The big customer sales strategy, also known as the big order sales strategy, is relative to smaller orders that can be completed with just one or two phone calls or sales impressions. Usually the customer subject is the organization rather than the individual, and the order amount is also large. The sales process of large customers is relatively complicated. To thoroughly understand the customer's thinking process and procurement process and the motivation behind customer behavior, we can take the overall situation from the strategic high ground and formulate accurate and effective sales strategies. First of all, the procurement decision process of large customers is more complicated, usually there will be many people involved, the seller often has to influence the entire decision chain to get orders; because the final procurement decision results usually for the organization's business development and individuals are organized The development has a direct impact, and as a result, decision-makers are more cautious. Correspondingly, the sales process of the seller may also involve more people. There will be sales representatives, pre-sales engineers and even company executives involved in the sales process. The entire sales team needs to be coordinated to produce the desired sales results. Moreover, the large orders The procurement cycle is generally long, and in the long sales process, the sales process needs to be promoted in a planned and step-by-step manner. Every good quality big customer salesperson is a sales strategy master. The large customer sales strategy planning covers: big customer development strategy, customer information collection and analysis strategy, sales promotion strategy, competition strategy, team cooperation strategy. Second, the final decision on the procurement decision of the organization customer is also determined by the joint influence of the participating individuals in the organization. In this process, a large amount of communication with the customer is needed to establish sufficient influence. A large number of successful communication cases show that some important factors have a significant impact on human thinking habits and behaviors. Mastering these principles and methods is a compulsory course for every senior sales consultant and sales manager. Here we revisit the big customers. The six influential principles of sales strategy communication: reciprocity, social identity, commitment, public authority, preferences, and shortages. Third, an important issue is that the customer's purchasing decision always comes from certain needs, but how to accurately identify the customer's needs, especially to accurately and timely analyze the personal motivation of the purchasing decision maker, and let the customer generate enough trust. It's a problem because the needs of big customers have too many variables in the long decision process. The three major stunts of the big customer sales strategy requirements: problem driving force, dream traction, and emotional promotion will help you to go through the big order sales process. Not only that, Rickham's "SPIN" consultancy sales skills are a milestone in large order sales research, and the "big sales consultant"'s big contribution is to make consultative sales skills suitable for China's national conditions. Fourth, “the game is everywhere,†and so is the sales process. The seller and the customer and the competitor are like playing a fast game in a multi-party fight. The salesperson, the supporters inside the customer, and the supporters of the competitors are the traders of the game. The relationship between the two is "complex". Words can be described, and the big customer sales strategy game - just to solve the puzzle of this game. Fifth, if there are no opponents, everyone is a sales expert. Unfortunately, this is not the case, but "competition is everywhere." "Inch has a long length, the ruler is short", and there is an allusion called "Tian Ji horse racing" is to face the competition, the wise man wins. Use dynamic strategies to collect information to establish competitive comparison holograms, and when you help customers establish their own procurement decision-making standards through effective communication, and establish competition barriers in the customer's mind, effectively weaken the influence of competitors. At the time, can the order be someone else's? This is the advantage of the big customer sales strategy - "competitive advantage." The sales process for organizing customers is very different from the sales process for individuals. The grasp of stability is based on the long-term view of the sales strategy of large customers, the precision of the sales strategy of large customers and the control of the sales process of large customers.
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