* Treat "customers" the most intelligent way!
The cost of developing a new customer really is to maintain an old client of 2 to 6 times? Customers is really a long-term business profits guaranteed? Some of them may have become weeds in your garden, eat a sub-species of the nutrients you applied; perhaps it is just your chance to fly into the forest birds, but please think about it, whether you are a Bird in the construction Lin ... ...
In many marketing books and training materials, we can often see words like this: to cherish your old customers, the cost of developing a new client and old clients to maintain a 2 to 6 times; old customers are your goods or services the main disseminators of good reputation; old customers to ensure long-term business profits, reduced by 5% of every customer churn rate, the profit will increase by 25% to 85% (Laikehaide and Sasser's theory); old customers will also give you are more reasonable suggestions; intimate contact with old customers will enable you to better grasp the market situation, which changes along the new ... ...
View of the above, I believe that many marketers have been the same without hesitation, and I give it full recognition, because it seems logical, no doubt whatsoever. If so?
In fact up to now, no concrete data or model shows that in a longer study period, new and old customers there is a clear comparison between the advantages and disadvantages. Some cases, you can point the clients from a significant positive on the business, such as: low cost, and old customers to visit, you can shorten the negotiation period, accelerate the transaction; existing customers than new customers are familiar with you, and therefore more receptive to your new products to meet your new initiatives; old customers while in their own consumption, but also from time to time to bring you new customers and so on. But all is not fundamentally that: the overall value of existing customers than new customers, existing customers than new customers overall cost.
I have no intention on the role of a wholesale denial of old clients, in fact, in certain sectors, certain forms of transactions, customers do hold the weight of the unmatched, such as membership-based system stores a number of sales is a major contributor to the old customers. But I also want to remind marketing manager noted that: the face of a more defined target market, more complex customer groups, please see your customers! Maybe they just - "look beautiful!"
Transactions with customers, really have cost advantages?
Transaction is the sale of goods among multiple agents, and thus transaction costs need to study from the perspective of both buyers and sellers. This cost, for customers, is the purchase of goods or services to spend money, time, energy, etc.; relative to the enterprise, is to provide such goods or services consumed by money, time, labor and so on.
Many people think that business transactions occur with new customers, you need to start from scratch, build awareness, dispel concerns, seek trust, promoting transactions, customers always have to pay much more than the cost; while and the old customers transactions will be much easier, good contacts in the past, based on the cost of winning with less trading. In fact, this is only wishful thinking. More cases are: new customers and old customers more difficult than the "bound", it will use your dependence on him to control the pace of negotiations, trade adjustment weight, but in the end, you pay more artificial, but sold at lower prices the same merchandise.
* Treat "customers" the most intelligent way!
An elevator company in the development of marketing policies, emphasis on real estate developers and other customers peg, from the price, service, and many give concessions or preferential treatment, or even hand drawn long-term presence in the developers office to be with their own product development pace of business development into one structure after another of new buildings. But two years of cost accounting that these old customers who return on investment was significantly lower than new customers in the supply price of successive decline in sales costs have continued to rise. And, because new and old customers in proportion to the business of policy planning, operations are often used to the old customer-centric, even in the front line sales staff, where there is widespread "respect for the old abandoned child" mentality.
In many cases, we evaluate the value of the size of the old customers are always concerned about the following three indicators: time index, when he first when to buy and his recent purchase; frequency index, in a certain period of time he bought the number; amount of indicators, that is, his total spending and all previous spending. If we think will find a comprehensive manner, the above three types of indicators can not be investigated: In order to maintain the old relationship, the company consumes additional cost of previous, more customers can not evaluate the extent of the contribution to profits.
Old customers, sales, surely profitable it?
General Motors has been calculated, a loyal customer lifetime value of the common will be 40 million; the United States, a leading market research companies out to customers for a supermarket, the annual value of about 3800 U.S. dollars. Accordingly, it concluded that natural is: keep your customers and clients it trained until the loyal customer.
And an online store has done such a statistics, the length of the customer history, divided into several categories, and then aggregate the amount of their shopping, and finally calculated by these customers for their contribution to gross margin. But the result is surprisingly - analysis shows that: the old customers to maintain a certain degree of growth in sales, but margins on the comparison with new customers, but significantly decreased. As more customers are always keen to purchase promotional products, and because they are more familiar than new customers store promotion rules, they are more able to be self-serving transactions. Another data also conveys this message: When customers reach a certain period of history, his credit rating does not directly proportional, and his history, he still will from time to time to create malicious trouble some transactions.
Very often, we always assume that, as customers such as ginger, always the older the better, he always gives us an endless stream of contributions to sales, profit contribution, and negligence caused his subsequent troubles and hidden risk. Often not as good as people like the fact that: the oldest dealer you is your biggest headache happens, "The Troubleshooters"; and you deal with the longest most of your customers owed money; you the worst one ever, "Waterloo" to Since your most loyal customers ... ... they set a trap to bring you sales figures, but also brings a real "pain."
Stop reading this article, if you just, please pick up the report, re-evaluate it for your new and old customers to see which of them to bring their own is the "interest", and what to bring their own is "debt."
Customers choose you, because like you?
Why do you always buy in tuck shops at the gates of instant noodles around it? While not cheap, the owner is not a friendly attitude, product shelf life are close to the danger, but you still approaching it, because that moment, you just want "easy to buy instant noodles." Why are you a bored one day and old customers to visit your store three times? Do not offer your unrequited love, this does not explain his loyalty to you or preference, in fact, attracted him just because you have the city today, the lowest stock. Before several times, he has chosen you from all the cheap temptation of just, not you think the other.
When your customers choose you, does not mean he likes you, sometimes, only because he no choice and you just deal. For example, in many Chinese cities, many people are not satisfied with the quality of gas supply companies, but for decades, they still have is the house the Company's "loyal customers." This is no choice.
An emphasis on customer analytics company, will carefully analyze each customer's purchase of the old motives, if most people buy their own motives and aspirations, contrary to expectations, or quickly modify the original campaign, or re-delineation of your customer base. Remember: customers choose you, does not mean that like you, you have to do is to keep like, do not like change. If you do not like the flow of streams is always best to accommodate it in the valley like the old customers sooner or later you will become someone else's new customers.
* Treat "customers" the most intelligent way!
See old customers, is to see them for your true value. If some of them have become weeds in your garden, eat not from the kinds of nutrients your facilities, please unplug it mercilessly; if he is your chance to fly into the forest birds, but please be careful think about whether you are a bird sanctuaries in the construction ... ...
Treatment of customers, besides being able to maintain, but also know how to change or give up!