Target customers refer to the objects that enterprises provide products and services.With the development of economy and the growing maturity of the market, the division of the market is becoming more and more detailed, so that each service has to face different needs.Enterprises should choose different target customers according to each product and service.Only certainConsumer groupsOnly a certain type of target customers can carry out targeted marketing and achieve results.[1]
Profitability and performance improvement We and our customers must have both.Profitability is the first prerequisite for the survival of an enterprise, whether from our own consideration or from the perspective of customers.The profitability of an enterprise must be based on having and maintaining market competitiveness.The improvement of market competitiveness is inseparable from the enterprise itselfInternal customersAndExternal customersAnd make concerted efforts.Furthermore, internal customers are like the 'cornerstone' of enterprise profits, which is the premise and foundation, and enterprises must attach great importance to it.
However, if an enterprise wants to grow and make profits, the most important thing is to rely on the "bricks and tiles" of external customers.An enterprise does not have its own solid externalCustomer resourcesIt is undoubtedly water without a source.Therefore, if an enterprise wants to have and maintain market competitiveness, it must firmly grasp customers.in especialKey customers, distinguish between bricks and tiles, treat them differently, and let them continuously improve their profitability for the enterprise.Certainly help customers improveProfitabilityIt is also our task.
Performance is the first starting point for enterprises to consider issues, and also the first link between internal employees and external customers.
If an enterprise wants tosustained developmentThe performance improvement of the whole company brought by the performance of internal employees is the most fundamental.andExternal customersThe performance generated by is the most critical.In order to generate and improve the performance of external customers, we must give them some policies, some support, some standards, and some more.There is a particularly important link in this process. Don't forget to help customers produce performance.If an enterprise does not continuously improve its performance, the development of the enterprise will lag behind, retreat, or even lead to its demise.
Our service level promotes customers'Satisfactionpromote.The improvement of customer satisfaction requires us to constantly improve our service level.We have realized thatExternal customersThen we should change our perspective and take into account the profitability and performance improvement of customers.This is promotionCustomer satisfactionThe most important part of is also the key point of customers.This is a lotSales consultantEasily ignored.
Customer satisfactionPromotion promotes the improvement of our service level.The improvement of service level depends on the evaluation of customers. There are many levels of service level, and we can't only see the service at the simple level.Real service should also pay attention to the number and depth of service points.The assurance of service points is increasing with the improvement of satisfaction.Therefore, onlyIncreased customer satisfactionOnly then can we further improve our service level.
Evaluate customers
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1. Single indicator
A single indicator is simply established by the enterprise from data indicators such as sales, profit, amount of payment collection and transaction timesKey customersClassification criteria.There are many drawbacks and side effects of a single indicator.
The following are the common classification standards established by some enterprisesValue indicators(For reference)
Enterprises can select these indicators according to their own conditions, and then select 1-3 indicators to establish customer segmentation criteria.
customerValue PyramidThe application ofIndex weightCalculate the comprehensive value status for each customer, and then divide the customer into different sections of the value pyramid according to the value grade, and visually display them to form a quantitative customervalue system 。
Enterprises can choose different value indicators to define multiple value pyramid models, such as profit value pyramid, template value pyramid, potential value pyramid, etc., and evaluate their customer groups and each customer from different perspectives to clarify the customer'svalue orientation , value distribution and differenceValue rangeAnd customer composition characteristics.Here is an example of how to use the customer value pyramidCustomer value assessment, analysis and management.
According to the set value indicators and weights, we can setCustomer valueGraded section
3. Customer Value Scorecard
This is the latestDivision methodBecause the value of customers is mostly the real value, such as the sales amount or collection cycle. However, some enterprisesdevelopment potentialFor example, ten years ago, no one considered the value of the Internet industry. Many portal websites, such as SINA and 163, have been listed, and there can be no comprehensive measurement standard.
Therefore, according to the value of customerspotential valueAnd real value, includingfinancial index With sales indicators, these two indicators are very obvious and can be seen directly;Potential value includes customer indicators andService indicatorsThese two indicators can be measured according to the potential value of customers to our enterpriseweighted mean To score, therefore, the customer scorecard will be a trend in the future.
2、business markets Producer market is composed of individuals and enterprises who buy for processing and production to gain profits.
3、Intermediary market: The middleman market consists of wholesalers and retailers who buy for resale to gain profits.
4、Government market: The government market consists of government agencies at all levels that make purchases in order to fulfill their government responsibilities.
5、international market: The international market consists of foreign buyers, including foreign consumers, producersmiddlemanAnd government agencies.
EachMarket typestayconsumer demandandConsumption modeXanadu has distinctive characteristics.The target customers of an enterprise can be one or more of the above five markets.In other words, an enterprise'sMarketing targetIt can include not only consumers, but also various organizations.Enterprises must understand different types separatelytarget marketDemand characteristics andpurchasing behavior 。
Step method
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Search method
There are many international and domestic trade fairs every year, such asCanton Fair、High tech Fair, SME expos, etc. The trade fair not only realizes transactions, but also seeks customers, contacts and understands.on the internetSearch EnginesEnter "trade fair" or "exhibition" in, you can get many international and domestic exhibitions.
Finishing method
In essence, this method belongs to the "data search method". Existing customers, units contacted with enterprises, participants in enterprises' activities (such as public relations, market research), etc., their information materials should be well processed and preserved. When these materials are accumulated to a certain extent, they are a wealth.
Advisory law
Some industry organizationstechnical serviceOrganizations, consulting units, etc., often have a large amount of customer information and resources, as well as related industries andMarket informationIt is not only an effective way to find customers through consultation, but also can sometimes obtain services, help and support from these organizations, such as customer contact, introductionMarket entryProposal and other aspects.
Delegated Assistant
This method is widely used in foreign countries. Generally, a salesperson entrusts a specific person to collect information for himself/herself in his/her own business area or customer group in a paid way, so as to understand the information about customers, markets and regionsInformationIn domestic enterprises, there are also some, that is, the salesman entrusts the relevant personnel to provide some information about products and sales regularly or irregularly among the enterprise's intermediaries.
The enterprise has entrusted us to stay abroadEmbassy and consulateOfCommercial Counsellor、agencyOr commercial counselors and agencies of foreign embassies and consulates in China, various chambers of commerce at home and abroad (such as,China Chamber of Commerce for Import and Export of TextilesBank and enterprises that have business relations with me to find customers;Salesmen can find customers through direct introductions or information provided by others. They can introduce customers through their acquaintances, friends and other social relationships, or through partners and customers of the enterprise. The main ways are telephone introductions, oral letter introductions, business card introductionsWord of mouth effectEtc.
advertisement
The basic steps of this method are:
(1) Send advertisements to target customers.
(2) Attract customers to carry out business activities or receive feedback to carry out activities.For example, send an advertisement for an appliance through the media to introduce its function, purchase method, location, agency and distribution methods, and then launch activities in the target area.This method is more suitable forHaier、associationSuch enterprises.
Supplementary information
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Marketing is all purposeful marketing. Sometimes customers seem to be hard to find, but they have hidden skills
