恒安消費產(chǎn)品銷售培訓-大客戶管理(已修改)
2025-06-11 15:43 本頁面
【正文】 Managing Key Accounts 大客戶管理 HengAn Consumer Products 恒安消費產(chǎn)品 Sales Training 銷售培訓 Key Account Management Page 2 Categories of Customers 客戶類別 ? Four principal categories of customers…each managed toward a different goal ? Target Account – Goal is to capture the account…new business ? Normal Account – Goal is to service and grow the account ? Lost Account – Goal is to recapture the account – initial goal is to understand the reasons why the account was lost in order to avoid recurrence ? Key Account – Goal is to sustain relationship and optimize profit – Most important account…strategically important ? 客戶可分四大類，不同類別有不同的管理目標 ? 目標客戶 – 目標是獲得該客戶 … 拓展業(yè)務 ? 常規(guī)客戶 – 目標是為其提供服務，并實現(xiàn)該客戶的增長 ? 丟失的客戶 – 目標是將該客戶爭取回來 – 開始的目標是了解該客戶為什么丟了，了解丟失該客戶的原因有助于避免同樣的問題重新出現(xiàn) ? 大客戶 – 目標是維持關(guān)系，優(yōu)化利潤 – 最重要的客戶 … 有戰(zhàn)略重要性 Key Account Management Page 3 Description 描述 ? Key Account Management is a management process that… – …establishes a definition of criteria for selection of customers with strategic importance to the pany – …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 customers ? 大客戶管理是這樣的流程 … – … 根據(jù)對公司的戰(zhàn)略重要性，確定客戶選擇的 界定標準 – … 了解客戶是否符合上述標準，在此基礎上識別并管理客戶 – … 管理 此類客戶的 業(yè)務活動 – … 和此類客戶建立 穩(wěn)固、可持續(xù)性的關(guān)系
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