銷售培訓(xùn)資料-大客戶管理課件

1、Categories of Customers 客戶類別客戶類別Four principal categories of customerseach managed toward a different goalTarget Account Goal is to capture the accountnew businessNormal Account Goal is to service and grow the accountLost Account Goal is to re-capture the account initial goal is to understand the re

2、asons why the account was lost in order to avoid recurrenceKey Account Goal is to sustain relationship and optimize profit Most important accountstrategically important 客戶可分四大類，不同類別客戶可分四大類，不同類別有不同的管理目標(biāo)有不同的管理目標(biāo) 目標(biāo)客戶目標(biāo)客戶 目標(biāo)是獲得該客戶目標(biāo)是獲得該客戶拓展業(yè)務(wù)拓展業(yè)務(wù) 常規(guī)客戶常規(guī)客戶 目標(biāo)是為其提供服務(wù)，并實(shí)現(xiàn)目標(biāo)是為其提供服務(wù)，并實(shí)現(xiàn)該客戶的增長(zhǎng)該客戶的增長(zhǎng) 丟失的客戶丟失的

3、客戶 目標(biāo)是將該客戶爭(zhēng)取回來目標(biāo)是將該客戶爭(zhēng)取回來 開始的目標(biāo)是了解該客戶為什開始的目標(biāo)是了解該客戶為什么丟了，了解丟失該客戶的原么丟了，了解丟失該客戶的原因有助于避免同樣的問題重新因有助于避免同樣的問題重新出現(xiàn)出現(xiàn) 大客戶大客戶 目標(biāo)是維持關(guān)系，優(yōu)化利潤(rùn)目標(biāo)是維持關(guān)系，優(yōu)化利潤(rùn) 最重要的客戶最重要的客戶有戰(zhàn)略重要性有戰(zhàn)略重要性Key Account ManagementPage 2Description 描述描述 Key Account Management is a management process that establishes a definition of criteria f

4、or selection of customers with strategic importance to the company focuses on identification and management of customers meeting that strategic criteria focuses on management of business activities with those customers focuses on ensuring a strong and sustainable relationship is built with those cus

5、tomers 大客戶管理是這樣的大客戶管理是這樣的流程流程 根據(jù)對(duì)公司的戰(zhàn)略根據(jù)對(duì)公司的戰(zhàn)略重要性，確定客戶選重要性，確定客戶選擇的擇的界定標(biāo)準(zhǔn)界定標(biāo)準(zhǔn) 了解客戶是否符合了解客戶是否符合上述標(biāo)準(zhǔn)，在此基礎(chǔ)上述標(biāo)準(zhǔn)，在此基礎(chǔ)上識(shí)別并管理客戶上識(shí)別并管理客戶 管理管理此類客戶的此類客戶的業(yè)業(yè)務(wù)活動(dòng)務(wù)活動(dòng) 和此類客戶建立和此類客戶建立穩(wěn)穩(wěn)固、可持續(xù)性的關(guān)系固、可持續(xù)性的關(guān)系Key Account ManagementPage 3Objective目標(biāo)目標(biāo)Build and sustain a level of business with select strategic customers Opti

6、mize profit potentialGrow account to optimum level Revenue, quantity, cost absorption, etc.Provide “base” business for the company, business unit or product lineCatalyst to introduce a new product or open a new marketImprove the forecasting process 和選定客戶建立并維持業(yè)務(wù)和選定客戶建立并維持業(yè)務(wù)關(guān)系關(guān)系 將利潤(rùn)潛力最大程度發(fā)揮將利潤(rùn)潛力最大程度發(fā)揮

7、 在最大限度內(nèi)發(fā)展客戶在最大限度內(nèi)發(fā)展客戶 收益、交易量、成本吸收等收益、交易量、成本吸收等 為公司、業(yè)務(wù)單位或生產(chǎn)線為公司、業(yè)務(wù)單位或生產(chǎn)線提供提供“基礎(chǔ)基礎(chǔ)”業(yè)務(wù)業(yè)務(wù) 引進(jìn)新產(chǎn)品或開辟新市場(chǎng)的引進(jìn)新產(chǎn)品或開辟新市場(chǎng)的媒介媒介 改進(jìn)預(yù)測(cè)流程改進(jìn)預(yù)測(cè)流程Key Account ManagementPage 4Scope 范圍范圍 Key Accounts are selected by specific criteria Key Accounts must have an Account Manager There must be an “Account Plan” and the Accou

8、nt Manager is the plan owner This business relationship is managed differently than other categories of customers There is continuous focus on account growth and developing a sustainable relationship 大客戶是根據(jù)若干標(biāo)準(zhǔn)選大客戶是根據(jù)若干標(biāo)準(zhǔn)選擇的擇的 大客戶必須經(jīng)由大客戶經(jīng)大客戶必須經(jīng)由大客戶經(jīng)理來管理理來管理 必須有必須有“客戶計(jì)劃客戶計(jì)劃”，計(jì)，計(jì)劃的負(fù)責(zé)任人為大客戶經(jīng)劃的負(fù)責(zé)任人為大客戶經(jīng)

9、理理 對(duì)此類客戶的管理方法不對(duì)此類客戶的管理方法不同于其他客戶同于其他客戶 持續(xù)注重客戶的發(fā)展，并持續(xù)注重客戶的發(fā)展，并與其建立可持續(xù)性關(guān)系與其建立可持續(xù)性關(guān)系Key Account ManagementPage 5Selection Criteria 選擇標(biāo)準(zhǔn)選擇標(biāo)準(zhǔn)Key Account: a customer that meets specific growth-oriented criteria as defined by the company or an individual business unit Criteria must be defined Definition sho

10、uld be as objective as possible to enable clear and unbiased account selection May be single factor or a group of factors that reflects the strategic importance to the company Any customer meeting this criteria is a Key Account“Criteria may be adjusted if necessary To reflect a change in the company

11、s strategy To adjust the number of Key Accounts“ to a manageable quantity 大客戶大客戶: 根據(jù)公司或者單個(gè)業(yè)根據(jù)公司或者單個(gè)業(yè)務(wù)組織的標(biāo)準(zhǔn)，符合具體增長(zhǎng)務(wù)組織的標(biāo)準(zhǔn)，符合具體增長(zhǎng)標(biāo)準(zhǔn)的客戶標(biāo)準(zhǔn)的客戶 標(biāo)準(zhǔn)必須界定出來標(biāo)準(zhǔn)必須界定出來 界定必須盡量客觀，確?？蛻舻慕缍ū仨毐M量客觀，確保客戶的選擇過程明確并不帶偏見選擇過程明確并不帶偏見 標(biāo)準(zhǔn)可以是單項(xiàng)因素，也可是一標(biāo)準(zhǔn)可以是單項(xiàng)因素，也可是一群因素的組合，這些因素必須反群因素的組合，這些因素必須反映客戶對(duì)公司戰(zhàn)略的重要性映客戶對(duì)公司戰(zhàn)略的重要性 任何符合上述標(biāo)準(zhǔn)的客戶就稱為

12、任何符合上述標(biāo)準(zhǔn)的客戶就稱為“大客戶大客戶” 如有需要，可對(duì)標(biāo)準(zhǔn)進(jìn)行調(diào)整如有需要，可對(duì)標(biāo)準(zhǔn)進(jìn)行調(diào)整 反映公司戰(zhàn)略的變更反映公司戰(zhàn)略的變更 調(diào)整調(diào)整“大客戶大客戶”的數(shù)量，不至于的數(shù)量，不至于因其數(shù)量過多而失去控制因其數(shù)量過多而失去控制Key Account ManagementPage 6Role of Account Manager 客戶經(jīng)理的角色客戶經(jīng)理的角色Relationship Building建立關(guān)系建立關(guān)系Profit Growth 提高利潤(rùn)提高利潤(rùn)Problem Solving 解決問題解決問題Insure Company Performance保證公司業(yè)績(jī)保證公司業(yè)績(jī)Reve

13、nueGrowth提高收益提高收益Focal Point For Customer & Deliver Value交付價(jià)值交付價(jià)值質(zhì)量質(zhì)量成本成本準(zhǔn)時(shí)性準(zhǔn)時(shí)性對(duì)客戶對(duì)客戶和的價(jià)和的價(jià)值值Key Account ManagementPage 7Focal Point 聯(lián)系人聯(lián)系人 Primary interface between customer and company Must be actively aware of all customer issues, problems, needs Responsible for insuring customers and company

14、s message is understood Focal Point For Customer& 客戶和公司客戶和公司接洽的主要接洽的主要界面界面 必須主動(dòng)了必須主動(dòng)了解并認(rèn)識(shí)客解并認(rèn)識(shí)客戶的所有提戶的所有提問、問題和問、問題和需求需求 負(fù)責(zé)客戶和負(fù)責(zé)客戶和公司溝通信公司溝通信息能準(zhǔn)確無息能準(zhǔn)確無誤地傳達(dá)誤地傳達(dá)Key Account ManagementPage 8Insure Company Performance 確保公司業(yè)績(jī)確保公司業(yè)績(jī) Account Manager is the “voice of the customer” Works jointly with mana

15、gement to insure customers expectation is met Must be customers advocate within the company 客戶經(jīng)理應(yīng)該是客戶經(jīng)理應(yīng)該是 “客戶的客戶的聲音聲音” 和管理層共同努力，保證和管理層共同努力，保證客戶需求得到滿足客戶需求得到滿足 在公司內(nèi)部，必須站在客在公司內(nèi)部，必須站在客戶立場(chǎng)戶立場(chǎng)Key Account ManagementPage 9Relationship Builder 建立關(guān)系建立關(guān)系 Responsible for building a sustainable relationship Wor

16、k closely with assigned customer Develop trust and confidence between customer and company Insure company treats customer with courtesy and respect 負(fù)責(zé)建立可持負(fù)責(zé)建立可持續(xù)性的關(guān)系續(xù)性的關(guān)系 和指定客戶緊和指定客戶緊密協(xié)作密協(xié)作 在客戶和公司在客戶和公司之間建立信任之間建立信任和信心和信心 保證公司對(duì)待保證公司對(duì)待客戶有禮貌和客戶有禮貌和尊重尊重Key Account ManagementPage 10Problem Solver 解決問題解決問

17、題 Account Manager must be adept at solving problems All issues and problems must be resolved quickly Account Manager can never avoid addressing a problem or issue between customer and company 客戶經(jīng)理要能夠嫻客戶經(jīng)理要能夠嫻熟地解決問題熟地解決問題 所有問題都必須盡所有問題都必須盡快得到解決快得到解決 客戶經(jīng)理不可對(duì)客客戶經(jīng)理不可對(duì)客戶和公司之間存在戶和公司之間存在的問題視而不見的問題視而不見Key Ac

18、count ManagementPage 11Grow Revenue & Profit 提高收益和利潤(rùn)提高收益和利潤(rùn) Account Managers job is to grow revenue base Must insure account is profitable Actively look for new business opportunities and for ways to make the account more profitable Actively involved in planning (forecasting) with customerRevenu

19、e Growth收益增長(zhǎng)Profit Growth利潤(rùn)增長(zhǎng) 客戶經(jīng)理的天職是擴(kuò)大客戶經(jīng)理的天職是擴(kuò)大收益收益 必須確?？蛻羰怯员仨毚_保客戶是盈利性客戶客戶 主動(dòng)尋找新的業(yè)務(wù)機(jī)遇主動(dòng)尋找新的業(yè)務(wù)機(jī)遇和提高客戶盈利的方法和提高客戶盈利的方法 主動(dòng)參與客戶的規(guī)劃主動(dòng)參與客戶的規(guī)劃（預(yù)測(cè)）（預(yù)測(cè)） Key Account ManagementPage 12Deliver Value 交付價(jià)值交付價(jià)值 Insure both customer and company receive value from the business relationship Focused on key element

20、s of Cost, Quality and Delivery Dedicated to giving outstanding customer serviceQuality質(zhì)量質(zhì)量Cost成本成本On-Time準(zhǔn)時(shí)性準(zhǔn)時(shí)性Value to Customer and 對(duì)客戶和的價(jià)值對(duì)客戶和的價(jià)值 保證業(yè)務(wù)關(guān)系為客戶和保證業(yè)務(wù)關(guān)系為客戶和公司雙方都創(chuàng)造價(jià)值公司雙方都創(chuàng)造價(jià)值 側(cè)重于成本、質(zhì)量、交側(cè)重于成本、質(zhì)量、交付等關(guān)鍵要素付等關(guān)鍵要素 致力于提供優(yōu)秀的客戶致力于提供優(yōu)秀的客戶服務(wù)服務(wù)Key Account ManagementPage 13Key Points 要點(diǎn)要點(diǎn)Management

21、of Key Accounts is essential to successful growth and profitability of the accountMust be the responsibility of a specific individualMust be managed continuouslynot occasionallyThere must be an “Account Plan”Account Manager must be involved in all aspects of customers activities with companyGoal is

22、to build a sustainable relationship that continuously produces revenue growth and optimizes profit 對(duì)關(guān)鍵客戶進(jìn)行管理非常關(guān)對(duì)關(guān)鍵客戶進(jìn)行管理非常關(guān)鍵，可成功地發(fā)展該客戶，鍵，可成功地發(fā)展該客戶，并提高他的盈利性并提高他的盈利性 必須有專人負(fù)責(zé)必須有專人負(fù)責(zé) 必須持續(xù)管理必須持續(xù)管理不是偶爾不是偶爾 必須有必須有“客戶計(jì)劃客戶計(jì)劃” 客戶經(jīng)理應(yīng)參與客戶和公司客戶經(jīng)理應(yīng)參與客戶和公司之間發(fā)生的所有活動(dòng)之間發(fā)生的所有活動(dòng) 目標(biāo)是建立可持續(xù)性的關(guān)系，目標(biāo)是建立可持續(xù)性的關(guān)系，促進(jìn)收益增長(zhǎng)和利潤(rùn)的優(yōu)化促進(jìn)收益增長(zhǎng)和利潤(rùn)的優(yōu)化Key Account ManagementPage 14Discussion 討論討