71 Sales Enablement

---
name: 71-sales-enablement
description: "Bo tai lieu ban hang cong voi ky luat giu pipeline cho SME VN, gop mot skill vi cung mot nguoi lam ca hai viec — the persona nguoi mua (co ca nguoi can duong), one-pager, outline bo slide tu van, thu vien xu ly phan doi kieu VN viet o hai dang (bang tra nhanh khi dang goi va ban day du de dao tao), kich ban demo co moc thoi gian, bao gia, giai doan pipeline co tieu chi RA cong nguoi chiu trach nhiem cong SLA, quy tac toc do phan hoi inbox Zalo, va phuong an khong co CRM bang Google Sheet cong nhan Zalo. Kich hoat khi user nhac 'tai lieu ban hang', 'sales deck', 'xu ly phan doi', 'kich ban tu van', 'pipeline ban hang', 'quan ly khach tiem nang', 'bao gia cho khach', 'khach noi de suy nghi them'. Khong dung cho — tim va tao lead moi thi dung skill 33-b2b-lead-gen; thiet ke goi ban va muc gia thi dung skill 31-offer-design va skill 17-pricing-strategy."
metadata:
  version: 1.0.0
  category: operations
license: MIT
triggers:
  - "tai lieu ban hang"
  - "sales deck"
  - "xu ly phan doi"
  - "kich ban tu van"
  - "pipeline ban hang"
  - "quan ly khach tiem nang"
  - "bao gia cho khach"
  - "khach noi de suy nghi them"
  - "one-pager ban hang"
  - "chot sale"
output: "File .md — the persona nguoi mua, one-pager, outline bo slide, thu vien xu ly phan doi 2 dang, kich ban tu van co moc thoi gian, mau bao gia, bang giai doan pipeline (tieu chi vao/ra + nguoi + SLA), quy tac toc do phan hoi, va bang theo doi khong can CRM"
related:
  - 33-b2b-lead-gen
  - 31-offer-design
  - 17-pricing-strategy
  - 07-bao-cao-marketing
  - 58-positioning
  - 09-insight-khach-hang
---

# Sales Enablement — Tai Lieu Ban Hang Va Ky Luat Pipeline

> O SME VN, nguoi lam tai lieu ban hang va nguoi giu pipeline thuong la cung mot nguoi — nen skill nay gop lam mot: dua ra dung thu nguoi ban can cam khi dang noi chuyen voi khach, va dung ky luat de khach khong roi rung giua chung.

## Thu thap thong tin

Hoi toi da 4 cau:

1. **Ban gi, cho ai, gia tri don trung binh bao nhieu, tu luc khach hoi den luc chot mat bao lau?**
2. **Ai ban va lead vao qua kenh nao?** Chinh chu / 1-2 nhan vien / doi ban hang? Inbox Zalo - Messenger, goi dien, gap truc tiep, gioi thieu?
3. **Dang co san tai lieu gi, va khach hay tu choi bang cau nao nhat?** Ke 3 cau tu choi nghe nhieu nhat, dung nguyen van khach noi.
4. **Dang quan ly khach tiem nang bang gi?** CRM, Google Sheet, so tay, tin nhan chua doc, hay khong quan ly gi ca?

## Nguyen tac

1. **Nguoi ban chi dung cai ho tin.** Viet bang ngon ngu nguoi ban dang noi voi khach, khong phai ngon ngu marketing. Neu nguoi ban phai viet lai truoc khi gui thi tai lieu do da sai.
2. **Doc duoc trong 3 giay khi dang goi.** Tai lieu ma phai doc 30 giay moi thay cau tra loi la tai lieu that bai. Moi thu quan trong phai nam trong mot man hinh.
3. **Moi loi hua deu phai co bang chung.** Con so, anh, danh gia co ten, hop dong da lam. Khong co bang chung thi bo cau do ra khoi tai lieu.
4. **Giai doan pipeline dinh nghia bang tieu chi RA, khong chi tieu chi vao.** Tieu chi vao lam pipeline dep; tieu chi ra lam pipeline that. Khong co tieu chi ra thi khach nam mai o mot giai doan va khong ai biet.
5. **Toc do phan hoi quyet dinh nhieu hon noi dung phan hoi.** Khach nhan tin inbox thuong dang nhan tin cho nhieu ben cung luc; ai tra loi truoc thuong duoc noi chuyen truoc.
6. **Mot nguoi lam ca hai viec.** Dung thiet ke he thong can hai vi tri chuyen trach neu doi chi co mot nguoi.
7. **Bang chung cua hieu qua la nguoi ban dung that.** Sau 2 tuan, hoi: da mo tai lieu nao, mo bao nhieu lan. Cai khong ai mo thi bo, dung sua.

> **Ngoai pham vi:** bo phan duyet hop dong rieng, bac duyet chiet khau theo cap quan ly - tai chinh - phap che, va nguong gia tri hop dong de kich hoat quy trinh duyet. Do la so do to chuc cua doanh nghiep lon, khong phai cua doi ban hang 1-5 nguoi. Neu ban da lon den muc can chung, ban da co bo phan phap che roi.

## Quy trinh

### Buoc 1 — The persona nguoi mua

Voi moi vai tro trong quyet dinh mua, lam mot the mot trang:

| Vai tro | Ho quan tam gi | Cau ho hay hoi | Cach xu ly |
|---------|----------------|----------------|------------|
| **Nguoi tra tien** | Tong chi, bao lau thay ket qua, rui ro neu hong | "Bao nhieu tien", "Co chac khong" | Noi con so va dieu kien hoan / bao hanh truoc, chi tiet ky thuat sau |
| **Nguoi dung truc tiep** | Co de dung khong, co lam ho met them khong | "Phuc tap khong", "Ai huong dan" | Cho thay quy trinh tung buoc, thoi gian lam quen |
| **Nguoi ung ho ben trong** | Lam sao thuyet phuc nguoi khac trong nha / trong cong ty | "Anh gui em cai gi de em trinh lai" | Dua **one-pager** — day la ly do chinh one-pager ton tai |
| **Nguoi can duong** | Rui ro thuoc phan trach nhiem cua ho | Thuong khong hoi, chi noi "de tinh sau" | Tim ra ho som; hoi thang mot noi lo cua ho va tra loi rieng |

> **Nguoi can duong khong phai ke dich.** Ho can duong vi ho chiu mot rui ro ma nguoi khac khong chiu — thuong la ke toan, nguoi phu trach ky thuat, hoac nguoi than trong gia dinh. Tim ra ho o buoi tu van dau tien bang mot cau: "Ngoai anh/chi ra con ai can dong y nua khong". Bo qua ho la ly do pho bien nhat khien mot deal "gan chot" nam mai.

### Buoc 2 — One-pager

Mot trang, dung mot mat. Muc dich chinh: de **nguoi ung ho ben trong** cam di thuyet phuc nguoi khac khi khong co ban o do.

Nam khoi, theo dung thu tu:
1. **Van de** — mot cau, dung ngon ngu khach hay noi.
2. **Ban lam gi** — mot cau, khong thuat ngu.
3. **Ba diem khac biet** — moi diem mot dong, moi diem kem mot bang chung.
4. **Mot bang chung manh** — con so ket qua that hoac mot cau danh gia co ten va boi canh.
5. **Buoc tiep theo** — mot hanh dong duy nhat, kem ten va so dien thoai cua nguoi cu the (khong phai so tong dai).

Yeu cau hinh thuc: doc luot 30 giay la nam duoc; chu du to de doc tren dien thoai; xuat ban anh de gui thang qua Zalo (nhieu nguoi khong mo file PDF tren dien thoai).

### Buoc 3 — Outline bo slide tu van / pitch

Khong phai bo slide gioi thieu cong ty. Day la bo de **noi cung** khach, nen slide it chu, nguoi noi la chinh.

| # | Slide | Noi dung |
|---|-------|----------|
| 1 | Tinh trang hien tai | Mo ta dung cai khach dang song chung moi ngay |
| 2 | Cai gia cua viec de nguyen | Mat gi: tien, thoi gian, co hoi, rui ro |
| 3 | Vi sao bay gio | Dieu gi vua thay doi khien viec nay dang lam bay gio |
| 4 | Cach lam cua ban | Khac cach thong thuong o cho nao |
| 5-6 | Quy trinh tung buoc | 3-4 buoc, khong ke tinh nang |
| 7 | Bang chung | Con so, anh truoc-sau, danh gia co ten |
| 8 | Mot truong hop that | Ke tron mot cau chuyen, khong liet ke muoi cai |
| 9 | Trien khai | Lam trong bao lau, ai lam gi, khach can chuan bi gi |
| 10 | Chi phi | Cong khai. Neu chua the bao gia thi noi ro khoang va dieu gi quyet dinh muc |
| 11 | Buoc tiep theo | Mot hanh dong, co ngay cu the |

**Dieu chinh theo nguoi nghe:** nguoi tra tien thi dam slide 2, 10, 9. Nguoi dung truc tiep thi dam slide 5-6, 9. Nguoi can duong thi dam slide 7 va phan rui ro trong slide 9.

### Buoc 4 — Thu vien xu ly phan doi kieu VN

**Moi phan doi viet o HAI dang:**
- **Dang A — bang tra nhanh:** mot man hinh, dung khi dang goi. Cot: khach noi gi / tra loi ngay / bang chung dua ra / cau hoi de tiep tuc.
- **Dang B — ban day du:** dung de dao tao. Them: vi sao khach that su noi cau nay, cai gi khong duoc noi, va 2-3 cach dien dat khac nhau theo tinh huong.

Sau phan doi pho bien nhat o VN:

| Khach noi | Ho that su dang lo gi | Tra loi ngay | Bang chung | Cau hoi de tiep tuc |
|-----------|----------------------|--------------|------------|---------------------|
| **"De toi hoi sep / hoi chong"** | Chua du tu tin de trinh lai, hoac chua tim ra nguoi quyet dinh that | Dua ngay one-pager de ho cam di trinh; hoi ho can them gi de trinh cho de | One-pager | "Nguoi do thuong ban khoan dieu gi nhat? De em chuan bi truoc" |
| **"Ben kia re hon"** | Chua thay khac biet nen chi con gia de so | Hoi ro ben kia bao gom gi; so sanh tung hang muc, khong ha gia ngay | Bang so sanh hang muc kem chi phi phat sinh thuong gap | "Neu gia bang nhau thi anh/chi chon ben nao? Vi sao?" |
| **"De suy nghi them"** | Con mot noi lo chua noi ra | Khong ep. Hoi thang: dieu gi con lam anh/chi phan van | — | "Neu bo qua chuyen gia thi con dieu gi khien anh/chi chua yen tam?" |
| **"Gui bao gia qua Zalo di"** | Muon thoat cuoc noi chuyen, hoac that su can van ban de doi chieu | Gui ngay trong luc dang noi chuyen, va hen mot moc goi lai cu the | Bao gia dang anh, doc duoc tren dien thoai | "Em gui luon bay gio. 10h sang mai em goi lai nghe y anh/chi duoc khong?" |
| **"Co giam duoc khong"** | Thu, hoac that su vuot ngan sach | Khong giam ngay. Hoi ngan sach dang o muc nao, roi doi phan viec cho vua | Bang goi theo 3 muc ngan sach | "Ngan sach anh/chi dang du kien khoang bao nhieu? De em bo lai goi cho vua" |
| **"De qua Tet / de sang thang"** | Uu tien khac dang cao hon, hoac dong tien dang cang | Chap nhan moc, nhung chot moc cu the va viec can lam truoc do | Lich trien khai | "Vay em hen ngay [cu the] goi lai. Tu gio den do anh/chi can em chuan bi gi khong?" |

**Ba dieu khong lam khi xu ly phan doi:** khong noi xau doi thu; khong giam gia trong cung cuoc noi chuyen ma khach vua neu gia (day thanh thoi quen ep gia); khong hua dieu chua chac lam duoc de qua duoc cau hoi hom nay.

### Buoc 5 — Kich ban demo / tu van co moc thoi gian

Buoi tu van 30 phut, chia moc ro de khong bi troi:

| Moc | Phan | Muc tieu |
|-----|------|----------|
| 0-3 phut | Chao va thong nhat noi dung buoi noi chuyen | Khach biet buoi nay se di den dau |
| 3-10 phut | Hoi de hieu tinh trang that | Nghe nhieu hon noi. Hoi ca cau "ngoai anh/chi con ai quyet dinh nua khong" |
| 10-13 phut | Noi lai dung cai vua nghe | Khach xac nhan minh hieu dung — buoc nay khong duoc bo |
| 13-25 phut | Trinh bay dung phan lien quan den van de vua nghe | Khong trinh bay het moi thu |
| 25-30 phut | Chot buoc tiep theo co ngay gio cu the | Khong ket thuc bang "de em gui thong tin them" |

**Quy tac:** tu van sau khi hoi, khong tu van truoc khi hoi. Neu chua biet van de cua khach thi dang doan xem noi cai gi. Va **luon ket thuc bang mot moc thoi gian cu the** — buoi tu van khong co ngay hen tiep theo la buoi tu van bi mat.

### Buoc 6 — Bao gia / de xuat

Cau truc 5 phan, tong duoi 5 trang:
1. **Tom tat** — van de cua khach + ket qua du kien + tong chi phi. Mot trang. Nhieu khach chi doc phan nay.
2. **Pham vi cong viec** — lam gi, khong lam gi. Phan "khong lam gi" ngan tranh chap ve sau.
3. **Tien do** — moc thoi gian, ai lam gi, khach can cung cap gi va khi nao.
4. **Chi phi** — bang ro rang, ghi ro da bao gom gi va chua bao gom gi. Ghi hieu luc bao gia.
5. **Buoc tiep theo** — mot hanh dong, mot ngay.

**Cach lam cho VN:** gui **ca ban anh** de xem duoc thang tren Zalo, khong chi gui file PDF. Dung ngon ngu khach da dung trong buoi tu van. Ghi ro hieu luc bao gia — day la cach tao moc thoi gian that ma khong can gay ap luc gia tao.

### Buoc 7 — Giai doan pipeline (tieu chi vao + tieu chi RA + nguoi + SLA)

| Giai doan | Tieu chi VAO | **Tieu chi RA** | Nguoi chiu trach nhiem | SLA |
|-----------|--------------|-----------------|------------------------|-----|
| **Moi** | Co thong tin lien he va nguon | Da lien he duoc va xac nhan co nhu cau | Nguoi truc kenh | Lien he trong 5 phut (gio lam viec) |
| **Da noi chuyen** | Da tra loi, co nhu cau | Da biet: van de, ngan sach uoc luong, ai quyet dinh | Nguoi ban phu trach | Trong 24h |
| **Da tu van** | Da co buoi tu van / demo | Da gui bao gia va khach xac nhan da nhan | Nguoi ban phu trach | Bao gia trong 24h sau buoi tu van |
| **Da bao gia** | Bao gia da gui | Khach phan hoi ro: dong y / tu choi / hen moc cu the | Nguoi ban phu trach | Goi lai trong 48h neu chua phan hoi |
| **Dang thuong luong** | Khach dam phan dieu khoan hoac gia | Chot dieu khoan bang van ban | Chu / quan ly | Toi da 7 ngay, sau do phai co moc moi |
| **Chot** | Da dong y bang van ban / da coc | Da ban giao cho nguoi trien khai | Chu / quan ly | Ban giao trong 24h |
| **Mat** | Tu choi hoac im lang qua moc | Da ghi **ly do mat** vao bang | Nguoi ban phu trach | Ghi ngay khi dong |

**Ba quy tac giu pipeline sach:**
- **Khong co tieu chi ra thi khong duoc chuyen giai doan.** Chuyen bang cam giac lam bao cao vo nghia.
- **Moi khach phai co mot moc tiep theo co ngay.** Khong co ngay tiep theo = thuc te da mat, chi la chua ai dam ghi.
- **Ghi ly do mat bang nguyen van khach noi.** Sau 20 ca, ly do lap lai nhieu nhat chinh la viec can sua — o san pham, o gia, hoac o tai lieu.

### Buoc 8 — Toc do phan hoi inbox Zalo / Messenger

Khach nhan tin thuong dang nhan cho nhieu ben cung luc. Cham vai phut la cuoc noi chuyen do thuoc ve nguoi khac.

| Tinh huong | SLA de xuat | Cach lam |
|------------|-------------|----------|
| Gio lam viec | Tra loi trong 5 phut | Phan cong nguoi truc theo ca, khong de "ai ranh thi tra loi" |
| Ngoai gio | Tin tu dong ngay + nguoi tra loi trong 30 phut dau gio hom sau | Tin tu dong phai noi ro khi nao co nguoi tra loi |
| Gio cao diem sau khi len ads | Tra loi trong 5 phut | Truoc khi bat ads phai co nguoi truc — neu khong thi lui gio chay ads |

**Cach do:** moi tuan lay ngau nhien 20 hoi thoai, do khoang cach tu tin dau cua khach den tin dau cua nguoi that (khong tinh tin tu dong). Do la con so dua vao bao cao, khong phai cam giac cua nguoi truc.

### Buoc 9 — Phuong an khong co CRM: Google Sheet + nhan Zalo

Day la thuc te cua phan lon SME VN. Khong can CRM de co ky luat.

**Google Sheet — bo cot toi thieu:**

| Cot | Noi dung |
|-----|----------|
| Ngay vao | Ngay khach lien he lan dau |
| Ten + so dien thoai | Truong khoa, khong trung |
| Nguon | Ads / gioi thieu / organic / hoi thao |
| Giai doan | Danh sach chon co dinh theo Buoc 7 |
| Tieu chi ra da dat chua | Co / Chua — cot nay giu pipeline khoi phong |
| Nguoi phu trach | Mot ten |
| **Ngay tiep theo** | **Bat buoc. Trong o nay = khach dang bi bo roi** |
| Ghi chu lan gan nhat | Nguyen van cau quan trong khach noi |
| Ly do mat | Chi dien khi dong, ghi nguyen van |

**Nhan Zalo:** dung nhan hoi thoai dat theo dung ten giai doan trong Sheet. Nguoi truc doi nhan ngay sau khi noi chuyen; cuoi ngay doi chieu nhan Zalo voi Sheet trong 5 phut.

**Nhip toi thieu:** dau ngay loc cac dong co "Ngay tiep theo" la hom nay hoac da qua. Cuoi tuan loc cac dong trong o "Ngay tiep theo" — do la danh sach khach dang bi bo roi.

## Cau truc ket qua

Ten file: `sales-enablement-[ten-thuong-hieu]-[YYYYMMDD].md`

```markdown
# Sales Enablement — [Thuong hieu]
Gia tri don TB: [...] | Chu ky ban: [... ngay] | So nguoi ban: [...]

## 1. The persona nguoi mua
| Vai tro | Quan tam | Cau ho hay hoi | Cach xu ly | Tai lieu dung kem |
(bat buoc co dong "nguoi can duong")

## 2. One-pager
[Noi dung 5 khoi, viet san de dung duoc ngay]

## 3. Outline bo slide tu van
| # | Slide | Noi dung | Nhan manh voi ai |

## 4. Thu vien xu ly phan doi
### 4A. Bang tra nhanh (1 man hinh, dung khi dang goi)
| Khach noi | Tra loi ngay | Bang chung | Cau hoi de tiep tuc |
### 4B. Ban day du (de dao tao)
[Moi phan doi: ho that su lo gi, 2-3 cach dien dat, dieu khong duoc noi]

## 5. Kich ban tu van co moc thoi gian
| Moc | Phan | Muc tieu | Cau hoi phai hoi |

## 6. Mau bao gia
[5 phan, ghi ro hieu luc bao gia]

## 7. Pipeline
| Giai doan | Tieu chi VAO | Tieu chi RA | Nguoi | SLA |

## 8. Toc do phan hoi inbox
| Tinh huong | SLA | Ai truc | Cach do |

## 9. Bang theo doi (Google Sheet + nhan Zalo)
[Bo cot + nhip kiem tra dau ngay / cuoi tuan]
```

## Lien ket skill

- `33-b2b-lead-gen`: lead vao tu skill do; skill nay lo phan sau khi lead da vao. Bang giai doan o day thay the (va mo rong) bang handoff CRM cua skill do bang cach them tieu chi RA.
- `31-offer-design`: cai dang ban phai duoc thiet ke tu te truoc — tai lieu ban hang khong cuu duoc mot goi ban yeu.
- `17-pricing-strategy`: bang gia theo 3 muc ngan sach dung trong xu ly phan doi "co giam duoc khong" lay tu skill do.
- `58-positioning`: ba diem khac biet trong one-pager va slide 4 phai lay tu dinh vi da chot, khong tu nghi moi moi lan.
- `09-insight-khach-hang`: phan doi that va ngon ngu that cua khach lay tu day — dung bia cau tu choi.
- `07-bao-cao-marketing`: so lieu pipeline (so khach tung giai doan, ti le chuyen giai doan, ly do mat) dua vao bao cao thang.

## Checklist chat luong

- [ ] The persona co du bon vai tro, trong do co "nguoi can duong" va cach tim ra ho som
- [ ] One-pager gon trong mot mat, co ban anh gui duoc qua Zalo, co ten va so nguoi cu the
- [ ] Moi loi hua trong tai lieu deu co bang chung di kem
- [ ] Thu vien phan doi co du 6 tinh huong VN va moi tinh huong duoc viet o CA hai dang (bang tra nhanh + ban day du)
- [ ] Khong co cau tra loi nao noi xau doi thu hoac giam gia ngay trong cuoc noi chuyen
- [ ] Kich ban tu van co moc thoi gian va bat buoc hoi "ngoai anh/chi con ai quyet dinh nua khong"
- [ ] Buoi tu van ket thuc bang mot ngay gio cu the, khong bang "de em gui them thong tin"
- [ ] Bao gia co phan "khong bao gom gi" va co hieu luc bao gia
- [ ] Moi giai doan pipeline co tieu chi RA, nguoi chiu trach nhiem va SLA — khong chi tieu chi vao
- [ ] Co quy tac toc do phan hoi inbox kem cach do bang mau 20 hoi thoai
- [ ] Co phuong an khong CRM: bo cot Google Sheet + nhan Zalo + nhip kiem tra
- [ ] Cot "Ngay tiep theo" duoc danh dau la bat buoc