培训内容:
培训受众:
* 企业一线销售代表、销售工程师、项目销售人员、销售主管及销售经理
课程收益:
以客户需求为导向的销售理念，业已为广大销售员所理解和接受。但是，以需求为导向，并不意味着被动地去满足客户。事实上，以需求为导向的销售，首先是、也必须是：管理客户的需求。
本课程围绕着这一理念，向参加者展开一系列的销售技巧的运用训练，帮助参加者提升自我的销售能力和与客户交流的能力。
课程大纲：
1.组织好顾问式销售的过程
* 理解商业环境的变化性
* 理解客户的观点
* 如何引导客户认清他们的现状
* 如何引导客户产生立即解决问题的欲望
2.提高顾问型技能，做出有效的销售策略
* 从产品销售到方案销售
* 业务需求和价值定位
* 使用聚焦式问题，引导客户
* 销售顾问的核心能力：处理异议及缔结成交
* 业务分析和“漏斗”管理
* 目标制定、时间管理和地域管理
3.管理客户关系，提高重复性购买
* 对解决方案加以包装，引起客户进行额外采购的兴趣
* 多层面销售：在客户公司内建立人脉网络
* 如何通过目前你的联系人向其他决策人销售
* 通过向上及交叉销售，提升客户的重复购买率和忠诚度
* 客户管理中的实际操作
4.价值竞争——销售你的价值表现而非产品表现
* 附加价值销售的原则1：价格永远不是孤立存在的
* 附加价值销售的原则2：价值由客户的价值感受决定
* 帮助你关注价值，并强化谈判地位的5个定价技巧
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