以能力建设为基础的销售人员培训实践与思考

Competency-based Training of Sales Staff:Practices and Reflections

市场经济环境下,传统意义的垄断市场风光不再,企业销售行为从传统的“坐商”转向“行商”;互联网思维发展引发新的商业模式层出不穷,以产品为核心的传统营销模式转变为以客户为核心的营销模式。营销模式和销售行为的转型引发对销售人员能力要求的新变化,从而带来企业销售人员培训工作的新要求和新目标。本文以长城润滑油销售人员培训实践为例,探讨如何以能力建设为基础,提升销售人员培训成效,助力企业经营战略的实现。

In a market economy, monopolies in the traditional sense are no longer working, and companies have changed from the traditional "tradesmen" to "itinerant merchants" in terms of product selling. The development of Internet thinking has led to the emergence of new business models one after another, and the traditional marketing mode with the product as the core has been replaced by the mode with the customer as the core. The transformation of the marketing mode and sales behavior have brought new changes to the competency requirements on sales staff, leading to new requirements and new goals for the training of sales staff in enterprises. Taking the practices of SINOPEC Lubricant Company in the training of sales staff as an example, the paper discusses how to improve the effectiveness of sales staff training on the basis of capacity building, to contribute to the success of the company’s business strategy.