An economist once made such an investigation. An enterprise, 80% of its profits come from 20% of its big customers. The same is true for a salesman. 80% of his commission was earned by 20% of his big customers. I believe many successful salespeople have this experience. We know that sales can't be separated from customers' needs, and customers' needs will lead to the success of sales behavior, which is the basis of the whole sales. Since big customers are so important in the enterprise, we should be guided by the needs of big customers in the sales process. In this process of rapid social and economic development, the needs of customers are constantly changing, from popularization, personalization to diversification, which also guides our sales direction and focus accordingly. "Customer-oriented" and "Customer-oriented" have always been our slogans in the sales process. And because in an organization, big customers always occupy a very important proportion. Therefore, the needs of big customers have naturally become the focus of our work. When making marketing strategies and skills, we must consciously take the needs of big customers as the center and make and implement them for the purpose of meeting the needs of big customers. Let's first explain the so-called big customers in the enterprise. The big customers in the enterprise are not only the customers who use our products the most, but also some narrow understandings. The correct understanding should be the customers who use a lot of products or special units in the business area of the enterprise, and the customers who have an important role in promoting or influencing the development of the enterprise. It can be mainly divided into these aspects: major economic customers, important customers, group customers and strategic customers. In fact, it is not difficult for us to understand that economic customers are the customers who use our products the most. On the one hand, these customers support the operation of enterprises, and a large number of products of enterprises need to be transformed through them. For example: first-class dealers, regional agents, etc. For a marketer, such customers are their own nobles. If we can make such customers our allies, it will not only bring us profits, but also have long-term and stable development. Group customers refer to organizations closely related to the industrial chain or value chain of enterprises or individuals, such as important suppliers of enterprises, organizations that use a lot of enterprise products, and group shopping organizations. Once such customers have demand, their usage is very large, which can quickly improve the performance of enterprises or individuals within a period of time. These big customers play a vital role in the development of enterprises and individuals, so we need to establish a loyal cooperative relationship quickly. Only loyalty can last for a long time and stabilize the development of us and the enterprise. In order to make big customers loyal to our relationship, it is essential to study the needs of big customers, which is the basis for us to formulate marketing skills and strategies. When analyzing the needs of big customers, we should deeply understand the explicit needs and implicit needs. The so-called explicit demand is the external demand shown by customers, which can be perceived by ordinary salespeople. For example, a customer needs to buy 20 machines when setting up a factory. Through the customer's narration and our observation, this demand has been placed in front of us and is generally easier to meet. Implicit demand is not so well understood, which is generally manifested as complaints, dissatisfaction or doubts about products or services by large customers. For example, customers complain, "Why is your service like this? It's so disappointing. " From this complaint, we just heard the dissatisfaction of our customers. What are the customers dissatisfied with? What does our product look like? We don't know yet. In this case, we must first distinguish whether the customer's demand is explicit or implicit. For implicit demand, we should try our best to put forward solutions to turn the implicit demand of customers into explicit demand. Only when the hidden needs of customers become explicit needs can we meet the needs of customers and establish a loyal partnership with customers. In the process of sales, it is very important for every salesman to constantly tap the needs of customers, especially for some big customers, and the significance given by this work is also extraordinary. Generally speaking, big customers will not take the initiative to go to the sales staff and tell them "I am your big customer, I need a lot of your products …", which is of course impossible, so we need to explore. Because the transaction of big customers is different from ordinary transactions, it is as simple as "you give me money and I will give you products or services". For a transaction, you usually need to sign a purchase contract. Through the contract, coordinate the formulation of unit price, total price, preferential margin, freight mode, arrival time, after-sales service and other contents. Every content here is a customer's demand, which needs us to meet through excavation and negotiation. The competition in the market is the competition of customers, especially big customers. A key factor that determines who a big customer will cooperate with is who can create more value for them and who can better meet their needs. To do this, we must understand what customers value. What are his needs? Knowing this, of course, we can't blindly meet these needs and values. It is necessary to analyze whether the value of big customers and the ability of enterprises are balanced. For example, the value of customers' demand greatly exceeds the ability of enterprises, or the difference between income and cost is too far, which becomes a loss-making business. This leads to the imbalance between the demand value of big customers and the efforts of enterprises, and no one is sure to do it. With regard to the customer's value, Thurmore believes that the customer's value is a kind of perceived value, which is the income that the customer perceives when facing the product, and the overall evaluation of the product and service after comparing with the cost paid when obtaining the product. And Philip, who is known as the "father of modern marketing"? 6? 1 Dr. Milton Kotler believes that customer value is the transitional value, the difference between the total customer value and the total customer cost, and the difference between the income and cost that customers get from products or services. Although they stand from different angles, they have one thing in common, which is based on the interests of customers. In contemporary sales, whether we can establish a long-term loyal cooperative relationship with major customers has been severely challenged, which requires us to continuously increase the perceived interests of customers in the process of mining customer needs.