“borrowing” the power of customers and enjoying the “market”
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"There are no difficulties that can't be overcome, only those who escape the difficulties!" This is the saying that Li Yunfei, the general manager of Zhejiang Taizhou Sifang Packaging and Printing Co., Ltd., often hangs on his lips, but now it has become the encouragement creed of all employees of the company, and it is marketing. The team digs deep into the resources behind the customers and exploits the power of the market's infinite treasure. Half a year ago, the marketing staff of Sifang Packaging Company was still frowning, often complaining: business is difficult to do, it is difficult to keep the old business, it is hard to develop new customers and expand the market! However, now the marketing staff of Sifang Packaging Company are all smiling, and the gains and rewards of opening up the market are already overwhelming.
What is the way to make the marketing team of Sifang Packaging Company passionate and motivated? That is the customer network marketing.
Smoke clouds
Sifang Packaging Co., Ltd. is defining customer network sales: using customer resources, tapping the connections behind them, and expanding marketing channels to continuously expand the printing and packaging market. In the past, the marketing standard of the Quartet Packaging Company measured the customer's standard. Regardless of whether it is a new customer or an old customer, it only pays attention to the increase and decrease of its business volume and the recovery of the payment. Today, the number of customer connections and the successful use of customer contacts to develop market share has become another important measure of customer pros and cons.
In 2011, in the second quarter marketing work summary meeting of Sifang Packaging Company, the market slump, the customer's reduction of production, and the difficulty in recovering the money made the marketers complain, and complained constantly. Li Yunfei, the general manager, sees that the marketing team's enthusiasm and initiative to open up the market will be exhausted. The plan to complete the annual sales target will soon be turned into a bubble, and it will be difficult to overcome the difficulties. Difficult people!" Li Yunfei was inspired and motivated again and again from this mantra, and countless times to find the golden key to open the door to the dilemma, but how to crack the current marketing dilemma? Is Li Yunfei really "not able to overcome the difficulties"?
In the face of the enterprise dilemma brought about by the weakness of the industry, Li Yunfei, who never smoked, also ignited a cigarette with a brow, and the smog brought him back to a party with friends: Shishi’s three-day look at it, once in Mr. Chen, who lost the “river and lake” in the mall, has been the president of a group after three years, with assets of several hundred million yuan. His successful experience is to broaden his network of contacts and treat everyone as his "elegant person". Only with the help of the nobles can the cause rise step by step. When you meet a friend, you can meet many friends, because friends of friends will become your friends. This is an infinite pyramid of contacts. No matter what they do, there must be people who are helpful to our cause.
Thinking of this, Li Yunfei annihilated cigarettes, his face was filled with the dawn of victory, and a customer network marketing plan gradually matured in his heart.
Working together to build hope
Everything can't be wishful thinking. How to operate and execute a mature plan is the key. If Li Yunfei's customer network marketing needs to be implemented smoothly and achieve certain results, it must be understood, recognized and supported by employees throughout the company. Otherwise, it can only be a fantasy.
Li Yunfei first convened the company's middle-level and above cadres to analyze the adverse effects of the depressed market and jointly explore countermeasures. The benevolent sees benevolence, the wise sees wisdom, and the middle-level cadres, after listening to Li Yunfei's proposal, have put forward their own ideas. Some say that they can divide the indicators according to the head of the people. Some say that our employees can use their relatives and friends to pull the business. The enthusiasm of the middle-level cadres, Li Yunfei, who was initially worried that everyone might oppose or resist, is full of hope. Everyone is united, his power is broken, and the strength of the team is endless. Li Yunfei is sincerely happy and proud. He is pleased that his customer network marketing plan is strikingly similar to everyone's ideas. He is proud to have a team that works tirelessly for the survival and development of the company. "I agree with everyone's ideas. I have summarized it. It is called 'Customer Network Marketing Plan'. We not only need to take advantage of the connections of all our employees, but also use the customer's personal connections. This is called inside and outside. Part-time repair. The specific implementation is divided into three steps, that is, one slow, two look, three pass..."
Subsequently, Sifang Packaging Company held a mobilization meeting for all employees, and the good planning and attractive incentive policies were positively responded to by all employees. As a result, the "inside and outside repair" work of setting goals, lower tasks, and increasing income has been fully rolled out.
Inside and outside
Internal and external repairs are divided into two parts: customer customer communication and external customer network. The so-called internal customer network is the employee network; the external customer network is the customer's network in the true sense. Internal customer network marketing is operated by non-marketers in their spare time, and external customer network marketing is operated by professional marketers. Both internal and external customer network marketing are carried out according to the steps and methods of “one slow, two look, three pass”.
A slow: Be patient, don't be impatient, look for valuable connections in a wide range of relationships, and then filter the connections that are associated with print packaging. Under normal circumstances, two kinds of human resources can be used: one is the resources of the users behind the direct users who use the printed packaging; the other is the customers or relatives who have business relations with the users who use the printed packaging, these contacts can play a role in promotion, even Can play a leading role in the customization of printed packaging. Use these resources to avoid urgency, as long as you work hard, it will naturally come to fruition.
Second look: After identifying the available resources, after interviewing the interviewee for the other party's permission, look at the size of the company and the production site to understand the business situation; second, look at the quality, quantity, and supply of the printed packaging used. Cargo unit, settlement method. After that, identify potential customers and identify breakthroughs for specific situations.
Third pass: First, through the industry and commerce, taxation, and financial departments to verify the relevant registration information and taxation status and credit rating of potential customers, and resolutely do not cooperate with companies that evade taxation and low credit, to avoid unnecessary troubles and risks; The supplier of the potential customer confirms whether there are any unreliable misconducts and the selection conditions of the supplier, as well as the requirements for the inspection standards and delivery time of the supply materials. The third is to constrain the behavior of both parties through the contract. This is very important. Many companies are vocally voicing their commitment to not sign contracts when they are contracting for the printing and packaging business. It is true that the contract did not make much difference after the parties had fulfilled their obligations. However, in the event of a breach of contract, the contract has legal benefits and becomes the basis for resolving disputes. Generally, there are four situations in which the two parties do not enter into a contract: 1 the relationship between friends and relatives cannot be erased, and it is considered that the contract is hurt and angered, and there is no suspicion of not trusting the other party; 2 the government function department or the cooperation object recommended by the friendly enterprise is too trusting the recommender; At the beginning of the cooperation, there was no contract. After several cooperations, the reputation was good, and the police were relaxed. 4 The price of printing and packaging materials was high, and there was no quality requirement. The buyer did not ask for a contract. The supplier thought that it was a big bargain. It is also a slogan, in fact, the supplier has already drilled into the trap set by the demand side.
Of course, customer network marketing must be systematically trained before the implementation of the system, otherwise it is difficult to achieve the intended purpose and risk prevention. The most important thing is to take appropriate incentives, because there is no execution without incentives, no good performance without incentives, and no motivation without incentives. It is the thorough understanding of the incentives, the Quartet Packaging Company has deducted a marketing legend that digs deep into the resources behind the customers and exploits the infinite treasures of the market.