Methods and skills of key account maintenance

Methods and skills of key account maintenance

We all know that the profits brought by big customers are very rich, but small customers are incomparable, so many people will spend a lot of thoughts on big customers. The following is for everyone to share. Methods and skills of key account maintenance

Methods and skills of key account maintenance 1 First, establish key account business files.

To strengthen the management of key customers, the most basic and key work is to establish the business files of key customers. It is necessary to analyze the output scale, product structure, production line status and development plan of major customers through serious, sustained and long-term tracking, investigation and summary.

Have a systematic grasp of the information such as the main business personnel and decision makers, the market share of the same industry among customers, and establish a set of standardized files. Such customer files are important business secrets and intangible assets of enterprises, which are of great significance for enterprises to make scientific decisions and win market initiative in business wars.

Second, establish a return visit and tracking service mechanism for major customers.

We often say that running business, the so-called running, is to contact customers, shorten the distance with customers, and interact effectively with customers. This requires enterprises to establish a scientific and perfect service mechanism for visiting and tracking key customers, and through the operation of the service mechanism, promote the development of customer relations, broaden the scope of cooperation and deepen the level of cooperation.

In the end, the two companies will achieve good strategic cooperation and become strategic partners with win-win and mutual trust. The establishment of key customer visit tracking service mechanism should be promoted from three aspects: first, the visit mechanism at the leadership level; The second is the access and service mechanism at the technical level; The third is to establish a visit and service mechanism at the business level.

Third, formulate sales policies for key customers.

The different importance of big customers and ordinary customers to enterprises determines that they should be different in sales policies. This difference should ensure the stability and development of large customer resources. For big customers with big contracts and good repayment.

You can give a certain price discount moderately; For customers with higher prices and stable contracts, the payment can be moderately relaxed; For customers with good cooperation and no loss of quality objection, sales expenses can be appropriately increased and the number of visits can be increased.

The commission ratio of salesman's sales expenses should also be different according to the customer's situation, and the commission ratio of big customers should also be different from that of ordinary customers. It is necessary to strike a balance between the initiative of enterprises and mobilizing the enthusiasm of salesmen to achieve the best results.

Enterprises also have many shortcomings in the maintenance of key customers, so it is necessary for enterprises to systematically modify and improve their sales policies and customer relationship management methods. Only by establishing a set of scientific and reasonable systematic methods can we protect the valuable resource of big customers so as not to lose or shrink, stabilize the business foundation of enterprises and make them develop stably and efficiently for a long time.

Generally speaking, the maintenance of key customers is not as complicated and difficult as people think. As long as you find good tips and management methods, success is just around the corner.

Key account maintenance methods and skills 2 1, let customers treat you as a friend.

In the past, we had a saying that "customers are God and customers are our own brothers". Although not completely correct, there is some truth. When we develop new customers, they may still have questions about us and may not fully trust our company.

At this time, we should give them a sense of trust and security. Let customers know that they can trust us further. So, let customers treat us as friends. Financial headhunters believe that the first task given to us by customers should be completed with high quality and win a good impression.

In future communication, you should show that you always look at the problem from their perspective. If customers treat us as friends, there will be more choices to develop new customers.

2. Always care about customers' lives.

People are emotional animals, and the other person will be moved if he gives his heart. As a bridge between customers and enterprises, we should always care about customers' living conditions. You can send a text message to remind you in rainy days, and the road is slippery when it rains, so pay attention to safety; You can send greetings or something on holidays.

We don't need to care all the time, just need to brush the sense of existence occasionally. When customers know that someone cares about them, your weight in customers' hearts will naturally increase, which also makes it possible for us to develop repeat customers. At this stage, try to understand the preferences of customers and people around them, and let him know that you know him in communication. This is also a very important skill to maintain customer relationship.

3. Let customers get used to your existence.

Getting customers used to our existence is our ultimate goal of maintaining customer relations. Just like fish can't live without water, when customers get used to our existence, they will naturally contact us when necessary. By this time, we don't need to be too active in dealing with customers as we were at the beginning.

Financial headhunters suggest sending some care at some time and communicating like old friends. I believe that every old customer will be willing to become friends with the salesman, which shows that our business is successful!

Methods and skills of key account maintenance. Customer maintenance should have a comprehensive customer data database.

No matter how smart your brain is and how good your memory is, it is impossible to remember every detail of your customers, so it is necessary to have a customer database, which is also the first step for you to start your work. Some people may have a big head when they see that they want to create a database. In fact, it is not difficult to create a database. A simple customer database is your phone's address book.

But here I don't want you to use your mobile phone address book as your customer database, because it is too simple to input the customer database information you need, which can't meet the daily work needs. You can search online if you like. There are many softwares similar to customer database available.

Second, group customers.

How to measure customer value? How do I allocate my customer maintenance time? This makes use of the address book grouping function of Kenwei free office platform. Address books can be grouped according to needs, such as family, friends, important customers, ordinary users, group customers and so on.

In the address book database, group loyal and profitable customers according to your standards, and then adopt different strategies, or allocate working hours according to profitability, so as to obtain more commercial profits.

Different industries have different standards of measurement. For example, in the financial industry, whether the customer has bought many different wealth management products, whether there are many, and how much money the bank has earned from him, so as to judge the value of the customer.

You can also carefully observe the needs and habits of customers and record them in detail. These records are the details that customer service needs to pay attention to in the future. This method costs little, but it works well and is often praised by customers.

Three, customer maintenance 28 theory

Life is limited, and time is more precious. How to balance time cost and profit? Maybe the 28 th theory can give you some enlightenment, and combine the grouping function of this platform to maximize your time.

In many industries, 20% valuable customers can bring 80% profits to enterprises. On the contrary, many customers have low value to the enterprise. Enterprises should pay more attention to the work of these 20' people, which may cost a lot of money, but it is worth it.

In addition, 20 of 80 customers are wasting the resources of the enterprise, so it is necessary for the enterprise to give up decisively for them; For the remaining 60 customers, there is no loss or gain, but as long as the enterprise can maintain the scale of the enterprise, it is necessary to keep them as much as possible.

Therefore, we should study and find out what are the characteristics of those people in their twenties, why they are loyal to this brand, and what strategies should be adopted to maintain their loyalty and generate profits for the enterprise.

There is an idea of "turning all disloyal customers into loyalty", which doesn't make much sense. Even if some customers become loyal customers, enterprises may not be able to make money from them. Because they only value the continuous price reduction and promotion of enterprises, this loyalty can not bring profits to enterprises.

Of course, for those potential high-value customers, their loyalty is needed to make them loyal high-value 20.

Fourth, the time division skills of customer maintenance

If you interview a client, I will give you the time allocation and negotiation skills of "two minutes to talk about topics and eight minutes to talk about family affairs or current affairs", because it may make both parties happy. With this experience, customers will be maintained.

Five, customer maintenance success or failure analysis

For the lost customers, we must first find the crux of the problem: why do customers lose? What kind of customers are losing? When did you lose it? More work should be done on the crux, not on the lost customers. Then dig deep according to the problems found and prescribe the right medicine.

For example, a sales manager found that customers were dissatisfied with their services and orders dropped. Only after the investigation did I know that because the company wanted to go public, a lot of systems and approval procedures were added, and customers were too troublesome and felt that it took too much time. More importantly, they think that their partners no longer value themselves, so some orders turn to more flexible companies.

After discovering these problems, the company changed its handling methods in time in order to re-establish the brand image in the eyes of customers.

Six, often contact or pay a return visit to customers, is also an effective way to enhance customer relations.

Sending SMS and multi-choice email can send SMS or email greetings to customers on holidays. Always keep in touch with your feelings and don't let the customer think that you have forgotten him or her. After all, this is a tradition in China!

Some users can call regularly to say hello. More important customers should visit and communicate at home, and bring small gifts from the company to entertain important customers at critical moments;

Add the birthdays and home addresses of customers, especially big customers, to your customer database in time. After all, important customers account for most of your sales, and it is right to pay enough attention to them. When paying a return visit to customers, the sales staff should keep abreast of the customer's use of products; Understand whether customers have new demands in the near future, so as to find new sales opportunities; Promote new products to customers and create resale opportunities.

In addition, pay attention to the seriousness and easygoing of your formal dress and speech, which is necessary when meeting customers, that is, to improve your image and show respect for customers.

Seven, after the results come out.

There are no eternal friends in business, only eternal common interests. If there is no common interest between you and your customers, then your customers are quietly losing. Please always remember that how to maximize the benefits between you and your customers is the center of maintaining customer relations.

Similarly, people also need the lubrication of feelings and gifts. Don't forget to give customers some suitable small gifts or give them a certain rebate policy. If the business benefits are really good, it can also give customers some unexpected benefits. Because of this, you can build a good relationship with customers and gradually increase their loyalty.