How do enthusiastic customers develop into loyal customers? This requires efforts on "intimacy" and "commitment". Advertising and marketing may lead to customers' attention and impulse to buy, products that customers like, products that they close or rely on, and customer value brought by manufacturers, merchants and sales staff: high quality, excellent functions and thoughtful service. Only in the process of use, customers really feel the value of money or products with value for money, customers will buy again and gradually become loyal customers.
Arouse passion:
Need strong advertising and promotion, sales staff level, good publicity and communication needs. The energetic and enthusiastic salespeople who come into contact with customers for the first time can often catch customers' eyes and touch their hearts quickly.
Cultivate intimacy:
Customers attract the attention of potential customers and successfully guide their enthusiasm to promote the second purchase, which requires new psychological dynamics. Passion and intimacy can not be improved quickly, but need "silence", and you need a long time to run in. Relying on product quality and after-sales service support; Really customer-centered, listen carefully, accurately understand their needs, grasp the changes of their needs in time, and provide effective solutions.
Established commitment:
You have a high commitment to customers, feel your sincerity, and let customers. Only sincere service can win the trust of customers, on the one hand, it can effectively strengthen customer loyalty. Don't copy it, but use it flexibly on the basis of fully understanding the needs of customers.
Customer loyalty is actually a continuation of customer behavior. How to determine whether customers are loyal to the enterprise can be observed from the following five aspects: loyal customers who have purchased the company's products or services for many times, the company can even quantitatively analyze their purchase frequency; Loyal customers are willing to go to enterprises and products for reference, or often make oral suggestions, and actively come to enterprises to make suggestions on how to improve product quality and service level; Loyal customers buy products or services, showing diversity, and they pay more attention to the company's new products or services; Loyal customers are very happy to recommend our products or services to you, and loyal customers of others will be excluded from our competitors.
[Customer Loyalty Skills]
In-depth marketing management has become the trend of marketing management, and more and more enterprises adopt in-depth marketing mode.
In-depth marketing mode, also known as regional rolling sales, is to enhance the customer relationship value market through organized efforts and gain competitive advantage through intensive and controllable terminal network marketing mode. Focus on controlling the terminal, cultivating and developing the market, the competitive advantage of the market, and the first effective market strategy and method to impact the regional market, and focus on the regional market, core distributors, terminal networks, corporate customer consultants, and core markets for in-depth marketing. Coordination and balance embodies five principles: concentration principle, attacking weak links principle, consolidating fortress principle, strengthening site principle and grasping big customers principle; Zero does not visit customers in principle.
In-depth marketing and introduction will help to realize three major changes: first, from short-term business to long-term market, a simple thing, maintaining, deepening and developing relations. Secondly, from the extensive expansion of market operation, with the goal of increasing output, we carefully cultivate and develop market-intensive similar products, from single-handed hunters, amateurs and experts in professional teams.
If you win high customer loyalty, then you can build repeat sales and recommendation sales. Loyal customers will bring frequent enterprises, which will not only increase revenue and market share, but also reduce service costs. This time, the extra income from investing in innovation activities will be well received by customers, so as to improve welfare and increase the attractiveness of products to customers.
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Let customers feel "money"
When enterprises take "discount" and "promotion" as the only way for tourists to pursue, "price" will only make enterprises and brands lose their most loyal customer base, promote sales and reduce prices to enhance customer loyalty, which is impossible. The "price war" can only bring more and more profit-driven customers "as brands"-these customers can say, "There is no loyalty at all, they only have a dime, an egg and eighty cents.
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Developing a loyal customer base will not only make it "cheap", but also let customers know that this product is "value for money". Only by positioning niche products, seeking differentiated management and determining the values and spending power of target customers can brands truly cultivate their loyal customer base.
In order to improve the service quality and make full use of the powerful service platform to provide high-quality services, account managers can not only rely on the interpersonal relationship between individuals and customers to maintain customer resources, although this is also very important. Customers who have established a smooth system can express their complaints and give them a chance to express their poverty. Respond to customer information quickly. The research shows that the feedback speed of enterprises is closely related to the customer's loyalty to the brand, and they are in direct proportion.
In the retail industry, using VIP cards as high as 6 1% is the first choice for VIP members, which can be said to be a high profit growth point and win loyal customers for enterprises.
So, what is the truth about the use of VIP cards by enterprises? First of all, for the customers of VIP card business, the loyal customers are rewarded with discounts, but it is by no means a tool for "bargain hunting"; Second, it must be an attractive return. The reward of VIP card can be material or emotional. In terms of materials, it must be consistent with the values of the enterprise? Some luxurious VIP members recommend a trial, and value-added services will be more attractive than simple discounts and more bargaining. At the same time, enterprises can also immerse customers in this sense through some kind of reward form belonging to customers, such as hotline, organize club members' activities and update the VIP customer service of the project again, such as a new trial, a free upgrade and a new depreciation. In short, let VIP members feel "different"
Let customers get "extra" value
Explore. Satisfying customers' needs can maintain the cooperative relationship between enterprises and customers, but it does not have much effect on improving customers' loyalty to brands. In order to enhance customer loyalty, we must also try our best to provide other value-added products or services, so that customers can get "extra" value. Here are some specific practices.
First, provide more information, including:
The new technology of the enterprise, the overall trend of the enterprise, the development trend of the industry, the social situation, the change of the local market, the trend of the main competitors, the research data and conclusions, etc. Influenced by various factors, information is often the enterprise behind it, but this information is of great help to improve customers' sales and market expansion. Account managers can choose to provide appropriate information to customers, which can often win customers' gratitude and help customers' loyalty.
Second, help customers plan promotional activities of various terminals and provide other consulting programs. Generally speaking, the advantage of customers lies in terminal sales and familiarity with people's feelings and customs, and the advantage lies in the overall planned activities. The two complement each other. In order to avoid getting into trouble, some key account managers always avoid customers who lead to low customer loyalty and cooperate with each other from the side. In fact, customers are very welcome and fully cooperate.
Third, improve customer product training and sales training. Many customers have specialized marketing training institutions, but compared with enterprises, their training intensity and depth are not enough. Customers should actively contact them to discuss joint training.
Create a customer-centric culture. What enterprises care about is how to become the best customers and employees and how to win their loyalty. If the company can create more customers, buy more or use the company's products and services, the company will get more profits from it. The company advocates a "customer-centric" culture, which not only requires our marketing, sales and service departments to establish a "customer-centric" business process, but other companies also actively respond to changes in customer needs and establish operators in all walks of life to truly "customer-centric". In addition, as the top and bottom of a customer, if it is downstream traffic, the company has established a relatively complete customer-oriented scheme and mechanism.
In order to continuously increase some loyal customers and improve customer loyalty, enterprises should establish a set of standardized processes to cultivate and improve customer loyalty. Employees in all departments of the enterprise can realize the importance of customer loyalty and know how to cultivate and improve customer loyalty. At the same time, enterprises should be able to scientifically evaluate customer loyalty and turnover rate, as well as customer lifetime value or customer life cycle profit rate. The system, regulations, evaluation methods and continuous improvement of customer loyalty plan can standardize and promote the implementation. Establish a win-win strategy, "one-on-one"
Quality service is becoming the advantage and guarantee for more and more enterprises to maintain their existing market share and open up new markets in the market competition. 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 these principles can we really bring value-added service products.
To win high customer loyalty and high profitability, enterprises must achieve the following goals: to provide the right products or services to the right customers at the right time and at the right price through the right channels. In the new social environment, customers' needs are constantly changing, and they begin to pursue a unique appreciation and enjoyment. In foreign countries, the recent promotion of "one-to-one marketing" and "one-to-one enterprise" is precisely to meet the needs of customers for products. At present, many enterprises lack personalized products or services. If the enterprise can establish personalized documents for each customer, it can realize personalized service for each customer. However, for many companies, it is really difficult to realize this "one-on-one" service. We can think differently. To realize the transformation from "one-to-many" to "one-to-one", we must first establish a "one-to-one" mode.
Facing high-end customers, the customer loyalty ability of product manufacturers' own middlemen is the key to their brand success.
As expected, the company should first make a long-term development plan, and brokers are not necessarily the "strongest" and "best" shippers. "You have to set the selection criteria and position yourself according to your own brand. This is the key to' being suitable for every household'. Practice has proved that more and more middlemen and enterprises develop "the most loyal customers", and at the same time, companies and distributors develop "win-win" and "lose-lose" strategic partnerships to jointly invest in business plans of public enterprises within one year to avoid the trust of middlemen and channels, and their risks are completely tangible.
In the development period, the brand develops and grows, and manufacturers and brokers can get the maximum profit for a period of time. Maintaining customer loyalty no longer increases communication between them, but changes to strengthen the management and monitoring of profit distribution. Implement positioning, quantify rebate channels, and distribute benefits reasonably and fairly. P> is "mature". Every brand product has its own life cycle, and its maturity and decline are inevitable. Because of transparency, the profits of middlemen have gradually declined, and market prices have begun to shift their loyalty. This time, the brand continues to exist. The first thing to do is to launch new products of the same brand, introduce and increase investment in advertising and research and development capabilities, strengthen channel supervision and cancel "quantitative rebate" in time. "
In addition, through multi-brand operation to attract and retain loyal customers, and the periodicity of customer loyalty, it is necessary to continuously introduce new products, including two meanings and the same product. To maintain customer loyalty, we must continue to increase investment in research and development products and maintain technological leadership; "Adventure" satisfies consumers' psychology, and the same series of products satisfies customers' early adopters and develops multi-brands. Such enterprises can refer to P&G's multi-brand strategy-P&G's unique shampoo series, including: Head & Shoulders, Rejoice, Pan Ting, Sassoon and other brands.
In real life, each of us is someone else's customer and the object of competition. Many of our readers and netizens play the role of soliciting customers-the higher the probability of success if customers unite around their loyalty and that of their customers.
Therefore, customer relationship management is particularly important, which not only reflects our life, but also reflects the development of modern enterprises. Every customer has his own characteristics. Only by knowing their own skills and striving to improve customer loyalty can enterprises stand out in the fierce market competition.
[Five Steps]
Managing the marketing field of key customers is a famous "80:20 rule", which means that 80% and 20% of the sales of a company's distributors are completed by 20%, and they are the company's largest customers. Therefore, how to expand and maintain 20% dealer customers has always been valued by manufacturers. Focus.
The first step in analyzing the customer's purchase process
If not, you are like a headless fly, and you don't know how to follow the customer procurement process within the scope of customer procurement. The procurement process of key customers is generally:
Internal demand →→→→→→→→ Screening → Project → Collecting information and evaluating follow-up services.
Sales staff finally decided to determine the project, only by understanding the customer's procurement process, and according to the customers in the procurement stage, make a marketing plan to meet the different requirements of customers in different stages and their positions.
It can be seen that there are generally three stages: the purchasing department collects information, initially selects partners among customers, the project team conducts evaluation, the price negotiation, and the project decision-maker finally has the final say. Salesperson A clear customer pays attention to establishing good relations with different people according to the progress of the project in the procurement process, which is very beneficial to the progress of the project. The result of key account sales is of course important, but only by doing every link well can we achieve good results.
The second step is to analyze the customer organization structure.
Company B bought a batch of computers, and every department was satisfied, but there was some controversy on the IBM keyboard. After hearing the news, Zhang San, the salesman of E keyboard manufacturer, decided to sell keyboards in the company. The customer held a meeting to discuss the replacement of the keyboard. Attending the meeting were the general manager's office, engineers, technical department, marketing department, Xiao Li, Huang Xiao and the financial king of the sales department. The status of each department is as follows:
Office Director: Use the keyboard every day. We should try our best to satisfy everyone.
Technology Department: Are two keyboards good? According to our maintenance report, the failure rate of Lenovo keyboard is the lowest.
Marketing Mike: The D keyboard is too loud. Marketers, trouble is annoyance. The HP keyboard is beautiful and quiet.
Xiao Huang, Ministry of Finance: No matter what kind of keyboard, the most important thing is that the price can't exceed the budget.
Sales king: E keyboard feels very smooth and comfortable, and its voice is good.
During the discussion, everyone expressed their opinions and argued endlessly. Finally, the general manager's office reluctantly announced: "well, we won't change or use IBM's keyboard."
Only by understanding the internal organizational structure of customers can we better grasp the relationship between departments, and in order to break the organizational structure, we can do a good job in sales. As can be seen from the above situation, the general manager's office is a key figure, and the role of every other department is the same-it focuses on sales and market use, the technical department focuses on the maintenance of internal organizational structure, the financial department focuses on budget, and the director of the general manager's office focuses on coordination and interest optimization among departments.
The third step is to clarify the functions of each department.
Because of the different division of labor and focus of different departments within different customers, the sales process of key customers is also different. Only by understanding the functions of various departments of customers and making clear which departments are supporters, neutrals and opponents can salespeople adopt different strategies to suit the remedy to the case.
Salespeople should pay attention to: in actual work, it may be several types of functions set up in a department or even a person. For example, private enterprises may have five functions, two or three functional departments, or only one person is responsible. In addition, sometimes the roles that affect project decision-making are not necessarily only five departments, but also other roles, such as the secretary, wife, relatives and children of project decision-makers. This requires salespeople to clarify the roles of various functional departments, not to generalize, but to live.
The fourth step is processing and manufacturing enterprises, whose main business is to actively obtain effective information.
Huangyan has a group of skilled and experienced engineers and skilled workers as well as the most advanced processing machinery and equipment in China, and its excellent processing ability enjoys a high reputation in the same industry. Recently, Li Ding, the account manager of the company, asked this question, because they were responsible for bidding with the old customer Yuhuan Machinery Company, and there was no reply. Several similar companies are eyeing this project and are ready to compete at a very low price. I went to the purchasing department of Yuhuan machinery company for technical support, but this project has been played until Mr. Han of Yuhuan machinery company is personally responsible for whether these two departments are key departments. The information Li Ding got was a general evaluation of North Korea, and he didn't know any other information.
In other words, Xiaoli has been to the "information island" of the mid-term project (there is no problem in the early communication, and the plan has been submitted to the customer for project evaluation). For large-scale projects with "information islands", salespeople can't passively wait for customers' notice. If we take active measures, decision makers can get effective information and influence bidding, so as to formulate effective strategies.
In the process of long-term cooperation, Li Ding military enterprise has always been a customer of Yuhuan Machinery Key Development Company. However, due to the human resources of Yuhuan mechanical design, the product structure is not in place, and the design lacks constraints and target customers. In order to close down, Mr. Han, a technician of Huangyan Yuhuan Machinery Company, formulated a set of technical innovation and in-depth cooperation measures between Huangyan and Yuhuan Machinery Company.
When Xiao Li of Science and Technology gave advice to Mr. Han, Mr. Han was particularly happy for a day, meeting the demand of negotiating in-depth cooperation with no effort. Dialogue Li Ding learned that Yuhuan Machinery Company paid more attention to the technical services provided by its partners besides the price in bidding for this project, and they were very satisfied with the technical services provided by Huangyan. At this point, the small force hanging on the heart is considered to be on the floor. In the end, it won the bid for Huangyan at the price of 5% of competitors. The fifth step is to find the key person who can make the final decision.
Jianghuai Automobile Group is very famous among large enterprises in Anhui Province. A few years ago, it lost an unknown small company on an information technology software project, with assets of 6.5438+0.5 million. The reason for the failure of bidding is not price, service and quality, but that the deputy general manager of the other party was arrested and was responsible for bidding.
Concept of enterprise customers: III
Three noes:
1 cannot be ignored.
Key customers, knowing customers is the basis of customer management. In winning customer service, you can't ignore customers. Technology, resources, products and management are gradually unified, and there is no absolute secret. Customer service and customer management have become the new "killer" for major enterprises to defeat the enemy. You know, the customer's choice is always better than the product. So, from now on, you must pay more attention to and care about your customers. Only by grasping them can you achieve real development and strength.
Unable to accommodate
Chasing customers, chasing girls in Utah and loving her more should also have certain principles, not bases. Simply catering to retreat will only make people look down upon it; Modesty is the right way to make friends. The needs of customers are endless forever, and you can't always meet them. Especially insatiable customers, including hardware and software, should be suppressed in time to restore normal customer relations.
Not perfunctory
At any time, although customers know that there is no enterprise, it is not difficult to see that with the continuous improvement of people's living standards, consumers' ideas have changed their consumption mentality and gradually become rational. More and more consumers' health and the quality, environmental protection, hygiene, science and technology, energy saving and safety of consumer goods have become a 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 tool for publicity and promotion, and personalized, all-round and personalized service is becoming a sharp weapon for major manufacturers and leading competitors.
Recipient:
When parents bring customers,
Customer-oriented enterprise. The parents of the person who was born gave you life and raised you. Enterprises are closely linked from birth. Without customers, there is no market. No customers buy corporate profits, they will continue to support the development and growth of the enterprise. Parents should be considerate and serve customers well. The knife cuts bread and fingers.
Enterprises should not forget their roots. Their parents will like to be respected and cared by customers, always pay attention to customers' needs and changes, and provide customers with satisfactory products and good services at any time.
Regard customers as wealth
There are two meanings here: first, the customer's investment has occupied the company's wealth and should become a part of the enterprise's wealth; second, the customer can bring wealth to the enterprise. Only when customers buy products that realize commercial value and the investment is turned into wealth can enterprise managers bring profits.
From financial management to customer management. Manage customers with customers' wealth and the most advanced financial management concept in China. As industry customers, improve the added value of products, customer management and services, and realize the economic benefits brought by new profit growth.
When you need customer resources
In a sense, customers are a resource. It can be used through the development of income. But translation is also needed. Deforestation, mining and digging are not scientific and reasonable development and utilization, and we can't over-exploit the plan. We must adhere to sustainable development step by step.
Target customers are the total amount of storage resources, and customer loyalty is the utilization quality of resources, the resources commonly used by customers and the development of potential customer resources.
There is antimony in the garbage dump of Panzhihua Iron and Steel Company, as long as the resources are definitely useful, if you have the technology and ability to develop.
Repeatedly regenerate resources. Joe girard created the highest car sales in the world to express his feelings, which offended God. The customer churn rate was 5-30%, and he insisted on one customer, attracting 125 customers.
We must manage and understand customers like other resources, manage and understand customers like company products, and understand customer changes like making the same inventory changes.
Take different strategies for different customers:
Loyal customers-maximize potential and improve utilization efficiency.
Customers-provide quality service and continue to cultivate loyalty.
Potential customers-deepen brand image and strive to promote transformation.
Target customers-expand advertising services and increase initial awareness