Proposal - Key Account Negotiations_MEDDICC_Bilingual

Key Account Negotiations using MEDDICC (2 Days)
使用MEDDICC進行大客戶談判（兩天課程）
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課程概述 / The Concept
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One of the most powerful principles of successful key account selling is
the rule of "No Champion = No Sale". This rule is based on the MEDDICC
framework, a proven method for winning complex sales deals.
成功的大客戶銷售最有力的原則之一就是 "沒有擁護者就沒有銷售"。 這一規(guī)則基于
MEDDICC 框架，這是贏得復雜銷售交易的行之有效的方法。

MEDDICC is an acronym that stands for:
MEDDICC是一個縮寫，代表:

? Metrics
衡量標準
? Economic Buyer
出資買家
? Decision Criteria
決策標準
? Decision Process
決策過程
? Implicating Pain
牽連的痛點
? Champions
擁護者
? Competition
對手

In Key Account Negotiations, you need to reach the right people, understand
their needs, and influence their choices. You need to gain valuable
insights into the customer's situation, desired outcomes, and preferences,
while navigating complex decision-making processes, remove roadblocks, and
expedite approvals.

在大客戶談判中，你需要接觸正確的人，了解他們的需求，并影響他們的選擇。
您需要深入了解客戶的情況、預期的成效和偏好，同時駕馭復雜的決策流程，清除路障
，加快審批。

With these concerns in mind, the “Key Account Negotiations using MEDDICC”
programme was created as a result of 1-to-1 coaching with key accounts
sales people from a variety of industries that involve complex key account
situations across 23 cities in Asia.
“使用MEDDICC大客戶談判”課程就是針對此類問題而開發(fā)的課程，它是一門建立在對亞洲
23個城市各行各業(yè)大客戶銷售人員所進行的“一對一”輔導的實踐結果上。

This programme has been tried, modified, and re-tested to make sure that
sales people deliver sustainable business results for customers, especially
in the Asian context.
本課程已經(jīng)過多次嘗試、修訂和再實踐，以確保其對銷售人員的實用結果，尤其適用于
亞洲商務環(huán)境。

Programme Schedule

|Time |Day One |
|9:00 |Check-in: What are the 3 key factors that contributed to |
|~ |your success? What are the 3 key factors that are |
|10:30 |inhibiting you to achieve greater success? |
| |簽到: |
| |我們有哪三個特質(zhì)是讓我們?nèi)〉贸晒Φ?？我們有哪三個特質(zhì)是抑制|
| |我們?nèi)〉酶玫男Ч? |
| | |
| |Using MEDDICC to re-align your Key Accounts |
| |通過 MEDDICC 重新重塑你的大客戶 |
| |Why plan your key accounts? |
| |為何做大客戶計劃? |
| |Applying MEDDICC to key account planning |
| |在大客戶計劃中使用MEDDICC |
| |Activity: agile key account planning |
| |活動: 敏捷大客戶計劃 |
|10:30 |Break |
|~ | |
|10:45 | |
|10:45 |Key Accounts Planning大客戶計劃 |
|~ |Value mapping: What are some solutions that you can |
|12:30 |provide to help them achieve their initiatives and |
| |priorities? |
| |價值映射： 你可以提供哪些解決方案來幫助他們實現(xiàn)他們的倡議 |
| |和優(yōu)先事項？ |
| |[pic] |
| |Measuring the key metrics of your value: Measurable, |
| |Observable and Palpable |
| |衡量您價值的關鍵指標: 可衡量、可觀察、可感知? |
| |Activity: How to help customers achieve their goals and |
| |KPIs |
| |活動: 如何幫助客戶達成其目標與KPI |
| |Needs vs. Implicated Pains |
| |需求 vs. 痛處 |
|12:30 |Lunch |
|～ | |
|13:30 | |
|13:30 |Building Trust with Customers |
|~ |與客戶建立信任感 |
|15:00 |Trust negotiations game |
| |信任談判游戲 |
| |Why trust? |
| |為何信任度? |
| |How to build trust with your customers? |
| |如何與客戶建立信任度? |
|15:00 |Break |
|～ | |
|15:15 | |
|15:15 |How to analyze and optimize your competitive advantages in|
|~ |negotiations |
|16:30 |如何在談判時候分析并優(yōu)化你的競爭優(yōu)勢 |
| |What are your competitive advantages and disadvantages |
| |vis-a-vis your customer’s hot buttons and your |
| |competitors’ offerings? |
| |與客戶的所關注的熱點和競爭對手的產(chǎn)品相比，你的競爭優(yōu)勢和劣|
| |勢是什么？ |
| |Activity: Competitive Matrix |
| |活動: 競爭優(yōu)勢矩陣 |
| |[pic] |
| |Mapping your competitive strategy |
| |制定你的競爭戰(zhàn)略 |
|16:30 |Day One Wrap Up |
|~ |Summary of Key Learning Points |
|17:00 |Prepare for Day Two |
| |Day Two |
|9:00 |Stay on top of your big accounts with your Champions |
|~ |通過 Champion 掌握大客戶的人脈 |
|10:30 | |
| |Champion vs Coach vs Helper |
| |Champion (擁護者) vs Coach (教練) vs Helper (幫手) 的區(qū)別 |
| |Activity: Stakeholder management in your customer’s |
| |organization |
| |活動: 客戶組織內(nèi)的關聯(lián)者關系管理 |
| |[pic] |
| |How to cultivate and develop your Champions |
| |如何培育、發(fā)展你的擁護者 |
| | |
|10:30 |Break |
|～ | |
|10:45 | |
|10:45 |Engaging with Different Personas |
|~ |與各個人設進行互動 |
|12:30 |Which personas are you contacting frequently? |
| |你經(jīng)常與哪些人設角色聯(lián)系？ |
| |[pic] |
| | |
| |Stakeholder Case 1： |
| |Your key account have recently changed their purchasing |
| |methods and only buy at the lowest bids. However, your |
| |price is definitely not the lowest in the market, and the |
| |customer has now disregarded or ignored your competitive |
| |advantages. Unfortunately, there’s nothing much their |
| |purchasing person can help you |
| |關聯(lián)者案例1: 你有一家客戶，之前合作甚好。他們最近換了采購 |
| |方式，只選擇低價競價采購。但是你們的價格絕對不是市場里面最|
| |好，而客戶這么做完全把你們的優(yōu)勢給掩蓋或忽略掉。遺憾的是，|
| |他們的采購人員幫不了您什么忙 |
| |With whom would you like to influence and persuade next? |
| |你希望接下來影響和說服誰? |
| |How would you proceed? |
| |你會如何進行? |
|12:30 |Lunch |
|～ | |
|13:30 | |
| |Anticipate the future direction of customers |
| |預知客戶未來方向 |
| |Making sense of your customers’ business situations? |
| |你對你的大客戶的商務情況有多了解? |
| |Activity: What are some strategic initiatives and key |
| |priorities do your key accounts have in the next 1-5 |
| |years? |
| |活動: 你的主要客戶在未來1-5年內(nèi)有哪些戰(zhàn)略舉措和關鍵優(yōu)先事 |
| |項？ |
| |[pic] |
| | |
|15:00 |Break |
|～ | |
|15:15 | |
|15:15 |How to get the customer's Economic Buyers to want to talk |
|~ |to you |
|16:30 |如何讓客戶的出資買家愿意跟你交流 |
| |What is an Economic Buyer? |
| |什么是出資買家? |
| |Do’s and don’ts communicating with Economic Buyers |
| |面對出資買家該與不該做的事情 |
| |Role Play: how to gain buy-in with Economic Buyers |
| |演練: 如何取得出資買家的認可 |
|16:30 |Day Two Wrap Up |
|~ |Reflection and Action Plan |
|17:00 |Evaluation |


Objectives and Benefits 課程目標和學員受益

After this training programme, you shall be able to:
在本課程結束后，學員將能夠 /

1) Utilise the MEDDICC framework to optimise outcomes with key accounts
使用 MEDDICC 框架優(yōu)化與主要客戶的合作成果
2) Identify and nurture Champions to help with more sales
識別和培養(yǎng)擁護者，幫助實現(xiàn)更多銷售
3) Sharpen your competitive advantages and win over Economic Buyers
強化你的競爭優(yōu)勢并贏得出資買家的認可
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Methodology ?教學方法
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This Workshop consists of a lively series of short participative lectures
conveyed using plain uncomplicated explanations.? Learning will be
facilitated through exercises and case studies.? Ample seminar materials
will be given to participants to serve as a constant source of reference to
them.? Ample time will be allotted for group discussion.?
本課程包含一系列生動翔實的參與性講解，說明和解釋通俗易懂，訓練和案例貫穿始終
，學員還會獲得大量的講座材料，作為日后的常用參考資料。講座還將為小組討論做出
合理的時間安排。


Who Should Attend 誰該受訓
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This workshop is designed especially for Key Account Managers, salespeople
and anyone who is responsible to grow more business from existing
customers!
需要有條理地加強大客戶的產(chǎn)出的大客戶經(jīng)理、銷售及面對客戶的各層人員

黃常捷老師的其它課程