Digital transformation: data visualization enables sales management

A friend of a consulting company , The company mainly provides strategic consultation and product landing for some traditional enterprises in digital transformation , It covers a wide range of industries , Including manufacturing 、 retail 、 Insurance industry and so on . Some time ago, I asked for help , Let's take a look at the main problems of their customers' current sales management data product design , Give some optimization suggestions . Simply share the process of thinking .

One 、 Business scenarios determine the goals of data products

Insurance brokerage companies are important participants in the insurance industry , As an insurance intermediary , Help insurance companies sell insurance , Help consumers choose insurance 、 Buy insurance . The main goal of the business is to earn commissions by selling more insurance , In the process , Mainly rely on full-time or part-time insurance salesperson . This client expects the consulting company to provide them with suggestions on digital transformation , Achieve new breakthroughs in the company's performance , Manage the insurance sales process by means of data , Realize data enabled insurance business operation . Product objectives of performance management module ,

• Help the company effectively manage the insurance sales team , Improve management efficiency
• Help salespeople achieve self driven growth in personal performance , Improve company performance

Two 、 User group characteristics determine the visual presentation

sales 、 The characteristics of intermediary positions determine that people pay more attention to their sales ability of communicating with others when recruiting , Data analysis is not their strong point , Willing to spend time every day , From a lot of index data , Few people find useful information .

Previous articles ： How can data visualization have a soul And General methodology of data visualization products Introduced , Three levels of data visualization products , For the business form of strong sales , The data products for salespeople only reach the third level , In order to really play a role . Execution is the strength of the earth pushing Iron Army , In a word , Data products used by salesperson , It has to be simple enough 、 concise 、 intuitive , Don't let it think .

3、 ... and 、 The degree of interest relevance determines the value and stickiness of products

Sales management focuses on assessment and incentive , The most direct thing is to link it with money . The salesman must be most concerned about today when he wakes up every day 、 How much money can I make this month . How many products are sold 、 Talk about how many customers , In the end, it is to achieve the goal of money . Based on money 、 Manage and assess data product design , Will have enough viscosity , Can provide ways or suggestions to make more money , More valuable . Takeaway 、 Online car Hailing drivers can check the income of the day in real time , Often work from early morning to late night for the platform's single offset reward , For them , One extra order , Dora is fighting for herself , Not just “ Work ” Mission .

Four 、 Design ideas of sales management data products

1. Stick to the basic assessment law to avoid data stacking

The data products used by salespeople should not seek to provide comprehensive data indicators and strong multidimensional analysis capabilities , For many sales , Too much data leads to information overload or redundancy , So you won't use , Unwilling to use . Use simple pages and intuitive visual charts , Be able to make it clear how to calculate money , And tell the salesperson which index is not up to standard , How to improve it . for example , Previously, we designed a bonus dashboard for ticket salesmen , Based on the quarterly bonus that I pay most attention to , From the bonus coefficient results 、 Performance appraisal KPI Design in terms of completion .

2. Strengthen the incentive effect and stimulate self drive behavior

Selling is your business !

The first is to quantify the success of work into the most intuitive monetary value , For example, one more customer , Signed an extra order , How much does he earn himself , What are the benefits of recommending the development of a downline .

Many people are addicted to games , On the one hand, I really like playing , Another reason is the sense of honor brought by the hierarchy of the game . Show the growth of personal sales performance by playing strange games , It can enhance interest , Through grade setting 、 Ranking strengthens personal sense of honor , From others driven to self driven .

Besides , The level of insurance salesperson is linked to the Commission coefficient , The most tangible value of the promotion of grade is the higher commission coefficient . Present the upgrade conditions and current gap problems , It's convenient for the salesperson to make up for his shortcomings .

3. Organize physical examination to diagnose team problems

Is there a problem with my team ?

In the sales team , Managers' personal performance is strongly related to the team , No matter how strong your personal sales ability is , Team performance is a mess , It is also difficult to get more returns . I often see the physical examination scores of computer or mobile housekeeper , Confirm some indicators and score calculation rules to measure health , Each physical examination output intuitive healthy or unhealthy results , And the corresponding problem items , Solve team problems one by one based on problem items . Besides , Through the red black list, we can clearly know the high achievers and low achievers , Give praise or follow-up help .

4. What if , How else , Why?

Presentation of each indicator , Must be able to reflect the specific good and bad evaluation , Clearly inform the sales , The meaning of this indicator , And whether it's good or bad , Linkage depth multidimensional analysis and downhole analysis ability , Location problem , Find a way to break the game . Index evaluation dimension , You can refer to previous articles ：

• Compared with the same period in the past , Performance improvement , Or decline
• Assessment of KPI The goal is better than , How complete ?
• Compare with the personnel of the same rank in the team , How about the ranking score ,top still Bottom?

5、 ... and 、 To sum up

1. The core driving force of the digital transformation of traditional enterprises lies in the improvement of data-driven enterprise management ability , Data empowerment, cost reduction and efficiency increase , Therefore, the application of data on the business side is more emphasized , Instead of various data centers 、 The concept of data architecture , The most straightforward thing is to tell CEO What value can your product or consulting service bring , He will be willing to pay for you , Invest human and financial resources .

2. Data systems that some Internet companies take for granted 、 Product system , Traditional enterprises may just start , Need to be based on their business perspective , Input relevant experience 、 Copy 、 innovation .

3. The soul of data visualization products lies in analytical thinking , It's best to provide conclusions and suggestions directly , Assist in the form of intuitive visual presentation , Can truly reflect the data products 、 And the professional value of data product managers .