谁该来参加：

• 需要有条理地加强大客户的产出的大客户经理、销售及客服人员

课程概述：
当您处在现实复杂的大客户管理环境中，您可能经常会听到客户发出以下的抱怨：

• 你并不了解我们的商务情况
• 你不能保证我购买的产品的价值
• 当我们只需要一个有效的方法的时候，你却只在推销你的产品和服务
• 你从不给我们创新的方案来解决问题
• 以及其他种种抱怨。

课程结束后，学员将能够学到：

• 了解并预测大客户的业务需求，以备未来进一步发展与该客户的销售
• 了解并与大客户的主要影响者建立起很深厚的关系
• 做足准备以取得与大客户的最优谈判结果

课程大纲：

• 你的行业在过去5工作中你观察到哪方面的改变？
• 优良大客户销售人员的特质
• 了解你的大客户

o 他们是否属于 讨价还价、朋友、独裁者 或 战略伙伴 等类别？
o 是否所有优质的大客户都必须是战略伙伴?
o 如何应对不同类型的大客户？

• 筛选合适的大客户

o 谁该，及谁不该，成为你的大客户
o 哪些大客户应该优先对待？
o 使用R4概念以更好滴维护大客户的关系

• 了解谁是决策者及主要影响者

o 客户的决策者和主要影响者是哪些人？
o 主要的影响者是支持你还是反对你？

• 案例分析：如何梳理大客户中的各个关系

Who should attend?

• Key Account Managers, Customer Service people and anyone who is responsible to grow more business from existing customers

The Concept:
If you ever are involved in the more complex parts of key account management and selling, you might hear the following complaints from customers rather often:

• You just don't understand our business
• You don't substantiate what value we can get from this
• You are just pushing your products and services, but what we need is something that works for us
• You never give us innovative ways to solve our problems
• and so forth.

After this course participants will learn to:

• Understand and anticipate key accounts' business needs so as to grow the account for the future
• Understand and build strong relationships with influential people of key accounts
• Plan and prepare your negotiations with Key Accounts for optimal outcomes

Half day outline:

• What are some of the changes you experience in your industry over the last 5 years?
• Qualities of a good key account sales person
• Profiling Your Key Accounts

o Are they a Bargainer, Friend, Dictator, or Strategic Partner?
o Does it mean that all good key accounts have to be Strategic Partner?
o How to deal with each type of Key Account?

• Qualifying the Right Key Accounts

o Who should, and who shouldn't be your Key Accounts
o What kind of Key Accounts should have a higher priority?
o Strengthening your relationships with Key Accounts using the R4 concept

• Identifying the Key Influencers and Decision Makers

o Who are the Decision Makers and Key Influencers
o Are the Key Influencers supporting or against you?
Case Study: How to work through the different Relationships in a Key Account