The basic core of the work content is to maintain the relationship with such customers.
Question 2: What are the conditions for selling big customers? What do you need to sell big customers? 1. Natural features
The sales of big customers need to have some innate characteristics, which can not be completed in a short period of time. As a sales manager, you must have a clear understanding. As a big customer, you must first have two key elements: logical ability and analytical ability. In addition, it can match the basic quality of the identity of big customers and match the thinking mode and mind of communicating with big customers.
Therefore, we must understand the language, thinking mode and behavior habits of major customers. If we can't do this, we will find that no matter how enthusiastic and devoted I am, the final customer still doesn't respond. The reason for this situation is that the big customer can't understand what you are saying, and he can't understand your language. If we don't understand, it's very filming.
Requirements for sales of key customers. Professional knowledge.
Professional knowledge is the basic skill, but professional knowledge is the easiest to master, but the most difficult to do. In addition, as a big customer, the professional knowledge that sales should master actually includes three levels, one is product knowledge, the other is industry knowledge and the third is market environment. Product knowledge is the knowledge that general sales should possess, while industry knowledge is easily understood as knowledge of the same industry, which is wrong. Knowing only a little knowledge of the same industry is sometimes not enough to deal with some professional big customers. Industry knowledge should be considered from the perspective of the same industry, substitutes and dynamic development of the industry; Third, the market environment is also essential. Only when these three factors are achieved can you become a professional Jiao Jiao.
Requirements for sales of key customers. Professional skills.
As we all know, the professional skills of key account sales are also essential, and we attach great importance to this work.
The conditions needed to achieve the sales of key customers. Have a good attitude
What I emphasize here is mentality, because in the sales process, we often judge customers according to our own preferences and deal with customers in our favorite way, which is inappropriate.
In the sales process, you can't talk about customers according to your personal preferences. We must be able to deal with all kinds of customers. For example, in the sales process, we often find some customers difficult to do. In fact, it's not that customers make things difficult, but that we can't adopt a way suitable for customers, causing unnecessary sales obstacles.
Question 3: What qualities should an excellent key account salesperson possess? What qualities should a salesperson have?
A salesman should have many qualities, on the one hand, skill quality, on the other hand, psychological quality. He is embodied in the following two aspects.
Skill quality
First, observe
Observation is not simply looking. The first lesson of many salespeople is to learn to "see" the market. This kind of reading is not just browsing, but carefully observing with professional eyes and knowledge, and discovering important information through observation. For example, if you go shopping, ordinary people may know what products are on sale and how much, but professional salespeople can observe more information:
Have you noticed what others sell good products for? Price, gift, packaging ... what gift? What material? How is it made? The packaging is very good. What's so good about it? Colors, shapes and materials can be used for other purposes (such as food packaging, which can be canned when used up). What promotional activities do competitive brands have? What is the specific time period? What are the specific forms of activities and ways of participation? The number of competing brands in the store has increased from 28 to 29. Which manufacturer has increased, is it a potential threat to us? What are its main products and price positioning? ..... too much information needs your careful observation, and many salespeople have been training for a long time. This pen is in harmony. ? Even wild plum blossoms meet apricot plum blossoms? Joey Qin Huang Dan? The emperor's shit? What happened? nbsp
Salespeople are also the information feedback members of every enterprise, and it is a big responsibility of salespeople to get a lot of accurate information feedback through observation.
Second, analytical ability.
Analysis and observation are inseparable, observation can get information, and analysis can draw conclusions. What can be analyzed by looking at the product distribution on the shelf? In the best display position, it is either the best variety sold or the flagship product of the manufacturer at this time; Through the analysis of production date, the closer the production date, the more normal the sales circulation of products, and the slower the sales of products with longer production date. Through the analysis of the price, the larger price reduction than before shows that the product is under too much pressure from competitive products, the sales situation is not ideal, the price has risen sharply, and the overall price of the raw material market has risen, resulting in a sudden increase in product costs, or the product market is in a state of short supply. These indirect information must be obtained through careful analysis.
Similarly, in the negotiation with customers, you analyze each other's "card" and mentality from the information revealed by their words and behaviors. For example, if you enter the negotiation and the buyer gives you an offer, being a salesperson is definitely not a promise. Analyze the tone of the other person's speech, snoop with words, and then analyze whether it is possible to reduce the price and how much space there is.
Third, execution.
Execution reflects the comprehensive quality of sales staff, and it is also a spirit of not giving up until the goal is reached. Salespeople often encounter difficulties in carrying out plans. At this time, if you just say "the manager is too difficult to do." Then your leader can only say "Well, I'll find someone who can do it". Nothing difficult is not a task, and what everyone can accomplish does not reflect your value.
There is a large chain store A in a city, and there are more than a dozen stores in the city, which is extremely important to occupy the terminal market of the city. Company B decided to let salesperson Zhang handle this matter, and beat several excellent salespeople before Zhang took over. The reason is that the store is the leader of the local retail industry, so it has always been overbearing and has no acquaintance relationship. The admission fee is very high, and there is no chance to bargain. However, the company requires to enter the market at a "reasonable" cost. How to execute this order? Zhang Can couldn't sleep well after receiving the task. It is natural to be promoted if he completes the task, but the company will also feel that he is "incapable of carrying out the company's plan." Next, Zhang visited Huang, the purchasing manager of Store A, many times. I waited for a long time, but I didn't even see it. He knew that this was because the other party deliberately refused to give him any chance to reduce the price and forced him to agree to harsh terms. At this time, Zhang learned from Huang's subordinates that Huang's wife worked in a bank. He found an insurance friend, took the initiative to get to know Huang's wife on the grounds of promoting insurance, then introduced Zhang and Huang's wife, and then narrowed the distance by buying gifts for the children. When the time is right, Huang's wife introduces Huang to Huang. Zhang's kindness deeply touched Huang, and finally Zhang successfully completed the task.
This kind of example is not uncommon in sales work. Therefore, the executive power is not for the sales staff to find out the reasons, but for you to do your best to achieve the results. The result is yours ... >>
Question 4: How to sell big customers? 1, natural characteristics The sales of big customers need to have some natural characteristics, which cannot be completed through training in a short time. As sales managers, they must have a clear understanding. As big customers, they must first have two key elements: logical ability and analytical ability, the basic quality that can match the identity of big customers, and the thinking mode and mind of communicating with big customers. Therefore, we must understand the language, thinking mode and behavior habits of major customers. If we can't do this, we will find that no matter how enthusiastic and devoted I am, the final customer still doesn't respond. The reason for this situation is that the big customer can't understand what you are saying, and he can't understand your language. If we don't understand, it's very filming.
2, professional knowledge professional knowledge is the basic skill, but professional knowledge is the easiest to master, but it is the most difficult to do. In addition, as a big customer, the professional knowledge that sales should master actually includes three levels, one is product knowledge, the other is industry knowledge and the third is market environment. Product knowledge is the knowledge that general sales should possess, while industry knowledge is easily understood as knowledge of the same industry, which is wrong. Knowing only a little knowledge of the same industry is sometimes not enough to deal with some professional big customers. Industry knowledge should be considered from the perspective of the same industry, substitutes and dynamic development of the industry; Third, the market environment is also essential. Only when these three factors are achieved can you become a professional Jiao Jiao.
3, professional skills, the professional skills of major customer sales are also essential, which everyone knows very well and attaches great importance to this work.
4. Good mentality What I emphasize here is mentality, because in the sales process, we often judge customers according to our own preferences and deal with customers in our favorite way, which is inappropriate. In the sales process, you can't talk about customers according to your personal preferences. We must be able to deal with all kinds of customers. For example, in the sales process, we often find some customers difficult to do. In fact, it's not that customers make things difficult, but that we can't adopt a way suitable for customers, causing unnecessary sales obstacles.
Question 5: Kneeling-Detailed Responsibilities of Sales Consultant for Key Accounts-Overview of 20 Points of Responsibilities
Under the direct leadership of the sales director, formulate the annual sales plan for key customers, be responsible for key customer development, relationship maintenance and service management, guide the implementation of key customer marketing activities and promote enterprise products.
Main work
1. Responsible for formulating, organizing, implementing and completing the annual work target of key customers.
2. Responsible for the development and relationship maintenance of key customers, establish good business relationships with target key customers, tap the needs of key customers, and complete sales tasks efficiently and flexibly.
3. Participate in market research, competitor research and marketing planning. , and regularly or irregularly provide relevant market information and constructive suggestions for marketing decisions, and timely feedback market development and marketing progress. 4. Arrange personnel to provide consulting and related services for major customers, and handle complaints from major customers in a timely manner.
5. Responsible for the establishment and management of key customer information files, carry out scientific customer relationship management, provide quality services for key customers in a timely and effective manner, and ensure customer satisfaction.
6. Provide guidance and training to the employees of this department, improve their business ability and service level, and assess them. 7. Organize to formulate after-sales service plans and standards and organize their implementation.
Key performance indicators
1, sales revenue growth rate of key customers 2, maintenance cost saving rate of key customers 3, complaint resolution rate of key customers 4, turnover rate of key customers.
5. Develop the number of target customers.
6. Increase the number of existing ordinary customers as big customers.
Question 6: What does a key account manager do? Following up the signing of big customers is an advanced level of sales.
Question 7: Key account marketing: What is the value and significance of key accounts?
Big customers are the foundation of enterprise survival and the source of development.
According to the theory of American marketing scholars Reichhead and Sasser, if a company reduces the customer churn rate by 5%, its profit will increase by 25% ~ 85%, and the purpose of big customers is to improve customer loyalty and satisfaction.
The value of big customers is a long-term customer value, and the relationship between enterprises and big customers is a long-term trust relationship, from which enterprises have obtained high profit returns. It can be said that the relationship between big customers and enterprises is like the relationship between roots and water, and the foundation of enterprises needs the nourishment and nurturing of big customers.
2. Loyal big customers are very important for consolidating the stability of enterprises.
The purpose of "VIP mode" is to give consideration to both short-term profits and long-term interests; Pay attention to both single transaction and long-term relationship.
In today's increasingly homogeneous products, it is the most reliable guarantee for enterprise management to seize big customers, maintain long-term trust relationship with enterprises and consolidate the upgrading of enterprise products. The significance of big customers here is that enterprises avoid the risk of promoting new brands and the waste of resources at the expense of maintaining relationships.
3. Loyal big customers are a kind of propaganda for enterprises.
The behavior of big customers will be imitated by others. A loyal big customer keeps buying a brand of products, which is very beneficial to enterprises. At the same time, the role of market leader of key customers also creates momentum for the promotion of enterprises.
value
1. Ensure that key customers can become a stable source of sales orders.
2. Let the successful big customer experience have the greatest radiation effect among industry customers.
3. Increase market share by developing key customers.
4. Promoting the needs of key customers has become the driving force for enterprise innovation.
5. Make key customers an important asset of the company.
6. Achieve a win-win situation with key customers.
Question 8: How to start the sales of key customers is a good question. Compared with other sales, key account sales emphasize the opening more. If we start well, it will be much smoother in the future. On the contrary, a bad start will make the future more difficult. The opening step/process is as follows:
1. Collect and analyze information in advance. Before the sale/visit of key customers, information must be collected and analyzed to provide a solid foundation for formulating the sales strategy of key customers. Information collection includes:
-Industry information of major customers, such as development trend, competition, status of major customers in the industry, etc. ;
-Organization of major customers, such as organizational structure, procurement decision-making process, etc.
-The situation of the senior (decision-maker) of the major customer, such as his background information, concerns, influential people, etc.
-Major customer problems (related to the products you sell);
-Previous contacts between major customers and your company (if any);
-Analyze the products you sell and the situation of your company;
-Analyze your competitors; Wait a minute.
2. Make sales strategies and plans for key customers. On the basis of information collection and analysis, formulate appropriate sales strategies and plans for key customers.
3. According to the strategy and plan, start the sales work. When starting sales, we should pay attention to two points:
A. At the same time of starting the basic sales work (such as contacting/talking with technical departments and purchasing), we should (start) promote the relationship with the senior (decision-makers) of major customers, that is, deal with them. Many salespeople often make the mistake of contacting only the ordinary employees of big customers, not doing it, or ignoring the work with the top management of big customers. As a result, a lot of time, energy and even money were spent, and only low-level relationships were obtained. In practical work, it often happens that a salesperson (or company) has been doing business with a big customer for a long time, and it seems that the relationship foundation is very good. But after the competitor changed a salesperson, it was easy to take the order away. Why? The common reason is that the previous salesperson, like this salesperson, engaged in low-level relations and lost money. However, new salespeople easily win by establishing more relationships with senior managers (decision makers) of big customers.
B develop relationships with top customers (decision makers) and do well. Otherwise, it will be counterproductive.
Once again, it needs to be emphasized that the opening of key account sales is very important, but the key is the previous information collection and analysis, as well as the formulation of strategies and plans. Only by doing these jobs well can we find a good starting point and promote the sales of key customers in a planned and step-by-step manner. It is my responsibility (as a salesperson) to sell key customers.
Question 9: Key account sales of key accounts Key account sales refer to the special sales services provided by enterprises for key accounts of a certain group. Most of the sales of enterprises come from a few big customers. These customers with large transaction volume are obviously very important to enterprises, and enterprises must pay special attention to them when designing sales organizations. Key account organization refers to the market specialized sales organization based on the size and complexity of customers. Enterprises set up specialized agencies and personnel to be responsible for the sales of key customers. For the sales business management of major customers, enterprises usually implement the responsibility system of sales personnel. Establish an independent sales team for key customers, with specialized sales staff responsible for the sales and service of key customers and giving some special care. Each key account salesperson is usually responsible for one or more key accounts, and is responsible for coordinating the relationship between the enterprise and the key accounts.
Question 10: What is the sales process of key customers? Is sales an art? Perhaps, I think it is a scientific attitude and a set of standard, streamlined and repeatable sales methods.
1 domestic demand (the project has been established)
2 Preliminary investigation and primary selection of suppliers
3. Develop system indicators
4 Bidding and bid evaluation
5. Business negotiation and contract signing.
6 Installation and implementation of procurement process
Corresponding sales strategy
1 information collection customer evaluation
2. Clarify the role of the customer organization and establish good relations with key personnel.
3. Communicate with customers to influence their bids.
4. Prepare bidding documents and attend bidding meetings.
5 Business negotiation and contract signing
6. Collect money according to the contract and provide after-sales service.
Let's talk about the first strategy (1) to collect information, collect and clarify customer needs, procurement progress and pre-purchase competitors.
(2) Evaluate the customer's capital level, technical requirements, customer relationship, customer credit, etc.
Preparation is to compare your own situation, whether you should put your time on it, whether your competitors' situation is relevant, what is the relationship, and how sure you are to put it on it. As I said above, selling big customers is a kind of competition, only the champion. As a salesperson, you should be responsible for the company and your own experience. Doing a good job in collection will get twice the result with half the effort. Customer evaluation is to waste so much time and experience in the future. Don't end up with nothing. Others can't pay back the money, or they don't give it, or they wait for a year to give it. Can you cushion it, and so on? Are you ready for the sales of big customers? Do you have anything to add? Let's talk about your opinion.