Dealing with large customers will face what challenges?

We are making big client projects feel that now customers more and more difficult to do, especially in today's case, it seems that the traditional key account manager has been eliminated, both in knowledge, skills, attitudes, are facing severe challenges, the sufferings of turbulence are challenged each of nerves. Su teacher, my thinking is messy, you could make our key account manager of the current challenges, to help us sort out a bit. In this way, or have an idea.

Yes, we often speak of the word is: an enterprise 80% of results from 20% of customers, which fully explains the importance of large customers. Large customer challenges, mainly concentrated in the following areas:

The first challenge: improving customer expectations

For example, now you go to a restaurant for dinner, when you have finished eating, you'll miss some of the services and you, Sir, we dine in the restaurant, the waiting time may be longer, about five minutes, please wait. With that, the stewardess and left. As a result, less than three minutes, the service will end MS breakfasting meals on the front of you, then how do you feel?

Very good, very satisfied!

If another approach, you go to dinner, point out catering Lady telling you: since our restaurant staff, may require you to wait for some time, but you will not be too long, three-minute meals guaranteed. As a result, wait five minutes, until the end of a meal of Miss on the front of you, then your mood?

If this is what I said, I'm not happy because I waited too long

That's right! why first practice with the second approach compared to the customer, and they don't feel the same? you are in a different way to handle client expectations about different ways to get results. Expectations processing must measure the expected value and the relationship between perceived value, when the expected value is greater than the perceived value, customer will not be satisfied, on the contrary, if the perceived value is greater than the expected value, then the customer will be very satisfied! we must not take account of the expected value of the mention too high. Miss is the first service reduces our customers ' expectations, the lower the expected value, so that the customer was very satisfied. While the second service is improving customers Miss expectations about the anticipated value to customers is very high, and when your perceived value to meet the expected value of the customer is not satisfied. Examples abound in real life, I used the company's Marketing Manager is used to make a mistake like that, that period of time, the corporate CEOs often dialogue programs on CCTV. On one occasion, he will appear in the dialogue programme, Marketing Manager heard the news did something so unexpected things, he gave every large enterprise customers have made an important letter that reads:

Dear so-and-so customer: Hello

Our company President Wang to somewhere on a certain date a CCTV dialogue appears in the program, you get all the staff of the company to watch! wish you a happy life! XX company marketing department

Following the company's seal, this letter was sent out. All customers are looking forward to the Chief of appearance, in the evening, when they can't wait to watch the dialogue programme, only to find that the Chief Designer and not a master on the participant, but four square inside each square for a quarter of the previous four individuals, from beginning to end, President Wang said a Word, most of the time like clay wood carving, giggle when you see such a situation, you will feel?

I feel very disappointed, and I have previously imagined.

In fact, all customer and you feel the same, there is a loss of feeling. Marketing Manager of intention is good, he would like to take this to improve the visibility of the company, did not expect such a result, the reason is that he did not deal with customers ' expectations, the method used is wrong. The importance of the visible, treatment expectations now have different, product greatly enriched, previous customers only meet the product functions as values, now customers not only the function value is more important is the choice process value, you and the customer contact process, if it is not in place, the customer's heart feel not readily, product good, he will not buy from you. As a key account manager how to deal with customer expectations increase the challenge is a very difficult task.