为什么外贸大客户开发如此困难？三大困境解析
在外贸业务中，开发大客户至关重要。然而，大客户开发并非一帆风顺，常常面临三大困境。
In foreign trade business, developing large clients is crucial. However, large client development is not smooth sailing and often faces three major challenges.
首先，客户难以进入，这是因为大客户不仅能为企业带来高额业绩和利润，还能对品牌形象产生积极影响，并为企业带来更多资源和完善性。
First, clients are difficult to access because large clients can not only bring high performance and profits to enterprises, but also positively impact brand image and bring more resources and completeness to enterprises.
然而，大客户难以进入的原因主要有以下几点：
However, the main reasons why large clients are difficult to access are as follows:
- 一是缺乏战略规划
- First, lack of strategic planning
- 二是组织架构不完善
- Second, imperfect organizational structure
- 三是缺乏客户画像
- Third, lack of customer profiling
- 四是不够专业
- Fourth, lack of professionalism
战略规划的重要性
The Importance of Strategic Planning
首先，大客户难以进入的原因可能是企业本身缺乏战略规划。有些企业的大客户业务是由老板单枪匹马开拓出来的，因此如何将业务能力提升到业务员层面，也是一种战略。
First, the reason why large clients are difficult to access may be the lack of strategic planning in the enterprise itself. Some companies' large client business is developed by the boss alone, so how to elevate business capabilities to the salesperson level is also a strategy.
其次，在研究大客户成交时，需要了解他们所需的素材，如售后保障协议书、合同等，这些都属于大客户战略的范畴。此外，大客户经常使用的 ISO、BSCI 等资料也有助于提高成交概率。
Second, when studying large client transactions, it is necessary to understand the materials they require, such as after-sales service agreements, contracts, etc., which all fall under the category of large client strategy. In addition, materials frequently used by large clients such as ISO and BSCI can also help increase the probability of closing deals.
产品策略调整
Product Strategy Adjustment
如果企业的产品处于市场高端，价格可能会成为大客户进入的障碍。因此，企业需要在战略上进行调整，例如推出两个产品系列：常规产品线和为大客户量身打造的价格品质匹配产品线。这样可以更好地满足大客户的需求，提高成交概率。
If a company's products are positioned at the high end of the market, price may become a barrier for large clients. Therefore, companies need to make strategic adjustments, such as launching two product lines: a regular product line and a customized price-quality matching product line tailored for large clients. This can better meet the needs of large clients and increase the probability of closing deals.
