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大客户营销策略、区域市场开发与金牌销售团队管控实战特训班文库(KEYACCOUNTMARKETINGSTRATEGY,REGIONALMARKETDEVELOPMENTANDGOLDMEDALSALESTEAMCONTROLACTUALCOMBATSPECIALTRAININGLIBRARY)BIGCUSTOMERMARKETINGSTRATEGY,REGIONALMARKETDEVELOPMENTANDGOLDMEDALSALESTEAMCONTROLACTUALCOMBATSPECIALTRAININGLIBRARYTXTTWOPEOPLEQUARREL,FIRSTSAYSORRYPEOPLE,ANDNOTADMITDEFEAT,ANDNOTFORGIVEHEONLYCARESMOREABOUTTHERELATIONSHIPTHANTHEOTHERCUSTOMERMARKETINGSTRATEGY,REGIONALMARKETDEVELOPMENTANDSALESMANAGEMENTTEAMGOLDMEDALCOMBATTEXUNBAN2010416SHANGHAI423SHENZHEN514BEIJINGHOUSEHOLDINGTIMEAPRIL,1618,SHANGHAI,APRIL,2325,SHENZHEN,MAY,1416,BEIJINGTRAININGFEE3800BUYSEND,NODISCOUNTINCLUDINGDATAFEE,LUNCHANDAFTERNOONTEA,ETCTRAININGMETHODSCASESHARING,PRACTICEANALYSIS,INTERACTIVEDISCUSSION,TRAININGGAMES,ETCTRAININGTARGETCHAIRMAN,GENERALMANAGER,MARKETINGVICEPRESIDENT,KEYACCOUNTMANAGER,REGIONALMANAGER/REGIONALMANAGER,SENIORMANAGERS,SUCHASCHANNELMANAGER,MARKETINGDIRECTORANDBRANDMANAGERORGANIZATIONBAIDUTRAININGNETWORKSHANGHAIZHIJINENTERPRISEMANAGEMENTCONSULTINGCOLTDCONFERENCEREGISTRATION1REGISTRATIONTIMEAPPLYFORREGISTRATIONIMMEDIATELY2CONTACTNUMBER02154483382,075561289005COMPANYWEBSITEWWWTRAINING100NETEMAILBAIDUTRAINING100NETHRM28126COMMSNREGISTRATIONTRAINING100HOTMAILCOMQQREGISTRATION8964867303REGISTRATIONTELEPHONEREQUESTREGISTRATIONFORMORONLINEREGISTRATIONRETURNREGISTRATIONFORMTHOUGHTOFTHOUGHT,THOUGHTOFTHOUGHTTHOUGHTOFTHOUGHTCHINESEMARKETINGHASSPENTMORETHAN20YEARSONTHEROADTOTHEWESTFORHUNDREDSOFYEARSLOCALENTERPRISESHAVEEXPERIENCEDTHEHARDSHIPSOFMARKETCOMPETITION,INPRACTICE,INTHEGROWTHOFERRORCORRECTION,ACONSIDERABLENUMBEROFENTERPRISESHAVEMASTEREDTHEESSENCEOFMARKETINGMANAGEMENTANDPRACTICEOFOPERATIONSKILLSTOCONFINEABLEDEVELOPMENTHOWEVER,THEREARESOMEONCEPOPULARINCHINA,INTHEMARKETONBOTHSIDESOFTHECHANGJIANGRIVERCHIZHATHEWELLKNOWNENTERPRISESOFTHESTORM,BUTBECAUSEOFTHEMARKETINGMANAGEMENTTHEREAREMANYMISUNDERSTANDINGS,ANDULTIMATELYFAILEDTOGETOUTOFTHEGLORYTOFAILURELOWLEVELTRANSMIGRATIONASAWHOLE,THEPROBLEMSEXISTINGINTHEENTERPRISESTHATFAILORAREDIFFICULTTOBREAKTHROUGHAREREFLECTEDINTHELACKOFMARKETDEVELOPMENTFEASIBLEMARKETDEVELOPMENTSTRATEGYANDSTANDARDMANAGEMENTOFREGIONALMARKET,LACKOFEFFECTIVEEXCAVATIONOFBIGCLIENTSINTHEBREAKTHROUGHOFMARKETDIGANDSYSTEMMANAGEMENT,INTERNALMANAGEMENT,THELACKOFASTRONGLINEOFSALESTEAM,WHICHLEDTOLOCALENTERPRISESDIFFICULTTOACHIEVECROSSYUEGROWTHTHISCOURSEISBASEDONTHEDEVELOPMENTEXPERIENCEOFSEVERALFORTUNE500COMPANIESINWHICHINSTRUCTORSARESERVINGTHEMSELVES,TOTRAINEXCELLENTMARKETINGMANAGERSFORTHEPURPOSEOFSYSTEMATICALLYANALYZINGTHECHARACTERISTICS,STRATEGIESANDTECHNIQUESOFSALESANDMARKETINGATALLLEVELS,AIMEDATENHANCINGSALESSTAFFATEACHABILITYTOANALYZEANDSOLVEPROBLEMSTHROUGHSALES,ANDOPENTHEDOORTOSUCCESSTRAININGINCOMEMASTERTHESTRATEGYOFKEYACCOUNTDEVELOPMENT,IMPROVETHESKILLSANDABILITYOFKEYACCOUNTSALES,EFFECTIVELYINTEGRATECOMPANYRESOURCESANDDEALWITHBIGCUSTOMERSHOUSEHOLDSMANAGETOESTABLISHAGOODSTRATEGICALLIANCEUNDERSTANDREGIONALMARKETANALYSISANDMANAGEMENTMETHODS,LEARNTHEPLANANDIMPLEMENTATIONSTEPSOFREGIONALDEVELOPMENT,ANDGRASPTHEDAILYOPERATIONOFVARIOUSREGIONSMANAGERIALSKILLS。KNOWHOWTOCARRYOUTBRANDANDTERMINALMARKETING,UNDERSTANDTHEBRANDSTRATEGYANDTERMINALSTRATEGYTOPROMOTETHEDEVELOPMENTOFENTERPRISEREGIONALMARKETSTRENGTHENTHETEAMSPIRITAMONGTHEMARKETINGDEPARTMENTS,ANDREALIZETHEOVERALLSYNERGYESTABLISHAFAIRANDEFFICIENTEXAMINATIONANDINCENTIVEMECHANISM,BUILDAHIGHPERFORMANCESALESTEAMTHOUGHTOFTHOUGHT,THOUGHTOFTHOUGHTTHOUGHTOFTHOUGHTSYLLABUSTHEFIRSTDAYTHESUCCESSOFBIGCUSTOMERSALESCONSULTANTBRAINGAMEINYOURINCREASINGLYCOMPETITIVESELLINGTIMES,HAVEYOUEVERCOMEACROSSSUCHAPROBLEM20OFTHECUSTOMERSAREALWAYSMAKINGDEMANDS,BUTTHECOMPANYRESOURCESAREINADEQUATEINTHEFACEOFLARGECUSTOMERSCONTINUETOREDUCEPRICESREQUIREMENTS,ORPASSIVE,ORDIFFICULTTODEALWITHFACINGTHECHANGINGNEEDSOFCUSTOMERS,EITHERSTRUGGLINGTORESPOND,ORTOMAKEPROFITSSHRINKFACINGTHECUSTOMERDECISIONMAKINGLAYER,THEPURCHASINGTEAMISBECOMINGMOREANDMOREPROFESSIONALTODAY,OURSALESSTAFFISBECOMINGMOREANDMOREAWAREOFITPOWERLESS,LACKOFRESOURCESINTHEMIDDLEOFTHEBIDDINGPROJECT,IALWAYSWONDERWHOISTHEPOLICYMAKERANDSPINOUTOFTHEDOORISEEMTOBEINTHEISOLATEDISLANDITTOOKALOTOFEFFORTTOBUILDRELATIONSHIPSWITHCUSTOMERS,BUTWHYDOCLIENTSSTILLGIVEPROJECTSTOCOMPETITORSBIGPROJECTSTEPBYSTEPFORWARD,WHENTOORDERTOTHECUSTOMERISBETTER,HOWTODEFINEBIGCUSTOMERPROGRESS80OFTHEPROFITSOFENTERPRISESARECREATEDBY20BIGCUSTOMERSINTHEINCREASINGLYCOMPETITIVETODAY,CONSTANTLYCHASINGNEWCUSTOMERSITSNOSMARTSTRATEGYBECAUSETHECOSTOFDEVELOPINGACUSTOMERISFARHIGHERTHANTHECOSTOFRETAININGACUSTOMER,INORDERTOENSURETHESTEADYGROWTHOFENTERPRISES,MAINTAININGANDDEVELOPINGLARGECUSTOMERSHASBECOMEANIMPORTANTISSUEINENTERPRISEDEVELOPMENTANDCUSTOMERSTHEVALUEOFACOMPANYSHOULDLIEINTHELIFETIMEVALUEOFITSUSEOFTHECOMPANYSPRODUCTSORSERVICESPREFACEMAJORCUSTOMERSALESFEATURESTHECOMPLEXITYOFBIGCUSTOMERRELATIONSHIPSMOTIVATIONISSUESORGANIZATIONALMOTIVATIONANDPERSONALMOTIVATIONEXISTINGMOTIVATIONANDCREATIVEMOTIVATIONIMPACTOFDECISIONMAKINGACOMBINATIONOFMULTIPLEFACTORSANDFORCESDECISIONCYCLECOMPETITIVESITUATIONANDOURSTRATEGYSALESPHILOSOPHY,VSSALESSTAFFQUALITYRATIONALLEFTBRAINSTRENGTHICAREFULLYPREPAREDISNOTREADYINPREPARATIONFORFAILURE,NOPLANISTHEPLANTOFAILFOURBEFORESALESANDHOWTOMAKEASUCCESSFULSALESPLANCUSTOMERINFORMATIONISTHEKEYTOSALESSUCCESSSALESPEOPLEOFTENDONTKNOWWHATKINDOFCUSTOMERINFORMATIONTHEYNEEDHOWTOUSEEFFECTIVEMETHODSANDTECHNIQUESTOOBTAINCUSTOMERINFORMATIONTHISSECTIONOFTHETALKANDGROUPDISCUSSIONWILLHELPSTUDENTSUNDERSTANDANDMASTERTHEMETHODSANDSKILLSOFGETTINGINFORMATIONDETERMINEWHATKINDOFCUSTOMERINFORMATIONYOUNEEDPREPARATIONOFMAJORCUSTOMERSBEFORESALESORGANIZATIONALSTRUCTUREANDPURCHASINGPROCESSANALYSISUNDERSTANDEACHOTHERSOPERATIONLAYER,MANAGEMENTANDDECISIONLEVELWHOAREDESIGNERS,SPONSORS,EVALUATORS,DECISIONMAKERS,ANDUSERSLAYOUT,FIXEDPOINT,ANDNETEFFECTIVECONTACTWITHCUSTOMERSHOWTOESTABLISHANDDETERMINETHEMOSTEFFECTIVECHANNELOFINFLUENCEFORPOLICYMAKERSGRASPTHESUBTLERELATIONSHIPBETWEENDECISIONMAKERSHOWTOLEVERAGECLIENTCRITICALEVENTSANDEVENTSHOWTOIDENTIFYINDIVIDUALMOTIVATIONANDORGANIZATIONALMOTIVATIONOFDECISIONMAKINGMEMBERSCUSTOMERPERSONALITYANDCOMMUNICATIONDISTINGUISHANDVERIFYTHEACCURACYOFTHEINFORMATIONGRASPTHEKEYCUSTOMERDEMANDUNDERSTANDINGDEMAND,MEETINGDEMAND,ANDSOMETIMESCREATINGDEMANDINLARGEPROJECTSALES,CUSTOMERSSOMETIMESDONOTFULLYUNDERSTANDTHEIROWNDEMANDWENEEDOURSALESCONSULTANTSTOMAKEANINDEPTHANALYSISOFTHEIRNEEDSINBIGCUSTOMERSALES,CUSTOMERSDONOTHAVEPROBLEMS,THEREISNOSALES,SOTHESEARCHANDIDENTIFICATIONOFCUSTOMERPROBLEMSISTHEMOSTIMPORTANTTHINGLEFTBRAINSTRENGTHHOWTOEFFECTIVELYPLANANDINVESTIGATEBEFOREVISITHOWTOSTIMULATETHEINTERESTOFPOTENTIALCUSTOMERSHOWTOHELPPOTENTIALCUSTOMERSRECOGNIZEANDACKNOWLEDGEPROBLEMSHOWTODIAGNOSETHEPROBLEMANDCREATEAVISIONFORTHESOLUTION6TOOLSANDPROCESSDESIGNFORDEMANDEXPLORATIONFIVEKEYQUESTIONSOFEFFECTIVEQUESTIONINGCREATETOOLSTOOBTAINCUSTOMERINFORMATIONQUESTIONLIBRARYVISIONANDTOLERANCE,LETPOTENTIALCUSTOMERSTOACTHEADACHEPROBLEMHOWTOMAKEANOFFERANDREDUCETHEPRICECLEARADVANTAGESTHEESTABLISHMENTANDSHOWTHEIRCOMPETITIVEADVANTAGENOWTHEBIGCUSTOMERSALESFACETHECUSTOMERDECISIONMAKINGLAYERMOVEUP,THECUSTOMERSPURCHASINGLAYERMOREANDMORESPECIALIZED,THEDIVISIONOFPOWERISMOREANDMOREOBVIOUS,WEWILLALSOGRADUALLYSWITCHFROMPERSONALSALESTOTEAMSALES,WHICHWILLHELPOURTEAMTOCOOPERATEWITHEACHOTHER,STANDARDIZEDSALESPROCESSESAREMENTIONEDNEWDEMANDSHAVEBEENMADEFOURMAINPOINTSOFTEAMSALESCUSTOMERTRUSTISTHECOREOFLARGECUSTOMERSALESTHREELEVELSOFCONFIDENCEBUILDINGORGANIZATIONALTRUST,PERSONALTRUST,TRUSTGUARANTEEMAKEGOODUSEOFYOURRESOURCESNINEWAYSTOBUILDORGANIZATIONALTRUSTFIVESTEPSANDTENMETHODSFORESTABLISHINGINDIVIDUALTRUSTCOMBINATIONOFCUSTOMERNEEDSANDSOLUTIONSTECHNIQUESANDMETHODSFORPRESENTINGSOLUTIONS/PRODUCTSTOCUSTOMERSTHISEMOTIONALRIGHTBRAINPOWERTHECUSTOMERANDGRASPTHEPURCHASEDECISIONPROCESSUNDERSTANDINGLEARNANDUNDERSTANDTHERELATIONSHIPSBETWEENDIFFERENTDECISIONROLESANDINTERACTIONSWITHINTHECUSTOMER,ANDUNDERSTANDTHEDIFFERENTPURCHASESINTHESAMEBIGCUSTOMERDIFFERENTSALESMETHODSSHOULDBEUSEDBYTHEPURCHASINGDECISIONMAKERATTHESAMETIME,WESHOULDPAYFULLATTENTIONTOTHEPOLITICALRELATIONSBETWEENDIFFERENTDECISIONMAKERS“SOASTOENSURETHESUCCESSOFSALESUNDERSTANDTHEDIFFERENTROLESTHATCUSTOMERSPLAYINPURCHASINGDECISIONSLEARNTOIDENTIFYCUSTOMERSATTITUDESTOWARDSBUYING,ANDFACECOMPETITIONFORSALESEMPHASISONTHEIMPORTANCEOFFOSTERINGANIMPORTANTDECISIONMAKERFOROURCLIENTSCUSTOMERRELATIONSHIPTYPECLOSENESSRELATIONSHIPRELATIONSHIPOFTRUSTTHEFOURSKILLSTOENHANCECUSTOMERRELATIONSHIPBUILDRELATIONSHIPESTABLISHGOODCOMMUNICATIONATMOSPHEREMAKEARELATIONSHIPDEEPENAGOODRELATIONSHIPPULLTIESFILLUPAGOODRELATIONSHIPUSERELATIONSHIPADVANTAGE,RELATION,RESOURCEANALYSISANDIDENTIFYTHEPSYCHOLOGICALNEEDSOFDIFFERENTPURCHASINGDECISIONMAKERS,ANDESTABLISHWAYSTOMEETDIFFERENTPSYCHOLOGICALNEEDSOPPORTUNITYANDMETHODOFCONTACTUSINGTHEDYNAMICRELATIONSHIPOFDIFFERENTPURCHASINGDECISIONROLESINCUSTOMERTOCREATETHECONDITIONFOROURWINROLEEXERCISEINTHEFINALSTAGEOFTHESALE,THESALESSTAFFOFTENMAKEMISTAKESAREEITHERTOOEAGERTOPROMOTETHEDEALCAUSEDCUSTOMERRESENTMENT,FEAROFBEINGEITHERREFUSETOGIVEUPPROMOTEBUSINESSINTHISCHAPTER,THROUGHTHEANALYSISOFTHEWRONGBEHAVIOROFTHESALESSTAFFANDTHEPSYCHOLOGICALFACTORSTHATLEADTOTHEWRONGMOVE,WEWILLDISCUSSTHECORRECTNESSOFTHETRANSACTIONINTHEFINALSTAGETHEMETHODOFTIMINGANDTHEEFFECTIVETECHNIQUEOFPROMOTINGATRANSACTIONSOASTOIMPROVETHETURNOVERPROBABILITYOFSALESSTAFFJUDGETHEBESTTIMINGOFTHETRANSACTIONCASEANALYSISTOANALYZETHESALESSTAFFBEARINTHEFINALSTAGEOFTHEPSYCHOLOGICALPRESSURE,WEOFTENWORKNOTCOMPLETEDINWHATCIRCUMSTANCESJUDGETHEBESTTIMETOPUSHADEALTOACHIEVEAWINWINDEALHAVEYOUPREPAREDAVARIETYOFSOLUTIONSTOTHEPROBLEMANDPREPAREDANEFFECTIVEWAYTOASKHOWTOSOLVETHEPROBLEMANDPUSHAHEADWITHTHEBESTPLANCOPEWITHTHEDIFFICULTSITUATIONHOWTODEALWITHCUSTOMERSPSYCHOLOGICALANDPERSONALITYBARRIERSINTHEFINALSTAGESUMMARYOURSALESTARGETSTEPBYSTEPTOGETTHECUSTOMERSCOMMITMENTTOPURCHASETENDERATTENTIONMATTERSREVIEWANDSUMMARYSUMMARIZEWHATYOUHAVELEARNEDQUESTIONSANDANSWERSCURRICULUMEVALUATIONTHESECONDDAYREGIONALMARKETDEVELOPMENTANDMANAGEMENTIREGIONALMARKETANDPERFORMANCEGROWTH1GEOGRAPHICALCONCEPTSINREGIONALMARKETS2PRODUCTCONCEPTINREGIONALMARKET3,REGIONALMARKETMODEOFBUSINESSTRANSFORMATION,FACETOFACE4,WHATARE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T2JOBCOMMUNICATIONOFBUSINESSREPRESENTATIVESTHEFOURTHPARTISSALESTEAMMOTIVATIONANDGROWTHTHEELEVENTHPARTTHEGROWTHOFSALESTEAMANDTHECOMPREHENSIVEAPPLICATIONOFCONTROLTOOLS1,THREETYPESOFSALESFORCE2FOURTOOLSFOREFFECTIVECONTROL3EFFECTIVELYMOTIVATESALESTEAMHOWTOMOTIVATESALESTHROUGHPERFORMANCECOMPETITIONSEFFECTIVELYPREVENTVICIOUSPERFORMANCECOMPETITIONHOWDOYOUMOTIVATEEMPLOYEESWITHOUTOPPORTUNITIESFORADVANCEMENTTHEREARETOOMANYEXCELLENTSTAFFANDLIMITEDPROMOTIONPLACESWHATSHOULDIDOENCOURAGEBYMODERATEAUTHORITYCLEVERUSEOFBLAMENEGATIVEREINFORCEMENTTHEPOWEROFFINDINGANEXAMPLE5INCENTIVESFOR“PROBLEMEMPLOYEES“RECIPES“CASESTUDYTWELFTHSALESTEAMOVERALLEVALUATION1,LETTEAMMEMBERSSTRENGTHENTHEIRSTRENGTHSANDCIRCUMVENTWEAKNESSES,COMPLEMENTARYADVANTAGES2CONTROLTHE“MUSTANG“INTHETEAM“3PLACEMENTOF“SPECIALEMPLOYEES“4YIELD“DEMONSTAFF“5SHAPEEXCELLENTTEAMMEMBERS6MODERN“TIANJI“THIRTEENTHSALESSTAFFONTHEJOBEVALUATION1DIMENSIONALEVALUATIONMETHOD2,THEFOURTYPICALACTIONSAFTEREVALUATIONFOURTEENTHSALESTEAMONTHEJOBCOUNSELING1,THEIMPORTANCEOFPOSTCOACHING2,THEIMPORTANTCONTENTOFTHEPOSTCOACHING3FOLLOWUPTRAININGPROCEDURESFORSALESACTIONSFIFTEENTHSALESTEAMINCENTIVES1THEPROCESSOFEMPLOYEEGROWTH2PRINCIPLESANDMETHODSOFMOTIVATIONTHETHIRDDAYKEYCUSTOMERMARKETINGSKILLSANDSTRATEGIESFIRST,THECHARACTERISTICSOFLARGECUSTOMERSALESTWO,LARGECUSTOMERMININGANDPURCHASEANALYSIS1,FOURCUSTOMERTYPES2,POTENTIALCUSTOMERSMININGMETHODS3CUSTOMERINFORMATIONSOURCES4BUYERSANALYSIS5,THEFIVEROLESINPURCHASINGDECISION6,WHATISTHECONCERNOFCUSTOMERDECISIONMAKINGTHREE,HOWTOCONTACTPOTENTIALCUSTOMERS1,AMINUTEOPENING2LEAVEAGOODFIRSTIMPRESSIONONPOTENTIALCUSTOMERS3,WINTHEPOTENTIALCUSTOMERSOFTHETHREEMAGICWEAPONS4,TRYTOFIGUREOUTTHEPSYCHOLOGICALPOTENTIALCUSTOMERS5,CORRECTLYHANDLETHESKILLSOFTHEFIRSTINTERVIEW6,ATTRACTCUSTOMERSATTENTIONSKILLSFOUR,MAJORCUSTOMERPURCHASINGPROCESS1,HAIRFIRSTDEMAND,INTERNALBREWING2,DETERMINEPROCUREMENTSTANDARDS3,SYSTEMDESIGN4ANALYZEREQUIREMENTS5MAKINGPURCHASINGBUDGET6,TENDER7、EVALUATEALLKINDSOFCUSTOMERPLAN8SIGNPURCHASECONTRACTANDPURCHASEINSTALLATION9,FOLLOWUPCOOPERATIONFIVE、EFFECTIVELYCONTROLTHESALESPROCESSOFKEYACCOUNTS1,PROFESSIONALCONTROLOFSALESPROCESS2BECLEARABOUTWHATYOURESELLING3,HOWTOBUILDTRUST4,EFFECTIVECOMMUNICATION5,DEALWITHOBJECTIONS6,BIGCUSTOMEROUTOFCONTROLSIGNALSIXSIGNINGLARGEACCOUNTS1,LARGECUSTOMERSALESPSYCHOLOGICALCURVE2WHATISNEGOTIATION3,MEASURETHETHREESTANDARDSOFNEGOTIATION4,BIGCUSTOMERNEGOTIATIONSINFIVESTAGES5,SEIZETHELASTMINUTEHESITATIONSEVEN,MAJORCUSTOMERSALESOFSEVERALSUPPLEMENTARYMEANSLECTURERQUALIFICATIONPEKINGUNIVERSITYGRADUATESCHOOLOFECONOMICS,UNIVERSITYOFSOUTHERNCALIFORNIAUSCMBAMARKETING,CUSTOMERANALYSIS,NEGOTIATIONSKILLS,SENIORMARKETINGMANAGEMENTTRAINERHESERVEDASDEALERMANAGERANDKEYACCOUNTMANAGEROFHOLLANDPHILPS,SIEMENS,FRANCE,SCHNEIDERANDOTHERINTERNATIONALWELLKNOWNCOMPANIES,ASALESMANAGER,MARKETINGDIRECTOR,ETCHEISSTILLWORKINGFORFORTUNE500COMPANIESANDSERVESASMARKETINGMANAGEMENTINGREATERCHINAWITHRICHTHEORETICALANDPRACTICALEXPERIENCEINBUSINESSPRACTICE,INCLUDINGCHANNELMANAGEMENT,KEYACCOUNTMANA
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