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For most companies, seizing large customers is not an easy task. Economics divides imperfectly competitive markets into three categories: complete monopoly, monopolistic competition, and oligopoly. The market environment of the security industry is mainly in the state of monopolistic competition. In the high-end market, foreign companies have an absolute advantage, and only a few large-scale security companies in China also occupy a considerable number of market shares. In the low-end market, many small and medium-sized enterprises compete with each other very fiercely. In addition, in the entire industry chain, the interdependence between producers, engineers, and operators is relatively strong, and cooperative relations are not easy to change easily. In this case, those small and medium-sized enterprises in the middle and low-end market must break the cooperation relationship between high-end customers and the original manufacturers, and it will be very difficult to intervene in the high-end market.
The security industry has developed for decades, experienced multiple rounds of reshuffle, and the industry structure has repeatedly changed, and the market capacity is also expanding. In the future, the security industry will move forward in the direction of digitization, networking, integration and intelligence, and industry concentration will gradually increase. For the current SMEs, the expansion of market capacity and the entry of more potential consumers into the industry are opportunities for them to enter the high-end and seize large customers, and they are also to avoid being washed away in the next round of reshuffle.
How can security and small and medium-sized enterprises seize large customers? First of all, we should understand large customers and identify major customers.
The characteristics of large customers in the security industry From the perspective of the entire industry, security customers are very clear. Throughout the history of the industry, security products were first applied in key areas and special departments, and since then they have gradually expanded to all walks of life. The coverage has continued to expand, and they have only recently entered the homes of ordinary people. At present, the application fields of security products can be divided into three levels - government level, industry level and civil level. Relatively speaking, government projects have a large volume of purchases and are less price-sensitive, but require higher product quality and stability, and also require certain brands. Most industry-level projects also have high profits. This type of customer often has special requirements on certain properties of the product. Civilian users are often the most sensitive to product prices.
Specific to a company, although different companies face different microenvironments and face different customers, they still have many common features. For example, the number of large customer purchases will generally be more, the procurement is more centralized, and the more transparent bids and tenders are often used for procurement. The overall service capabilities of suppliers are also higher. Vendors often form different levels around large customers, and each level cooperates and restricts each other. The closer a big customer gets to a greater profit margin. In addition, the security industry has experienced many years of development. Large customers have accumulated rich industry knowledge in the years of procurement and use, and their ability to make judgments in procurement has also increased. Their decision-making process is often more scientific, and they pay more attention to suppliers. Long-term relationship.
Although there have been many years of development in security company's major customer management problems, security marketing has gradually changed from "product-centered" to "customer-centric". However, there are still deficiencies in the management of major customers. At present, the sales methods of the security industry can be divided into three types. The first is the project cooperation method, the second is the sales of agents, and the third is the establishment of representative offices around the country.
Project management and other aspects. Proactive sales of large projects can improve the control of the company's customers and reduce the risk of contracting. However, at present, there are very few security companies that can carry out proactive projects.
Some companies adopt agents to sell and set up representative offices. However, they do not have enough control over downstream channels. As a result, in the actual sales process, the customer-company cooperation relationship is simplified into a personal relationship between the customer and the salesperson. Some salespeople even after working for a few years, have started their own customers and set up companies to become competitors of the original company.
In addition, some companies attach great importance to the development of new customers, but lack of maintenance and communication for old customers. In the construction of security projects such as Ping'an City, some security facilities could not be used soon after installation, and companies and contractors pushed each other to make it difficult for users to find the relevant person responsible for equipment maintenance. In fact, the good service to the old customers is to maintain the corporate image. The effect of the word-of-mouth marketing of the old customers is often unexpected. In addition, for businesses, the cost of maintaining an old customer is much lower than the cost of developing a new customer.
How companies attract large customers First, companies must have products and capabilities that serve large customers. This ability comes not only from the size of the company and financial strength, but also from the management level and service concept of the company. Most large customers in the security industry are government or industry customers. They are very concerned about whether they can establish long-term partnerships and whether the convenience of post-maintenance is convenient when they consider whether to purchase a certain product. If the management level of the company is not good, it will inevitably lead to poor communication with customers, and the slow response to deal with problems will reduce the score for the enterprise. In the early stage of the security industry, security engineers and manufacturers blindly took orders for short-term profits, ignoring the increase in management and service capabilities. In the future, the security industry will enter the era of service. The excellent management level of an enterprise can even make up for the lack of scale and financial strength.
After objectively recognizing the company's capabilities, the client manager must contact the client through various methods such as exhibitions and visits, and evaluate and classify the clients he contacts. In the face of big customers, the account manager needs to understand the customer decision-making process, find meaningful communication among those who have the right to speak in the purchase decision, and prevent falling into the trap of selling to people who have no influence in purchasing. The account manager must fully demonstrate the advantages of the company and the added value it can bring to the customer, and objectively evaluate the defects of the company. In the communication, the client manager can not alone, but to mobilize all the power companies to demonstrate the strength of the company. In terms of personal relationships, the client manager should try to deal with the purchase decision makers personally and leave a good impression on the other party.
After an enterprise manages large customers and successfully attracts large customers, enterprises should effectively control and manage customer resources. An enterprise can set up a special customer relationship management department, select persons with strong business abilities as general managers, and set up several relationship managers to ensure the professionalism of large customer management. In addition, companies should also establish customer databases to ensure the scientific and objective management of major accounts.
In terms of specific communication, companies should make full use of individual-level communication to enhance friendship and strengthen relations through close exchanges between marketers and customers. In addition, companies can design marketing plans to offer discounts, gift items, and other rewards to customers who buy or purchase in large quantities. When the amount of customers reaches a certain scale, the company can also absorb large customers through the club form, and organize regular activities to enhance mutual affection.
In employing people, companies should pay attention to their talents. Some companies like to directly promote effective sales personnel to large account managers. In fact, there is a big difference between sales staff and large account managers. A good key account manager is not a salesperson but a marketing consultant for the company.
How companies retain large customers compared to the search and development of large customers, retaining major customers is easy to ignore security companies. There are many reasons for the loss of customers, partly because of the customer's own reasons, and partly because of the environment or business services. There are many measures to reduce the loss of customers. Enterprises must not only find reasons from themselves, but also analyze and predict customers.
Companies cannot rely solely on price preferences to maintain customer loyalty, because the risk of keeping prices as a bond to maintain customer loyalty is significant. Once competitors compete, or if costs increase, companies have to raise prices, customers face Loss of risk. There are many security homogenization products. For enterprises, added value, such as advance information communication, customized products, effective maintenance, and maintenance, will become important aspects for enterprises to attract large customers.
In terms of customer maintenance, it is easy for active customers to obtain the attention of the company. However, a large proportion of the customers of security companies are customers who have contributed to the company's profits but have not used the company's services and products for a long time. The role of this part of the customer in the company is that once the cooperation is continuous, it will bring greater profits to the company. For this part of the customer, companies should take the initiative to care and maintain. In addition, companies should also analyze the customers who have left the company in the past, find out the reasons for leaving, and use this to predict the current customers' movements.
How to seize large customers? The security industry marketing manager must sum up a lot of experience in the practical operation process. It is not easy for companies to internalize these personal experiences into the organizational experience of the company, which translates into continuous orders and profits for the company. For security companies, the relationship with customers does not end with the end of each project. To better establish itself within the industry, it should be fully mobilized under the guidance of the principle of active communication, mutual benefit, and commitment to trust. All resources, good relations with customers, good management and maintenance of large customers.
When security marketing managers sum up the marketing experience of the industry, they often feel that “security is a relatively closed and special industry.†It is said to be closed, which means that for a long time, security product manufacturers, engineering companies and consumers The relationship is relatively close. Once they are recognized each other, the cooperation relationship will be more solid and difficult for outsiders to intervene; and to say that it is special, it means that from the perspective of the overall industry, the characteristics of the customers of security companies are rather special. For individual enterprises, The composition of customers is also special.