1 minute to grab the customer's marketing coup

Chapter 15 Capturing his "heart" in one minute (1)
There is no unparalleled road, since God let you be born on this unique planet, he will definitely give you a way to go on; as long as you use your brain, there will always be a way.Next, let's look at some strategies for finding potential customers. Once you start to follow these methods step by step, I believe you will be getting closer and closer to success.

① Data analysis
Data analysis refers to the method of finding potential customers by analyzing various data (statistical data, directory data, newspaper data, etc.).

Statistical data: Statistical survey reports of relevant state departments, statistical survey data published by the industry in newspapers or periodicals, survey statistics published by industry groups, etc.;
Directory information: customer directory (existing customers, old customers, lost customers), classmate directory, member directory, association directory, staff directory, who's who, telephone yellow pages, company yearbook, enterprise yearbook, etc.;

Newspaper materials: Newspapers (advertising, industry or financial news, retail news, relocation news, promotion or appointment news, engagement or marriage news, factory construction news, birth or death news, accidents, criminal records, related personal information etc.), professional newspapers and magazines (industry trends, peer activities, etc.).

② Find out from people you know

Since you live in this noisy society, you will not live alone like some philosophers, writers, and religious people.Since your daily activities will not be carried out in isolation, it means that you must already know a large number of people, and this group of people is likely to become potential customers for your products or services.

Among the people you know, in your circle of life, there may be someone who needs your product, or they know someone who needs it-this is the door closest to you.In the process of searching, your task is to communicate and let them know your current job and the status of your job. If possible, I believe they will definitely lend a helping hand.

From now on, open your phone book, open your mobile phone address book, count your QQ, MSN friends, go to Renren to count the teachers and classmates who are still in touch with you from elementary school to university (you can also Although it has been a long time since I have not contacted you, but you have their contact information, teachers and classmates, please greet them, don’t be embarrassed), don’t forget, there are also a lot of seven aunts and eight aunts, these are your resources.Find out how many people you already know.When you count this number, I believe you will be shocked-I have known so many people since I was a child!

From getting to know a person to getting to know people in a circle, one lead a circle, this is the fastest way for salesmen to make friends and find customers.One of your friends may not need your product at all, but must his friend's friend not need it?

Maybe you're like the average salesman, frowning and sighing, "Oh, your idea sounds really good! It makes sense! But look at this guy I know, look at his history and career, Does he look like someone who would buy my product?!"

My answer is simple: "Can you tell me what a person who buys something looks like?!"

From now on, don't be ashamed and dejected like before!Even if your relatives, friends, classmates, teachers will not become your clients, still contact them.The first rule of prospecting is this: don't assume someone can't help you build a business relationship.

They may not be potential customers themselves, but they may know people who will become your customers.As a salesman, let go of your excessive reserve and self-esteem. If you contact them sincerely without being humble or humble, they will not look down on you—who would refuse a humble and enthusiastic friend like you?
From now on, muster up your long-lost courage, tell the people around you what you are doing, what your goals are, and strive to gain their understanding, and you will quickly find your potential customers - because everyone around you I trust you, I like you, I am willing to help you...

③ Meet salesmen like you

So far, you have come into contact with many people, including, of course, salesmen like you--well-trained salesmen sent by other companies who are familiar with the psychological characteristics of customers.

As long as they're not your competition, they'll generally befriend you (since you're also a salesman to them, a great "middleman" to expand their network).Even if you are a competitor, you can become friends and build a good relationship with them. You will learn a lot from them and gain a lot of experience.

Maybe, when he visits customers, he will remember you—one of his friends is also engaged in marketing; and if you have customers who are suitable for their products, I believe you will remember them too.Apart from the extra performance, you now have a very capable business partner.

④ See who needs new products
The so-called "one life, one autumn of grass and trees", in the boundary of time, everything is easy to decay.I remember Zhang Ailing, a talented woman of a generation, once said pessimistically: "People are all captives of time." In fact, in the final analysis, Homecoming is everything to a person, and the rest is all momentary joy and misfortune.

This is true of life, and so is commodity. Although it will not have its own "joy" and "unfortunate", the people who manufacture and sell it will.As salespeople, we can put some time into the lifespan of our products.The life cycle of computer software and hardware is about 6 months in the United States, about 2 years in China, and 20 years for products such as refrigerators.But no matter how long the product's lifespan is, they all have their own cycle.

Since the service life of any tangible commodity introduced into the market is limited, and when they reach a certain "age", they will be scrapped and shredded like human beings, so what happens after that?
When the predecessors die, there will be new ones; old products will be eliminated, and new products will be needed to replace them.Customers who have these old products will definitely need new products to meet their needs. At this time, it is a good time for us to attack.

The key to this strategy is: the exact length of the usage period is not important, what is important is that you know what the psychological craving period is - people are always prone to love the new and dislike the old, and are always eager to own new products.Once you know which customers have this need, you will find a huge, untapped gold mine.

If you are not familiar with the product, you can check the literature or ask others in the same industry for advice.When you look at previous marketing materials, you will find many marketing opportunities.

If you don't know the craving cycle for a product, do some research on when people start wanting new product ideas.To determine this, you only need to make a few phone calls to customers who are currently using the product.You can think of this as a survey or market research, ask a few simple questions and if they know you won't be bothering for a long time, they will generally be willing to help you and answer your questions.

You can start by determining if they still use the product (your marketing track record shows they own your product), then ask them what product they used before using that product.Such surveys fail only when the consumers you ask are using your product for the first time.If this is the second or third time, you can get the answer by asking how many years the service life of such a product is.

Let's look at an example like this: If you sell copiers, and your customer has been using your copier for 17 years, there have only been 4 transactions in your connection.Now that their current machine is 4 years old, you know they're going to need a new one.You can ask questions about current needs and get permission to mail in information about the latest machines.If you don't need a new machine for two years, thank them and keep in touch.

The salesman who reaches the customer at the right time when the old product is dying will win.Plan early and you will achieve great results, remember, the early bird gets the worm.

⑤ Utilize backup database: customer list
If your company has been established for three or four years, then your company should have a complete customer list, that is, a record of customers who have bought your company's products.This is a very good backup database, and your potential customers may be hidden in it.

You can ask marketing managers questions like:
"How many people have entered or left our marketing department since our company was founded?"

"Maybe some salesmen didn't leave the company, but they are now working in other departments of the company. If there are such people, can you call up the company's records and see how they dealt with the customers they had?"

"If you haven't put another salesman on these accounts, can I get in touch with them to see if they're still interested in our product?"

If your company has a lot of turnover, the marketing manager may not have time to deal with this kind of thing at all; or your company is in a period of rapid growth, and every middle-level leader in the company is too busy to take care of it. These things.If it is the above two situations, some original customers may be ignored by your company.

So now, why don't you ask the leader: "May I go and take care of our old customers and see if they are satisfied with our products? And, since they have trusted us and bought our products and services , and our company's current development momentum is so good, I believe these old customers have no reason to reject us!"

I believe that after hearing your words, your leader will definitely admire your "ownership" spirit and your sense of responsibility.If this is the case, you have not only found a lot of potential customers for yourself, but also left a positive and responsible impression in the hearts of the leaders, why not do it!

If your company has fulfilled its promise, these old customers will definitely be willing to continue to deal with you.If they haven't made a recent purchase just because no one has approached them with a request, don't open the door for competitors to snatch valuable customers!

Check out the list of past clients and you will not only get future business, but also business from their referrals.

⑥ See who needs an "upgrade"

As we said earlier, if the product is worn out and should be scrapped, the customer may need a new product.Similarly, if an item is worn out and out of date, there is a good chance that the customer will want a new product.Because merchandise is sometimes a symbol of status, they hope to have the latest, most popular, and most dazzling top-level merchandise.Such a product will attract attention and win admiration; owning it can show that you are doing well and you will have face.

Unless they're a collector and the vintage product is an antique or classic style, few people want to spend their days guarding a vintage item from a bygone era.So when you have a new product, an updated look, or just a price change, you have every reason to reconnect with your old customers.Naturally, they want to know about the latest developments in your company's products.

The key to the success of this strategy is knowing how to connect with existing customers.

Mr. Li recently bought a new stereo system for his home, and now the product has been improved.At this point, as a salesman, don't just call and say, "Hey, I have a better product for you." This aggressive language is likely to have the opposite effect, because you belittle his stereo system, He will resent listening to your introduction and even hang up the phone.

Instead, call Mr. Lee and ask him how it feels to listen to his favorite music on the system.Before you offer your latest offering, it's critical to see if he still likes his system.If you talk about your new product without knowing this, you will lose Mr. Li as a customer forever.

Once you know he's still satisfied, say, "Mr. Lee, I understand that you did your due diligence before purchasing the system, and I agree with you. Would you like to comment on our company's new product launch?"

How did Mr. Li react?You admire him, you acknowledge his intelligence, you ask him for his opinion, you make him feel important.He'll be happy to see the new product, and, if the new product is really better, I'm sure Mr. Lee will want to upgrade his system.

If you take the time to understand how your current customers are using your product, you will know exactly when and how to contact them to inform them about new products and innovations, which will definitely help you increase your sales of new products. Sales volume.

Fourth, approach potential customers

"The 30 seconds of being close to a potential customer determines the success or failure of marketing", this is the common experience of successful salesmen. Getting close to a customer means that you have to open the "heart defense" of a potential customer and let him accept you.

Reagan, the President of the United States at that time, was not only an outstanding president, but also a great communicator. He said: "Before you lobby others, you must first disarm the other party." People who live in this world will always have some vigilance and defense deep in their hearts, and I believe you are no exception-for them, any unknown means risk.

When a client first approaches you, he is defensive.Therefore, only after you can quickly open the "heart defense" of potential customers, can customers listen to your conversation attentively.The basic way to open the customer's "heart defense" is to first let the customer have a sense of trust, then attract the customer's attention, and then arouse the customer's interest.

To make customers trust you, you must first market yourself before marketing products - the first goal of approaching customers is to market yourself first!

A life broker once said: "How do you think I market those kinds of insurance products? 90% of my customers don't have time to really understand what they have insured, they only ask what they want." Insurance, they believe that I will stand in his position and plan for him. Therefore, for me, I never spend a lot of time explaining the content and details of insurance. I think that my marketing is to learn, cultivate, and exercise a worthy A style others trust!"

"The customer is not the person who buys the goods, but the person who buys the marketing goods", this sentence has been circulating for a long time.Persuasion is not based on strong words, but on the humanity and style exuded by the salesman's speech and behavior.

When approaching customers, it is not to blindly bow to customers, nor to explain products to customers eagerly. Doing so will arouse customers' resentment.Instead of directly explaining the product, it is better to talk about the customer's wife, children or things in the country - whether you can make customers like you is the key factor that really determines the success or failure of marketing.

Therefore, the point of approaching a client is to make the client feel good about a person who makes a career in marketing.But how to make a person fall in love with you the first time they see you and be willing to make friends with you, there are too many problems involved, such as 30-second self-introduction in business communication, how to make effective statements, how to stay The perfect first impression, things to pay attention to when dressing and talking, how to gain insight into the temperament and temperament of customers, etc., we will explain in detail in the following chapters.

Fifth, the skills of displaying products

Marketing is an activity that both the customer and you participate in, and when you're promoting a physical product, you act like a game show host - grabbing the customer's attention.When a customer is willing to spend time watching your display, it means that he does have potential demand and is very interested in your product. At this time, you must seize this opportunity.

We should know: display is not to explain the characteristics of the product, but to arouse the desire of customers to decide to buy.

(End of this chapter)