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/*!
* Based on Bootstrap v3.3.7 (http://getbootstrap.com)
* Copyright 2011-2015 Twitter, Inc.
* Licensed under MIT (https://github.com/twbs/bootstrap/blob/master/LICENSE)
--------------------------------------------------------------
== IMPORTANT ==
--------------------------------------------------------------
Any changes made to this or any other of the plugin's files will be lost at the next update.
-----------------------------
== TABLE OF CONTENTS ==
-----------------------------
# Glyphs
# General styling
# Transition effects
## Fade
## Overlisde
## Underlisde
## Parallax
## Horizontal Flip
## Vertical Flip
# Appearance
# Themes
## Light Theme
## Light 2 Theme
## Dark Theme
## Square Theme
## Tall Theme
## Caption Left Theme
## Caption Bottom Theme
# Caption Animations
## Fade
## Slide
## Blur
## Zoom In
## Zoom Out
# Caption Text Styles
# Loaders
## Horizontal Loader
## Circle Loader
# RTL
# Responsiveness
/*********************
# GLYPHS
**********************/
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Ekspert w dziedzinie zarządzania sprzedażą Suzanne M. Paling proponuje rozwiązania 15 najczęstszych problemów, z jakimi spotykają się menedżerowie prowadzący handlowców. Opisuje, w jaki sposób kierownicy sprzedaży powinni rozwiązywać problemy związane ze sprzedażą, aby zarówno kierownicy, jak i przedstawiciele handlowi mogli skupić się na sprzedaży. Paling dołącza bonusowe arkusze robocze, szablony i listy kontrolne, które można wykorzystać do wdrożenia jej przydatnych rad. getAbstract poleca ten pragmatyczny przewodnik menedżerom sprzedaży i ich przełożonym, a także handlowcom, którzy mają nadzieję zostać menedżerami sprzedaży, ale nie chcieliby rozpoczynać tej przygody bez uprzedzenia i szkolenia.
Streszczenie zostało przetłumaczone maszynowo (przepraszamy za niedoskonałości tłumaczenia) jako materiał uzupełniający na nasze szkolenia i wyjazdy integracyjne .
Take-Aways Kierownicy sprzedaży w każdej branży mają do czynienia z tymi samymi problemami. Wdrożenie rozwiązań wymaga planowania, ciężkiej pracy i cierpliwości. 15 najczęstszych problemów dotyczy głównie omawiania wyników, stosowania środków dyscyplinarnych, radzenia sobie ze zmianami i osiągania celów sprzedaży. Skuteczne zarządzanie sprzedażą zwiększa przychody i zwrot z inwestycji, ale wymaga orientacji, szkolenia i komunikacji. Większość firm inwestuje w szkolenie przedstawicieli handlowych, ale nie w szkolenie kierowników sprzedaży. Większość kierowników sprzedaży musi samodzielnie rozwiązywać swoje zadania. Często są to przedstawiciele handlowi, którzy awansowali. Kilka wskazówek: Nie należy przydzielać terytoriów w oparciu o osobiste pragnienia przedstawicieli, którzy szukają wygody lub dodatkowego zysku. Zróżnicowane terytoria mogą wpływać na innych przedstawicieli. W przypadku pojawienia się problemów należy przedstawić szefowi proponowane rozwiązania. Należy zbadać dokładnie sytuacje, w których znajdują się problematyczni sprzedawcy, a podczas omawiania poszczególnych kwestii związanych z wydajnością pracować na podstawie skryptów. Wykorzystanie procesu rozmowy kwalifikacyjnej w celu uniknięcia przyszłych problemów z przedstawicielami. Podsumowanie W dążeniu do skutecznego zarządzania sprzedażą Każdy kierownik sprzedaży musi zmierzyć się ze źle zdefiniowanymi cyklami sprzedaży, sprzedawcami o niespójnych wynikach i pracownikami sprzedaży, którzy ignorują wymagania dotyczące śledzenia klientów, aby wymienić tylko kilka wyzwań. Nierozwiązanie tych i innych problemów szkodzi karierze menedżerskiej, psuje wskaźniki efektywności i szkodzi wynikom finansowym.
„Każda kwestia, problem lub dylemat stanowi szansę dla lidera. Liderzy sprzedaży, zamiast się przed nimi wzbraniać, muszą stawić czoła tym sytuacjom.” Większość firm poświęca czas i pieniądze na podnoszenie kwalifikacji swoich przedstawicieli handlowych, ale niewiele inwestuje w rozwój zawodowy menedżerów sprzedaży. Jest to poważne zaniedbanie. Wielu kierowników zespołów sprzedaży nie wie, jak radzić sobie z problemami dotyczącymi przedstawicieli, klientów, zamówień lub usług. Wielu z nich to byli najlepsi producenci sprzedaży, którzy zostali wyniesieni na stanowiska kierownicze bez wcześniejszego doświadczenia w zarządzaniu. Gdy firma uhonoruje ich takim awansem, odsyła ich do nowego biurka i pozostawia do samodzielnego rozwiązania.
„Jako lider sprzedaży ma Pan za zadanie sprawić, aby sprzedawcy odnosili sukcesy, ale istnieją wspólne przeszkody, takie jak złe nawyki sprzedawców i kierowników sprzedaży, które to uniemożliwiają.” (Robert J. Calvin, „Sales Management Demystified”) Kierownicy sprzedaży, którym brakuje odpowiedniego szkolenia zawodowego, popełniają liczne błędy, nie realizują celów w zakresie przychodów, dezorientują swoich bezpośrednich podwładnych i rzadko osiągają najwyższą wydajność. Nie mogąc zrealizować swoich celów, niektórzy kierownicy sprzedaży odchodzą do nowych pracodawców.
Piętnaście typowych problemów w zarządzaniu sprzedażą i ich rozwiązania Kierownicy sprzedaży muszą rozmawiać ze swoimi handlowcami o wynikach. Menedżerowie muszą wiedzieć, jak i kiedy wprowadzić środki dyscyplinarne, ustanowić zasady ograniczające błędy w sprzedaży i omówić potrzebne zmiany.
„Zarządzanie zespołem handlowym zdolnym do odkrywania i zamykania nowych transakcji wymaga zatrudniania handlowców zdolnych do odkrywania i zamykania nowych transakcji. Jeżeli zatrudniają Państwo nowych przedstawicieli handlowych, należy uniknąć przyszłych problemów, przeprowadzając pełne szkolenie tuż po ich dołączeniu do zespołu. Proszę wyjaśnić, czego Państwo i firma oczekują, i ustalić zasady działania.
Większość problemów ze sprzedażą ma swoje rozwiązania krok po kroku. Ale zanim sięgną Państwo po lekarstwo, należy odrobić pracę domową. Jeżeli nadzorują Państwo handlowców, którzy mają problemy, nie przestrzegają zasad, są trudni w kontaktach lub osiągają słabe wyniki, należy spróbować zobaczyć ich pracę w odpowiednim kontekście. Proszę zebrać wiarygodne dane na temat jego sytuacji. Zaplanować rozmowę z wyprzedzeniem. Pracować na podstawie scenariusza. Aby nie wywołać u rozmówcy reakcji obronnej, należy mądrze dobierać słowa.
„Przedstawiciele super i mierni mają wspólną cechę: Większość z nich działa w ten sposób na początku swojej kariery i nie zmienia się. Proszę nauczyć się rozpoznawać ich od razu, zlecając wszystkim kandydatom na wolne stanowiska sprzedażowe przeprowadzenie przed zatrudnieniem oceny sprzedaży.” 15 najczęstszych problemów, z którymi borykają się kierownicy sprzedaży, oraz ich rozwiązania to:
„Niekonsekwentny przedstawiciel handlowy” Problem: Przedstawiciele handlowi stale osiągają, a następnie nie osiągają swoich limitów sprzedaży i przychodów, podkopują morale innych przedstawicieli i sprawiają, że wygląda Pan na nieefektywnego menedżera. Rozwiązanie: Problem przychodów ze sprzedaży należy omówić z przedstawicielami handlowymi, gdy dobrze sobie radzą i zamykają interes. Nie należy poruszać tematu poprawy ich umiejętności sprzedaży. Wykorzystać dane, aby pomóc przedstawicielom zrozumieć ich „cykle i wzorce” sprzedaży. Ilustrować dane łatwymi do zrozumienia wykresami. Zmienić politykę firmy w taki sposób, aby każdy przedstawiciel handlowy płacił cenę za brak konsekwencji; na przykład, nakazać, aby „przedstawiciele handlowi, którzy nie osiągną kwoty przez dwa kolejne miesiące, zostali umieszczeni w okresie próbnym”. „Sprzedaż tylko istniejącym klientom”. Problem: Przedstawiciele rzadko wykonują zimne telefony. Nie próbują budować relacji z potencjalnymi klientami. Nie tworzą nowego biznesu. Rozwiązanie: Sprawdzić metryki, czy ci przedstawiciele handlowi rutynowo nie powiększają portfela nowych transakcji Państwa firmy. Jeżeli tak, należy poddać ich „ocenie sprzedaży online” i w razie potrzeby zaplanować szkolenie w zakresie sprzedaży. Nalegać, aby wszyscy przedstawiciele handlowi codziennie, co tydzień i co miesiąc realizowali założone cele w zakresie prospectingu – spotkania, demonstracje itp. Zapewnić zachęty finansowe, aby ich zmotywować. „Paraliż mediów społecznościowych Problem: handlowcy w celach biznesowych prawie całkowicie polegają na Internecie i marnują czas w sieci. Prowadzą poszukiwania prawie wyłącznie za pośrednictwem mediów społecznościowych i zazwyczaj nie radzą sobie dobrze z rozmowami telefonicznymi. Rozwiązanie: Należy pamiętać, że ci przedstawiciele handlowi nigdy nie zmienią swojej aktywności w Internecie, chyba że przedstawią im Państwo wiarygodne dane pokazujące, dlaczego zmiana jest rozsądnym posunięciem biznesowym. „Praktycznie każdy pracownik korzysta w jakimś stopniu z Internetu, mediów społecznościowych i wyszukiwarek. Warto rozważyć zastosowanie aplikacji do śledzenia czasu pracy, aby uzyskać lepszy wgląd w to, jaki procent dnia przedstawiciele spędzają w sieci i jak wykorzystują ten czas.” Zapisać błądzących przedstawicieli na szkolenie z zakresu umiejętności telefonicznych. Wyjaśnić im, jak ważne jest wyjście z ich internetowego kokonu. Poprosić przedstawicieli o podanie dwóch konkretnych sugestii, jak mogą poprawić swoje wyniki w rozmowach telefonicznych. „Lenistwo sprzedawców” Problem: Jeden przedstawiciel handlowy firmy jest wybitny, ale nie jest w stanie sam objąć całego rynku. Przedstawiciel grozi, że odejdzie, jeżeli firma doda więcej sprzedawców i podzieli terytorium. Rozwiązanie: Skontaktować się z rekruterami, aby znaleźć nowych sprzedawców. Jeżeli przedstawiciel grozi rezygnacją, należy zaoferować mu zachętę finansową, aby przekonał się do pozostania. Jeżeli przedstawiciel odejdzie, inni wykwalifikowani sprzedawcy mogą zrobić to jeszcze lepiej. Państwa firma nie może się rozwijać, gdy jedna osoba zajmuje jej terytorium sprzedaży. „Kłopoty z tytułami Problem: Sprzedawca chce mieć wymyślny tytuł, taki jak „konsultant ds. rozwiązań” lub „przedstawiciel ds. klientów krajowych”. Przyznanie tego tytułu sprzedawcy może zdezorientować klientów, zirytować innych przedstawicieli lub wymagać korekty terytorium. Rozwiązanie: Utrzymać łatwo zrozumiałe tytuły i stosować je jednolicie. Uzyskać zgodę przełożonego na wszystkie tytuły i opisy stanowisk. Należy pamiętać, że „liderzy sprzedaży muszą ułatwić klientowi prowadzenie interesów z ich organizacją”. Jeżeli tytuł jednego przedstawiciela handlowego wprawia klientów w zakłopotanie, a innego ma tytuł, który zawyża zakres obowiązków, niewiele dobrego wyniknie z tej sytuacji. Jeżeli chcą Państwo wyróżnić przedstawiciela handlowego, proszę wyznaczyć mu dodatkowy zakres obowiązków, na przykład „koordynator ds. szkoleń dla nowo zatrudnionych”. „Niezgodność z CRM” Problem: Przedstawiciele nie korzystają z systemu oprogramowania do zarządzania relacjami z klientami (CRM) lub wprowadzają tylko krótkie informacje. W ten sposób trudno jest Panu i innym członkom kierownictwa dowiedzieć się, co właściwie robi każdy sprzedawca. Rozwiązanie: Opracowanie serii „przykładowych notatek z najlepszymi praktykami”, które sprzedawcy mogą wykorzystywać do komunikacji w ramach CRM. Zapytać przedstawicieli handlowych, którzy dokonują pełnych wpisów, jakie notatki najlepiej się sprawdzają, ponieważ opracowali już skuteczną taktykę CRM. Szkolić handlowców w zakresie planowania i tworzenia informacyjnych wpisów do CRM. „Tajemniczy sprzedawca zdalny” Problem: Państwa przedstawiciele, którzy pracują na odległość, nie utrzymują kontaktu z biurem, opuszczają spotkania i nie zajmują się listami kont. Nikt nie wie, jak spędzają swój czas. Rozwiązanie: Monitorować „aktywność CRM, czas logowania do komputera, czas wysyłania e-maili, wykonane lub nieodebrane połączenia telefoniczne, wizyty u klientów itd. Omówić sytuację z przedstawicielem. Porozmawiać o wydajności. Zapytać, czy nadal jest w stanie pracować przez cały dzień, a jeżeli nie, to dlaczego. Na tym etapie wielu krnąbrnych przedstawicieli może zrezygnować lub po prostu zniknąć. Jeżeli przedstawiciel pozostanie w firmie, ale nie poprawi się, należy wprowadzić okres próbny z możliwością realizacji konkretnych celów w zakresie odpowiedzialności lub ewentualnym rozwiązaniem umowy. Państwa sytuacja nie jest rzadkością: „Chociaż wszystkie firmy mają obecnie możliwość zatrudniania zdalnego, wiele z nich nadal nie posiada infrastruktury do obsługi przedstawiciela… To prowadzi do problemów.” „Nieetyczne zachowanie” Problem: Sprzedawca robi coś nieuczciwego, a Państwo się o tym dowiadują. Rozwiązanie: Poinformować swojego przełożonego. Jeżeli szef zdecyduje się zatrzymać nieuczciwego sprzedawcę, należy udzielić mu pisemnego ostrzeżenia i umieścić go w okresie próbnym. Podczas omawiania z nim sytuacji należy zapewnić obecność innej osoby, być może z działu kadr. Jeżeli później zdecyduje się Pan na rozwiązanie umowy o pracę z tym sprzedawcą, proszę postępować ostrożnie zgodnie z protokołem firmowym. Nigdy nie należy służyć jako referencje dla tego przedstawiciela, nie znając zasad obowiązujących w Państwa firmie. „Niedopasowane terytoria” Problem: Z różnych powodów przedstawiciele handlowi proszą o specjalnie wyznaczone terytorium, które nie jest spójne geograficznie lub nie ma sensu, ale jest dla nich osobiście wygodne i dochodowe. Rozwiązanie: Nigdy nie należy układać terytoriów zgodnie z osobistymi życzeniami. Wyznaczone terytoria często naruszają terytoria innych przedstawicieli. Wywołuje to pretensje i niezgodę. Przy ustalaniu terytoriów sprzedaży należy być obiektywnym. Proszę korzystać z oprogramowania do mapowania terytoriów. „Sprzedający menedżer sprzedaży” Problem: Państwa firma tworzy stanowisko hybrydowe, w którym kierownik sprzedaży ma indywidualną odpowiedzialność za sprzedaż i jednocześnie nadzoruje innych handlowców. Rozwiązanie: Taka konfiguracja prawie nigdy się nie sprawdza. „Menedżerowie powinni zarządzać. Przedstawiciele powinni sprzedawać”. Każde zadanie wymaga odrębnych umiejętności. „Superstar Sales Manager” Problem: Firma awansuje przedstawiciela-gwiazdę na stanowisko kierownika sprzedaży. Ten geniusz sprzedaży nie może się uwolnić od sprzedaży i nagminnie wtrąca się w sprawy kont przydzielonych innym przedstawicielom. Rozwiązanie: Zrozumieć, że towarzyski, mobilny sprzedawca może nie lubić pracy na stanowisku kierowniczym przy biurku i może się nudzić. Poprosić nowego kierownika sprzedaży o udział w ocenie zarządzania sprzedażą, aby pokazać jego mocne strony w zarządzaniu. Zachęcić nowego kierownika do rozwinięcia postawy coacha i mentora. Zaoferować formalne szkolenie z zakresu zarządzania. „Luźno zdefiniowany cykl sprzedaży” Problem: Handlowcy mają tendencję do podążania za różnymi cyklami sprzedaży, co sprawia, że kierownik sprzedaży nie jest w stanie opracować sensownych i wiarygodnych prognoz sprzedaży ani przewidzieć, kiedy w przyszłości sprzedaż może się zakończyć. Rozwiązanie: Państwo i Państwa przedstawiciele handlowi muszą działać według sformalizowanego, uzgodnionego cyklu sprzedaży. Proszę pamiętać, że handlowcy osiągający słabe wyniki często unikają odpowiedzialności, chowając się za zagmatwanymi cyklami sprzedaży. Niech wszyscy Państwa handlowcy zobowiążą się do zaplanowania cyklu sprzedaży dla przyszłej pracy. Niektórzy mogą się obawiać, że może to podciąć ich zarobki, a zmiany zawsze denerwują ludzi. Proszę wyjaśnić, że każda organizacja sprzedaży musi ustalić cykl sprzedaży, który będzie obowiązywał w równym stopniu wszystkich przedstawicieli handlowych. „Przeciętny przedstawiciel” Problem: Niektórzy sprzedawcy nigdy nie przekraczają oczekiwań. Pozostają w okolicach kwoty. Jako kierownik sprzedaży poświęca Pan wiele uwagi, aby pomóc im wyrwać się z kolein, ale oni nigdy tego nie robią. Ciągle myśli się o możliwości zastąpienia ich bardziej efektywnymi przedstawicielami. Rozwiązanie: Przeprowadzić ocenę sprzedaży, aby zidentyfikować obszary, w których nawet mierni przedstawiciele mają mocne strony i mogą poprawić swoją sprzedaż. Jeżeli nie uda im się zwiększyć swoich wyników, należy wprowadzić następującą politykę: Sprzedawcy, którzy przez dwa miesiące z rzędu osiągają wyniki poniżej średniej sprzedaży dla zespołu, przechodzą w stan próbny. Jeżeli to samo stanie się w kolejnym miesiącu, „muszą spotkać się ze swoimi przełożonymi, aby ustalić dalszy sposób postępowania – aż do zwolnienia z pracy włącznie”. Ta nowa – mimo wszystko – twarda polityka zmotywuje miernych przedstawicieli do poprawy. „Niewykwalifikowany wiceprezes ds. sprzedaży” Problem: Państwa firma przez pomyłkę przydzieliła wysoki tytuł – powiedzmy wiceprezesa ds. sprzedaży – swojemu pierwszemu pracownikowi ds. sprzedaży na jego prośbę. Chociaż ta osoba umie sprzedawać, zdali sobie Państwo sprawę, że nie ma ona talentu do zarządzania, a tym bardziej potencjału kierowniczego. Kiedy firma zatrudnia nowych sprzedawców, ten wiceprezes próbuje ich szkolić. Wkrótce wszyscy oni rutynowo osiągają lepsze wyniki niż on. Rozwiązanie: Być realistą. Proszę szczerze porozmawiać z wiceprezesem. Pochwalić jego lub jej wyniki sprzedaży. Wyjaśnić, że zmieniają Państwo strukturę organizacji sprzedaży. Jego lub jej nowy tytuł będzie brzmiał „przedstawiciel handlowy”. Odzwierciedla to rzeczywistą pracę, którą wykonuje. Odwołać się do mocnych stron tej osoby i zaoferować jej dodatkową odpowiedzialność w tych obszarach, aby podnieść jej morale. „Wysoka płaca podstawowa” Problem: Aby pozyskać najlepszych przedstawicieli, kierownicy sprzedaży często oferują wysokie wynagrodzenie podstawowe. Zbyt często zdarza się, że ci przedstawiciele osiągają gorsze wyniki. Lubią swoją pensję podstawową i nie pracują ciężko, aby zdobyć prowizję i wygenerować sprzedaż. Rozwiązanie: Przeprowadzić badania w celu ustalenia norm płacowych dla handlowców w Państwa branży. Wprowadzić dwie zmiany: 1) ujednolicić wynagrodzenie dla wszystkich przedstawicieli handlowych oraz 2) stopniowo obniżać wynagrodzenie podstawowe wysoko opłacanych przedstawicieli handlowych. Obniżać podstawę co miesiąc przez trzy miesiące, aż zrówna się ona z wynagrodzeniem podstawowym innych przedstawicieli handlowych. Przedstawiając ten nowy plan wysoko opłacanemu przedstawicielowi handlowemu, należy podkreślić nową politykę standaryzacji wynagrodzeń, a nie jego niepowodzenia w osiąganiu celów prowizyjnych. O autorze Suzanne M. Paling jest ekspertem w dziedzinie zarządzania sprzedażą z dużym doświadczeniem w sprzedaży, zarządzaniu sprzedażą oraz doradztwie i coachingu w zakresie zarządzania sprzedażą. Pomaga firmom w doskonaleniu procesów sprzedaży i osiąganiu wyników.