A Case Study of Marketing Newcomers Winning Customers Quickly

The choice of case study for marketing newcomers to win customers quickly.

Customer case analysis is defined as the business strategy of effectively organizing enterprise resources according to the classification of customers, cultivating customer-centered business behavior and implementing customer-centered business processes, and improving the profitability, profit and customer satisfaction of enterprises as a means. The following is a case that I have compiled for you, in which new marketers quickly win customers. For reference only. Welcome to reading.

A Case Study of Marketing Newcomers Winning Customers Quickly 1 Case 1: Xiao Zhang just graduated from college last year. With a background in marketing and a high personal quality, he made his own ambitious plan when he graduated: in three years, he completed the original accumulation and became the regional manager of a well-known enterprise; Three years later, I became a real professional marketing manager. In July 2005, after graduation, Xiao Zhang became a salesman of JX Beer Group, a well-known enterprise in the local provincial capital, and was responsible for managing three dealers in the development zone.

After Xiao Zhang arrived at the market, he visited the dealers one by one, and showed his professional knowledge advantages and talked about professional theoretical knowledge.

When Xiao Zhang conducted market research, he found that there were many blank spots in the market. Xiao Zhang knows that high coverage can bring effective sales, so he asks dealers to develop one by one to improve product coverage. As a result, the customer did not respond.

In September 2005, the company launched a promotion plan aimed at increasing the proportion of high-end products. After Xiao Zhang conveyed the company's policies to customers, customers not only did not respond positively, but put forward more demanding requirements for Xiao Zhang, such as VIP, car, gifts, etc., which was contrary to the company's policies. The result is the policy given by the company, which the customer does not need; Xiao Changcan didn't win the policy that customers wanted. The customer complained a lot about Xiao Zhang and complained to Xiao Zhang's manager.

Since then, Xiao Zhang's relationship with customers has become increasingly tense. Xiao Zhang is a little afraid of traveling and meeting customers.

Half a year later, Xiao Zhang's boss reluctantly told him to find another job. The reason is that the three dealers have jointly reported to the boss and asked to replace Xiao Zhang on the grounds that Xiao Zhang did not provide them with any valuable help. And threatened that if Xiao Zhang was not replaced, the three dealers would no longer operate the brand.

Xiao Zhang met a major setback in his life, and he didn't know what to do in his future.

Case 2: Salesman Xiao Liu is an optimist. I am sociable and like making friends. After graduating from college, I applied to a company to do sales. Xiao Liu believes that as long as you are good friends with customers, you can talk about any business.

So when Xiao Liu arrives at the market, he eats and drinks with his customers and often plays cards and sings with them. There is little time to study the market. At first, the customer was embarrassed, so the customer did as Xiao Liu said. But after a long time, customers are increasingly not doing what Xiao Liu says, or seemingly echoing, but actually taking no action. I also often tell Xiao Liu about my difficulties and hope that Xiao Liu will ask the company for policies.

Xiao Liu's task has not been completed for three months. The leader also gave him a yellow card warning.

In fact, the case of Xiao Zhang and Xiao Liu is a typical customer communication problem, and it is also the most common mistake made by novice marketers. So how can a novice marketer win the support of customers quickly?

Sales work is inseparable from dealing with customers. Studying customers and how to communicate with customers with the sales target as the goal have become the basic qualities of salespeople.

First, correctly understand the relationship between manufacturers.

As different subjects, manufacturers and merchants have their own business orientation, and different business objectives will inevitably lead to different sales behaviors of manufacturers. Therefore, the relationship between manufacturers is not an administrative subordinate relationship, but the essence of the relationship between manufacturers is a cooperative relationship centered on interests.

The relationship between manufacturers determines the jobs of business personnel, and it is less and less possible to expect to make good friends with customers to achieve sales goals. The key is what benefits the manufacturer's sales behavior brings to customers. In interpersonal communication, popularity is enough, at least not annoying.

The essence of the relationship between manufacturers determines the nature of the work of the sales staff of manufacturers, that is, focusing on the business objectives of manufacturers, taking the implementation of the company's sales intentions as the goal, and taking communication as the main form of work to influence the dealers to the greatest extent, thus affecting consumers. Generally speaking, business people do marketing, which is actually the degree to which business people can change and influence customers. Therefore, in a sense, the communication ability and communication level of business personnel largely determine the ability and level of manufacturers to do marketing.

In fact, the best salespeople are not those with the most marketing knowledge, but those with the strongest communication skills. Therefore, to measure whether business personnel are qualified, the first thing is to see whether they have good communication skills.

Second, a correct understanding of communication work

First of all, communication has a clear purpose. Persuading customers to do market work according to the factory's intention is the purpose of business communication.

Secondly, communication is highly skilled. Specific to sales staff, there are two basic points:

1. Learn to "listen" instead of "speak".

Listening is the best art of communication. Many salespeople are satisfied with boasting in front of customers, and sometimes even speak blindly in a single way, ignoring customers' needs and opinions, which can only satisfy salespeople' desire for expression and is harmful to achieving communication purposes. It's not to stop the sales staff from talking, but to "do something", where does the "point" come from, and from the customer's conversation. This is a communication problem for most salespeople. Just like some football teams "gain momentum but don't score goals", they "suffocate" their opponents.

2. Be able to tell stories to customers.

Storytelling is the basic skill of salespeople. The story mainly includes several aspects: first, talk about the market prospect, stimulate the enthusiasm, recognition and action of customers, customers will have a "sense of unity" with manufacturers, and dealers will "go all out". The second is to explain the plan. When factory personnel explain a well-founded and operational scheme in a language that is easy for dealers to accept and understand, and when they are well illustrated and skilled, dealers will be full of confidence. The third is to talk about the successful cases of model market (stores, blocks, etc.). ). By telling successful market operation cases, show the attitude, confidence and determination of factory personnel to do the market, and set a model for demonstration. Everyone has the psychology of "conformity" to some extent. In fact, from the perspective of economics, "conformity" is also a good way to reduce costs and avoid risks. Many dealers have this mentality. By telling the successful cases of the model market, we can dispel customers' concerns and stimulate their enthusiasm.

Furthermore, communication should be combined with the environment and make full use of auxiliary props.

Language includes spoken language, written language and body language. In particular, the use of body language, especially pay attention to just right, too much may have performance elements, otherwise it will be very blunt. Communicative language has three basic requirements: coherence, concentration and appropriateness. Among them, appropriateness requires a grasp of the environment and a sense of proportion and degree of speech.

Third, handle the difference between private affairs and official duties.

Personal relationship can promote business relationship to a certain extent, and personal friendship can also be obtained by handling business. The key is to grasp the "degree" and "degree". There is a famous "chair law" in sales, which is to influence customers from the perspective of "people" and personal feelings. But in the meantime, keep your distance. There is a famous hedgehog theory in the relationship between manufacturers, that is, distance produces beauty. Salespeople should keep a proper distance from customers to avoid "aesthetic fatigue".

Marketing newcomers win customers quickly. Case Analysis 2 With the gradual improvement of the state's management and regulation system and means of the real estate industry, China's real estate industry has become more mature and standardized in the development process of more than 20 years. Since China joined the WTO, all walks of life have gradually opened to the international market, and the real estate industry is no exception. In the fierce international arena, in the era of change and innovation, CRM system began to enter the real estate industry in China on 200 1. With the help of powerful network information system and customer-centered service concept, it shoulders the heavy responsibility of cultivating the core competitiveness of enterprises and can achieve a win-win situation for real estate enterprises and customers.

There is a phenomenon circulating in the real estate industry: every time Vanke opens a new property, the old owners will come to join in, and the recommended transaction rate of the old owners has been very high, and some properties can even reach 50%. It is reported that 30% ~ 50% of Vanke's sales in Shenzhen, Shanghai, Beijing, Tianjin, Shenyang and other places are introduced by the owners who have already stayed; In Shenzhen, every time Vanke Real Estate develops a new property, many customers follow up and buy it. More than 40% of the new owners of Golden Home and Four Seasons Flower City were introduced by the old owners. According to the investigation of Vanke Club, among the existing owners of Vanke Real Estate, the repeat purchase rate of Vanke Club members is 65.3%, 56.9% owners will buy Vanke again, and 48.5% members will recommend Vanke Real Estate to relatives and friends. This is a miracle in the real estate industry where the repeated purchase rate of owners has been relatively low.

(A) the background and connotation of CRM

1990 or so, in order to meet the increasingly competitive market demand, many American enterprises began to develop sales automation system (SFA), and then focused on developing customer service system (CSS). After 1996, some companies began to combine SFA with CSS, plus marketing planning and door-to-door service, and then integrated CTI (Computer Telephone Integration) technology.

The call center, which integrates sales and service, is the embryonic form of the well-known customer relationship management (CRM). With the progress of science and technology and the development of society, customers' needs have changed from pursuing a certain technology and product to pursuing additional value such as emotional satisfaction and respect for personality (this can be explained by Maslow's hierarchy of needs theory). In order to win in the increasingly fierce market competition, enterprises are required to provide customers with good psychological experience and valuable intimate service while providing products, so customer relationship management came into being and gradually became the new era content and decisive factor of enterprise management. 65438-0999, CRM was introduced into China, and was first used in IT industry. The successful application of CRM in IT industry has also made some software manufacturers optimistic about the CRM market in China, and have developed various CRM system software. In just three years, following the IT industry, household appliances, automobiles and other industries have also introduced CRM. At that time, China set off a CRM craze.

CRM (Customer Relationship Management) is customer relationship management, which means that an enterprise establishes a customer-centered business philosophy and uses information technology to reorganize related businesses and workflows, so as to achieve comprehensive and effective management of customer resources. It is not only a management mechanism to improve the relationship between enterprises and customers, but also a management mechanism of modern enterprise activities.

(2) Vanke's fifth largest

On the basis of design, engineering, marketing and property management, Vanke put forward the concept of "the fifth largest real estate" after years of practice and thinking, that is, customer relationship management, and the enterprise has also changed from the original project orientation to customer value orientation. In order to meet the higher requirements of enterprises for customer relationship management, Vanke actively introduced information technology and explored the informationization of customer relationship management. They set up a customer center website and a CRM information system to collect customers' opinions and suggestions from multiple angles, work links and channels, and make timely research and response. These opinions and suggestions also provide guidance for the strategic and tactical development of enterprises. Vanke's fifth largest has become an important driving force to lead the sustainable development of enterprises and continue to write legends.

(C) Focus on customer experience

Vanke is famous for paying attention to on-site packaging and display. Similar projects are always hundreds or even thousands of dollars more expensive than others per square meter. Some people don't understand: I don't see what's amazing about Vanke's real estate, whether it's technology, materials or design, it's similar to others. In fact, as long as customers look at Vanke's projects carefully, they will basically be moved by the rich, artistic and warm home atmosphere and some details there, and they will find that there is an ideal home, so they are willing to pay a lot of money for it and settle down for the instant good feeling and the beautiful daydream in the future.

Vanke takes products as props and services as the stage, creating a space environment and humanistic environment that allows consumers to integrate into it and produce beautiful imagination and aesthetic pleasure. Vanke sells not only "goods" and "services", but also.

It is the customer experience-customers get a kind of spiritual pleasure through their own feelings and imagination in their own carefully created aesthetic environment.

(C) Vanke's unique "6+2" service rule

Vanke has a service rule called "6+2", which is mainly divided into the following steps from the customer's point of view:

Step 1: Warm hands. Emphasize the developer's information transparency and sunshine purchase in the warm hand-in-hand process. Vanke requires all projects to publicize the content that is beneficial to customers (sales) and the content that is not conducive to customers (sales) during the sales process. Including unfavorable factors within one kilometer,

Step 2: tie the knot. In the terms of the contract, tell the owner the matters needing attention in signing the contract as much as possible, reduce the owner's sense of helplessness, and tell the owner the channels and ways to communicate with Vanke.

Step 3: Close contact. The company keeps close contact with the owners. From the end of signing the contract to getting the house, Vanke will regularly send text messages and emails, organize the owners to visit the real estate, understand the progress of the real estate construction, and inform the owners of the progress in time.

Step 4: Move. When the owner moves in, Vanke will hold a check-in ceremony to express his respect and blessing to the owner.

Step 5: Care and consideration. After the owner moves in, the company should be caring and attentive, establish an account manager system, follow it to the end, and find, study and solve problems in time through the communication platform.

Step 6: Take responsibility. Problems will always arise. Vanke will not shirk its responsibility when there are problems, especially when it hurts the interests of customers.

Next is "all the way". Vanke has established a loyalty maintenance fund, and the required funds come from the company's annual profits and customer contributions.

Finally, the "four-year contract". Vanke pays a comprehensive visit to customers every four years to see what needs to be improved.

(D) Multi-channel attention to customer issues

Listening is an important part of enterprise customer relationship management, and Vanke has set up a functional department-Vanke Customer Relationship Center. In addition to handling complaints, the main responsibilities of the customer relations department include customer satisfaction survey, employee satisfaction survey, various risk assessments, customer return visits, and complaint information collection and processing. The specific channels are:

1. Coordinate the handling of customer complaints: Customer relationship centers all over the country are fully authorized by the company, responsible for communicating with customers and the results of relevant decisions, and follow the principle of handling group complaints.

2. Monitoring and managing complaint forums: The forum of "Complaining Vanke" is monitored by the Group Customer Relationship Center. It is stipulated that the complaints of owners and prospective owners in the forum must be answered within 24 hours.

3. Organize customer satisfaction survey: Vanke hired a third-party company to conduct it, aiming at providing customers with products and services that are more in line with their daily needs through a comprehensive understanding of customers' evaluation and demand for Vanke products and services.

4. Answering and consulting: The Group Customer Relationship Center can answer all inquiries or opinions about Vanke and its services, or guide customers to convenient communication channels.

(E) Carefully create the interactive form between enterprises and customers.

With the development of the enterprise, Vanke's understanding of customers is also constantly improving. In the eyes of Vanke people, customers are no longer just buyers of houses, and the relationship between customers and enterprises is no longer a "hit it off" business. So in 1998, Vanke founded the "Vanke Club" to provide systematic and meticulous services for buyers through measures such as bonus points and preferential purchase of houses. The concept of Vanke Club has been continuously improved and enriched. From one-way service, to two-way communication and interaction, and then to higher-level sharing, the relationship between Vanke Club and its members is getting closer and closer, from the initial developers and customers, product providers and buyers, service providers and users to mutual trust like relatives and mutual care like friends.

Vanke did not deliberately emphasize customer relationship management, but put the interests of customers, including their demands, in their hearts, hands and actions. Vanke knows that caring for the interests of customers requires the implementation of every subsidiary and every employee. The assessment of subsidiaries and employees is the touchstone to test the company's true customer view and the baton to guide the words and deeds of subordinate enterprises and employees.

At present, facing the pressure of market competition, many housing enterprises have begun to realize that only high-quality services can occupy or keep the market. For example, brand housing enterprises such as Greenland and Poly advocate service as the theme. Industry experts said that from focusing on product creation to focusing on customer service will be the inevitable way for real estate development. At the same time, the concept of service marketing will also promote the real estate market to be more mature and rational.

Novices in marketing quickly win customers. Case Analysis 3 There is a dairy shop with three service personnel, Xiao Li, Da Li and Lao Li. When you approached Xiao Li, Xiao Li smiled and took the initiative to ask questions, greeting your weather for a while, talking about the children's recent situation for a while, and talking about something unrelated to buying milk. Xiao Li's method is to be polite to the guests. Li said in another way, can I help you? What kind of yogurt do you want? We offer preferential treatment to our long-term customers. If the temperature is higher than 30℃, you can come here to drink a cup of yogurt for free every day. Do you want to take part in this activity? Da Li's way is to improve his skills. Lao Li's way is more mature and sophisticated. He talks to you about your daily dietary needs and asks what kind of milk you drink, sugary or sugarless. Maybe you are diabetic, maybe you are losing weight? And Lao Li will always find a dairy product that suits him best and tell you how to keep the nutritional content of milk. Lao Li provided a personalized communication mode.

So, which of the above three modes do you think is more suitable for your company? Which method is the most effective? What are the internal relations between these three modes? The following survey may be quite different from your intuition.

One of the questions is whether the non-verbal services used by salespeople are always consistent with the verbal services. If the two are consistent, these three models will play a very good role. Studies have shown that skills upgrading can bring more benefits to enterprises.

However, if the provided verbal and non-verbal service information is inconsistent, customers tend to believe the non-verbal service information. In other words, if a salesperson is trained to look polite, but his body language may reveal that he doesn't like his job or deal with customers, then polite hospitality will lose its meaning. Similarly, skills upgrading will not achieve the expected results because of the unfriendly or careless sales staff. Only personalized service can combine verbal and non-verbal information perfectly, because the salesperson and the customer have established a deep relationship due to long-term communication.

The most important oral communication of salespeople is the opening and closing remarks. Because it is easy for people to remember what happened at the beginning and end when communicating. Therefore, when communicating with customers, salespeople should pay special attention to the polite greetings at the beginning and end.

Polite hospitality pays attention to immediate response, including instant time, instant space and instant language. The so-called instant time is to greet customers who come in in time. For example, as long as customers come to the sales window 1 meter, they should say hello within 5 seconds, so that customers can feel your warm reception. Space instant is close to customers in distance. Intimacy varies from place to place with different cultural backgrounds. The immediacy of language means that when customers express problems in different ways, they can respond quickly, instead of saying "that's not my department's business" or "I'm not the person you are looking for" Small language differences often lead to completely different results. Therefore, it is better to use positive language, such as "Let's see what the problem is", which is much more polite than using negative language "This problem needs to be considered".

For skills improvement, the investigators listed at least 15 ways to master the communication skills between customers and salespeople. Such as commitment, threat, sense of honor, positive respect, negative respect and so on, are all related to the weakness of human nature. Salespeople should fully understand the characteristics of human nature and integrate them into the sales language to stimulate consumers' psychological expectations such as being loved, not missing the transaction, having a unique vision and being fashionable.

The survey shows that most successful marketing terms have the following rules: create demand-arouse interest-arouse desire (through any kind of human demand), and finally take action.

Non-verbal information can even affect the potential emotions of customers in the process of communication with customers. For example, at cocktail parties, waiters with big smiles get tips several times more than waiters with few smiles on average. Similarly, you can get an extra tip of 10% by putting the change back in the customer's hand or patting the customer on the shoulder when paying the bill. Being close to customers, or crouching down to make eye contact with customers, will also increase the amount of tips.

In a word, personalized communication mode is the most effective mode, but it needs more training and practice. And like other models, its effectiveness will be greatly reduced by the subtle discrimination of sales staff. The survey of retail industry shows that obese customers, customers who don't pay attention to clothes, customers who are different from salespeople (such as gender, race, grade, age) and provocative customers will not get timely and polite service. The service for women is not as fast as that for men, and the service for the physically disabled is better than that for the healthy. All these show that only through training can the differences in services be gradually eliminated.

Marketing newcomers quickly win customers case analysis 4 Salesman Xiao Wang arrived at a tobacco hotel early, hoping to visit the owner. Because of the first meeting, Xiao Wang and the owner are not familiar with each other. After entering the store, Xiao Wang and his boss exchanged a few pleasantries and explained their purpose. By the way, they spent three minutes introducing the company's products. He wanted to go on, but seeing that the boss was impatient, he was embarrassed to say it again. So, Xiao Wang quickly went on to say, "Boss, I came to visit you this time, mainly to recommend the latest products of our company to you. The price is 88 yuan, and the retail price can reach 98- 108 yuan. Moreover, the company also has a promotion, which is very strong. Give a box of coke worth 50 yuan. You see, how about a box? " The boss just said simply, "Oh, now there are more salesmen than customers, and the temperature is even higher than the alcohol content!" " Look, where can I put it? Wait until there is a place! "Say that finish, he pointed to the shelves filled with white wine and motioned for Wang to see it himself. Xiao Wang took a look and it was true. There's wine everywhere! In desperation, Xiao Wang bid farewell to his boss and walked out of this tobacco and liquor store.

Obviously, this is an unsuccessful visit case. If it were you, how would you face such a problem? Let's analyze this case. Is there a problem with Xiao Wang's introduction? Brief introduction, no problem! Is there anything wrong with the company's products? The product is a new product just listed by the company, with great profit, no problem! Is there a problem with promotion? Don't! Because compared with competing products at this price, 50% promotion is already very strong! But why hasn't Xiao Wang convinced his clients?

Let's look at two short stories first.

Story 1: As we all know, Newton is very great and quite modest in our mind. When I was a child, my teacher often taught us a passage. Newton said: If I see farther than others, it is because I stand on the shoulders of giants! I think many people can remember this great famous saying and admire Mr. Niu's open mind deeply, but the true story is that physicist Hooke discovered the law of gravity a long time ago and deduced the correct formula, but because of his poor mathematics, he can only barely explain the circular motion of the planet around the moon, so the scientific community pays little attention to Hooke's achievements!

Later, Newton, a mathematical madman, solved this problem successfully with calculus, and extended his three basic laws of mechanics to galaxy space, which changed the old view that heaven and earth were different since Aristotle and was regarded as a great discovery by the scientific community. So Hooke was furious and accused Newton of plagiarizing his achievements. Newton replied sharply: yes, you think I really stand on the shoulders of giants! This was originally a satire, trying to satirize Hooke. As a result, in order to shape a perfect person, future generations only kept the isolated original words and removed the context, becoming how modest Newton was! Newton in reality is actually aloof, self-reliant and arrogant.

Story 2: At school, teachers often tell Edison's famous saying: Genius is 1% inspiration and 99% sweat! Tell us to be diligent, diligence can make up for our mistakes, and we will become geniuses in the future, so we "light the lights in the middle of the night, that's when men study."

However, up to now, many people have not found themselves a genius, and some things are useless even if they work hard! Later, I learned that there was a sentence behind Mr. Edison's famous saying: However, this one percent inspiration is much more important than that 99 percent sweat!

Can we learn something from these two stories? That is, we must have a strong speculative spirit for everything and anyone! No speculation, no innovation! No guessing, no finding! Let's look back at this case of marketing communication failure.

Xiao Wang failed because he had no speculative spirit! I didn't seriously think about the real reason behind the shopkeeper's refusal. Is there really no place to put wine? Is it really impossible to squeeze a product on the shelves in the store? If that's the case? Then why can other competing products walk around the store? I think, if Xiao Wang thinks seriously and thinks about what the boss just said in a speculative spirit, the answer can be found instantly. Xiao Wang's introduction just now did not actually cut into the focus of marketing. Why does the boss say that there are more salesmen than customers? Why does the boss say that the temperature is higher than the alcohol content? The reason is that it is the off-season of liquor, the weather is hot, liquor sales are slow, and it takes up a lot of money, 528 yuan per box. Who wants to take this money?

So we can find the real reason behind the customer's refusal: the boss is worried about the financial pressure! If it doesn't sell, it's a big risk, okay? What should we do at this time? It's simple. Find the cause and prescribe the right medicine. Xiao said flatly, "Boss, although our wine takes up a certain amount of your money, you can rest assured that as long as you buy it in cash, we can guarantee that if you don't sell it for a month, the company can guarantee a risk-free return." Don't worry! And compared with competing products, we have a 50% improvement. This can all be your profit! "

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