可信的鸿飞SEO推广策略:外贸公司如何高效开发大客户
可信的鸿飞SEO推广策略:外贸公司如何高效开发大客户
Trusted Hongfei SEO Promotion Strategy: How Foreign Trade Companies Can Efficiently Develop Large Clients
如何找到客户公司的关键决策人?
How to Find Key Decision Makers in Client Companies?
不同的公司有不同的企业文化,有些决策者喜欢事无巨细地管控,有些决策者喜欢听别人的意见,将决策权下放。很多外贸业务员认为是采购者就有决策权,或者认为CEO有决策权,或者认为营销部门有决策权。这种惯性思维是错误的。
Different companies have different corporate cultures. Some decision-makers prefer to control every detail, while others prefer to listen to others' opinions and delegate decision-making authority. Many foreign trade salespeople mistakenly believe that purchasers have decision-making power, or that CEOs have decision-making power, or that marketing departments have decision-making power. This kind of inertial thinking is wrong.
就算经验告诉,成交的上一家公司的决策者是这个公司的副总或者CEO,也不代表下一个客户也是这样。通常策略有两种,一种是自上而下,一种是自下而上,那么就可以用思维导图来确立开发大公司客户的流程。
Even if experience tells you that the decision-maker of the last company you closed was the vice president or CEO of that company, it doesn't mean the next client will be the same. There are usually two strategies: top-down and bottom-up. You can use a mind map to establish the process of developing large corporate clients.
很容易假设客户公司采购的决策者是公司内部最有影响力的人,还通常会认为组织结构中的高层是要找的对象。因此自上而下的策略成为一种很流行的销售策略,这种策略往往看起来比较有道理,但是业务员在实际操作当中往往会碰壁,因为高层不见得就是正确的对象。
It's easy to assume that the decision-maker for a client company's purchases is the most influential person within the company, and it's common to think that the top-level people in the organizational structure are the ones to target. Therefore, the top-down strategy has become a popular sales strategy. While this strategy often seems reasonable, salespeople often hit walls in practice because the top-level may not necessarily be the right target.
举个例子:
For example:
如果你要卖价值1万美元的鞋子给一个小型零售商,直接联系客户公司的高层是合理的做法,因为这家公司的老板就是唯一有权做购买决定的人。
If you want to sell $10,000 worth of shoes to a small retailer, it's reasonable to directly contact the top-level of the client company because the owner of this company is the only person with the authority to make purchasing decisions.
如果你要卖价值100万美元的医疗器械给一个医疗器械公司,在销售流程一开始就联系公司的CEO未必是合理的做法。因为大企业有层层决策的限制,一开始就直捣黄龙,联系企业的高层,会大大降低成功率。
If you want to sell $1 million worth of medical equipment to a medical device company, contacting the CEO at the beginning of the sales process may not be the right approach. Because large enterprises have layers of decision-making restrictions, going straight to the top at the beginning will greatly reduce the success rate.
基于以上思维导图,就需要考虑,使用一种策略的优势和风险是什么,思考之后就可以画出思维导图。
Based on the above mind map, you need to consider the advantages and risks of using a strategy. After thinking it through, you can draw a mind map.
连连国际平台业务专注为拥有跨境场景需求的平台业务客户提供专业便捷且高性价比的跨境全链路收付兑解决方案。
LianLian International Platform Business focuses on providing professional, convenient, and cost-effective cross-border full-chain payment and exchange solutions for platform business customers with cross-border needs.
