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B2B customer value thinking
Based on Bain Consulting and combined with my working experience in the B2B marketing department, some of the ideas I summarized may not be correct. Please refer to and correct me.
Edited at 2022-04-29 10:21:55- bacteria
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- Plant asexual reproduction
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B2B customer value thinking
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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- Outline
B2B customer value thinking
Three types of people that customers (hotels) pay attention to
Customers’ Customers<br> (Related to Market Opportunities)<br>
Customer demand
How to carry out marketing promotion, market development, increase revenue and profit margins, and improve customer satisfaction
meaning
Salespeople work with customers based on their own products and marketing resources, and ultimately help customers get their customers to close deals.
Try to find your customers' customers and let them recognize your products or services, which in turn will help you get your direct customers and promote the completion of transactions.
Who is the customer's customer?
External customers: Market end users (residents)
Internal customers: If the customer purchaser is a direct buyer, the purchaser’s customers are the various operating departments within the company, such as the housekeeping department and the laundry room.
The value we can provide
How to do it?
Pay attention to the customer market, find its pain points, and provide product or service resources
For example, helping novice customers quickly develop products
Content design
Industry trends, personalized trends in the tourism industry
Market reports, consumer insights or reports published by OTA platforms
Market opportunities, new transformation opportunities or market opportunities
Raw material price trends, price fluctuations of materials such as raw cotton and down
Client’s competitors<br>(related to competitive resources)<br>
Customer demand
How to establish competitive advantages, highlight differentiation, product innovation, consolidate or improve market position and industry rankings
the value you can provide
Product line issues (variety distribution of products sold by customers)
Innovative issues (generation cycle)
Differentiation issues (functional design)
Competitiveness issues (what are the shortcomings compared to competitors)
Content design
Competitive Landscape Analysis
How to deal with competitors (help customers analyze product differentiation and selling points)
Import successful resources from outstanding peer companies (peer cases)
customers themselves
linen standards consultant
Carnation provides different registered hotel linen configuration data to help hotels choose appropriate product solutions.
association
Customer reception
Configuration
1. Compile the linen configuration data of different stars, boutique hotels, and B&Bs for reference.
Help analyze final consumer behavior and guide linen configuration
association
Configuration
2. Analyze the linen preferences of hotel consumers at different levels and organize the data
Ensure smooth operations
Deliver on time and avoid emergencies
Related【Production】【Logistics】
Check the status of linens in a timely manner and remind the hotel to replace linens in a timely manner
Related [sales action]
Stable quality and avoid guest complaints caused by linen quality issues<br> (highly related to washing)
Improve work efficiency
Procurement efficiency
Efficient feedback on configuration plans and quotations before purchasing
Associated [Configuration Plan] [Automatic Quotation]
Usage efficiency
Reasonable product design improves bed-making efficiency
Related【R&D】
Excellent product quality, reducing washing requirements and improving washing efficiency
financial value
Reduce procurement costs
Standardized products, lower unit prices
Centralized procurement to improve buyers’ bargaining power
Housing coupons are used to offset the purchase price, reducing direct purchasing costs.
Longer payment period
Excellent product quality and improved service life
Related【R&D】
Reduce procurement risk
Avoid rising financial costs caused by substandard quality
Increase revenue
Obtain more travel agency resources and increase revenue channels
New retail, increase revenue
brand premium
Strong bedding product popularity reflects the high-end quality of the hotel
Customized design to highlight hotel characteristics
Comfort products enhance sleep experience and support stay experience
organizational growth
Professional training to improve the hotel’s organizational capabilities
Related【Training】
Market prospect reference
Provide supply-side information and provide reference for hotels to judge market prospects and formulate business strategies.
Social Responsibility Alliance
Build alliances to jointly respond to disasters
Cooperate with companies that are also socially responsible
Complete the targets assigned by the group
For individual purchasers
Protect reputation
Quality, price, specifications and services can all meet the requirements of individual hotels or groups.
Suppliers have no negative information such as bribery to maintain the buyer’s workplace reputation
workplace competitiveness
High work efficiency<br>Saving time
definition
The response time perceived by purchasing personnel during the entire purchase and use process
Get in touch with suppliers quickly
association
Branding
content
channel
Improve publicity channels and increase visibility
Establish extensive contacts and sales staff proactively contact customers in advance
Quickly understand the company’s qualifications and strength
association
Marketing personnel training
Branding
self-media
Various publicity tools
Quickly obtain samples that meet requirements
association
Sample management
Improve/formulate sample management regulations, such as detailed requirements when salespeople request samples, and this request needs to be passed to inspection personnel.
Quick turnover contract
association
standard contract
Keep informed of order progress
Get in touch and resolve after-sales issues in a timely manner
association
complaint
Added complaint entry to WeChat bottom navigation
Inquiry and purchase changed to "Contact Us"
"Contact Us" drop-down menu
"Online consultation"
"Purchase Inquiry"
"Suggestions/Complaints"
"Micro Mall"
performance indicators
Reasonably lower prices to achieve procurement cost reduction targets
association
salesperson business negotiation
Quotation and Negotiation Skills
Expand your network
Expand channels for network building, such as the Carnation WeChat group, to pave the way for career needs such as job hopping.
reduce anxiety
Fun and benefits
Proper training and other benefits to support career development
Other benefits
association
customer relationship
B2B Value Elements Pyramid<br>(Bain & Company)
ideal value
significance
Vision
hope
social responsibility
social donation
Wuhan Leishenshan Hospital emergency order-Jiangsu Satellite TV report
Wuhan Anti-epidemic Donation
protect environment
Original ecological bleaching and dyeing process-invention patent
Employee safety and development
Business school construction and employee skills training help improve pensions
personality value
Profession
Expand your network
Invite customers to WeChat groups in a timely manner and provide a communication platform
Regularly organize regional gatherings, refer to the Guilin training meeting
Introduced to the association, who invites them to attend events
Career competitiveness
Provide professional training on linen identification, washing, storage, etc. <br> Available for customers to self-study or train new people
Proper profit sharing allows customers to achieve results
Provide better product solutions
Protect reputation
Invite customers to give lectures and label them as experts
personal
design and aesthetics
Customized product design and product solutions to match hotel brand positioning
growth and development
Provide linen related knowledge/training
reduce anxiety
Definition
Avoid decision-making risks in large purchases
Behavior
Customer endorsement
[Tool] Collection of recommendation letters
Hilton Group recommendation letters are insufficient and need to be supplemented
Compilation and display of recommendation letters from similar/regional customers
B&B type customer recommendation letters/videos are currently missing
Marriott Hotel Group has more letters of recommendation
The material of the customer recommendation wall needs to be changed
【Article】Newly opened hotel promotion
Show of strength
fun and benefits
action
holiday greetings
Organize regional customer-sports networking events
convenience value
efficiency
save time
Save housekeeping staff time
Save purchasing department staff time
High work efficiency<br>Saving time
definition
The time it takes for purchasers to receive feedback throughout the purchase and use process
Get in touch with suppliers quickly
association
Branding
content
channel
Improve publicity channels and increase visibility
Establish extensive contacts and sales staff proactively contact customers in advance
Quickly understand the company’s qualifications and strength
association
Marketing personnel training
Branding
self-media
Various publicity tools
Quickly obtain samples that meet requirements
association
Sample management
Improve/formulate sample management regulations, such as detailed requirements when salespeople request samples, and this request needs to be passed to inspection personnel.
Quick turnover contract
association
standard contract
Keep informed of order progress
Get in touch and resolve after-sales issues in a timely manner
association
complaint
Added complaint entry to WeChat bottom navigation
Inquiry and purchase changed to "Contact Us"
"Contact Us" drop-down menu
"Online consultation"
"Purchase Inquiry"
"Suggestions/Complaints"
"Micro Mall"
reduce labor
Optimize design and simplify operation
Joint hotel room department, joint linen product design, improve efficiency, special report
Reduce trouble
information
Competitive group linen situation
transparency
resource
Availability
Diversity
Product assembly
relation
Responsiveness
expertise
Buyer: Expand professional <b><u>professional knowledge</u></b> in hotel linen procurement, enhance professional image in the workplace, and enhance workplace competitiveness
Purchasing manager
Management skills, team development skills
Hotel procurement management system
Hotel general manager and other job skills
commitment
stability
cultural fit
strategic
Prevent and control risks
Market scope
flexibility
Accessories quality
Business
Organized
simplify
coupling
Integrate
functional value
economy
increase income
Hotel OTA training
【free】
alpha
【TOLL】
hotel state
cost cutting
alternative
Low-price product development
performance
product quality
Expand scale
innovation
basic value
ethical standards
Comply with regulations
Reasonable price
Meet the requirements
product
Hygienic and safe, no bacterial contamination
Related【Production】
Size, sewing, labeling and other appearance conform to group standards
Intrinsic indicators such as strength and color fastness ensure service life
process
For example, Jinjiang Group prohibits private transactions
value classification
Secondary classification/interpretation
Carnation Value Blend
Supplement to sales tools including content marketing
Supplement to customer reception/sales skills
Supplement to marketing actions