尼爾·雷克漢姆

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出自 MBA智库百科(https://wiki.mbalib.com/)

(重定向自尼尔·瑞克曼)
尼尔·雷克汉姆(Neil Rackham)
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尼爾·雷克漢姆(Neil Rackham)

尼爾·雷克漢姆(Neil Rackham):SPIN銷售模式的始創人,全球著名的銷售大師,研究提高銷售效率和成功率的先驅者

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尼爾·雷克漢姆簡介

  尼爾·雷克漢姆是全球權威的銷售咨詢,培訓和研究機構——Huthvaite公司的創始人兼首任總裁,該公司為全球200多家大公司提供研究、咨詢和研討會服務,客戶包括Xerox, IBM, AT&T, KodakCiticorp。他的學術背景是心理學,在英國謝菲爾德大學開始研究銷售,並最終形成SPIN方法。他發表和出版了50多篇文章和幾部論著,被譯成11語言傳播。現為英國普茨茅斯大學訪問教授,國行銷策略協會董事長

  他是全球著名的銷售大師,以研究提高銷售效率和成功率的先驅者著稱,併成功地將研究和分析的方法引入銷售隊伍管理的視野,是人們公認的成功銷售的先鋒,受到全球廣泛的贊譽。

  他還由於為銷售水平提高提供研究分析方法而被廣為推崇。他由於成功開發了SPIN銷售模式,從而奠定了其在全球銷售研究領域的泰斗地位。

Neil Rackham is known throughout the world as a speaker, writer, and seminal thinker on sales and marketing issues. Three of his books have been on the New York Times best seller list, and his works have been translated into over 50 languages. He has been Chairman and CEO of three international research and consulting firms.

In the 1970’s Neil first gained international recognition for his studies of sales effectiveness, when he led the largest ever research study of successful selling. This massive project, supported by major multinationals including Xerox and IBM, involved a team of 30 researchers who studied 35,000 sales calls in over 20 countries. The research took 12 years at a cost of $30 million, in today’s dollars. From the results of these studies he published the groundbreaking classic SPIN® Selling (McGraw-Hill, 1988) and Major Account Sales Strategy (McGraw-Hill, 1989). His books regularly rank among business best sellers, and SPIN® Selling is McGraw Hill’s best selling business book ever. He is author of over 50 influential articles on marketing, selling and channel strategy.

Neil’s other books include Managing Major Sales and Getting Partnering Right: How Market Leaders Are Creating Long-Term Competitive Advantage. His recent book Rethinking The Sales Force has received wide acclaim from critics, academics, and salespeople. It is required reading at many leading business schools.

He has worked closely with many leading sales forces such as IBM, Xerox, AT&T, and Citicorp. He has also been an advisor on sales performance to several of the largest Fortune 100 companies in the United States.

Neil has worked extensively with senior partners in some of the world’s most successful professional services organizations including McKinsey & Company, where he was for many years a member of the Sales and Channel Management Group. He currently serves as Executive Advisor for Go To Market Partners, a market strategy and sales effectiveness research and consulting firm.

Neil Rackham is also widely recognized as a highly original and creative trainer and communicator. His work in sales training won him the Instructional Systems Association award for Innovation in Training and Instruction, and more than half the Fortune 500 train their salespeople using sales models derived from his research.

He is a sought after conference speaker who receives top reviews from participants for his capacity to take complex issues and make them accessible and interesting. He uses a combination of humor, passion, and group interaction to stimulate and challenge his audiences.

Neil has a farm and winery in Northern Virginia and, when not working on improving sales performance, he writes poetry and science fiction, plays medieval musical instruments, and walks the Appalachian Trail.

尼爾·雷克漢姆的理論貢獻

  尼爾·雷克漢姆於1980年代在Huthwaite 公司帶領一隊研究小組分析了35,000多個銷售實例,歷時12年,耗資過百萬美元,橫跨23個國家及地區並覆蓋27個行業,最後提供給我們的是銷售成功方面毋庸置疑的事實。

  關於如何銷售有許多觀點,但它們真正的缺陷是不以仔細研究過的客觀事實為基礎,甚至只是根據某人(通常是培訓人或銷售主管)的個人經驗為依歸。如果硬生生地亂套於別人身上,那難免有以點帶面的錯誤發生。所周知,由於每人的客觀條件不一樣,因此,經驗只能用作參考與分享並不能模仿。Neil Rackham深明此理,因此在他的研究公佈前,還花了7年時間不斷測SPIN銷售方法的使用價值。因為他需要證據去引證它的可使用性和可模仿性,當然還有成功率的變化。

  在那7年裡,他們用SPIN培訓了幾千名銷售員,並不斷進行試驗,旨在找到最好的方法來把成功銷售的理論知識轉化成簡單而又實際的方法,以便這些方法可以幫助任何人在大生意更有效地銷售。他們測量培訓過的第一批1,000名銷售人員生產率的變化,這是通過來自同一公司的參照組相比較而進行的。結果表明,接受過SPIN培訓的人在銷售額上比參照組的銷售員提高了17%。因此,他們確信SPIN銷售模式是一增加銷售的好方法。

  SPIN顧問式銷售技巧是劃時代的革命。當初,尼爾·雷克漢姆先生遭到他人的嘲笑,認為他沒有銷售的經歷,其研究成果不可能真正幫助銷售人員,後來在美國本土沒有出版社願意出版尼爾的研究成果。所以,尼爾的研究成果雖然是在美國首創的,但在第一次印刷卻是在英國。隨著他的SPIN銷售方法影響力日益增加,美國本土也開始出版他的著作。他的著作一經推出便受到許多大企業的認可,據瞭解,該方法曾在60%以上的500強企業中應用。

尼爾·雷克漢姆的主要著作

  尼爾·雷克漢姆的經典著作《SPIN銷售》 是第一本以全新視角研究大型銷售的書籍,書中倡導的SPIN銷售模式風靡全球,成為推銷高價產品和大規模銷售的最佳利器。該書自1988年出版以來,不斷再版,並獲得了麥格羅·希爾公司最佳商業暢銷書的殊榮。

  自《SPIN銷售》一書後,雷克漢姆還有多部著作問世,並都登上了最佳商業暢銷書排行榜,包括:

  • 《SPIN 銷售實戰手冊》
  • 《大客戶銷售戰略》
  • 《管理大客戶銷售》
  • 《獲得合伙的權利》
  • 《銷售的革命》等等。
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