Selling and Sales Management in Action: The Use of Insight Coaching to Improve Relationship Selling
Selling and Sales Management in Action: The Use of Insight Coaching to Improve Relationship Selling
复制标题
实际销售和销售管理：利用洞察力辅导改善关系销售
DOI：
10.1080/08853134.1992.10753898
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发表时间：
1992
期刊：
影响因子：
--
通讯作者：
George Roth
中科院分区：
文献类型：
--
作者：
S. Doyle;George Roth
如今，许多供应商利用关系销售作为其营销策略中越来越重要的元素。关系销售工作的目标是通过在一段时间内建立对关键客户的信任来赢得“首选供应商”的地位。关系销售需要学习新技能，特别是在了解客户需求和关系发展方面。为教授交易销售技能（探索、处理异议和结束）而开发的辅导策略和计划已经过时，并且在某些情况下功能失调。教练现在必须教授一种关于销售和管理的新思维方式。本文借鉴了北美和欧洲大小企业 10 年的咨询经验，描述了一种新方法——洞察辅导——一种以行动为导向的教学策略，帮助销售人员建立对其关键客户的信任。
Today, many suppliers utilize relationship selling as an increasingly important element of their marketing strategy. The goal of the relationship selling effort is to earn the position of “preferred supplier” by developing trust in key accounts over a period of time. Relationship selling requires the learning of new skills particularly in the areas of understanding customer needs and relationship development. Coaching strategies and programs developed for teaching transactional selling skills—probing, handling objections and closing—are antiquated and in some instances dysfunctional. Coaching must now teach a new way of thinking about selling and managing. This article draws on 10 years of consulting experience in large and small corporations in North America and Europe and describes a new approach—Insight Coaching—an action oriented teaching strategy to help salespeople build trust in their key accounts.