作者结合自己20多年的培训行业经验以及对销售领域的深入研究，系统地总结了大量培训销售的工具和方法。本书内容包括：行业篇，主要介绍企业培训行业的趋势、特征；客户篇，介绍如何了解客户所在的行业和开展的业务；销售篇，讲述课程和项目方案的销售流程、方法、要点；技巧篇，围绕与客户的深度的预约、沟通、探询澄清，介绍如何呈现优势、获得认同承诺、安排老师和客户沟通，以及招投标的一些注意事项；管理篇，介绍如何做好客户管理、商机管理、业绩管理、日程和行为管理；应用篇，与前面各篇不同，前面各篇基于个体销售人员，本篇基于培训机构如何进行销售管理。

前言 企业培训的那些事儿 这是一本专门为企业培训人定制的销售宝典。书中将探讨如何把企业 培训做得更出色，以帮助企业获得更好的培训效果和价值。 希望本书能够帮助大家更好地了解企业培训这个行业。 企业培训销售之挑战 企业培训销售人员经常遇到以下情形： 客户自己组织的培训需要满足他们自身的一些条件，例如时 间适当、上级安排、人员集中等，所以销售人员都说做培训要慢 慢来，不是光靠努力就能成交的。 销售人员无法深入理解客户所在的行业和具体业务，只能就 课程谈课程，就合作谈合作。 客户要什么，销售人员就只能给什么，因为他们服务了太多 的行业，服务了太多不同业态的客户，反而没有办法深入了解每 一个客户，并为其提供更加定制化的服务。 客户要么没需求，要么有需求就特别着急。客户一说要培训， 销售人员马上就得报方案和推荐老师。 有时客户自己也说不清楚需求，只要课纲和老师介绍，销售 人员如果不报就是不配合。有时客户找到了对应的课程和老师， 但又总觉得不合适。 在销售人员报了方案和推荐老师之后，客户又去咨询他人， 反倒没消息了。 有时客户的需求各种各样，想法五花八门，反而销售人员资 源有限，满足不了所有的需求。 面对客户明确的需求，销售人员提供的课纲等资料没什么差 异，推荐的老师也都能找到。 有的培训机构成本很低，课程价格很便宜，所以销售人员报 送的价格不具备竞争力。 推荐的老师比较大牌，不太愿意与客户开会，交付课程的老 师总是匹配不好，客户不满意。 …… 出现以上情形的核心原因是什么呢？ 我们都在从事企业培训工作，但企业培训的基本逻辑是什么？培训项 目的需求来源是什么？企业培训立项是一个什么样的过程？销售人员如何 管理好自己，怎样才能完成销售业绩？ 客户的需求和项目到底是从哪来的？客户的采购主要有哪些人来参 与？影响决策的是什么人？参与者内心是什么样的？他们会关注什么？客 户的采购逻辑是怎样的？ 一位行业内资深的从业者、某知名培训机构的合伙人认为，当前销售 人员需要具备以下三个关键能力： ? 需求澄清能力，不是客户要什么就推荐什么，要真正理解客户需 求背后的真实诉求。 ? 对客户所在行业和开展业务的理解能力，能够跟客户的培训部门 一起给业务部门提出相应建议。 ? 面对确定需求体现专业差异能力，而不是一味地和竞争对手拼 价格。 我与企业培训的渊源 作为一名有 20 多年工作经验、10 多年企业培训经验的从业者，我想 与大家分享一下与培训相关的那些事儿。 我之前在一家公司做一线销售，做了7 年。当时作为学员，我接触了 公司的培训（如基本的职业化系列培训），并参加了本土首批解决方案销售 的实战训练营（那是一个培养项目，当时集团要从产品销售转型为解决方 案销售，便从全国的公司里选拔了最优秀的一批人才，开展了为期半年的 系列训练和培养，结合自己的实际客户和业务进行拓展攻坚）。当年我作为 客户经理签的全集团首个千万元大单，也正是在那样的方法论指导下和训 练培养下拿下的。后来我升任经理，参加了新任经理的领导力系列培训， 以及一个分公司后备总经理的培养项目。 之后，我被调到集团，负责总部的行业业务拓展工作。在那4 年里， 我负责管理全国业务拓展工作，同时负责行业营销人才培养的需求提出和 项目实施。我提出了“区域行业经营方法”课程的开发需求，参与了营销 关键任务和人才分级能力建模。当时作为甲方业务主管和需求提出者，我 与培训发生了若即若离的关系。 当集团组建企业大学时，我被选去负责组建营销学院，在那里工作了 3 年。这期间我就变成了面对培训机构的甲方，与多家知名的培训机构进 行了深度合作，参与了选型、组织、实施多个项目，主持开发了系列培训 课程，构建了专业的人才培养体系，并实施了很多培养项目。在此期间， 我是培训管理人才培养体系设计的人员，同时也是一名内训师。 后来企业大学并入了新成立的教育公司，面向院校和企业开展相应业 务，我又在教育公司工作了3 年。我有幸参与教育部的职业教育改革项目， 对教育理论体系、高校系统专业建设有所涉猎，同时对行业内知名企业的 企业培训、人才培养、版权课程、企业大学建设等方面也有一些涉及，这 时的我转变为一名培养体系设计者、教育培训业务管理者。 最近 6 年，我作为一个咨询服务机构的负责人、互联网创业机构的创 始人（同时又是乙方，还做过咨询师和讲师），主持了培训平台的研发设计、 系列版权课程的研发运营，并帮助很多知名头部客户提供训战一体化项目 的实施、赋能服务和绩效提升的服务项目。 这些年来，我先后做过学员、甲方管理者、内训师、职业讲师、咨询 师，进行过培养体系的构建和运营平台的设计研发。我与培训的渊源着实 不浅。 基于这些身份不同的视角，我开始撰写本书，希望与大家一起探讨， 企业培训的业务逻辑和底层购买逻辑到底是怎样的，如何更好地了解企业 培训，以及如何更有效地推广业务。 共探企业培训这条路 希望你通过本书能够获悉： ? 客户为什么要开展培训或培养项目； ? 客户的决策流程和关注重点是什么； ? 培训的整个过程是怎样的，每个人的心理和预期又是什么； ? 如何在不同的环节与不同的客户打交道； ? 如何澄清需求，让客户感觉找到了懂自己的人； ? 如何体现自己的专业性，而不是一味地拼价格； ? 如何在年初就能和客户一起做好计划和预算； ? 如何提升自己的销售业绩； …… 本书内容包括：行业篇，主要介绍企业培训行业的发展趋势、特征； 客户篇，介绍如何了解客户所在的行业和开展的业务；销售篇，讲述课程 和项目方案的销售流程、方法、要点；技巧篇，围绕与客户的深度的预约、 沟通、探询澄清，介绍如何呈现优势、获得认同承诺、安排老师和客户沟 通，以及招投标的一些注意事项；管理篇，介绍如何做好客户管理、商 机管理、业绩管理、日程和行为管理；应用篇，与前面各篇不同，前面 各篇基于个体销售人员，本篇则基于培训机构如何进行销售管理。 希望这些内容能助你成为一名企业培训领域的精英！

第 1 章行业篇················································································.1 第 1 节企业培训特征与趋势·······················································.2 从战略到培训············································································.2 培训形式变化············································································.4 培训方式OMO ··········································································.5 第2 节客户服务关系层级···························································.6 从战略到能力············································································.7 业务合作关系············································································.8 培训的三类产品········································································.10 第3 节培训产品主要类型···························································12 产品/服务形式之金字塔······························································.12 企业中的四类学习·····································································.13 多种形式促进落地·····································································.14 四类企业培训产品服务·······························································.16 第2 章客户篇················································································19 第 1 节客户所在行业的特征·······················································20 行业划分方法···········································································.20 行业特征分析···········································································.21 第2 节客户业务与目标理解·······················································23 业务深度决定差异·····································································.23 战略业务分析工具·····································································.24 第3 节客户培训计划与结构·······················································27 战略驱动年度计划·····································································.27 业务驱动专项计划·····································································.28 变化导致临时计划·····································································.29 培训业务两类驱动·····································································.30 培训计划预算罗盘·····································································.31 第3 章销售篇················································································33 第 1 节课程销售要点··································································34 课程销售之挑战········································································.34 课程销售之要点········································································.35 第2 节课程采购与销售流程·······················································37 客户课程采购流程·····································································.37 课程销售四步流程·····································································.38 机构介入三个节点·····································································.39 重点阶段关键任务·····································································.40 第3 节课程采购参与者和关注点·················································41 课程采购关键角色·····································································.41 不同角色关注重点·····································································.43 第4 节项目方案的销售要点·······················································45 项目方案驱动三类模式·······························································.45 项目方案销售五大要点·······························································.46 第5 节项目方案采购与销售流程·················································47 项目方案决策四大步骤·······························································.48 项目方案采购流程详解·······························································.49 机构介入三个节点·····································································.52 第6 节项目方案采购参与者和关注点··········································53 业务条线关注重点·····································································.53 培训条线关注重点·····································································.54 采购条线关注重点·····································································.55 第4 章技巧篇················································································57 第 1 节客户预约技巧··································································58 客户预约三场景········································································.58 客户预约四步骤········································································.59 陌生客户预约五步话术·······························································.59 老客户预约五步话术··································································.60 在谈商机预约五步话术·······························································.61 第2 节企业培训需求层次···························································63 培训需求三层次········································································.63 开启沟通两路径········································································.64 个人需求黄金圈········································································.65 第3 节需求探询澄清技巧···························································66 探询澄清三维度········································································.66 探询澄清四步骤········································································.67 第4 节优势与呈现方法······························································69 无优势不制胜···········································································.69 优势从哪里来···········································································.70 呈现优势六步法········································································.71 第5 节获得认同与承诺······························································75 认同承诺才会赢········································································.75 认同承诺两方法········································································.76 第6 节师资客户沟通要点···························································78 为什么安排沟通········································································.78 沟通前几方心理········································································.79 沟通时机·················································································.80 做好沟通准备···········································································.80 第7 节师资客户沟通设计···························································82 开场引导·················································································.82 背景互通·················································································.84 互相提问·················································································.84 讨论交流·················································································.85 总结确认·················································································.85 第8 节招投标注意事项······························································86 招投标之“潜规则”··································································.86 四阶段与四角色········································································.87 参数与标书解读········································································.89 五点注意事项···········································································.90 第5 章管理篇················································································91 第 1 节目标客户管理··································································92 目标客户梳理六步骤··································································.92 客户经营三类型········································································.94 从产品到战略···········································································.95 第2 节销售商机管理··································································97 商机来源四象限········································································.97 商机分析六要素········································································.98 形势分析三维度········································································.99 关键赢单六指标······································································.100 第3 节销售业绩管理·······························································.101 课程销售业绩预测···································································.102 项目方案销售业绩预测·····························································.104 业绩管理四点建议···································································.106 第4 节日程管理······································································.107 团队管理四个会议···································································.108 如何做好日程管理···································································.109 及时做好跟进记录···································································.110 用好周报仪表盘········································································111 第6 章应用篇·············································································.113 第 1 节企业培训销售流程························································.114 企业培训机构组织架构·····························································.114 从线索到现金·········································································.115 第2 节行业产品分类·······························································.117 产品行业分类原则···································································.117 分类统计业绩分析···································································.118 第3 节线索商机管理·······························································.121 推广活动与线索管理································································.121 海报设计与线索归集································································.122 课程商机四步漏斗···································································.124 项目商机五步漏斗···································································.124 第4 节客户协同经营·······························································.127 多人经营同一客户···································································.127 同一客户多个项目···································································.128 多人协同跟进商机···································································.129 协同共享日程看板···································································.130 第5 节师资管理······································································.131 师资分类与管理······································································.131 师资调用与评价······································································.132 结篇·································································································.135 成就企业培训销售精英·····································································.136 找准突破点············································································.136 四知道两会做·········································································.138 成就精彩人生·········································································.139 发掘“人力资本”的力量··································································.141