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We finally know the five blind spots of big customer marketing

Hits: 1957 release time: August 30, 2018 14:50:28
The benefits and risks of key account marketing always exist at the same time. Many enterprises have encountered the embarrassment of more investment and less return when they "operate" large customers. The reason is that enterprises step on the minefield of big customer marketing. Let's talk about the five major customers.

Minefield one: the more discounts, the better
Most enterprises believe that as long as the big customers are given a high rebate and more preferential policies are provided to them, the big customers will "repay the kindness" and the enterprises will win more market share. However, the past is contrary to our wishes. First of all, people's desire is endless. The more support enterprises give to key customers, the more requirements they will put forward to enterprises; enterprises will never be able to meet the needs of big customers.

Secondly, although the enterprise has provided a lot of policy support and market support, it has not put forward the corresponding benefit return requirements for the key customers, and has not carried out the written restriction, so they must complete the sales task.

Finally, the "risk and profit" of shopping malls is often in direct proportion. If an enterprise unilaterally provides such large policy support, the big customers may even doubt whether there will be problems in the product quality and after-sales service of the enterprise, so that they can not try their best to make a return for the enterprise.

Therefore, the larger the enterprise and the larger the customer, the more they need "reasonable" profit, rather than the confused profit with many hidden dangers. When enterprises give marketing policies and market support to key customers, they must grasp the problem of "degree". It is not that the more preferential policies, the better, "too much is more than enough".

Minefield 2: large customers gain quantity, small customers make profits
The strength and market share of large customers are much larger than that of small and medium-sized customers. Therefore, the requirements of large customers to enterprises are far more than that of small and medium-sized customers. At the same time, enterprises need to make more efforts to obtain the "heart" of big customers. Because of this, many enterprises set their overall marketing ideas as follows: attach importance to the marketing of large customers, but the purpose is not to obtain profits, but to improve sales and expand market share; the main profit of enterprises comes from small and medium-sized customers.

In fact, now the power of big customers is becoming more and more powerful. In large and medium-sized cities, even in the third and fourth tier cities, big customers occupy the vast majority of the market share, and small and medium-sized customers can only occupy a small market share. It has become unrealistic for small and medium-sized enterprises to obtain profits through the concept of customers.

In addition, the development of key customers is increasingly standardized and modernized. As long as enterprises enter the threshold of big customers, the marketing costs behind them are not higher than those of small and medium-sized customers. In the past, small and medium-sized enterprises should rely on the transformation of the concept of large customers.

Minefield three: marketing ideas are not innovative
However, many small and medium-sized enterprises still regard small and medium-sized customers as general customers, but they still don't take the traditional idea of big customers as big customers. This kind of thinking of enterprises restricts the benign cooperation between enterprises and big customers to a great extent.

Minefield 4: give up original customers and hold big customers
Key account marketing represents the development trend of the future commercial circulation field, and it is justifiable for enterprises to attach importance to key customers. However, we should give priority to big customers and abandon all small and medium-sized customers. This practice is likely to cost the lives of enterprises. We should know that big customers will not abandon other enterprises for the sake of one enterprise. Therefore, only by giving full play to the advantages of large customers and small and medium-sized customers, can enterprises really stand in the market!

Minefield 5: relying on big customers
Many enterprises will have the heart of relying on big customers, and think that with big customers to ensure performance can be easy and worry free. In fact, cooperation with large customers requires enterprises to make more efforts than ever to deal with small and medium-sized customers.

No matter big customers or small customers, enterprises only need to give appropriate profits, protect customers' business risks, and cooperate with each other to achieve good market performance. In order to achieve the cooperation between the two sides, we must cooperate with each other sincerely in the later stage.
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