Golden Crown Paper
The design of the customer structure is a very important strategic issue. It is the smartest strategy to leave high-quality customers and give inferior customers to competitors.
Not all customers can earn money. In your customers, the bigger the customer, the better. The size is not the key criterion for judging a customer, nor the standard for managing customers. Many companies are relying on big customers blindly, and the last ones are too big to be slowly dragged to death.
The most important thing for customers is quality. We are always talking about high-quality customers. Only when we manage high-quality customers can we continue to make profits, and we can continuously reduce costs, increase individual output, and continuously increase investment income. Identifying quality customers is a key issue. Mastering the scientific quality customer evaluation criteria, so that every team member can deeply understand, will undoubtedly have a multiplier effect.
Different high-quality customer standards in different industries, the following is a customer quality assessment standard and description of a 200 million industrial raw material enterprises, it is worth studying.
1. The main business is clear and the growth is strong.
A customer with unclear strategy and doing everything, the bigger and more dangerous the plate, the patient investigation of his strategic direction and the direction of funds, while paying attention to his business growth, and must be careful when deviating from the main business. It is very likely that you will become another LeTV.
2. Know where your value is?
If you are the cost unit of the customer, then it is a pity that your fate will be very tragic and there is almost no possibility of turning over. If you are a value-added unit of your customers, congratulations, you have the possibility to continue to fight, and customers will be willing to cooperate with you further. You can take a step and see.
3. The price is reasonable and the payment is stable.
Customers who are desperately trying to bargain with you must be very careful. If you do it, you will have huge hidden dangers and it will be difficult to last. If you have any problems with your payment, you must give up. Of course, we must be very careful about the orders of excess profits. In many transparent industries, this means a trap.
4. Staff is stable and management is simple.
Customers with unstable personnel must be careful. Unstable means that the conflict of interest between personnel is very serious and will seriously affect the development of customers. The cost of public relations will suddenly increase, and even lead to serious breach of contract. lost heavily. Customers who are too complex to manage should be very careful. These seemingly standardized customers are very inefficient and the situation of people who are overstaffed can be very serious. It will incur a lot of additional costs.
5, product innovation, good reputation.
Innovative customers are highly respected. Customers with strong and innovative teams are very trustworthy. If the customer's innovative products have a high survival rate, they must be highly valued. This may be a worthy partner. The customer's product reputation is good, the quality has been very stable, and it is a very good sign.
6, leadership structure, integrity.
The customer leadership value is clear, appealing, willing to let the subordinates do it, and willing to take the final responsibility, will be an honest customer. Willing to share the fruits of victory with employees, pay wages, bonuses, bonuses, etc. on time, are very worthy of attention.
7, the team is young, professional.
Customers with a lot of young people deserve attention, can retain young people, prove that Qian Jing is broad, and are willing to train the team and improve the team's professional ability.
8, customer relations and binding means.
Strong customer relationships will enable us to obtain very important customer intelligence, design the most reasonable cooperation solutions, and even the binding solution. If you don't understand the internal situation of the customer, then such an order is also very unreliable.
The judgment of quality customers will be adjusted according to industry, enterprise and product, and even adjust with time. The design and management of customer structure is a very important strategic issue. Where should the resources of the company be invested? The customer is the customer we should support the most? How to deploy the sales strategy of different customers? These are closely related to customer quality analysis.
Simply investing resources in one or two key customers is very dangerous in traditional industries, which will cause small and medium-sized enterprises in the industry to kill each other, exacerbate vicious competition and worsen the survival environment of enterprises. The suppliers that are lucky enough to stay will not be bigger or stronger.
The design of the customer structure is a very important strategic issue. It is the smartest strategy to leave high-quality customers and give inferior customers to competitors. It’s not a big order, it’s not a big customer, it’s not a high profit. Any single latitude judgment will make us fall into a whirlpool. Nine small and medium-sized enterprises make money, one customer loses money, or does not recover the money, it may cause serious consequences, and even close down!
Learning to find the best fields and learning to drop the best seeds on the best fields is the fundamental guarantee for sales success. We still have a big gap in this respect. This gap is very fundamental to SMEs and is also very hidden. All highly successful professional teams must undergo rigorous training and education, and it is impossible to achieve steady growth without managing customers. If you can't find your own quality customer, you can't succeed!
Customer structure management is an important part of customer lifetime value management. It emphasizes that the most important thing in sales is to discover and cultivate high-quality customers, and to get rewards in the process of accompanying these customers. It is important to master the ability of customer lifetime value management.
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