The difference between effective and efficient sales models and the key points of management and control2010-12-12 16:07:25| Category: Sales| Tag: Sales Effective Customer Efficiency Management and Control|Large font size
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The terms efficiency and effectiveness are borrowed from two terms in "Management". The original meaning of efficiency is fast speed and precise action; The original meaning of performance is to achieve the desired results. They are very obviously different from each other and have completely different requirements.
1. The difference between the two sales models
(1) Efficiency-based sales
This model has many steps in the sales process and the complexity of the visit is also high. relatively high. For example, the sales process of industrial supplies, various solutions or large-scale equipment, similar products or related services generally has four characteristics:
1. The purchaser is generally the government, enterprise or society Organizations, rarely individuals or families, even personal or household items are expensive and durable goods;
2. The customer decision-making process is relatively complex and is not purely personal. Many require internal deliberation and The final decision on purchase can only be made through the bidding process;
3. The value of the product or solution is relatively high and is very important to the purchaser. It is by no means a low-value, easy-to-consume product or a product that can be purchased at will;
4. For an order, no matter how big or small, the sales process is relatively complex, the sales cycle is relatively long, and the requirements for pre-sales, sales and after-sales are relatively high, often requiring two or more departments of the company to work with them. Only through close cooperation with the sales department can we obtain the final approval of customers and achieve sales; I generally call the sales process that has most of the above characteristics "efficiency"-oriented sales.
(2) Efficiency-based sales
Different from efficiency-based sales, the sales process of efficiency-oriented sales is relatively simple. The amount of each order is small, but the number of people signing the order is The frequency is high, and the number of target customers is large and scattered. Sales of food, beverages, cosmetics, personal life insurance, mobile phones, cameras, and household appliances are all efficient sales. Generally speaking, there are four characteristics:
1. The final purchaser is generally an individual or a family;
2. Whether it is an organizational purchase or an individual family purchase, the decision-making process will be very fast, and it is basically a purely personal decision-making, at most it is The main members of the family or organization make some simple negotiation decisions;
3. The value is relatively low. For ordinary individuals, families or organizations, they are repeated purchases (such as mobile phones, home appliances), and some Even high-frequency repeat purchases (such as food, cosmetics) and other products;
4. The sales process is relatively simple, mainly over-the-counter sales or simple one-to-one sales models, usually in pure sales During the process, it does not require much support from other departments of the company.
2. Requirements of different sales models on management styles
(1) Requirements of efficient sales on management styles
1. Pay attention to controlling the overall process
When managing and controlling an efficient sales force, what needs to be controlled is the entire sales process. For example, for counter sales, it is necessary to control every sales action of the shopping guide, including how to greet customers who come to the counter, how to ask customers about their personal situations, how to inquire about customers' needs, how to effectively display products, and how to effectively Standardized analysis must be carried out in handling customer objections, how to promote customer purchase, how to help customers package, and finally blessing customers, etc., and then strengthen control in actual work.
2. Pay attention to the solidification of sales details
Efficient selling requires sales representatives to try their best to solidify every sales action. For example, when the counter shopping guide inquires about customer needs, he needs to ask the five major types of questions, Keep in mind the eight question methods and more than a dozen common questions (which can be achieved through rigorous systematic training). The ultimate requirement is that when facing customers, there is basically no need to organize the language on the spot.
For efficient sales, why do you need to memorize every detail of business promotion? Because this is determined by the characteristics of efficient sales. Since the number of customers of efficient sales is very large, a good efficient salesperson must complete a sufficient number of orders to meet the standard. For example, in the process of counter sales, if the details in the sales process are not solidified enough and the sales language has not entered the subconscious of the salesperson, a lot of thoughts and emotions will need to be mobilized every time when facing customers at the counter. Make judgments and organize the language on site. . . So assuming that a salesperson works at the counter for six hours a day, within two hours, the salesperson will be exhausted physically and mentally, and it will be impossible for him to face the things he will be exposed to during the other four hours of counter time at a level above good. customers, it is difficult to maintain high performance levels.
3． Focusing on the positive atmosphere of the team
The so-called positive atmosphere of focusing on the team refers to using various occasions, using various mutual-help team games or shouting various motivational slogans, or in sales The office of the department is filled with various motivational slogans, photos of outstanding employees and letters of determination from employees, etc., which are a series of management actions used to strengthen everyone's enterprising spirit. An efficient sales team creates a positive team atmosphere through various methods. It has only one purpose, which is to keep everyone's spirits in a state of excitement, because in this state of excitement, sales staff will ignore setbacks and can calmly deal with a large number of repetitive sales activities in a day.
4. Pay attention to the awareness of internal competition
Paying attention to the awareness of internal competition includes three important aspects:
(1) Emphasis on elimination of the last place. If you don't do well this month, you'll be warned. If you still don't do well next month, you'll have to leave.
(2) Emphasis on performance competition. Although the number of salespeople is not large, they should be divided into two groups, because in this way they can compete with each other - not only between groups, but also between each person and themselves, this month and last month, and this year and previous years. Let's compare.
(3) Overweight and exemplary. For performance that exceeds the average, you will enjoy excessive reward levels; there are also various sales awards, such as monthly sales champion, quarterly sales champion, annual sales champion, etc. Each champion has different enviable incentives to motivate every member of the sales team to learn from these sales models.
Typical case: Fierce wind and fierce fire, building an elite team of Taikang Life Insurance
Taikang Life Insurance, established in 1996, was considered a latecomer compared to Ping An and PICC at the time, but they passed the The strengthening and forging of the sales force has created an elite team and achieved the goal of "surpassing the latecomers".
The sales of personal life insurance is a typical and almost cruel "efficiency" sales model, which requires a salesperson to face as many different customers as possible every day. Smile, language, movements, manners and sales pitches to face all kinds of people. Therefore, every management measure taken by Taikang for the sales force hits the key points of "efficiency" sales management.
The daily morning meeting is unstoppable, especially for new salesmen who are in the life and death period in the first half of the year; various team slogans and various team motivation activities inspire everyone's enthusiasm for work, Let everyone go out smiling.
At the evening party, everyone shared their heart, talked about the day's feelings, analyzed the day's gains and losses, poured out the day's bitterness, and even made everyone go home crying.
Excessive rewards encourage the polarization of income. If the business is well done, the monthly personal income tax is four figures; if the business is poorly done, it cannot maintain its vitality and has no choice but to leave.
Systematic and intensive business training solidifies every business detail, including how to approach customers, how to inquire about customer needs, how to introduce insurance types, and how to handle objections. The requirements must be met according to the standards and must pass the customs clearance, otherwise you will not be allowed to go out to do business.
Design sophisticated management forms to control from the moment you leave the company until the end of the day's visit. Understand the information and process of each business in detail. These forms are accumulated to supervise and coach each salesperson for the manager. Provides the most powerful basic materials.
With the cooperation of the systematic management model, Taikang's performance has been rising all the way, and it has quickly become a leader in the individual life insurance market. Their "storm-like" management model has also become a legend.
(2) Requirements of effective sales on management style
1. Focus on key points in the sales process
The first focus of the management control efficiency sales model is to focus on key points in the sales process.
The sales process of an efficiency-oriented sales model is often relatively long and complex. It is unrealistic to control the entire sales process, so the focus should be on controlling key points.
For example, for the sales of large equipment, industrial supplies or solutions, as long as you control "understanding the customer background, effectively presenting and guiding customers, how to build personal and company-level trust with customers, signing orders, "Key points in service follow-up" are the five core links in effective sales. There is no need to control details such as: how to open the meeting every time you meet a customer, how to greet the customer, how to hand the customer a business card, etc.
2. Focus on exploring the individual abilities and creativity of sales representatives
The second management control point is to focus on stimulating the individual abilities and creativity of sales personnel. To be more specific, if a performance-based sales representative has some personal ideas or minor problems, the sales manager should be tolerant as long as they do not affect the overall situation.
The same goes for sales managers when communicating with efficient team members. They must have an equal attitude so that they can be creative; if they use various rules and regulations to completely restrict their sales staff, , then creative people either can’t stay still, or are managed into numb and blind obedience - "Just tell me, I will do it" - it is difficult for such sales representatives to do effective sales work.
3． Pay attention to overall cooperation
The third key point in managing and controlling an efficient sales team is to pay attention to the overall cooperation of the sales team. Even if one person can win an order, we must avoid letting him fight alone. When necessary, sales support personnel from technical or other departments and our sales manager must come forward to provide support. All three roles must be involved together. a project. Only in this way can we easily manage and control the project progress and after-sales work, and successfully win a project.
4. A management style that focuses on long-term and stable management
The fourth control point is a management style that focuses on long-term and stable management. At this point, there are two points that need to be noted: First, the assessment cycle of an efficient sales model is relatively long. It must not be concluded in one month like an efficient team. For an efficient salesperson, the assessment cycle is Generally, it is required to be six months or more; secondly, the basic salary is designed to be relatively high to give the salesperson a sense of stability and long-term development. If the two points of "appraisal cycle and base salary ratio" are not well controlled, it will be easy to stimulate short-term behavior of efficient sales staff, which will lead to waste in haste.
Case: Loose on the outside and tight on the inside, Shida’s major customers achieved impressive sales results
Shida is a resounding name in the computer industry, but its world-beating products are his commercial printers and terminals (terminals are a kind of equipment specially used in the financial industry. When we handle deposits and withdrawals at banks, the "special computers" operated by salespersons are terminals), and they are still the most durable ones of Shida. Profit-making products.
Selling hundreds of thousands of printers and terminals to several major banks such as the "Workers, Peasants, Construction and Communications Corporation", with hundreds of thousands or even tens of millions of orders each time, this is a typical performance Although Shida has a traditional sales model, Shida has become the leader in performance-based sales in the country. When I came into contact with Shida in 1996, what I saw was a sales team that was already making steel.
So how is this sales force built through management control? What are the characteristics of Shida's sales force management and culture?
The first is to emphasize the subjective initiative of each person. Shida attaches great importance to the subjective initiative of each sales representative and encourages each sales representative to find a way to solve the customer problems they face, including how to make appointments with customers, how to Effectively displaying products to customers, how to build trusting relationships with customers, etc. all emphasize the need to use your own brain. The manager can give you a visit and demonstrate, and can help you come up with ideas, but in the end it is you who makes the decision. In Shida's culture, there is rarely an atmosphere of hands-on business instruction;
Secondly, everyone is encouraged to travel more, stop at home less, and go to customers more. The company rarely pays attention to whether sales staff come to get off work on time. After work, we encourage everyone to work hard and not fall behind when business is tight. As for normal times, we are more encouraged to allocate their own time, adjust the pace of project promotion, and arrange their own contacts with key customers. process.
Shida’s evaluation cycle for the sales team is also relatively long, at least half a year. During this period, the sales director of each branch will give new salesmen ample training opportunities and are not afraid of their failure. , and even encouraged them: "It doesn't matter, you might as well have me."
Effective sales must be entrusted with important tasks as soon as they enter the battlefield. Therefore, selecting people is very important. Every batch of Shida sales representatives must start from Careful selection from society or school, and systematic training before being assigned to various sales branches, and further observation and selection through the training process to ensure the quality of candidates. Shida's principle of recruitment must be "It is better to lack than to overdo", but once they come in, they must be carefully cultivated and promoted to become talents.
In the Shida sales team, the most stringent control is the management of customer order intentions. Once a bank has a purchase intention, the sales manager and the entire team will immediately be alert, and then you will When you see the lights of the sales department brightly lit, everyone is working together to come up with ideas, find solutions, find breakthrough points, and cooperate. When there is a tight project or a critical bidding meeting, you can see that those who work late at night include both sales and technical support. , and even colleagues from finance and logistics departments are fighting side by side.
Shida's management culture of being loose on the surface but tight on the core has created a batch of elites in efficient sales in the IT industry. To this day, I still believe that, as far as domestic companies are concerned, Shida is the best customer. Their business team is first-rate, and their flagship products have always been the best in terms of share among financial customers.
Case Review: Comment on "Manager Chen's Success and Failure"
With reference to the classification of efficiency and effectiveness, as well as targeted management control points, it is not difficult to see that what was mentioned in the previous case Speaking of Manager Chen, why in the same company, the same management model has different management effects, the reason is that the management style of the sales team is not accurately grasped;
Home Computer Sales Department , sales staff basically repeat the same sales actions every day, or follow fixed procedures to inspect various sales points, or call fixed agents, repeatedly recommend models, negotiate prices, collect payments, etc., work The state is more inclined to the efficiency-based sales model. Manager Chen also uses the pure "efficiency-based" model he brought from the personal life insurance industry. Therefore, the management model and the sales method are basically matched, and Manager Chen's execution The sales force is very strong, which has led to the rapid growth of the performance of the home computer sales department;
But in the commercial computer sales department, each salesperson faces different customer groups in various industries, and customers have different purchasing personalities. The variables are also increasing rapidly, and the cycle and complexity of customer decision-making have also been greatly increased.
Customer groups are different, the customer's decision-making cycle has become longer, and the complexity of the sales process has also greatly increased. Commercial computer sales have become a typical "efficiency" sales model, but Manager Chen has not changed. The "efficiency" management model is still used to force the rectification of the original management, which has the opposite effect;
For example: lowering the basic salary and shortening the assessment period, which directly leads to everyone's sales behavior that is eager for quick success and quick profit. With this kind of sales consciousness that is eager for quick success and quick profit, when you get to the customer, you will definitely feel "uneasy" in your heart but "talk big words" in your mouth. Smart customers will definitely notice it and become resistant, which will not be conducive to the completion of the sale; furthermore, Strengthening the management and control over everyone and insisting on holding morning and evening meetings not only failed to improve everyone's work efficiency, but may have disrupted the sales staff's visit plan and hindered the communication between sales representatives and customers; (because, efficiency-based sales offices visit They are also the focus of visits from competitors. These target customers are surrounded by sales representatives from various companies every day. Most of them will avoid or reject the sales staff. Therefore, sales staff have to take great pains to meet with the target customers. , sometimes we have to adopt methods such as "sitting on the floor, blocking the door, holding back the door, rushing to eat" and other methods to have a chance to communicate with the target customers), so the strict morning and evening meetings control everyone's behavior and also constrain everyone's behavior , which obviously does more harm than good to sales;
In short, it is the different matching degree between the sales team's management style and the sales method, which ultimately led to Manager Chen's "one management style but two management effects."
IV. The same characteristics of the two sales models
Although there are many differences between efficiency sales and effectiveness sales, they are different in the direction of team management and control. There are also different emphases, but efficiency and effectiveness are still connected in many aspects:
(1) The ultimate goal is the same
The first difference between efficiency sales and effectiveness sales ***The same point is that the ultimate goal of both is the same: both are to maximize the performance of the sales team, or to achieve the most perfect purchase for customers.
(2) The purpose is to create a team state that is closest to success
The control purposes of efficiency sales and effectiveness sales are to achieve the ideal that is closest to the goal state.
What does it mean? The purpose of strict control of the efficiency-oriented sales model is to require sales staff to effectively repeat sales actions every day, because the team state of "the group effectively repeats the correct actions" is closest to the goal of success; while the efficiency-oriented sales model The sales model requires sales staff to innovate every day and create the connection point between themselves and the company's products and customer needs. Natural innovation is the point closest to the goal.
Therefore, the state of the business team to be achieved through management control of efficiency and effectiveness is the state closest to success.
(3) All strive to pursue a self-contained mature style
There are two mature management styles, one is "Xing Zheng" and the other is "Shen Gathering".
The so-called "organized" refers to the entire sales department, from people to desktops, to behaviors, to handing out business cards, and to other actions, is very neat. This style is often pursued by efficiency-oriented sales models.
The so-called "gathering of gods" means that the sales department office is a bit messy, and the sales staff seem to have some personality and lack of organization, but in fact everyone is very creative and has ideas in their minds. It's all about how to get customers and ultimately achieve sales goals. A performance-oriented sales model is more suitable for this style.
Whether it is "shaping" or "shenju", both are mature manifestations of management style, and mature management style is the goal pursued by both effectiveness sales and efficiency sales.
(4) Efficiency and effectiveness, you have me, and I have you
As far as the sales of a specific product are concerned, it is difficult to find a model of pure efficiency or effectiveness. , it just focuses on a certain mode.
For example, although the sales of personal life insurance are typically efficient, when facing "big individual customers", the customer's decision-making time will also be very long, and the decision-making process will also be repeated, that is, In the efficiency-oriented model, there are also factors of effectiveness;
Similarly, the sales of large equipment and supporting industrial supplies are generally of the efficiency type, but when facing some small and medium-sized customers, which salesperson If a salesperson is diligent and visits more often, he or she will have a higher probability of achieving ideal results. And achieving good sales performance through frequent visits is a characteristic of efficient sales.
Therefore, efficiency and effectiveness cannot be purely separated, and there is no pure efficiency or effectiveness model. For a certain product, a certain model is the main one.