営業マン

「ほめちぎる教習所」差別化こそ営業マンに必要なスキルだ!

「ほめちぎる教習所」が読売新聞で取り上げられ、話題になっています。

三重県伊勢市にある「南部自動車学校」です。

教習所といえば、不機嫌な教官。

教官の横柄な態度に我慢して晴れて免許を取得、というのが当たり前のパターンでした。

ここに目をつけた南部自動車学校は「ほめちぎる」方針に変えて、売り上げが3倍になったのです!

方針転換して弊害はなかったの? と悪いことを考えてしまうのがサラリーマン(自分も)の悲しい性です。

が、卒業後1年以内の事故率も減少したといいます。売り上げが伸びて事故も減って、いいことずくめです。

これって、めちゃくちゃ単純な思考ですよね。

教習所というサービス業で、サービスを提供する側の態度が悪い。考えられません。

営業マンも「当たり前」と思っていたことを疑うことに、売り上げを伸ばすヒントがあります。

私が以前に勤めていた会社では、2つの主力商品がありました。

仮に主力A、Bとします。主力Aが売上の80%、主力Bが15%を占めています。営業400名のほとんどが、主力Aの営業に注力していました。主力Bは売るのに難しい商品だったのです。ただ、市場シェアはNo.1でした。

私は主力Bに注力して営業しました。売るのが難しいとはいえ、市場シェアは1位なのです。結果、主力Bの売り上げを伸ばして、その年の社長賞を受賞したのです。

実際に主力Bの営業をしてみると、商品力があるのにいままで営業をしていなかったので、実は欲しかったお客様に届いていなかったのです。「売るのが難しい」と思われていましたが、実際は「売るのが簡単」だったのです。

主力Bは売るのが難しいという、社内の「当たり前」を疑ったことにより、最高の結果を得られたのです。

ただ、主力Bに注力することは、上司や同僚から「?」と思われていました。「そんなことやるより、主力Aをもっとやれよ」と言われたこともあります。

「ほめちぎる教習所」も、実現するのは一筋縄ではいかなかったはずです。

いままでの「当たり前」や「常識」を疑って新しいことをやる、障壁はありますがその壁を乗り越えたら最高の結果が待っています。

営業マンにとって「ほめちぎる教習所」は最高の事例です!

営業へのおすすめ!無料で聴けるオーディオブックのベスト10を紹介!(Amazon Audible)営業マンが壁にぶつかったときに、ビジネス書に活路を求めます。 役に立つビジネス書は、何度も何度も読んで頭にすり込んで、はじめて身に...
営業マンが困難な仕事を解決していくための方法について営業マンが困難な場面に出会ったとき、どう解決していくのか? 3つの解決方法があります。 ・ビジネス書を読んで答えを探す ...
テレワークで営業マネージャーが部下を育成するためのメリットテレワーク(リモートワーク)が当たり前になってきました。 これまでは「顧客とは会って話す」が前提でしたが、zoomやGoogle ...





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