巅峰工业品销售课程系列

当前，世界跨国工业品集团之间的竞争比较激烈。在竞争中，总的趋势是资产重组、收购、控股和向发展中国家加大投资的力度。如何在竞争激烈的市场中能占得一席之地并不断突破自我, 一直以来都成为跨国集团高管为之追求的目标.
近两年,许多优秀的公司CEO和管理精英们都希望有一套适合中国企业的工业品销售系列课程。但是，不管是由管理观念最先进的欧洲、美国或是日本，所引进的工业品销售培训课程总是有些水土不服的现象，而到底适合在中国经营的企业的工业品销售系列培训课程在哪里？

At present, the competition of world's industrial groups become more and more keenly. In the competition, the general trend is asset restructuring, acquisition, holding and investment more money to developing countries. But how to get a stable place in the highly competitive market and continue to step up for yourself has been become a goal of those industrial enterpises.
In the past two years, many outstanding CEO and managers of the company would like to have a series of industrial product sales training programs for Chinese companies. However, we found that the most advanced industrial products sales courses which come from Europe, the United States or Japan are not suitable for Chinese companies, and where we can find appropriate courses for enterprises in China?






一、课程介绍：(Introduction of TSS)
TSS英文全称是Top Selling Skills Series 原意为卓越销售培训计划，是由BEST公司开发的专门针对工业品销售人员全面能力提升的一套培训体系。在这期间，我们先后进行了20次改版和修改，成为许多世界知名跨国工业品公司和国内外知名企业首选的系统销售课程。
本套课程系统引入了当今世界最新的理念与方法，并结合中国企业的实际，是一套本土化的现代工业品销售培训课程，因此她具有以下几个特点：
1、课程中采集的案例全部来源于跨国企业在中国经营的实际，是具有中国特色的销售系列课程
2、由于课程设置具有很强条理性、完整性和逻辑性，而且整个系统可以自由拆分不同单元。因
此你可以按照你所关心的主题和单元自由选择培训时间（因为每个单元都是可以独立分割的）
3、TSS培训课程系统架构综合了NLP神经语言理论、管理学、销售心理学等，注重理论联系实际，
培训方法上强调现场演练、案例分享、小组讨论和实际操作等，大大提高了培训的效果
4、如果学员把TSS的系统培训课程全部学完后，我们的专职顾问还将在未来半年内对学员做行为
与绩效的跟踪，并且会通过电话或电子邮件来回答学员在训后所遇到销售等工作上的问题
The full name of TSS is Top Selling Skills Series means the outstanding sales training program which developed by the BEST consulting company, it is specific for industrial product salesmen that can promote their capabilities of selling. During this period, we have revised for 20 times, it has been the first choice of many world-renowned companies and foreign well-known industrial enterprises.
This course system has introduced into the latest ideas and methods, combining with practical situation of China's companies; it is a localized and modern industrial sales training program which has the following characteristics:
1 All cases collected from multinational corporations in China, it is a Chinese-style series of selling courses.
2 Because this course is very systematic, integral and logic, and can be divided into different units freely, so you can make up your training time according to your theme (because each unit is Independent).
3 TSS system is developed based on NLP neuro-linguistics theory, management, sales psychology etc, focusing on combining theory with practice. The training methods emphasize on role play , case study, group discussions and practice which greatly enhanced the effectiveness of training
4 After the TSS system trainees have finished the study, we will keep in touch with them in the next six months, and help them solve problems in working by telephone or e-mail.

二、培训时间：可按照课程设计模块自由选择时间
Time: choose freely according to course module

三、培训对象：有志于成为工业品销售精英的人群
Trainee: People who want to be selling elites in industry


我们按照客户提供的需求，结合工业品销售技巧系列课程中的11个模块最后设计了这份培训方案。我们在培训前还将做培训需求调查，并适时适度的调整培训方案及内容。

专业销售技巧
Professional Applicable Selling Skills

Duration时间：2 days

Target目标：

1、增强工业品销售团队的凝聚力，提高和改进销售人员的销售技巧。
Enhancing cohesiveness of team and improving sales skills for sales staff.
2、学会如何保持销售人员良好的心态，进而创造更佳的销售业绩。
Learning how to keep a proactive attitude and achieve a wonderful sales performance
3、了解并掌握整个工业品销售过程中的销售技巧，以迅速提升销售能力。
Knowing and completely making use of sales methods in order to improve sales ability
4、学会如何通过设计好的开场白来吸引客户的注意力。
Learning how to draw customers’ attention through your designed opening remarks
5、学会如何正确地发问，发现客户的需求并强化支持客户的需求。
Learning how to ask questions correctly, find out requirements of customers and
support their requirement
6、学会如何向客户展开专业的销售演说和商务谈判。
Learning how to lay out professional sales speech to customers and business
negotiation
7、掌握如何引发客户的兴趣并建立好感，如何与客户建立良好的亲和力与客户关系。
Mastering how to arouse interests of customers and gain good impression, how to set
up good relations with them
8、如何与国有企业的决策者沟通，建立客情关系并掌握解决不同问题的能力。
Learning how to communicate with deciders of state enterprises, build relationships
with then and master the ability to work out different problems
9、掌握客户的采购模式及应对方法，赢取客户同意进而缔结成交。
Mastering the mode of purchasing and related methods to face up, get the agreement
of customers and then make deals successfully
10、了解工业品销售与其他销售的区别与关键点。
Knowing the difference and points between industrial products selling and other selling


Outline课程大纲：

Module 1 Sales Team Cooperation
第一单元 高绩效的销售团队合作
1、经典游戏——“解连环” Classical game- The Unbroken Cycle
2、游戏带给我们的启示 The apocalypse of game
解决问题的过程和步骤 Process and steps of problem solving
团队成员互相合作并达成共识 Teamwork
聆听的重要性 Importance of listening
创造销售团队内部关系 Set up internal relations of sales team

Module 2 Competency & Attitude for the Salesman
第二单元 优秀销售人员应具备的心态与条件
1、 强烈的自信心和良好的自我形象 Strong Confident & Self-image
2、 强烈的企图心Strong Attempt
3、 对自己的公司和服务要有十足的信心Strong Confident of company & products
4、 丰富的专业知识Professional Knowledge
5、 高度的热诚和服务心Enthusiasm
6、 非凡的亲和力Affinity
7、 明确的目标和计划 Specific target and Plan
8、 解除被客户拒绝的心理压力Reduce the Stress of refuse from clients
9、 自我激励和情绪管理 Encouragement & Emotion management

Module 3 How to handle the refuse from our Clients
第三单元 当客户对我们说“不”的应对技巧
o 提高自信心及自我形象 Improve our confidence & Self-image
o 人类心境品质决定于对事物的定义 Attitude is everything

Module 4 To understand the industrial product sales
第四单元 回归自我——把握工业品营销的灵魂
o 工业品营销的“五唯误区” Five misunderstanding in industrial marketing
o 工业品营销与消费品营销的差异 Difference between industrial marketing and goods marketing
o 工业品是什么 What is industrial products?
o 工业品营销的七大特点 Seven features of industrial marketing


Module 5 Professional Selling Skills(Including the whole Selling Process)
第五单元 专业销售技巧之天龙八部（包括专业工业品销售的全过程及关键步骤）
• 招式一 电话邀约Telephone engagement
o 事前准备 Preparation
分析客户内部采购流程 Analyzing the purchasing process of customers
分析客户内部的组织结构 Analyzing the organization of customers
分析客户内部的角色 Analyzing the role of customers
找到关键决策人 Finding out the key decider
o 电话邀约技巧 Skills of telephone engagement
• 招式二 客户拜访 Customer visiting
o 吸引客户的注意力 Attracting Our Clients
o 销售准备工作 (播放Video录像,案例分析) Preparation of sales(Play Video& Case Study)
o 成功开场白 Successful opening remarks
成功的启动的三步骤 Three points to success
打开话题的技巧 Skills to ice breaking
30S内建立亲和力的秘诀The secret of establishing affinity in 30S
如何赢得客户的好感 How to make a good impression for customers
成功开场白的标准是什么？Rules for opening remarks
o 客户真正想要的--需求调查分析(播放Video录像,案例分析) Needs analysis(Play Video& Case Study)
提出开放式问题,诱出客户的潜在需要 Open question
鼓励对方畅所欲言Encouraging customers to speak
保持与对方的互动式交流 Exchange Communication
如何了解客户需求Understanding customers’ needs
销售中确定客户需求的技巧 Skills to identify needs of customers in sales
有效问问题的五个关键 Five points to ask questions
SPIN问问题的技巧 Skills to ask questions
• Situation 背景性问题
• Problem 探究性问题
• Implication 暗示性问题
• Need-payoff 解决性问题
隐含需求与明确需求的辨 Analyzing implicit and explicit needs
如何听出话中话？ How to listen?
如何让客户感觉痛苦，产生行动？ How to make customers feel uncomfortable and act?
o 销售引导,控制销售会谈 ——强化支持客户需要(播放Video录像,案例分析) Strengthening the support of customer needs (Play Video& Case Study)
用提问来回答问题,满足客户的欲望要求 Ask questions to answer Clients questions
保持主动性,用证据赢得客户的信赖 Keep Proactive
注意倾听,从而发现机会 Listening and finding out chances
• 招式三 初步方案 Preliminary proposal
• 招式四 技术交流 Technical exchange
o 处理反对意见(播放Video录像,案例分析) Deal with opposing views(Play Video& Case Study)
保持冷静 Calm down
明确问题 Definite Problem
强调整体利益 Highlight Whole Benefits
采用补偿策略Compensation Methods
• 招式五 框架性需求确认 Confirmation of needs
• 招式六 项目评估 project evaluation
• 招式七 商务谈判
• Business negotiation
o 卓越销售谈判的三个标准 Three criteria for sales negotiations
o 双赢谈判“金三角” Golden Triangle of win-win negotiations ""
谈判游戏 Negotiation games
双赢“金三角” Golden Triangle
谈判中的给予——舍与得Grant negotiations
o 谈判前期准备阶段 Pre-negotiation
谈判中的角色选择 Choices for roles
如何设定谈判底线 How do I set up the bottom line
如何营造良好的谈判氛围 How to create a favorable atmosphere for negotiations
o 谈判开始阶段 The initial stage of negotiations
o 谈判展开阶段 Roll-out phase of negotiations
提问 Questions
挖掘客户的明显性需求 Find out needs
聆听的技巧 Skills to listening
如何破解对方的战术 How to break tactics
o 谈判的评估调整阶段 Assessment of negotiations
将要面临的困难和解决方法 Difficulties and solutions
如何强化自身的优势 How to strengthen own advantages
如何削弱对方的优势 How to undermine customer's strengths
o 谈判达成协议阶段 Stage of agreement
提请注意的问题 Ask the important questions
如何选择结束谈判的方式 How to choose the ways of ending negotiations
攻克最后一分钟犹豫 Overcome last-minute hesitation
• 招式八 缔结成交与签约收尾：获取承诺的战术(播放Video录像,案例分析)
Tactics to obtain commitments(Play Video& Case Study)

o 确定务实的目标 To determine the goal of pragmatic
o 做好两手准备 Prepare to do a good job
o 注意成交信号 Attention to agreement sign
o 要求客户做出决定 Require customers to make a decision
o 如何分析销售项目的进展 How to analyze sales progress of the project
o 如何判断是否可以开始销售的最后冲刺 How to determine whether the sale can begin
o 如何达到双赢成交 How to achieve win-win transaction
o 怎样打破最后的僵局 How to break the deadlock in the final
o 最后闭上你的嘴 Finally, close your mouth

Module 6 How to create the good relationship with Clients
第六单元 如何引发客户兴趣并建立好感（客户关系管理）

1、与客户建立良好的亲和力的四种方法 Four ways to establish affinity
o 情绪同步 Same Emotion
o 语调和速度同步——表象系统原理 Same Tone & Speak Speed
o 生理状态同步——镜面映观法则 Same Image
o 合一架构法 One framework law

2、客户关系建立阶段 The establishment phase of customer relationship
阶段任务：与客户决策小组内部的关键成员建立关系和信任，在客户组织中扩大支持面，最终获得销售机会
Task: to establish relationships and trust with the key decision-making group members, expand customer support and then final get sales opportunity
☆ 客户关系发展模型 The model of developing customer
☆ 建立客户对产品与品牌的认知 Building customer awareness and brand of products
（1）FABE产品介绍技巧 Skills to introducing FABE products
（2）需求引导与SPIN技巧 Demand-led skills and SPIN
（3）客户异议处理 To deal with customer objections
【实战案例】把冰卖给爱斯基摩人 【Case study】 selling ice to Eskimos
（4）参观考察与产品测试 Product testing and study tour
☆ 建立客户对销售人员个人的认知 Building customer awareness of salesmen
（1）人际关系发展的模型 Interpersonal relationship development model
（2）与国有企业决策人建立好感与信任的技巧（快速与客户建立关系的技巧）
Skills to establishing goodwill and trust with decision-makers in state-owned enterprises (skills to fast set up relationship with customer)
A．缓兵之计 Delaying tactic
B. 巧妙迂回 Ingeniously convoluted
C. 借刀杀人 Collateral
D. 知己知彼 Knowing each other
E. 狐假虎威 Basking in Reflected Glory
☆ 建立与客户之间的利益链接 Establishing interests links with customers
（1）组织需求与个人需求 Organizational needs and individual needs
（2）马斯洛需求理论 Maslow's needs theory
（3）为客户提供价值 Provide values for customers
☆ 扩大支持面 Expansion of support
（1）客户身边的八个圈子 Eight circle around the customers
（2）了解客户内部政治 Understand the customer's internal political
（3）使用关系路线图 Using relations
☆ 高层销售 High-level sales
（1）高层决策者的特点 The characteristics of high-level policy makers
（2）接近高层决策者的方法 Methods to close to high-level policy makers
（3）向高层决策者销售 Selling to high-level policy makers
【实战案例】高层销售的经典案例 【Case study】classic cases of high-level sales

3、拓展客户关系，建立足够信任
Expand customer relationships, and set up sufficient trust
客户关系维护及发展的三步曲 Three steps to keep relations with customers
关系发展第一步：客户分析 Customer Analysis
客户需求现状与需求发展趋势分析 customers demand status and development trend analysis
☆客户满意度分析 Analysis of customer satisfaction
☆客户钱包份额分析 Customer wallet share analysis
☆订单结构分析 Order structural analysis
☆确定客户关系发展阶段The stage of developing customer Relationship
【实战案例】Y公司客户关系现状分析 【Case study】 Y Company Customer Relationship Analysis
关系发展第二步：制定策略 Developing strategies
☆客户关系维护的目标和原则 Objectives and principles of maintaining customer relationship
☆客户关系维护的三种经典战术 Three classic tactics
（1）纵深防御 Defense in depth
【实战案例】L公司的纵深防御战术【Case study 】Defense in depth of L
（2）堡垒防御 Defense in fortress
【实战案例】Y公司的技术壁垒策略 【Case study 】Y company's technical barriers strategy
【实战案例】S公司的商务壁垒策略 【Case study 】S company's business barriers strategy
（3）战略防御 Strategic defense
【实战案例】H公司的战略防御战术 【Case study 】H company's strategic defense
关系发展第三步：策略执行 Strategies Implementation
☆内部组织变革 Internal organizational change
☆客情关系维护 Conditions to maintain customer relations
☆回避价格战 To avoid price war
（1）价值与价格 Value and price
（2）服务策略 Service strategy
（2）价值链策略 Value chain strategy
（3）其他增值策略other Value chain strategy 【实战案例】价值链上的舞蹈 【Case study 】Dancing on the value chain
与不同的人如何打交道 How to deal with different people
如何调整自己的风格来适应国有企业客户 How to adjust their own style to adapt to customers of state-owned enterprises
孔雀型 Peacock-type
绵羊型 Sheep-type
老虎型 Tiger-type
猫头鹰型 Owl-type
4C营销理论是对4P营销理论的升级 4C marketing theory is the upgraded theory of 4P marketing
要从产品（Product）上升级关注到消费者的需求(Consumer)
要从产品销售价格（Price）升级到消费者的心理接受成本（Cost)
在渠道上要关注提供足够方便的销售地点（Convenience）
要从企业单向的促销(Promotion)转向与消费者进行沟通（Communication）

Module 7 Identify the buying style of the clients
第七单元 辨别客户的购买模式
1、外界判定型与自我判定型 Outside-determined type and self-determined type
2、一般型与特定型 General type and specific type
3、求同型与求异型 Same oriented and different oriented
4、成本型与品质型 Cost type and quality type
5、如何应对爱抬杠的客户 How to deal with carping customers
6、如何应对刨根问底的客户 How to deal with customers who like to came down to bedrock
7、如何应对充满敌意的客户 How to deal with hostile customers
8、如何应对举止怪异的客户 How to deal with customers with strange behaviors
9、如何应对满腹牢骚的客户How to deal with disgruntled customers

Module 8 Professional Sales Etiquette
第八单元 专业销售礼仪（与国有企业客户沟通）

Meeting Etiquette
会面礼仪
• 握手 Shaking hands
• 问候 Greeting
• 称呼 Calling names
• 行礼Salute

Name card
名片礼仪
• 名片三不准 Three prohibits of business cards
• 名片制作和使用 Making and using business cards
• 名片的交换 Exchanging business cards

Appearance
专业着装礼仪
• 符合身份 In line with the identity
• 扬长避短 To foster strengths and circumvent weaknesses
• 遵守惯例 To comply with practice
• 区分场合 To distinguish between occasions

Telephone etiquette
电话礼仪
• 通话内容 Content
• 通话时机 Time
• 通话时的举止表现 Behavior
• 电话公务问题 Business of telephone

Sitting etiquette
座次礼仪
• 内外有别 Difference between inside and outside
• 遵守成规 Obey rules
行路 Walking
会客 Meeting customers
谈判 Negotiation
宴请 Inviting

Gift etiquette
礼品礼仪
• 礼品的特征 Features of present
纪念性 Monumental
宣传性 Tendentious
独特性 Uniqueness
时尚性 Fashion
习俗性 custom
• 4W1H