新知一下
海量新知
6 2 9 1 1 1 8

有关2022年销售培训预算的十个建议

解决方案销售圈 | 解决方案销售与顾问式销售方法论的发明人版权人 2021/11/08 10:13

制定明年销售培训预算的过程给了我们一个去重新评估所有的相关成本(包括隐性成本及显性成本)的机会。 与其简单地参考去年的预算,不如采取战略性方法来进行新的预算规划。

The process of setting next year’s sales training budget presents an opportunity to revisit all of the costs (implicit and explicit) involved. Rather than simply tracking last year’s budget, take a strategic approach to the planning process.

以下是我们为您的2022年销售培训预算提出的10个建议。

Here are ten budget considerations for planning your sales training spending in 2022.

新知达人, 有关2022年销售培训预算的十个建议

01. 明确企业目标

CORPORATE GOALS

在我们规划预算时,首先要考虑大局,你的企业想要实现什么目标,以及去年发生了怎样的变化。 SWOT分析 可以帮助你聚焦在那些需要去改善的事情上。

Start by thinking about the big picture: What is your business trying to accomplish? How has that changed in the last year? A SWOT analysis can help you start to narrow your focus on what you need to do differently.

在企业目标的基础上,哪些销售培训是必需的?培训是用来帮助你建立优势、抓住机会并减轻威胁的。 例如,一个常见的威胁是客户行为的不断变化,新的产品和解决方案不仅要求销售人员了解产品的特性,还要关注如何定位产品对于客户的价值。

Based on organizational goals, what sales training is necessary to support these objectives? Your training should help you build on strengths, capitalize on opportunities, and mitigate threats. For example, a common threat is ongoing changes to the buyer’s behavior. New products and solutions require sales reps to understand not just features, but also how to position the product with buyers.

02. 关注个人目标

INDIVIDUAL GOALS

除了关注企业目标,还要看到个人层面。你需要知道为了实现目标,销售领导、销售经理和销售人员需要做哪些与过去不同的事情?这一变化能够带来多大的影响? 改变的程度将决定发展的速度和方向。

Take your focus down from the organizational to the individual level. What do your sales leaders, sales managers, and sales reps need to do differently to achieve your objectives and goals? How significant of a change is that? The degree of change will dictate the intensity and direction of your developmental efforts.

在确定培训项目之前,你需要先了解销售人员的能力如何。 根据销售发展需求来评估销售人员的优势和劣势,然后寻找培训机会来培养相关技能以及弥补知识差距。

Before you know what training to tackle, you need to know their capabilities. Assess your sales reps’ strengths and weaknesses against your selling needs, then look for training opportunities to build skills and bridge knowledge gaps.

03. 确定培训范畴

SCOPE OF TRAINING

你需要考虑到所有计划通过培训来改善的领域 ,可能是客户对话技巧、机会或客户管理,或者是与客户决策过程中的关键人建立汇报联系

Consider all of the areas that you will address through training. It could be some aspect of customer dialogue skills, opportunity or account management, presene reporting relationships are the “organization chart” of the stakeholders involved in the decision-making process.

决策的结构与客户关键人倾向于哪位销售人员息息相关 ,可以考虑用 定制化 的方法来触达合适的关键人。

The power structure relates to which stakeholders are favorably inclined to the sales professional. Consider this customized approach to finding a referral.

04. 考虑培训人数

NUMBER OF PARTICIPANTS

慎重考虑参与培训的人数,关注整个销售组织的水平和广度。 除了销售人员,还要考虑对销售经理和领导层进行培训,以帮助推动变革。虽然培训更多的人需要更高的成本,但大家需要知道, 要获得可衡量的结果,我们需要在全公司范围内提升销售能力。

Consider the number of people you’ll train, noting the level and breadth across the sales organization. In addition to sales reps, consider training for sales managers and leaders to help drive the change. While training more people demands more costs, remember that improved selling skills need to be company-wide in order to generate measurable results.

此外,还需要慎重考虑培训的范围和理由 ,因为只培训其中一部分人而不培训另一部分人,会使管理者对于员工的承诺受到影响,传递出一种不公平的信息。

Moreover, training individual groups and not others sends an uneven message about leadership’s commitment to training initiatives.

05. 考虑培训评估的成本

ASSESSMENT COSTS

要达到想要去的地方,你得先知道自己现在在哪。 在培训之前、培训期间以及培训之后都需要对销售团队的相关能力进行评估,以确保达到了预期的效果。 当然,这一关键步骤会产生额外的成本。

To get where you’re going, you need to know where you are. Assess your team’s current capabilities before, during, and after the training to ensure that it has had the desired effect. Including this critical component carries additional costs.

销售管理者需要通过 数字化工具 来确定评估基准和后续的考察标准。此外,培训版权和实施过程中都会产生相应的支出。

Leaders will need to implement digital tools to take baseline and follow-up measurements. These costs arise from licensing and implementation.

06. 衡量企业的ROI

ROI MEASUREMENT

就像我们需要评估个人能力一样,我们同样需要确定组织的基准,从而监控培训前后的情况。其中包括销售拜访的数量、客户会议的频次、销售漏斗的状态、销售周期的长度、销售规模的大小、赢单或丢单的情况等等。 ROI的衡量不同于评估,它旨在了解新的销售行为会如何影响收入 ,而评估则是衡量人们对这些技能的理解程度。

Just as you need to assess individuals, look for organizational benchmarks to monitor before and after the training. It could include the number of sales calls, meetings held, sales funnel status, length of sale, size of sale, win/loss, and others. ROI measurement is different than assessment. ROI measurement seeks to understand how new selling behaviors are impacting revenue, while assessment measures how well those skills are understood.

07. 考虑培训设计的成本

DESIGN COSTS

每个培训项目都是不同的。销售管理者有特定的需求,因为他们销售特定的产品。然而随着产品的差异化越来越细微,销售人员的销售技巧必须能够解决这些细节问题。

Every training program is different. Leaders have specific needs because they’re selling specific products. As the value proposition of these products becomes more nuanced, the selling skills behind them must address these details.

设计培训成本的过程也是理解销售组织需求的过程。 对管理层进行访谈、将需求纳入培训任务都需要大量的工作。

Design costs stem from the involved process of understanding the selling organization’s needs. Interviews with leaders and the task of folding those needs into the training requires extensive work.

08. 考虑差旅成本

TRAVEL COSTS

企业需要考虑培训会对差旅支出产生怎么样的影响,线下培训需要相关人员来协调出差和住宿的相关事宜。

Companies will need to consider how training will impact their T&E expense. In-person training facilitators require travel and lodging to conduct on-site training.

管理者必须在培训的同时考虑差旅成本。 例如,有的课程包含角色扮演练习,这在线上培训中是无法模拟的。这种情况下,差旅费用就是培训预算的必要组成部分。

Leaders must consider travel costs in the context of the training. For example, some material demands role playing exercises that cannot be simulated with digital learning tools. In such a scenario, travel costs are a necessary component of the training budget.

09. 考虑助教的成本

FACILITATOR COSTS

优秀助教能够为培训项目的实施形成有效的推动。 销售管理者需要助教来帮助他们与学员建立联系并鼓励学员参与进来,从椅子上站起来,投入到学习中去。

The strength of a training program stems from the strength of the facilitator. Leaders need facilitators that can connect with learners and encourage participation that gets them out of their chairs and into the material.

持续数天的高强度培训内容或是大量的参与者可能会需要多名助教、或者占用一个助教更多的时间,在评估成本时,要考虑他们带来的价值。

Extensive material lasting several days, as well as a large group of participants, will require more facilitators or more time from a single facilitator. When evaluating costs, consider the value that a facilitator brings.

10. 考虑系统成本

SYSTEMS COSTS

在线学习管理系统 版权许可 培训计划的实施 都会带来巨大的成本。但这些服务的价值在于, 它们可以触达到任何规模的团队,并且可以快速实施。

LMS systems, licensing, and implementation present significant costs. The value of these products is that they can be scaled to any size group and can be implemented fast.

销售管理者还需要考虑到如果未来需要进一步扩大培训项目的实施范围和内容深度时可能产生的相关的成本。

Leaders will need to also factor costs associated with expanding the available content in the future, as needed.

新知达人, 有关2022年销售培训预算的十个建议

预算就是权衡。 或许你有很多策略和目标,但你必须将其按照优先级排序,并解决最重要的几个。如果你做不到,那如何在最大程度上使你的培训策略与组织的目标相一致呢?

Budgeting is about trade-offs. You likely have numerous strategies and goals, but you must prioritize them and address the most important ones. If you can’t do everything, what will have the greatest impact toward aligning your training strategy with your organization’s goals?

你需要做好准备,阐述清楚为什么这一策略和投入是合理的,并会带来潜在的效益。 “如果我们继续做ABC,结果将会和去年一样。但如果我们做了XYZ,结果将更紧密地配合我们的销售活动,并支持业务目标的达成。”

Be prepared to outline why the approach and investment make sense given the potential benefit. “If we continue to do ABC, the results will be predictably like last year’s. But, if we do XYZ, the outcome will more closely align our selling activities to support the goals of the business.”

在规划预算时,要做到清晰透明且贴合实际,以免受到不必要的质疑。 另外,千万不要忽视将新的销售培训方法“推销”给销售人员并获取上级批准的重要性。

Be transparent and realistic so that your credibility isn’t questioned, and don’t overlook the need to “sell” the new sales training approach to the sales reps who will go through it, as well as your superiors who need to approve it.

更多“销售培训”相关内容

更多“销售培训”相关内容

新知精选

更多新知精选