Introduction/课程介绍

在市场竞争如此激烈的今天，单纯强调降低销售成本已无法为客户提供足够附加值。客户希望销售人员能为自己提供专业的指导以减少购买的盲目性，同时也需要卖方能体贴入微，满足自己在每一细节的需求。因此，关注客户变化、以客户需求为出发点的顾问式大客户销售越来越成为企业关注的焦点。然而，面对日新月异的消费环境，销售人员很困惑……

· 如何通过讨价还价实现双赢？

· 价格已压无可压，供应商越来越不合作，您如何实现降低成本的要求？

· 如何通过线上沟通软件，等网络化工具与客户进行有效的沟通并达成目标？

针对以上问题，本课程以客户为中心、以给客户带来最大价值为目的的高效销售模式。它能够让销售人员真正成为一名获得信任、获取信息、引导需求、解决问题的销售高手，真正成为客户最好的老师！

In today's fiercely competitive market, transactional sales can no longer deliver added value to customers, who expect sales professionals to provide expert guidance and to be thoughtful and attentive to meet their needs in every detail. Thus, consultative key account sales— which focus on customer changes and take customer needs as the starting point—have increasingly become the focus of enterprises.Yet, amid the rapidly evolving consumer landscape, salespeople are often plagued by confusion:

· How to achieve win-win outcomes through price negotiations?

· When price hits bottom and suppliers grow less cooperative, how can you meet cost-reduction targets?

· How to communicate effectively with clients and achieve goals via online messaging tools and other digital platforms?

To address these challenges, this course offers a customer-centric, high-efficiency sales model designed to maximize customer value. It empowers salespeople to truly become trusted experts who capture insights, guide demands and solve problems—ultimately becoming the most valued advisors to their clients!

Target Audience/目标学员

GMs, Marketing VPs, Sales Directors, Regional Managers, Product Managers, and sales-related leaders, etc.

总经理、营销副总经理、营销总监、销售经理、市场经理、大区经理、产品经理等销售或者销售相关管理人员

Teaching Method/授课形式

Lectures, video demo, case study, exercise, Q&A

课堂讲授、视频展示、案例分析、个人练习、互动提问

Objective/课程目标

· 建立与谈判对方应对的积极正面的专业态度与自信信念

· 知道如何取得谈判对方的信任，使他们愿意配合我们以达到双赢结果

· 了解谈判时使用的战略和战术,如了解对手思维，引导对手的方法

· 掌握专业谈判的技巧，包括提案、讨价还价、让步和促进协议的技巧

· 直接针对企业谈判和上下平级沟通案例做现场研讨分析，迅速运用于工作实践

· Establish a positive, professional attitude and confident mindset when engaging with negotiation counterparts.

· Learn how to gain the trust of negotiation counterparts and encourage them to cooperate with us to achieve win-win outcomes.

· Understand negotiation strategies and tactics, such as ways to understand counterparts' thinking and guide their perspectives.

· Master professional negotiation skills, including those for proposal presentation, price negotiation, concession making and agreement facilitation.

· Conduct on-site discussion and analysis targeting real cases of corporate negotiations and vertical & horizontal communication, so as to apply them to work practice quickly.

Outline/课程大纲

第一讲：谈判布局

· 了解策略性谈判的基本岸畔原则

o 采购方常用的力量有哪些

o 销售方常用的力量有哪些

· 谈判前的准备

o 谈判路径

o 最佳替代方案BATNA

案例分析: 通过销售与采购经理谈判案例认识谈判的力量转换。

第二讲：谈判实操

· 谈判步骤——提案与引导

o 目标导向的提案之成功要素

o 建立PPP陈述模式（Purpose目的、Process过程、Payoff收益）

o 基于"立场"和"利益"两方面的谈判

练习: 给你的提案搭柱子，举实际谈判做提案实例演练

· 谈判步骤——讨价还价

o 讨价还价的原则

o 让步的技巧和艺术

o 谈判桌上的推挡功夫

案例分析：采购与销售讨价还价

· 谈判步骤——确认协议

o 推进谈判收尾的技巧

o 拓宽思路(交集法,切割法,拓展法)

复盘ORID 与Q&A

练习：制定行动计划

Module1: Negotiation Layout​

· I. Understand the Core Principles of Strategic Negotiation​

o What are the common sources of power for buyers?​

o What are the common sources of power for sellers?​

· Pre-Negotiation Preparation​

o Negotiation Path​

o Best Alternative to a Negotiated Agreement (BATNA)​

Case study: Recognize the power shift in negotiations through a case study of negotiations between sales and procurement managers.​

Module 2: Negotiation Practice​

· Negotiation Step – Proposal & Guidance​

o Success Factors of Goal-Oriented Proposals​

o Establish the PPP Presentation Model (Purpose, Process, Payoff)​

o Negotiations Based on Both "Positions" and "Interests"​

Exercise: Build the framework for your proposal and conduct practical drills with real negotiation proposal examples.​

· Negotiation Step – Price Negotiation​

o Principles of Price Negotiation​

o Skills and Art of Concessions​

o Give-and-Take Techniques at the Negotiation Table​

Case study: Price Negotiation Between Buyers and Sellers (Scenario Video Sequel)​

· III. Negotiation Step – Agreement Confirmation​

o Techniques to Promote Negotiation Closure​

o Broaden Thinking (Intersection Method, Segmentation Method, Expansion Method)​

Review: ORID (Objective, Reflective, Interpretive, Decisional)​

Q&A Session​

Exercise: Develop an Action Plan​

Event Information

Date 日期

20 March, 2025 (Friday)

Time 时间

13:30 - 17:30, Beijing Time

Price 价格

Member: 1300 RMB

Non-Member: 1600 RMB

Early Bird for Members only: 1000 RMB (valid until 6 March, 2026)

Small (3-5 people) & large group (10 people) tickets are also available, please contact jaycee@swedcham.cn for more info about group ticket.

Trainer 讲师

Luzhe Zhang

Language 培训语言

The workshop will be held in Chinese.

本次培训以中文进行

Venue 地点

Online via Microsoft Teams, and the link will be sent to your email inbox 1 day prior the event starts.

Cancellation Policy

If you cannot attend a training for which you have registered, please cancel your registration no later than seven business days prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the training costs.

Fapiao (VAT Invoice)

Apply fapiao when purchasing a ticket, by inputting the Chinese entity name and tax ID (if the title is wrong, you will be unable to receive the Fapaio). Make sure your IT has whitelisted the domain "XX@hlzrkj.xyz​. E-Fapiao will be sent to your e-mail within 7 days after completed event (check spam folder). If the fapiao can not be received, please provide an alternative email or contact finance@swedcham.cn.

Photo by Amina Atar​ on Unsplash​