How to Prospect, Qualify and Win Industrial Customers in China

如何在中国开发、筛选并赢得新工业客户

The China industrial B2B market has transformed. Traditional reliance on banquets or foreign technical prestige no longer works. Buyers now prioritize speed, flexibility, and tangible outcomes amid economic uncertainty and regulatory pressures.

中国工业B2B市场已发生蜕变。传统依赖宴请或外国技术威望的模式不再奏效。在经济不确定性和监管压力下，买家如今更重视速度、灵活性和切实成果。

International companies face a paradox: while China remains a large market, demand has softened and buyers are more risk-averse. Success requires a new sales mindset—prospecting based on signals of change, qualifying deeply on risk reduction, and winning by making decisions safer, not cheaper.

国际企业正面临一个悖论：尽管中国仍是庞大的市场，但需求已趋于疲软，买家更趋避险。要取得成功，必须转变销售思维——基于变革信号发掘商机，深入评估风险管控能力，并通过提升决策安全性而非降低成本来赢得市场。

This one-day workshop merges relationship-building with modern signal-based prospecting. You'll gain practical tools and China-specific insights to help your team sell with speed and cultural confidence.

本次为期一天的研讨会将人际关系构建与现代信号式客户开发相结合。您将获得实用工具和针对中国市场的洞察，助力团队以高效速度和文化自信开展销售工作。

By the end of the training programme, you shall be able to:

在本课程结束后，学员将能够：

1) Shift from generic prospect hunting to signal-based prospecting

   从泛泛的潜在客户挖掘转向基于信号的潜在客户发掘

2) Build sales conversations around customer needs and pain points.

   围绕客户需求和痛点构建销售对话。

3) Use strategic questioning to uncover hidden needs. 

  使用战略性提问发掘潜在需求

This workshop is designed especially for sales and other people who face unique negotiation challenges in China or Asia, and are looking for practical ways to achieve better negotiating outcomes.

对自己此前所参加的所有谈判培训均感到不尽如人意、期望获得具有实效、切实可行结果的经理及员工。

1. Understanding Today's China Industrial Market | 解读当今中国工业市场

2. Signal-Based Prospecting | 基于信号的开发新客户

• Stop hunting accounts blindly, start hunting signals of intent, pain, or change | 停止盲目追逐新客户，开始捕捉意图、痛点或变革的信号
• Discussion: Where can you locate these signals? | 讨论：这些信号可以在哪里找到？

3. Pain-Point Messaging | 痛点信息传递

• What makes the customer wants to meet you? | 是什么让客户想要见你?
• Whom is most likely to want to meet you? | 最有可能想见你的人是谁?
• How to open and end your sales meeting? | 如何开启和结束销售会议?
• Activity: Craft your opening message | 活动：撰写您的开场白
• Role-play: Opening messages | 角色扮演：开场白

4. Dealing with Initial Rejections | 应对初始拒绝

• How to deal with initial rejections such as "I already have something similar" or "Your price is too high" | 如何应对初始拒绝，例如"我已经有了类似的产品"或"你的价格太高了"
• Exercise: What rejections will you face and how to deal with them | 练习：你将面临哪些拒绝，以及如何应对它们

5. Qualifying the right kinds of new customers | 如何筛选合适的新客户

• What are the criteria of good customers besides budgets and volume? | 除了预算和单量以外，优质客户还需要满足什么标准?
• Qualifying criteria: Needs, Money, Relationship and Potential | 资格标准: 需求、资金、关系和潜力
• Exercise: Qualifying the right kinds of new customers | 练习：筛选合适的新客户类型

6. Evaluating Your Sales Meetings | 评估你的销售会议

• Whom did you meet? | 见了谁?
• What information was obtained? | 获得了什么信息？
• What needs can we fulfil? When? | 我们能满足什么需求？什么时候？
• Whom should we approach next? How? | 下一步应该找谁？如何进行？
• Case study | 案例分析

7. Engaging Conversations with New Customers | 与新客户展开深入对话

• Why do you need to ask questions | 如何提问以找寻客户的需求
• 5 key questioning techniques to find out hidden needs and gaps | 5种提问方式以了解对方的隐藏需求及差距
• Questioning Exercise: You are meeting a prospective customer who claims to be satisfied with their current provider. However, you know they likely face specific, common pitfalls that your solution handles better.Design a questioning strategy that guides the customer to: 1) Acknowledge the hidden challenges they are currently facing. 2) Realize the severity and cost of ignoring these problems. 3) Invite you to present your solution as the necessary fix | 提问练习：您正与一位潜在客户会面，对方声称对现有供应商满意。但您清楚他们很可能面临特定的常见困境，而您的解决方案能更有效应对。请设计一套提问策略，引导客户：1）承认当前面临的潜在挑战， 2）意识到忽视这些问题的严重性及代价， 3）邀请您提出解决方案作为必要对策
• Role Play your questioning strategy | 演练你的提问策略

This workshop consists of a lively series of short participative lectures conveyed using plain uncomplicated explanations. Learning will be facilitated through exercises and case studies. Ample seminar materials will be given to participants so that these will be a constant source of reference to them. Ample time will be allotted for group discussion. 

本课程包含一系列生动翔实的参与性讲解，说明和解释通俗易懂，训练和案例贯穿始终，学员还会获得大量的讲座材料，作为日后的常用参考资料。讲座还将为小组讨论作出合理的时间安排。本课程让您能够把所学到的知识立刻运用在工作上。