Analysing Your Sales Force
Performance 分析你销售团队的业绩
• Top 20% sales people delivering
80% of your sales; or 顶尖 20% 的
销售人员为你产出 80% 的业绩；还
是
• Top 4% sales people delivering
64% of your sales?
顶尖 4% 的销
售人员为你产出 64% 的业绩？

少于 15% 的顶尖销售人员能够成为
称职的经理

Who is the Best Sales Person?
哪位是最优秀的业务员？
Salesman A
Salesman B
Salesman C
No. Of Client Meetings
客户会面次数
191
78
63

Who 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
A
Salesman
B
Salesman
C
191
78
63
Proposal s Sent
提议书数
量
No. of
Sales
Closed
成交数量
123 34
78
30
43
25

Who 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
Proposals
Sent
提议书数
量
No. of Sales
Closed
成交数量
Sales
Value
销售金
额
Salesman A 191
Salesman B 78
Salesman C 63
123
78
30
34
43
25
340,00
0
500,00
0
360,00
0

Who 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
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 A 191
Salesman B 78
Salesman C 63
123
78
30
34
43
25
340,00
0
100,000
500,00
0
200,000
360,00
0
200,000

What 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？

Challenges in Sales Management 销
售管理遇到的挑战
• Only 19% of effective new business developers are effective at maintaining long-term customer relationship 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

Challenges in Sales Management 销
售管理遇到的挑战
• Nearly 65% of salespeople who fail could have succeeded in the right type of sales position for their skills
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
将近 65% 的
• 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 individuals with the wrong skills for the position 60% 的销售人员无法胜任其
职是因为个人技能与岗位不匹配

What is Motivation?
什么是激励？
Motive + Action 动机 + 行动

Motive = Chances of Success +
Amount of Effort + Expected Payoff
动机 = 成功概率 + 所需精力 + 预期
回报

Myths About Motivating Sales People
激励销售人员的误区
• Sales people are primarily motivated by money 销售人员最
基本的激励是金钱
• Sales competitions can motivate sales people 销售竞赛能够激励销售
人员
• Big job titles are needed to retain top sales people 如果要留住顶尖
销售人员就需要给他们职位较高的
职衔

Why do Sales People become Sales
People?
销售员为何成为销售员？
• Autonomy 自主自由
• Directly links effort to success 能
够看到付出所产生的结果
• Likes to deal with specific objectives 喜欢目标明确的工作

Why do Good Sales People Leave?
卓越销售队员为什么会离职？

Reasons Why Sales People Leave 销
售人员离职的主要原因
• Lack of career development
业发展
欠缺职
• Unfair treatment 不公平的待遇
• To get a promotion somewhere else 到
他处升职
• Having their autonomy restrained
由受到约束
自
• Did not feel appreciated 没有受到重视
• Lack of systematic training & coaching
欠缺系统式的培训与辅导

Balancing between New and Old Sales
Staff 在新、老销售人员之间取得平衡
• Old Sales people can 老销售能够 :
– Share experience 分享经验
– Provide guidance 给予辅导
– Be role models 成为榜样

Balancing between New and Old Sales
Staff 在新、老销售人员之间取得平衡
• But old sales people sometimes 但
老销售却有时会 :
– Hoard the best leads and territories away from new sales people 将最好
的销售线索及地域隐藏，不给新销售员
– Use their clout to resist changes or make unreasonable demands 使用他
们的影响力抵制改革或漫天要价
– Make things difficult for promising new sales people
售人员
排挤有潜力的新销

Ways to Deal with Errant Experienced
Sales People 如何处理跋扈的老销售
• Compare your sales team with your competitors' 那竞争对手的销售团队
与自己的团队进行对比
• Getting new sales people to set good examples 让新人树立好榜样
• Never give in to unreasonable demands 针对不合理要求不作出
妥协
• Use a good CRM system 使用良
好的 CRM 系统

What Else to Measure Besides Sales
Turnover 除了销售业绩以外的评估标准
• Gross Profit 毛利
• New Businesses Brought In 挖掘新客户
• Strategic Customers Brought In
略客户
获得的战
• Retention and Growth of Existing Customers 现
有顾客的维护与增长
• Ability to Work As a Team 团队合作能力
• Being Able to Proactively Understand
Customers ’ Business Issues 能够主动地了解
客户的商务需求
• Making Sustainable Improvements and
Progress in Sales Results/ Sales Activities 推
动持续的销售增长、业绩改善

What are Some Behaviours that Winning
Sales People Have that Others Don't?
成功销售人员会有哪些行为是一般
销售人员没有的？

Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They ask questions regarding their customers problems, implications and "what will happen if those problems are solved" 他们针对顾客所面临的问题、
问题产生的影响以及“如果那些问题能够被解决会发
生什么？”来进行提问
• They are personally accountable for customers' results and understand customers' businesses
他们会为客户所想达到的结果负责到底，并深入
了解客户的商务情况
• They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影
响销售结果的人士

Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They match their sales process with their customers' buying process 他们会把注意力
放在顾客的采购步骤，并将自身的销售流程
配合客户的采购步骤
• They seek to build a relationship with no agenda first, rather than aiming the customers' pockets everytime 他们在初
期与客户建立关系的时侯不期待任何销售结
果，而是围绕顾客自身的情况开始谈话
• They create value by providing advice and insights to the customer 他们以提出建议、
见解的方式创造价值，而不只是一个充当
“会说话的宣传手册”

39% of a customer’s decision to buy from your company is based on the effectiveness of the sales representative
39% 的顾客是因为销售人员的表现
而决定购买的

The R 4 of the Customer's Experience
客户购买经历的 R 4
• R eliability 可靠性
• R elationship 交情与关系
• R esponsiveness 积极性
• R esourcefulness 资源整合

行千里而不劳者，行于无人之地也
If you can march 1,000 miles and not feel tired, you will be undefeatable

Q&A
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