Electric power facilities, as the national basic energy facilities, play an important role in the national economic and social development. The electric power construction in each country is basically led by the national electric power sector, and then constructed by powerful general contracting companies. For transformer procurement of foreign power projects, both international public bidding and inquiry are faced with the problem of marketing to big customers. How to do a good job in big account marketing. For the transformer products can go out, can deal with the current industrial overcapacity is of great significance.

Key account marketing generally involves market development, meeting preparation, meeting and interview, response to demand, product display and explanation, sales achievement and customer introduction. Each link plays an important role in achieving final sales targets and maintaining good customer relations. The author will discuss how to develop the market of big customers in the transformer industry according to the experience of the development of big customers in actual combat.

Determine the target market. To develop the market, the target market should be determined first. According to the characteristics of Wolong transformer products, the market of traction rectifying transformer and the market of power transformer are divided according to the transformer industry. The traction rectifying transformer market is divided into American market and ASEAN market by region. To be specific, the US market is positioned at the western HIGH-SPEED rail project of the US, while the ASEAN market is positioned at the subway and high-speed rail project in Singapore, Malaysia and Thailand, as well as the high-speed rail project connecting ASEAN with China. The target market of power transformer is positioned at large enterprises of China's foreign contracting.

Ii. Make customer penetration plan. According to the principle of 80-20 of general sales, the sales volume of key accounts can account for about 80% of the total sales volume. Therefore, the development of key accounts is a systematic project. In the author's opinion, after determining the target customers, it is necessary to carry out penetration and personnel layout in the high, middle and low levels of target customers. For the lower levels of the customer, although they do not have the decision, but can act as an "informant", can provide the required information in a timely manner; For the middle level personnel, they have no decision right, but have the right to suggest, can play the role of "helper"; When it comes to pr, senior people often have decision-making power and experience. In general, getting permission directly from them is difficult and requires both direct and indirect levels. For example, find people who can influence higher-ups (friends, former leaders, former colleagues, etc.) as advisers. In order to develop and maintain big clients, "source", "helper" and "consultant" are three essential people. In the process of key account development, it plays a decisive role in the key account development to make a perfect customer penetration plan and implement it.

Iii. Build customer network. From the successful experience of each company's key account development, customer network construction has a prominent and important role. The so-called customer network construction is to build a customer working and living social circle, to change the relationship of key customer figures from customer relationship to friend relationship, and to provide customers with resources that cannot be obtained by their own ability from the customer network platform built, such as a wider network of contacts, more like-minded people and so on. Customers may have many choices in products, but when they do not have more choices on the network platform built by us, our big customers can be maintained for a longer and better time. The construction of customer network platform requires enterprises to consider how to establish customer network and how to establish a customer network from the customer strategy level, which is of great significance for the long-term maintenance of customer relations and the enhancement of enterprises' competitiveness in the market.

Key account development is a very important marketing work for every company, which requires not only the efforts and wisdom of marketing personnel, but also strong strategic and tactical support from all levels of the company, so as to achieve success in the fierce market competition.