[Sales cultivates loyal customers]
How do enthusiastic customers develop into loyal customers? This requires effort in intimacy and commitment. Advertising and marketing may lead to customer attention and purchase impulses, making customers like the product, turn it off or rely on the product, manufacturers, merchants and salespeople to bring customer value: high quality, superior functionality and thoughtfulness Serve. Only in the process of use, customers can truly feel the value of the product, and the customer will make repeated purchases and gradually become a loyal customer.
Leading passion:
The need for strong advertising and promotion, sales force proficiency, good publicity and communication. Energetic and enthusiastic salespeople who contact customers for the first time can often quickly catch the customer's eyes and impress the customer's heart.
Cultivating intimacy:
Customers attracting the attention of potential customers and successfully leading their enthusiastic contributions to a second purchase require new psychological dynamics. And passion, intimacy can not be improved quickly, but requires "silence", you need a long time of running-in. Rely on product quality and after-sales service support; be truly customer-centric, listen carefully, and accurately understand their needs, grasp changes in their needs in a timely manner, and provide effective solutions.
Established commitment:
You have a high commitment to your customers and let customers feel your sincerity. Only sincere service wins the trust of customers, which can effectively strengthen customer loyalty. It should not be copied indiscriminately, but should be used flexibly based on a full understanding of customer needs.
Customer loyalty is actually the persistence of customer behavior. How to determine whether customers are loyal to a company can be observed in the following 5 aspects: loyal customers who repeatedly purchase the company's products or services many times, the company can even quantitatively analyze their purchase frequency; loyal customers are willing to come to the company And product references, or often mentioned verbal suggestions, are proactive and proactive to the company to make suggestions on how to improve product quality and service levels; loyal customers purchase products or services, showing diversity, and they are more concerned about the company's new products or services; loyal customers who are more than happy to recommend our company's products or services to others will be excluded from our competitors.
[Customer Loyalty Skills
In-depth marketing management "has become a trend in marketing management. More and more companies are adopting in-depth marketing models and regional expectations
The deep marketing model, also known as regional rolling sales at the operational level, is a network marketing model that uses organized efforts to enhance customer relationship value in the market and control the terminal in order to gain competitive advantage. Rolling cultivation and development of the market, the competitive advantage of the market, the first effective market strategy and method to impact the regional market, it focuses on the four interacting elements of the regional market, core dealers, terminal network and corporate customer consultants. The regional market of operation is the core market of in-depth marketing. Coordination and balance reflect five principles: the principle of concentration, the principle of attacking the weak and weak links, the principle of consolidating the fortress, the principle of strengthening the site, and the principle of mastering big customers; the zero principle is not to visit customers.
In-depth marketing and import will help achieve three major changes: first, from short-term business to a long-term market, a simple matter, to maintain, deepen and develop relationships; secondly, from extensive expansion. Market operations, with the goal of increasing production, carefully cultivate and develop markets intensively, from solo hunters, to amateurs, to experts in professional teams.
If you win high customer loyalty, Then you can build repeat sales and referral sales. Loyal customers will bring frequent business, which can not only increase revenue and market share, but also reduce service costs. This investment in innovative activities will improve the welfare of customers. praise and increase product appeal to customers.
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Let customers feel "money"
When companies use "discounts" and "promotions" as the only ways for tourists to pursue, "price" , will only cause companies and brands to lose their most loyal customer base. Promotions and price cuts are the means to increase customer loyalty. It is impossible. "Price war" can only bring more and more profits. Customers "for the brand" - these customers can say, "There is no loyalty at all. They only have a dime for an egg and eighty cents for a chicken. They are interested in the enterprise. The enterprise must seek its own development and high-profit growth. This part customers are bound to be lost.
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Developing a loyal customer base not only makes it "cheap", but also lets customers understand that this product is "good value for money." Only by positioning the brand's unique niche product, seeking differentiated operations, and determining the values ??and spending power of target customers can it truly cultivate its own loyal customer base.
Improve service quality and make full use of powerful service platform support to provide high-quality services. Account managers cannot only rely on personal interpersonal relationships with customers to maintain customer resources, although this is also very important. . Establishing a smooth system for customers to talk about complaints and the opportunity to complain to customers gives them a chance to tell the poor in their hearts. Respond promptly to customer messages. Research shows that the speed of corporate feedback is closely related and directly proportional to customer loyalty to the brand.
In the retail industry, the use of VIP cards is the preferred method by VIP members as high as 61%, which can be said to be a high-profit growth point and win loyal customers for enterprises.
So, what is the truth behind companies using VIP cards? First of all, the goal is to differentiate VIP card business customers by rewarding loyal customers with discounts, but it is by no means a tool for "finding bargains"; second, it must be an attractive reward. The reward for VIP cards can be material, and the same can be It's emotion. Material aspects must be returned consistent with business values? Some luxurious VIP memberships, recommended trials, and value-added services will be presented to be more attractive than simple discounts and more bargains. At the same time, companies can also provide some form of rewards to immerse customers in the sense of belonging to customers, such as hotlines, organize club member activities, and renew project VIP customer services, such as a new trial, free upgrades, a New depreciation. In short, let VIP members feel that they are "different"
Let customers get "extra" value
Explore. Meeting customer needs can maintain the cooperative relationship between enterprises and customers, but improving customer loyalty to the brand does not have much effect. In order to enhance customer loyalty, we must also try to provide some other value-added products or services. , so that customers get "extra" value. Here are some specific practices.
First, provide more information, which includes:
Enterprise new technologies, overall enterprise dynamics, industry development trends, social conditions, changes in the local market , key competitor dynamics, research data and conclusions, and more. Affected by various factors, information is often behind the enterprise, but this information is of great help to improve customers' sales and market expansion. Account managers can choose to provide customers with appropriate information, which can often win the gratitude of customers. Love, customer loyalty is very helpful.
Second, help customers plan various types of terminals for promotional activities, and provide other consulting solutions. Generally speaking, the customer's advantage lies in terminal sales and familiarity with the people and local customs. Its advantage lies in the overall planning of activities. The two complement each other and complement each other. In order to avoid "getting into trouble," some key account managers always avoid cooperation and communication with customers who have low customer loyalty. In fact, customers are very welcoming and fully cooperate.
Three, improve Customer product training and sales training. Many customers have special marketing training institutions, but compared to enterprises, their training is not strong enough and in depth. Customers should take the initiative to contact them to discuss creating a joint training.
Customer-centric culture. Companies care about how to do the best for customers and employees and how to win their loyalty. If the company can make customers buy more or use the company's products and services more often, The company gets more profit from them.
The company advocates a "customer-centric" culture, which not only requires our marketing, sales and service departments to establish "customer-centric" business processes, but the rest of the company also actively responds to changes in customer needs and establishes operations in all walks of life. The business is "customer-centric" in the true sense. In addition, as a customer's internal top and bottom, if there is downstream traffic, the company has established relatively complete customer-oriented solutions and mechanisms.
In order to continuously add some loyal customers and improve customer loyalty, companies should establish a standardized process for cultivating and improving customer loyalty. Staff in all departments of the enterprise can recognize the importance of customer loyalty and know how to cultivate and improve customer loyalty. At the same time, enterprises should be able to be evaluated based on scientific assessments of customer loyalty and turnover rates and customer lifetime value or customer lifetime profit margins. Systems and regulations, evaluation methods, and continuous improvement of customer loyalty programs can standardize and promote implementation. Establishing a win-win strategy, "one-on-one"
High-quality service is becoming an advantage for more and more companies to maintain their existing market share in market competition and open up new markets and guarantees. In the future market, the service industry will surely become a new growth point to promote economic development. There are several principles for good customer service and improving customer loyalty. Only by grasping the principles can we truly bring value-added service products.
For enterprises to win high customer loyalty and profitability, we must achieve the following goals: provide the right products or services to the right customers at the right time, through the right channel, at the right price. In the new social environment, customers' needs are constantly changing, and they begin to pursue a unique appreciation and enjoyment. In foreign countries, the recently advocated "one-to-one marketing" and "one-to-enterprise" are precisely to meet customer needs for products. Currently, many businesses lack personalized products or services. If a business can create a personalized profile for each customer, it can achieve personalized service for each customer. However, for many companies, it is indeed difficult for us to truly achieve this kind of "one-to-one" service. We can change our minds and consider that in order to achieve the transition from "one-to-many" to "one-to-one", we must first establish a "one-to-one" approach.
For high-end customers, product manufacturers have their own middlemen The ability to market customer loyalty is the key to the success of its brand.
"Within the intervention period, the company must first develop a long-term development plan, and the broker is not necessarily the "strongest" and "best". You can’t just “ship the goods.” You should set selection criteria based on your own brand positioning, which is the key to “matching the product”. Practice has proved that the growth of middlemen and enterprises develops "the most loyal customers. At the same time, companies and distributors develop "win-win-win" and "win-lose" strategic partnerships, and jointly invest and publicize enterprises within one year. The business plan is to avoid the risks of the middlemen and channel the confidence completely during the development period, the development and growth of the brand, and the manufacturers and brokers to obtain the most profitable period. . Maintaining customer loyalty no longer increases communication between the two, but changes to strengthen the management and monitoring of profit distribution. Implement positioning, quantitative rebate channels, and fair benefit distribution for each brand. Products have their own life cycle, and its maturity and decline are inevitable. Because of transparency, the profits of middlemen gradually decline, and market prices also begin to shift their loyalty. This time the brand continues to exist, and it should be done first. The first thing is to introduce new products of the same brand, increase investment in advertising and publicity, conduct brand promotion actions in research and development capabilities, and strengthen supervision of channels to cancel "quantitative rebates in a timely manner." "
In addition, in order to attract and retain loyal customers through multi-brand operations, customer loyalty is cyclical and it is necessary to continue to launch new products, including both aspects of the same product. To retain customers For loyalty, we must continue to increase investment in product research and development to maintain technological leadership; "adventure" to satisfy consumer psychology, the same series of products to satisfy customers early adopters and develop multiple brands, such enterprises can refer to P&G's multi-brand strategy - The only shampoo series in P&G' includes: Head & Shoulders, Rejoice, Pantene, Vassoon and many other brands.
In real life, each of us is someone else's client, a target of competition for work, and we have many readers and netizens who play the role of "soliciting" - clients should unite around them in their The more loyal the customer, the higher the probability of success.
Therefore, customer relationship management is particularly important. It is not only reflected in our lives, but also reflects the development of modern enterprises. Each customer has its own characteristics. Enterprises only know their own usage skills and strive to improve customer loyalty in order to stand out in the fierce market competition.
[Five Steps]
In the field of key account marketing, there is a famous "80:20 rule", which is that 80% and 20% of a company's dealers' sales are made up of 20% of dealers are the company's largest customers. Therefore, each manufacturer has always paid attention to how to expand and maintain 20% of dealer customers. Focus.
The first step in analyzing the customer purchasing process
If not, you will be like a headless fly, not knowing how to track customers within the scope of the customer's purchasing process, according to the customer's purchasing process process. The purchasing process for major customers is generally:
Internal needs→→→→screening→projects→collecting information and evaluating follow-up services
The sales staff identifies the final decision of the project only by understanding the customer's purchase process, and develop marketing plans based on customers at the procurement stage to meet the different requirements of customers and their positions at different stages.
It can be seen that it generally goes through three stages: the procurement department collects information, initially selects partners from customers, the project team conducts evaluation, price negotiations, and the project decision-maker has the final say. The sales staff has a clear customer during the procurement process and focuses on establishing good relationships with different people according to the project progress, which is very beneficial to the progress of the project. When selling to large customers, results are important, but only by doing every aspect well can we achieve good results.
The second step of analyzing the customer organization structure
Company B purchased a batch of computers. Every department was very satisfied with the computers, but there were some disputes about the IBM keyboard. After learning the news, Zhang San, a salesperson from the e-keyboard manufacturer, decided to sell the keyboard to the company. The customer held a meeting specifically to discuss replacing the keyboard. Present at the meeting were the general manager's office, engineers, technical department, marketing department, Xiao Li, Xiao Huang and the sales department's finance king. The status of each department is as follows:
Office Director: We use the keyboard every day, and we must strive to satisfy everyone.
Technical department: Are two keyboards good? According to our repair reports, Lenovo keyboards have the lowest failure rate.
Marketing Mike: The sound of the D keyboard is too loud, marketers, it’s troublesome. The HP keyboard is nice and quiet.
Ministry of Finance Xiao Huang: No matter which keyboard, the most important thing is that the price cannot exceed the budget.
Sales King: The e-keyboard feels very smooth and comfortable to the touch, and the sound is good.
During the discussion, everyone expressed their opinions and argued. Finally, the general manager's office reluctantly announced: "Okay, we are not changing or using IBM keyboards."
Only by knowing the customer's internal organizational structure can we better grasp the correlation between departments ,relevance,in order to break down the organizational structure,to sell. As can be seen from the above scenario, the general manager's office is a very critical figure, the role of which is the same as every other department - being concerned about the use of sales and marketing, the technical department is concerned about maintaining the internal organizational structure b. The Finance Department cares about the budget, and the Director of the General Manager's Office cares about the coordination and optimization of interests among various departments.
The third step is to clarify the functions of each department
Due to the division of labor and focus of each department within different customers, the sales process for large customers is different. Sales staff can only understand the functions of each department of the customer, and only make it clear which departments are supporters and which departments are neutral, and which departments are opponents, so that they can adopt different strategies and treat the problem accordingly.
Sales staff should note: In actual work, it may be that several types of functions are set up in one department or even one person. For example: A private enterprise may have five types of functions set up by the boss and two or three functional departments, or it may be that only one person is in charge.
In addition, the roles that influence project decision-making sometimes do not necessarily have to be only five types of departments, but may also be other roles, such as the project decision-maker's secretary, wife, relatives, children, etc. This requires sales staff to clearly understand the role of each functional department, not to generalize, and to stay alive.
The fourth step is processing and manufacturing enterprises, whose main business is to proactively obtain effective information
Huangyan has a group of skilled and experienced engineers and technical workers and the country's most advanced Processing machinery and equipment that are legendary in the industry for their superior processing capabilities. Recently, the company's account manager Ding Li asked this question because they had not heard back from the tender they were responsible for with their old customer Yuhuan Machinery Company. Several similar companies have set their sights on this project and are preparing to compete at extremely low prices. Ding Li was the former Yuhuan Machinery Company Purchasing Department, technical support, but this project has been fighting until Mr. Han of Yuhuan Machinery Company personally took charge of whether these two departments were key departments. The information Ding Li received was North Korea's overall assessment and did not know all other circumstances.
In other words, Xiaoli has reached the "information island" of the mid-term project (there is no problem in early communication, and the plan has been submitted to the customer for project evaluation). For large-scale projects with "information islands", sales staff cannot passively wait for customer notifications, but must actively take measures so that decision-makers can obtain effective information that affects bidding in order to formulate effective strategies.
During the long-term cooperation process, Ding Li’s military industry enterprise has always been a customer of Yuhuan Machinery Key Development Company. However, due to Yuhuan Machinery’s mechanical design human resources and inadequate product structure design, there is a lack of constraints and target customers. In order to close the deal, Mr. Han and Ding Li, the technical staff of Huangyan Yuhuan Machinery Company, formulated a complete set of technological innovation and in-depth cooperation initiatives between Huangyan and Yuhuan Machinery Company.
When Science and Technology Xiaoli suggested to Mr. Han, Mr. Han was particularly happy one day to meet with Xiaoli to discuss in-depth cooperation. During the conversation, Ding Li learned that in the bidding for this project, Yuhuan Machinery Company paid more attention to the technical services provided to them by its partners in addition to price. They were very satisfied with the technical services provided by Huangyan. At this point, the little force hanging from the heart thinks of the floor. In the end, the price of Huangyan was 5% lower than that of competitors. The fifth step is to find the key person who will make the final decision
JAC Group is very famous among large enterprises in Anhui Province. A few years ago, it lost a local company in the bidding for an information technology software project with assets of RMB 150,000. An unknown small company. The reason for the failure of the bid was not price, service, or quality, but was captured by the other party's deputy general manager responsible for the bid.
Enterprise customer concept: three
Three no's:
1 cannot be ignored
Key customers, understanding customers is customer management Base. When it comes to winning customer service, you can't ignore the customer. Technology, resources, products and management are gradually becoming unified, and there are no longer absolute secrets. Customer service and customer management have become a new " trump card " for major enterprises to defeat their enemies. You know, customer choice is always better than product. So, from now on, you must give your customers more attention and care. Only by grabbing them can you achieve real development and strength.
Cannot accommodate
The girl who chases the client Utah, and loves her more, should also have certain principles, not the base. Blindly catering to retreat will only make people look down on you; neither being arrogant nor humble is the correct way to make friends in business. Customer needs are always endless and you cannot always satisfy them. Especially greedy customers should include hardware and software, suppress them in time, and allow them to return to normal customer relationships.
Not perfunctory
At any time, although customers understand the product and do not have the company, it is not difficult to see that with the continuous improvement of people's living standards, consumers' concepts of consumption change The mentality is gradually becoming more rational. More and more consumers' health and the quality of consumer goods, environmental protection, sanitation, technology, energy saving, and safety have become part of consumers' lives, and the propaganda of a single manufacturer has disappeared. In the fierce market competition, after-sales service is no longer just a publicity and promotion tool. Personalized, comprehensive and personalized services are becoming the weapons of major manufacturers to stay ahead of their opponents.
To:
Be a parent and lead the customers
A company that puts customers first. The parents who were born gave you life, and the parents who brought you up are the ones who brought you up.
Enterprises are closely connected from birth. Without customers, there will be no market. Without customers, the profits of the enterprise will continue to support the development and growth of the enterprise. Parents should be considerate and serve customers well. Water can carry a boat, but it can also capsize it.
Enterprises must not forget their roots, their parents will like to be treated with respect and care from customers, always pay attention to customer needs and changes, and provide customers with satisfactory products and good services at any time.
Take customers as wealth
This has two meanings: first, customers’ investment, they have occupied the company’s wealth and should become part of the company’s wealth; second, customers can Bring wealth to the enterprise. Only when customers purchase products to realize commercial value, inputs are transformed into wealth, and business managers can bring profits.
Concepts from financial management to customer management. With the wealth of customers, state-of-the-art financial management concepts are used to manage customers as an industry and improve value-added products, customer management and services, and achieve new profit growth points that bring economic benefits.
When looking for customer resources
In a sense, customers are a resource. It can be used to generate revenue through development. But it also needs to be translated. Deforestation and indiscriminate mining are unscientific. Reasonable development and utilization cannot be over-exploitation plans, step by step, and sustainable development must be adhered to.
Target customers are the total amount of stored resources, customer loyalty is the quality of resource utilization, resources commonly used by customers, and the development of potential customer resources.
Antimony was found in the Panzhihua Iron and Steel Garbage Heap. As long as the resources are definitely useful, if you have the technology and ability to develop.
Renew resources repeatedly. Joe Girard created the world's highest car sales in expressing his feelings, offending "God", with a customer churn rate of 5-30%, sticking to one customer and attracting 125 customers.
It must be managed like other resources, customer management, understanding customers, understanding the company's products, doing the same inventory changes, understanding changes in customers.
Adopt different strategies for different customers:
Loyal customers - maximize potential and improve utilization efficiency
Customers - provide high-quality services, Continue to cultivate loyalty
Potential customers - deepen brand image and strive to drive conversions
Target customers - expand advertising services and increase initial awareness