How to play the role of sales is very important for a production enterprise. If the products produced by enterprises can't be sold, then enterprises can't survive. In the sales management of an enterprise, the most important thing is the customer. Without customers, sales are impossible. Therefore, it is particularly important to make full use of and play the role of customer management. If an enterprise wants to develop. To adopt a reasonable development strategy, it should not only meet the requirements of enterprises themselves, but also meet the development trend of society. An outdated strategy will never have a development prospect. Therefore, enterprises should first change their old ideas from "customers are God" to "customers are friends" and establish good cooperative relations with customers. Secondly, we should implement the key account marketing strategy, connect customers, employees and society as a whole, change the traditional concept of customer management, change from customer relationship management to customer asset management, treat different types of customers as enterprise assets, constantly optimize customer value, maximize key customer value, and give play to the role of the 80/20 principle, that is, let 20% customers create 80% benefits, so that enterprises can have a good customer group as the backing.
Keywords: customer management, key customers, marketing strategy, changing ideas, maximizing value
Nowadays, the homogenization of products is becoming more and more serious, and the competition among enterprises is extremely fierce. Marketing strategy has become a magic weapon for enterprises to win. On the one hand, the ultimate goal of enterprise marketing activities is to get the maximum benefit at the lowest cost. On the other hand, marketing strategy must be combined with enterprise strategy. In order to achieve the above two effects at the same time, effectively solve the problems in the marketing process of enterprises, and give full play to the role of customer management in sales management is particularly important. For a large-scale production enterprise, we should implement the key account marketing strategy in sales management, integrate customers, employees and society, take "helping customers realize their wishes, employees realize their value and society realize their development" as the basic principle of enterprise development, and take "serving customers wholeheartedly and doing everything possible to meet their needs" as the purpose of realizing enterprise marketing success. In order to adopt the marketing strategy of key customers, enterprises must first correctly and reasonably distinguish the categories of customers and make clear the concept of key customers. The so-called big customers refer to a wide range of customers, including not only ordinary end customers, but also dealers, distributors, wholesalers and agents of enterprises; On the other hand, it refers to the value of customers. Different customers contribute a lot to the profits of enterprises. 20% of the big customers may contribute 80% of the profits of the enterprise. Therefore, enterprises must attach great importance to high-value customers and customers with high value potential. Secondly, it is necessary to clarify the meaning of the key account strategy. The key account strategy should determine how the company establishes and manages key accounts: Who are the customers? What do customers want? How are customers managed? Key account marketing strategy is based on the big market, serving key customers, and providing fast and convenient green channels for key customers through customized customer solutions and perfect services. The purpose of key customer service is to provide priority, high quality and preferential services for key customers based on the principle of high quality, high efficiency and convenience, and the service scope includes product consultation, publicity, acceptance and maintenance. It is necessary to set up a special customer service center to serve large customers on behalf of the company externally and put forward demands on behalf of customers internally, which is a bridge between the company and large customers. Only by formulating a long-term corporate customer strategy can a customer-oriented culture be formed in the company.
In the application of key account marketing strategy, the most important thing is to change the traditional concept of customer management, from customer relationship management to customer asset management, treat different types of customers as enterprise assets, aim at maximizing customer loyalty and profitability of customer assets, constantly optimize customer value and give play to the role of the 80/20 principle; Secondly, we should fully meet the requirements of major customers, collect and classify their information, formulate their business strategies and plans, implement consulting and sales actions, think about what customers think, and consider and deal with problems from their perspective. If the customer's dissatisfaction is not handled properly, it may become bigger and even endanger the company's survival; Properly handled, customer dissatisfaction will turn into happiness, and customer loyalty will be further enhanced. In addition, it is necessary to build a platform for mutual communication between the two parties, so that large customers can solve all difficult problems at once in a short time, such as customer meetings, customer visits, customer service centers, etc. , and often discuss with big customers to effectively realize the interaction between the two sides.
In the application of key account marketing strategy, the ultimate goal is to maximize the value of key accounts, but the marketing strategy must match the corporate culture, growth strategy and long-term interests of enterprises. If you overdraw the development resources of the enterprise or suffer from myopia, the result will be counterproductive. Under the specific economic environment and management background, traditional enterprises often form a corporate culture with the sole purpose of maximizing their own interests. This corporate culture can effectively focus the resources of enterprises on how to obtain more profits, which has promoted the development of enterprises for a long time, so taking profits as the only goal has become the golden rule of enterprises. Many enterprises intentionally or unintentionally harm the interests of customers for profit, resulting in low customer satisfaction and loyalty. When using the key account marketing strategy, it is necessary to change the concept, regard the key account as an important asset of the enterprise, and require the enterprise to focus on the external resources of the enterprise, including marketing, production research and development, technical support, finance and internal management, so as to realize the comprehensive management of internal resources and external resources.