In enterprise marketing, big customer marketing is particularly important. Big customers often make up more than 80% of the profits of all customers, and 20/80 is very applicable. Compared with various marketing strategies, big customer marketing is very important to the beginning. If you get off to a good start, it will be much easier in the future. On the other hand, it will be difficult to start off.

        So, what should the marketing person in the gift industry need to pay attention to? How do you get off to a better start? We summarized the following points to help you!

        Prior information collection and analysis

        Before starting big customer marketing/visit, it is necessary to carry out information collection and analysis to provide a solid foundation for the development of big customer marketing strategies. Information collection includes:

        First, the industry situation of big customer, if development trend, competition situation, big customer is in the industry place and so on;

        Second, the organization of large clients, such as organizational structure, procurement decision-making process and so on;

        Third, the situation of senior customer executives (decision makers), such as his background information, issues of concern, people who have influence on him, etc.;

        Fourth, the problems of big customers (related to your sales);

        Fifth, the previous relationship between the client and your company (if any);

        Sixth, your own marketing products and your company's situation analysis;

        Seventh, your competitor situation analysis;

        Develop marketing strategies and plans for big customers

        On the basis of information collection and analysis, make a proper marketing strategy and plan. In marketing strategy, there are six key points that need to be noticed by marketing planners:

         1. Marketing strategists need to know who is the influencer of the purchase, which is the characteristics of the customers who are buying the decision makers.

         2.Identify your strengths in marketing strategies. Always pay attention to possible problems when selling. Once the problem is discovered, first identify the problem, then use your strengths to solve the problem and ensure that the marketing strategy can be successfully carried out.

         3. Pay attention to the mode of feedback. In the process of communication with customers, always pay attention to customer feedback, from the customer feedback continuously verify their original judgment to the customer, finally it is concluded that whether can the customer for the conclusion of successful marketing. If you don't pay attention to customer feedback, marketers tend to spend a lot of energy and time without getting the desired results

         4. Clear the standard of winning.
Include the standards of your own winning and the standards that your clients win.
Only by clarifying the customer's standard of winning, can we successfully communicate with customers and achieve successful sales.
         5. Ideal customers.In the face of many types of customers, marketers have to be good at judging which ones are ideal-type customers. Only in this way can the seller have the opportunity to be successful.
         6. Funnel principles.In the face of high sales targets, marketers often feel that it is difficult to finish.
In this situation, the sales staff can not only ignore objective difficulties, hard to accept the task, also should not easily ask the enterprise to reduce the sales target.The right approach is to "bargain" with companies to make reasonable demands for more resources to ensure that they are able to perform tasks on time.

         According to the strategy, plan, carry on the big customer marketing start work

         When you start your work, pay attention to two elements:

         1, at the start of the basis of the marketing work (such as with the technical department, purchasing contact/about) at the same time, must advance (start) with large customer executives (policymakers), the relationship between the to deal with them. Many marketers often make the mistake of connecting with the general staff of a large customer rather than doing, or ignoring, the work of a large customer executive. The result is a lot of time, energy, and even money, which has to go to a low-level relationship.

         In practice, it often happens that a marketer (or a company) does a long business with a big customer and seems to have a good foundation. But when the competitor changed a marketer, it was easy to take it away. Why? The common reason is that previous marketers, like the salesperson, are low-rise relationships and lose. Marketing salespeople, who have made more of the relationship of big customer executives, have easily won.

         From here we can conclude that successful marketing is possible only if the most important business management decision makers are affected. For marketers, the most important decision-makers in the client business are not the President of the company, but the highest decision-makers associated with a particular project. This type of person is called a very important executive officer and is the most critical person for marketers, and is even more important than the CEO of a client company. If marketers are able to meet these people and have good communication and communication, the chances of success are greatly increased.

         2. Make the relationship between senior customer executives (decision makers). Do it well, or it will backfire.

         The last thing to emphasize is that the opening of big customer marketing is important, but the key is to collect, analyze, and formulate strategies and plans before. Only done the work, can find a good starting point, and according to plan, and push the big customer marketing work steps, and maintain good relationship with top at the same time, the big customer marketing can get twice the result with half the effort.