建立客户伙伴关系.pptVIP

Greater China LBUBuilding Account Partnership建立客户伙伴关系(大中华区事业单位) What are we focusing on today?我们重视的是什么? Review our thinking on customer strategy as the foundation of the marketing and sales programs we will work on this week. 从企划与销售计划的观点来检视我们对客户的策略 Build know-how in techniques used with key accounts to enable strategy to be formed and or further developed. 运用与重点客户交往的技巧,来发展并增强我们的策略 Objectives 目标 Gain understanding of the Importance of Account Partnerships from a business perspective 从生意的观点体验 “客户伙伴” 的重要性 Learn and practice how to “map” a customer to better understand them to help build strategy and tactics 学习并演练如何“剖析”客户,以便了解他们并找出策略及方案 Learn and practice how to build an Account Partnership Plan. 学习并演练如何发展出“客户伙伴”的计划 Customer Relationships are Changing 改变中的客户关系 Shifting from the traditional sales approach to partnerships means moving to increasingly sophisticated customer relationships. 由“传统的买卖关系”转型为“伙伴关系”, 意味着客户关系的精致化 If we don’t constantly work to increase the value we bring to the customer then we will lose out as our competition keep improving their partnership value 若我们无法持续带给客户新的价值,我们将被淘汰. 因为竞争者正不断的强化他们与客户的伙伴关系 An Everlasting Truth一个永恒的真理 LBU Customer Business Objectives 区域事业单位 客户生意的目标 Provide growth and positive, sustainable economic profit 提供具成长,积极及永续的经济利益 Be among the leaders in sales and profits 在销售业绩及利润上 居领导地位 Achieve ramp-up as planned on new products 按计划达成 新产品上市 销售目标 Capture full value with reduced expenses 以较少的开销获得更多的价值 The Channel (the customer)通路(客户) Identification of Key Accounts确认重要客户 A Key Account is一个重点客户 必须是 … … One o