CRM afternoon tea (7)-potential customer loss troubleshooting

 

I went to a customer office yesterday for research.

 

The goal is to help the customer increase the transaction rate. However, we do not know why the transaction rate is low. We are not the kind of sales talents. Our eyes are sharp and our experience is rich. We just talk a few words about the key points of the problem and the true ideas of key people. Unfortunately, we are not such people. We can only follow the path to seek root for the source. The scholar's rebellion failed for three years, so the consultant's head is that the plan may not be able to be executed, because the execution requires reviewing the situation and looking at people's interests, balancing resources, and competitive landscape, even temptation or pressure will lead to a miscarriage of things that could have been successful. Sales experts talk and laugh, and we will cancel the old study, but we are patient and careful. In ancient times, the emperor used people, and what military equipment was in the study. There were two types of people. Surprisingly, I thought so deeply. It is the foundation to keep it, but it must be odd on top of it; otherwise, it is easy to break straight. However, it cannot be used this time. Otherwise, the attacker will die. Sun yat-sen commented on Chiang Kai-shek: flexibility in principles. That's what I mean. The old saying "weigh" is also the same.

 

The foundation for consulting is the organizational structure, job responsibilities, business process operation instructions, process forms, and assessment forms. First, we need to solve this problem. Then, locate the problem along the business process, derive the job title and organizational structure, and then reverse it, and change the business process, process form, and assessment form. Most of the consultations are about this methodology. Systemic thinking is the root of consulting, so that you can quickly get into a strange industry. Relevance thinking is the god of consulting, so that you can quickly find the key to a problem in a strange industry, rather than simply understanding the general process of this industry.

 

To increase the transaction rate. We must first ask about the sales task. The sales task is divided into every month, and then evenly to each salesperson, you can see that each salesperson has similar sales tasks.

 

OK. How many new customers can each salesperson receive every day, how many potential customers can be tracked every day, and how many customers can be sold every day? These figures are very good statistics, so we can quickly find out whether the sales staff are very busy and the number of people is not enough, or the popularity of the sales staff is insufficient, but the follow-up is not much and the loss is achieved. You can also know the number of customers who make a deal in a day or the number of customers who make a deal in a day. We can also know how long it takes for a salesperson to receive new customers and track old customers in one day. How long does it take to see how busy the 8-hour work is?

 

Very busy? It is likely that there are too many job functions. Sales is the lifeblood of an enterprise. It can be saved in other places, but it cannot be saved here. We must make sales take as much time as possible to make sales orders, rather than the details of all aspects of sales associations, the transactional work that should be divided can be done by others. Not everyone can do the work of selling orders. This is the characteristic ability of sales personnel. However, we can see that the sales staff have a lot of transactional work, and there is not much time to sell the orders.

 

Not popular? Then we need marketing. Where are customers from? There are many sources of new customers. Or, the old customers repeatedly purchase the product, or the old customers introduce their friends to purchase the product. Therefore, the better the customer relationship is maintained, the more persistent the sales staff is, the less worrying about the orders from the two sources of repeated purchases and recommended purchases by the old customers, you can spend more time on the sales of new customers, and the sales performance can be improved. The time it takes to maintain relationships with old customers is actually part of the sales order. This is worth it. Otherwise, how can we provide the old customer's list to you? Do you think the relationship is good now? If you do not have a list of old customers, you can only contact new customers. Of course, it takes a lot of effort to maintain an old customer, and the next list generated by the old customer is unknown. The cost of maintaining an old customer is lower than that of maintaining a new customer. However, this is the case in the world. The sales task is cleared by month and month. You have completed the task this month and started in 1st day of next month, and the task of the new month has started again, you have to give it a try. Therefore, sales staff do not dare to place tickets on unfamiliar new customers. Who knows how many orders a new customer can bring. Besides, if you have done sales, you will have a deep understanding. What do you do when this month begins? Many people can't do the sales, that is, you put something in his hand and tell him that he will not sell it if he sells it on the street, because it looks like the streets are full of people, but they do not know, who knows who needs this. At that time, I thought that if I knew more people, I could at least ask them to see how they could do. This is the benefit of old customers. I have never done any sales, so I can understand what I have said.

 

As for sales, the last time I talked about 90% million people and 10% million products. Whether you are positive or not, whether you think about it, whether you are smart, whether you summarize the reasons for success or failure, whether you are patient or not, whether you are positive or not, whether you say yes or not, whether you are sincere or arrogant or not, do you carefully observe and care whether your personal etiquette and hygiene are the first thing you do not hate? Is your temperament appealing? How can customers put their money in your pockets if they hate you?

 

Why can a lot of people who have been engaged in sales work become bosses? Even professional managers can grow rapidly, and many CEOs are also from sales. First, of course, sales are the lifeblood of an enterprise. Whoever determines the lifeblood of an enterprise has the real right. Second, people who are doing excellent sales have these excellent characteristics. Even if they are not doing sales, they will succeed. Therefore, to do things is to be a person. There are simple industries in the world, but the principle of doing things is the same, so there are always people who can easily and quickly promote each position in each industry.

 

A product has its best customers. Not all customers of a product can use it. By moving the best customers up and down, there are three levels of customer groups. What are the characteristics of each customer group and what are the special sales strategies for each customer group? This is sales's understanding of the product.

 

Understand the product and competitors. Customers may often choose from different brands. They do not know how to choose from the same type of brands, and sometimes tend to a certain brand and have doubts about your product brand. Are you aware of such product comparison techniques, are you sure you want to continue?

 

Sales also require negotiation skills, phone documentary skills, face-to-face reception skills, value-added additional product sales skills, and so on. These are just a foundation for sales.

 

But how did the turnover rate decrease as I wanted to increase? Why did 100 people come and there were only 8 transactions in the end? Why didn't the other 92 people make a deal? This is what we need to think deeply.

 

Just like playing games, a deal is equivalent to customs clearance. All the processes in this process are classified into small pass cards. You may have 100 million orders, which is equivalent to 100 customers. When customs clearance is reached, you can have a few remaining orders. This is your deal customer. How did you sacrifice your 100 lives? You need to take a good look at your process and look at the levels in which all these lives are sacrificed, which levels sacrifice the most, and why? We are still thinking about playing games. Some people don't think about it, that is, playing games over and over again, getting familiar with hands, or getting lucky. If we play more games, the probability will increase. However, for sales purposes, the customer does not want to come as much as they want, so they cannot let you repeat the number of times and pass the Customs by hand. So we have to figure out where the process is sacrificed too much?

 

We always have a general sales process. It actually exists. You don't think it is natural to think about everything. If you think about it carefully, you will know that there is indeed a process. Some people sneer at the sales process and think that everyone knows about a few big sets. However, sales and all kinds of people in the society are different from each other, the sales process is the product of scholars.

 

However, the sales process is not so useful. The sales process is equivalent to a small pass card. Let's take a good look at the measurement stage and see which stage has many problems. Just like looking for the root cause of a problem, we always cut the entire process into several portions, and then find them in a section. We learn computer. There is a binary method, that is, to quickly find the answer. If you do not divide the parts, it is more difficult to search. This is the difference between the method and the method. If you think that sales is a piece of journal account, a game board is different, and every time it is a random situation, the situation cannot be predicted at all times, and the prediction is white blind, and the analysis is also white-hot, what will happen in the next second is beyond your control. In this case, we are confused about the concept of Living mud. It is probably the most unreliable thing to fight. What will happen in the next second is indeed unknown, but the grandson of the originator of the war also said, "The battle is better than the temple ". This is what will be different from Shuai, so some people can only be the chief sales staff, and some people become the sales director.

 

Market Promotion was launched, with 100 customers. You need to know these customers, from knowing this product to understanding this product, to being attracted by this product, to like your brand, and to your store, there is also the ability to pay, you want to purchase an order. How many customers are lost step by step in this process. Many people do not know such a product, but do not know your brand or your store. How attractive it is to make a customer have a desire and spend their own time dedicated to your store.

 

But in this case, we had 100 customers, but we only made eight deals, but we thought about how much we wasted.

 

Where are we wasted? It may have been received, but there was no customer information left, and it could not be tracked. It was just a bit of a chat, and it was just a bit fun. This is a question about how to improve the skills of retaining files for such sales. 100 people, 80% of the students, that is to say, 20 people are sacrificed in the first stage, and only 80 people can be contacted later. 20 people, but 1/5 of potential customers ran away. If a customer buys a product with a product of 10 thousand RMB, this is 0.2 million RMB. Some people say, you don't need to talk about it. People just come in and look at it. They don't really want to buy it, and you leave it for white. White? I have already explained how attractive it is to come to your store. It is the number of steps that have come before. He doesn't just look at it.

 

Even if I keep 80 people, the sales foundation I just mentioned is not: Basic Quality of sales staff, product knowledge, competitive brand comparison techniques, documentary skills. These foundations are not met, and it is useless to force customers to keep their files. The customer does not like you. The product knowledge and brand comparison you introduced do not touch the customer, the customer's purchase motivation, and the customer's work conditions and family conditions, you do not know the customer's concerns, you do not know the customer's experience and time of using similar products, the brands they used and the brands they are using, and the brands they are currently using, how do you know what the customer needs most and what models and prices are most suitable? How can you talk about the customer's heart? It is estimated that another 10% of customers have lost their archive at the product introduction stage.

 

Then, in the continuous follow-up phase, the customer trial phase, the negotiation phase, the contract signing phase, and the product delivery phase, the loss of 10%, 10%, 10%, and 10% will continue. In the end, only 8 people will be sold.

 

If we increase each stage by a little bit, even if we leave another customer at each stage, our results will be instantly different.

 

How can I increase the transaction rate? Some sell product features and quality, brand, market promotion, wage bonus, shop decoration and store location. However, as a sales person, there are many excellent improvements in the sales stage, but I always feel that I have tried my best. However, after my analysis, there was a lot of room for improvement. You know, but 92 of the 100 customers were lost. Isn't sales supposed to be improved?

 

In addition, it is worth thinking about how to maintain continuous contact and relationship with old customers. Because the sales time is mainly on reception of new customers, tracking potential customers that have not yet made a deal. How to reasonably allocate time to receive new customers, track potential customers who have not yet made a deal, maintain old customers, and optimize revenue and payment is indeed worth thinking about. I used to perform experiments and do nothing in a day. The main force is to maintain customer relationships, so that I can maintain a maximum of 50 people in a day. I read an article yesterday, saying that everyone on Facebook has a maximum of 120 friends. I thought about it. Indeed, if there is more link, it will be far away.

 

Now we can see that to maintain the relationship between customers is to send a group of holiday text messages to the customers, and then the customer's birthday text messages. However, we know that two-way communication is required between people and between people, and message sending is not required. How can we maintain and improve relationships? In addition, we all know that we have to eat and chat together to promote the relationship between friends. We don't have time to chat on QQ/MSN, and call some phone calls to send some text messages, you can share it with your friends. If a customer is like a friend, you really treat the customer as silver. Then the customer only treats you as a commodity. There is only a cold relationship between the silver and the commodity, he Lai buys again and recommends a friend to buy. The price is reduced to restore the original price. This is not the customer we need. Our friends also don't want to see the benefits, so they flock to friends who are far away from the benefits. Customers are like friends.

 

If there are 10 customers in one month for one sales, 120 customers in one year, and 600 customers in five years. So how do you maintain these 600 customers as friends?

 

Our rational analysis of friend relationships, contact times, contact frequency, contact time, contact types all affect the distance. We also think our customers.

 

I have thought deeply about why Customer Relationship Management is not favored by enterprises. It is because the cost of time and energy required to maintain customer relationships is too high, and there is no good technical means to accelerate sentiment. I believe this will not be much improved in the future, if you want to create a robot to keep chatting with customers, you can also improve your feelings. I don't believe it. However, in retrospect, tools such as text message and QQ text chat and video chat have obviously accelerated emotional persistence and sublimation, which is good. Therefore, it is good to have a tool to accelerate and someone to use it.

 

Because it takes too much time and effort to maintain the customer relationship, and the efficiency and cost improvement of tools for maintaining the customer relationship are not obvious, the customer relationship management tool is not visible to enterprises. Such tools naturally do not have a high demand for business tools such as Telecom, bank, highway, and railway tickets. Therefore, this kind of ideological tool such as customer relationship management should start with consulting and training, and tools may be the best destination.

 

However, if someone is able to break through on the tool level and there are tools like text messages and QQ to accelerate Emotional maintenance, the Customer Relationship Management will inevitably be a big wave. Who knows about the ten-year-old Hexi District?

 

Haha, but I am optimistic about Twitter.

 

Related links:

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

CRM afternoon tea (5)-Sales maturity and CRM

CRM afternoon tea (3): reverse CRM

CRM afternoon tea (2): Starting from SNS

Afternoon tea (1): Starting from the acquisition of turbocrm

 

 

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