销售竞争力体系.doc

此文档收集于网络，如有侵权，请联系网站删除头痛？脚痛？Where is the root cause of trouble?身为总经理、销售副总您是否经常感到殚精竭虑？Being a GM or sales Director, do you often feel difficult in？精品文档l 虽百般努力，销售目标依然难以达成？l 人员流动率高？l 销售人员抱怨多？l 团队缺乏动力？l 销售后劲不足？l 对手正在赶超？l 制度有缺失？l 机制欠灵活？l 组织不适应？l 渠道效率低？l 市场失控？l 价值观欠缺？风靡全球的“销售竞争力体系”即将登陆中国！The well-known sales-force effectiveness system is coming to China！全球排名前10名的企业中，有8家正在用它；全球最受推崇的50家企业中，有35家正在用它；包括IBM、联合利华在内的众多“世界500强”、“财富1000强”企业正在用它Among the top ten global companies, eight of them are using it. Among the top fifty global companies, thirty-five of them are using it. Many multi-national companies such as IBM, Unilever are using it销售竞争力高层论坛Sales-Force Effectiveness Forum for Executives, 2005打造高效销售组织，培养卓越销售领导Effective Sales Organization and Effective Sales LeadersNov. 12, 2005 Shenzhen Nov. 14, 2005 WuhanNov. 16, 2005 Shanghai2005年11月12日深圳2005年11月14日武汉2005年11月16日上海国际销售竞争力大师 罗勃特达文波特Robert J. Davenport, a Sales Management Guru国际销售竞争力大师罗勃特达文波特（Robert J. Davenport）即将访华！达文波特在全球工商界拥有极高的地位和知名度，善于从系统角度为企业提供销售竞争力解决方案，曾为众多“世界500强”及“财富1000强”企业提供过大量的咨询和演讲服务更多精彩，请见下文或登陆。主办单位： 媒体支持：新营销 21世纪经济报道 新华航空 商业周刊中文杂志 环球企业家 中外管理 东方早报 民营经济报 中国经贸聚焦 新浪网（独家门户网络支持） 系统问题，系统解决打造高效销售组织，培养卓越销售领导文/刘 昆 麦肯特企业顾问有限公司副总裁销售是企业的龙头，是企业的命脉！可以说，没有销售和销售管理，就没有企业和销售绩效。然而，人员流动偏高，销售人员抱怨连天，区域经理“拥兵自重”，销售团队集体跳槽，市场遭受重创这是时下许多企业领导人/销售领导人所面临的难题。年中，国内某知名家电集团手机事业部高层集体跳槽到另一家电巨头，给原企业的手机销售带来了很大影响；不久前，闹得沸沸扬扬的某著名品牌“回产奶”事件也给该品牌蒙上了巨大的市场阴影如何处理销售过程中出现的各种问题？如何优化自己的销售体系，从而提升企业的销售竞争力？这成了摆在许多销售领导人面前的一道难题。个人/团队的销售技能+素质销售薪酬激励制度销售团队文化销售团队价值观Hay集团七环模型销售管理制度销售领导力 销售组织位设计销售岗位设计销售流程销售渠道您可能尝试通过培训和激励机制调整来解决问题，但结果未必尽如人意，原因何在？研究发现，问题在于解决方案过于片面。是的，出台新的激励机制、调整销售目标可以解决销售问题的某个方面，但要真正提高效率，从根本上解决问题，领导人需要综合考虑组织、流程、管理、激励、文化等多个相关因素。如果能综合上述因素来系统地考虑问题，您不仅可以大幅度地提高销售收入和盈利水平，而且能够减少客户流失，提高客户和销售人员的满意度，增强团队凝聚力。一提起销售竞争力，我们就不能不提到国际销售竞争力大师罗勃特达文波特（Robert J. Davenport）。几十年前，这位功勋卓著的销售管理大师参与开发了著名的“销售竞争力体系”，该体系和模型囊括了组织架构、岗位设计、流程优化、企业文化、领导力选拔与发展、人才管理、薪酬激励等多个相关领域，为解决企业销售竞争力不佳的问题提供了系统的工具和解决思路，一经推出便吸引了全球工商界的关注和兴趣。几十年来，该体系和模型已为包括“世界500强”和“财富1000强”在内的无数企业带来了巨大的效益，极大地提升了它们的销售竞争力。2005年11月，国内顶级顾问机构“麦肯特”与国际著名咨询集团“Hay集团”携手奉献、联袂打造的“2005销售竞争力高层论坛”将在深圳、武汉、上海三地先后举行，预计共有600余位企业领导人及销售领导人与会。届时，享誉国际的销售竞争力大师罗勃特达文波特先生将莅临四地并发表主题演讲，并与您分享其在全球范围内的实践经验！ 合作：麦肯特现诚征全国各省合作代理商，有意者请电0755-8386 0471周小姐（策略联盟），谢谢。欢迎浏览罗勃特达文波特先生的更多介绍（You are welcome to learn more about Mr. Robert J. Davenport）【演讲嘉宾】：罗勃特达文波特 先生（主讲）全球销售竞争力大师国际著名咨询专家Hay集团全球副总裁罗勃特达文波特先生（Robert J. Davenport）是全球著名的“销售竞争力”大师，在销售竞争力领域做出了卓越贡献，在全球工商界拥有崇高的地位和很高的知名度。其曾为众多“世界500强”及“财富1000强”企业提供过大量的咨询和演讲服务，客户遍布世界各地。其长期提供服务并进行过深入研究过的行业有医疗、保健、消费品、电子商务、零售、保险、医药、金融、高科技、服务、通讯、建筑、石化等。在获得MBA学位后的30余年内，罗勃特达文波特先生一直致力于销售体系、销售竞争力领域的研究和实践，并广泛延伸到销售人员薪酬、组织架构、人才甄选/留用、能力（素质）、岗位设计、客户细分、销售流程和企业文化变革等多个领域。罗勃特达文波特先生曾在美国排名领先的某广告公司工作多年，后加入世界著名的咨询公司HAY集团从事销售竞争力开发、研究和服务工作，积累了30余年的销售、营销咨询经验。罗勃特达文波特先生参与研究、开发的“销售竞争力体系”等销售管理工具深受“世界500强企业”及“财富1000强”企业的推崇，这些工具也有效地提升了这些世界级企业的销售竞争力，帮助它们顺利达成了各项既定销售目标。罗勃特达文波特先生经常应邀在全球做各类主题演讲，其名字经常出现在各种商业和贸易杂志、报纸当中，是媒体的关注焦点和追捧对象。此外，罗勃特达文波特先生经常应邀为各类权威媒体撰写文章，他是销售和营销管理等众多权威媒体的专业顾问。他先后出版了19部专著，并担任法国INSEAD商学院教授、美国Rutgers大学MBA项目教授。罗勃特达文波特的著作和销售竞争力体系影响了无数的企业领导人和销售领导人，帮助他们的企业实现了绩效的突破性提升及销售竞争力的大幅度提升。【About the Speaker】Robert J. DavenportSales Management GuruWell-known Sales & Marketing Management ConsultantVP of Hay GroupMr. Davenport is an internationally well-known expert in Sales Force Effectiveness and has made outstanding contributions in this practice area. He enjoys a high reputation in both academics and business circle. Mr. Davenport has served and lectured to a large number of “Top 500” and “Fortune 1000” companies. His extensive topic list represents a wide variety of selling roles and situations, geographies, products/services, and market environments. Significant industry experience includes health care, consumer products, e-commerce, distribution, insurance, pharmaceuticals, financial services, capital equipment, high technology, service, communications, construction, health care and petrochemical.Within the 30 years after receiving his MBA degree, Mr. Davenport has been devoting himself into the researches and practices of sales force effectiveness, wherefrom he has accumulated tremendous experience. These practices include: sales compensation, organization structure, selection/retention, capabilities (competencies), job design, customer segmentation, sales processes, and culture change.Mr. Davenport worked for a top 25 marketing and advertising agency in USA for many years and after that, he joined one of the worlds famous consulting firms Hay Group. He has engaged in the development, research and service of the sales force effectiveness practices, and acquired more than 30 years experience in sales and marketing management consulting. Mr. Davenport has rich insights. He analyzes the problems to the point, and is especially good at analyzing sales management problems and providing solutions from a systematic point of view. Many business leaders and sales leaders are very pleased to get advices from him. His research-based “Sales Force Effectiveness” sales management tools were much admired by the “Top 500” and “Fortune 1000” companies. These tools have effectively improved the sales force effectiveness of these world-class companies and helped them successfully achieve their pre-set sales objectives.Mr. Davenport emphasizes “best practices in critical and sales management and marketing areas, and he uses an approach that focuses heavily on serving the needs of the client in order to build up clients selling advantages and thus meet todays competitive market challenges. Mr. Davenport is frequently invited to speak on management topics for many “Top 500” and “Fortune 1000” companies, numerous governmental organizations and, trade and professional associations, and he is often quoted in the business and trade press on these issues. In addition he is often invited to write essays for different presses and has served on Sales & Marketing Management Magazines Editorial Advisory Board.Mr. Davenport has published 19 books and lectures at INSEAD and Rutgers MBA Program. For the past 30 years, his books and sales force effectiveness systems have had an influence on innumerable business leaders and sales leaders and helped their organizations achieve prominent performance.【演讲嘉宾】：陈玮 先生（助教）著名华人销售竞争力专家Hay集团(中国)总经理陈玮先生系全球著名的管理和领导力发展顾问公司资深顾问、Hay集团中国区总经理，华东师范大学心理学学士，美国宾州州立大学学习人力资源管理与发展硕士，北京大学组织行为学博士。回国前，陈玮先生一直在Hay集团的领导力研究中心工作，拥有10多年的领导力发展顾问经验。在从事顾问工作之前，陈玮先生还曾担任可口可乐和耐克公司中国第一代营销管理高层。陈玮先生经常受邀在各类全国性论坛上发表演讲，并经常在著名报纸和杂志上发表管理和领导力发展方面的文章，深受媒体和工商界的欢迎。曾为众多的跨国企业和大型国有企业、股份制企业和民营企业提供管理和领导力发展的顾问服务。【具体安排Schedule】 Nov. 12, 2005Shenzhen Swiss-bel Hotel Nov. 14, 2005Wuhan Shangri-La Hotel Nov. 16, 2005Shanghai Marioff Hotel2005年11月12日深圳 东方银座酒店2005年11月14日武汉 香格里拉大酒店2005年11月16日上海 虹桥万豪大酒店论坛咨询热线（Hot Line）：论坛收获Benefits】l 借助于风靡全球的“销售竞争力体系”来分析、诊断本企业的销售竞争力状况！Benefiting from the well-known Hay Sales Effectiveness System, learning to analyze and diagnose your sales system with the help of this system.l 可借此机会系统地分析、反省本企业的销售难题，真正提升企业的销售竞争力！Taking this chance to analyze your sales problems, so that you can really increase your companys sales effectiveness.l 经验分享让您获得足够的灵感、思路和建议，帮您解决面临的各种销售难题！The sharing of good practices and successful experience will bring you a lot of ideas , besides, it can help you to handle many sales difficulties.l 互动、讨论极具实用性和指导性，让您真正做到不虚此行！The intercommunication will be very useful, which will make you learn a lot.【出席对象Participants】l 总经理、销售/营销副总、事业部总经理、人力资源副总General Manager, Sales Executives, GM of SBU，HR Executivesl 销售/营销总监、市场总监、人力资源总监Sales Director, HR Directorl 销售/营销经理、市场经理、人力资源经理Sales Manager, HR Manager继成功举办“2002菲利普科特勒营销论坛”、“2004迈克尔波特战略论坛”、“2005全球领导力大师论坛”之后，麦肯特携手全球顶级咨询顾问公司Hay集团，联袂推出风靡全球的销售竞争力体系！国际销售竞争力大师罗勃特达文波特将帮您全面解决系统问题，全面提升企业销售绩效和销售竞争力。金牌品质，全球共赏，11月盛大开幕（深圳、武汉、上海），敬请鉴赏！欢迎了解论坛的演讲大纲（Welcome to learn more about the topics）!【演讲大纲Outline】1、概述：影响销售竞争力的关键因素 2、最佳的销售设计l 与目标最为匹配的销售角色l “猎人式”销售 VS.“农夫式”销售l “交易式”销售 VS.“顾问式”销售3、销售管理策略l 管理销售队伍的有效方法l 行为掌控 VS. 结果掌控l 结果与启示4、销售领导力l 照我说的去做 VS. 照我的做法去做l 销售管理风格 VS. 销售绩效l 销售管理风格 VS. 销售动力5、成功的招募l 选择何种特质的员工？l 如何识别最佳人选？l 如何复制、培养更多的优秀销售人员？ 6、最佳的薪酬体系设计l 薪酬体系 VS. 销售业绩l 匹配：薪酬体系 VS. 销售流程l 匹配：薪酬体系 VS. 业务指标7、经典案例8、分组讨论l 中国企业的销售竞争力l 中国市场的销售经验与挑战1、Introduction:l An overview of what elements defines sales-force effectiveness. 2、The Sales Job design that best fits your business. l How do you shape the sales roles that best fit your objectives? l How to define “hunters” and “farmers.” l What is the difference between transactional selling and consultative selling? 3、Sales management strategies. l What techniques do you use to manage your sales force? l The choice between and implications of controlling by behavior vs., controlling by outcomes.4、Sales Leadership. l “Do as I say or do as I do?” l How sales managerial style affects sales performance and motivation. 深圳（Shenzhen）：2005.11.12 武汉（Wuhan）： 2005.11.14 上海 (shanghai)：2005.11.165、Recruiting for success. l What are the characteristics you should look for? l How can you identify who will be most successful? l How can you clone your most successful sales reps? 6、Best approaches to Sales Compensation program design. l Using sales force compensation to drive sales force performance. l How to be sure that your compensation program matches your selling process and business metrics. 7、Classic Cases8、Panel discussion: l Sales Force Effectiveness in Chinese companies. l Sharing of practices and challenges in the Chinese marketplace. 欢迎浏览主办方简介（Welcome to learn more about the organizers）【主办方麦肯特：Organizers Profile-EMKT】麦肯特 是以提供世界先进的企业管理和营销管理服务为宗旨的智业公司，主要从事管理和营销方面的培训及咨询业务。在深圳、上海、武汉、武汉设有分公司。借助于丰富的顾问资源和广泛的渠道网络，公司先后在武汉、上海、深圳、广州等全国众多大中城市多次成功举办了营销、销售、人力资源、领导力方面的专题研讨会或大型论坛，受到中央电视台、中国经营报等多家强势媒体及众多国内外知名企业的关注。2001年，公司被誉为“中国顾问公司十大品牌”之一。麦肯特与美国西北大学凯洛格（Kellogg）管理学院、美国领导力研究中心（CLS）、美国培训发展协会（ASTD）、美国Porter Henry销售机构、德国AKADEMIE公司、销售与市场、中山大学、武汉大学等权威机构开展广泛的合作。此外，公司还吸引了情境领导创始人保罗赫塞博士、领导与变革的世界第一权威约翰科特博士、“竞争战略之父”迈克尔波特博士、“现代营销之父”菲利普科特勒博士等泰斗级人物成为合作伙伴。在培训业务方面，公司先后引进、开发了一批世界著名的培训产品，主要包括：美国Porter Henry销售机构的销售能力精进课程；保罗赫塞博士开发的情境领导、情境销售课程；约翰科特博士开发的变革的力量领导力、企业文化与经营绩效课程；等等。麦肯特旗下网站中国营销传播网（）在广大网友中享有“营销人的网上家园”之美称。网站由麦肯特公司与武汉大学共同发起成立，网站于2000年7月正式开通。秉承传播国内外经典营销理念、最新动态，网站致力于打造服务于7000万中国营销人的营销平台。目前，平均访问量超过80万Page view/天，注册用户约100万。有效的销售领导人必须时刻反省自己和日常销售管理工作，如此，他才可能拥有杰出的销售成就。 蓝斯斯科特（Lance A. Scott，Fein Focus美国公司CEO）EMKT Consulting Co., Ltd. (EMKT) is a well-known training organization in China. It specializes in providing a lot of training services for many large Chinese companies. EMKT is especially good at providing excellent training courses such as Situational Leadership, A Force for Change, Consultative Selling Process, Strategic Business Development, etc. EMKT was founded in April 2000 and has made rapid progress in the past five years. Early in 2001, EMKT has already been respected as one of the most famous ten consulting companies in China. Headquartered in Shenzhen, EMKT has successfully set three branches in Wuhan, Shanghai and Wuahan.EMKT cooperates widely with some world-famous organizations such as Kellogg Management School of North-West University, Center for Leadership Studies (USA), ASTD (USA), Porter Henry Co. (USA), M+A AKADEMIE (German),etc. Besides, EMKT has also set a strategic alliance with many renowned organizations such as Zhongshan University, Wuhan University, China Marketing Magazine, etc. During the past five years, EMKT has also successfully set good relations with some Guru such as Philip Kotler, John P. Kotter, Paul Hersey, Michael E. Porter etc. With the help of so many business partners, EMKT successfully held a series of important conference such as “Philip Kotler Marketing Forum 2002”, “Michael Porter Strategy Forum, 2004”,“Global Leadership Forum, 2005”.EMKT. is another excellent asset of EMKT Consulting Co., Ltd. It is thought to be the most valuable and important marketing website in China. EMKT. was founded in July, 2000 and especially specializes in offering a lot of valuable articles and information for the 70 million sales and marketing people in China. Now, EMKT. has owned about one million members. 公司咨询热线（Hot Line）：【主办方Hay集团：Organizers Profile-Hay Group】Hay集团于1943年在美国费城成立，是一家全球性管理咨询公司，在全球43个国家设有78个办事处。包括IBM、联合利华等众多“世界500强”在内的全球知名正在使用Hay集团的服务。其中，全球最受推崇的50家企业中，有35家是Hay集团的客户；全球前十名的企业中，有8家在使用Hay集团的体系。从成立至今，Hay集团已为全球近万家客户提供咨询服务，在70多个国家和地区有分支机构，是世界最有影响力的咨询公司之一，也是全球历史最为悠久的管理咨询公司之一。在过去60多年内，Hay集团在组织架构和岗位设计、流程优化、人岗匹配、企业文化、领导力选拔与发展、人才管理、薪酬激励等领域进行了大量的开创性的研究，并且获得了业界和客户的高度认可。自1997年以来，Hay集团一直与财富合作进行“世界最受推崇企业”的评选和研究。Hay集团的服务几乎涉及到人的因素的所有方面，主要包括：澄清企业远景、战略和价值观；诊断和改善企业的工作文化；帮助企业建立高效的组织架构、工作流程及岗位；组织有效性诊断和组织变革管理；构造整合的人力资源管理体系（含薪酬管理及人员选拔、培训、发展，绩效管理等）；制定以素质为基础的人力资源计划和发展模式；选拔、培养后备干部；发展领导力；提供人才管理解决方案；提升销售竞争力；等等。是人使事情发生，世界上最好的计划，如果没有人去执行，那它就没有任何意义。我努力让最聪明、最有创造性的人在我周围，我的目标是永远为那些最优秀、最有天才的人们创造他们想要的工作环境。如果你尊敬人们并且永远保持你的诺言，你将会是一个领导者，不管你的职位是高还是低。马克赫根（MarkHongan，通用汽车副总裁）Hay Group is a global organizational and human restheirces consulting firm. They actively seek to improve their clients business in ways that are unparalleled by other consulting firms. They improve business performance by focusing on critical “people, cultural, or organizational” issues that either enhance or restrain success. They work uniquely in the areas of organization structures and roles, reward and talent management to help their clients achieve their strategic objectives. While they have distinct services in each of these areas, they can also solve problems by combining services so that clients receive just the right solution for them. They partner with clients and do not over-run them with consultants. They strive to increase the capability of their clients. They transfer their know-how so that irrespective of the solution their clients organizations are stronger as a result of working with us. Therefore, their solutions are not “one off.” They help sustain performance. As a result, Hay maintains an active role inside many ongoing people and organizational processes in some of the worlds most admired companies.The foundations of their services are extensive knowledge bases, databases, and original research into both organization effectiveness and executive and management behavior. Good data with great science are at the heart of their solutions. As a result their recommendations are authoritative which enables clients to make better choices and in turn strengthen their organizations. Hay Group is a global company operating in over 41 countries. This reach enables them to offer unique services to multinational companies. Because they see similar problems in different contexts they offer clients unique perspectives. But they are also very aware of cultural differences and the importance of understanding local practices as well as global trends. That is why almost all their local markets are lead by citizens of that country. They apply the same techniques they offer clients to ensure they have the bes