[Training] 关键客户管理：开发路线图及差异化维护 Management of Key Clients: Roadmap Development and Differentiated Maintenance (中文授课 In Chinese)

课程背景:

• 市场竞争高度激烈，成功的关键是与关键客户建立并保持密切、牢固的关系。
• 公司战略目标清楚，大多数管理人员却不懂得如何通过赢得关键客户来实现。
• 同质化时代，客户更加挑剔、理性，赢得关键客户必须打造系统的竞争优势。
• 要做到可持续性地赢得关键客户，销售人员必须从个人到团队，从野战到正规的转变。

Course Background:

• The market is highly competitive. The key to success is to establish and maintain a close and firm relationship with key customers.
• The company’s strategic goal is clear, but most managers don’t know how to achieve it by winning over key customers.
• In the era of homogenization, customers are more critical and rational. So winning key customers requires building a systematic competitive advantage.
• To win over key customers sustainably, sales staff must change from individual to team, from informal to formal.

课程目标:

• 评估：系统的自我评估关键客户的驾驭能力，并且给予科学关键客户评估工具
• 执行：训练销售人员掌握一套关键客户销售的路径图与实现路径图的关键点
• 定义：让销售人员快速读取客户对公司价值的期望
• 探索：训练销售人员探索客户外部压力、业务目标和内部挑战，实现比客户还懂客户
• 联盟：内部联盟：整合公司资源，组成项目销售团队分配角色一致对外；
• 联盟：外部联盟：化解客户的外部驱动，实现业务目标和解决内部挑战，实现与客户内部联盟
• 定位：影响并获得客户对我们积极的评价，从而占领客户的心智
• 价值呈现：训练销售人员运用解决方案式的演讲模式来获得关键决策人的支持和承诺
• 差异化：独特的客户业务价值结合客户的外部驱动、业务目标和内部挑战，实现绝对竞争优势

Course objectives:

• Evaluation: Trainees can systematically self-assess their ability to manage key customers and have a scientific assessment tool.
• Execution: Trainees will master a set of key customer sales roadmap and the key points to realize the roadmap.
• Definition: Trainees can quickly catch the customer’s expectation of company value.
• Exploration: Trainees will explore customers’ external pressure, business objectives, and internal challenges, to know customers better than customers themselves
• Alliance- Internal alliance: Trainees can integrate the company’s resources, form a project sales team, and assign roles to fight against the outside.
• Alliance- External alliance: Trainees will resolve the external drive of customers, achieve business objectives, solve internal challenges, and achieve an internal alliance with customers
• Positioning: Trainees will influence and get positive comments from customers, to win customers over.
• Value presentation: Trainees will use solution-based speech mode to gain the support and commitment of key decision-makers
• Differentiation: Trainees will achieve absolute competitive advantage through unique customer business value combined with customers ‘ external drive, business objectives, and internal challenges.

课程收益:

通过本课程你将能够：

• 从全局的角度系统地洞察关键客户管理
• 为公司制定一个成功的关键客户管理方案
• 全面地深度剖析关键客户的外部和内部要素
• 更加准确地在客户的内部建立关键人员联盟
• 在公司内部建立赢得关键客户的联盟
• 区别竞争对手并获得有利的竞争优势
• 影响采购决策团队的偏好来实现销售
• 进行关键决策人价值演讲来获得关键的支持和承诺

Course Benefits:

Through this course you will be able to:

• Have a systematic insight into key accounts management from a global perspective
• Make a successful key account management program for the company.
• Comprehensively and deeply analyze the external and internal elements of key customers.
• Establish key personnel alliances within customers more accurately.
• Establish alliances to win over key customers within the company.
• Differentiate competitors and gain a competitive advantage.
• Influence the preference of purchasing decision team to achieve sales.
• Give a value speech to key decision-makers to gain key support and commitment.

参训学员:               

• 学员：本课程的学员对象为销售经理和总监、市场营销经理、全国范围和区域销售经理、业务发展经理、产品经理以及其他领域的管理人员。他们都将从本课程中获益。

Trainees:

• Trainees: The trainees of this course are sales managers and directors, marketing managers, national and regional sales managers, business development managers, product managers, and managers in other fields. They will all benefit from this course.

讲师 Lecturer：

王老师 — 关键客户教练

• 原汉高（中国）亚太区首席大客户销售教练
• 18年的跨国上市公司(500强)销售与培训经验；
• 多年大客户销售教练，培训过的销售人员超5000人
• 2017年被汉高（亚太）返聘培训25天

Lecturer Wang – Key customer coach

• Former sales coach of Henkel (China) Asia-Pacific region.
• With 18 years of sales and training experience in multinational listed companies (Top 500);
• He has been a sales coach for major customers for many years, with over 5,000 trained sales staff
• In 2017, he was hired by Henkel (Asia Pacific) for 25 days.

授课风格：

• 以多年的实战销售经验为基础，结合国外版权销售管理的新思路为核心，注重培训理论与案例 结合、实战化和工具化的结合。
• 课程观点新颖、语言幽默、案例贴切、气氛活跃，深入浅出，特别容易引起学员互动和共鸣； 透过互动启发式研讨交流，引导学员突破固有思维，并结合实际落地实施。

Teaching Style:

• Based on years of actual sales experience, he combines the new ideas of foreign copyright sales management as the core and pays attention to the combination of training theory and cases, actual practice, and instrumentalization.
• His course has novel ideas, humorous language, appropriate cases, a lively atmosphere, and simple explanation, which is especially easy to arouse students’ interaction and resonance. Through interactive heuristic discussion, students will be guided to break through their inherent thinking, and put what they learn into practice.

课程时间 Date & Time

10月27-28日 星期四至五

October 27-28, Thursday to Friday

价格 Price 

• Member Price (会员价): RMB 3,980/ guest
• Non-member Price (非会员价): RMB 4,980 / guest

即刻报名 Registration 

To register, please write an email to contact Cherry Huang (events@sha.swisscham.org) before October 25, 2022.
请于2022年10月25日前写邮件联系Cherry Huang (events@sha.swisscham.org ) 登记报名。