Marc Hall wrote:
> Anyone speak Chinese?
Google does, sort of:
"Great customer marketing strategies, regional market development and
sales team management and control gold Tactical Training Workshop"
Date: January 2010 22-24 (Shanghai)
Date: January 2010 29-31 (Shenzhen)
By the end of final, favorable to thank old and new customers; 3800
yuan / person (buy one get one, no discounts)
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Object】 【Course chairman, general manager, marketing vice president,
major account manager, region manager / regional manager,
Channel manager, marketing director, brand managers and other middle and
senior management.
【Background】 Course:
China Marketing short period of 20 years walked the West path of a
hundred years, local enterprise has been through the market
Competition, trials and hardships, in learning the practice of growing
up in the error correction, a considerable number of enterprises to
master a marketing
The essence of management theory and practice in the operating skills,
can be sustained, rapid and healthy development; however,
Some have been popular in China's north and south river, all-powerful in
the market well-known enterprises, but due to marketing
Management, there are numerous errors, and ultimately failed to get out
from the brilliant to the failure of low-level reincarnation! Overall
Case, failure or difficult to break through business problems is
reflected in: In the market development, the lack of effective
A viable market development strategy and the regional market and
standardize management, the lack of a breakthrough in the market for
large customers
Effective mining and system management; internal management, the lack of
a strong front-line sales force, which lead
To difficult for local enterprises to grow by leaps and bounds. Viable
regional market development and management, scientific and rational
The big customer marketing techniques and strategies, sales force combat
effectiveness, these three capabilities is a matter of corporate marketing
The core elements of victory. This course will help you build a
comprehensive and effective system of market penetration.
【Course】 benefits:
* By keeping customer development strategy to enhance the large customer
sales skills and abilities; effective integration company
Resources, and big clients manage strategic alliances in order to
establish a good relationship
* Learn about the regional market analysis and management methods, and
study the development of regional plans and implementation steps, to
know more about
Kinds of regional daily operation of the management skills.
* Know how to brand and marketing end-to understand the brand strategy
of enterprises and terminal Gonglue regional markets
To promote the development of the role.
* To strengthen the functions of the various marketing team spirit
between departments to achieve overall synergy. To establish a fair high -
Effective assessment incentives to build high-performance sales team.
【Course Outline】:
Day 1: "Regional Market Development and Management"
First, the regional market growth and performance
1, the regional market in the geographical concept
2, the regional market in the product concept
3 Aspects of the regional market transformation of the operational
modalities
4, using what the determinants of the regional business model
5, the regional marketing strategy
Second, the regional market development strategy
1, the market potential assessment
* Consumer Analysis
* Competition Analysis
* Industry Analysis
* Company's own resources analysis
2, the marketing objective programming
* Dominant Index
* Potential indicators
* Regional Location
* Offensive and defensive positioning
3, marketing strategy formulation
* Product mix strategy
* Pricing
* Channel Strategy
* Marketing Communication Strategy
* Case: "dogs rules of survival" - Ya-off benefit the survival of dental
xylitol
4, the regional market as a whole deployment strategy (plane management)
* The use of regional conditions
* Design of regional distribution strategy
* Width of the distribution of the regional management of specific
operational features
* Depth distribution of the regional management of specific operational
features
5, rapid access to regional markets
* "Rally" to enter
* "Offensive" to enter
* "Homeopathic" to enter
* "Contrarian" to enter
* The core of the regional market Gonglue
6, the regional market operations Panorama
1, analysis of the status quo
2, set goals
3, production sales map
4, the market segmentation
5, adopt a "forward strategy" or "pull strategy"
6, to deal with competitors
7, Case: Coca-Cola recipe for success
Third, the regional market expansion and to maintain
1, the regional market expansion strategy
* The price-led strategy of crowding
* Advertising-led strategy of crowding
* The channel-led strategy of crowding
* The service-oriented strategy of crowding
2, line management - route
* Course Design and Management of Sales
* Route planning principle
* Sales call on the relationship between efficiency and the distance
* Distribution and sales cycle, the relationship between the distance
3-point management - terminal
* Focus sales staff productivity
* End Queue
* Terminal Promotions
* Terminal atmosphere
4, the distributor Gong Lue
1, the distributor of radar Planning Act
2, the distributor of choice sheep rule
3, Distributor assessment and evaluation
4, the distributor service and support
5, the distributor management scorecard
Day 2: "Creating special sales force,"
The first sales force planning
1 Lecture: sales force of common diseases and pathological
1. The sales force's core values and the growth stage
2. Sales team to determine symptoms and cause analysis
* Team management system for the poorly designed
* For the sales process of management control is not enough
* Systematic training for sales personnel are not in place
3. The system to solve the problem the idea of sales force
* An effective system planning
* Design marketing team sales targets and decomposition
* Key business processes of carding
* Sales organization and functions of the defined
* Marketing team to determine the staffing
Part 2 sales model of management style requirements
1. Sales model of the binary classification
2. And efficiency-oriented and efficiency-based management style and
main features of
Part 3 sales target decomposition and sales organization
1. Market segmentation approach
2. Sales target decomposition standards and ideas
3. The sales process and sales of specialized
4. Organizational design and job responsibilities
Part 4 sales compensation and sales target setting
1. The core of sales management
2. "Sales model" and Compensation Design
3. "Marketing strategy" and Compensation Design
4. "Design and Application" and Compensation Design
The second part of the sales force to form
Part 5: Sales personnel screening
1. Sales staff choice principle
* The principles of effective selection of business representatives
* The typical interview questions and misunderstanding
* Select people who are endowed with wisdom, because there are people
endowed with wisdom, "will follow"
2. Sales staff are matched to
* Personality and business development stage for
* Personal experience for
* Values for
* Expectations for
* "Thinking" for
Part 6: special training for sales staff
1. Sales force training in the five major errors
* No training system relies on to do
* Team leader was busy affairs, a passive response
* Use the "master train an apprentice" in a single model of
* Ignore the case and the text of the accumulation of
* Only to learn, less review, without practicing
2. "Fly solo" before the system training
* To work, study and learning of the unity of the work of
* How the actual situation at any time for the team fill up
3. Training of sales force method
* System training, the "four stroke"
* Intensive pre-service training, sales of special training, with job
training, training and rotation
* OJT guidance law, the concept of heuristics, systematic cultivation of law
* How to carry out upgrading training for business veteran
* Case Study: Learning with knowledge enough learning with knowledge gap
between the
7 Lecture: team culture and charisma
1. The grim task Vs the warmth of human caring
2. Vs the team goals personal goals
3. The overall mandate of personal emoluments Vs
4. Individual ability Vs Team jobs
5. Target replacement Vs group-think
The third part of the sales force management and control
Part 8: Sales force management and control points
1. Sales of four-dimensional management model
2. Selling regular meeting of the objectives, contents and attention to
points
3. Follow-up observation points when the attention of
* Your team is "1 +1" 2 "or" 1 +1 "0"?
4. How to Prevent the Credit Crisis
* How to eliminate the barriers of communication between team members
* How to make the sales team members in decision-making
5. How to use authority to promote the team to get ahead
* The principle of authority, utility, steps
* There are several pairs of authorized hearts
* Do the authority's "subtraction"
* To enable members to do "their thing"
* Out of the authorization errors, so that "cows do not watch others to see"
9 Lecture: Management forms and execution
1. Management control elements of the form
2. Based management forms
3. How to report work-related problems found in workers
4. How to strengthen the management of good staff
5. Instill play their talents to win the concept of collaboration
6. To find a positive quality of
7. Effective "shield their mistakes"
8. Let the good people had just been appropriate
9. To command a more effective use of six kinds of skills
10 Lecture: Sales staff report on his work and communication
1. Sales representative's work trip
2. Business representatives to communicate the work of
The fourth part of the sales team incentives and growth
Lecture 11: Sales team growth and control the use of the integrated use
of tools
1. Three types of sales force
2. Effective control of the four tools
3. An effective incentive sales team
* How to motivate sales performance racing
* Effective in preventing the vicious competition in the performance of
* How to motivate employees without opportunities for promotion
* Excellent staff too much, promotion, limited quota, how should I do?
* Authorized by appropriate incentives
* Using blame (negative reinforcement)
* Find the power of example
* The "problem employee" in 5 incentive "recipes"
* Case Study
12 Lecture: overall assessment of the sales team
1. So that team members and avoid weaknesses, strengths complement each
other
2. Manage the team the "mustang"
3. Rehousing "special staff"
4. Vanquish "devils staff"
5. Shaping the team of outstanding employees
6. Do modern "Tian Ji"
No. 13 say: sales staff-the-job evaluation of
1. Three-Dimensional Evaluation Method
2. Evaluation of the four kinds of typical motion
14 Lecture: sales force-the-job counseling
1. With the importance of post counseling
2. With the guidance of the important content of post
3. Selling Gang training procedures with the action
15 Lecture: sales force incentives
1. The process of staff development
2. Incentive Theory and Method
Day 3: "big customer marketing skills and strategy"
First, the characteristics of major account sales
2, large customers to purchase mining and analysis of
1, four customer type
2, the potential customer's Mining Method
3, the customer information sources
4, buyer analysis
5, five kinds of purchasing decisions in the role of
6, the customer decision-making concerned about that?
Third, how to reach potential customers
1, one-minute opening remarks
2, giving potential customers a good first impression left
3, the three magic weapons to win potential customers
4, try to figure out the psychological potential customers
5, correctly handle the first interview skills
6, to attract customer attention skills
4, large customer purchasing process
1, issued the first demand, the internal brewing
2, determine the procurement standards
3, system design
4, analysis of requirements
5, development of procurement budget
6, tender
7 to assess the various types of Customer Solutions
8, signed a procurement contract, procurement installation
9, follow-up co-operation
5, effective control of major account sales process
A professional to control the sales process
2, clearly what you are selling
3, how to build confidence
4, effective communication
5, handling objections
6, large customers out of control-signal
6, the signing of major clients
1, large account sales psychology curve
2, what is the negotiations?
3, the three criteria to measure the negotiations
4, large customers of the five stages of the negotiations
5, to capture last-minute hesitation
7, large account sales of the seven kinds of supplementary means of
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【Qualification】 Instructor:
Wang Zhao-hui real marketing coach;
Practitioners experience: a former wholly-owned subsidiary of FAW
Group Finance Director, Sales Manager, Hong Kong, Jialing Group Investment
Funded projects director of marketing operations, Beifa Strategy
Committee members, Jiangxi Mobile Innovation Group Change Group
Long, the South Oil Group's strategic change the Expert Group, Vanke
Group, invited experts in customer service. Time to 16 practitioners
Years, three years of state-level professional managers of large
conglomerates, 2-year investment company project manager, 3-year record
Industry experience, 8 years of consulting practice, and consultation
with 109 enterprises involved in industry, 20, 12 sales model, test
Police off the market covering 24 provinces, 18 comprehensive wholesale
market, more than 2000 stores terminal; done 50
0 or more dealers interviews, more than 5,000 consumer interviews,
trained more than 10,000 marketing
Personnel.
Research topics:
1, the marketing leadership: how to low cost local businesses, according
to the base of the commercial laws, the use of positioning
The strong potential to develop the leading brand strategy and
competitive strategy, beyond-style fast-growth,
2, marketing synergy: Enterprise's "waist" How can the hard-up?
Marketing Manager team's professionalism
How can we better and more economical to build up?
3, Marketing Execution: Leadership to create the implementation of
conditions? Managers how to organize the implementation of the
implementation? How can the employees
The implementation of a performance? How do local enterprises where the
owner of the rule of man as the core enterprise culture, the
establishment of strong,
Sustainable implementation team to achieve strategic business objectives
and efficient implementation of the organic integration of?
Subjects: GUIDEC, acute first up, EVOC industrial control, Glanz, BYD,
in the market segments of the Extension
Show the process, integration in marketing, marketing taken effective
measures?
Good areas:
Marketing strategy development, profit mode design, marketing,
organizational design, marketing process optimization, sales force
technology
Can improve, communication and media strategy, customer service
planning. Put forward the "fingers economy", Communication Theory. At
Marketing actual combat, the formation of a "Bubble Law" customer
management, SMILE service models such as the unique method of operation.
- Issued a "new economic environment in the business growth model",
"Modern marketing, six pulse Excalibur" and other papers.
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◆ Main - Office - Single - Bit: China - Pei - Letter - Interest - net
◆ S - quasi - fee - to use: 3800 yuan / person (buy one get one, no
discounts, including information lunch costs)
◆ newspaper - name - Advisory - Inquiry: TEL: (0755) 6128 0152 (Shenzhen)
◆ newspaper - name - Advisory - Inquiry: TEL: (0 2 1) 5108 3290 (Shanghai)
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[Registration Form]
F A X: (07 55) 6128 0153 or (021) 51,083,296
I have a total of ___ units who enroll in December 2009 held in
Shenzhen, 18-20: "The Big Customer
Household marketing strategy, the regional market development and sales
team gold medal control UPGRADED ";
Name :_______________________________ participants :_________ Number of
people
Contact Person :___________ Phone :______________ Fax :________________
Participants fee: RMB ￥ :______________ Email :_________________
Participants were :_______________________________________________________
Payment: □ 1, the cash □ 2, transfer □ 3, Wire Transfer
Book Item: □ Yes, □ No accommodation (please choose to play "√")
Note: Please return the registration receipt Division I, in order to
ensure that your registration is correct, please call again to confirm!
--
Thanks!
-Shawn
http://www.spidean.com
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