Sales Training Why is there no effect? Many companies spend great efforts to recruit and train salespersons, but the facts have proved that in most cases, these money is white, and many training does not work. why? Let's talk about the recruitment. Some companies have spent considerable human, financial and time, seeking sage, but ignoring the attention of existing sales teams, once found a "can" immediately holding the day, the result is often disappointing. The reason is that the company's sales are the result of a holistic effort. In other words, this is a team of teamworks for the entire company, not a one-two stars, even more contributions than others. When the salesperson in the company is "a thousand army" instead of "one will", if you hold this attitude, you will objectively, some of the system, not too much detour. So what kind of person can be a salesman, or what conditions do you have to do? I want various industries, although the requirements of each company will have different, there are two points should be common: first, stable psychological quality. The nature of sales work determines the number of unsuccessful sales than success. If you often let your frustration, frustration is troubled, how do you do it? Second, good communication skills. This is not the same as the tartnd, "can say" means that you like to talk, and "the glory" must have ideas, a purpose, content, method, not much, the words are the spirit. The salesperson's recruitment is to be, and the rest of the task is how to train. Speaking of training, as if everyone knows what is going on, think of thinking about it, as if it is unclear, this is because some training must not be collected, reflecting in the following aspects: 1. Sales work itself is the integration of physical strength, intelligence, and technology, but most of the training is in terms of theoretical knowledge, intellectual development, thinking sparks, rarely emphasized the importance of behavior, such as dress, handshake, talking with people , Tone, expression, etc., in fact, these behaviors play in the sales process, far more than the so-called marketing theory. The truth of "big eyes, small sites" seems to everyone know, and in fact, various training now look too heavy, and it is too light to see behavior. Don't pay attention to how to "start", how can this possible good interpersonal exchange to reach a sales purpose? 2. People often have a illusion, thinking about what will be, but this is completely two yards. "What" know what "is to know," What will "is technology, both of which are important but cannot be replaced with each other. Teaching is just what people understand, and training can make people a little bit. Most of the training now "Pace" is "training", and the effect is conceivable. 3. Skills to the top. A considerable number of people think that there are one or two high-strokes can be sold, and there are many books in the market talk about the so-called skills. As everyone knows, some methods have been gratifying, in addition to the method itself, apply this method objective Conditions and environmental matching are also equally important. Some methods are not successful because the method itself has any serious defects, but is not mature using these methods. Moreover, everyone knows that the skills are not skill. Only in the skill ideas, establish technical ideas, and work can be carried out. The so-called sales technology is the more and more useful, and the sales skills are effective, or the more useless behavior. The technology is to keep hinding to master. 4. Content deviation. Due to the influence of manager's own knowledge and experience, it leads to the direction and content of the training. If you will be placed in the "Marketing" environment, a company should have four talents: marketing strategic planners, marketing tactical designers, sales executive managers and sales staff, each work has its own unique requirements And unique thinking and behavioral way.
If you consider the quality of sales, salespersons must not only have certain marketing knowledge and skills, but also training for their vitality recovery capabilities, enterprises, persistence, etc., if considering market, industry, enterprises, and product Different from the development stage, it is necessary to cultivate different personality salespersons such as passion, persuasive, etc., must have a sports salesman who can take a big step forward, but also soft grinding hard bubbles, slow-running persistence Seller. From this point of view, sales training is designed, developed and implemented, and it is not as simple as people think. The first is to institutionalize the training, and to improve the training content and system of the company's business characteristics, combine the company's strategic and business planning to develop a careful training program; secondly to identify the training content and priority order, intensive inductive education, knowledge And skill training is organically combined; again to determine the type of training, how to stage, level, divided content, in degrees in order in order to conduct different qualifications, different positions, different positions of staff training, independent training and company training Combine, concentrated training and training in training, forming an organism; finally adopting flexible and diverse training forms, combined with outdoor combination, sensibility and rationality, theoretical and techniques ... Remember: formally serve the content, can't win the host. Don't: I seem to have a lot of content when training, and the training is blank. Training can't spend the embroidered leg, can't see it in the middle, any content should be started with actual combat. Only by doing these contents, training is an investment rather than spending, and can receive real effects. ■ (Wang Wei: Bausch & Lomb's National Sales Manager) (Editor: Wen Y) 7 Preventing Training Excessive Wang Jianguo Enterprise Competition has changed to the quality of people, "people" have become an important indicator of business competitiveness. As an effective means of improving the quality of employees, it has been adopted by the majority of enterprises, but most companies are facing such a difficulty: on the one hand, in order to enhance the competitiveness of the company, the training is bound; on the other hand, " It is very difficult to grasp the "moderate" "moderate" "moderate" to the appropriate person when appropriate. Suitable training will improve corporate efficiency, improve employee performance, and even become an important support system for corporate strategy, but once training is not moderate, or "excessive", it will not only make training investment into pure cost, but also damages management And employees' enthusiasm for training investment, is not conducive to the stability of employees and the benign development of enterprises. Therefore, prevention training "excessive" should become a content that managers pay full attention during training. The so-called training "excessive" here is not that the number of points is mainly from the purpose of training purposes, targeted, systematic, applicability, etc. Specifically, the training is excessive as the following form: 1. Training content and conflict or out of the company's goals, cultural and management concepts; 2. When enterprises have not processed to ensure the use and implementation of a certain skill, The skills are universal training; 3. The idea, methods and skills training should be implemented from the top, only lower levels and the superiors do not participate; 4. Similar to training, there is no clear purpose and goals. So, how to prevent the training over? First, enterprises must have a clear goal, and training should be targeted. The pursuit of enterprises is the maximization of profits. Training must have "profitable" ideas, closely around the current and long-term profits. For the common growth of employees and businesses, training should be regarded as a way of corporate profit growth as an investment. There are several levels of corporate training: First, in order to make employees to become "corporate people", this training should include the idea, goals, values, strategies, etc. of the enterprise, and the purpose of training is to enable employees to understand the company. The characteristics of the character, find the fusion of yourself and the business integration.
In addition, in the period of corporate strategic transition, we must conduct new strategic training for all members, let employees see and understand the blueprint of the company and find their own new positioning and mission in the blueprint. The second is the leadership and management training. Any business manager, especially the high-level management personnel, is the key to the success of the company. They directly related to the company's strategy can achieve smooth implementation, and their training should be based on thorough understanding The strategic connotation, which improves execution capabilities, and training for corporate leaders should be included in the company's strategic plan. The third is the training of the company's operations, such as operation management, process management, and related personnel of such training enterprises have to participate so that business processes can be smoothly operated. Fourth is the training of professionalization, which is the training of general skills, such as planning, communication, time management, etc., these are the skills, all employees of the company must conduct such training. Fifth is professional training, such as technology R & D, sales, finance, human resources, etc., is a professional training for all business sectors and functional departments. All these levels of training must focus on the development strategy and goals of the company, to take into account the development of organizational development and employee, and enter the value chain of enterprise management management. It is difficult to enter the company's management value chain, it is difficult to support the implementation of the company's goals, and cannot support the company's target training, and cannot be trained for the company's value-added, not only cost, but also the waste of human resources. Second, training must be adapted to the development of enterprise business and management. The business training should constantly adjust with the progress of the business, which level is at which level is carried out. For example, the Digital Digital has conducted performance management training in the first half of 2000, which is done at the time, because the new integrated Digital Digital To promote the unified performance assessment system of the Group. In response to this system, the Digital Digital has focused on the concept of performance management, the process, and corresponding skills, such as how to develop a goal, how to determine the measurement, how to communicate, how to interview, etc., the effect is very good, because the company has this The set of performance management systems are running, and employees can learn, if there is awareness of the deviation in the process, it can be corrected in time, and the skill mastery can be tutored in time. Similarly, if management training can do corresponding course design and arrangements to do anything about what kind of problem can be done, can be synchronized with management requirements, and the effect will be the best. On the contrary, if the training and management status is out of touch, what is the actual operation of the actual operation cannot be effectively docked, or the employee believes that the training is useless, or the person who is first conscious will be more embarrassed, training " Promote the phenomenon of hopping. Therefore, training must match the development phase of the company, too advanced training is an additional cost to enterprises, and it is also a waste of employees because they cannot be used. In this way, no matter the organization, it is impossible to achieve utility to maximize utility. Finally, companies should establish a training system that adapts to their own characteristics. When developing a training system, companies must be based on their own characteristics (corporate culture, leadership style, management), training courses must also meet the requirements of the development stage of the enterprise, to make training courses must be "company" Your own class, with distinct personalized printing. At the same time, it is necessary to gradually enter, absorb the advanced experience of other enterprises, and effectively dock the company's business philosophy, business characteristics, quality of personnel, and then have the practice, accumulation, gradual establishment and improvement of the company. The company must truly clarify the purpose of the training system, based on the training system to develop training programs, with practical, applicability, targeted guidelines, and achieve the transformation from sensibility to rationality, and the development and management of the company's management level The quality level of training is carried out, and ultimately improve the performance of the entire organization.
■ (Wang Jian Guo: Deputy General Manager of Software Business Management, Shenzhou Digital Co., Ltd.) (Editor: Wen) 7 How to play an uncomfortable sales of Iron Army Fu Yao Trail into an immediate effect? "Good sales representative can train it?" My answer after thinking about this problem is actually can't, because the sales representative only wins a single order is a real sales representative. Through sales training, sales representatives have indeed understanding sales skills, but does this mean that sales representatives use these skills in practice? I found that the sales representative of training did not use the sales skills learned in actual combat, so most sales training became expensive candies, and did not eat effect. Why does this happen? Because after the end of the training, it is unrealistic to change the sales behavior and habits, it is necessary to point out his incorrect sales behavior and demonstrate, then encourage him to try itself. In fact, this is the management and guidance skills of sales managers. In response to the sales training of the sales manager, the sales management and sales guidance training of sales managers can we play a immediate effect on the promotion of sales performance. Three elements of selling sales performance: Sales Training, Management and Guidance In November 2000, there were 12 sales representatives joined the company. Prior to this, the sales representative of the new sales averaged $ 200,000 in the first quarter, and I planned to increase sales to $ 400,000 through a quarter training. First, we adjusted the content of sales training, extending the previous week's training to three weeks. Training includes four parts: Company introduction and company business model, introduction, product introduction and sales skills training with sales related departments. We joined the exam and simulated customers to visit, let the sales representative exercise these techniques as much as training. We then established a clear goal: Each sales representative must complete $ 400,000 in tasks in the third quarter, otherwise it cannot pass the trial period. Finally, we have developed training sales programs for the sales representative. They pass the results through the mail to me, I regularly talk to them, check the results and share the experience and progress, the purpose is to ensure that they can use skills in actual combat, and discuss it will encounter during actual sales. Various problems. Below is their plan: After a quarter, the average sales of sales representatives of this training reached $ 560,000, beyond our expected goals. Through this new employee training, I found that the key to ensuring the role of sales skills is the guidance and management after the end of training. So how can help sell managers to improve their management skills and guidance skills? After this success, I began to promote in the company, first picked up a 20% sales representative of performance, hoping to increase their performance in a quarter. In the first quarter of 2001, they completed a 50% task, I hope to increase their performance to more than 70%. Due to the big workload, I hope that their managers also participate in the protagonist of this activity. I have obtained the support of the sales director, and these sales managers also agreed to join. After a month's counseling, the result is a good and bad, some team has achieved good results, but some departments feel that there is no effect. In-depth understanding, the reason why I found out is not good because of two reasons: First, the sales manager does not know how to guide the sales representative, these managers have just improved, although the previous performance is excellent, but I don't know how to guide Lower belong; the second is that some sales managers are not selling, they don't know how to sell, so it is difficult to counseling the sales representative. So I started another round of training: helping sales managers raise management skills and guidance skills, which is also a long-term process until now I am still working. Every company hopes that each company has a uncomfortable sales of the iron army, which is the most valuable wealth of the company.
