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科特勒咨询集团(KMG)是目前最大的,服务最广的专注于发展战略特别是营销战略领域的全球顶尖咨询公司之一。 我们的理念来源于现代营销学之父、我们的合伙人之一:菲利普·科特勒博士。

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揭示销售培训的5大秘密  

2009-01-15 14:40:25|  分类: 著作与文献 |  标签: |举报 |字号 订阅

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文/芮新国

揭示销售培训的5大秘密 - 科特勒咨询集团 - 科特勒网易官方博客

 

俗话说:课堂上心动,培训后没有行动,业绩一动不动。这是时下很多企业对销售培训工作的戏称和总结,多少透露出不少无奈和彷徨。

 

事实上,采购销售技能培训课程很可能是一件令人十分痛苦的事情,无论是培训供应方还是培训组织方,每个人都声称知道如何培训销售人员,然而,最近的研究表明:超过90%的销售技能培训完全是在浪费时间和金钱。

 

科特勒咨询集团(Kotler Marketing Group)及美国培训与发展协会(ASTD)历史10年的跟踪研究证明:除非你组织的销售技能培训具备以下五个特征,否则,它不会长期管用。或者,你可能会有短暂的收获,但是,你不会获得一套能够使你持续管理、跟踪、保持销售团队绩效的高效销售培训管理方案。

 

研究发现,高效销售培训具有以下5大特征:


1. 销售培训必须锁定最为关键的销售技能。
2. 销售培训必须有一个相对较长的巩固机制。
3. 学习效果和绩效变化必须可以进行衡量。
4. 培训必须有助于总结、优化企业的销售实战经验。
5. 培训必须具有很强的针对性甚至做到个性化。

 

行动销售给销售培训工作的启发:

 

被“财富1000强”视为销售人员必修课的行动销售课程(Action Selling)率先建立了具有持续效应的销售培训机制,借助于行动销售培训机制,企业和学员可以获得一套成功学习5大关键技能及运用工具来有效管理、跟踪并保持团队绩效的方案,其价值远超两天的培训,真正把企业的培训投资回报率指标落到了实处。

 

甚至可以说,有了行动销售揭示销售培训的5大秘密 - 科特勒咨询集团 - 科特勒网易官方博客http://www.actionselling.cn),你就可以得到你想要的结果,你还可以获得一套成功辅导销售人员并使其关键销售技能处于最佳状态的系统。

 

 

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