Where are the new customers?

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Enterprise early success is often "a recruit fresh", there is an example: TV ads used to be very effective new customer marketing tools, many corporate myths are created through television advertising. But for small and medium-sized enterprises, the problem of TV advertising is too high, if the ads on CCTV, no millions of of the investment is impossible.

One of our clients has creatively solved this problem in the early development process. The client found that the cost of advertising was low and the effect was very good compared to the central and provincial stations. The use of such marketing tools, successful access to a large number of customers, so that enterprises have a decade of steady growth.

But all marketing methods follow the law of diminishing returns. With the increase in advertising, people who watch TV increasingly do not believe in advertising. The popularity of mobile phones also makes people who watch TV less. The company has fewer new customers and has to rethink a question: Where do new customers come from? What can be done to bring new growth to the company? Here I just want to use my experience to tell you this simple but difficult question-where is the new customer?

1. Old customer Recommendation: Generally speaking, new customers in our unfamiliar place. Because of this, we need to use some "bridges" to find new customers. A very important "bridge" is our old customers. Where there are old customers, there must be new customers have not been found and dug. So my first suggestion is to think hard about how to get new customers through old customers. This has two opportunities: first, through the old customers recommend new customers, the second is to study the old customer information access habits and channels, through the guidance of old customers to find a large number of new customers.

Customers recommend customers, is any enterprise to get new customers the most direct, most effective way, but also the lowest cost way, easy in the company itself and many customers have a lot of customers to recommend successful experience, in this issue there are also some cases introduced. To allow customers to recommend more new customers, the key to do three: ① own products and services are recommended, ② customer recommendations to be very convenient, ③ to the recommended customers and sales staff have enough incentives.

2. Understand customer habits and information channels: How to get new customers through marketing? The key is to know where the customer goes, how the customer obtains the information he needs, what the customer likes ... in this matter, loyal old customers can also help us. If we do a systematic survey of them, we will know what kind of meetings they attend, what kind of websites they use, what apps they're using, what books they read, where they take vacations and how they exercise, and so on. The more we know, the more we can use the habits and information channels of our old customers to find new customers.

3. Logical derivation: New customers are unfamiliar to us, because of this, we also need to use some "logical deduction" to find new customers. Each enterprise has its own business logic, because the industry is different, here I can only give two or three examples of logical deduction, may give you some inspiration:

If our past marketing is achieved through some media, such as "TV" at the beginning of this article, our logical derivation is, what are the original TV customers looking at now? We will soon find that customers may be looking at mobile phones (and computers). I believe that the marketing of mobile phones is the key to the future of almost all marketing, deserves our special attention.

If we have been successful in a region in the past, a logical deduction we can make is that we should also be able to succeed in another region and even across the country. If we have done well at home, like the invisible champions of many easy customers, we have enough reason to go abroad, perhaps our biggest new customers are from abroad.

If we have been successful in one industry, we can try to get new customers in another industry. Some customers are easy to occupy an industry, in an industry into the boss, and then into the second industry, as to the second industry after the first to look for new industry customers.

New customers bring growth and vitality to enterprises, we must attach importance to new customers. To get new customers, we need to study where new customers are. (Article Source: "Easy Friend" Http://izhong.com/yiyou)