At the beginning of the year, Feng Xiaogang’s New Year’s film, If You Are the One, made people feel full of happiness. Ge You’s “sea return†made people feel a joy in humor.
Like many New Year's movies, the film doesn't have many bizarre storylines. An older "turtle", after a rich night, wanted to marry a wife, so she sent a post to get married, and the applicants came to the scene. There are gay patients, there are people who sell cemeteries, those who are sexually cold, and those who are looking for fathers for illegitimate children. The master of the play, wants to get married, endures all kinds of annoyances, and constantly keeps up with the applicants, while also holding high-handed "free war cards" for those who have various mentalities.
From the point of view of corporate sales, customers are actually the marryers who hold the resources, and the merchants who sell the products are the applicants. In contrast to marriage, customers may need to “marriage†multiple times. Our products are packed into the customer's home, just like marrying a daughter, we are very concerned about the customer's use. Customers will not be as advertised as the maritals, and more will be covered and concealed. In addition, there are countless businesses that “sweet the eyes†to customers, and customers will be more annoying, often without war. Hold high the free battle card - "Do not disturb."
If a business wants to win in a marriage with a customer, it is sometimes more difficult than the applicant, especially in the face of many customers who need to "make a marriage". What should we do? Obviously more complicated. The divorce requires speciality, and the applicants work “one-on-oneâ€; in the face of customers who need products and services, the manufacturer cannot work “one-on-oneâ€, and cannot use the one-on-one. Let customers be determined? This is a very interesting job. We analyze from the following three aspects.
First, do customer work, can not always play the role of marriage candidates
Unlike marriage, customer spending may be repetitive. Many merchants often don't realize this. They come from all the customers. They all rely on one mouth to make 18 martial arts and let customers pull out their wallets. After the business is completed, most merchants will no longer contact customers. Wait until the customer enters the door next time, like a marriage applicant, starting from a stranger.
A smart manufacturer, a company that wants to grow up, must extend the work of the customer. After the customer enters the door, it is "God". After leaving, it is still "Ye". We always remember this customer, contact him often, and him. Establish an effective partnership. So how do you get in touch with every customer? Obviously one-to-one contact is unrealistic, even if you are on the phone, you can't control the frequency, time and content of the communication. Only the connection is not enough. To unite the customers around the company, the company must organize the customers and establish a stable consumer group. With membership marketing, the company can effectively benefit by granting certain memberships to certain customers and giving certain privileges to those who obtain membership, encouraging them to spend more time in the company to get more benefits. Stabilize customers and make customers and companies no stranger.
Second, to do customer work, you need to constantly play the marriage
Marriage applicants usually cannot apply for many people at the same time. This is a moral issue. However, the nature of a company's work as a client is different. Companies must often act as candidates and take the initiative to “missingâ€. Because now is the buyer's market. There are many ways to connect today, and in addition to visits, telephone calls, and web chats are also valued. Such contact is not interrupted. When the customer really wants to “marriageâ€, it will no longer be excluded. Otherwise, the company will be sincere and the customer will also hold the “Do Not Disturb†card.
New customers need to actively expand, and many companies recognize this. It is still difficult to make customers completely disgusted. Old customers of the company should also contact frequently, organize and carry out certain activities, deepen feelings, and let the relationship between the customer and the company not only generate demand and dependence on the company's products, but also find some attribution in emotion. This is the charm of membership marketing. Large-scale chain enterprises such as Suning and Gome have raised the membership banner and changed the company's original low-price marketing policy into a member point promotion policy, seeking to establish long-term relationships with customers. The cooperative relationship, through providing more special services to the member card customers, realizes the emotional exchange with the customers and plays a role in stabilizing the customer groups.
Third, the marriage object only once, the customer management work requires systematic behavior
Marriage is usually one-on-one, and the other person's information can be remembered only by the head. However, membership marketing is faced with many customers. It is a tens of thousands of "flavors". It is difficult for a company to communicate with thousands of customers. It is difficult to adjust its services. Uniform services may be difficult to adjust. Customized services are difficult to manage. It is for this reason that the enterprises that carry out membership marketing are mainly large enterprises, such as Suning, Gome, or high-profit industries such as fitness, clubs, and beauty.
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