作品简介

　　当今时代，成功的企业无一不是以客户为驱动力的，销售部门需要和市场营销、产品研发以及其他部门共同识别客户需求，进而制订解决方案，满足客户需求。许多行业领军企业很早就认识到销售部门的运行与其他所有关键业务部门一样，需要投入大量的知识资本和职业道德资本。本书作者调查了从传统行业到前沿行业的很多企业，走访了思科、联邦快递、健赞、惠普、霍尼韦尔、强生、江森自控、万事达信用卡、甲骨文、必能宝、思爱普、索尼电子、汤森路透、惠而浦、施乐等全球领先B2B企业的销售总裁，发现他们在打造以客户为驱动力的强大的销售团队上有惊人一致的原则与特点，并概括总结为以下五大要务：·前线领导。销售主管亲自指导一线员工，并以身作则，亲自参与销售。·关怀手下，充分授权。通过关怀下属并对销售团队充分授权，从而帮助销售团队做出最高的业绩。·推动销售的科学性和客户关系的艺术性。积极磨炼和扩大知识资本，发展科学的销售方式，同时又保持过去一直提倡的客户关系的艺术性。·敢于试错。伟大的销售组织拥抱变革。它们经常尝试去改善已有的方法并创造新的方式，愿意忍受甚至鼓励“犯错”。·在销售中践行使命。优秀的销售人员绝不仅仅是一部投币式自动收获机，他们需要一个更伟大的使命以被鼓舞、被激励。结合企业实践案例，本书一书对以上五大要务进行了深入解读，致力于帮助企业打造同质竞争时代不可复制的销售竞争力。

　　诺埃尔·凯普，全球知名营销大师，哥伦比亚大学商学院市场营销系国际市场营销R.C.Kopf教授及前系主任。他是战略和国际客户管理的前沿专家，在市场营销和销售管理培训方面也拥有丰富经验。凯普教授在伦敦大学学院获得理学学士和化学博士学位，之后他在曼彻斯特大学、哈佛大学及哥伦比亚大学商学院分别获得工商管理学学士、硕士和博士学位。

　　加里·图布里迪，Alexander集团副总裁，负责该公司的销售管理咨询相关业务。他主要是就提升销售与市场推广效率方面提供咨询服务。图布里迪是销售变革、销售管理、销售组织设计、销售队伍规模与部署、销售业绩管理、销售赔偿设计等方面的专家。他拥有美国布朗大学文学学士学位和哥伦比亚大学商学院MBA学位。

　　郑毓煌，毕业于美国哥伦比亚大学（营销学博士），现任清华大学经济管理学院营销学博士生导师，多年来致力于传播科学的营销理念与方法，被誉为“中国科学营销倡导者”。他的课程广受企业家和创业者欢迎，并获得美国营销学会主席、沃顿、哈佛商学院院长等权威一致赞誉。

Introduction of works

In today's era, successful companies are all customer-driven, and sales departments need to work with marketing, product development and other departments to identify customer needs and develop solutions to meet customer needs. Many industry leaders recognized early on that running the sales department, like all other key business units, requires a significant investment of intellectual and ethical capital. The author surveyed companies from traditional to cutting-edge industries, interviewing the sales presidents of leading B2B companies such as Cisco, fedex, Genzme, HP, Honeywell, Johnson & Johnson, Johnson Controls, mastercard, Oracle, Pitonpower, SAP, SONY Electronics, Thomson Reuters, Whirlpool, Xerox, and others. They found surprising consistency in their principles and characteristics for building strong, customer-driven sales teams, and summarized them in the following five priorities: Sales executives personally mentor front-line employees and lead by example by getting personally involved in sales. · Care for your staff and give them full authority. Help the sales team achieve the highest performance by caring for subordinates and fully empowering the sales team. · Promote the science of sales and the artistry of customer relations. Actively hone and expand intellectual capital, develop scientific sales methods, while maintaining the artistic nature of customer relations that has been advocated in the past. · Dare to try and make mistakes. Great sales organizations embrace change. They often try to improve existing methods and create new ones, and are willing to tolerate and even encourage "mistakes." · Fulfill the mission in sales. Great salespeople are more than just coin-operated harvesters; they need a greater mission to be inspired and motivated. Combined with enterprise practice cases, this book makes an in-depth interpretation of the above five priorities, and is committed to helping enterprises create unreplicable sales competitiveness in the era of homogeneous competition.

Noel Cape, a world-renowned marketing guru, is the R.C.Kopf Professor and former Chair of the Department of Marketing at Columbia Business School. He is a leading expert in strategy and international account management, and also has extensive experience in marketing and sales management training. Professor Cape received a Bachelor of Science and a doctorate in Chemistry from University College London, followed by a Bachelor of Business Administration from the University of Manchester, a Master of Business Administration from Harvard University and a doctorate from Columbia Business School.

Gary Tubridi, Alexander Group Vice President, is responsible for the company's sales management consulting business. He mainly provides consulting services on improving sales and marketing efficiency. Tubridi is an expert in sales change, sales management, sales organization design, sales force size and deployment, sales performance management, sales compensation design, and more. He holds a Bachelor of Arts degree from Brown University and an MBA from Columbia Business School.

Zheng Yuhuang, graduated from Columbia University in the United States (Doctor of marketing), is now the marketing doctoral supervisor of Tsinghua University School of Economics and Management, for many years, committed to the dissemination of scientific marketing concepts and methods, known as "China's scientific marketing advocate". His courses are popular with entrepreneurs and entrepreneurs, and have been praised by the President of the American Marketing Academy, the dean of Wharton, and the Dean of Harvard Business School, among others.