获得卓越CVM的组织往往对其执行感到困惑,把销售人员从客户关系导向、产品特征导向、价格导向转变为价值导向通常很有挑战性。CVM转变中重要的成功因素是转变一线销售经理的思想态度并打造他们的CVM技巧。我们的经验和研究表明,三个销售要素对于CVM战略的执行意义重大,即能力模型、培训和销售团队工具。 Organizations that achieve superior CVM are often confused about their execution, often shifting sales force from customer relationship-based, product-specific, and price-driven to value-oriented. An important success factor in the CVM transition is changing the mindset of front-line sales managers and building their CVM skills. Our experience and research show that the three sales elements are significant for the implementation of the CVM strategy, namely competency modeling, training and sales team tools.