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團隊系統管理培訓

課程大綱：
一、大客戶戰略營銷規劃
1、大客戶是營銷戰略關鍵
大客戶是企業戰略營銷致勝的關鍵
大客戶營銷的最高法則是信任
分析客戶數據并挖掘大客戶價值
戰略性大客戶的五步臺階
三種目標：戰略、銷售及價值
怎樣評估大客戶的價值
案例分(fen)析：哪四類大(da)客戶需要被砍掉

2、大客戶營銷的主要戰略
戰略VS戰術
三種戰略：聯盟、接觸、資源分配
尋求并確定聯盟的戰略
戰略聯盟的五個層次
如何達到業務顧問或伙伴/同盟層次
案例分析(xi)：寶鋼股份與上海大(da)眾的戰略聯盟

3、提升大客戶價值的六步規劃
行業分析
競爭對手分析
需求分析
個性化分析
服務支持
后臺支持
案例分析：西門子母(mu)線用六步規劃贏利模型

二、大客戶戰略營銷管理
1、大客戶的組織管理結構
大客戶的組織機構圖
大客戶的各級管理部門的職責
大客戶部門內部結構與工作模式
案(an)例討論(lun)：政府(fu)采購到底誰是關鍵拍板人？

2、大客戶銷售管理的四大系統
企業內部組建大客戶服務團隊是大客戶服務的企業內部基礎
大客戶銷售經理與技術服務之間的配合
建立大客戶高效團隊的四個階段
大客戶內部流程的管理系統
大客戶內部職能分工流程體系
銷售里程碑與標準管理
銷售成交管理系統

三、大客戶經典銷售策略
1、大客戶采購流程與決策鏈分析-找對人
如何獲取采購的組織架構
采購線的職責與權利分析與定位
技術線的職責與權力分析與定位
使用線的職責與權利分析與定位
尋找采購關鍵決策人
分析采購流程并識別各階段的關鍵人
線人的合適人選分析
識別各角色的權利（拍板權/否決權/建議權）
識別個人的影響力（專業度、風險承擔度、強勢度、原則性與意愿度）
收集決策鏈關鍵決策層相關人個人情報
如關鍵人久攻不下如何打破決策體系
案例討(tao)論：工程項目多方參與(yu)誰(shui)是關鍵決(jue)

2、挖掘大客戶需求的四重境界--說對話
A、產品與方案的價值塑造
產品賣點USP提煉
如何做產品競爭優勢分析
產品FABE分析
直擊痛點的賣點推介法
帶客戶進入實用(yong)情景的推介法

B、攻心式需求引導
客戶的需求分析（企業需求與個人想要）
如何識別客戶的關鍵需求
如何識別客戶需求背后的動機
攻心式需求引導邏輯與訓練
如何讓技術交流影響客戶采購價值導向
突破客戶的低價訴求10大經典方法
案例分享：S*服務規劃的五個層次

3、大客戶關系開發的六脈神劍--做對事
客戶關系的五層立場--立場是關系經營的目標
建立客戶關系溝通的三大技能（問、聽、說）
客戶關系發展的六個臺階（陌生-認識-熟悉-要好--伙伴--死黨）
推進客戶關系的六大策略
建立良好的第一印象是基礎；
通過肢體語言識別客戶的態度是關鍵
推進客戶的親近度的五大利器
如何服務創新
通過肢體語言識別客戶的態度是關鍵
推進客戶關系話術的五個層次
大客戶經理的能力模型與發展
大客戶角色分析與(yu)績(ji)效管理

A、高層公關
如何與不同風格的高層打交道
不同年齡和崗位高層需求分析
發展高層關系的三板斧
搞定高層的七劍下天山
如何調整自己風格來適應不同類型高層
案例討論：十拿九穩的項目為何落單了？

B、建立信任的六大策略與方法
工業品營銷的信任樹
建立信任的六大策略與方法
改變客戶立場的核心密碼
案例討(tao)論：非常有潛力(li)的大客戶久攻不下怎么辦(ban)？

四、大客戶戰略服務
1、建立大客戶服務的五步規劃
步驟一，對顧客顯示積極態度
步驟二，建立服務的標準化體系
步驟三，個性化服務
步驟四，確保你的顧客成為回頭客
步驟五，戰略性服務
客戶關系拓展的三類關鍵活動
客戶關系層層推進步驟與方法
案例：如何(he)將(jiang)陌生人變為朋友

2、大客戶戰略性服務的創新
通過肢體語言識別客戶的態度是關鍵
推進客戶的親近度的五大利器
推進客戶關系話術的五個層次
客戶關系拓展的三類關鍵活動
客戶關系層(ceng)層(ceng)推進步驟與方法

3、維持并發展大客戶的忠誠度
前言：忠誠度衡量的五個指標
何謂大客戶的忠誠度
戰略服務的三個聚焦
推進客戶的親近度的五大利器
推進客(ke)戶關系(xi)話(hua)術的五(wu)個(ge)層次

講師介紹
丁興良
工業品營銷創始人
卡位戰略營銷開創者
大客戶營銷培訓
項目型銷售管理開創者
中歐國際工商(shang)學(xue)院EMBA

實戰經歷
凱泉泵業集團擔任資深銷售經理全國水泵行業第一
世界500強企業Johnson任銷售經理全球嬰兒護膚排名第一
世界500強英維思集團閥門控制事業部營銷副總全球自動化閥門控制行業第一
15年專業研究工業品行業營銷
12年專注工業品營銷培訓咨詢
200+企業咨詢項目管理經驗
3000+企業營銷培訓實戰經驗
長期擔任清華大(da)(da)(da)學(xue)(xue)、北京大(da)(da)(da)學(xue)(xue)、復旦大(da)(da)(da)學(xue)(xue)、上(shang)海(hai)交大(da)(da)(da)、南京大(da)(da)(da)學(xue)(xue)、中(zhong)(zhong)(zhong)山大(da)(da)(da)學(xue)(xue)、四川大(da)(da)(da)學(xue)(xue)、武漢(han)大(da)(da)(da)學(xue)(xue)、華中(zhong)(zhong)(zhong)科技(ji)大(da)(da)(da)學(xue)(xue)、浙(zhe)江(jiang)大(da)(da)(da)學(xue)(xue)等(deng)EMBA、MBA、總裁(cai)班特(te)聘(pin)教授(shou)；中(zhong)(zhong)(zhong)國繼電(dian)保護(hu)協(xie)(xie)會、中(zhong)(zhong)(zhong)國電(dian)力(li)行(xing)(xing)(xing)業(ye)(ye)協(xie)(xie)會、中(zhong)(zhong)(zhong)國制造(zao)行(xing)(xing)(xing)業(ye)(ye)協(xie)(xie)會、廣東制造(zao)協(xie)(xie)會、中(zhong)(zhong)(zhong)國建筑(zhu)電(dian)氣(qi)行(xing)(xing)(xing)業(ye)(ye)論壇、空(kong)壓機行(xing)(xing)(xing)業(ye)(ye)論壇，中(zhong)(zhong)(zhong)國五(wu)金行(xing)(xing)(xing)業(ye)(ye)論壇、中(zhong)(zhong)(zhong)國公共安全雜志社(she)等(deng)年度大(da)(da)(da)型論壇特(te)邀主講嘉賓。

教學風格
幽默風趣、一針見血、內(nei)容實用(yong)有效、能(neng)真正達到學(xue)以致用(yong)的(de)(de)(de)目的(de)(de)(de)。教(jiao)學(xue)中脈絡清晰(xi)的(de)(de)(de)案例分(fen)析，豐(feng)富經驗(yan)總(zong)結(jie)的(de)(de)(de)傳授(shou)能(neng)讓身在硝(xiao)煙(yan)戰場的(de)(de)(de)營(ying)銷學(xue)員(yuan)感同深受。注(zhu)重實務性(xing)、突出(chu)實戰性(xing)、理順思(si)維并(bing)系統化、傳授(shou)*、*并(bing)且(qie)行之(zhi)有效的(de)(de)(de)營(ying)銷戰略及經驗(yan)。以案例分(fen)析、模擬實驗(yan)、小組討(tao)論及練習等方式(shi)啟發(fa)思(si)維、愉快的(de)(de)(de)課堂氣氛，所到之(zhi)處學(xue)員(yuan)受益非淺。

主講課程
大客戶系列：《大客戶戰略營銷》《大客戶服務營銷》《大客戶組織管理》《大客戶銷售策略》
項目性系列：《業務流程與標準化管理》《組織營銷與團隊管控》《營銷管控四大系統》
渠道系列：《工業品渠道開發與管理》《服務代理商創造高利潤》《渠道變革》
工(gong)業(ye)品(pin)(pin)營(ying)(ying)(ying)銷(xiao)(xiao)系(xi)列：《卡(ka)位戰略(lve)營(ying)(ying)(ying)銷(xiao)(xiao)》《差異化營(ying)(ying)(ying)銷(xiao)(xiao)與品(pin)(pin)牌管(guan)理》《工(gong)業(ye)品(pin)(pin)營(ying)(ying)(ying)銷(xiao)(xiao)新(xin)模式—4E模型》《突破(po)工(gong)業(ye)品(pin)(pin)營(ying)(ying)(ying)銷(xiao)(xiao)瓶(ping)頸》《區域(yu)市場(chang)規劃與經銷(xiao)(xiao)商管(guan)理》《打(da)造(zao)高績效(xiao)的(de)銷(xiao)(xiao)售(shou)(shou)團隊(dui)》《客戶關系(xi)管(guan)理》《SPIN-顧問式銷(xiao)(xiao)售(shou)(shou)》《卓越銷(xiao)(xiao)售(shou)(shou)的(de)七個秘訣》《市場(chang)策劃的(de)七步法》《工(gong)業(ye)企(qi)業(ye)品(pin)(pin)牌塑(su)造(zao)》《服務營(ying)(ying)(ying)銷(xiao)(xiao)》《優質服務鏈打(da)造(zao)客戶忠(zhong)誠度(du)》............

出版書籍70+
工業品營銷系列叢書：《突破工業品營銷瓶頸》《營銷突圍策略》《工業品營銷七重攻略》《卓越銷售7個秘訣》《工業品營銷學》《4E營銷.工業品戰略營銷新模型》
大客戶營銷系列叢書：《大客戶戰略營銷》《大客戶戰略銷售》《大客戶戰略管理》《大客戶戰略服務》《大客戶營銷四大寶典》《大客戶銷售策略與項目管理》
項目(mu)型營銷系列叢書：《項目(mu)型銷售與標準化管理(li)》《項目(mu)型銷售經典案(an)例剖析》

培訓客戶3000+
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