大客户销售技巧与项目运作实务

上海  2018年5月11日  4500元/人
报名电话:18938639020
<p><span style="undefinedfont-family:Times New Roman">2018</span><span style="FONT-FAMILY: 宋体">年</span><span style="undefinedfont-family:Times New Roman">05</span><span style="FONT-FAMILY: 宋体">月</span><span style="undefinedfont-family:Times New Roman">11-12</span><span style="FONT-FAMILY: 宋体">日</span> <span style="FONT-FAMILY: 宋体">深圳</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">2018</span><span style="FONT-FAMILY: 宋体">年</span><span style="undefinedfont-family:Times New Roman">08</span><span style="FONT-FAMILY: 宋体">月</span><span style="undefinedfont-family:Times New Roman">03-04</span><span style="FONT-FAMILY: 宋体">日</span> <span style="FONT-FAMILY: 宋体">深圳</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">2018</span><span style="FONT-FAMILY: 宋体">年</span><span style="undefinedfont-family:Times New Roman">11</span><span style="FONT-FAMILY: 宋体">月</span><span style="undefinedfont-family:Times New Roman">29-30</span><span style="FONT-FAMILY: 宋体">日</span> <span style="FONT-FAMILY: 宋体">上海</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">课程背景</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">如果你没有大项目运作能力</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、项目发现少而且质量差</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、掌控不了客户,丢单率高,浪费时间、机会和公司资源</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、低价竞争,中标也很苦</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、陪标无数。</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、粘不住客户,约几次客户就不见了,或者无法深入。</span></p><p><span style="undefinedfont-family:Times New Roman">6</span><span style="FONT-FAMILY: 宋体">、价值优势体现不了</span></p><p><span style="undefinedfont-family:Times New Roman">7</span><span style="FONT-FAMILY: 宋体">、常常被“关系”所困惑</span></p><p><span style="undefinedfont-family:Times New Roman">8</span><span style="FONT-FAMILY: 宋体">、优势常常不能变为胜势,苦心经营老半天,被竞争对手轻松摘走</span></p><p><span style="undefinedfont-family:Times New Roman">9</span><span style="FONT-FAMILY: 宋体">、项目状态糊里糊涂,实际上已经丢单了都还蒙在鼓里,等待陪标结果。</span></p><p><span style="undefinedfont-family:Times New Roman">10</span><span style="FONT-FAMILY: 宋体">、从公司角度来看,就是销售员很多,产单量不行,浪费严重。</span></p><p><span style="FONT-FAMILY: 宋体">掌握运作能力、演绎项目优势</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、以大公司以及奥运项目的实践为背景,学会运作项目的正规套路,打下扎实的基本功。</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、传授核心运作技能,创造性的提炼出意向形成机制原理,学会运作项目中客户决策的核心逻辑。</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、提高分析、判断、制定项目运作策略的技能。没有这个能力就谈不上计划和跟踪的质量。</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、掌握发现项目和立项技巧,好的选择意味着高的成功率。要知道销售状元是从节约您的宝贵时间开始的。</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、给你销售狼性素养,因为你有了预判能力,你知道那些事情非做不可了。</span></p><p><span style="undefinedfont-family:Times New Roman">6</span><span style="FONT-FAMILY: 宋体">、演绎优势、展开项目</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">意向形成的过程就是你演绎优势的过程。从切入项目,调动客户,演绎优势,形成意向,锁定项目,全过程运筹与推动项目。</span></p><p><span style="undefinedfont-family:Times New Roman">7</span><span style="FONT-FAMILY: 宋体">、深度而切中要害的项目管理工具,收获果实。管理的关键就是抓好运作和管理,抓好时间节点、事件节点,人员激励,从而提高成功率。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">课程特色</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;理论联系实际</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">从实践中来,到实践中去;理论联系实际,大幅度提高项目运作水平。</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;真实性</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">真真实实的项目,真真实实的案例教学,还原惊心动魄的打单过程,让学员学到实战的本领。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">课程大纲</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">第一部分</span> <span style="FONT-FAMILY: 宋体">项目运作</span><span style="undefinedfont-family:Times New Roman">---</span><span style="FONT-FAMILY: 宋体">事关成败</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">项目越大,运作越关键</span></p><p><span style="FONT-FAMILY: 宋体">本单元学习目标</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">通过两个真实的案例,了解大项目运作过程中的常见问题,了解大客户销售需要的科学知识和个人素质准备,销售人员仅靠勤奋做项目还不够,只有用心做项目才能迈向高峰。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一、平民身份如何演绎奥运</span><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">千万的水立方项目!</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一个成功的运作,可以拿下世界级的项目</span></p><p><span style="FONT-FAMILY: 宋体">平凡的销售经理,竟然被传说是高干子弟</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">二、一个</span><span style="undefinedfont-family:Times New Roman">2500</span><span style="FONT-FAMILY: 宋体">万项目的失败案例</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">即使是大牌产品,也照样丢给一个小公司</span></p><p><span style="FONT-FAMILY: 宋体">运作过程的失败,遭致后期招标全面被动</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">三、项目运作中问题点和难点</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、切入问题</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">A:</span><span style="FONT-FAMILY: 宋体">不知道如何切入项目,黏住客户</span></p><p><span style="FONT-FAMILY: 宋体">案例学习</span><span style="undefinedfont-family:Times New Roman">:5000</span><span style="FONT-FAMILY: 宋体">万的奥运项目中,客户经理是如何抓住业主最高决策层兴趣点来牵引项目的,最终排除重重障碍夺得制高点的。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、推进问题</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">B:</span><span style="FONT-FAMILY: 宋体">了解到关键决策人后无法采取行之有效的行动来推进项目</span></p><p><span style="FONT-FAMILY: 宋体">奥运案例中,如何精心策划宝贵的</span><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">分钟与最高决策者见面机会的。</span></p><p><span style="FONT-FAMILY: 宋体">失败案例中,随手拈来的大好机会错失了,遭致后面被动局面,其实,推进工作环环相扣,一环出破绽,即导致最终败局。</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">C:</span><span style="FONT-FAMILY: 宋体">在项目的推进过程中,关键工作开展不下去,不知道如何化优势为胜势?</span></p><p><span style="FONT-FAMILY: 宋体">奥运项目业主要设计方案,这是两难决策,最后成功化被动为主动,并将优势变胜势,招标引导成功,最终双赢</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">D:</span><span style="FONT-FAMILY: 宋体">客户决策链判断错误导致丢单</span></p><p><span style="FONT-FAMILY: 宋体">奥运项目中决策者错综复杂,多路厂家都有自己的支持者,如何把握关键决策因子,失败案例中,没有像狼一样盯死老板,在意向形成机制上会出现什么问题,对后期招标到底产生多大影响?</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">E </span><span style="FONT-FAMILY: 宋体">判断不清竞争对手和客户的关系水平,常常出错</span></p><p><span style="FONT-FAMILY: 宋体">奥运项目中常常冒出很多“部级领导支持”的公司,来势汹汹,但是,我们如何冷静判断,并作出冷静判断。</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">F </span><span style="FONT-FAMILY: 宋体">面对高层关系介入,我们如何处理?</span></p><p><span style="FONT-FAMILY: 宋体">的确很多项目中有高层关系介入,有真有假。面对这些问题我们有什么对策?</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">G </span><span style="FONT-FAMILY: 宋体">对客户意向形成机制缺乏认识,糊里糊涂跟踪项目,收获成果靠碰运气,案例中我们要求一起反思</span><span style="undefinedfont-family:Times New Roman">:</span></p><p><span style="undefinedfont-family:Times New Roman">a </span><span style="FONT-FAMILY: 宋体">失败案例中,哪几个环节没有能够把握客户的态度满意和意向形成,贻误战机,导致后期处境被动?</span></p><p><span style="undefinedfont-family:Times New Roman">b </span><span style="FONT-FAMILY: 宋体">项目运作和管理能力不足,导致白白辛苦。关键因子态度形成没有完成任务,没有促成“甲方”满意,看看问题出在哪里?</span></p><p><span style="undefinedfont-family:Times New Roman">c </span><span style="FONT-FAMILY: 宋体">没有把优势变胜势,锁定项目的时机把握不好</span></p><p><span style="undefinedfont-family:Times New Roman">d </span><span style="FONT-FAMILY: 宋体">缺乏系统方便有效的工具,帮助自己收集、分析、判断和博弈。制定正确的竞争对策。</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、收果问题</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">H </span><span style="FONT-FAMILY: 宋体">常见的招标方式不熟悉,和客户配合不默契,即使优势明显,也常常低价招标,甚至丢单</span></p><p><span style="FONT-FAMILY: 宋体">奥运项目中,自己的公司资质不够的时候,同时,传统的招标方式非常不利于锁定客户意向的时候,是如何处理的?</span></p><p><span style="FONT-FAMILY: 宋体">问题</span><span style="undefinedfont-family:Times New Roman">I </span><span style="FONT-FAMILY: 宋体">什么时候是自己优势状态和劣势状态,识别时机,锁定意向</span></p><p><span style="FONT-FAMILY: 宋体">开始客户选择产品的标准对自己不利,是如何识别并采取对策的,后来优势状态形成之后,优势如何锁定意向的。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">第二部分</span> <span style="FONT-FAMILY: 宋体">意向形成机制</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">打靶先要看清自己的靶子,先学会客户决策的核心逻辑</span></p><p><span style="FONT-FAMILY: 宋体">本单元学习目标</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">客户是如何在众多的选择中选中自己心仪产品的,如何看出是对竞争对手形成客户意向,还是我们的产品形成了客户的意向,另外,对于团队决策我们如何理解决策意向形成过程。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一、项目运作中看不透的困惑</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一个名牌轿车的招标故事</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">二、意向在项目中的作用</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">招标要做到心中无标</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">三、意向形成机制</span><span style="undefinedfont-family:Times New Roman">----</span><span style="FONT-FAMILY: 宋体">决策地图</span><span style="undefinedfont-family:Times New Roman">DMI</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、什么情况下客户购买你的产品</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、关注态度,利益平衡</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、从态度到意向形成,客户选择的科学</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、</span><span style="undefinedfont-family:Times New Roman">DMI</span><span style="FONT-FAMILY: 宋体">表,客户决策链以及客户态度的相互作用</span><span style="undefinedfont-family:Times New Roman">----</span><span style="FONT-FAMILY: 宋体">意向形成机制</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、</span><span style="undefinedfont-family:Times New Roman">BATT</span><span style="FONT-FAMILY: 宋体">案例,态度分如何转化为意向购买行为</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">第三部分</span> <span style="FONT-FAMILY: 宋体">项目运作基础</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">军事家要掌握天、地、人之军事要素</span></p><p><span style="FONT-FAMILY: 宋体">本节学习目标</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">理解在项目运作过程中,关系,产品属性,服务,品牌,价格,项目运作五个阶段,这些要素是如何在项目中发挥作用的,理解其中的关系,并熟悉他们的规律。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一、关系</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、关系的性质和作用</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、关系的几个层级</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、建立支撑性关系</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、既是顾问,又是朋友</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">高中低的客户级别如何构建关系和制定计划</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">二、产品和服务属性</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、产品一定要专业,产品经理的职责</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、</span><span style="undefinedfont-family:Times New Roman">FFAB</span><span style="FONT-FAMILY: 宋体">原则</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、产品属性调研表</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">价值包装之后,渗透力大幅度提升。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">三、商务</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、掌握商务应该学会些什么</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、价格,关系,技术的权衡</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、是科学也是艺术</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">商务运作改变客户的采购进程,提前锁定意向</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">四、</span><span style="undefinedfont-family:Times New Roman">DMI</span><span style="FONT-FAMILY: 宋体">表格</span><span style="undefinedfont-family:Times New Roman">---</span><span style="FONT-FAMILY: 宋体">客户的决策过程如何通过一张地图来表达。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、决策链表</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、形成机制</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、如何使用</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、清晰明了的地图,为博弈分析打下准备</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">填不出的表格,意味着丢单也在情理之中</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">五、项目信息的挖掘</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">某公司行业研讨会的策划</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、品牌提升</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、代理商</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、技术交流会</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、主动拜访</span></p><p><span style="undefinedfont-family:Times New Roman">6</span><span style="FONT-FAMILY: 宋体">、关系介绍</span></p><p><span style="undefinedfont-family:Times New Roman">7</span><span style="FONT-FAMILY: 宋体">、行业主管文件,建设计划,上层关系</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">六、项目运作过程的五个阶段</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、五个阶段</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、不同阶段的客户心理分析</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、不同阶段的判断和竞争机会分析</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、不同阶段的机会窗信号</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、保密工作和阶段控制</span></p><p><span style="undefinedfont-family:Times New Roman">6</span><span style="FONT-FAMILY: 宋体">、案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">一个大项目的运作过程介绍</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">七、立项</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1</span><span style="FONT-FAMILY: 宋体">、立项的项目运作阶段分析</span></p><p><span style="FONT-FAMILY: 宋体">案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">广东某地市政府网项目</span></p><p><span style="undefinedfont-family:Times New Roman">2</span><span style="FONT-FAMILY: 宋体">、立项的客户态度与决策链形成机制分析</span></p><p><span style="FONT-FAMILY: 宋体">案例</span><span style="undefinedfont-family:Times New Roman">: </span><span style="FONT-FAMILY: 宋体">天津某大厦</span><span style="undefinedfont-family:Times New Roman">1500</span><span style="FONT-FAMILY: 宋体">万景观灯光项目,没有弄清楚客户决</span> <span style="FONT-FAMILY: 宋体">策形成机制,导致后面看不懂客户的行为。</span></p><p><span style="undefinedfont-family:Times New Roman">3</span><span style="FONT-FAMILY: 宋体">、立项的主因素与价值优势分析</span></p><p><span style="FONT-FAMILY: 宋体">案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">一个没有任何关系背景,靠价值分析判断来立项的案</span> <span style="FONT-FAMILY: 宋体">例,昆明</span><span style="undefinedfont-family:Times New Roman">8000</span><span style="FONT-FAMILY: 宋体">万的灯光案例</span></p><p><span style="undefinedfont-family:Times New Roman">4</span><span style="FONT-FAMILY: 宋体">、立项之客户行为分析与判断</span></p><p><span style="FONT-FAMILY: 宋体">案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">一个大剧院</span><span style="undefinedfont-family:Times New Roman">5000</span><span style="FONT-FAMILY: 宋体">万项目案例</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">立项错误,苦了公司上</span> <span style="FONT-FAMILY: 宋体">下,损失了人财物,浪费了大量时间。</span></p><p><span style="undefinedfont-family:Times New Roman">5</span><span style="FONT-FAMILY: 宋体">、立项的几个基本点总结</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">第四部分</span><span style="undefinedfont-family:Times New Roman">&nbsp;&nbsp; </span><span style="FONT-FAMILY: 宋体">项目运作过程</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">------</span><span style="FONT-FAMILY: 宋体">勤奋是你的双腿,智慧是你的双眼</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">本部分内容:分析问题、审时度势;制定策略、取得胜势。学会确定意向形成机制,并学会分析判断问题,对每一阶段的状态进行分析,然后制定对策。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一、切入项目,施展拳脚</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">兴趣点切入</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">黏住客户,构建持续性的关系</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">了解兴趣点</span></p><p><span style="FONT-FAMILY: 宋体">询问</span></p><p><span style="FONT-FAMILY: 宋体">观察</span></p><p><span style="FONT-FAMILY: 宋体">推理,有几分福尔摩斯的能力</span></p><p><span style="FONT-FAMILY: 宋体">人际信息</span></p><p><span style="FONT-FAMILY: 宋体">案例:西北银行案例:得知三级网信息也非易事</span></p><p><span style="undefinedfont-family:Times New Roman">4.</span><span style="FONT-FAMILY: 宋体">权衡性问题的调研</span></p><p><span style="FONT-FAMILY: 宋体">了解权重,方知胜负关键</span></p><p><span style="FONT-FAMILY: 宋体">技术交流与业主权衡性问题</span></p><p><span style="FONT-FAMILY: 宋体">因子排序</span></p><p><span style="FONT-FAMILY: 宋体">案例提供让客户评价</span></p><p><span style="FONT-FAMILY: 宋体">新特性与业主权重调查</span></p><p><span style="FONT-FAMILY: 宋体">案例:自己的关键因素优势却在客户心目中权重不高。所以他们的项目运作中,总有一特殊工作环节加在项目运作里面,成功运作诸多国家级大项目。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">二、推进:态度加分,确立满意</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">意向形成优势</span></p><p><span style="undefinedfont-family:Times New Roman"></span><span style="FONT-FAMILY: 宋体">决策形成机制</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">案例题目</span><span style="undefinedfont-family:Times New Roman">10</span><span style="FONT-FAMILY: 宋体">道,提高分值的种种手段</span></p><p><span style="FONT-FAMILY: 宋体">案例一:必要性分值,决不能疏忽</span></p><p><span style="FONT-FAMILY: 宋体">案例二:权重高的分值,竭尽全力</span></p><p><span style="FONT-FAMILY: 宋体">案例三:提高优势因子的权重</span></p><p><span style="FONT-FAMILY: 宋体">案例四:客户现有的评价标准</span></p><p><span style="FONT-FAMILY: 宋体">案例五:容忍度评价</span></p><p><span style="FONT-FAMILY: 宋体">案例六:无中生有,增加决策因子</span></p><p><span style="FONT-FAMILY: 宋体">案例七:利用影响力关系</span></p><p><span style="FONT-FAMILY: 宋体">案例八:改变权重结构</span></p><p><span style="FONT-FAMILY: 宋体">案例九:降低竞争对手分值</span></p><p><span style="FONT-FAMILY: 宋体">案例十:策划时间节点</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">三、竞争博弈,意向形成</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">博弈表和意向形成</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">什么会阻止意向形成</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">案例题目</span><span style="undefinedfont-family:Times New Roman">9</span><span style="FONT-FAMILY: 宋体">道,博弈手段种种</span></p><p><span style="FONT-FAMILY: 宋体">案例一:因素上的阵地战</span></p><p><span style="FONT-FAMILY: 宋体">案例二:抢先完成满意度的态度转变工作</span></p><p><span style="FONT-FAMILY: 宋体">案例三:敌方优势,寻找突破口拖延,等待我们意向形成</span></p><p><span style="FONT-FAMILY: 宋体">案例四:珍惜关系建构窗口,不要临时抱佛脚</span></p><p><span style="FONT-FAMILY: 宋体">案例五:主动策划,主动行动</span></p><p><span style="FONT-FAMILY: 宋体">案例六:意向形成评估,时机上的博弈</span></p><p><span style="FONT-FAMILY: 宋体">案例七:大胆判断,果断出击</span></p><p><span style="FONT-FAMILY: 宋体">案例八:动态博弈,高层关系</span></p><p><span style="FONT-FAMILY: 宋体">案例九:关系型伙伴的寻找和合作</span></p><p><span style="undefinedfont-family:Times New Roman">4.</span><span style="FONT-FAMILY: 宋体">意向形成时机的把握</span> </p><p><span style="FONT-FAMILY: 宋体">进程分析</span></p><p><span style="FONT-FAMILY: 宋体">意向形成信号</span></p><p><span style="FONT-FAMILY: 宋体">意向的三种模式</span></p><p><span style="FONT-FAMILY: 宋体">意向进入形成期的判断</span></p><p><span style="FONT-FAMILY: 宋体">案例:没有分析,信号已经到来却不知道,结果一周内窗口关闭了。</span></p><p><span style="undefinedfont-family:Times New Roman">5.</span><span style="FONT-FAMILY: 宋体">案例,没有及时锁定意向,煮熟的鸭子飞了</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">四、锁定意向,收下果实</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">招标类型和规范书的种类</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">如何决定对自己有利的招标模式</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">博弈表和招标过程的把握</span></p><p><span style="undefinedfont-family:Times New Roman">4.</span><span style="FONT-FAMILY: 宋体">招标博弈案例</span></p><p><span style="FONT-FAMILY: 宋体">案例:无锡灯光案例</span><span style="undefinedfont-family:Times New Roman">3500</span><span style="FONT-FAMILY: 宋体">万。竞争对手花了</span><span style="undefinedfont-family:Times New Roman">50</span><span style="FONT-FAMILY: 宋体">万买陪标,结果经过神机妙算,预测到第二天对手的行为,结果破解对手阵局。</span></p><p><span style="FONT-FAMILY: 宋体">案例:客户内部矛盾和决策机制研究明白,手握王牌,配合客户决策,锁定胜局。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">五、跟踪服务,兑现满意</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">客户业务上满意</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">情感满意</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">关系建构满意</span></p><p><span style="undefinedfont-family:Times New Roman">4.</span><span style="FONT-FAMILY: 宋体">案例:一个成功的老销售,是如何呼风唤雨的。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">第五部分</span><span style="undefinedfont-family:Times New Roman">&nbsp;&nbsp; </span><span style="FONT-FAMILY: 宋体">项目运作计划,跟踪,监控</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">-------</span><span style="FONT-FAMILY: 宋体">效果监控胜于行动监控,效果却藏于客户的心里</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">本单元目的:计划要监控才能有效,监控不仅是销售在做什么,更重要的是监控客户端的销售有什么进展,我们销售有质量的行为有没有做?客户态度满意了没有?意向是否在形成。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">一、项目状态评估表</span><span style="undefinedfont-family:Times New Roman">&nbsp;&nbsp;&nbsp; </span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman"></span><span style="FONT-FAMILY: 宋体">表的使用</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">上司评估下属,防止项目失控</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">销售自己评价,给自己一个指导</span></p><p><span style="undefinedfont-family:Times New Roman">4.</span><span style="FONT-FAMILY: 宋体">案例:对新销售员跟踪不力,致半年无果。领导也失职。</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">二、项目跟踪和计划表</span></p><p><span style="Z-INDEX: 1; POSITION: absolute; LEFT: 0px"></span></p><table width="100%"><tbody><tr><td style="BORDER-BOTTOM: #ece9d8; BORDER-LEFT: #ece9d8; BACKGROUND-COLOR: transparent; BORDER-TOP: #ece9d8; BORDER-RIGHT: #ece9d8"><p><span style="undefinedfont-size:16px;font-family:Times New Roman">&nbsp;</span></p></td></tr></tbody></table><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p></p><p><br/></p><p><span style="undefinedfont-family:Times New Roman">1.</span><span style="FONT-FAMILY: 宋体">跟踪表的学习</span></p><p><span style="undefinedfont-family:Times New Roman">2.</span><span style="FONT-FAMILY: 宋体">跟踪表的</span><span style="undefinedfont-family:Times New Roman">Pdca</span></p><p><span style="undefinedfont-family:Times New Roman">3.</span><span style="FONT-FAMILY: 宋体">和</span><span style="undefinedfont-family:Times New Roman">DMI</span><span style="FONT-FAMILY: 宋体">表联合使用,分析和计划,评估和实施</span></p><p><span style="FONT-FAMILY: 宋体">案例:海陆空联合作战,空军完不成任务,陆军也进不去。一个计划没有监控而导致失败的销售案例,某大学校园网,煮熟的</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">讲师资历</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">蒋建业:资深讲师,资深顾问</span></p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;华为公司原企业网事业部南部大区经理</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;港湾公司广东办事处主任</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;港湾公司大企业系统部总经理</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;上海广茂达首席营销官</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;上海雷士光艺总经理</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;成功销售近</span><span style="undefinedfont-family:Times New Roman">10</span><span style="FONT-FAMILY: 宋体">个亿的业绩</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;组织策划近</span><span style="undefinedfont-family:Times New Roman">200</span><span style="FONT-FAMILY: 宋体">个广告促销和宣传活动</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;复旦大学经济学硕士,企业管理研究生</span></p><p><span style="FONT-FAMILY: 宋体">&#8226;培训过的客户有三一重工,中国电信通服,神州数码,盛路通讯,上海广茂达,同洲电子,深圳好家庭,瑞士康达,中国移动等几十家知名公司。</span></p><p><span style="undefinedfont-family:Times New Roman">A.</span><span style="FONT-FAMILY: 宋体">专业背景</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">复旦大学经济学硕士,企业管理学研究生,数学</span> <span style="FONT-FAMILY: 宋体">学士。具备</span><span style="undefinedfont-family:Times New Roman">15</span><span style="FONT-FAMILY: 宋体">年产品销售经验,曾经在国家权威刊物上发表多篇论文。</span></p><p><span style="undefinedfont-family:Times New Roman">B.</span><span style="FONT-FAMILY: 宋体">实践经验</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">不仅成功销售近</span><span style="undefinedfont-family:Times New Roman">10</span><span style="FONT-FAMILY: 宋体">个亿的销售额,而且对大项目有实际运作经验</span></p><p><span style="undefinedfont-family:Times New Roman">C.</span><span style="FONT-FAMILY: 宋体">培训特色</span><span style="undefinedfont-family:Times New Roman">:</span><span style="FONT-FAMILY: 宋体">实践性,可操作性,很快成为工作中的方法和技巧,帮助提高销售成功率是本课程的最大特色</span> </p><p><span style="undefinedfont-family:Times New Roman">&nbsp;</span></p><p><span style="FONT-FAMILY: 宋体">本课程提供讲师上门授课服务</span><span style="undefinedfont-family:Times New Roman">(</span><span style="FONT-FAMILY: 宋体">企业内训</span><span style="undefinedfont-family:Times New Roman">)</span></p><p><br/></p>
报名电话:18938639020
上海  2018年5月11日  4500元/人
报名热线: 400-700-9989
粤ICP备14000498号-1 深圳市易创顾问有限公司 易创网