【摘要】 销售的成功实现是企业获得生存和发展的基础。而销售的成功实现依赖于有效的管理。销售管理的目的在于提高销售效率和达到预期的销售效果。但作为不同的利益主体 ,销售人员更多地倾向于追求效率 ,而企业则追求效果。由于信息的不对称 ,他们之间存在一定的博弈关系 ,这种博弈可通过价值判断、对双方均有约束力的协议、以及过程管理来实现合作双赢更多还原

【Abstract】 Successful sales, the basis of survival and development for enterprises, depend on efficient management. The goal of sales management is to increase sales efficiency and to achieve expected sales effectiveness .Sales representatives tend to pursue efficiency, while enterprises like to pursue effectiveness since they have different pursuit of benefit, which results in the games between them. The problem can be solved and double gains can be achieved through value judgments,agreements restricting both parties and procedure management.更多还原