How to strengthen customer management to increase sales and profits

Forget this purpose, customer management is water without a source, a tree without a root. In this sense, customer management is not the management of isolated customer data, but closely linked with multi-channel customer contact, sales opportunity management and customer data analysis. According to the experience of Wang Zai's direct selling consulting organization, there are several concepts of customer management, the essence of which is the same. 1) Customer management of sales: sorting out the customer address book is not necessarily a good sale, and all customer information is the phone number stored in the mobile phone, not necessarily a bad sale. But if we can combine the two, we will certainly create the best performance. The most original is your customer address book, but in order to manage and contact your customers more effectively and generate more sales, you need tools to help you manage your customers, such as EXCEL forms, OUTLOOK address book, customer contact tools and so on. In fact, everyone's ability to manage customers is different. The key to a good salesperson's customer management is to keep all the customer information in mind, know when to give it to that customer, what means to contact that customer, what to say and write, sign more orders in a period of time, or be a person first, then do business, then make relationships, and then sell products. Effective customer management of the whole enterprise is also a truth. 2) Customer management in the sales department. The most traditional and commonly used customer management tools are PIPELINE and salesperson customer follow-up table. The next step is to manage customers by selling automation software and follow up all customers and contacts in customers. More effective customer management is to adopt such a customer management tool: the sales director can manage the sales opportunities of customers as a whole and hand over the right customers to the right sales for follow-up at the right stage. At the same time, sales assistants or account specialists can contact customers in a unified way through direct marketing, care for customers, remind them, investigate, introduce new products and tap sales opportunities. 3) Customer management in the marketing department The marketing department is often neglected in acquiring and cultivating potential customers, delivering effective sales opportunities for the sales department and carrying out customer maintenance activities for old customers. If you want to do this job well, the premise is that customers should manage it well. In addition, the customer management ability of the marketing department is also reflected in the ability to send it to potential customers efficiently, including sending emails, direct mail, short messages and contacting the call center. Different marketing departments have great differences in efficiency and execution in this respect. 4) Customer management in the customer management service department of the service department or call center can not only improve the efficiency of customer service and customer satisfaction, but also be the premise of active service and service marketing. 5) Customer management in the operation and finance departments also needs good customer management to ensure delivery or customized products. Of course, when we talk about customer management, we refer more to the overall customer management of enterprises. However, if the customer management of departments and individuals is not done well, the overall customer management of enterprises will not be done well, and even the CRM system will not be perfect and even become a burden. By integrating the customer information of the above departments and individuals, we can see the overall customer information, and through analysis and mining, the top management of the enterprise can make timely and correct decisions. All departments can better work orderly for customers. The departments contacted by customers, such as service, sales and marketing, can communicate with customers in a coordinated way and truly implement the customer-oriented strategy. If customer management can follow several important principles, sales and profits will be greatly improved: 1) customer information input and * * * 2) orderly division of work in customer liaison, marketing and customer training (customer specialists in the case of small companies), call centers before sales, on-site sales after sales (some businesses can be sold through websites or call centers), and service personnel provide service contacts for customers. 3) Closed-loop management of sales opportunities. However, if the sales staff can't close the bill in a short time, they will ensure that the sales opportunity returns to the marketing department for evaluation and cultivation. Customers who have already purchased (global brand network) will continue to cultivate repeat purchases or increase purchase opportunities through the service department or marketing department. Only this piece, the enterprise does not know how much business it loses a year. 4) Continuously improve and improve the efficiency of marketing, sales and service departments through the analysis of comprehensive customer data, transaction data and behavior data. Help enterprises make decisions, such as products, positioning, prices, processes, etc. 5) On the customer database, use IT tools to send out information quickly and accurately, instead of constantly importing and exporting data. 6) Through the system, grass-roots employees who are in direct contact with customers can constantly update and improve the data in the process of contact with customers. There should also be professionals to clean and copy data regularly. This is the basis of effective contact with customers based on customer data (telephone, email, etc.). ), and the basis of data analysis and mining. Wang's direct sales consulting organization believes that for SMEs, there is no CRM software with communication function and automatic contact with customers. It is suggested that SMEs adopt "customer management and multi-channel contact software", which can not only effectively manage customer data, but also automatically input customer data of the website into the CRM database, greatly reducing errors and untimely manual import. The multi-channel communication system integrating CRM customer database can be completed by customer specialists. Sales staff and customer staff are more efficient: click on the customer list directly and make a phone call, and the incoming call will automatically pop up on the screen; Select the customer groups to send e-mail and SMS; You can also have a network meeting with one or more clients on your computer without leaving home. PPT, audio and video. I believe this kind of customer management software will be popularized in small and medium-sized enterprises in the near future. The marketing department can use this tool to quickly organize product promotion meetings and media liaison meetings for potential customers in the customer database. No matter how advanced the software tools are, the employees' ideas and skills are the most important. On the other hand, many customer management concepts cannot be realized without the support of effective software tools. Wang: China is the first person in interactive direct marketing training and consulting, and China is the first generation marketing expert who integrates databases and new media. Director of Interactive Direct Selling Institute of China Europe International Business School, member of American Direct Selling Association. Wang Marketing Consulting Agency: It is the first professional company engaged in direct marketing planning and database marketing operation consulting in China, with top direct marketing experts and rich practical experience. The team has established and improved the operation modes of direct marketing and loyalty programs in several completely competitive industries in China, and applied advanced marketing modes to specific work such as enterprise strategy, brand, product, promotion, sales and service, helping enterprises to change from traditional extensive marketing to accurate, quantitative and multimedia marketing, and realize simple, rapid, low-cost and sustainable development. Members of the organization have provided marketing consultation, planning or training for more than 65,438+000 customers from all walks of life, including China Mobile, China Post, Harvard Business Review, Yuxi Cigarette Factory, Fengchi Advertising, Alibaba, Qixing International, Bank of Communications, Yisheng Jian Kang, Melatonin, Golden Partner, Minsheng Pharmaceutical, Novell Pet, etc. We are willing to work together with the business and consulting circles to promote China's direct sales to create commercial miracles continuously. ┙? I am in a hurry.