After an open class, Mr. Li, the person in charge of a dairy company, found me and thought that my training method and style were very suitable for his requirements, hoping to do a sales training for the sales staff of his company.

This is an enterprise established for more than a year, with a small scale and a good development momentum. According to Mr. Li, the growth of sales performance is stagnant, and the sales staff are not as hard as before, hoping to improve through training.

After accepting the invitation, I came to the enterprise with my assistant.

For the research work before training, I divide it into four levels:

1, company leader.

2. The management of the company.

3. Sales staff.

4. Corporate customers.

Through questionnaire survey and in-depth interview, we can understand the current situation and existing problems of the company's sales work.

Divided into these four levels, trying to fully understand the real situation from different angles and reduce the mistakes of generalization is actually a process of finding problems. In this process, we must be meticulous, because some details can reflect the status quo of the problem.

Through investigation, we found that the sales staff of the company had the following problems:

1. The company's sales target has resistance.

2, no sense of direction, no hope for the future of the company.

3. Dissatisfied with the company's distribution system and think it is unfair to them.

4, the enthusiasm and initiative of the work is not as good as before.

Due to the change of the market and the continuous joining of competitors, I feel that the sales work is more difficult and I feel overwhelmed.

6. Insufficient understanding of customer service, and the customer churn rate is getting higher and higher.

7. Lack of hard work spirit, which can be reflected from the sales report that many salespeople are perfunctory.

8. I have a lot of complaints about middle managers, thinking that they only know what to do and don't do practical things.

Second, design the course according to the actual situation-analyze the problem

Looking at the research materials on the desktop, I fell into deep thought.

Generally speaking, in the initial stage of an enterprise, the passion of entrepreneurship will play the role of "sharing desires", and people will not care too much about personal gains and losses. Even if there are such problems, they will be covered up under passion, and bosses and employees will have a "honeymoon period" for a while. But when the passion calms down, employees will naturally consider many of their own problems, including interest, personal development, whether the environment is comfortable and so on. If there is a conflict between reality and ideal, it will naturally affect their work. In fact, the problem of the sales staff in this enterprise is the lack of good communication between leaders, management and front-line sales staff, and the failure to adjust the development strategy of the enterprise in time after the start-up period, which leads to their loss of confidence and sense of belonging to the enterprise. In addition, the rapid changes in the market and the constant entry of competitors have also brought difficulties to their work. However, enterprises are slow to respond to the changes in the market, fail to give correct guidance and support to the sales staff, and are still immersed in the beautiful feeling in the early stage of starting a business, so that the sales staff think that the attitude of enterprises towards them is "only working, not eating grass", which leads to resistance to work, let alone seriously studying the problems in the market.

There is a saying in Buddhism that "seeing the origin means seeing the Dharma". By analyzing a large number of research data, the source of the problem is found, and the solution to the problem will naturally be found.

Therefore, in the course design of sales personnel training in this enterprise, it is designed around three major problems that need to be solved:

1. Communication between leaders, management and sales staff

2, the enthusiasm and confidence of sales staff (including confidence in the enterprise and confidence in yourself)

3. How do salespeople adapt to changes in the market?

While designing the course, I constantly communicate with business leaders and put forward my own views on the problems existing in the enterprise. In my opinion, the problems of salespeople are actually the concrete embodiment of how to adjust the business strategy after the enterprise has passed the initial stage. If we want to achieve practical results through training, we must make corresponding adjustments in the business strategy and management mode of the enterprise according to the actual situation, otherwise, no matter how well the training is done, it will be a flash in the pan. Leaders, including Miss Li, agreed with me very much and began to make adjustments. Writing here, the author thinks that the problems sometimes reflected by employees in enterprises are not only the problems of employees themselves, but also the embodiment of the deviation of business strategies and management methods. This is like weeds growing in the soil, because this soil provides the conditions for weeds to grow. If you don't control the soil, just pull out weeds and they will grow again in the future. Therefore, in order to solve the problem from the root, weeding and soil control must be combined. In an article, I once put forward the viewpoint of "further progress", so when we design training courses for enterprises, can we consider the problems from the enterprise level and put forward our own suggestions? With the cooperation of enterprises, such training should be more effective and lasting.

Third, the combination of practical teaching methods-problem solving

Before the training, I made a request, that is, through various means, let every employee who participated in the training pay full attention to this training ideologically and regard it as a major activity of the enterprise. Otherwise, it is easy to become a mere formality for something that has not attracted enough attention.

In actual teaching, we should combine with actual combat, turn the classroom into a place for simulating actual combat and solve problems on the spot. The whole process is roughly divided into several links: challenging difficult problems, self-reflection, communication, rebuilding confidence and solving problems.

Challenge questions:

At the beginning of the training, I took out several problems encountered by the sales staff of this enterprise in the market, and asked everyone to give solutions as cases. Because these are things that everyone usually encounters, they have aroused everyone's interest. But because there is little thinking at work, it will be difficult to find a solution to the problem for a while. Self-reflection:

At this time, I took advantage of the opportunity to enter the second link, so that everyone can re-understand themselves and their work. Help everyone analyze various reasons and let everyone realize their shortcomings in their work. In the interactive communication, many salespeople said that they didn't do their job well, but because the leaders were present, everyone dared not reflect the problems of the enterprise.

Communication:

It's time to communicate. I told several examples of "having the same desire" when starting a business, which aroused people's nostalgia for their past work enthusiasm. At this time, please ask business leaders and middle managers to "tell the truth" to everyone. Sincere attitude and determination to improve the company moved and excited the sales staff, as if they had returned to the time of starting a business.

Rebuild confidence:

The purpose of communication has been achieved, and I began to use various methods to let everyone know their own enterprises again and establish confidence in them. At the same time, I helped you analyze the sales target and new measures of the enterprise, which enhanced your confidence in meeting the challenge. Everyone said that they would do their best to complete the sales task.

Solve the problem:

In the last link, I first helped you analyze the market situation and the advantages and disadvantages of our products compared with our competitors. Then I will take out all the problems you encounter, analyze them with you and give you advice. At the same time, I explained the relevant sales methods and skills, and made a big fuss about the actual problems in sales from beginning to end.

Fourth, cooperate with enterprises to carry out follow-up evaluation-consolidate the effect

For the training effect and follow-up, here are several indicators:

1. Do you agree with the contents and methods of training?

2. Will the training have a certain impact on the sales team?

3. After the training, will the trainees make action plans and steps to change themselves?

4. Does the training enhance students' confidence in the enterprise and themselves?

5. After the training, are the trainees more enthusiastic and serious about their work?

6. Can the ideas and methods of solving problems in training be applied in practice?

7. Does the trainee have the desire to continue to improve his ability and quality after the training?

8. Will enterprises take training as an indicator of employee assessment? After the training, I suggest that enterprises strike while the iron is hot, organize sales staff to discuss the training content, and everyone put forward their own improvement plans to determine how to implement them in practical work. At the same time, whether the work attitude and work efficiency of the sales staff have improved or changed after this training is taken as the assessment index.

At the same time, students can communicate with me by email or telephone at any time to give advice and guidance on new problems in the market.

In fact, every training is an opportunity to instill corporate culture and enhance cohesion, and training itself is only the beginning. What matters is what you do after training. How to extend the effectiveness of training to future work? This is an important topic worthy of our consideration.