【文章提供／大師輕鬆讀】
千萬不要犯下把銷售流程過於複雜化的錯誤。銷售其實真的非常簡單明瞭：
Don’t make the mistake of trying to overcomplicate the sales process. It’s really clear and simple:
實情是，如果公司的銷售團隊無法成功接獲新業務，失敗原因不外乎以下 3 種情況：
The reality is if a company’s sales team is not successful in acquiring new business, then the cause of failure has to be one of three things:
1.公司在行銷時，對於適合作為目標的顧客並沒有清楚的概念──目標顧客就是那些因為產品提供的價值，可能傾向購買的人。
1.The company does not have a clear picture of the right customers to be targeting when marketing – people who will be predisposed to buy because of the value on offer.
2.尚未打造及使用正確的銷售武器。你務必確保所有銷售人員不僅可以取得正確武器，並能高度有效運用。
2.The right sales weapons have not yet been created and then applied. You have to make sure all salespeople not only have access to the right weapons but also have become highly effective at using them.
3.尚未採取行動，沒有在足夠的潛在客戶身上使用你已擁有的銷售武器。「銷售」是個動詞──要做成買賣，就要規規矩矩完成必須做的事，而不是有空檔時才打算去做。你必須監控並逐步提高你的績效。
3.You haven’t got into action and exposed enough prospective customers to the sales weapons you have available. “Sales” is a verb – to make sales, you need the discipline to do what’s required rather than meaning to get around to it when your calendar opens up. You have to monitor and improve your performance progressively.
【關鍵思惟】
「老實說，多數銷售團隊在這 3 個問題上遭遇的麻煩都不只 1 個。建立高效的新業務銷售提案並不複雜，尤其當企業清楚知道要進攻的市場長相。我們要策略性地選擇目標客戶；備妥追求這些目標必要的武器，並精通這些武器的使用；然後我們展開計畫，有條不紊地執行攻擊。開發新客戶，就這麼簡單。」 ──麥克．溫伯格
【Key Thoughts】
“Truth be told, most sales teams struggle with more than one of these three issues. Establishing an effective new business sales initiative is not complicated, especially when the business has a clear picture of the market it is attacking. We strategically select target accounts. We arm ourselves with the weapons required to pursue those targets and become proficient at firing those weapons. And then we plan and methodically execute the attack. New Sales. Simplified.”
–Mike Weinberg
本期介紹的《客戶開發行動手冊》（New Sales. Simplified.）作者麥克．溫伯格（Mike Weinberg）是銷售教練、顧問和演說家。他擁有一家銷售和銷售領導服務公司，提供銷售主管及銷售團隊輔導課程。曾是 Slim-Fast 等 3 家機構的銷售王牌，25 歲便負責沃爾瑪這家大客戶。
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【完整內容請見《大師輕鬆讀》No.462】
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