【本周期刊】别看现在，你的销售文化差距正在扩大

作者有话说

Dear SalesExecutive:

各位销售精英，大家好：Even

if your sales force is trained and certified in Action Selling, what is

the biggest remaining obstacle to unleashing your company’s full sales

potential?
即使您的销售队伍参加了行动销售的培训和认证，释放公司全部销售潜力的最大障碍是什么呢?

Plenty of research says the most likely answer is that you have a gap in your sales culture—and that gap is getting wider.
很多研究表明，最有可能的答案是，您在销售文化上存在差距——而且这种差距正在扩大。

What am I talking about? Glad you asked. Let’s talk.
我在说什么？很高兴您的提问。让我们来谈谈。

We are committed to your professional success.
我们致力于您的事业成功。



Duane Sparks杜南•斯巴克斯

Author of Action Selling行动销售作者

Every

business leader wants a productive, efficient, and effective sales

organization—one that consistently hits quota. So why do recent studies

suggest that two-thirds of sales reps fail to hit quota? Why do 65% of

B2B companies tell Aberdeen Research that their #1 challenge is sales

productivity?
每个商业领袖都想要一个多产、高效的销售团队——一个始终能达成指标的团队。那么，为什么最近的研究表明三分之二的销售代表未能达到指标呢?为什么65%的B2B公司告诉Aberdeen 研究公司他们最大的挑战是销售效率呢?

A

study by the Harvard Business Review on the problem with sales

productivity isolates “sales culture” as the most important criteria

determining a highly productive company. HBR’s research further

indicates that the factor determining whether a company achieves a

high-performing sales culture is the company’s ability to align all

customer-contact employees with a common culture based on an effective

customer-communications strategy.
《哈佛商业评论》针对销售效率问题所做的一项研究，将“销售文化”视为决定高绩效企业的最重要指标。HBR的研究进一步表明，决定一家公司是否达到高绩效的销售文化的首要因素是，公司是否能以有效的客户沟通策略使所有客户、员工的共同文化保持一致。

HBR

defines “alignment” as clarity of vision, strategy, and shared

behaviors. Without alignment among customer-contact teams, companies

cannot avoid a gap in their sales culture. That gap ultimately damages

sales productivity. Today, the gap is widening.
HBR将“对齐”定义为愿景、策略和共同行为的清晰度。如果客户联系的团队没有一致性，公司就无法避免销售文化的差距。这种差距最终会损害销售效率。如今，这种差距正在扩大。

In

fact, I would argue that this is the most important time in the history

of selling for the advent of a healthy and effective company-wide sales

culture. Some of the best-run companies in America agree with me—and

they are doing something about it.
事实上，我想说的是这是销售史上最重要的时刻，一个健康、有效的公司销售文化出现了。美国一些运营最好的公司也同意我的该观点——他们正在为此做些什么。

THIS IS THE MOST IMPORTANT TIME IN THE HISTORY OF SELLING FOR THE ADVENT OF A HEALTHY COMPANY-WIDE SALES CULTURE.

这是销售史上最重要的时刻，标志着健康的全公司销售文化的到来。

As

HBR suggests, the sales culture gap exists because the sales force is

singing out of a different hymnal than the company’s other

customer-contact teams. I refer to the people on those other teams,

collectively, as Customer Relationship Professionals, or CRPs. CRPs work

in functions with names like customer service, technical support,

marketing, and many others. But, their ultimate job is to forge stronger

relationships with customers. Trouble is, almost nobody even tells them

that, much less trains them to do their ultimate job effectively. Small

wonder there is so little synergy between the sales and support teams.

正如《哈佛商业评论》所指出的，销售文化的差距之所以存在，是因为销售团队的唱腔与公司其他客服团队不同。我指的是其他团队中的人员，统称为客户关系专业人员或CRPs。CRP的职责包括客户服务、技术支持、市场营销等。但是，他们最终的工作是与客户建立更牢固的关系。问题是，几乎没有人告诉他们，更不用说训练他们有效地完成他们的最终工作。难怪销售团队和支持团队之间的协同作用很小。

That

is the reason there’s a gap. But, why is the gap growing today? Mainly

because of the internet. Yes, as everyone can and does tell you (ad

infinitum), buyers obviously have access to far more information about

products and services, thanks to the internet. But, nobody talks about

why and how that fact widens the sales culture gap. Here is my take on

the situation:

这就是存在差距的原因。但是，为什么现在的差距还在扩大呢?主要是因为互联网。是的，正如每个人都可以并确实的告诉你，由于互联网，买家显然可以获得关于产品和服务的更多信息。但是，没有人谈论互联网为什么或者如何扩大销售文化差距。以下是我对这种情况的看法:

1.Because

it is so easy to find out more about a product than anyone ever wanted

to know, the days of the company representative as the fount of product

knowledge are over. Just knowing some facts about your product isn’t

nearly good enough anymore.
1、因为很容易找到关于产品的信息，公司销售代表作为传递产品信息的唯一来源的日子已成过去时。仅获得产品的一些情况已经远远不够。

2.Yet,

with an internet-educated buyer, it is more challenging for sales reps

or other employees to “add value” to your products and services than in

the past. In the B2B world, if you want to hit revenue targets and

generate customer loyalty, every employee who comes into contact with

your customers must be able to identify creative ways to add value to

your products.
2、然而，对于一个受过互联网教育的买家来说，销售代表或其他员工比过去更能为你的产品和服务提供“增值”。在B2B领域，如果你想达成收入目标并获得客户忠诚度，那么与你客户接触的每一位员工都必须能够找到创造性的方式来为你的产品增值。

3.Because

buyers know more, the value-add game your customer-contact people are

playing is elevated to a higher, tougher level. The value perception is

less about facts and more about solutions that are specific to the

customer’s situation. Solutions are created when unique customer needs

are married with your company’s capability.
3、因为买家了解的更多，你的客户联络人玩的增值游戏被提升到了一个更高、更严格的水平。价值观念不是关于更多的事实，而是针对客户的具体情况。当特殊的客户需求与公司能力相结合时，就会获得解决方案。

4.If

your sales and service people can’t figure a way to be valuable, why

would you keep them on the payroll? With no added value, you’re merely

pushing commodities. You could let your website handle commodity

transactions, and save a bundle on employee costs.
4、如果你的销售和服务人员无法找到一种有价值的方法，为什么还要雇佣他们呢?如果没有附加价值，只是在推销商品。那你可以直接让你的网站处理来商品交易，并节省大量员工成本。

In

short, it is far more important today that both your sales team and

your service teams know how to add a level of value that the internet

cannot. You’ll need to train your teams to do this—and to do it

consistently. In other words, sales training is no longer enough; you

must train your support people, too. Never forget that these employees

typically interact with customers more often than salespeople do.
简而言之，今天更重要的是，您的销售团队和服务团队都知道如何加强互联网无法提供的增值价值。你需要训练你的团队来做到这一点——并且要始终如一地做到这一点。换句话说，单单销售人员培训已经不够了，你必须训练你的支持团队。永远不要忘记，这些员工通常比销售人员更频繁地与客户打交道。

Your

work force must be able to differentiate your products in the mind of

the customer. That is the only thing that will keep you out of the

commodity business. If you don’t have a way for everyone to learn how to

do this, you’ll inevitably wind up with a deep and wide sales culture

gap. Solving this problem is not only profitable, it’s critical to

survival.
你的员工必须能够在客户的心目中区分你的产品。这是唯一能让你远离商品业务的东西。如果你没有办法让每个人都学会如何做到这一点，你将不可避免地面临广泛的销售文化差距。解决这个问题不仅有利可图，也对生存至关重要。Supply

Chain Services of Stillwater, Minn., sells barcode scanning and

printing equipment to the manufacturing and warehousing industries.

Chief operating officer Dave Green and CEO Chip Emery originally went

looking for sales training for their sales force. Then they decided to

expand training to everyone in the company. Here, in Green’s words, is

their story:
明尼苏达州斯蒂尔沃特的供应链服务公司向制造业和仓储行业销售条形码扫描和打印设备。首席运营官戴夫•格林(Dave

Green)和首席执行官奇普•埃莫里(Chip

Emery)最初为他们的销售团队寻找销售培训。之后他们决定把培训扩大到公司的每个人。这是来自格林的分享故事：

“To

hit the growth goals we were aiming at, we felt that we needed a

culture change. We wanted to develop a sales language that we all could

speak. We decided to train our sales team on Action Selling and to

include everyone else in the Action Selling CRP training program—sales,

administration, technicians, marketing, and even our CFO. We expected to

get a 20 percent lift in sales. We actually got more like 60 percent

our first year following training.”
“为了实现我们的增长目标，我们觉得需要改变文化。”我们想开发一种大家都能说的销售语言。我们决定对我们的销售团队进行行动销售培训，并将其他所有人纳入行动销售CRP培训计划中，包括销售，管理，技术人员，市场营销，甚至我们的首席财务官。我们预期销售额将增加20%。实际上我们在训练后的第一年里我们的成绩实际达到了60%。”

“Action

Selling and CRP training have boosted the sales confidence of everyone

in our company. Imagine an employee who is 20-something years old

meeting with the CEO of a half-billion-dollar company and having the

confidence to recommend what that CEO should do. We win just about every

deal when we team up and use what we’ve learned from the training.”
“行动销售和CRP培训提高了我们公司每个人的销售信心。想象一下，一名20岁左右的员工与一家价值5亿美元的公司的首席执行官会面，并很自信的建议CEO应该做些什么。当我们合作并使用我们从训练中学到的知识时，我们几乎赢得了每一笔交易。

“It’s

a pretty radical idea to train everyone in a company to be effective at

selling. But so is growing a company by 60 percent per year.”
“培训公司里的每一个人都能有效地进行销售，这是一个非常激进的想法。每年增长60%的公司也是如此。”



* For information about how to make sales training pay huge dividends, contact us at 0755-88265430,88261982.微信号：actionselling



❶ 近期公开课:  9月27-28日 深圳❷ 科特勒学院专注企业营销销售培训
❸ 长按右侧二维码，访问学院微网站



↙  点“阅读原文”,在线报名

    关注 行动销售