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In the operations of large customers, we must pay particular attention to the methods and methods. Only by adopting the most effective strategies can we achieve the best results. But do you have the necessary information for these customers before you implement these effective marketing strategies?
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How is the procurement process? How long is the procurement cycle? Is the procurement method tender or zero? What is the number, brand, and price of vehicles? What is the number of vehicle updates, update cycles, grades, brand preferences, information collection channels, and local local protection? Key figures: The media exposure habits of purchasing decision makers, influencers, and information collectors. What are personal preferences? What are the costs, methods, and opinions of the car?
"Key Account" (also known as Key Account, main customer, key customer, quality customer, etc.) is a partner-type customer of the company, a loyal customer of the company and a customer that creates 80% profit for the company. Companies that bring high returns to the business and companies only pay for low service costs are customers who can direct the business to your desired direction because they establish a long-term, profitable relationship with the business.
This part of the customer saves the company the cost of developing new customers, brings long-term profits to the company, and helps companies to induce potential customers. Therefore, big customers simply mean that those companies that account for their customers are generally not high, but the purchase amount accounts for most of the company's overall turnover (especially for the purchase of high-margin products), or has profit potential. Concerned about the added value of the product more than the price, the company has a good loyalty, inheritance and recognition of corporate culture, and is willing to establish long-term cooperation with the company's customers. Correspondingly, Key Account management refers to how companies can use their resources to develop and cultivate large customers with strategic significance for the survival and development of their businesses. Large customer management is the long-term driving force of the company. It is a plan related to the overall enterprise.
Any commercial vehicle company will set a marketing goal in the annual plan for the next year, and will review the actual implementation of the current year. However, it is very important that the difference between the previous year’s forecast and actual sales this year? What is the problem with the larger expected dropout? For example, changes in the macroeconomic environment, policies, changes in user needs, advertising issues, sales channels, sales plans, incentives, etc. should focus on what we can consider.
Commercial vehicle companies can divide their own major customer ranks according to different characteristics of users
Platinum users:
The brand's most important large-scale enterprise users provide green channel home services and personalized services that provide the most favorable policies and procurement maintenance.
Gold card users:
Important users in important areas provide preferential policies and procurement maintenance green channel service, but the level is lower than platinum-level user on-site service and personalized service
Silver card users:
Important user groups provide a slightly lower level of personalized service on-site service Set up dedicated account managers
Special users:
The company brands that can lead the trend emphasize the extension and reorientation of their own brand culture. Use these key figures to enhance the brand image of the brand.
The level of each large user is not fixed, and the use of a points system will make this distinction completely dynamic.
There are several aspects that need to be considered for the rating of a large customer. The final user score is a composite value.