孙子兵法之如何领导销售团队
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and Processes
13
道：The Common Vision
• Why do we need to realise this vision? 我们为什么需要实现这个愿 景
• How do we get buy-in for this vision? 我们如何产生共鸣并获得认同？
• "What's in it for us?" “对我们有什 么益处？”
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
8
Management by Objectives 性管理
目标
What is Strategy? 什么是战略？
23
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 years from now?
达到准确的判断
• Practical Intelligence 学以致用的能力
30
Sun Tzu's 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
方法
Source: HR C2h6ally
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
• Ordinary vs. iPods vs. iPod
一般MP3机
• Normal Motels/ Hostels vs. Home
Inns/ Motel 168 一般招待所 vs. 如家/
莫泰
27
• Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的 有效方案
• Be easily 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
• Motivation
团队激励
• Coaching for Peak Performance 获得高 绩效的教练技巧
3
Duties and Responsibilities of a Sales Manager 销售经理的职责 • Elements of Effective Sales
Leadership销售领导力的主要因素
2
Elements of Effective Sales Leadership 销售领导力的主要因素
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
• Leadership Styles 领导风格
24
凡战者，以正合，以奇胜
In war, use conventional methods to get your army organised, but use unconventional methods to achieve
victory
25
What Do Customers Expect from Sales People? 客户对销售员有什么期望？
Elements of Effective Sales Leadership 销售领导力的主要因素
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
• Leadership Styles 领导风格
• Be personally accountable for customers’ results 为客户的绩效承担个人责任
• Understand customers’ business 客户的商务模式
了解
• Proactively provide advice for customers 主动为客户提出建议
• Practical intelligence 学以致用的能力
• Analytic ability
分析能力
• Training/ coaching in a structured setting 有 系统地给下属培训或辅导
• Makes joint calls 一起去拜访客户
• Makes formal presentations 做正式的陈述
9
The 3 Components of Winning Strategies 成功战略的3大组件
• The Goal/ Objective 目标
• The Resources Needed 源
所需资
• The Responses from Customers and Competitors 客户及竞争对手 的反应
Imperil Any
18
将：The Leadership (Decide)
• Are the leaders empowered to make the decisions? 领导可有决 策权？
• Do they have access to the right information? 他们可有获得正确的信 息？
12
Formulating Your Strategy 拟定战 略
• 道：企业之愿景也 The Way/ Vision • 天：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
• Our adversary's S.W.O.T. 对方的优势、 弱项、契机、威胁
• Look for patterns and anomalies 寻找规 律及 反常现象
17
知己知彼，百战不殆
Know Thyself and Thy Adversary, A Hundred Battles Fought and Not
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.
4
Exactly What Does a Sales Manager Need to Do? 销售经理究竟需要做些什么？
5
Duties and Responsibilities of a Sales Manager 销售经理的义务和责任
• Directs and controls others in a business unit 在商务单位指导并支配他人
31
智 Intelligence and Wisdom
• Analytical Intelligence 分析能力
– Understands trends and numbers 了解趋势与数字
– Good at problem solving 善于解决问题
– Draws accurate conclusions
10
胜兵先胜而后求战，败兵先战而后求 胜
The victorious army plans for victory before fighting, the
vanquished army fights before planning for victory
11
业绩… …企业之命脉，死生之地， 存亡之道，不可不察也。
14
15
天：The Climate (Gathering Inputs)
• Extenal factors beyond our control 在 我们控制范围以外的大环境
• Political. Economical.Social .Technological. factors 政治、经济、社会、科技 因素
war
22
法：The Methods and Processes (Implement)
• How shall we roll out our plans? 我 们该如何实施？
• Are there feedback mechanisms in place? 实施过程可有反馈机制？
• Can we make adjustments as the situation demands it? 我们该如何 按照时势作出调整？
• Takes initiative in a business unit 主动性强
• Profit consciousness in a management role 从 管理角度具有盈利意识
• Focused on quantitative results 量化的成效
关注于可
6
Elements of Effective Sales Leadership 销售领导力的主要因素
20
不知三军之权而同三军之任，则军 士疑矣
If a commander is given the responsibility but NOT the authority,
his soldiers will doubt his commands
21
将能而君不御者胜
The ruler who does not interfere with capable generals shall win the
• Can they make the right deductions? 他们能否做出正确的判断？
19
不知三军之事而同三军之政，则军 士惑矣
If a commander does not understand the key issues of the battle AND his own army BUT gives commands, his soldiers will be confused
• Look for patterns and anomalies 寻找规 律及 反常现象
16
地：The Ground (Gathering Inputs)
• Extenal factors within our span of influence 在我们影响范围以内的实地情况
• Our S.W.O.T. 我方的优势、弱项、契机、 威胁
Sun Tzu and the Art of Sales Leadership 孙子兵法 之 如何领导销售团 队，创造非凡业绩
1
Top Sales People Don’t Necessary Become Good Sales Managers. Why? 卓越销售员不一定就是优秀 的销售经理。为什么？
28
Who Are Some of The Leaders in You Admire 谁是你你最仰慕的 领导们 What makes admire them? 你 为什么会仰慕他们？
29
How do you measure Leadership的绩效？
13
道：The Common Vision
• Why do we need to realise this vision? 我们为什么需要实现这个愿 景
• How do we get buy-in for this vision? 我们如何产生共鸣并获得认同？
• "What's in it for us?" “对我们有什 么益处？”
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
8
Management by Objectives 性管理
目标
What is Strategy? 什么是战略？
23
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 years from now?
达到准确的判断
• Practical Intelligence 学以致用的能力
30
Sun Tzu's 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
方法
Source: HR C2h6ally
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
• Ordinary vs. iPods vs. iPod
一般MP3机
• Normal Motels/ Hostels vs. Home
Inns/ Motel 168 一般招待所 vs. 如家/
莫泰
27
• Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的 有效方案
• Be easily 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
• Motivation
团队激励
• Coaching for Peak Performance 获得高 绩效的教练技巧
3
Duties and Responsibilities of a Sales Manager 销售经理的职责 • Elements of Effective Sales
Leadership销售领导力的主要因素
2
Elements of Effective Sales Leadership 销售领导力的主要因素
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
• Leadership Styles 领导风格
24
凡战者，以正合，以奇胜
In war, use conventional methods to get your army organised, but use unconventional methods to achieve
victory
25
What Do Customers Expect from Sales People? 客户对销售员有什么期望？
Elements of Effective Sales Leadership 销售领导力的主要因素
• Duties and Responsibilities of a Sales Manager 销售经理的职责
• Formulating Sales Strategies 拟定销售战 略
• Leadership Styles 领导风格
• Be personally accountable for customers’ results 为客户的绩效承担个人责任
• Understand customers’ business 客户的商务模式
了解
• Proactively provide advice for customers 主动为客户提出建议
• Practical intelligence 学以致用的能力
• Analytic ability
分析能力
• Training/ coaching in a structured setting 有 系统地给下属培训或辅导
• Makes joint calls 一起去拜访客户
• Makes formal presentations 做正式的陈述
9
The 3 Components of Winning Strategies 成功战略的3大组件
• The Goal/ Objective 目标
• The Resources Needed 源
所需资
• The Responses from Customers and Competitors 客户及竞争对手 的反应
Imperil Any
18
将：The Leadership (Decide)
• Are the leaders empowered to make the decisions? 领导可有决 策权？
• Do they have access to the right information? 他们可有获得正确的信 息？
12
Formulating Your Strategy 拟定战 略
• 道：企业之愿景也 The Way/ Vision • 天：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
• Our adversary's S.W.O.T. 对方的优势、 弱项、契机、威胁
• Look for patterns and anomalies 寻找规 律及 反常现象
17
知己知彼，百战不殆
Know Thyself and Thy Adversary, A Hundred Battles Fought and Not
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.
4
Exactly What Does a Sales Manager Need to Do? 销售经理究竟需要做些什么？
5
Duties and Responsibilities of a Sales Manager 销售经理的义务和责任
• Directs and controls others in a business unit 在商务单位指导并支配他人
31
智 Intelligence and Wisdom
• Analytical Intelligence 分析能力
– Understands trends and numbers 了解趋势与数字
– Good at problem solving 善于解决问题
– Draws accurate conclusions
10
胜兵先胜而后求战，败兵先战而后求 胜
The victorious army plans for victory before fighting, the
vanquished army fights before planning for victory
11
业绩… …企业之命脉，死生之地， 存亡之道，不可不察也。
14
15
天：The Climate (Gathering Inputs)
• Extenal factors beyond our control 在 我们控制范围以外的大环境
• Political. Economical.Social .Technological. factors 政治、经济、社会、科技 因素
war
22
法：The Methods and Processes (Implement)
• How shall we roll out our plans? 我 们该如何实施？
• Are there feedback mechanisms in place? 实施过程可有反馈机制？
• Can we make adjustments as the situation demands it? 我们该如何 按照时势作出调整？
• Takes initiative in a business unit 主动性强
• Profit consciousness in a management role 从 管理角度具有盈利意识
• Focused on quantitative results 量化的成效
关注于可
6
Elements of Effective Sales Leadership 销售领导力的主要因素
20
不知三军之权而同三军之任，则军 士疑矣
If a commander is given the responsibility but NOT the authority,
his soldiers will doubt his commands
21
将能而君不御者胜
The ruler who does not interfere with capable generals shall win the
• Can they make the right deductions? 他们能否做出正确的判断？
19
不知三军之事而同三军之政，则军 士惑矣
If a commander does not understand the key issues of the battle AND his own army BUT gives commands, his soldiers will be confused
• Look for patterns and anomalies 寻找规 律及 反常现象
16
地：The Ground (Gathering Inputs)
• Extenal factors within our span of influence 在我们影响范围以内的实地情况
• Our S.W.O.T. 我方的优势、弱项、契机、 威胁
Sun Tzu and the Art of Sales Leadership 孙子兵法 之 如何领导销售团 队，创造非凡业绩
1
Top Sales People Don’t Necessary Become Good Sales Managers. Why? 卓越销售员不一定就是优秀 的销售经理。为什么？
28
Who Are Some of The Leaders in You Admire 谁是你你最仰慕的 领导们 What makes admire them? 你 为什么会仰慕他们？
29
How do you measure Leadership的绩效？