Six Practical Tips For Key Account Marketing

October 15th, I think we are engaged in Sale The vast number of sales people in the industry can be roughly divided into two categories. The popular point is small sales and big sales. This is mainly based on the size of the single transaction and the volume of customers turnover. The single transaction volume of tens of yuan to ten thousand yuan can be regarded as a small business, and a single transaction volume of more than a few hundred thousand can be regarded as a big business. The major clients I am talking about mainly refer to this type of big business. I am engaged in the sales work of large and medium-sized medical equipment, and I often deal with direct and large clients. experience I have accumulated some experience, so now I want to make some contributions to my colleagues and friends.

Big customers Marketing Generally speaking, it has the following characteristics:

1) strong professional, from general staff to decision-makers are very professional, and some people may be the authority figures in this field, so they have higher professional requirements for salesmen.

2) the transaction period is long. Such businesses usually range from 6 to 12 months, or even longer. This requires salesmen to have strong patience, and must make follow-up plans, grasp every step, and master the rhythm at the same time.

3) the number of competitors is strong and strong, because the volume of such business is large, and it is a piece of Tang Seng meat. We all want to rush to rob each other. We can see how to face the competition of our main competitors. We need to know ourselves, defeat our opponents, and successfully get orders.

If you look at the following six practical tips, I believe you will be able to get the order from a large customer.

First: how to communicate effectively with key customers to get real information.

As a salesperson, effective communication with customers is a basic requirement for sales work, because the real demand information of customers is obviously achieved through effective communication. It is obviously not easy to do this. Many salespeople often just send product information to their customers, and they are sent away by customers in a few words. They say you go back to wait for news. If necessary, we will contact you. If you wait until the customer calls you, the day lily is cold.

　　那如何應對呢?不斷找機會去拜訪你的目標客戶，首先你要了解到客戶對這個產(chǎn)品的準入門檻標準，你的產(chǎn)品最起碼是能夠有資格入圍參與競爭的，這樣你后面才有戲唱;其次你要能簡單明了的說出自己產(chǎn)品的優(yōu)勢和特點，能夠段時間讓客戶對你的產(chǎn)品有一個大概的印象;再次你要從大客戶中的各個角色中了解他們的需求信息，并進行相互確認，能夠得出大致相同的結(jié)論，這就是你要的真實需求信息了(所謂真實需求信息就是需要購買的物品、數(shù)量、大致的預算、預計采購的時間、有哪些競爭對手參與了等等)，這樣你就心里有數(shù)了;最后也是最重要的，你要了解到大客戶中的決策人物是誰，或者是決策層的核心人物有幾個，他們都是誰，但要注意保持單線接觸，這樣你就目標明確了。 This process requires you to have a lot of continuous contact with the big customer groups to get it. In sum, you must sweat first. {page_break}

The second recruit: put in a correct mindset, make friends first, then discuss business.

Speaking of this move, the main thing is to have a plan for the merchandising process. Because large client projects often have large amounts of transaction targets and long transaction cycles, so after having a contact with the big customers and different people, you may have a certain understanding of the project itself and the decision-making level of large customers. At this point, you have to straighten your mind and intervene in a timely manner, so as to get the trust of the project executives and key personnel and how to get their trust. Two ways: first, the introduction and guidance of middlemen; if the middleman can guide them, they will get twice the result with half the effort; this will soon happen to Cheng Jinzhan; two, if you can not find the middleman, you will have to constantly contact them with your diligence and sincerity, create all kinds of excuses to visit them, and mix them into acquaintances in a short time, so that they can gradually remember you and accept you until you trust them.

But what do you say about the frequency of this meeting? Generally speaking, 1 to 2 times a month in the first half of the project, at least 1 times in the first half of the project, and at least 2 times a week before the tender, because the new action will be large and the amount of information will be very large when approaching the actual operation stage before the bidding. In short, if you want to become friends with your customers, you will pay a lot in all aspects, and you can not guarantee that you will succeed, so you have to face certain risks, so the mentality must be very important.

Because the project information you have learned in the first stage is almost the same. How can we call a customer to talk with a customer and talk about the product? It is not important to communicate with the customer. What is the topic of this communication? This will vary from person to person. For example, the hospital director will pay more attention to the development of the undergraduate room and his own professional learning. The Dean may pay more attention to the improvement of the whole hospital and the problems of hospital management. How to communicate with him from the concerns of the customers should be more acceptable to him. There are also topics of general concern for middle-aged men (most of whom are male), such as: political affairs, military affairs, or cultural hotspots. This stage

The third step: how to maintain public relations and maintain a solid relationship.

Once the customer can accept you, you should choose the right time, conduct public relations, deepen understanding and personal relationship between customers, so as to get more and more real project information, and grasp the progress of the project. The way of public relations is not limited to eating, drinking, and drinking. In general, it is still a good choice. Now there are more calligraphy, calligraphy and paintings. It has the value of collection, and the taste is elegant, and the high-end customers are easy to accept. When to send and how to deliver, there must be a certain amount of attention. There must be some arrangements to ensure the effect, otherwise the result will be greatly reduced. The way of public relations is flexible and diverse. The object is not only the person in charge of the project, but also his family members. In a word, the feelings and relationships between people are closely related. Only by establishing a solid customer relationship, can your success rate be guaranteed.

The fourth recruit: doubts and safety

The key customers often are people who have important status and identity. First of all, they need to dispel their doubts and doubts. Generally, the doubts come from the following aspects. First, products and services, the quality of products must go through the barriers and reach the entry threshold. If it has its own unique advantages, it will be even better. Let customers believe that your products and services meet their needs. Two, the company and project personnel, the strength of the company, the professional skills and the quality of the project personnel are also their concerns. They certainly want to deal with the companies with strong strength and superior product technology. Secondly, it is safety. First, the quality of products must pass through, which can ensure normal use in the future. It will not bring him any sequelae, because if he chooses a product with quality hidden danger, he will set up a time bomb for himself. Two, it will be safe through the process and result of the transaction with you and your company, which will not bring damage to his future work and position and other interests. This involves the issue of people and business rules. This is also one of the most important concerns of key customers. {page_break}

The fifth recruit: how to solve the external relationship

To solve the problem of key customers, around the external relations of key customers, the peripheral relationship refers to general participation personnel and more important participants. How to deal with him is very important and can not be careless. If it is not handled well, it will also let you lose the whole game. Remember not to despise the outlying personnel. Although they do not grasp the key information, they can also get a lot of effective information from them, and win their favor with you. Naturally, you can add a lot of points. In fact, it's easy to mix with them. First, respect; two, enthusiasm; three, give small gifts properly, so that you may get unexpected gains, but you must not offend them. For more important project participants, especially those of key decision makers, they need to focus on follow-up, win their recognition, and preferably single line connection and attack. In conclusion, clearing the outside work is to form the majority of the customers in your favor. If you have done the work of the above categories of people, success will not be far away from you.

Sixth recruit: service first and competitive advantage.

The service here refers to pre-sale service and after sale service. 先說售前服務，主要分兩點，一是指廠家要對大客戶銷售人員提供技術(shù)人員支持，就拿大型醫(yī)療設(shè)備來說，往往是技術(shù)性很強，而且客戶方面專業(yè)性也很強，一般人來說一線的大客戶銷售人員只能應付一般性的技術(shù)問題，涉及更專業(yè)的技術(shù)問題的時候，廠家的專業(yè)技術(shù)人員就得一起出面和客戶進行溝通和講解，這樣才能讓客戶對產(chǎn)品有比較清楚的認識，這時候就必須強調(diào)自己獨特的技術(shù)優(yōu)勢，讓客戶知道你的產(chǎn)品的特點和優(yōu)勢在哪里，和競爭對手相比占據(jù)上風;二是實地考察，大客戶一般在項目的中后期就要對入圍的廠家進行考察，考察一般是工廠或者是典型客戶單位，這也是非常重要的一步，因為這是客戶自己親自實地考察，以前更多的是聽你說，現(xiàn)在的是他自己看了，他自己看到的是不是跟他對你預想中結(jié)果是不是一樣，所以說對客戶來考察，一定要周密安排 The best way is to arrange the trip for your customers under your control, try not to leave your competitors with much time, and you can't make any mistakes. Of course, customers are very concerned about after-sales service, and there will be specific provisions in the future contracts. After service, you must come up with the company's standard after-sales service commitments and ideas, and enable existing customers to make a better evaluation of the after-sales service of the company, so that they can get twice the result with half the effort.

When it comes to the end, the ultimate goal of big customer marketing is to sell products, sell products to customers, get money back, and many more tricks are also for transaction services. The most important thing is to form their own advantages before customers, so as to suppress the competitors and finally win the bid.