A Research On Client Development Strategy Of AV(China)Pharmaceutical Company

As is known to the excellent salespeople, in today’s most successful sales companies, the ability to build strong relationships with each of the client companies is the key to success. The difference between the most successful professional sales staff and the common sales staff is that the former provided the customers with solving the problems as partners, but the later simply provides products and services. With the change of sales products and services we are selling (new products, new services and new markets) and sales objects (cutting the number of suppliers, on time required).In addition, the business competition is constantly intensifying and the sales cycle becomes longer. Furthermore, sales process becomes more complex (the companies have to deal with people in different departments of client companies).The previous sales skill (to curry favor with the customers and provide products) is no longer adapt to the current situation. In today’s competitive environment, the real victory belongs only to the enterprises that are based on the actual situation and plan to implement customer expansion strategy step by step. Therefore, through the systematic research of the case AV China pharmaceutical companies implementing customer development strategy, this article summarized the success of its sales in China, in order to provide a reference for the sales of pharmaceutical enterprises in our country.The foothold of this study is aimed at AV China pharmaceutical companies with foreign background for case study. Firstly, through the systematic research of domestic and international relationship marketing and customer relationship management theory, including the theory, development and its basic concepts of the theory, this article summarized a most effective strategy theory of customer development process, to lay a solid theoretical foundation for the following customer development strategy research. Secondly, this article conducted case studies according to the AV China pharmaceutical companies, including the introduction of development, the development trend of China pharmaceutical industry facing, as well as the necessity of implementing customer development strategy. Thirdly, this article analyzed systematically the customer development strategy implemented in China by the AV China pharmaceutical companies and its results.Specifically, the formulation of the client development strategy of AV China pharmaceutical companies is mainly divided into five steps:Firstly, settling goals, which will lay the foundation for the upcoming sales efforts, and at the same time make long-term vision for the customers.Secondly, locking the key figures, which will lay the foundation for further understanding customers, developing customer relationships on the height and depth and access to more senior officers of client companies. Thirdly, analyzing the factors, which will provide ways to explore and evaluate all the favorable and unfavorable factors, and understand the control degree of every factor. Fourthly, integration strategy, which will provide means to process the various factors for the micro level and develop the overall strategy for the macro level. Last not the least, Taking action, which will provide action security to explore maintain motivation and establish long-term customer relationships. Through establishing the five steps of customer development strategy by AV China pharmaceutical companies, AV China pharmaceutical companies achieve the integration of customer resources, optimizing the sales process, improving sales ability, and realize the win-win of the enterprise and customer, and lay the foundation for the promotion of the enterprise brand and the core competitiveness of enterprises.