麦肯锡营销咨询手册-vip-003

1第二步是建立必要的销售技巧。销售员们并不一定知道怎样利用可用的时间在每件事上以使收入最大化。2有效的销售是怎样的？公司有必要找出销售所必需的关键行为和技能，决定当前销售力最大的技能缺口。销售力管理者必须知道不同类型客户的作用模型是什么样子，或者说，在购买循环每一阶段最高的行为人是谁。公司应该从作用模型的行为人得到关键销售技能，然后评价它们的相对重要性和目前的绩效。然后，公司需要制定行动计划以填补高优先级的技能缺口。3找到建立销售技能的障碍•销售人员可能缺少充分的基本能力（如：分析能力，学术/专业性质的背景，性格）•销售人员可能缺少充分的信息（如：产品，客户）或对基本的策略缺乏了解（如：如何发现和量化需求，demonstratebenefits）•销售人员可能缺少激励。尽管激励体系能够直接影响销售人员追寻成功的愿望，却不能影响技能。Itisimportanttounderstandtheunderlyingproblemsbecausedifferentchangeleversarerequiredtosolveeachproblem：•lackofrawcapabilitycanbecorrectedonlybychangingrecruitingpractices。•Lackofinformationorknowledgecanbecorrectedviaacombinationofclassroomtrainingandwrittenmanualsandmustbereinforcedviaroleplaying，actionlearning，andon-the-jobcoaching。•Lackofincentivesccanbecorrectedbyestablishingperformance-basedmeasuresandrewards。Theskill/willmatrixisausefultoolforidentifyingskillgapsandchallengesattheindividualsalesp0erson’slevel。45Performance-basedmeasuresandrewardsHavingidentifiedcausesofinadequatesalesperformance，companiescanusethefollowingcapability-buildingleverstocorrectproblems：•recruiting•training•coaching•compensationthesetopicsareaddressedinthefollowingdocuments/trainingmodules：•salesforceeffectivenessworkshop——contactTerriGeary（FI）•salesforceeffectivenesshandbook——pknet#6670forfurtherassistance，pleasecontacttanujarandery（dc）。。。6设立销售战略驱动执行杠杆有效结构销售技巧和支持基于业绩的测量和奖励•测量和追踪结果•基本激励/业绩补偿•财政和非财政奖励的平衡7pricing8Pricing--providethevalueCompaniescanalsoprovidevaluetotheircustomersthroughcarefulpricingdecisions。Despitethehugeprofitleverageofimprovedpriceperformance，pricingisamongthemostundermanagedbasicfunctionswithinourclientstoday。Theissues，opportunities，andthreatsinpricingcanbeexploredacrossthreedistinctbutrelatedlevelsofpiecemanagement：•thesupply-demandlevel•theproduct/marketstrategylevel•thetransactionlevelMakingpositivepricingchangehappenisusuallymoredifficultthanidentifyingthelocationofapricingopportunity。Successfulchangeprograms-thosethatgenuinelyupgradetheclient’spricingcapability-usuallycontainelementsacrossatleastfourdimensions：top-down，bottom-up，cross-functional，andsupportsystems。Gettingthepricingprocessrightoftenprovidesasolidfoundationforupgradingtheentiremarketingfunctionwithinclientorganizations。Advancedtopicsinpricingarebrieflyaddressedattheendofthissection。9ChoosevalueIndentifyneeds/buyingfactorsSelecttargetsegmentsDefinevaluepackageCommunicatesevalueDetermineandmanagepricingatthreelevels10UnderstandpricingprofitleverInmanycases，priceisthemostimportantdeterminantofchangesinprofitability。•A1-percentincreaseinpricecanleadtoasubstantialincreaseinprofits。•Thepricingprofitleverismorepowerfulthanotherdeterminantsofprofitability，includingvolumeincreasesandcostreduction。•Nonetheless，pricingisoftenundermanaged：–sometimes，pricedifferentiationisperceived-oftenmistakenly-asbeingentirelyillegal，anddegreesofpricingfreedomrarevastlyunderestimated。–Inaddition，manycompaniesbelievethat“pricesimplycannotbemanaged”-thatpricingissetbythemarketorsetbycompetition。–Finally，companiesunderestimatetheimpactthatpricingchangescanhaveontheirbottomline。Forexample，a5-percentpricedecreasemightrequireasmuchasa20-percentvolumeincreasetoreachbreak-even。11100.0-101.08.1-9.170.621.312.38.73.62.612DetermineandmanagepricingatthreelevelsPricingmeansdifferentthingstodifferentindividualsandtodifferentgroupswithineveryorganization。Forexample：•供给/需求。Toaneconomist，priceisafunctionofsupplyanddemand。Atthislevel，thekeyissueishowcurrentandfuturesupply，demand，cost，andregulatorydynamicswillaffectoverallindustrypricelevels。–Tool：scp，industrycostcurves，demandanalysis•产品/市场战略。Toamarketer，priceisafunctionofproduct/marketstrategy。Atthisleveltheissueistodeterminebasepricelevelsthatwillpositionclients’productandserviceofferingsoptimallywithregardtocompetition。–Tool：valuemap，dynamicvaluemanagement，economicvaluetocustomer•交易。Asalespersonmaythinkofpriceintermsofindividualtransactions。Heretheissueisdecidingtheexactpricetoassigntoeachcustomertransaction-takingintoconsiderationdiscounts，allowances，rebates，etc。–Tool：pocket-pricewaterfall，pocket-priceband1314150246810121412108642002468101214161210864201617CAB1819DABCBEIFGHIBGH20210510152025505560657075808590952223242526123452728293031323334353637383940414243444546474849505152