The door-to-door visit method is also called "carpet" visit method, general search method, surprise visit method, door-to-door visit method or street-by-street search method. It refers to the method that salespeople use door-to-door visits to find and determine potential customers in the form of predetermined units, organizations, families and even individuals who may become potential customers. Also known as "sweeping the street".
This method follows the "average rule", that is, among all the objects visited, there must be customers that the salesperson wants, and they are evenly distributed, and the number of customers is directly proportional to the number of objects visited. It is impossible for a salesman to make a deal with every customer he visits. He should try to visit more customers to increase the percentage of transactions. If 10 of the 1 0 people visited will make a deal, then 10 visits will generate 10 transactions. So as long as you search all the objects in a specific range without omission, you will find a sufficient number of customers. This method is usually used when you are completely unfamiliar or unfamiliar with the sales target.
Second, the chain introduction method
Chain introduction method, also known as customer introduction method or infinite chain method, refers to the method that salespeople ask existing customers to introduce possible prospective customers in the future. The chain introduction method is called one of the most effective ways to find customers in the west, and it is also called the gold customer development method.
This method follows the principle of "chain reaction", that is, it is like a chemical "chain reaction" For example, we only have 65,438+00 customers now. If we ask each existing customer to recommend two possible customers for us, we will now increase to 30 customers. Each of these 20 new customers will introduce us to 1 customer, and the possible result of development is 10.
This method requires sales staff to learn more about the new customer list from each sales interview and prepare for the next sales visit. Buyers have similar purchase motives, and customers also have certain connections and influence. The chain introduction method relies on the social connection between customers to find new customers through chain introduction between customers. The content of the introduction is generally to provide a list and brief information. The introduction methods include oral introduction, letter introduction, telephone introduction and business card introduction. Therefore, knowing and mastering the background of each customer will bring you new sales opportunities at any time. In this way, we can continue to develop in depth and make our customer base bigger and bigger. The key of this method is whether the salesperson can win the trust of existing customers.
Third, the central figure method.
The central figure method, also known as the central flowering method, celebrity introduction method and central radiation method, refers to the method that a salesperson develops some influential central figures within a certain sales range and turns the organizations or individuals within the range into prospective customers with the help of these central figures, which is a special form of chain introduction method.
This method follows the "Law of Glory Effect", that is, the purchase and consumption behavior of the central figure may form a demonstration and leading effect in the minds of its admirers, thus triggering the purchase and consumption behavior of the admirers. In the sales field of many products, influencers or central figures exist objectively. Especially for the sales of fashion products, as long as the central figures are identified and made into real customers, it is likely to drive a group of potential customers. Generally speaking, the central figures include authoritative figures who have certain influence and good reputation in some industries; Professionals with deep understanding of industry technology and market; A well-informed person with extensive contacts in the industry.
Fourth, personal observation.
Personal observation, also called on-the-spot observation, refers to the method that salespeople rely on personal knowledge and experience to find prospective customers through direct observation and judgment of the surrounding environment. Personal observation is an ancient and basic method, mainly based on the professional quality and observation ability of sales staff, by observing words and feelings, using logical judgment and reasoning to determine prospective customers.
For salespeople, observation is a simple, easy and reliable way to find customers. Most salespeople use personal observation in many cases. No matter where you talk to people, you should always be vigilant and pay attention to collecting clues of potential buyers.
Five, commissioned assistant method
Entrusted assistant method, also known as "hound method", is a way for salespeople to hire others to find potential customers. This method is very common in western countries. Some salespeople often hire relevant personnel to find potential customers, while they focus on specific sales visits. Once these employees find potential customers, they immediately notify the sales staff and arrange sales visits. These hired people are called sales assistants.
The main and auxiliary methods are based on the minimum and maximum principles of economics and the market correlation principle. Because some people from related industries and foreign units are entrusted as assistants to find customers and collect information in specific sales areas and industries, and then the salesmen will meet to discuss, so the cost and time spent will definitely be more cost-effective than the salesmen going out to collect information themselves. The more experienced the salesperson, the more you should entrust an assistant to sell. Only by getting close to those key customers with great influence can salesmen get the greatest economic benefits. In addition, there is a correlation between industries and enterprises. Changes in the production and operation of an industry or enterprise will first attract the attention of the industry or enterprise that is most closely related to it. Proper use of entrusted sales assistants is an effective way to open up new customers and expand the market.
Sixth, the advertising development law.
Advertising development, also known as advertising pull method and advertising attraction method, refers to the method that salespeople use various advertising media to find prospective customers. This method is based on the principle of advertising, that is, advertising activities are used to convey information about products to consumers, stimulate or induce consumers' buying motives and behaviors, and then salespeople conduct a series of sales activities to customers attracted by advertisements. According to different modes of communication, advertisements can be divided into open advertisements and closed advertisements. Open advertising, also known as passive advertising, such as TV advertising, radio advertising, newspaper and magazine advertising, poster advertising, street sign advertising and so on. When the potential object contacts or pays attention to its media, it can be seen or heard. Closed advertising, also known as active advertising, spreads directly to specific targets. Compared with open advertising, closed advertising has certain initiative, such as mail advertising and telephone advertising. Generally speaking, for products with a wide range of uses, such as consumer goods, it is advisable to use open advertisements to find potential customers, while for products with narrow uses (such as some special equipment and instruments) and relatively small potential customers, it is advisable to use closed advertisements to find potential customers. In western countries, the main advertising media used by salespeople to find customers are direct mail advertisements and telephone advertisements.
Seven, data search method
Data search method, also known as copywriting investigation method, refers to the method that salespeople find potential customers by collecting, sorting out and consulting existing data. This method is to use the information provided by others or some existing information in the organization that can provide them with clues. This information can help sales staff to quickly understand the approximate market capacity and the distribution of potential customers, and then explore by telephone, letter and visit. And conduct further research on customers who have the opportunity to develop business relations, and organize the research data into information cards of potential customers, thus forming a huge customer resource pool.
The materials that salesmen often use are: statistical data: such as statistical investigation reports of relevant state departments, statistical yearbooks, statistical investigation data published by the industry in newspapers and periodicals, statistical investigation data published by industry groups, etc. Directory information: such as customer directory (existing customers, old customers and lost customers), industrial and commercial enterprise directory and product directory, classmate directory, member directory, association directory, employee directory, who's who, telephone yellow pages, company yearbook, enterprise yearbook, etc. Mass media materials: such as television, radio, newspapers, magazines and other mass media; Other information: such as news released by customers, product introductions, internal publications of enterprises, etc.
Eight. Market consultation method
Market consulting method refers to the way that salespeople use the information provided by various specialized industry organizations and market information consulting services in society to find potential customers. Some organizations, especially trade organizations, technical service organizations and consulting units. , often concentrated a lot of customer data and resources and related industry and market information. It is an effective way to find potential customers through consultation.
Sales staff can obtain market information from the following departments:
1, a professional information consulting company. For example, some professional building information companies can provide detailed information of projects under construction, including project category, project cost, project progress and the contact information of project managers and architects of developers. The information is updated every day. This saves a lot of time for the sales staff of building materials production enterprises. Although we have to pay some fees to the information company, it is worthwhile on the whole.
2. The administrative department for industry and commerce. The department covers a wide range, including industries such as industry, commerce and transportation, and is an ideal market consulting unit.
3, statistics and information departments at all levels. The information provided by these departments is accurate and reliable.
4. Other relevant departments, such as banks, taxation, prices, public security, universities and scientific research institutions.
5. Local trade associations. Each industry basically has its own trade association, such as software industry association, electronic components industry association, instrument industry association and so on. Although the trade association is only a non-governmental organization, I'm afraid no one can understand the situation in the industry better than the trade association. If your potential customers happen to be members of an association, it is an effective way for you to get help directly from the association.
Nine, the network search method
Network search method is a method for salespeople to search for potential customers by using various modern information technologies and Internet communication platforms. This is a very important way to find customers in the information age. In recent years, with the continuous development and improvement of Internet technology, various forms of e-commerce and online marketing have become popular, and both sides of the market are using the Internet to find customers. The popularity of the Internet makes it very convenient to find potential customers online. Sales staff can use powerful search engines such as Google, Baidu, Yahoo and Sohu to search for a large number of potential customers. For new salespeople, finding customers online is the best choice.
Sales staff can obtain the following information through the Internet:
1, the basic contact information of prospective customers, but you often don't know the person in charge of that department and need telemarketing cooperation.
2. The introduction of potential customer companies can help us understand the current scale and strength of the company.
3. Potential customers can know the technical parameters and application technologies of the company's products.
4. The professional websites of some industries will provide the enterprise directory of this industry. Generally, it will be divided by region, and some more detailed information will be provided. For example, websites such as HC International and Alibaba often provide more information due to industry analysis and research.
X. Trade Fair Search Method
Fair search method refers to the method of using various fairs to find potential customers. There are many international and domestic fairs every year, such as Canton Fair, Hi-Tech Fair and SME Expo. It is a good way to get potential customers by making full use of the fair to find potential customers, contact potential customers and communicate with potential customers. Participating in exhibitions often makes salespeople contact a large number of potential customers in a short time and get relevant key information. For customers with key intentions, you can also give key explanations and make an appointment to visit. For example, if you want to gain potential customers in the printing machinery industry, you can attend the International Printing Machinery Exhibition, where you will meet the most famous printing machinery manufacturers in China and even the world, and almost all the major manufacturers will attend. You only need to attend an exhibition, and you will get almost the most valuable potential customers in this industry. Visit exhibitions in a certain industry frequently, and you may even find that you see prospective customers every time, which is very beneficial to promote sales to customers in the future.
At the end of each year, the sales staff should list the exhibitions of related industries in the coming year, which can be done through the network and friends of exhibition companies, and then post them in a prominent position in the workshop and mark them on the schedule, and then remind themselves to take time to visit.
Xi. Telephone search method
Telephone search method refers to the method that salespeople contact prospective customers by telephone after knowing their names and telephone numbers. Telephone can break through the limitation of time and space and is the most economical and efficient tool to contact customers. If you can set yourself a time to call new customers at least five times a day, you can increase the chances of contacting potential customers by 65,438+0,500 a year.