【本周期刊】别看现在，你的销售文化差距正在扩大(2)

Duane Sparks杜南•斯巴克斯

[原文来自：www.11jj.com]

Author of Action Selling行动销售作者

[本文来自：www.11jj.com]

DON’T LOOK NOW, BUT YOUR SALES CULTURE GAP IS GROWING.
别看现在，，你的销售文化差距正在扩大。

Every business leader wants a productive, efficient, and effective sales organization—one that consistently hits quota. So why do recent studies suggest that two-thirds of sales reps fail to hit quota? Why do 65% of B2B companies tell Aberdeen Research that their #1 challenge is sales productivity?
每个商业领袖都想要一个多产、高效的销售团队——一个始终能达成指标的团队。那么，为什么最近的研究表明三分之二的销售代表未能达到指标呢?为什么65%的B2B公司告诉Aberdeen 研究公司他们最大的挑战是销售效率呢?

A study by the Harvard Business Review on the problem with sales productivity isolates “sales culture” as the most important criteria determining a highly productive company. HBR’s research further indicates that the factor determining whether a company achieves a high-performing sales culture is the company’s ability to align all customer-contact employees with a common culture based on an effective customer-communications strategy.
《哈佛商业评论》针对销售效率问题所做的一项研究，将“销售文化”视为决定高绩效企业的最重要指标。HBR的研究进一步表明，决定一家公司是否达到高绩效的销售文化的首要因素是，公司是否能以有效的客户沟通策略使所有客户、员工的共同文化保持一致。

HBR defines “alignment” as clarity of vision, strategy, and shared behaviors. Without alignment among customer-contact teams, companies cannot avoid a gap in their sales culture. That gap ultimately damages sales productivity. Today, the gap is widening.
HBR将“对齐”定义为愿景、策略和共同行为的清晰度。如果客户联系的团队没有一致性，公司就无法避免销售文化的差距。这种差距最终会损害销售效率。如今，这种差距正在扩大。

In fact, I would argue that this is the most important time in the history of selling for the advent of a healthy and effective company-wide sales culture. Some of the best-run companies in America agree with me—and they are doing something about it.
事实上，我想说的是这是销售史上最重要的时刻，一个健康、有效的公司销售文化出现了。美国一些运营最好的公司也同意我的该观点——他们正在为此做些什么。

THIS IS THE MOST IMPORTANT TIME IN THE HISTORY OF SELLING FOR THE ADVENT OF A HEALTHY COMPANY-WIDE SALES CULTURE.

这是销售史上最重要的时刻，标志着健康的全公司销售文化的到来。