Editor's introduction: The author of this article introduced the key account management, sales process management TAS+ model and sales support system management MCI method of B2B sales in the previous articles. In this article, the author introduces the key account management optimization model ESP+ for us. Focusing text messagte service on the three core tasks of key account management, "establishing one's own advantages, isolating competitors and incubating business opportunities", it introduced in detail how to use ESP+. In the first three articles of the series "B2B Sales in the Digital Age", the author introduced that B2B sales in the
digital age consists of three parts: the trilogy of keeping things right, surprising and gaining momentum. Shouzheng is key account management, also called customer line management. It pays more attention to directionality and strategy, and text messagte service does not pursue short-term goals. The main management model is ESP+; Surprisingly, it is sales process management, also called project line management, which pays more attention to short-term effects, and is measured by whether or not to win orders. The main management model is TAS+; Possession is the management
of the sales support system, which is to establish systematic advantages for the enterprise and build the moat of the enterprise. The author introduces the method of MCI (matching, collaboration and integration). In the key account management, the author introduced how to determine the key customer (Who) and who is responsible for the key customer (Coverage) in " B2B Sales in the Digital Era (1) Key Account Management ", and also text messagte service introduced the method of how to manage the key customer ESP+ , this article will discuss ESP+ in detail. Before introducing ESP+, the author briefly introduces the traditional ESP method. 1. Traditional ESP method As shown in the figure above, the traditional ESP (Enterprise Selling Process) only gives an idea of large customer management,