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If you ever are involved in the more complex parts of key account management and selling, you might hear the following complaints from customers rather often:


  • You just don't understand our business
  • You don't substantiate what value we can get from this
  • You are just pushing your products and services, but what we need is something that works for us
  • You never give us innovative ways to solve our problems
  • and so forth.


With these concerns in mind, the "Key Account Selling and Negotiations" program was created as a result of 1-to-1 coaching with key accounts sales people from a variety of industries that involve complex key account situations across 13 cities in Asia.


This program has been tried, modified, and re-tested to make sure that sales people deliver sustainable business results for customers, especially in the Asian context.


当您处在现实复杂的大客户管理环境中,您可能经常会听到客户发出以下的抱怨:


  • 你并不了解我们的商务情况
  • 你不能保证我购买的产品的价值
  • 当我们只需要一个有效的方法的时候,你却只在推销你的产品和服务
  • 你从不给我们创新的方案来解决问题
  • 以及其他种种抱怨。


"大客户销售与谈判技巧"课程就是针对此类问题而开发的课程,它是一门建立在对亚洲13个城市各行各业大客户销售人员所进行的"一对一"辅导的实践结果上。


本课程已经过多次尝试、修订和再实践,以确保其对销售人员的实用结果,尤其适用于亚洲商务环境。

Session Outline

Objectives and Benefits 


After this training program, you shall be able to:


1) Understand and anticipate key accounts' business needs to grow the account

for the future


2) Understand and build strong relationships with influential people of key accounts


3) Plan and prepare your negotiations with Key Accounts for optimal outcomes;


Methodology



This Workshop consists of a lively series of short participative lectures conveyed using plain uncomplicated explanations. Learning will be facilitated through exercises and case studies. Ample seminar materials will be given to participants to serve as a constant source of reference to them. Ample time will be allotted for group discussion.

课程目标和学员受益


在本课程结束后,学员将能够:


1) 了解并预测大客户的业务需求,以备未来进一步发展与该客户的销售


2) 了解并与大客户的主要影响者建立起很深厚的关系


3) 做足准备以取得与大客户的最优谈判结果


教学方法


本课程包含一系列生动翔实的参与性讲解,说明和解释通俗易懂,训练和案例贯穿始终,学员还会获得大量的讲座材料,作为日后的常用参考资料。讲座还将为小组讨论做出合理的时间安排。

Who should attend?

This workshop is designed especially for Key Account Managers, Customer Service people and anyone who is responsible to grow more business from existing customers!


谁该受训


需要有条理地加强大客户的产出的大客户经理、销售及客服人员

Agenda

9 AM

90 mins

First Part
What are some of the changes you experience in your industry over the last 5 years?你的行业在过去5 工作中你观察到哪方面的改变?Qualities of a good key account sales person优良大客户销售人员的特质Profiling Your Key Accounts 了解你的大客户 Are they a Bargainer, Friend, Dictator, or Strateg...
What are some of the changes you experience in your industry over the last 5 years?
你的行业在过去5 工作中你观察到哪方面的改变?

Qualities of a good key account sales person
优良大客户销售人员的特质

Profiling Your Key Accounts 了解你的大客户

Are they a Bargainer, Friend, Dictator, or Strategic
Partner?
他们是否属于讨价还价、朋友、独裁者或战略伙伴等类


Does it mean that all good key accounts have to be
Strategic Partners?
是否所有优质的大客户都必须是战略伙伴?

How to deal with each type of Key Account?
如何应对不同类型的大客户?
view more

10:30 AM

15 mins

Coffee Break

10:45 AM

105 mins

Second Part
Qualifying the Right Key Accounts 筛选合适的大客户 Who should, and who shouldn't be your Key Accounts 谁该,及谁不该,成为你的大客户 What kind of Key Accounts should have a higher priority? 哪些大客户应该优先对待? Strengthening your relationships with Key Accounts using t...
Qualifying the Right Key Accounts 筛选合适的大客户

Who should, and who shouldn't be your Key Accounts
谁该,及谁不该,成为你的大客户

What kind of Key Accounts should have a higher priority?
哪些大客户应该优先对待?

Strengthening your relationships with Key Accounts using
the R4 concept
使用R4 概念以更好滴维护大客户的关系
view more

12:30 PM

60 mins

Lunch Break

1:30 PM

90 mins

Third Part
Identifying the Key Influencers and Decision Makers了解谁是决策者及主要影响者。 Who are the Decision Makers and Key Influencers 客户的决策者和主要影响者是哪些人? Who are the Key Influencers outside the company? 在客户单位之外还有哪些影响者? Are the Key Influencers supporting or again...
Identifying the Key Influencers and Decision Makers
了解谁是决策者及主要影响者。

Who are the Decision Makers and Key Influencers
客户的决策者和主要影响者是哪些人?

Who are the Key Influencers outside the company?
在客户单位之外还有哪些影响者?

Are the Key Influencers supporting or against you?
主要的影响者是支持你还是反对你?

Case Study: How to work through the different
Relationships in a Key Account
案例分析:如何梳理大客户中的各个关系
view more

3 PM

15 mins

Coffee Break

3:15 PM

75 mins

Last Part
Cross-Selling with Key Accounts针对大客户进行交叉销售 • Identifying unfulfilled needs of Key Accounts 了解大客户还有哪些为满足的需求 • Identifying what other products, services or solutions you can cross-sell to your Key Account 拟定你还有哪些产品、服务或方案是能够对大客户进 ...
Cross-Selling with Key Accounts
针对大客户进行交叉销售

• Identifying unfulfilled needs of Key Accounts
了解大客户还有哪些为满足的需求

• Identifying what other products, services or solutions
you can cross-sell to your Key Account
拟定你还有哪些产品、服务或方案是能够对大客户进
行交叉销售的

• Pitching for cross-selling
如何进行交叉销售

• Role Play: Cross-selling with a Key Account
演练:针对大客户进行交叉销售
view more

4:30 PM

5 PM

Conclusion
• Program Wrap Up
• Summary of Key Learning Point
• Evaluation

Speakers

Tickets

A prepayment is required when choosing 'Members only price' or 'Standard Price'.

“会员票价”及“标准票价”要求您在提交注册信息后即刻完成在线预付,若您希望在活动现场支付门票,请选择“现场票价”。
Member Ticket
Member Price RMB 2,650
Member Company Employee Ticket
RMB 3,650
Non-Member Ticket
RMB 4,650

Registration

  • All registrations shall be made online before the session. For full-day sessions, payment also shall be made before the session.
  • For half-day sessions, AmCham Shanghai members are eligible to attend free of charge with Training Credit*; AmCham Shanghai members without Training Credit are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate".
  • For full-day sessions, AmCham Shanghai members are eligible to attend at “Member Rate”; Employees who work at AmCham Shanghai member companies are eligible to attend at “Employee Rate”; Non-members are eligible to attend at “Non-Member Rate”.
  • Limited spaces are available and attendance will be given on a first-come, first-served basis.
  • Members please bring your membership card and non-members bring your business card upon check-in at the training session.
Walk-in and Cancellation Policy
  • This session requires confirmation of attendance in advance. If you attend this session without prior registration, you will be charged an RMB50 "walk-in" fee as member and RMB100 as employee.
  • Cancellation: If you need to cancel your registration for a half-day session, please notify Ivette Corominas at (86 21) 6279 7119 ext. 5671 or email ivette.corominas@amcham-shanghai.org no less than 24 hours in advance. If you need to cancel your registration for a full-day session, please notify Ivette Corominas at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.
  • To ensure that you have a seat, please come to the session on time. Open seats will be released to other guests 15 minutes after the session starts.
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