What does KA mean when you work a lot?

KA(KeyAccount) literally translates as "key customer", which means "key customer" and "important customer" in Chinese. For supplier enterprises, KA store is a direct selling terminal platform (such as Wal-Mart, RT Mart, Auchan, Lotus at the beginning, Metro, Century Lianhua, Carrefour and Tesco), which has great advantages in business area, passenger flow and development potential.

Extended data:

KA means key (important) customer, and what you said in the recruitment should be recruiting key customer management positions.

The core of KA management:

The principle of important customer management is that a few important customers bring most of the income. Therefore, many companies rank the sales of customers and choose the largest customer as the key customer (KA) to manage. Are there some customers who have great buying potential but seldom buy our products? What this kind of customers want to fight for in form, if they don't divide KA customers, it may be worse than not dividing KA customers.

The defect of traditional KA division method is that many customers in the attack area are ignored in the attack and defense model, and some maintenance areas are wrongly classified as KA customers.

One of our consulting customers is one of the largest mobile phone suppliers in the world, selling mobile phones in chain stores (Gome, Suning, etc.). ) and mobile phone retail stores. At first, KA was divided according to the sales volume of their own brand mobile phones in each store. Later, it was gradually discovered that some stores sold a lot of competitors' products, and these stores were the customers to focus on, but they were not included in KA's list.

Now, they have changed the principle of dividing KA, and used purchasing potential instead of sales as the basis for dividing KA. Every sales executive goes to every store every day and asks the store for the total number of mobile phone sales that day, and divides KA customers according to this value.

When a store's customer share (self-owned sales/total mobile phone sales) is lower than the market share, the sales supervisor will go to the store to check the behavior of the display, promotion and sales staff to ensure that measures are taken to increase sales.

The division of customers can not be simply calculated by the contribution of customers to their own companies, but by the objective purchasing potential of customers. How to calculate and manage the purchasing potential according to the attack and defense model? Take a computer company as an example, we manage KA according to the following steps.

Baidu encyclopedia -KA