| 摘要: | 本研究的目的為一家物流自動化服務提供商- T 公司提高的銷售運營效率。隨著物流技術的快速創新，其客戶的物流需求隨著時代的進展而不斷變化，觸動對其銷售業務進行改造的需要。本研究建議將銷售營運方針從產品銷售導向轉變為大客戶銷售導向模式。這將使 T 公司能夠在關鍵大客戶的整個組織中建立根深蒂固的關係。這將是成為未來十年公司增長的基礎。
在目前部門組織及產品組織的業務運作下，T公司面臨著部門間惡性競爭、內部意見不一致、缺乏共同目標的瓶頸。本研究提出以下建議。一是整合面對客戶的部門，強化銷售組織，由產品銷售模式轉變為大客戶銷售模式，更好地服務大客戶，每個客戶都通過單一窗口聯繫服務。二是成立新產品開發部，整合資源，對所有行銷的新舊產品進行評估。第三，以五大人格特質分析作為銷售人員配置的參考。第四，採取適當的薪酬方案，確保成長動力。最後，採用銷售漏斗管理機制進行案例跟追?輔導，預測未來銷售機會，準備後台工程工作量。
預計通過此次提案，T公司的運營將變得更加高效，銷售人員可以用在合適的模式，深入到客戶的整體組織中，實現業務發展的最大化。除此以外，內部競爭壓力可以轉化為團隊合作的企業文化。除了管理大客戶外，客戶銷售還可以提供解決方案，不僅滿足客戶需求，還可以超越客戶期望，通過全方位化服務提高客戶忠誠度。;The objective of this study is to improve the effectiveness of the sales operations for Company T, which is a logistics automation service provider. With the fast pace innovations in logistics technologies, the logistics requirements of its clients have been evolving over time, trigging a need to revamp its sales operations. This study proposes to change the sales operations from a product sales orientation, into a key account sales orientation. The would enable Company T to develop a deep rooted relationship throughout the organization of key customers. This would hopefully become the basis for its growth in the next decade.
Under the current business operation, which organizes along the line or products, company T is facing the bottleneck of unhealthy competition among the departments, inconsistent internal opinions, and a lack of common goal. This study proposes the followings. First, integrate the client facing department, strengthen the sales organization by transforming from a product sales mode into key account sales, to better serve key customers, each of which would be served by a single-window contact. Second, establish a new product development department to integrate the resources, and evaluation of all new and old distributed products. Third, employ the analysis of Big Five personality traits as a reference to allocate sales personnel. Forth, adopt an appropriate compensation scheme to ensure motivation for growth. Finally, adopt the sales funnel management mechanism to conduct case tracking and counseling, in addition to predicting future sales opportunities and preparation of back-end engineering workload.
It is expected that through this proposals, the operation of Company T can become more efficient, sales personnel can use their talents in the right place and penetrate into the customers’ overall organization to maximize business development. In addition, the internal competing practice can be transformed into a corporate culture of teamwork. In addition to managing key clients, account sales could also provide solutions, not only to meet customer demands, but exceed customer expectations, through integrated service, to increase customer loyalty. |
