姚岚《大客户销售模式打造民企战力》

《巨人肩膀创我成功路碑》
大客户销售模式打造民企战力
主讲老师：姚岚

【课程背景】
为什么企业对大客户如此重视，这是由大客户对企业所贡献的价值以及对企业的影响力决定的，大客户极有可能成就一个品牌的开端，成就大客户业务是成就一个品牌的支点。大客户的名气信誉直接影响和带动企业的市场影响力，甚至是市场的开拓发展，拥有大客户就能相应的提升企业的市场价值。
另外由于效仿作用，大客户能够很有力的带动小客户的发展，尤其是在中国的消费习惯下，所以经营成功的大客户的影响力和市场效应是不可估量的。
占所有客户20%的量，却带来公司80%的利润，这是大客户给企业带来的最直接的价值和利益影响，纵然百般投资也不为过。
但是知易行难，无数企业在经营大客户业务的时候，面临了巨大的困难和挑战，往往心力物力的投入巨大，却得不到相应的回报，铩羽而归。问题出在哪里，答案只有两个字-“营销”，很多企业使用传统方法,努力争取大客户对其产品的青睐,殊不知较好的结局也不过是含泪签约,利润趋零。过去无数的案例告诉我们，如果不结合大客户实际情况，纯粹进行产品和设备的推销，是没有可能做到大客户成功业务的。
本课程我们摒弃繁杂的理论教导，搁置那些被无数专家传颂的伟大管理体制，凭借几十年经营大客户业务的经验和总结，剑指实践，靶向落地行动，明确辨识企业在经营大客户业务的短板，并提出实际解决方案，为最低成本投入下改善大客户经营困境找到灵丹妙方，企业根据课程分享的思路和建议，结合自身行业情况和企业规划，能够解决70%的大客户经营问题。
课程着力解决大客户经营中普遍存在的四个问题：
如何靠近大客户？
如何让大客户认可我们？
如何得到合理利润的订单？
如何持续收益？
最终站在巨人的肩膀上获得持续性成功。

【培训目标】
本课程能给学员带来什么？，

了解大客户业务的全新定义，业务量不是衡量大客户的标尺
了解大客户影响力的附加值获益理念
了解“推销”和“营销”在大客户业务中的差异
掌握大客户战略的核心4要素
掌握赢取大客户订单的6个步骤
掌握最大化大客户业务利益的方法
掌握培养企业内部潜在人才的4种方法

课后学员能够带走什么？

PESTEL大客户洞察术调查表
1+N大客户业务量化考核制度示范稿
团队跨界协同行动示范计划

【授课对象】企业总监级别管理人员，营销经理，中后台中层管理人员。
【授课形式】讲授、案例分享、小组讨论等

【课程时长】6小时/天 1-2天/6-12小时

课程大纲
请您提前准备：一份自己公司面临的困难top3（不含政策限制或融资困难）

前言：破冰环节，课程目的简述

第一讲、体量大需求大的就是大客户吗？

1.1，企业从大客户业务中需要哪些利益
1.2，准确定义大客户，满足企业需求
1.3，你的大客户需要具备的业务特征
案例：DY公司半年时间跟进“大客户”结果….

第二讲、营销？推销？有区别吗？

2.1，大客户关注的供应商特性
2.2，大客户没有关注到的供应商特性
2.3，用户的惊喜就是你的成功率
2.4，为什么要用营销的方式做大客户业务？
2.5，怎么样使用营销赋能市场战斗力
案例：爱科集团如何用“洞察+创新“赢得用户认可，拿下亚洲最大项目

第三讲、傲娇的大客户眼中无我，如何爱他？

3.1，大客户的基本特性
3.2，大客户最在乎的内容与你无关？
3.3，成交过的大客户如何靠近他？
3.4，如何让新客户眼里有我？
案例：国电集团最终如何放下傲娇的态度
互动环节：分享你能够实现的“近爱行动”

第四讲、不求最大，但求最强，如何获得大客户业务而不是订单？

4.1、大客户的表面需求分析
4.2、采用洞察术了解大客户的深层信息-发现痛、放大痛！
4.3、结合自身能力，结合大客户痛点分析，创造大客户需求
4.4、远离竞争是最强竞争力
4.5、创新服务，如何做到”新””奇””异”
案例分享：郑纺机在OEM业务中如何选中供应商

第五讲、如何一直被爱？大客户业务持续发展之术

5.1、知彼：深度探知大客户迭代痛点
案例：伊利的时代性需求
5.2、升我：持续扩展自身对应能力
案例：轴承公司如何持续蜕变自身-库联网，法务，税务，电商，一品一码…
5.3、服务升级：持续地变化升级服务水平和内容
5.4、差异化服务的“捷径”-“协”“同”平台，罕有敌手
案例：协而不同的事每天每个企业都在发生

第六讲、获得订单是大客户业务的全部目标？

6.1、听说过“附加值”收益吗？
6.2、大客户业务的3大附加值分析
6.3，如何最大化附加值收益
案例：电厂滑动轴承的故事

第七讲、大客户销售战刀锈豆？

7.1，传统销售的基本刀法
7.2，营销刀法的二大基本功
7.3，PESTEL高层沟通术
7.4，中国式SPIN训练
案例：DY公司销售的3个月体验

第八讲、阿里巴巴宝藏的传承

8.1、知识和经验浩瀚如星空，然后呢？
8.2、阿里巴巴宝藏的建立和使用（赋能客情）
8.3、宝藏的愿景和使命
案例：轴承公司的金库

第九讲、老板干什么？

9.1、老板的指标
9.2、抢夺外部资源赋能组织
9.3、创新思维的落地
9.4、创新思维的落地-试错精神
9.5、量化考核制度的执行
9.6、闭上嘴，撒开腿-保障组织执行力的唯一方法

注：本站文章转载自网络，用于交流学习，如有侵权，请告知，我们将立刻删除。
Email：grlwwf@163.com

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SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '74' LIMIT 1; [ RunTime:0.000200s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod_data_0` WHERE `id` = '52' LIMIT 1; [ RunTime:0.000193s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE `id`='1261' AND `status`=99 ORDER BY updatetime desc LIMIT 1; [ RunTime:0.000247s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%姚岚%' ORDER BY updatetime desc LIMIT 5; [ RunTime:0.000527s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1261' AND `status`=99 AND `catid`=31 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.022637s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1261' AND `status`=99 AND `catid`=30 ORDER BY updatetime desc LIMIT 30; [ RunTime:0.005057s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_kcmod` WHERE teather like '%姚岚%' ORDER BY updatetime desc LIMIT 10; [ RunTime:0.000517s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_szwz` WHERE `glsz`='1261' AND `status`=99 AND `catid`=65 ORDER BY updatetime desc LIMIT 9; [ RunTime:0.000468s ]
SELECT * FROM `hsgl_888_2022`.`hsgl_shizi` WHERE (`keywords` LIKE '%%')and catid<>31 ORDER BY updatetime asc LIMIT 9; [ RunTime:0.003272s ]

姚岚老师介绍