海外大客户销售谈判与维护 - 提升国际市场竞争力的关键策略
课程背景 | Course Background:
在这个充满不确定性的时代，提升销售力是企业适应市场变化、获取海外订单的关键。本课程从国际视角出发，帮助中国企业特别是民营企业有效开拓国际市场，突破外贸障碍，提升谈判技巧。
In this era of uncertainty, enhancing sales capabilities is crucial for adapting to market changes and securing overseas orders. This course provides international perspectives to help Chinese enterprises effectively expand global markets.
课程收益 | Course Benefits:
- 明确海外业务拓展是构建关系网络而非单点突破
- 掌握不同国家大客户销售的核心策略
- 学会从卖方思维转换到买方思维
- 提升谈判议价能力，获取更大利益
- 建立以价值与效率为核心的营销策略
- Understand overseas business expansion as relationship network building
- Master key account sales strategies for different countries
- Shift from seller's to buyer's perspective
- Enhance negotiation skills for better deals
- Develop value and efficiency focused marketing strategies
课程大纲 | Course Outline:
第一讲：海外大客户开发 | Part 1: Overseas Key Account Development
1. 四种客户关系分析：使用者、购买者、影响者、决策者
2. 通过STP战略精准定位海外大客户
1. Four customer relationships: Users, Buyers, Influencers, Decision-makers
2. Precise targeting through STP strategy
第二讲：谈判技巧 | Part 2: Negotiation Skills
1. 谈判核心：谈认知而非事实，谈需求而非形式
2. 谈判准备工作：时机选择、竞争态势分析
1. Negotiation essentials: Focus on perception not facts, needs not forms
2. Preparation: Timing selection, competitive analysis
第三讲：客户维护 | Part 3: Account Maintenance
1. 客户关系管理工具应用
2. 关键人物档案建立与关系分级
1. CRM tool application
2. Key contact profiling and relationship grading
SEO优化提示 | SEO Tips:
1. 关键词布局：海外大客户开发、外贸谈判技巧、国际市场营销
2. 内容结构化：使用小标题提高可读性
3. 内链建议：可链接至相关外贸工具页面
1. Keywords: Overseas key account, export negotiation, global marketing
2. Content structure: Use subheadings for readability
3. Internal linking: Link to relevant export tools pages