Efficiency Manual: How To Conduct Effective Customer Communication

Recently, a friend of mine said that customer management is not easy to do. It is too difficult to deal with customers. The specific performance is: do not carry out the sales promotion activities of the company, set up a set of them and do things in a biased way; every time they say that there is no business, the payment is always dragging on; the support of the company is getting smaller and smaller, and the demand is increasing.

After listening to his friends, he really felt that his work was not easy to do. I asked him if all his customers were like this. He said it was only a small part.

I laughed and told my friend that such a thing is normal. As a sales manager, a market with customer management problems does not mean that the market is not good, but it is often said that the market without any customer problems is often not a good market.

I think the main reason is not because of customers, but because of the way of thinking of market managers, the direction of thinking and the result of strategy. If we want to develop well with our customers, we must first understand what your customers are, and make a comprehensive analysis of their customers, including customer's family, occupation, income, personal connections, financial status, personality characteristics and so on. Then, on this basis, we will consider how to maintain relationship and customer management.

Before discussing these techniques concretely, I first elaborate on the importance of customer management, and the analysis of the importance lies in the positioning of them.

First,

Analysis of the importance of management

1, customers are the bridge linking enterprises and the market. When brands interact with consumers, they have to go through this path. The long road will increase the interactive cost of brands, but the cost will eventually be paid by consumers.

Many enterprises change their thinking, constantly shorten the access, save costs, and continue to approach consumers.

2, from traditional thinking and Internet thinking, the way of dealing with customers is not the same. Traditional thinking focuses on one-way dissemination and passive to customers, while Internet thinking is multi-directional interaction and two-way communication.

In contrast, the latter is more consistent with current Internet thinking and closer to customers.

Therefore, from this point of view, the implementation of company policies, systems and marketing promotion directly influences the brand's local influence.

3, customer satisfaction affects customer loyalty.

The implementation of each job must adhere to the customer centered thinking and multi location thinking. The satisfaction of the customers lies in the gap between the expectation and reality of the customers, and satisfaction restricts loyalty.

Two.

Customer relationship management

Above, I explain the importance of customer management to enterprises from three aspects: channel, information dissemination and customer satisfaction. Here we first need to understand the three nouns: customer, relationship and management.

Who do we manage "customers"? How do we deal with our customers' relationship? How should we manage "customer relationship"?

1. Customer analysis

The first step of customer analysis is to collect and collate customer information.

Collecting and collation of customer information is the foundation of all work, which is like doing market research before marketing planning, first research and then decision-making.

Customer information includes three main contents: basic information, customer characteristics, and business status.

The basic data are family background, occupation, personality preference, annual income, fund status, education level, interpersonal relationship, etc. customer characteristics mainly refer to the customer's behavior and management level; business status refers to the customer's financial strength, the existing cost budget and control, the current sales situation, the cost recovery situation, etc.

The second step of customer analysis: Based on the understanding of customers and the factors of customer sales and customer potential, I divide the customers into ABC three categories, give different levels of policy support and operation support, and centrally support resources to support customers from small to big and strong, so as to ensure the continuous development of customers, so as to ensure the sustainable development of the company and finally achieve the company's strategic goals.

Customer classification customer object

Class a customer agents and top 20% franchisees in annual sales volume

Sales of B customers continued to grow by 10% over the past two years, with high customer loyalty and high loyalty.

Other customers of category C customers

The three level classification of customers has clearly defined the direction of customer management, so that market managers can set goals, highlight key points and apply corresponding strategies flexibly.

2, how to maintain good customers: be a friend before doing business.

Nowadays, business relationship is very important. Good relationship means trust, safety and resource sharing. Good relationship can also eliminate misunderstanding and reduce negative emotions of customers.

How to maintain good customer relationship? I think the following four aspects:

(1) heart to heart: enhance mutual trust.

As a marketing manager for so many years, I feel deeply in trust with me. Without the trust of customers, there will be no follow-up work. Of course, the smooth progress of follow-up work can enhance the trust of customers, so we should first understand the customer's heart and find common points or fit points, so as to reach the emotional resonance and reduce the customers' vigilance.

I originally had a client who was very alert to me at first. Later I called him one evening, mainly to inquire about the sales situation of the day, and heard that he had been selling poorly for several days, and his voice was mixed with a few negative emotions. I listened carefully to his "vent" and did not interrupt him. Then he patiently helped him to analyze the reason. The main problem was that the marketing promotion had not been done well. After the good product needed everyone to experience it, we could have good word of mouth and publicity. On the second day, I went straight to him and planned the publicity activities together.

After this incident, I obviously felt that he had changed a lot in his attitude towards me. He often talked about drinking and talking with each other, and he told each other some friends' private words. He gradually had no original attitude towards me, and he could actively execute the promotional activities of ordinary companies.

Therefore, we must grasp the actual situation of our customers, treat them with sincerity and be flexible.

(2) pulse detection: finding problems, analyzing problems and solving problems.

We must do a good job of customer visits, plan and arrange the annual, quarterly and monthly visits of the customers, make the best visiting routes, and clearly visit the goals and objectives.

First of all, we should listen and listen to the main problems expressed by customers. Secondly, we should find problems and find out the problems that customers do not realize. Third, we should solve these problems.

A fast and smooth solution can further enhance customer trust and satisfaction.

Of course, there are many ways to solve the problem, which involves the personal ability, way and experience of the market manager. This requires the market manager to constantly improve and hone his skills.

(3) communication of company system and new policy, marketing promotion plan and sales promotion arrangement.

This step is relatively easy, but we should pay attention to good methods. For example, the implementation of marketing promotion needs customer cooperation, including publicity, personnel, etc., so we need to help customers calculate the cost of this activity, activity budget, expected effect, material discount and gross profit, so that customers can learn to measure the relationship between brand influence, profit and cost brought about by this promotion.

(4) explore the way for customers to become bigger and stronger.

Large customers are starting from small customers. We should distinguish good customers, judge their potential and help potential customers grow bigger and stronger.

While expanding customers, we need to help clients clarify their thinking and make clear their strategic priorities.

I have a client in A City, who is also a small customer who joined in the first place. The reason why he joined is also optimistic about the development potential of this brand in the local market.

After two years of accumulation, his shop is already very famous in the locals, but at the same time, he seems to have encountered a bottleneck period and is not sure how to expand it.

I studied the consumption situation, competition brand and sales channel of A city in detail, and found that the local B merchants were very popular. At the same time, there were few competitive brands in the commercial super market. I suggested that he should be stationed in the B super market, expand the sales channels, and occupy the priority position of the brand in Shang Chao.

In the second years of B Shang Chao, the sales volume of the counter has jumped to third place in the same category.

In third years, he entered the D business super city of C County under A city in the same way, and her business continued to expand.

3. Several innovations in customer management

Customer management is not static, but dynamic management and flexible management. Special customers should be assigned special responsibility.

The following three customer management innovation pointcuts are my viewpoints in the same article. I agree with them very much. I hope I can also give readers a hint of inspiration: service first, value added and relationship first.