重点零售客户一般简称KA,是英文Key Accountant的缩写,在最近几年,KA(大润发,世纪联华)大卖场发展突飞猛进,其重要性日渐凸显,成为现代城市零售业的重点。同时,运作KA大卖场涉及的流程和部门比较多,导致企业运作市场通入运作费过高,各种节日、促销、广告费用摊派,不但条件苛刻,而且还要小心应承,面露喜色。如何利用有限的资源来维护好客情关系,与重点零售客户搞好关系,互利共赢,共同成长,这是现在企业面临的一个关键的问题。而KA业务员往往扮演着企业的谋士与重点零售客户的顾问的二重角色。其作用通常包括建立维护重点零售客户的关系,了解并解决解决其问题,收集信息,制定计划,帮助其健康成长。
以此为背景,本文尝试进一步对企业KA业务员如何管理运作KA大卖场作出如下分析
翻译:
Key retail customers generally referred to as KA, is the English abbreviation of Key Accountant, in recent years, KA (RT-Mart, Century Lianhua supermarket development make a spurt of progress), its importance is obvious, become the focus of modern city retail. At the same time, the operation of KA hypermarkets and Department of the processes involved in more, causes the enterprise market access operation costs are too high, a variety of holiday, promotion, advertising costs apportion, not only the harsh conditions, but also to be careful that, face lit up. How to use the limited resources to maintain friendly relations, and focus on retail customer relationship, mutual benefit, common development, it is a critical problem now facing enterprises. KA salesman often plays a dual role of enterprise counselor and focus on retail customer consultant. It usually includes establishing and maintaining relationships with key retail customers, understand and solve the problem, collect information, make a plan, to help them grow up healthy.
Taking this as the background, this paper attempts to further to the enterprise KA clerk how to manage the operation of KA hypermarket made the following analysis
Important retailer clients are generally termed as KA, KA is key account for short. In recent years, the hypermarkets of KA (RT-Mart, Century Lianhua) have been developing by leaps and bounds; their importance is increasingly prominent and has become the focus of modern urban retail business. Meanwhile, the operations of KA hypermarkets involve many procedures and departments; these have led to high operation costs for market access, not only the conditions of apportioned charges for festival, promotions and advertising costs are harsh, but it also has to be handled tactfully and has to show a happy face. A critical problem confronted by the present enterprises is how to maintain good customer relations with limited resources and get on
well with important retailer clients, to strike a win-win situation and to grow together. A KA salesman often plays a double role of company adviser and KA retailers’ consultant. His function generally includes establishing and maintaining good relationship with KA retailers, understanding and solving their problems, collecting information, formulating strategic plans and helping them to grow healthily.
Under such backdrops, this paper tries to further analyze as follows, the approaches of KA salesmen on the management and operations of KA hypermarkets.
Key retail customers generally referred to as KA, is the English abbreviation of Key Accountant, in recent years, KA (RT-Mart, Century Lianhua supermarket development make a spurt of progress), its importance is obvious, become the focus of modern city retail. At the same time, the operation of KA hypermarkets and Department of the processes involved in more, causes the enterprise market access operation costs are too high, a variety of holiday, promotion, advertising costs apportion, not only the harsh conditions, but also to be careful that, face lit up. How to use the limited resources to maintain friendly relations, and focus on retail customer relationship, mutual benefit, common development, it is a critical problem now facing enterprises. KA salesman often plays a dual role of enterprise counselor and focus on retail customer consultant. It usually includes establishing and maintaining relationships with key retail customers, understand and solve the problem, collect information, make a plan, to help them grow up healthy. Taking this as the background, this paper attempts to further to the enterprise KA clerk how to manage the operation of KA hypermarket made the following analysis