Create a file for your customer.
It is an effective promotion method for commercial enterprises to establish files for customers, which embodies the desire to serve customers as much as possible. Shortly after the opening of a Japanese food company, the shrewd boss asked the household registration department for citizen's birthday information and established a customer's birthday file. Every customer's birthday, the company will send the refined birthday cake to the customer's home. This move surprised customers, and correspondingly, the company's social visibility is getting higher and higher, and its business is getting more and more prosperous.
Known as the "God of Management", Mr. Wang Yongqing of Taiwan Province initially opened a rice shop, and he knew the consumption situation of customers' families who bought rice in the shop like the back of his hand. When the time came, Wang Yongqing personally delivered the rice to the door without waiting for customers to buy it, which won the praise and trust of customers. This management method and spirit make Mr. Wang Yongqing's career flourish.
It is reported that Hangzhou Hualian Department Store visited many customers in its operation and established customer files. Commercial enterprises can establish economic ties with customers, increase feelings through communication and establish a good image of commercial enterprises. From the point of view of enterprise management, the quality of shallow business service relying on smile can be changed by establishing customer files. Through the contact network established by customer files, commercial enterprises can keep abreast of customer demand changes and consumer psychology, recommend goods to customers, increase service content and projects, do Hakka business, open up a new world of service, and make commercial enterprises serve a higher level.
There is a very simple way to build files for customers, that is, to build customer cards for customers.
In the face of different customers, sales staff must make customer cards, that is, record the list of possible customers and their background materials in the form of paging cards. Many promotional activities need to use customer cards, and the information registered on the cards can be used to store and disseminate information. Visiting customers at home, distributing promotional materials, posting invitations, inviting to promote patents and activities, and finally determining marketing methods and strategies are all inseparable from customer cards.
When making a customer card, the records on the customer card are increasing with the extension of the promotion work time, and the amount of information is also expanding. For example, after visiting customers at home, the sales staff should record the visit, the negotiation results, the time and place of the next appointment and the general content in time. As for the information obtained from other aspects, such as the relationship between the buyer and the leading decision-maker, the appropriate promotion preparation, the previous promotion method and the visit time, we should also record them one by one, so as to sum up the experience in time and carry out the promotion activities as planned in advance.
Customer card is an effective marketing tool for modern salespeople. In the marketing work, the salesperson can determine the format of the customer card according to the specific needs. Generally speaking, the customer card includes the following contents:
The name of the customer;
Purchasing decision maker;
The level of customers;
Customer's address, telephone number, etc. ;
Customer's demand situation;
The financial status of the customer;
Customer's operating conditions;
Customer's purchasing status;
Customer's credit status;
External relations of customers;
Business contact;
The creator and creation date of the card;
Unified number of customer information cards;
Remarks and other related items.
The following items should be paid attention to in the "filing management" of customer cards:
Do you want to fill out this card immediately after visiting the customer?
Is all the information on the card complete? .
Do you make full use of customer data and maintain its accuracy?
The supervisor should guide the sales staff to fill in the customer card perfectly.
It is best to set up a special filing cabinet in the office, place the "customer card" and designate a special person to keep it.
Check the customer's information card before each visit by yourself or the salesperson.
The information of "customer card" should be analyzed and used as a reference for making sales plan.
Collect more customer information and build a customer network.
Yuan said that the more you know about customers, the greater your chances of success in sales promotion.
Yuan once had a lesson, which he felt was really unreasonable:
A company that sells men's products often publicizes their "vacuum improvement law" in newspapers and magazines.
One day, our business consultant introduced Yuan, the general manager of the company. Yuan went happily with a letter of introduction from his consultant.
However, whenever Yuan visited the general manager's residence, the general manager either didn't come back or went out. Every time I open the door, an old man looks like a retired man.
Old people always say, "The general manager is not at home, please come again another day!" " "
In this way, in three years and eight months, Yuan visited the general manager 70 times, but failed every time.
Yuan is very unwilling. As long as he can see the general manager, even if he shouts "I don't need insurance" to his face, it's better than never seeing him at all.
Just one day, a business consultant introduced Yuan to Mr. Y, a wine wholesaler nearby.
When Yuan visited Mr. Y, he asked him by the way, "What does the general manager who lives in the house opposite you look like?" In three years and eight months, I visited him 70 times, but I never met him once. "
"Ha ha! You are so careless, here it is! The old man digging ditches over there is the general manager you are looking for. "
Yuan was surprised, because Mr. Y was referring to the old man who always told him that "the general manager is not at home, please come another day".
"Is anyone there?"
"What is it?"
Yuan knocked on the general manager's door for the seventh time1time, and it was the old man who opened the door. With a disdainful look on his face, it seems to say, "What are you doing here?"
Yuan said calmly, "Hello! Thank you for your repeated attention. This is Yuan from Meiji Insurance Company. Is the general manager at home? "
"well! General manager? Unfortunately, he went to the primary school to give a speech early this morning. "
The old man smiled indifferently and told another lie.
"Hum! You are the general manager yourself. Why did you lie to me? I have been here 7 1 time. Don't you know the purpose of my visit? "
"Who doesn't know that you are here to sell insurance!"
"Damn it! If you sold the insurance to a man with one foot in the coffin, would there be Yuan today? Besides, if our Meiji insurance company has such a thin customer as you, how can it have the scale of today? "
"Good boy! You said I was not eligible for insurance. What would you do if I could? "
"You must be ineligible for insurance."
"You'll take me to the physical examination, son! If I am qualified for insurance, I think you should stop eating insurance meals! "
"Hum! I won't do it just for you. If your whole company and family are insured, I will bet. "
"yes! A family is a family. Go and bring the doctor. "
"Since it's settled, I'll arrange it right away." Just draw a paragraph here.
A few days later, he arranged the experience for all employees. As a result, the general manager could not get insurance because of lung disease. Everyone else became his insurance account.
Get to know your customers better, then set up files for your customers, and then put these files in order to build your own customer network.
As a professional salesperson, one of the biggest challenges is the need to constantly develop qualified new potential customers. In the process of pursuing a higher level of productivity, you have developed a loyal customer base based on recommendations. The key to success is that even if these customers and the people they introduce keep you busy, you still need to constantly explore and discover new business sources. Then, the challenge will be how to make the best use of your precious time to achieve this goal. Establishing a network of potential customers is a feasible method.
As long as the products and services you sell are at least as good as your competitors, the factor of "knowing you, liking you and trusting you" will help you win. Let's take a quick look at this sentence: "The key is not what you know, but who you know." This sentence is only half right. Maybe you should add a little to this sentence: "The key is not what you know or who you know, but that you know someone who knows what your business is, and you know when this person who knows you or other people he knows needs your products and services." Yes, this sentence is very evasive. In fact, it is even completed in another sentence: "Suppose that people who know what your business is know you, like you and believe you." This is the beginning of effective personal positioning.
Steady your old rich man.
Old customers (such as wholesalers and retailers) always shoulder the heavy responsibility of promoting the company's products and are an important force to support the company's survival. Salespeople should keep in touch with them. Make sure the transaction continues, and don't neglect old customers.
Yuan said that the salesman department knows that it is very important to ensure old customers, but in practice, it is often sloppy and ignores old customers. Once the transaction is successful, it is easy to have the illusion of winning a chess game for your own use. If you want to place an order, you can make a phone call and concentrate on developing new markets. I'm not so particular when receiving old customers. I am no longer as polite, modest and prudent as I used to be, my voice is hoarse and my attitude has become arrogant. This is probably the inherent ignorance of people! The consequences of doing so are terrible.
Beware that competitors are spying on your old customers. Competitors in the same industry are eyeing the customers you have already acquired, and try their best, no! Is to try every means to replace it. Your neglect of old customer service will give your competitors an opportunity. If we don't take measures quickly, it won't be long before we fall into crisis. Necessary defensive measures should be taken. Once the market is taken away by competitors, it is not so easy to get it back. Old customers break up with you mostly because you hurt each other's feelings. Once this happens, it will be much more difficult to get back together. Therefore, salespeople should meticulously take defensive measures against competitors and never take them lightly.
If competitors take advantage of your neglect of old customers and supply them at a fairly cheap price, but they don't do so openly, it's not too late for you to take immediate measures. You should report the above situation directly to your boss and study relevant countermeasures including price reduction. We must crowd out our competitors before they can openly take their place.
When an old customer formally proposes to terminate the transaction with you, it is often after the competitor has firmly replaced our company, and the problem is quite serious. It's too late to recover, and it's even harder to repair and restore the previous partnership immediately. At this time, if the salesman is angry and makes a scene with the other party, or cries with a sad face and humility, it is the best policy and very unwise to solve the unfinished business for the other party. No matter how many reasons are changed, it is ultimately the responsibility of the salesman. Salespeople should have the fighting spirit to recapture the occupied market.
However, if you are eager for success, you must not fight poison with poison to lower the price or expose the shortcomings of your competitors. It is wise to admit your failure frankly, affirm some advantages of your competitors, and calmly ask the other party to "continue trading even if it is a small amount of token." In this case, even if the other party is indifferent and ignores it, we should patiently convince the other party that we should put up with everything quietly. As a professional salesman, he often grows and matures in the process of humiliation. As long as you have patience and unconsciously let the other side feel your sincerity, you will crowd out your competitors.
When the occupied market is taken away by competitors, it must be taken back from competitors. This is the bounden duty of a salesman. Even so, first-class salespeople should nip in the bud, not mend it after it is too late.
—— Quoted from The Ultimate Skills of Building a Sales Network by Yanbian People's Publishing House.