I. Purpose of work
(1), to find and negotiate target large customer units and groups; (2) Find out the purchasing strength and sincerity of major customer groups and make a comprehensive evaluation; (3) Collect relevant information of major customer groups and discuss cooperation methods, activities and preferential treatment; (3) Timely convey the latest sales information and policies to major customer units; (4), maintain the maintenance and contact with major customer units, and finally facilitate the transaction.
Second, the working ideas
Members of large customer groups first contact the key figures of large customer units, requiring that the key figures have certain prestige in a single account, and can effectively organize relevant groups to participate in activities, which has certain influence on the group's procurement behavior, such as the chairman of the Chamber of Commerce, the chairman of the state-owned enterprise trade union, the office director, the senior managers of enterprises, important officials of government agencies, and the office director. Understand the housing needs and scope of activities of major customers under the introduction of key figures in major customer units; Communicate with employees or staff under the recommendation of key figures in major client units, and organize small product promotion meetings in major client units. Members of important customer groups often contact with key people to understand each other's latest development. Key figures will also get different degrees of purchase concessions, cash and other rewards according to the number of sets of final transactions in their units.
Third, expand the goal
(1), combined with the major customers of this project to expand the main targets-chambers of commerce, large state-owned enterprises, institutions, large factories and mines, private owners of building materials and clothing markets, and colleges and universities; (2) Before the opening of top-level apartments and commercial sales, expand three large factories and mines, two chambers of commerce and five administrative organs, and register at least 400 customers in other channels, and strive to convert more than 30% of sincere customers.
Four. special offer
1, major customer group purchase discount: major customer group purchase discount: 1) All customers of major customer units enjoy the normal purchase discount, and also enjoy the major customer group purchase discount according to the total number of sales. 2) Large client units must purchase more than 9 properties and enjoy preferential treatment. The specific criteria are as follows: ① Members of the Chamber of Commerce who buy more than 9 properties will enjoy a 9.8% discount on the basis of the regular discount. (2) Truffle market operators buy more than 9 sets, and enjoy 9.8% discount on the basis of regular discount. ③ Customers of large factories and mines enjoy 9.8% discount on the basis of regular discount. Teachers and civil servants can enjoy a 9.8% discount on the basis of regular discounts with valid certificates.
List of preferential conditions for house purchase: Take the third room of the central throne as an example, and list of normal preferential conditions for house purchase: Take the third room of the central throne as an example, 3,400 yuan/㎡, and 9.8 fold is calculated in the list of normal preferential conditions. The discount calculation serial number is 1.
Original price (original price (yuan) After one-time discount (yuan) Normal discount amount (amount (yuan) Group purchase discount Group purchase discount Large customer discount price (yuan) Large customer discount amount
nine
442000
433 160
8840
9.8
424496.8
17503.2
In other special circumstances, Hefu Company will put forward evaluation suggestions and start direct negotiations between developers and group buying units.
3) Group buying customers have the priority to choose houses. Those who pay the deposit first have priority in choosing a house, and the serial number of the subscription book shall prevail;
4) Suggestions on cash rewards for key personnel of key customers A. Definition of key personnel of key customers: the chairman and office director of the enterprise trade union who directly visited the key customer group for the first time in this project.
Important personnel; From the first visit to the late signing and recommending the customer to pay the down payment, it must be the same person, and the change of personnel in the middle will not be recognized; B. Rebate suggestion: ① Key persons of key customers enjoy preferential treatment for key customers when buying houses. (2) Cash rewards for key customers and key figures are as follows: In addition to enjoying preferential treatment for key customers, cash rewards can be deducted from the house payment. The reward standard is 1000 yuan/set; C. Define the criteria for successful recommendation: the company recommends customers to sign contracts and pay down payment; D, rebate exchange process: key customer group visit-key customer identification-contact and communication-product promotion meeting-projects recommended by key customers to be purchased by company customers-deal signing-one week after signing the contract-key customers with their ID cards and company work permits, accompanied by relevant personnel of the key customer project team, directly go to the developer's finance department to receive cash or deduct the house payment.
Activity time: May 2008 15—July 2008 15. I-word duration
Five, employee job requirements project
Key account development coordinator
operating duty
Responsible for organizing and monitoring the whole activity, visiting key customers, recommending projects and negotiating activities.
Personnel list
yellow
The key account development team examines and approves the visit work plan, coordinates the internal affairs of the company, contacts relevant customers with the approved scheme, contacts vehicles and materials, cooperates with the development team of the key account development coordinator, and is responsible for conceiving the overall idea of the key account, organizing activities, examining and approving the form and scheme of the person in charge of upgrading the key account, and examining and approving the sales training. The person in charge is responsible for training the sales staff before the activity.
Division of work arrangement in different stages of intransitive verbs
1, major customer information collection period, May 2008, May 30, 2008 1.
(1), key customer staff conducted a thorough investigation and evaluation on chambers of commerce, large factories and mines, schools, administrative organs and banking units; (2) Delineate the target group units and conduct preliminary negotiations; (3) The staff of major clients collect relevant information of major clients, such as the number of employees in the unit, whether there is a self-built house plan in the near future, the scale of self-built house, the overall purchasing power of the unit and whether there are collective activities within the unit. (4) Each major customer unit is limited to one key person to assist in the work. This person should be familiar with the situation of the unit, have certain influence and appeal, and have certain decision-making power, such as: placing information shelves, knowing the assembly time of the unit, etc. (5) Make a comprehensive evaluation of the major client units, understand the purchasing strength and intention of the major client units, and select the target units that need to be followed up.
2. The inspection cycle of major client units
June 2008 1 to July 2008 1
(1), focusing on deep mining of stocks selected in the early stage; (2) The staff of key customers contact the key figures of the unit to discuss further cooperation; (3), keep in touch with key figures, keep abreast of the trends and activities of major client units, and timely feedback to management personnel; (4), according to the specific situation of the unit and the purchase intention, apply to the key customer group management personnel to hold a product briefing; (5) The staff of the key account group shall assist in organizing and coordinating the product briefing;
3. Sign contracts with major client units
After July 1
(1), determine the activity plan with large customer units such as chambers of commerce, large factories and mines, and implement it according to the time node; (2) Collect the number of group purchases of large customer units; (3) Assist in following up the house selection and signing of major clients; (4) Keep in touch with key customer units and maintain key customer relationships; (5), according to the work situation, do a good job in new cooperation activities and a new round of major customer unit selection preparations.
Work.
Seven. Major client units (initially determined, supplemented in the expansion work) Major client units (initially determined, supplemented in the expansion work)
Customer area expansion process domain division expansion target unit expansion target
first inning
Quanzhou chamber of commerce Wenzhou chamber of commerce
Second round
Third round
The fourth round
Eight. Specific work arrangement (1) Work arrangement
Completion time: Work content: 1. Before May 20, 2008, formulate the implementation plan for channel expansion of key customers. 3. List of all relevant information required for key customer activities: 1. The list of key account marketing team members (1) is determined by He Fu Brilliant and divided into 1 project team. Arrange the follow-up of major customers in the early stage. The planning department and (2) team members are composed of Hefei Brilliant Commissioner and related property consultants. May 30, 2008 (3): Each team is responsible for contacting the key customer units established in the previous period and visiting key people before closing. 2. Finalize and prepare all kinds of materials for the event, such as leaflets, key customer group lookup table, ppt for visiting key customers, publicity samples, etc. 1, He Fu Huang Hui conducted VIP training for all members of VIP VIP team from May 20th to June 5th, 2008. Key customer group 2. Contact major customer units for on-site visits and negotiations. 3. Analyze the visits of key customer units, formulate the work of key customers in the next stage 1, continue to tap key customers, and follow up the situation of key customers in the early stage. 2. Organize key client units to the project site in batches to watch the model and feel the atmosphere. 3. Develop various cooperation activities with automobile cooperation units, start the marketing planning department, and subscribe customers to participate in various activities organized by the project. 4. Organize large client units to pay sincerity money to customers and confirm preferential rules. Marketing planning department and the right to use large customer groups. Major customer groups. 2. The developer shall confirm the implementation process of relevant activities and the person in charge of the plan. Project team developer.
Organize large client units to inspect buildings, conduct field visits, select houses, sign contracts and continue to follow up services, and tap the participating large client units, large clients and related types of large client groups.
Key account group marketing planning department key account group
(2)
Compilation of Bill of Materials Item Name Folding Salesman Clothing Major Customer Discount 3 Discount Confirmation 4 5 Small Gift Cars 1000 copies1June1May1May Shangge Discount Ratio is used to expand contact with major customers, units and people before May 25th. Focus on public relations, the price is around 200 yuan (Jingliu 30 expensive gifts, ashtrays, lighters, coupons, etc. Before May 20th), and before June/1000 1000 1 0/8-family 7-handbag project. Before June 1, Jean-Claude used to put in promotional materials and gifts, and completed the number of follow-up visits and product promotion meetings before June 1. The responsible department is still in charge of this matter.
Serial number 1 2
4 sets of 5000 copies
The marketing department is responsible for defining and purchasing the standards for providing materials in place and Hefei to important customers.
Note: 1. Supplementary materials will be applied in the form of reports. 2. When developing key customers, vehicles are required to cooperate. When the vehicle is not in place, the transportation expenses shall be reimbursed by the developer.
Nine. One-day workflow of key account developers
Morning meeting: (Marketing Center) Morning meeting: 8: 00 (Marketing Center) Learn about the latest sales policies, supplement sales materials, and define the work plan for the day.
Customer contact person, clear visit time: after finding the key contact person; Customer contact, clear visit time: customer visit: customer visit: on-site visit as planned.
Visit at home and find key people to assist in the work; Project promotion and delivery of the latest sales information; Understand the relevant information of major customer groups;
Party: Party: 17:00 The marketing center summarizes and reports the work of the day and the problems encountered, and fills in the key account follow-up form; Report the next day's work plan;
X. Important Customer Appointment Process Important Customer Appointment Process
(1), booking process
Inform the big customers of the appointment method, inform the big customers of the appointment method and telephone number, etc.
Customers call the marketing center, sales representatives and customers call the marketing center, customers specify the visiting time, and customers specify the visiting time and contact person. Turn off the information.
Visit at home and find a contact person to assist in the work; Visit at home and find a contact person to assist in the work; Project promotion and delivery of the latest sales information; Project promotion and delivery of the latest sales information; Understand the relevant information of major customer groups; Understand the relevant information of major customer groups;
Summarize the customer's work and problems, and fill in the key customer follow-up form; Problems, fill in the big customer follow-up form; Make further expansion plans; One-step expansion plan;
(2) Specific division of labor: A: Hefei Brilliance: effect monitoring of customer contact, visit, expansion and expansion of key customers B: developer marketing department: determination of preferential policies for key customers, supply and replenishment of vehicles, gifts and materials.
Eleven, big customer cost budget eleven,
1 2, advertising material: 15000 yuan, gift: 25000 yuan.
It is suggested to make more kinds of gifts for big customers to use in different periods, such as: 1) general gifts, such as dolls printed with project information, or other gifts: 5,000 yuan; 2) gift expenses for key people of big customers: 20,000 yuan ① exquisite gifts, such as brand lighters and brand office supplies: 5,000 yuan ②.
Transportation expenses include: 1) the expenses for the use of the developer's own vehicle and the developer's vehicle; 2) Transportation expenses reimbursed by large customer groups without vehicle cooperation; 5.6. Unforeseen expenses: 5,000 yuan * * *: 55,000 yuan.
Note: 1) The fees for major customers will be earmarked. 2) The surcharge will be applied in the form of a report.
Attached:
I. Personnel structure chart
Team Leader: Key Account Group
Administrative coordination:
A group of customers: buy a business, ask a name, care about a business: two households.
Customer Logistics Group: Sales Logistics
Second, the list of key account personnel
2
2
Executive coordination: customer base 1: customer base 2:
The above framework is tentative.
Second, the big customer visit report
Company name: company name: the first visit, the second visit by the interviewer.
Time: time:
Remarks on year, month and day
Per capita annual income of employees: industry, office environment, basic living environment, whether to build a house, private car, people flow, location, purchase demand, purchase intention, demand information, purchasing power, acceptance area, price attention, special information, promotion location/location, promotion method, internal website, and time/stage of recent activities.
Three. Product briefing (after the advertising materials are produced) Product briefing (after the advertising materials are produced) 1, 2. Venue: Meeting room of major customer unit Participants: After being publicized by key personnel of major customer unit or communicating with sales representatives of major customer groups, participants:
Staff of major client units interested in the project 3. 4. Time: Time: Members of major client groups negotiate with major client units to determine the details. workflow
Negotiate the specific time and place of product briefing with major customer units in advance.
Arrive at the designated place, arrange the venue, arrive at the designated place, arrange the venue, and organize personnel to enter the venue.
Distribute project publicity materials, distribute project publicity materials and small gifts.
There is a special person responsible for explaining the product description PPT.
The sales representative communicates with the people present and answers customers' questions. Sales representatives communicate with people present, answer customers' questions and record customers' intentions.
Statistics, collation, statistics, collation and analysis of customer information and intentions.
Customer return visit
5、
Publicity materials (each time) Publicity materials (each time)
Serial number 1 2 3 4 5 6 7 8 9
Product name Folding single product Loushu project handbag product introduction PPT small gift car projector member full set of information
Quantity: 30 sheets, 30 sets, 30 sheets, 1 set, 1 set, 1 set, 30 sets.
Responsible departments Shangge Shangge Shangge Shangge Shangge Shangge and Gefushe Shangge Shangge Shangge Shangge Shangge Shangge Shangge Shangge Shangge Shangge Shangge Shangge.
Note: The specific quantity depends on the specific situation. The specific quantity depends on the specific situation. The specific quantity depends on the specific situation.
It is used to send personnel to the site, pick up and drop off responsible personnel and transport materials, display product introduction PPT, and join the employees of large customer units on site.
6. Serial number 1 2 3 4
Personnel arrangement personnel
Sales representatives, developers, engineers, property managers and drivers.
amount
2 1 1 1
comment
Among them, 1 is responsible for PPT explanation, answering customer engineering questions and answering customer property questions.