1、如何突破大客户营销（How to break through big customer marketing）Seeking pivotFinding the firm supporters in the important position of the decision matrix is the key to breaking through the interpersonal matrix. This point will be the fulcrum of our future efforts, and we will work around this point. In order
2、to pry the customer into the earth, the fulcrum is essential and the most important.The next step from top to bottom is to turn the approver into a fulcrum, and it is better to make him our best friend. Even with a strong source of approval or an important sponsor, the trust of the further approver
3、can not be ignored, especially when it is taken care not to hurt its prestige and position in the organization.Similarly, policy makers, evaluators, users can be our pivot point. “Expressing sincerity“ and “solemn commitment“, until “obtaining trust and support“, are the whole process of seeking piv
4、ot. Sometimes, this fulcrum is relatively small, but as long as the patience to cultivate and continue to deepen, it will play an unexpected role.Once in a project, we have nothing to do with resources. We can only start with the most basic users. Fortunately, opponents ignore their presence. We do,
5、 but each visit when they have to find a chat, you provide some make them convenient for work, occasionally in the restaurant and ask them to eat a meal. The final victory, to a considerable extent, is due to the users highly rated use reports.Of course, with the promotion of work and some unexpecte
6、d circumstances, the fulcrum also needs to be constantly increased and adjusted, so that we can continue to provide more and more support.Extended support surfaceFrom the point of penetration, the inside line, the fulcrum, and the three points, it shows that we have established the most basic suppor
7、t system, or we have established the basic interpersonal support matrix. At this point, we achieved initial success - standing in the customer organization and exerting influence on our clients. However, the influence is still limited and not enough to ensure the achievement of sales targets. At thi
8、s point, it is necessary to find more supporting forces and expand the supporting surface.Expand the support surface is in the matrix “through interpersonal, coordination, expand“ for his firm friends and supporters at various locations throughout the decision matrix, continue to make up the support
9、 matrix on the short board and defects. In addition, try to reduce the number of enemies and opponents, at least turn them into neutral and reduce the pressure from their opponents.It should be noted that in the process of expanding the support surface, the number of good friends should not be too m
10、any, one or two can be, otherwise, the coordination of interests between friends will be more difficult, it may backfire.Breakthrough interpersonal matrixWhen the strong support surface is established, an important job is to point through, formed in the customer organization internal support system
11、of stereo. In the process of setting up points and planes, most communications are conducted individually and privately. At this time, it is necessary to bring together the supporters of the customers by means of suggestion, multi-party communication and common communication to coordinate the intere
12、sts between them and solve the problem of distribution of interests.In the meantime, we on the internal political situation the customer has a deep understanding, which is conducive to balance the interests and needs of relevant personnel, we will focus on the final decisions together, form the grea
13、test strength.Suture of interpersonal matrixSigning the contract is not the ultimate success. For enterprises, the implementation of the project, the full amount of money in place is the final success; for sales, maintenance and optimization of customer relations and long-term cooperation, is a long
14、-term victory. Therefore, after the success of a single break, the break up of the interpersonal matrix is very important.We often see such examples. The project has been handed in and the contract signed. However, in the implementation process, payment difficulties, customer service customer servic
15、e a trouble, and ultimately affect the acceptance, customer satisfaction and payment.Why is that so? This all ignores the stitching of the customers interpersonal matrix. Those who are affected, hurt, or lost in the process of breaking down will not change their positions naturally as dust settles.
16、Their power will play a negative role in the implementation of the project, and even directly affect the cooperation of the next project. Therefore, we must attach importance to interpersonal stitching matrix after the break, will “unite forces“ as the principle of suture repair, relationship proble
17、ms, to pave the way for the implementation period, to lay a good foundation for long-term cooperation.“Without war, the best is good also, enjoy long interpersonal matrix after the break, the best is good also.Owls: people have the appearance of serious, rigorous. They are more like scholars, the pu
18、rsuit of perfection, often give wrong.Eagle type: a leader of the style, aggressive. They looked very dignified and were the least approachable.2. key interest point analysis.This is the most important thing that we should pay attention to and pay attention to at the present stage.In breaking the ma
19、rket in F Province, we found that a director of decision-making circle, his daughter just finished the college entrance examination, the score is not ideal, and particularly want to enter a better university, so immediately reported to the company. Soon, the company through cooperation with good uni
20、versity communication, and successfully help it find a more satisfactory University, as a breakthrough point, and quickly won the trust of customers.Have difficulty in finding customers key points of interest, can refer to Maslows theory of hierarchy of needs - your goals in career and life stages,
21、look at him and what possible major problem is that you help? Note that the work and individual interests are very important, can not be neglected.People and people1+1 = 2, a person plus another person, but not equal to two people. Dealing with two people separately does not necessarily mean dealing
22、 with them.Every time I go to see a leader, we are always worried about other leaders with accidentaly across. When the relationship between leaders is unclear, especially when they are not clear, they are particularly uncomfortable when they know the relationship between leaders is bad. Moreover, c
23、lose to some people, and others even alienated the grudges. This is the problem of dealing with people.A group of peopleTo deal with the relationship between individuals, to balance the relationship between man and man, is ultimately to let us into the interpersonal matrix customers, and get the maj
24、ority of the people in contact with this group of people in (must know not everyone can support us), in order to get the final victory.First of all, we should have a comprehensive understanding of the “work circle“, that is, the organizational structure. Customers interpersonal matrix is organized a
25、ccording to certain levels and functions. Hierarchy and function represent the relation between power and decision making. There are generally 4 kinds of power: human rights, financial rights, standards making power and decision-making power. Power corresponds to decision-making, which reflects the
26、status and role of different people in the whole decision-making process.Secondly, we should understand the political circle within the customer organization“. The significance of the political circle is that it transcends hierarchy and functions and alters the actual distribution of peoples power a
27、nd decision-making power. The influence and actual position from the situation, in the organization is common to a deputy with the upper support, may be more than the principal appeal.Once again, to understand the relevant personnel of the “life circle.“. The people involved in the work and the impa
28、ct of the relationship, are passive needs and results. And the people in the circle of life are the result of active choice, and even there are some blood ties and marriage relations. People in the circle of life have more influence on the ideas and likes and dislikes of key people.For example, a dr
29、iver is the number one Shengsizhijiao comrades, two people often went fishing together and chatted. The driver has more influence in some ways than his many deputies.At the same time, as a broad reference base, we also need to understand the culture of customers enterprises. And, as a method, it is
30、necessary to analyze the successful transaction cases in the customers history, which is the necessary means to understand and verify the important information.Whos making the decision?Through the guidance of the SBA model, we can understand, approach and access the customers interpersonal matrix, a
31、nd realize the core from the periphery, and thus close to the customer interpersonal matrix - decision matrix. If we can not break through this core, all efforts will be “floating clouds“.In general, we divide the people in the customer decision matrix into the approver, the policy maker, the staff,
32、 the user and the influencers. We can see their characteristics and needs from table 1.In small projects, the decision maker is usually the head of the department or the head of the day-to-day purchasing process. As a senior, the approver is usually not involved. But we have to be careful of them by
33、 surprise “one vote not take“, this is often an important reason finally capsize. The larger the project and the higher the importance, the higher level approval will often replace the role of policy maker, while the decision maker will be evaluated by its implementation experience.Generally speakin
34、g, the authority or person in charge of the technical department and the financial department is the two most important evaluator. The former, technically gatekeeper, the latter provide decisive advice on the budget of the fund. They are important advisers to the approver and the policy maker, and t
35、heir opinions will be fully respected. The exception is that the approver or decision maker is technical or financial, who has sufficient expertise or an outside think tank to judge independently.Users have the lowest status and the most limited role in the entire decision matrix. But it is worth no
36、ting that companies that have ignored this level have been turned over here.After the decision matrix is made clear, the next question we face is: how can we exert our influence and achieve the ultimate breakthrough?Build support matrixThe success of the sale was supported by more people than compet
37、itors. Of course, we cant get everyones support, but a slight advantage is enough to guarantee a final victory. Therefore, it is of particular importance to build our support matrix in the customer interpersonal matrix, especially in the decision matrix.To build a support matrix, we must first find
38、out who is our friend and who is our enemy“. Through the guidance of the SBA model and the related work, the relevant personnel position we basically understand, and they can be divided into: friends, supporters, neutral, opponents and enemies.Looking at table 2, dealing with these people seems comp
39、licated - in fact, its really not easy. But we can use a simple way to solve these complicated problems: the establishment of the United Front, to unite all forces, in the best support, let more confidence for the supporters, neutral, differentiation of opponents, let the enemy dare not openly oppos
40、e.Breakthrough interpersonal matrix“Breakthrough from point and surface“ is the most basic and effective method. The victorious army without the odd division, will be the most conventional way is by far the most adept is the trick.Therefore, as long as we believe that the hearts of customers are lon
41、g meat, sincere intentions, unremitting efforts, there will be returns.Select entry point“Top-down“ is the fastest and most effective way, but it needs to be a high-level relationship or someone to sponsor it. If you are fortunate to have the support of the starting point to obtain approval from the
42、 rest is how to use the “stand high and see far“ and “emperor to the princes of the potential, net below the supporters, so that most people remain neutral, let the enemy dare oppose.In addition, “CEO, to, CEO“ style marketing is also very effective in this way, that is, one of their leaders and cus
43、tomer leaders meet, direct cooperation.More, we will select the decision-makers and evaluators at this level. If there is such resources and opportunities, it is also a very ideal start. And, from this level, you can get the direct decision-making face of approval, for the implementation of the sing
44、le is also very favorable.Generally speaking, the technical expert as an evaluator is a good starting point. They do not profit directly from buying behavior. They usually care about maintaining their professional position in the organization. It is easy to establish communication channels with tech
45、nical exchanges and discussions. Especially with the equivalent position and repair technologys technical experts and the general can succeed, successful intervention.For a company with a weak customer relationship, it may be a way to cut from the user s bottom line, but Saless patience will be test
46、ed for the long run. But if the diligent efforts continue to penetrate to succeed, so the customer relationship will be the most stable and reliable, even if the customer internal personnel changes such as sudden changes will not cause too much impact, is very beneficial for long-term cooperation be
47、tween the two sides. Because products and services that are widely accepted at the grassroots level minimize the risk and responsibility of high-level decision-making, while making the job much less cumbersome in the implementation process.From a single person, from knowing one person to two people
48、and three people, the landscape inside the customer is unfolding like a picture.Build insiderThe urgent thing to do is to look for the inside.The insider is our information provider, who guides us as a guide, tells us important organizational and personnel information, and helps us break through.Gen
49、erally speaking, inside lines must be staunch supporters. Sometimes, he will be the first person we know in our customers, but often we need to keep looking for and training.The inside is not necessarily a powerful man, the best is in the intersection of information inside the organization departments or functions of personnel. From the character, inside need to have peacock traits active, willing to move around within the organization, many friends, inquire about the news. With inside help, as the customer decision matrix have ready plans to meet a situation.But it is import
