大客户开发与管理.docx

大客户开发与管理Developing and Managing Key AccountsDuration: 3 DaysPrice: 6450 Yuan21-23(SH)25-27 (SH)15-17(BJ)11-13(SH)18-2 0(CD)24-26 (BJ)13-15(SH)16-18(SH)14-16(BJ)21-23(CD)4-6(SH)9-11(BJ) 399/人 在线学习（推荐理由：研究证实，持续性的回顾可强化记忆和吸收。）M205 :大客户经理的重要性M206 :有效分析重要客户M207 :明确客户业务计划书的重要性 课程意义：大客户作为企业生存与发展的重要资源，成为了企业间竞争的主战场。因此，哪些是我 们的准大客户？如何建立与准大客户之间的合作？如何保有我们的大客户？本课程将围绕这三个问题，引导参加者系统地关注大客户的问题，从而帮助他们在竞争 的市场中赢得更多的大客户。参加对象：*负责开发和维护重要客户的销售人员、客户经理*跟踪管理那些负责重要客户的销售人员的销售经理内容大纲：1. 对大客户的认知和定位* 了解您的大客户、市场、市场细分*面对大客户时销售队伍的任务*大客户与一般客户的区别*大客户销售组织和资源分析2. 大客户的战略管理*大客户的战略分析*大客户需求的分析*大客户决策小组成员的定位分析*如何有效地掌握大客户的重要信息*如何制定针对大客户的行动计划*如何定制大客户的销售方案3. 对大客户进行分析* 了解企业、产品及环境、市场的SWOT 分析*理解本公司产品及服务的价值和附加值*客户对销售人员的期望是什么*明确大客户的采购流程及战略作用*测试：销售风格和采购风格分析*强化顾问式销售技巧一销售六步法*强化针对大客户的战略提问技能* FAB及Q-FAB-Q表达技巧*处理大客户常见的异议和疑虑4. 针对大客户的销售谈判及顾问式销售法*创造你的产品、服务及解决方案的差异性，有效地吸引大客户的采购关注、认可、行动*对大客户的销售谈判实力进行分析*销售谈判的五个黄金原则，抗压和避开陷阱* 了解大客户的需求动机及潜在个性化需求，进行个性化定位分析，找出大客户的量体裁衣式的整体销售方案*大客户销售的实例分析Program Outline :1. Recognition and positioning of the key accounts* Understanding your market, segmentation and key accounts* Tasks of sales team facing key accounts* Differences between key accounts and others* Analyzing sales organization and resource of the key accounts2. Strategic management of the key ac- counts* Strategic analysis of the key accounts* Key accounts demand analysis* Positioning analysis to DMU of key accounts* Collecting important information effectively* Setting up your relevant and proper action plan* Setting your tailor - made sales proposal3. How to analyze the key accounts* Understanding the SWOT analysis of client s culture, situation, product and market* What s your product s value and added value* Clienfs expectation to the salespeople* Purchasing procedure and strategic function of the client* Selling and purchasing style analysis* Reinforcing the consultative selling sddsLtleps* Key accounts strategic questioning* Using FAB and Q-FAB-Q presentation skill* How to handle clientsSales negotiation and consultative sales style facing key accounts* Differentiating your solutions to gain awareness, acceptance and consideration* Negotiation power analysis* Five golden principles of the sales negotiation* Understanding clients need and personalized needs analysis* Practical case analysisobjections and misunderstanding