世界500强CEO访谈 第20期:惠普马克赫德 为市场创造需求(2)

 　　Reporter: Well, that’s kind of an interesting point, because one of the things you will hear out there is that some solution providers will tell you that HP doesn’t have as many people on the street as some others to help them sell. But what you’re really saying is if you have someone out there just creating demand, you actually get a bigger benefit out of that than having somebody just dedicated¹ to creating demand for channel or creating demand for direct sales. What would you say?

　　记者：这是一个有趣的问题，因为你会听到供应商都会告诉你，惠普公司并没有像基础设施某些企业一样很多人在街头来帮助他们销售。但是你真正的意思是如果你在那里有一部分人就是只负责创造需求，实际上比起那些让一些人致力于为渠道创造需求或为直销创造需求的企业，你将获利更大。你怎么看？

　　Hurd: I agree at a macro level, very generalized without any specifics, I agree with that view, that we have too few people out in the marketplace with a Hewlett—Packard badge creating demand for HP products. And we’re going to go fix that. So we’re investing in sales people today. That said, I don’t want that message to be perceived that we，re trying to eliminate the channel as we put people out there. That’s not the message at all. We，re trying to create more demand for HP. And as I explain in individual partner meetings, I get partners who say, This is great! But sometimes it’s interpreted as we’re trying to come be in conflict with our partners. That’s not the case. If we’re in conflict with a partner, it'll be a different issue from this.

　　赫德：从宏观整体的角度来说，从不考虑细节的广义上来说，我同意这个观点。在市场中，戴着惠普标识为惠普产品创造需求的人太少了，我们将会解决这个问题。所以我们现在还在对公司的销售人员方面进行投资，也就是说，我们并不希望向人们传达出我们把人员调离那些领域就代表我们将会减少项目开发的信息，那根本不是我们想要传达的。我们努力提高惠普的需求量。正如我在合作伙伴会议上解释的那样，我们的合伙人有时会说“那实在是太棒了”，但是这有可能被认为是我们与合伙人有冲突的表现，事实上并不是那样的。如果真的与合作伙伴有冲突，那我们现在面临就是一个不同的形势了。

　　Reporter: So are there some markets where it makes more sense to go direct for you than it does through an indirect model?

　　记者：有那样的市场存在吗，运用直销的方式会比间接销售的方式给公司创造更多利润的市场？

　　Hurd: I don’t know that I would define it as markets. I think it’s better if we define it a bit more from the perspective of customer. Clearly in SMB, you’re going to see us very, very reliant on the channel.

　　赫德：我不确定我们是否应该将其定义为市场，我认为如果我们从顾客的角度来定义的话会更好。当然在SMB方面，我们是非常依赖于销售渠道的。

　　Reporter: What do you mean when you say SMB? Because everybody has got a different explanation.

　　记者：您所说的SMB指的是什么呢？大家对此有很多不同的看法。

　　Hurd: We're going to be almost exclusively channel-oriented through that market. I mean, if a customer said, you’ve absolutely got to do this direct or they’re going to go to HP.com or something, that’s fine. We want to put multiple distribution methods so the customer can choose. We’re not going to dictate² in entirety how they do it. But our predominant view is going to be to leverage³ the channel.

　　赫德：在市场中我们几乎专门以渠道为导向。我的意思是，如果我们的顾客对我们说，你们必须进行直销，否则他们将会去惠普的网站得到相应的服务，那是很不错的。我们想要拥有多种产品分配模式，那样顾客就可以进行自主选择。我们不会完全指令他们怎样做，但是我们主导的观点就是影响销售渠道。

　　Reporter: Talk a little bit about compensation This new channel program to me is really a compensation program ultimately. And compensation drives behavior. It drives behavior with a direct sales force; it drives behavior with an indirect sales force. And this is pretty innovative⁴ from what I see.

　　记者：让我们来谈一下有关补偿金的问题。在我看来，此次的新渠道开发项目最终是一次率卜偿项目。补偿金的问题可以影响人们的行为，它可以以其直接的销售力量影响人们的行为，也可以有间接的销售力量。这个问题对我来说是有创新性的。

1 dedicated   

adj.一心一意的；献身的；热诚的

参考例句：

• He dedicated his life to the cause of education.他献身于教育事业。
• His whole energies are dedicated to improve the design.他的全部精力都放在改进这项设计上了。

2 dictate   

v.口授；(使)听写；指令，指示，命令

参考例句：

• It took him a long time to dictate this letter.口述这封信花了他很长时间。
• What right have you to dictate to others?你有什么资格向别人发号施令？

3 leverage   

n.力量，影响；杠杆作用，杠杆的力量

参考例句：

• We'll have to use leverage to move this huge rock.我们不得不借助杠杆之力来移动这块巨石。
• He failed in the project because he could gain no leverage. 因为他没有影响力，他的计划失败了。

4 innovative   

adj.革新的，新颖的，富有革新精神的

参考例句：

• Discover an innovative way of marketing.发现一个创新的营销方式。
• He was one of the most creative and innovative engineers of his generation.他是他那代人当中最富创造性与革新精神的工程师之一。