Training goal: improve customer marketing skills and achieve team marketing goals.

Suitable target: the whole marketing team.

Number of students: about 30.

Training period: 2 days 12 hours.

Course introduction:

In the process of sales, what the salesperson wants most is the customer's signature, the sales manager is most concerned about the total payment, and the sales director is most concerned about the sales target achievement rate. In the whole sales process, few people care about what customers need. This is why we have done a lot of training in sales skills, but it is difficult to improve sales performance.

This course starts from the object of sales staff's service, and improves sales skills and achieves sales goals by meeting customers' needs.

The main points discussed in this course are: customers

The question around the main point is: who are our customers? Where are they? How do we find them? What do they need? What can we satisfy? How much and when do you need it? In this process, I will learn some skills such as customer purchasing psychology, spin consultation speech, FABE product introduction speech, target value chain decomposition, self-adjustment and so on.

To solve this problem, it is necessary to build the sales side: what kind of marketing team culture is needed and what kind of marketing talents are needed.

After the training, our marketing team should acquire at least three marketing magic weapons through the course. The first is the customer-centered marketing thinking; Second, complete the sales staff business manual of the team through the training process; Third, create a passionate, positive and diligent marketing team culture.

Course outline:

Unit 1 Understanding the Essence of Customer Marketing

First, understand customer marketing.

1. What is marketing and what is its essence?

2. What's the difference between customer marketing and general product marketing?

3. Why should customer marketing have internal marketing and external marketing?

Second, the internal marketing of customer marketing

1. What are the three dimensions to enhance your inner influence?

2. How to improve your attitude, knowledge and skills?

Third, external marketing in customer marketing.

1. What are the three roles that must be considered in marketing?

2, how to build their own advantages in the competition?

Unit 2 How to conduct market analysis and lock in customers before sales

First, be responsible for yourself-make marketing goals and plans.

1, the goal determines your working state and thinking.

2. The first job of marketing is to choose rather than work hard.

3, how to make their own marketing goals and marketing plans.

4. Three statements (customer funnel table, work schedule and question feedback table) to promote the realization of your goal.

Second, lock the target customers.

1. Segmentation and quantification of target customers;

2. Data sources and analysis of target customers

3. Methods and skills of deep mining of target customers

Third, the segmentation and analysis of the target customer role.

1, the role orientation of decision-making, management, operation and technology.

2. The role of the project (decision makers, beneficiaries, influencers, commentators and opponents)

3. How to define the management structure of customers and choose their own strategic allies?

4. How to make customers interested in our service?

5. How to find the person we are looking for by phone and make an appointment?

Unit 3 How to Establish Intimate Relationship with Key Customers

First, how to find key people.

Second, know your customer's personality and communication style.

1, visual, tactile and auditory.

2. Three ways of communication

3.9 Type personality's external behavior pattern, internal psychological motivation and changing law.

4. The application of nine personalities in marketing

Three, the four elements of communication skills (seeing, smelling, asking and cutting)

Fourth, communication and interactive skills training.

1. Smile is the most attractive weapon in communication.

2. What kind of eyes do you have?

Step 3 use body language

4. Keep an appropriate communication distance.

Unit 4 Building Customer Relationship before Sales-Business starts with relationship

First of all, understand the thinking of customer three.

1, the basis of customer relationship;

2. Four types of customer relationship development;

3. The meaning and recognition of customer relationship (intimacy, trust and human feelings);

Second, the overall strategy and specific skills of making relationships

1, the skills of building relationships (the core of building relationships is to "build" from scratch);

2. Skills of making relationships (the core of making relationships lies in the deepening of "doing");

3. Skills of rapprochement (the core of rapprochement lies in "coming" and pulling);

4. Skills of utilizing relationships (the core of utilizing relationships lies in "utilizing" borrowed resources);

Practical exercise: establish customer files;

Practice Exercise: Create a customer organization relationship analysis diagram.

Unit 5 Dealing with Customers' Transactions and Objections in Sales

First, SPIN's questions and skills to dig deep into customer needs

1, principle of unsatisfied benefits

2. Appropriate stress performance

3. Find similarities between * * *

4. The application of spin

Second, the practical skills of scheme design and service scheme display

1, pre-framing method-pre-eliminating possible resistance.

2. How to introduce by decreasing introduction?

3. How to use hypothetical question syntax to attract customers' interest?

4. How to introduce the interactive introduction?

Third, customer common objection handling skills

1, Analysis of Common Customer Objections

2, the specific words to deal with the transaction objection

3. Specific methods and processing technology

Four, the customer clinch a deal a few tips

Unit 6 Maintenance of Customer Relationship in Sales and Handling of After-sales Complaints

First, customer satisfaction and customer loyalty.

1, what is customer satisfaction?

2. What is customer loyalty?

Second, the strategy from customer satisfaction to customer loyalty

1, all staff mobilize to serve customers.

2, all-round customer care (telephone, SMS, QQ, email, BBS, MSN greetings)

3. Regular greetings: 1-3-7-2 1 rules; Greeting speech

4. Greetings for important festivals: greetings.

5. Form is more important than content.

Third, customers' in-depth development skills

1, repeated marketing skills of customers

2, customer cross-marketing skills

3. Customers introduce marketing skills.

Video viewing and case analysis: McDonald's makes customers willing to repeat consumption and introduces consumption cases.

Unit 7 Psychological Cultivation of Sales Staff

First of all, the challenges that salespeople must face

1, changes in customer requirements

2. Strategic changes of competitors

3, the introduction of new products change

Second, understand the mentality and learn to manage your own mentality.

1. Definition and classification of mentality (negative and positive)

2. How to understand sales?

2. Realistic positioning and future career planning of sales staff.

3. The source and management of multiple pressures.

Third, the key to maintaining a good attitude is to coordinate the relationship between yourself and others.

1, know your relationship with others, and control your emotions by communicating with your subconscious.

2. Be familiar with the thinking habits of China people. What you say may not be what you think.

2. How to understand the motivation behind people's behavior? (Theory and application of nlp ideological level in sales)

3. Understand five ways to form a person's beliefs, five ways to loosen and modify beliefs, and shape the behavior of others at the level of beliefs.

The core of getting along with others is to appreciate the advantages of others.

5. The practical application of 5.PMP in emotional management (five emotional control skills of self and others)

Fourth, what are the mentality that sales staff should exercise?

1, the definition of positive attitude and the methods to cultivate positive attitude

2. The definition of responsibility psychology and its cultivation methods.

3. Definition of tough psychology and methods to cultivate tough psychology.

4. Four levels of consciousness sharing of gratitude mentality.

A professional salesman must have these four kinds of mentality in order to control his emotions, meet challenges and ensure the realization and success of the company's strategic goals in marketing.