Capture important customer compulsory tactics
KA namely KeyAccount, in Chinese means “important customer”, key customers, for enterprises, KA Marketplace _ – is the business area, traffic and development potential of the other three aspects of the terminal. Well-known international retailers such as Wal-Mart, Carrefour, Metro and so on, or regional retailers, such as Shanghai Hualian, Beijing Hualian, Shenzhen Vanguard, are business KA stores, with the traditional sales channels Committee shrinkage, KA hypermarkets increased attention by the manufacturers and the pro-blind, but now competition in the industry is very fierce, enterprises large and small, went for many, while the large KA stores are gaining in status in the enterprise, so into the big KA enterprises must store sales are the problems faced, how to enter a large KA stores, here are several ways.
A strong enterprise strength France
Companies using this method is relatively small, is a leading power giants, they have a strong financial backing, their products are also hundreds of single items, dozens of series of negotiations on the KA is used heavily down, clear the into the store all the obstacles. In the mid-and late 90s, there is a multinational food group to enter China, the time infrequently, drive straight into the terminal KA, they are taken in such a condescending law, a strong attack in most parts of China often they are sold KA The first is placed in large stores optimistic about products on the shelves seat, floor stacking of the seat, and then get hands KA sale negotiations. They took out the contract, so that supermarkets asking price, slotting allowance, display fees, promotional fees, and so on, you dare to open the number of how many they sign, never discount, with the large amount of money to clear the way, they all are very smoothly into the stores, accounting for The best of the supermarkets, the best seats, so a lot of domestic small and medium enterprises looking their hearts sigh. At that time I met its president of China, he is very proud of me that this is our long-term investment strategy, our company has strong backing of foreign funds, that is money, we dropped a lot of supermarkets of the yuan, has to take away the dollars. Strong business strategy of strong, this method is general business can not do, but in the Chinese market does have such a strong into the exercises. Huge investments in the race against time is the fastest way to the occupation.
2, a single display pressure method
This method mainly refers to the business in a particular city, into a large store, this must be the largest, most influential, companies must display the product to do well, promotions and concentrate on maintaining a good image of the store’s products , and through other distribution channels, products, increase sales, so that between the hypermarkets and supermarkets also have competition in the industry, when you increase the visibility of the product and other stores when Zaiqu negotiations, many problems could be cured. In 2000, a medium-sized food enterprises, their access to a capital market, it only entered one of the most influential of the KA hypermarkets, where they do show a promotion and a series of market activities, while a handful of other stores that they has deliberately not enter, because at the same time as the new store, but a lot of money into several funds. And would not necessarily have the desired effect, so this marketing tactic is called “concentrate firepower onslaught that win and the occupation, more importantly, adhere to wish” is to be effective long-term occupation, and other competitors, produce more a big impact. Once the medium-sized supermarkets to do in this event, and the atmosphere is very active at that time to win the goodwill of many consumers, but in these consumers here, there are a number of hypermarkets have come to learn that communication and ignorance of the market in several other the veterans, their circumstances in mind, go back and asked if they have sold the KA hand, why certain products do not come here to do activities, ah? their activities are very busy Edant KA buyers say there are no goods, the chiefs immediately following the present, to enter for this product. At this time, several other non-KA purchasing cattle no longer up. The enterprise into a very smooth.
3, curve roundabout
This method is one of relationship marketing. Is a more common one, and the KA’s selling gloves almost cry-Latin American relations. But generally the work of KA selling hand-specificity and sensitivity of the manufacturers in general is very difficult to close. Eat and drink, or give a red envelope will not work. How to use emotions to communicate, we look at the following Liezi. This is a true story, there is a small food company, has just developed a new product, new product into the KA, has been troubled by huge cost to send a few call everyone in Sagittarius all rebuffed. Because the sale KA hands were hard and soft do not eat, attitude is very firm, too many varieties, there is no shelf, giving money is not OK to invite for dinner, send gifts are all shut out! Owner finally had to get personally involved. After investigation, the boss finally found close to a breakthrough in KA selling hand, the KA sold in hand has a very good elementary school third-grade daughter, childhood love of calligraphy, has also been found at the provincial level competition first prize. The company decided to hold an interest in the school, “so and so students calligraphy Cup Competition”, we can imagine the competition winner who is, and also requested a champion’s father, at the scene to tell you about: how to cultivate calligraphy title deeds, The champion’s father, deeply moved, at the podium surrounded by flowers and applause, this time with the brand-name products, he shortened the distance, not long after, the company’s products quietly placed on the shelves of the stores.
4, top-down method
This approach is more difficult to use than that to have a deep relationship between the school, through which the superior department in charge of KA acquaintances introductions may be less to go a lot of detours, but the products and enterprises in the market must have a certain competitive advantage, or else is entered, selling well not only will be invited on stage will also affect a lot of connections, resulting in negative effects, then this is extremely detrimental to any party. There is a small business, through the relations are very smoothly into the KA, need to know to enter the beginning, not the end of the story, there is no long time because the product itself, no vitality, plus a variety of factors, soon have been cleared off, it finally because of this business, a pair of brothers are enemies of enemies.
5, shops surrounded by France
This method of domestic enterprises have used a food, take in a very good effect. Products into the regional markets, strategy clear and directly in the terminal shops, vegetables lead the second groups, control of front-line market, they raise the slogan is: a huge KA termination fees, we refuse to enter KA “. In fact, they sing Romania through its cloth shop surrounded by the KA, when the company’s products all over the world when Hou, KA will be low and that the noble head. there is a prefecture-level enterprises in a terminal, the terminal has done a more than 3,000 small shops, has developed a more than 40 second groups of providers, they can, and hypermarkets rivalry, it will not enter, although the sales of supermarkets is substantial, but the species is also a kind of high costs, while sales of small businesses are eager to do the first place Hypermarkets also for a taste can not be released, but by no means not enter! is to increase and KA bargaining chips later, on entering. as a beginning than to rush into a lot of effective capital savings on the original.
6, Caochuanjiejian France
Although the products of modern marketing channels than before, greatly reducing the traditional channels, as companies want direct control of the terminal channels, but with Chinese characteristics, they also have dealers a definite advantage, regardless of whether a regional economic environment, endemic human, and social background, they have an absolute advantage, thanks to KA is also a very effective dealer to enter one of the ways that they can not only grasp the financial credibility of the KA, but also in dealing with the thorny issue of selling the work, problems of the region unexpected events, there are first and enterprises, often encountered in the product marketing, sales events, the first run for the local dealer, After all these people are in the local life for several decades. There is an old saying: Good things acquaintances. “I think we should be able to grasp the true meaning of its bar.
The above is just the author’s point in the practical work experience, if imperfect welcome criticism of correction. Overall access to KA techniques there are many, the key lies in how to think and use, remember to not stick to conventions, to flexible, so that your products will be able to make a smooth entry, such as KA, in today’s market, accounting for a seat position.