渠道銷售攻心術(shù)：如何深入解剖要點(diǎn)中英文

渠道銷售攻心術(shù)：如何深入解剖要點(diǎn)中英文2TopSalesPeopleDon’tNecessaryBecomeGoodChannelSalesManagers.Why?

卓越銷售員不一定就是優(yōu)秀的渠道銷售經(jīng)理。為什么？3WhatareSomeKeyChallengesFacedwhenManagingChannelPartners？管理渠道伙伴最常見(jiàn)的挑戰(zhàn)有哪些？4ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道伙伴合作的常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道伙伴的不同分類CommunicatingwithYourChannelPartners 如何與渠道伙伴有效溝通PlanningforSuccess為成功作策劃ManagingthePipeline 管道管理ConflictResolution 沖突管理5ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)6ExactlyWhatDoesaChannelSalesManagerNeedtoDo?渠道銷售經(jīng)理究竟需要做些什么？7DutiesandResponsibilitiesofaChannelSalesManager渠道銷售經(jīng)理的義務(wù)和責(zé)任Respondsatanyhour 隨傳隨到Accountpenetrationbycrossselling 深入客戶，交叉銷售Makesformalsalespresentations 做正式的陳述Closesthroughpersonalidentificationwiththeproduct/service 以個(gè)人對(duì)產(chǎn)品與服務(wù)的認(rèn)同完成銷售Traininginastructuredsetting 有系統(tǒng)地給渠道伙伴做培訓(xùn)Makesjointcalls 一起拜訪客戶Developscomprehensiveproductknowledgetobeacredibleresource 提升自己的產(chǎn)品知識(shí)已成為權(quán)威Practicalintelligence 學(xué)以致用的能力Analyticability 分析能力8RespondsatAnyHour 隨傳隨到Almostalwaysavailableafterhourstorespondtotheneedsofbothinternalandexternalcustomers 在下班時(shí)間以后為內(nèi)、外部客戶服務(wù)Organizedandefficientintimemanagementduringthedaysothattheneedtoworkunscheduledhoursistheexceptionratherthantherule 良好的時(shí)間管理，加班情況屬個(gè)案Resiststhedistractionofnon-work-relatedissues 不被廢工作事情分散注意Strongsenseofdutytothosewhoarecountingonhim/her 對(duì)服務(wù)對(duì)象擁有職責(zé)使命感Preparesaback-upsystemtocoverunpredictableorunpreventableoverloadsorabsence 有備無(wú)患

9AccountPenetrationbyCrossSelling

深入客戶，交叉銷售Developsasalesplanforincreasingbusinesswithexistingcustomers 為現(xiàn)有客戶擬定銷售計(jì)劃，以增加銷售額Promotesanexpansionofthecurrentproductline 有針對(duì)性地銷售更多產(chǎn)品Paysattentiontotrendsorproblemsthatcurrentsolutionsdonotsolve 對(duì)目前產(chǎn)品所不能解決的問(wèn)題或趨勢(shì)保持關(guān)注Workstogeneratecontinuedbusinessfromexistingaccounts 保住客戶，細(xì)水長(zhǎng)流emphasizingsteadyincomeflowoveroccasionalwindfall 比較喜歡細(xì)水長(zhǎng)流多過(guò)一夜致富Trackschangesinthecustomer’sorganisationorspecificationsthatwouldchangeexistingbusinessarrangements 關(guān)注客戶的購(gòu)買(mǎi)、組織結(jié)構(gòu)的變化，以防萬(wàn)一Monitorsbuyingpatternstoensureuninterrupteddeliveryofthedesiredbenefits 關(guān)注客戶的購(gòu)買(mǎi)習(xí)慣，確保不會(huì)斷貨10MakesFormalPresentations 做正式的陳述Customizestheprogramtotheaudience,usingminimalboilerplatecomponents 使用最少的樣板文件的來(lái)為觀眾作陳述Takesthetimetoprepareastudiedpresentationwhichtheaudiencecanresonate 愿意花時(shí)間去準(zhǔn)備一個(gè)可以引起觀眾共鳴的陳述Issensitivetoaudiencefeedbackandadjuststhepresentationtosustaintheirinterest 敏感對(duì)待觀眾的反饋并調(diào)整陳述以引起他們持續(xù)的興趣Createsamemorablestagepresence 創(chuàng)造一個(gè)難忘的舞臺(tái)風(fēng)格Enjoysapplauseandattentionwhensuccessful 享受成功的掌聲與喝彩11Closesthroughpersonalidentificationwiththeproduct/service 以個(gè)人對(duì)產(chǎn)品與服務(wù)的認(rèn)同完成銷售Personallybelievesinthebenefitsofhisproductorsolution 個(gè)人對(duì)產(chǎn)品或服務(wù)的非常認(rèn)同Willingtostandbehindourofferingswhencompetingforthechannelpartner’sinterestorshelfspace 愿意力推自家產(chǎn)品，以獲得渠道伙伴的青睞Recognizesthatthecustomermayhavesecondthoughtsorisbeingcourtedbythecompetition 了解客戶隨時(shí)會(huì)受到競(jìng)爭(zhēng)對(duì)手的誘惑Initiatesadditionalbenefitstosupportthechannelpartner’scommitment 為了取得競(jìng)爭(zhēng)對(duì)手的支持而主動(dòng)給對(duì)方更大的幫助Keepsthechannelpartnermotivatedtopromoteproductlinebyworkingwithchannelpartners’salespeopletoclosechallengingsales 與渠道伙伴的業(yè)務(wù)員拉近距離，確保渠道伙伴支持我方產(chǎn)品Breaksthesalesprocessintomanageablesteps,seekingcontinuedagreementfromthecustomerateachstepbeforemovingon 將銷售流程模塊化，在每一個(gè)環(huán)節(jié)先獲得客戶的認(rèn)同才往下一步走Appliesenoughpressuretokeepabuyingcommitmentfromstallingbutavoidspushingthechannelpartnerintoaneutralornegativeposition 給客戶實(shí)施適當(dāng)?shù)膲毫Γ炔蛔寣?duì)方舉棋不定，也不讓對(duì)方臨陣退縮12TraininginaStructuredSetting 有系統(tǒng)地給渠道伙伴做培訓(xùn)Preparesscheduledandconsistentprogramstotrainoreducateothers 定期安排以執(zhí)行的培訓(xùn)項(xiàng)目來(lái)訓(xùn)練或培育他人Establishesmeasurablecriteriaforassessingprogressinthelearningprocess 為了衡量學(xué)習(xí)的進(jìn)度，在學(xué)習(xí)進(jìn)程中建立可測(cè)量的標(biāo)準(zhǔn)Demonstratespatienceandawillingnesstorepeatorreinforceideasandinformationuntiltheaudienceunderstands 展示耐心并愿意重覆或加深自身的建議和信息，直到對(duì)方完全了解、接受Focusestrainingsessionsonthosecompetenciesthatwillmakeadifferenceinthegroup’sultimateeffectiveness 將培訓(xùn)集中在那些能改變團(tuán)隊(duì)最終績(jī)效的技能上Concentratesmoreontheresultsproducedthanwithhowattractiveorentertainingthetrainingcanbe 把注意更多的放在結(jié)果，而不是怎樣是培訓(xùn)更具娛樂(lè)性或吸引力13MakesJointCalls 一起拜訪客戶Regularlyobservesassignedsalespeopleinactiontooffersuggestionsforskilldevelopment 經(jīng)常觀察相關(guān)業(yè)務(wù)員實(shí)際銷售的情況，并給于技能發(fā)展的意見(jiàn)Iswillingtostepoutofthelimelightandfunctioninasupportingrole愿意跨出舞臺(tái)中心成為在外支持的角色Respondstosalesopportunitieswithminimalpreparation;abletorespondspontaneouslywhencircumstanceschange 當(dāng)情況改變能自發(fā)地反應(yīng),可以反應(yīng)銷售機(jī)會(huì)與最小的準(zhǔn)備Adjustscoachingorassistancetoaccommodatetheunpredictableaspectsofeachcustomercontact 按照不同客戶的不同反應(yīng)調(diào)整輔導(dǎo)或協(xié)助方式Keepsthefocusofhistrainingandsupportonclosingthesale,delegatingadministrativeorproceduraltaskstoothersifpossible 將注意力放在如何促使單子成交，并盡量將行政、瑣碎的工作交給他人14PracticalIntelligence 學(xué)以致用的能力Enjoyslearningandbroadeninghisdepthoflearningandinsightinawidearrayoftopics 享受學(xué)習(xí)并擴(kuò)展學(xué)習(xí)的深度，并對(duì)廣闊的話題擁有獨(dú)到的見(jiàn)解。Absorbs,storesandrecallsnewinformationquickly 迅速吸收，存儲(chǔ)并回憶新信息Dealscomfortablywithabstractconceptsandrelationships 針對(duì)抽象的概念及關(guān)系能夠處理的游刃有余Pursuesacademic,theoreticalorresearch-basedinformation 不斷追求學(xué)術(shù)，理論或調(diào)研報(bào)告的信息15AnalyticAbility 分析能力Possessesstrongdeductivereasoningskillsandiscapableofthinkingthroughproblemsinasystematicandlogicalmanner 具備很強(qiáng)的推理技能并且以系統(tǒng)及邏輯方式來(lái)思考問(wèn)題。Drawssoundconclusionsfromtheinformationpresented 從信息中總結(jié)出結(jié)論Effectivelyweighstheaccuracyofdifferenttypesofinformation,includinginferences,abstractions,orgeneralizations 有效地斟酌不同類型信息的準(zhǔn)確性，包括推斷，抽象化及概念化Maintainsobjectivityinthegatheringandanalysisofinformation 在收集信息及分析的同時(shí)保持客觀16HowwouldyourateyourselfasaChannelSalesLeader? 如何評(píng)估你的渠道銷售領(lǐng)導(dǎo)能力？Ranktheabovefactorsfrommosttoleastimportanttoyourjob 儀你的工作性質(zhì)，給以上論點(diǎn)按照重要性順序排列Fromascaleof0-10,howdoyourateyourselfforeachfactor?如果以1-10分的標(biāo)準(zhǔn)，1分為最差，10分為最好，針對(duì)每一題，您會(huì)為自己打幾分？Whataresomeofthechallengestobeabetterleader?成為一名優(yōu)秀領(lǐng)導(dǎo)者的挑戰(zhàn)有哪些？Howcanyouovercomethesechallenges?你應(yīng)該如何應(yīng)對(duì)這些挑戰(zhàn)？17Whichsideofthelinedoyouliveon?

你活在線的那一端?Responsibility負(fù)起責(zé)任Blame 責(zé)備Justification 辯解Excuses 借口18ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道伙伴合作的常見(jiàn)挑戰(zhàn)19WhatareSomeKeyChallengesFacedwhenManagingChannelPartners？管理渠道伙伴最常見(jiàn)的挑戰(zhàn)有哪些？20KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: YouMUSTcarryourfull-lineofproducts,andNOTjustsellthefewspecialiseditems 你必須銷售我們所有產(chǎn)品，而不是專門(mén)賣(mài)這幾種(Sellingthespecialisedproductsiseasy;INEEDyoutosellotherproductsaswell! 賣(mài)這種產(chǎn)品可容易了；我需要你賣(mài)其他的！)ChannelPartner渠道伙伴: WeSHOULDconcentrateonourstrengths,andNOTpushallproducts 我們應(yīng)該揚(yáng)長(zhǎng)避短，而不是樣樣都賣(mài)(There’snomoneyinyourotherproducts,andIcangetsubstitutesatbetterprices 你其他產(chǎn)品都賺不了錢(qián)，而且我還能從競(jìng)爭(zhēng)品牌獲得更好價(jià)格)21KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: WeNEEDyoutofocusonourproducts 我需要你專注賣(mài)我們的產(chǎn)品(Howcanyousellforourdirectcompetitorsaswell? 你怎么能夠賣(mài)我們死對(duì)頭的產(chǎn)品呢？)ChannelPartner渠道伙伴: WeNEEDexclusiveterritories 我們需要獨(dú)家代理權(quán)(Youaredoingbusinesswithourrivalstoo,andyouareNOTgivingusthebestprice 你不也是在跟我們死對(duì)頭做生意，而且還不給我們最好的價(jià)格)22KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: Weneedyoutosellournewproductsanddevelopnewmarketsmoreactively 我們需要你更積極地售賣(mài)我們的新品，并加強(qiáng)市場(chǎng)開(kāi)拓力度(Weneedyoutosellbeyondexistingcustomersandproducts 別老賣(mài)同樣產(chǎn)品給同樣的客戶)ChannelPartner渠道伙伴: Canyouprovideuswithmarketingsupporttosellnewproductsanddevelopnewcustomers? 你們能否給我們提供相關(guān)的市場(chǎng)營(yíng)銷支持，幫我們賣(mài)新品、找新客戶？(Doingsocoststoomuchandtakesuptoomuchtime,andwe’drathersticktowhatwedobest 這么折騰對(duì)我們是吃力不討好，我們寧可做我們熟悉的)23KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: Wemustknowourend-customersingreaterdetail 我們必須深入了解終端客戶(Wedon’tknowwhyourcustomersbuyfromus,andhowtheyuseourproducts,butyetwehandleallthecomplaints 我們不知道客戶為何跟我們購(gòu)買(mǎi)，或他們?nèi)绾问褂梦覀兊漠a(chǎn)品，但一旦有客戶投訴我們就得馬上做出回應(yīng))ChannelPartner渠道伙伴: Wewilltellyouwhatyouneedtoknow 該讓你知道的，我們就會(huì)讓你知道(IfIletyouknowmycustomers,you’llbestealingthemaway 我才不會(huì)給你我們的客戶信息，免得被你們挖墻腳)24KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: Yourchannelmarginsaretoohigh 你們的渠道利潤(rùn)要得太高了(Youchargetoomuchandprovidetoolittlevaluetoend-customers 你漫天要價(jià)卻不見(jiàn)你們給客戶提供多一點(diǎn)的價(jià)值)ChannelPartner渠道伙伴: Yourpricesaretoohigh 你們價(jià)格太高了(YouareNOTworththepriceyouthinkyoucommand 你們產(chǎn)品本來(lái)就不值這個(gè)價(jià))25KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: YouMUSTimproveyoursalesefforts 你必須改進(jìn)你的銷售方式(Youneedawell-trained,professionalsalesforcetobereallysupportingus你必須得有支訓(xùn)練有素的專業(yè)銷售團(tuán)隊(duì)來(lái)支持我們)ChannelPartner

渠道伙伴: YouMUSTimproveyoursalespromotion 你們必須加強(qiáng)你們的促銷活動(dòng)(Ourothersuppliersgiveusmoresupport.Youmustlearnfromthem 其他供應(yīng)商都給我們更實(shí)質(zhì)的促銷支持，你得跟他們學(xué)學(xué))26KeyConversationswithChannelPartners 與渠道伙伴的主要談話Supplier供應(yīng)商: Wemustworktogether 我們必須多多合作ChannelPartner渠道伙伴: Agreed 同意27KeyChallengesFacedwhenManagingChannelPartners 管理渠道伙伴最常見(jiàn)的挑戰(zhàn)Over-promiseandunder-deliver 給過(guò)的承諾無(wú)法兌現(xiàn)Growthstagnatedafterinitialsuccess 業(yè)績(jī)?cè)鲩L(zhǎng)在初期猛漲后就進(jìn)入U(xiǎn)nabletosellatbettermarginsorprices 無(wú)法以更好的價(jià)格或利潤(rùn)進(jìn)行銷售Unabletosellnewproducts 無(wú)法銷售新品Unabletodevelopnewmarketsbeyondestablishedbase 無(wú)法開(kāi)拓新客戶或市場(chǎng)Lackofafter-salesupportforend-customers 缺乏售后服務(wù)Weareunabletounderstandourcustomers’realneeds 我方無(wú)法了解客戶實(shí)質(zhì)需求Theyjustdon’ttrustus 他們不信任我們Whenyouareunhappywiththeirperformance,youcan’tfirethem 當(dāng)你對(duì)他們的業(yè)績(jī)不滿時(shí)，還不能炒他們魷魚(yú)28Whataresomeofthecausesofsuchchallenges?這些挑戰(zhàn)的前因是什么呢？29Whatattractschannelpartnerstoworkwithyou? 渠道伙伴為什么要跟你合作？Yourproductsells 產(chǎn)品銷量好Yourproductiseasytosell 產(chǎn)品容易賣(mài)Highmargins 利潤(rùn)高Goodsupport 得到良好支持Whoisgivingwhomsupportmostofthetime?大部分時(shí)間是誰(shuí)為誰(shuí)服務(wù)的？30HowChannelPartnersareSelected

渠道伙伴是怎么招來(lái)的Channelpartnersareselectedbasedonthosewithreadycustomers 渠道伙伴的篩選標(biāo)準(zhǔn)主要是考慮他們有沒(méi)有現(xiàn)有客戶Specialoffersaregivensothatthesenewchannelpartnerscanmakesomequicksuccesses 為了讓他們盡快吃到甜頭，有時(shí)還給他們更優(yōu)惠的價(jià)格Exclusiveterritorialrightsgiven,esp.totheonethatbringsinthelargestvolume 給他們區(qū)域獨(dú)家授權(quán)，尤其是針對(duì)那些單量多的Notmuchisknownabouthowmanyothercompetingbrandsdotheycarry 他們到底還有代理哪些競(jìng)爭(zhēng)品牌，我們知道的不多Notmuchisknownabouthowthechannelpartnerwilldevelopinthefuture 對(duì)于他們將來(lái)的發(fā)展趨勢(shì)，我們知道的更少31ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道伙伴合作的常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道伙伴的不同分類32CaseStudy1 案例1Youhave3topchannelpartnerwhocontributesignificantlytoyourtotalsalesrevenue 你有3位業(yè)績(jī)出色的渠道伙伴。他們的業(yè)績(jī)占據(jù)公司總業(yè)績(jī)的大部分However,eachoneofthemhasgotdifferentproblems 但是他們每一人都有一些毛病:“A”givesalotofdiscountstotheextentthatyoudon’tmakemuchprofits “A”

在價(jià)錢(qián)方面打很多折，基本上導(dǎo)致公司利潤(rùn)少了許多“B”isgreatingettinggoodmargins,butneverprovideanyformofafter-salesservice “B”利潤(rùn)保持很高，但從來(lái)不為客戶作任何售后服務(wù)“C”generatessalesonlyfrom2-3existingcustomers,andhasnotgainedasinglenewcustomerinthelast3years “C”則只跟2-3位老客戶做銷售，而且在之前3年都沒(méi)有引進(jìn)新客戶Whatwouldyoudo? 你會(huì)怎么做？333TypesofChannelPartners 3種截然不同的渠道伙伴T(mén)rader 倒?fàn)擬afia 關(guān)系戶Consultant 顧問(wèn)34TheTrader 倒?fàn)擣irsttothemarket 市場(chǎng)的領(lǐng)頭羊Highvolume 高單量Highdiscounts 打折高Prefershortsalescycles 喜歡短銷售周期PreferNOTtoprovideafter-salesservice 不愿作售后服務(wù)35TheMafia 關(guān)系戶Personalnetworks 人脈多Sellonrelationship 靠關(guān)系吃飯Protectiveofrelationship 保護(hù)私密關(guān)系Investsintimetoharnessrelationship 愿意為培養(yǎng)關(guān)系投入時(shí)間、精力Lacksin-depthtechnicalknowledge 缺乏深層的技術(shù)知識(shí)Weakestindevelopingnewcustomers 開(kāi)發(fā)新客戶最弱36TheConsultant 顧問(wèn)Understandscustomersin-depthbusinessandtechnicalneeds 深入了解客戶的商務(wù)、技術(shù)要求Goodinsellingcomplexsolutions 銷售復(fù)雜項(xiàng)目方案的能力強(qiáng)Likelytobeformertechnicalstaffturneddistributor 很可能是技術(shù)人員變經(jīng)銷商Weakestingeneratingleads,butgoodinfollowingthrough 找尋新銷售線索的能力差，但對(duì)客戶跟蹤能力強(qiáng) 37WhichTypedoYourChannelPartnerBelongto?你的渠道伙伴屬于哪一類？38PositiveSelectionCriteria 正面的篩選標(biāo)桿Theirgoalsarealignedwithours 他們目標(biāo)與我們一致Valueoftheircustomerbase 他們客源的價(jià)值Theirpeoplearehighlymotivated 他們內(nèi)部斗志高昂Theyareingoodfinancialhealth 他們財(cái)務(wù)狀況好Theirpeoplehavegoodsalesoraccountmanagementskills 他們擁有良好銷售或客戶管理技巧Theycandevelopnewmarketsorfullycovertheirterritory 他們能夠在給與他們的區(qū)域范圍覆蓋整個(gè)市場(chǎng)Theycansellnewproducts 他們能夠銷售新品Productknowledgeandtechnicalskill 產(chǎn)品與技術(shù)知識(shí)Theamountofprofittheycontributeoverthelong-term 他們長(zhǎng)期所能夠貢獻(xiàn)多少盈利給我們Abilitytosucceedwithourproducts 他們能夠銷售我們這樣的產(chǎn)品39NegativeSelectionCriteria 負(fù)面的篩選標(biāo)桿Othersupplierscompetingfortheirattention 他們還需應(yīng)付多少其他供應(yīng)商Resistancetochangeandacceptnewideas 對(duì)新觀點(diǎn)、理念、改變的抗拒WeakReputationandmarketposition 不良聲譽(yù)及市場(chǎng)定位Strengthoflocalcompetitors 當(dāng)?shù)氐母?jìng)爭(zhēng)激烈程度Limitedsizeoflocalmarket 當(dāng)?shù)氐氖袌?chǎng)局限Adverselocalmarkettrends 負(fù)面市場(chǎng)趨勢(shì)Unknowninformation:anyoftheabovethatwedoNOTknowabout? 不明確信息：針對(duì)以上有哪些我們是尚未知道的?40ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Territorialallocation 按區(qū)域分配Easytomanage 管理簡(jiǎn)單Avoidschannelconflict 容易避免渠道糾紛Servestheirlocalmarket 服務(wù)于他們當(dāng)?shù)厥袌?chǎng)Maymissoutcross-regionalopportunities 可能失去跨區(qū)域的機(jī)會(huì)Maynotcoverallkindsofcustomers 可能無(wú)法覆蓋所有客戶Allocationbycustomergroups 按客戶分配Moreattentiontothecustomer 更關(guān)注客戶Morespecialisedknowledgeaboutthecustomer’sbusiness 了解客戶商務(wù)情況Morepossibilitiestosellnewproductstocustomergroups 更多銷售新品的機(jī)會(huì)Higherchancesofchannelconflict 渠道糾紛概率較高M(jìn)orecomplextomanage 比較復(fù)雜41ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Exclusivedistributorship 獨(dú)家代理Buildstrust 建立信任Gainscommitment 獲得對(duì)方的承諾Maybecomplacentafterawhile 久了容易自滿Difficultforustodevelopnewmarketsandselltonewcustomers 較難以開(kāi)拓新市場(chǎng)及新客戶Difficulttotakeactionsforpoorperformance 業(yè)績(jī)不理想時(shí)，較難以采取相應(yīng)措施Non-Exclusivedistributorship 非獨(dú)家代理Healthycompetition 健康競(jìng)爭(zhēng)Differentlevelsofdistributorship 不同級(jí)別的代理權(quán)Coversthemarketmoreeffectively 市場(chǎng)覆蓋率高Higherbargainingpowerforus 給我們更高的談判籌碼Scopeforchannelconflict 渠道糾紛概率Scopeformis-trust 不信任的可能性42ChannelDevelopmentPlan 渠道發(fā)展計(jì)劃Volume-basedobjectives 以量作指標(biāo)Allbusinessisgoodbusiness 所有的訂單都是好的Buildvolumeandmarketsharefast 迅速提高銷量及市場(chǎng)占有Providediscountstogetdeals 打折下單Goodforearlystagesofbusinessdevelopment 對(duì)創(chuàng)業(yè)初期好StrategicObjectives 戰(zhàn)略指標(biāo)Onlysomekindsofbusinessisgoodbusiness 只有某些單子是好的Developingkeyaccountsandlaunchingnewproducts 發(fā)展大客戶及新產(chǎn)品Focusonaddedvaluesolutionstosellatbettermargins 提高附加值以賣(mài)高價(jià)Goodforlaterstagesofbusinessdevelopment 對(duì)創(chuàng)業(yè)后期好43StrategiestoDealwith“Trader”ChannelPartners 應(yīng)對(duì)“倒?fàn)敗钡那阑锇镻rovideuniqueproductsor 提供獨(dú)特產(chǎn)品，或Providelow-costproducts 供給低價(jià)產(chǎn)品Focusonvolumesale 注重單量Trainingtobeframeasmeanstohelpthemattractmorebuyers 如果要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他吸引更多的買(mǎi)家44StrategiestoDealwith“Mafia”ChannelPartners 應(yīng)對(duì)“幫會(huì)”的渠道伙伴Respecttheirrelationshipswiththeircustomers 尊重她們與她們客戶的關(guān)系Taketimeandefforttobuildtrust 投入時(shí)間與精力建立信任Earnthetrusttohelpthempenetratefurtherintotheiraccounts 博取他們的信任，幫助他們深入開(kāi)發(fā)他們的客戶Trainingtobeframeasmeanstohelpthemimpresstheircustomers

如果要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他在客戶面前能顯得更專業(yè)45StrategiestoDealwith“Consultant”ChannelPartners應(yīng)對(duì)“顧問(wèn)”的渠道伙伴Provideleadsforthemtofollow 提供他們銷售線索Getthemfocusedoncomplexsolutionsales 讓他們專注于項(xiàng)目方案的銷售Trainingtobeframeasmeanstocommunicatebetterwithcustomers 如果要給他做培訓(xùn)，就得說(shuō)服他培訓(xùn)能幫他更好地與客戶溝通46TheRealityofManagingChannelPartners 渠道伙伴管理的現(xiàn)實(shí)30%ofyourChannelPartnersmayproduce90%ofyoursales 你30%的渠道伙伴可能給你90%的銷售Around50%ofyourperformingChannelPartnerswillNOTbeabletoadapttonewsalessituations 大約50%的渠道伙伴沒(méi)法與時(shí)俱進(jìn)，適應(yīng)新的銷售環(huán)境About50%ofyourperformingChannelPartnerswillgiveyoudiminishingsalesafter3-5years 大約50%的渠道伙伴的銷量在3-5年后將停滯不前About15-20%ofyourunder-performingChannelPartnersmayturnouttobedarkhorsesinthefuture47SpendingtheRightTimewiththeRightChannelPartner 善用時(shí)間維護(hù)渠道伙伴關(guān)系TheSalesPerson’sMostImportantResource 銷售員最重要的資源Time 時(shí)間48SpendingtheRightTimewiththeRightChannelPartner 善用時(shí)間維護(hù)渠道伙伴關(guān)系Youcanchoosetospendtimeongoodchannelpartners;Orwasteinonnon-performing

ones你可以將時(shí)間用在有質(zhì)量的渠道伙伴；也可以耗在朽木身上49ChallengesinSalesManagement 銷售管理遇到的挑戰(zhàn)Lessthan15%ofsuperstarsalespeoplesucceedinmanagement少于15%的頂尖銷售人員能夠成為稱職的經(jīng)理Mostpeopleleavetheirjobsbecausetheycouldnotgetalongwiththeirsupervisors 大部分離職的員工都是因?yàn)闊o(wú)法與上級(jí)融洽相處而這么做的Only19%ofeffectivenewbusinessdevelopersareeffectiveatmaintaininglong-termcustomers 只有19%的新客戶開(kāi)拓人員能夠與客戶保持長(zhǎng)遠(yuǎn)良好關(guān)系Lessthan15%ofkeyaccountmanagersarecomfortabledevelopingnewbusinesses 只有15%的客戶經(jīng)理對(duì)發(fā)展新客戶感到適意50ChallengesinSalesManagement 銷售管理遇到的挑戰(zhàn)Nearly65%ofsalespeoplewhofailcouldhavesucceededintherighttypeofsalespositionfortheirskills 將近65%的表現(xiàn)欠佳的業(yè)務(wù)員能在更合適的銷售崗位上創(chuàng)造更優(yōu)越的業(yè)績(jī)Nearly70%ofstrongcustomersupportandservicestaffareabletomaintaincustomerrelationships 將近70%的客服人員能夠與客戶保持良好長(zhǎng)久關(guān)系60%ofsalespositionfailuresarerelatedtoindividualswiththewrongskillsfortheposition 60%的銷售人員無(wú)法勝任其職是因?yàn)閭€(gè)人技能與崗位不匹配51WhatDoCustomersExpectfromSalesPeople? 客戶對(duì)銷售員有什么期望？Bepersonallyaccountableforcustomers’results 為客戶的績(jī)效承擔(dān)個(gè)人責(zé)任Understandcustomers’business 了解客戶的商務(wù)模式Proactivelyprovideadviceforcustomers 主動(dòng)為客戶提出建議Suggesttherightsolutionsthatsolvecustomers’problems 提出能解決客戶困惑的有效方案Beeasilyaccessible 客戶能隨時(shí)聯(lián)系上Becreativeinrespondingtocustomers’needs 能為客戶的需求提出有創(chuàng)意的解決方法Source:HRChally52BadSalesHabits 不良的銷售習(xí)慣Complainingtoomuchanddoingtoolittle滿腹牢騷卻無(wú)所行動(dòng)Talkingtoomuchandaskingtoolittle 說(shuō)得太多，問(wèn)得太少Noefforttounderstandcustomers’hiddenneeds不試圖了解客戶的潛在需求Spendingtoomuchtimeonunimportantthings為芝麻小事好太多時(shí)間

Arguingwithcustomersandbadmouthingcompetitors 與客戶爭(zhēng)論，并說(shuō)競(jìng)爭(zhēng)對(duì)手的壞話Unwillingtoshareinformationandcross-sell 不愿共享信息及交叉銷售Investingtheentirerelationshipwiththecustomers’organisationwithjustonly1contactperson 與客戶的關(guān)系僅建立在一個(gè)聯(lián)系人的基礎(chǔ)上Others? 其他？53DefinitionofCulture

文化的定義Thingspeopledounconsciously人們無(wú)意中做的事情54TheCorporateCultureofYourChannelPartnersTellsaLotaboutThem你的渠道伙伴的企業(yè)文化其實(shí)能夠讓你了解他們很多事情55MotivatingStaff 激勵(lì)員工HappyStaffvs.HungryStaff 快樂(lè)的員工和饑餓的員工Whowillbemoremotivated?誰(shuí)更有工作動(dòng)力？Thequestionishowwekeepstaffhungry問(wèn)題是我們?nèi)绾巫寙T工保持饑餓Atthesametime,weneedtofeedthemaswell同時(shí)，我們要喂養(yǎng)他們Whatdowefeedorstaffwith?我們?cè)撊绾挝桂B(yǎng)他們呢？56WhatMotivatesSalesPeople? 什么能夠激勵(lì)業(yè)務(wù)員？Money 金錢(qián)Achievement 成就Recognition 認(rèn)可Relationship 關(guān)系Prestige 聲望Goodenvironmenttogrow 良好成長(zhǎng)環(huán)境Others 其他57ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道伙伴合作的常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道伙伴的不同分類CommunicatingwithYourChannelPartners 如何與渠道伙伴有效溝通58ElementsofCommunication 溝通的要素Words 文字Tonality 聲調(diào)Visuals 視覺(jué)BodyLanguage 肢體語(yǔ)言59Pleaserankthefollowingaccordingtoyourpreferenceatfirst-glance.請(qǐng)按照自己的喜好，將以下的形狀排列。答案沒(méi)有對(duì)錯(cuò)。憑直覺(jué)而不是靠邏輯。PersonalityAnalysis：性格分析Source: Psycho-GeometricsTM60PersonalityAnalysis

性格分析FocusonResults 注重績(jī)效FocusonRelationships 注重關(guān)系FocusonDetails 注重細(xì)節(jié)Unclear 飄浮不定FocusonCreativity 注重創(chuàng)新616WaystoMakePeopleLikeYouBecomegenuinelyinterestedinotherpeople 對(duì)他人真心誠(chéng)意地關(guān)注

Smile 微笑Rememberthataman'sNameistohimthesweetestandmostimportantsoundinanylanguage 記住一個(gè)人的名字將是他所聽(tīng)到的最優(yōu)美的聲音Beagoodlistener.Encourageotherstotalkaboutthemselves 作以為良好的聆聽(tīng)者。鼓勵(lì)他人多講

Talkinthetermsoftheotherperson'sinterest 從對(duì)方的立意觀點(diǎn)進(jìn)行談話Maketheotherpersonfeelimportantanddoitsincerely 真誠(chéng)地讓對(duì)方感到受重視6212WaystoWinPeopletoYourWayofThinkingAvoidarguments 避免爭(zhēng)執(zhí)Showrespectfortheotherperson'sopinions.Nevertellsomeonetheyarewrong 尊重對(duì)方的觀點(diǎn)。不要直挑明對(duì)方的錯(cuò)誤Ifyou'rewrong,admititquicklyandemphatically 如果你是錯(cuò)的，盡快坦然承認(rèn)Begininafriendlyway 先禮后兵Startwithquestionsthattheotherpersonwillrespondpositively 用一些對(duì)方樂(lè)于答復(fù)的問(wèn)題縣進(jìn)行提問(wèn)Lettheotherpersondothetalking 讓對(duì)方多講話Lettheotherpersonfeeltheideaishis/hers 讓對(duì)方覺(jué)得點(diǎn)子是他想出來(lái)的Seethingsfromtheotherperson'spointofview 換位思考Sympathizewiththeotherperson 體恤對(duì)方Appealtonoblemotives 以高尚的動(dòng)機(jī)引起共鳴Dramatiseyourideas 將你的想法以戲劇化的方式陳述Throwdownachallenge 下達(dá)挑戰(zhàn)63UncoveringtheNeedsand“Pains”ofCustomers 挖掘客戶的需求與“痛處”First,stateyourValidBusinessReason 首先，陳述你的合適商務(wù)理由Then,askthefollowingtypesofquestions 接著提問(wèn)以下:Current-FutureStates 當(dāng)下與預(yù)期的狀況HighlightingandIntensifying“Pain”Areas 挖掘客戶的“痛楚”ExpectedPaybacks/ROI 對(duì)方所預(yù)期的回報(bào)AssociatedRisksandObstacles 相關(guān)的風(fēng)險(xiǎn)與障礙ProvideAssurance 安撫他們的憂慮64Current-FutureStates 當(dāng)下與預(yù)期的狀況Everypotentialnewsaleisachangeforcustomers 每個(gè)新的銷售單子對(duì)客戶來(lái)說(shuō)是一種改變Customerswillhavesomeexpectationsonhowtheywillwanttobenefitiftheyweretomakeapurchase 顧客會(huì)對(duì)將要購(gòu)買(mǎi)的產(chǎn)品益處抱有一定的期待Whencustomersarenotsureaboutwhattheirfuturestateis,theymaybethewrongpersontotalkto,ortheymaynothaveaclearbuyingneed當(dāng)顧客對(duì)預(yù)期的狀況不確定或他沒(méi)有明確的購(gòu)買(mǎi)需求，那么你可能找錯(cuò)人了65Current-FutureStates 當(dāng)下與預(yù)期的狀況Whatareyourkeyopportunitiesnow?Whatwillthatbefornextyear? 你覺(jué)得你們目前的市場(chǎng)機(jī)遇在哪里？你覺(jué)得來(lái)年將是怎樣？Whatarethemostprofitableproductsnow?Whatdoyouthinkwillbemostprofitablenextyear? 你們目前最賺錢(qián)的產(chǎn)品是哪些？將來(lái)又會(huì)是哪些？How’sthemarketnow?Whatwillthatbe6monthslater? 目前市場(chǎng)情況怎樣？6個(gè)月后又會(huì)怎樣？Whataresomekeychallengesyoufacenow?Whatdoyouthinktheywillbe2-3yearslater? 你目前遇到哪些主要的挑戰(zhàn)？2-3年后又會(huì)有怎樣的挑戰(zhàn)呢？66HighlightingandIntensifying“Pain”Areas 挖掘客戶的“痛楚”Customerswithweaker“pain”issuesmaybelesslikelytobuy 痛楚比較少的客戶購(gòu)買(mǎi)意識(shí)比較薄弱Whatwillhappen… 如果……會(huì)怎樣？Whatwillhappenifnothingisdone? 如果什么都不做的話會(huì)怎樣？Whatwillhappeniftheybuyfromaninferiorsupplier?如果跟次級(jí)的供應(yīng)商買(mǎi)會(huì)怎樣？Whatwillhappeniftheproductisofalowerquality?如果產(chǎn)品質(zhì)量低劣會(huì)怎樣？Whatwillhappenifittakesmuchlongertoship?如果送貨時(shí)間過(guò)長(zhǎng)會(huì)怎樣？Whatiftheafter-salesservice/maintenanceisnotbuttoexpectations?如果售后服務(wù)或維修比預(yù)期的低許多會(huì)怎樣？67ExpectedPaybacks/ROI 預(yù)期的回報(bào)Thebiggestmonetaryornon-monetarybenefitwhenthecustomerbuysfromyou 客戶在購(gòu)買(mǎi)你的產(chǎn)品后能得到的實(shí)質(zhì)性與非實(shí)質(zhì)好處If….,whatwillbe….? 如果……，會(huì)給你怎樣的幫助？Ifyoucanguaranteequality,canyousellatbetterprices? 如果你能夠給客戶承諾在質(zhì)量，你可以買(mǎi)更高的價(jià)格嗎？Ifwehelpyouwithafter-salesservice,canyoukeepyourcustomershappy? 如果我們幫你搞定售后服務(wù)，是不是能幫你滿足客戶的要求？Ifwehelpyoutomotivateyourstafftosellbetter,canyoumakemoremoney? 如果我們幫你激勵(lì)你的員工作個(gè)更好的銷售，你是不是能夠賺更多的錢(qián)？68UncoveringtheNeedsand“Pains”ofCustomers 挖掘客戶的需求與“痛處”Current-FutureStates目前與預(yù)期的狀況HighlightingandIntensifying“Pain”Areas 突顯與加重客戶的“痛楚”ExpectedPaybacks/ROI對(duì)方意向的回報(bào)Then然后……Presentyoursolution陳述你的方案69AssociatedRisksandObstacles 相關(guān)的風(fēng)險(xiǎn)與障礙Willyourcustomerbeconcernedwith: 你的客戶是否會(huì)有以下顧慮：Buyingfromyouforthefirsttime?是否第一次向你購(gòu)買(mǎi)？Buyingnewhigh-valueitemsforthefirsttime?是否第一時(shí)間購(gòu)買(mǎi)高新技術(shù)項(xiàng)目？Possibleproduct/servicefailures,defectsordelays?產(chǎn)品或服務(wù)是否有缺陷、會(huì)失敗的或送貨延遲？Poorfeedbackandresponsefromseniormanagement?高層管理的負(fù)面反饋、反應(yīng)Poorfeedbackandresponsefromendusers?使用者的負(fù)面反饋、反應(yīng)70AssociatedRisksandObstacles 相關(guān)的風(fēng)險(xiǎn)與障礙Doyouhaveanyconcernswithregardstoourworkingarrangements? 不知道針對(duì)這樣的合作方式，您有什么建議？Arethereanyconcernsfromyourseniormanagementwithregardstoworkingwithusforthefirsttime? 不知道你們公司高層針對(duì)第一次與我們合作，會(huì)有什么顧慮？71ProvideAssurance 安撫他們的憂慮Understandhowyourcustomerwantsyourassurance 了解你的客戶要你如何安撫他的顧慮Whatdoyouthinkshouldbeournextstep? 你覺(jué)得我們下一步該怎么做？72ElementsofEffectiveChannelSalesLeadership 渠道銷售領(lǐng)導(dǎo)力的主要因素DutiesandResponsibilitiesofaChannelSalesManager 銷售經(jīng)理的職責(zé)KeyChallengesFacedwhenWorkingwithChannelPartners 與渠道伙伴合作的常見(jiàn)挑戰(zhàn)UnderstandingtheTypesofChannelPartners 了解渠道伙伴的不同分類CommunicatingwithYourChannelPartners 如何與渠道伙伴有效溝通PlanningforSuccess為成功作策劃73WhatisStrategy?什么是戰(zhàn)略？74WhatisStrategy? 什么是戰(zhàn)略？MeanstoreachbusinessobjectiveswithlimitedresourcesWaystobeatthecompetition戰(zhàn)勝競(jìng)爭(zhēng)對(duì)手的途徑Canyoudowhatyourcompetitorsleastexpectyoutodo? 你能否出奇制勝？Whoareyourcompetition? 誰(shuí)是你的競(jìng)爭(zhēng)對(duì)手？WhoareyourChannelPartners'competition? 誰(shuí)是你的渠道伙伴的競(jìng)爭(zhēng)對(duì)手？75BuildtheTallestStrawTower 建造最高的吸管高塔Eachteamwillbegiven20strawsandscotchtape 每一小組將會(huì)給20根吸管以及透明膠帶Eachteamwillneedtobuildthetallesttowerwithin20minutes 每一小組必須在20分鐘內(nèi)建造最高的吸管塔Eachtowerwillhavetowithstandawindtest 每一座高塔都得經(jīng)歷一次颶風(fēng)試驗(yàn)Failureinthewindtestwillmeanyourprojectfailed,andyouloseRMB1million,plusaddedcosts 颶風(fēng)實(shí)驗(yàn)如果失敗將意味著你失去項(xiàng)目的100萬(wàn)元費(fèi)用，外加額外成本76BuildtheTallestStrawTower 建造最高的吸管高塔EachextrastrawwillcostyouRMB50,000 每一根額外的吸管相等于50,000元的成本EachminuteofdelaywillcostyouRMB50,000 每一分鐘的拖延相等于50,000元的罰款Eachcentimetreabove1metrewillgiveyourevenueofRMB100,000 每超過(guò)1米高度的吸管塔將給你10萬(wàn)元的金額YourinitialcostisRMB1,000,000 你的項(xiàng)目成本是100萬(wàn)元77ElementsofGoodStrategy 優(yōu)質(zhì)銷戰(zhàn)略的重要因素Plan 策劃Resources 資源Role 角色Constraints 局限Communication 溝通Commitment 付出Dealingwithincidents 處理突發(fā)事件GoalSetting 目標(biāo)設(shè)定WhatisthesalesquotaforaparticularChannelPartner? 針對(duì)某家渠道伙伴，他們來(lái)年的銷售指標(biāo)是多少？Whatproductswilltheysell? 他們將主推什么產(chǎn)品？Whowilltheysellto?Givedetailsofcustomerprofiles 他們主要賣(mài)給怎樣的客戶？詳細(xì)描述客戶特征WhywillthesecustomersbuyfromthisChannelPartner? 為什么這些客戶會(huì)跟著家渠道伙伴購(gòu)買(mǎi)？Howwilltheysell? 他們將如何實(shí)施銷售Whatdifficultieswilltheyface?Howcanyouhelpovercome? 他們會(huì)否遇到什么困難？你又該如何給于協(xié)助？Knowyourselfandknowyourcustomer,andyoushallbedefeatless知彼知己，百戰(zhàn)不殆80TheInfluencersofComplexSales

復(fù)雜銷售情況的影響者TheDecisionMaker決策者TheFaultFinder 挑毛病者TheGatekeeper 擋門(mén)者TheUser使用者TheSherpa/Guide引路者81MappingtheKeyPlayers

尋出主要角色82MappingtheKeyPlayers

尋出主要角色65743DGSU83ManagingYourRelationships 關(guān)系管