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營銷目標執行課程培訓

課程背景：
營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)關鍵點在(zai)哪里？提(ti)高營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)業(ye)績水平(ping)的(de)(de)(de)(de)(de)(de)(de)(de)關鍵是(shi)(shi)(shi)(shi)什(shen)么？相信這(zhe)個問題(ti)幾乎所(suo)有(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)管(guan)理者都思考過(guo)，是(shi)(shi)(shi)(shi)提(ti)升(sheng)(sheng)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)技(ji)巧、改(gai)善(shan)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)心態還是(shi)(shi)(shi)(shi)加強(qiang)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)管(guan)理？事(shi)實(shi)上，企業(ye)在(zai)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)技(ji)巧提(ti)升(sheng)(sheng)和心態改(gai)善(shan)方面(mian)投入(ru)(ru)的(de)(de)(de)(de)(de)(de)(de)(de)經費(fei)是(shi)(shi)(shi)(shi)最(zui)多(duo)的(de)(de)(de)(de)(de)(de)(de)(de)，但效果(guo)卻(que)并不(bu)(bu)讓人(ren)(ren)(ren)(ren)(ren)(ren)(ren)滿意，很多(duo)培訓費(fei)用(yong)實(shi)際(ji)上被(bei)浪費(fei)掉了(le)。經過(guo)長(chang)時間對(dui)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)工(gong)作(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)跟蹤咨詢(xun)，我發(fa)現營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)業(ye)績不(bu)(bu)佳(jia)的(de)(de)(de)(de)(de)(de)(de)(de)首(shou)要根源并不(bu)(bu)是(shi)(shi)(shi)(shi)技(ji)巧和心態問題(ti)，而(er)是(shi)(shi)(shi)(shi)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)行(xing)(xing)(xing)為(wei)不(bu)(bu)夠精準(zhun)有(you)(you)效和營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)動(dong)(dong)作(zuo)(zuo)執行(xing)(xing)(xing)不(bu)(bu)到(dao)(dao)位(wei)，多(duo)數時候是(shi)(shi)(shi)(shi)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)明知(zhi)道正確(que)的(de)(de)(de)(de)(de)(de)(de)(de)做法(fa)是(shi)(shi)(shi)(shi)什(shen)么，但就是(shi)(shi)(shi)(shi)做不(bu)(bu)到(dao)(dao)。所(suo)以(yi)我認為(wei)現在(zai)的(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)管(guan)理要解(jie)決(jue)的(de)(de)(de)(de)(de)(de)(de)(de)不(bu)(bu)是(shi)(shi)(shi)(shi)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)技(ji)巧提(ti)升(sheng)(sheng)問題(ti)，而(er)是(shi)(shi)(shi)(shi)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)執行(xing)(xing)(xing)問題(ti)。即如(ru)(ru)何(he)使營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)行(xing)(xing)(xing)為(wei)更加精準(zhun)有(you)(you)效、如(ru)(ru)何(he)使營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售動(dong)(dong)作(zuo)(zuo)執行(xing)(xing)(xing)到(dao)(dao)位(wei)、如(ru)(ru)何(he)使所(suo)有(you)(you)制定的(de)(de)(de)(de)(de)(de)(de)(de)策(ce)略(lve)全部執行(xing)(xing)(xing)到(dao)(dao)位(wei)，只有(you)(you)解(jie)決(jue)了(le)這(zhe)幾大問題(ti)，營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)策(ce)略(lve)和銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售技(ji)巧的(de)(de)(de)(de)(de)(de)(de)(de)訓練(lian)才會有(you)(you)意義，而(er)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)可挖掘潛力(li)幾乎是(shi)(shi)(shi)(shi)無窮(qiong)的(de)(de)(de)(de)(de)(de)(de)(de)。林老師在(zai)多(duo)年營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)一(yi)線工(gong)作(zuo)(zuo)經驗和多(duo)年營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)咨詢(xun)經驗的(de)(de)(de)(de)(de)(de)(de)(de)基礎(chu)上，系統(tong)(tong)(tong)研究營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)流程(cheng)再造(zao)技(ji)術(shu)、企業(ye)教(jiao)練(lian)技(ji)術(shu)、績效標桿對(dui)比技(ji)術(shu)和系統(tong)(tong)(tong)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)4R流程(cheng)、*流程(cheng)等國(guo)內外*的(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)、執行(xing)(xing)(xing)技(ji)術(shu)，推(tui)出的(de)(de)(de)(de)(de)(de)(de)(de)一(yi)套“L6精準(zhun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)教(jiao)練(lian)系統(tong)(tong)(tong)”，該系統(tong)(tong)(tong)從“營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)執行(xing)(xing)(xing)素(su)質訓練(lian)、精準(zhun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)六(liu)步流程(cheng)、營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)資源配置體(ti)系、營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)力(li)體(ti)系、營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)結果(guo)管(guan)控體(ti)系、營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)文化體(ti)系”六(liu)個方面(mian)入(ru)(ru)手，系統(tong)(tong)(tong)解(jie)決(jue)企業(ye)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)力(li)的(de)(de)(de)(de)(de)(de)(de)(de)提(ti)升(sheng)(sheng)問題(ti)。本課程(cheng)是(shi)(shi)(shi)(shi)“L6精準(zhun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)教(jiao)練(lian)系統(tong)(tong)(tong)”的(de)(de)(de)(de)(de)(de)(de)(de)核心課程(cheng)，主要是(shi)(shi)(shi)(shi)進行(xing)(xing)(xing)精準(zhun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)執行(xing)(xing)(xing)流程(cheng)訓練(lian)，幫(bang)助營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)(ren)(ren)(ren)(ren)(ren)員(yuan)(yuan)理清營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)工(gong)作(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)精細化流程(cheng)，確(que)保營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)動(dong)(dong)作(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)精準(zhun)性和有(you)(you)效性。

課程收益：
1、提升營銷人員執行素質，提高營銷行動精準性和有效性，消除營銷中的資源和精力浪費，從而三倍速度增加你的營銷業績，追求計劃內的成功；
2、幫助你梳理你的年度營銷目標，并從渠道、方法、客戶、人員等各方面挖掘目標潛力，在目標分解時即找到有效實現目標的方法；
3、幫助你梳理出營銷的關鍵價值流程，從而提煉出成交的關鍵環節并做出關鍵環節工作模板；
4、針對目標現場做(zuo)出執行計劃并分解到每(mei)個(ge)(ge)區(qu)域、每(mei)個(ge)(ge)員工、每(mei)個(ge)(ge)客戶、每(mei)條渠道，做(zuo)出行動路線圖(tu)；

課程大綱：
營銷：效能型還是效率型?
一、精準營銷目標的制定與分解——讓有力量的目標牽引執行
寓言故事：龜兔賽跑新解
視頻教材：順溜領任務
1、精準目標——營銷執行動力源
2、精準目標的執行工具：SMART
3、精準目標教練對話架構
4、精準目標的有效分解：時間、渠道、客戶、人員、區域
訓練工具：SMART精準目標模板
精準目標有(you)效分解表

二、營銷現狀的梳理——清醒認知自己和對手
案例：韋爾奇考察核電站
1、清醒的認知自己的位置：梳理現狀，看清全局
2、現狀梳理找四點：競爭關鍵點、客戶需求價值點、營銷瓶頸點、自我優劣點
3、現狀梳理教練對話架構
4、現狀梳理執行工具：營銷現狀檢查單
營銷現狀梳理問題架構圖
5、理清現狀(zhuang)，找到實現目(mu)標的瓶頸環節和突破方法

三、關鍵價值鏈——找到成交中最關鍵的那幾環
案例：奧林巴斯開發西北營銷案
1、營銷失效的主要原因是營銷關鍵環節執行缺位
2、關鍵價值鏈的兩大價值：找到達成成交結果最關鍵的環節，做出關鍵環節*標準模板
3、尋找關鍵價值鏈的流程：價值公式——有效途徑（FEBC法則）——關鍵價值鏈
4、關鍵價值鏈開發工具：關鍵價值鏈有效教練架構
5、現場訓練：做出本企業的關鍵價值(zhi)鏈

四、營銷執行計劃的制定與落實——把成交落實在計劃之中
案例：九州的營銷計劃落空案
1、執行——從目標到計劃再到結果
2、確保目標實現：表現目標——執行計劃——行動目標——行動計劃——行動——行動后跟蹤
3、營銷執行計劃考察三大因素：目標、資源、風險
4、7步制定執行計劃：把目標變成每天的行動，讓每天都在達成目標
5、營銷執行計劃工具：執行計劃模板
6、執行計劃的落實工具：一對一責任
YCYA
周計劃、日結果
質詢檢查數據系統
質詢會

五、營銷過程效能的保障(營銷執行流程動作的控制)——消除營銷中的無用功
案例：電話營銷團隊開發案
1、營銷效率來源于提升過程效能
2、TOTE:營銷動作的有效性檢查
3、營銷執行動作的控制:效率型控制策略
效能型控制策略
4、過程效能保障工具：資源分配檢核表
營銷節點檢查表

六、營銷執行自我跟進、反思——保證每天改善績效1%
案例：某公司營銷反思倍增效益的案例
1、營銷行動升級——行動后跟進策略
2、ABC跟進技巧
3、訓練工具：ABC行動跟進教練地圖
課程總結

營銷目標執行課程培訓