So Xiaoliu to the market, they and customers eat and drink, often playing cards with customers, singing. But there is very little time to study the market. At the beginning, the customer is in the way, how Liu said, the customer how to do. However, for a long time, the customer more and more not according to what Liu said to do, either on the surface of the concordance, but there is no action. Also often to the small Liu told the pain, hope that the small Liu to the company to policy.

Xiao Liu's task has not been completed for three months. The leader also gave him a yellow card warning.

In fact, the case of Xiao Zhang and Xiao Liu is a typical customer communication problem, and is also the most common mistake made by marketing novices. So how do marketing novices quickly win the support of customers?

Sales work is inseparable from dealing with customers. Research customers, how to sales goals as the goal and customer communication, it becomes the basic quality of sales staff.

First, the correct understanding of the relationship between manufacturers.

manufacturers and merchants as different subjects, have their own business orientation, different business objectives will inevitably lead to different sales behavior of manufacturers. Therefore, the vendor relationship is not an administrative subordinate superior and subordinate relationship, the essence of the vendor relationship is to benefit the center of the cooperative relationship.

Manufacturer relations determine the position of the work of business people, expect and customers to become good friends to achieve the sales objectives may have been less and less, the key is the manufacturer's sales behavior to the customer what benefits. In terms of interpersonal relationships, it is enough to be a popular person, or at least not to be hated.

The nature of the manufacturer's relationship determines the nature of the work of the manufacturer's sales staff, that is, the manufacturer's business objectives as the center to implement the company's sales intentions as the goal of communication as the main form of work to maximize the impact of dealers, and thus affect consumers. Usually said business people do market, in fact, is the extent to which business people can change, influence customers. Therefore, in a sense, the communication ability of business personnel, communication level, to a large extent, will determine the ability and level of manufacturers to do the market.

In fact, the best-performing salespeople are not the ones with the most marketing knowledge, but the ones with the strongest communication skills. Therefore, to measure whether the business staff is qualified, the first thing is to see whether it has good communication skills.

Two, the correct understanding of the communication work

First of all, communication is a clear purpose. Convincing customers to carry out market work in accordance with the intention of the factory is the purpose of business personnel communication.

Secondly, the communication work has a high level of skill. Specifically to the sales staff, the basic two points:

1, to learn to "listen" words, rather than "say" words.

Listening is the best art of communication. Many salespeople are satisfied in front of the customer's rhetoric, and sometimes even a single rhetoric, ignoring the needs of customers, and put the customer's views in the disregard, which can only meet the sales staff desire to perform, to achieve the purpose of communication is harmful. Not to let the sales staff said, but said to "hit the point", "point" from where, from the customer's conversation. Most of the sales staff communication problems here. Like a soccer team kicking the ball, "the momentum but not into the ball", but let the opponents "boring caught".

2, to be able to tell stories to customers.

Storytelling is a basic skill for sales people. The content of the story mainly has several aspects: one is to talk about the market vision, inspire customer enthusiasm, recognition and action, customers and manufacturers to produce a "sense of unity", dealers will "go all out". Second, to explain the program. When the factory staff with dealers easy to accept and understand the language to explain a reasoned and strong operational program, and illustrated, very skillful, dealers will be full of confidence. Third, the success of the model market (store, neighborhoods, etc.). By telling the successful market operation cases, showing the factory staff to do the market attitude, confidence, determination, to establish the model demonstration role. Everyone has more or less "herd" mentality, in fact, from the economic point of view, "herd" is also a good way to reduce costs and avoid risk, many dealers have such a mentality. By talking about the success of the sample market, it will dispel customer concerns, customers will have power.

Furthermore, communication should be combined with the environment, fully utilize the auxiliary props.

Language includes spoken, written, and body language. In particular, the use of body language, especially pay attention to the right, with more than may have a performance component, do not use will be very stiff. Communication language has three basic requirements: coherent, focused, appropriate. The most important thing is that you have to be able to use it to make sure that you have a good understanding of what you are talking about and what you are doing.

Three, to deal with private and public affairs.

Private relationships can promote business relationships to a certain extent, because of the business dealings can also reap the benefits of private friendship. The key to this is the "degree", "proportion" of the grasp. Doing sales has a famous "chair law", is to stand in the "people" point of view, from the private feelings, to sensitize customers. But at the same time to maintain the distance. Manufacturer relations have a famous "hedgehog" theory, that is, distance produces beauty. The salesman and the customer to maintain an appropriate distance, in order to avoid "aesthetic fatigue".

With the gradual improvement of the national management and control system and means of the real estate industry, China's real estate industry in the course of more than two decades of development, increasingly towards maturity and standardization. Since China's accession to the WTO, all industries have gradually opened up to the international market, and the real estate industry is no exception. In the highly competitive international arena, in the era of change and innovation as the main theme, CRM system began to enter China's real estate industry in 2001, it is with the help of a powerful network information system, endowed with a customer-centric service concept, take up the responsibility of cultivating the core competitiveness of the enterprise, and can achieve a win-win effect for real estate enterprises and customers.

In the real estate industry, there is a phenomenon that whenever Vanke opens a new building, the old owners will come to support the show, and the recommended turnover rate of the old owners has been high, and some of the buildings can even reach 50%. It is reported that 30% to 50% of Vanke's sales in Shenzhen, Shanghai, Beijing, Tianjin, Shenyang and other places are introduced by owners who have already moved in; in Shenzhen, Vanke Real Estate develops every new property, and there are a lot of customers who follow up to buy. In Shenzhen, Vanke Real Estate develops every new property, there are many customers who follow up and buy. In Golden Home and Four Seasons Flower City, more than 40% of the new owners are introduced by the old owners. According to the survey of Vanke Association, among the existing owners of Vanke Real Estate, the repeat purchase rate of Vanke Association members reaches 65.3%, 56.9% of the owner-members will buy Vanke again, and 48.5% of the members will recommend Vanke Real Estate to their friends and relatives. This is a miracle in the real estate industry, where the repeat purchase rate has been relatively low.

(1) The background and connotation of CRM

Around 1990, many U.S. companies began to develop sales force automation (SFA) systems to meet the needs of an increasingly competitive market, and then focused on developing customer service systems (CSS). 1996, some companies began to merge the two systems, SFA and CSS, and then combined them into a single system. After 1996, some companies began to merge the SFA and CSS systems, plus marketing planning and field service, and on this basis and then integrated CTI (Computer Telephony Integration) technology, forming

sales and service in one call center, which is now known as the customer relationship management (CRM) prototype. With the progress of science and technology, the development of society, customer demand from the pursuit of certain technologies and products to the pursuit of emotional satisfaction, respect for individuality and other additional value (which can be explained by Maslow's hierarchy of needs theory). In order to win in the increasingly intensified market competition, enterprises are required to provide customers with products at the same time, can give customers a good psychological experience and valuable caring service, customer relationship management (CRM) also came into being, and gradually become a new era of enterprise management content and determining factors. 1999, CRM was introduced into China, and took the lead in the application of the IT industry, CRM in the IT industry The successful use of CRM in the IT industry has also made some software manufacturers optimistic about the CRM market in China, and have developed various types of CRM system software. In just three years, following the IT industry, home appliances, automotive and other industries have also introduced CRM, for a time, China has set off a CRM boom.

CRM (Customer Relationship Management) that is, customer relationship management, which refers to the enterprise to establish a customer-centric business philosophy, the use of information technology to reorganize the relevant business and work processes, in order to achieve a comprehensive and effective management of customer resources. It is not only a management mechanism to improve the relationship between the enterprise and the customer, but also a management mechanism for modern business activities.

(2) Vanke's fifth profession

On the basis of design, engineering, marketing, and property management, Vanke put forward the concept of "real estate's fifth profession", i.e., customer relationship management, after years of practice and reflection. The enterprise has also changed from the original project-oriented to customer value-oriented. In order to meet the higher demands of the enterprise on customer relationship management, Vanke took the initiative to introduce information technology and explored the computerization of customer relationship management. They have set up customer center website and CRM information system to systematically collect customers' opinions and suggestions from multiple perspectives, work links and channels, and make timely research and response, which also provide guidelines for the development of corporate strategies and tactics. The fifth specialty of Vanke has become an important driving force for the company's continuous development and continual renewal of its legacy.

(3) Focus on customer experience

Vanke has been famous for focusing on on-site packaging and display, and similar projects are always more expensive than others by a few hundred or even thousands of dollars per square meter, which some people don't understand: I don't see what's so amazing about the Vanke property, whether it's the technology or the materials, whether it's the design or it's just the same as others? In fact, as long as the customer carefully to Vanke's project to see, basically will be there rich, artistic taste, warm home atmosphere and some of the details impressed, they will find that there is the ideal home, so they are willing to pay a lot of money for this, willing to be the moment of the good feeling, the future of the beautiful reverie and the impulse to settle down.

Vanke uses its products as props and services as stages to create a spatial and humanistic environment that allows consumers to integrate into it and produce beautiful imaginations and aesthetic pleasures, and what Vanke sells is no longer just "commodities" and "services". What Vanke sells

is the customer experience - the customer gets a kind of spiritual pleasure through his own perception and imagination in the aesthetic environment that Vanke has carefully created.

(3) Vanke's unique "6+2" service method

Vanke has a service law called "6+2", which is mainly divided into the following steps from the customer's point of view:

The first step is:

The first step is:

The first step is: "6+2".

The first step: warm hands. Emphasize the warm hand in the process of developer information transparency, sunshine purchase. Vanke requires all projects, in the sales process, not only to publicize the content of the customer (sales), but also to publicize the content of the customer (sales). This includes unfavorable elements within one kilometer,

Step 2: tie the knot. In the terms of the contract, we should tell the owners as much as possible about the precautions of signing the contract, reduce the helplessness of the owners, and tell the owners the channels and ways to communicate with Vanke.

Step 3: Intimate contact. The company keeps close contact with the owners, from the end of the signing to get the housing for a period of time, Vanke will send out regular text messages, emails, and organize the owners to visit the property, understand the progress of the construction of the property, and tell the owners about its progress in a timely manner.

Step 4: Housewarming. When the owners move in, Vanke will hold a moving-in ceremony to express its respect and blessing to the owners.

Step 5: Hush. After the owners move in, Vanke will set up an account manager system to follow up the problems and find, study and solve the problems in time through the communication platform.

Step 6: Take responsibility. Problems will always occur, when the problem occurs, especially when it hurts the interests of customers, Vanke will not shirk its responsibility.

This is followed by "going all the way". Vanke has established a Loyalty Maintenance Fund, which is funded by the company's annual profits and customer contributions.

Finally, there is the "four-year contract". Every four years, Vanke visits its customers to see what needs to be improved.

(4) Multi-channel focus on customer issues

Listening is an important part of customer relationship management, and Vanke has set up a special department - Vanke Customer Relations Center. The main responsibilities of the customer relations department in addition to dealing with complaints, but also shoulder customer satisfaction surveys, employee satisfaction surveys, a variety of risk assessment, customer return visits, complaint information collection and processing work. Specific channels are:

1. Coordinate the handling of customer complaints: customer relationship centers around the world are fully authorized by the company to follow the principles of the Group's complaint handling, responsible for exchanges with customers, and responsible for the results of the relevant decisions.

2. Monitoring and management of complaint forum: "Complain about Vanke" forum is monitored by the Group Customer Relations Center. It is stipulated that owners and prospective owners must respond to complaints posted on the forum within 24 hours.

3. Organize customer satisfaction survey: Vanke hired a third-party company to conduct the survey, aiming to provide customers with products and services that better meet their life needs through an all-round understanding of customers' evaluation of Vanke's products and services and their needs.

4. Answer inquiries: All inquiries and opinions about Vanke and its services can be answered by the Group Customer Relations Center or the Group Customer Relations Center can provide customers with convenient communication channels.

(5) Crafting a form of interaction between the enterprise and its customers

With the development of the enterprise, Vanke's understanding of its customers is also improving. In the eyes of Vanke people, customers are not just buyers of houses, and the relationship between customers and enterprises is no longer a "one-shot deal". In 1998, Vanke created the "Wanke Club" to provide systematic and meticulous services for homebuyers through point rewards and preferential measures for home purchases. The concept of "Wanke Club" has been continuously upgraded and enriched from one-way service to two-way communication and interaction, and then to a higher level of *** sharing, the relationship between Wanke Club and its members has become more and more intimate, and it has changed from the initial developer-customer, product provider-buyer, service provider-user, to the family-like mutual trust and friend-like mutual care.

Vanke does not deliberately emphasize customer relationship management, but puts the interests of customers, including their demands, in its heart, in its hands, and in its actions.

At present, in the face of the pressure of market competition, there are many real estate companies have begun to realize that quality service to occupy or retain the market, such as Greenland, Poly and other brand-name real estate companies are advocating the theme of service. Industry experts said, from product creation as the center to customer service as the center, which will be the real estate development. Inevitable way, at the same time, the concept of service marketing will also promote the real estate market towards more mature and rational.

There is a dairy store, which has three service staff, Little Li, Big Li and Old Li. When you approach the small Lee, small Lee with a smile, take the initiative to ask long and short, a moment with you to exchange pleasantries about the weather, a moment to talk about the current situation of the child, in short, to talk about some of the things that have nothing to do with the purchase of milk, the small Lee's way of being courteous to customers. Dali, on the other hand, takes a different approach, he said, can I help you? What kind of yogurt do you want? We have a special offer for long-term customers. If the temperature is higher than 30℃, you can come here every day for a free cup of yogurt. Would you like to participate in this event? Big Lee's approach is tactful and promotional. Old Lee's approach is more mature and sophisticated. He talks to you about your daily dietary needs and asks you what kind of milk you drink, whether it's sugary or unsweetened? Maybe you're a diabetic, maybe you're on a diet? Lee will always find a dairy product that is perfect for you and will show you how to maintain the nutritional content of the milk. Lee offers a personalized approach.

So, which of these three models do you think is better for your company? Which is the most effective way? What is the intrinsic connection between these three models? The following survey may not match your instincts.

One of the questions is whether the non-verbal services used by salespeople are always consistent with the verbal services. If the two are aligned, all three models work very well. Some studies have shown that the skill-promoting style is more effective for organizations.

However, when verbal and non-verbal service messages are inconsistent, customers tend to trust the non-verbal reflection of the service message. That is, if a salesperson is trained to appear polite, but may have body language that reveals that he doesn't like his job or dealing with customers, then being polite loses its meaning. Similarly, tactful promotional styles can fail to achieve the desired results due to the salesperson's unkindness or inattention. Only personalized service is enough to combine verbal and non-verbal messages, which is the result of a deep relationship between the salesperson and the customer over a long period of time.

The most important verbal communications for salespeople are the opening and closing statements. Because it is easy to remember what happened at the beginning and at the end of the communication. So salespeople should pay special attention to the polite pleasantries at the beginning and the closing remarks at the end when communicating with customers.

Polite hospitality to pay attention to the immediate response, including time instant, space instant and language instant. The so-called time is said to walk into the customer timely greeting. For example, as long as customers approach the sales window within 1 meter, you have to greet within 5 seconds in order to let customers feel your hospitality. Space is instantly close to the customer in the distance. The degree of proximity should vary according to the cultural background of each place. Linguistic immediacy is the ability to respond quickly when a customer expresses a problem in a different way, rather than saying, "That's not my department" or "I'm not the person you're looking for," as small linguistic differences can often lead to completely different results. So it's better to use positive language, such as "let's find out what the problem is", rather than passive language, such as "that's a problem that needs to be figured out", which is much more polite.

For the skills promotion style, the investigators listed at least 15 ways to master customer-salesperson communication skills. Such as promises, threats, sense of honor, positive respect, negative respect, etc., are related to human weaknesses. Salespeople should fully understand the characteristics of human nature and incorporate them into the sales language, stimulating consumers to be loved, can not miss the deal, discerning, fashionable into the stream and other psychological expectations.

Research shows that most successful sales language has the following pattern: create demand - arouse interest - arouse desire (through any kind of human needs), and finally action.

Non-verbal information in the process of communicating with customers can even affect the potential mood of the customer. For example, at cocktail parties, servers who smile broadly receive tips that are, on average, several times larger than those who smile less. Similarly, putting change in a customer's hand or tapping them on the shoulder when they pay the bill can also result in a 10% higher tip. Approaching a customer, or squatting down to make eye contact, will also increase your tip.

In short, personalized communication is the most effective model, but it requires more training and practice. And, as with other models, its effectiveness can be greatly diminished by imperceptible discrimination on the part of the salesperson. Surveys of the retail industry have shown that obese customers, poorly dressed people, people who are different from salespeople (e.g., gender, ethnicity, class, age), and provocative customers are not treated with prompt, courteous service. Women are not served as quickly as men, and the physically disabled are better served than the healthy. All of this suggests that differences in service can only be gradually eliminated through training.

The salesman Wang came early to a cigarette store, hoping to visit the owner of the store, due to the first time to meet, Wang is very unfamiliar with the owner of the store, into the store, Wang and the owner of the pleasantries, after stating the intention of the visit, and by the way, spent three minutes to introduce the company's products, would have liked to continue to say, but saw the boss Would have liked to continue, but saw the boss is very impatient look, also embarrassed to say again. So, Wang hurriedly continued, "Boss, I came to visit you this time, mainly to recommend to you my company's latest products, the price of 88 yuan, retail can be sold to 98-108 yuan, and the company also has promotions, strong, a box of complimentary value of 50 yuan of cola, you see, do not come to a box, try it?" The boss just lightly said: "Oh, now the salesman is more than the customers, the temperature is higher than the degree of wine ah! Look, I don't have any space to put it here. I'll wait until I have a place to put it!" Finished, pointing to the shelves piled high with white wine, signaling Wang to see for himself. Xiao Wang took a look, indeed, there is wine everywhere! Helplessly, Xiao Wang said goodbye to the boss and walked out of this tobacco hotel.

Obviously, this is a case of an unsuccessful visit. If it is you, how would you face such a problem? Let's analyze this case. Is there any problem with Wang's introduction? The introduction is relatively short and concise, no problem! Is there any problem with the company's product? The product is a new product just launched by the company, and the profit is very big, there is no problem! Is there any problem with the promotion? No! Because relative to the price of the competitors, 50% of the promotional efforts have been very large! However, why did Wang still not convince the customer?

Let's look at two short stories.

Story 1: As we all know, Newton in our minds is very great, and is quite modest, when I was a child, my teacher often taught us a passage that Newton said: If I say I see farther than others, it is because I stand on the shoulders of giants! I think many people can remember this great quote, will y admire Mr. New's modesty, but the real story is: physicist Hooker discovered the law of gravity very early and deduced the correct formula, but because of bad math, he can only barely explain the circular motion of the planets around the moon, so the scientific community is not too much attention to Hooker's results!

Later, the mathematical maniac Newton used calculus and its successful solution to the problem, and his proposed mechanics of the three basic laws of the extension to the galactic space, changed since Aristotle recognized the old view of heaven and earth is not the same, by the scientific community as a great discovery. So Hooker was furious and accused Newton of plagiarizing his results. Newton's snarky retort was, Yeah, you think I'm really standing on the shoulders of giants! This was originally a rhetorical remark to satirize Hooker, but it turned out that later generations, for the purpose of portraying the perfect man, only retained the isolated original remark and removed the context, turning it into how humble Newton turned out to be! The reality of Newton, in fact, the birth of a lonely and arrogant, self-importance of talent, the eye of the world.

Story 2: school teachers often talk about Edison's quote: genius, that is, one percent of the inspiration plus 99 percent of the sweat! Tell us to be diligent, diligence can make up for clumsiness, the future will be able to become a genius, so we "three more lights five more chickens, it is the time for men to study".

However, by now, many people do not find themselves to become a genius, and some things, even if they try hard, is useless! Only later did I know, Mr. Edison's famous words, followed by a sentence: But this one percent of the inspiration is much more important than that 99 percent of the sweat"!

From these two stories, can we realize a little truth. That is, whether for anything or for anyone, we must have a strong spirit of discernment! Without discernment, there is no innovation! Without discernment, there is no discovery! Let's go back and look at this case of marketing communication failure.

The reason why Wang failed is because he did not have a spirit of discernment! Did not seriously think about the store owner refused the sentence, what is the real reason behind it? Is there really no place to put the wine? The store shelves really can not squeeze a product? And if that's the case? Then why is it that other competing products can be placed in the store in a big way? I think, if Wang seriously think about it, using the spirit of discernment to think about what the boss just said, the answer can be found instantly. Wang's introduction just now, in fact, did not cut into the key points of marketing, why the boss to say that there are more salesmen than customers? Why would the boss say that the temperature is higher than the degree of alcohol? The reason is that now is in the off-season of liquor, hot weather, liquor marketing slower, occupy more money, a box of 528 yuan, who wants to occupy the money?

Therefore, we can find the real reason behind the customer's refusal: the boss is worried about the capital occupation! If you can not sell, the risk is great? At this point, what should we do? It is very simple, find the cause of the disease, the right medicine. Wang can say: "Boss, although our wine accounted for a certain amount of your money, but you can rest assured that as long as you cash into the goods, we can guarantee that if you do not move sales for a month, the company can guarantee a risk-free return, which you can rest assured it! And, compared with competitors, we have 50% of the strength of the promotion? This can be turned into your profit ah!"