<p>疫情第三年，企业获客难度增加，但业绩开拓却不能等。</p> <p>在这种特殊的局面下，销售人员如何找到逆境突围之道？</p> <p>客户预算收紧，我们该从哪里发力？</p> <p>行动受限，如何通过线上陪伴的方式，了解客户需求？</p> <p>商机减少，如何破局？</p> <p>如何设计出让客户满意的方案？</p> <p>销售罗盘创始人 夏凯与您共探「疫情形势下如何突围赢得销售机会」，快速GET一套疫情下科学有效的销售路径！</p> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; letter-spacing: 0.544px; text-align: justify; background-color: #ffffff; overflow-wrap: break-word !important;"> <section style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 1.5px; line-height: 1.8; overflow-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><img src="https://static.moxueyuan.com/fileuploads/tinymce/images/c847d991b80cce2337bc8501b12095ff63b414b0092f2.jpg" alt="" width="600" height="300" /></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">以下为访谈摘录：</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：</span></strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">去年以来，各个行业都在经历不断的重塑和新的挑战。这个过程中，从销售的角度看有哪些变化呢？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">&nbsp;</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">这种情况已经持续几年了，很多企业和组织压力很大，都在思考应该怎么做。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">我们发现很多企业在这种情况下，选择回归核心，聚焦主业，去做一些短期内能够强身健体的事情。</strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">比如核心业务怎样做得更扎实，核心产品怎样更大规模地变成现金流，对于边缘性、探索性的创新有所收缩。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">企业聚焦主业之后，需要跟自己的客户、合作伙伴变成更深入的融合和合作关系。所以对于营销也好、对外的合作也好，<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">彼此价值的连接，生态的抱团取暖、共融共创共赢，已经成为当下大家都在做的事情。</strong></p> </section> </section> </section> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; letter-spacing: 0.544px; text-align: justify; background-color: #ffffff; overflow-wrap: break-word !important;"> <section style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 1.5px; line-height: 1.8; overflow-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：</span></strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">回归核心，聚焦主业是ToB 企业在经营方向上的转变，那么销售团队要怎样配合公司转型呢？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">&nbsp;</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong>从形式来看，以前靠规模和机会的销售模式，受到了挑战。以前跑10家客户，其中有5家到6家是有需求的。现在同样再去跑10家客户，其中就两家或三家有需求。所以<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">靠走量、遍地开花的打法，效率是下降的。</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">那怎样去做呢？</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">有两个方向：<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">一是更聚焦细分行业和细分客群。</strong>我们的产品解决方案到底能帮谁去解决问题带来价值，分析准了，出击的时候，准确率、转化率才会提升。</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">二是现在很难给客户提供标准的、规模化的产品解决方案，但客户的要求越来越现实。</strong>比如买完你的产品解决方案，能不能帮我开源节流，开多少源节多少流？如果不能回答这个问题，可买可不买的情况下，就不买了。</p> </section> </section> </section> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; letter-spacing: 0.544px; text-align: justify; background-color: #ffffff; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center;"> <section style="margin: 10px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"></section> </section> </section> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; letter-spacing: 0.544px; text-align: justify; background-color: #ffffff; overflow-wrap: break-word !important;"> <section style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 1.5px; line-height: 1.8; overflow-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：</span></strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">是的，大环境不好，企业都捂紧了钱袋子。对于销售来讲，最关心的是怎样去开拓更多的市场的商机？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">&nbsp;</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong>首先从组织层面，<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">对商业的价值和模式，要非常的清晰和聚焦，</strong>它能够给销售人员一个势能。现在活得好的公司都非常清楚，他要给客户解决什么问题，带来什么价值，那种什么都想解决，什么钱都想挣的公司反而压力特别大。</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">销售层面要做到知己知彼。第一要知道公司最理想的目标客户群体，</strong>公司的产品解决方案最适合哪些客户使用，能够给客户带来什么价值？以前产品撒出去卖，碰到谁算谁，实在不行就回来跟公司说产品不行，赶紧优化。现在就一个核心产品，销售就要找准客户，找对客户。</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">在知己的基础上，要知彼</strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">。</strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">知彼的第一步：</strong>以前销售要了解客户的需求，但现在了解客户需求已经不够了，为什么呢？如果客户的需求已经明确了，说明可能跟我们关系就不那么大了。要去了解什么呢？<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">了解客户的行业趋势，经营模式。</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">比如说国有造纸企业，以前只研究纸怎么卖就好了，但现在要研究什么呢？研究出版行业、时尚行业的包装。比如高档衣服的包装纸袋怎么做，需要什么纸等。那么销售层面要解决的问题就是能不能清楚地回答客户的战略、什么业务需要什么能力，如何帮客户做支撑和赋能。</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">知彼的第二步：清楚客户的核心业务流程、关键业务场景及价值创造点。</strong>还以高端出版社为例，他们要去印刷一批高端的书，用到一种特殊的纸。那你了解不了解在生产、经营、设计、策划、出版、印刷、发行过程中的什么环节，这个纸能创造价值？创造什么价值？是降低成本、提高效率、提升客户的愉悦感还是提高复购率？所以这个环节就是了解客户的业务场景和能够给客户创造的业务价值。这样的销售在新形势下的业务推广过程中，是非常宝贵的一批人才。</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：</span></strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">是的，知己知彼的过程，解决了售前的客户信任问题。那么具体到销售自身的能力成长，如何在当前情况下获取商机呢？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">夏凯：</strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">我曾经说过一句话<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&ldquo;你的客户比你想象的更需要你，只是你不知道他为什么需要你&rdquo;。</strong>也就是说客户比你想象的更着急，压力更大乃至于更焦虑。<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">但是你没有get 到客户的处境和客户需要你的点在哪里。</strong></span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">当你很难让客户了解产品的时候，想想客户的压力中，哪些场景、哪些能力可能与我们有关？找商机的核心，是你懂不懂客户？你一旦懂了客户，客户在你面前是非常结构化的，他的经营目标的分解、关键要素、关键能力的诉求，还有我的资源和能力在哪里。这种情况下，可能两三个问题、案例，就能快速跟客户产生共鸣和共振。<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">每个客户都是有需求的，只是销售人员对需求的发现、连接和同频，是需要锤炼的核心能力。</strong></span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：</span></strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">对客户高层、决策关键人如何做好从0到1的破冰？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">&nbsp;</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">在讨论这个问题之前，先思考<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">第一，你见客户高层的动机是什么？第二，这个高层为什么要见你？</strong></span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">如果把这两个理由找到，你就会找到一些破冰的机会，特别是客户为什么要见一个供应商？你会发现客户的压力、他在思考的问题和需要的资源和能力是什么。这里边恰恰你的公司，你的组织资源有类似的能力，所以他有见你的理由。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">那如何从零到一破冰呢？<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">第一，对客户业务、客户发展的基本逻辑的研究、客户的兴趣点的梳理。第二，见决策人的方式，要思考是直接去见还是利用客户内部的工作流和神经系统间接影响。</strong></span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">很多销售喜欢直接通过朋友或第三方找到决策人去呈现优势，这是一个下策。上策是把客户的业务和逻辑分析好之后，在决策层的中层或者周边，<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">通过间接的铺垫和影响形成一定的认知基础，间接影响决策人。</strong></span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：魔学院销售团队中的精英，从第一次跟客户接触到成单，甚至会成为和客户关系紧密的核心伙伴。那么销售如何跟客户建立更高维度和层次的关系呢？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">客户的发展过程中，会需要外部的资源和能力，帮助实现一些自身无法实现的目标。</span><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">有的销售人员是客户忠实的合作伙伴，客户有需求的时候，会第一时间想到这个人。</strong></span><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">那你是不是客户的这个人？怎么才能成为这个人？</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">这里除了客户个人的关系，在客情基础之上，你是否了解刚才说到的客户的业务、当下客户的工作重点、每个不同阶段客户所需的资源和能力是什么？能不能在他需要的时候及时地给予相应的支撑和帮助。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">这就需要销售在自己的客户群里有两到三个客户，能够深入客户的业务逻辑、经营计划、业务流程。但这两到三家未必是创造收入最大的，但是他一定是给销售人员赋能的。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">那你是不是有两到三个这种无话不谈，随时可以问，问完之后能得到答案。自己能帮客户提供资源，客户又能帮自己赋能的客户。</span><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">在此基础上，持续深入经营，提供相应的资源和服务，同时把这里的经验、资源、能力在其他客户那边应用：</strong></span><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">你不是行外人，有成功故事和了解客户的业务和想法，能够快速建立信任。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">马莎：怎样做好最后的促单环节？</span></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #c00000;">夏凯：</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">大B的解决方案销售和小B的标品销售在关单方式上不同，做法也有差异。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">大型解决方案销售不需要关单。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">前期中期，随时都要与客户确认项目进程和计划，拉出后续的推进行动计划，每次会面安排下一步计划，包括客户需求、方案实施到最后上线，大概的kick off的环节都会定义下来。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">所以在沟通过程中，这个事情什么时候开始启动是在前期过程中一直有沟通的。因此对于大型解决方案销售，不会说到最后逼一下，客户就签了，不逼客户就不签。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;">&nbsp;</p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">如果是小B ，要判断促单的时机是否OK。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第一要回顾客户有没有非常清晰地表达他的处境和诉求，他想要什么？第二，你的产品解决方案的优势和能力，客户有没有认同？第三帮客户看到选择你的收益，同时风险怎么降低。让客户觉得成本可控，并且小成本有大价值。客户的天平一旦倾斜，这时候再加一些促销或者赠品以及其他价格的策略性的让步，促进客户相应的决策。</span></p> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 0.544px; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px 6px; outline: 0px; max-width: 100%; box-sizing: border-box; color: #c00000; letter-spacing: 1.5px; line-height: 1.8; overflow-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">马莎：销售精英晋升为销售经理，开始做管理的时候，如何完成身份的转变？需要补齐哪些能力？</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">夏凯：</strong><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第一，自我角色的认知。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">管理者和sales的区别是sales自己做事情做成功，管理者要用别人的能力、智慧和资源去成功。当做了销售人员的管理者之后，要把工作规律化、流程化、显性化。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第二，真正的销售管理者是修身和修心的，要有包容性。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">做了经理之后，要善于发现下属的优势，去鼓励赞赏他，让他有状态和有兴趣进一步去做事情。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">马莎：未来的ToB营销有哪些新趋势？</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">夏凯：</strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">企业级的营销，有两个方面是组织和销售团队要去考虑的。<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">第一，产品的性能解决方案、定位绝对的差异化。</strong>非常优秀的产品会具备一定的势能，这个势能会降低销售人员销售的难度。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第二，销售团队是差异化的。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">他们对于行业，对于客户需求、解决方案和价值的理解是专业的，能够精准理解客户，快速设计和捕捉需求，然后创造价值。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">马莎：如何看待销售的波峰和波谷？</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">&nbsp;</strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">夏凯：</strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">其实这个事情很正常，<strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">销售周期9到18个月的大型解决方案销售很容易这样。</strong>如果今年你重点在做销售，那做完之后后端的产能和交付跟不上。明年就很难有时间和精力再去搞新客户，老客户的交付协调就会占用大量的时间和精力，这是业务属性决定的。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第二，有些销售管理者需要一年大一年小。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">比如说他刚调到这里来，今年少做一年，明年一增长，后年就可以升迁了。所以销售管理者和分公司老总、区域总监，会有意地控制收入的节奏和结构。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">第三，关于销售个人，这两个月特别好，那两个月特别差，这个问题出在了线索商机管理和销售精力资源分配上。</span></strong><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">良性的销售漏斗结构，比如721：70%的精力放在方案、商务和成交阶段的客户去促收入，20%的精力放在让线索和意向客户进入方案阶段，10%的精力放在搂新线索进来。</span></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><span style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: #0c0c0c;">&nbsp;</span></p> </section> </section> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 0.544px; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center;"></section> </section> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; letter-spacing: 0.544px; overflow-wrap: break-word !important;">&nbsp;</p> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 0.544px; overflow-wrap: break-word !important;"> <section style="margin: 0px 8px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;"> <section style="margin: 0px 0px 0em; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; text-align: center; color: #0c0c0c; letter-spacing: 1.5px; line-height: 1.8; overflow-wrap: break-word !important;"> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">以上为部分观点提炼<br style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;" data-filtered="filtered" /></strong></p> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; clear: both; min-height: 1em;"><strong style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important;">扫码观看完整直播回放</strong></p> </section> </section> </section> <p style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">&nbsp;</p> <section style="margin: 10px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; letter-spacing: 0.544px; text-align: center; overflow-wrap: break-word !important;"> <section style="margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; vertical-align: middle; display: inline-block; line-height: 0; width: 203.095px; height: auto;"><img class="rich_pages wxw-img" style="padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; vertical-align: middle; width: 100px; display: initial; overflow-wrap: break-word !important; height: 100px; visibility: visible !important; 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