[China Glass Network] At present, with the rapid development and competition of China's industry, the importance of product flexible packaging is becoming more and more obvious. Under such a background, China's industry has developed rapidly in recent years, because the country's economy has maintained a trend of rapid growth for many years. At the same time that our living standards have been greatly improved, people's ability to material consumption has been greatly enhanced, and the flexible packaging industry has developed rapidly in this context, which has played a positive role in promoting the development of industry. But with the world economic crisis, the flexible packaging industry is also facing great problems.
Although China's flexible packaging has made great progress, we still need to understand what the sales target of the flexible packaging industry is. What advantages do we have? In order to cope with the fierce market competition and to occupy a place in the fierce market competition, the company pays great attention to the product, which includes a requirement for the excellence of product packaging. How to make the package convey more product information, and whether the product can attract consumers' eyes with beautiful and unique outer packaging, thus stand out on the dazzling shelves, and become the key to whether the product can win the favor of consumers. This has become a huge advantage for flexible packaging companies. What we need to do is to exquisite innovation, followed by the introduction and application of new technologies and new processes, the development and replacement of new environmentally friendly materials, etc. The safe and convenient packaging is getting more and more market and Consumers are welcome.
Although we have such a rich market cake in front of us, many of our SMEs have problems in sales. Here, I will share some of my previous experiences with big customers. The sales of large customers are vital to the survival and development of the company. It is the lifeline of the company – successful sales of large customers are an important means to ensure the continued good development of the company. How big customers get from scratch, how sales go from scratch to a successful conclusion requires our sellers to pay enough attention. As we all know, the success of big customer sales is a key turning point for a company's sales growth. With stable large customers, industry development is more favorable, so that we can establish competitive advantage in one or even several industries. We always believe that mastering a big customer is equivalent to mastering the cheats of the winning market because of the sales of large customers. The amount is the bottom line of the company's sales, the bottom gas is enough, the company's marketing will be more planned, the possibility of implementation is greatly improved.
The so-called big customers are the customers in the market that the seller considers to be strategic. Large customers are different from general customers, and big account managers are different from general salesmen. What big customers value is not how powerful a product is, but whether it can require an overall information solution. What needs to be seen is whether it can help him, solve the problems in the work, and how much benefit can be generated.
So, what kind of customer is the big customer we need? Is sales high? Is the gross profit margin high? Is the financial force strong? Or is the customer with a large operating area a big customer? What is the standard for our flexible packaging industry? I don't think there is a standard to judge here. Because although the sales are high and the gross margin is very low, this is not the big customer we need. We concentrated our energy on them and only earned meager profits. Even one day, he turned his face and turned to the competition, which is also your strong opponent. Similarly, the gross profit margin is high, but the low sales are not considered, so the financial strength is not completely my big customer. The author summarizes the steps to find and identify large customers as follows:
1. Determine research goals
Through the collection and analysis of customer data, we identify large customers, implement personalized management of large customers, track their services, improve services in a timely manner, and maintain their loyalty.
2. Expand the source of information
Dealers should establish multi-channel sources of information that facilitate communication between large customers and distributors, such as sales centers, telephones, call centers, e-mails, reseller web sites, customer seminars, and more.
3. Information collection by major customers
Information collection through the above sources, including: name, gender, age, occupation, address, telephone, email and other customer personal information. Including the customer's procurement frequency, purchase amount, nearer purchase time, purchase variety, customer's ability to counter-offer, focus, purchase habits and other purchase history information.
4, analysis of major customer information
The analysis of the purchase amount allows the dealer to understand the cost of each major customer's investment in the dealer's products or services during the period. This indicator is the mainstay of all indicators. Teacher Tan Xiaofang said that in practice, we often identify and screen large customers through the following methods:
1. With advanced business philosophy;
2. Have a good financial reputation;
3. Customers who can provide higher gross profit;
4. Customers whose sales share accounts for a large share.
These customers are the ones we want to focus on, and they are also the ones we want to focus on. I have to remind you that big customers are not static. This year is our big customer and will not be our big customer next year. Small customers can help us become our big customers through support. In addition, large customers play a decisive role in the company's sales and profits.
According to the American sales scholars Reichheide and Sasser, if a company reduces its customer churn rate by 5%, profits can increase by 25% to 85%. As stated by the Dilbert's Law (80/20 rule), 20% of large customers bring 80% of profits to the company. Therefore, from this point of view, major customers have become the lifeblood of enterprises, especially small and medium-sized enterprises, to survive and develop. "Getting a big customer, getting the world" is already the consensus of many bosses. Here we mainly discuss a question - how to prevent big customers from betrayal? How to stabilize large customers? How to reduce the "customer turnover rate"? The author believes that the main points are as follows:
I. Investigation
Enterprises can directly measure the satisfaction of large customers through regular surveys. In the specific operation, you can randomly sample the existing large customers, send them a questionnaire or call to find out the impression of the big customers on all aspects of the company. The test can be divided into: high satisfaction; generally satisfactory; no opinion; some dissatisfied; extremely dissatisfied. The good reputation of big customers to the company means that the company has created high customer satisfaction, and it is better to understand that the big customers are not satisfied.
Second, analysis
Managers can get a lot of information from job-hopping customers to improve sales. However, due to various reasons, such as cultural and psychological factors, many managers are reluctant to understand the real reasons for customer turnover, and can not really find out the mistakes of sales. (In some companies, summing up experience and lessons may also affect the sales manager's career).
Third, consistent
There is a saying in the UK that "there is no eternal friend, no eternal enemy, only eternal interests." Therefore, if managers want to improve the loyalty of large customers and reduce the renegade rate of big customers, they must From the perspective of customer interests, we must fully utilize strategies and strategies to solve this problem. According to the experience of Teacher Tan Xiaofang, the measures to prevent big customers from betray can be summarized as: one communication (always with deep communication with big customers), two guarantees (guaranteeing service quality and ensuring greater benefits).
Fourth, culture
In the process of business management, the issue of cultural connotation has rarely been raised. From the perspective of competition, competition at the previous level is also a more primitive and more common means of competition, that is, price competition, the second level of competition is quality competition, and the third level of competition is cultural competition, cultural competition. It should be a higher level of quality competition.
Fifth, the brand
Branding management is the formation of corporate brand. Now a considerable number of companies have begun to pay attention to it. This is also a trend, which makes consumers identify with this company, recognizes the brand of this enterprise, and has a sense of closeness to the service of this enterprise. There is a sense of trust that can stand up in the market.
In general, large client work refers to activities that are carried out by a cross-functional team in accordance with certain procedures. Large corporate clients may be managed by a strategic customer management team of cross-functional staff who are permanently serving a customer and often stay in the customer's convenient office. For example, Procter & Gamble has arranged a strategic account management team to work with staff at Wal-Mart headquarters in Bentonville, Arkansas. P&G and Wal-Mart have already saved tens of billions of dollars in cooperation and increased their gross margin. 11%.
If a company has several or even multiple large customers, it may set up a large customer management department to operate. Large companies like Xerox typically manage about 250 major customers. In addition to the large customer representatives, Xerox also arranges a “centralized executive†for each major customer. The “centralized executive†maintains a close relationship with the executives of the client company. In a typical large customer management department, each major account manager manages an average of nine large customers, the big account managers are responsible for reporting to the national sales manager, and the national sales manager reports to the vice president responsible for sales and sales. The vice president is responsible for reporting to the CEO.
In short, large customer management is not only a sales management method, but also a customer sales concept. It will be in an increasingly important position in the management of the company, no matter who should pay attention to the management of large customers. With the increasingly fierce market competition and abnormal market environment, the company's business can only develop better if it fully grasps the big customers. It is foreseeable in the future competition that large customer management will become a more important strategic sales tool for enterprises.
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