The Research On Improving Consultative Selling Efficiency Of Company A

Relative to the general sales,consultative sales has the feature of complexity and long-term.Every day sales managers have to face a challenge that how to improve the sales performance,so as to obtain good result in the large customer sales.Based on the company's management practice,the paper take company A,a telecommunication equipment manufacturer,as the actual case,combined with theory of relationship marketing,comprehensive analysis.Using the method of normative research,case studies,literature research,the paper discuss in detail the path and effects of using IT tools to enhance the consultative selling performance.The paper demonstrates the unique role of IT tools in the promotion of consultant sales effectiveness,and describes the prospects for the development of IT tools in this area.First of all,the paper discussed the background and significance of the selected topic,then the concepts of consultative selling and some relative theories are clarified.Research methods and the structure of this paper are explained,followed by the status of the domestic and abroad research.Excepting the common introduction of company A,the paper also introduce the consultative selling of company A,including changes of the company's sales performance after using IT tools to promote consultant sales effectiveness,followed by the composition of the sales team,the consultative selling process of company A and the procedure process of the main clients of company A to show how great pressure of the sales of company ACompany A is a sales company.From the beginning of 2009,company A's products and services suffered fierce competition on the market.Sales of company A began a sharp decline.Under this situation,company A must change the sales management in the past.It can nerve simply assigned sales targets and pays no attention to the sales staff performance style of work,Company A attempted to optimize the working process of the sales to get better sales results.To reveal the problem deeply of the sales management of company,the paper start from the key consultative selling obstacle divide by two segments: one for sales management,one for sales person.The problem is over emphasizing on performance,selling arts,individual factors and qualitative analysis,less thinking on efficiency,science,team works and quantitative analysis.And the paper also analyzes several personal factors that influence the efficiency of consultant sales,such as the lack of opportunity analysis ability,the weak of decision analysis ability,the insufficiency of ability of competition strategy.To resolve the above problems,the paper discusses the direction of the company's consulting efficiency promotion,and answers the question of why to choose the path of IT tools.Because the company A belongs to the high tech equipment manufacturing industry,the application of IT system is relatively mature.Company A tried to use IT tools to assist sales staff to improve the daily work efficiency.Company A found that the computational capability of IT tools will improve the effectiveness of quantitative analysis,the framework of IT tools promote the ability of sales thought.The store capability of IT tools is conducive to sales staff experience share,IT tools interface is convenient to get high rate of performance management.To illustrate the tremendous value of it tools.This paper also introduces the enterprise IT and the details for company A why to choose IT as the direction.By expounding the intrinsic link between the IT tools and the obstacle of consultative sales performance,the paper prove the correctness of select IT as the final answer why choose IT to solve these problems.The paper demonstrate 5benefits of choosing IT tools,such as implementing the behavior and performance management,popularizing scientific marketing method,using the quantitative analysis tools,building a company team sales ability,and convenience for sales personal use.For details,the paper introduces the design of the related IT tools with the interface and the use of the theory.In order to try to solve the problem of consultant sales effectiveness,company A has studied a number of classic methods and theory of consultant sales,such as SPIN,FAB rule,SWOT theory,fuzzy comprehensive evaluation method,etc.How to combine the theory with practice becomes a common topic.Company A found that through the design of IT tools,theory can be combined into a set of Office template with Excel and Power point.Then it introduces the opportunity program analysis tools,decision situation analysis tools,sales think and behavior guidance tools,tools combination and application.The paper introduce optimization plan,such as transplanting the IT tools to the APP,building a platform to share the experience of the whole company,strengthening the accuracy of data and the accumulation effect to create greater value.The paper shows the prospects that IT tools enhance the consultant sales efficiency at the end.