大客戶開發(fā)與管理其它上課時(shí)間：

* 負(fù)責(zé)開發(fā)和維護(hù)重要客戶的銷售人員、客戶經(jīng)理

大客戶作為企業(yè)生存與發(fā)展的重要資源，成為了企業(yè)間競(jìng)爭(zhēng)的主戰(zhàn)場(chǎng)。因此，哪些是我們的準(zhǔn)大客戶 如何建立與準(zhǔn)大客戶之間的合作 如何保有我們的大客戶

本課程將圍繞這三個(gè)問題，引導(dǎo)參加者系統(tǒng)地關(guān)注大客戶的問題，從而幫助他們?cè)诟?jìng)爭(zhēng)的市場(chǎng)中贏得更多的大客戶。1.對(duì)大客戶的認(rèn)知和定位
* 了解您的大客戶、市場(chǎng)、市場(chǎng)細(xì)分
* 面對(duì)大客戶時(shí)銷售隊(duì)伍的任務(wù)
* 大客戶與一般客戶的區(qū)別
* 大客戶銷售組織和資源分析

2.大客戶的戰(zhàn)略管理
* 大客戶的戰(zhàn)略分析
* 大客戶需求的分析
* 大客戶決策小組成員的定位分析
* 如何有效地掌握大客戶的重要信息
* 如何制定針對(duì)大客戶的行動(dòng)計(jì)劃
* 如何定制大客戶的銷售方案

3.對(duì)大客戶進(jìn)行分析
* 了解企業(yè)、產(chǎn)品及環(huán)境、市場(chǎng)的SWOT分析
* 理解本公司產(chǎn)品及服務(wù)的價(jià)值和附加值
* 客戶對(duì)銷售人員的期望是什么
* 明確大客戶的采購(gòu)流程及戰(zhàn)略作用
* 測(cè)試：銷售風(fēng)格和采購(gòu)風(fēng)格分析
* 強(qiáng)化顧問式銷售技巧—銷售六步法
* 強(qiáng)化針對(duì)大客戶的戰(zhàn)略提問技能
* FAB及Q-FAB-Q表達(dá)技巧
* 處理大客戶常見的異議和疑慮

4.針對(duì)大客戶的銷售談判及顧問式銷售法
* 創(chuàng)造你的產(chǎn)品、服務(wù)及解決方案的差異性，有效地吸引大客戶的采購(gòu)關(guān)注、認(rèn)可、行動(dòng)
* 對(duì)大客戶的銷售談判實(shí)力進(jìn)行分析
* 銷售談判的五個(gè)黃金原則，抗壓和避開陷阱
* 了解大客戶的需求動(dòng)機(jī)及潛在個(gè)性化需求，進(jìn)行個(gè)性化定位分析，找出大客戶的量體裁衣式的整體銷售方案
* 大客戶銷售的實(shí)例分析

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 accounts

2. Strategic management of the key accounts
* 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 proposal

3. 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
* Client’s expectation to the sales people
* Purchasing procedure and strategic function of the client
* Selling and purchasing style analysis
* Reinforcing the consultative selling skills – 6 steps
* Key accounts strategic questioning
* Using FAB and Q-FAB-Q presentation skill
* How to handle clients’ objections and misunderstanding

4. Sales 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 analysis