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| ⊙ 专家团队 |
 MrZhou：
欧盟爱尔兰国际大学荣誉博士，浙江大学旅游学院副院长、教授、硕士研究生导师兼任开元旅业集团副总裁。主持国家、省部委和各类横向课题20余个，发表论文30余篇，出版各类教材和著作20余本。 |
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顾客关系营销
课程时间： 4天
课程大纲：
Day 1 Morning 第一天上午
- Introduction to the program 课程介绍
- Customer relationship marketing 顾客关系营销
- Market and marketing市场与市场营销
- Marketing mix : from 4Ps to 7Ps 营销组合：从4P到7P
- relationship marketing 关系营销
- customer relationship management 顾客关系管理
Day 1 afternoon 第一天下午
- Identify Customers’ Needs 识别顾客需求
- Customer buyer behavior 顾客购买行为模式
- Define market segmentation 定义市场细分
- Identify guest needs, wants and expectations 识别顾客所需所欲
Day 2 morning 第二天上午
- Moments of Truth 关键时刻
- Explain the concept of moments of truth 解释关键时刻理念
- Identify the different moments of truth in customer service atworkplace 识别工作中顾客服务的关键时刻
- Discuss the various ways of managing moments of truth 讨论如何管理关键时刻
- Exceeding Customer’s Expectations 超越顾客期望值
- Explain service gap model 解释服务差距模型
- Communication style 沟通风格
- Service flower --Additional value 服务之花-- 附加值
- Wowyour customers 使顾客惊喜
Day 2 Afternoon ( 3 hours ) 第二天下午
- Negotiating 销售谈判
- Customer objections顾客异议
- Negotiating buyer concerns 就顾客关注而谈判
- Overcoming Objections克服异议
- Handling Guest Complaints 处理顾客投诉
- Analyze whyguests complain分析顾客投诉
- Importance of complaints 投诉的重要性
- Understandhow to deal with four types of complainers 了解如何处理四类不同的顾客投诉
Day 3 Morning 第三天上午
- Sale techniques and skills销售技巧与技能
- upselling skills 向上销售技巧
- personal skills 个人技能要求
- sales techniques 销售技术
- Sale for win-win 双赢的销售
Day 3 Afternoon 第三天下午
- Prospecting 如何找寻潜在的顾客
- Generating Leads 寻找线索
- Qualifying a Prospect识别一个潜在顾客
- Prospect Pool 潜在顾客的储备
- Planning the Sales Call 计划登门拜访
- Approach 接触潜在顾客
Day 4 morning 第四天上午
- Service –Profit Chain & Internal Customer Service 服务利润链与内部顾客服务
- Explain the concept of service –profit chain 解释服务利润链概念
- Identify the internal customers’ needs, wants and expectations. 内部顾客所需所欲
- Motivation 激励
- Maslow’s Hierarchy of Needs马斯洛需求层次
- Self motivation 自我激励
- Discuss how to make themotivation plan 制定激励计划
Day 4 afternoon 第四天下午
- Teamwork activities 团队活动
- Teamwork 团队合作
- Define group & team 定义群体与团队
- Analyze characteristics of a good team 分析高效团队特征
- Effective team principles 高效团队规则
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