JP3860866B2 - Sales navigation device - Google Patents

Description

[0001]
BACKGROUND OF THE INVENTION
The present invention relates to a device that effectively supports a wide variety of sales activities in terms of so-called sales strategy, and in particular, accumulates business know-how from daily sales activities and results of sales, and in actual sales situations. It is related with the apparatus which presents the most effective business activity plan etc. according to.
[0002]
[Prior art]
In various fields, a salesperson called a salesman conducts various sales activities to motivate customers to purchase, and conducts the following sales activities while feeding back customer responses to each of these sales activities. Finally, business negotiations are closed.
[0003]
In conventional sales activities, each specific sales activity plan has been planned and executed based on the experience and intuition of each sales person or a leader-type sales person who received a report on sales information.
[0004]
As described above, the conventional sales activities are generally performed based on the experience and intuition of each salesman, but the fact that the sales performance of a predetermined salesman is always good in actual sales has been a fact.
[0005]
In order to deal with such a phenomenon, various measures have been taken so far in order to utilize the know-how of salesmen with good results in other sales activities.
[0006]
One way was to make a manual. This method of creating a sales manual usually involves extracting sales staff's sales know-how, systematizing it, and compiling it so that it can be used effectively in various sales situations.
[0007]
As another method, in view of the difficulty of making intangible sales know-how into a manual, there was a method in which a salesman with good performance was put in a responsible position and the sales know-how was reflected in the overall sales activities.
[0008]
[Problems to be solved by the invention]
However, the conventional methods such as the creation of the manual and the reflection of the sales know-how by selecting a predetermined salesman cannot support the sales activities effectively.
[0009]
First, the manual creation method has the following problems.
(1) The manual creation process itself requires a lot of labor and time.
(2) The composition and content of manuals that can suggest effective business activity proposals depending on the business scene are inconclusive and generally difficult to prepare.
(3) In a business environment that changes from day to day, it is difficult to maintain a manual that always corresponds to the latest business environment.
[0010]
The problem with the above manual is due to the fact that it is very difficult to create a manual both in terms of extracting business know-how and presenting the extracted business know-how according to the business situation.
[0011]
For example, even if interviews and questionnaires are conducted with veteran salesmen in order to acquire sales know-how, the quality of the sales know-how obtained by the business knowledge and techniques of the listener and the questionnaire creator will be affected. It is also very difficult to compile the extracted sales know-how so that it can be used in actual sales situations, depending on the skill of the manual creator. In addition, there was a problem that manuals and databases of sales know-how that had been built hardly became obsolete as the times changed.
[0012]
On the other hand, in the method of reflecting the sales know-how by selecting a predetermined salesman, in the sales activity state where one salesman often has many customers as in the current situation, the information of each customer is displayed by the salesman. Since it was not possible to grasp enough, the know-how of the salesman could not be sufficiently reflected.
[0013]
For this reason, in conventional sales, salespeople cannot grasp the timing of effective sales, such as when to approach which customers, and consider what sales activities are effective. It was difficult to make full use of customer information.
[0014]
In addition, even if sales know-how can be described in a manual, etc., the sales know-how is separated from the flow of each sales activity, and it is difficult to reflect the sales know-how in sales scenarios that are important to sales. Met.
[0015]
Therefore, the problem to be solved by the present invention is that the latest sales know-how can be accumulated through daily sales activities and results, and the most effective sales activity plan according to the situation in the actual sales situation. It is to provide a device that can be presented (referred to herein as a “sales navigation device” in the sense of a device for navigating sales activities).
[0016]
[Means for Solving the Problems]
The business navigation device according to the present invention is:
Customer information / sales history input means for inputting customer information and sales history,
A customer information / sales history database for storing customer information and sales history input by the customer information / sales history input means;
A sales know-how rule base that stores multiple sales know-how rules that make up a sales scenario along with evaluation values,
With reference to the customer information / sales history database and the sales know-how rule base, on the condition of customer information and sales history, a sales know-how rule with a high evaluation value, a customer to which a sales know-how rule with a high evaluation value is applied, Navigation reasoning means to search for at least one of
Navigation output means for outputting at least one of a sales activity proposal list, a prospective customer list, and an acquisition information list from the search result of the navigation reasoning means;
The sales history and the sales result are inputted from the customer information / sales history database, and the sales value close to the sales result among the plurality of sales activities constituting the sales history is such that the evaluation value becomes larger, and the sales contract is concluded. The sales activity that belongs to the sales history leading to the sales results of the current sales result is added with an evaluation value, and the sales activity that belongs to the sales history leading to the sales results of business negotiation failure is not added or subtracted to each sales activity. Sales know-how learning means for allocating and increasing a predetermined evaluation value and outputting each sales activity as a sales know-how rule to the sales know-how rule base ;
It is characterized by comprising.
[0018]
The business know-how rule learning device according to the present invention is
Customer information / sales history input means for inputting customer information and sales history,
A customer information / sales history database for storing customer information and sales history input by the customer information / sales history input means;
A sales know-how rule base that stores multiple sales know-how rules that make up a sales scenario along with evaluation values,
The sales history and the sales result are inputted from the customer information / sales history database, and the sales value close to the sales result among the plurality of sales activities constituting the sales history is such that the evaluation value becomes larger, and the sales contract is concluded. The sales activity that belongs to the sales history leading to the sales results of the current sales result is added with an evaluation value, and the sales activity that belongs to the sales history leading to the sales results of business negotiation failure is not added or subtracted to each sales activity. Sales know-how learning means for allocating and increasing a predetermined evaluation value and outputting each sales activity as a sales know-how rule to the sales know-how rule base ;
It is characterized by comprising.
[0019]
DETAILED DESCRIPTION OF THE INVENTION
Next, an embodiment of the business navigation device according to claim 1 of the present application will be described below.
FIG. 1 shows the configuration of an embodiment of business navigation according to claim 1 of the present application, the relationship between the components, and the overall processing flow.
[0020]
As shown in FIG. 1, the sales navigation apparatus 1 of this embodiment includes customer information / sales history input means 2, navigation reasoning means 3, navigation output means 4, sales know-how learning means 5, customer information / sales information. It has a history database 6 and a sales know-how base 7.
[0021]
The customer information can be set according to the field in which the business navigation device 1 is to be used. For example, customer information may include customer name / name, customer asset status, customer family structure, annual income, reaction to sales activities, evaluation of potential contracts, and the like.
[0022]
The sales history can be set according to the field where the sales navigation device 1 is used. For example, each sales activity such as sending direct mail (DM), proposing a product, interviewing, and granting a privilege can be used as a sales history.
[0023]
The customer information / sales history input means 2 is a means for inputting the customer information and the sales history, and preferably allows the customer information and the sales history to be input by a menu selection method. Note that customer information and sales history that cannot be patterned or newly set can be input separately.
[0024]
The customer information / sales history database 6 stores the customer information and the sales history in a systematically managed state.
[0025]
The sales know-how rule base 7 stores the sales know-how in a rule with an evaluation value. Here, each sales know-how rule is composed of a condition part and a result part, each stage of the sales history is described in the condition part, and specific sales activities are described in the result part. These sales know-how rules are organized according to customer attributes. Furthermore, each sales know-how rule is stored with an evaluation value indicating whether it is valid as a sales activity.
[0026]
Now, taking the insurance industry as an example, the business know-how rules stored in the business know-how rule base 7 are conceptually shown as follows.
if new then send company profile (100)
if new and DM response good then insurance design proposal (150)
if interviewed sent the familiar tool (200)
if interviewed and DM response good then insurance plan review (210)
………
………
The numerical value described in the parentheses at the end of the sales know-how rule indicates the evaluation value of each sales know-how rule. Further, these sales know-how rules are classified and arranged according to customer attributes, and are managed so as to have different evaluation values for each customer having a predetermined attribute.
[0027]
The sales know-how learning means 5 learns and updates the evaluation value of the sales know-how rule from the actual sales results by a method described later.
[0028]
The navigation reasoning means 3 is configured to detect a business activity activity plan from the business know-how rule base 7 on the condition of customer information and business history. At this time, it is preferable that the search for the business know-how rule condition is made possible so that the business know-how rule can be searched in a somewhat wide range including similar conditions.
[0029]
The navigation output unit 4 is configured to output a business activity plan detected by the navigation reasoning unit 3 and various information described later.
[0030]
Next, the process for supporting sales activities by the sales navigation apparatus 1 will be described below with reference to FIG.
[0031]
Initially, if there is any contact with a new customer, new customer information 10 can be obtained. In the processing by the sales navigation device 1 of the present invention, the new customer information 10 and the initial sales history are input to the customer information / sales history database 6 by the customer information / sales history input means 2.
[0032]
Next, a sales activity activity plan that matches the customer information and the sales history is detected from the sales know-how rule base 7 by the navigation reasoning means 3. The detected activity plan of the business activity is output as a navigation list 11 by the navigation output means 4.
[0033]
In the navigation list 11, a plurality of business activity plans are usually listed in order of priority according to evaluation values (business activity plan list 11b). That is, the activity plan based on the sales know-how rule with the highest evaluation value is shown as the most effective sales activity plan.
[0034]
Based on the navigation list 11, the salesman selects an appropriate sales activity plan and performs the sales activity (necessary information collecting activity in the case described later) 12. Through this sales activity, the salesperson obtains a sales result 13 such as closing, closing of a contract, continuation of business negotiations, and the like.
[0035]
In the case of continuation of business negotiations, the sales history and the newly obtained customer information by the above-mentioned sales activity are input again to the customer information / sales history database 6 through the customer information / sales history input means 2. Thereafter, a series of processing and activities from the input of the sales history, the search and execution of the sales activity proposal, and the feedback of the sales result are repeated until the sales activity is concluded or not concluded.
[0036]
When a sales activity is finally closed or closed, the sales history is input to the customer information / sales history database 6 and the sales know-how learning means 5 learns the evaluation value of the sales know-how rule. Is called.
[0037]
Here, the learning of the sales know-how rule will be described with reference to FIG.
As shown in FIG. 2, if a large number of sales know-how rules are gathered to form a single set 14, a series of executed sales activities includes a plurality of sales know-how rules (rule 1, Rule 2, rule 3, rule 4,... This series of executed rules is a sales activity appropriately executed according to each sales stage, and shows one flow that leads to the closing of a business negotiation. In this sense, these series of sales activities are called sales scenarios.
[0038]
Now, as shown in FIG. 2, if a contract is concluded through sales activities (Rule 1, Rule 2, Rule 3, Rule 4), the result of this contract establishment is taken as the evaluation value 100, and the contract is concluded. It adds to the evaluation value of each sales activity (rule 1, rule 2, rule 3, rule 4). At this time, a larger evaluation value is added to a business activity closer to the business result. In the example of FIG. 2, the discount rate is 0.8, an evaluation value 100 is added to the rule directly related to the business result, and an evaluation value multiplied by 0.8 is added every time one distance from the business result. As a result, the evaluation values of rule 1, rule 2, rule 3, and rule 4 are learned as shown in the table below.
[0039]
Evaluation amount after adding the evaluation amount before learning the rule Evaluation amount after learning the rule Rule 1 40 51 91
Rule 2 120 64 184
Rule 3 150 80 230
Rule 4 200 100 300
In contrast to the case where the contract is made, the business value which is not sold is not added with the evaluation value, or the evaluation value may be decreased as opposed to the case where the contract is made. Also in this case, the evaluation value is changed more as the rule is closer to the business result.
[0040]
In this way, the evaluation value is added (subtracted) when the contract is made (unsuccessful), and the rule closer to the business result is changed so that the evaluation value is changed. Can be arranged. That is,
(1) In the same sales history, that is, in the same sales stage, a sales know-how rule having a history of closing a deal in the past has a higher evaluation value.
(2) The sales know-how rules that are closer to closing have higher evaluation values.
[0041]
Thereby, in a certain sales history (sales stage), an effective sales activity plan can be obtained even with the sales history. In addition, by arranging sales activities in order of highest evaluation value and categorizing and organizing them according to each sales stage, each sales activity up to closing, that is, the most effective sales scenario can be obtained. is there.
[0042]
The sales know-how rules learned in this way are stored in the sales know-how rule base 7, used for inferring an activity plan for the next sales activity, and learned from new sales activities and sales results.
[0043]
A new business know-how rule is taken in at any time, and if it is an effective rule, a high evaluation value is given.
[0044]
The above describes the use of the sales navigation device 1 when searching for the most effective sales activity according to each sales history in a specific sales activity, that is, when outputting the sales activity plan list 11b as the navigation list 11. However, the business navigation device 1 can also output the prospective customer list 11 a and the acquisition information list 11 c as the navigation list 11.
[0045]
The promising customer list 11a is an output of a large number of customers arranged in order of their promising degree based on customer information, sales history, responses to sales activities, and evaluation values of sales activities. With this promising customer list 11a, the salesperson can perform sales activities with respect to the customers who are most likely to establish business negotiations, and can perform sales efficiently.
[0046]
The acquired information list 11c presents the missing information when the information on the condition part of the business know-how rule is insufficient, and the business activity plan cannot be searched. This list allows salespeople to collect the necessary information, thereby greatly improving the efficiency of subsequent sales activities.
[0047]
Next, modifications of the business navigation device will be described below.
The sales navigation device 1 of the above embodiment includes customer information / sales history input means 2, navigation reasoning means 3, navigation output means 4, sales know-how learning means 5, customer information / sales history database 6 as constituent elements. The sales know-how base 7 is included, but some of these components can be combined to form another device.
[0048]
FIG. 3 shows a configuration of a non-learning type sales navigation apparatus in which the learning function, that is, the sales know-how learning means 5 is removed from the sales navigation apparatus 1.
[0049]
The non-learning type sales navigation device 15 in FIG. 3 includes customer information / sales history input means 2, navigation inference means 3, navigation output means 4, customer information / sales history database 6, and sales know-how rule base 7. Have. This device is different from the sales navigation device 1 shown in FIG. 1 (the learning type sales navigation device is different from the non-learning type sales navigation device) except that the evaluation value of the sales know-how rule is not learned when the sales result is confirmed. Do exactly the same process. This apparatus is suitable when sales know-how rules and evaluation values thereof are fixed and learning is not necessary.
[0050]
FIG. 4 shows a business know-how rule learning apparatus according to the present invention . This sales know-how rule learning device 16 is obtained by removing the navigation reasoning means 3 and the navigation output means 4 from the sales navigation device 1 of FIG. 1, and includes customer information / sales history input means 2, sales know-how learning means 5, It has a customer information / sales history database 6 and a sales know-how base 7.
[0051]
The sales know-how rule learning device 16 accumulates customer information and sales activities in the customer information / sales history database 6 by the customer information / sales history input means 2 and stores the sales results every time sales results are obtained. The learning means 5 feeds back the sales know-how rules and stores them in the sales know-how rule base 7. This apparatus can be suitably used for the purpose of learning elaborate sales know-how.
[0052]
【The invention's effect】
As is clear from the above description, the business navigation device of the present invention enables effective business support.
The business navigation device of the present invention can present business activity proposals in an effective order based on the results according to each customer and each business stage. As a result, the salesperson can select a sales activity that appears to be effective from the proposed sales activity proposals and execute it. The most effective sales activity for each customer in accordance with each sales stage. Can be done.
[0053]
Moreover, according to the sales navigation apparatus of claim 1 of the present application, advanced sales know-how can be shared.
[0054]
In other words, since the evaluation value of sales know-how that often leads to close sales gradually increases, a salesman who has acquired advanced sales know-how uses the sales navigation device of the present invention, so that the sales know-how becomes a device. Learned and organized. A sales navigation device that has learned advanced sales know-how presents a sales activity plan based on the sales know-how to other salesmen. As a result, advanced sales know-how is transmitted to other salespeople in a natural manner, and the overall capabilities of the salespeople can be improved.
[0055]
In addition, according to the sales navigation device according to claim 1 of the present application, it is possible to learn an effective sales scenario leading to a contract that has been difficult to grasp in the past.
[0056]
Since the sales know-how learning means according to the present invention learns the evaluation value more strongly as the sales know-how rule is closer to the sales result, the rule closer to the sales result has a higher evaluation value. By arranging rules based on this evaluation value and organizing these rules for each business stage, it is possible to learn an effective business scenario that leads to a contract. Based on the learned sales scenario, it is possible to conduct sales effectively by allocating individual sales activities, assuming the process up to closing.
[0057]
Furthermore, according to the sales navigation device of claim 1 of the present application, the daily sales activities and sales results of the salesman are fed back to the sales know-how rules, so that the sales know-how rules corresponding to the constantly changing market and customer needs are highly evaluated. A value can be given.
[0058]
According to the business know-how rule learning device of the present invention , effective business know-how can be accumulated naturally from daily business activities and business results. That is, it is possible to learn the sales know-how rules accurately based on the results without requiring enormous time and labor as in the case of conventional questionnaires and interviews.
[Brief description of the drawings]
FIG. 1 is a flowchart showing a configuration of an embodiment of a business navigation device according to the present invention and a flow of processing thereof.
FIG. 2 is a diagram conceptually illustrating a learning method by a sales know-how learning unit of the sales navigation apparatus according to the present invention .
FIG. 3 is a block diagram showing a configuration of an embodiment of a non-learning type business navigation apparatus according to the present invention .
FIG. 4 is a block diagram showing a configuration of an embodiment of a sales know-how rule learning apparatus according to the present invention .
[Explanation of symbols]
DESCRIPTION OF SYMBOLS 1 Sales navigation apparatus 2 Customer information / sales history input means 3 Navigation reasoning means 4 Navigation output means 5 Sales know-how learning means 6 Customer information / sales history database 7 Sales know-how base 10 Customer information 11 Navigation list 12 Sales activities / information collection activities 13 Sales activity 14 Sales know-how rule set 15 Non-learning sales navigation device 16 Sales know-how rule learning device

Claims (2)

Customer information / sales history input means for inputting customer information and sales history,
A customer information / sales history database for storing customer information and sales history input by the customer information / sales history input means;
A sales know-how rule base that stores multiple sales know-how rules that make up a sales scenario along with evaluation values,
With reference to the customer information / sales history database and the sales know-how rule base, on the condition of customer information and sales history, a sales know-how rule with a high evaluation value, a customer to which a sales know-how rule with a high evaluation value is applied, Navigation reasoning means to search for at least one of
Navigation output means for outputting at least one of a sales activity proposal list, a prospective customer list, and an acquisition information list from the search result of the navigation reasoning means;
The sales history and the sales result are inputted from the customer information / sales history database, and the sales value close to the sales result among the plurality of sales activities constituting the sales history is such that the evaluation value becomes larger, and the sales contract is concluded. The sales activity that belongs to the sales history leading to the sales results of the current sales result is added with an evaluation value, and the sales activity that belongs to the sales history leading to the sales results of business negotiation failure is not added or subtracted to each sales activity. Sales know-how learning means for allocating and increasing a predetermined evaluation value and outputting each sales activity as a sales know-how rule to the sales know-how rule base ;
A sales navigation device characterized by comprising: Customer information / sales history input means for inputting customer information and sales history,
A customer information / sales history database for storing customer information and sales history input by the customer information / sales history input means;
A sales know-how rule base that stores multiple sales know-how rules that make up a sales scenario along with evaluation values,
The sales history and the sales result are inputted from the customer information / sales history database, and the sales value close to the sales result among the plurality of sales activities constituting the sales history is such that the evaluation value becomes larger, and the sales contract is concluded. The sales activity that belongs to the sales history leading to the sales results of the current sales result is added with an evaluation value, and the sales activity that belongs to the sales history leading to the sales results of business negotiation failure is not added or subtracted to each sales activity. Sales know-how learning means for allocating and increasing a predetermined evaluation value and outputting each sales activity as a sales know-how rule to the sales know-how rule base ;
Sales know-how rule learning device characterized by having>

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