Jiuquan Vocational and Technical College graduated in 2009, majoring in marketing development and marketing. Topic: Talking about how to maintain customers. Graduation date: 2065438+June 2002 Student name: Fang Zhongyong Instructor: Roger Class: 09 Marketing Class 20 1 1 year1February 10. Talk about how to maintain customers' summary in. With more and more people joining the ranks of promotion, this theme has also become the focus and hot spot of people's attention. In addition, under the buyer's market conditions, it is quite difficult for sellers to negotiate sales promotion. Therefore, in addition to requiring sales staff to have certain sales ability, they also need to master negotiation and maintenance skills in the process of sales promotion. Promotion has become an important means of its activities. With more and more people joining the ranks of sales promotion, this knowledge has also become the focus and hot spot of people's attention. This paper summarizes some common skills of maintaining old customers in the marketing process and shares them with friends who love and are about to enter this industry. Keywords negotiation skills, frequent visits and analysis of conversation skills, after I experienced a heavy blow in actual combat, I began to think about this problem. As an enterprise, it is really not advisable to compensate the cost of developing new customers with lost old customers. It is better to maintain existing customers. At this stage, I will concentrate all my experience on my old customers, and I must find out why. What is the reason for not getting the bill? I think as long as I know these reasons, I should be able to go to by going up one flight of stairs. New things often appear in difficult times. If you face up to your own problems, find the gap, don't give up, and don't be blind, you may succeed. Successful salespeople think about the problem from the perspective of keeping existing customers and expanding new customers, so that sales are getting bigger and bigger and sales performance is getting better and better. Sales to new customers are just icing on the cake. Without a solid base of old customers, sales to new customers can only make up for the lost old customers, and the total sales volume will not increase. Marketing theory also tells us that the cost of developing 1 new customer is equal to the cost of retaining 8 old customers, which means that retaining old customers is the most cost-effective choice for enterprises, but old customers are losing every year, and new customers must be developed twice a year. The sales funnel theory also tells us that the cost of letting old customers repeatedly leak out of the funnel is much lower than that of new customers, but many old customers do not become seeds or golden beans, but sink in silence. First, how to retain old customers? How to improve the repeat purchase rate? There are several key points: these may be problems that many enterprises have, or marketing problems. There are many reasons for the loss of old customers and the low repeat purchase rate of old customers, but one very important reason is ignored by enterprises or that enterprises need to spend too much money to achieve it under the original conditions, that is, to continuously maintain effective and frequent communication with old customers. 1. Talk to old customers more, even if there is no demand, talk to them about their difficulties and give them tips! 2. When chatting, be sure to ask them when there may be demand and how much demand there is. After talking about the project, you can talk about something else casually and then end the conversation, ready to find another customer. 4. It is necessary to confirm which customers are important and which customers are not, and leave more time for those customers who may make orders recently, and take good care of them to do better. Second, how do old customers visit and what preparations need to be made? (1) purpose of the visit: to understand the development of the dealer market and promote cooperation. (2) Visit method: telephone appointment and face-to-face visit. (3) Matters needing attention in visiting 1. Inform the sales representatives of customers in this area of the arrival time by phone or SMS before departure, and hope that the other party will arrange to meet at that time. 2. Upon arrival, inform all customers in the area and the hotel and hotel telephone number where the sales representative lives by SMS. 3. After arrival, make an appointment with the customer by phone. You should make three preparations, three talks and three visits. 3. Preparation: ① The purpose of the visit is to understand the market situation and development form; ② Telephone appointment time and place; (3) recent sales records and other information to customers; Three must talk: ① the network situation of target products in local hospitals and the sales situation of merchants and chains; Customer's sales progress and development expectation of the target product; (2) Market dynamics, the market's response and acceptance of the target product; Understand the market and competitors; (3) Problems and solutions in current sales; Three musts: ① You must go to the market to know the sales situation of the target products and check the market; (2) Must go to the enterprise to know the direction of the target product; (3) Must contact the specific business personnel of the customer unit and have the opportunity to give certain product training; 4. After the visit, make a market evaluation and write a report on development goals, problems in development and solutions. Three disciplines when visiting customers: 1. Before visiting customers on business trip, make a visit plan and communicate with superiors for instructions; 2. During visiting customers, keep communication with the company's superiors at least once a day; 3. Don't make any promises beyond the policy when visiting customers; Fourth, be good at communicating with customers and do your job well. A good opening speech is half the battle. Generally, the information obtained by customers in the first minute of negotiation is much more profound than that obtained in the next 10 minute. Before the opening remarks, you can have a little chat with your customers to create a natural and open atmosphere, but don't talk too long and waste the time of your visit. An effective way to attract the attention of the other party from the beginning is to let the customer know what benefits he can get and use the opening techniques. Let customers feel that both sides can achieve the purpose of * * * through conversation. Of course, how to use the opening remarks effectively is divided into many points. For example, almost all people are interested in money, and ways to save money and make money can easily arouse customers' interest. Example: "Manager Zhang, I'm here to tell you how some products can make you more profitable." ; "Boss Chen, do you take things other than products every year?" . The above two methods can arouse the interest of customers, thus paving the way for formal negotiations. (2) Question In face-to-face sales promotion, salesmen should arouse customers' desire to buy in a natural way. This way is to ask questions. By asking questions, we can draw the following conclusions: find out what is going on in the customer's mind? ; Find out the real motivation of customers; Find out what customers believe. ; By asking questions, you control and guide their attention and get them into the state you want. However, remember that when you ask questions to customers, you must get some positive answers from customers, such as "yes" and "yes". For example, sir, is our product fashionable in appearance? Boss, is our product more profitable? From a psychological point of view, after a series of problems occur, due to the role of people's inertial thinking, customers will tend to be positive in the follow-up problems. In addition, they can make customers feel comfortable and reduce their thinking sensitivity. (3) Praise your customers from time to time. Carnegie, a famous American psychologist, said: "One of the weaknesses of human nature is to like compliments from others." Everyone will think that he has something to boast about. Indeed, everyone has his own good side and commendable side. People who are not good at communication are often cautious at heart. His impatience shows that he may have the spirit of creation and innovation and can adapt to the new environment quickly. If a salesperson can grasp the customer's psychology and make good use of it, he can get close to the customer successfully. When he starts selling, he can easily get the customer's good opinion through praise, and the hope of sales success will be greatly increased. Of course, praising the other person is not a good word, just two words of praise is enough. If the method is not proper, it will have the opposite effect. Therefore, when the salesman uses the method of praise, he must look at the object, understand the situation, choose the right time and praise appropriately. At the same time, praise should be sincere, let customers feel that your praise is from the heart, let customers feel that your praise is reasonable, and praise is one of the more important sales skills. If you use this skill well, the probability of successful selling will definitely increase. (4) Help customers make suggestions. After digging deep into customer needs, be sure to give customers suggestions. Customers want advice, because for customers, you are an expert in the product field. If you sell computers, you should be an expert in the computer industry; If you are selling clothes, you should know the texture and tailoring of the clothes; Car sellers need to know the safety and maintenance of cars? 6? 7? 6? The advice given by the salesperson to the customer is the real value of the sales behavior. But don't give advice to customers easily. If you give the wrong advice to the customer, all the previous efforts will be in vain. Give them a suggestion after reconsideration. (5) For the sake of customers, speak from each other's standpoint. At present, how many salesmen are busy all day, but they have accomplished nothing? Why? Because all they think about is their own needs, and they don't want what customers really need. On the contrary, if salespeople can understand that their service is helping people solve problems, put themselves in the customer's position and ask themselves everything; "If I am a customer, what do I need?" ; "If it were me, what would I choose?" . In this case, people are of course willing to pay for your things. Everyone needs to meet their own needs to understand others, so as to be appreciated and welcomed by others. (6) Avoid disputes with customers. Sales people have heard a mantra: "The customer is always right". Because when there is an argument, the customer will feel unhappy, so he will never want to buy the product you introduced. The purpose of a salesman is to sell goods, not to show off his knowledge or talent, so a salesman must be humble and courteous, and always remain humble in front of his clients' consultants. In order to successfully achieve the purpose of selling goods, we must first establish good interpersonal relationships with customers, and don't make trouble without reason. Don't refute what the customer says wrong at once. You should know that you sell products, and the people you face are the people who may accept your products. Therefore, he is your god. Think about it. In this respect, excellent salespeople generally have high EQ and can control their emotional changes well according to their work needs. They will not fight with customers because of some unsatisfactory things, making the situation very stiff, and will not affect the next promotion work because of this failure. (7) To borrow the words of others, it is better to say how good your product is than how good your product is. Others' affirmation of themselves is often easier for customers to accept than self-affirmation. This is a universal law. If used well, it will definitely help your promotion work. On the other hand; When you meet a stranger, it is obviously far-fetched to let the other person know that you are his friend and his relative, but ordinary people will not refute your friend's face and will not shut you out, especially when they meet each other for the first time. However, we can't take all the information provided by third parties seriously. Choose according to your own needs, cooperate with your own on-the-spot observation, and experience flexible use. At the same time, it is also important to understand the relationship between the third party and customers, otherwise it will be self-defeating and counterproductive. "Speak from the heart with the words of the population" is a shortcut to sales promotion. (8) Listen more and talk less. Sales promotion is not a speech, not a one-person program. If you just chatter there, you can't do it. When God created man, why did he give him a mouth and two ears? In order to let us listen more and talk less when selling. Salesmen should adhere to the principle of "say three points and listen to seven points". Salespeople should realize that when speaking, they should pay attention to what customers say and understand what customers say, so as to say what customers love to hear and say. The purpose of speaking is to understand the other person's mind, guide the customer to your topic, and let the other person speak out, so that you can grasp the other person's mind. Your words are just an introduction. As long as the inner needs of the other party are triggered, you can convince the other party and complete the sales promotion. (9) While doing a good job in after-sales service, it is also very important to remember to do a good job, that is, to say hello or blessing to customers regularly, so that customers can always feel the care and consideration you deserve as a friend. There are many festivals in China. Giving your customers a warm greeting and blessing at every festival will make them feel that you really care about him, not pretend. Only when you realize your sincerity can you get the sincerity and support of your customers. 5. What kind of communication method can achieve long-term continuous communication with the simplest operation? (1) Effective communication. Customers are very picky. Continuous communication needs to suit one's own interests, humanized content, humanized interface and humanized communication mode. Only in this way can effective communication be formed, and your EDM will not be regarded as garbage by users. The old customer relationship maintenance solution has unique advantages in the analysis of user behavior characteristic model, which can form continuous and effective communication between enterprises and users and form a benign interactive relationship. (2) A certain communication frequency. The communication frequency with users should be moderate. Only by analyzing and mining a series of user models and accurately grasping the communication frequency characteristics of users can users feel friendly. Sixth, how to maintain the customers who have cooperated? What is the best way to keep in touch with them? (a) the purpose should be clear 1. The purpose of maintaining old customers should be clear, is to make everyone enthusiastic, or to charge a certain fee? Or improve satisfaction? Or raise awareness? The purpose of this department must be consistent with the enterprise's goal as far as possible. Is the purpose of maintaining old customers an enterprise-level task? Or a departmental task? Is it a task that all employees participate in? Or is it part of the task of some employees? Can we predict the result of the work we want to do? For example, there is less enthusiasm in the question. What kind of enthusiasm do we need? How to measure this enthusiasm? Do we have a ruler to measure enthusiasm? Can the results be measured? (2) The appropriate method is 1. Do we know what old customers need? What services do they need besides the company's products? 2. Can old customers get any benefits from these services? Can solve the short-term and long-term problems of enterprises. 3. Can the services we provide be "just right" in terms of effect, time, value and efficiency? 4. How can we make customers accept our service so as not to be too hot? How can we make the end customers accept us, how can we make our customers' bosses accept us, how can we publicize to our customers, and finally let our customers accept our services faithfully? (3) The cost shall be calculated by 1 Can we calculate the cost of the services we provide? 2. Are we capable of providing relevant services? 3. Can we promise? 4. What should we do if we promise the service we want to provide, but we fail to do it? 5. Whether the services we provide are competitive enough. (d) Staffing should be stabilized at 1. Does the company strategically allow relevant personnel to provide such services? 2. Does the ability of our personnel support us to provide relevant services? 3. Have we established relevant processes and procedures to ensure personnel recruitment/training/backup/emergency? (e) Resources should be available 1. Do we have the means of customer management, and do we have the record management of customer service? Those customers have accepted our service, and which customers have not? 2. Can the services we provide be recorded? 3. Can we track our service? For example: satisfaction survey, we need to know whether the service we provide has reached our goal. 4. Are we ready to "improve the process" according to the results of customer feedback? 5. Do we have the goal of long-term service? Vii. Establishing the old customer file table (attached) Appendix: Common methods for maintaining old customers 1. Birthday wishes II. Visit regularly every day 3. Preferential policies for old customers. High-level exchange visits between old customers. Irregular forum 6. Let old customers participate in the evaluation of service personnel. Reference: Guo Hanyao's Face-to-Face Sales Skills Global Brand Network July 3, 2009 Marketing Internal Reference Haitian Publishing House published by Fu Yu. 2003- 1- 1 Release * * * * Company * * Market Customer File Time Name Contact Phone Number Purchase Variety Price Remarks Jiuquan Vocational and Technical College 20 12 Graduation Thesis (Design) Name of Performance Evaluation Form: Fang Zhongyong 09 Marketing Professional Market Development and Marketing Instructor No.1 Instructor No.2 Instructor No.3 Instructor's Comments and Grading Results: Signature (Seal) Year, Month, Day, Review Comments and Grading Results of the Defense Group: The columns above the year, month, day, year, month, day, year and year must be filled in one by one as required. 2. This form is attached to the cover of graduation thesis (design).