Five steps for big customer marketing

Large customers are vital to the survival and development of the company. Successful sales of large customers are an important means to ensure the continued good development of the company. How big customers get from scratch, how sales go from scratch to a successful conclusion requires our sellers to pay enough attention. This article will introduce the skills required for major customer sales, and integrate past experience and new marketing theories to better engage in major customer sales activities.

A win-win situation is the lifeblood of an enterprise's survival, and it is an advocacy concept. Aiming at "win-win" as an important principle for big customer marketing.

In recent years, with the rapid development of the market economy, market competition has also intensified, and the phenomenon of “survival of the fittest” has become more apparent. “The stronger the strong, the weaker the weak” has become an irreversible trend. A large number of small and medium-sized dealers were forced to withdraw from the market, and large-scale and powerful large-scale customers came into being, and they continued to erode the sites of Other small and medium-sized businesses. The marketing strategy of the company has changed. More and more enterprises have begun to use large customers as their main channel network, and have achieved good results in the market. However, at the same time as the achievements, there are also many enterprises that “operate” large customers to encounter embarrassing situations: the investment is quite large, but the return is bleak! What's the problem? ——In the enterprise, I made a mistake and entered the misunderstanding of big customer marketing! In order to enable enterprises to better target marketing services for large customers, I summarized the five steps of big customer marketing.

1. Who is your God? Find your big client,

2, attack - looking for breakthrough points for big customers,

3, keep - how to hold your customers,

4, defense - how to fight your hard battles later,

5, self-cultivation - perfect person to do things

Focus on the sales process of large customers, from identifying large customers (ie strategic positioning), to the offensive stage (ie, the initial stage of sales), to the fixed stage (ie, the middle stage of sales), and later to the defense stage (ie In the later stages of sales and the continued cultivation of large customers, how to position your strategy, refine tactics, prepare for battle, and how to execute operational plans throughout the entire cycle are the priorities that our company should consider. .

I. Summary of major customers

A good start is half the success. By understanding the standards and types of major customers, we can achieve our goal in future marketing and achieve twice the result with half the effort.

"Offensive", in the process of sales, there will inevitably encounter many tangible intangible or unintentional barriers, in order to ensure the achievement of sales, these barriers must be broken one by one in order to proceed smoothly. By understanding the needs of customers and their people, and integrating their own advantages, the project will move forward quickly.

“Shou” is in the middle of the project, and it is more to strengthen the self-employment of its own customers and meet the needs of customers to promote the successful sales of the project.

"Protection" enters the later stage of sales, how to get out of the door and reach a deal; how to consolidate the loyalty of big customers... These are the necessary means for enterprises to improve their own efficiency. This requires the sales staff and his team to make corresponding efforts.

"Slim body - perfect person to do things", in the whole sales process, the salesperson's words and deeds, professionalism, is an important factor affecting customer decision-making, therefore, returning to the root, sales personnel should constantly improve their own quality, so that Large customer sales are easier.

Second, who is your big customer - find your big customers

The well-known 80/20 rule in sales practice emphasizes the importance of big customers to the survival and development of enterprises from a quantitative perspective.

It can be asserted that a company that successfully sells large customers is a more dynamic enterprise and is the real winner of market competition. The facts have repeatedly proved to us that in-depth analysis and understanding of customers is the cornerstone of future sales work.

We should first analyze which are big customers or potential big customers, and then plan and target the potential big customers. Once you lock in your big customers, just like a golden mountain, you need to dig constantly.

There are no two identical leaves in the world, and the types of companies in the market are very different. There is no universally applicable principle for big customers, because they are constantly changing and their needs are constantly changing. Therefore, a solution cannot be applied to all enterprises. To obtain the hearts of different customers, it is necessary to learn to identify the types of different customers.

Therefore, in order to successfully win a large order, then first step forward, ask yourself, who is your big customer, please look for your big customers.

Third, attack - looking for breakthrough points for major customers

In essence: marketing is not selling things, but buying opinions - according to the customer's opinions, continuous improvement, to achieve customer satisfaction, and later to buy customer loyalty. Large customers are important sales targets of enterprises, and clarifying the actual needs of large customers is an important step in doing a good job in sales of large customers. In the sales process, if the customer pays attention to the company and achieves satisfactory results, it must have a comprehensive and detailed understanding of the customer. Therefore, the customer's information channel becomes an indispensable link. This section will detail the construction of customer information channels. In addition, the perfect sales should be able to meet the needs of customers. Therefore, focusing on customer needs, clarify the roles and functions of customers, and achieve their own sales goals through key people. The sales staff should maintain a meticulous mind and constantly seek the information they need to reach the transaction in the process of contact with the customer, find a place of “weakness” and carry out one by one.

Flow chart for finding breakthrough points for big customers

Go ahead and build customer information channels;

Second, tap customer needs;

Third, determine your offensive direction;

Fourth, the customer's procurement process and management;

Fifth, find out your key people and vote for them;

Sixth, in close contact with major customers;

Fourth, keep - how to hold your customers firmly

“Shou” is in the middle of the project, and it is more to strengthen the self-employment of its own customers and meet the needs of customers to promote the successful sales of the project. When the project goes to the bidding screening, the sales staff is more concerned about how to hold their own advantages and customers, how to stand out in the later competition, to win their trust, and to require the seller to pay more attention to their own marketing. Strategy.

How to use different techniques and means to consolidate the stability of project sales is the focus of this stage. This stage is called the “solid phase”. Through the sales work of the previous stage, the project sales have been rapidly advanced. At this stage, more is to hold the customers and prevent various problems in the sales process. To the development of the project. Therefore, to consolidate its position in the minds of customers, to avoid the attack of customers and the influence of competitors has become the key to this stage, the purpose is to strengthen the trust and recognition of customers. Keep customers and keep customers from losing.

Five, defense - how to fight your hard battle

In terms of the development cost of new customers and the maintenance cost of old customers, enterprises must not neglect old customers, and in the context of market competition and continuous escalation of customer needs, how to tie the hearts of customers is worthy of further discussion. And work hard!

In the sales process, the sales staff will inevitably carelessly make some mistakes, how to reduce or save the consequences, which requires us to always pay attention to, the details determine success or failure, do not let inappropriate time or behavior affect your successful sales!

"Prevention" is the later stage of sales. Through a series of activities, customers have basically identified your products and companies, but there are still some doubts, companies need to strengthen customer awareness through some methods or means to promote his choice of products or services.

“Defense” is also an important stage or method for maintaining the loyalty of large customers. After the end of the sale, it does not mean that the end of the major customer activities, in the direction of continuing to maintain sales contacts with major customers, we need to cultivate loyalty to major customers. Only in this way can we ensure the quantity, quality and economic benefits of our large customers. Therefore, preventing customer renegade and loss is the focus of this stage.

Six, self-cultivation - perfect person to do things

Every salesperson represents the image of his company, and the quality of the company is revealed in the conversation. After things are done, you have to think about how to do it! When there are no problems with the various parts of the sale, we should pay more attention to the sales people themselves. Because no matter how good strategic sales skills, you need to rely on a specific subject to play a role, otherwise nothing. As the core of sales work, sales staff is obliged to take the responsibility of perfecting people to do things, not only to do things well, but also to do well. Although perfection is not real, but using this as a standard can spur us to move forward harder.

Perfect work - what should the salesperson know?

Perfect person - make you an art

More important is the experience. Experience is a valuable asset in life. It requires you to live a life with sincerity and sincerity. Reading thousands of books is not as good as traveling thousands of miles. To be able to do things perfectly, it is not enough to read books. Only through the tempering of reality, harvesting, learning and understanding from practice can make you more attractive.

Bisque & Painting Ceramics

Chaoan Yong Sheng Ceramic Industry Co., Ltd. , http://www.cz-ceramic.com