The world pattern is changing quietly. The great change that has not happened in a hundred years is accelerating its evolution. No one can be independent. China's construction machinery industry is also experiencing a new round of cycles and changes, and all links in the industrial chain are facing new challenges.
From the market side, the market share of domestic brands and foreign brands has reversed, and now domestic brands have absolute advantages, and this trend will continue.
From the demand side, the customer body is also undergoing profound changes, and the concentration is getting higher and higher. On the one hand, with the stricter environmental protection, construction specifications, changes in financial and tax systems and other factors, corporate clients have increased year by year; On the other hand, as the market continues to reshuffle, the threshold of construction machinery increases and other factors, the number of self-employed households is significantly decreasing. Among them, the post-60s gradually fade out of the industry, and some businesses are handed over to the post-90s. The post-90s will soon become the main force, and the number of major customers with more than 5 sets will increase significantly.
Development and maintenance of key customers
Look for big customers
Therefore, the development and maintenance of key customers are more important at this stage. Key customers are also known as key customers, major customers, key customers, high-quality customers, etc. They refer to customers who use large quantities of products or have special unit nature in the industry where the company is located, mainly including economic key customers, important customers, group customers and strategic customers. However, we should pay attention to the following points: Do not take group buying customers who occasionally consume a lot as big customers, because they may not be the source of sustainable profits for enterprises; Second, do not simply regard the repeat consumption customers with large demand as big customers, while ignoring their ability to provide profits and performance contribution; Third, do not regard the "big pickpockets" of enterprises as big customers. Such customers may not have long-term maintenance value for enterprises.
Generally speaking, compared with the price and use cost that individual households pay attention to, key customers pay more attention to services and solutions, as well as financial and tax compliance. The value convergence performance further establishes a relationship of mutual trust.
After distinguishing who is your big customer, we should consider the value that can be brought to customers, which can also be considered from several aspects: first, whether the size of the seller matches the set potential big customer, and whether the customer chooses you depends on whether you are equal to him; Second, we must understand the customer's industry, the customer's industry background, the customer's current position in the industry, what the competition and challenges are, what problems are encountered, and what keeps him awake; Third, is it possible to help the customer customize the product from the customer's point of view, or help him choose the appropriate solution according to the customer's needs. This solution may be technical, managerial, procedural, or even financial.
Maintain key customers
Then, it is the phase of establishing relationship and trust. This stage is the most critical in key customer marketing, and also needs to consume the most resources. The more timely and accurate the information is, the more initiative and grasp will be. It is a good way to enhance trust to be familiar with the customer's corporate culture and find the value convergence point in the culture.
In addition, a special department should be set up for key customer maintenance. Because every department has its own culture, there is no way to communicate between big customers and small customers, and the way of doing things is completely different. It is basically impossible for one person to manage both big customers and small and medium-sized customers. Therefore, the focus should be on preventing accidents and actively conducting crisis management. If an accident occurs and cannot be handled in a timely manner, it may fall short and all previous efforts will be wasted.
We must establish a mechanism for high-level mutual visits. We need to know where the customer has a problem. We need to prevent problems before they occur. Instead of always helping him fight fires, we need to help him establish a fire fighting mechanism, a process, and a clear division of responsibilities and rights; To enter the customer management process, you should make contributions when helping customers solve the crisis. In fact, making contributions is to strengthen the relationship for free, because it is natural to help customers solve problems, and if you really help customers solve problems, customers will be closer emotionally; Let the customer know the complaint channels within your company. If there is a problem, he can't find anyone to complain, which is also very fatal. Sometimes the customer may be angry with you, and it may be OK after the complaint. The key account manager cannot be the only communication channel.
With the strengthening of trust and understanding between buyers and sellers, enterprises should further strengthen and demand their ability to meet customers, and should further analyze customers' demand potential, which is also the best time to increase sales content and strengthen relationships.
