The development of new markets and new customers is a realistic problem that every company and marketer must face and solve. The effect and quality of new market development are very important to the growth of enterprises and the personal promotion of marketers. For some growth enterprises, the quantity and quality of new market development is the only standard to measure the personal ability of marketers, which shows the importance of new market development. It is the bounden duty of marketers to successfully develop new markets. So, as a marketer, how should we develop new markets?

First of all, developing new markets must be a "five-hearted master"

The current market is a market with "heart". Some people say that the future world is also a world of people with "hearts". To successfully develop new markets, you must be a "five-hearted person".

1, confidence. Marketers must first have confidence in developing new markets. If they have confidence, they may not succeed, but if they have no confidence, they will fail. A salesman of an advertising company once sent an email to the author, saying that he was fully prepared when talking about customers, but because of psychological factors, he did not express himself fully on the spot, which led to the failure of the negotiation. When analyzing the reasons for his failure, he summed it up in one sentence: lack of self-confidence. To develop new markets, we have to face many setbacks and setbacks, and encounter more rejection and embarrassment than any other industry. Therefore, in order to successfully explore new markets, we must first "work hard" and strengthen our confidence.

There is a special training school in Japan, which is called "Hell" and "Training Institute for Economic Fighters" in Japan. The purpose of the school is to train Japanese business leaders into the most powerful outstanding talents. The school flag is a black hawk symbolizing strength, and the school motto is "100 liters of sweat and tears". Its course is very special: I take to the streets several times a day and shout, "I am the best molecule, I can." Secondly, receive high-intensity physical training, be exposed to the scorching sun in summer and be frozen by the biting cold wind in winter. After arriving at the school, the coach announced: "You are here for your future work. You need diligence, sweat and tears to complete your subjects. There is only one solution for you: cooperate and make hell a paradise. " The fourth day is Hell Day. Run 40 kilometers in groups. /kloc-set off at 0/0, 1: 30 and ask everyone to come back. If a group fails in the March, the whole group will not pass the test, and unity is the first. Some people accuse the school's training methods of undermining the spirit of enterprise cadres. Joe, the founder and principal of the school, retorted this year: What students need today is not knowledge, but other things. For people who are about to go bankrupt, they know everything, but they lack enough resistance and confidence in life. We think the only thing to teach students is how to get out of the predicament, push each student to the limit, and then overcome the limit. Although what the school teaches them is simple, everyone says that they have gained internal motivation. Located at the foot of Mount Fuji, this "Economic Fighter Training Institute" is very popular and loved because of its unique training methods and the confidence it brings to students after "purgatory". If you want to successfully explore new markets, you must be confident and bear the brunt. 2. Patience. There is a story about a novice salesman. After working for a period of time, he felt that he couldn't do it because he couldn't find a customer, so he resigned from the manager. The manager asked, "Why did you quit?" He said frankly: "I can't find a customer and my performance is very poor, so I have to resign." The manager pulled him to the window facing the street, pointed to the street and asked him, "What do you see?" The salesman replied, "People!" Besides, take another look. Still human. The manager said, can't you see there are many prospective customers in the crowd? The salesman suddenly realized and immediately withdrew his resignation. What inspiration does this story give us? Customers come from prospective customers, and prospective customers are everywhere. The question is how to find out. Many marketers talked to the author and complained that on the one hand, we couldn't find good customers, on the other hand, good customers came to us on their own initiative. Isn't this a kind of "adding mistakes to mistakes" and "wrong choice"?

Joe girard, the greatest salesman in the world, kept the world record of automobile sales for 12 years in a row. In the article "I succeed in my way", he introduced his successful experience. He said that as long as he met anyone, he would respectfully hand in his business card and regard him as his potential customer. His way to success is to "make life a business and business a life" with a positive attitude, and find and find potential customers at any time.

In order to develop new markets, we must be patient. Where there is no success, there is success. If this fails, we'll talk about another one. As long as there is a glimmer of hope, we will try our best to fight for it. As long as you are patient, we will find "prospective customers" everywhere, and the moment of "another village" will come soon.

3. perseverance. People are expensive and constant, and developing new markets requires an indomitable "perseverance".

Pu Songling once famously said, "Where there is a will, there is a way. Burn one's bridges and end up in Chu. " Hard-working people, everything pays off, go forward bravely, and 3 thousand Yue family can swallow Wu. Through two historical allusions, it shows the invincible and lasting charm of "perseverance"

Sun Yat-sen, the forerunner of the revolution, once had a nickname Sun Cannon. Do you know why he is called Sun Cannon? During Sun Yat-sen's revolutionary career, he experienced ten major battles, but failed in the first nine. After every defeat in battle, Sun Yat-sen called his men and said, "Comrades, the revolution has not yet succeeded, and we still have to work hard. We will certainly succeed in this battle. " But the battle started and failed again. It failed nine times, and it was not until the tenth revolution that it succeeded, that is, the famous Revolution of 1911 in history. Because of Sun Yat-sen's perseverance and indomitable spirit, Sun Cannon was nicknamed.

I once saw a touching true story of selling insurance policies in 15. A salesman of an insurance company has been selling his insurance to a potential customer for 15 years, until one day, the potential customer can no longer hear his sales promotion because of his death. However, this seemingly "failed" promotion took a turn for the better because of the death of the prospective customer. The customer's family was deeply moved by the salesman's insistence. They inherited their last wish and bought the insurance policy, thus becoming the longest marketing "classic" together.

In order to develop new markets, we have to face many new situations and problems. In this regard, we should not "dabble" or "dabble", but should have persistent perseverance. Developing new markets is like fighting a new war. It is not only the strength and scale of the enterprise, but also the perseverance and perseverance of the marketing staff. To develop new markets, only with tenacious perseverance can we strategize and win thousands of miles.

4. Sincerity. There is a saying that "honesty is the spirit", so is opening up new markets.

When I visited the market, I heard such a perceptual marketing case. In order to develop a new market, a regional manager "sneaked" in the market for 15 days to promote his products without a clear statement from customers. During this half a month, the regional manager went down to the grassroots level with customers every day to help customers promote their products. Later, customers felt sincere and offered to distribute the products of this manufacturer, concentrating manpower, material resources and financial resources to promote the products, so that the products quickly opened up this market situation.

In order to develop new markets and face new customers, we should be honest with each other. Sincerity can shorten the psychological distance between you and new customers, build a bridge between you and customers, and promote the perfect success of negotiation and cooperation.

5. Love. Marketing is a caring cause. In order to develop new markets, we should have a heart. Developing new markets is not to "beg" customers, but to "save" customers. Marketers are "gods". We should "spread" love, love ourselves, love customers, love dealers and love consumers. Through our wisdom and strategy, we will create benefits for the company, wealth for dealers and satisfaction for consumers.

As the song "Dedication of Love" sings, "As long as everyone gives a little love, the world will become a beautiful world."

Second, the prelude to developing new markets.

There is an ancient saying: everything is established in advance, and it is abolished if it is not planned. Deduction is not an unprepared battle. In order to successfully explore new markets, it is not enough to have good psychological quality, but also to make some sufficient "pre-war" preparations.

1, self-image design. People's image can be divided into external image and internal image.

External image refers to a person's behavior, clothing, manners and other external manifestations. As a marketer, you should carefully look at your manners: comb your hair neatly, shave your beard, straighten your tie, polish your shoes and cut your nails frequently. If you are a lady, you can put on some light makeup. As a dress, you should be decent and generous. The dress is not necessarily expensive, but it must be clean and tidy. For example, you should try to wear professional clothes and tie, and the tie clip should be placed at 1/3 of the tie. The behavior of marketers should sit like a clock, sit like a clock; Stand upright as pine, stand upright as pine; Walking like the wind, walking like the wind, full of vitality and vitality.

The inner image is the external expression of a person's inner temperament. As a marketer, we should follow the principle of "courtesy first, praise first, smile at the eyebrows, smile at the face". First of all, showing a person's cultural connotation can make you accepted quickly; Praise before, reflecting a person's speaking level, will make you deeply "liked" by customers; If you smile with joy, you will feel like a spring breeze man. Isn't Yuan, the "god of sales", a smiling face worth millions that people can't refuse?

Elegant speech and elegant manners will make your negotiation like a duck to water, leave a good impression on new customers and contribute to the success of the transaction. 2. Preparation of relevant materials.

I have seen marketers who develop new markets in this way. When the dealer asked him about the prices and policies of the relevant series of products, the marketing staff forgot all about it and turned over the notebook on the spot, which made people "stunned". It is hard to imagine that such a marketer can successfully develop new markets.

Successful marketers must understand the company's development history, industrial structure, product prices, marketing policies and so on. Before developing new markets. And bring all necessary information, business cards, samples, etc. And remember them and know when to do what work.

Third, detailed and specific market research Sun Tzu's Art of War says: Know yourself and know yourself. In order to successfully develop new markets, marketers should not only make full preparations, but also thoroughly investigate and understand the planned new markets. So, what should marketers investigate? 1, local conditions and customs. Including local cultural environment, geographical location, population, economic level, consumption habits, etc.

2. Market conditions. Mainly refers to the market capacity and competing products, including competing product specifications, price channel promotion, competing product sales (monthly, annual) and so on.

3. Customer status. Understand the local distributors directly or indirectly, including the competitive distributors and potential distributors of this product. For competitive distributors, it is necessary to understand the market dynamics and the degree of cooperation with manufacturers, while for potential distributors of this product, it is necessary to analyze whether they have the standards of acting as agents, that is, good reputation, sound network, sufficient storage, sufficient funds and appropriate manpower and transportation capacity.

Through the above market survey, its purpose is to be familiar with the market situation, master the first-hand information of customers, and determine the potential target customer base. In the way of finding potential customers, we can adopt the method of "bottom-up, tracing to the source". Because this method is obtained indirectly, from the front line, it is easier to grasp the truth and find the right customer.

Fourth, list and negotiate the potential target customers of customers. After determining the target customers, we can list the target customers according to the conditions required by the agent and our own advantages and disadvantages, and make a detailed analysis and comparison. After a new round of screening, we can make an appointment by phone and visit at home.

1, telephone reservation. Be sure to make an appointment by telephone before visiting, because on the one hand, telephone appointment shows respect for the other party, and on the other hand, through preliminary telephone communication and understanding, it gives them a general outline of the company, products and policies. In order to determine the focus of the negotiations in the next step, we can more clearly judge our interest in products and the possibility of distributing products, so as to arrange our time effectively and not "grab our eyebrows and beard".

2, door-to-door negotiations. After deciding which customers to visit, you can plan the route map and visit the customers. In door-to-door negotiations, we should be good at observing words and feelings. Besides presenting our business cards, materials and samples in time, and following the principle of "courtesy first, praise first, smiling and smiling" to render and create an atmosphere, we should also pay attention to "three don't talk", that is, customers don't talk when they are in a bad mood, customers' subordinate dealers don't talk when they are present, and competing manufacturers' salesmen don't talk when they are present.

3. Contents of the negotiations. Before we get to the point, we can talk about some "digressions" that are of mutual interest, such as national macroeconomic policies and trends, industry development trends, future market trends and so on. To create a good atmosphere for talking with customers. Then, after we get down to business, we should talk to our customers about the company's product characteristics, product price policies and advantages in the market. Finally, we should focus on product entry and its market operation mode. From product selection to product pricing, from promotion setting to channel pulling, the more detailed the discussion, the more interested customers will be. It is best for marketers to fully show customers the future market blueprint, so that customers are full of longing and hope, so as to make up their minds to distribute the product.

4. Precautions. In the process of negotiation, we should pay attention to the art of listening and follow the principle of 2: 1 (the ratio of listening to speaking is 2: 1). On the one hand, it shows respect for each other, on the other hand, it is also conducive to understanding and answering each other and understanding whether the other party has operational ideas to manipulate the market. At the same time, different communication methods should be adopted for different types of customers. For the elderly, show respect like parents, speak slowly, talk like a heart-to-heart, and show your stability everywhere; For middle-aged people, we should praise them as much as possible and let them have a sense of accomplishment through negotiation. Give him the company's products and you will succeed. For young people, we should speak freely, express our own ideas, operating models and marketing concepts, so that they can be fascinated and convinced, and be obedient.

Verb (abbreviation of verb) Follow-up and contract signing. Through negotiation, the target customers who meet the company's requirements should be communicated and followed up in time. Follow the rule of 1: 4: 7, that is, the way of "playing hard to get". Don't rush for success, regardless of time and place, otherwise it will be self-defeating, delay the fighter plane, make customers feel that you are eager to find customers, and give you a suggestion.

In the follow-up process, customers may ask some questions, for example, what if the goods can't be sold; What should I do if the product has quality problems? As long as you give reasonable answers to the above questions, the target customers will be basically determined. Then by inviting them to visit the company, the doubts and obstacles in customers' hearts will be further eliminated. Finally, strike while the iron is hot and sign a distribution agreement. A new customer was born.

The development of new market is a hard mental process, which integrates the comprehensive quality of a marketer and embodies a marketer's good mental outlook and professional level. Therefore, the development of a new market needs to show itself. It is not just a casual word "open", it needs the dedication and sweat of "heart" to have a "new" harvest and rebirth.

I hope I can help you! Good luck!