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The 2 / 8 differentiation of customer value has almost become an iron rule in the market. For enterprises, the contribution rate of key customers even exceeds 50% of the total profit. In some industries, this ratio will be higher. Therefore, the development of key customer resources has become the main guarantee and breakthrough of enterprise profits.
The big customers mentioned in this paper are not individual customers with large consumption amount, but organizational customers with large consumption, such as purchasers, distributors, group customers, etc. Next, the author summarizes 10 key customer development skills based on many years of market practice experience.
1. Adequate customer visit preparation
Now, once many salesmen find the target customers, they immediately copy the phone or turn around and go to the door with information. In this way, they are likely to be rejected by the customers because of insufficient preparation, wasting valuable customer resources. The correct approach is: before making the first call or visiting the customer, learn as much as possible about the various information of key customers, especially their demand information, and think about the possible problems raised by the other party, the focus of possible disputes, the bottom line of concessions, etc. The more fully prepared, the higher the probability of success. In addition, it is recommended to make a thorough and preliminary communication through telephone and other channels before contacting unfamiliar customers, which can greatly improve work efficiency.
2. Become an expert on the products you sell
Big customers are different from ordinary customers, and their professional requirements are very high. Therefore, whether the business personnel know enough about the products they sell, whether they are professional enough, and whether they can give customers confidence has become the key factor in the transaction. It is easy for us to accept the advice of experts in a certain aspect, and it is easier for professionals to believe what they say. Therefore, being an expert in the products you sell is very helpful to promote business. On the contrary, if you don't know your products, how can customers buy them at ease.
3. Create value for customers
Assuming that only your enterprise can provide the goods that customers need, do you still need business personnel? Do we still need to develop customers? Of course not. At that time, customers will naturally rush to find you for cooperation, because the value you provide customers is unique. Like Microsoft, we have little choice. Therefore, we rarely see Microsoft selling their operating system. However, there are not many enterprises like Microsoft, and we don't have to demand unique value. As long as we can provide more value for customers with goods as the carrier, it's easy for big customers to talk about. Moreover, only valuable cooperation can last. Don't think that you can have this big customer for a long time by reaching preliminary cooperation or seizing a key person in charge. The only way to want long-term cooperation is to continuously create value for the organization of big customers. When you are valuable, important or even irreplaceable for the organization of big customers, So even if you don't maintain the key person in charge, you can have the big customer for a long time. Of course, unless the person in charge is the business owner himself, the maintenance of his personal relationship cannot be relaxed. The key customer development means of grasping the key decision-makers in the key customer organization is a familiar and habitual conventional means, which will not be repeated here.
It is difficult for business personnel to provide customers with great value, which depends on the enterprise organization. It is an organizational strategic thinking and decision-making, which is the key to the long-term survival and development of an enterprise. What business personnel can do is to share some valuable industry dynamic information, sales data, marketing suggestions, etc. with key customers on a daily basis.
4. Focus on competitors
Why don't big customers cooperate with you? It's not that they don't have needs, but that your competitors better meet their needs. Therefore, it's important to pay attention to your competitors. When we develop big customers, we often regard big customers as competitors and put all our strength here. In fact, it is the horizontal competitors that really affect whether we can conclude transactions with big customers. When we defeat the competitors, we basically have big customers. Therefore, while understanding the situation of key customers, we should also fully understand the situation of competitors, including their strength, what value they can provide for key customers, their bottom line, weaknesses and strengths. The clearer we understand, the greater our grasp of defeating them, that is, knowing ourselves and knowing the enemy is invincible. When we compare and analyze the relevant data of competitors, key customers and our own data, the tactics of capturing key customers will naturally surface. However, it is difficult for a single business person to understand the information of all parties. It is best to give full play to the strength of the organization.
5. Organizational system support
All the strategies and tactics mentioned in this paper involve the organization, because the key customers we have to face are organizational customers. It is obviously weak to deal with them with individual strength. Only with the planned intervention and support of the organization can business personnel use their strength to complete the task.
When we develop big customers, we basically have a big customer to be watched by a special person, but one person often lacks the ability to face the comprehensive and professional needs of organizational big customers. At this time, we can set up a big customer development support center, led by the leaders of the enterprise decision-making level and the sales manager, and composed of full-time big customer developers and employees (concurrently) of the sales department and the planning department, Business personnel can ask for help from the "think tank" at any time in the process of developing key customers, resolve difficulties in time and improve efficiency and success rate. The center should have a database, including successful cases, successful skills, lessons learned summary, customer data information, support that enterprises can provide, etc. according to different industries, the items of this database are also different, which can provide a lot of decision-making basis for business personnel to think and act, and also accumulate valuable experience and data wealth for the organization.
6. Process decomposition
Because the situation of key customers is complex and the ability of business personnel is limited, it is difficult to cover all aspects. Their characteristics are that they have their own strengths, but they also have their own weaknesses, and they are often easy to lose key customers in weak links. Even if they successfully sign the bill, they waste a lot of time on their own work, which is a waste of human capital for the company, For business personnel, it also affects efficiency, and then affects income.
The organization can disassemble all links from finding key customers, intentional contact, further communication, follow-up, transaction, maintenance and so on. For example, a specially assigned person is responsible for collecting customer information from the Internet, newspapers, television and other channels, because such work is always repeated, experience will be accumulated gradually, and the speed and efficiency are very high; Telemarketing personnel are responsible for the initial intentional contact. These people are naturally better at telemarketing skills and can quickly find out the reality of customers; Next, interested customers will be done by "running away" salesmen who are good at face-to-face communication with customers; After reaching the basic cooperation intention, or when the customer has professional problems, the professional personnel shall negotiate the cooperation details and further persuasion with the customer, because this link is a link that can bring value to the customer and dispel the customer's concerns, so the more professional it is, the more effective it is; The list is discussed and handed over to a special person who is good at customer relations for maintenance. In this way, people with their own strengths can give full play to their strengths. Repeated practice can make perfect, and the efficiency will be greatly improved. Of course, according to the actual situation, one person is responsible for 1-2 links, but not more than 2 links.
From the perspective of management, doing a job repeatedly is conducive to the improvement of speed and quality. Just like the assembly line of industrial production, it can greatly improve productivity. When the signing rate increases, the income of business personnel will naturally increase. From the perspective of business owners, process operation can avoid "flying" a salesman when cultivating an excellent salesman, which is very common in enterprises. The reason is that a salesman has fully mastered the operation methods and skills of all links in the whole process, and finally grasps the customer resources in his hand. As the saying goes, "when you have great ability, you will have a long temper". At this time, the business personnel with "capital" are dissatisfied with the original treatment and will inevitably choose to leave the enterprise if they are not satisfied. If the process operation is adopted, it will not only boost the pockets of employees, but also make them unable to leave rashly because they depend on the enterprise.
However, the adoption of process operation must deal with the problem of work distribution and benefit distribution according to the enterprise's own situation, otherwise it may dampen the enthusiasm of some link personnel and drag down the whole process. It is also necessary to seamlessly connect all links with smooth information mode and scientific system, avoid internal consumption of resources and reduce efficiency.
7. Interactive key account development
It is very common for big customers to buy things with high toes and sell things with low prices. The reason is that the initiative and interest relationship are asymmetric. So let's change our thinking: what will happen if we become a big customer of a big customer at this time? If the relationship is equal, the customer will naturally be much easier to talk about. For example, now some enterprises pull big customers in insurance, banking, telecommunications and other fields, and take you to buy our goods. We buy your insurance or credit card, telephone card, etc. Although this interactive and mutually beneficial model is effective, it has certain limitations and limited industry scope. Let's consider expanding it and achieve mutually beneficial cooperation with target major customers through circuitous ways. The first model is for two customers with different supply and demand goods: for example, a special steel production enterprise negotiates with its customers and a real estate developer - if you buy XX Branch water control valve of XX enterprise, I will provide you with construction special steel at a preferential price of XX%. Go back to another big customer, metal valve factory, and negotiate with it - if you buy our XX tons of special steel, we will guarantee that a real estate developer will buy your XX valves. Although the three parties benefited from this, they gave part of the profits to the real estate developers, but they clinched two transactions, which was still cost-effective; Another model is to target upstream and downstream customers respectively: for example, a wood enterprise negotiates with a wood processing machine manufacturer - if you buy the office desks and chairs of my major customer enterprise, I will buy you XX wood processing machines, and in turn negotiates with the major customer selling office desks and chairs - if you buy our XX meters of wood raw materials, I promise my customers below will buy you XX office desks and chairs. This is like a biological chain. If we skillfully connect it, we can obtain benefits and even create win-win results.
8. Customer recommendation
In many industries, the relationship between peers is very close. If you can let existing major customers recommend your products or services to other customers for you, the effect will be far better than the fierce pursuit of our business personnel. So, how can we help our clients do this? There are two methods: 1. Use interests as leverage. For example, introducing a "next home" will produce certain benefits to this customer. This benefit varies according to different industries. For example, recommended customers can share some resources of recommended customers, and have greater discounts on purchasing products or services; 2. The most direct and effective way is to improve the customer relationship with the person in charge, so it's much easier to ask him to move his mouth. If you have the above two conditions at the same time, it should not be difficult for customers to be your salesman. However, the customer's recommendation only helps us open the door to the next customer, and we have to work hard after we go in.
9. Pay attention to the people around the decision-maker
The assistants, secretaries and other people close to decision makers in key customers have no decision-making power, but they have a strong decision-making influence. Even the key to business success or failure is determined by these people. These people are the confidants of the decision-makers. The decision-makers will refer to their opinions, offend, despise or ignore these people because they feel they have established contact with the decision-makers. Then these people may become the main reason for your business failure. If we make good use of these people, they will become the door opener and guide of your business. We can learn all kinds of information from them and get all kinds of small help. On the contrary, it may bring a lot of small trouble. Although these positive or negative effects are small, they are related to success or failure. These people are like gears in clocks - a gear can't push the clock, but a gear can stop the clock.
10. Innovation of public relations means
Now the public relations and maintenance means of major customers are basically dinner, bath and card playing. We spend a lot of money and take a lot of time, but the customer doesn't appreciate it, because everyone does so. As the saying goes, "eating dumplings every day doesn't feel fragrant". Even the customer will be picky and compare who is better and who is more generous. The comparison is not only in vain, but also the customer may think you don't pay attention to him, If you don't invite guests to eat and drink, you don't want to do business. I believe this dilemma is neither please nor no please. We key customer developers feel it most. At this time, it is necessary to innovate the key customer development model. Marketing is innovating every day, while key customer development has been staying in a relatively low-level and old way. At this time, if we change our ideas and innovate the way of key customer development, we can find the side door where no one can go when we break through the door of the key customer's home. We can broaden our thinking and avoid the Red Sea competition of key customer development without taking the way of others. Due to different industries and businesses, the forms and methods of key customer development and innovation are also different, but there is a principle to follow - everyone else takes the Yangguan Road, and only our bank has a single wooden bridge.
Next, according to the author's practical experience, some innovative methods and ideas are put forward for your reference: first, there are necessary communication media, meals and entertainment, but this is not an important development link. The focus is that we understand customers' preferences and needs through a harmonious atmosphere during meals and entertainment. First of all, the most urgent needs of the customer or his organization are the best way to make a breakthrough. This demand may be in all aspects. Sometimes the customer doesn't think you can help him, so he won't say it. At this time, we should be good at chatting with the customer and let the customer open the conversation box. Of course, we also need to guide, and the important information is among them.
Once I met a big customer who was very old-fashioned, unsmiling, did not like eating and drinking, and was difficult to deal with. He was not interested in conventional means. Finally, under our guidance, he finally opened his chatterbox. He talked about his son's recent asking him to buy a new mobile phone. My assistant Xiao Wu thought the customer implied that he wanted a mobile phone, But I found that there was a trace of helplessness in the customer's tone, and there seemed to be another secret. I learned after in-depth inquiry that his son is 15 years old and will soon be admitted to high school, but he always doesn't like learning, but he is smart and ranks in the middle of the class. It suddenly occurred to me that I have a friend who is engaged in psychological education, mainly through a set of interesting teaching courses and psychological counseling developed by her to help teenagers who do not love learning to be interested in learning and understand the methods. Afterwards, I paid the friend 20 class counseling fees, found the customer and offered to tutor his son for free. A month and a half later, the customer called me excitedly and said that his son's test score had improved by 6. At the same time, he invited me and the psychological teacher to dinner. Since then, the three of us have often met and become good friends. Naturally, business is not a problem.
On another occasion, the key person in charge of an important large customer also had strong immunity to eating, drinking and fun, and the business development was not smooth. Once he saw that he set a traditional Chinese painting as the desktop on his computer screen. After in-depth conversation with him, he learned that the person in charge once loved art, but later dropped out of business because of his poor family, but his love for painting has not changed. During the conversation, I learned that he liked traditional Chinese painting, and I had a clear understanding of the theme and style of the painting. Half a month later, I spent 4000 yuan to buy a painting by a famous contemporary Chinese painter and gave it to the customer. The customer was surprised at first, and then overjoyed. The next business was naturally successfully completed. Then the way to maintain the customer was to send several picture albums of famous Chinese painting artists and tickets for Chinese painting exhibition. The money was not much and the effect was very good.
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