15.387 创业企业战略销售 (Entrepreneurial Sales)

MIT Course 15 · Technology, Innovation, and Entrepreneurship · 技术、创新与创业 · 课号 15.387

TL;DR

• B2B 企业级复杂销售的工程化科学，打破销售仅仅依赖天赋或关系的传统误区。
• 销售漏斗（Sales Pipeline）各阶段转化率量化分析、理想客户画像（ICP）精准锁定。
• 大客户决策委员会（DMU）多利益方利益对齐、价值证明（POC）与定价谈判收单。

课程简介 / Description

This course outlines the practical and tactical ins and outs of how to sell technical products to a sophisticated marketplace. How to build and manage a sales force; building compensation systems for a sales force, assigning territories, resolving disputes, and dealing with channel conflicts. Focus on selling to customers, whether through a direct salesforce, a channel salesforce, or building an OEM relationship.

讲义 / Lecture Notes

• 1
  • Making a Sales Call
  • Lecture 1: Introduction (PDF)
• 2
  • Making a Sales Call & Product Knowledge
  • Lecture 2: The Sale (PDF)
• 3
  • Sales Prospecting
  • Lecture 3: Prospecting (PDF)
• 4
  • Setting Sales Quotas & Compensation
  • Lecture 4: Sales Territories (PDF)
• 5
  • Team Selling
  • Lecture 5: Team Selling (PDF)
• 6
  • Sales Training & Forecasting
  • Lecture 6: Training and Forecasting (PDF)
• 7
  • Elevator Pitch Competition
  • Channel Problems
  • Lecture 7: Channel Conflict (PDF)
• 8
  • Life of a Regional Sales Manager
  • Lecture 8: Day-to-Day of a Manager (PDF)
• 9
  • Merger Problems
  • Lecture 9: Combining Sales Forces (PDF)
• 10
  • Managing an Inside Sales Organization
  • Lecture 10: Scaling Inside Sales (PDF)
  • Start of Sales Module
• 11
  • Opening a Subsidiary
  • Lecture 11: Internal Expansion (PDF)
• 12
  • Expanding to the U.S.
  • Lecture 12: U.S. Market (PDF)
• 13
  • Sales Force Reorganization
  • Lecture 13: Reorganization (PDF)
• 14
  • Negotiating an OEM Agreement
  • Lecture 14: OEM Sales (PDF)
• 15
  • Managing a Salesperson in a Large Company
  • Lecture 15: Managing in a Large Company (PDF)
• 16
  • Complex Sales Situations
  • Lecture 16: Complex Sales (PDF)
• 17
  • Evolution of a Sales Model
  • Lecture 17: Sales Model Evolution (PDF - 3.3MB)
• 18
  • Freemium Business Models
  • Lecture 18: Freemium Models (PDF)
• 19
  • Selling in the Age of Social Media
  • Lecture 19: Social Media (PDF)
• 20
  • Using Customer Relationship Management Software
  • Lecture 20: Selling Systems (PDF - 2.2MB)
• 21
  • Using Marketing Automation Software
  • Lecture 21: Marketing Automation Software (PDF)
• 22
  • Wrap Up
  • Lecture 22: Wrap Up (PDF)

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