如何突破大客户营销Howtobreakthroughbigcustomermarketing.docx

1、如何突破大客户营销Howtobreakthroughbigcustomermarketing如何突破大客户营销（How to break through big customer marketing）Seeking pivotFinding the firm supporters in the important position of the decision matrix is the key to breaking through the interpersonal matrix. This point will be the fulcrum of our future efforts,

2、 and we will work around this point. In order to pry the customer into the earth, the fulcrum is essential and the most important.The next step from top to bottom is to turn the approver into a fulcrum, and it is better to make him our best friend. Even with a strong source of approval or an importa

3、nt sponsor, the trust of the further approver can not be ignored, especially when it is taken care not to hurt its prestige and position in the organization.Similarly, policy makers, evaluators, users can be our pivot point. Expressing sincerity and solemn commitment, until obtaining trust and suppo

4、rt, are the whole process of seeking pivot. Sometimes, this fulcrum is relatively small, but as long as the patience to cultivate and continue to deepen, it will play an unexpected role.Once in a project, we have nothing to do with resources. We can only start with the most basic users. Fortunately,

5、 opponents ignore their presence. We do, but each visit when they have to find a chat, you provide some make them convenient for work, occasionally in the restaurant and ask them to eat a meal. The final victory, to a considerable extent, is due to the users highly rated use reports.Of course, with

6、the promotion of work and some unexpected circumstances, the fulcrum also needs to be constantly increased and adjusted, so that we can continue to provide more and more support.Extended support surfaceFrom the point of penetration, the inside line, the fulcrum, and the three points, it shows that w

7、e have established the most basic support system, or we have established the basic interpersonal support matrix. At this point, we achieved initial success - standing in the customer organization and exerting influence on our clients. However, the influence is still limited and not enough to ensure

8、the achievement of sales targets. At this point, it is necessary to find more supporting forces and expand the supporting surface.Expand the support surface is in the matrix through interpersonal, coordination, expand for his firm friends and supporters at various locations throughout the decision m

9、atrix, continue to make up the support matrix on the short board and defects. In addition, try to reduce the number of enemies and opponents, at least turn them into neutral and reduce the pressure from their opponents.It should be noted that in the process of expanding the support surface, the numb

10、er of good friends should not be too many, one or two can be, otherwise, the coordination of interests between friends will be more difficult, it may backfire.Breakthrough interpersonal matrixWhen the strong support surface is established, an important job is to point through, formed in the customer

11、 organization internal support system of stereo. In the process of setting up points and planes, most communications are conducted individually and privately. At this time, it is necessary to bring together the supporters of the customers by means of suggestion, multi-party communication and common

12、communication to coordinate the interests between them and solve the problem of distribution of interests.In the meantime, we on the internal political situation the customer has a deep understanding, which is conducive to balance the interests and needs of relevant personnel, we will focus on the f

13、inal decisions together, form the greatest strength.Suture of interpersonal matrixSigning the contract is not the ultimate success. For enterprises, the implementation of the project, the full amount of money in place is the final success; for sales, maintenance and optimization of customer relation

14、s and long-term cooperation, is a long-term victory. Therefore, after the success of a single break, the break up of the interpersonal matrix is very important.We often see such examples. The project has been handed in and the contract signed. However, in the implementation process, payment difficul

15、ties, customer service customer service a trouble, and ultimately affect the acceptance, customer satisfaction and payment.Why is that so? This all ignores the stitching of the customers interpersonal matrix. Those who are affected, hurt, or lost in the process of breaking down will not change their

16、 positions naturally as dust settles. Their power will play a negative role in the implementation of the project, and even directly affect the cooperation of the next project. Therefore, we must attach importance to interpersonal stitching matrix after the break, will unite forces as the principle o

17、f suture repair, relationship problems, to pave the way for the implementation period, to lay a good foundation for long-term cooperation.Without war, the best is good also, enjoy long interpersonal matrix after the break, the best is good also.Owls: people have the appearance of serious, rigorous.

18、They are more like scholars, the pursuit of perfection, often give wrong.Eagle type: a leader of the style, aggressive. They looked very dignified and were the least approachable.2. key interest point analysis.This is the most important thing that we should pay attention to and pay attention to at t

19、he present stage.In breaking the market in F Province, we found that a director of decision-making circle, his daughter just finished the college entrance examination, the score is not ideal, and particularly want to enter a better university, so immediately reported to the company. Soon, the compan

20、y through cooperation with good university communication, and successfully help it find a more satisfactory University, as a breakthrough point, and quickly won the trust of customers.Have difficulty in finding customers key points of interest, can refer to Maslows theory of hierarchy of needs - you

21、r goals in career and life stages, look at him and what possible major problem is that you help? Note that the work and individual interests are very important, can not be neglected.People and people1+1 = 2, a person plus another person, but not equal to two people. Dealing with two people separatel

22、y does not necessarily mean dealing with them.Every time I go to see a leader, we are always worried about other leaders with accidentaly across. When the relationship between leaders is unclear, especially when they are not clear, they are particularly uncomfortable when they know the relationship

23、between leaders is bad. Moreover, close to some people, and others even alienated the grudges. This is the problem of dealing with people.A group of peopleTo deal with the relationship between individuals, to balance the relationship between man and man, is ultimately to let us into the interpersona

24、l matrix customers, and get the majority of the people in contact with this group of people in (must know not everyone can support us), in order to get the final victory.First of all, we should have a comprehensive understanding of the work circle, that is, the organizational structure. Customers in

25、terpersonal matrix is organized according to certain levels and functions. Hierarchy and function represent the relation between power and decision making. There are generally 4 kinds of power: human rights, financial rights, standards making power and decision-making power. Power corresponds to dec

26、ision-making, which reflects the status and role of different people in the whole decision-making process.Secondly, we should understand the political circle within the customer organization. The significance of the political circle is that it transcends hierarchy and functions and alters the actual

27、 distribution of peoples power and decision-making power. The influence and actual position from the situation, in the organization is common to a deputy with the upper support, may be more than the principal appeal.Once again, to understand the relevant personnel of the life circle. The people invo

28、lved in the work and the impact of the relationship, are passive needs and results. And the people in the circle of life are the result of active choice, and even there are some blood ties and marriage relations. People in the circle of life have more influence on the ideas and likes and dislikes of

29、 key people.For example, a driver is the number one Shengsizhijiao comrades, two people often went fishing together and chatted. The driver has more influence in some ways than his many deputies.At the same time, as a broad reference base, we also need to understand the culture of customers enterpri

30、ses. And, as a method, it is necessary to analyze the successful transaction cases in the customers history, which is the necessary means to understand and verify the important information.Whos making the decision?Through the guidance of the SBA model, we can understand, approach and access the cust

31、omers interpersonal matrix, and realize the core from the periphery, and thus close to the customer interpersonal matrix - decision matrix. If we can not break through this core, all efforts will be floating clouds.In general, we divide the people in the customer decision matrix into the approver, t

32、he policy maker, the staff, the user and the influencers. We can see their characteristics and needs from table 1.In small projects, the decision maker is usually the head of the department or the head of the day-to-day purchasing process. As a senior, the approver is usually not involved. But we have to be careful of them by surprise one vote not take, this is often an important reason finally capsize. The larger the project and the higher the importance, the higher level approval will often replace the role of policy maker, while the decision maker will be evaluated by its impleme