大客戶(hù)營(yíng)銷(xiāo)策略、區(qū)域市場(chǎng)開(kāi)發(fā)與金牌銷(xiāo)售團(tuán)隊(duì)管控實(shí)戰(zhàn)特訓(xùn)班文庫(kù)（Key account marketing strategy, regional market development and gold medal sales team control actual combat special tra

1、大客戶(hù)營(yíng)銷(xiāo)策略、區(qū)域市場(chǎng)開(kāi)發(fā)與金牌銷(xiāo)售團(tuán)隊(duì)管控實(shí)戰(zhàn)特訓(xùn)班文庫(kù)（Key account marketing strategy, regional market development and gold medal sales team control actual combat special training library）Big customer marketing strategy, regional market development and gold medal sales team control actual combat special training library.Tx

2、t two people quarrel, first say sorry people, and not admit defeat, and not forgive. He only cares more about the relationship than the other. Customer marketing strategy, regional market development and sales management team gold medal combat texunban 2010.4.16 Shanghai 4.23 Shenzhen 5.14 Beijing h

3、ouseHolding time: April, 16-18, Shanghai, April, 23-25, Shenzhen, May, 14-16, BeijingTraining fee: 3800 (buy - send, no discount) (including data fee, lunch and afternoon tea, etc.)Training methods: case sharing, practice analysis, interactive discussion, training games, etc.Training target: Chairma

4、n, general manager, marketing vice president, key account manager, Regional Manager / regional manager,Senior managers, such as channel manager, marketing director and brand manager.Organization: Baidu training network Shanghai Zhi Jin Enterprise Management Consulting Co. Ltd.Conference Registration

5、1. registration time: apply for registration immediately2. contact number:ompany website: E - mail:baidu hrm28126 MSN registration: training100hotmail Q Q registration: 8964867303. registration: telephone request registration form (or online registration) return registra

6、tion formThought of thought, thought of thought - thought of thoughtChinese marketing has spent more than 20 years on the road to the West for hundreds of years. Local enterprises have experienced the hardships of market competition,In practice, in the growth of error correction, a considerable numb

7、er of enterprises have mastered the essence of marketing management and practice of operationSkills to confineable development; however, there are some once popular in China, in the market on both sides of the Changjiang River ChizhaThe well-known enterprises of the storm, but because of the marketi

8、ng management there are many misunderstandings, and ultimately failed to get out of the glory to failureLow-level transmigration! As a whole, the problems existing in the enterprises that fail or are difficult to break through are reflected in the lack of market developmentFeasible market developmen

9、t strategy and standard management of regional market, lack of effective excavation of big clients in the breakthrough of marketDig and system management, internal management, the lack of a strong line of sales team, which led to local enterprises difficult to achieve crossYue growth.This course is

10、based on the development experience of several Fortune 500 companies in which instructors are serving themselves, to train excellent marketing managersFor the purpose of systematically analyzing the characteristics, strategies and techniques of sales and marketing at all levels, aimed at enhancing s

11、ales staff at eachAbility to analyze and solve problems through sales, and open the door to success.Training incomeMaster the strategy of key account development, improve the skills and ability of key account sales, effectively integrate company resources and deal with big customersHouseholds manage

12、 to establish a good strategic allianceUnderstand regional market analysis and management methods, learn the plan and implementation steps of regional development, and grasp the daily operation of various regionsManagerial skills。Know how to carry out brand and terminal marketing, understand the bra

13、nd strategy and terminal strategy to promote the development of enterprise regional market.Strengthen the team spirit among the marketing departments, and realize the overall synergy. Establish a fair and efficient examination and incentive mechanism,Build a high performance sales team.Thought of th

14、ought, thought of thought - thought of thoughtSyllabusThe first day: the success of big customer sales consultant brain gameIn your increasingly competitive selling times, have you ever come across such a problem?:20% of the customers are always making demands, but the company resources are inadequa

15、te;In the face of large customers continue to reduce prices requirements, or passive,Or difficult to deal with;Facing the changing needs of customers, either struggling to respond, or to make profits shrinkFacing the customer decision-making layer, the purchasing team is becoming more and more profe

16、ssional today, our sales staff is becoming more and more aware of itPowerless, lack of resources.In the middle of the bidding project, I always wonder who is the policy maker and spin out of the door. I seem to be in the isolated island;It took a lot of effort to build relationships with customers,

17、but why do clients still give projects to competitors?;Big project step by step forward, when to order to the customer is better, how to define big customer progress;80% of the profits of enterprises are created by 20% big customers. In the increasingly competitive today, constantly chasing new cust

18、omersIt's no smart strategy. Because the cost of developing a customer is far higher than the cost of retaining a customer,In order to ensure the steady growth of enterprises, maintaining and developing large customers has become an important issue in enterprise development. And customersThe val

19、ue of a company should lie in the lifetime value of its use of the company's products or services.Preface：Major customer sales featuresThe complexity of big customer relationshipsMotivation issues - organizational motivation and personal motivationExisting motivation and creative motivationImpac

20、t of decision making: a combination of multiple factors and forcesDecision cycle- competitive situation and our strategy- sales philosophy, Vs. sales staff qualityRational left brain strength:I carefully prepared - is not ready in preparation for failure, no plan is the plan to fail!Four before sale

21、s and how to make a successful sales planCustomer information is the key to sales success.Sales people often don't know what kind of customer information they needHow to use effective methods and techniques to obtain customer information.This section of the talk and group discussion will help st

22、udents understand and master the methods and skills of getting information.Determine what kind of customer information you needPreparation of major customers before salesOrganizational structure and purchasing process analysisUnderstand each other's operation layer, management and decision level

23、Who are designers, sponsors, evaluators, decision makers, and users?Layout, fixed point, and net - effective contact with customersHow to establish and determine the most effective channel of influence for policy makersGrasp the subtle relationship between decision makersHow to leverage client criti

24、cal events and eventsHow to identify individual motivation and organizational motivation of decision making membersCustomer personality and communicationDistinguish and verify the accuracy of the informationGrasp the key - customer demand:Understanding demand, meeting demand, and sometimes creating

25、demand; in large project sales, customers sometimes do not fully understand their owndemandWe need our sales consultants to make an in-depth analysis of their needs.In big customer sales, customers do not have problems, there is no sales, so the search and identification of customer problems is the

26、most important thing left brain strengthHow to effectively plan and investigate before visitHow to stimulate the interest of potential customers?How to help potential customers recognize and acknowledge problems?How to diagnose the problem and create a vision for the solution6 tools and process desi

27、gn for demand explorationFive key questions of effective questioningCreate tools to obtain customer information - Question LibraryVision and tolerance, let potential customers to act?Headache problem: how to make an offer and reduce the price?*. Clear advantages - the establishment and show their co

28、mpetitive advantageNow the big customer sales face the customer decision-making layer move up, the customer's purchasing layer more and more specialized, the division of power is more and more obvious,We will also gradually switch from personal sales to team sales, which will help our team to co

29、operate with each other,Standardized sales processes are mentionedNew demands have been made.Four main points of team salesCustomer trust is the core of large customer salesThree levels of confidence building. (organizational trust, personal trust, trust guarantee)Make good use of your resources - n

30、ine ways to build organizational trustFive steps and ten methods for establishing individual trustCombination of customer needs and Solutions - techniques and methods for presenting solutions / products to customersThis emotional right brain powerThe customer and grasp the purchase decision process

31、understandingLearn and understand the relationships between different decision roles and interactions within the customer, and understand the different purchases in the same big customerDifferent sales methods should be used by the purchasing decision maker. At the same time, we should pay full atte

32、ntion to the political relations between different decision-makers"So as to ensure the success of sales.Understand the different roles that customers play in purchasing decisionsLearn to identify customers' attitudes towards buying, and face competition for salesEmphasis on the importance o

33、f fostering an important decision maker for our clientsCustomer relationship type closeness relationshipRelationship of trustThe four skills to enhance customer relationshipBuild relationship (establish good communication atmosphere)Make a relationship (deepen a good relationship)Pull ties (fill up

34、a good relationship)Use relationship (advantage, relation, resource)Analysis and identify the psychological needs of different purchasing decision makers, and establish ways to meet different psychological needsOpportunity and method of contactUsing the dynamic relationship of different purchasing d

35、ecision roles in customer to create the condition for our win(role exercise)* in the final stage of the sale, the sales staff often make mistakes are either too eager to promote the deal caused customer resentment, fear of being eitherRefuse to give up; promote business.In this chapter, through the

36、analysis of the wrong behavior of the sales staff and the psychological factors that lead to the wrong move, we will discuss the correctness of the transaction in the final stageThe method of timing and the effective technique of promoting a transaction. So as to improve the turnover probability of

37、sales staff.Judge the best timing of the transaction (case analysis)To analyze the sales staff bear in the final stage of the psychological pressure, we often work not completed in what circumstances?Judge the best time to push a dealTo achieve a win-win deal - have you prepared a variety of solutio

38、ns to the problem and prepared an effective way to ask?How to solve the problem and push ahead with the best plan?Cope with the difficult situation - how to deal with customer's psychological and personality barriers in the final stageSummary: our sales target - step by step to get the customer&

39、#39;s commitment to purchaseTender attention matters* review and summarySummarize what you have learnedQuestions and answersCurriculum evaluationThe second day: regional market development and managementI. regional market and performance growth1. Geographical concepts in regional markets2. Product c

40、oncept in regional market3, regional market mode of business transformation, face to face4, what are the determinants of regional business models?5, regional marketing strategyTwo, regional market development strategy1, market potential assessmentConsumer status analysisAnalysis of competition statu

41、sIndustry analysisAnalysis of enterprise's own resources2, marketing goal planningDominant indexLatent indexRegional positioningAttack and defense location3, marketing strategy formulationProduct mix strategyPrice strategyChannel strategyMarketing communication strategyCase:4, regional market ov

42、erall deployment strategy (face management)Application of regional conditionsDesign regional distribution strategySpecific operation characteristics of regional management of width distributionSpecific operation characteristics of regional management of deep distribution5, rapid access to regional m

43、arketsEnter the campaignEnter the offensiveEnter "homeopathy"Enter "contrarian"Regional market core strategy6, regional market operations panorama1, analysis of the status quo2. Set goals3. Make sales map4, market segmentation5, adopt the "push strategy" or "pull u

44、p" strategy"6, deal with competitors7, case:Three, regional market expansion and maintenance1, regional market expansion strategyPrice taking strategyAdvertising oriented crowding out strategyChannel dominated strategy of crowding outThe crowding out strategy with service as the leading fa

45、ctor2, line management - lineDesign and management of route salesPlanning principles of the routeThe relation between efficiency and distance of sales callsThe relation between delivery cycle and selling distance3, point management - terminalThe focus of sales personnel productivityTerminal queueTer

46、minal promotionTerminal atmosphereFour distributor Raiders1. Radar method for distributor planning2, the original distributor selection rule3, distributors assessment and evaluation4. Distributor services and support5. Distributor management scorecardThe third day: "build special sales team&quo

47、t;First sales team planningFirst, the common diseases and pathology of the sales team1. core value and growth stage of sales team2. sales team symptom judgment and cause analysisThe management system for the team is poorly designedThere is not enough management control over the sales processSystem t

48、raining for sales personnel is not in place3. systems to solve the problem of sales team thinkingEffective system planningMarketing team design and decomposition of sales goalsThe carding of key business processesSales organization and function definitionMarketing team staffing is determinedSecond t

49、alk about the management style requirements of the sales model1. sales model of two yuan classification2. efficiency and efficiency management style and main characteristicsThird, sales target decomposition and sales organization1., the way the market is divided2. sales target decomposition criteria

50、 and ideas3. sales process and sales specialization4. organization design and post responsibilityFourth, sales, salary and sales target setting1. core of sales management2. "sales model" and salary design3. "market strategy" and salary design4. "design and application"

51、and salary designThe second part is the formation of sales teamFifth: sales staff screening1. principles of sales staff selectionPrinciples for effective selection of business representativesTypical problems and misunderstandings in interviewChoose? Wise people, because a real talent "will foll

52、ow"2. sales staff matchingPersonality and the stage of enterprise development are appropriatePersonal experience is appropriateValues fitExpectation fit"Thinking" fitsSixth, sales staff special training1., sales team training in the 5 major mistakesNo training system to rely onThe tea

53、m leader is busy with business and should deal with it passivelyAdopt a single pattern of "master with disciple"Ignore the accumulation of case and textOnly study, less review, no practiceThe training system of 2. "solo" before theThe integration of learning with work is the unit

54、y of learning and workingHow do you fill the team up with the oil according to the actual situation?3. training sales teamFour strokes of system training"? pre training, special training, sales training, training and training with the gangOJT guidance method, idea elicitation method and systema

55、tic cultivation methodHow to improve training for business veterans?Case study:Seventh, team culture and charisma1., the grim task of Vs, the warmth of human concern2. team goals, Vs personal goals3. overall task Vs personal salary4. person ability, Vs team position5., goal displacement, Vs, group t

56、hinkingThe third part, sales team controlEighth stresses: sales team control points1. four dimensional management model of sales staff2. the purpose, contents and points of attention of the sales meetingThreeThe points of attention were observed during follow-upIs your team "1+1 > 2" or "1+1 < 0"?4., how to prevent the integrity crisis?How to eliminate communication barriers between team members?How do you involve sales team members in decision-making?5. how do you use the authority to push the team forward?The principles, functions, and steps of empowermentYe