大客戶開發(fā)與管理

1.對大客戶的認知和定位
了解您的大客戶、市場、市場細分
面對大客戶時銷售隊伍的任務(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
如何制定針對大客戶的行動計劃
如何定制大客戶的銷售方案

3.對大客戶進行分析
了解企業(yè)、產(chǎn)品及環(huán)境、市場的SWOT分析
理解本公司產(chǎn)品及服務(wù)的價值和附加值
客戶對銷售人員的期望是什么
明確大客戶的采購流程及戰(zhàn)略作用
測試：銷售風格和采購風格分析
強化顧問式銷售技巧—銷售六步法
強化針對大客戶的戰(zhàn)略提問技能
FAB及Q-FAB-Q表達技巧
處理大客戶常見的異議和疑慮

4.針對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關(guān)注、認可、行動
對大客戶的銷售談判實力進行分析
銷售談判的五個黃金原則，抗壓和避開陷阱
了解大客戶的需求動機及潛在個性化需求，進行個性化定位分析，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