The contents of key account files mainly include: basic information of customers, extended information, personal information of relevant important people and basic information of competitors. At the same time, the files of major customers should be updated monthly and analyzed regularly. The information and analysis of the change of key customers must be combined with marketing in a timely, accurate and complete manner, and a relatively complete key customer file should be established.
In a word, because big customers occupy a high proportion of value among enterprise customers and have great influence, enterprises should take big customers as the center, provide value-added and personalized services for big customers in the form of project teams or teams, improve the satisfaction and loyalty of big customers, cultivate good big customer relationships, and improve the marketing efficiency and effectiveness of enterprises through big customer marketing strategies.
Face up to complaints and provide quality services.
Customer complaints and customer service are two major themes of key account sales, and handling customer complaints is also an important part of customer service. Good customer service can effectively reduce and eliminate customer complaints; Instead, there will be more complaints. Customer complaints are mainly manifested in business services. Customer complaints and customer service are always complementary and inseparable, and the result is inversely proportional to the quality of service.
Customer service is not only the basic work of sales, but also the core content of sales management. Market competition is not only reflected in brand, price and talents, but more importantly, the competition of service consciousness. Good customer service consciousness is an inevitable requirement of market economy, a key factor in brand building and an effective way to improve the core competitiveness of enterprises.
With the development of market economy today, it can be said that whoever wins the satisfaction of customers can take the lead in market competition. Unique and good service will not only bring many customers, broad market and considerable profits to enterprises, but also play an important role in establishing corporate image and product reputation. Therefore, strengthening service and inculcating service consciousness are the tasks that every enterprise must do well.
Regarding service, Haier is the first enterprise in China to use service as a means of sales. I have heard of two after-sales service cases of Haier Company. The first case was told by a friend. This case did not happen directly to friend A himself, but Mr. A, an acquaintance of friend A, told him that one night, a Haier appliance in Mr. A's house was broken. As Haier promised to "provide 24-hour service", Mr. A wanted to test Haier's ability to fulfill this promise, so he called Haier maintenance center for maintenance that night 12, saying that he was not at home the next day and asked for maintenance that night. Although Mr. A lives in a remote place, Haier maintenance personnel rushed to Mr. A's home for maintenance at around 3 am after receiving the call.
Case 2 was told by colleague B. The case did not happen to colleague B himself. Last year, colleague B went to Wuhan on business and heard Mr. B in Wuhan say: One day, Mr. B's Haier air conditioner broke down and air conditioner maintenance personnel came to repair it. During the maintenance, Mr. B inadvertently told the maintenance staff that there was something wrong with Haier TV at home. The speaker has no intention, but the listener has intention. After two days, Mr. B may have forgotten himself, but he received an inquiry call from Haier TV maintenance personnel.
In the above two cases, as ordinary consumers, both Mr. A and Mr. B and two colleagues in the case were deeply impressed by Haier's service, and later inadvertently acted as salesmen of Haier brand. The behaviors of Mr. A and Mr. B are in line with the above characteristics of "loyal customers" recommending goods to relatives, friends and colleagues, and they are already "loyal customers" of Haier. Colleagues A and B may now include whether you and I also have the idea of "trying to buy Haier products in the future". If so, it will also be a potential "loyal customer" of Haier.
Therefore, directly facing customer complaints and providing extraordinary services have a great impact on sales and are an important part of sales. Therefore, handling customer complaints and managing customer service are the important contents of major customer sales at present, hoping to attract the attention of colleagues and do a good job in customer service.
Automobile sales case
Case demonstration:
A transportation company needs to buy several large trucks. Because of the importance of the project, it was decided to bid.
Four companies participated in the bidding. After bidding and investigation, the final bidding is mainly conducted between two companies, one is company A and the other is company B. This is a big business, and the sales managers of both companies are personally involved.
The sales manager of Company A is an impatient person, confident and decisive. He came to the general manager's office of the transportation company and said to his secretary, "Hello, I'm from the vehicle company. I have something to ask your general manager! " "
"What is it?" The secretary asked.
"I must talk to him personally!"
The secretary felt that he was a little annoyed and didn't want to talk to him again, so he told the truth: "The general manager is not here."
Manager A asked, "When will he come back?" The secretary replied, "I don't know." The manager of company A turned and left.
No sooner had he left than the manager of Company B came: "I'm from Vehicle Company B, and I need your help. We once sold vehicles to your company, and your general manager attached great importance to it and wanted to talk to me. Can you contact me? " When he was talking, he saw an MC record next to the secretary's computer and said, "Do you like MC songs, too? I like it too! I have several records of her at home. " The secretary was very happy and had a good chat with him.
Finally, the secretary said to him, "The general manager is out and I don't know when he will come back." Tell you what, leave your phone number and I'll call you as soon as he comes back. The secretary added, "Our company wants to buy a truck." If you want to talk, you have to talk to the equipment department and the chief engineer first. They are here. You can go and find them now. "
Manager B then met the equipment minister and chief engineer and learned that they attached great importance to quality, price and after-sales service.
The next day, the secretary called him again and told him that the general manager was in the company and could make an appointment with him. He immediately came to the company, first asked their opinions on vehicles, and then conducted effective consultation on this bidding issue.
Company B made a bidding plan according to the situation it felt. The price has dropped by 0.2 million/200 thousand compared with last time, and it is set at 6 million. In addition, generous after-sales service measures are put forward.
A company finally met the general manager of the transportation company a few days later and had a serious discussion and negotiation on the bidding issue. After returning, they also made a bidding plan according to the situation they got. The sales manager believes that high price reflects high quality and advocates high price strategy. They set the price at 8 million yuan.
When the manager of Company A was talking to the general manager of the transportation company, the general manager of the transportation company received a phone call saying that one of the company's cars was out of order, and the structure of the car was quite special, which the general engineer could not solve. It happened that the company's chief engineer was ill and hospitalized, so the manager of company A asked someone to help him repair it. Manager A made several phone calls to the engineers in his company, and found that they were all busy with something, so he politely refused and asked for the understanding and forgiveness of the other party.
The general manager of the transportation company had to call the manager of company B again, and company B sent a special repairman in a hurry. In their view, these are normal services.
Two months later, when discussing the bidding company, the chief engineer and equipment minister of the transportation company advocated buying the vehicles of Company B, but the general manager did not raise any objection.
The bidding results have been announced. Company A failed to win the bid, and Company B won the bid.
Case study:
(1) Analyze the reasons why Company B won the bid.
(2) Analyze the reasons why Company A didn't win the bid, and what lessons can be drawn from it?
(3) In this case, what role does service play in the success of marketing?
Analysis conclusion:
The manager of Company A has undoubtedly taken a stinking step in dealing with the action of "assisting the transportation company to deal with vehicle failures". In the view of Manager A, it seems that this matter has nothing to do with sales, and it is "nothing to do with yourself", but in fact it makes the other party doubt the service level and service attitude of Company A, leaving a bad impression on the other party.
The success of company B seems to be accidental and lucky, but in fact it is inevitable. It is precisely because this company has a good sense of service that when this happens, their first consideration is not their own difficulties, but how to meet customers' requirements, so as to gain customers' goodwill.
In addition, the failure of manager A is also related to his lack of customer information. He didn't understand the principle of "grasping to the end" and only saw the decision-maker (general manager), but didn't pay enough attention to the technical users of the project (chief engineer and director of equipment department), which was also an important reason for his failure.
Another point is that, as we said earlier, customers accept products from salespeople who come into contact with them. To cultivate loyal consumers, we must start with the words and deeds of employees. Manager A's impoliteness and improper language aroused the secretary's dissatisfaction and made him miss a "coach" in vain. This lesson is also worthy of our sales staff to take warning.
—— Quoted from Yanbian People's Publishing House, "Top 24 Skills of Key Account Sales"