graduation thesis of jiuquan vocational and technical college on market development and marketing in 2119 Title: Talking about how to maintain customers' graduation time: June 2112 Student name: Fang Zhongyong Instructor: Roger Class: 19 Marketing Class On December 11th, 2111, talking about how to maintain customers' summary in today's business society, Sales promotion has become an important means of its activities. With more and more people joining the ranks of sales promotion, this subject has also become the focus and hot spot of people's attention. In addition, under the buyer's market conditions, it is quite difficult for sellers to negotiate sales promotion. Therefore, in addition to requiring salespeople to have certain sales ability, they need to master negotiation and maintenance skills in the sales promotion process. Sales promotion has become an important means of its activities. With more and more people joining the ranks of sales promotion, this knowledge has also become the focus and hot spot of people's attention. This paper summarizes some common skills of maintaining old customers in the marketing process and shares them with friends who love and are about to enter this profession. Key words negotiation skills, frequent visits and conversation skills analysis After I experienced a heavy blow in actual combat, I began to think about this problem. As an enterprise, if the cost of developing new customers is compensated by the lost old customers, it is really not desirable. It is better to maintain the existing customers. At this stage, I will focus all my experience on the old customers and must find out the reasons. What are the reasons for not being able to pull the bill? I think as long as I know these reasons, I should be able to take it to the next level. Often, when something new happens in a difficult time, it is possible to succeed by facing up to your own problems, finding the gap, not giving up and not being blind. Successful salesmen consider the problem from the perspective of keeping existing customers and expanding new customers, so that sales are increasing and sales performance is getting better and better. Sales to new customers are just icing on the cake. Without a solid foundation for old customers, sales to new customers can only compensate for lost old customers, and the total sales volume will not increase. Marketing theory also tells us that the cost of developing 1 new customers is equal to the cost of retaining 8 old customers, that is to say, retaining old customers is the most cost-effective choice for enterprises, but old customers are losing every year, and new customers must be developed twice every year. The sales funnel theory also tells us that the cost of letting old customers repeatedly leak out of the funnel is far lower than that of new customers, but many old customers do not become seeds or golden beans, but sink in silence. First, how to retain old customers? How to improve the repeat purchase rate? There are several key points in this: these may be problems that many enterprises have, or they are called marketing problems. There are many reasons for the loss of old customers and the low repeat purchase rate of old customers, but there is a very important reason that has been ignored by enterprises or that enterprises need to spend too much money to achieve under the original conditions, that is, to continuously maintain effective and frequent communication with old customers. 1. Go to the old customers to chat, even if there is no demand, talk to them about their difficulties and give them tips! 2. When chatting, be sure to learn from them when there may be demand and how much it is. 3. After talking about the project, you can talk about other things casually and then end the conversation and prepare to go to another customer. 4. It is necessary to confirm which customers are important and which customers are not, leave more time to those customers who may make a list recently, and take care of them, so as to do a better job. Second, how do old customers visit and what preparations should be made? (1) Purpose of the visit: To understand the development of the dealer market and promote cooperation. (2) Method of visit: telephone appointment and face-to-face visit. (III) Precautions for Visiting 1. Before departure, inform the sales representatives of customers in this area of the arrival time by phone or SMS, and hope that the other party will arrange a meeting at that time. 2. Upon arrival, inform all customers in the area and the hotel and hotel phone number where the sales representative lives by SMS. 3. Upon arrival, make an appointment with the customer by phone. 4. You should make three preparations, three talks and three visits. 3. Preparation: ① The purpose of the visit is to understand the market situation and development form; ② Telephone appointment time and place; (3) recent sales records and other information to customers; Three must talk: ① the network situation of target products in local hospitals and the sales status of businesses and chains; Customer's sales progress and development expectation of target products; (2) Market dynamics, the market's response and acceptance of the target product; Understand the market and competitors; (3) the existing problems and solutions in current sales; Three musts: ① Must go to the market to understand the sales situation of the target products and check the market; (2) must go to business to understand the direction of the target product; (3) must contact specific business personnel in customer units, and have the opportunity to give certain product training; 4. After the visit, make a market evaluation and write a report on the development goals, problems in development and solutions. Three major disciplines when visiting customers: 1. Make a visit plan and communicate with superiors before visiting customers on business trips; 2. During visiting customers, you should keep communicating with the company's superiors more than once a day; 3. Don't make any promises outside the policy when visiting customers; Fourth, be good at communicating with customers and do your own work. (1) A good prologue is half the battle. The information obtained by the customers in the negotiation in the first minute is generally much more profound than that obtained in the next 11 minutes. Before the prologue, you can chat with the customers a little to create a natural and open atmosphere, but don't chat for too long, wasting the time of the visit. An effective way to attract the attention of the other party at the opening is to let the customers know what benefits they can get. The advantage of using the prologue skills is that you can make you and customers. Let customers feel that both sides can achieve the goal of * * * by talking. Of course, how to use the opening remarks effectively is divided into many points, such as: almost all people are interested in money, and the ways to save money and make money can easily arouse customers' interest. Example: "Manager Zhang, I'm here to tell you how some products can make you more profitable." ; "Boss Chen, do you want to get something other than products every year?" . The above two methods can well arouse the interest of customers, thus paving the way for formal negotiations. (2) Asking questions In face-to-face sales promotion, salesmen should arouse customers' desire to buy in a natural way. This way is to ask questions. By asking questions, we can get the following conclusions: Find out what's going on in the customer's mind? ; Find out the real motivation of customers; Find out what customers believe. ; By asking questions, you have control and guide their attention to get them into the state you want. However, remember that when you ask questions to customers, you must get some positive answers from customers, such as "yes" and "right". For example, sir, is our product fashionable in appearance? Boss, is our product more profitable? From the psychological point of view, after a series of problems, due to the role of people's inertial thinking, customers will tend to be positive in the following questions, in addition, it can also make customers feel comfortable and reduce their thinking sensitivity. (3) Praise your customers from time to time. Carnegie, a famous American psychologist, said: "One of the weaknesses of human nature is to like compliments from others." Everyone will feel that he has something to boast about. Indeed, everyone has his own good side and commendable side. People who are not good at communication are often cautious in their hearts. A quick temper indicates that he may have the spirit of creating innovation and be able to adapt to the new environment quickly. If a salesman can grasp the customer's psychology and make good use of it, he will be able to approach the customer successfully, and it will be easy for him to get a good impression from the customer when he starts to sell by praising, and the hope of successful sales will also be greatly increased. Of course, praising the other party is not a kind word, just praising two sentences will work, and if the method is improper, it will have the opposite effect. Therefore, when using the method of praise, the salesman must look at the object, understand the situation, choose the right time and praise it properly. At the same time, praise should be sincere, let customers feel that your praise is from the heart, let customers feel that your praise is reasonable, and praise is one of the more important selling skills. If you use this skill well, the probability of successful selling will definitely increase. (4) Help customers make suggestions. After deeply exploring customer needs, we must make suggestions to customers. Customers want suggestions, because for customers, you are an expert in the product field. If you sell computers, you should be an expert in the computer industry; If you sell clothes, you should know the texture and tailoring of clothes; If you sell a car, you should know the safety and maintenance of the car? 6? 7? 6? The advice given to customers by sales staff is the real value of sales behavior. But don't give customers advice easily. If you give customers the wrong advice, all the previous efforts will be wasted, and then give them a suggestion after consideration. (5) Think for the customer and speak from the other side's standpoint. At present, how many salesmen have been busy all day, but they have never achieved anything? Why? Because all they think about is their own needs, and they don't want what customers really need. On the contrary, if salesmen can understand that their service is helping people solve problems, put themselves in the customer's point of view and think about the customer's needs, ask themselves everything; "If I were a customer, what would I need?" ; "What would I choose if it were me?" . In this case, people are of course willing to pay for your things. Everyone needs to meet their own needs to understand others, so that they can be appreciated and welcomed by others. (6) Avoid disputes with customers. Everyone who sells has heard a mantra: "The customer is always right". Because when there is an argument, the customer will feel unhappy, so he will never want to buy the product you introduced. The purpose of a salesman is to sell goods instead of showing off his knowledge or talent, so a salesman must be humble and courteous, and always humble himself with the customer's consultant. If you want to successfully achieve the purpose of selling goods, you must first establish good interpersonal relationships with customers, and don't be unreasonable. Don't immediately refute when customers say something wrong. You must know that you are selling products, and the person you are facing is the person who may accept your products. Therefore, he is your God. Think about it carefully. In this regard, the emotional intelligence of excellent salesmen is generally high, and they can control their emotional changes well according to the needs of their work. They will not fight with customers because of some disappointments, which will make the situation very stiff, and will not affect the next sales promotion work because of this failure. (7) Borrowing someone else's words, it is better to tell customers how good your products are than how good your products are. Others' affirmation of themselves is often easier for customers to accept than self-affirmation. This is a universal law. If used well, it will definitely help your sales promotion work. Another aspect; It is obviously far-fetched to let the other person know that you are a friend of his friend and a relative when you meet a stranger, but ordinary people will not refute your friend's face and won't shut you out, especially when you meet the other person for the first time. However, we can't take all the information provided by the third party seriously. We should choose according to our needs, cooperate with our own on-the-spot observation and experience the flexible application. At the same time, it is very important to understand the relationship between the third party and the customer, otherwise it will be self-defeating and counterproductive. "Borrow the words of the population and tell me my heart" is a shortcut to sales promotion. (8) Listen more and talk less. Sales promotion is not a speech, not a one-person program. It's definitely not going to work if you're just chattering there. When God created man, why did he give him a mouth and two ears? In order to make us listen more and talk less when selling. Salesmen should stick to the principle of "say three points and listen to seven points". Salesmen should be aware that when talking, they should pay attention to what customers say and understand what customers say, so that they can say what customers like to hear and speak. The purpose of speaking is to understand the other person's mind, to guide customers to your topic, so that the other person can say, so that you can grasp the other person's mind, and your words are just an introduction. As long as the inner needs of the other person are elicited, you can persuade the other person and complete the sales promotion. (9) While doing a good job in after-sales service, there is also a very important thing to remember to do well, that is, to give customers a greeting or blessing regularly, so that customers can always feel the care and consideration you should have as a friend. There are many festivals in China. Giving a warm greeting and blessing to your customers at each festival will make them feel that you really care about him, not just pretend. Only when you realize your sincerity can you get the sincerity and support of your customers. 5. What kind of communication can achieve long-term continuous communication with the simplest operation? (1) Effective communication. Customers are very picky. Continuous communication needs to suit their own interests, user-friendly content, user-friendly interface and user-friendly communication methods. Only in this way can effective communication be formed, and your EDM will not be regarded as spam by users. The old customer relationship maintenance solution has the unique advantages in the analysis of user behavior characteristic model, which can form a continuous and effective communication between enterprises and users and form a benign interactive relationship. (2) A certain frequency of communication. The communication frequency with users should be moderate, so only by analyzing and mining a series of user models and accurately grasping the communication frequency characteristics of users can users feel friendly. Sixth, how to maintain the customers who have cooperated? What is the best way to keep in touch with them? (1) The purpose should be clear. 1. The purpose of maintaining old customers should be clear. Is it to make everyone enthusiastic or to charge a certain fee? Or improve satisfaction? Or raise awareness? 2. The purpose of this department must be consistent with the enterprise's goal as far as possible. Is the purpose of maintaining old customers an enterprise-level task? Or is it a departmental task? Is it a task that all employees participate in? Or is it part of the task of some employees? 3. Can we predict the result of the work we want to do? For example, there is less enthusiasm in the question. What kind of enthusiasm do we need? How to measure this enthusiasm? Do we have a ruler to measure enthusiasm? Can the results be measured? (2) The method should be proper. Do we know what the old customers need? What services do they need besides the company's products? 2. Can old customers get any benefits from these services? Can solve short-term problems and long-term problems of enterprises? 3. Can the service we provide be "just right" in terms of effect, time, value and efficiency? 4. How can we get our customers to accept our service, so as not to be too hot. How do we get the final customers to accept us, how do we get the customers' bosses to accept us, and how do we publicize to customers' customers?