培訓內(nèi)容:
培訓受眾:
* 企業(yè)一線銷售代表、銷售工程師、項目銷售人員、銷售主管及銷售經(jīng)理
課程收益:
以客戶需求為導向的銷售理念，業(yè)已為廣大銷售員所理解和接受。但是，以需求為導向，并不意味著被動地去滿足客戶。事實上，以需求為導向的銷售，首先是、也必須是：管理客戶的需求。
本課程圍繞著這一理念，向參加者展開一系列的銷售技巧的運用訓練，幫助參加者提升自我的銷售能力和與客戶交流的能力。
課程大綱：
1.組織好顧問式銷售的過程
* 理解商業(yè)環(huán)境的變化性
* 理解客戶的觀點
* 如何引導客戶認清他們的現(xiàn)狀
* 如何引導客戶產(chǎn)生立即解決問題的欲望
2.提高顧問型技能，做出有效的銷售策略
* 從產(chǎn)品銷售到方案銷售
* 業(yè)務需求和價值定位
* 使用聚焦式問題，引導客戶
* 銷售顧問的核心能力：處理異議及締結成交
* 業(yè)務分析和“漏斗”管理
* 目標制定、時間管理和地域管理
3.管理客戶關系，提高重復性購買
* 對解決方案加以包裝，引起客戶進行額外采購的興趣
* 多層面銷售：在客戶公司內(nèi)建立人脈網(wǎng)絡
* 如何通過目前你的聯(lián)系人向其他決策人銷售
* 通過向上及交叉銷售，提升客戶的重復購買率和忠誠度
* 客戶管理中的實際操作
4.價值競爭——銷售你的價值表現(xiàn)而非產(chǎn)品表現(xiàn)
* 附加價值銷售的原則1：價格永遠不是孤立存在的
* 附加價值銷售的原則2：價值由客戶的價值感受決定
* 幫助你關注價值，并強化談判地位的5個定價技巧
1. Structuring the consultative process
* The changing business environment
* Understanding the customer’s point of view
* How to guide your customers to better understand their own situation
* How to guide them to look for a prompt solution
2. Developing consultative skills and effective sales strategies
* From product selling to solution selling
* Business needs and value mapping
* Leading the customer with focused questions
* The core competence of the sales consultant: objection handling and deal closing
* Deal analysis and "funnel" management
* Targeting, time and territory management
3. Managing the customer relationship to increase repeated business
* Packaging your solutions in a way that invites the customer to do additional business with you
* Multi-level selling: to develop personal network in the customer’s company
* How to sell to other decision makers through the contact person
* Increasing rebuying and customer loyalty through up sell and cross sell
* Practical aspects of account management
4. Competing on value—selling value instead of selling product
* The No. 1 rule of value-added selling and its practical consequences: price must never be stand alone
* The No. 2 rule of value-added selling: it is the customer’s value perception which counts
* Five pricing techniques that will help you to focus on value, and strengthen your negotiation position