工业产品渠道管理的系统解决方案--市场营销

授课专家： [陆和平] 授课天数： 2 天 收费标准： 价格面议 开办周期： 按需开办，有需要的企业请致电本站客服 课程大纲： 第一讲：渠道如何规划
Lecture 1: How to program our channel
 影响渠道规划的六个因素：客户/产品/制造商/经销商/竞争者/环境
 Six factors which can influence our channel programming:
Clients/Products/Manufacturers/Distributors/Competitors/Environment
 评价渠道方案的三个原则
 Three principles to evaluate our channel program
 规划的工具和具体方法
 Program tools and detail methods
 案例讨论
 Case discussion

第二讲：经销商的选择
Lecture 2: Select your distributors
 选择经销商要遵循的四个基本思路；
 Four essential concepts to select your distributors
 选择经销商的六大标准：意识/实力/市场能力/管理能力/口碑/合作意愿
 Six standards to select your distributors:
Sense/Strength/Marketing Capabilities/Management Capabilities/
Public Praise/Willing to corporation
 选择经销商工作流程五步走
 Five steps to select your distributors
 案例讨论
 Case discussion

第三讲：经销商的谈判
Lecture 3: Negotiate with your distributors
 销售谈判的基本策略
 Essential strategies for sales negotiation
 与经销商谈判套路四步法
 Four steps to negotiate with your distributors
 案例讨论
 Case discussion

第四讲：经销商的日常拜访和管理
Lecture 4: Distributor management and daily visit
 原则：规律联系，定期拜访
 Principle: Contacting and visiting them regularly
 拜访经销商规定动作六步走：
销售准备，了解当地市场
宣传公司政策，解决投诉
库存检查和订单推荐
最终用户拜访
为客户建立下线网络
给客户洗脑，提高管理水平
 Six steps to visit your distributors:
Sales preparation and furthering your understanding with local market
Advertising the policy of your company and solving complains
Checking inventories and recommending orders
Visiting your ender users
Helping your clients build the network
Brainwashing your clients and improving their management
 案例讨论
 Case discussion

第五讲：制定经销商政策
Lecture 5: Making the distributor policy
 制定销售政策的五大原则：价格、返利、回款、价格保护、市场;
案例分析：某公司的销售政策分析;
 Five principles to make the sales policy: Price,Rebate, Collecting Accounts Receivables, Price Protection, Market
 价格政策的特点和使用技巧
 The characteristic and using skills of price policy
 不同返利的优劣分析
 The advantage and disadvantage of different rebates

第六讲：如何掌控经销商
Lecture 6: How to grasp our distributors
 掌控经销商的具体思路和六个方法：理念/品牌/服务/冲突/最终用户/利益
 The detail concepts and six methods to grasp our distributors:
Idea/Brand/Service/Conflicts/Ender Users/Benefits
 冲突掌控—三种类型的冲突处理/解决窜货的十种手段
 Controlling the conflicts
Dealing with three kinds of different conflicts
Ten methods to solve sales conflicts
 最终用户掌控—专业化的最终用户拜访手段（关系/关键人/SPIN顾问销售技巧）
 Grasping ender users—Professional ender user visiting method
(Relationship/Key person/Spin Consulting Skills)
 案例讨论
 Case discussion
老师介绍：陆和平

课程形式： - 讲授 - 启发式、互动式教学 - 小组讨论 - 案例分析
- 角色扮演 - 观看录象 - 练习