The 2/8 differentiation of customer value has almost become the iron rule in the market. For enterprises, the contribution of large customers even exceeds 50% of the total profits. In some industries, this proportion will be even higher. Therefore, the development of large customer resources has become the main guarantee and breakthrough of corporate profits.

The major customers mentioned in this paper are not individual customers with large spending quotas, but large-scale consumer organizations such as buyers, channel distributors, and group customers. Following the author's experience based on many years of market experience, summed up the 10 major customer development skills.

1. Adequate customer visits and preparations Now that many salesmen find out about the target customers, they immediately pick up telephone contacts or turn around to bring information to the door. This is likely to be rejected by the customer because of insufficient preparation, wasting precious Customer Resources. The correct approach is: before the first call to the customer or before the door visit, as much as possible to understand the various customer information, especially their needs, but also think about the other party may raise questions, may occur Controversial focus, the bottom line of concessions, etc. The more fully prepared, the higher the chance of success. In addition, it is advisable to contact with a preliminary customer through telephone and other channels before contacting a strange customer, which can greatly improve work efficiency.

2. Become an expert on the products that you sell Great customers are different from ordinary customers, and their professional requirements are very high. Therefore, whether business people know enough about the products they sell, whether they are professional enough, and whether they can give customers confidence, it becomes The key factor in the deal. We are all very easy to accept advice from experts in a certain area, and it is easier to believe what professionals say. Therefore, being an expert in the products you sell can be very helpful to your business. Otherwise, you can not even understand your own products. How can customers feel comfortable buying it?

3. Create value for customers Assume that the products your customers need are only available from your company. Do you still need business people? Still need us to develop customers? Of course not. At that time, customers naturally squeezed their heads to find you, because the value you provide to customers is unique. Like Microsoft, we have almost no choice. Therefore, it is rare for Microsoft to sell. Their operating system. However, there are not many companies like Microsoft. We do not need to demand unique values. As long as we use commodities as the carrier, we can provide more value to our customers. Large customers can talk about it. Moreover, only valuable cooperation can last long. Do not think that you can have long-term ownership of this big customer by reaching a preliminary cooperation or grabbing a key person in charge. The only way to long-term cooperation is to continuously create value for large customer organizations. You are valuable, important or even irreplaceable to a large client organization. Even if you do not maintain a key person in charge, you can have a long-term customer. Of course, unless this person in charge is the owner of the enterprise, the maintenance of his private relationship must not be relaxed. The method of developing large customers for key decision-makers in large customer organizations is a familiar and familiar conventional method.

To provide customers with great value is difficult for the business staff to do, which depends on the organization to complete, an organizational level of thinking and decision-making, and this is also the key to an enterprise's long-term survival and development. What the business staff can do is to share some valuable industry information, sales data, and marketing advice with the big customers on a daily basis.

4. Why don't you pay attention to your competitors? It's not that they don't have demand, but your competitors better meet their needs, so the focus on competitors is very important. When we develop large customers, we often regard large customers as our opponents, and all our strengths are placed here. Actually, it really affects whether we can reach deals with big customers by our competitors in the same industry. When we defeat our competitors, we basically have large customers. Therefore, while we understand the situation of big customers, we also need to fully understand the situation of competitors, including their strengths, what value they can provide for big customers, what their bottom line is, what their weaknesses are, and what their strengths are. We understand that The more clearly, the greater the grasp of defeating them, the so-called knowing oneself and knowing one another. When we put the relevant data of competitors, related data of big customers and their own data together for comparison and analysis, the tactics of attacking large customers naturally emerged. However, it is difficult for a single business person to understand the information of each party, and it is better to use the power of the organization.

5. Organizational System Support The various strategies and tactics mentioned in this article involve the organization, because the big customers we have to face are organizing customers. We must deal with individual forces to deal with the obvious, and only organizations with planned intervention support. Business people can use their power to complete tasks.

When we develop a large customer, it is basically a large customer who is stared at by a specific person. However, when a person faces the comprehensive and professional needs of an organization-based large customer, they often have insufficient capabilities. At this time, a large customer development support center can be established. The leaders of the enterprise's decision-making level lead the sales manager, the full-time major customer development staff and the sales department, and the staff of the planning department (part-time). The business personnel can face any problems in the process of developing the large customers and they can always ask the “Think Tank” for help and resolve them promptly. Difficulties, improve efficiency and success rate. The center should have a database, including success stories, success techniques, lessons learned, customer data information, and the support the company can provide. According to the industry, the database project is also different, so that it can provide a lot of business personnel The decision-making basis for thinking and action has also accumulated valuable experience and data wealth for the organization.

6, process decomposition because of the situation of large customers is more complex, the ability of business personnel is limited, it is difficult to face everything, their characteristics are their own strengths, but they also have shortcomings, but also often easy to lose the big customers in the weak link, even if successful Signing a single bill also wastes a lot of time on work that is not good for him. This is a waste of human capital for the company. It also affects the efficiency of the business staff and affects the income.

Organizations can dismantle all links such as looking for big customers, intentional contact, further communication, follow-up, trading, and maintenance. For example, a dedicated person is responsible for collecting customer information from the Internet, newspapers, television, etc., because the total repetition of such work will gradually accumulate experience, and the speed and efficiency will be very high. The responsible person for initial intentional contact will be responsible for telemarketing staff. Naturally better skills in telemarketing can quickly discover the actuality of customers; then the intentional customers are made by "outside" salesmen who are good at face-to-face communication with customers; after reaching basic cooperation intention, or the customer has professionalism. When problems arise, professional and professional personnel negotiate details with the customer and further persuade them, because this link is a link that customers can bring value and dispel customer concerns. Therefore, the more professional, the more effective; the list is discussed and submitted. The person who is good at friendship and relationship is responsible for maintenance. In this way, each person with his or her own strengths can exert his strengths, and it can be done again and again, and efficiency can be greatly improved. Of course, according to the actual situation, one person is responsible for 1 - 2 links, but not more than 2 links.

From a management point of view, repeating a job helps improve speed and quality. Just like the assembly line of industrial production, it can significantly increase productivity, increase the rate of signing up, and the income of business personnel will naturally increase. From the perspective of the business owner, process-based operations can avoid the situation of training a good salesman to “fly” a salesman. This is very common in companies because a business person has completely mastered all aspects of the process. The mode of operation and skills, and finally the customer resources in their hands. There is a proverb that says: "They have a long temper," and at this time, the "funded" business people are dissatisfied with the original treatment, and inevitably leave the company if they are not satisfied. If process-type operations are used, the employees' pockets will be blown and they will not be allowed to leave because of their dependence on the company.

However, the adoption of process operations must be based on the company's own situation to handle the issue of work distribution and benefit distribution, otherwise it may eliminate the enthusiasm of some people, drag the entire process, but also to smooth the information system and the scientific system to make all aspects It can be seamlessly connected to avoid internal resource consumption and reduce efficiency.

7, interactive big customers to develop high-spirited buying things, sell three or four things under the low, this situation is very common in large customer transactions, the cause is the asymmetry of the initiative and the interests of the cause. Then we change our thinking: If we become large customers of large customers at this time, what will happen? The relationship is equal, and the customer naturally talks much better. For example, some companies now employ large customers in the fields of insurance, banking, telecommunications, etc., to take you to buy our goods, and we buy your insurance or credit cards, telephone cards, etc. Although such an interactive and mutually beneficial model is effective, it has certain limitations and the scope of the industry is also limited. Let us further expand our thinking and achieve mutually beneficial cooperation with target large customers through roundabout ways. The first model is for two customers with different supply and demand products: For example, a special steel production company negotiates with its customers and a real estate developer. If you purchase XX company's XX water control valve, I will use the discount XX. % of the price to provide you with special steel construction. Return to find another large customer, metal valve factory, to negotiate with it - if you buy our XX tons of special steel, we guarantee a real estate developer to buy your XX valve. This way, the three parties benefited. Although they gave up some profits to the real estate developers, they did business with two deals, which was worthwhile. The other model was aimed at upstream and downstream customers respectively. For example, a timber company negotiated with a woodworking machine manufacturer. ——If you buy the office furniture of my large customer company, I will buy you XX wood processing machines, and in turn negotiate with the big customers selling office furniture. If you buy our XX meters of wood raw materials, I guarantee The customer below me buys you XX office furniture. It's like a biological chain. We can connect it smartly to gain revenue, and even create a win-win situation.

8. Customers' recommendation In many industries, the relationship between peers is very close. If you can let existing large customers recommend the products or services to other customers for you, the effect will be far better than the chase of our business personnel. hit. So, how can we work with the customer's Jinkou Yuya to help us do this? There are two ways to do this: 1. Make profits as a lever. For example, referring to a “next house” will bring certain benefits to the customer. This benefit varies according to the industry, and the content is also different. For example, a recommendation customer can share the recommendation. Some of the customer's resources, purchase of products or services have greater concessions, etc.; 2. The most direct and effective method is to do a good relationship with the person in charge, so that it is much easier for him to move his mouth. If you have both of these conditions at the same time, it should not be difficult for customers to be your salesmen. However, the customer's recommendation only helped us open the door for the next customer, and we would also like to work hard on our own.

9. Pay attention to the people's congresses around the decision-makers The assistants, secretaries, and other decision-makers who are close to the decision-makers have no decision-making power, but they have strong decision-making influence. Even the key to business success is determined by these people. . These people are confidants of decision makers. Decision makers will refer to these people's opinions, offend, contempt, or because they feel that they have established contact with decision makers and ignore them. The result may be that these people have become the main reason for your business failure. If you make good use of these people, they will become the gatekeepers and guides for your business. We can learn all kinds of information from them and get all kinds of small help. On the contrary, it may bring a lot of small troubles. These positive or negative influences are small, but they are related to success or failure. These people are like gears in a clock—a gear can't push the watch, but a gear can stop the watch.

10. Innovations in Public Relations Tools Nowadays, the public relations and maintenance methods of major customers are all basically for dinner, bathing, and playing cards. We spend a lot of money and take a lot of time. However, customers are not sympathetic, because everyone is doing this. As the saying goes, "Every day we eat dumplings, we don't feel incense." Who will be picky, compare who is better, and who will be more generous, is not only ineffable in comparison, but may also be perceived by the customer as not paying attention to him, not to eat or drink but not to make a business.

I believe that this kind of invitation is not a nor-not-needed dilemma. Our major customer developers have the most experience. At this time, the innovation of the big customer development model is very necessary. Marketing is innovating every day, while big customer development has been stuck in a relatively low-level and old-fashioned way. At this time, if we change our minds and innovate in ways of developing big customers, we can squeeze everyone out of big customers. At the gate, find the side door that no one walks to achieve the goal. We can broaden our thinking and avoid the competition of the Red Sea developed by big customers without taking the path taken by others. Due to the difference between the industry and business, the forms and methods of development and innovation of big customers are also different, but there is a principle that can be followed - other people are taking the road, only we have a single bridge.

According to the author's actual experience, I propose some innovative methods and ideas for your reference: First of all, the necessary communication medium, food, entertainment or something else, but this is not an important part of the development, the focus is when we entertain A harmonious atmosphere to understand customer preferences and needs. First of all, the most urgent need of a customer or an organization’s immediate needs is the best way to make breakthroughs. This kind of demand may be various. Sometimes, the customer himself does not think that you can help him, so he will not say it. We want to be good at chatting with customers and let customers open their conversations. Of course, this also requires us to guide. The important information is there.

Once I met a very old-fashioned, scornful, and did not like to eat and drink, it is difficult to get the big customers, the conventional means they are not interested, and finally under our guidance, finally opened his voice, he talked about his son recently In asking him to buy a new mobile phone, my assistant Xiao Wu thought that the customer was implying that he wanted a mobile phone. However, I found that this client's tone of voice contained a hint of helplessness and seemed to have a hidden feeling. After inquiring deeply, I learned that his son is 15 years old and he is going to take a high school examination. However, he always does not like to study but he is smart and has always been ranked in the middle class. I suddenly thought that I had a friend who was engaged in psychological education, mainly through a set of interesting teaching courses and counseling that she developed to help young people who do not love learning to become interested in learning and to comprehend methods. Afterwards, I paid this friend 20 hours of tuition, found the client, and offered free counseling for his son. One and a half months later, the customer excitedly called me and said that his son had improved his test score by 6 and invited me and the teacher to eat. Since then, our three regular parties have become good friends and business is natural. not a problem.

On another occasion, the key person in charge of an important and important customer also had a strong immunity to eating, drinking and business. The business did not go well. Once on his computer screen, he saw that he had set up a Chinese painting as a desktop, and had a deep talk with him. It was learned that this person in charge once loved fine arts, but because of his impoverished family, he dropped out of business, but his love for painting has not changed. In the conversation, he learned that he liked Chinese painting, and his subject matter, painting style, etc., also touched clearly. After half a month, I spent 4,000 yuan to buy a painting of a famous contemporary Chinese artist and gave it to the client. The client was surprised first, and then he was overjoyed. The next business was naturally achieved. After that, the method of maintaining the client was to send a few. The paintings of the famous painters of the country and the tickets for the paintings of the Chinese paintings are inexpensive and effective.

Because there are many differences between industries, the development skills of big customers are different, and they cannot be counted. They can only list some general skills. They are more hopeful to give us some inspiration, expand their thinking, and combine their own Industry characteristics create an effective way to develop large customers. The philosophical aspect of things is common. There are two essential elements in the development of a large customer. No matter what the industry is, it is reverse thinking and continuous innovation.