《企培智勝：專為企業培訓人定製的銷售寶典》是2022年電子工業出版社出版的圖書，作者是夏凱。
基本介紹
- 中文名： 企培智勝：專為企業培訓人定製的銷售寶典
- 作者：夏凱
- 出版社： 電子工業出版社
- 出版時間：2022年
- 頁數：160 頁
- 定價：59 元
- 開本：16 開
- ISBN： 9787121430015
內容簡介,圖書目錄,
內容簡介
作者結合自己20多年的培訓行業經驗以及對銷售領域的深入研究，系統地總結了大量培訓銷售的工具和方法。本書內容包括：行業篇，主要介紹企業培訓行業的趨勢、特徵；客戶篇，介紹如何了解客戶所在的行業和開展的業務；銷售篇，講述課程和項目方案的銷售流程、方法、要點；技巧篇，圍繞與客戶的深度的預約、溝通、探詢澄清，介紹如何呈現優勢、獲得認同承諾、安排老師和客戶溝通，以及招投標的一些注意事項；管理篇，介紹如何做好客戶管理、商機管理、業績管理、日程和行為管理；套用篇，與前面各篇不同，前面各篇基於個體銷售人員，本篇基於培訓機構如何進行銷售管理。
圖書目錄
第 1 章行業篇················································································.1
第 1 節企業培訓特徵與趨勢·······················································.2
從戰略到培訓············································································.2
培訓形式變化············································································.4
培訓方式OMO ··········································································.5
第2 節客戶服務關係層級···························································.6
從戰略到能力············································································.7
業務合作關係············································································.8
培訓的三類產品········································································.10
第3 節培訓產品主要類型···························································12
產品/服務形式之金字塔······························································.12
企業中的四類學習·····································································.13
多種形式促進落地·····································································.14
四類企業培訓產品服務·······························································.16
第2 章客戶篇················································································19
第 1 節客戶所在行業的特徵·······················································20
行業劃分方法···········································································.20
行業特徵分析···········································································.21
第2 節客戶業務與目標理解·······················································23
業務深度決定差異·····································································.23
戰略業務分析工具·····································································.24
第3 節客戶培訓計畫與結構·······················································27
戰略驅動年度計畫·····································································.27
業務驅動專項計畫·····································································.28
變化導致臨時計畫·····································································.29
培訓業務兩類驅動·····································································.30
培訓計畫預算羅盤·····································································.31
第3 章銷售篇················································································33
第 1 節課程銷售要點··································································34
課程銷售之挑戰········································································.34
課程銷售之要點········································································.35
第2 節課程採購與銷售流程·······················································37
客戶課程採購流程·····································································.37
課程銷售四步流程·····································································.38
機構介入三個節點·····································································.39
重點階段關鍵任務·····································································.40
第3 節課程採購參與者和關注點·················································41
課程採購關鍵角色·····································································.41
不同角色關注重點·····································································.43
第4 節項目方案的銷售要點·······················································45
項目方案驅動三類模式·······························································.45
項目方案銷售五大要點·······························································.46
第5 節項目方案採購與銷售流程·················································47
項目方案決策四大步驟·······························································.48
項目方案採購流程詳解·······························································.49
機構介入三個節點·····································································.52
第6 節項目方案採購參與者和關注點··········································53
業務條線關注重點·····································································.53
培訓條線關注重點·····································································.54
採購條線關注重點·····································································.55
第4 章技巧篇················································································57
第 1 節客戶預約技巧··································································58
客戶預約三場景········································································.58
客戶預約四步驟········································································.59
陌生客戶預約五步話術·······························································.59
老客戶預約五步話術··································································.60
在談商機預約五步話術·······························································.61
第2 節企業培訓需求層次···························································63
培訓需求三層次········································································.63
開啟溝通兩路徑········································································.64
個人需求黃金圈········································································.65
第3 節需求探詢澄清技巧···························································66
探詢澄清三維度········································································.66
探詢澄清四步驟········································································.67
第4 節優勢與呈現方法······························································69
無優勢不制勝···········································································.69
優勢從哪裡來···········································································.70
呈現優勢六步法········································································.71
第5 節獲得認同與承諾······························································75
認同承諾才會贏········································································.75
認同承諾兩方法········································································.76
第6 節師資客戶溝通要點···························································78
為什麼安排溝通········································································.78
溝通前幾方心理········································································.79
溝通時機·················································································.80
做好溝通準備···········································································.80
第7 節師資客戶溝通設計···························································82
開場引導·················································································.82
背景互通·················································································.84
互相提問·················································································.84
討論交流·················································································.85
總結確認·················································································.85
第8 節招投標註意事項······························································86
招投標之“潛規則”··································································.86
四階段與四角色········································································.87
參數與標書解讀········································································.89
五點注意事項···········································································.90
第5 章管理篇················································································91
第 1 節目標客戶管理··································································92
目標客戶梳理六步驟··································································.92
客戶經營三類型········································································.94
從產品到戰略···········································································.95
第2 節銷售商機管理··································································97
商機來源四象限········································································.97
商機分析六要素········································································.98
形勢分析三維度········································································.99
關鍵贏單六指標······································································.100
第3 節銷售業績管理·······························································.101
課程銷售業績預測···································································.102
項目方案銷售業績預測·····························································.104
業績管理四點建議···································································.106
第4 節日程管理······································································.107
團隊管理四個會議···································································.108
如何做好日程管理···································································.109
及時做好跟進記錄···································································.110
用好周報儀錶盤········································································111
第6 章套用篇·············································································.113
第 1 節企業培訓銷售流程························································.114
企業培訓機構組織架構·····························································.114
從線索到現金·········································································.115
第2 節行業產品分類·······························································.117
產品行業分類原則···································································.117
分類統計業績分析···································································.118
第3 節線索商機管理·······························································.121
推廣活動與線索管理································································.121
海報設計與線索歸集································································.122
課程商機四步漏斗···································································.124
項目商機五步漏斗···································································.124
第4 節客戶協同經營·······························································.127
多人經營同一客戶···································································.127
同一客戶多個項目···································································.128
多人協同跟進商機···································································.129
協同共享日程看板···································································.130
第5 節師資管理······································································.131
師資分類與管理······································································.131
師資調用與評價······································································.132
結篇·································································································.135
成就企業培訓銷售精英·····································································.136
找準突破點············································································.136
四知道兩會做·········································································.138
成就精彩人生·········································································.139
發掘“人力資本”的力量··································································.141
