专业化营销团队的组建运作与管理培训(PPT 34)117809.pptx

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1、 PICC石家庄分公司团险培训石家庄分公司团险培训专业化营销团队的组建、运作与管理专业化营销团队的组建、运作与管理Wilson Yeung 杨永彪杨永彪2005年年10月月19日日Training Objectives 培训目的培训目的1.1.The gist of sales management 销售管理的宗旨2.2.How to build and manage a successful sales team 如何建立和管理一个成功的销售团队3.Identify the most effective way to motivate staff 运用最有限的方法激励员工Inflation

2、通货膨胀n n1995年，每升汽油2.4元，2005年每升汽油4.5元n n假如每年通胀是7%10元的一顿饭在十年后 大概要20元才可吃到同样的一顿饭Evolution 演变进行时演变进行时通讯通讯飞鸽传书BP机的出现手机的诞生（大哥大）手机不的断更新You cant change the direction of the wind,but you can adjust my sails to always reach my destination.-Jimmy Dean你不能改变风的方向，但是你能够调你不能改变风的方向，但是你能够调整航行而最终到达彼岸。整航行而最终到达彼岸。Success

3、Is A Choice 事成于行事成于行（成功是一种选择）（成功是一种选择）The Biggest Challenges For Sales对于销售人员的最大挑战对于销售人员的最大挑战 Competition 竞争竞争 Price 价格价格 Product 产品产品 Commission 手续费手续费 Customer 客户客户 Environment 环境环境 Company 公司公司 成功的系统成功的系统 你的事业你的事业计划计划寻找准客户寻找准客户接洽接洽寻求寻求事实事实设计设计方案方案 演示演示方案方案销售销售结尾结尾处理处理异议异议递送递送保单保单Forming A Successf

4、ul Team 组建一个成功的团队组建一个成功的团队n n Recruit/Select The Right People Recruit/Select The Right People 雇佣雇佣/选择合适的员工选择合适的员工n n Develop Career Advancement Develop Career Advancement n n Build Training System Build Training System 建立培训系统建立培训系统n n Groom Agents Leader Groom Agents Leader 培养代理人团队的领导人培养代理人团队的领导人n n

5、 Establish Performance Management/Reward System Establish Performance Management/Reward System 建立绩效管理建立绩效管理/奖励系统奖励系统n n Retain Potential/Good Staff Retain Potential/Good Staff 保留有潜质的保留有潜质的/优秀的员工优秀的员工GUIDE TO BASIC ACTIVITY MANAGEMENTThis guide is designed to help all leaders understand:设计此指南以帮助所有领导了

6、解 The benefits of managing activity for their sales persons 管理活动对于销售人员的益处 The benefits of managing activity for themselves,and 管理活动对他们自己的益处，及 The steps of managing activity 管理活动的步骤What activity management is not 所谓活动管理并不是 Administration 行政 Complicated 复杂的 Quick 急促的What activity management is 所谓活动管理是

7、 Effective 有效的 Sophisticated 熟练的 Professional 专业的What activity management requires 活动管理需要的是Discipline 纪律 Regular 1:1 meetings with sales person 通常与销售人员进行一对一会谈 Good understanding of sales persons goal 很好地了解销售人员的目标GUIDE TO BASIC ACTIVITY MANAGEMENTStep 1 步骤1Using the forward planning document,calculat

8、e the number of appointments required each week for each sales person in order to achieve their goal.为了达到他们的佣金目标运用促进计划表计算每周每个销售人员所需预约的数量Step 2 步骤2Document the number of appointments each sales person need to complete each week.记录每个销售人员每周需要完成的预约数量Step 3Convince each sales person that all other things

9、 being equal,if they undertake the required number of appointments each week,they will achieve their goal.付出总有回报，如果他们执行每星期需要的预约数量，他们就会得到相应的手续费11 Steps to Managing ActivityStep 4 步骤4Issue a weekly activity planner/monitoring tool(e.g.the weekly Sales Planner for Success)to each sales person every wee

10、k.每周向每个销售人员公布一周的活动计划/监督工具（如，每周成功销售计划）Step 5 步骤5Ensure each sales person has sufficient pre-booked appointments in their dairy to achieve the minimum number of appointments required.It may be necessary to book more than the number required in order to allow for cancellations.保证每个销售人员日志中有足够的预约以达到所需的最少

11、预约数量。有必要做多余所需数量的预约以备某个预约的取消11 Steps to Managing ActivityStep 6 步骤6Insist that each sales person completes and then hands a copy of the weekly sales planner to you at the end of week.强调每个销售人员完成并在周末交一份每周销售计划给你Do not delegate this activity to a clerk/secretary.不要将此项活动交给员工/秘书代理Step 7 步骤7Review the numbe

12、r of appointments actually undertaken with the number required(as per your list).回顾实际执行和所需预约的数量（你的每一张清单）Step 8 步骤8Where the number of appointments undertaken equals or is greater than the minimum required,praise the sales person.如果执行预约的数量等同于或超过所需预约的最小数量，表扬销售人员This is particularly important if in any

13、 particular week,the sales is poor.如果在任何一周销售很低，对销售人员的表扬就更加重要了11 Steps to Managing ActivityStep 9 步骤9Where the number of appointments undertaken is less than the minimum required-take action!-Do not do nothing.To do nothing is to fail the sales person.This action should start with a face to face meet

14、ing to understand why the number of appointments was less than the minimum required.It might have been:如果执行的预约少于所需的最少预约时注意！不要什么也不做。什么都不做是失败的销售人员。要面对面的开始分析为什么预约的数量少于所需的最小数量。也许是：Too little prospecting 潜在客户太少 Too few pre-booked appointments 提前预约太少 Too many cancellations 取消预约太多11 Steps to Managing Activ

15、ityStep 10 步骤步骤10When you have established the actual reasons,document in an action plan what the sales person(and you if necessary)is going to do.This might be:当你已经找到真正的原因，要反应到行动计划上，说明什么是销售人员（和你必要时）应该做的。也许是：More prospecting for new clients 多开发新客户Contacting existing clients 联系现有客户Planning the diary

16、better to increase the amount of selling time.在日志上计划增加总的销售时间11 Steps to Managing ActivityStep 11 步骤步骤11Go back to Step 3!回到步骤3！11 Steps to Managing ActivityOver time,there will be two major benefits:到此为止，有两个主要益处1.You will ensure the sales person is busy,achieves the minimum number of appointments re

17、quired to achieve his/her goal,and,你将保证销售人员工作忙碌，完成所需最少预约数量以达到他/她佣金目标2.You will be able to establish a training program where the ratios fall short of the norm,e.g.why does one sales person need to make 100 phone calls in order to book 10 appointments when another can make 20 calls and book 10 appoin

18、tments,or why does one sales person make 5 sales from 10 appointments whereas another only makes 2 sales?当销售量低于标准时你能够建立培训计划，如，为什么一个销售人员为了10个预约要打100个电话而其他人 才打20个电话，或者为什么一个销售人员可以在10个预约客户中销售5单而有的销售人员只销售2单？11 Steps to Managing Activity11 Steps to Managing ActivityAs stated,activity management As stated,

19、activity management 如所述，活动管理如所述，活动管理 requires discipline and this is where most people requires discipline and this is where most people fail.fail.需要纪律而这就是许多人失败的地方需要纪律而这就是许多人失败的地方Activity management Activity management 活动管理活动管理must be done must be done 必须必须every day,every day,每天做，每天做，every week and

20、every week and 每周做和，每周做和，every month every month 每月做每月做The Secret Weapons For Sales Management销售管理的秘密武器销售管理的秘密武器Producer Premium is driven by 5 key drivers:销售人员的保费有销售人员的保费有5个关键的驱动力个关键的驱动力v No.of Sales Unit 销售单位的数量销售单位的数量v No.of producers/Units 销售人数销售人数/单位数单位数v Activity ratio 活动比率活动比率v No.of cases/ac

21、tive producers 活动人均件数活动人均件数v Premium/case 件均保费件均保费Premium保费保费=No.of producers 销售销售人人数数No.of producers 销售人数销售人数Sales units销售单位数销售单位数A/R活动率活动率 x No.of cases 件数件数 Active producer 有绩效的销售人数有绩效的销售人数PremiumCase件均保费件均保费xxxProducerDevelopment增员增员Recruitment&retention招聘招聘&保留保留Productivity生产力生产力Skill training&

22、development技巧培训技巧培训&发展发展Which key driver creates the greatest impact?哪个关键驱动力最有影响力哪个关键驱动力最有影响力Key driver 1:Increase the no.of producer 关键关键1:增加销售员的数量增加销售员的数量No.of producers 销售销售人员数量人员数量 Activity ratio 活动比率活动比率No.of cases/active agent 活动人均件数活动人均件数Premium/case 件均保费件均保费What is the growth impact?对增长的影响对增

23、长的影响200435%3$5002,000$12,600,0002,20035%3$5002005$13,860,000110%Key driver 2:Increase Premium/case 关键关键2:增加件均保费增加件均保费2,00035%3$6002005$15,120,000120%Which key driver creates the greatest impact?哪个关键驱动力最有影响力哪个关键驱动力最有影响力No.of producer 销售人数销售人数 Activity ratio 活动比率活动比率No.of cases/active producer 活动人均件数活

24、动人均件数Premium/case 件均保费件均保费What is the growth impact?对增长的影响对增长的影响200435%3$5002,000$12,600,000Key driver 3:1 extra case/month 关键关键3:月均件数月均件数2,00035%4$5002005$16,800,000133%Which key driver creates the greatest impact?哪个关键驱动力最有影响力哪个关键驱动力最有影响力No.of producer 销售人数销售人数 Activity ratio 活动比率活动比率No.of cases/ac

25、tive producers 活动人均件数活动人均件数Premium/case 件均保费件均保费What is the growth impact?对增长的影响对增长的影响200435%3$5002,000$12,600,000Key driver 4:Increase activity ratio 关键关键4:增加活动比率增加活动比率2,00050%3$5002005$18,000,000143%Which key driver creates the greatest impact?哪个关键驱动力最有影响力哪个关键驱动力最有影响力No.of producers 销售人数销售人数 Activ

26、ity ratio 活动比率活动比率No.of cases/active producer 活动人均件数活动人均件数Premium/case 件均保费件均保费What is the growth impact?对增长的影响对增长的影响200435%3$5002,000$12,600,000What are Employees Looking For员工在寻找什么员工在寻找什么1.1.Interesting,Challenging work 59%Interesting,Challenging work 59%有趣和富有挑战的工作有趣和富有挑战的工作2.2.Company is well man

27、aged 48%Company is well managed 48%公司的管理井井有序公司的管理井井有序3.3.Work I feel Passionate about 45%Work I feel Passionate about 45%充满热情的工作充满热情的工作4.4.Good relations with my boss 43%Good relations with my boss 43%与上司关系良好与上司关系良好5.5.Recognized,rewarded,for my individual contribution 39%Recognized,rewarded,for my

28、individual contribution 39%个人的贡献能够得到认可和奖励个人的贡献能够得到认可和奖励6.6.I like the culture and values 39%I like the culture and values 39%喜欢公司的文化和价值观喜欢公司的文化和价值观7.7.I trust senior management 38%I trust senior management 38%信任公司的高级管理层信任公司的高级管理层8.8.Substantial wealth creation opportunity 36%Substantial wealth creat

29、ion opportunity 36%不断地创造财富不断地创造财富9.9.Long term commitment to me 35%Long term commitment to me 35%长期的发展规划和承诺长期的发展规划和承诺10.10.Build skill to boost career 35%Build skill to boost career 35%增长技能发展职业生涯增长技能发展职业生涯11.11.12.12.自：麦肯锡人力资源调查自：麦肯锡人力资源调查What Builds Staff Engagement如何使员工更加投入如何使员工更加投入1.1.I know what

30、 is I know what is expectedexpected of me at work of me at work 我知道老板对我的工作我知道老板对我的工作期望期望是什么是什么2.2.I have the materials and equipment I need to do my work right I have the materials and equipment I need to do my work right 我拥有将工作做好所需的材料和设备我拥有将工作做好所需的材料和设备3.3.At work,I have the opportunity to do what

31、I do best everyday At work,I have the opportunity to do what I do best everyday 在工作上我每天都有机会施展才华在工作上我每天都有机会施展才华4.4.In the last In the last 7 days7 days,I have received,I have received recognition or praiserecognition or praise for for doing good work doing good work 在过去在过去一周一周，我得到了，我得到了认可和表扬认可和表扬5.5.

32、My supervisor or someone at work,seems to My supervisor or someone at work,seems to carecare about me about me as as a persona person 我的主管和同事很我的主管和同事很关心我关心我6.6.There is someone at work who There is someone at work who encourages my developmentencourages my development 我的工作环境能够我的工作环境能够鼓励我取得进步鼓励我取得进步7

33、.At work,my opinion seems to count 7.At work,my opinion seems to count 在工作中我的建议得到重视在工作中我的建议得到重视8.The mission/purpose of my company makes me feel 8.The mission/purpose of my company makes me feel my job is my job is importantimportant 我的工作我的工作对达成公司的目标对达成公司的目标/任务很重要任务很重要9.My fellow employees are commi

34、tted to do quality work 9.My fellow employees are committed to do quality work 所有员工都很投入他们的工作所有员工都很投入他们的工作10.I have a best friend at work 10.I have a best friend at work 在工作中我有要好的朋友在工作中我有要好的朋友11.In the last 11.In the last six monthssix months,someone at work has talked to me about,someone at work has

35、 talked to me about mymy progressprogress 在过去在过去半年半年，有同事关注，有同事关注我的进步我的进步12.In the last 12.In the last 12 months12 months,I have had,I have had opportunities at work to learn opportunities at work to learn and growand grow 过去的一年里，在工作中我有过去的一年里，在工作中我有学习和成长的机会学习和成长的机会员工激励发展计划n n不同的员工要用不同的方法进行激励n n了解你要强调的部分员工激励积极的言语比消极的言语更有效n n关注员工做的正确的事情n n给与一个鼓励员工激励及时奖励n n表扬员工要具体n n不断地激励n n简单的一句“谢谢！”Thank You Very Much!