Suitable Participants 适合报名对象

• Sales, Sales Manager, Sales Engineer
• 直接与客户接触的一线销售、销售主管、售前工程师等

Training Objective 培训目标

• Found the Base of Corporate Value Selling Culture
• 为建立企业的价值营销文化打基础
• Shape an Impactful Industrial Selling Image
• 助力形成有影响力的行业营销形象
• Improve Sales Competencies of Competitive Selling
• 提升销售人员竞争性销售的业务能力
• Build High Efficient Customer Relationship against Competition
• 克服竞争建立高效的大客户关系

Participants Takeaways 学员收获

• Clarify Sales Responsibilities and Development Directions in Competition
• 明确竞争环境下的销售职责和能力提升方向
• Build proper and positive competitive selling mentality
• 树立正确和积极的竞争性销售心态
• Grasp Systematic & Practical Competitive Selling Skills
• 掌握系统实用的竞争性销售技巧
• Reorganize and Setup Competitive Selling Knowledge System
• 系统梳理现有的竞争性销售知识体系

Workshop Delivery 课程形式

• 2-day Workshop
• 2天工作坊
• Blended training with facilitation, consulting and team coaching
• 采用"培训+引导+顾问+教练"的混合面授形式
• Interactive delivery with logical deductions, case studies, group discussions, tool practices, brainstorming and real problem solving
• 互动式分享，结合逻辑演绎、分组讨论、工具讲解、案例分析、场景演练、头脑风暴和实战咨询
• Help the participants to clarify development goals, find gaps, form own knowledge system, take actions and make positive changes
• 帮助学员清晰目标，找到差距，通过创新型学习去提升自己的改变意愿，积极付诸行动

Workshop Outlines 课程大纲

Day One 第一天

Unit 1 – Role Setting of KA Sales in Competition

第一单元：大客户销售在竞争环境中的角色定位

• Enterprise Value Selling Culture
• KA Sales Competitive Responsibilities
• Evolution of Competitive Selling Model
• KA Sales Success Factors of Wining Competition
• KA Sales Development Dimensions
• 企业的价值营销文化
• 大客户销售的竞争性职责
• 应对竞争的销售模式演进
• 大客户销售赢得竞争的成功要素
• 大客户销售的提升维度

Unit 2 – Self Perception of KA Sales in Competition

第二单元：大客户销售在竞争环境中的自我认知

• Common Goals of Handling Competition
• Common Strengths and Key Challenges of Handling Competition
• Solution for Key Challenges
• 应对竞争的共同目标
• 应对竞争的共性优势和首要挑战
• 面对首要挑战的解决方案

Unit 3 – Basic Skills of KA Sales in Handling Competition

第三单元：大客户销售应对竞争的入门技能

• Build Professional Competitive Selling Mentality
• Deeply Understand Customer Key Persons
• Communication Skills of Understanding Competitive Status
• Explore Customer Hidden Needs beyond Competitors
• Tailor and Present Solutions with Competitive Advantage
• 树立专业的竞争性销售心态
• 深入了解客户关键人
• 了解竞争态势的沟通技巧
• 超越竞争对手探究客户的隐性需求
• 定制和推介具有竞争优势的解决方案

Day Two 第二天

Unit 4 – Advanced Skills of KA Sales in Handling Competition

第四单元：大客户销售应对竞争的进阶技能

• Build Personal Influence Power
• Influence Customer Decision Chain to Beat Competitors
• Customer Key Stakeholder Analysis Toolkit
• 建立个人影响力
• 对客户决策链施加影响以战胜竞争对手
• 大客户关键人分析工具

Unit 5 – Practicing Skills of KA Sales in Handling Competition

第五单元：大客户销售应对竞争的实战技能

• Key Account Competition Value Chain
• Key Account Competition Strategy Planning
• Key Account Competition Project Follow-up
• 大客户竞争应对价值链
• 大客户竞争策略规划能力
• 大客户竞争项目推进能力

Unit 6 – Action Learning of KA Sales in Handling

第六单元：大客户销售应对竞争的行动实践

• Choose Real Case
• Explore Bull-eye Problem
• Analyze Key Factors
• Co-create Solutions
• Extract Mindsets
• 实战课题选择
• 核心问题探究
• 关键因素解析
• 解决方案精思
• 思维心得萃取