《最新孙子兵法之营销战略PPT课件.ppt》由会员分享，可在线阅读，更多相关《最新孙子兵法之营销战略PPT课件.ppt（63页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、孙子兵法之营销战略孙子兵法之营销战略Management by Objectives目标性管理What is Strategy?什么是战略？2改变中的环境 The Changing Environment客户现在跟五年前相比有什么区别？What are the differences in customers now compared to 5 years ago?客户五年后跟现在对比又将有什么区别？What will be some of the differences in customers 5 years from now?9What Do Customers Expect from
2、Sales People?客户对销售员有什么期望？Be personally accountable for customers results为客户的绩效承担个人责任Understand customers business了解客户的商务模式Proactively provide advice for customers主动为客户提出建议Suggest the right solutions that solve customers problems提出能解决客户困惑的有效方案Be easily accessible 客户能随时联系上Be creative in responding to
3、customers needs能为客户的需求提出有创意的解决方法Source:HR Chally10Blue Ocean vs.Red Ocean Strategy 蓝海 vs.红海战略Traditional Circus vs.Cirque du Soleil一般马戏团 vs.太阳马戏团Traditional Bakery vs.Bread Talk 一般面包店 vs.面包新语Traditional Computers vs.Dell一般电脑企业 vs.戴尔电脑Ordinary vs.iPods一般MP3机 vs.iPodNormal Motels/Hostels vs.Home Inns/
4、Motel 168 一般招待所 vs.如家/莫泰11How do you measure Leadership Effectiveness?您将如何衡量领导力的绩效？18How Good Leaders can Add Value 优秀领导者是如何增加价值的Getting team members to go the extra mile willingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）Inspire team members to generate more creative solutions启发队员，使他们能够更富有创意地解决问题Motivating team
5、 members to take initiative with the appropriate actions激励队员，使他们能够自主地采取合适的措施与行动19Sun Tzus 5 Criteria for Leadership 孙子兵法将者5律智 Intelligence and Wisdom信 Trust and Respect仁 Compassion勇 Courage严 Discipline and Control20智Intelligence and WisdomAnalytical Intelligence分析能力Understands trends and numbers 了解趋
6、势与数字Good at problem solving 善于解决问题Draws accurate conclusions达到准确的判断Practical Intelligence学以致用的能力Understands wide-ranging knowledge学识渊博Knows where to look for the right information知道如何找寻信息Identifies the right context for the right application 知道在什么场合运用什么方式来解决问题Creative Intelligence创造力Sees new perspec
7、tives that others dont看到他人所看不到的观点Thinks laterally侧向思维Generates innovative solutions营造创新方案 21信Trust and RespectTrust in the leaders decisions信任领导的决策Trust in the leaders intentions信任领导的意图Authority is given,but respect is earned 权利是加于的，但尊重是赢取的Lead by example 以身作则22仁CompassionUnderstands the needs and a
8、spirations of your team members了解各个队员的需求及奋斗目标Makes each sales person the best sales person she can ever be让每一个销售队员成为最优秀的销售员23勇CourageMaking decisions that team members dislike作出让团队不高兴的决策Making decisions that management dislikes 作出让管理层不认同的决策Taking action付出行动24严Discipline and ControlTo discipline othe
9、rs,discipline yourself first 严己宽人Control is ALSO about catching other doing the RIGHT things监控也包括“抓”到对方做对事25Who is the Best Sales Person?哪位是最优秀的业务员？No.Of Client Meetings 客户会面次数Salesman A191Salesman B78Salesman C6326No.Of Client Meetings 客户会面次数Proposals Sent 提议书数量No.of Sales Closed成交数量Salesman A19112
10、334Salesman B787843Salesman C633025Who is the Best Sales Person?哪位是最优秀的业务员？27No.Of Client Meetings 客户会面次数Proposals Sent提议书数量No.of Sales Closed成交数量Sales Value销售金额Salesman A19112334340,000Salesman B787843500,000Salesman C633025360,000Who is the Best Sales Person?哪位是最优秀的业务员？28No.Of Client Meetings 客户会面
11、次数Proposals Sent提议书数量No.of Sales Closed成交数量Sales Value销售金额Gross Profit毛利Salesman A19112334340,000100,000Salesman B787843500,000200,000Salesman C633025360,000200,000Who is the Best Sales Person?哪位是最优秀的业务员？29What will be Your Advice to Salesman A,B and C?你会给业务员A、B及C什么建议呢？30Who Are Some of The Leaders
12、in You Admire谁是你你最仰慕的领导们What makes you admire them?你为什么会仰慕他们？31Traits of Good Leaders 优质领导的特征Ambition 雄心壮志Tenacity 坚韧不拔Self-confidence 沉着自信Psychological Openness 心胸豁达Realism 脚踏实地Appetite for Learning 勤奋好学32How do you measure Leadership Effectiveness?您将如何衡量领导力的绩效？33How Good Leaders can Add Value 优秀领导
13、者是如何增加价值的Getting team members to go the extra mile willingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）Inspire team members to generate more creative solutions启发队员，使他们能够更富有创意地解决问题Motivating team members to take initiative with the appropriate actions激励队员，使他们能够自主地采取合适的措施与行动34Why Not Build a High-Performing Sales T
14、eam Instead?为什么不组建一个优秀的销售团队取而代之？Compare the best performing sales person(s)with the rest(the middle and worst performing)in your company在公司内部将业绩最好的销售人员（们）与其他销售人员（业绩平平或最差的销售人员）进行比较 Find out what are the qualities or behaviours that are ONLY present in the best people,which the rest are not doing找出前者身
15、上独有的（或后者身上缺乏的）素质或工作方法 35Why Not Build a High-Performing Sales Team Instead?为什么不组建一个优秀的销售团队取而代之？Structure the interview processes where you look for past performance whereby the candidate has demonstrated such ideal qualities or behaviours回顾在过去的招聘过程中能够显示应聘者此类优秀素质或工作方法的环节，并对其进行强化 If the qualities or b
16、ehaviours can be learnt,structure your sales training such that everyone on your team can learn and internalise them如果这些优秀素质或工作方法可以通过学习来获得，那么强化销售培训，使得团队每个成员都掌握它们 36Are Sales People Motivated by Money Only?销售人员是否只会被金钱所激励？If Not,What Else?如果不是，那还有什么能激励销售人员的呢？37What Might Motivate Sales People?什么能够激励业务
17、员？Money金钱Achievement成就Recognition认可Relationship关系Prestige 声望Good environment to grow良好成长环境Autonomy自主自由Purpose 有所目的Others其他38Brainstorming your motivation plan如何激励你的团队的脑力风暴Increase incentives and commissions增加奖金与佣金Introduce a competition引进销售竞赛Give recognition for the right behaviour针对正确的行为给于赞赏Give th
18、em a bright,positive future vision if they succeed给他们画一幅非常辉煌的愿景39What REALLY Motivates People什么真正能够激励他人Consequence 后果40Types of Consequences 不同的后果Positive 正面Immediate 立刻Certain 明确Negative 负面Immediate 立刻Certain 明确Positive 正面Immediate 立刻Uncertain 不明确Positive 正面Future 未来 Certain 明确Negative 负面Future 未来
19、Certain 明确Negative 负面Immediate 立刻Uncertain 不明确Positive 正面Future 未来 Uncertain 不明确Negative 负面Future 未来 Uncertain 不明确Source:Daniels&Daniels 200741Re-Configuring Your Sales Incentives重新设计你的销售奖金制度Reward more for improvements insales performance,and less for mere re-ordering 增加对销售绩效有所提高的奖金，而减少一般重复购买的奖金Imp
20、lement group bonuses if team work is needed如需鼓励团队合作，实施团队奖金Give recognition for improvement in sales processes针对销售流程及技巧的改进给于认可与赞赏42Case Study 1 案例1You have 3 top sales staff who contribute significantly to your total sales revenue你有3位业绩出色的业务员。他们的业绩占据公司总业绩的大部分However,each one of them has got different
21、 problems 但是他们没一人都有一些毛病:“A”gives a lot of discounts to the extent that you dont make much profits“A”在价钱方面打很多折，基本上导致公司利润少了许多“B”is great in closing sales,but never provide any form of after-sales service“B”签单能力特强，但从来不为客户作任何售后服务“C”generates sales only from2-3 existing customers,and has not gained a sin
22、gle new customer in the last 3 years“C”则只跟2-3位老客户做销售，而且在之前3年都没有引进新客户What would you do?你会怎么做？43Challenges in Sales Management 销售管理遇到的挑战Less than 15%of superstar salespeople succeed in management 少于15%的顶尖销售人员能够成为称职的经理Most people leave their jobs because they could not get along with their supervisors大
23、部分离职的员工都是因为无法与上级融洽相处而这么做的Only 19%of effective new business developers are effective at maintaining long-term customers 只有19%的新客户开拓人员能够与客户保持长远良好关系Less than 15%of key account managers are comfortable developing new businesses只有15%的客户经理对发展新客户感到适意44Challenges in Sales Management 销售管理遇到的挑战Nearly 65%of sa
24、lespeople who fail could have succeeded in the right type of sales position for their skills将近65%的表现欠佳的业务员能在更合适的销售岗位上创造更优越的业绩Nearly 70%of strong customer support and service staff are able to maintain customer relationships将近70%的客服人员能够与客户保持良好长久关系60%of sales position failures are related to individua
25、ls with the wrong skills for the position60%的销售人员无法胜任其职是因为个人技能与岗位不匹配45WhyGiveRecognition?为何要为何要给于赞赏？给于赞赏？46Definition of Culture文化的定义Things people do unconsciously人们无意中做的事情47创建你的领导文化Creating Your Leadership Culture行为行为Behaviour反应反应Response期望期望Expectation效果效果Effect48创建你的领导文化Creating Your Leadership C
26、ulture行为行为Behaviour反应反应Response期望期望Expectation效果效果Effect文化文化Culture “这里这里做事的方式做事的方式”“the way things are done around here”49Positive Feedback正面反馈Context情景Action行为Result结果50Corrective Feedback纠正反馈Context情景Actual action实际行为Result结果Expected action预期行为Result(enhanced)结果（优化）51Motivating Staff激励员工Happy Sta
27、ff vs.Hungry Staff快乐的员工和饥饿的员工Who will be more motivated?谁更有工作动力？The question is how we keep staff hungry问题是我们如何让员工保持饥饿At the same time,we need to feed them as well同时，我们要喂养他们What do we feed or staff with?我们该如何喂养他们呢？52Case Study 2 案例2Sam is a new sales person and showed a lot of promise during his ini
28、tial training with the company.When he went on his work,he also put in lots of effort.Still,after 3 months,there wasnt any results generated.What would you do?Sam是一位新业务员，并在入职培训的时候表现优异。他正式工作时也非常投入。但在三个月以后，他仍然没有任何业绩。你会怎么做？53“Doing the same thing over and over again and expecting different results.”“重复
29、做同样的事情重复做同样的事情却期望不同的结果却期望不同的结果”DefinitionofInsanity愚痴的定义愚痴的定义54Case Study 3 案例3Susan was one of your better sales persons.Unfortunately,she hasnt been producing much results lately.When asked about her performance,she replied that the customers just need a little longer time to make the decision thi
30、s year.What would you do?Susan是你团队里较为优秀的业务员。不幸的是，她最近业绩欠佳。当你问她情况时，她说客户今年会比以往需要更长一点的时间作决定。你会怎么做？55Active Listening 聆听Always allow the other person to finish talking before passing any judgments待别人叙述完再阐明自己的观点Ask clarifying questions让别人阐明问题Listen with your ears,eyes and emotions使用你的耳、眼及感觉来聆听56Case Study
31、 4 案例4Simon has been in touch with a prospect for quite some time.He has seen their decision makers,their technical buyers and even end-users.While responses are positive,there was no further progress.What questions would you ask?Simon跟进了一家客户已经有段时间。他一见过对方的决策者、技术人员甚至使用者。尽管反馈良好，但始终裹足不前。你会向他提问什么问题？57Yo
32、u Know Your Sales Process Is Outdated When.您何时发现自己的销售流程已经过时？Your reps interact mostly with customers purchasing departments您的销售员只与顾客的采购部门联系最为密切 The entire sales discussion revolves around price整个销售谈判都围绕着价格Sales training is mostly exercise-based training that shows reps how not to take no for an answ
33、er 销售培训的目的是灌输销售人员不接受“不”Management is constantly adjusting the incentive schemes管理总是围绕奖金措施的调整 58You Know Your Sales Process Is Outdated When.您何时发现自己的销售流程已经过时？The sales force that is spread too thin is reorganized to focus more intensely on customers已经人手不足的销售团队需要将更多的精力花在顾客身上 Salespeople are not includ
34、ed in the design of the companys offering销售人员没有参与到公司销售方案的制定中 There is little thought of or interaction with your customers customers忽视了与顾客的顾客沟通Your salespeople are internally focused销售人员不接受外来信息 Sales management is convinced it is doing a good job 销售管理层自我感觉良好 59ActionPlanning行动计划行动计划60What Next?下一步该怎么做？What should I do more of?我们哪方面应该多做一些？What should I do less of?我们哪方面应该少做一些？What should I start doing?我们该开始做什么？What should I stop doing?我们该停止什么？What shall be my action steps now?我的行动计划将是什么？61Resources在线资源http:/（中文）http:/ (English)62结束语结束语谢谢大家聆听！谢谢大家聆听！63