carrie asks for help from her boss, a vice president who has superior questioning and consulting skills. They plan and execute a strategy together.

在我的新书《由外而内的销售》中,我列举了一个梦幻般的复杂销售协作案例,这里简单描述一下:在仔细分析了一家新客户的各种情况后,一位叫卡莉(CARRIE)的销售人员向她的上司(一位具有卓越提问和咨询技巧的副总裁)请求协助,于是,他们一起规划并实施了整个销售策略。

The VP, in turn, enlists the aid of their CEO, whose financial acumen enables him to dig into the client company’s public reports and discover a crucial need that allows the sellers to break the deal wide open. Later, a phone call from the sellers’ CEO to the buyers’ CEO plays a helpful role, as well.

随后,这位副总裁又把他的CEO整合了进来,其CEO卓越的财务背景使得他能够深入剖析客户的各项报告并揭示客户的主要需求(有助于销售人员打开销售的大门)。之后,该CEO与客户CEO之间的一次直接通话也发挥了积极作用。

How are these three able to team up on the account so quickly and effectively? They’re all operating out of the same playbook and speaking the same language. The VP and the CEO, not just the salesperson, have been trained in the Action Selling system. The managers understand things like the “9 Acts” framework that Carrie is using, the “milestones” she must achieve, and the importance of uncovering the buyers’ critical needs.

这三个人是如何有效、快速地协调开展销售工作的呢?秘诀是,他们使用并遵循同样的"剧本",使用同样的语言。这位副总裁和CEO(而不仅仅是销售人员)也都预先接受了行动销售训练,所有经理人都具备卡莉的"行动九步"思维,都熟悉销售必须经历的里程碑,并且都明白揭示顾客主要需求的重要性。

In other words, the managers can help Carrie with her sales-strategy because the system lets them. They understand how to contribute to her success. And she trusts them enough to ask for help because she has learned to trust the system.

换句话说,经理们之所以能够帮助卡莉实施其销售策略,是因为企业的系统在起作用,他们知道如何帮助卡莉促成销售,并且,卡莉可以满怀信心地向他们寻求帮助(因为她相信企业的系统)。

When every salesperson is supported by a well-coordinated team, “complex” selling gets a lot less complex.

当每个销售人员都得到团队的紧密协作时,复杂销售将变得不复杂。


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