孙子兵法 之 营销战略

1SunTzuandtheArtofSalesLeadership孙子兵法之营销战略c.j.Ng黄常捷2ManagementbyObjectives目标性管理WhatisStrategy?什么是战略？3The3ComponentsofWinningStrategies成功战略的3大组件•TheGoal/Objective目标•TheResourcesNeeded所需资源•TheResponsesfromCustomersandCompetitors客户及竞争对手的反应4TheGoal/Objective目标•Whythisgoal/objective?为什么要达到这个目标？•Howtoachieveit?如何达到？•Whatinformationisrequired?需要什么信息？•Whatskillsareneeded?需要哪方面的技能？•Howtomonitorprogress?如何监控进度？5TheResourcesNeeded所需资源•Manpower人力资源•Equipment设备•Materials材料•Funds资金•Marketingexposure市场曝光•Network人际网络6TheResponsesfromCustomersandCompetitors客户及竞争对手的反应•PEST政治、经济、社会、科技因素•Customers'receptivity客户的接受程度•Competitors'reactions竞争对手的反应•Others其他7业绩……企业之命脉，死生之地，存亡之道，不可不察也。Sales......thelifebloodofacompany,amatteroflifeanddeath,survivalorextinction.Indeed,somethingthatneedstobestudied,appliedandre-modifiedconsistently.8FormulatingYourStrategy拟定战略•道：企业之愿景也TheWay/Vision•天：时事大环境也TheClimate•地：市场、区域、客户群体、实地情况也TheGround•将：销售领导能力也TheLeadershipandPeople•法：方法、技能也TheMethodsandProcesses9改变中的环境TheChangingEnvironment•客户现在跟五年前相比有什么区别？Whatarethedifferencesincustomersnowcomparedto5yearsago?•客户五年后跟现在对比又将有什么区别？Whatwillbesomeofthedifferencesincustomers5yearsfromnow?10WhatDoCustomersExpectfromSalesPeople?客户对销售员有什么期望？•Bepersonallyaccountableforcustomers’results为客户的绩效承担个人责任•Understandcustomers’business了解客户的商务模式•Proactivelyprovideadviceforcustomers主动为客户提出建议•Suggesttherightsolutionsthatsolvecustomers’problems提出能解决客户困惑的有效方案•Beeasilyaccessible客户能随时联系上•Becreativeinrespondingtocustomers’needs能为客户的需求提出有创意的解决方法Source:HRChally11BlueOceanvs.RedOceanStrategy蓝海vs.红海战略•TraditionalCircusvs.CirqueduSoleil一般马戏团vs.太阳马戏团•TraditionalBakeryvs.BreadTalk一般面包店vs.面包新语•TraditionalComputersvs.Dell一般电脑企业vs.戴尔电脑•Ordinaryvs.iPods一般MP3机vs.iPod•NormalMotels/Hostelsvs.HomeInns/Motel168一般招待所vs.如家/莫泰18HowdoyoumeasureLeadershipEffectiveness?您将如何衡量领导力的绩效？19HowGoodLeaderscanAddValue优秀领导者是如何增加价值的•Gettingteammemberstogotheextramilewillingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）•Inspireteammemberstogeneratemorecreativesolutions启发队员，使他们能够更富有创意地解决问题•Motivatingteammemberstotakeinitiativewiththeappropriateactions激励队员，使他们能够自主地采取合适的措施与行动20SunTzu's5CriteriaforLeadership孙子兵法将者5律•智IntelligenceandWisdom•信TrustandRespect•仁Compassion•勇Courage•严DisciplineandControl21智IntelligenceandWisdom•AnalyticalIntelligence分析能力–Understandstrendsandnumbers了解趋势与数字–Goodatproblemsolving善于解决问题–Drawsaccurateconclusions达到准确的判断•PracticalIntelligence学以致用的能力–Understandswide-rangingknowledge学识渊博–Knowswheretolookfortherightinformation知道如何找寻信息–Identifiestherightcontextfortherightapplication知道在什么场合运用什么方式来解决问题•CreativeIntelligence创造力–Seesnewperspectivesthatothersdon't看到他人所看不到的观点–Thinkslaterally侧向思维–Generatesinnovativesolutions营造创新方案22信TrustandRespect•Trustintheleaders'decisions信任领导的决策•Trustintheleaders'intentions信任领导的意图•Authorityisgiven,butrespectisearned权利是加于的，但尊重是赢取的•Leadbyexample以身作则23仁Compassion•Understandstheneedsandaspirationsofyourteammembers了解各个队员的需求及奋斗目标•Makeseachsalespersonthebestsalespersonshecaneverbe让每一个销售队员成为最优秀的销售员24勇Courage•Makingdecisionsthatteammembersdislike作出让团队不高兴的决策•Makingdecisionsthatmanagementdislikes作出让管理层不认同的决策•Takingaction付出行动25严DisciplineandControl•Todisciplineothers,disciplineyourselffirst严己宽人•ControlisALSOaboutcatchingotherdoingtheRIGHTthings监控也包括“抓”到对方做对事26WhoistheBestSalesPerson?哪位是最优秀的业务员？No.OfClientMeetings客户会面次数SalesmanA191SalesmanB78SalesmanC6327No.OfClientMeetings客户会面次数ProposalsSent提议书数量No.ofSalesClosed成交数量SalesmanA19112334SalesmanB787843SalesmanC633025WhoistheBestSalesPerson?哪位是最优秀的业务员？28No.OfClientMeetings客户会面次数ProposalsSent提议书数量No.ofSalesClosed成交数量SalesValue销售金额SalesmanA19112334340,000SalesmanB787843500,000SalesmanC633025360,000WhoistheBestSalesPerson?哪位是最优秀的业务员？29No.OfClientMeetings客户会面次数ProposalsSent提议书数量No.ofSalesClosed成交数量SalesValue销售金额GrossProfit毛利SalesmanA19112334340,000100,000SalesmanB787843500,000200,000SalesmanC633025360,000200,000WhoistheBestSalesPerson?哪位是最优秀的业务员？30WhatwillbeYourAdvicetoSalesmanA,BandC?你会给业务员A、B及C什么建议呢？31WhoAreSomeofTheLeadersinYouAdmire谁是你你最仰慕的领导们Whatmakesyouadmirethem?你为什么会仰慕他们？32TraitsofGoodLeaders优质领导的特征•Ambition雄心壮志•Tenacity坚韧不拔•Self-confidence沉着自信•PsychologicalOpenness心胸豁达•Realism脚踏实地•AppetiteforLearning勤奋好学33HowdoyoumeasureLeadershipEffectiveness?您将如何衡量领导力的绩效？34HowGoodLeaderscanAddValue优秀领导者是如何增加价值的•Gettingteammemberstogotheextramilewillingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）•Inspireteammemberstogeneratemorecreativesolutions启发队员，使他们能够更富有创意地解决问题•Motivatingteammemberstotakeinitiativewiththeappropriateactions激励队员，使他们能够自主地采取合适的措施与行动35WhyNotBuildaHigh-PerformingSalesTeamInstead?为什么不组建一个优秀的销售团队取而代之？•Comparethebestperformingsalesperson(s)withtherest(themiddleandworstperforming)inyourcompany在公司内部将业绩最好的销售人员（们）与其他销售人员（业绩平平或最差的销售人员）进行比较•FindoutwhatarethequalitiesorbehavioursthatareONLYpresentinthebestpeople,whichtherestarenotdoing找出前者身上独有的（或后者身上缺乏的）素质或工作方法36WhyNotBuildaHigh-PerformingSalesTeamInstead?为什么不组建一个优秀的销售团队取而代之？•Structuretheinterviewprocesseswhereyoulookforpastperformancewherebythecandidatehasdemonstratedsuchidealqualitiesorbehaviours回顾在过去的招聘过程中能够显示应聘者此类优秀素质或工作方法的