Susan三叶草 2021年12月1日上午6:14

2021-12-01 06:46:0502:30 8

声音简介

Eager to see firsthand how customers were responding to the new,smaller product,Goodwin asked to attend a sales call with one of the company's top salespeople.
What happened taught Goodwin a critical lesson.
The salesman sat down with the customer and proceeded to sell the Titan- the laptop ultrasound. He didn't even pull the iLook handheld out of his bag.After fifteen minutes, Goodwin decided to intervene.
“Tell them about the iLook,” Goodwin prompted the salesman.But he was completely ignored. The salesman continued to extol the virtues of the Titan.Goodwin waited a few minutes, then leaned over again.“Take the handheld ultrasound machine out of your bag!”he insisted.Again, the salesman completely ignored him.Goodwin asked one of his best salespeople three times to sell the iLook— in front of the customer. Each time, he was completely dismissed.
What was going on?The CEO of the company couldn't persuade his employee to do as he asked?
The salesman wasn't deliberately trying to defy Goodwin.In fact,he was doing exactly what the company wanted him to do— sell the product that provided the highest return.
Goodwin knew that the handheld innovation had enormous long-term potential for the company—perhaps even more than the successful laptop-size model. The problem was,the salespeople were all on commission,and success for them was defined by the total value of their sales and gross margin dollars.It was much easier for Goodwin's best salesman to sell one of the laptop-size ultrasound machines thanit was to sell five of the little products.In other words, Goodwin thought that he was giving clear instructions into the salesman's ear.But the compensation system was shouting the opposite instructions into his other ear.
古德温渴望亲眼看看客户对这种新的、更小的产品的反应，他要求与公司的一名高级销售人员一起参加销售电话会议。
发生的事情给古德温上了重要的一课。
推销员和顾客坐下来，开始销售泰坦—笔记本超声波。他甚至没有把路可儿从包里拿出来。十五分钟后，古德温决定介入。
“讲讲路可儿，”古德温提示推销员。但他完全被忽略了。推销员继续赞美泰坦的优点。古德温等了几分钟，然后又靠了过来。“把路可儿从包里拿出来！”他坚持。推销员又一次完全不理他。古德温三次请他最好的销售人员之一在顾客面前推销路可儿，他都被彻底忽视。
发生了什么事？公司的首席执行官无法说服他的员工按照他的要求去做？
这位推销员并没有故意违抗古德温。事实上，他正在做公司希望他做的事情——销售能带来最高回报的产品。
古德温知道，路可儿的创新对公司来说具有巨大的潜力——甚至可能超过成功的笔记本大小的型号。问题是，销售人员都有佣金，他们的成功是由他们的总销售额和毛利润来决定的。古德温的最好的销售人员，他们销售一台笔记本大小的超声波机要比销售五台小产品容易得多。换句话说，古德温认为他在向推销员传达明确的指示。但是报酬系统对着销售人员的另一只耳朵喊着相反的指令。

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1

Susan三叶草 2021年12月2日上午6:16
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Susan三叶草 2021年12月1日上午6:14
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