客户就是这样给你弄丢的

文章作者:管理员 发布时间:2018-01-06 16:48:06 浏览次数:119次

最近小C正在遭遇一场职业危机,她手上跟踪的重点客户正在一个个的消失,合作率低,新客户开发补给不足,最近每天都在犯愁如何激发客户。但小C并没有意识到自己的这种情况其实每隔一段时间就会出现一次,就好像被困在了一个怪圈里,周而复始。那到底是什么原因呢?又该如何解决这种困境呢?

Recently, Miss. C has confronted with a career crisis. Those key customers she was following vanished one by one while her development of new customers was slow. She was worried how she can develop new customers. However, she didn't realize that she was trapped in such situation from time to time. It seems that she was in a cycle. What’re the reasons? And how can she go through this dilemma?  


在小C的工作总结里,经常会看到这样的描述:某某客户要求寄样,测试结果显示样板质量通过,但是客户觉得目前市场经济缓慢,未有订单计划。或者是因为觉得我们的价格太高,所以选择了其他供应商。某某客户拟确认订单,但迟迟未安排订金、亦无法联系上负责人,所以订单on hold。但往往过了一段时间,这些客户就会慢慢地消失在她的热门跟进列表里面,变成了普通的待激活客户,什么时候客户想起她了,或者又有一定需求了,才会再想起小C,但她的成单率依然很低,而且一直深陷热门-冷却-热门-冷却的怪循环里。

As what Miss. C concluded about her work, we often see something like this: XX customers asked for samples, the inspection result was good but the customer supposed that the market economy was sluggish and it had no plan for procurement. Or the customers think their prices were too high so they chose other suppliers. The customer intended to place orders but it didn’t prepare the deposit and they couldn’t contact their managers so the order was on hold. And as the time went by, these customers disappeared from her tracking lists. They would think of Miss. C when they were in needed. However, she didn’t achieve high rate of orders.


按照小C自己的说法,如果客户因为各种理由拒绝了她,如果经过一番解释之后,若客户依然不接受的话,她就会立马放弃与客户的继续沟通,并认为与客户的合作已经没有机会了,续而把他归类为普通待激活客户。同时心态也会变得消极。容易过于主观判断客户的意愿,而不是积极主动寻找机会,创造与客户继续沟通的可能。简单地说就是很容易主动放弃客户。

According to Miss. C's situation, if customers reject her regardless of her explanation, she would give up communicating with customers right away and believe that there’s no chance for her to cooperate with customers any more. Afterwards, she will classify them as ordinary customers. Meanwhile, she would become pretty negative. It’s likely for her to be very subjective and she wouldn’t postively seek for opportunities to communicate with customers. In brief, she would easily give up her customers.


要想改善这种状况,可以给到小C的忠告是:调整好自己的心态,摒弃消极的主观意念,并以积极正面的态度坚持与客户的跟踪。万事都要靠坚持才能取得胜利,跟进客户也一样,因为激活一位客户的时间成本很高,那在最热门的时候为什么不多坚持一下把他拿下呢?既然客户愿意跟你交流,说明就有这样的需求,你不去争取,机会就是别人的了。

To improve this, I suggest that Miss. C should adjust her attitude and abandon her negative ideas and stick to following up with customers. Only when we carry on things we are doiong, can we achieve successes. As well as following up with customers, it costs a lot to develop a new customer, so why don’t you hold on a second and win this customer? Now that the customer is willing to communicate with you, it means that you have the opportunity. If you don’t intend to fight for it, then it’s other’s turn.


作为一名专业的销售,必须要清楚自身产品的特点利用不同的点才能激活不同的客户。像小C跟进的主要市场在印度,前段时间客户会因为想要赶上印度新年而急于确认订单,此时与客户的沟通较为频繁。但当这段时期过去了,竟找不到推进客户的理由。那是因为没有完全掌握自己的产品特色,才会失去话题。比如错过了排灯节,还有客户需要在年底前赶上新历年,或者赶圣诞节的促销,更何况小C卖的产品畅销季是冬季,现在就消极对待,未免为时尚早呢?只要积极面对,努力研究产品特点,何愁没有激活客户的理由呢?

As a professional salesperson, you must know the features of your products and make use of these to develop various customers. For example, Miss. C’s main market was in India. Time ago, the customer wanted to catch up with Hindu New Year and was eager to confirm the orders. At that time, Miss. C had fluent communication with customers. But as the time went by, she couldn’t find any feature to attract and develop customers. She didn’t grasp her characters of products so she lost the topics. For example, she missed Diwali, but there are still some customers need to catch up with the new year (new calendar) or Merry Christmas. Moreover, the selling seasons of products Miss. C specialized in were at winter. Is it too soon to quite now? As long as we can face it actively and get to know the features of the products, we can easily develop customers.


经过与小C的沟通发现,因为跟进的市场过于狭隘,难免会出现淡旺交替的时候,这是符合逻辑的。既然现在知道原因了,那么一切就简单多了。从目标市场慢慢扩散到周边国家,拓宽自己的客户群分布,做好布局,不就有利于消除自己所谓的淡季了吗?另外,只有新客户不断地补充,不断激活,才有可能增加你的热门客户,增加下单的几率,所以不能忽视新客户的开发。

Through communication with Miss. C, the market was too narrow so that it’s hard to avoid slack seasons. Now that we have known the reaons, everything is simple for us. We can expand our market to the surrounding countries and broaden our customer bases then we can dispel the reasons of low season. In addition, only when we keep developing new customers, can we increase our popular customers. Therefore we can’t neglect the development of regular customers.


重点客户的消失是一个严重的信号,没有重点客户说明短期内就不会产生订单,要想解决这个问题,除了要调整好策略,重要的是提升自己的沟通技巧和心态。

The disappearance of key customers is a serious signal. Without key customers, it means that you can’t close any order in the short run. To solve this problem, apart from adjusting the strategies, we should also enhance our communication skills and attitudes.