How to maintain key customer relationships and long-term stable development of enterprises, and establish long-term cooperative relations with customers is essential. Once you don't contact the customer, the customer may change his mind or feel that there is something wrong with your service. Here are some ways to maintain key customer relationships.
How to maintain key customer relationship 1 1, key customer identification
First of all, enterprises should identify big customers. This process can be completed with the help of CRM data analysis, which is mainly manifested in selective screening through information such as consumption amount, cooperation cycle and company strength recorded in CRM (refer to the characteristics of big customers mentioned above).
2. In-depth understanding and classification of major customers
Before the marketing work begins, we must understand the needs of big customers, know what they lack, what they want and what we can give, and then provide reasonable solutions according to the needs to carry out targeted marketing work. What enterprises need to know is:
(1) customer management;
(2) the customer market and its customers;
(3) the operation process of the customer's industry;
④ The value of the company's products/solutions to customers' business.
In addition, understanding customer needs is likely to help enterprises find new sales leads and tap more potential customers. Wukong CRM can analyze the needs of the big customers who are following up according to the entered customer information, so that the sales representatives can improve their marketing strategies in the following follow-up process, thus promoting the marketing of big customers more effectively.
3. Pay attention to the marketing process
Customer development and maintenance is a process, especially for big customers. Therefore, enterprises are required to manage the whole marketing process. In the process of marketing, the information and news you come into contact with should be summarized and analyzed in time, so that you can have a deeper understanding of customers and pursue quality from details, and then success is a natural thing.
The modules of customer, business opportunity and daily activities in CRM system are often used in the usual sales process. Salespeople can summarize the problems encountered in their work, and managers can give timely guidance to the problems in the marketing process to help salespeople improve their sales skills.
4. Maintain relationships with important customers.
The cost of developing new customers is 2-5 times that of maintaining old customers, so enterprises need to do their best to maintain loyal customers, especially loyal big customers.
If the relationship between major customers is well maintained, it is likely to win the word-of-mouth effect, so that more and more customers will take the initiative to find you, or major customers will take the initiative to help you introduce new customers. This good customer relationship will bring more and more customers to the enterprise. Enterprises also use CRM to send birthday wishes, holiday greetings and promotional activities to customers in batches, and carry out key account marketing while maintaining good customer relations.
5, enterprise resources * * *
With the help of linear CRM, customer information can be shared among all departments of the enterprise, and the sales department, product department and technical department can all see the corresponding customer information, which is more targeted when providing services.
Customer relationship management (CRM) system is customer-oriented and aims to meet the needs of enterprise marketing management. It standardizes and simplifies marketing management and reduces the management difficulty of managers. At the same time, all marketing data are on the company platform, providing precipitation and data support for enterprise operation. The work of each department is integrated into a whole, providing the best service for big customers, improving customer satisfaction and enhancing customer loyalty.
Key customers are important customer resources for enterprises. Generally speaking, 80% of the project income comes from big customers who only account for 20% of the total customers. Therefore, managing and maintaining key customers is equivalent to holding an important asset. Enterprises should try their best to do a good job in management and service, create value for big customers and achieve a win-win situation with big customers.
How to maintain the relationship between big customers 2 tips for maintaining old customers 1, more preferential measures.
Such as quantity discount, gifts, long-term credit sales, etc. And often communicate with customers to maintain a good and harmonious relationship and harmonious atmosphere.
Tips for maintaining old customers II. Special treatment for special customers
According to the 80/20 principle, 80% of the company's profits are created by 20% of its customers. Not all customers have the same value to the enterprise. Some customers bring higher profit margins, and some customers have longer-term strategic significance to the enterprise. According to a research report published in Harvard Business Journal, customers who patronize for many times can bring 20%-85% more profits to the enterprise than customers who come to the door for the first time.
Therefore, a good management enterprise should subdivide its customers according to its own value and profit rate, and pay close attention to high-value customers to ensure that they can get the special service and treatment they deserve, so as to become loyal customers of the enterprise.
Tips for maintaining old customers 3. Provide systematic solutions.
Not only at the level of selling products to customers, we should take the initiative to tailor a set of suitable systematic solutions for customers, care for and support customers' development in a wider range, enhance customers' purchasing power, expand the purchase scale, or discuss new consumption methods and ways with customers to create and promote new demands.
Tips for maintaining old customers. Establish a customer database and establish a good relationship with customers.
Every day's visit, sincere greetings on holidays, happy weddings, sincere wishes on birthdays and a bunch of flowers will deeply impress customers. The end of the transaction does not mean the end of the customer relationship. It is necessary to keep in touch with customers after the sale to ensure their satisfaction continues.
Tips for maintaining old customers. Communicate with customers in depth to prevent misunderstanding.
Customers' needs can not be effectively met, which is often the most critical factor leading to the loss of corporate customers. On the one hand, enterprises should timely convey the information of business strategy and strategic changes to customers, so as to facilitate the smooth development of customer work. At the same time, collect customers' opinions and suggestions on enterprise products and services, and integrate them into the improvement of enterprise work.
In this way, not only can the old customers understand the business intention of the enterprise, but also the marketing strategy of the enterprise can be effectively adjusted to adapt to the changes in customer demand. On the other hand, we are good at listening to customers' opinions and suggestions, establishing corresponding communication channels for complaints and after-sales service, encouraging dissatisfied customers to put forward their opinions and dealing with customers' dissatisfaction in time.
And from the perspective of respecting and understanding customers, think about problems from the standpoint of customers and adopt a positive, enthusiastic and timely attitude. At the same time, we should follow up with customers and take active and effective remedial measures. A lot of practice shows that 2/3 customers leave their suppliers because they don't care enough about their customers.
Tips for maintaining old customers. Create obstacles for customers to leave.
An effective way to retain and maintain customers is to create obstacles for customers to leave, so that customers are afraid to buy competitors' products easily. Therefore, from the perspective of enterprises themselves, we should constantly innovate, improve technical means and management methods, and raise the transfer cost and threshold of customers; In terms of psychological factors, enterprises should strive to maintain close relationship with customers, make customers emotionally loyal to the enterprise, and have dependence and habitual psychology on corporate image, values and products, so as to establish long-term relations with enterprises.
How to maintain the relationship with important customers? Communication skills with customers in sales.
First, don't exaggerate.
Every product has its advantages and disadvantages. As a salesperson, you should stand in an objective perspective, clearly analyze the advantages and disadvantages of products with customers, and help customers "shop around". Only by knowing yourself and the market situation can customers accept your products convincingly. Any deception and exaggerated lies are the natural enemies of sales, which will not only achieve customers, but also have an irreversible impact on stores and even brand reputation.
Second, ask questions.
Salespeople should stimulate customers' desire to buy in a natural way. This way is to ask questions. By asking questions, we can draw the following conclusions: find out what is going on in the customer's mind? How to find out the real motivation of customers? Find out what customers believe.
By asking questions, you control and guide their attention and get them into the state you want. However, remember that when you ask questions to customers, you must get some positive answers from customers, such as "yes" and "yes". This will make customers feel comfortable.
Third, praise your customers from time to time.
Carnegie said that "one of the weaknesses of human nature is to like compliments from others", and everyone would think that he would brag. If the salesperson can make good use of the customer's psychology, he can successfully approach the customer, and if he starts selling with compliments, he will easily get the customer's goodwill, and the hope of successful sales will be greatly increased.
Of course, praising the other side is not a good word. Just give me a compliment. If the method is improper, it will have the opposite effect. Therefore, when the salesman uses the method of praise, he must determine the object, understand the situation, choose the right time and praise appropriately. At the same time, your praise should be sincere, so that customers can feel that your praise is from the heart. Praise is one of the most important sales skills. If you study hard, practice hard and make good use of this skill, you are sure to get more and more orders.
Fourth, don't say anything negative.
Positive and negative words, or affirmation and negation, is another important aspect that must be paid attention to when speaking. Never say no to a client. Everyone doesn't want to be rejected. In fact, it is not because the goal has not been achieved, but because they don't like the feeling of being rejected.
In sales, giving customers more affirmative answers will make customers feel that you are sincere. Even if the requirements sometimes put forward by customers are really harsh and there is no way to achieve them unconditionally, you can affirm them first and then attach conditions, so that customers can accept them more easily. For example, you can say "Yes, but the price of doing so is".
Five, use less technical terms
Treating customers as colleagues is to cultivate them and be full of professionalism to show that they are professional. But in fact, customers are surrounded by clouds and fog and don't want to hear it at all. I don't understand many professional words. How can I buy products? If these terms can be converted into simple words, so that people can understand them clearly after listening, the purpose of communication can be effectively achieved, and product sales will be unimpeded.
In addition, the positive and negative of words, or affirmation and negation, is another important aspect that must be paid attention to when speaking. Customers don't care how many agents, stores, patents and certificates you have ... customers only care about what benefits you can bring him, what needs your products can meet and what problems you can solve! What marketing gives you is not what you have, but what customers really want! Marketing must be what it wants!
Six, for the sake of customers, speak from the other side's position.
Look now, how many salespeople have been busy all day, but they have never accomplished anything? Why? Because all they think about is their own needs, they don't imagine what customers need to buy when they are angry. If there is such a demand, they will go shopping by themselves.
On the contrary, if a salesperson can understand their services, he is helping people solve problems. In this case, people will certainly pay for his things. Everyone needs to meet their own needs to understand others, so as to be appreciated and welcomed by others.