Sun Tzu and the Art of Sales Leadership孙子兵法 之 营销战略.pptVIP

Sun Tzu and the Art of Sales Leadership孙子兵法 之 营销战略 Management by Objectives 目标性管理 What is Strategy? 什么是战略？ The 3 Components of Winning Strategies 成功战略的3大组件 The Goal/ Objective 目标 The Resources Needed 所需资源 The Responses from Customers and Competitors 客户及竞争对手的反应 The Goal/ Objective 目标 Why this goal/ objective? 为什么要达到这个目标？ How to achieve it? 如何达到？ What information is required? 需要什么信息？ What skills are needed? 需要哪方面的技能？ How to monitor progress? 如何监控进度？ The Resources Needed 所需资源 Manpower 人力资源 Equipment 设备 Materials 材料 Funds 资金 Marketing exposure 市场曝光 Network 人际网络 The Responses from Customers and Competitors 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 业绩… …企业之命脉，死生之地，存亡之道，不可不察也。 Sales... ...the lifeblood of a company, a matter of life and death, survival or extinction. Indeed, something that needs to be studied, applied and re-modified consistently. Formulating Your Strategy 拟定战略 道：企业之愿景也 The Way/ Vision 天：时事大环境也 The Climate 地：市场、区域、客户群体、实地情况也 The Ground 将：销售领导能力也 The Leadership and People 法：方法、技能也 The Methods and Processes 改变中的环境 The Changing Environment 客户现在跟五年前相比有什么区别？ What are the differences in customers now compared to 5 years ago? 客户五年后跟现在对比又将有什么区别？ What will be some of the differences in customers 5 years from now? What Do Customers Expect from Sales People? 客户对销售员有什么期望？ Be personally accountable for customers’ results 为客户的绩效承担个人责任 Understand customers’ business 了解客户的商务模式 Proactively provide advice for customers 主动为客户提出建议 Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的有效方案 Be easily accessible 客户能随时联系上 Be creative in responding to customers’ needs 能为客户的需求提出有创意的解决方法 Blue Ocean vs. Red Ocean Strategy 蓝海 vs. 红海战略 Traditional Circus vs. Cirque du Soleil 一般马戏团 vs. 太阳马戏团 Traditional Bakery vs. Bread Talk 一般面包店 vs. 面包新语 Traditional Computers vs. Dell 一般电脑企业 vs. 戴尔电脑 Ordinary vs. iPods 一般MP3机 vs. iPod Normal Motels/ Hostels vs. Home Inns/ Motel 168 一般招待所 vs. 如家/ 莫泰 What is the Value of