Enterprises should be based on the customer information they have, with the help or use of CRM customer database information, regular contact with customers, customers with different characteristics of targeted, personalized communication.

Has always been, "the customer is God" is the general business guidelines, but recently there are often "customers are brothers", "customers are wives" and so on. A few days ago, I saw a foreign book (the author is Robert. Schuck was the former U.S. President Reagan's adviser), said "the customer is a child"! Could it be that times have changed, the more the customer's seniority month after month lower? The diversity of opinions causes confusion and confusion, so it is necessary to comprehensively analyze.

Strategically, only the customer as God, invested a lot of resources for customer behavior analysis of market segments, in order to better understand the needs of customers than competitors, and through the right marketing mix (4P - product, promotion, channel, price), to better meet the needs of customers in the market segments. Strategically, if you don't treat the customer as God, but unauthorized lower "customer seniority", pride and arrogance, the consequences can only be a failure, abandoned by the market and customers.

But tactically, it's different.

1, the position of different tactics are different

For customer service, production, product marketing, R & D and other departments, "the customer is God". For the Department of Sales, whether "the customer as God" to be specifically analyzed.

A few days ago, a customer boss told me a problem: salesmen and sales managers do not dare to deal with customers, almost every customer (the director of the information center of the Finance Bureau around or in charge of the treasury of the director or head of the bank branch) from the beginning of the pre-requisites, the old man asked to personally go out. Think about it: 100 salesmen, even if each salesman colleague to track 3 projects, the old boss working 24 hours a day is not busy ah. "A year to lose 10 pounds, skin and bones, too tired!" . Is not the salesman and sales manager quality is too low? Absolutely not, the salesmen are all excellent graduates of institutions of higher learning; is not the old total authorization is not enough, bad management? Neither, the general manager and several deputy general manager all have more than 10 years of sales management experience, and is the EMBA graduate of Peking University. Why is there such a problem? Because the salesman and sales manager subconsciously inferiority complex: "the other side is a prominent social status of government officials, handling funds can easily be hundreds of millions of dollars, out of the door to do is Audi A6, I'm an ordinary sales, even Jetta can not afford to buy, how to deserve to talk to him?"

This phenomenon is universal. The salesman has a subconscious inferiority complex and feels that the customer is the "God" and he is the "son of God" who asks for money. See the customer on the inner drums, the external performance is timid, overly enthusiastic, and even fawning. The customer's subconscious reaction is "how the salesman is a novice", "is a company without strength", "to cheat money, right", "products and programs may not be mature", "products and programs may not be mature", "the people of God to ask for money". Program may not be mature", "they do not have confidence in themselves", "they are begging me, you can slaughter a good knife" and so on, and then develop, will be the customer to control the situation, dominate the sales process. The customer said to arrange a demonstration on the arrangement, said the trial on the trial, said to reschedule on the reschedule. Finally found to be in the "with the Prince (competitors) reading", tossing half a year, just act as a bidding "denominator" only (issued regulations must be more than three bids).

We want to overcome this subconscious Lee's inferiority complex, you can start from three aspects:

One is not the customer as God (in the tactics), we are not going to "find the customer for money", but "to help customers make money". Through our products and services to help customers improve efficiency, reduce costs, increase revenue and win the competition.

The second is to provide high-quality products and services, to solve the salesman's worries, to develop the salesman's pride in the enterprise, products and services. Let the salesman also realize that there is no "100% perfect" the best products to meet the needs of target customers is enough.

Third, the training of sales skills, including product knowledge, communication skills, mining customer needs, eliminate common customer objections. Advanced skills, including the detection of words, build trust, situational judgment, key people (opinion leaders) analysis, personal interest analysis, role analysis within the customer, political rights analysis, competitive strategy, and so on. When sales skills are improved, self-confidence is also naturally increased.

One of the key points of the training is the awareness of "sales rhythm". When to do their own work, when the manager to step in, what must be the case by the boss to step in? "Sales rhythm" is not good, not only no effect, but will have a negative impact.

2. Different tactics for different industries

Fast Moving Consumer Goods (FMCG) retail industry, sales of standardized, low-value simple products, product differentiation is low. A large number of customers and dispersed, sales staff and the average contact time of each customer is short, the degree of involvement is low, low value-added. Customers' decision-making cycle is short, belonging to daily repeated consumption, and most of them are emotional consumption and impulse consumption. Customers have a wide range of choices, and loyalty is easy to transfer (low transfer cost). For this kind of industry, in a very short period of time to stimulate customer impulse consumption, repeat consumption, must be "the customer is God" can not.

Service, entertainment industry, such as catering, KTV, insurance, etc., features similar to the above. The difference is that the customer service requirements are higher, because the customer spends money to buy is face, happy, to be the "God" feeling. We need to think closer than our competitors and provide better service with a smile.

Industrial products, engineering projects, large customers, large industries (government, finance, telecommunications, etc.) direct marketing, belonging to the sale of high-value complex combinations of products and services, the need to tap into the customer's needs, to provide targeted solutions to the high degree of differentiation of products and services, the seller of high-value-added, belonging to a one-time (or ongoing) consumption. The number of customers is small and concentrated, the customer's long decision-making cycle belongs to rational decision-making, the decision-making process is complex, subject to a variety of interpersonal and political relations. For this long sales process is like the process of heterosexuals looking for each other, knowing each other, knowing each other, falling in love, getting married until they grow old. Tactically speaking, the best salesman "treats the customer as a girlfriend". Relationship with his girlfriend is the need to operate, to have a plan, step by step gradually closer to each other, to establish mutual trust, and finally reach a mutual commitment. After the transaction, if the service is in place, the relationship is well maintained, you can be loyal to each other, together for life. Otherwise, if you respect the customer as God, the distance between each other is too great, you can not understand and meet each other's personal needs.

Training, consulting industry, to "the customer as a student", "the customer as a patient". The reason why the customer is looking for you because he has pain, there are difficulties, they can not be solved, I hope to get your guidance and help. You have to stand higher than the other side of the height and perspective, through the phenomenon to see the essence, according to the teaching, medicine to the disease. If your posture is too low, overly polite, cater to each other, customers will lose confidence in you.

Of course, in practice, there are some customers who want to help, but also accustomed to the "stink". You need to be flexible and firm.

3. Different modes of different tactics

As I said earlier, for industrial direct marketing, "the customer is the girlfriend". But with channel distribution, "the customer is the child."

For children, parents need to do a good job in three areas, incentives, education, control. Through material incentives and spiritual incentives to guide dealers to develop distribution networks, do a good job in-depth distribution, product distribution, market coverage, to find and make up for market gaps, to promote dealers to do a good job of terminal display, vivid, promotional selection and saving, require dealers to feedback on the competition in a timely manner, and so on. The "child" is inert, you do not incentivize, he will not do a good job.

Strengthening the channel in professional knowledge, sales skills, market analysis, competitive analysis of the counseling, is conducive to establish the authority of the salesman in the channel. Management of the market price system, to protect the interests of channels at all levels, to combat tampering, water, counterfeit goods, these are manufacturers must do. Regardless of the "child", "child" is very easy to go on the wrong way.

Whether the customer as God, or as a girlfriend, student, patient, child, have **** the same thing - we have to give sincere love.

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Keywords Zhiyuntong CRMCRM software CRM system CRM customer database