"Know yourself and the enemy, and you will be victorious in every battle." This is a winning saying left by China for thousands of years. In the military field, it is the motto of many commanders. He tells those warriors how to defeat the enemy. The other side, win a sure war. Shopping malls are like battlefields. In modern sales, we have bid farewell to the era of "the smell of wine is not afraid of the depth of the alley". It depends on whether you want to buy or not. Everything must be fought for by yourself. When there is an interested customer, there may be hundreds of them. A salesperson like us is fighting hard. Especially for some large customers, whether we can make them our allies is directly related to the rise and fall of the company and its own huge interests. Among the many competitions, who can succeed depends on the understanding of customer information. degree, so as to do what they like.

Whether a company is prosperous and whether a salesperson has high returns mainly depends on how many big customers he has. Big customers are often the cornerstone that supports the steady progress of the company and are also the basis for salespeople to obtain high incomes. Basics, so when we approach a large customer, the first thing we need to do is to collect the customer's information.

Most large customers are full of wisdom themselves and play a decisive role in the enterprise. They are middle- and high-level managers. The enterprise structure is strict and the decision-making chain is complex. This is also the common feature of some large enterprises. Characteristics, when we conduct a sales project with a large customer, we must first formulate a sales strategy, which is inseparable from the information of the large customer, such as: who is included in this project in the customer decision-making process; each of them What are their interests and hobbies? What is the relationship between them in this decision-making chain, who is participating in the competition with us, etc. Only with a certain understanding of this information can we formulate a thorough sales plan. plan.

Formulating sales strategies and collecting information about key customers mainly include the following aspects:

First, customer needs. Regardless of whether it is a large customer or a small customer, salespeople must have a certain understanding of customer needs. The entire sales strategy must be formulated around this center, including organizational needs, department needs and the needs of key people. These three There is an inevitable connection between each element. If one element cannot meet its needs, it may prevent the completion of our needs.

Second, the decision-making chain. For some large customers, a decision often cannot be made by just one person. For example, in a group enterprise, a decision must first be discussed by the board of directors before it can be decided, or a department manager's decision must go through a layer of decision-making process. It can only be finalized after the level of submission is submitted for approval. Therefore, it is also very important to understand the information of the members of the decision-making chain.

Third, decision-making procedures and decision-making criteria. We know that a large company has its strict work processes and operating standards, which is also an important factor in why it can become a large company. For example, if a company wants to purchase a batch of steel, what are their standards for steel? Ours Whether the steel meets their standards, etc. Only by understanding this can we have more in-depth communication and cooperation with them.

Fourth, customer demand status. Major customers have very complete plans when purchasing, such as purchasing budgets, purchasing methods, etc. In addition, understanding of the customer's purchasing progress is also one of the factors that constitute the sales strategy.

Fifth, the opponent understands. To complete our projects or sell products to customers, we must first be able to meet customer needs to the greatest extent and solve customer problems. As mentioned earlier, big customers are full of wisdom, and they will not rely on our eloquence. Those who are excellent in a certain area will sign a contract with us, and they will consider the projects and products suitable for the development of their own companies from the overall perspective. Therefore, who are our competitors, what work do they do, etc. Understanding these can help us be better when formulating sales strategies.

The above information is necessary for formulating sales strategies. By understanding the above information, we need to carry out personalized management of these large customers, track them effectively, and promptly correct some areas that are not in place. The purpose of improvement is to make customers feel that our service is the best.

Expert advice

Obtaining information about major customers is the beginning of establishing business cooperation. What kind of information is obtained and how to obtain it are very important to whether a partnership can be established. What we need to pay attention to in this process is:

◆ Customer organization.

◆ Size of customer enterprise.

◆ The importance of the people who influence this project.

◆ Customer’s current development and business status.

◆ The progress of competitors and customers.

There are many ways to collect information about large customers, but in addition to some public information, some information is considered commercial secrets for large customers. It may be very difficult to obtain such information. We Mainly from the following aspects:

First of all, we collect public information from major customers and interpersonal relationships in the industry. This requires us to establish extensive and solid connections and develop among existing customers. Use your own information channels to obtain valuable information. Some people say that connections are money connections, which will be a very good reflection here.

Secondly, in the process of communicating with customers, create a relaxed environment for them to speak freely. Of course, for some big customers, every word they say may be very cautious, so We must exchange our sincerity for the sincerity of our customers, and obtain effective information from customers without their defensiveness.