4-1专业化营销团队的组建运作与管理

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Inflation 通货膨胀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 Success 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 Successful Team 组建一个成功的团队组建一个成功的团队This guide is designed to help all leaders understand:设计此指南以帮助所有领导了解 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 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Step 1 步骤1Using the forward planning document,calculate 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 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Step 4 步骤4Issue a weekly activity planner/monitoring tool(e.g.the weekly Sales Planner for Success)to each sales person every week.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Step 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 number 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 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Step 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 meeting 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Step 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 better to increase the amount of selling time.在日志上计划增加总的销售时间Step 11 步骤步骤11Go back to Step 3!回到步骤3！Over 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 required 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 appointments,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？As stated,activity management As stated,activity management 如所述，活动管理如所述，活动管理 requires discipline and this is where most requires discipline and this is where most people fail.people 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 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/active 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&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/active 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 Activity 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What Builds Staff Engagement如何使员工更加投入如何使员工更加投入员工激励员工激励员工激励