[原创]小客户培养成最大客户纪实(已更新1~4))
<p align="center"><font style="FONT-FAMILY: 楷体_GB2312"><font style="FONT-SIZE: 24px"><strong>前 言</strong></font></font></p><p><font style="FONT-FAMILY: 楷体_GB2312"><font face="宋体"> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr></font> 虽然这已是一年多前的事了,但仔细回想起来,能够攻下这样一个大客户,决不是靠运气,这中间付出了自己无数的心血。该客户属于已不与公司合作达半年之久,对公司意见非常大的客户,经过努力,不但挽回关系,继续合作,半年后,还成为公司最大的客户。本来没想分享这个过程,前两天和一个老总聊天,他反复强调一个面临的困境,知道客户是谁,也知道他们量很大,就是攻不下来,很头疼。正是这样的话,激起我把这个经历和过程写出来,让更多的人能够从中分享到攻关一个大客户的历程,在开拓这个客户的时候有过绝望,也有过柳暗花明,整个营销理论和策略全方位的运用,对任何从事营销的人员都有一定的借鉴作用。</font></p>
<p><font style="FONT-FAMILY: 宋体"><strong> <font style="FONT-SIZE: 16px">一、商机来自危机,坦诚沟通是赢得客户的关键</font></strong></font></p>
<p><font size="3"><strong> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr></strong><font style="FONT-SIZE: 14px"> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr>07年6月,我出差Z省,刚好T市Y客户有历史遗留问题需要处理。Y客户是公司06年开拓的一个客户,曾与公司合作了半年时间,销售情况一般,半年前不再与公司合作,但涉及周转机、售后服务等事宜,一直给公司的帐务没有结算清楚,原负责的业务人员已离职,新负责的业务人员与Y客户的A老板进行过多次交流,反馈给我的情况是A老板非常难于沟通(原负责的业务人员也曾这么反馈过)。没办法把善后工作处理好。本次自己刚好出差Z省,我就想当面拜访一下这个客户,一是解决历史遗留问题;二是想看看这样的客户究竟为什么不与我们合作了。说来自己也很惭愧,该客户毕竟与公司合作了半年之久,我竟然没见过面,也没拜访过(主要是小客户的原因)。自己可以以负责全国营销忙为自己找个借口,但内心还是非常不安的,毕竟是我负责营销期间,第一个主动流失的客户。</font></font></p>
<p> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> 根据业务人员提供的电话号码,我亲自打电话给A总,A总的手机号码后4位是8888,凭号码就可以看出他在当地应该是非常有实力的人员。A总接到我的电话,先抱怨了一通,我只有连连道歉,说正因为如此,我才要登门拜访,亲自解决这些遗留问题。虽然我再三解释公司要求不允许让经销商接送,A总坚持要亲自开车到汽车站接。约定时间后,我和业务人员坐上了通往T市的车。</p>
<p> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> 经过3个小时的路程,到了T市汽车站,刚出站,就看到一个豪华奔驰越野车,这正是A总提供的车牌号码,我打电话确认,A总从车上下来,我们先点头示意,然后大家都赶紧放下电话,两只手紧紧握在一起。上车后我仔细打量一下A总,保养非常好,白白胖胖的,一看就属于精明能干型的。由于我时间非常紧急,下午还要敢到H市,刚好又到了中午,所以我们直接到一个当地的左岸咖啡,边吃边聊。</p>
<p><strong><font color="#f73809" size="5">文章太长,详细查看原文</font></strong></p>
<p><a href="http://blog.sina.com.cn/s/blog_508dc7e10100alck.html">http://blog.sina.com.cn/s/blog_508dc7e10100alck.html</a></p>
<p><font color="#4d7401" size="5" face="黑体">柳暗花明又一村(小客户培养成最大客户纪实二)</font> </p>
<p><strong>作者按</strong>:<font style="FONT-FAMILY: 楷体_GB2312">往往在你认为已完全没有可能再交易的时候,客户突然下来新的定单,有人归功于运气,但我更想是平时工作厚积薄发的结果。如何处理好客户的新定单,不但是挽回客户信心,更重要的是能够获得日后的大单。 <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr><wbr></wbr></font></p>
<p> <a href="http://blog.sina.com.cn/s/blog_508dc7e10100anl7.html"> http://blog.sina.com.cn/s/blog_508dc7e10100anl7.html</a></p>
<p><font color="#4d7401" size="5" face="黑体">挖掘客户需求(小客户培养成最大客户纪实之三)</font></p>
<p><font face="楷体_GB2312"><font size="3"><font color="#0000cc"> 做营销关键是把握机会,<span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?><font style="FONT-FAMILY: 楷体_GB2312">需求、信任、价值、价格和体验是客户购买的关键,只有站在客户立场去考虑问题,通过客户分析,建立起信任,然后挖掘客户需求,向客户呈现达到双赢的价值,同时要不失时机的赢得客户承诺,做好后续的跟进服务,就一定可以打动客户,赢得定单。</font></span></font></font></font></p>
<p><span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?><font style="FONT-FAMILY: 楷体_GB2312; FONT-SIZE: 16px" color="#0000cc"> </font></span><span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?><a href="http://blog.sina.com.cn/s/blog_508dc7e10100auy4.html">http://blog.sina.com.cn/s/blog_508dc7e10100auy4.html</a></span></p><span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?><span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?>
<p><span style="FONT-FAMILY: SimSun; mso-ascii-font-family: 'Times new=" Roman?;? new="New" ?Times mso-hansi-font-family: Roman?; New?><font color="#4d7401" size="5" face="黑体">成功必须重视每个环节(小客户培养成最大客户纪实四)</font>
<p><font color="#0000cc" face="楷体_GB2312"> <wbr></wbr> <wbr></wbr> 销售沟通三阶法是我们说服客户的方法,通过事实让大家信任,提出问题引起客户思考,说出观点帮客户找到解决办法或采购标准。让客户充分体验,了解新增功能带来的卖点,帮助客户建立营销方案,只有让客户达成自己的目标,才能达成我们的销售目标。在客户实际开拓过程中,会遇到很多意想不到的麻烦,必须注重每个环节,才能最终成功。最终赢得本次1000万订单的关键。</font></p>
<p><font color="#0000cc"><font face="楷体_GB2312"> <wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><br/> </font></font><a href="http://blog.sina.com.cn/s/blog_508dc7e10100b27d.html"><font color="#4d7401">http://blog.sina.com.cn/s/blog_508dc7e10100b27d.html</font></a></p></span>
<p></p>
<p><font color="#0000cc" face="楷体_GB2312"> <wbr></wbr> <wbr></wbr> 销售沟通三阶法是我们说服客户的方法,通过事实让大家信任,提出问题引起客户思考,说出观点帮客户找到解决办法或采购标准。让客户充分体验,了解新增功能带来的卖点,帮助客户建立营销方案,只有让客户达成自己的目标,才能达成我们的销售目标。在客户实际开拓过程中,会遇到很多意想不到的麻烦,必须注重每个环节,才能最终成功。最终赢得本次1000万订单的关键。</font></p>
<p><font color="#0000cc"><font face="楷体_GB2312"> <wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr> <wbr></wbr><wbr></wbr><br/> </font></font><a href="http://blog.sina.com.cn/s/blog_508dc7e10100b27d.html"><font color="#4d7401">http://blog.sina.com.cn/s/blog_508dc7e10100b27d.html</font></a></p>
<p> </p>
<p>增加一个新文章</p>
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<div style="DISPLAY: inline"><strong><a href="http://blog.sina.com.cn/s/blog_508dc7e10100chil.html"><font color="#ff6600">营销真实故事:标书入围第一,为什么被淘汰?</font></a></strong></div></span></span></p>
[此贴子已经被作者于2009-6-5 10:08:55编辑过] <p>首先,非常感谢楼主带来如此贴近销售生活的案例小故事,娓娓道来的轻松里,也学习了处世的学问.</p><p>相信楼主的系列小故事能带给我们更多营销感悟与收获,期待你的精彩文字继续!</p> <p>期待下文....</p> 磕瓜子的学问,呵呵,有启发,以后能用上了。