課程目標(biāo)

從本質(zhì)上了解大客戶銷售技術(shù) 學(xué)習(xí)大客戶銷售的原則和方法 改變傳統(tǒng)的銷售思維模式 學(xué)會(huì)面向高層決策者的銷售方法 學(xué)會(huì)提升銷售率與客戶忠誠(chéng)度的方法

課程大綱

一、銷售行為VS客戶購(gòu)買行為

1．前言                                      

2．銷售行為與購(gòu)買行為分析

3.購(gòu)買心里分析

4.轉(zhuǎn)動(dòng)客戶心理的購(gòu)買天平

5.給客戶一個(gè)購(gòu)買的理由

6．關(guān)于銷售機(jī)會(huì)點(diǎn)                            

7．銷售階段與機(jī)會(huì)點(diǎn)

二、大客戶銷售的幾個(gè)基本概念

1．問(wèn)題點(diǎn)                                   

          2．需求

3．利益                                      

4．購(gòu)買循環(huán)

5．優(yōu)先順序

三、關(guān)于購(gòu)買循環(huán)

1．銷售對(duì)話的路徑                            

2．銷售代表的決策VS客戶的決策

3．發(fā)現(xiàn)客戶問(wèn)題VS客戶明了自己的問(wèn)題         

4．優(yōu)先順序的調(diào)整

四、SPIN與FAB

1．引言                                      

2．何為FAB

3．把握產(chǎn)品利益

五、大客戶銷售對(duì)話策略

1．銷售對(duì)話所隱藏的基本策略                  

2．購(gòu)買循環(huán)的決策點(diǎn)

3．決策點(diǎn)處的“跳躍”                        

4．銷售對(duì)話鐵律

六、SPIN技術(shù)進(jìn)階

1．狀況性詢問(wèn)                                

2．問(wèn)題性詢問(wèn)

3．暗示性詢問(wèn)                                

4.需求效益問(wèn)題詢問(wèn)

七、SPIN運(yùn)用關(guān)鍵――準(zhǔn)備

1．為何顧客不認(rèn)可產(chǎn)品優(yōu)點(diǎn)                    

2．如何從客戶角度準(zhǔn)備產(chǎn)品優(yōu)點(diǎn)

3．如何從新角度認(rèn)識(shí)客戶反論

八、狀況性詢問(wèn)進(jìn)階

1．狀況詢問(wèn)的目的                            

2．于問(wèn)題點(diǎn)

3．如何有效使用狀況詢問(wèn)

九、問(wèn)題性詢問(wèn)進(jìn)階

1.問(wèn)題性詢問(wèn)                                 

2.如何有效使用問(wèn)題詢問(wèn)

十、暗示性詢問(wèn)進(jìn)階

1．暗示性詢問(wèn)的目的                          

2．暗示性詢問(wèn)的對(duì)象

3．暗示性詢問(wèn)的影響                          

4．如何策劃暗示性詢問(wèn)

十一、需求確認(rèn)詢問(wèn)進(jìn)階

1．需求確認(rèn)詢問(wèn)的目的                        

2．ICE模式

3．需求確認(rèn)詢問(wèn)的時(shí)機(jī)                        

4．有效使用需求確認(rèn)詢問(wèn)

5．需求確認(rèn)詢問(wèn)的意義