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MindMap Gallery Key customer development
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Key customer development
This is a mind map about the development of key customers. The main contents include: consistency of strategy implementation, key customer development 271, and why to be a key customer.
Edited at 2024-03-04 12:32:33
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Key customer development
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
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- Outline
Key customer development
Why be a big customer
strategic needs
In order to go public, if we serve small fish and shrimps, our brand influence will be very poor.
Products, talents, users
Product mix is good
Products are the first threshold to reach customers
The talent training system is also very good
corporate university
Next, let’s see what the users do
Such a good product and such a strong team, who exactly are they serving?
growth necessary
The growth goals and standards are extremely high and must have the support of major customers.
The logic of growth, revenue = unit price * sales volume
Either troops or firepower
Number of people (strength) * output per capita (firepower)
Ordinary enterprises = normal growth (average industry speed)
Benchmark/excellent enterprise = breakthrough growth (higher than average)
Top companies = fission growth (1-1 billion, 10-10 billion, 100-100 billion)
Action Growth Formula:
Income = person efficiency * number of people (number of customers * customer efficiency)
300 million = 3 million * 100 people = (1 million * 3) * 100 people = (100,000 * 30) * 100 people = (10,000 * 300) * 100 people
If you serve many customers, the depth of your service, the value you bring, and the feelings you bring to customers will all be different.
The best way is to improve customer efficiency
Big customers bring big customer results
Big customers = big results = big growth
How to break through big customers, big results, big growth
High dimensionality reduction is the ultimate solution
Customer dimension upgrade
Developing new customers is 5 times more expensive than serving old customers
Ecological chain: whales and whales together, small fish and shrimps together
Fishing is a cost, a bucket of fish is income
One big fish = 1000 small fish
But you have to serve 1000 small fishes 1000 times
If you are fishing for small fish, the big fish will go to your competitors; what are you doing? Hanging out with loaches
Customer upgrade: input 1, output 1000
Forces companies to upgrade: Associating with whales, companies are reborn (big fish are surrounded by big fish)
Customer value comes first
Customers will only pay for value (effect)
Continuous buying = continuous value
Big customers = big value = big testimony = big brand
method:
Choosing the right fish pond-user segmentation
Draw a few knives across the board
Lock high-end
Lock in the high end of the mid-range
Lock in the high end of the low end
Draw a few vertical strokes
Segmentation: Select a niche, subdivide into grids, and find the “fish pond”
Companies will always only serve a small number of customers
You must find this grid, analyze it, and serve it
Catching the right big fish-User classification
Why user classification management is necessary
Because our time and energy are limited
Not everyone is your customer, always serve only a small number of customers
Customer classification
big whale customer
High price and large quantity
dolphin customer
Medium price and medium quantity
Shark customer
Low price and large quantity
Small fish customers
Low price and small quantity
Employee classification
Big Whale Customer--Elite Soldiers and Strong Generals
Dolphin customers--employees with more than 1 year
Shark Customer--New Employees
Small fish customers--get rid of them
Example: Action Education
New employees
Millions of stars per month
planet club
More than 2 million per year
crown club
More than 10 million per year
champion
manage
leader
Bring 3 people
division commander
3 team leaders 4 direct sales
army commander
2 division commanders 5 direct operations
Summarize
Big customers bring big performance, big growth, and big profits
High-dimensional dimensionality reduction, industry depth, super trust endorsement
Meaning: customer success, business success, team success, personal success, achieving multi-win
Key Account Development 271
Two underlying logics
Key account strategy
The current dilemma of developing large customers
I don’t know who the big customer is, and I don’t have a portrait.
I don’t know how to break through the circle of big customers
I know a big client but can’t make an appointment
I don’t know how to contact big customers and how to follow up after being rejected.
I don’t know why big customers want to cooperate with you
Big customers cannot be retained after they come in
Can't get in
No strategy
disorganized
No portrait
Not big
No management
No mechanism
No strategy
Can't keep it
no service
It is necessary to raise major customers to strategic heights and lead projects
The chairman has a general camp every week, with tasks and homework every week
Branch dimension, top shareholder
There will be all kinds of supporting facilities
Case: On January 30, 2023, at the group performance meeting, a special "New Major Customer" general camp was proposed
March 26-27, 2023, "Reshaping Strategy to Behavior", offline internal training
2023 Generals Camp, special topic on new major clients, every Wednesday from 17:00 to 18:30, 4 head coaches, deputy head coaches, and executive coaches
Chairman, Li Jian
Marketing boss, Huang Qiang
IT boss, Luo Yi
Head of Business School, Wang Mingyang
Brand manager, Yang Yong
2024 General Camp, No. 1 Operation Leading Project, every Wednesday from 16:00 to 18:00
Chairman, Li Jian
Marketing boss, Huang Qiang
IT boss, Luo Yi
Head of Business School, Wang Mingyang
Brand manager, Yang Yong
Lock in first, point system, general camp also needs points system, no one wants to be last.
It’s good if it’s strategic, it’s not about developing a big customer by accident
Big customer battle
Strengthen the army through war
Fighting against an army
Ensure consistency in strategic implementation
New King's Battle
individual award
Legion Award
First-stage honorary recognition for new major customers
1 quarter
1 2 3 people
Second-stage honorary recognition for new major customers
1 quarter
1 2 3 people
Three stages of honorary commendation
1 quarter
1 2 3 people
Seven Dragons
Portrait of the King
What does a big customer look like? (interactive)
financial freedom
The network of people is relatively good
Revenue, profit, integrity, per capita performance, ease of development
Have money, leisure, resources, want to make money, want to lose fat
A person with a strong sense of purpose
love to learn
Have a certain influence
Look at the excellent team, look at the market, look at the connections, look at the resource circle, and look at whether his customers are of high quality.
A person with public domain traffic, or a team leader who is in trouble
A big boss in the beauty industry and a big boss in the health industry, but he has body problems and needs
Values: Integrity, learning, achieving others, giving back to society
Criteria for measuring big customers
Who buys more
Who bought the higher price?
Who buys repeatedly
Who recommends
Are customer standards aligned with company goals and strategies?
Case: Customer portrait in 2019
new customer
Personality portrait
Annual turnover exceeds 50 million
The boss loves learning
Pay attention to team learning
customer channel
referral
peers
Industry business association
network
Old customers
Personality portrait
Annual turnover exceeds 50 million
Group history learning
Accredited Action Education
customer channel
public pool
CRM
big customers
Personality portrait
Annual turnover exceeds 500 million
Industry or regional leader
Well-known independent brands
Listed and quasi-listed companies
Key customers upstream and downstream of the industry chain and competitors
customer channel
Regional or industry enterprise ranking list
List of listed and quasi-listed companies
Fellow major customers testify on the official website or on-site
referral
20 years of customer portraits
Three high industries
high growth
Medicine, health, beauty, literature
high competition
Food, clothing, housing and transportation
High-tech
High-end manufacturing, new technologies, and specialty industries
four force enterprise
Strength, learning ability, influence, transformation ability
21 years of user portraits
1 1 1 focus, 3 major focuses
Industry focus
Deeply cultivate one industry, no more than 3
circle focus
Dig deep into a circle and focus on the learning circle
Regional focus
The service radius and span should not be too large
Customer portrait, 4 forces
hard power
Turnover exceeds 500 million
learning ability
More than 1 million yuan has been invested in learning in the past
Influence
Leaders or influential figures in industry circles, study circles, etc.
Transformation power
Have strong ability to learn, implement and give lectures
22 years of user portraits
Portrait of Three Forces
learning ability
Pay attention to team learning
High frequency of learning
Long-term cooperation with educational institutions
purchasing power
Annual revenue exceeds 200 million
Annual learning budget exceeds one million
Be willing to invest in learning
Have cash flow
demand power
Strategic upgrade
growth breakthrough
Talent upgrading
Go public and become the first
Three major channels
Refer customers
Continue to serve old customers
Ask for referrals proactively
Meet the 3 force portrait
High-quality peer customers
Training and consulting organizations
Customers investing more than one million
Business school learning enterprise
Meet the 3 force portrait
Strongly associated customers in the industry
Local leading companies in the same industry as major customers
Industry chain of major customers (production, supply and marketing)
Learning member companies of major customer industry associations
23 years of user portraits
Sanli Enterprise
dream power
Have dreams and determination to become number one, go public, etc.
Has become or is becoming the number one in the segment
learning ability
Pay attention to talent cultivation and be willing to invest in team learning
Have strong and urgent needs for learning
relevance
Have strong connections
Same industry, same type, same region, same circle
Have development advantages
Resources, relationships, expertise, etc.
Three high industries
High-tech industries
High-end manufacturing, emerging industries, specialized new specialties, local characteristic industries
high growth industry
Medicine, health, beauty, literature, agriculture
Highly competitive industry
Food, clothing, housing and transportation
24 years of user rating standards
New: Very Large Account
Strength standard
Iconic customers with annual revenue of more than 3 billion
Cooperation standards
More than 5 million
principal
General manager
New: medium and large customers
Strength standard
Annual revenue 1 billion-3 billion
Cooperation standards
3 million-5 million
principal
Director
New: Key Accounts
Strength standard
Annual revenue 300 million-1 billion
Cooperation standards
1 million-3 million
principal
partner
Three forces
strength
Revenue is no less than 300 million, profit is no less than 30 million, and number of employees is no less than 300
Industry Top 100
Regional Top 100
learning ability
Study more frequently
Many students
Invest more in learning
Many cooperative institutions
dream power
first or nearly first
Want to be No. 1 in segmentation, the country, and the world
Have clear strategies of tens of billions and hundreds of billions, etc.
king channel
Where did the king come from?
Circle of friends
strong ties
referral
network
competitors
Three channels, focus
Recommended development
Customer testimonials
Recommended by business association
Recommended by government departments
Other methods recommended
Locked development
Peer key customer development
Training institutions, consulting companies, business schools
Industry key customer development
Key customer industry chain (production, supply, sales, etc.)
Local leading companies in the same industry as major customers
Circle development
a specific study circle
specific area
In-depth development of specific groups of people
Action 2024
Group's advantageous industries
8 advantageous industries with demonstration effects of large-scale and large-scale cooperation
Regional advantage industries
Advantageous industries and concentration effects in the distribution area
Personal advantage industries
Personal advantages and experience
Action 8 major advantageous industries/types
big food
Liquor industry, catering, tea drinks, snack food
great health
Head care, pedicure, medical treatment, medical beauty, physical examination
For everyone’s use
Furniture, home appliances, home decoration
big costume
Big logistics
Shipping, foreign trade logistics
Great intelligence
Large farming and animal husbandry
Pesticides, feed, breeding
Big construction
Architecture, construction, tooling
Operation
User classification
divided into several categories
what standard
Why
Portraits of key customers
You'll understand as soon as you say it
You will know it at a glance
Large customer channels
concretize
King's Path
After the customer profile and channels are clear, how to develop them?
Make a list
Analysis list
Take the initiative to attract investment
Foreshadowing - invitation - conclusion
Five steps for business in 2022
Accurate customer selection
meeting proposal
reach cooperation
Inspection services
continued cooperation
Four order management in 2023
1 lock order
13 key messages
Director review
2Follow orders
Top leaders study within 15 days
Top leader’s proposal within 30 days
Dual teacher experience class within 45 days
30% order
order amount
Order rate
single cycle
4Renew order
or
3 cards
Card order analysis
Card single improvement
40% order
Online sales branch case in 2024
Lock order review
Project establishment meeting
Invite
proposal
card slip
Card order analysis
Order completed
strategic cooperation
King's division of labor
How to divide labor? Who is responsible?
The purpose of locking the employee portraits developed by the king is to tilt the best talent resources to large customers, that is, to deliver the best special forces to the battlefield.
Key Account Special Forces Strategy VS All Key Accounts
2023 Action Education Key Account Special Forces Strategy
Crown Commando
Business opportunities, relationships, follow-up
Key Account Director
Customer assessment, interview proposal, learning and service plan
General Manager/Mentor
support, policy, expertise
2024 Mobile Education New Major Customers for All Employees
One new key customer per person per month
General manager
Customer management
Talent management
Director
New Dake takes the lead in development
Newbies guide and place orders
partner
Achieve new major customers (deal)
Become a million star
king strategy
Product strategy (how to give big customers a reason to buy)
What products do you sell to the king?
Sharp knife and whale
Sell your best products to customers
How products are combined and priced
Example
Concentrated EMBA
3.59
2.58
2.28
1.98
9.8 million
Principal EMBA
358,000
498,000/2 people
1.18 million/5 people
2 people or more will receive a small amount of concentrated quota
How to shape the value of product solutions and why do big customers buy them?
16 stages of development path
Customer service department example
Star customer
Individual customer service teacher
Xinfengwei’s case (strategic cooperation proposal)
Review 2023
Cooperation results
unresolved problem points
Create 2024 together
Continue strategic cooperation
The key to not being number one is the serious disconnect between strategic goals and organizational capabilities.
Position 1--Management Team--
Cooperation suggestions
Based on enterprise strategic goals
pyramid learning system
Strong organization
Fine mechanism
Value-added enterprise services
Principal service upgrade
Other service upgrades
Exclusive customized service upgrade
1 Go to mobile office for a week
2 Go to action xx a few times
3 Transfer training once a month
action education
concentrate
headmaster
strategic cooperation
continued strategic cooperation
proposal strategy
Case: Action Education
school introduction
Emphasize unique advantages
Profitability first
Dividends ranked first
Positioning: World-class effective business school
Accelerate your business to become number one
The first teacher
Teaching first
hardware
software
Teaching and research strength
word of mouth
Satisfaction 98.36%
The first student
Case
first system
concentrate
headmaster
Consulting and counseling
Service report
Dig demand
Digging out pain points
Related industries, targeted cases
Cooperation suggestions
consultative selling
Let’s first condense the EMBA
Training proposal skills
strategic cooperation
foreign
Strategic cooperation is a kind of confidence
For products/for value/for cooperation
internally
Strategic cooperation is a kind of potential energy
Big achievements/big results/big benchmarks
Enrichment site
Strategic cooperation signing ceremony
How to set up strategic cooperation
Based on the cooperation amount
Set the added value and significance of strategic cooperation
Strategic customer value-added service plan
A total of 10 million within two years
Teacher Li Jian’s service
The amount of cooperation within the year is more than 5 million
Teacher Huang Qiang Services
The amount of cooperation within the year is more than 3 million yuan
Branch principal services
Retweet introduction
How to enter the whale circle
Premise: Become an old customer and bring joy from afar
Find the right referral customers
influential
Love to share
Aspirational to achieve
Decide on the introduction scene
What time
what scene
How to do
Case:
When the deal is done - with friends
Course site-share with friends (recommendation information form)
Post-transaction service period-value=recommendation
King mechanism (incentive)
What incentives?
product incentives
Honor Incentive
Learning opportunities
travel opportunities
Champion Tour, Champion Shopping, etc.
The biggest common problem among business departments
Emphasis on performance, light on management, everything is performance-oriented
Where is the mechanism, where is the human heart?
Two types of incentives
process incentives
Every time you meet a customer, 100 yuan of performance will be entered into the system.
Key actions around business paths
Send books, meet in person
Achievement incentives
material incentives
Honor Incentive
Crown, Heroes Meeting (Heroes Ceremony) (Zunyi, Yan'an), Group Annual Meeting, Monthly Million Stars
Spring Thunder, Zhengfeng, Peak, Peak
Mental stimulation
Study tours, awards, and sharing
Recommend a book "Combined Motivation"
Voice of the King (Benchmark Refining)
Learn from those who have achieved results and let those who have done it speak out.
Benchmarking learning system at different levels
Actual combat
Daily review (evening meeting)
The general manager attends a team's evening meeting every day and listens to
All members
Benchmarking meeting (monthly) - consistent/comprehensive review (in the morning of the first working day of each month)
Benchmarks on every line
Talent line: The most people are recruited, the most new people are made regular, and the most new people are established.
Talent Award
Talent Award
Business line: benchmark for newcomers, monthly crown for old partners, how to manage team benchmarks
Branch: The general manager came out to share how the branch is laid out and how it is done.
The IT department reports 4 order management, the best branch, how many orders are locked, how many orders are completed, team, how many orders are locked, how many orders are completed, individual, how many orders are locked, how many orders are completed
learning officer
Team King Meeting (week)
Team Director
Dawang Management Meeting (Weekly)
General manager
General's Camp (week)
Study, review, refine experience, and iteratively upgrade
Large customer case sharing road show
Key customer development
Path, Division of Labor, Strategy, Mechanism, Benchmarking
An unexpected journey to dimensionality
Consistency of strategy implementation
Case
Strategic Positioning
World Class Effective Business School
strategic path
value innovation
Strategy achieved
One principal EMBA per person per month
Focus of each department
Ministry of Manpower
Select: A-level talents
Education: Strategy achievement
Hierarchical ability development
Marketing Department
Featured Customers: Customer Portraits
Business process management: minimalist actions
R&D Department
Top faculty selection
Polished quality courses
Education Department
Student experience
Class operations
Finance Department
IPO listing
Financial reporting coaching
IT Department
Digital efficiency improvement
Go deep into the business
Talent landing
change cognition
Human ability is the first ability of managers
Recruit, select, educate, eliminate
Feelings about people: feelings about people, whether they are the right person
Are really good talents (champions/generals) selected or trained?
Highland barley, yield 100 kilograms per mu
Super hybrid rice with a yield of 1,000 kilograms per mu
All mistakes in a company start with hiring the wrong people
Select carefully
Competency Model 1.0
virtue
Values (code of conduct, people who align with your business values)
Decide how far this person can go with you
Decide whether this person will become a wolf in your team
Case: Mobile Education takes an assessment before joining the job. This is the first step. After the second interview, before taking the job, you need to take an exam. After reading two books, you will take the exam. If you fail the exam, you will not be required. This is the second step.
talent
Necessary abilities (specialties, talents, job matching abilities)
post
Necessary performance (job description, job performance)
Competency Model 2.0
virtue
Values (code of conduct, people who align with your business values)
talent
Necessary abilities (those at the bottom level are number one)
post
Necessary performance (job description, job performance)
Gang's 1, what is Niubi?
handsome
Find the first general
Will
Find the first pawn
soldiers
Find the first lesson
Suitable is better than excellent
The right person = matching values and matching abilities
Case 1, mobile education 2023 business position talent portrait
virtue
Altruism, long-termism
talent
Willingness
Love education
Have a strong sense of purpose
Put in as much effort as anyone else
Action force
Interested in marketing and sales
Good at building customer relationships
able to influence others
learning ability
Have study habits
Ability to transform learning
Ability to reflect and improve
post
champion
Qualifications
required abilities
Customer acquisition ability
follow up ability
Proposal ability
Transaction ability
Service capabilities
general
Qualifications
required abilities
Team building capabilities (formation, recruitment, training, motivation)
Business management capabilities (teaching, coaching, process management)
Key customer development and service capabilities
Presentation and teaching skills
Interview with General Manager - Must-Ask Questions (2022 Upgraded Version)
Employees must be trained in recruitment skills
Case 2: Mobile Education Talent Selection System
Pass the interview
Before joining
Pass the interview assessment
branch evaluation team
Entry clearance
7 days before joining the company
Entry clearance of 90 points or above
Branch political commissar
Ability clearance
30 days before joining the company
Transactions concentrated on group orders and locked orders for 5 precise customers
Branch General Manager
Performance clearance
3 months before joining the company
Closed the principal’s group order and locked orders with 10 precise customers
Team Director
Planet clearance
2-3 months after joining the company
Passed the headquarters training assessment
mobile military academy
Section
virtue
identity culture
talent
Have genes
post
Capable
Mass recruitment
Decomposition of indicators. If you don’t interview once every day, you will be deducted 200 yuan.
331 Talent Super Team
2023 Annual School Recruitment Plan
Annual management trainee recruitment of 50 people
Improved employer brand exposure
Talents are selected, and the people you select represent your level.
Cultivate talents
Training of generals
Within 6 months
Recruit, Planetary Project
6 months
Instructor, Dark Horse Camp
1 year
Director of Readiness, Camp Pegasus
2 years
Director, General Camp
3 years
Reserve General Manager, Qianli Maying
5 years
General Manager, General Camp
Champion training
Champion
Group Monthly Crown
Group crown
annual championship
Guinness Championship
Case 1, mobile military personnel training system
mobile military academy
Mission first, dare to fight to win, always conquer the first place
strong general
general camp
General camp
Project Pegasus
Chollima Plan
Strong troops
planet camp
crown camp
Teaching material development, coach selection, teaching design, educational management
Talent project
planet camp
500 new partners
crown camp
300 old partners
Pegasus Camp
50 Preparatory Director
general camp
Qianli Horse Camp
General camp
Case 2, Action Education “Preparatory Director” Training Project
Project Pegasus--Promotion Competition
High Growth Team
Dark horse selection
Tutoring for newcomers
Customer control
King Development
performance interview
Have a good team meeting
Live combat
Thousand Mile Horse Plan--Picture Competition
Winning through management
Business practice
Selection of generals
Key customer development
Branch financial analysis
Experience event planning
Alumni Association Operations
Business association development
Case 4, Action Education “General Talents” Training Project
2024, the urgency of change
If we only make the original technical improvements without making revolutionary changes, we will still repeat yesterday's story and still not be able to fundamentally solve the talent problem.
1. Cultural standards--reshaping values
Top: 1. Do it yourself
Next: Implementing strong human resources
2. Standards for new cadres--application for new cadres
Annual sales of more than 1.5 million, and no less than 3 customers, at least 2 of which are new customers developed by oneself
You can apply to enter the reserve cadre camp (Pegasus Camp)
2. Standards for new cadres--portrait assessment of new cadres
3. Path to promotion for entrepreneurial partners
Director of Key Accounts - Senior Director of Key Accounts - Senior Director of Key Accounts
Regiment commander--division commander--corps commander
Leader--3 direct partners
Division commander--1 regiment leader 3 direct partners
Army commander--1 division commander, 4 direct partners
Marketing implementation
Customer portrait
hierarchical management
General manager's three-axe
Choose a general
Strong team, upgraded talents, refer to the number of branch-level model teams
fight big war
Promise to be the first battlefield in the country: A11 with guaranteed quality and quantity
King of Gong
Director Sanbanaxe
Exploit resources
Strictly select guests
Teaching on the battlefield
Learning Officer Sanbanaxe
Customer Picks
Accurate images, accurate channels
Interview proposal
3 face-to-face interviews per week
Course experience
The top leaders of 3 A11 and A-level customers lead the team to the site every month
Implementation of key customer strategy
Group discussion & project report
Pre-training homework - four order management
Training Assignment--Optimization Proposal PPT
Transfer training implemented
System management, continuous iteration
Great things in the world must be done in detail
R&D implementation
Selected teachers
The world's first-class teachers
Every Tuesday night, tutors will hold brick-making meetings
Student satisfaction scores and continuous improvement
Each class, multi-dimensional, no dead ends scoring and evaluation
A tough course
Continuous review
Financial implementation
First listed company, professional empowerment
Support business
IT landing
Digital Empowerment (Acceleration Partners, Achievement Principals)
Digital workforce
digital marketing
CRM (4 order management)
Recommend new leads (find contact information through big data)
Identify good customers
Digital industry wealth
Digital management
digital teaching
process management
Mechanism implemented
Extraordinary Star Game (Special Battle)
More than 3 million stars of the year (Japan)
More than 1 million stars 6 times in the year (France, Italy and Switzerland)
One million stars of the year
With one hole, the whole camp has one gun