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带领团队走出业绩低谷的6个方法
信息来源:桑德拉    发布时间:2014-09-22    浏览次数:

 

6 Ways Effective Sales Managers Lead Their Teams Out of Slumps

带领团队走出业绩低谷的6个方法

 

 

Sales slumps happen. They are guaranteed to hit and, when they do, they put intense pressure on your team to perform. You, as a sales manager, should be prepared to lead your team out of the doldrums effectively and efficiently.

        业绩不好的状况时有发,并会给你的销售团队带来巨大的压力。这个时候,作为销售主管的你应当准备好,快速有效地带领团队走出低迷。

 

We’ve identified 6 things exemplary sales managers do to drag teams from the muck. There’s no perfect solution to sales slumps, but these techniques will help mitigate damage and keep your staff afloat through the toughest times.

        这里我们探讨6种典型的方法帮助销售主管带领团队走出泥潭。永远没有完美的解决方法,这些方法或许也不够完美,但可以帮助你降低危害,渡过难关。

 

 


 

Identify and address problems

找准问题,解决它

 

When excellent managers recognize a sales rut, they first examine the situation as a whole. Ask yourself a handful of questions to help diagnose and address the situation at hand:

        当优秀的销售领导面临业绩困境时,首先会做全盘的分析和考虑,问问自己几个问题来判断形势和解决问题:

 

  • What caused the slump? Was it something outside your control, such as a market correction? Or is the cause internal? Is your team fatigued? Caught in an inefficient cycle?
  • 是什么导致了业绩下滑?是不可控的原因吗?比如市场的波动,还是内部的原因造成的?是你的团队陷入了一个低效的恶性循环被拖疲了吗?
  • Is the whole team in a slump, or just certain individuals?
  • 是整个团队都陷入低谷,还是仅仅是一部分人而已?
  • When in the past was your team at its best? What conditions led to success, and can you recreate them? Is there a common theme causing this issue?
  • 你的团队过去最佳业绩出现在什么时候?当时有什么支撑条件,还能创造这些条件吗?是否有一个共同的原因导致这次的业绩下滑?
  • How is the team feeling outside of work? Is everyone healthy and making time for activity? Stress and emotion weigh heavily on the sales process and can’t be ignored.
  • 你的团队成员在工作之外的状态如何? 每个人都身心健康并保持平衡吗?有时候过大的压力和情绪障碍也是要考虑的因素之一。

 

There are no silver bullets in climbing out of sales valleys. Focus on what’s obvious, but try not to ignore the big picture.

        并没有所谓的“灵丹妙药”,聚焦在那些重要的问题,但是尽量要保持对全盘的分析。

 

 

Shift their focus toward process and productivity

把团队焦点转移到流程和效率上

 

Remember: sales is a science. One all-too-common mistake sales teams make during tough times is abandoning process. Desperation sinks in, and the successful past goes out the window.

        请记住:销售是一门科学。许多人面临业绩窘境的时候,都会犯一个共同的错误:完全抛弃流程,手忙脚乱!过去取得成功时的沉着与冷静不见了;相反,却陷入悲观和绝望之中。

 

It’s your job to keep your team on task. Help each team member stay stoic. Focus on your sales process and their individual cookbook behaviors. Keep them prospecting, practicing pitches, and fighting for sales as usual. There are ways to fight your team’s frustration and fatigue. Halting your standard selling process is not one of them.

        作为领导,你有责任保持团队聚焦在工作任务(而非情绪),帮助每个人保持坦然,聚焦在你的业务流程以及每个销售人员的销售行为和动作。让团队像平常一样持续地开发客户,操练技能,全力以赴。有许多方法可以应对挫败感和疲态,但是抛弃销售流程胡乱折腾不是一个好的选择(除非你确定那是最大的障碍)。

 

 

Set micro-goals

设定小目标

 


 

Maintaining broad and lofty goals during a sales rut can result in work without focus. Instead, define clear objectives. When times are tough, turn your team’s attention to smaller, more controllable personal behavioral goals. Increase the number of prospecting calls made by 10%, or solve a specific problem for one customer. Achieving process-based goals can help your team maintain scope and keep morale from plummeting.

        面临业绩窘境的时候,继续保持虚大而宽泛的指标可能会导致无法集中精力、聚焦。相反,设定清晰的小目标,把团队的注意力拉回到那些可控的个人行为目标。比如:提升10%的客户开发行为量,后者为某个客户解决一个特定的问题。实现基于业务流程的目标可以帮助你的团队不至于遭受直线下降的打击,从而保持斗志,赢得周旋的余地。

 

 

Encourage touches on existing customers

鼓励与现有客户互动

 

Remember that a primary role for sales teams is to build and maintain customer trust. Prospecting during a slump is important, but keeping your existing customers happy is always critical.

        销售团队的一个基本工作就是建立和保持客户的信任;在业绩不佳时开发新客户是很重要的,但是保有现有客户是在任何时候都重要的事情。

 

 

Challenge stagnant perspectives and comfort zones

打破僵化的视角,突破舒适区

 

During the problem discovery phase, did you find that your team was spinning their wheels? It happens to all of us. We live in routine, recycling what we’re reading, to whom we’re talking, and how we treat our jobs.

        在发现问题的阶段,你是否发现你的团队可能已经因循守旧了?这并不罕见,我们都会陷入一种惯性,重复读一类文章,和同一类人交往,用一尘不变的方式对待工作。

 

Sometimes shaking up the routine can put your team back on track. You can facilitate this for your staff without breaking sales procedure by bringing in fresh perspectives. Network with leaders in similar positions and ask them to shadow your team. Seek invaluable advice from colleagues and advisors you trust.

        有时候,打破僵化的常规能帮助你重回正确的轨道,你可以:辅导员工在不破坏销售流程的情况下用新的视角看问题;和类似职位的领导者交流,让他们帮助你影响你的团队;寻求你信任的同事和顾问的建议。

 

It may be a single member of your team in need of a refresh. In that case, have that person sell from another office for a day. By shadowing another company, that person becomes reinvigorated and brings new ideas to your process.

        如果仅仅是其中一个销售员需要革新观念,让他和其他部门,其他公司工作一天,通过跟随学习,他可能就会重新焕发活力并为你们的业务带来新的思路。

 

 

Pool your resources

聚合你的资源

 

When your team is individually focused, it’s easy to forget the team aspect. Encourage healthy collaboration and cross networking among team members.

        当每个人都在埋头做自己的事情的时候,很容易忘记“团队”的力量。鼓励团队成员间的交流和协作。

 

Open teamwork can lead to fresh perspectives. However, putting everyone in a room with no direction can lead to chaos. Try taking on Amazon founder Jeff Bezos’ approach to productive collaboration meetings. To start a meeting, provide your team with a memo detailing the specific issues at hand. Have everyone take 15-30 minutes to read and annotate this memo before proceeding. This process aligns everyone toward a singular goal, creating a focused meeting environment.

        开放的团队协作可以带来不一样的视角。但是,不明目的地把团队召集在一起开会有可能会导致更大的混乱。你可以借鉴亚马逊创始人 Jeff Bezos如何开一个高效协作会议的方法。会议开始时,先给所有人一个如何开会的示范:这个示范就解决一个非常具体的问题,让每个人都有15-30分钟来解读和理解这个示范。这样的开会方式让每个人都朝着一个共同的目标,创造一个聚焦的会议氛围。

 

Whenever possible, nurture an environment that’s conducive to open idea sharing. In uncertain times, your team may fear failure. Lending thoughtful consideration to everyone’s ideas leads to a more confident sales staff, especially when you put those ideas into action.

        只要有可能,都要尽力营造一个开放式的会议氛围。有的时候,你的团队成员可能会担心失败。抱着认真的态度对待每个成员的想法,这会鼓励你的成员更加自信---尤其是当你把他们的想法付诸行动的时候!

 

 

How do you manage a team when sales take a dive?

业绩不佳时你是怎么管理团队的呢?

 

If you’ve been a sales manager for some time, you probably have survived a slump in your recent memory. Your team may be stuck in one right now. What are you doing to keep revenues and behaviors positive? What were the most effective techniques in the past that allowed your organization to endure? Tell us in a comment below!

        如果你已经在销售管理的岗位做了一段时间,你或许已经经历过业绩不佳的时候,又或许你正在经历。你是怎么做来确保销售行为和业绩的呢?以往你公司使用的最有效的方式又是什么呢?请通过下面的评论分享给大家吧!

 

 

Related Posts:

关联阅读:

  1. What Not to Do During a Sales Slump: Seven Deadly Sales Sins & How to Avoid Them 业绩不佳时的雷区:销售7宗罪以及避免的方法
  2. Tips for first-time managers 新任管理者的建议
  3. 6 Ways to Improve Customer Service 改善客户服务的6钟方法
  4. In Sales, Winners Keep Score 销售中,赢家总是不断“射门”

 

 

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