Paint enterprises to open the first blow: do a good job of marketing large customers

China Coatings Network
News:
We know that in the
coatings enterprises
marketing, the marketing of large customers is particularly important, large customers to
coatings
enterprise profits often accounted for 80% of all customer profits, 20/80 theory is very applicable. Compared with the company's various marketing strategies, big customer marketing is very important for the beginning. If you start well, it will be a lot better in the future. On the other!, a bad start will be much more difficult in the future. So, for large customers, the paint upstream enterprises should pay attention to what? How to start will be more conducive to the next step?
preparation
before starting a big customer marketing/visit, be sure to collect and analyze information to provide a solid foundation for developing a big customer marketing strategy. Information collection includes:
first, large customers of the paint industry, such as development trends, competition, the position of large customers in the industry;
the organization of the second and largest customers, such as organizational structure, upstream product procurement decision-making process for coatings, etc.
of the third and largest clients, such as his background information, concerns, people who have influence over him, etc.;
problems with the fourth and largest customers (related to the products you sell);
, the fifth, large customers and your company before the contacts, if any;
sixth, your own marketing products and your company's situation analysis;
seventh, your competitor situation analysis;
......
Develop strategies and plans
develop a suitable marketing strategy and plan for large customers based on information collection and analysis. In a marketing strategy, there are six key elements that need to be noted by marketing planners:
1, marketing strategists need to identify who is the influencer of the purchase, that is, the customer's business for the decision maker of the purchase, what are the characteristics of these people.
2, to identify their own strengths in marketing strategy. When selling, always be aware of possible problems. Once a problem is identified, first identifi the problem and then use your strengths to solve the problem to ensure that the marketing strategy is successful.
3, pay attention to the feedback mode. In the process of communicating with customers, always pay attention to customer feedback, from customer feedback to constantly verify their original judgment of customers, and finally come to the conclusion of whether this customer can be successfully marketed. If you don't pay attention to customer feedback, marketers often put a lot of effort and time into getting the results they want.
4, to clear the criteria for winning. This includes the criteria for winning yourself and the criteria for customers to win. Only by clarifying the criteria for customer win can we successfully communicate and communicate with customers, so as to achieve successful sales.
5, ideal type of customer. In the face of many types of customers, marketers should be good at judging which are ideal customers, only in this way, sales can have a master, there is a greater chance of success.
6, funnel principle. Marketers often find it difficult to complete high sales targets issued by companies. In this case, sales staff can not ignore objective difficulties, hard scalp to accept the task, nor should it be easy to ask enterprises to reduce sales targets. The right approach is for marketers to "bargain" with the business, asking the company for more resources to ensure that they can get the job done on time and on time.
Going the opening work
In the opening work, pay attention to two points:
1, start the basic marketing work (e.g. with the technical department, procurement contacts/talks) at the same time, to (start) to promote the relationship with the senior (decision makers) of large customers, that is, to deal with them. Many marketers often make the mistake of contacting only the general staff of a large customer, not doing it, or neglecting to work with the top of the big customer. The result is a lot of time, energy, and even money, and only low-level relationships.
often happens in real life when a marketer (or company) has been doing business with a big customer for a long time and seems to have a good relationship. But when a competitor changes a marketer, it's easy to take it away. Why? A common reason is that former marketers, like salespeopes, do low-level relationships and lose. Marketing sales staff do more big customer high-level (decision-maker) relationship, it is easy to win.
from here we can conclude that successful marketing is possible only if the most important decision makers affect the customer's business. For marketers, the most important decision maker in a client's business is often not the president of the business, but the highest decision maker associated with a particular project. Such people are called very important senior officials, the most critical people for marketers, and even more important than the president of the client company. "If marketers are able to meet and communicate well with such people, the chances of successful marketing increase significantly."
2, big customer high-level (decision-maker) relationship, to do a good job, otherwise it will be counterproductive. About this you can click on "How to maintain a relationship with the customer's senior management in the marketing of large customers", there are detailed instructions!
to emphasize that the start of big customer marketing is important, but the key is to collect, analyze, and strategy, plan development. Only by doing these jobs well, can we find a good entry point, and according to plan, step by step to promote the marketing of large customers, and at the same time maintain a good relationship with the high-level, big customer marketing can do more with less.
With the development of the paint industry, the final price of coating upstream products will not be much difference, such as only about 10-15% difference, large customers will eventually choose large brands and have long-term cooperation with the paint enterprises, paint enterprises can do a good job of large customer strategy than blind development of various channels to be stronger, in the paint market more stable!