842麥肯錫營銷手冊(ppt97)-預覽頁
【正文】 第二步是建立必要的銷售技巧。公司應該從作用模型的行為人得到關(guān)鍵銷售技能，然后評價它們的相對重要性和目前的績效。 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。 49 50 Performancebased measures and rewards Having identified causes of inadequate sales performance， panies can use the following capabilitybuilding levers to correct problems： ? recruiting ? training ? coaching ? pensation these topics are addressed in the following documents/ training modules： ? sales force effectiveness workshop——contact Terri Geary（ FI） ? sales force effectiveness handbook——pk6670 for further assistance， please contact tanuja randery（ dc）。 Successful change programs those that genuinely upgrade the client’s pricing capabilityusually contain elements across at least four dimensions： topdown， bottomup， crossfunctional， and support systems。 ? A 1percent increase in price can lead to a substantial increase in profits。 – Finally， panies underestimate the impact that pricing changes can have on their bottom line 。 To an economist， price is a function of supply and demand。 At this level the issue is to determine base price levels that will position clients’ product and service offerings optimally with regard to petition。 – Tool： pocketprice waterfall， pocketprice band 58 59 60 0 2 4 6 8 10 12 14 12 10 8 6 4 2 0 0 2 4 6 8 10 12 14 16 12 10 8 6 4 2 0 61 62 C A B 63 64 D A B C B E I F G H I B G H 65 66 051015202550 55 60 65 70 75 80 85 90 9567 68 69 70 71 1 2 3 4 5 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97
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