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对C类员工的全新计划Beth Axelrod、Helen Handfield-Jones、Ed Michaels 合著在人才争夺战中取胜，不仅仅是招聘和挽留员工。
你必须在A类员工身上投资、激励B类员工，以及－也许是最困难的－果断地对待C类员工。
对C 类员工的全新计划Beth Axelrod 、Helen Handfield-Jones 、Ed Michaels 合著任何一个资深的管理者都会同意：企业管理层能力的好坏对于企业持续成功至关重要。
但是，只有很少机构拥有一套严格、统一的方法来管理人才。
许多公司甚至还在摸索怎样评估与公司员工业绩相关的根本任务。
而且，他们在实施基于评估的恰当行动的表现更糟。
在管理业绩不佳的员工时，这些缺点尤为突出。
毕竟，公司管理层在招聘、培养以及保留业绩为“A ”和“B ”员工时，感到非常舒心。
但是在处理业绩为“C ”的员工时，却觉得非常痛苦，并总是设法避免。
特别在竞争激烈的经济时代，公司在适当的位置上需要拥有一个优秀的骨干领导，他们对员工的业绩能做出果断决定。
减小差距让众多企业面临特殊挑战，因为，假如处理不当，那么谁走谁留的决定就显得难以让人信服了。
的确，假如公司在经济较宽余时，对管理者的表现没有进行系统、严格地评估，那么，员工很难相信在艰难时期，公司所做的决定是考虑周全的。
无论是在昌盛时期或者是衰败时期，定期地辞退那些表现平平的经理能够确保机构的活力。
在过去的5年里，我们一直在探索怎样才能建立起一个非常出色的管理团体。
我们对112家企业的13,000位高级管理人员做了调查，研究了27家排列靠前的因人才济济闻名企业，并且向100多家企业咨询如何将他们的人才库升级。
我们发现，一个机构的成功程度，主要依靠精心管理业绩为“A ”和“B ”的两类员工，同时也依靠对“C ”类员工的恰当处理。
实际上，我们发现业绩优秀的企业中有33％比那些业绩平平的企业更注重对C 类员工的妥善处理。
那些业绩优秀的企业是怎么做的呢？下面的方法是从他们最有效的实践中提取出来的――这种方法我们称之为“外柔内刚”。
概况Overview员工授权是分配特殊任务给员工（以及完成这些任务所需的职责和权利）的程序。
Delegation is the process of allocating specific tasks (and the responsibility and authority for getting those tasks done) to team members.为了让你有更多的时间站在战略的高度管理公司，你需要将现在所承担的责任授权一部分出去。
In order to free up more of your time to allow you to work strategically on the business, you will probably need to delegate some of the tasks that you are currently personally undertaking.员工授权的一些规则Some Rules for Delegating1. 谨防“我自己能做得更好”的谬论。
接受一项事实：工作的成果只能达到你为自己所设定的标准的80%；Beware of the “I can do better myself” fallacy. Accept that the job may only be done to80% of the standard that you would have achieved yourself;2. 你花在培训中的时间是一种投资，其回报将在未来收获；Understand that the time you spend in training is an investment, the rewards of whichwill be reaped tomorrow;3. 记住培训的规则-解释、示范、监督、调整、逐渐退出；Remember the rules of training –explain, demonstrate, supervise, adjust, back away;4. 对你员工的能力要有信心；Have confidence in the abilities of your team members;5. 讲究方法的灵活性（员工可能会带来更有效的方法）-在结果/成果上达成一致。
xiex目录TABLE OF CONTENTS背景Background本指南旨在为咨询顾问公司和其它商业服务机构提供技术和方法，使他们能够成功地为中小企业提供咨询服务。
This guide is designed to provide consultants and other service providers with techniques and methodologies that will enable them to embark on successful consulting engagements with small/medium size enterprises (SMEs).这里提供的资料旨在帮助咨询顾问公司能够与中小企业建立互惠的关系。
这些方法不仅可以获得“快速取胜”的效果，还能够促进咨询顾问与客户之间建立长期的关系----这是一种让咨询顾问获得“受信任的顾问”的地位的关系，是一种使双方的知识和资源汇集成一个“知识和资源库”的关系。
The materials provided， aim to enable the consultant to engage with SMEs in a mutually beneficial relationship. While the methodologies used will provide “quick wins，” the materials are designed to facilitate a long-term relationship between consultant and client – a relationship where the consultant earns the status of “trusted advisor” and where the knowledge and resources of both parties are used to create a “pool of knowledge and resources.”该项目的目的是改善企业在财务和运营这两方面的业绩。
绩效管理行动计划THE PERFORMANCE MANAGEMENT ACTION PLAN有效地管理企业所有员工的绩效是企业取得长期成功的关键。
Effectively managing the performance of all team members is critical for the long-term success of your business.员工是企业最具价值的资产。
他们具备使企业取得优异表现的知识、专业技术与潜力。
Team members are one of your most valuable assets. They have knowledge, expertise and the potential to turn your organisation into an extraordinary business.员工需要得到定期、公正且具帮助性的反馈意见来提升业绩表现，这样可以达到激励员工，进行有效授权的目的。
企业需要有一个绩效管理体系来帮助其实现这一目的。
In order for team members to be motivated and empowered it is important that they receive regular, fair and supportive feedback that enables them to improve their performance. Therefore you must ensure that you have a performance management system that supports these objectives.下面的部分包含了绩效管理诊断中的所有问题，并提供了相应的行动建议。
请参照你的绩效管理诊断，明确哪些问题的得分在3.5分或3.5分以下。
对于这些问题，请参照相应的“行动建议”，并完成本工作表最后的“我的绩效管理行动计划”。
承诺的力量!THE POWER OF GUARANTEES!销售和市场推广最有效方法之一就是‘产品和服务承诺’。
它们可以显著提高企业市场营销战略的正面效应。
遗憾的是许多商家常常低估产品和服务承诺的价值或对其应用不足。
One of the most powerful tools used in successful selling and marketing are‘guarantees’. They can dramatically increase responses to your marketing strategies. Unfortunately guarantees are also tools that are underestimated and underused by many businesses.在最近的无线电台的广告节目中，Block Buster影带租赁公司为他们的最新录影带提供了一份诱人的产品和服务承诺。
他们保证，如果您走进他们的商店去租一本广告中的录影带，任何时候都可以成功地租借到，否则免费！为了支持这个承诺他们用了这样一条口号‘这就是Block Buster的承诺!’来结束他们的广告。
In recent radio commercials, Block Buster Video rentals offered a blatant guarantee on their promised latest video releases. They guaranteed that if you walk into their store to rent one of their promised latest video releases, it will be available in store, or you rent it free! Supporting this guarantee they finish the advertisement with the slogan, ‘And that is the Block Buster Video promise!’一些企业家可能把产品和服务承诺看成无法忍受的声明，认为这些声明会损害其业务，而不是促进业务的发展。
奖励战略REWARDS STRATEGY
本部分的诊断旨在探讨企业设计和实施其奖励战略的方法。
This part of the audit explores the way in which the business approaches designing and implementing its’
非金钱性奖励 NON-FINANCIAL REWARDS
本部分诊断旨在探讨采用非金钱性的奖励来激励员工的方法。
This part of the audit explores the way in which the business utilises non-financial rewards in order to
金钱性奖励制度FINANCIAL REWARD SYSTEM
本部分诊断旨在探讨企业针对员工所采取的金钱性奖励方式, 如他们的薪金。
This part of the audit explores how the business approaches the financial aspect of rewarding employee
奖励制度的准备REWARD SYSTEM PREPARATION 本部分诊断旨在探讨企业是如何来准备一套合适的奖励制度的。
TABLE OF CONTENTS目录TABLE OF CONTENTS (2)1.0报告摘要 EXECUTIVE SUMMARY (3)2.0介绍 INTRODUCTION (4)3.0企业背景介绍COMPANY BACKGROUND (6)4.0行业分析INDUSTRY ANALYSIS (8)5.0产品与服务PRODUCTS AND SERVICES (13)6.0市场分析MARKET ANALYSIS (17)7.0SWOT 分析DIAGNOSTIC SWOT ANALYSIS (20)8.0选择目标市场 TARGET MARKET SELECTION (24)9.0战略发展 STRATEGY DEVELOPMENT (26)10.0历史业绩表现 HISTORICAL PERFORMANCE (29)11.0市场营销战略 MARKETING STRATEGY (32)12.0附件一APPENDIX 1 (42)13.0附件二APPENDIX 2 (43)14.0附件三APPENDIX 3 (44)1.0 报告摘要EXECUTIVE SUMMARY➢完成一页纸的报告摘要，阐述市场营销战略及建议1 page summary overview of the report defining the marketing strategies and theresulting recommended actions.➢本部份应在本报告全部撰写完成之后才完成This section should be completed once the entire report has been finalised.➢本部份应包括主要的行动及其结果，以及通过执行本计划后将达成的目标摘要This section shou ld include Key Actions and an “Output Statement,” a summary of what will be achieved through the implementation of this plan.2.0 介绍INTRODUCTION➢制定市场营销战略规划的目的是至关重要的，也就是说，必须解释企业为什么要制定市场营销战略规划。
培训战略行动计划THE TRAINING STRATEGY ACTION PLAN员工的培训及发展对保持企业竞争力是非常重要的。
Training and development of team members is essential in order for a business to remain competitive.以下部分为培训战略诊断的问题，并逐一提供了行动建议。
请参照您的培训战略诊断，找出得分在3.5分或以下的问题。
对得分3.5及其以下的问题，请就每个问题参阅“行动建议”，然后完成本手册最后的“我的培训战略行动计划”。
请注意，有图标的地方表示在经营业绩改善项目中，提供有工具来帮助你完成工作。
The following section goes through each of the Training Strategy Audit questions and provides a suggested action. Please refer back to your Training Strategy Audit and identify those questions that you scores at 3.5 or less. Please review the “Suggested Action” for each of these questions and then complete “My Training Strategy Action Plan” at the back of thisworkbook. Please note that the symbol indicates that a tool is available within the Business Performance Improvement Program to assist in that area.培训需求评估TRAINING NEEDS ASSESSMENT请参照您的培训战略诊断。
市场营销活动计划THE MARKETING ACTIVITY ACTION PLAN了解掌握市场与促销活动的有效性是企业取得长期成功的关键。
Undertaking effective marketing and promotion activities is essential for the long-term success of your business.有效的市场营销包括将产品、价格、销售渠道与宣传促销有机地结合到战略中去。
Effective marketing involves having an integrated strategy for products, pricing, distribution and promotion.以下的部份包括了市场营销活动分析的所有问题，并提供了行动建议。
请参照已完成的市场营销活动分析，以明确哪些问题你的得分等于或低于3.5分。
对于这些问题，请参照其“行动建议”，并完成本部份最后的“我的市场营销计划”工作表。
标有的地方表示在经营业绩改善项目中有工具来帮助你完成这项工作。
The following section goes through each of the Marketing Activity Analysis questions and provides a suggested action. Please refer back to your Marketing Activity Analysis and identify those questions that you scores at 3.5 or less. Please review the “Suggested Action” for each of these questions and then complete “My Marketing Activity Action Plan” at the back of this workbook. Please note that the symbol indicates that a tool is available within the Business Performance Improvement Program to assist in that area.市场营销战略MARKETING STRATEGY请参照你的市场营销活动分析。
员工招聘战略行动计划THE RECRUITMENT STRATEGY ACTION PLAN有效的招聘体系是企业取得长期成功的关键。
Effective recruitment systems are critical for the long-term success of your business.员工是企业最有价值的资产，他们有着使企业取得非凡成就的知识、技能与潜力。
Team members are one of your most valuable assets. They have knowledge, expertise and the potential to turn your organisation into an extraordinary business.为了吸引并留住高素质员工，企业必须制定一个与企业总体战略目标相配合的，彻底的、公平的招聘体系。
In order for talented team members to be attracted and remain with your organisation it is essential that you have a thorough and fair recruitment system that supports the strategic objectives of the business.以下的部份包括了员工招聘战略诊断的所有问题，并提供了行动建议。
请参照已完成的员工招聘战略诊断，以明确哪些问题你的得分等于或低于3.5分。
对于这些问题，请参照其“行动建议”，并完成本部份最后的“我的员工招聘战略行动计划”工作表。
标有的地方表示在经营业绩改善项目中有工具来帮助你完成这项工作。
The following section goes through each of the Recruitment Strategy Audit questions and provides a suggested action. Please refer back to your Recruitment Strategy Audit and identify those questions that you scores at 3.5 or less. Please review the “Suggested Action” for each of these questions and then complete “My RecruitmentStrategy Action Plan” at the back of this workbook. Please note that the symbol indicates that a tool is available within the Business Performance Improvement Program to assist in that area.招聘计划 RECRUITMENT PLANNING请参照你的员工招聘战略诊断。
概述Overview“认知即现实”。
认知是影响客户购买决定的一个重要因素。
客户在某一特定的商业交易中（相对其他而言）决定购买是因为他们感觉你的产品与众不同。
Perception is Reality’. Perception is the key factor that influences a customer’s purchasing decision. It is the differences that customers perceive that makes them to choose to purchase from a particular business (as opposed to another!).创造独特的卖点是获得市场份额主导地位的重要手段。
意识到竞争对企业经营活动的威胁是很重要的，特别是处于市场竞争很激烈的行业中。
Creating unique selling points is one of the most powerful ways for a business to gain market-share leadership. However it is important note that competition will always be a threat to a business, particularly where the market is extremely competitive.总的来说，产品/服务的性质是基本相同的，因此企业需要对他们的产品和服务实行差别化战略来赢得市场。
Generally speaking products / services are of a similar nature, therefore businesses need to differentiate their products / services in order to gain market share.独特卖点 (USP)的种类Types of Unique Selling Points (USP)对企业而言有三种类型的卖点。
它们是：There are three major types of U SP’s that a business may have. They are:•真实的卖点：Genuine USP’s;•创造的卖点；Created USP’s; and•认知的卖点Perceived USP’s.真实的卖点Genuine USP’s这种卖点的特征是你的产品或服务确实存在独到之处。
These USP’s are characteristics that are actually genuinely unique about your products or service.例如：珀斯国内航班的飞机场的停车场就有其独特的地理位置特征。
For example: The domestic airport car park at the Perth Domestic Airport (Western Australia) has a unique ‘geographic location’ characteristic.飞机场位于这个城市的郊区，造成了其对这个市场的垄断，因为飞机场的停车场是唯一能提供给公众使用的停车场。
这就是停车场的卖点。
The airport is located in the outer suburbs of the city, which provides them with a monopoly control of the market as it is the only car park available for public use. As a result this is the car park’s USP!创造的卖点Created USP’s如果你的企业不能为你的产品或服务找出独特之处，那么下一步就是创造出一个与众不同。
你的企业需要将注意力放在经营的方式上，而不是产品本身。
这个可以通过关注供货流程来实现。
If your business is unable to find any characteristics that are actually unique to the business, the next step is to create a point of difference. Your business needs to focus on the way you do business, rather than focusing on the product itself. This can be achieved by focusing on the delivery process.这些例子包括：Examples include:•担保——“我们将保证你100%的满意，否则全额退款”。
Guarantees - ‘We guarantee 100% satisfaction or your money refunded in full’;•售后服务——派出一个销售人员检查产品的优点，提供免费咨询；After sales service - send out a sales person to review the success of the product and provide free advice; or•60天内无息付款——“免费试用”。
60-days interest free payment period –“try before you buy!”认知的卖点Perceived USP’s另一种有效的卖点类型是被你客户认知到的卖点。
记住“认知即现实”，因此即便你的产品或服务没有独特之处，只要你同客户很好的沟通，也可能创造出让他们感到不同的地方。
Another effective type of USP is those that are ‘perceived’ by your customers. Remember that ‘perception is reality’, therefore although the characteristic is not actually unique to your business, the key is communicate to customers in such a way so as to create the perception that it is unique.例如，行业标准：所有的竞争者都需要接受同样的行业标准，如在他们的产品中使用相同的成分，达到安全规定等等。
在一个竞争市场上建立卖点的关键是要首先向你的客户展示你不同之处的特征。
这能创造出你的产品完全不同于其他产品的感觉。
为了阐明这一点，奔驰在他们的一个汽车广告里列举了他们汽车所有的安全指标。
他们用这些指标打广告说：这些安全指标能在一家人遇到车祸的时候挽救他们的生命。
For example, industry standards; all competitors need to abide by the same industry standards, i.e. use the same ingredients in their products, meet safety regulations etc. The key to developing a USP in a competitive market is to be the first to communicate a characteristic of difference to your customers. This creates the perception that you have a product totally unique from anyone else. To demonstrate this, Mercedes Benz listed all of the car safety standards of their cars in one of their car advertisements. They used this list of standards to advertise that these safety standards would save a family’s life if they were involved in a road accident.事实：这些指标是所有汽车生产商都必须遵守的行业标准。
但是由于奔驰首先使用它们来进行推销，把它们作为一个卖点，因而使消费者认为奔驰是该行业的领头羊。
FACT: These standards were actually industry standards that all car manufacturers must abide by. But because Mercedes Benz promoted them first and used them as a ‘unique selling point’, they were perceived as industry leaders in their field.这种战略（采用这种方法首先展示标准）有效地阻止了竞争对手在他们的营销资料中使用同样的方法。
如果竞争对手开始对它们自己的安全特性进行推销，就会被认为是抄袭奔驰。
This strategy (being the first to communicate the standards in this way), effectivelyprevented competitors from using the same idea in their marketing materials. If competitors had begun promoting their own safety features, they would have been perceived as copying Mercedes Benz.确定独特卖点（USP）的特性IDENTIFYING UNIQUE SELLING POINTS (USP) CHARACTERISTICS企业的产品/服务可能会具有一些与竞争对手“不同”的特性。
但是如果要成功地在很长时间内保持其“独特性”，就需要企业在“销售流程”的独特性方面下功夫。
