What is the sales process of key customers?

General methods of sales for key customers.

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What is key account sales?

Group key account sales belong to B2B mode, so how to analyze the customer's organizational structure, how to establish a trust relationship with decision makers, how to deeply explore and guide the customer's needs, how to put forward a plan as soon as possible and get the customer's commitment are all important links and factors that affect the key account sales.

The purchase of large industrial customers has the characteristics of large single sum, many decision-making participants, long decision-making time and complicated decision-making process. The most important thing is that customer procurement has a fixed process, which can be generally divided into six steps: 1) internal demand and project establishment 2) preliminary investigation and screening of suppliers; 3) Formulate procurement indicators 4) Bid evaluation; 5) purchase commitment; 6) Installation and implementation. Because customers pay different attention to different stages of the procurement process, salespeople need to form six stages of the sales process in one-to-one correspondence with the six processes of customer procurement. 1) Development stage-collecting customer information and evaluation 2) Sales entry stage-defining customer organizations and roles and establishing good relations with key personnel 3) Proposal stage-influencing customer procurement standards and providing solutions 4) Bidding stage 5) Business negotiation (signing contracts). (This is the general process of key account sales)

The essence of "standard process" is that the sales staff will advance to the next sales process in turn through the implementation of the main work content and the control of key nodes in each of the six stages of customer development, sales entry, proposal, bidding, business negotiation and project implementation, and finally achieve the goal of successfully obtaining orders.

Although the specific links and details of sales such as engineering and serving key customers are different, the general principles, basic processes and skills of key customer sales are similar. To be an excellent key account manager (project manager), diligence, understanding, good psychological quality and a lot of practice are essential, and it is meaningless without a lot of practice skills.

Key account sales process

It can be divided into six stages:

1. Customer development stage, key node: accurate project information;

2. Project establishment stage, key node: pre-sales project establishment;

3. In the proposal stage, key nodes: effective customer relationship promotion;

4. Bidding stage, key node: bidding or negotiation;

5. Business negotiation stage, key nodes: contract approval and contract signing;

6. Project implementation stage: key nodes: project acceptance and project closing.

General methods of sales for two major customers

First of all, briefly introduce the history of key account sales.

1. In the United States, the sales theory appeared in the 1920s, but at that time there was no concept of distinguishing big customers from small customers.

2. In 1960s, Neil Rackham put forward the rotating sales theory on the basis of studying more than 5,000 sales experts from international first-class companies such as IBM, Xerox and Kodak, which marked the formation of the key account theory.

3. In 1990s, John R.Holland (the author) and Tim Young put forward the customer-centered sales theory, and at the same time put forward the key account sales theory in the Internet era, which showed the latest progress of the key account sales theory.

First, the difference between big customers and small customers

If there are thousands of potential customers in your market, and your product quantity is not large, the number of your sales calls is the main factor of success; If the products you sell are large in quantity, expensive and have a long sales cycle, there won't be many potential customers in your market. The key to success is customer penetration plan and strategy.

Second, the general method of selling key customers

1, first find the leader, who is well informed and contacts the purchasing decision maker through him. The rule of mass sales is that if you haven't established a relationship with someone who can guide you to sell at a low level, you should never try to get close to the decision maker. Get as much information as possible about big customers.

2. Multi-channel and phased development: It is very useful to visit a customer for many times. The "milestone method" is adopted, that is, before the customer makes a purchase decision, all possible things are listed, analyzed from the customer's point of view, questions are put forward, and answers are given to these questions, and one or more of them are answered in sequence during each visit. The milestone method allows you to track your progress and move forward step by step every time you visit a customer. Before each house call, you know how much progress you have made. In a word, you completely control the whole process of this sale.

3. Graded sales maintenance. For large and valuable customers, at every stage of customer relationship, sales-related departments and personnel at every level should be tracked and maintained by special personnel. For example, you can arrange sales or customer service personnel at different levels for maintenance according to the departmental functions and personnel levels of big customers. For example, a clerk maintains XX people in the purchasing department; B employee maintenance technology department XX employees; C employees maintain XX people in the quality inspection department. Key decision makers should be personally maintained by the sales director, deputy general manager and even the general manager.

4, internal sales, big customer sales are often carried out when you are not present. Find all kinds of people among customers to be their own sales "agents" and sell themselves, such as purchasing experts, technical engineering experts and quality inspection experts.

5. The most important thing is to fix the person who can make the final decision. Top sales, going straight to the sky, getting CEO or general manager is the most labor-saving and most labor-saving