培训－客户管理.ppt

内部培训 Account management:Account manager’s skillset and focus 客户管理的艺术 客户管理的艺术 Account management 客户管理的艺术 客户管理的艺术 管理客户需要： 客户管理的艺术 希望... 客户管理的艺术 管理客户的艺术 管理客户的艺术 First things first - know your client! 管理客户的艺术 First things first - know your client! 管理客户的艺术 Your master… …but still a resource to manage! First, you must KNOW your client 管理客户的艺术 管理客户的艺术 * * 黑色艺术... 2005年6月18日 creativity business low high high low Early-90’s Mid-90’s 2000 + You must now be a creative manager and a business manager! pressure on expenses meant business focus creativity to differentiate much business focus Competition: - required more creativity, but Increased competition Much increased competition most creativity + 流程 资源 效果 你需要娴熟地掌控资源和流程 供应商 合作伙伴 媒体 同事 潜在客户 客户的客户 客户 看看你的 “世界” 老板 resources 关系户 客户总部 客户 北京分部 o’seas media 业内分析家 Your “Universe” China colleagues market research people 供应商 合作伙伴 媒体 同事 潜在客户 客户的客户 客户 老板 天呐%@#!!! 救命！ 多人的介入 每人的角色不同 利益点不同 参与程度不同 Let’s explore each of these... 客户 客户 是上帝… …但是也需要管理! 客户 First, you must KNOW your client 是上帝… …但是也需要管理! clients Do you know… Management hierarchy from your opposite number up to reg’l VP? The fiscal year-end? Last quarter’s results? Typical customer profile? Client’s USP’s? This year’s marketing and marcom objectives? Target market? Profile of their prospect? Who are the competition and how are they doing? If the answer is “don’t know” to any of these, then…. you’re not prepared - so you’d better study... clients Tips… Annual Report is an invaluable source of information on a company’s positioning and USP’s Get feedback from media on regular basis and useto inject ideas for PR Web sites are now the definitive on-line news vehicle for all our clients- surf frequently! Ensure you mingle withclient staff other than your main counterpart If the answer is “don’t know” to any of these then… you’re not prepared - so you’d better st