"Business Customer Relationship"

The following is a section of my Betacafe public number "" on the electricity quotient of some of the scraps of thought, basically is around a topic: operating Customer relationship.

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First, the clothing store on the road

"Hangzhou Bay Tower" in the general road for four years, there are Chengxi flowers and birds Market and Chengxi the largest supermarket (Lianhua), people flow very well, the District's rent has now been sold to more than 30,000, simple two-bedroom also to rent to one months three thousand or four thousand. Residents in nearby communities are also good at spending power, which is a good place to use in traditional business logic.

But we have been watching the streets of the shops come and go for four years, the same cut leek one stubble after another. In particular, a variety of seemingly good "clothing shop", basically did not support more than half a year not to close the door.

Of course, there are economic reasons, of course, there is the impact of e-commerce, but I observed that these clothing stores closed the core reason is because:

There are a lot of it there are many adhere to their own style and taste of the shop, decoration and atmosphere to create a very distinctive, good prices are relatively cheap, should be able to slowly continue to do ... However, they all have a common fatal point: The customer is to go to the supermarket passing, or after dinner "to pass Corner on the road, or by the way to see clothes shop", not to him. The whole street did not form a "city", people did not come to "shop clothes" habit.

Even though the "city" is slowly formed, some people buy clothes exclusively, but also because their SKU is not very full, and can not satisfy people many times the purchase demand, so these people are not directed at a certain shop, but directed at this street, they have no stickiness for each shop, consumption behavior is extremely accidental, Every order the store gets is like luck waiting for the sky to drop the pie.

So all their stores from the first day of the opening, are destined to wait for two results:

1, this area of people flow slowly depressed, the sky does not fall business. Closed.

2, the flow of people in this area more and more, the sky fell business more and more ... But the rents are doubling one times a year, far exceeding their income growth. Sooner or later, it will shut down.

But what can they do?

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Second, the electric dealers on the road

I've written "The clothes shop on the road", and I say there are only two results:

1, this area is poor, they do not have business closures;

2, the people in this area is getting better, the rent rises One times a year, the rent rises surpasses the profit increase, they work to the landlord to close down.

And most of the sellers are not like this?

We seem to be more than they have a temporary life of the poison: to buy traffic, non-stop buying flow, and constantly more expensive to buy traffic. And what's the difference between this poison and the "one-fold-per-year rent"? Flow will never be yours, is the "landlord" on the road. Did you have a relationship with the electric business Manulife? Can you live if you're small and beautiful?

But!

Recently I found an "alien". Friends in Hangzhou west of a place to open a foreign trade apparel exhibition hall, there is no people there. His stuff is much better than the clothes shop on the road, the shop is much bigger than this one, but the rent is about the same as this one.

Every day he only had to drink tea in the shop to surf the internet, do not need to be diligent soliciting also don't need to grind the mouth skin to sell. Every year there is a handsome profit.

Can do this because: his customers are their own, old customers and old customers introduced friends. Every time when the new season, notice that everyone has new goods, enough.

I asked him if he could make more money if he moved to these street facades. A: I'm sick! The money is not enough to pay the rent. Ask how these old customers accumulate? A: When the opening of the shop on the road when the accumulation, because my goods are really good, service is also very good, each customer has left contact with the way to move the time to say on the line.

Yes, this is the 3rd result of "The clothing store on the road."

Sellers friends, how do you think your future will be when you go down like this?

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Third, it is time to start "NET marketing"

There was really no "Amoy out flow" in our electricity market earlier. So we have to, as I said in the previous article, "Buy flow, non-stop more expensive flow, and constantly desperately to the income and profits are taken to the platform to buy traffic."

One of the important reasons is that Baidu does not bring online buyers. Since 08 Taobao does not allow Baidu crawl after the Chinese online buyers of the behavior of the path has been with Baidu does not matter (see Taobao search hot words in the Baidu index data can be found).

Then in addition to Baidu really no place can lead to the flow of the caller. Large flow of the portal site and BBS traffic to CPM-oriented, for the category is not enough to complete the SKU is not enough for the business, to buy these flows is not cost-effective, because the conversion rate is too low roi too low, even if the formation of the purchase of the user can be very small, it is difficult to really let users always remember themselves, and allow them to form a habitual path, and the Web site navigation station is only suitable for already have the brand influence merchant.

And now different, there is a social network, there is a social power website, have a special shopping guide site, have a variety of influential talent and since the media ...

Weibo every day to take the flow of Taobao has been 4% or 5%, Taobao also officially see his value only to carry out this acquisition; every day through Mushroom street, beautiful said, stroll traffic and orders are far more than a medium and large web site Shopbop and Amazon's annual sales in China are far more than many large and medium consumers, and most of their traffic is from China's biggest consumer and the Amoy shopping station.

But in these places drainage is not like in Baidu and Taobao as long as pay advertising fees on it (although the need to consider keyword optimization, but in fact, it is relatively simple, at least the outsourcing team can help to do). In the social network need to operate very attentively, need to start from the beginning of communication from friends, need fun and kind. It is important to attract and retain more attentive goods, content and services.

Although, these people hard-won, but their viscosity and communication are very strong, willing to spread and have the ability to spread, can be human descendants, people with people. Will form a good virtuous circle. Well worth it as a long-term commitment.

I know some ladies sellers are starting to do this on a weekly basis: the through train micro-great number forwarding Bulk SMS Amoy Mushroom Street CPC. The effect is much better than the old routine.

For most businesses, in addition to the whole network sales, but also must start to consider the "whole network marketing", perhaps the composition of such a marketing budget is reasonable: the promotion fee on the platform of the electric business promotion fee social network of promotional fees to encourage the sharing of the budget More careful and professional social network operation and planning small team construction costs.

Recommend the sellers who feel they are in the greenhouse to look at the movie "The Crazy Primitive Man" that is aggressively. People are really like the savages who live in caves.

I just want to say: go out and have a future.

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Four, go to the place where the consumer stays, communicate with them

Before chatting the merchant's "whole net marketing", Simple is: don't always watch the chronic poison of electric business platform slowly wait to die, go outside and look for your customers, go to the place where consumers stay, go to Weibo, micro-mail, buy a website, consume people there to communicate with you, let them know you and try to have a relationship with you.

But the whole network marketing to do here, it should be said that just started a half. There is a longer way to go, not to open an account, buy a bunch of fans, and then mass spam ads every day. And marketing is inseparable from the "operation", only the operation to keep up with the real customer.

When it comes to "keeping clients", I'm going to spit it out. Some unsuccessful attempts to "retain customers" by the merchants and the big sellers:

* Self-built community. It's clear that no neurotic consumer will stay in the business community, unless you do it very, very culturally. Finally found that the most of the community posts or complaints, and then on the one hand need to keep the "maintenance", on the other hand, the new members come in immediately see is bad things turned and ran away.

* Own mobile app. In fact, consumers are not interested in installing a merchant's app because the demand is small and infrequent. Even if the temptation is installed, it will not open the second time the third time. Wasted promotional costs.

* Self-built chat room, QQ group 、... QQ Group here is relatively effective. But more for mother and child and beauty makeup category, a lot of women's purpose sellers have already dissolved the QQ group. The reason is simple: a person said that your clothes are ugly, the whole group of people do not buy, except for the ugly talkative woman, the other people will not open the group notice.

* From the construction of Wang Wang Group. haha haha! Let's not talk about it.

In a comprehensive way, "net marketing" is not trying to set up a "stronghold" on its own turf, but to go to the consumer's place and communicate with them. For example, micro-blog, micro-letter, shopping guide site, because one of those places they often go, and in those places they will not be too wary of you (in your community, they will not believe that you are fair).

Someone said, "Don't pull it off." More important than "net marketing is the whole network sales." Do you have to say that? This one is the problem of goods, one is the problem of people, in fact, they do not need to put together a comparison. Going to more places is certainly true, and it has already begun to do so.

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What do businesses do on social sites?

Previously, businesses should "go where consumers are and communicate with them". So someone asked what is "communication"? As for what to communicate, different businesses may need different content, but I think the principle is simple: to be friends with them.

* Weibo

We have to admit that normal people don't pay attention to an "official microblog" that sends out promotional messages every day, but they like to share and complain about you on Twitter, and their friends like to watch it.

So what we should do on these microblogs is not to pretend to be "official" but to "make friends." Do not always advertise but encourage them to share, not afraid to complain and be judged by others but quick and serious feedback and after-sale service. In addition, advise all businesses to quickly get rid of your micro-blog and micro-letter nickname, do not call "XXX official microblogging", you are afraid of fans and you are not unfamiliar?

* Micro-letter

It's easy to find that when a consumer focuses on your micro-letter, he will be your friend. Because the people on the micro-letters are their friends. A lot of sellers have told me that micro-credit fans will ask them what kind of job they are graduating from and ask their 4-month-old children how to make a plane and ask them what kind of skincare they want to buy their own skin.

When a consumer complains, if there is no feedback in a few minutes, the consumer will not be online, the next time consumers come may be in N days later, when they will be your feedback is a few days later, they bring the anger. On the micro-mail they have been online, even the next day, they will not be so angry ...

* More relevant communities

Whether it is Mushroom street, beautiful said, stroll, or 19 floor, watercress, first of all, they are not really do not welcome businessmen, they are disgusted with the trouble of sending low quality advertising information merchants, if it is a serious create content merchants, they will even find ways to help you cover. So, we go to these places really do not need to hurry to take off the trumpet shouting ads, up to the results of the ads posted after a: was blocked.

In fact, in these sites, consumers will be less vulnerable to business and resistance. It's a lot simpler to be friends with them and help guide them to make some consumer decisions. In fact, the business is the most professional "consumer", as long as you really do "consumer talent" rather than just remember "marketing", you will be able to mix in these places well, you will certainly be able to get customers and Word-of-mouth here.

In short, whether in micro-blog, micro-letter, community Web site, the intention to quickly answer consumer questions, explain their doubts, not perfunctory not to deal with; In addition to introducing them to your products, you can also show them your business and service concepts and help them make reasonable consumption choices. It's more important to introduce yourself as a friend and make them know than to keep selling.

I firmly believe that: as long as consumers and you become friends, everything will ensue.

ps：

Of course, since it is a friend, some details are also important, such as the person said: "In the micro-letter we will not say" pro "," You ", I think this is very good! is a very style and design sense of retro clothing sellers, their micro-letter content is very attentively, recommend everyone attention: Artka_weixin

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Vi. the useless channels of communication

Some people say that I should not preach the importance of micro-blogging, micro-trust, social power providers and consumers to sellers, and should not overlook the importance of traditional channels of communication to sellers.

To tell you the truth, I really miss those "traditional channels of communication" in my heart. Because they can really ignore. Let me comment on them one by one:

1, Wang Wang.

The consumer comes is the bargain or the information commodity detail, many does not speak to you. Occasionally a chat with you, it is because he was lonely want to bubble your home customer service sister.

He is a pure business relationship with you, and in his heart you are the man who earns his money, that's all.

There is a very important point: in addition to Taobao small two and sellers no one will stay online, so you want to find them also can not find. Every time I open Wang Wang I was because I want to buy things, crying shout out a pair of messages are bought business ads, he not only not to point, but also from the heart to greet your loved ones.

2. SMS.

One-way communication spam channel. The message you sent to him is always a spam advertisement for him. Do not even think that what holiday greetings useful, when the hair of the merchant more, this is rubbish, don't say not everyone will be a lot of business hair, not by a lot of merchants hair consumers have value?

Why rubbish, the reason is very simple:

1 He is passively received, and can not refuse;

2 He can only accept the inability to interact with you.

3 Is your content again good, with the above two points, fundamentally he has not accepted you.

Electric Shangli usually SMS marketing the best conversion rate is afraid is the only product will it, but also percent, the general sellers can do more than 1% lucky! (with a variety of mobile phone butler interception of spam messages appear, basically afraid conversion rate is 0.1%)

Think also really sad, also five cents a piece, not only the price than those cheater SMS expensive, people played more than 10 years of "Samsung notebook computer", never do what data analysis does not update products, conversion rate is higher than you.

3, mail.

The Chinese mail application is very simple: the public consumers usually do not see the mail in time, your e-mail in the past when he saw the time has expired; It workers look at the mail in time, but the spam ads already have 200% immunity.

See how bad your email conversion rate is, and how useless this thing is. If your conversion rate is not miserable, please check first to help you to send the EDM who have no water.

4, QQ Group.

Relatively speaking, this is not bad. For mother and infant and beauty makeup category is very good.

But because the QQ group design has a very interesting function "in the group but do not receive group of news", so that many sellers to engage in dozens of a group of 500 people, really active in the group of people are Chiba. (This does not include what I said before, "a man says your clothes are ugly and nobody else buys them.") Of course, they will also ask in the group, "Do you think I look good?", "who bought, feel how" ... Often the effect is still available)

What other traditional, effective information channels? Welcome to recommend. I can't think of it.

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Vii. goods or persons?

In front of the fun of spraying a lot of things about the electrical business, many people said that did not understand what I want to express.

Here's a summary of my core ideas today:

1, businessmen are very sad reminders, so many years down in addition to selling goods or selling goods. Whether it's a low price or something, it's hard to spell something: a quality supply chain.

2, for businesses, only to deal with the problem of goods is not enough, than goods and important is people, consumers. Do not seize, retain consumers, is always helping others to make money, there is no foundation.

3, now, three problems are worth the attention of businessmen: the whole network sales, marketing, the whole network operation.

Whole network sales: not on a certain platform hanged.

Whole Network Marketing: Activate passenger flow, multiple drainage.

Full network operation: and consumers to become friends, to establish the foundation for long-term business.

In short: goods and people are important, people than goods more important. Missing any one is like missing a hand.

Sellers friends, what do you think?

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Eight, it's just a sale.

(The following content is not for small sellers, on behalf of operations, play explosion and speculation of the flow of the brothers to see, I said that there are good repeat customers, has made to the size of the need to consider the brand and customer sticky sellers. Don't come and talk to me. ）

In fact, I do not like to write about the social operation of electric dealers article. Because after that, there's always a bunch of people coming to you and saying, "You're right, we found out about the importance of Weibo and social power last year, and we knew this early this year that micro-letters were important ... Let's go.

Sometimes I could not help but reply: Can you share your community operation cases and experience, I would like to know more about the actual operation of the situation.

As a result, most responses have two kinds:

A。 Oh, we're so busy, we haven't even started. Always want to do, but can not find the right person ah, before a little girl is responsible, ready to do micro-BO micro-letter, and then the store on the new too much to change to the other side. Do you have any suitable candidates for me to recommend? I'm going to do it next month after I move out of the warehouse.

b。 Gee, we didn't know how to run the account until we registered. Can you tell me how to pull a fan faster? Is there a place where you can buy a micro-letter fan?

Then I silently two lines of sweat ...

I thought, you know, it's important. Micro-trust fans only you can see, do you buy fans to coax themselves to play it? Don't tease me, in fact you don't think this thing is important, you just have to catch a fashionable, after chatting with other sellers appear to have foresight to understand the plan, in order to prove himself "not a dead sell". In fact, you only care: How many orders can be sold tomorrow, what can be free today to take up the cheap. As for the day after tomorrow, really busy do not come to think ...

In fact, whether it is online or offline, every communication will be met. Therefore, I do not want to go to all kinds of parties to share the "electrical business of the socialized operation", because I sprayed a heap of saliva, and everyone flattered me a pile of saliva, in the end in fact, what action will not dry, leaving only spit.

To be blunt, the boss is conscious, but does not pay attention to it. Middle-level look at the boss anyway is head a hot not really pay attention to, also is simply not the matter, the following people feel trouble every day tired a half to her mother's not much to find a thing for themselves.

Some people say, yes, no way to busy. Not busy or electric business? Even I am only responsible for the electric business in the business of the people fooled, but also busy late at night. Do you have time to attend all kinds of salons and parties and have no time to arrange this as an important thing?

In the final analysis, the reason is simple: this thing can not immediately give you good results, short-term ROI is not good. A diamond show, a good value pit, immediately half of the order can not send out the goods, you see the effect, cool! A few months of microblogging operation down, see not a few more than 10 actual orders, you are not interested in, just others do you do not make it appear to be their own turtle, Micro Bo at least there is a fan number where to put, you look good, micro-letter fans are less, in the short run is to hit the money ...

Two words: short-sighted. So don't bother.

It's as if we all know that health is important, and even shouting health every day is important. Most people end up with illness or disease, and then they begin to act. and the electrical business is just the beginning of the youth, that will consider so much AH.

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Nine, it's really just a sale.

Yesterday's article was said that I spoke too ruthless, too arrogant. Didn't know they actually did some trying.

I want to say: I know also see a lot of people are trying, but in fact, "try to not try." Grind Haw to step back three steps of action, but not action.

For example, about this time last year we said: platform traffic is too expensive. A click is a piece, the overall conversion rate of the class to external try it, the effect will be better. Everyone is attached, said: Yes Ah yes Ah!

And then see today, there are a few in the attempt to mushroom street and beautiful said the CPC, the effect is really good; there are several home in the attempt to Tencent wide-point, the effect of the leverage. Still, most people still haven't hints, staring at the through train, Thing to drill exhibition squeeze, we are still a word "busy, busy dead, really fucking busy, delivery hair is not urgent ah, photo and can't keep up, the warehouse has to move ..." Really don't have time to study what I know they are important ...

Yes, no seller is not busy, not busy to explain your business has a problem. But can we not be so busy and innocent?

When you see a competitor's competitor one day the store has tens of thousands of UV, most of it comes from a wide range of times. Can you give it a try? A hair more than one click Ah, and you through the train two more than a click is simply dirt ah, it is not good you should be paid to listen to a noise, this kind of advertising fee on the platform we are not less.

When you see people in beautiful said Mushroom Street to put CPC, can you try it? When you see someone doing Weibo, can you look into it? When you see people are registered to the micro-letter, can add a person's micro-letter to see what they are doing?

Yes, most of the time you went to see it and studied it. Realize it's important. Then what?

Send a fresh graduate of no experience of the child, also responsible for micro-BO, and responsible for micro-letter, but also responsible for the beauty of the Mushroom Street to send spam posts ... Then the KPI is the number of fans, the number of fans, the number of fans. A micro-blog every day to send ads, a micro-letter every day to send a soul chicken soup, looking for someone to help you pull fans, anyway do not want to improve the conversion rate, how to have more convenient functions and interaction, how to accurately grasp the effect of data. (For this micro-letter, ask me now why I can send a product page, why there is a custom menu to do the classification of goods, why can play scraping cards and turntable of the people, are the business or brand.) And what do all your sellers and peers ask me? Answer: How to pull fans ... How to pour traffic to each other ... ）

Then, today the company to promote, the child has to go to help delivery; tomorrow, the company has a good deal to occupy a pit, we all go to work together, the day after tomorrow ...

After a while, the child has just started a little, found that people have a good potential (not well, in the social media bubble and every day to the customer complaints, compared to the people, can not be flexible a lot of it), immediately adjust the hillock to do more good things: on the new, layout optimization, other.

In the end, some people do better than nobody does. Nobody did. At least there was a repay of hope, and the Twitter and micro-letters might be a good drain, and there was a desire to work and more power. Some people are so blind to play with, do not spend energy without effort, expect to hurry to flow to order, there is no real effect, and then quickly come to a conclusion "micro-Bo and micro-letter has no effect," it is not our bitter forcing sellers to play things, also on the Akkadian, they have "stylish" to play more appropriate ... ... In another year, the advertising fee doubled again, and could not afford it. Look at others to play the good merchants themselves where summed up "Why we do not", how to sum up do not know why the original broke this road.

Do you think it's better not to act?

Finally, we all know that the operation of the social electric business is very important. Always busy, can not recruit the right person. Always "we can pay attention to, but just do not know how to do."

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(This article from the micro-signal betacafe, Welcome to add Friends)