目 录
第 1章 导论1
1.1 背景及意义1
1.1.1 选题背景 1
1.1.2 选题意义 1
1.2 相关理论基础2
1.2.1 顾问式销售的概念 2
1.2.2 顾问式销售与一般销售的区别2
1.2.3 关系营销理论 3
1.2.4 顾客价值让渡理论 3
1.2.5 SPIN 销售方法5
1.2.6 FAB 法则5
1.2.7 层次分析和模糊综合评价法6
1.2.8 SWOT 分析法6
1.3 研究思路与框架6
1.3.1 国内外研究现状 6
1.3.2 本文研究思路 7
1.3.3 本文研究框架 8
1.4 研究方法8
1.4.1 规范研究法 8
1.4.2 案例研究法 8
1.4.3 文献研究法 9
第 2章 A公司销售现状10
2.1 A 公司销售情况简介 10
2.1.1 A 公司简介 10
2.1.2 A 公司销售队伍组成 11
2.1.3 A 公司销售业绩 11
2.2 A 公司销售流程 12
2.2.1 引导客户并制定销售计划12
2.2.2 筛选项目机会 12
2.2.3 影响客户采购方案 12
2.2.4 分析客户决策 12
2.2.5 选择销售策略 13II
2.2.6 落实行动计划 13
2.2.7 总结并准备下一步销售13
2.3 电信运营商内部采购流程13
第 3章 制约 A公司顾问式销售效能的因素15
3.1 销售管理方面存在的问题15
3.1.1 重绩效轻效能 15
3.1.2 重艺术轻科学 16
3.1.3 重定性轻定量 17
3.1.4 重个人轻团队 17
3.2 销售人员能力欠缺的问题18
3.2.1 机会判断能力的制约19
3.2.2 决策分析能力的制约19
3.2.3 竞争策略能力的制约21
第 4章 A公司销售效能提升的方向 22
4.1 A 公司企业 IT 化简介 22
4.1.1 什么是企业 IT 化22
4.1.2 A 公司现有销售 IT 工具 22
4.1.3 A 公司信息化普及程度 22
4.2 IT 常用工具类型 23
4.2.1 OFFICE 套装软件 23
4.2.2 定制化软件 23
4.2.3 手机 APP23
4.2.4 工具类型的比较选择23
4.3 选择 IT 化方向的意义 24
4.3.1 有利于 A 公司实施行为和效能管理 25
4.3.2 有利于 A 公司普及科学销售方法 25
4.3.3 有利于 A 公司采用定量分析工具 25
4.3.4 有利于 A 公司团队销售能力打造 26
4.3.5 有利于 A 公司销售人员普及使用 26
第 5章 A公司提升销售效能的 IT化解决方案 27
5.1 项目机会分析工具27
5.1.1 设计目的 27
5.1.2 设计总体步骤 27
5.1.3 指标体系 27III
5.1.4 各指标详解 28
5.1.5 数据的获取 30
5.1.6 IT 化32
5.2 决策形势分析工具33
5.2.1 设计目的 33
5.2.2 设计总体步骤 33
5.2.3 指标体系 34
5.2.4 影响力各项指标含义35
5.2.5 支持度各项指标含义 36
5.2.6 数据获取 36
5.2.7 IT 化38
5.3 销售思考框架及行为指导工具40
5.3.1 设计目的 40
5.3.2 计总体步骤 40
5.3.3 选取的理论 41
5.3.4 竞争策略指南介绍 41
5.3.5 价值呈现指南介绍 42
5.3.6 行动方案指南介绍 42
5.4 工具组合及推广44
5.4.1 设计目的 44
5.4.2 PPT 结构 44
5.4.3 PPT 的推广使用情况 44
5.4.4 推行 3 年后的绩效提升情况 45
5.4.5 员工和领导访谈心得45
5.5 持续性优化计划46
5.5.1 软件形式的优化 46
5.5.2 加强信息的共享 46
5.5.3 坚持数据的优化 46
第 6章 结论与展望 48
6.1 结论 48
6.2 展望 48
参考文献50
致 谢 52IV
Contents
Chapter 1 Introduction1
1.1 Background and significance1
1.1.1 Selected topic background 1
1.1.2 Significance of the selected topic 1
1.2 Relevant theoretical basis 2
1.2.1 The concepts of consultant sales 2
1.2.2 The differences between consultant sales and general sales 2
1.2.3 Relationship marketing theory 3
1.2.4 Theory of Customer Delivered Value 3
1.2.5 SPIN sales method 5
1.2.6 FAB sales method 5
1.2.7 AHP and fuzzy comprehensive evaluation method 6
1.2.8 SWOT analytical method 6
1.3 Research ideas and framework6
1.3.1 Research status at home and abroad6
1.3.2 Research ideas in this paper 7
1.3.3 Research framework of this paper 8
1.4. Research method 8
1.4.1 Normative research method 8
1.4.2 Case study method 8
1.4.3 Literature research method 9
Chapter 2 sales status of company A 10
2.1 Introduction to sales of company A 10
2.1.1 Profile of company A 10
2.1.2 Sales team composition of company A 11
2.1.3 Sales performance of company A11
2.2 Sales process of company A12
2.2.1 Leading customers and making sales plan12
2.2.2 Screening project opportunities 12
2.2.3 The purchasing plan of influencing customer12
2.2.4 Analysis of customer decision12
2.2.5 Selecting sales strategy13
2.2.6 Implementing action plan 13V
2.2.7 Summarize and preparing for the next sale13
2.3 Internal procurement process of telecom operators 13
Chapter 3 Factors restricting the efficiency of consultant sales 15
3.1 Problems in sales management 15
3.1.1 Light weight performance 15
3.1.2 Arts and Science16
3.1.3 Qualitative light weight 17
3.1.4 Heavy personal light team 17
3.2 Problems of ability of sales staffs 18
3.2.1 Restricting the ability of opportunity analysis 19
3.2.2 The control of decision analysis ability 19
3.2.3 Restriction of competitive strategy ability21
Chapter 4 the direction of enhancing sales effectiveness22
4.1 Company IT profile of company A 22
4.1.1 What is the enterprise IT 22
4.1.2 Company A 's existing sales IT tools 22
4.1.3 The popularity of company A's information22
4.2 Types of IT tools23
4.2.1 OFFICE23
4.2.2 Customized software 23
4.2.3 APP23
4.2.4 Comparison and selection of tool type 23
4.3 Meaning of choosing IT direction 24
4.3.1 Being conducive to the company A's performance management25
4.3.2 Being conducive to the scientific saling of company A25
4.3.3 Being conducive to the use of quantitative analysis tool 25
4.3.4 Helping company A's team sales ability 26
4.3.5 Being conducive to the using of sales staff26
Chapter 5 solution to enhance the sales efficiency of company A 27
5.1 Project opportunity analysis tool 27
5.1.1 Purpose of design 27
5.1.2 Design steps27
5.1.3 Index 27
5.1.4 The details of index 28VI
5.1.5 Data acquisition 30
5.1.6 IT 32
5.2 Decision making situation analysis tool 33
5.2.1 Purpose of design 33
5.2.2 Design steps33
5.2.3 Index 34
5.2.4 The indicators of meaning of Influence 35
5.2.5 Support degree of the index meaning 36
5.2.6 Data acquisition 36
5.2.7 IT 38
5.3 Sales thinking framework and behavior guidance tools40
5.3.1 Purpose of design 40
5.3.2 Design steps40
5.3.3 Selected theory 41
5.3.4 Introduction to Competitive Strategy Guide 41
5.3.5 Introduction to the value presentation42
5.3.6 Introduction to action plan guide 42
5.4 Tool combination and promotion 44
5.4.1 Purpose design44
5.4.2 PPT structure44
5.4.3 Promotion and use of PPT 44
5.4.4 Performance improvement after 3 years 45
5.4.5 Staff and leadership interviews45
5.5Continuous optimization program46
5.5.1 Optimization of software form 46
5.5.2 Strengthen information sharing 46
5.5.3 Adhere to the optimization of the data 46
Chapter 6 Conclusion and Expectation 48
6.1 Conclusion 48
6.2 Expectation 48
Reference 50
Thanking 521
摘 要
相对一般销售，顾问式销售具有复杂性和长期性的特征。如何提升顾问式销
售的效能，从而在大客户销售方面获得良好绩效，是销售管理人员每天都要面临
一个挑战

本文以处于通信设备制造行业的 A公司为研究对象，基于 A公司的管理实践，
结合关系营销、综合分析法等理论，使用规范研究、案例研究、文献研究等方法，
详细探讨了一种利用 IT 化工具提升顾问式销售效能的路径以及效果，论证了 IT
工具在顾问式销售效能提升方面的独特作用，描绘了 IT工具在这个领域的发展前
景

本文首先说明了选题背景和选题意义，对顾问式销售的概念和相关理论及分
析方法进行了阐述和说明，并描绘了本文的研究思路与框架，描述了国内外研究
的现状，列举了本文的研究方法。除了介绍了 A 公司的一般情况外，还提供了对
A 公司顾问式销售情况的针对性介绍，其中包括 A 公司在应用顾问式销售 IT 工
具前后的销售业绩变化情况，A 公司现有的销售队伍组成情况。为了本文还从日
常工作的角度展示了 A公司的顾问式销售流程和 A公司的主要大客户的采购流程，
说明了 A公司在销售方面的形势和压力

A 公司属于一线销售公司，从年左右开始，A 公司的产品和服务遭遇了
市场上激烈的竞争，A 公司的销售指标开始急剧下滑。在这种情况之下，A 公司
必须进行变革，改变过去销售管理当中单纯下达销售指标而不关注销售人员的行
为效能的工作作风，尝试通过对销售人员的工作过程进行优化，得到更好的销售
结果。问题的剖析从制约 A 公司顾问式销售的几个关键因素入手，这些关键因素
分为两个方面，一方面是管理的问题，另一方面是个人的问题。本文就 A 公司在
销售管理当中存在的问题进行了逐个提炼和分析，包括重绩效轻效能的问题，重
艺术轻科学的问题，重定性轻定量的问题以及重个人轻团队的问题。同时，还分
析了几个影响顾问式销售效能的个人因素，如机会判断能力不足，决策分析能力
薄弱，竞争策略能力欠缺等问题。针对这两方面的制约因素，本文就 A 公司顾问
式效能提升的方向进行了探索。由于 A 公司所处的行业属于高科技设备制造行业，
IT 系统的应用比较成熟，A 公司尝试利用 IT 工具来辅助销售人员提高日常工作
效能。A 公司发现 IT 工具的计算能力有利于销售效能的量化分析，IT 工具的框
架设定能力有利于梳理销售人员的工作思路，IT 工具的存储转发能力有利于销售
人员的经验分享，IT 工具的界面便利有利于高效率的进行效能管理。为说明 IT
工具的巨大价值，本文还介绍了企业 IT 化以及常用 IT 工具，详述了 A 公司选择
IT 化方向的意义，阐述了 IT 工具与顾问式销售效能制约因素之间的内在联系，2
论证了选择 IT 化方向的正确性，最终回答了为什么要选择 IT 化来解决这些问题

本文详细说明了选择 IT 化方向的五个“有利于”，即有利于 A 公司实施行为和
效能管理，有利于 A 公司普及科学销售方法，有利于 A公司采用定量分析工具，
有利于 A公司团队销售能力的打造，也有利于 A公司销售人员普及使用

具体到解决方案上，本文详细介绍了相关 IT 工具的设计、使用界面以及使用
的基础理论。为了解决顾问式销售效能的问题，A 公司进行了多种有益的尝试，
引入了一些顾问式销售的经典方法和理论。如 SPIN 话术、FAB 法则、SWOT 理
论、模糊综合评价法等。如何将理论与实际紧密结合起来，成为摆在 A 公司销售
主管案头的一个课题。A 公司发现通过 IT 工具的巧妙设计可以将相关方法和理论
纳入到一套基于 Power Point 以及 Excel 的 Office模板当中。这个模板包括了项目
机会分析工具、决策形势分析工具、销售思考框架及行为指导工具。本文研究了
这些工具的组合及推广情况，并制定了持续性优化的计划，比如可以在软件形式
上进一步优化，利用 APP 开发门槛的降低，将这套 IT 工具移植到 APP 上。另外
在信息共享方面也进一步加强，通过移动互联网可构建全公司的经验分享平台

尤其是在数据方面，更需要进一步加强数据的准确性和积累效应，以便创造更大
的利用价值。本文充分论证了 IT 工具的持续应用对 A 公司的顾问式销售效能起
到了明显的提升作用，并对 IT工具在顾问式销售领域应用的前景进行了展望

关键词：顾问式销售；效能；IT 工具3
ABSTRACT
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 A
Company A is a sales company. From the beginning of , 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. To4
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.
KEY-WORDS: Consultative selling; Efficiency; IT tools第 1章 导论
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