编辑推荐

1.作者经验丰富，是用友大学营销学院创始院长、用友集团原高管，曾签下公司首张千万元大单

2.一本专门为企业培训人定制的销售宝典，帮助企业洞察行业趋势，创造双赢价值

3.本书聚焦企业培训咨询行业，系统性提出销售方法，工具多，案例丰富

内容提要

作者结合自己20多年的培训行业经验以及对销售领域的深入研究，系统地总结了大量培训销售的工具和方法。本书内容包括：行业篇，主要介绍企业培训行业的趋势、特征；客户篇，介绍如何了解客户所在的行业和开展的业务；销售篇，讲述课程和项目方案的销售流程、方法、要点；技巧篇，围绕与客户的深度的预约、沟通、探询澄清，介绍如何呈现优势、获得认同承诺、安排老师和客户沟通，以及招投标的一些注意事项；管理篇，介绍如何做好客户管理、商机管理、业绩管理、日程和行为管理；应用篇，与前面各篇不同，前面各篇基于个体销售人员，本篇基于培训机构如何进行销售管理。

夏凯 用友集团原高管，从事销售实战与营销管理20多年，历任客户经理、销售经理、北方区行业总监、总部行业总监、事业部总经理、助理总裁等职。作为销售精英，签下公司首张千万元大单，开拓多条行业业务线；从事企业营销培训多年，是用友大学营销学院创始院长，多次被评为十大杰出内训师、杰出催化师。销售罗盘创始人，专注复杂销售研究和组织销售绩效提升，擅长营销人才培养体系设计、精品课程开发、内训师培养等，曾为百余家企业提供咨询和培训。著有《信任五环：超级销售拜访技巧》《赢单罗盘：大客户销售制胜之道》《独孤求Buy：**销售的成长与战斗笔记》几部销售领域的畅销书。 

目录

第1 章行业篇················································································· 1

第 1 节企业培训特征与趋势 ························································ 2

从战略到培训············································································· 2

培训形式变化············································································· 4

培训方式 OMO ··········································································· 5

第 2 节客户服务关系层级···························································· 6

从战略到能力············································································· 7

业务合作关系············································································· 8

培训的三类产品·········································································10

第 3 节培训产品主要类型···························································12

产品/服务形式之金字塔 ·······························································12

企业中的四类学习······································································13

多种形式促进落地······································································14

四类企业培训产品服务································································16

第 2 章客户篇················································································19

第 1 节客户所在行业的特征 ·······················································20

行业划分方法············································································20

行业特征分析············································································21

第 2 节客户业务与目标理解 ·······················································23

业务深度决定差异······································································23

战略业务分析工具······································································24

第 3 节客户培训计划与结构 ·······················································27

战略驱动年度计划······································································27

业务驱动专项计划······································································28

变化导致临时计划······································································29

培训业务两类驱动······································································30

培训计划预算罗盘······································································31

第 3 章销售篇················································································33

第 1 节课程销售要点··································································34

课程销售之挑战·········································································34

课程销售之要点·········································································35

第 2 节课程采购与销售流程 ·······················································37

客户课程采购流程······································································37

课程销售四步流程······································································38

机构介入三个节点······································································39

重点阶段关键任务······································································40

第 3 节课程采购参与者和关注点·················································41

课程采购关键角色······································································41

不同角色关注重点······································································43

第 4 节项目方案的销售要点 ·······················································45

项目方案驱动三类模式································································45

项目方案销售五大要点································································46

第 5 节项目方案采购与销售流程·················································47

项目方案决策四大步骤································································48

项目方案采购流程详解································································49

机构介入三个节点······································································52

第 6 节项目方案采购参与者和关注点··········································53

业务条线关注重点······································································53

培训条线关注重点······································································54

采购条线关注重点······································································55

第 4 章技巧篇················································································57

第 1 节客户预约技巧··································································58

客户预约三场景·········································································58

客户预约四步骤·········································································59

陌生客户预约五步话术································································59

老客户预约五步话术···································································60

在谈商机预约五步话术································································61

第 2 节企业培训需求层次···························································63

培训需求三层次·········································································63

开启沟通两路径·········································································64

个人需求黄金圈·········································································65

第 3 节需求探询澄清技巧···························································66

探询澄清三维度·········································································66

探询澄清四步骤·········································································67

第 4 节优势与呈现方法 ······························································69

无优势不制胜············································································69

优势从哪里来············································································70

呈现优势六步法·········································································71

第 5 节获得认同与承诺 ······························································75

认同承诺才会赢·········································································75

认同承诺两方法·········································································76

第 6 节师资客户沟通要点···························································78

为什么安排沟通·········································································78

沟通前几方心理·········································································79

沟通时机··················································································80

做好沟通准备············································································80

第 7 节师资客户沟通设计···························································82

开场引导··················································································82

背景互通··················································································84

互相提问··················································································84

讨论交流··················································································85

总结确认