More ProActive Sales Management

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出版者:
作者:William "Skip" Miller
出品人:
頁數:224
译者:
出版時間:2009-2
價格:208.00元
裝幀:
isbn號碼:9780814410905
叢書系列:
圖書標籤:
  • 銷售
  • 銷售管理
  • 主動銷售
  • 銷售技巧
  • 領導力
  • 團隊管理
  • 績效提升
  • 銷售策略
  • 客戶關係
  • 業務增長
  • 目標管理
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具體描述

Building on the concrete advice and practical, powerful strategies revealed in its predecessor, More ProActive Sales Management provides harried sales managers with a proven method for managing the sales process and their people. Packed with specific, field-tested techniques, this helpful guide focuses on the five primary areas in which mistakes occur: internal team decisions, upward decisions, sales decisions, infrastructure decisions, and decisions regarding the manager himself. Readers will learn how to: regain control of their time • create a proactive sales culture • motivate a sales team • use simple yet powerful metrics • weed out failures quickly • coach and counsel up and down the sales organization • reduce reports to one sheet of paper and 10 minutes a week • forecast more confidently This book shows sales managers at every level how to manage for great results!

From the Inside Flap

This book is filled with mistakes. Big ones. The mistakes that cost sales professionals their customers, their top line results, maybe even their careers. But you should read More ProActive Sales Management anyway. Because Skip Miller has packed this follow-up to his best-selling ProActive Sales Management with uncanny insight into why even excellent sales managers make those very errors—“the stuff you wish you’d never gotten into.” And more importantly, he tells you how to get yourself out of it—and what you should do now. Quite possibly the most practical guide to improving your sales management approach that you’ll ever read, More ProActive Sales Management offers use-it-now solutions to the universal challenges of finding and retaining customers, building your team, structuring territories, breeding motivation, and streamlining efficiency across your entire sales operation. This book represents an unprecedented opportunity to learn not just from your own mistakes but from those of hundreds of other sales management professionals who spent months or even years developing new ideas, then ran with them—and failed, sometimes spectacularly. Their losses are your gain. Divided into the five areas in which most bad (and good) sales management decisions are made, More ProActive Sales Management has got you covered concerning: ---Internal team decisions: The day-to-day decisions you make as a manager of the individual members of your team. Are you doing the right things when it comes to hiring, firing, training, coaching, counseling, and motivating? (Mistake #3: Salespeople Are Self-Motivated) --Upward decisions: Do the decisions you make on behalf of your team reflect the needs of the entire company? And does your input on larger company decisions demonstrate that your team is well equipped to help realize company goals? (Mistake #8: I’m the Boss) ---Sales decisions: In the field or in the office, are you making the right daily decisions that will increase sales? (Mistake #13: I’ll Show Them How to Do It) ---Infrastructure decisions: Have you ideally structured territories, compensation and rewards programs, goals and quotas, and other facets of the sales operation? (Mistake #15: It’s Their Territory) --Self decisions: Are your choices and decisions career enhancers or career limiters? (Mistake # 21: The More I Work, the Better the Example) Each of the twenty-two mistakes—ranging from troublesome to catastrophic, harrowing to hilarious—is accompanied by down-to-earth, proven ways to recognize bad decisions before they happen, make better choices from the start, and do your job (and help your people do theirs) more easily, efficiently, and profitably than ever. “The ramifications [of bad decisions] are far reaching,” writes Miller. You lose not only individual sales, new and long-standing accounts, and the money that goes with them; you also stand to lose the confidence of your colleagues and employers. Luckily, those who came before you have already made history in their own way—it’s up to you to learn from their mistakes, lest you repeat them! William “Skip” Miller is the President of M3 Learning, a sales and management development company, and a sales management trainer for the American Management Association. He is the author of ProActive Sales Management and ProActive Selling.

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這本書的語氣和敘事方式,極其缺乏說服力。作者似乎過於沉迷於使用強烈的、命令式的語言來要求讀者“必須”做到某種程度的主動性,但這種強迫式的灌輸,對於一個追求邏輯和證據的讀者來說,隻會産生逆反心理。我更欣賞那種基於數據和實踐反饋來引導讀者改進的書籍,而不是那種空喊口號的“雞湯”。例如,書中花費瞭大量篇幅來描繪一個“理想的銷售經理”的形象,他無所不能、永遠精力充沛、並且總能精確預判市場走嚮。這種對完美的苛求,非但不能激勵人,反而會讓人産生巨大的挫敗感——因為我們都知道,現實中的管理工作充滿瞭妥協和不確定性。我原本希望學習如何建立一個可持續、可復製的銷售係統,一個不需要依賴“超級英雄”式經理就能穩定産齣的架構。但這本書似乎完全沒有觸及組織構建、績效考核、以及如何通過流程設計來確保銷售動能的持續性。它隻關注瞭個體行為的“強度”,而完全忽略瞭係統和結構的“韌性”。

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這本號稱能“讓你銷售更主動”的書,說實話,讀完後我感覺自己被“動”地推銷瞭一番,內容上卻有些空泛得讓人抓不住重點。我期待它能像一本實戰手冊,裏麵塞滿瞭具體的、可立即上手的銷售策略,比如如何設計更具穿透力的開場白,或者如何巧妙地應對客戶最常見的異議。然而,書中大部分篇幅似乎都在強調“心態轉變”和“願景設定”,這些固然重要,但對於一個急需提高成交率的銷售人員來說,聽起來更像是企業培訓大師的陳詞濫調。舉個例子,書裏多次提到要“像顧問一樣思考”,這概念很好,但它從未深入闡述,在一個典型的B2B長周期銷售中,這種“顧問式”思維具體體現在哪幾個關鍵接觸點上?是前期需求分析的深度?還是後續跟進的頻率和質量?我翻遍瞭目錄和章節,關於定價策略、談判技巧、或者如何利用新興社交媒體進行精準客戶畫像的實操案例,幾乎找不到任何有價值的乾貨。整本書讀起來就像是品嘗一道食材豐富但調味不足的菜肴,原料看起來都很高端,但最終端上桌的味道,平淡無奇,讓人食之無味。我更希望看到的是一張詳盡的路綫圖,而不是一堆漂亮的口號堆砌而成的空中樓閣。

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從排版和結構上看,這本書似乎是匆忙趕工齣來的,缺乏專業編輯的打磨。章節之間的邏輯跳轉顯得生硬,很多重要的概念點沒有得到充分的展開,讀起來斷斷續續的,讓人很難形成一個連貫的知識體係。舉個例子,它在談到“客戶旅程映射”時,僅僅用瞭一個圖錶帶過,然後就跳到瞭“時間管理”。這兩個看似相關,但實操起來差異巨大的主題,作者並未花足夠篇幅去整閤它們在銷售流程中的具體應用。我試圖從中尋找一些關於現代技術如何賦能銷售管理的洞察,比如如何整閤CRM數據流來優化外呼腳本,或者如何使用AI輔助工具來預測客戶流失風險,但這些前沿的、真正能帶來效率革命的內容,通篇不見蹤影。這本書的內容似乎停留在十年前的銷售模式裏,對當前的數字化轉型浪潮完全無視。與其說它是一本“管理”指南,不如說它是一份對傳統電話銷售的緬懷錄,讀起來讓人感覺自己被時代的列車遠遠拋在瞭後麵,完全沒有獲得任何關於未來銷售趨勢的指導。

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讀完這本書,我深刻體會到一種強烈的“似曾相識”感,仿佛我過去幾年裏參加過的所有銷售研討會的PPT內容被重新編排瞭一遍,然後用一種略顯浮誇的語氣包裝瞭起來。內容深度是最大的問題。它似乎假設讀者是完全沒有銷售經驗的新手,所以對每一個基本概念都進行瞭冗長而淺顯的解釋。比如“傾聽的重要性”——誰不知道呢?關鍵在於如何“有效傾聽”?書中沒有提供任何關於如何識彆客戶話語中的潛颱詞、如何捕捉非語言信號的係統性分析。如果這本書的目標讀者是那些想從“閤格”邁嚮“卓越”的資深人士,那麼它提供的價值幾乎為零。我甚至懷疑作者本人是否真的經曆過高壓力的銷售周期。書中的案例,如果可以稱之為案例的話,都太過於理想化和完美,完全不接地氣。現實中的銷售現場充滿瞭灰色地帶、突發狀況和不按常理齣牌的買傢,這本書顯然沒有為讀者準備好應對這些“髒活纍活”的工具箱。對我而言,它更像是一本“自我激勵”讀物,而非“技能提升”指南,而且還是那種效果極其有限的版本。

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我必須坦率地說,這本書的標題《More ProActive Sales Management》給人的期望值太高瞭。它暗示著這是一本關於如何從被動響應轉嚮主動齣擊的管理方法論,應該包含一套完整的、可落地的管理框架。然而,讀完之後,我發現它更像是一本拼湊起來的個人感悟錄,缺乏係統的理論支撐和嚴格的結構化分析。特彆是關於“風險管理”和“跨部門協作”這兩個關鍵的管理職能,書中幾乎沒有涉及。一個主動的銷售管理者,不僅要推動銷售團隊,更要能與市場、産品、客服部門高效聯動,以確保客戶體驗的一緻性。這本書對此隻字未提,仿佛銷售部門是一個孤立於公司其他職能之外的真空地帶。我花瞭時間去尋找如何量化“主動性”的指標,如何設計一個激勵主動行為而非僅僅關注最終結果的奬勵機製,但這些真正屬於“管理”層麵的精髓內容,都被錶層的、麵嚮一綫銷售人員的激勵性文字所掩蓋瞭。總而言之,它在“管理”二字上做得非常不到位,更像是一本針對初級銷售人員的“自我提升指南”,而且還是那種力度偏弱的版本。

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銷售管理建議很好的小冊子

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銷售管理建議很好的小冊子

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銷售管理建議很好的小冊子

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銷售管理建議很好的小冊子

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銷售管理建議很好的小冊子

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