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How To Deal With Silent Customers?

2013/11/3 20:32:00 22

in the marketing process, after a period of product or brand promotion, it will accumulate certain customer resources. Besides those customers who have already purchased, other customers may become silent customers. Effectively managing these customers will effectively enhance the marketing efficiency of enterprises and bring better business benefits to us.

So, for these customer resources, we need to implement the four step strategy.

first step, customer classification

to effectively operate the < a href= "//www.sjfzxm.com/news/index_cj.asp" > customer resources < /a >, first of all, classify these customers. Generally speaking, these customers can be divided into four categories according to their contribution and loyalty indicators. They are: Gao Zhong honesty and high contribution, which are called bee customers, high contribution and low loyalty. They are called Dragonfly customers, low contribution and high loyalty. They are called butterfly customers, low contribution and low loyalty customers. They are called "mantis customers".

bee customers are customers who have purchased products and are likely to continue to buy, and will recommend other friends to buy. These customers are the focus of sales performance and need to focus on business;

Dragonfly customers are customers who have purchased strength and have not purchased among multiple products or brands. After such pactions, they may turn into bee customers;

butterfly customers are those who purchase general strength, price sensitive, but long term customers. The reason why they do not buy is because they are sensitive to changes in external environment or lack of purchasing power;

Mantis customers, such customers purchase strength is relatively weak, price sensitivity is the highest, occasionally there is a possibility of paction, but more is just understanding and concern.

obviously, from the perspective of customer benefit, the bee customer has made the most contribution, and the goal of customer management is to develop Dragonfly customers and butterfly customers into bee customers. In the view of the input of marketing energy, we should also excavate the needs of dragonfly customers and butterfly customers.

second steps, insight into demand /p >

customer classification is based on previous experience, and when we have set a certain marketing goal, we have to check the customers in advance and get a thorough understanding of the needs of different customers.

first, because the honeybee customer has made certain contribution, therefore, the product and brand's relative situation is better understood, only needs to pmit and inform the information, and consolidate the established relationship;

secondly, dragonfly customers should be the focus of marketing work. These customers have certain purchasing power. The reasons for not buying are: comparison with competing products, dissatisfaction with certain aspects of products, concerns about enterprise background or service links, waiting for the opportunity to purchase, etc., for these customers, we need to further explore the reasons for their purchase;

Third, butterfly customers also need to strive for customers. For these customers, the reason for purchase also needs to be analyzed in depth. Generally, no purchase may be due to financial reasons, information interference, price factors, waiting for promotion, etc., such customers also need to understand the needs through deep in contact, overcome their worries of not buying, and promote their purchase pactions;

Fourth, mantis customers can invest relatively little experience, but these customers may also have potential value. One should pay close attention to customers who may pform into butterfly customers. Two, these customers will also have the function of pmitting information.

in order to make a more effective marketing strategy, marketers need to make statistics on the total volume of different types of customers. Only in this way can we have more targeted marketing strategies and achieve better marketing results.

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third steps, formulate strategy .

for different customers, there should be different customer strategies, and the basis of the strategy of < a href= "//www.sjfzxm.com/news/index_z.asp" > Customer < /a > is to understand the needs of different customers.

bee customers, because these customers have the high purchasing power and the ability to bring new customers, they must timely convey new product information to these customers, and formulate corresponding incentive schemes for new customers, one is to tap the potential purchasing power of these customers, and the two is to win new orders through these customers' circle of friends;

"P > Dragonfly customers, these customers have the strength to buy, so they do not buy, they need to know the potential needs of these customers. For these customers, the key point is to convey the value information of the products, that is, to sort out the selling points that the customers are concerned about, and let the customers perceive that the intrinsic value of the products is not comparable to other products. In addition, we should eliminate the customers' distrust of the products and their concerns about the timing of purchase as much as possible;

butterfly customers, these customers have limited purchasing power, but have potential purchase needs, so they need to pfer some product discount and promotional information to these customers, and attract customers through promotional strategies. In addition, these customers will be more susceptible to other information interference. Therefore, we should try to build up these customers' information, pmit positive products and market information, and create a sense of urgency to purchase;

Mantis customers, these customers have not yet explicitly purchased demand, or do not have enough purchasing power, but these customers can become the disseminators of information, and can increase the popularity of marketing activities and avoid the embarrassment of the lack of prospective customers. Therefore, these customers should also pmit some marketing and promotional activities timely.

fourth steps, marketing support /p >

in formulating sales strategies for different customers, a href= "//www.sjfzxm.com/news/index_q.asp" > marketing > /a > should also be supported. The proportion of the four types of customers should be judged, and corresponding marketing promotion strategies should be worked out.

analysis of customer composition structure can be obtained through market research. Both questionnaires and focus interviews can be used to judge customers' purchase intention, so as to clarify the proportion of basic customers.

In the real estate customer survey, it is relatively more precise. Through the telephone visit to the early accumulation of customer resources and the tracking of several rounds of activities, the composition of the customers can be basically defined.

In the sales process of Vanke, a similar way was adopted. Through telephone interviews and invitation participation activities, the proportion of different customers was obtained, which laid the foundation for formulating follow-up marketing strategies.

generally speaking, there will be five types of customer structure: honeybee dominated, the most proportion of customers to bee customers, dragonfly dominant, dragonfly customers are the largest components, butterfly dominated, butterfly buyers with weak purchasing power occupy the main force; Mantis dominated, customers who lack purchasing power occupy the leading position; the average proportion of four types of customers is roughly the same.

Of course, the judgement of customer structure needs a certain quantity as the basis. If there is not enough customer accumulation, we can only review the intensity and channel of the promotion.

five different customer structures show the different effects of the previous promotion. Honeybee dominated shows that the product has already established a better market image and cognition. Dragonfly dominates the customer's cognition of the product to be deepened, and the brand image also needs to be strengthened to enhance trust. The butterfly dominant type indicates that the brand image needs to be further improved, and the promotion channel should also be adjusted to attract customers with purchasing power.

The mantis dominated model shows that the marketing promotion in the early stage is not successful, and the marketing strategy needs to be reformulated.

Aiming at different customer structure, it also provides direction for marketing strategy.

Honeybee dominated enterprises need to deepen their established strategies and further consolidate their relationships with customers. Dragonfly oriented enterprises need to strengthen the release of product value information and establish customer confidence through brand promotion. The butterfly dominated market structure should adjust the image of promotion and adjust the channels for promotion. The mantis dominant type needs to understand the consumption characteristics of non mainstream honeybee customers and reformulate marketing strategies and directions. For the equally divided structure, the key point of marketing promotion should be clear. The core of the strategy should be determined in the pformation of Mantis customers and butterfly customers, and the pformation of customers can be promoted through the strategy of selecting channels, strengthening cognition and improving image.