大客户开发与维护策略技巧 Strategy Skills of Developing and Maintaining Key Account

课程定位：

本课程致力于通过对客户关系管理流程方法论的研究，为企业破解客户关系管理困局，提供实操性的方法论、流程、工具。

Course Description:

This course will provide practical methodology, process, and tools for enterprises to solve the dilemma of customer relationship management through the research on customer relationship management process methodology

课程收益：

1.学习客户关系管理流程方法论，如何从决策链客户关系、组织对接、普通客户关系全员覆盖目标客户。

2.客户关系管理作为支撑流程，如何通过管理大客户策略、管理客户活动规划，管理接触与沟通，提升客户满意度，有效支撑市场目标的达成，怎样进行过程管理与监控。

3.通过系列的方法、工具、日常运作，了解常用工具客户链客户表、权利地图使用。

4.掌握客户沟通风格的分类方式，根据客户的沟通风格，调整沟通方式，同频共振。

Course benefits:

1. Learn customer relationship management process methodology, and how to cover target customers from decision chain customer relationship, organization docking, and general customer relationship.

2. How to improve customer satisfaction, effectively support the achievement of market objectives, and carry out process management and monitoring by managing key account strategy, managing customer activity planning, managing contact, and communication.

3.Through a series of methods, tools, and daily operations, understand the use of common tools such as customer chain, customer table, and the map of rights.

1. Master the classification of customer communication style, adjust the communication mode according to the customer's communication style.

课程大纲 Course Outline

第一章：大客户盘点和理想客户模型

1、谁应该是我们的大客户？

2、谁是我们的理想大客户？

共创：各个业务条线的理想客户模型

共创我司SABC类客户分类标准

练习：基于理想客户模型，盘点现有大客户

根据业务线，对现有客户定级与分类

Chapter one: key account inventory and ideal customer model

1. Who should be our key accounts?

2. Who are our ideal key accounts?

Co-creation: ideal customer model for all business lines

Create our SABC customer classification standard

Exercise: Key accounts inventory based on the ideal customer model

Alignment and classification according to existing customers

第二章：客户关系战略

1、如何构建客户关系管理流程

2、客户关系管理流程的总体架构

3、客户关系管理的常见问题

研讨：客户关系现状问题对标诊断

Chapter two: customer relationship strategy

1. How to build customer relationship management process

2. The overall framework of the customer relationship management process

3. Common problems of customer relationship management

Discussion: Benchmarking diagnosis of customer relationship status

第三章：客户关系地图

1、客户关系管理的核心

2、客户关系管理的核心资产CP/VP

3、项目决策影响圈和立足圈

研讨：选择重点客户，结合组织架构图分析现状

Chapter 3: customer relationship map

1. The core of customer relationship management

2. The core asset CP / VP of customer relationship management

3. Influence circle and foothold circle of project decision

Discussion: Select key customers and analyze the status quo with the organization chart

第四章：普通客户关系

1、普遍客户关系的定义

2、提升普遍客户关系关键要素

3、普遍客户关系量化评估方法

研讨：共创我司普遍客户关系的评估标准

梳理我司普遍客户关系的提升方法

Chapter 4: General customer relationship

1. Definition of universal customer relationship

2. Key elements to enhance general customer relationship

3. Quantitative evaluation method of general customer relationship

Discussion: Create the evaluation standard of our general customer relationship

How to improve our general customer relationship

第五章：关键客户关系

1、关键客户关系的定义

2、提升关键客户关系关键要素

3、关键客户关系管理的关键步骤

研讨：共创我司关键客户关系的评估标准

梳理我司关键客户关系的提升方法

Chapter 5: key customer relationship

1. Definition of key customer relationship

2. Key elements of improving key customer relationship

3. Key steps of key customer relationship management

Discussion: Create the evaluation standard of key customer relationship

How to improve the relationship between our key customers

第六章：组织客户关系

1、组织客户关系的定义

2、提升组织客户关系关键要素

3、建立关键组织关系管理的步骤

4、大客户关系的OKE模型

研讨：共创我司组织客户关系的评估标准

梳理我司组织客户关系的提升方法

Chapter 6: Organize customer relationship

1. Definition of organizational customer relationship

2. Key elements of improving the organization's customer relationship

3. Steps to establish key organizational relationship management

4. OKE model of key customer relationship

Discussion: Create the evaluation standard of customer relationship in our company

Sort out the promotion methods of our company's organizational customer relationship

第七章：客户关键人沟通

1、识别客户关键人的沟通风格

2、掌握和不同类型沟通的关键点

练习：分析现有客户关键人，拟定沟通策略

Chapter 7: customer key person communication

1. Identify the communication style of key customers

2. Master the key points of different types of communication

Exercise: analyze the key person in existing customers and develop communication strategies

第八章：客户经营计划汇报

1、根究客户分级，确定客户关系类型

2、制定客户关系经营的目标和计划

汇报：汇报客户关系经营计划

公司领导和老师给予反馈

Chapter 8: customer business plan report

1. Determine the type of customer relationship according to the customer classification

2. Establish the objectives and plans of customer relationship management

Reporting: report on customer relationship business plan

Company leaders and teachers give feedback

第九章：客户维护管理策略

1、大客户角色定位

从销售角度看客户角色

谁是真正的EB（客户决策者）

TB（技术决策者）都是什么人

谁是真正的UB（使用决策者）

2、权利与影响力

影响力分类

什么决定了影响力的大小

什么决定了角色的参与程度

影响力和参与度如何结合

3、客户维护策略模型及工具

客户吸引力：客户关系与客户价值

大客户分等级管理-客户生命周期价值

大客户关系维护模型：吸引力 阻挡力

客户阻挡力：终止壁垒与转换成本

客户吸引力：客户关系与客户价值

Chapter 9: Customer maintenance management strategy

1. Role orientation of key Accounts

The role of customers from the perspective of sales

Who is the real EB (customer decision maker)

Who is TB (Technology decision maker)

Who is the real UB (user decision maker)

2. Power and influence

Influence classification

What determines the size of influence

What determines the role's participation

How to combine influence and participation

3. Customer maintenance strategy model and tools

Customer attraction: customer relationship and customer value

Hierarchical management of key customers - customer life cycle value

Key customer relationship maintenance model: attractive and blocking force

Customer resistance: termination barriers and switching costs

Customer attraction: customer relationship and customer value

Speaker(s)

Samuel TanTrainer

Event Location