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客戶關係管理

 文章來源:久久影院企管 時間:2019-08-13 10:52
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客戶關係管理
大量真實案例,剖析客戶關係管理要點
課程時間: 2019年 9月24-25日蘇州   
課程費用:4980元/人(含教材、午餐及茶點)
                                                                                                                                                                                                      
誰來參加?                                                                                                                                                  
* 中高級銷售經理                                                                                                                                        
* 客戶經理                                                                                                                                                  
* 區域經理                                                                                                                                                  
* 儲備銷售管理人員                                                                                                                                    
課程時長                                                                                                                                                                                           
* 14小時(2天)                                                                                                                                        
有何收獲?                                                                                                                                                  
* 知曉企業繼續保持增長業績增長的方法                                                                                                         
* 了解發現和找尋新的領域並獲得新的商業機會                                                                                                 
* 獲悉挖掘新客戶並善於對客戶進行分類,定位,準確挖掘客戶需求的方法                                                             
* 了解處理客戶關係,尤其是處於競爭對手陣營客戶的關係的方法                                                                         
* 善於分析競爭對手,並懂得放大自身優勢並配合項目,贏得客戶                                                                         
* 帶有全局觀的視野去分析項目和實施項目,並增強公司內部項目的協調能力                                                         
先決條件?                                                                                                                                                  
* 服務客戶以大客戶居多的一線銷售或銷售管理人員                                                                                          
* 之前參加過B2B銷售技能如顧問式銷售等培訓                                                                                                
                                                                                                                                                                                                      
為何參加?                                                                                                                                                  
* 銷售人員麵臨著前所未有的挑戰:全球采購,價格極度敏感的客戶,客戶持續增長的專業意識,激烈的競爭。要想獲得成功,銷售人員需要克服這些障礙,贏得客戶,並能夠和他們建立良好的關係。我們的銷售培訓係統能夠幫助銷售人員建立係統的銷售技巧,這些技巧是銷售人員與客戶溝通的必需,是贏得客戶訂單和客戶合作的必要條件。                     
* 此課程所提供的技巧來源於對大量實際銷售案例的研究,仔細剖析影響銷售業績的主要環節 -- 客戶獲得和管理,是對數萬銷售人員的成功心得和有效手法的凝聚和總結。                                                                                                  
* 此課程所提供的知識和技巧,是駕馭銷售過程的係統思維,銷售人員不但能夠籍此達成更多的銷售,還可以更好地和客戶互動。即使客戶此次可能不需要你的產品,也會願意與你保持良好的關係                                                               
課程大綱                                                                                                                                                                                           
第一模塊:內憂外患的市場環境下麵臨哪些挑戰?                                                                                             
* 薄利拚單 VS 大項目/高利潤                                                                                                                      
* 唯關係論 VS  關係因人而變                                                                                                                     
* 單打獨鬥 VS  團隊作戰                                                                                                                            
* 個人經驗 VS  銷售經驗                                                                                                                            
* 論關係   VS  講規則                                                                                                                                
                                    一個企業最重要的兩件事——創造客戶和保留客戶                                                          
第二模塊:精準客戶關係的重要性                                                                                                                   
* 由需求的拉動,靠技術的推動                                                                                                                       
* 精準營銷                                                                                                                                                  
* 客戶的生命周期                                                                                                                                        
* 客戶的感知價值                                                                                                                                        
第三模塊:客戶信息的獲取                                                                                                                           
* 獲取更多的客戶信息是企業決策的基礎、客戶分級的基礎                                                                                 
* 獲取更多的客戶信息是客戶溝通的基礎、客戶滿意的基礎                                                                                 
* 需要掌握哪些客戶的信息: 個人客戶和企業客戶                                                                                            
* 獲取客戶信息的途徑: 直接渠道和間接渠道                                                                                                   
* 運功數據庫功能分析客戶需求和消費行為以及對客戶進行動態管理                                                                     
第四模塊:客戶的選擇                                                                                                                                  
* 為什麽要選擇關係客戶                                                                                                                               
- 誰是潛在購買者、誰能給企業帶來收益、誰能幫助企業正確定位                                                                         
* 選擇什麽樣的客戶                                                                                                                                    
- 什麽是“好客戶”、“大客戶”和“小客戶”的不同和有利弊                                                                          
* 客戶選擇的指導思想                                                                                                                                   
- 如何與企業保持一致、何為“門當戶對”、何為“有忠誠度”的客戶                                                                  
第五模塊:客戶的開發                                                                                                                                  
* 營銷導向的開發策略                                                                                                                                   
- 有吸引力的產品和服務、價格和收費、購買渠道和銷售方式                                                                              
* 推銷導向的開發策略                                                                                                                                   
- 客戶的尋找和說服                                                                                                                                    
第六模塊:客戶的分層                                                                                                                                  
* 為什麽要對客戶進行分層                                                                                                                            
- 價值層麵、所需資源、保證有效溝通                                                                                                            
* 如何對客戶進行分層                                                                                                                                   
- 關鍵、普通、一般客戶                                                                                                                               
* 如何管理各級客戶                                                                                                                                    
- 不同的管理方式對於關鍵、普通、一般客戶                                                                                                    
第七模塊:客戶的有效溝通                                                                                                                           
* 溝通的策略、作用和內容                                                                                                                            
* 溝通的途徑                                                                                                                                               
- 企業與客戶的溝通途徑、客戶與企業的溝通途徑                                                                                             
* 如何處理客戶投訴                                                                                                                                    
第八模塊:客戶的滿意度和忠誠度                                                                                                                   
* 影響客戶滿意度的因素                                                                                                                               
* 讓客戶滿意的具體行為                                                                                                                               
* 客戶忠誠度的衡量                                                                                                                                    
* 影響客戶忠誠度的因素                                                                                                                               
* 實現客戶忠誠度的策略                                                                                                                               
相關課程                                                                                                                                                                                           
* 作為資深銷售人員,你可能還會對《大客戶拓展策略》《銷售渠道建設與管理》感興趣                                          
* 想要在銷售管理能力提升上更進一步,你可能需要學習《卓越的銷售管理》                                                         
                               
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俞 先生                                                                                                                                                                                            
* 背景經曆                                                                                                                                                                                                                                                                                                    
* 上海複旦大學工商管理碩士                                                                                                                        
* 現任某歐洲製造業公司銷售總經理                                                                                                                
* 上海大學碩士生實踐導師                                                                                                                            
* 無錫江南大學碩士生考核導師                                                                                                                       
* 國際IPMA認證培訓師                                                                                                                               
* 曾將一支年輕的銷售隊伍鍛煉成行業中的精銳部隊,銷售額也從十年前的150萬歐元增長到現在的5000萬歐元    
* 擅長領域                                                                                                                                                  
* 《卓越的銷售管理》                                                                                                                                   
* 《大客戶關係管理》                                                                                                                                   
* 服務客戶                                                                                                                                                  
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