麦肯锡营销概述与基本框架88131.ppt

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，demonstrate benefits） 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。 It is important to understand the underlying problems because different change levers are required to solve each problem： lack of raw capability can be corrected only by changing recruiting practices。 Lack of information or knowledge can be corrected via a combination of classroom training and written manuals and must be reinforced via role playing， action learning， and on-the-job coaching。 Lack of incentives c can be corrected by es