How to establish and maintain a good relationship with customers?

In the sales industry, you may often hear the saying that it is better to develop ten new customers than to maintain one old customer. Although this sentence is a bit exaggerated, it shows to some extent that the cost of developing new customers is far greater than the cost of maintaining old customers, so we should pay attention to the service and maintenance of old customers and reduce the customer turnover rate. It is inevitable for enterprises to have a certain customer churn rate, so how to effectively reduce the customer churn rate?

First, the main purpose of key account maintenance:

For enterprise sales staff, the value of maintaining big customers is no less than developing new customers. [Think deeply about the 28 Law here] Enterprises maintain key customers mainly for the following purposes:

1. It takes a long time for a big customer to make a single order, and it takes a lot of sales actions to make a single order.

Many big customers are repeat customers.

Therefore, it is very important to establish a long-term cooperative relationship with customers, which is conducive to maintaining the long-term stable development of enterprises.

Second, the means to maintain key customers.

1. Must be sorted, summarized and classified.

The biggest difference between the initial sale and the annual sale of 1, 3, 5, 10 is the cumulative number of customers. The accumulated number of customers is your intangible wealth. With these, you can get a good return no matter what you sell. Classify customer data according to attributes, and classify different types of customers, such as quality customers, inferior customers, sustainable customers, channel customers, individual customers and so on. Customer classification is the premise of customer management.

2. Set different tracking strategies

Many people think that sales work is selling goods, and it is over to send customers activities and preferential information on a regular basis. This is just the daily routine of ordinary sales. Excellent sales will make different tracking strategies according to different customers. According to statistics, 80% of the sales orders come from the 4th to 1 1. Such survey data fully illustrates the importance of establishing deep relationships with customers. Moreover, many lists have not been discussed, many of which are due to the lack of tracking and in-depth understanding of customers. For example, this customer has some cash flow problems recently, so don't sell products at this time. You should find ways to close the relationship and lay the foundation for the next sales.

2. Don't pursue short-term returns excessively.

Winning a single order pays attention to letting nature take its course and follow the trend. In the process of forming advantages, many tasks are invisible, such as key account management and sales support system management, which are often ignored, but they are the most basic and core parts. Key account management pays more attention to direction and strategy, and does not pursue short-term goals. Pay attention to integrity, benefit others and gain after giving up. If we pay too much attention to short-term returns in key account management, the relationship will be difficult to last and the business will have ups and downs. Therefore, the purpose of key account management is to continuously improve the quality and quantity of projects in a long period of time, thus generating sustainable and maximized returns.

3. Care and pay attention to customers and win their trust and respect.

The ancients in China said: "Honesty is the knot of the world." In other words, honesty is the basis of making friends with the world. If you want to establish high-quality customer care with your customers, you should start with your own actions, perhaps by phone or WeChat. Perhaps it is a carefully prepared gift when meeting; Or communication unrelated to the product ... If you treat your customers with care in the early stage of sales, even if they can feel your sincerity through the screen, they will definitely repay our trust and respect. (I remember when I first came to the company, the first customer who signed a new contract was not a telephone transaction, but an interview (there were many telephone conversations in the early stage, and customers trusted me). Because the county where this campus is located is the place most affected by the double reduction in Anhui Province, although the other party passed the social art level examination, the curriculum system adopted is the biggest pain point at present. After the double reduction, the local art class will end on 2 1. Therefore, the other party especially wants to know about our new curriculum system. I was watching the interview at first. Of course, the campus is still being renovated, so we sit in the lobby of his campus, and there are building materials everywhere. The manager introduced our products to the male teachers on campus. After a while, a woman came. I saw the male teacher say to the female teacher, come and look at their textbooks, and then I communicated with her. Through these exchanges, I found that my husband is in charge of teaching and my wife is in charge of finance. In China, most housewives are in charge of economic power, so I understand that the product recognition lies with the male teacher, but whether she really decides to buy it is up to the female teacher. After communicating with her, I learned that she studied finance before and studied in Xi 'an. God, this is almost like half a fellow villager to me. When I left, I added the female teacher's WeChat and told her that there is a good noodle restaurant in Shaanxi in Hefei. When she was invited to Hefei, she made an appointment with me. In the evening, I chatted with her on WeChat. For nearly a week, I didn't mention any information about our products, but I talked to her almost every two or three days. A few days later, she took the initiative to tell me and decided to cooperate with us. Later, I called her for this client. We took part in various activities. By chance, she told me that she cooperated with us because our products can help the construction of the campus, and more importantly, my service touched her.

I think we care about our customers, not only their careers, but also their individuals. From the customer's achievements, we feel that the customer's daily life is the point of our interactive communication. (We often add the customer's WeChat after the first call. The common problem is that although the customer has passed WeChat, there is no further communication between the two parties. Even if we send product information unilaterally, customers will not reply. In this case, first of all, we should reflect on whether it is the first time to call. The customer doesn't know what you do and what your company does. This is a typical first call without proper communication.

4. Determine the real needs

Demand ≠ Surface need. 90% of sales think that the most difficult thing in the process of visiting big customers is to find and determine the real needs of customers.

McLelland, a famous American psychologist, put forward a famous model in 1973, the so-called "iceberg model", and there is also a "demand iceberg model" in the field of key account management:

Tools for mining real demand problems

Every commodity has a different value. All we have to do is keep looking for different buyers for it. We should not only stare at people who have direct needs for it, but also be good at finding people who have indirect needs. Only in this way can we expand the customer base, sell things to people in need more smoothly, and create the greatest value for the goods.

However, in the process of sales, customers who refuse on the pretext of "unnecessary" are often encountered. At this time, salespeople should try their best to understand each other's needs.

As long as customers are willing to talk to salesmen, they all have some subconscious needs, but they can't fully express them without being stimulated. The responsibility of the salesperson is to enlarge this potential demand infinitely. "Don't need" doesn't necessarily mean "don't buy", "want to buy" doesn't mean "must buy", the key lies in how the salesman communicates with customers. A good salesman will dig demand when there is demand, create demand when there is no demand, and make the impossible possible.

It can be seen that whether customers have needs is often inspired by salesmen through their own language. Because some customers don't know their real needs before they touch the product. This requires every salesperson to do some research on customers and have a good understanding of customers before visiting them.

In the process of communication, we can use some words flexibly to stimulate each other and guide each other's interest in products. In short, sales must meet the needs of customers, and it is easier to succeed. As a salesperson, we should be good at discovering the potential needs of customers and even helping customers create more needs. Only in this way can we continuously expand the sales of products and improve the sales performance of products.

Sometimes, the customer's demand is very clear, sometimes, the customer's demand is potential, and even he may not realize it. Therefore, in this case, what sales staff should do is to register customer demand through CRM system, analyze customer demand, guide, tap or stimulate potential customer demand, and thus create more trading opportunities.

5. Start well and finish well

There is no end to the sales work. The success of the first cooperation is the best opportunity to create the next opportunity, so that every business has a beautiful ending, which will bring you no less benefits than re-developing a new customer.

After each interview with customers, we should establish a perfect data file for customers and arrange customer service plans. Can have the following benefits:

For the sales supervisor: it will be more clear about the actual follow-up of each sale;

For sales staff: it can form effective memory, record follow-up visit arrangements, continuously cultivate customers and promote customer referral;

For service personnel and other departments: it is convenient to query customer information and provide targeted services;

For the team: form a benign data asset and avoid being completely blind when the sales leave.