恒安消費產(chǎn)品銷售培訓-大客戶管理-文庫吧
2025-04-27 15:43 本頁面
【正文】 Key Account Management Page 4 Objective目標 ? Build and sustain a level of business with select strategic customers ? Optimize profit potential ? Grow account to optimum level – Revenue, quantity, cost absorption, etc. ? Provide “base” business for the pany, business unit or product line ? Catalyst to introduce a new product or open a new market ? Improve the forecasting process ? 和選定客戶建立并維持業(yè)務關系 ? 將利潤潛力最大程度發(fā)揮 ? 在最大限度內(nèi)發(fā)展客戶 – 收益、交易量、成本吸收等 ? 為公司、業(yè)務單位或生產(chǎn)線提供“基礎”業(yè)務 ? 引進新產(chǎn)品或開辟新市場的媒介 ? 改進預測流程 Key Account Management Page 5 Scope 范圍 ? Key Accounts are selected by specific criteria ? Key Accounts must have an Account Manager ? There must be an “Account Plan” and the Account 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)若干標準選擇的 ? 大客戶必須經(jīng)由大客戶經(jīng)理來管理 ? 必須有“客戶計劃”，計劃的負責任人為大客戶經(jīng)理 ? 對此類客戶的管理方法不同于其他客戶 ? 持續(xù)注重客戶的發(fā)展，并與其建立可持續(xù)性關系 Key Account Management Page 6 Selection Criteria 選擇標準 ? Key Account: a customer that meets specific growthoriented criteria as defined by the pany or an individual business unit ? Criteria must be defined – Definition should 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 p
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