如何突破大客户营销Howtobreakthroughbigcustomermarketing.docx
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如何突破大客户营销Howtobreakthroughbigcustomermarketing
如何突破大客户营销(Howtobreakthroughbigcustomermarketing)
Seekingpivot
Findingthefirmsupportersintheimportantpositionofthedecisionmatrixisthekeytobreakingthroughtheinterpersonalmatrix.Thispointwillbethefulcrumofourfutureefforts,andwewillworkaroundthispoint.Inordertoprythecustomerintotheearth,thefulcrumisessentialandthemostimportant.
Thenextstepfromtoptobottomistoturntheapproverintoafulcrum,anditisbettertomakehimourbestfriend.Evenwithastrongsourceofapprovaloranimportantsponsor,thetrustofthefurtherapprovercannotbeignored,especiallywhenitistakencarenottohurtitsprestigeandpositionintheorganization.
Similarly,policymakers,evaluators,userscanbeourpivotpoint."Expressingsincerity"and"solemncommitment",until"obtainingtrustandsupport",arethewholeprocessofseekingpivot.Sometimes,thisfulcrumisrelativelysmall,butaslongasthepatiencetocultivateandcontinuetodeepen,itwillplayanunexpectedrole.
Onceinaproject,wehavenothingtodowithresources.Wecanonlystartwiththemostbasicusers.Fortunately,opponentsignoretheirpresence.Wedo,buteachvisitwhentheyhavetofindachat,youprovidesomemakethemconvenientforwork,occasionallyintherestaurantandaskthemtoeatameal.Thefinalvictory,toaconsiderableextent,isduetotheuser'shighlyratedusereports.
Ofcourse,withthepromotionofworkandsomeunexpectedcircumstances,thefulcrumalsoneedstobeconstantlyincreasedandadjusted,sothatwecancontinuetoprovidemoreandmoresupport.
Extendedsupportsurface
Fromthepointofpenetration,theinsideline,thefulcrum,andthethreepoints,itshowsthatwehaveestablishedthemostbasicsupportsystem,orwehaveestablishedthebasicinterpersonalsupportmatrix.Atthispoint,weachievedinitialsuccess-standinginthecustomerorganizationandexertinginfluenceonourclients.However,theinfluenceisstilllimitedandnotenoughtoensuretheachievementofsalestargets.Atthispoint,itisnecessarytofindmoresupportingforcesandexpandthesupportingsurface.
Expandthesupportsurfaceisinthematrix"throughinterpersonal,coordination,expand"forhisfirmfriendsandsupportersatvariouslocationsthroughoutthedecisionmatrix,continuetomakeupthesupportmatrixontheshortboardanddefects.Inaddition,trytoreducethenumberofenemiesandopponents,atleastturnthemintoneutralandreducethepressurefromtheiropponents.
Itshouldbenotedthatintheprocessofexpandingthesupportsurface,thenumberofgoodfriendsshouldnotbetoomany,oneortwocanbe,otherwise,thecoordinationofinterestsbetweenfriendswillbemoredifficult,itmaybackfire.
Breakthroughinterpersonalmatrix
Whenthestrongsupportsurfaceisestablished,animportantjobistopointthrough,formedinthecustomerorganizationinternalsupportsystemofstereo.Intheprocessofsettinguppointsandplanes,mostcommunicationsareconductedindividuallyandprivately.Atthistime,itisnecessarytobringtogetherthesupportersofthecustomersbymeansofsuggestion,multi-partycommunicationandcommoncommunicationtocoordinatetheinterestsbetweenthemandsolvetheproblemofdistributionofinterests.
Inthemeantime,weontheinternalpoliticalsituationthecustomerhasadeepunderstanding,whichisconducivetobalancetheinterestsandneedsofrelevantpersonnel,wewillfocusonthefinaldecisionstogether,formthegreateststrength.
Sutureofinterpersonalmatrix
Signingthecontractisnottheultimatesuccess.Forenterprises,theimplementationoftheproject,thefullamountofmoneyinplaceisthefinalsuccess;forsales,maintenanceandoptimizationofcustomerrelationsandlong-termcooperation,isalong-termvictory.Therefore,afterthesuccessofasinglebreak,thebreakupoftheinterpersonalmatrixisveryimportant.
Weoftenseesuchexamples.Theprojecthasbeenhandedinandthecontractsigned.However,intheimplementationprocess,paymentdifficulties,customerservicecustomerserviceatrouble,andultimatelyaffecttheacceptance,customersatisfactionandpayment.
Whyisthatso?
Thisallignoresthestitchingofthecustomer'sinterpersonalmatrix.Thosewhoareaffected,hurt,orlostintheprocessofbreakingdownwillnotchangetheirpositionsnaturallyasdustsettles.Theirpowerwillplayanegativeroleintheimplementationoftheproject,andevendirectlyaffectthecooperationofthenextproject.Therefore,wemustattachimportancetointerpersonalstitchingmatrixafterthebreak,will"uniteforces"astheprincipleofsuturerepair,relationshipproblems,topavethewayfortheimplementationperiod,tolayagoodfoundationforlong-termcooperation.
"Withoutwar,thebestisgoodalso,enjoylonginterpersonalmatrixafterthebreak,thebestisgoodalso.
Owls:
peoplehavetheappearanceofserious,rigorous.Theyaremorelikescholars,thepursuitofperfection,oftengivewrong.
Eagletype:
aleaderofthestyle,aggressive.Theylookedverydignifiedandweretheleastapproachable.
2.keyinterestpointanalysis.
Thisisthemostimportantthingthatweshouldpayattentiontoandpayattentiontoatthepresentstage.
InbreakingthemarketinFProvince,wefoundthatadirectorofdecision-makingcircle,hisdaughterjustfinishedthecollegeentranceexamination,thescoreisnotideal,andparticularlywanttoenterabetteruniversity,soimmediatelyreportedtothecompany.Soon,thecompanythroughcooperationwithgooduniversitycommunication,andsuccessfullyhelpitfindamoresatisfactoryUniversity,asabreakthroughpoint,andquicklywonthetrustofcustomers.
Havedifficultyinfindingcustomerskeypointsofinterest,canrefertoMaslow'stheoryofhierarchyofneeds--yourgoalsincareerandlifestages,lookathimandwhatpossiblemajorproblemisthatyouhelp?
Notethattheworkandindividualinterestsareveryimportant,cannotbeneglected.
Peopleandpeople
1+1=2,apersonplusanotherperson,butnotequaltotwopeople.Dealingwithtwopeopleseparatelydoesnotnecessarilymeandealingwiththem.
EverytimeIgotoseealeader,wearealwaysworriedaboutotherleaderswithaccidentalyacross.Whentherelationshipbetweenleadersisunclear,especiallywhentheyarenotclear,theyareparticularlyuncomfortablewhentheyknowtherelationshipbetweenleadersisbad.Moreover,closetosomepeople,andothersevenalienatedthegrudges.Thisistheproblemofdealingwithpeople.
Agroupofpeople
Todealwiththerelationshipbetweenindividuals,tobalancetherelationshipbetweenmanandman,isultimatelytoletusintotheinterpersonalmatrixcustomers,andgetthemajorityofthepeopleincontactwiththisgroupofpeoplein(mustknownoteveryonecansupportus),inordertogetthefinalvictory.
Firstofall,weshouldhaveacomprehensiveunderstandingofthe"workcircle",thatis,theorganizationalstructure.Customer'sinterpersonalmatrixisorganizedaccordingtocertainlevelsandfunctions.Hierarchyandfunctionrepresenttherelationbetweenpoweranddecisionmaking.Therearegenerally4kindsofpower:
humanrights,financialrights,standardsmakingpoweranddecision-makingpower.Powercorrespondstodecision-making,whichreflectsthestatusandroleofdifferentpeopleinthewholedecision-makingprocess.
Secondly,weshouldunderstandthepoliticalcirclewithinthecustomerorganization".Thesignificanceofthepoliticalcircleisthatittranscendshierarchyandfunctionsandalterstheactualdistributionofpeople'spoweranddecision-makingpower.Theinfluenceandactualpositionfromthesituation,intheorganizationiscommontoadeputywiththeuppersupport,maybemorethantheprincipalappeal.
Onceagain,tounderstandtherelevantpersonnelofthe"lifecircle."".Thepeopleinvolvedintheworkandtheimpactoftherelationship,arepassiveneedsandresults.Andthepeopleinthecircleoflifearetheresultofactivechoice,andeventherearesomebloodtiesandmarriagerelations.Peopleinthecircleoflifehavemoreinfluenceontheideasandlikesanddislikesofkeypeople.
Forexample,adriveristhenumberoneShengsizhijiaocomrades,twopeopleoftenwentfishingtogetherandchatted.Thedriverhasmoreinfluenceinsomewaysthanhismanydeputies.
Atthesametime,asabroadreferencebase,wealsoneedtounderstandthecultureofcustomers'enterprises.And,asamethod,itisnecessarytoanalyzethesuccessfultransactioncasesinthecustomer'shistory,whichisthenecessarymeanstounderstandandverifytheimportantinformation.
Who'smakingthedecision?
ThroughtheguidanceoftheSBAmodel,wecanunderstand,approachandaccessthecustomer'sinterpersonalmatrix,andrealizethecorefromtheperiphery,andthusclosetothecustomerinterpersonalmatrix-decisionmatrix.Ifwecannotbreakthroughthiscore,alleffortswillbe"floatingclouds"".
Ingeneral,wedividethepeopleinthecustomerdecisionmatrixintotheapprover,thepolicymaker,thestaff,theuserandtheinfluencers.Wecanseetheircharacteristicsandneedsfromtable1.
Insmallprojects,thedecisionmakerisusuallytheheadofthedepartmentortheheadoftheday-to-daypurchasingprocess.Asasenior,theapproverisusuallynotinvolved.Butwehavetobecarefulofthembysurprise"onevotenottake",thisisoftenanimportantreasonfinallycapsize.Thelargertheprojectandthehighertheimportance,thehigherlevelapprovalwilloftenreplacetheroleofpolicymaker,whilethedecisionmakerwillbeevaluatedbyitsimpleme