客户经理在电信营销中的商机管理研究

Research on sales opportunity management of customer manager in telecom marketing

缺乏"商机"意识,"信息"采集就会失效,就会很容易发展称为"乱枪打鸟型"销售;只会看"显商机"而看不到"潜商机",就会成为"后知后觉型"销售,而失去坚持的动力。文章结合电信营销的相关特点,分析客户经理如何更好的把握"商机的特性""何谓潜商机""何谓显商机""如何进行潜商机的识别、把握、转化"等方面的问题。识别潜商机,跟进潜商机,有效地进行商机管理是客户经理销售工作从"推销"迈向"营销"的分水岭。

The lack of awareness of “business opportunities”will lead to invalid “information”collection which will be easily become the so-called“shotgun”sales. The sales personnel will only see the“significant business opportunities”;but not the“potential business opportunities”and they soon lose the power to stick to the sales. Combining with the relevant characteristics of the telecom marketing, this paper analyzes the questions such as how to grasp the“characteristics of the business opportunities”, what are“potential business opportunities”and “significant business opportunities”and how to identify, grasp and transmit the potential business opportunities. To identify and follow up the potential business opportunities can make the sales of the customer manager from“promotion”to“marketing”.