[China Glass Network] to adapt to the "efficient" sales of education
The so-called efficient sales are: do not need too high technical background and sales skills, mostly repetitive labor, need to work hard, such as: store shopping guide, telephone sales, direct sales personnel and so on. The better education level for efficient sales is for secondary school or people with equivalent qualifications, and the survival rate is over 60%. Since efficient sales are generally repetitive labor, there are not many factors for change, and relatively simple service skills are basically sufficient. At the same time, most of the efficient sales are for business, and the environment does not change much. The ability is very limited. Moreover, efficient sales do not require much professional knowledge. Although it is a high-tech product, as long as it can clearly explain the selling point of the product, it can basically adapt to the sales work.
Efficient sales of academic education is shifting to professional vocational schools, and vocational education has even become a major source of future efficiency sales. Many vocational schools specialize in training: shopping guides, hotel services, telephone personnel and other professions. In the process of training, targeted training courses are set according to the needs of enterprises, which greatly improves the survival rate of sales staff. However, these schools also have big problems. Because the teachers in the school generally lack sales experience, the educational subjects set up are too book-based, which results in the students' ability to practice and operate is low. It is still necessary for the company to invest in a larger manager later.
The proportion of people with college education who are engaged in efficient sales is gradually increasing, especially in industries that require high technical capabilities, such as telecommunications, insurance, cosmetics, etc. Generally speaking, the survival rate of college education is about 40%. The higher the degree of education, the survival rate is significantly reduced, and the survival rate of undergraduate or above is only about 20%. In practice, highly educated personnel are not suitable for efficient sales work because most efficient jobs lack creativity, are relatively boring, have low added value, and therefore have low income levels. High academic qualifications hope to shoulder some challenging work, and hope that such work can play a good role in the future professional development, and efficient sales are obviously not able to meet such target requirements.
Adapt to the "performance" sales education
According to the efficiency and efficiency of the classification of sales personnel, performance-based sales staff generally have higher academic qualifications, the so-called performance type: in the face of more complex customer types and sales process, products need a strong technical background, such as : Large customer sales.
The requirements of the performance-based sales qualifications are improved with the technical content of the products and the complexity of the customer's decision-making, but the sales will be reduced to a certain degree, and the high-skilled qualifications of qualified sales are at the junior level. The survival rate is as high as 70%, mainly because most college graduates often lack competitive advantage in the face of technology choices, and there are not many other choices. Therefore, choosing sales has become a relatively tolerable profession. . These college students generally have lower costs and are more diligent, so they are very suitable for survival in private enterprises with faster development. Compared with college students, the survival rate of undergraduate students is about 55%, which is far lower than that of junior college students, but they are still an important part of the sales force. When choosing a sales career, undergraduate students are often expedient measures. With the pressure of the employed population, many students are forced to engage in sales careers that they do not like. Therefore, they are not stable enough, the conversion work is very frequent, and they are so high-spirited that the company is very conservative when it chooses undergraduate graduates, especially for undergraduates from well-known institutions, but no matter what, Among the sales, the undergraduate degree is still very common, especially in industries that require a certain professional background, such as medicine, textile, machinery, software engineering, etc., undergraduates reflect a strong competitive advantage.
Below the junior college, or higher than the undergraduate sales, the survival rate will be greatly reduced. According to statistics: in the sales of large customers, the sales rate of high school graduates is only 41%, and junior high school is only 30%, and correspondingly, The sales rate of master's degree sales is only 20%, and it is concentrated in very small industries. The sales of a thermal insulation material division in China by Dow Chemical is carried out by two master's graduates. The clients they target are the few domestic graded construction projects. They report directly to the foreign headquarters. The sales are rare in domestic companies, and the survival rate of such sales is extremely low.
What needs to be emphasized is: What is required by the enterprise behind the academic requirements? Most enterprises believe that high education means higher ability, including ability: understanding, problem-solving ability, operational ability, etc. They stubbornly believe that highly educated personnel can quickly get started and have better innovation ability, so that they can quickly improve the overall combat capability of the sales team. It is undeniable that academic qualifications can indeed prove some basic qualities, such as: accepting ability, partial thinking ability, professional knowledge, etc. However, sales focus not on the amount of knowledge, but on the amount of applied knowledge. Further, it should be learning. Knowledge, the ability to apply knowledge. If a secondary school student has the ability to learn knowledge and apply knowledge, he still has the potential to become a salesperson. Of course, from the above probability distribution, highly educated people seem to be more capable of mastering this ability.
Mixed sales education
Sales in many industries cannot simply be classified according to "efficiency and efficiency." They are not as complex as the performance type, nor are they as simple as the efficiency type. They are located in the middle of the two types. For example: OTC representatives in the pharmaceutical industry, sales staff of small equipment, etc. This type of salesperson often needs to repeat the prescribed sales actions like efficient sales, and there are not many components that can be used during the period. Their success is more. Rely on the diligence of sales people. For example, OTC representatives, their important task is to visit a large number of pharmacies every day, when visiting the pharmacy, according to the company's requirements, check the store's furnishings, promotional items, inventory, etc., and many of these actions are clearly prescribed by the company, as long as According to the company's requirements, and fill in the visit record card, the basic task of the store visit can be completed, this is the efficiency side.
And they are also effective on the side of the energy, for example: OTC representatives often have to deal with the store owner, urging them to purchase, while dealing with various issues in store management, requiring the store to engage in promotional activities with the company, chasing money, etc. The problem has strong uncertainty and requires the sales staff to have strong adaptability and ability to analyze and judge. This is the performance of performance sales. For this kind of hybrid sales, they are not more complicated in terms of efficiency and efficiency than pure performance sales or efficiency sales, but when combined, they often cause great difficulties in selecting people, which makes us both If you choose a higher education, or a lower-educated person, there will be an equal error. For this reason, the sales team of this type is mostly mixed, that is, a mixture of higher education and lower education.
In summary: Education can be attributed to the following points for sales:
1. Education has a greater impact on the survival rate of different types of sales;
2. But as far as one type is concerned, education is not a key factor in determining sales.
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