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Case: what a good customer I want?

Hits: 1774 release time: November 21, 2019 15:58:52
[foreword of case]
Project information collection is the starting point of project marketing operation, and also provides the basis for the next step of work planning. This is particularly critical. Although it seems that this link is not the key to the project, if you neglect this link, you may get involved with the order. If you have a thorough analysis, you will feel that happiness comes suddenly.

[case background]
A group has a history of 40 years. It is a large group mainly engaged in R & D and production of heavy trucks, tires and other products. After 30 years of hard work, it has developed into one of the enterprise groups with the largest production and sales volume and the strongest brand influence in China's heavy industry industry, and the leading product production and sales volume ranks first in China. In the same period of 2008, the highest sales revenue was RMB 2.31 billion.
A heavy industry Co., Ltd. in Shandong Province is a subordinate enterprise of a group. This unit is the birthplace and one of the backbone enterprises of the group. It mainly makes heavy truck mechanical parts (such as tires, wheel hubs, steel plates, etc.), and 90% of its products are supplied to the relevant enterprises under the group. It has a strict enterprise management system.

[organization structure]
General Manager - Mr. Fang (younger brother of group chairman, decision maker)
Director of procurement and sales - Mr. Zhou (mild personality, easy to deal with, in charge of sales and purchasing power)
Technology Department - Kobayashi (in charge of tire inspection, have the right to determine whether the tire is qualified and put into storage)
Buyer Xiaoming (responsible for tire purchase and order planning)

[case description]
Pre visit preparation
In order to break through a heavy industry company in Shandong Province, we should conduct a full research on the heavy industry industry before the visit, analyze the actual purchase demand of customers, and at the same time, we should fully understand the current use of products of customers. In contrast, we should prepare how to solve the difficult problems raised by customers in advance, so that we will not appear passive in the communication process and recognize them to the maximum extent But our products.
Ask for information during the visit
In the process of communication with customers, we learned about the product model and quantity, production capacity, competitors, business interface personnel, efficiency, some organizations and planning, so as to meet the requirements of this visit.
After coming back from the customer's visit, the information obtained during the visit was analyzed effectively. After a week or so, I called back again. Customers are still very interested in us, let us provide some information to understand first.
Enterprise publicity and supporting introduction
After the telephone return visit, I sent all kinds of materials of our company to the customer's key person general manager and Zhou Department head for publicity, the latest enterprise introduction (PPT version), so that customers can understand the enterprise and products, We also recognize our culture, provide supporting information of the automobile industry, especially heavy truck vehicles, and prove the advantages of our products, and organize relevant technical exchanges to let customers understand the technical strength of our products in the industry.

Developing our supporters
After visiting the internal technician Xiaomu and the purchasing staff Xiaoming for many times, they became good friends with Xiaomu and Xiaoming because of their long interaction and giving some small gifts on holidays. As a result, they got a lot of internal related information from them, which was very helpful for later cooperation.
Submit supplier application and invite visit for audit
Organize the purchasing, technical and quality personnel of the customer company to audit the manufacturing base of our group. Objective: to successfully pass the audit of target customers and agree to test and verify our products.
Pay is always reported
During the last visit, the customer recognized us very much, so they agreed to cooperate with us to make quotation and delivery terms.
Understand customers' inner needs
Combined with the current price and use of competitors and the price range of their own products, reasonable quotation is made to make customers accept.
Meet the demand and sign the contract
In a few days, the customer thinks the price quoted by us is reasonable, and we will try our best to meet the company's requirements in terms of the contract, such as turnover days, payment method, etc. Customers sign a small part of the contract, formal small batch test.

Case study
From the above cases, we can see that the success point of this case does not need too many breakthrough points like other cases. It is very logical to get the customers, and many people will say that he is lucky. But you carefully analyze, in this process, the protagonist (Xiao Xu) is to pay a lot, in order to successfully sign the bill. For example, before the visit, Xiao Xu had done enough research on the customers and analyzed the situation of the customers. Secondly, in the process of the visit, after long-term communication and giving gifts during the holidays, Xiaomu and Xiaoming developed into his supporters. As well as a series of follow-up arrangements, these are the rewards of Xiao Xu's efforts. This is particularly important in the process of information collection. Only when you have done enough preliminary work can you make the follow-up work progress so smoothly.


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