销售经理_市场经理核心技能实战研修班（Sales Manager, marketing manager _ core skills of combat training）

1、销售经理_市场经理核心技能实战研修班（Sales Manager, marketing manager _ core skills of combat training）Sales Manager, marketing manager of the core skills of combat trainingSentop training course | teacher: PHILIPS-Sales manager, marketing manager of the core skills of combat training syllabusThe course backgroundIn

2、2008, a sudden financial tsunami swept across the world, where economic recession, shrinking demand, market mess, even Nortel and Motorola big companies also spared hit. The wind sweeps chilly winter spring know Supergrass, see. 2010 is a year of recovery, but also the reorganization of the enterpri

3、se strategic direction, to seek a breakthrough year.The development of enterprises, is the leading marketing; marketing development team is the key, this is the consensus of many enterprises, but has especially important significance in this year, whether in the market to break serious difficulties,

4、 need a group of marketing leaders with Octavia thinking and a brave warrior elite sales team. As a popular saying: the success of the enterprise, generally have a high efficiency team; failed enterprises, will be able to find the root in the sales team. How to improve their leadership skills, how t

5、o build an excellent sales team? This is that most managers are yearning for headache. Previous training more to stay in the team morale, strengthen team cohesion, promote cultural aspects, apparently has been unable to meet the challenges of the grim economic situation.Several of the course lecture

6、rs wealth service 500 strong enterprises in China development experience as the basis, in order to cultivate excellent marketing and management personnel as the goal, to systematically analyze the characteristics and all aspects of the sales and marketing strategies, aimed at improving the sales sta

7、ff the ability to analyze and solve problems in the sales of each link, open the door to success.The new marketing environment, market competition is more intenseNow, we face more competitors, they:1, continue to threaten our market2, our customers continue to snatchNow, we are faced with ever decre

8、asing customer loyalty, they:1, have a lot of market information2, with a wide range of options3, lack of patience, may turn at any time4, never satisfiedFirst, consider some basic issuesTo what we sell? - many diverse industry rivals, what we winTo whom? - customer choice is increasing, but where a

9、re our customersAnd what are the characteristics of them?Most of them, in what place?How to sell products to us? - channels dominate the market or brand guide consumptionAnd why would they sell our products?And why do they sell the products of others?- training methods: case studies, practical analy

10、sis, interactive discussion, project simulation and training gamesThe course of incomeIn accordance with the standards of professional sales and you think and act. Sales points to understand sales process and each stage, do it at the right time, to the right people, the right thing to do to improve

11、the ability of customer interviews,To accurately determine the interview and the sales target.You learn how to use communication skills close to customers, win the trust of customers and build relationships.You learn how to complete, accurate, timely collection of customer purchase information.You l

12、earn the real needs of the customers, offer competitive solutions.The training outlineThe first day: marketing strategy and team building of regional marketing managerThe first chapter: the development of regional marketing strategyI. IntroductionWhat is 1, the marketing of the coreThe investigation

13、 and analysis of the regional market, two1, the market potential assessmentAnalysis of the status of consumersAnalysis of the competitive situationThe industry analysisAnalysis of the enterprises own resources2, the regional market operations panoramaThe analysis of the status quoThe set goalsThe ma

14、nufacture and sale of mapThe market segmentationTake the strategic or strategic encroachmentTo deal with the competitorsThree, the regional market expansion and maintain1, quick access to the regional marketThe up intoThe offensive intoThe homeopathic intoThe contrarian intoThe core of the regional

15、market.2, the regional market expansion strategyThe price to occupy dominant strategy forThe crowding lead strategy in advertisingThe leading strategy to occupy channelsIn order to occupy dominant strategy for serviceThe second chapter: regional marketing manager team buildingAnalysis of sales menta

16、lityWhen we in the work for?You how can I make a breakthrough?When I think your attitudeWhen I want your wayWhen can I, your confidenceSales supervisor role cognitionThis test: you are excellent leadership?No subordinate role - I am the manager of good subordinatesThis leading role - I is a good lea

17、der subordinateThis role is the staff colleagues - my good colleagueYou how to complete the conversion from the participant to the leader?One of the four basic skills - target managementThis test: you are good at setting goals and manage your goals?This definition of management objectives of the few

18、 should be how to set goalsThis goal should be how to implement the decomposition andYou how to unify the individual, between the Department and company goalsHow to coordinate between different departments - personal goalsAfter the target management in the implementation process should pay attention

19、 to the problemThe four basic skills of team building, twoThis test: how would you set up the team and work assignmentAfter the characteristics of team building and contribution to the organizationThis team of independent - consciousness, habits and authorizationI think the team culture - ability an

20、d atmosphereAfter the team collaboration - target, combination of spirit and expertiseThis common misunderstanding of team buildingYou how to distribute the work of team membersThe four basic skills of communication skills, threeThis test: you may ask questions?What is the purpose of communication y

21、ouYou what are the characteristics of the communication objectWhen facing different subordinates, how should you choose the appropriate methodHow to choose the timing of this communicationYou how to create a favorable atmosphereThe four basic skills of four - effective incentiveThis test: you will e

22、ncourage your subordinates to doSeveral common mistakes - incentiveAfter Maslows demand theory and incentive factorsDifferent incentive methods for different employees onlyWhen establishing and perfecting the system of incentiveTwo aspects - incentiveTen skills - incentiveThe four basic principles o

23、f this incentiveSeveral problems should be paid attention to in the course of this incentive-The second day: channel construction and large customers to develop regional marketing managerThe third chapter: the construction and management of the dealer channelA channel design principles and elements.

24、To the external environmentAnd the internal strengths and weaknesses? and the four principles of channel management? 6, target channel constructionTwo. The choice of dealers:What we want to do. The dealer?Expected to - to manufacturers to dealersIdeal dealers should be -To select the dealer is the s

25、tandard -Some thinking in the construction of channels:Distributors and agents, the more the better?To self channel network than the middlemen?To the more dense the better network coverage?To must choose the strength of the dealer?And cooperation is only temporary?The channel policy is more favorabl

26、e to the better?.? * we conclude that -And the dealer is willing to distribute the products:To the dealer expectations of manufacturers:To manufacturers obligationsManufacturers can provide help toTo provide additional services to manufacturers? * our conclusion is:To each others needs, is the start

27、ing point of the management of youThree. The management of distributorsFour, channel marketing management principlesHow to formulate the distribution policyTo distribution rights and franchise policyTo the price and rebate policy- Bonus policyAnd promotion policyTo customer service policyTo the cust

28、omer communication and training policyTo sales performance is the evaluation contents only?To determine the standard of performanceTo quotaTo an important quantitative information supplementProduct portfolio and market penetration.* annual performance assessmentTo complete the quota rateTo identify

29、and execute sales policyTo customer satisfactionTo the market growth rateTo market shareThis discussion: several difficulties in channel managementFour channel conflict management:What are the conflict between channels.?To the extent of the market conflict;To the price of conflict management;The con

30、flict, operating varieties;To the conflict management mode;To the quality of conflict management;The essence of channel conflict:It is the interest conflict:To deal with channel conflict:To strictly define the scope of businessTo define the price systemTo define the channel level (purchase directly

31、from the company is not a customer)To different types of channels of different policyTo support the old and new distribution distribution on Humanized ManagementTo strict demands on our salesClassroom walkthrough:The fourth chapter: the development and maintenance of large customersThe development a

32、nd customer managementWhat is the big customer,To customers how to formWhy, to manage large customersTo the big customer management model and development stageTo regional operation modelThe first chapter of customer development and sales strategy:An enemy.What is the 1. of our sales2. what is our ad

33、vantageWhat we lack is 3.4. who is the competitionThe client who is 5.6. why customers will choose usThe two is not.1. three different levels of competition2. three different ways of competition3. integration of resources, establish the advantage4. target, winThe second chapter in view of the differ

34、ent customer sales modelA marketing model to determine the success of the enterprise.1. the establishment of innovative thinkingThe 2. focuses on the cost control of the sales model3. focus on win-win marketing mode4. the value of long-term cooperation marketing model5. outstanding customer experien

35、ce marketing modelTwo. Establish the customer demand analysis and effective sales modelThe scale of the potential demand of customers 1.The purchase cost of 2. customers3. customer decision makers4. customer purchase period5. of our competitorsThe characteristics and habits of 6. customersThe real n

36、eeds of customers 7.8. how can we meet the customerIn the third chapter of SPIN sales of large customersA traditional sales leads and modern sales leadsTwo. What is the SPIN way of questioningThree. Open questions and closed questionsFour. How to use SPIN.Five. Note SPIN questions the wayThe fourth

37、chapter how to understand or mining customer demandIntroduction: the first step to win the trust of customers - customer visitA first visit to the program.Two. Matters needing attention in the first visit:Three. Visit the program:Four. How to cope with the negative reactionFive be good at listening

38、to the customer.1. listen to the less benefitsMore than 2. said less damage to:3. how to listenSix. The specific method of understanding or mining demand1. the level of customer demandComprehensive visit 2. target customersFour kinds of trust 3. sales staff and customersThe special needs of the 4. m

39、ining personnel decisionThe fifth chapter how to recommend specific productsA consistent customer. Buy product characteristicsTwo. To deal with internal sales problemsThree. Using the FAB methodFour. Note the recommended product1. should not sell into an argument or fight2. keep friendly negotiation

40、3. honesty, said to do4. discuss direction control5. choose the right time6. be good at listening to buyers talk7. pay attention to choose the location and environment of recommended productsFive. The equipment to help sell productsSix. Using the dramatic effect of recommended productsSeven. Suitabl

41、e for customers to talkWith more than 1. short words2. buyers use easy language3. language synchronization with the buyer4. use product code5. with emotional language to stimulate customersThe sixth chapter sales staff self management and PracticeA time allocation management.Two. Six successful sale

42、s person self cultivationOneBased on the principle on the basis of the practice of self examination2. Self Leadership Training3. self management practice4. win-win interpersonal leadership training5. effective communication practice6. creative cooperation practiceThe lecturer - - PHILIPS: real marke

43、ting expertsPeking University Graduate Department of economics; University of Southern California, master of Business Administration (USC);Marketing, customer analysis, negotiation experts, senior marketing management training division.Former Holland PHILPS, SIEMENS of Germany, dealer management, Sc

44、hneider of France and other international well-known company account manager, sales manager, marketing director positions.At present still worked at Fortune 500 companies, as Chinas marketing management.With the actual business rich theoretical basis and practical experience, including channel manag

45、ement, customer management, sales techniques, business negotiation, sales team construction, all aspects of the process training, rich in senior management and sales staff training and management experience. Unique to the management of marketing experience, explain the combination of interactive and

46、 situational training, both basic knowledge and practical application, pay attention to the trainees understanding and participation. The training mode is flexible, humorous language incisive, on-site training students participate in strong, warm atmosphere, strong praise by trainees.Some of the adv

47、antages of training programs have been set up: occupation, manager certification of industrial products sales and construction, management, marketing dealers middle-level management personnel management skills, team management, win-win, customer negotiation skills, management, motivation skills the

48、target management, marketing and sales skills, performance management, situational management art etc.Once the training or consulting enterprises:IBM China Co. Ltd., ABB group, HUAWEI, ZTE, Hagrid, Qingdao in the industry, OLYMPUS, FedEx, HSBC, the Great Wall group, wanfenaote holdings, Xian Derby, Jiangsu Huatong, Tianjin Daen electromechanical etc. Beijing city trade group, Huapu supermarket, postal mail order Bureau, te