企培智胜：专为企业培训人定制的销售宝典

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。

夏凯销售罗盘?创始人、和越（北京）网络科技有限公司董事长兼CEO、用友集团原高管、用友大学营销学院创始院长。拥有24年的销售实战与营销管理、业务管理经验，历任客户经理、省区大客户总监、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，签下公司首张千万大单；作为行业总监，开拓多条业务线并组建业务部和事业部；作为信息化咨询专家，为百余家大型集团和大中型企业提供咨询服务。国内“顾问式销售”“解决方案销售”“策略销售”“战略客户经营”早期践行者和倡导者。专注于B2B复杂销售研究和训练、企业级客户购买行为与心理逻辑研究、组织销售绩效提升、销售心理学、教学心理学等，擅长于B2B组织营销体系构建、营销战略转型路径规划、业绩增长模式设计、营销人才培养体系构建、企业内训师培养、营销实战辅导、营销行为分析诊断及优化等。主持开发数字化赋能平台和“赢单罗盘CRM”系统，为华为、中国电信、平安、腾讯、明源云等上百家行业龙头企业提供咨询服务。著有《赢单九问：系统讲透策略销售的实战宝典》《赢单罗盘：大客户销售制胜之道》《信任五环：超级销售拜访技巧》《销售冠军的成长与战斗笔记》等。

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···································