[Training] 大客户开发与维护策略技巧 Strategy Skills of Developing and Maintaining Key Account (中文授课 In Chinese)

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课程导言

• 市场竞争高度激烈，成功的关键是与大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大客户来实现。
• 同质化时代，客户更加挑剔、理性，赢得大客户必须打造系统的竞争优势。
• 要做到可持续性地赢得大客户，销售人员必须实现从个人到团队，从野战到正规的转变。

Course Introduction

• The market competition is highly fierce, and the key to success is to establish and maintain a close and solid relationship with key customers.
• The company’s strategic objectives are clear, but most managers don’t know how to achieve them by winning key customers.
• In the era of homogenization, customers are becoming more and more picky and rational. So as to win key customers, we must create a systematic competitive advantage.
• In order to win key customers sustainably, sales personnel must realize the transformation from individual to team, and from field to formal.

课程目标

• 评估：系统的自我评估大客户的驾驭能力，并且给予科学大客户评估工具
• 执行：训练销售人员掌握一套大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大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: systematic self-evaluation of key customer’s control ability, and provide scientific key customer evaluation tools
• Execution: train sales personnel to master a set of key points of key customer sales path chart and implementation path chart
• Definition: let the sales staff quickly read the expectations of key customers for the company’s value
• Explore: train the sales staff to explore the external pressure, business objectives and internal challenges of customers, so as to understand customers better than themselves
• Alliance: Internal Alliance: integrate the company’s resources, form a project sales team, and assign the same role to the outside
• Alliance: External Alliance: resolve the external drive of customers, achieve business objectives and internal challenges, and achieve internal alliance with customers
• Positioning: influence and obtain positive comments from customers, so as to occupy customers’ mind
• Value Presentation: train sales personnel to use solution based speech mode to obtain the support and commitment from the key decision makers
• Differentiation: unique customer business value, combined with customers’ external drive, business objectives and internal challenges, to achieve absolute competitive advantage

学员对象

• 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。

Training Objects

• Trainee: the participants of this course are sales managers or directors, marketing managers, national or regional sales managers, business development managers, product managers and other field management personnel. They will all get benefits from this course.

课程受益

通过本课程你将能够：

• 从全局的角度系统地洞察大客户管理
• 为公司制定一个成功的大客户管理方案
• 全面地深度剖析大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大客户的联盟
• 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:

• Systematically insight into key account management from the overall perspective
• Develop a successful key account management plan for the company
• Comprehensively and deeply analyze the external and internal factors of key customers
• More accurately establish key personnel alliance within customers
• Establish alliance to win key customers within the company
• Differentiate competitors and gain favorable competitive advantages
• Influence the preference of purchasing decision-making team to realize sales
• Conduct the value speech of key decision makers to obtain key support and commitment

王老师

• 关键客户管理教练 – 工业品销售培训专家
• 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，培训过的销售人超5000人2017年被汉高（亚太）返聘培训25天

Lecturer Wang

• Key account management coach – industrial products sales training expert
• Former chief Key Account Sales Coach of Henkel (China) in Asia Pacific Region
• 18 years of sales and training experience in multinational listed companies (top 500)
• Has been a sales coach for many years and trained more than 5000 salesmen. In 2017, he was reemployed by Henkel (Asia Pacific) for training 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。

Training Style

Based on years of practical sales experience, combined with the new ideas of foreign copyright sales management as the core, this course pays attention to the combination of training theory and cases, the combination of practical and instrumental. This course is full of novel ideas, humorous language, appropriate cases, active atmosphere, and it’s easy to understand, which is especially easy to arouse trainees’ interaction and resonance. Through interactive heuristic discussion and exchange, trainees are guided to break through their inherent thinking and implement it in combination with the actual situation.

工作履历 

2005任职于世界五百强汉高公司，先后担任大中华区首席销售培训师、中国区战略销售经理、中国区销售人才发展经理、亚太区销售教练及全球专业学院经理等职位。

2007年公司的产品价格上调，导致销售人员业绩和信心急剧下滑，王老师迅速组织销售精英共同开发出《谈判技巧》和《涨价策略》两门课程，为汉高全球销售人员开展轮训。经过轮训，不仅重振了销售人员的信心，更使业绩腾飞，为公司带来了近3亿元的利润。

王老师以专业和务实的态度开发并创新了公司业务模式，与国际和国内的多家行业领导者签订了战略合作联盟，极大地增强了公司的竞争优势；发起并主持多个行业的高峰论坛，极大地增强了公司行业影响力，并带来了业绩上的突破近亿元

王老师参与建设汉高全球专业学院，负责销售课程的开发和优化、国外销售课程的引进和本地化，讲授的主要课程包括：《关键客户管理》系列、《解决方案式销售》、《聚焦客户的价值销售》、《动态销售谈判》、《大客户管理》系列、《价格诊断》、《涨价技巧》、《IMPAX》、《顾问式销售》等。

2014年任职于美资企业赛默飞世尔高级培训经理，为企业搭建了销售培训体系、销售测评、全球第一个的四级专业技术测评和晋级系统、员工技能成长路径、微课堂学习及落地辅导等体系。

Working Experience

He has been working in the world top 500 Henkel company in 2005, successively serving as chief sales trainer of Greater China, strategic sales manager of China, sales talent development manager of China, sales coach of Asia Pacific region and manager of global professional college.

In 2007, the company’s product prices rose, resulting in a sharp decline in sales performance and confidence. Lecturer Wang quickly organized sales elites to jointly develop two courses, negotiation skills and price strategy, to carry out rotation training for global sales staff of Henkel. After rotation training, not only the confidence of the sales staff was restored, but also the performance took off, bringing nearly 300 million yuan of profit to the company.

With a professional and pragmatic attitude, Lecturer Wang developed and innovated the company’s business model, signed strategic cooperation alliances with many international and domestic industry leaders, which greatly enhanced the company’s competitive advantage; initiated and presided over summit forums in many industries, which greatly enhanced the company’s industry influence and brought about a breakthrough of nearly 100 million yuan in performance

Lecturer Wang participated in the construction of Henkel global professional college, responsible for the development and optimization of sales courses, the introduction and localization of foreign sales courses. The main courses taught include: key account management series, solution sales, customer focused value sales, dynamic sales negotiation, key account management series, price diagnosis, price increase technology “Smart”, “IMPAX”, “consultant sales” and so on.

In 2014, he worked as senior training manager of American funded company Thermo Fisher, and built a sales training system, sales evaluation system, the world’s first four level professional technology evaluation and promotion system, employee skill growth path, micro classroom learning and landing guidance system for the enterprise.

日期 & 时间 Date & Time 
2021年11月4-5日，星期四 – 星期五，上午8点半至下午4点半
Thursday – Friday, November 4 – 5, 2021, from 08:30 – 16:30

Agenda 日程安排

• 08:30 – 08:55  Register 签到
• 09:00 – 10:30  Training 培训
• 10:30 – 10:40  Coffee Break 茶歇
• 10:40 – 12:00  Training 培训
• 12:00 – 13:00  Luncheon 午餐
• 13:00 – 15:30  Training 培训
• 15:30 – 15:45  Coffee Break 茶歇
• 15:45 – 16:30  Training end 结束

价格 Price 

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

即刻报名 Registration 

To register, please write an email to events@sha.swisscham.org before November 2, 2021.
请于2021年11月2日前写邮件至 events@sha.swisscham.org 登记报名。