Efficient
customer development is the only way out in a competitive environment
How many
foreign trade people since the work has been emphasized more development
customers, emphasizing high efficiency, but do not know how to develop
efficiently, and finally can only watch other people's performance to get soft,
in fact, just do foreign trade small partners, in the do not know what
customers want, do not know market demand, unfamiliar with the product
situation, can not effectively develop customers is actually understandable,
but if it is old hands, or can not effectively develop customers that is your
own problem, do not know what do not want to know, Don't know what the
customer wants, how can such a work attitude pay the bill?
If we want to
quickly master the skill of developing customers efficiently, we must first
understand the following problems in order to better solve the problem that is
not available at present.
1. What is our position in this market? 。
2. Can the products and services we offer make us
enough money in this market share? 。
3. How much do we need to invest to enter this
market? 。
4. Is there competition in this share of the market we
want to enter and what is our competitive advantage? 。
5. How much money or time do we need to make up for our
competitive weaknesses? 。
6. In this market share, do customers need our personalized
services and products? 。
First, to
understand our customers
1. Who are our customers? 。
2. What do our customers want? 。
3. What is the customer's motivation to buy?
We need to
figure out what the customer wants and what benefits it will bring to
him. If a customer wants something, he will have a strong desire to buy
it, because it will satisfy his desire, such as making more money and getting a
higher quality of life and status.
We don't try to
sell customers what they don't need to buy, such as product inventory,
household goods, these things only when the customer inventory to the picket
line they will buy, and they have a fixed supplier, the desire to buy is
generally not very strong, replenishment is also a regular small batch
replenishment.
So how do we
learn more about our customers? Let's ask ourselves a few questions first,
and we'll be better off:
1. Do our potential customers usually buy our
equivalents or related products? We can learn about it through our customers'
websites and promotional materials. 。
2. Who is the clapper who can decide on the
procurement action? Who can have a decisive impact on customer purchasing
actions? Is that the boss? Or a purchasing manager? Project leader? Or a
secretary? If you find the right person, things will go a lot better. 。
3. What is the potential motivation for our target
customers' purchasing behavior? Is it the appearance of the product? The price
of the product? The quality of the product? Is the product's market potential
going to be popular locally soon? Product freshness, the local just have
special needs to use our products? These are all that can be talked about in
the process of communicating with the customer.
At the
beginning of this part of the work will be a bit blind, so this time you need
to use customs data, through data analysis will know the industry's general
growth, product distribution, channel structure and so on. For the
customer's overall supply chain has a better grasp, for you and the customer's
conversation will be very helpful, through customs data, but also all-round
understanding of all aspects of the buyer's information, to effectively follow
up customers, transaction customers also have a very significant help.
In recent
years, data service providers on the big data mining more and more
in-depth, bringing moreand more additional data features,
here recommended e Tradesns (http://www.fs-hj.com.cn),after all, is the customs data, real-time
effective is the primary requirement, easy home on the trade big data in-depth
mining, can display all aspects of overseas buyers in all dimensions, all
aspects of information, can quickly understand the overall information of the
target customers.
Second, segment
the market and target customers
For foreign
trade clerks and foreign trade companies, don't want to sell your products to
the world, or do global business. Doing so often leaves people with no way
to get started, making it difficult to sell products and accumulate customers.
Market
competition is very fierce, to be strong and small not big consciousness, in
the small market segment, your advantages and activity space is much stronger.
It costs less money and invests relatively little energy. To be able to do
a good job of a regional or national share, enough to feed a factory and
company.
Third, write a
good letter of foreign trade business development, seize the hearts of
customers
We write
foreign trade development letters not only to tell each other what you do, but
also to turn them into our customers. Let's do the development letter in
two steps.
The first step
is to be short and one-size-fits-all, so that the other person is interested in
you, so that you can learn more, and look at your email below.
We can use an
eye-catching title:
Such as The secrect of how to reduce XXXX cost and improve profit. Victoria's
Secret of XXXXX products。
The second step
is to write all our sales pitches in as short a text as possible in the body of
the message. For our development letter to be persuasive, there must be
several components:
1. Explain to the prospect the problem he is
experiencing. 。
2. Emphasize the importance of the customer's problems, and we
can solve them well. 。
3. Emphasize to the customer what benefits can be brought
to the customer through our program. 。
4. Explain to customers the price of our products,
related fees, payment methods, terms of trade
5. Provide the customer with a guarantee to avoid loss
to the customer. Such as: half a year, a year replacement, or provide repair
parts, or spare parts. 。
The development
letter contains the above five points, which will be much more attractive to
customers.
Fourth, set
sales and marketing goals
If we don't set
sales targets, all our marketing efforts will be on paper. When we set
sales goals, we need to combine the following factors:
1. Must be realistic and perceable. 。
2. Must be measurable and supported by testable data. 。
3. It must be possible. 。
4. Must be feasible and achievable. 。
5. There must be a clear completion time. 。
Sales targets
must be measured by financial data such as annual sales revenue, gross margin,
volume of business per salespable, and so on. At the same time, we also
need to pay attention to non-financial factors, such as the number of contract
signings, the number of customers to negotiate, the number of product release
publicity and so on.
Fifth, the
formulation of marketing budget details
If you've been
in the industry for a year or more, it's easier to figure out how much it costs
to develop a customer and how much it takes to successfully complete an
order. This helps you put your next year's marketing budget into
corresponding customer development and targeted marketing.
Understanding
these steps is only the beginning,the 80/20principle runs throughout our work,80percent
success often depends on 20 percent of the
hard work, and 80 percent of ourwork
often does not produce direct benefits.
