大客户开发与管理

1.对大客户的认知和定位
了解您的大客户、市场、市场细分
面对大客户时销售队伍的任务
大客户与一般客户的区别
大客户销售组织和资源分析

2.大客户的战略管理
大客户的战略分析
大客户需求的分析
大客户决策小组成员的定位分析
如何有效地掌握大客户的重要信息
如何制定针对大客户的行动计划
如何定制大客户的销售方案

3.对大客户进行分析
了解企业、产品及环境、市场的SWOT分析
理解本公司产品及服务的价值和附加值
客户对销售人员的期望是什么
明确大客户的采购流程及战略作用
测试：销售风格和采购风格分析
强化顾问式销售技巧—销售六步法
强化针对大客户的战略提问技能
FAB及Q-FAB-Q表达技巧
处理大客户常见的异议和疑虑

4.针对大客户的销售谈判及顾问式销售法
创造你的产品、服务及解决方案的差异性，有效地吸引大客户的采购关注、认可、行动
对大客户的销售谈判实力进行分析
销售谈判的五个黄金原则，抗压和避开陷阱
了解大客户的需求动机及潜在个性化需求，进行个性化定位分析，找出大客户的量体裁衣式的整体销售方案
大客户销售的实例分析

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