销售标准化创建执行及对销售绩效影响.docVIP

销售标准化创建执行及对销售绩效影响 　　摘要：通过描述与分析销售标准化对销售绩效的影响，认为企业实施销售标准化有利于提高销售绩效；产品、顾客群体及销售渠道影响销售标准化的创建；销售人员的选拔、培训与考核及销售管理与控制体系影响销售标准化的执行，销售标准化、销售人员选拔培训与考核及销售管理与控制体系综合影响销售绩效；企业应根据所处的发展阶段及市场环境的变化，不断调整销售标准化的流程与构成要素，实现销售流程再造，实施新的销售标准化。 　　关键词：销售标准化； 销售绩效；顾客群体；销售渠道 　　中图分类号：F274 文献标识码：A 　　 　　On Construction of Standardized Marketing and Its Influence on Sales Performance 　　XIE Zong-yun1,CHAO Gang-ling2 　　(1. Department of Economics Trade,Guangxi Vocational ＆ Technical College, 　　Nanning530226,China;2. School of International Business Administration, Shanghai University 　　of Finance Economics , Shanghai 200433,China) 　　Abstract:By describing and analyzing the influence of standardized marketing on sales performance, this paper indicates that standardized marketing is beneficial to the improvement of the sales performance; products, customer group and the marketing channel are the elements that affect the construction of standardized marketing; the selection, training and assessment of salesmen, sales management and control system will affect the performance of standardized marketing; standardized marketing, the section and assessment of salesmen, sales management and control system will generally affect the sales performance. So enterprises should renew standardized marketing by continuous adjustment of the process and the elements of the standardized marketing according to the development stage and changes of the market to realize recycling of sales process and implement new standardized marketing. 　　Key words:standardized marketing; sales performance; customer group; marketing channel 　　 　　一、问题提出与文献回顾 　　 　　据调查，我国销售人员流失率相当高，销售人员频繁地换单位甚至岗位，尤其是中小型企业，这主要缘于其销售业绩欠理想。近些年来，笔者常深入企业调研，发现这样一种普遍现象：实施销售标准化管理的少数企业，其总体销售业绩与销售人员个人业绩要优于未实施销售标准化管理的企业。因此，似乎可以得出这样一个基本看法：销售标准化是影响销售业绩的极为重要的因素。那么，什么是销售标准化？为什么要实施销售标准化？如何创建销售标准化？如何保证销售标准化的执行？这是引发本文研究的原由及所要关注与研究的主要问题。 　　在国外，一些营销专家学者对销售标准化曾有过精辟的论述：罗伊#8226;约翰逊与拉塞尔#8226;林奇合著的《现代销售之父帕特森的销售策略》一书中写道：“销售的科学从标准化开始”。凯文#8226;克兰斯说：“营销越来越多地成为一门科学而不是艺术。它不再