1, stabilization of existing customers
Existing customers based on their contribution and stability can be divided into high contribution to the high stability of the EI class of customers, the high contribution to the low stability of EII class of customers, low contribution to the high stability of the EIII class customers and low contribution to the low stability of EIV type of customer . Customer contribution and the stability of the transactions through its history, including the quarterly transactions, monthly transactions, a single volume to analyze them all.
EI class customers are loyal customers, maintaining the strategy is to consolidate.
By: key clients, timely resolution of customer problems and complaints, the establishment of communities of interest, as its business advisor, to give their resources to support and promote its further growth. Product strategy, the maintenance of old products at the same time, offer new products to new products as its new business growth.
EII class customers are free customer loyalty, to reverse the policy.
Method: For these clients to analyze the reasons for their low stability, from the products, services, competition, and other aspects of client interests. Identify problems to be addressed. Free reason customers may be in multiple areas:
a, like to try new
Strategy: to help the operator an account, so to understand the additional cost of conversion is not worth the; to develop customer loyalty program - can be taken at the end of the rebate, the cumulative number of incentives to be a solid way.
b, the benefits of competition to give more
Strategies: emphasis on product performance and other advantages, emphasizing our products to their target customers the benefits, combined with customer loyalty program, to be solid.
c, for we are not satisfied with the products and services
Countermeasures: the depth of communication with customers, identify their dissatisfaction, there would be feedback to the company to correct it. The key to solve these customer complaints is a good attitude, affection, and to provide the most suitable products and services.
EIII class customers are loyal customers, maintaining the strategy is to upgrade.
Ways: regular visits, conduct business analysis, by giving the resources to help promote, assist the display, to help customers develop, promotion and other assistance to enhance its contribution.
EIV class customer non-loyal customers, for these customers to take the liquidation strategy.
Way: a cost (including delivery costs, time costs, marketing costs, to pay) and benefit analysis, if the customer can bring the present and future business interests (including some profit, distribution and obstruction in the promotional aspects of competition interest), then take the dual strategy to reverse and improve, if customers pay for the excess return, and the customer is difficult to reverse, may be taken to give up the strategy.
As the sales staff time itself is a resource, and therefore should be different for different customers allocation of time. EI clients are an important class of customers, but not as good as EII class customers to the emergency, so for the EI class lies to maintain long-term customer relationships, develop long-term business development plan, and gradually implemented as planned; for EII type of customer will have to in the short term invest more time and effort to develop the appropriate product and service strategy. EIII class customers can use on a regular basis to give way to visit the appropriate assistance. EIV type of customer is relatively less input energy. The customers rely on existing, Seller received 了 基础 reached sales targets, but to become a sales champion, and maintain the sales of long-term growth, is far from sufficient for.
2, breakthrough potential customers
Potential customers is the performance of growth, strategy is to focus on capture, and make it as quickly as possible for existing customers. Similarly, according to the intention of potential customers and the expected degree of strength of the contribution level, but also can be divided into four groups of customers. Contribution to the high expectations of high intention of PI class of customers, contribute to the high expectations low intention of PII class of customers, the low interest is expected to contribute to the high degree of PIII class of customers is expected to contribute to the low interest and low degree of PIV type of customer. Division can be set based on the strength and the size of the customer, customer management, which aims to buy a network of distribution constitute and purchasing power, the level of customer marketing, future business development capabilities, our competitive and other indicators of comparative advantage, given the weight to comprehensively evaluated, can also be combined with personal experience, according to the customer for future sales and business development to achieve the strategic significance to consider.
PI class of customer is needed first and foremost, a major focus
Way: As the degree of strong interest, so the main goal is to sign the sales contract as soon as possible, we must analyze the contract signing is not the main reason, to remove unnecessary barriers, strengthen the relationship between services and with the key so that the customers aware of the superiority of the product and potential purchase of the interests of late day buying could face potential losses.
PII class customers are key objects for training needs
By: early preparations to develop breakthrough strategies and action plans, continued to invest time and energy, enhance service and provide the most suitable products, build relationships with key players. Breakthroughs such customers often take longer, but may face a strong competitor against, and therefore, service levels, product quality, comparative advantage, future earnings, co-cost, long-term tracking of endurance are all customers of indicators to measure . For such customers, but also a concrete analysis of the reasons for its low interest and take appropriate countermeasures. Customers may be due to low interest lies in:
a, on our business and products are not familiar with
Strategy: First of all, to establish personal relationships, while enhancing the strength of our business and product highlights the advantages, so that customers understand the product of specific interest.
b, the potential risks of switching costs or sales worries
Strategy: As the long-term use of other company's products, while the risks for conversion may have greater concerns rather than attempt, for such customers should be encouraged to try as much as possible, one by one for possible risks, and proposes to resolve the method, can be taken to provide the trial period, emphasis on product cost and efficiency brought by the value.
c, stronger competitors
Strategy: for competitors from both products and services to break through. 1 to provide good customer service, build customer trust, customers in the selection, service and decision-making an important factor, because in cooperation Hou product use and continuous product supply, to reduce risk and cost; second, through the trying out enhance customer confidence in the product. Price should not as the primary means of competition, but if indeed there is a gap with competitors, but the product itself has low cost advantage, as competition weight.
3, potential future clients
Potential customers is the reality of sales growth, future customers is the source of future sales growth. Treatment of the future will be the customer's strategy is to convert potential customers.
Potential future customers need to think from the following:
a, from which sources of information available to new customers
Analysis of possible sources of information means, and long-term concern of the relevant channels. For example, the relevant media reports, friend introductions.
b, what are the existing target customers are not fully tapped
For product and brand positioning of the target market analysis, found that have not yet entered the sales channel and have not contact with customers. For example, not developing new regional markets, and have not yet developed such as direct users, and combine resources and business analysis into the feasibility of channel strategy.
c, products and brand new channel which can be expanded to
In the traditional sales channel based on, but also open up new sales channels. For example, chocolate is a store of traditional sales channels, and aviation, luxury hotels may be a new source of sales and customer premises.
d, what new products the company to expand other types of new customers may
The company's product line portfolio analysis, research for new product types are new types of customers looking for a breakthrough opportunity.
In the clear after the client's location, it should be basic information for customers to collect, analyze their products may demand points as a basis for preparing a set of personalized products and business information systems; Since then, we should focus on consideration of contact way to achieve contact with customers; to achieve after exposure, the actual demand from the customer to explain the value of products and brands, as well as cooperation in the interest of, and gradually build relationships with customers, obtain customer's trust.
In short, these three customers have continued to work from passion, but also in the sales performance to remain unbeaten passion and the key to success, and to gain sales, but also to build customer profiles, and constantly add customer database through customer analysis, combined with its specific features, take appropriate strategy for the right clients.