CRM afternoon tea (6)-Why are customers lost?

I always wondered why a customer successfully traded, but why some customers failed. What is the difference?

 

It seems that each transaction or failure is a case, and each customer is also a diverse set of personality, work and family background, purchase motivation, and information sources. It seems impossible to analyze, but I do not believe this evil, I always think that when analyzing and comparing successful and failed transactions in the past, we should be able to get something regular, so we can't let others say, "It's impossible. You're all confused, the purchase is all emotional. "If I get rid of such things, I am confused about advertisement, customer reception, and customer tracking. The transaction is also inexplicable. If I fail, I feel that there are just a few reasons, it seems not that simple, so I have to start thinking.

 

The first reason is the failure of each failed customer. We recommend that you do not make a fixed choice at the beginning, because what we get is the specific reason why the customer does not buy, if we make a fixed choice item, we have provided the answer in advance without thinking about it, but our goal is to find the answer, so we should not limit the fixed choice item. Let each salesperson maintain the detailed cause of failure, and then perform manual analysis, classification, and normalization.

 

But how did you get the cause of this failure? Is it because the salesperson thinks that the reason is that he just gave me one, or did the customer say it after he called the customer? And at what time? After more than half a year, the leaders asked to clean up the data.

 

The second indicator we are looking for is interaction. We suspect that it is a failure due to poor interaction with the customer. However, we do not know the reason, but let's make assumptions and analyze them one by one to see if it is the root cause of the problem.

 

Interaction, including: first contact time, total contact times, last contact time, total contact time span, average contact interval, active contact/passive contact? Contact info: Meet/call/QQ/SMS? What is the target of each contact? What are the issues left after each contact?

 

Third-party indicators: Possibility of transactions. These indicators are included here: what is the possibility of the last deal before the customer fails? How many changes have the customer experienced in the possibility of making a deal? What is the change history of the client's willingness to pay? What is the change history of the model that the customer is willing to purchase? Based on these indicators, we can determine the number of customers who may fail to make a deal. Once such a track is found in the future, we will take immediate measures, or resolutely give up the customer's continued consumption without it, or increase efforts to solve the customer's purchase obstacles, let him enter the benign purchase process to reach the deal.

 

These are the indicators to be collected when I track all the causes of failed transactions.

 

Based on the extracted data, analyze the cause, and then add more factors to determine how different types of customers track. Of course, don't be too rigid to follow the model. At least you can give some reference to the sales staff. It is a bit like a fortune teller, a single letter, and not a whole letter.

 

What are more factors?

 

Such as the customer's gender, age, occupation, industry, position, income, family marital status, number of family children and age and gender, the customer's purchase motivation, and the customer's concerns, key points of the customer's attention: the duration of the customer's use of such products, the various brands of such products that the customer has used, the brands of these products that the customer is currently using, and the brands of these products that the customer is interested in. Customers are old customers or new customers. Whether the customer is an individual customer or an organizational customer. The customer's information comes from recommendations from friends, advertisements, activities, or near home, or occasionally passing.

 

After analyzing these factors, we need to take effective measures to prevent potential Customer losses in the future. When we see signs of regular loss patterns, we need to propose different strategies for different models.

 

You cannot ignore potential customers that have been lost. At least he has been interested in you, you need to know that a person who knows you, is interested in you, and has patience to discuss the price/model with you, or even to your store, this can be achieved only when the purchase drive is strong and the purchase economy is supported. So don't give up on anyone.

 

If you have bought other brands, how do we care about them? If you want them to come, what do you want them to consume or tend to be more emotional, let him tend to us more when word of mouth is spread, instead of forgetting him because he didn't buy it. Multiple friends, multiple enemies, and multiple walls.

 

If you have purchased products of the same brand in your industry, you need to ask the customer where they are and where their competitors are. The final purchase and purchase are likely to be just a small difference, but they are far behind.

 

Many customers are lost because of their prices, product characteristics, or brand. However, if you ask them why, they often come down to these reasons. Think about ourselves. Let's take a look at all our products and forget why we want to buy them. That's just the way the person was in that mood. What we buy is not necessarily our favorite, and many people cannot say what we love most. Just as if you want to buy a digital camera, Kodak, Olympus, Canon, Fuji, Nikon, Samsung, Panasonic, ricang, Sony, which one do you think you like most?

 

If the customer says that he is not planning to purchase the product in the near future, he must keep track of it because he has the desire and ability, but his obstacles to purchase have not been cleared yet. You need to help him to do everything possible to clear the problem.

 

Sales, careful consideration, there are many ways. Many people say that this is all nonsense. Brand, price, marketing event planning, and anything are all big tricks. Some people may even say that it is a big scam. This is all bad sales.

 

How many customers are received, how many customers are not filed, how many customers are filed, how many customers are tracked today, how are sales leads weighted, how likely each clue is to be sold, and how many tasks have been completed, the number of transactions, the number of transactions per day, the number of unfinished tasks according to the current turnover frequency and all the clues being tracked and mastered may not be able to complete the task? This can be considered in detail.

 

Of course, do sales and try to understand the customer as much as possible. To understand the customer, you need to have as many contact methods as possible. If one contact cannot be reached, you can change to another. Contact information, such as mobile phone, SMS, office phone, QQ, MSN, Gtalk, email, and SNS. Now there is a blog. Through the text he wrote and chatting with him, he knows his work, life, family, and leisure conditions, his hobbies, and his doubts, it is better to do sales.

 

If you know the broadcast programs, TV programs, newspapers, magazines, and websites that customers like to listen to, you can make more accurate marketing advertisements. Of course, this is beyond what the sales department wants to do, and it is under the control of the Marketing Department.

 

I remember a saying from the sales team that 90% of people are human beings and 10% of products.

 

I also asked myself why I gave up buying a product?

1. I don't know him.

2 The road is too far away. I don't want to go, nor does he provide a free shuttle bus

3. He is not trustworthy and cannot find evidence of his trust.

4. If the first three items are ready, I went to his shop. Is the environment good? Dirty, messy, noisy, cold, hot, dark, gray, and bad smell all make customers feel that the store has passed.

5 good people? Sound, grooming, courtesy, talking temperament elegance and elegance, attitude enthusiasm and enthusiasm, positive and inactive, honest and dishonest, sophistry and not sophistry, kind and indisputable self-opinion, patience and patience are you sure you want to remember?

6. Price, brand, inventory, and quality may last.

 

On the surface, price, brand, and inventory are all factors that affect the purchase. However, we have not studied ourselves in depth. People are emotional, not material prisoners. If you haven't been in touch with your college friend for 10 years and suddenly need help from him, I guess you are too embarrassed to open your mouth and don't know how to open it. This is the relationship. Therefore, there will be distant neighbors. Because the feeling is maintained by 1.1 drops every year, Xie said SNS must be able to do so for three years. Therefore, it is certain that customer relationship management (CRM) is not welcomed by enterprises, because enterprises only need to advertise when sales are not moving, so they want to have a good relationship with customers, but it was too late, everyone knows what's going on with your smiling faces. However, our company is still following this path. Who makes the customer relationship maintain for such a long time and investment so long. The financial crisis may be a good thing. When we don't double this year, we will quadruple this expectation next year, so we should work hard.

 

I discussed with Cui Qiang that day about the issue of defending rights between customers and IT vendors against ERP launch failures. I have a paragraph to post to you:

 

Just like buying a car and buying a TV. There are also problems with TV and cars. Unless you fail to repair your car many times, you still lie and drag your car. If your attitude is bad, you have to protect your rights. Software is also a commodity. Think about the car. Cars, how do car owners protect their rights. The result of defending rights is caused by something. Then, it will be okay if the cause of rights protection is well done. Generally, it is difficult to repair it many times. If you are still lying, you will not change your attitude. You can see that people are actually trying to breathe a sigh of relief. It's not something that really happens that must be defended. It makes no sense to say that the fault of a certain party is at this stage. Do not find the source. Just like a husband-and-wife fight, we should not trace back from the beginning to say that there is a problem on the first day of understanding, and there is a mistake, that is meaningless. In fact, there is no big problem. However, it is a quarrel, So divorce. Things have become a major event. Is marriage divorced? What is the dimension right? Lie, attitude, equality, and attention. It is nothing more than software. Software successful, outside of software. Do we really need TV? We only need an entertainment and leisure tool. TV is just a tool to meet our needs. The same is true for software.

 

Even the sales staff did not think of such a deep problem. I have asked sales people: How do you enhance customer relationships with potential customers/old customers?

 

Many sales people tell me: chat, ask the situation several days later, solve the problem left over from the last time, and check whether there is any problem with him. If there is no problem, I will sign the contract.

 

I call it a sales documentary, but it is not a matter of enhancing customer relationships. Customer Relationship, friend relationship, colleague relationship, and relatives are all relationships. How do you improve them?

 

I never thought about it.

 

The average product and general sales staff were less than 1000 customers in the past few years. It is indeed impossible to enhance relationships with so many customers (remember to improve or not maintain.

 

Is it really impossible?

 

Every salesperson thinks it is impossible, but they are very interested in "if possible, the sales staff who make an advertisement or promotion and then go to the advertisement or promotion. The sales staff who have been removed from the sales are really depressing. Isn't it clear that the sales are incompetent, just a reception?

 

Improve the relationship between potential customers and deal customers, minimize the loss of potential customers, so that the old customers can spend as much as possible here, so that the old customers can recommend as many friends as possible to buy, it is really interesting and refined. Think about it. Where else can customers come from? It's all driven by advertising. Isn't it about the sales department?