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営業マネジメントの基本とは?営業組織の目標達成力を高めるポイント|HRドクター|株式会社ジェイック 営業マネジメントの基本とは?営業組織の目標達成力を高めるポイント
営業組織は企業の売上を最前線で担う部門です。組織の営業目標をしっかりと達成していくためには、営業マネジメントの確立が大切です。営業マネジメントを確立するうえでは、属人性を減らし、適切なフォローを実施するためのSFA等のツール導入もおススメです。
記事では、営業マネジメントの基本と、営業マネジメントでやるべき7つのこと、また、SFA活用のポイントをご紹介します。
<目次>
営業マネジメントとは?
営業マネジメントとは、営業プロセスの管理や営業メンバーの能力向上により、組織の営業力を高め、業績目標を達成するための取り組みです。
営業活動において、商談や顧客接点は営業メンバー一人ひとりの個性や能力といった属人的な要素に委ねられる部分が大きい傾向があります。だからこそ、人の新陳代謝もあるなかで、しっかりと目標達成していくためには、営業プロセスの管理、能力向上プロセスの整理、共通言語やツール整備などの仕組みづくり、マネジメントが不可欠です。
営業マネジメントでやるべき7つのこと
営業マネジメントを行なう際に基本となる7つのポイントをご紹介します。
目標の意味付け
営業目標は、事業計画から落とし込まれた「売上・粗利金額」「受注件数」などの数値目標となることがほとんどです。そして、部門の目標数字が、各チームや個人の目標へと落とし込まれていきます。
数値で淡々と落とし込まれるからこそ、営業マネジメントにおいては、じつは目標の「意味付け」が重要です。上から「与えられた数字」に対して、人は本気にはなりづらいものです。だからこそ「数字を達成することが自分にとってどのような意味があるのか?」をしっかりと意味付けすることが大切なのです。
どんなに優れたプロセスがあり、計画があっても、実行するのは一人ひとりのメンバーです。目標達成に動機づけされていなければ、実行のスピードや精度UP、壁を乗り越えるチャレンジは生まれません。
意味付けは、例えば、「第○期の売上目標7,000万円」という目標に自分なりの意味や価値を見出すプロセスです。「トップセールスとして1位を取る」「チームで達成して表彰される」「賞与で○万円もらう」「目標達成して来期は昇格する」「インセンティブで家族旅行に行く」「上司に喜んでもらう」「顧客に感謝される」など、個人によってさまざまです。
意味付け作業をしておくと、目標が「達成しなければならないノルマ」「上から落ちてきた数字」という他人事から、「自分が達成したい目標」という自分事に変わります。目標達成の計画立案と並んで、目標の意味付けを必ず実施しましょう。
営業プロセスの構築
営業プロセスとは、商談創出から受注を取るまでのプロセスを分解したものです。以下のようなプロセスに分解して、プロセスごとの目標やマネジメントを行なうことで、安定した目標達成や先行管理、人材育成がしやすくなります。
<営業プロセスの一例>
- 1.営業リスト作成
- 2.アポイント獲得
- 3.初回商談
- 4.案件化
- 5.提案
- 6.契約
営業プロセスのうち、初回商談~契約までのフローを“セールスステップ”ということが多いでしょう。セールスステップの管理はもちろん重要ですが、同時に営業マネジメントでは、セールスステップのスタートとなる「どのように商談を生み出すか?」をしっかりと管理しておくことも重要となります。
最近では、“THE MODEL”と言われる形で、商談創出をマーケティング部門とCS部門で分担して、営業部門はセールスステップのみに集中する分業スタイルを取る企業も増えています。
各ステップをしっかりと目標設定してマネジメントするとともに、各ステップの基準やゴールを共通言語化しておくと、営業担当者の課題発見やフィードバックがしやすくなり、効率的な能力開発も実現できるでしょう。
計画作成
営業プロセスが構築できていれば、具体的に「今月や今期の売上目標を達成するために、いつまでにどのようなプロセス数値を、どのような施策で達成するか?」という営業計画を作成します。
売上目標等のゴールから逆算して、必要な受注件数や社数、提案額・提案件数、商談数、アポイント数などのプロセス数字に落とし込んでいきます。状況に応じて、新規と既存、チャネル別などでも分解していきます。また、年間目標であれば、四半期・月間・週間といった時間軸で分解していくことも大切です。
プロセス数値を設定するだけでは達成はできません。前期などの過去数値と比較したうえで、伸ばしているプロセス数値やステップ数値があれば、「どのように伸ばすのか?」という施策検討が不可欠です。具体的には、商談数を確保するための施策、受注率を高めるためのキャンペーン、そして、営業メンバーのスキルアップや育成計画などです。
下記の記事では新人営業のスキルアップについて解説していますので、ご関心あればご覧ください。
KPIマネジメント(プロセス管理)
営業プロセスの構築と計画作成で解説した内容は、まとめて「KPIマネジメント」とも呼ばれます。KPIマネジメントは、目標達成までのプロセスを分解して、先行指標となるプロセス目標を管理する手法です。
営業の場合には、前ブロックで解説したような提案金額や商談数などのプロセス指標がKPIとなります。計画作成、また日々の実行プロセスにおいて、KPIをリアルタイムでしっかり把握して、計画と現実でギャップが生じたら、早めにギャップを埋める施策を打っていくことがKPIマネジメントです。
KPIを考えるときには「量」と「質」、両方のプロセスを見ておくことが大事です。
- 量の指標:成約数、アポ数、売上金額などの「数」
- 質の指標:成約率、アポ率などの「率」
KPIマネジメントについては、以下の記事でKPIの設定方法や運用のポイントを解説しています。
メンバーの能力開発
組織の営業力は、目標設定や仕組みづくりだけで高まるものではありません。各メンバーの営業力を向上させる取り組みが必須です。営業活動に必要な以下の法則などの体系は、研修等でインプットすることがおススメです。
- ザイアンスの法則
- 4つの不
- コミュニケーションスタイル
- BANT+C判定
- チャルディーニの法則
営業研修で教えたい内容は下記の記事で詳しく解説しています。
また営業力のトレーニングには、研修と併せて定期的なロールプレイングを導入し、実践的な商談力やコミュニケーション力の向上につなげましょう。
モチベーションマネジメント
営業目標を達成していくためには、モチベーションマネジメントも大切です。例えば、営業担当者のうまくいったプロセスや成果に着目したポジティブフィードバック、未来志向のフィードフォワードを心がけると、モチベーションや自己効力感は高まりやすくなります。
また、仕事の失敗などでモチベーションが低い状況が続く場合は、要因を特定し、改善に向けた提案なども行なうとよいでしょう。モチベーションマネジメントするうえでは、上司は一種の“コーチ”としてメンバーのパフォーマンス向上に貢献する意識が大切です。
プロセスの振り返りと次計画への反映
営業活動は、週・月・四半期・半期・通期といった単位で締めがあり、繰り返されていく活動です。したがって、各締めのタイミングでプロセスをきちんと振り返ることが重要です。
作成したプロセス数値の計画からどこが上振れして、どこが計画どおりで、どこが下振れしたか、何が原因か、次の計画と実行にどう生かすべきかを検討しましょう。単なるプロセス数値だけでなく、顧客の声や予期せぬ成功に注目すると、どのようなニーズがあるか?どこを攻めるか?どう攻めるか?といった営業方針を考える参考になるでしょう。
営業マネジメントにおけるSFAの活用
営業マネジメントを実施するときは、SFA(Sales Force Automation)の活用がおすすめです。SFAは、各営業メンバーが、顧客情報や商談の進捗情報などの業務データを入力し、営業マネジメントに活用するシステムの総称です。
- 予実管理 :事前に登録した目標値と実績を比較
- 売上予想 :過去データなどから分析を行ない、今後の売上を予測
営業マネジメントにSFAを導入するメリット
営業マネジメントにSFAを活用すると、営業担当者とマネジメント層に以下のメリットが生まれます。
SFA導入による営業担当者のメリット
自分の状況をリアルタイムに把握して、プロセス計画とのGAP、達成への必要プロセス等を検討できます。また、自分の登録内容や同僚から共有された情報を活用することで、成功事例の振り返り、他社事例や成功事例などの把握、失注理由の分析などを行なって、受注に向けて参考にできます。
商談の一覧化やタスク管理、ネクストToDoの登録機能などを活用すれば、アプローチの抜け漏れなども解消して、仕事の質を高めることができます。
SFA導入によるマネジメント層のメリット
SFAを導入すると、上司もリアルタイムで個人と組織の営業進捗を把握できます。全体としての進捗や目標・計画との対比で現状を把握して、また、メンバーごとの活動量やステップ状況、把握している見込み数などを確認することで、必要な手を早期に打てるでしょう。
また、事前に状況把握したり、商談記録を確認したりすることで、ミーティングやコミュニケーションなどもスムーズとなります。
営業マネジメントにSFA導入するときの注意点
SFAは、しっかりとデータ入力する、そして、入力したデータを活用するという2つのプロセスが機能して初めて価値が出ます。そのため、導入時には、以下の点をおさえて選定作業を進めましょう。
営業マネジメント層がしっかりと選定・導入に関わる
前述のとおり、SFAの活用には①メンバーのデータ入力、②マネジメント層のメンバーのデータ活用が不可欠です。したがって、データ入力を指示して、現場のマネジメントを行なう営業マネジメント層、チームリーダーや部課長がSFA導入の目的や意義に共感していないと、なかなか活用は浸透しません。
現場に強い影響力をもつ営業マネジメント層を選定や導入に巻き込みましょう。
早期に成功事例を生み出す
SFA活用を浸透させるには、早期に成功事例を生み出すことがポイントです。営業マネジメント層のなかでもSFA活用に積極的な1人~数人をモデルとして、成功するように手厚く支援していきましょう。営業組織は「成果が上がる事」には積極的な傾向があります。いち早く成功事例を生み出しましょう。
営業マネジメント層の教育
SFA活用の効果を生み出すためには、チームリーダーや係長、課長クラスの「プレイヤーを直接マネジメントする層」の活用が肝です。
特にSFA入力と従来までのプロセスや見込管理が並行すると、プレイヤー層にとっては仕事の手間が増えるだけです。営業マネジメント層が見込み管理やプロセス管理にしっかりとSFAを活用するように教育しましょう。
まとめ
営業マネジメントは、組織の業績目標を達成するためには欠かせないものです。営業活動は、顧客との商談などは営業個々人の能力やスキルに依存する部分も大きく、属人的になりがちです。
だからこそ、営業プロセスの構築やKPIマネジメント等による先行管理、また、営業目標の意味付けによる動機付けやモチベーションマネジメント、スキルアップなど営業メンバーへの働きかけ等を仕組化して、組織の営業力をアップさせることが大切です。
営業マネジメントを効果的に行なうためには、商談情報や顧客構造、営業プロセス等を見える化できるSFA導入もおススメです。
著者情報
株式会社ジェイック シニアマネージャー
宮本 靖之
大手生命保険会社にて、営業スタッフの採用・教育担当、営業拠点長職に従事。ジェイック入社後、研修講師として、新入社員から管理職層に至るまで幅広い階層の研修に登壇している。また、大学での就活生の就職対策講座も担当。
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