销售与谈判技巧(英文版)

1、Bulk stock selling and negotiation skillsCourse outlineModule 1 Key account management skills账户管理技巧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了解客户 -The key account management账户管理的关键Ø 80/20

2、principle80/20原则Ø The key account management model账户管理的关键模式Ø Identify the target client定位目标客户 Understand the client理解客户-the consultative selling顾问式销售Ø What is consultative selling什么是顾问式销售Ø Build your key account information system建立你的关键账户信息系统 Identify the key account定位关键账户-how to

3、 analyze the clients如何分析客户Ø Client analysis客户分析Ø Understand your clients purchase procedure了解客户的采购程序Ø The buyer pressure analysis买家压力分析Ø Communication style analysis沟通方式分析 Client visit and close the deal客户拜访及结束交易Ø How to promote selling at different stages?如何在不同阶段促进销售Ø

4、Positioning定位Ø Help client find the goal帮助客户找到目标Ø Bridge the divide(know their real needs)为隔阂简历桥梁（了解他们的真是需求）Ø Presentation介绍Ø Close the deal结束交易Ø Be your clients strategic partner成为你库户的找略伙伴Module 2、Distributor management销售者管理 Key points of distributor management销售者管理的关键Ø

5、; What should you manage如何处理Ø Which is the most effective way?什么方式最有效 Build up the distributor evaluation system建立销售者评估体系Ø How to exert influence如何尽力发挥影响Ø How to set up the evaluation standards如何简历评估标准 Distributor target management销售者目标管理 Distributor incentives management销售者奖励管理 Case

6、study案例分析Module 3 Prepare for an effective visit为有效的来访做准备 Information collection信息收集 Market analysis市场分析 product产品 /consumer消费者/trend Feedback collection信息回馈收集 industry & local markets产业及市场 / procurement采购/ policy & regulation政策及规定 Client visit record客户来访记录Ø What you should do after the

7、 visit客户来访后怎么做Module 4 Negotiation skills谈判技巧In this module在这个模块中, we will provide all the skills sales people need to conduct profitable negotiations and maintain positive long-term business relationships.我们将提供销售人员所需要的所有的关于可有盈利谈判及维持积极的长期的商业关系技巧 Plan and Organize计划与组织Ø Identifying potential sti

8、cking points 确定潜在的Ø Establishing best and worst outcomes 预计最好的及最坏的结果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一对一及团队谈判 Ø Using a structure to guide discussion 以一个体系来指导讨论Ø Different approach

9、es其他方法 - examining the options 检查选择Ø Using integrity and influence to win以正直和影响来获胜 Tactics and Techniques策略及技术Ø Techniques for opening and developing negotiations 开放式的和发展式的谈判策略Ø Rapport building友好关系的建立 - helping to get their guard down 有助于降低对方的防线Ø Assessing the balance of power 评

10、估权利平衡Ø Spotting the voice and body language clues 声音及肢体语言Ø Questioning and listening skills发问及倾听技巧 - keeping yourself ahead 让自己保持优势Ø How to negotiate creatively 如何有创造性的谈判Ø How to avoid weakening your position 如何避免自己的劣势Ø Giving and getting concessions 获得及给与让步Ø How to ach

11、ieve win/win scenarios如何赢得胜利 Securing the Deal保证交易Ø Recognizing when you've reached the bottom line 当到达自己的底线时要清醒地意识到Ø Negotiating for now and not for later 及时谈判而不是过后在谈判Ø The pitfalls of the 'loss leader' 失败者的缺陷 Confirm the deal确认交易其他需求：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:内容很充实。如果能以下面的材料再增加一个模块，就更能通过产品体现出我们的商业性质· Preparation for visits准备客户来访 i.e. how can we add value to a buyer during each meeting如何在每次会见中为买家增加价值 for example: by being upto date on recent ma

13、rket activity and price trends关注近期市场活动及价格趋势; being updated and sharing statistics and developments from key origins & markets时时更新并分享主要来源地和市场的数据及发展动态. 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.附上一份专为销售人员准备的介绍，可能会对整个团队有所帮助，您也可以根据需要自行修改或者截取其中一段。· Gathering information and intelligence from customers从客户中收集信息及意见 the information that we would typically look at could include:这些信息包涵如下方面o Estimates on S&Do Market outlook市场前景 pr

15、ice价格 / demand需求 / supply供应o Product markets产品市场 in the case of cotton this would be the Yarn Market for instance以棉花为例，我们将关注纱的市场, in which case we would look at yarn prices, yarn demand, yarn imports & exports etc 纱的价格，市场需求，进出口等等Similarly we would like to know about activity / trends in markets

16、for competing products such as man made fibres.同样的，我们也希望了解市场中与其竞争的产品如人造纤维。o Feedback from local markets市场回馈 / procurement activity of the buyer & industry买家及工业的采购o Govt. policy related feedback与市场回馈相关的国家政策· Preparation of visit reports & capturing and updating the team on key discussion points, particularly on meetings with large / significant buyers.客户报告及占有，更新团队关键点的信息，特别是与大买家的会谈Since our business is knowledge based & not just about selling, it m