Summary of entrepreneurial experience

Summary of entrepreneurial experience? With regard to summing up experience, we mainly write down the main work content, how to work hard and the achievements achieved, and finally put forward some rationalization suggestions or new efforts. Let me share with you the summary of entrepreneurial experience. Let's have a look.

Experience summary of expanding customers 1 1. How to set a reasonable expansion goal for the project?

Establishment of groundbreaking goals:

1, the marketing objectives at the initial stage of the project, such as recognition objectives and customer storage objectives. According to the customer's storage target, make the customer expansion plan, establish the operation map, establish the organizational structure of the project marketing team and PK incentive plan, and strive to get ready; Generally, after the overall goal is set, it is assigned to each team, and each team is assigned to individuals, and then it is refined to the early stage of customer storage and strong expansion.

2. The process of setting goals and decomposing goals will verify the rationality; At the same time, adjust the indicators every day of the week.

Second, how to divide the expansion area?

Generally speaking, every project has a marketing strategy and a customer development strategy. The attributes and customer orientation of the whole project determine where our customers are. After the project team formulates the strategy and verifies the model, it arranges each team to give operational guidance according to the war zone. Even for the crowded places such as Shangchao in the core war zone, all teams can be required to auction and photograph the main customers according to the highest indicators, so as to achieve the purpose of expanding customers higher. Indicators are linked to costs, and superior resources are tilted to achieve overall balance.

Therefore, the pioneers who are organized, planned, targeted and eliminated in PK competition are orderly.

3. What is the most effective way to expand customers at present?

Country Garden is used to expanding customers offline, and there are eight ways to expand customers: sending orders, TV camps, exhibitions, intercepting competing products, visiting major customers, circle marketing, organizing house-watching groups, and supernumerary brokers (first-hand linkage).

How to balance one-handed linkage? It is suggested that a bowl of water should be flat and the effect should be paid. Of course, if the effect is better after two months, resources can be tilted.

Fourth, what is the form of expanding the customer network? Do individual customers receive it as soon as they arrive, or do they gather together and decide through preferential activities?

The eight ways to expand customers are all in the form of expanding customers. Usually I ask to organize customers by nodes. Trilogy: expanding customers during the day and receiving customers at night; Expand customers on weekdays and concentrate on receiving customers on weekends; Finally, organize large-scale activities and gather guests on a large scale according to the centralized big nodes. Key words for expanding customers and accepting customers: gifts+activities.

The first step is to visit the project with various gifts during the day, focus on visiting customers and returning customers at night, and determine the number of effective customers under the expansion index;

The second step is to organize warm-up activities (activities needed by customers) on weekends, invite customers to participate this week, and make a second inventory of how many effective customers there are;

The third step is to organize large-scale activities such as major festivals and major project nodes to lock in customers. In short, through constant interaction, we can deepen customer viscosity, constantly wash customers, organize reasonable sources of goods, and win the opening of stores.

5. Under the Internet thinking, how to cooperate with offline developers online?

Interaction. The same project marketing strategy, the same node plan, online and offline must be combination boxing. For example, opening a project real-life exhibition area and organizing garden activities. At the same time, the local wedding photography shop and Ferrari Auto Show are invited offline (all sponsored for free). At this time, you can promote customer interaction online.

6. Is there a limit to whether the extension fee is charged separately or as a marketing fee?

All marketing expenses are counted as marketing expenses, and then divided into promotion expenses, sales management expenses (including customer promotion expenses) and marketing facilities expenses. Each major item is allocated according to the project situation.

Seven, the expansion of customers needs high incentives and high elimination. This premise is that there are enough reserve personnel. What should we do for small companies with few projects and insufficient talent reserves?

For small companies, there are two ways:

1. Expand Burt's Bee Team beyond the components. For professional reasons, some college students can be fixed for part-time jobs and long-term training, and pay according to the effect. Daily visit index 100 yuan, and the number of rewards for effective visits and transactions.

2, moderate overcrowding, such as 10- 20% fixed elimination every month, while constantly recruiting people, maintaining a virtuous circle and paying commissions. Pay the commission only after the transaction, calculate the fixed commission ratio for the whole plate, and pay it from the marketing expenses appropriately. Why not? Are entrepreneurs guaranteed? If you are a student, you already have 80- 100 yuan a day, which is enough to live. Remember not to overeat. If it is our own team, it is our habit to set indicators for outsourcing. On the same day, the outsourcing personnel can be subsidized and assessed, with good rewards and poor punishments.

What the agency wants is performance, and making money from performance is what they should do. If the salary is enough, it is their own problem, and we only want the result; However, if the project itself is not easy to sell and the commission point is not high, it is also possible to give some incentive subsidies appropriately for the enthusiasm of the agent.

The marketing team, like the army, can be stimulated by targeted material stimulation.

8. What details should enterprises pay attention to when visiting and developing?

The key for enterprises to expand customers lies in contacts and resources. My habit is that whenever I go to a city, I first use the resources around me to infiltrate. Suppliers, government departments, banks, employees' relatives and friends, etc. You can always find their related customers from the departments of your own company, so total marketing comes.

Enterprises can infiltrate from local management committees, major trade unions and employees' relatives in the enterprise in advance. My experience is that it is most effective to organize government public welfare activities (initiated by the government and assisted by me) and organize activities needed by enterprises.

For example, the government fire knowledge exhibition, organizing employees to exchange dances with government enterprises, street dance competitions, and good voices in parks. Through such activities, on the one hand, the reputation of the enterprise can be improved, on the other hand, the visibility of the project can be improved. In this way, the second step can be carried out, such as the visit of major customers (PPT) and the stagnation point (such as adding meals in the canteen). The most important thing is offline large-scale circle activities to build momentum. Some enterprises often only pay attention to development and construction when introducing cities to engage in relations, and do not pay attention to customer expansion. It is suggested that external contacts of various departments can be organized.

Nine, how to expand customers for towns and villages, because towns and villages are scattered, especially towns and villages?

At present, about 40-60% of customers in third-and fourth-tier cities come from target towns except county towns, so it is feasible to expand customers. According to the previous customer map, divide the main first-class and second-class war zones in cities and towns, and carry out effective phased expansion according to customer density.

Most township customers pay attention to marriage (registered permanent residence), education district, price and so on. We take a target town as an example for analysis.

For example, online and offline cooperation, first of all, is to reach the project, mainly through outdoor resources, followed by advertising placement (banners, signboards, exhibition halls, etc.) in crowded places such as supermarkets, governments, banks and mainstream restaurants in small towns. ), and at the same time began to develop contacts such as the director of the office of the local government chamber of commerce, where you can use supernumerary brokers.

For projects where the sales team mobilizes more than 40 people, you can visit towns and villages in three-day weekends. First, the online advertising bombed for nearly a month, then the whole town mainly distributed two-day bills in the town, and then concentrated on gathering guests at night. Once done, we can hit four key towns and villages in one month.

10. A broker has been developed among clients, which is rich in resources, but the commission is more than 3 times higher than that of real estate consultants. How to prevent property consultants from transferring customers to brokers in the process of cooperation, which will harm the interests of the company?

Skipping orders mainly depends on monitoring and punishment. If you are a supernumerary broker, not an intermediary, then make rules of the game first, stipulating that supernumerary agreements must be made by customers found through his channels, otherwise no commission will be paid or even recovered (embodied in the agreement, the specific communication is mainly to mobilize enthusiasm). Prevention usually starts from the inside, and it is difficult to prevent domestic thieves from day to night. The owner of the internal red line should know that once the commission is deducted and fired, there is no room.

Summary of customer experience II. Customer management experience

According to our customer management experience, share the "five steps of customer management":

The first step: emotional management-let part-time workers become "one of their own"

Emotional management is to let part-time workers stimulate their work spirit and reduce the strangeness of part-time jobs. Emotional management is not equal to "fighting chicken blood", but treating the emotions of part-time workers as formal employees. A good horse can run fast only if it eats good grass.

Emotional management has two specific ways:

First, expand the emotional construction before, use the morning time to queue up, shout slogans in unison, cheer up the spirit and enhance work activity. There is no certain rule in the content of slogans. What is needed is to be consistent in action and break the sluggish state. The second is to develop psychological massage among customers, use the late registration time to listen to the actual feedback of front-line work, respond to feedback in time, and give appropriate comfort and encouragement. Improve the cohesion and execution of the "temporary team".

The second step: incentive management-let the pioneers have goals.

Before going into battle, the forerunner got the index, which is a punitive red line. The motivation to work hard for fear of being punished is hard to last long. An effective way to change passivity into initiative is to set incentives. Setting different effect incentives according to each node, such as power off, visit, approval, transaction, etc., can make customers turn indicators into goals, improve work initiative, reduce management burden, and turn channel customers into effective ones. In the specific operation, the basic salary of the promotion staff can be appropriately reduced, and the corresponding bonus (set according to the actual needs of the project) can be given for each successful power vacation and visit, so as to pay for the promotion results and improve the effectiveness.

The third step: standardize management-every thousand people have one side.

Non-standard marketing caliber, such as inconsistent caliber and false promises, is a taboo of real estate marketing, which will not only affect the conversion rate of Tuoke Port to customers in the case, but also lay hidden dangers for the transaction. Therefore, before developing customers, all materials, sales caliber and price caliber should be highly unified, so as to ensure the accuracy of written and oral statements and prevent future troubles. On the other hand, it can reduce the influence of different personnel qualities on customer development to a certain extent, and excellent rhetoric can increase the probability of obtaining customers and make the project image more unified.

Step 4: Tool management-stare at it, not at it.

When managing customers, it is obviously impossible to let things slide. If it is too strict, there will be side effects. People always like to take advantage of pressure, secretly throw away a page or scribble phone numbers, which I believe all colleagues have encountered. In order to improve the efficiency of the process, we need the process management of "staring at it, not staring at it". Specifically, we can combine Internet management tools to weaken the sense of oppression, improve the standardization of management, and replace a large number of human resources management with standardized management tools. In order to optimize the management effect, Rio Tinto developed "Tuo Hakka", which is a management tool for Tuo Hakka. It can be installed on any type of smart phone. Through three different role versions: Bee, Commissioner and Manager, people with different roles in Tuo Hakka can manage and view Tuo Hakka in real time, including online check-in and check-out, real-time post tracking, indicator completion statistics, incentive statistics, performance and comments. Reduce the investment of management manpower and improve management efficiency in a digital way.

Step 5: Quality management-doing well is not the same as doing badly.

For promoters, the most common inertia is "mix and mix, and wages will always be paid", which comes from the management's disapproval of everyone's work results. Just like e-commerce shopping, sellers need to accept the evaluation of goods in order to keep the motivation to maintain the high quality of goods. Similarly, the management needs to evaluate the work results of customers and form a quality management system. The evaluation results have an impact on the last salary settlement and the next priority employment, and form a traceable quality management record for everyone, whether full-time or part-time.