Six Practical Tips For Key Account Marketing

October 15th, I think we are engaged in

Big customers

1) strong professional, from general staff to decision-makers are very professional, and some people may be the authority figures in this field, so they have higher professional requirements for salesmen.

2) the paction period is long. Such businesses usually range from 6 to 12 months, or even longer. This requires salesmen to have strong patience, and must make follow-up plans, grasp every step, and master the rhythm at the same time.

3) the number of competitors is large and strong, because the volume of such business is large, and it is a piece of Tang Seng meat. We all want to rush to rob, and show how to face the competition of the main competitors.

If you look at the following six practical tips, I believe you will be able to get the order from a large customer.

First: how to communicate effectively with key customers to get real information.

As a salesperson, effective communication with customers is a basic requirement for sales work, because the real demand information of customers is obviously achieved through effective communication. It is obviously not easy to do this.

Many salespeople often just send product information to their customers, and they are sent away by customers in a few words. They say you go back to wait for news. If necessary, we will contact you. If you wait until the customer calls you, the day lily is cold.

　　那如何应对呢?不断找机会去拜访你的目标客户，首先你要了解到客户对这个产品的准入门槛标准，你的产品最起码是能够有资格入围参与竞争的，这样你后面才有戏唱;其次你要能简单明了的说出自己产品的优势和特点，能够段时间让客户对你的产品有一个大概的印象;再次你要从大客户中的各个角色中了解他们的需求信息，并进行相互确认，能够得出大致相同的结论，这就是你要的真实需求信息了(所谓真实需求信息就是需要购买的物品、数量、大致的预算、预计采购的时间、有哪些竞争对手参与了等等)，这样你就心里有数了;最后也是最重要的，你要了解到大客户中的决策人物是谁，或者是决策层的核心人物有几个，他们都是谁，但要注意保持单线接触，这样你就目标明确了。

This process requires you to have a lot of continuous contact with the big customer groups to get it. In sum, you must sweat first.

{page_break}

The second recruit: put in a correct mindset, make friends first, then discuss business.

Speaking of this move, the main thing is to have a plan for the merchandising process.

Because large client projects often have large amounts of paction targets and long paction cycles, so after having a contact with the big customers and different people, you may have a certain understanding of the project itself and the decision-making level of large customers.

At this point, you have to straighten your mind and intervene in a timely manner, so as to get the trust of the project executives and key personnel and how to get their trust. Two ways: first, the introduction and guidance of middlemen; if the middleman can guide them, they will get twice the result with half the effort; this will soon happen to Cheng Jinzhan; two, if you can not find the middleman, you will have to constantly contact them with your diligence and sincerity, create all kinds of excuses to visit them, and mix them into acquaintances in a short time, so that they can gradually remember you and accept you until you trust them.

But what do you say about the frequency of this meeting? Generally speaking, 1 to 2 times a month in the first half of the project, at least 1 times in the first half of the project, and at least 2 times a week before the tender, because the new action will be large and the amount of information will be very large when approaching the actual operation stage before the bidding.

In short, if you want to become friends with your customers, you will pay a lot in all aspects, and you can not guarantee that you will succeed, so you have to face certain risks, so the mentality must be very important.

Because the project information you have learned in the first stage is almost the same. How can we call a customer to talk with a customer and talk about the product? It is not important to communicate with the customer. What is the topic of this communication? This will vary from person to person. For example, the hospital director will pay more attention to the development of the undergraduate room and his own professional learning. The Dean may pay more attention to the improvement of the whole hospital and the problems of hospital management. How to communicate with him from the concerns of the customers should be more acceptable to him. There are also topics of general concern for middle-aged men (most of whom are male), such as: political affairs, military affairs, or cultural hotspots. This stage

{page_break}

The third step: how to maintain public relations and maintain a solid relationship.

Once the customer can accept you, you should choose the right time, conduct public relations, deepen understanding and personal relationship between customers, so as to get more and more real project information, and grasp the progress of the project.

The way of public relations is not limited to eating, drinking, and drinking. In general, it is still a good choice. Now there are more calligraphy, calligraphy and paintings. It has the value of collection, and the taste is elegant, and the high-end customers are easy to accept.

When to send and how to deliver, there must be a certain amount of attention. There must be some arrangements to ensure the effect, otherwise the result will be greatly reduced.

The way of public relations is flexible and diverse. The object is not only the person in charge of the project, but also his family members. In a word, the feelings and relationships between people are closely related. Only by establishing a solid customer relationship, can your success rate be guaranteed.

The fourth recruit: doubts and safety

The key customers often are people who have important status and identity. First of all, they need to dispel their doubts and doubts. Generally, the doubts come from the following aspects. First, products and services, the quality of products must go through the barriers and reach the entry threshold. If it has its own unique advantages, it will be even better. Let customers believe that your products and services meet their needs. Two, the company and project personnel, the strength of the company, the professional skills and the quality of the project personnel are also their concerns. They certainly want to deal with the companies with strong strength and superior product technology.

Secondly, it is safety. First, the quality of products must pass through, which can ensure normal use in the future. It will not bring him any sequelae, because if he chooses a product with quality hidden danger, he will set up a time bomb for himself. Two, it will be safe through the process and result of the paction with you and your company, which will not bring damage to his future work and position and other interests. This involves the issue of people and business rules. This is also one of the most important concerns of key customers.

{page_break}

The fifth recruit: how to solve the external relationship

To solve the problem of key customers, around the external relations of key customers, the peripheral relationship refers to general participation personnel and more important participants. How to deal with him is very important and can not be careless. If it is not handled well, it will also let you lose the whole game. Remember not to despise the outlying personnel. Although they do not grasp the key information, they can also get a lot of effective information from them, and win their favor with you. Naturally, you can add a lot of points.

In fact, it's easy to mix with them. First, respect; two, enthusiasm; three, give small gifts properly, so that you may get unexpected gains, but you must not offend them.

For more important project participants, especially those of key decision makers, they need to focus on follow-up, win their recognition, and preferably single line connection and attack. In conclusion, clearing the outside work is to form the majority of the customers in your favor. If you have done the work of the above categories of people, success will not be far away from you.

Sixth recruit: service first and competitive advantage.

The service here refers to pre-sale service and after sale service.

先说售前服务，主要分两点，一是指厂家要对大客户销售人员提供技术人员支持，就拿大型医疗设备来说，往往是技术性很强，而且客户方面专业性也很强，一般人来说一线的大客户销售人员只能应付一般性的技术问题，涉及更专业的技术问题的时候，厂家的专业技术人员就得一起出面和客户进行沟通和讲解，这样才能让客户对产品有比较清楚的认识，这时候就必须强调自己独特的技术优势，让客户知道你的产品的特点和优势在哪里，和竞争对手相比占据上风;二是实地考察，大客户一般在项目的中后期就要对入围的厂家进行考察，考察一般是工厂或者是典型客户单位，这也是非常重要的一步，因为这是客户自己亲自实地考察，以前更多的是听你说，现在的是他自己看了，他自己看到的是不是跟他对你预想中结果是不是一样，所以说对客户来考察，一定要周密安排

The best way is to arrange the trip for your customers under your control, try not to leave your competitors with much time, and you can't make any mistakes.

Of course, customers are very concerned about after-sales service, and there will be specific provisions in the future contracts. After service, you must come up with the company's standard after-sales service commitments and ideas, and enable existing customers to make a better evaluation of the after-sales service of the company, so that they can get twice the result with half the effort.