Six ways for beginners to find big customers

Sales is a kind of accumulation of time, professional knowledge, practical experience and industry contacts. It must be different from person to person, and different salespeople represent different product values. So how do sales novices find big customers? Come and have a look with me. I hope you will be satisfied. Thank you.

Six ways for novice salesmen to find big customers First, customer recommendation.

In many industries, the relationship between peers is very close. If the existing big customers can recommend your products or services to other customers for you, the effect will be far better than the unremitting pursuit of our business people. So, how can we help our customers do this? There are two ways: 1, let interest be used as a lever, for example, referring to a person? Next home? It will bring certain benefits to this customer. The content of this benefit varies according to different industries. For example, the recommending customer can * * * enjoy part of the resources of the recommended customer, and there is a greater discount for purchasing products or services; The most direct and effective way is to have a good relationship with the person in charge, so it is much easier to talk to him. If you have the above two conditions at the same time, it should not be difficult for customers to be your salesmen. However, the customer's recommendation only helped us open the door to the next customer, and we should work hard after entering.

Ways for novice salesmen to find big customers II. Become an expert on the products you sell.

Big customers are different from ordinary customers and have high professional requirements. Therefore, whether the business personnel know enough about the products they sell, whether they are professional enough, and whether they can give customers confidence has become a key factor in the transaction. We can easily accept the advice of experts in a certain field and trust the words of professionals more easily. Therefore, becoming an expert on the products you sell is very helpful to promote business. On the contrary, if you don't even know your own products, how can customers buy with confidence?

Ways for sales novices to find big customers Third, pay attention to competitors.

Why don't big customers cooperate with you? It's not that they don't have demand, but that your competitors meet their needs better, so it's very important to pay attention to your competitors. When we develop big customers, we often regard big customers as rivals, and all our strength is here. In fact, it is the competitors in the same industry who really affect whether we can reach a deal with big customers. Beat the competitors, and basically have big customers. Therefore, we should also fully understand the situation of competitors, including their strength, what value they can provide to big customers, their bottom line, weaknesses, advantages and so on. The clearer you know, the greater your confidence in defeating them, that is, know yourself and know yourself, and you will win every battle. When we put the relevant data of competitors, big customers and our own data together for comparative analysis, the tactics of capturing big customers naturally surfaced. However, it is difficult for a business person to understand the information of all parties, so it is best to give full play to the strength of the organization.

Ways for sales novices to find big customers Fourth, organize system support.

All the strategies and tactics mentioned in this paper are related to the organization, because the big customers we have to face are all organizational customers, and it is obviously fragile to deal with them with personal strength. Only with the planned intervention and support of the organization can the business personnel make full use of their own strength to complete the task.

When we develop large accounts, it is basically that large accounts are watched by special personnel. However, when a person faces the comprehensive and professional needs of an organized big customer, he often appears to be incompetent. At this time, a key account development support center can be established, led by the decision-making leaders and sales managers of the enterprise, and full-time key account developers are composed of employees of the sales department and the planning department (part-time). Business people can ask at any time? Think tank? Call for help, solve difficulties in time, improve efficiency and success rate. The center should have a database, including successful cases, successful skills, experiences and lessons, customer data and information, support provided by enterprises, etc. According to different industries, the entries in this database are different, which can provide a large number of decision-making basis for business personnel's thinking and action, and also accumulate valuable experience and data wealth for institutions.

Ways for sales novices to find big customers V. Interactive development of big customers

It is very common to be cocky in buying things and cocky in selling things, which is caused by the asymmetry between initiative and interest. Then let's change our thinking: what if we become big customers of big customers at this time? When the relationship is equal, customers will naturally be more accommodating. For example, some enterprises now attract big customers in insurance, banking, telecommunications and other fields, take you to buy our goods, and we buy your insurance or credit cards, telephone cards and so on. Although this interactive and mutually beneficial model is effective, it has certain limitations and limited industry scope. Let's expand our thinking and achieve mutually beneficial cooperation with target customers through circuitous ways. The first model is aimed at two customers with different supply and demand goods: for example, a special steel manufacturer negotiates with a real estate developer of its customer? If you buy XX water control valve from XX enterprise, I will provide you with special construction steel at the preferential price of XX%. Go back to another big customer, the metal valve factory, and negotiate with it? If you buy our XX tons of special steel, we will ensure that real estate developers will buy your XX valve. So the three parties benefited, although part of the profits were given to real estate developers, but two transactions were made, which was still cost-effective; The other mode is aimed at upstream and downstream customers respectively: for example, a wood enterprise negotiates with a wood processing machinery manufacturer? You buy the office desks and chairs of my big client company, I will buy your XX wood processing machine, and negotiate with the big clients who sell office desks and chairs in turn? If you buy our XX meters of wood raw materials, I guarantee that my customers below will buy your XX office tables and chairs. This is like a biological chain, we can gain benefits and even create a win-win situation by skillfully connecting it.

The way for a novice salesman to find a big customer. Innovation of public relations means.

At present, the public relations maintenance methods of major customers are basically to invite dinner, take a bath and play cards. We spent a lot of money and time, but the customers didn't appreciate it, because everyone had it, as the saying goes? Eating jiaozi every day won't make you feel fragrant? Even customers will be picky and compare who is better and who is more generous at many dinners. Those who are compared will not only live in vain, but may also be thought by customers that you don't value him, and even you don't invite people to eat and drink, so you don't want to do business. I believe that this dilemma, uninvited, is felt most deeply by our major client developers. At this time, it is necessary to innovate the development model of key customers. Marketing is innovating every day, but the development of key customers has always stayed in a relatively low-level and outdated way. At this time, if we change our thinking and innovate the development methods of key customers, we can find a side door that no one walks when everyone bursts into the doors of key customers, thus achieving our goal. We can broaden our thinking, avoid the Red Sea competition developed by big customers, and don't take the road that others have taken. Due to the differences in industries and businesses, the forms and methods of developing innovation for large customers are also different, but there is one principle to follow? Everyone else takes the yangguan road, and only we take the wooden bridge.

The way for sales novices to maintain key customers 1. text message

From the perspective of telemarketing, SMS will also be a better way to keep in touch with customers for a long time. One thing to pay attention to when using SMS is to use product and service introductions carefully. When the seller is going to introduce products or services to customers by SMS, it is best to tell customers in advance. If you blindly get some mobile phone numbers from any channel and send them short messages, it will only attract complaints from mobile phone users.

Second, letters and postcards.

Car sales champion Joe? In order to keep in touch with her customers, Gillard sends 15000 postcards every month, so that customers will never forget him. Even if you don't change cars for the time being, you will take the initiative to introduce customers to him. This is Joe? One of the key factors of Gillard's success.

Telesalesmen can also keep in touch with customers in this way. Now the development of IT technology and Joe? Gillard's time is very different. Many sellers use e-mail instead of postcards and handwritten letters, which will reduce costs and improve efficiency. However, traditional handwritten letters and postcards can give customers a unique feeling.

Third, mail gifts.

When the festival is coming, if conditions permit, it is best to mail some practical gifts to customers, which is a necessary link to implement emotional marketing. For example:

The account manager of a company called the customer many times, but the customer couldn't see him. Later, he gave him the phone number of a new company. When he called the customer again the next day, the customer's attitude changed a lot. Someone asked the key account manager: What is the main reason? The key account manager thought for a moment and said? Maybe he thinks I really care about him and care about him. ? That's exactly what happened. A small gift, not necessarily expensive, can make customers feel your concern and accept you immediately.

Fourth, customer friendship.

Nowadays, in order to better serve customers, many enterprises have set up their own big customer clubs, and regularly hold customer networking activities with various themes to further strengthen customer relations. This method is especially suitable for those marketing industries that are relationship-oriented and have obvious business areas. For example, the telecommunications industry, the financial industry and so on.

The reason why sales novices can't catch big customers After investigation and field visits, it is found that the sales of small and medium-sized terminal customers are relatively small, mostly customers with low ranking at the township level, and even village-level customers (the author is from the agricultural industry), with small radiation scope and influence, and are usually very easy to contact. They are polite to the salesmen of the manufacturers because they hope to get the support and help from the manufacturers, hope to have more good products and resources, or hope to get more promotional items from the manufacturers because of their small business, or don't want to offend the salesmen of the manufacturers.

But big customers, especially big stores at the township level, are more difficult to deal with. This kind of customers do big business, which is relatively strong and demanding, and it is difficult to deal with and handle. They contact too many factory personnel and dealers, and have no patience and energy to receive a novice salesman. What's more, at present, the competition in the agricultural resources industry is fierce, and everyone is thinking of various ways to let terminal customers purchase goods and do business. Price wars, promotion wars and advertising wars are constantly going on, and big customers have whatever they want. How can they spend their energy to receive and educate a rookie? To say the least, business is really busy. Guests come and go in the store, and there is no condition and environment to communicate with the new salespeople.

In this case, the sales novice went to a terminal big customer and was frustrated; After going there twice, I was still frustrated. Either the customer didn't have time, or there were too many people visiting. The novice salesman couldn't get in a word, couldn't help, and couldn't reflect his work value. He became less and less confident and didn't want to go. It was a vicious circle all day. The number of visits to large customers is reduced, and the time to visit small and medium-sized terminal customers is naturally more. Big client? Urine? Me, me to support small and medium-sized customers? This is why small and medium-sized terminal customers become hardcore customers of novice sales.

A novice salesman can't grasp the status quo of big customers. We often see the status quo of cooperation between manufacturers: although they are all big customers of manufacturers, they have not been favored by their services, resources and investment. Factory salesmen spend most of their time with small and medium-sized customers, because small and medium-sized customers have many problems and are easy to solve, or obedient and cooperative. Instead, salesmen and big customers mainly rely on contact, rarely visit and have fewer opportunities for face-to-face communication.

Once a novice salesman decides that those small and medium-sized terminal customers belong to his hardcore customers, it often means that resources, visiting time and energy are inclined to hardcore customers intentionally or unintentionally. He will spend more promotion expenses, visit time and apply for more resources, occupying most of the salesman's energy, instead of putting 80% of manpower, material resources and financial resources on 20% of big customers, which can only achieve twice the result with half the effort.

Novices in sales can easily enter this misunderstanding: they spend too much energy and resources on small and medium-sized end customers, but they can't see the growth of sales and the promotion of the market. I once asked a novice salesman to do a simple test. I spent two weeks visiting clients during the day and filling out the business trip log form as usual every night. When, how many customers you visited, what you talked about, what expenses or promotional items you invested, and what results you achieved are all required to be truthfully filled out by novice sales people. After two weeks, I counted the results and compared the visit cycle of each customer with the investment cost and sales figures of each customer. As a result, many sales novices are amazed:

? I thought that the big customers were the ones I visited the most and invested the most. As a result, the small and medium-sized terminal customers took up most of my effective visiting time and resources! ?

? How is that possible? It's totally different from my idea. I don't want to spend most of my time with those small and medium-sized customers. They didn't and can't contribute their due value! ?

? I can't believe it. It's not my work attitude that leads to poor performance, but my work style is out of order, and I didn't realize it myself! ?

? My customer classification and investment ratio are seriously out of balance. No wonder my hardcore customers are not big customers or core customers who support my sales! ?

Countermeasures for Novices in Sales to Catch Big Customers There are great differences between big customers and small customers, and their contribution and value to manufacturers are completely different. Good salesmen know how to sell? Law of 28? 80% of sales and profits come from 20% of customers, and the remaining 20% of sales and profits come from 80% of ordinary customers. These 20% customers are our big customers, the main source to help us create sales and profits, the key customers for manufacturers' profits and long-term development, the core of manufacturers' sales staff's work and the object of key support and service.

At present, the serious homogenization of products and the chaotic competition in the industry make manufacturers attach great importance to terminal sales, which also determines that most novice salespeople are dealing with end customers, helping dealers to distribute, distribute products, publicize and handle the objections of end customers, and do work around end customers. Therefore, the work value of sales novices is reflected in the end customers. Classifying customers, managing at different levels, firmly grasping the hearts of big customers and doing a good job in customer relations with big customers are the magic weapon for novice sales.

New sales people should fully realize the importance of terminal key customers to manufacturers, regional market sales and operating quality, provide differentiated customer service and management, rationally allocate their time, energy and resources, and reflect on new product launch, product layout, promotion policies, advertisements, customer relationships, etc. , so as to form a whole interest, pay attention to the needs of key customers, meet their personalized requirements, and help them do it? Off-store business? Be the consultant and staff officer of big customers, enhance the cooperation enthusiasm and sales confidence of big customers, make them become the benchmark customers in the region, and ensure the stable growth and long-term cooperation of big customers.

Big customers should get more investment and resources from manufacturers, shouldn't they? Superior? Novices in sales want big customers? There's light on your face? Get special treatment in products, rebates, promotions and services. Let small and medium-sized customers envy and hate, secretly promote the products of manufacturers, and take the cooperation with manufacturers to a new level as soon as possible, so as to enjoy better service and treatment and strive for an early date? Get ahead? , by the attention and support of manufacturers.

Finally, a novice salesman may ask: I also know that big customers are important, but I just can't figure out what to do with an existing big customer. The existing big customers just don't eat hard and soft, and they don't eat oil and salt. I've been there n times, but I just don't like it. What should I do? At this time, we can only use the last resort: choose the existing small and medium-sized terminal customers to support and develop into big customers, because the business of big customers is also from small to large, and it is also accumulated step by step. Since the existing big customers don't accept you, seize and cultivate the potential big customers in the future.

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