麦肯锡 行销 概述与基本框架.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 establishing performance-based measures and rewards。 The skill/ will matrix is a useful tool for identifying skill gaps and challenges at the individual salesp0erson’s level。 Performance-based measures and rewards Having identified causes of inadequate sales performance， companies can use the following capability-building levers to correct problems： recruiting training coaching compensation these topics are addressed in the following documents/ training modules： sales force effectiveness workshop——contact Terri Geary（FI） sales force effectiveness handbook——pknet#6670 for further assistance， please contact tanuja randery（dc）。。。 pricing Pricing-- provide the value Companies can also provide value to their customers through careful pricing decisions。 Despite the huge profit leverage of improved price performance， pricing is among the most undermanaged basic functions within our clients today。 The issues， opportunities， and threats in pricing can be explored across three distinct but related levels of piece management： the supply-demand level the product/market strategy level the transaction level Making positive pricing change happen is usually more difficult than identifying the location of a pricing opportunity。Successful change programs- those that genuinely upgrade the client’s pricing capability-usually contain elements across at least four dimensions： top-down， bottom-up