大客户开发与管理
主办单位：中培网 中培管理咨询
时间地点：2021-11-29至2021-11-30 在 苏州
学员对象：中、高级销售人员，销售经理，大客户经理，销售总监，产品经理，市场经理，资深销售或销售管理，5年以上大客户经验，独立操作销售投标项目，支持或参与销售规划
费 用： 4500元
【培训对象】
中、高级销售人员，销售经理，大客户经理，销售总监，产品经理，市场经理，资深销售或销售管理，5年以上大客户经验，独立操作销售投标项目，支持或参与销售规划
【课程收益】
【课程大纲】
课程背景
重点客户管理是销售管理者不能忽视的一个重要话题。重点客户的战略思维是营销规划中的重要组成部分，课程试图从两个方面来给销售管理者提供价值：1、销售规划中大客户战略的思维和如何管理；2、随着销售技术的不断发展，如何有效训练和管理自己的销售人员并制订销售管理工具。从上述两个方面出发，合理地分配自己的销售资源。，实现提升客户的满意度和忠诚度，提升销售业绩的目的。
课程收益
了解大客户管理的意义和一般方法；
掌握“复杂型”销售的技术以及发展趋势；
合理应用客户管理理念和销售技术使销售资源投入最优；
课程内容
一破冰：讲师及课程介绍
1销售胜任能力和课程内容
2成人学习特征
二大客户战略意义
目的：了解大客户工作的意义，了解大客户工作的重要特征
1大客户工作的意义
2大客户工作的3个特征
3大客户管理日常三项工作
4大客户战略是一个总体业务思维
三大客户机会管理
目的：帮助学员运用分析工具进行宏观环境、自身条件进行，通过战略工具导出本公司战略和客户主要战略
1PEST宏观环境分析
2竞争环境5要素
3投资和战略矩阵
4SWOT分析工具
5对持矩阵
6战略导出操作
四大客户定义
目的：帮助学员掌握大客户定义的工具，扩展学员思维的维度
1客户定义的维度
2客户评估表
3标准的量化与可操作性
4目标客户矩阵
五客户需求的深入挖掘与引导
目的：帮助学员掌握发现、刺探、深入挖掘以及验证客户需求的方法,让学员能站在产品和个人两个方面来处理需求
1需求分类--显性需求与隐性需求
2心理需求SPISES模型
3客户需求的不同层次，P0--P3需求等级以及应对
4引导需求--引导你的客户认清他们的问题
5激发需求—引发客户没有认识到的需求
6强化大客户的战略询问技能-了解客户的需求和潜在要求
六辨识客户决策体制
目的：了解客户决策体制辨识方法，对各个不同角色的需求加以深入分析
1职责和角色
2常见角色和需求分析
3社会动态分析法SDA
七大客户团队和评估
目的：让学员简单了解客户评估流程和高效团队特征
1客户异议的价值
2处理异议的原则
课程总结---如何改变自己的行为
讲师简介
韩林 老师
讲师资质
曾参加International East-West University与上海经济管理学院的EMBA项目，主要研读方向为市场营销。EMBA课程的学习。韩老师在近20年的职业生涯中，服务于多家企业，其中不乏世界500强企业。曾先后任“里其乐”区域经理；“联想”消费业务高级经理；“东芝电脑”东区总经理；“英迈（中国）商业”零售业务总监；“德奔机械制造”副总经理。多年的销售实战与营销管理经历和磨练，使韩老师对销售和营销管理有着深刻的了解和丰富的经验。作为联想主要团队成员，参与规划和建设了中国最大的IT特许经营体系—联想1+1专卖，他领导管理的团队年销售额达到20亿人民币，其成功的经验为业界众多公司所仿效和借鉴
授课风格
韩老师有近10年的讲师经验，他的课程逻辑清晰，重点突出，注重实战并配合众多案例；讲课风格亲和，互动性强，善于现场获取素材，贴近学员工作进行讲解。
专长领域
《成功的销售技巧》、《大客户开发与管理》、《顾问式销售》《店面营销与管理》、《强化销售中的谈判能力》、《销售队伍管理》等销售课程
服务企业
IBM中国，HP中国，联想集团，拜耳，奥普莱（青岛）电机技术，北京欧蒙生物技术有限公司，岱山吉博力洁具有限公司，丹沙中福货运代理有限公司，江苏先声药业有限公司，老虎粉末涂料制造（太仓），雷莫贸易（上海）有限公司，马夸特开关（上海）有限公司，玫瑰塑胶（昆山）有限公司，美国友邦保险，南京菲尼克斯电气有限公司，，赛锡科技（无锡）有限公司，莎哈利本贸易（上海）有限公司，斯巴克林净水，……
Key account management is one of the important topics that sales managers cannot ignore. Focus on customer's strategic thinking is an important part of marketing planning, this course attempts to provide value from two aspects to the sales manager: 1, Key account strategic thinking in sales planning and how to manage; 2, with the continuous development of sales skills, how to effectively train and manage their own sales personnel and formulate sales management tools. Starting from the above two aspects, allocate their own sales resources reasonably.，to improve customer satisfaction and loyalty, improve sales performance objective,
Course Benefits
Understand customer management the significance and method
Master the techniques and the development trend of complex sales
The reasonable application of customer management idea and technical sales, sales resources optimal.
Targeted Participants
Senior sales staff, sales manager, client manager, director of sales, product manager, marketing manager, senior sales or sales management, 5 years’ experience, the independent operation of selling bidding project, support or participate in the sales planning.
Outline
Iicebreaking: lecturer and course introduction
1Sales competence and curriculum content
2Adult learning characteristics
IIBig client strategy significance
Objective: to understand the significance of the important work of large customers, understand the characteristics of the work of large customers
1The significance of Large client work
23 characteristics of Large client work
3three items work of the big customer management
4Big client strategy is an overall business thinking
IIIOpportunity management of big customer
Objective: to help the students to use analysis tools, through the strategic tool to leading-out the company strategy and customer main strategy
1Macro environment analysis of PEST
2The 5 elements of environment of competition
3Investment and strategy matrix
4SWOT analysis tool
5Confrontation matrix
6The export operation of strategy
IVThe big customer defined
Objective: to help the students master the large customer defined tools, expand students thinking dimension
1Customer defined dimensions
2Customer evaluation table
3The quantification and operability OF the standard of
4The target customer matrix
VDeep mining and guide the customer demand
Objective: to help the students master found, detect, in-depth mining method and verify the customer's demand, let the students to stand in the two aspects of the product and to individual needs
1Requirements classification - explicit demand and implicit demand
2The psychological demand SPISES model
3Different levels of customer demand, the demand level and coping with P0--P3
4Guide demand -- and guide your customers to understand their problems
5stimulate demand - lead customers don't realize demand
6Strengthen customer strategy about skills - understanding of customer needs and potential demand
VIIdentification of customer decision making system
Objective: to understand the decision-making system identification method for each customer, different role needs to be in-depth analysis
1Roles and responsibilities
2Common role and requirement analysis
3The social dynamic analysis SDA
VIIThe big customer team and evaluation
Objective: to let the students understand the customer evaluation process and efficient team characteristics
1The value of customer objection
2The principle of handling objection
Summary - How do I change my behavior?
Trainer Resume：
Mr. Han
Trainer Experience
Consultant has participated in International East-West University and Shanghai EMBA programmer, the main study direction is marketing. In nearly 20 years of career, Mr. Han served for many companies, including the world top 500 enterprises. Once successively as regional manager in "Rietschle"; senior manager of consumption business in "Lenovo"; general manager of east region in "Toshiba computers"; retail sales director in "IMG (China) business"; deputy general manager of "Deben machinery manufacturing". With many Years of sales and marketing management experience and actual combat training, make him have deep understanding and rich experience to sales and marketing management. As the association main team member, participate in the planning and construction of China maximum IT franchise system - 1+1 Lenovo monopoly, he led a management team with annual sales RMB 2 billion, its successful experience for many companies in the industry to follow and learn from
Focus Areas
"Successful sales skills", "the big customer development and management", "consulting sales" "store marketing and management", "strengthen the sales negotiation skills", "sales team management" sales courses
Training Style
Han experienced teacher lecturer for nearly 10 years, his course logic clear, focused, pay attention to practical and with many cases; lecture style affinity, strong interaction, is good at the scene gets close to the material, students work to explain
【讲师介绍】
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广州电话：（020）39971893、62355796 传真号码：（020）62355807
联 系 人：赵小姐、张先生 报名邮箱： 317709971@QQ.COM
参会方式：请您把培训回执表填写好回传，课前一星期您将会收到传真函，包括培训注意事项及详细安排