你知道的销售培.工作原理吗？(Part 6)(2)

Author of Action Selling行动销售作者 [转载出处：www.11jj.com]

[原文来自：www.11jj.com]

HOW DO YOU KNOW YOUR SALES TRAINING WORKS?
(PART 6)
你知道的销售..工作原理是怎样的？（第6篇）

The sales training industry traditionally is long on bold claims but short on proof. When you come down to it, sales training always has been a “spray and pray” proposition: Spray it on the sales force, then pray that something positive and lasting happens to your company’s ability to sell its goods or services.

传统而言，销售..行业长期以来都是大胆的主张，但缺乏证据。 当你谈到它时，销售..一直是一个“喷雾和祈祷”的主张：将它喷洒在销售人员身上，然后祈祷你公司出售其产品或服务的能力会产生积极和持久的影响。

The reasons are understandable. After all, consider the difficulty of collecting hard, measurable evidence that would establish a direct link between a sales training program and improved business results. First you would need a training program that teaches distinct, identifiable sales skills—skills that provably make a critical difference in the real world of sales. Then the program would have to improve those skills, demonstrably and measurably. Then the improved skills would have to “transfer” from the training program to application on the job, again demonstrably and measurably.

原因是可以理解的。 毕竟，考虑收集难以衡量的证据的难度，这些证据可以在销售..计划和改进的业务成果之间建立直接联系。 首先，您需要一个..计划，该计划教授独特的，可识别的销售技能。这些技能可以证明在销售的真实世界中具有重要作用。 然后，该计划必须以明显和可衡量的方式提高这些技能。 最后，改进的技能必须从训练计划“转移”到工作中的应用，再次证明和可测量。

Finally, if you were to have any confidence that a sales training program would do all of that before you invested in it, you would need evidence in the form of a database large enough to prove that the program did what it promised. You would need “Big Data” that could be mined to show, for example, that the training program convincingly improves Sales Skill X by a factor of Y and, further, that on-the-job application of Skill X is convincingly boosted by a factor of Z.

最后，如果你有信心在你投资销售..项目之前完成所有这些工作，那么你需要一个足够大的数据库形式的证据来证明该计划能够做到它所承诺的。 例如，您可能需要“大数据”来体现..计划令人信服地将销售技能X提高了Y倍，而且，技能X的在职应用程序令人信服地得到了提升。 通过Z因素。

That kind of big data has never existed in the world of sales training. But now it does.
这种大数据在销售..领域从未存在过。 但现在确实如此。

In 1995, my company, The Sales Board, formed a development team of software engineers and psychometricians to create a validated instrument that would reliably measure factors including these: How much knowledge a salesperson has about the selling skills that are critical to success; how much that knowledge level improves after training; and how well the person is able to use the knowledge on the job.

1995年，，我的公司，销售..成立了一个由软件工程师和心理测量师组成的开发团队，以创建一个经过验证的工具，可以可靠地衡量这些因素：销售人员对成功至关重要的销售技巧有多少了解; 训练后知识水平提高了多少; 以及这个人如何能够在工作中使用这些知识。

That last piece—measuring how often and how well a skill is applied in the real world—provides the crucial evidentiary link between a training program and any subsequent improvement in critical business indicators, such as revenue gains, higher margins, or increases in market share.

最后一项 - 衡量技能在现实世界中应用的频率和程度 - 提供了..计划与关键业务指标的任何后续改进之间的关键证据联系，例如收入增加，利润率提高或市场份额增加。

For more than 20 years we have used this validated instrument to evaluate the impact of Action Selling training. We have collected data on 400,000 salespeople from more than 3,500 companies in a broad range of industries. Our SQL relational database contains about 78 million data points with a two-decade time span. In other words, we now have access to “big data” on the impact of sales training.

20多年来，我们一直使用这种经过验证的工具来评估行动销售..的影响。 我们收集了来自各行各业3,500多家公司的400,000名销售人员的数据。 我们的SQL关系数据库包含大约7800万个数据点，时间跨度为20年。 换句话说，我们现在可以获得有关销售..影响的“大数据”。

Everything starts with critical skills

一切都始于关键技能

Action Selling is built upon the research-proven fact that success in sales is most influenced by the degree to which salespeople master and use five Critical Selling Skills. Those skills are:

行动销售建立在研究证明的事实之上，即销售成功最受销售人员掌握和使用五种关键销售技巧的程度影响。 这些技能是：