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1、1,孙子兵法 之 营销战略,2,Management by Objectives目标性管理,What is Strategy?什么是战略？,3,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,4,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
2、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？,5,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,6,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 receptivit
3、y客户的接受程度Competitors reactions竞争对手的反应Others其他,7,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.,8,Formulating Your Strategy拟定战略,道：企业之愿景也The Way/ Vision天：
4、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,9,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、5 years from now?,10,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 eas
6、ily 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,Source: HR Chally,11,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Ord
7、inary vs. iPods一般MP3机 vs. iPodNormal Motels/ Hostels vs. Home Inns/ Motel 168 一般招待所 vs. 如家/ 莫泰,12,Price of Product vs. Cost of Purchase产品价格 vs. 购买成本,13,Price vs. Value价格 vs. 价值,14,What is the Value of Water?,水 值多少钱？,15,What do Your Customers Value?你的客户会珍惜什么价值呢？,A Value is NOT a Real Value UNLESS the
8、 Customer Wants It!客户所不惜的就不是真正的价值,16,What Customers Want, Generally客户一般要的是什么？,Same value, lower cost相同价值，更低成本Same cost, better value相同成本，更优质的价值Customised to needs量身订造,17,How does Your Customer Perceive You? 你的客户对你抱持什么态度？,Strategic Importance of Sellers Products 卖方产品的战略重要性,Difficulty of Obtaining Sub
9、stitutes 获得替代品的困难程度,Source:Huthwaite,Hi 高,Lo 低,Lo 低,Hi 高,18,How do you measure Leadership Effectiveness?,您将如何衡量领导力的绩效？,19,How Good Leaders can Add Value优秀领导者是如何增加价值的,Getting team members to go the extra mile willingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）Inspire team members to generate more creative solutio
10、ns启发队员，使他们能够更富有创意地解决问题Motivating team members to take initiative with the appropriate actions激励队员，使他们能够自主地采取合适的措施与行动,20,Sun Tzus 5 Criteria for Leadership孙子兵法将者5律,智Intelligence and Wisdom信Trust and Respect仁Compassion勇Courage严Discipline and Control,21,智Intelligence and Wisdom,Analytical Intelligence分
11、析能力Understands trends and numbers了解趋势与数字Good at problem solving善于解决问题Draws accurate conclusions达到准确的判断Practical Intelligence学以致用的能力Understands wide-ranging knowledge学识渊博Knows where to look for the right information知道如何找寻信息Identifies the right context for the right application知道在什么场合运用什么方式来解决问题Creati
12、ve Intelligence创造力Sees new perspectives that others dont看到他人所看不到的观点Thinks laterally侧向思维Generates innovative solutions营造创新方案,22,信Trust and Respect,Trust in the leaders decisions信任领导的决策Trust in the leaders intentions信任领导的意图Authority is given, but respect is earned权利是加于的，但尊重是赢取的Lead by example以身作则,23,仁
13、Compassion,Understands the needs and aspirations of your team members了解各个队员的需求及奋斗目标Makes each sales person the best sales person she can ever be让每一个销售队员成为最优秀的销售员,24,勇Courage,Making decisions that team members dislike作出让团队不高兴的决策Making decisions that management dislikes作出让管理层不认同的决策Taking action付出行动,25
14、,严Discipline and Control,To discipline others, discipline yourself first严己宽人Control is ALSO about catching other doing the RIGHT things监控也包括“抓”到对方做对事,26,Who is the Best Sales Person?哪位是最优秀的业务员？,27,Who is the Best Sales Person?哪位是最优秀的业务员？,28,Who is the Best Sales Person?哪位是最优秀的业务员？,29,Who is the Best
15、 Sales Person?哪位是最优秀的业务员？,30,What will be Your Advice to Salesman A, B and C?你会给业务员A、B及C什么建议呢？,31,Who Are Some of The Leaders in You Admire谁是你你最仰慕的领导们,What makes you admire them?你为什么会仰慕他们？,32,Traits of Good Leaders 优质领导的特征,Ambition 雄心壮志Tenacity 坚韧不拔Self-confidence 沉着自信Psychological Openness 心胸豁达Real
16、ism 脚踏实地Appetite for Learning 勤奋好学,33,How do you measure Leadership Effectiveness?,您将如何衡量领导力的绩效？,34,How Good Leaders can Add Value优秀领导者是如何增加价值的,Getting team members to go the extra mile willingly让队员自愿地作额外的付出（行千里而不劳者，行于无人之地也）Inspire team members to generate more creative solutions启发队员，使他们能够更富有创意地解决问题Motivating team members to take initiative with the appropriate actions激励队员，使他们能够自主地采取合适的措施与行动,
