主要课程
Courses
Course/课程名称: Whole Process of Key Account Winning Sales/销售策略——大客户赢单全流程
Duration/时长: 1 day
Language/语言: CN
Introduction/课程介绍
With the market environment getting more competitive, how to effectively identify and win key accounts has become an important issue that every salesperson must face. This course provides a roadmap for sales professionals to develop a systematic mindset, alter their selling techniques, and guarantee they are taking the appropriate actions at the appropriate moments. This course is designed to help learners understand the key factors affecting sales performance, master scientific methods for customer analysis and development, make informed decisions about business opportunities, and identify the elements that influence winning deals. It also covers how to effectively respond to various human factors involved in winning sales. The course aims to help participants create effective sales strategies to boost performance. These strategies should be adapted to changing market conditions for better results. This course addresses the following business challenges:
• Relying on effort and luck rather than scientific replication for winning sales…
• Ineffectiveness in analyzing regional and industry-specific customers…
• Low efficiency in customer development…
• Uncertainty about how to effectively engage with customers…
• Overinvestment of time in lost causes due to intuition-driven opportunity assessment
• Difficulty in determining preferred supplier…
• Limited strategies for improving win rates as an alternative supplier beyond lowering prices…
面临竞争日益激烈的商业环境，如何有效把握并赢得大客户，已成为每一位销售人员必须面对的重要课题。本课程提供了一个导航图，指引销售如何建立系统性的思维方式，转变销售行为方式，从而能在正确的时间、用正确的方式做正确的事情，最终实现销售增长。本课程旨在帮助学员深入了解影响销售业绩的核心因素，掌握系统性、科学性的客户分析与开发方法，在商机前理性分析与决策，明确影响赢单中事的因素，人的因素的有效应对，从而能够制定有效的销售策略来提升销售业绩。同时，这些策略需要根据具体情况进行调整和执行，以确保适应不断变化的市场环境，提高赢率。本课程致力于解决以下业务问题：
• 赢单靠努力靠运气，不知道如何靠科学的复制…
• 不知道如何更有效的分析所在区域与行业客户…
• 客户开发有效性低…
• 不知道如何有效接触客户，使客户有需求的时候找到自己…
• 鉴别商机靠感觉，在无法赢得的订单上花了大量时间…
• 难以判别是否是首选供应商…
• 作为备选供应商，不知道除了靠低价，还能靠什么提高赢率…
Target Audience/目标学员
Front-line sales personnel and sales management personnel
企业一线销售人员和销售管理人员
Teaching Method/授课形式
Lecture, case study, group discussion, student exercise
理论讲解、案例分析、分组讨论、互动练习
Objective/课程目标
Through this course, participants will be able to:
• Gain scientific and repeatable sales strategies and tactics
• Effectively analyze region and industry-specific customers with RAD
• Enhance customer development efficiency with RAS
• Acquire micro-marketing skills to become the go-to person for customers in need
• Utilize assessment tools to identify viable prospects for winning sales
• Deeply understand customer needs, alter perceptions, and boost the win rate
通过本课程，学员将能够：
• 掌握科学的、可复制的销售策略及技巧
• 使用RAD有效分析所在区域与行业客户
• 使用RAS提高客户开发的有效性
• 掌握微营销技巧，让客户在有需求的时候第一时间找到自己
• 使用评估工具，区分可赢单的有效客户
• 深入了解客户需求，改变客户的想法，提升赢率
Outline/课程大纲
• Core Factors Influencing Sales Performance
◦ Interaction: A quiz on the importance of strategy
◦ Understand customer purchasing behavior
◦ Align the sales process with customer purchases
◦ Four core factors influencing sales performance
◦ Sales efficiency equation
◦ A scientific approach to improving sales performance
• Customer Development Strategy
◦ Identify opportunities through planning
◦ Characteristics of the ideal customer
◦ Customer development principles
◦ Customer portfolio development strategy: RAD
◦ Exercise: RAD customer categorization
◦ Develop a regional customer coverage strategy
◦ Industry/regional customer development tactics
• Boost the Success Rate of Valid Business Opportunities
◦ Differences between leads and opportunities
◦ Four elements of an effective business opportunity: BANT
◦ Opportunity assessment checklist
◦ Identification and response to different roles
◦ Exercise: Engagement of different roles
◦ Strategies and tools for activate business opportunities
◦ How to effectively assess our position in the competition
◦ Exercise: Competitive analysis and communication templates
◦ Establish procurement criteria that benefit us from potential business opportunities
◦ Exercise: Establish the purchasing criteria that customers tend to choose us
Review and Summary
• 影响销售业绩的核心因素
◦ 开场互动：策略重要性的小测试
◦ 客户是如何购买的
◦ 销售过程与客户购买相一致
◦ 影响销售业绩的四大核心因素
◦ 销售效率方程式
◦ 提升业绩的科学途径
• 客户开发策略
◦ 通过计划发现机会
◦ 理想客户的特点
◦ 客户开发原则
◦ 客户组合开发策略：RAD
◦ 工具练习：RAD客户分类
◦ 制定区域客户覆盖策略
◦ 行业/区域客户开发战术
• 提升有效商机的赢率
◦ 线索与商机的区别
◦ 有效商机的四个要素：BANT
◦ 商机评估清单
◦ 不同角色的识别与应对
◦ 学员练习：不同角色的参与度
◦ 评估我方在竞争中的序位与应对
◦ 活跃商机的应对策略及工具
◦ 工具练习：竞争分析及沟通模板
◦ 建立潜在商机偏向我方的采购标准
◦ 工具练习：建立客户偏向我方的采购标准
总结与回顾
