In order to cope with the increasingly fierce market competition environment, improve the quality of marketing teams. 10 月 5 日，新兴电缆在新兴商学院成功举办了为期两天的《大客户管理与销售技巧》培训学习，新兴营销团队及共赢商代表 40 余人参加培训。 On October 5 , 2019 , Xinxing Cable successfully held a two-day training session on "Key Account Management and Sales Skills" at Xinxing Business School . More than 40 representatives from the emerging marketing team and win-win merchants participated in the training.
EIM 管理学院的黎一郴老师进行主讲。 This training specially invited Mr. Li Yichen from EIM School of Management to give a lecture. IP ，挖掘自身优势从而避免陷入价格战、大客户的管理销售技巧等方面为大家详细的阐述了在新形势下如何进行大客户营销及渠道管理。 At the meeting, Mr. Li explained in detail how to under the new situation from the aspects of industrial product marketing trends, how to define the company's positioning, build corporate and personal IP , and tap their own advantages to avoid falling into price wars and management and sales skills of key customers. Carry out key account marketing and channel management.
树立价值优势 Clear corporate positioning and value advantage
USP （独特销售卖点），塑造产品差异价值优势，让客户牢牢记住，以此抢占客户心智，成为认知和选择的第一品牌，这样才能更好的树立企业专业价值，从而绕开价格战。 In the training course, Mr. Li emphasized that in order to avoid falling into a price war, industrial product marketing needs to start from two major levels. First, at the level of brand strategy, it is necessary to define the brand positioning and continuously strengthen the company's leading brand image in a certain field. The second is at the product level, combining customer needs and industry pain points, starting from its own product advantages, refining the company's product USP (Unique Sales and Selling Point ), shaping the product's differential value advantage, allowing customers to keep in mind, so as to seize customers' minds and become Recognize and choose the first brand, so as to better establish the professional value of the enterprise, thereby bypassing the price war.
以人为本 People-oriented marketing
80% 的利润来源于 20% 的客户，而这 20% 的客户就是我们的大客户，是我们要重点锁定和服务的。 Large customers are the source of corporate profits. According to the 28th Law, 80% of a company's profits come from 20% of its customers, and these 20% of our customers are our major customers, which we must focus on and serve.
IP ，给客户留下很深的印象，愿意跟你接触；第三，结合之前收集的信息和项目分析，制定相关的策略，并布局执行，最终推进项目的签约。 Regarding how to deal with large customers, Mr. Li believes that there are three key links to be done: first, collect information about customers and competing brands in order to know each other and lay the foundation for subsequent layout; second, create a personal IP with distinctive characteristics and give customers I am very impressed and willing to contact you. Third, based on the information collected before and project analysis, formulate related strategies, and implement them, and finally promote the signing of the project. IP 打造，项目分析、布局线人、找对关键人并针对其兴趣爱好建立客户关系等，黎老师通过结合深入浅出的案例、互动提问及现场演练等结合方式，给参与培训的学员很大启发。 Specifically speaking about how to build personal IP , project analysis, layout of informants, find the right people and establish customer relationships for their interests, etc., Mr. Li used a combination of easy-to-understand cases, interactive questions and live drills to participate. The trainees were very inspired.
At the meeting, Mr. Li also gave a detailed explanation on industrial product sales management, industrial product channel sales management, and the use of marketing analysis tools. The two-day training exchange meeting was lively and open, humorous and interesting. The students actively communicated with the teachers and actively participated in the sandbox drills. The training further strengthened the sales skills of sales staff and the management of key accounts, opened up marketing ideas for sales staff, improved marketing skills, and laid the foundation for further improvement of company performance.