从销售本质而言,获得订单和交易成功只是销售的结果和目标,客户需求管理(Customer Needs Management,简称CNM)才是销售的过程和内容。销售结果的可控性只能依赖于销售过程的可控性。本文从销售行为学的认知角度,分宏观和微观两个层面,分别从销售主流程和销售事件流程分析如何实现客户需求管理,以提高销售流程的清晰程度和可控程度。 From the point of view of sales, the success of orders and transactions is only the result and target of sales. Customer Needs Management (CNM) is the sales process and content. The controllability of sales results can only depend on the controllability of the sales process. This article from the cognitive perspective of sales behavior, from macro and micro level, respectively, from the sales process and sales process analysis of how to achieve customer demand management, in order to improve the sales process clarity and controllable degree.