銷售與談判技巧(英文版)

1、Bulk stock selling and negotiation skillsCourse outlineModule 1 Key account management skills賬戶管理技巧The workshop is preceded by a case study which allows participants to absorb the key account management concepts at their own speed: Know your client了解客戶 -The key account management賬戶管理的關(guān)鍵Ø 80/20

2、principle80/20原則Ø The key account management model賬戶管理的關(guān)鍵模式Ø Identify the target client定位目標(biāo)客戶 Understand the client理解客戶-the consultative selling顧問式銷售Ø What is consultative selling什么是顧問式銷售Ø Build your key account information system建立你的關(guān)鍵賬戶信息系統(tǒng) Identify the key account定位關(guān)鍵賬戶-how to

3、 analyze the clients如何分析客戶Ø Client analysis客戶分析Ø Understand your clients purchase procedure了解客戶的采購程序Ø The buyer pressure analysis買家壓力分析Ø Communication style analysis溝通方式分析 Client visit and close the deal客戶拜訪及結(jié)束交易Ø How to promote selling at different stages?如何在不同階段促進(jìn)銷售Ø

4、Positioning定位Ø Help client find the goal幫助客戶找到目標(biāo)Ø Bridge the divide(know their real needs)為隔閡簡歷橋梁（了解他們的真是需求）Ø Presentation介紹Ø Close the deal結(jié)束交易Ø Be your clients strategic partner成為你庫戶的找略伙伴Module 2、Distributor management銷售者管理 Key points of distributor management銷售者管理的關(guān)鍵Ø

5、; What should you manage如何處理Ø Which is the most effective way?什么方式最有效 Build up the distributor evaluation system建立銷售者評估體系Ø How to exert influence如何盡力發(fā)揮影響Ø How to set up the evaluation standards如何簡歷評估標(biāo)準(zhǔn) Distributor target management銷售者目標(biāo)管理 Distributor incentives management銷售者獎(jiǎng)勵(lì)管理 Case

6、study案例分析Module 3 Prepare for an effective visit為有效的來訪做準(zhǔn)備 Information collection信息收集 Market analysis市場分析 product產(chǎn)品 /consumer消費(fèi)者/trend Feedback collection信息回饋收集 industry & local markets產(chǎn)業(yè)及市場 / procurement采購/ policy & regulation政策及規(guī)定 Client visit record客戶來訪記錄Ø What you should do after the

7、 visit客戶來訪后怎么做Module 4 Negotiation skills談判技巧In this module在這個(gè)模塊中, we will provide all the skills sales people need to conduct profitable negotiations and maintain positive long-term business relationships.我們將提供銷售人員所需要的所有的關(guān)于可有盈利談判及維持積極的長期的商業(yè)關(guān)系技巧 Plan and Organize計(jì)劃與組織Ø Identifying potential sti

8、cking points 確定潛在的Ø Establishing best and worst outcomes 預(yù)計(jì)最好的及最壞的結(jié)果Ø Being clear about your limitations 清楚自己的局限性Ø Putting yourself in the buyer's shoes Ø One-to-one and team negotiations一對一及團(tuán)隊(duì)談判 Ø Using a structure to guide discussion 以一個(gè)體系來指導(dǎo)討論Ø Different approach

9、es其他方法 - examining the options 檢查選擇Ø Using integrity and influence to win以正直和影響來獲勝 Tactics and Techniques策略及技術(shù)Ø Techniques for opening and developing negotiations 開放式的和發(fā)展式的談判策略Ø Rapport building友好關(guān)系的建立 - helping to get their guard down 有助于降低對方的防線Ø Assessing the balance of power 評

10、估權(quán)利平衡Ø Spotting the voice and body language clues 聲音及肢體語言Ø Questioning and listening skills發(fā)問及傾聽技巧 - keeping yourself ahead 讓自己保持優(yōu)勢Ø How to negotiate creatively 如何有創(chuàng)造性的談判Ø How to avoid weakening your position 如何避免自己的劣勢Ø Giving and getting concessions 獲得及給與讓步Ø How to ach

11、ieve win/win scenarios如何贏得勝利 Securing the Deal保證交易Ø Recognizing when you've reached the bottom line 當(dāng)?shù)竭_(dá)自己的底線時(shí)要清醒地意識到Ø Negotiating for now and not for later 及時(shí)談判而不是過后在談判Ø The pitfalls of the 'loss leader' 失敗者的缺陷 Confirm the deal確認(rèn)交易其他需求：Content looks good. Given the nature

12、of our business, across products, would be useful if you can also add a brief module covering the following:內(nèi)容很充實(shí)。如果能以下面的材料再增加一個(gè)模塊，就更能通過產(chǎn)品體現(xiàn)出我們的商業(yè)性質(zhì)· Preparation for visits準(zhǔn)備客戶來訪 i.e. how can we add value to a buyer during each meeting如何在每次會見中為買家增加價(jià)值 for example: by being upto date on recent ma

13、rket activity and price trends關(guān)注近期市場活動及價(jià)格趨勢; being updated and sharing statistics and developments from key origins & markets時(shí)時(shí)更新并分享主要來源地和市場的數(shù)據(jù)及發(fā)展動態(tài). I have attached a presentation we used for some of our sales staff, may be useful for all sales teams, you can modify as required and possibly tak

14、e a brief session yourself, if appropriate at this programme.附上一份專為銷售人員準(zhǔn)備的介紹，可能會對整個(gè)團(tuán)隊(duì)有所幫助，您也可以根據(jù)需要自行修改或者截取其中一段。· Gathering information and intelligence from customers從客戶中收集信息及意見 the information that we would typically look at could include:這些信息包涵如下方面o Estimates on S&Do Market outlook市場前景 pr

15、ice價(jià)格 / demand需求 / supply供應(yīng)o Product markets產(chǎn)品市場 in the case of cotton this would be the Yarn Market for instance以棉花為例，我們將關(guān)注紗的市場, in which case we would look at yarn prices, yarn demand, yarn imports & exports etc 紗的價(jià)格，市場需求，進(jìn)出口等等Similarly we would like to know about activity / trends in markets

16、for competing products such as man made fibres.同樣的，我們也希望了解市場中與其競爭的產(chǎn)品如人造纖維。o Feedback from local markets市場回饋 / procurement activity of the buyer & industry買家及工業(yè)的采購o Govt. policy related feedback與市場回饋相關(guān)的國家政策· Preparation of visit reports & capturing and updating the team on key discussion points, particularly on meetings with large / significant buyers.客戶報(bào)告及占有，更新團(tuán)隊(duì)關(guān)鍵點(diǎn)的信息，特別是與大買家的會談Since our business is knowledge based & not just about selling, it m