奥迪特许经销商内部销售培训管理办法Regulations_of_Internal_Sales_Training_in_Audi_Dealers.doc

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1、一汽大众奥迪特许经销商内部销售培训管理办法Regulations of Internal Sales Training in Audi Dealers 一汽-大众奥迪销售事业部网络与培训部DD Dept. ASD FAW-VW二零一二年一月 Jan. 2012目录 Contents一、前言 Preface二、适用范围 Scope of Application三、目的 Objective四、内训经理岗位管理细则 Regulations of Internal Training Post4.1 岗位设置 Post Setting4.2 岗位职能 Post Responsibilities4.3 岗

2、位要求 Post Requirements4.4 岗位管理 Post Management五、内训实施管理细则 Regulations of Internal Training Implementation 5.1 内训计划 Internal Training Plan 5.2 内训课程 Internal Training Courseware 5.3 内训对象 Internal Training Target Group 5.4 内训考核 Internal Training Assessment六、相关文件 Relative Documents七、说明 Notes一 、前言 Preface

3、近年来，随着中国的经济实力不断增强，中国汽车市场的发展也达到了前所未有的繁荣。与此同时，国内的汽车市场竞争也达到了空前激烈的状态。奥迪品牌作为国内高档豪华轿车的领军品牌，为应对这种愈加严峻的市场环境，巩固并加强品牌的领先地位，做出了大量的努力和实际的工作，并收到了良好的效果。In recent years, the auto market has reached unprecedented prosperity in China. Almost all auto makers around the world enter this market, they enrich their produ

4、cts and introduce new equipment and technology constantly. Audi brand as the leader in domestic premium car brand, in response to this increasingly difficult market environment, , has made a lot of effort and real work to consolidate and strengthen the brand image and received good results.然而，在这样一个知

5、识迅速更新，而又高速折旧的年代，我们经销商的销售人员需要不断的更新、学习、完善自己的专业知识和技能。为更快、更直接的实现这一目标，不断提升我们经销商内部良好的学习氛围，建立一种行之有效的内部的学习与研讨机制就成了一项十分关键的任务。However, in such a era, we got knowledge quickly but the knowledge depreciated also very fast, the sales staff in Audi dealers need constantly renew, learn, improve their professional

6、knowledge and skills. In order to achieve this goal fast and enhance the learning atmosphere in our dealers constantly, to establish an effective mechanism of internal learning in Audi dealers becomes a critical task.有鉴于此，为更好的规范经销商内部培训、提升奥迪品牌整体培训，进而打造一支更为卓越的销售团队，一汽大众奥迪销售事业部网络与培训部拟在各奥迪特许经销商内部设立专业性更强的

7、内部销售培训经理（以下简称“内训经理”）及兼职内部销售培训师（以下简称内训师）一职，以便于经销商的知识管理，建立起完善的经销商内部培训制度，打造一支学习型的销售团队，进而持续提高奥迪经销商的核心竞争力。In view of this, in order to regulate the internal training of Audi dealers, to improve the overall training quality of Audi dealers and create a more excellent sales team, the Dealer Development Dep

8、artment of Audi Sales Division FAW VW will establish the posts of internal sales training manager in Audi dealers (hereinafter referred to as internal training manager) and part-time internal trainer (hereinafter referred to as internal trainer). 二、适用范围 Scope of Applicationn 本管理办法适用于所有与一汽-大众签订协议的奥迪4

9、S特许经销商，并用于规范经销商内部销售培训经理人员。All Audi authorized 4S dealers who have signed official agreement with FAW-VW Audi Sales Division. And it will be used for the management to the internal training managers.三、目的 Objective of the Regulationsn 更直接、有效、迅速的对奥迪经销商销售团队成员进行有针对性的培训。More effective and prompt training

10、for the sales staff in Audi dealers.n 建立并不断提升奥迪销售团队内部学习氛围，提高整个销售团队业务水平，为实现奥迪品牌的销量目标打下坚实的基础。To improve the learning atmosphere within the sales team, in order to lay a foundation for Audi brand.n 提升经销商内部转训质量，进而提高整个销售团队专业技能及水平。To enhance the quality of internal transfer training, and to improve the pr

11、ofessional skills throughout the sales team.n 更好的培育经销商新入职员工，使其更快、更好的投入工作。To regulate the training for the new sales staff in Audi dealers.n 降低优秀销售顾问流失率，并为奥迪销售顾问提供更为广阔的职业发展空间。To cut down the turnover rate of excellent sales advisers, and to provide a broader career development space for Audi sales ad

12、visers.n 对经销商内部培训人员进行更加正规、标准的管理，并为全体经销商打造一种更好、更专业的内训力量。More formal management for all Audi dealers to create a better, more professional internal training force.四、内训经理岗位管理细则 Regulations of Internal Training Post4.1 岗位设置 Post Setting4.1.1 经销商销售部组织机构 Organizations of the sales department销售总监内训经理销售经理1销

13、售前台销售支持销售计划员储运管理员大客户经理大客户顾问大客户支持销售顾问1(兼职内训师)销售顾问2销售顾问3Sales DirectorInternal training managerSales ManagerReceptorSales AssistantSales coordinatorWarehousemanFleet managerSales advisorSales assistantSales advisors(part-time internal trainer)Sales advisorSales advisor4.1.2 每家奥迪特许经销商必须至少配备一名内训经理，并配备一名

14、兼职内训师。 Each authorized Audi dealer must be equipped with an internal training manager and a part-time trainer at least.4.1.3 经销商内训经理为专职，级别与经销商销售经理相同。The internal training manager is a full-time trainer, he should be in the same level with sales managers. 4.1.4 经销商内训师为兼职，可由销售顾问兼职，由相应销售经理进行管理。The sale

15、s advisors can be chosen by the sales director as the part-time trainers. 4.2 岗位职能 Post Responsibility 内训经理主要职责如下 The responsibility of the internal training managers are as follows 4.2.1 培训计划与实施Internal Training Plan and Implementationn 各经销商内训经理根据经销商实际状况、年度经营计划、新车型情况及奥迪培训部对于经销商内训课程体系的要求，明确年度内部培训需求，

16、并根据需求制定内部培训计划，培训计划由销售总监签字确认后生效，并送交经销商人力资源经理处进行备案；此培训计划由内训经理负责具体实施。The internal training plan should be drafted according to the dealers business plan, actual status and other demands and information quarterly, and takes effect after being singed by sales director. Then the internal training plan sho

17、uld be forward to the HR manager, it would be served as a record by HR manager. And the internal training manager should implement the training according to the plan.n 对销售部员工进行奥迪品牌、奥迪产品知识、奥迪销售技巧及其他知识的基础培训，形成内部培训档案，并负责相关考核工作。To develop the training plan, and to do the basic training of Audi brand, pr

18、oduct knowledge, sales process and skills for the new sales staff according to the training plan, then to assess them according to the need of internal training structure.n 协助其他部门负责人，对该部门员工进行奥迪品牌及相关培训，形成内部培训档案，并负责相关考核工作。To assist other department heads doing the related training for the staff of the

19、 department and the assessment for them.n 参加每次由培训部主办的各种新课程培训和现场指导，而后在经销商内部进行转训，并形成内部培训档案。To transfer the training they have received from Audi to the other sales advisors.n 根据奥迪销售事业部要求及经销商内部培训需求，制定季度培训计划，并交由经销商人力资源经理处进行备案，统一管理。 According to the requirements from ASD and internal demands, to develop

20、the training plan quarterly, then forward to the HR manager to be put on record.n 开发内训教材及内训试题，并进行实施与考核。To develop the internal training materials and test questions, then implement the training.n 负责与奥迪培训部联络，并依据奥迪网上学习系统、竞争品牌最新动态、厂家最新信息组织销售团队每月进行定期的内部研讨与学习。To implement the regular internal learning an

21、d discussion monthly according the latest news and information in the market.n 内训经理同时负责或协助总经理助理进行现场指导或其他培训后，经销商改进方案的跟踪和落实. The internal training manager is also responsible or assists GM assistant to follow the improvements of on-site coaching.n 分析客户满意度及秘采结果，并制定相应人员行动计划。According to the CSS & MS res

22、ult to develop the action plan for relative person.4.2.2 培训管理工作 Internal Training Managementn 内训经理负责各种培训资料的管理（如各产品信息手册、竞品手册及基础培训光盘等），确保资料为最新状态。Responsible for data management (including basic training CD, product info and competitors info etc.), to renew the data in time.n 收集常见客户异议、市场信息及竞品信息，在经销商内部组

23、织研讨学习。To collect the FAQ, Market information, complaints from customers and competitors info, then to hold the internal discussion.n 负责维护奥迪经销商培训信息系统及奥迪互动学习平台。To be responsible for the maintenance of dtms (dealer training management system) and AITP.n 各车型核心竞争对手及目标客户群体的基础分析，并参与培训部定期组织的内训经理研讨。To do the

24、 basic analysis of core competitive and customer demands, to participant the regular discussion among internal trainers arranged by training office.4.2.3 培训考核工作 Internal Training Assessment n 培训后考核：根据内训内容开发相应考试题目，并对参训学员进行考核。Test after the internal training, the relative examination questions will de

25、veloped by training dept, ASD.n 参训前考核：对将参加各种厂家培训的参训学员进行考核。Pre-test, the internal training managers will test all the participants who will attend the training hold by ASD FAW-VW.n 评估：根据参训学员学习及考核情况，对其进行评估，以及配合销售总监为销售部员工制定相应提升计划及行动计划。Evaluation, according to the learning and assessment of the particip

26、ants the internal training managers will evaluate them and develop the relative improvement suggestions. n 所有考核资料需由内训经理负责保存。All assessment data files need be hold by the internal training manager.4.2.4 培训开发工作 Internal Training Materials Developmentn 内训经理需根据经销商内训计划及相应内训需求开发相应内训课件及内训试题。The internal tr

27、aining managers have to develop some necessary internal training and test materials according to the internal training plan and demand. n 内训经理需配合厂家进行课件开发。In coordination with Audi trainers to develop the some courseware.内训师除其基本岗位工作职责外，主要内训职责为 The main responsibilities of the part-time internal train

28、ers in training aren 配合内训经理进行内训课件的开发与管理。To assist the internal training manger developing the internal training courseware.n 配合内训经理进行相关的培训业务开展。To assist the internal training manger to implement the internal training.n 配合内训经理进行培训资料的管理与收集。To help the internal training manger to manage and renew the t

29、raining data and file.4.3 岗位要求 Post Requirements以下为内训经理岗位要求，兼职内训师岗位要求由经销商自行拟定。The post requirements of internal training managers are as follows:4.3.1 岗位经验要求 Job experience requirementsn 热爱奥迪品牌，对奥迪品牌理念有深刻理解和认识，并且在奥迪销售顾问岗位工作两年以上（含两年）。They should have the loyalty and understanding to Audi brand and cu

30、lture, and worked at Audi sales dept. for more than two years (including two years).n 参加过由奥迪培训部主办的奥迪品牌基础培训、销售流程及技巧培训等全部内训培训师课程体系要求的培训。They must finished all the necessary training as an internal training manager, such as the training of Audi product and brand knowledge, sales process and skills etc,

31、.4.3.2 岗位能力要求 Job competency requirementsn 对培训工作有热情，富于激情。They must have the enthusiasm to training work.n 有责任感，主动性强，诚信为先。They must be responsible, motivated and faithful.n 大专及以上学历，汽车工程等相关专业为佳。They must have college degree or above and specialized in Automotive Engineering.n 对产品知识兴趣浓厚，并具有一定的汽车知识功底。Th

32、ey must be interested in the product knowledge, have product knowledge foundation.n 熟练使用计算机办公软件（包括Word, Excel, PowerPoint等）。They can use computers and office software proficiently (including Word, Excel and PPT etc,.)n 有良好的组织协调及人际沟通能力。They must possess ability of interpersonal communication and orga

33、nizing.n 具有良好的持续学习能力。They also should have the willing to learn continuously.n 良好的语言表达能力及控制能力。The skills of language and control for them are essential.n 良好的理解、分析能力。The capacity of analyzing and understanding is necessary for them.n 良好的问题解决能力和组织协调能力。They should master the ability to discover and sol

34、ve problems.n 形象气质佳，具有高度的亲和力。Good temperament, with a high degree of affinity.n 擅长制作PPT，良好的培训演示能力。To produce ppt and presentation skills are critical for them. 4.3.3 所有内训经理必须与一汽大众奥迪销售事业部签订相关保密协议。（详见4.4岗位管理）All internal training managers must sign a confidentiality agreement with ASD FAW - VW. (Detai

35、led please referred to 4.4 Post Management)4.3.4 兼职内训师需参加过培训部组织的基础培训，并通过销售顾问认证。The part-time trainers should finish the basic training hold by training office and pass the sales advisors certification.4.3.5 直接上级经销商销售总监，直接下级无。Their superiors are sales directors and no subordinates.4.3.6 主要联络关系：一汽大众奥迪

36、销售事业部培训部。Main contact relationship with training dept. ASD FAW-VW. 4.4 岗位管理 Post Management4.4.1 内训经理工作管理 the Trainer Training and Certification of the Internal Training Managern 经销商销售总监负责对内训经理日常工作进行管理；参训学员负责对内训经理授课质量进行评估和反馈。The daily work of internal trainers is managed by the sales director. The f

37、eedback from participants should focus on the training quality and courseware quality.n 区域网络经理负责对内训经理内训计划、内训资料、内训考核等内容，进行不定期检查。The regional DD manager is responsible will inspect the internal training plan, internal training material and internal training evaluation casually.n 奥迪网络与培训部负责对候选内训经理进行预测评

38、，通过预测评的候选内训经理将有资格参加奥迪培训部为候选内训经理安排的培训及认证。 Audi DD dept. will be responsible for the pre-certification of internal training managers. Only if the internal training managers pass the pre-certification, the TtT and certification opportunity can be offered.n 奥迪培训部负责对经销商候选内训经理进行培训及认证管理；内训经理须参加由一汽大众奥迪销售事业部

39、培训部主办的内训经理培训及培训认证，并获得通过。（详见4.4.2内训经理培训及认证管理） The internal training manager must pass the internal training manager certification taken by the ASD FAW - VW. (Detailed please referred to 4.4.2 the Trainer Training and Certification of the Internal Training Manager) n 经销商内训经理岗位设置与内训工作将在明年正式纳入标准管理检查。The

40、 post and internal training work will be incorporated in standard management inspection in the future.4.4.2 内训经理培训及认证管理 the Trainer Training and Certification of the Internal Training Managern 奥迪培训部根据工作计划，为候选经销商内训经理安排培训及认证工作。According to the work plan of DD dept., we will arrange the TTT and certifi

41、cation for the internal training managers.n 每家经销商每次最多可派两名候选内训经理参加培训和认证。Each dealer can recommend two candidates to participant the certification each time.n 内训经理培训包括基础培训以及内训经理专项培训。The training for the internal training managers includes trainer basic sales training and some kind of special training

42、for them.n 培训结束后，将择机安排相应的培训认证考试，通过测试并达到相应成绩，即视为通过认证，并获得一汽-大众奥迪特许经销商内训经理资格。The participants will attend the test later when they finished the training. The candidates must pass every test to pass the certification, then he can get the qualification of internal training manager.n 每名候选内训经理有两次参加认证的机会，如两

43、次认证均未通过，则不建议其从事内训经理工作。Every internal training manager has two chances to pass the certification. If not passed, we will cancel his qualification to become an internal training manager. 4.4.3 薪酬管理与岗位激励 Salary Administrationn 岗位级别及薪酬建议：各经销商内训经理岗位级别及薪资标准，参照经销商其他销售经理，并建议对其培训工作给予额外授课补贴。The level of inter

44、nal training managers will be the same with the sales managers, and as a suggestion additional training subsidies should also be necessary.n 所有内训经理将有机会免费参加由培训部每年组织的各种专项培训。All the internal training managers will possess the chance to participant various kind of training every year free of charge.n 所有

45、内训经理参加由培训部不定期举办的区域奥迪经销商内训师交流研讨会及跨区域经验交流会。All internal training managers will participant the seminar and experience-exchange meeting every year.n 奥迪销售事业部培训部将在今后建立内训经理的奖励激励机制，对优秀经销商内训经理进行奖励。In the future, there will be a mechanism of incentive awards for the internal training managers. 4.4.4 人员流失管理 M

46、anagement of Internal Training Manager Lossn 若内训经理离开奥迪网络，奥迪销售事业部将向该奥迪经销商追偿其培训费（费用标准参见一汽大众奥迪特许经销商培训管理规定）；奥迪销售事业部将根据具体情况，为经销商在合适的时间安排接替人员内训经理认证工作。If the internal training manager left from the Audi dealer network, the training cost will be charged to the dealer (the charging standard please referred t

47、o Regulation of Training for FAW-VW Audi Authorized Dealers). The certification for new candidates will be arranged by ASD according to the work plan.n 若内训经理未离开奥迪网络，而因其它原因离开原工作岗位时，须在该人员离职后两周内通报奥迪培训部，奥迪销售事业部将不向其所在经销商追偿任何费用，并为经销商在合适的时间安排接替人员的内训经理认证工作。If the internal training manager didnt leave the Au

48、di dealer network, the training cost will not be charged. The certification for new candidates will be arranged by ASD according to the work plan. 4.4.5 保密协议 Confidential Agreementn 保密协议由一汽-大众奥迪销售事业部统一制定，详细内容以签订版本为准。The confidential agreement is formulated by ASD FAW-VW. The detailed content will be demonstrated in the confidential agreement.n 保密协议旨在约束经销商内训经理维护奥迪品牌、奥迪经销商相应