How to serve your customers in the post-epidemic era?
Customer first, thousands of enterprises in China and Qian Qian regard it as the standard of their own enterprises, and write customer first into corporate culture and values.
? However, how many companies can really do it?
? Speaking of this problem, we must first understand the definition of customers by each enterprise. For manufacturing enterprises, their customers can be dealers, users, suppliers, and even employees within the enterprise. The core question is, in your corporate values, how do you define customers, C-end users? Intermediary channel provider? Supplier? Or your employees? Maybe both?
? In fact, most of our enterprises are very vague about this concept.
? Rooted in the home building materials industry for 8 years, we have gone through the eight-year war of resistance in this industry. Although everyone is saying that this industry has become a river of blood, compared with the more traditional home appliance industry and the more unpredictable Internet industry, we are at most a war before dawn.
Although everyone is saying that this industry is changing every day every year, the nature of demand has not changed. It is true that enterprises in this industry are growing every day every year, but in fact, we have not completely evolved.
This huge market with a demand of 4 trillion yuan is still in the era of ant soldiers after more than 30 years of struggle. At present, there are only a handful of enterprises with a scale of over 10 billion in this industry (far less than 10). This industry can be summed up in six words: "big industry, small enterprise", but this can only be said to be the status quo, because this industry has never experienced such a big reshuffle as home appliances and internet industries and building materials.
Nowadays, the business model of home building materials industry is generally divided into the following three modes: factory direct operation, franchise mode and hierarchical agency system. The household appliance industry is mainly based on hierarchical agency system.
A friend often asks me: Why has the sales performance been so good? After graduating from college, you entered the home appliance industry and then moved to the building materials and home furnishing industry. You have brilliant achievements in every industry and every enterprise? My answer is: first understand the nature of customers, and then practice.
What is the essence of customer first? Let's go back to the topic we talked about before the article started. What is your definition of customer? Who are your real customers? How to practice the concept of customer first?
My personal understanding is that my customers are people who can bring me achievements and outputs, and can also be understood as people who have direct business relations with me. From this point of view, I believe it should be similar to everyone's understanding. But my core is: the last sentence, practice, practice what? That's the point. My customer's first idea is to tap the pain points of my customer's needs and then help the customer solve his most painful points. Give me a personal work experience:
It was the first half of my senior year, and I successfully got TCL's offer. Then I used the time of writing my thesis in the second half of the year to come to Nanjing branch with the offer from the headquarters, directly found the boss of Nanjing branch, handed me the offer from the headquarters, and then asked for an internship opportunity. Then I was arranged at the counter of nanjing xinjiekou Suning Appliance Station, hanging out with the shopping guide every day. It was this short experience that made me realize what it was like to leave the elephant. Of course, this experience didn't teach me how to stand in front of the counter, but it brought me thinking that I had never had in four years of college and three-year planning for my future career. At that time, I vowed to behave well after graduation and become a manager within three years.
Then after graduation, I went to the headquarters of TCL-Huizhou, Guangdong, where I received a comprehensive and closed training for our students. Then I was assigned to Anhui branch, and then I was sent to Fuyang, Anhui Province as a business representative. At that time, TCL's marketing model was: headquarters-branches-offices-agents-distributors. My job at that time was to help agents develop dealer channels as an office salesman, and then help agents sell goods to dealers. At that time, I was responsible for TCL refrigerators and washing machines. Compared with color TV, TCL white goods market is developing difficultly. At that time, most dealers in the market I took over lost money, because after-sales problems caused widespread complaints from end users. At that time, in the words of dealers, your TCL white goods had no advantages in terms of products, prices and after-sales. Why should I sell you? Yes! This question asks me, why did the dealer sell us? TCL white goods are not as good as Little Swan and Meiling, and the after-sales service is not as good as Haier, and the price seems to have no advantage. Why did the dealer sell us?
As a marketing professional, I have racked my brains for several days. At this time, my experience in the counter of Nanjing Suning Appliance Store finally came in handy. First of all, I made a 360-degree analysis of all the competitors I learned in the mall, which roughly reflected the following problems: Haier's products sold well, but the salesman was too awesome to communicate; The prices of Little Swan and Meiling are too chaotic, sometimes they are sold and the profits are let out. ...
The opponent's weakness is our attack point. At that time, I thought about three things: first, as a factory salesman, I could solve the after-sales problem by myself. I will try my best to meet any problem until the user is satisfied, which solves the pain point of the dealer's "fear of boredom"; Second, our price guarantee is good, and we won't mess with the price (in fact, no one wants to sell it, so naturally we won't mess with the price), which solves the pain point of dealers' demand for product profits; Third, I tried to get rid of the old inventory that dealers couldn't sell, which solved the pain point that dealers were afraid of pressing goods and money.
Of course, the dealer will never be as simple as I thought. A few simple promises will do it. Finally, I have to go on stage to sell goods to dealers, help dealers collect money and move goods. ...
Finally, psychological warfare produced results. Gradually, more and more dealers are willing to try to establish cooperative relations with us.
Of course, in the end, I got what I wanted. After working for one year, I was promoted to office manager by the company, and then Fuyang office rushed to the first place in Anhui with the efforts of our team.
Then, like this, always face a strange market, a strange industry and a strange enterprise, uphold the concept of customer first, dig deep into the essential needs of customers, solve the pain points of customers and finally solve their own problems.
Today, the problems faced by our home building materials industry remain the same! In the face of epidemic, traffic famine and growth pressure ... As a manufacturer, have we really achieved "customer first"? If our customers first treat the users who use our products well and only solve the problems of users, regardless of the life and death of franchisees, one day they will sigh that "hair does not exist, skin does not attach"!
? Of course, we also have many excellent factories and enterprises, racking their brains to empower franchisees, helping franchisees to make digital transformation, helping franchisees to do online drainage, live broadcast with goods, team training and profit and loss analysis. ...
Maybe one day, there will be more factories and enterprises moving from an enabler to the front line, becoming a runner and living with the team ahead!
At that time, it may indicate that the real winter of home building materials industry is coming!
Although we never expected this day to come, it will always come!
It was true love that accompanied me all the way!
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