What should we do to cultivate customers? Customers are the foundation of enterprise's survival and development. How to maintain communication with customers, create value for customers, meet customer needs, establish a solid relationship with customers and cultivate customer loyalty, who can gain a competitive advantage? What should we do to cultivate customers?
What should we do to cultivate customers? 1 the first step is to learn how to be a man and get closer to customers.
Salespeople have to deal with different customers every day. Only when the sales staff handle the relationship with customers well can they have the opportunity to introduce your products to customers, and customers can accept your products. As a novice in business, you should first learn to be a man, constantly cultivate your emotional intelligence and narrow the distance with customers.
Secondly, a novice should be a proactive person. There will be no pie in the sky, and the fate of a novice entrepreneur is in his own hands. If the customer ignores you, you can actively promote yourself, care about him and the people around him, and infect him and his family with your sincere actions, such as bringing him or his family some small gifts every time you visit. If the customer doesn't tell you the market situation, you can take the initiative to ask the customer some information;
The real situation of the market, you can take the initiative to go deep into the front line of the customer market and personally understand the market situation; The customer didn't tell you his basic situation, so you can take the initiative to find out through other indirect ways.
Third, a novice should be a hard worker when starting a business. Many customers don't recognize novices who just graduated from school, largely because they suspect that novices can't bear hardships. Business novices can't gain the recognition of customers if they don't have the spirit of hardship.
Because in sales, business novices don't have much experience, too many contacts and too much money for meals. The only way is to visit customers longer than others, visit customers more often than others, and visit customers more often than others, that is to say, suffer more than others. Only in this way, personal performance can be improved, personal sales ability can be improved, and it is possible to be recognized by customers.
Then a novice entrepreneur should be a reliable person. In addition to self-confidence, initiative and hardship, business novices must also make themselves a trustworthy person. Novices in business should strictly abide by the professional norms and operating systems of manufacturers, resolutely do nothing that harms the interests of customers and manufacturers, and distinguish between public and private. At the same time, business novices should have integrity, resolutely refuse to promise what they can't do, and resolutely do what they promise. Only in this way can customers rely on you and get the greatest support and cooperation from customers.
The second step is to start with simplicity and let customers not underestimate you.
Many business novices who just graduated from school can manage as many areas as they want when they leave the market, and want to do a lot of good sales performance. It is good for business novices to have these ideas. Due to the constraints of social experience, professional knowledge, sales skills and other factors, it is difficult for novices to operate and manage a county-level or municipal market or even a larger regional market alone at once. When a novice takes over the business, he has to start from the simple, start from the easy, make some achievements, and don't let customers look down on you.
1, starting from the smallest regional market unit. The area where novice business operators start to manage should not be too large. Every industry and manufacturer has its own minimum regional market unit. For example, the smallest regional market unit of fast-moving consumer goods may be streets or communities, and the smallest regional market of feed products is villages or villages. Beginners can choose to start with the minimum regional market unit of the manufacturer. Choosing to start with the smallest regional market unit is conducive to the growth and performance improvement of business novices.
One is that the management area is small. For the novice business, the goals and ideas of market expansion and market management are clear, and they know what to do and how to do it.
Second, the management area is small, which is relatively easier to operate and has a greater chance of success;
Third, it is convenient for business novices to build confidence.
2. Start with the simplest and most basic work. Sales is a complex and challenging job, and its activities mainly include regional market survey, competitor analysis, market development plan, customer credit survey, customer development, customer management and maintenance, terminal network construction, terminal tally and promotion, and product complaint handling. There are also many objects of development and management, including first-class wholesalers, second-class wholesalers, retailers, consumers and so on.
However, it is really difficult for a novice to put every sales activity in place and develop and manage customers at every level. Novices can visit retail stores, help retail stores tally goods and promote sales. First, they can accumulate product knowledge and sales skills, and then develop into retail stores and second batches. Second, they can prove to customers that you are the best. Only in this way can we gain the recognition and trust of customers, and finally achieve the purpose of controlling and managing customers and even the entire regional market.
The third step is to sell with customers and win the full trust of customers with performance.
By being a man, we have narrowed the distance with our customers. Start simple, and customers will never look down on you again. But in sales, the final result is sales performance, which is the continuous growth of sales volume and the continuous improvement of market share. Next, business novices should go deeper, fully mobilize the passion of customers, develop and manage the market with customers, and obtain good market performance, and finally make themselves partners of customers and make customers feel that they can never leave you.
1. Help customers to re-investigate, analyze and plan the market. Novices evaluate customers' opportunities, threats, strengths and weaknesses through comprehensive market research and data analysis, and formulate customers' current and future market development plans, including business positioning, development areas, network layout and selection criteria, business product positioning and strategy, price strategy, promotion policy, etc.
2. Develop and cultivate outlets with customers. Novices mobilize customers to go to the front line of the market in person or with salesmen, find, discover, develop and cultivate new outlets according to the overall planning and requirements of customer development, and continuously expand the distribution network of customers;
3. Manage the market with customers. Novices take the initiative to help customers manage the market, including channel conflict control, price maintenance and control, offline network management, and the formulation and adjustment of competitive strategies.
4. Help customers improve their management level. Novices should not only help customers improve their business, but also become enterprise management consultants, and help customers improve their financial management, sales management and human resources management through training, on-site guidance, communication, assistance and guidance.
What should we do to cultivate customers? 2 How to cultivate loyal customers?
Customers are the foundation of enterprise's survival and development. How to maintain communication with customers, create value for customers, meet customer needs, establish a solid relationship with customers and cultivate customer loyalty, who can gain competitive advantage and make enterprises invincible. Sort out some key factors for you,
1, improve product quality, product quality is the basis for enterprises to carry out quality services and improve customer loyalty. Customer loyalty to the brand can also be said to be loyalty to the quality of its products in a certain sense.
2. Improve service quality. Every employee of the company should be committed to creating a pleasant buying experience for customers, and always strive to do better and exceed customers' expectations.
3. To master their own product professional skills, employees must fully understand the company's products, impart knowledge about products and provide related services, so that the company can win the trust of customers.
4. Meet the personalized requirements of customers. Enterprises must meet the personalized requirements of customers. The foundation of personalized service is standardization and diversification. Through continuous communication, we can understand the real needs of customers and improve the details, so that products and services can be more integrated with customer needs in the final implementation.
5. Exceed customers' expectations, determine the "routine" in the industry, sort out customer information and business feedback purposefully, summarize in time, put forward reasonable suggestions, give customers more choices than "normal demand", and let customers pay attention to the high standard service of enterprises.
6. Respond to customers' questions in time. If you want to establish a long-term cooperative relationship of mutual trust with customers, you must be good at handling customers' complaints or objections. Try to solve the problems it encounters.
Loyal customer
After all, loyal customers are different from ordinary customers. Loyal customers can also bring more customers to enterprises. The spread and introduction of old customers will make other users more confident in the company's products and loyal customers more stable. Sustained and stable consumption is also the characteristic of this kind of customers.
What should we do to cultivate customers? 3 emotional "feeding"
Many service organizations and personnel are discussing the relationship between customers and their own units, some say it should be a cooperative relationship, others say it should be a friend relationship and so on. And there are good reasons. In fact, personally, there is no absolute right or wrong in partnership, friendship or other relationships, but it is very important to treat customers sincerely and always consider the problem from their perspective. In our daily work, we often talk about "customer-centered", which is written in documents and hung on the wall, but in the actual work process, this is not the case at all, because all we think about is our own tasks, salary and performance.
According to our understanding, manager Z may be one of the few financial managers who can really put the interests of customers into practice. This can be verified by her customer feedback. Almost all the clients she interviewed praised her. At first glance, that kind of praise and affirmation is from the heart, not hypocrisy.
One of the customers said: "I don't actually work locally now, so it's very inconvenient to do business in this outlet, and I can't go back two or three times a year, but I still don't leave my main account in other places, but I still stay with Manager Z ... Because over the years, I have contacted many financial managers, and only Manager Z can really consider me sincerely. She never asked me to help her. If there is any good product that may be suitable for me, she will inform me as soon as possible, remind me in time before the product expires, and provide substitute products.
Think of us when holidays and seasons change, and ask questions in time. Once, she called me and said that she had gone to study abroad and brought me some special products. Knowing that I wouldn't be back for a while, she called for the address and sent it to me by express. This incident moved me for some time.
How can I leave such a financial manager? So I usually buy wealth management products through the online bank opened at this outlet, and I usually do some special business that I have to do at the outlet on holidays or when I come back for an opportunity. "
A heartfelt face-to-face praise embarrassed manager Z, but it can be seen that manager Z deserved it!
I often hear some financial managers say that it is difficult for a customer to "deal with" and it is difficult to market. In fact, customers are not used to "dealing".
People are emotional animals, people's hearts are fleshy, customers' eyes are discerning, and there is also a steelyard in their hearts. As long as we treat our customers sincerely and think about them in our hearts, we will think about them if there are any good things. I believe that no matter what kind of customers, they will be affected.
Product "cultivation"
In addition to convenient settlement, the main purpose of customers coming to the bank for business is to maintain and increase the value of personal and family assets through the bank. Therefore, recommending products with appropriate risks, liquidity and profitability according to customer needs is an important measure to maintain and retain customers.
However, due to the actual situation of bank operation and other reasons, this "reasonable demand" of customers can not be realized in many outlets! As we all know, the pressure of bank deposit assessment and other indicators is great, which leads many financial managers to find ways to get customers to put their funds on deposits or guaranteed wealth management products and buy "key products" such as insurance. Some outlets even rarely recommend high-yield and long-term wealth management products to big customers.
In order to retain customers, many outlets usually recommend wealth management products, but they can help the wealth management manager pay the deposit in a few days or at the end of the season. Although some also recommend some net worth products with higher benchmark income, at the end of each quarter and the end of each year, the wealth management manager will call customers to redeem the products to help complete the deposit task.
As we all know, the interest rate of bank deposits is very low. Although China's deposit interest rate fluctuates at present, it is still far from the income of ordinary wealth management products. Therefore, it is very uneconomical to put funds in deposits, which not only can not bring reasonable income, but may even lead to asset depreciation. Moreover, regardless of the actual situation of customers, letting them "dump" wealth management products unprincipled will also greatly harm the interests of customers. Finally, customers will naturally choose to leave when they find this situation.
In a state-owned bank in a coastal city, two days before the end of the quarter, the wealth management manager suddenly found that a private bank customer had transferred all the bank's deposits of about 654.38 billion yuan. The financial manager was frightened and immediately reported to the branch director and the branch supervisor. Because this customer is the biggest customer of this branch and one of the biggest customers of the branch, his contribution to the deposit of this branch and even the branch is very important.
The competent leader of the branch immediately called the customer to find out the situation. As a result, customers transferred funds to a joint-stock bank and bought wealth management products with higher income than deposit interest. The leader heard this and said that our bank also has wealth management products! The income is also quite high, so you can buy it in our bank. Unexpectedly, the customer's answer made the leader speechless. "Does your bank also have wealth management products? Why has this money been deposited in your bank for more than a year and no one told me? ! "
Indeed, this fund has been in the bank for more than a year, when the main leaders of the bank were striving for the deposit task at the end of last quarter. Due to economic and environmental problems, the client's enterprise did not reinvest, so the funds have not been transferred out. During the period, although the bank was enthusiastic about customers from leaders to branch presidents to wealth management managers, it never recommended wealth management products to him, and so much money has been kept in deposits.