Six Strategies For Key Account Marketing

When the industrial product industry first came up with 4E as the highest theoretical principle, the marketing idea of truly customer oriented and customer oriented was really clear. Customers are the source of corporate profits, according to the 2/8 principle. Customer It is the key to create profits for enterprises. The value of big customers should be promoted to the height of strategy. Therefore, how to truly reflect and improve the value of large customers and create greater profits for enterprises becomes a knowledge worth studying by any enterprise.

　　 First: subdividing the big customer market.

In order to provide more effective and targeted services to large customers, meet the needs of large customers, and further segment the big customer market, it has become an important task for major customer marketing. Even a single user with distinctive characteristics can be divided into a niche market, and finally enter the market positioning, development, packaging and marketing of service products of different levels, different industries and different characteristics. Rather than market segmentation, it is a process of decomposing the market, rather than a process of re classifying the market according to its characteristics. Through this process of screening and classification, we can more clearly and clearly identify the demand for telecommunications services in the big customer market. At the same time, accurate market segmentation is also the premise for telecom operators to carry out business innovation. Whoever can take the lead in distinguishing specific, relatively large scale and relatively mature consumer groups will be able to grasp the initiative in business innovation.

　　 Second: from personalized demand analysis to personalized service.

Fully understand the needs of large customers and achieve "better understanding of customers than customers". The essentials of personalized demand analysis include establishing a complete and detailed account of major customers, understanding the network and business situation of customers, understanding the overall objectives of technological innovation, understanding the usage of large customers' existing products, understanding the decision-making process of customers, and analyzing the latent needs of customers.

At the same time, according to the different business models of each enterprise, we can make specific analysis of specific problems, and develop more targeted and practical personalized products, services and solutions for customers. It is particularly important to provide personalized services for different industries. Personalized service is more flexible, expansible and continuous. The service of large customers has the principle of universal service, and the strategy of fine service for different customer groups. From the perspective of specific users, we should develop more flexible and practical functions and processes and corresponding business strategies to effectively improve the satisfaction of key customers.

　 Third: big customers should take the non price strategy as the main strategy and the price strategy as the subsidiary to enhance the value of the big customers.

The industrial product industry should follow the basic law of market economy and implement the principle of equal exchange. Even in the most intense market competition, the price war can not be carried out below cost. Therefore, key account marketing should be based on the non price strategy and the price strategy as a supplement.

First of all, we must establish a market-oriented, cost based pricing mechanism, formulate comprehensive service agreements, clarify the preferential privileges of provinces and municipalities, and improve the flexibility of the price concessions of big city customers. Secondly, distinguish the price sensitivity of the major customers, transfer the sensitivity of customers to the price through the differentiation of products and services, provide overall business discount plan for key customers according to the different situations of customers, and give appropriate discount to large customers with loss risk according to the market competition situation. Finally, through training, improve the negotiation ability of customer managers, reduce the discount rate, and avoid vicious price war as far as possible.

　　 Fourth: make full use of key account marketing channels.

In order to further flatten the channel of large customers, the industrial product enterprises can implement the personal responsibility system of customer managers, clarify the responsibilities and scope of service of customer managers, strengthen the training of customer managers and KPI assessment, establish an efficient customer manager team, and increase the ability of customer channel.

In addition to strengthening their marketing channels, enterprises should make full use of the channel strength of social agents to promote the development of new businesses and retain customers. But we should clearly stipulate the duties and powers of business agents and take appropriate measures to avoid conflicts with their own channels. In addition, cooperation with operators at home and abroad should be strengthened, and business should be complementation to expand our business.

Fifth: establish a perfect service system for key accounts.

Service is Industry Management institutions, improve the various safeguards system, including: establishing the key account department and establishing the special person responsible for the quality management of the big customer service, establishing the customer complaints management process, implementing the customer first accountability system, ensuring the customer complaints and complaints handling quickly, improving the convenience and satisfaction of the customer service, establishing the "internal customer commitment" system, promoting the smooth flow of the internal business process, strengthening the customer visiting work, ensuring the close relationship and friendly relationship between the customer business supervisor and the customer manager, establishing the KPI evaluation index system for the major customers of the backstage support department, implementing the accountability for the Support Department of the back office, continuously improving the support capability of the backstage departments, establishing the social supervision system for the telecommunications service, and finally improving the service level of the key customers and ensuring the excellent service of the key customers. The most important task of the industry is to establish the service concept of "truly customer oriented and wholeheartedly for the sake of customers"; secondly, establish services.

Sixth: effective backstage support for the implementation of key account marketing strategies.

Enterprises in the industrial sector should do a good job in establishing the archives of major customers, and collate the information of existing large customers and potential large clients, so as to provide a strong basis for the implementation of customer relationship marketing strategies. Secondly, we should analyze and evaluate customer relationships, identify different types of customer relationships and their characteristics, evaluate the quality of customer relationship, and take effective measures in time to maintain long-term friendly relations between enterprises and customers. Thirdly, we will implement different levels of services according to the requirements of different levels of services, such as visiting systems and seminars, and strive to establish mutual trust and mutual benefit and win-win strategic partnership with key customers. Last but not least, establish a large customer club, carry out various activities, enhance the personal relationship between the customer manager, the customer service supervisor and the top management personnel, organize various kinds of customer friendly activities at the provincial and municipal levels, strengthen information and emotional communication, and strengthen the high-level public relations marketing.

IMSC pointed out from the long-term practical experience that in practice, these 6 strategies are not used alone, and the industrial enterprises should adopt a marketing mix to expand the large customer market in all directions and at various levels. This combination is not a simple set of several strategies, but a system and an organism composed of interrelated and mutually restrictive strategies.

The classic case of big customer marketing: A Telecom uses six big customers to create new profits.

At present, the competition pattern of telecom market has undergone profound changes. The marketing mode of the entire telecommunications market has gradually evolved from a single business brand promotion to an all-round, multi-level brand management system and the corresponding marketing supporting levels. In the face of large customers who can bring huge revenues and profits to enterprises, major enterprises have adopted flexible and diversified marketing methods. In the face of such pressure, how can A Telecom improve its marketing strategy and create a new profit model according to its shortcomings in the marketing of key accounts?

　　 Analysis of key account marketing:

1, the company's customers are many, the size of customers are mixed together, there is no objective, accurate evaluation criteria to truly distinguish between big customers, and therefore can not talk about the good management of large customers.

2. Although the key account department has been established, there is not much difference between service level and service items and ordinary customers.

3, there are many agents, but there is no standardized set of constraints and regulatory system, and the standards are not completely unified, the business is a bit confusing; at the same time, there is a overlapping situation between the agent's customers and the company's customers.

4, fierce competition in the market, price war one after another, the profit is getting thinner and thinner, the industry is common.

5, the recent serious loss of major clients has been revealed by preliminary findings.

Most customers are snatched away by competitors because their services are less favorable and obvious than other companies. Faced with this situation, it is the key to understand the real and personalized needs of some large customers and provide personalized services.

According to our series of market analysis and company actual situation investigation, we feel that A Telecom needs to establish a perfect system of key account management, and set up an efficient marketing and management team for big customers. In the marketing strategy of big customers, we should comprehensively apply and combine the six main tools of industrial products, big customer marketing, and reshape new ones. profit Pattern.