How to deal with the five most difficult customers
Although salesmen, marketing representatives, regional managers, sales engineers, senior business managers and regional managers have changed their names, their roles are still the same: marketing personnel of enterprises. Some people say that the biggest advantage of marketing is free travel, which is true. Those old merchants who have been selling for more than ten years have traveled all over the Great Wall and all over the country, and they can also speak a few words of local customs and dialects. It is really beautiful.
But you have to ask the business people what their real happiness is, and they will tell you that it is not the time to receive bonuses and commissions, but the expectation and satisfaction when you successfully develop high-quality customers. If you want to talk about the pain of business people, it is by no means the loss of nothing, nor the hard work of wearing out the soles of your feet, but the fact that you have several most difficult customers in your hand!
Almost no one does not dislike and regret developing such a difficult customer. But in any case, people are at least customers. Just because you don't want to deal with them doesn't mean you can not deal with them. To sum up, there are roughly five types of difficult people: stupid, stubborn, horizontal, cold and lazy.
1. Stupid customer
Judging from the reality in China, there are very few businessmen who can be called "Confucian businessmen" at present, and most of them come to the fields to do business. There is a joke: primary school graduates are bosses, junior high school students are managers, senior high school students are assembly lines, college students are office clerks, graduate students are tutors at home, and doctoral students are washing dishes abroad. Although sad, it is a cruel fact.
According to my observation, at least 70% of people at dealer level in various places can't reach the cultural level of high school or technical secondary school. Of course, education doesn't mean anything. There are many excellent dealers. They are talented, diligent, can make friends and have flexible minds. As a result, they have accumulated in the local area and become the leaders of the local business community.
Low culture is not terrible, what is terrible is mentality and habits. The so-called "stupidity" means refusing to learn, accepting new things, being narrow-minded and afraid to try any new brands. The so-called "stubbornness" means being opinionated, self-righteous, and treating any new concept or model with prejudice. Business people are most afraid of meeting this kind of "dead mice can't touch the cold" type of people. If you can't make ends meet, you will be hit on cotton. It's no use sharpening your mouth.
Methods: For "stupid" people, patience is needed, especially to communicate in simple, plain and easy-to-understand language. Maybe you feel tired dealing with him, but he may be even more tired when he hears you talk about brand, management, corporate culture and modern technology-you can go, because he doesn't listen and is not interested. Don't try to brainwash him. You're the one choking. The easiest way to impress him is to make him visible and tangible, namely: guide-let him see your products and outlets so that he can compare; Commitment-explain the real distribution service and calculable profit clearly and let him feel it. In fact, this kind of person, unless you don't have the opportunity to cooperate, will feel good after the cooperation is successful: he is stubborn and doesn't need much maintenance, and he will follow you to the end.
Second, cunning customers.
In this world, the vast majority of people are kind and easy to get along with, but there are also a few people who are willing to embarrass others and deliberately make things difficult for you, so as to gain the pleasure of life or a sense of accomplishment in their careers. This kind of person often knows more or less about your industry, enterprise and product, but he is a typical "half bucket of water" with a little knowledge, but he thinks he is smart and tries to make small profits.
I have met such a customer. Once, it was delivered by a new customer in Lishui, Zhejiang Province, and the specification column was routinely marked with the number "13L". (Here is a brief explanation: the formal packaging of the product, the barrel body is printed with 15 liters, and the standard gross weight of the factory at that time should be13.2 kg; Because of the heavy weight, the purchase price is bound to be high. Considering the practices of peers in the local market, we will mark the capacity of 12kg as "13L" on the certificate. )
The trouble is that after the customer received the goods, the customer did not pay back the money in the agreed way, so he called to ask, and he asked to send someone to the scene to deal with it.
After he went, he was so angry that we made a fake that he sent the product samples to the Bureau of Quality and Technical Supervision. The reasons are as follows: You make 15 liter packaging barrels, why is only 13 liter printed on the certificate? How much is 13 liter? Why is the gross weight only12kg? If we can't come up with a reasonable and legal basis, he can only buy the goods at half price.
Later, I stayed in Lishui Bureau of Quality and Technical Supervision for three days and was busy with "public relations" at night. I finally solved it this way: the density and weight ratio of chloroprene rubber is 0.825, that is, the glue solution of 1L (liter) is equal to 0.825 kg, and the weight of 13L * * is 10L. The standard weight of iron drum is1kg; The weight of heaven and earth cover, scraper, packing rope and barrel cover is 0.2kg, and the total gross weight of * * *12kg; The national standard measurement law stipulates that an error of three thousandths is allowed. So he asked to supply 12kg (with barrels) products, and I provided him with the certificate of 13l, which was in full compliance with the national metrology law. In addition, the factory name, address, trademark and telephone number marked by our company are completely formal and legal, and there is no problem.
After the matter is settled, I ask the customer to pay the payment in full as agreed. He made a solemn apology to our company and gave a written explanation. In view of the fact that I don't think it's as simple as "making things difficult", it's purely malicious, so I put forward the suggestion of "permanently stopping supply in the future" to the company After he sold the first batch of goods, he became the last batch of goods to deal with our company in his life.
Conclusion: Never guess customers with good wishes. There are only two things we can do: first, before the products leave the factory, we should carefully design all the processes and strictly regulate all the links. "Flies don't bite seamless eggs" does not give anyone a chance to find flaws and flaws. Second, as the saying goes, "Where is the essence of the seller?" Our sales staff and customer service staff must arm themselves with professional knowledge and skills and cultivate a pair of critical eyes, so that when those dubious customers try to mix sand into your eyes, you can expose his tricks.
Third, aggressive customers.
There are many barbarians in today's society, especially some nouveau riche with a little money, and their self-awareness is extremely easy to expand. He even has the illusion that the earth can stop turning for a few seconds because of his influence.
I remember when 200 1 just took over the Hangzhou office, one day the business manager took me to visit a big customer in Fuyang market. The proprietress and the salesman had an argument to the effect that the business manager didn't manage the market well, and someone smuggled goods from Xiaoshan to Fuyang, which affected their business. After understanding the situation, we promised to go to the market first and then try to deal with it. Later, after a day of tossing, it was basically handled. The salesman contacted the boss and he asked to talk in his shop.
After arriving, I found that there was no sign of the boss and his wife, and more and more people were unidentified in twos and threes. Soon nearly 20 people crowded in, and finally the store door was closed. At this time, the crowd began to get restless and began to push my colleague, cursing him for destroying the market order and causing great losses and serious impacts to the company. At the same time, four or five people approached me.
When I saw that the battle was wrong, I simply jumped on a pile of goods and began to speak loudly: "Comrades! Don't do it yet, listen to me first! First, we are responsible for the cross-shipment in Xiaoshan, but it is not our company's intention to arrange cross-shipment and it is not good for our company; Second, I am handling this matter on behalf of the company, which shows the importance the company attaches to this matter. It must be to revoke Xiaoshan's distribution right, impose a fine on it and compensate for the losses. Third, our two families have cooperated for three years and have always been very happy. If your boss doesn't come out, everyone's problems won't be solved. Even if you beat us and kill us, the problem will not be solved. So, if you don't want to solve the problem, just call, and the public security organ will solve it later! Or invite the boss out, and we can negotiate on the spot! This is not a difficult thing to solve! "
This made these people calm down a little. At my strong request, one of the leaders called the boss. The atmosphere eased, so I motioned my colleagues to buy two cigarettes for everyone to smoke. Later, the boss was finally "late", pretending to be polite and reaching a settlement.
Solution: Barbarians are not easy to deal with, because violent means are sometimes hard to prevent. However, there must be countermeasures: first, before the real violence occurs, we must strive for any rational opportunity; Reasoning must be to the point, direct, simple, and impress the other party, rather than confusing right and wrong. Second, if you have to, you must call the police in time to properly protect your personal and property safety. Afterwards, I believe that any loss of goods can be recovered through legal means. Don't try to fight violence with violence when you are in a weak position. Go first, peace is the greatest happiness.
Fourth, indifferent customers.
In the enterprise training class, the teacher talks most about how to deal with the hospitality relationship; Leaders at all levels warn the most, but they never offend customers. In fact, who will offend customers for no reason? But some customer relationships can't be handled well if you want to.
I have such a customer in Puning, Guangdong, and the business is doing well. I heard from my peers that the proprietress is very powerful. It has been six years since the beginning of contact and cooperation, and there is a set of data that can explain the problem: in the past six years, I have visited the store no less than 80 times, including meeting her no less than 30 times. According to the custom of Chaoshan people, she personally makes tea no more than three times; She took the initiative to talk to me for no more than five times; She didn't answer me more than 20 times; She seems to have smiled at me no more than twice; Say goodbye no more than 3 times; She talked about product quality or price 0 times; Talk about market competition 0 times; Asked the manufacturer 0 times; Take the initiative to report the goods no more than 3 times.
Driven by her, her company employees also formed a similar atmosphere, grinning at customers who came to the door and pleasing them; For the supplier, it is like borrowing his white flour and returning the lime in a blink of an eye. No good looks, no good greetings.
Fortunately, her husband is still a normal person. As long as he is here, he can talk about some things simply. Otherwise, people who come to do business will either die of cold eyes or choke on words, or at least die of depression.
On the other hand, whether you are happy or not is none of her business. Her sales are really good. What is especially rare is that she will really pay soon. Maybe it's for money. I've been wronged for six years, but I've cooperated for six years. If someone suggests breaking up with her now, I think I'll be the first to jump out and object: what's the big deal? It's just that others lack a smiling face!
Method: This kind of person is very clever. He thinks you supply him to make money. He sells your goods and pays you back, so he owes you nothing. Therefore, he seems to refuse people to stay away. We must do the following: 1. If we must visit the Sanbao Hall, we must make it clear. Get to the point, 3. Concise and to the point. Second, don't flatter yourself, it's best to talk about the matter and not talk about friendship. Third, don't think that such a person doesn't care about business unless he talks to you about business. Please be sure to master the two core elements of quality and price. Cost-effective is the magic weapon that he lets you hang at his door. With this magic weapon, you have an amulet. You can stay for another ten years. Fourthly, since he thinks professional service is unnecessary, I don't need to bother him. If I want to go, I will use his lunch break! Don't call for payment, just send a text message!
Verb (short for verb) deceives customers.
Friends in the marketing field have read A Chess in the World by Dong Mingzhu, the general manager of Gree. She started as a small salesman, and her first glorious and arduous task was to go to Tongling, Anhui Province to ask for money. A big customer there owed Gree Air Conditioning Company more than 400,000 yuan, as if nothing had happened. Comrade Mingzhu lives and eats near his company, goes to his company to do voluntary labor such as sweeping the floor and carrying water every day, and makes extensive friends with employees of his company. Finally, the boss's subordinates were affected and joined hands with Dong Mingzhu to force debts. In this way, Comrade Dong Mingzhu's reputation was fulfilled.
Everyone is afraid of meeting Lao Lai. The problem is that in business activities, there are quite a few such people who can't escape, which makes people feel headache and heartache. The following analysis focuses on countermeasures:
1, prevent in advance. Although no one is born to like being an old lai, in a sense, the old lai is also "forced" by the situation, but there are bound to be many signs when a person embarks on the road of "suspected old lai"! There are often three most dangerous things: first, gambling. Some people like gambling very much, such as betting on football, betting on Mark Six, betting on Sangong and so on. You want him to pay back the money after winning the bet, which is very dangerous, because ten bets and nine losses; Second, whoring, some people like to keep mistresses outside, which is often a mine for family stability. Once the family breaks up, his business will be dealt a fatal blow; The third is greed. Some people abandon the business principle of "being unfamiliar", blindly launch some projects and continuously expand investment, which leads to a considerable risk of capital chain breakage. Of course, you can't know all this, but if you make more friends with people in the same industry, you will definitely know from people around you. There was a man who went from Fuzhou to Nanchang Jiangxi building materials market to do business. His professional ability is very strong. He used to be coquettish for a while, and his brother-in-law was also a local business celebrity in Nanchang. But he eventually went from being a boss to carrying a bucket of white latex for two bottles of beer, entirely because he was an out-and-out gambler.
Every company requires checking the credit status of new customers. How come? Just look more, look at his storefront, observe its people flow, logistics, look at his warehouse, observe its inventory and delivery progress; In addition, be sure to ask more, ask his peers, ask his customers, and even ask suppliers! Collecting more information can prevent problems before they happen.
2. Process control. For customers who have already started cooperation, the payment for goods should be regarded as the first choice to inspect customers, not the sales volume. Business people often waver on this issue, and as a result, they suffer.
I remember a business owner once taught: "If you are doing free sales, it must be the best job in the world." Yes, your goods are free, so why sell them? Some customers' sales progress is good, and the key is that the payment is delayed and the goods are still being reported; The promise was not fulfilled, and the goods were needed again. Is it hi? It's worry! We must clearly realize that providing goods to him is to support his profit; Our obligations and responsibilities have been fulfilled. That customer also has the obligation and responsibility to fulfill the repayment promise. If you find this situation, you must know the real reason in time. When out of stock, we must act decisively and not enter a vicious circle, so we can't stop. The usual practice is to implement credit line management for customers, which is divided into A, B, C and D levels. Any customer can only operate within the credit limit, and it will turn red when it reaches the critical value, and then continue to supply after solving it, otherwise it will be impossible.
3. Remedy afterwards. For customers who are suspected to be unfinished, the solution should follow the principle of "courtesy first, then soldiers".
Gift: try to increase the density of visits and give him invisible pressure; At the same time, we can praise him from the language and maintain his self-esteem; You can also influence your relatives in good faith and let them speak for you; He can also mobilize his friends and good customers, attack from the side, lobby for interests and so on. In short, when he is in debt, he can give priority to repay all or most of your payables to minimize direct losses.
Bing: Be sure to keep invoices (receipt), monthly statements, formal distribution IOUs, supply agreements or contracts, etc. In business activities; Copies of the business license and identity card of the other party. If possible, it should be filed. These are legal guarantee texts. In addition, the legal effect of the statement or debt is only two years, so it must be updated in time. To the extent of litigation, it can be said that enterprises generally win, but it is also true that winning the lawsuit may not necessarily lead to money.
Therefore, to say "a thousand words", it is still necessary to make more efforts when inspecting customers in front, strictly control the cooperation process, and follow up in time after discovering bad signs and properly dispose of them!