康建鹏《顾问式销售》

康建鹏老师介绍

老师介绍 : 原GE医疗中国区副总裁

主讲课程 : 领导力转型/业务领导力模型（BLM）》《解决方案/顾问式营销》《管理者九项修炼》《影响力》《情景领导力》

助理联系电话：13911448898 谷老师

课程背景

顾问式销售是当今时代最重要的趋势，与传统销售采用的技巧不同，顾问式销售技巧的着眼点有效发掘客户的内在问题，以解决客户的问题为先导，赢得竞争，赢得客户对公司的信赖，实现公司产品的顺利销售。顾问式销售要求供应商和客户真正形成战略伙伴关系，拥有长期、信赖和互相成长的关系。

成功的营销人员和金牌得主的运动选手是一样的，再具资质的选手，不经过正确的训练，都无法成为杰出的选手。没有天生的营销专家，只有经由正确训练的专业营销专家。顾问式销售要求销售人员不仅仅是自己产品的专家，更要是客户的行业专家、业务专家和客户专家，这不单单是对销售人员的要求，而是对公司上上下下各个部门的要求，整合公司的全部资源来完成客户价值的实现。
本课程就是系统学习经IBM/GE实践的顾问式销售的理论，帮助有销售经验者进一步提高销售能力，提供如何掌握关键客户的方法，了解面对客户决策和需求分析的方法，发展销售策略，构建客户管理体系。这样通过向客户提供一种有竞争性的差异化解决之道，满足客户的需求和价值，保证客户成功。从而完成公司既定的销售目标，实现公司的使命－即通过提供给客户最适合而非完美的解决方案，实现客户价值与公司价值的统一。

课程特点

授课形式：理论讲解+运用分析+小组讨论+互动答疑
注重理论知识理解、突出案例分析与小组讨论，其中理论讲解50%，案例分析30%，小组讨论15%，互动答疑5%。

课程收益

了解为客户创造价值的顾问式销售方法论
掌握通过客户洞察发现成为客户专家
学习如何创建价值提案作为主要驱动要素
通过顾问式销售流程向客户传递价值
结合客户实际情况练习顾问式销售的方法论、工具并加以应用
在成功客户合作基础上发展与客户的伙伴关系

课程模式

中文教学、面授
运用分析
分组互动
课堂练习、互动式答疑

受众对象

销售总监、销售经理、售前支持经理
高潜客户经理、客户代表、售前支持

时间安排 系统学习2天（12小时）

课程过程中的案例分析

课程内容
第一单元：顾问式销售基础

什么是顾问式销售
顾问式销售的特点及与传统销售行为的不同
顾问式销售的基本要素
顾问式销售的流程
顾问式销售应注意的问题
案例分析：顾问式销售的成功案例分享

第二单元：建立客户画像

如何快速了解客户
行业
产品
标杆
客户等
建立全面客户信息库
客户信息在顾问式销售过程中的关键作用

小组讨论：3个月如何洞悉一个行业

第三单元：顾问式销售的技巧

如何抓住最好的时机
与客户人员建立信任的方法
提问技巧
倾听技巧
解决异议技巧
解决拒绝技巧
高层拜访技巧

案例分析：失而复得的大单

第四单元：客户需求挖掘确认（SPIN）与客户价值发现

识别客户人员在决策过程中的四种角色
分析客户人员的各种影响模式
建立发现客户需求的途径
发现客户的专业、组织和个人方面期望和需求
根据客户采购阶段设定销售会谈目的
成为客户的业务专家

小组讨论：谁是KOL

第五单元：顾问式销售的提案

解决方案框架
根据客户需求建立提案的关键因素
流程与产品（含第三方）的整合
从客户的角度评估提案
提供论据并证实提案和方案的有效性
量化对客户和公司的价值
创立客户的价值主张

案例分析：行业提案设计与分析

第六单元：顾问式销售的目标设定与实现

设定销售目标的基本原则
建立客户销售的总体目标
获得客户承诺推进销售的进程
跟进与监督落实提案实现销售目标
小组讨论：练习

第七单元：课程回顾

教具准备

1. 1. 1. 白板一个
    2. 大字报板六个及大白纸各十张
    3. 拼图若干（每人一个）

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康建鹏老师课程大纲

康建鹏教授观点

康建鹏：2023年国内创新全面突破，药械出海大势正强

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康建鹏老师介绍