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在确定目标时，尤其是销售目标时，绝大多数企业都不切实际。
他们设定的企业目标一般都无比模糊（如“增加我们的市场份额”），同时却把销售目标设定得无比精确（如季度收入增长7.5%）。
这种双重混乱往往让他们仿佛置身于能够实现原意的蠢人天堂，望梅止渴，望洋兴叹。
在这个蠢人天堂里，目标的不现实性一般体现在以下三方面。
首先，设置定量目标纯属多此一举。
企业对现金流量表和市场预测细节的关注度超出人们的想像，他们企图只靠这些数字来开展经营活动，并坚持认为所有目标都必须能够度量。
其次，目标是根据历史而非当前的销售状况来确定的，所以目标充其量不过是一个复杂点的猜测或者“推测”而已。
最后，目标过于以自我为中心。
如果“我不明白为什么既定客户不接纳我，难道他们看不出我是多想和他们合作吗？”绝大多数企业的目标设定过程都忽略了一条最重要的规则：你的目标能否实现最终由客户来决定－－而且是由客户根据自身的需求来决定，一般不太考虑你的需求。
在客户管理和经营策略中，目标就是客户赞同并确认的一种定性“位置”。
事实上，有些目标是可以量化的，明显可度量的目标叫作基本收入指标，但绝大多数经营目标都无法以计算资本支出或计算人员的方式来计算。
但在长期的客户经营中，真正的目标是无法在数据表中计算的。
原因之一就在于这个大家熟悉的字眼：“长期”。
因为客户管理和经营将目标定义为期望达到的“位置”，而我们所说的季度、半年、一年要实现的一项目成就，很可能是我们所说的指标，而非目标。
另一个原因，只有在目标得到客户的认可（往往是大客户的目标得以实现）之后，我们的目标才算实现，从某种意义上说，我们在设计目标时，主要是着眼于所谓的共识－－即大客户原意与我们建立长期合作关系的心理承诺，而双方经营目标和业务关系程度最终取决于大客户本身，因此我们的目标同样也是间接由客户决定。
客户和供应商业务关系的五个层级有客户就代表有关系，而业务关系和私人关系差不多，既能打造得非常牢固而且经久不衰，也可能脆弱不堪，寿命很短。
某公司大客户销售谋略培训(英文版)In today's highly competitive business environment, it is crucial for companies to nurture and maintain relationships with their major clients. These clients hold immense value, as they contribute significantly to the company's revenue and success. To ensure the long-term loyalty of these valuable clients, it is important for sales teams to possess effective strategies and techniques. Therefore, our company has designed a comprehensive training program to equip our sales representatives with the necessary skills to successfully engage and retain our major clients.1. Understanding Client Needs:The first step in selling to major clients is to thoroughly understand their needs and expectations. Our training program emphasizes the importance of conducting thorough research on each client. This includes studying their industry, their competitors, and identifying their pain points. By demonstrating a deep understanding of their business, we can tailor our sales approach to offer customized solutions that address their specific challenges.2. Building Strong Relationships:Developing strong relationships with major clients is critical as it creates trust and loyalty. Our training provides sales representatives with tools and techniques to build relationships based on mutual trust and respect. This includes effective communication skills, active listening, and empathy. Sales representatives are also taught how to cultivate relationships by providing value-added knowledge and support, going beyond just selling products or services.3. Offering Competitive Advantage:To ensure that our company stands out from competitors, our training program focuses on teaching sales representatives how to highlight our unique selling propositions and competitive advantages. By clearly articulating the value and benefits our products or services offer, we can differentiate ourselves in the market and enhance the perception of our major clients. This involves thorough knowledge of our products, their features, and the advantages they provide over competitors.4. Providing Exceptional Customer Service:Another key aspect of our training program is customer service excellence. Sales representatives are trained to provide prompt and effective support to major clients throughout the sales process and beyond. They learn how to proactively address any issues or concerns and provide timely solutions. By ensuring a positive customer experience, we can reinforce the loyalty and satisfaction of our major clients.5. Regular Communication and Feedback:To maintain a strong relationship with major clients, consistent communication is essential. Our training program emphasizes the importance of proactively engaging with clients through regular updates, newsletters, and monitoring their satisfaction. Sales representatives are trained to actively seek feedback and suggestions from clients, demonstrating our commitment to continuous improvement.By implementing these effective sales strategies, our sales representatives will be well-equipped to successfully engage andretain our major clients. This training program ensures that they possess the necessary skills to understand client needs, build strong relationships, highlight competitive advantages, provide exceptional customer service, and maintain regular communication. Through these efforts, we will secure the loyalty and long-term partnership of our major clients, enabling our company to thrive in the marketplace.6. Anticipating and managing objections:In the process of selling to major clients, it is inevitable that objections and concerns will arise. Our training program equips sales representatives with effective objection handling techniques to address client reservations and overcome any obstacles in the sales process. They learn to anticipate common objections and prepare persuasive responses that highlight the value and benefits our products or services offer. By effectively addressing objections, sales representatives can instill confidence in the client and move the sales process forward.7. Continual education and staying up to date:To effectively sell to major clients, our sales representatives must stay current with industry trends, market changes, and advancements in our products or services. Our training program emphasizes the importance of continual education and self-improvement. Sales representatives are encouraged to attend industry conferences, participate in webinars, and stay informed of the latest industry news. By constantly expanding their knowledge and skills, they can offer valuable insights and recommendations to major clients, positioning our company as a trusted advisor.8. Leveraging technology:In today's digital age, technology plays a significant role in salesprocesses. Our training program introduces sales representatives to the various tools and technologies available to enhance their effectiveness. This includes customer relationship management (CRM) software, sales automation tools, and data analytics platforms. Sales representatives are taught how to leverage these technologies to streamline their workflow, track client interactions, and gain insights into client behavior and preferences. By utilizing technology effectively, sales representatives can better understand and serve the needs of major clients, resulting in improved client satisfaction and retention.9. Collaboration with other departments:Selling to major clients often requires collaboration across different departments within our organization. Sales representatives are trained to work closely with colleagues in product development, marketing, and customer support to deliver a holistic and seamless experience to major clients. They learn how to effectively communicate client needs and feedback to these departments, ensuring that client expectations are met and any issues are promptly addressed. By fostering collaboration and teamwork, our company can provide a unified and comprehensive solution to our major clients, further strengthening our relationship with them.10. Continuous improvement and feedback loop:To remain competitive and continuously engage major clients, our sales representatives must be committed to continuous improvement. Our training program emphasizes the importance of seeking feedback from major clients and using it as a catalyst for improvement. Sales representatives are encouraged to regularlysolicit feedback from clients through surveys, meetings, and informal discussions. They learn to view client feedback as a valuable resource for identifying areas of improvement and implementing necessary changes. By continually evaluating and refining our sales strategies and approaches, we can better meet the evolving needs of our major clients and ensure their long-term loyalty.In conclusion, our comprehensive training program equips sales representatives with the necessary skills and strategies to effectively engage and retain our major clients. By understanding client needs, building strong relationships, highlighting our competitive advantages, providing exceptional customer service, maintaining regular communication, addressing objections, staying current with industry developments, leveraging technology, collaborating with other departments, and embracing continuous improvement, our sales representatives will be well-prepared to contribute to the success and growth of our company. With their enhanced capabilities, we can confidently approach major clients, secure their loyalty, and thrive in today's competitive business environment.。
美国服装厂商营销战实用谋略多年来，厂商只是一味地通知客户他们可以做什么，如今，厂商努力于发现客户需求的是什么。
许多美国企业试图以少取胜——少些资金，少些雇员，少些客户，而与此同时，一些逆流而上的人却提问道：我怎样能多卖些呢?纽约市德尔塔咨询集团总裁戴维·纳德勒说：〝各公司末尾看法到，靠收缩运营来坚持盈利的做法，只能到此为止。
降低本钱是很重要的，但有时你必需重新扩展业务。
〞遗憾的是，要经济顺别扭外地增长并无捷径可循。
在增长缓慢的九十年代，公司要提高销售量，只能遵照老方法，别无他途。
不只如此，甚至要做得严厉些，也就是说，要比以往任何时分更了解顾客的需求，其中既包括企业客户，亦包括象你我一样的往常顾客，并以更好的方式满足他们的需求。
米勒·海曼公司是内华达州里诺一家销售咨询公司，作为公司开创人之一的史蒂芬·海曼说：〝不要一个劲儿只知道向顾客兜售，要想着自己和顾客是一家人，要为他们的成功出些力。
〞对服装制造商维弗公司而言，它的方针是：鼎力扩大李牌牛仔裤这一备受欢迎的产品，打入其它服装种类中去。
耐克和利弗兄弟公司在寻觅新顾客，开发新产品。
其它公司，如巴克斯特国际公司，那么把生意做得越来越方便，从而与其企业客户树立起结实的联络。
一切这一切都发作在顾客希望与少些而非多些供应商打交道的时分。
即使不是计算天赋也能看得出，你的公司必需设法跻身于这为数不多的首选公司之列。
确保你做到这一点的方法是：□扩展名牌范围维弗公司消费的李牌牛仔裤是一种极受欢迎的强势产品。
但它亦有两个难对付的竞争对手：莱维·施特劳斯公司和佳普公司。
它所面临的困境是：当对手蚕食市场时，如何使自己的名牌产品添加销量。
李牌服装公司总裁蒂莫西·兰贝思的方针是：改动那种以为李牌只限于在牛仔裤的圈子里驰骋的想法。
他想在便服以及男女和儿童套头衫上也贴上李牌商标。
这年的销售额达291亿美元的服装制造商已将此建议交给国际几家最大的批发商，希望压服它们在各大百货店用耀眼醒目的大幅招牌宣传这些新产品。
大客户关系维系的销售流程英文回答：Building and maintaining relationships with large clients is crucial for any sales process. It involves a series of steps and strategies to ensure that the client feels valued and satisfied with the products or services being offered. Here is a breakdown of the sales process for managing relationships with large clients:1. Research and Identify: The first step is to research and identify potential large clients who would benefit from your products or services. This can be done through market research, industry events, and referrals.2. Initial Contact: Once potential clients are identified, the next step is to make initial contact. This can be done through email, phone calls, or in-person meetings. The goal is to introduce yourself, your company, and the value you can provide to the client.3. Needs Assessment: After the initial contact, it is important to understand the specific needs and requirements of the client. This can be done through a detailed needs assessment, where you ask relevant questions to gather information about their goals, challenges, and expectations.4. Proposal and Presentation: Based on the needs assessment, you can then create a tailored proposal that addresses the client's specific requirements. This proposal should highlight the unique value your products or services can offer and how they can help the client achieve their goals. A presentation can also be made to showcase the proposal and answer any questions the client may have.5. Negotiation and Agreement: Once the proposal is presented, negotiations may take place to finalize theterms and conditions of the agreement. This involves discussing pricing, delivery timelines, and any other relevant details. The goal is to reach a mutuallybeneficial agreement that satisfies both parties.6. Implementation and Support: After the agreement is signed, it is important to ensure a smooth implementation of the products or services. This includes providing necessary support, training, and regular communication to address any concerns or issues the client may have. Building a strong relationship during this phase is crucial for long-term success.7. Ongoing Relationship Management: Once the products or services are implemented, it is important to continue nurturing the relationship with the client. This involves regular check-ins, providing updates on new offerings or improvements, and addressing any additional needs or concerns. The goal is to become a trusted advisor and partner for the client.8. Upselling and Cross-selling: As the relationship grows, there may be opportunities to upsell or cross-sell additional products or services. This can be done by identifying new needs or offering complementary solutions that can further benefit the client. However, it is important to approach this with a consultative mindset andnot come across as pushy or sales-oriented.中文回答：与大客户建立和维系关系对于销售流程至关重要。
