如何突破大客户营销How to break through big customer marketing.docx

如何突破大客户营销How to break through big customer marketing.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,whilethedecisionmakerwillbeevaluatedbyitsi