Ten Aspects, Do A Good Job Of Big Clients.

Whether or not to establish a large customer management department depends on the size of the enterprise. For small businesses, the number of customers is small, and the number of large customers is less. For the work of large customers, it is necessary for the executives to come to grasp in person; if there are more than 20 large customers, then it is necessary to establish a large customer management department.

1. priority is given to ensuring adequate supply of large customers.

It is the primary task of the key account management department to give priority to the sales of large customers and to give priority to the quantity and serialization requirements of large customers.

Especially in the sales season, the key account management department should keep abreast of the sales and inventory situation of major customers, discuss with the key customers on the market development trend, reasonable inventory and the volume of customers' demand in the busy season, and coordinate the production and pportation departments before the arrival of the peak season to ensure the supply of large customers in the peak season.

2. fully mobilize all sales related factors in large customers, including the most basic salesmen and salesmen, so as to improve the sales ability of large customers.

Many marketers often fall into a misunderstanding that if we deal with the relationship between the top and middle managers of the customer, we will deal with the relationship with the customers unconsciously, and the sales of products will be unimpeded.

The middle and upper level managers in the customer control the purchase of products or the payment of goods and so on. Handling the relationship with them is important, but whether the products can be sold to consumers, but has more direct relationship with the staff at the grass-roots level, such as salesmen, salesmen, storekeepers and so on. Especially for some large and strong technical and complex products, the key account management department should promptly organize product training for the grass-roots employees, or supervise and supervise the marketing personnel to enhance their work in this area.

Fully mobilizing all sales related factors in customers is an important factor to increase sales volume of large customers.

The domestic washing machine factory, known for its production of duckling, San GIO rotary washing machine, is doing better in Ji'nan.

For example, Beijing Caishikou department store has been the largest customer in Beijing area for three years in a row.

3. trial marketing of new products should first be carried out among key customers.

After having a good sales performance, a large customer has strong commercial influence on the sales of the product in the area where it is located. The trial sale of new products among large customers has strong representativeness and good timeliness for collecting customers and consumers' opinions and suggestions on new products, making it easier for production enterprises to make timely decisions.

Before the trial sale of new products, the key account management department should make early coordination and preparation with major customers, so as to ensure that the trial sale of new products can be carried out smoothly among key customers.

4. pay close attention to all PR and promotional activities and business dynamics of major customers, and give timely support or assistance.

As an important part of the marketing of production enterprises, big customers should give every move to big customers.

5. arrange senior executives' visit to key accounts.

A marketing executive with a good marketing performance spends about l/3 of his time visiting clients every year, and large customers are the main objects they visit. An important task of the key account management department is to provide accurate information for marketing directors and help arrange reasonable schedules so as to enable marketing managers to visit large customers with purpose and plan.

6. according to the different situation of big customers, design promotion plan with each big customer.

Each customer has different situations, regional differences, business strategy differences, sales specialization degree and so on. In order to make every big customer's sales performance can be steadily improved, the key account management department should coordinate with the marketing personnel and marketing planning department to design promotional schemes jointly with customers according to the different situations of customers, so that customers can feel that he is highly valued, and he is an important factor in your marketing channel.

7. regularly soliciting opinions from large customers to marketing staff, timely adjusting marketing personnel to ensure smooth channels.

Marketers are representatives of enterprises. The quality of marketing personnel is a crucial factor in deciding the relationship between enterprises and customers.

Because of the differences of marketing personnel's cultural level, life experience, personality characteristics and self-management ability, the quality of marketing personnel is also different. The key account management department not only assists, but also supervises and examines the work of marketing personnel responsible for dealing with the business between large clients, and the personnel who are not able to work hard should be reflected to their superiors, so that personnel departments can arrange suitable candidates in time.

8. develop appropriate incentive policies for key accounts.

Production enterprises take appropriate incentives to customers, such as various discounts, cooperative promotions, profits, sales competitions, rebates, etc., which can effectively stimulate sales enthusiasm and initiative of customers, especially for big customers.

Recently, FAW Group has awarded 40 small red flag "City Golf", "Jetta" cars, "liberation" van and 400 thousand yuan cash (total 6O0 million) to reward large marketing households and advanced individuals.

The key account management department should be responsible for the implementation of these incentive policies.

9. ensure timely and accurate information pmission with key customers, and grasp market pulse.

The sales situation of large customers is actually a barometer of marketing. A very important task of the key account management department is to make timely, accurate statistics, summarization and analysis of the sales data of major customers, and report to the higher authorities, and inform the departments of production, product development and research, pportation, marketing planning, etc., so as to adjust in time for the market changes.

This is an important prerequisite for enterprises to take marketing as an orientation.

10. organize the annual symposium between major customers and enterprises.

Organize a forum between top executives and major customers every year to listen to customers' opinions and suggestions on product, service, marketing, product development and so on.

Such a forum is not only beneficial to the relevant decisions of enterprises, but also can deepen the feelings between customers and enhance customer loyalty to enterprises.

Big client management is a lot of departments involving the production enterprises. It requires very detailed work. The key account management department should contact with many departments in its own organizational structure, such as sales personnel, pportation department, product development and research department, product manufacturing department, etc., to coordinate their work to meet the needs of customers and consumers.