Detailed Explanation Of Five Steps For Key Accounts

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The first step is to analyze the customer purchasing process.

If the customer's internal purchasing process is not clear, you will be like a headless fly, and don't know how to track customers according to the customer's purchasing process.

The procurement procedures of large customers are generally:

Internal demand, establishment of projects, collection of information, technology screening, project evaluation, final decision, and follow-up services.

Only when the salesperson understands the customer's purchasing process and formulates the sales plan according to the customer's purchasing stage, can he meet the different requirements of customers at different stages.

It can be seen that generally there are three stages within the customer: the procurement department collects information, initially selects partners; project group evaluation analysis, price negotiations; project decision makers finalize the final decision.

The sales personnel define the procurement process inside the customer, and establish good relationship with different people according to the project process, which is very helpful for the progress of the project.

At large

The second step is to analyze the customer organization structure.

B bought a batch of computers, and the departments were very satisfied with the computer, but there was some controversy about the IBM keyboard.

After knowing the news, Zhang San, a salesperson of D keyboard manufacturer, decided to sell the keyboard to this company.

The client held a meeting to discuss the replacement of the keyboard.

The meeting was attended by the director of the general manager's office, the engineer of the technical department, Xiao Li of the marketing department, Xiao Huang of the finance department, and Xiao Wang of the sales department.

Each department's position is as follows:

Office director: everyone works with keyboard everyday. We must strive to satisfy everyone.

Technology Department: these two kinds of keyboard are not good.

According to our maintenance report, the failure rate of the Lenovo Inc keyboard is the lowest.

Marketing department Xiao Li: D keyboard is too loud, and there are many people in the marketing department.

HP keyboard is good, very quiet.

Finance department: Xiao Huang: no matter which keyboard you want, the most important thing is that the price should not exceed the budget.

Sales Department Xiao Wang: D's keyboard feels very smooth, feels very comfortable, and the sound is pleasant to hear.

During the discussion, everyone expressed his views and argued.

Finally, the director of the general manager office reluctantly declared: "forget it, let's not change it, or use the IBM keyboard."

Only by knowing the internal organizational structure of customers can we grasp the relevancy and relevancy among various departments, so that we can break down according to the organizational framework and achieve sales.

From the above case, we can see that in the organizational structure of B company, the director of the general manager office is a very important person. The functions of other departments are different. The sales department and the marketing department are concerned about the usage, the technology department is concerned about the maintenance, the finance department cares about the budget, and the director of the general manager is concerned about the coordination and the optimization of the interests among the departments.

If the salesperson starts different work for different departments according to the organizational structure of B company before the seminar, then the seminar may be another result that is beneficial to the sales staff.

In the process of selling large customers, the focus of attention is different because of the different division of departments within the customer.

Sales personnel must understand the functions of each department of the customer, and only by defining which departments are supporters, which departments are neutral, which departments are the opponents, can we adopt different strategies to "symptomatic treatment".

Sales personnel should pay attention to: in practical work, there may be several types of functional departments in one department or even one person.

For example: private enterprises may be five types of functional departments in the boss, one may be two or three functional departments, only one person is responsible.

In addition, the role of project decision making is sometimes not only the five types of departments, but also other roles, such as the Secretary of the project decision maker, wife, relatives, children, etc.

This requires salesmen to be clear about the role of each functional department in the process of positioning, can not be generalized, but to act according to circumstances.

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Huangyan company is a manufacturing enterprise whose main business is machine processing. It has a group of skilled and experienced engineers and skilled workers, and its advanced processing machinery and equipment. Its excellent machining skills are well known in the industry.

Recently, Ding Li, the key account manager of the company, was very upset because his tender client, a Yuhuan client, was not responding.

Several similar companies are eyeing this project and are ready to win at an ultra-low price.

Ding Li has already obtained support from the purchasing department and technical department of Yuhuan machinery company, but this project is personally responsible by Han Zong of Yuhuan machinery company. These two departments are not the key departments.

Ding Li received all the information that Han is in the process of assessing, and he knows nothing about other situations.

That is to say, Dingli has fallen into the "information isolated island" in the middle of the project.

In the "information isolated island" period of large projects, salesmen can not wait for customers' notice passively, but take the initiative to take measures to approach the decision-makers and get effective information affecting the winning bid, so as to formulate effective strategies.

In the long term cooperation process, Ding Li knew that the military industry enterprises have been the key development customers of Yuhuan machinery company. However, due to the lack of mechanical design manpower resources of Yuhuan machinery company, the lack of product structure design restricted their cooperation with their target customers.

In order to get closer to Han, the technical personnel of Dingli made a complete set of technical pformation plan for Yuhuan machinery company, and put forward the proposal of deep cooperation between Huangyan company and Yuhuan machinery company's technology project.

When the Ministry of technology handed over Ding Li's proposal to Han general, he was very pleased to see Ding Li on the same day to discuss the deep cooperation of the technology projects.

In the conversation, Ding Li realized that in the project bidding, Yuhuan Machinery Company attached much importance to the technical services provided by partners to the company besides price, and they were very satisfied with the technical services provided by Huangyan company.

At this point, Dingli's heart was counted.

In the end, Huangyan won the bid at 5% of its competitors.

Jianghuai group is a very famous large enterprise in Anhui province. A few years ago, it lost to an unknown small company in a tender project of 1 million 500 thousand yuan information software project.

The reason for bidding failure is not price, service, quality, but the other side conquered the deputy general manager who was responsible for the bid.

It turned out that after being informed that Mr. Liu Xiaojie, the deputy general manager of the client, had contacted Mr. Wang's wife through the staff of his client, and quickly obtained the trust of Mrs. Wang, and got Mr. Wang's information on his business trip to Shanghai from Mrs. Wang.

When Mr. Wang just got off the plane, he saw a waiter holding the beautiful and generous pick up board, and wrote his name on the top.

Under the guidance of a friend, the waiter arranged Mr. Wang to the five star luxury guest room.

Then, Mr. Wang received a "friend" welcome to Shanghai's flower basket.

Of course, all of these are the arrangements of Liu Xiaojie, a rival of the Jianghuai group.

On the afternoon of Mr. Wang's completion, Miss Liu called Mr. Wang to explain the arrangement, hoping to know Mr. Wang, and expressed the hope that Mr. Wang would allow his company's technical personnel to conduct technical exchanges with Mr. Wang's company.

Miss Liu also led Mr. Wang to watch his favorite drama, teahouse.

Two days later, when Mr. Wang returned, Miss Liu arranged for Mr. Wang to be sent to the airport.

When he left, Mr. Wang readily agreed with the technical exchange.

In the whole project operation process, all the collaborative departments feel the tendency of vice general manager Mr. Wang, so Miss Liu successfully took the order of 1 million 500 thousand yuan.

Through the several cases cited in this article, it is easy to find that in the sales of large customers, salesmen can only gain more success in grasping and making effective information at the critical time, attacking key departments and key personas only when analyzing the internal procurement process, organizational structure and defining their respective functions.