深度增长之B2B实战销售管理： 从拿单攻坚到体系自驱

这是一本针对B2B企业的销售管理实战手册。全书围绕企业销售体系全景图展开，涵盖战略目标、业绩管理和组织赋能三大板块，提供了一套系统的销售管理方案。作者凭借实战经验，深入讲解市场洞察等战略要素，以及销售漏斗管理、从资源到商机（RTL）和从商机到订单（LTC）等业绩管理环节，强调业绩导向的周期管理。同时，书中聚焦于高效销售团队的构建，包括人才招聘及培养、薪酬激励和管理能力提升等，意在帮助企业突破销售瓶颈，实现从个人拿单到体系自驱的深度增长，是B2B企业销售人员和管理者的实用宝典。

目录
引言：企业销售体系全景图································································1
做企业，不重视销售行不行？·······················································2
1．没钱任性型·····································································3
2．安于现状型·····································································5
3．无力突破型·····································································6
企业销售体系全景图···································································9
1．战略目标········································································9
2．业绩管理······································································12
3．组织赋能······································································14
精华小结················································································16
第1部分 销售战略··································································17
第1章 战略突围··········································································18
1.1 市场洞察：从盲目跟风到精准定位········································19
1．宏观调研：让企业登上永不沉没的大船·······························19
2．中观调研：看透行业市场的全景沙盘··································23
3．微观调研：挖出客户未说出口的黄金需求····························29
1.2 企业定位：从同质厮杀到差异制胜········································35
1．目标客户：双向锁定高价值战略客户··································35
2．核心价值：构建四层穿透式价值发动机·······························38
3．行业地位：从行业第一到细分市场唯一·······························42
1.3 业绩目标：从“拍脑门”许愿到科学拆解································43
1．销售目标：算清企业生存发展双轨基线·······························43
2．业绩结构：用业绩比例撬动战略落地··································45
3．区域分布：激活区域连锁的“杠杆效应”····························47
精华小结················································································50
第2部分 销售业绩··································································51
第2章 销售漏斗··········································································52
2.1 销售漏斗：从“黑箱博弈”到透明管控··································53
1．“点”：头痛医头，脚痛医脚··············································53
2．“线”：找准问题，对症下药··············································55
3．“面”：上下贯通，面面俱到··············································60
4．“体”：复式管理，双轨提升··············································62
2.2 业绩航标：从突破无力到精准发力········································64
1．扩池塘：扩大商机基本盘，实现业绩结构化增长···················65
2．增转化：突破大项目瓶颈，驱动业绩倍速增长······················70
3．促复购：锁定高价值客户，保障业绩可持续增长···················75
精华小结················································································84
第3章 RTL：从资源到商机···························································85
3.1 RTL管理：从单点作战到资源裂变········································89
1．定点爆破：从陌生拜访到关键人破冰··································90
2．顺藤摸瓜：从单点突破到圈层辐射·····································93
3．全面开花：从零散订单到批量成单·····································95
3.2 RTL地盘开拓模型：从无序开拓到阶段可控···························101
1．R1阶段：了解需求，证明实力········································102
2．R2阶段：提供支撑，推动合作········································104
3．RC阶段：强化信任，扩大战果········································106
4．C1阶段：挖掘需求，评估客户········································107
5．C2阶段：获得认可，深化联系········································108
3.3 七步一回头：从低效扫街到精准拜访····································109
1．第一次回头：检验区域开拓思路·······································112
2．第二次回头：检验资源拜访深度·······································115
3．第三次回头：检验成果产出效率·······································117
3.4 客户建档：从信息流失到资产沉淀·······································123
1．组织档案的管理：判断客户质量与资源投入深度··················125
2．个人档案的管理：找到关键角色与信任突破路径··················127
3.5 拜访辅导：从能力卡点到全面突破·······································130
客户拜访的辅导································································131
精华小结···············································································136
第4章 LTC：从商机到业绩·························································138
4.1 LTC的价值：从看天吃饭到科学种田····································139
1．企业头痛的现状····························································139
2．把艺术变成科学····························································142
4.2 LTC的阶段：从自我感动到运帱帷幄····································143
4.3 LTC管理流程：从粗放运作到可靠管控·································146
1．L1阶段：拜访客户，协助立项·········································146
2．L3阶段：引导需求，埋入标准·········································150
3．L5阶段：证实能力，明确价值·········································155
4．L7～L9阶段：制定策略，投标谈判··································160
4.4 商机盘点：从模糊感觉到精准预判·······································164
1．健康度盘点：对商机结构进行“全面体检”························164
2．结果盘点：对业绩目标进行“精准对齐”···························168
4.5 项目分析会：从被动丢单到主动布局····································176
1．项目信息分析：避免销售主观臆断····································179
2．项目组织分析：一张图看清项目全局·································180
3．竞争对手分析：避免被人半路“起底”······························183
4．攻单策略制定：用最低成本换取最大胜利···························184
精华小结···············································································185
第5章 销售过程管理节奏····························································187
5.1 季度会：从松散作战到战略布局··········································188
1．分析地盘资源·······························································189
2．制定地盘策略·······························································191
5.2 月例会：从数据统计到对齐目标··········································193
1．盘点业绩进度·······························································194
2．盘点商机数据·······························································196
3．盘点客户数据·······························································198
4．盘点团队能力·······························································199
5.3 周例会：从只看动作到重点聚焦··········································200
1．会前沟通辅导·······························································201
2．会中拉通目标·······························································208
3．会后跟进监督·······························································210
5.4 销售过程管理节奏····························································211
精华小结···············································································213
第3部分 销售组织································································215
第6章 销售组织：从人力消耗到人才复制的铁军工厂························216
6.1 人才招聘：从人员错配到精准识才·······································218
1．人才画像：构建人才标准，规避凭感觉招聘························220
2．指标权重：动态筛选机制，招到最匹配人才························223
3．面试提问：打造真相雷达，穿透候选人伪装························227
6.2 试用期管理：从人力成本到人才资本····································229
1．新员工培训：心力+能力，大幅缩短成才周期······················229
2．新员工考核：过程+结果，前置人员淘汰机制······················243
6.3 团队培养：从散兵游勇到正规团队·······································251
1．“4”型通道：销售能力成长的体系化模型···························252
2．训战结合：让课堂培训应用于客户实战······························257
3．双轨提升：让人才培养实现自动运转·································267
6.4 薪酬激励：从形式考核到动能激活·······································272
1．薪酬设计：如何低成本招到好销售····································273
2．绩效考核：如何精准考核绩效动作····································276
3．职级晋升：如何让销售主动领取任务·································279
6.5 组织赋能：从单兵作战到团队协同·······································282
1．销售“武器”：批量提升团队作战能力·······························282
2．AB角：让能力不足的销售价值最大化·······························288
3．团队作战：打造公司级的差异化优势·································292
精华小结···············································································294