*Please note that this training will be conducted in Chinese*

*请注意本次培训将以中文进行*

Introduction/课程介绍

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。

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• Capability bottlenecks: Sales teams rely on outdated methods, lacking data-driven decision-making and agility.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

Target Audience/目标受众

各行业的总经理、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GMs, Marketing VPs, Sales Directors, Regional Managers, Product Managers, and sales-related leaders, etc. from all industries

Teaching Method/授课形式

课堂讲授、视频展示、案例分析、个人练习、互动提问

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

Objective/课程目标

Capability Upgrade

• Data-driven sales strategies: Enhance complex deal success with client journey analytics and value co-creation.
• Digital toolkits: Standardize sales actions with STP targeting, FAB differentiation, and SPIN demand mining.
• Agile collaboration: Streamline cross-department workflows for faster client response.

Deliverables

• Toolkits: Client persona templates, decision-chain analysis tools, differentiation matrices (10+ tools).
• Script library: Executive communication tactics, FABE value propositions.

能力升级

• 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
• 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
• 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

• 工具包：客户画像模板、采购决策链分析表等10+实战工具；
• 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

• Industry/size, purchasing behavior, demand traits, equity structure, corporate culture, client personas.

Tool: AI+ STP + SWOT for lead generation.

• 12 Offline Lead-Generation Tactics.

Module 2: Decision-Chain Breakthrough – Executive Engagement

Decision-Chain 3.0: Mapping power dynamics.

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

Pain Point Analysis: Organizational vs. individual challenges.

Stakeholder Strategy:

• EB TB UB Coach
• EB (Economic Buyer): Addressing dominance.
• TB (Technical Buyer): Handling objections.
• UB (User Buyer): Gaining support.

Module 3: True Demand Mining

Iceberg Theory (explicit vs. hidden needs)

SPIN Framework:

• ­ Situation
• ­ Problem
• ­ Implication
• ­ Need-Payoff questions

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

• 销售流程全景图
• 使用STP法精准拓客人

工具输出：演示如何用AI+STP+SWOT

• 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

• 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

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"

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

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

需求冰山理论：显性、隐性和深层需求

客户需求分析清单

练习：区分显性和隐性需求

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