Introduction/课程介绍

In the era of rapid transformation driven by "New Quality Productivity," businesses face three core challenges:

• Intensified competition: Traditional models disrupted by digitization, declining profitability, and reduced client loyalty.

• Value gap: Clients demand customized, intelligent solutions over standalone products.

• Capability bottlenecks: Sales teams rely on outdated methods, lacking data-driven decision- making and agility.

This course focuses on upgrading solution-based sales processes through digital tools, client value co-creation models, and competitive differentiation, empowering businesses to shift from "selling products" to "enabling client success."

在新质生产力加速转型的时代，企业面临三大核心挑战：

• 竞争加剧：传统业务模式受数字化冲击，利润率下滑，客户黏性降低

• 价值断层：客户需求向定制化，供应商需提供全链路解决方案而非单一产品

• 能力瓶颈：销售团队思维固化，依赖经验驱动，缺乏数据化决策与敏捷响应能力

本课程以"新质生产力 "为内核，聚焦解决方案式销售的全流程升级，通过数字化工具、客户价值共创模

型、差异化竞争壁垒构建，助力企业实现从"销售产品 "到"赋能客户经营 "的转型，抢占新质生产力时代的市场先机。

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

• Capability Upgrade

o Data-driven sales strategies: Enhance complex deal success with client journey analytics and value co-creation.

o Digital toolkits: Standardize sales actions with STP targeting, FAB differentiation, and SPIN demand mining.

o Agile collaboration: Streamline cross-department workflows for faster client response.

• Deliverables

o Toolkits: Client persona templates, decision-chain analysis tools, differentiation matrices (10+ tools).

o Script library: Executive communication tactics, FABE value propositions.

• 能力升级

o 一套新质生产力驱动的销售战法： 融合数据洞察、客户旅程管理、价值共创，提升复杂订单赢率

o 一套数字化工具链： 覆盖 STP 精准拓客、关键人物分析、SPIN 需求挖掘等场景，实现销售动作标准化

o 一套敏捷协作模式：统一销售语言，建立跨部门协同机制，加速客户需求响应与方案交付。

• 成果产出

o 工具包：客户画像模板、采购决策链分析表等 10+实战工具；

o 话术库： 高层沟通策略、SPIN 需求挖掘；

Outline/课程大纲

Module 1: Intelligence Warfare – Data-Driven Opportunity Mining

• STP Precision Targeting

o Industry/size, purchasing behavior, demand traits, equity structure, corporate culture, client

personas.

Tool: AI + STP + SWOT for lead generation.

o 12 Offline Lead-Generation Tactics.

Module 2: Decision-Chain Breakthrough – Executive Engagement

• Decision-Chain 3.0: Mapping power dynamics.

o Tools: AI-generated client personas, organizational charts.

• Pain Point Analysis: Organizational vs. individual challenges.

• Stakeholder Strategy:

o EB TB UB Coach

o EB (Economic Buyer): Addressing dominance.

o TB (Technical Buyer): Handling objections.

o UB (User Buyer): Gaining support.

Module 3: True Demand Mining

o Iceberg Theory (explicit vs. hidden needs)

o SPIN Framework:

- Situation

- Problem

- Implication

- Need-Payoff questions

o Tool: AI SPIN script generator

Wrap-Up

ORID Review: Objective, Reflective, Interpretive, Decisional.

Action Plan: Personalized strategies.

Certification & Closing.

第一部分：新质生产力下的情报战——数据驱动的商机挖掘

• STP 精准拓客：数字化客户分层

o 销售流程全景图

o 使用 STP 法精准拓客人

工具输出：演示如何用 AI+STP+SWOT

o 线下 12 种+拓客大法

第二部分：新质关系网络——高层渗透与决策链破局

• 决策链 3.0：新质生产力下的权力地图

o 客户画像： 采购行为客户建模

工具演练&输出：AI 客户画像工具一键生成

o 行业痛点图谱绘制

- 组织层面的"痛点"

- 个人层面的"痛点"

- 常见关键人物"痛点"

o 关键角色识别

工具演练&输出： 采购决策链关键人物覆盖程度评估表

o 不同层级不同需求不同关注点

- EB TB UB Coach 不同角色不同的采购利益点

- EB 决策人： 如何应对强势的决策人

- TB 技术和采购者：总是挑刺如何应对

- UB 如何获得用户的支持

第三部分：挖掘客户真实心声

客户需求挖掘

o 需求冰山理论： 显性、隐性和深层需求

o 客户需求分析清单

o 练习：区分显性和隐性需求

o SPIN 提问法

- Situation 背景式提问

- Problem 难点式提问

- Implication 暗示型提问

- Need-Payoff 需求利益型提问

工具演练&输出：利用 AI 快速生成 SPIN 销售话术

复盘：ORID

Q&A

练习：制定行动计划

Event info

Date

6 February, 2026, Friday

2026年2月6日， 周五

Time

1:30PM - 5:30PM (Beijing Time)

Venue

An email will be sent with instructions to join online training via Microsoft Teams Meeting platform 2 days prior to the event.

线上培训链接将在培训前两天通过邮件方式通知报名学员。

Price

1000 RMB: Early Bird Price for Member (Before Jan 23)​

1300 RMB: Member /Individual & YP Discount Pass Holder

1600 RMB: Non Member

Small (3 people) & large group (10 people) tickets are also available,

please contact jaycee@swedcham.cn for more info about group ticket

Speaker

Luzhe Zhang, Senior Trilingual Trainer at Linke Consulting

Ms. Zhang is a senior trilingual trainer in marketing & sales, proficient in facilitating trainings in Chinese, English and Japanese. She holds a Master's degree in International Public Policy from Osaka University in Japan and used to be guest trainer for the board of directors of Panasonic Group in Japan. and has served as the training manager for General Electric in China and the director of business development for Sodexo, and helped Sodexo build a Japanese business unit from scratch. She is proficient in training and coaching in overseas marketing, customer relationship management and sales skills.

作为营销和销售领域的资深培训师，张老师可熟练使用中文、英文、日语三种语言完成培训交付。她硕士毕业于日本知名学府大阪大学国际公共政策专业，曾任松下集团日本关西总部董事会特邀讲师、美国通用电气中国区培训经理、法国索迪斯中国区日本企业业务拓展总监等职务，在职期间曾为索迪斯从"0"到"1"搭建了日本事业部。擅长海外营销、客户关系管理和销售技巧等领域的培训和辅导、咨询和辅导。

Language

In Chinese 中文讲解

Cancellation Policy

If you cannot attend an event for which you have registered, please cancel your registration no later than one business day prior to the event. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the event 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 Markus Spiske​ on Unsplash​