At present, the market environment is becoming more and more transparent, overdraft sales make customers have a strong psychological resistance to purchase, and it is more and more difficult to collect new customer resources, and more customers begin to make purchase decisions through word of mouth. Joe, an American sales expert who won the title of "the greatest salesman in the world"? Gillard wrote in his autobiography: "There are 250 people behind every user. If a salesperson offends one person, it means offending 250 people; On the contrary, if the salesperson can use his intelligence to win a customer, he will also get 250 relationships at the same time. " This is the famous Joe? Gillard's "250 Law". According to the research report published by Harvard Business Journal, customers who patronize many times can bring 20% to 85% more profits to the enterprise than customers who patronize for the first time.
In fact, the redevelopment of old customers is an important part of sales. Successful salespeople need to cultivate their own customers. Without the support of old customers, salespeople can't succeed.
Gandalf is the only life insurance agent in the world whose annual sales exceed $654.38 billion. When he first started doing insurance, he secretly vowed to follow up and visit all customers once a year, and he did.
For example, a college student bought a life insurance policy of 1 10,000 dollars from him, and later graduated as a soldier, but sold him another policy of 1 10,000 dollars. Later, he went to Florida and served in the state Senate. Gandalf keeps in touch with him at least once a year.
Once, at a state senator's family cocktail party, a guest had a seizure. The waiter was trained in CPR and saved his life. And this patient happens to be one of the richest people in America. A few years later, the businessman intends to borrow a large sum of money to invest in real estate. The waiter immediately dialed Gandalf's phone and said, "Gandalf, I know your insurance industry is very large." Can you do my boss a favor? " "What is it?" Gandalf asked. "He wants to borrow twenty million yuan to build a real estate project. Can you help him build a bridge with one of your clients? " "yes." Gandalf replied. Gandalf immediately called several insurance companies and arranged for one of them to meet with the businessman. Soon after, the businessman invited Gandalf to visit his yacht. That afternoon, Gandalf sold him $20 million in insurance to guarantee the loan.
Expert guidance
The general sales staff will be very happy after the negotiation is over, getting the customer's approval and signing the order, and think that they should pack up and go home quickly. If that's all, you'll never be a top salesperson. Once the senior sales staff and customers confirm that a good and friendly emotional atmosphere has been established, regardless of whether the customers have bought or not, they will put forward their hopes in time and ask him to help recommend potential customers. In their view, referring customers are not necessarily just customers who buy products. For example, when you are selling a product, if some customers don't buy it, you can say, "Sir, I know you already have it. Do you know who needs them more? Can you introduce our friends to our products? " Unfortunately, many salespeople never know how to get customers to recommend them after completing their business, thus losing many potential customers. Whether the customer buys it or not, you should ask the customer to introduce you. Joe? Gillard has done a very good job in this regard. He believes that customers who buy cars must have many friends who have the ability to buy cars. After their recommendation, it is worry-free, labor-saving and reliable, and through constant feedback, the friendship with customers is therefore deeper. If your performance, mental state and working ability can be well received by customers, it is not difficult to get a response if you can really consider the interests of customers and let them recommend you. Many times, customers are afraid to introduce friends because they are afraid that the defects of salespeople and their products will bring him trouble, make the other party unhappy and affect friendship, so salespeople must try their best to reassure customers. Sometimes a customer will not refuse to introduce his friend, but will remind you not to give your name. If the salesperson does not handle it carefully, it will cause a lot of trouble.
But if the salesperson asks the other party to introduce the customer, the other party refuses. At this time, there is no need to force others to do so. You should change the subject at once and find yourself a step down. If you visit the customer referral successfully, it is best for the sales staff to report the progress to the original customer and thank them by letter or phone. In this way, the customer will have a strong sense of accomplishment and will be happy to recommend it again, making him his own "customer center". You must provide customers with value-for-money services, even services that others can't imagine. Quite simply, customers buy not only products, but also the services provided by your products and your work attitude. Your service level and work attitude determine whether customers can recommend you. Always ask each customer if he can provide a list of possible prospective customers, develop the habit of this basic action in sales activities, and turn it into the most natural question in chatting with customers, and you will definitely become a sales expert. Whether customers buy or not, they should put forward their hopes in time and ask him to help recommend potential customers. At the same time, they must give back to the society and know how to expand their network in order to be successful.
Elements of a security order
Key points of redevelopment of old customers
1. Strengthen the understanding of customers-collect customer information in detail, establish customer files, conduct classified management, grasp customer needs in time, and truly safeguard customers. 2. There must always be a new way-to establish regular contact with customers and maintain a good and harmonious relationship and harmonious atmosphere. Ensure the loyalty of old customers. If we can introduce more and more detailed product and service information to our old customers through various convenient channels such as the Internet, our customers will be deeply moved by our daily visits, holiday greetings, happy wedding and birthday wishes.
3. Establish a forecasting system to provide customers with valuable information-visits and greetings are purposeful, some customers bring higher profit margins, and some customers have longer-term strategic significance to the enterprise, so different communication methods are adopted.
4. Pay attention to complaints and suggestions-provide convenience for customers to complain and make suggestions. One customer will be dissatisfied every four purchases, and only 5% of dissatisfied customers will complain, and most customers will buy less or turn to competitors. 5. Personalized service-maintaining old customers especially needs service innovation. It is necessary to subdivide customers according to their own value and profit rate, pay close attention to high-value customers, and let customers get a good psychological experience other than products during the purchase process.