2.4.3 How to deal with. customers

Transcription

1 2.4.3 How to deal with 24 customers

2 How to deal 25 with them? To make the client happy there the following three areas When is the customer satisfied? must be realized: It is the customer who decides what a business is, because the client who is willing to pay the right price for a product or service converts economic resources into wealth. The customer comes to us with a wallet full of cash or credit card, the content of which is to remain in our cash register. If the customer is offended (in his subjective feeling) he will go to competition that will better meet his needs. The buyer always evaluates the product purchased and the seller. The likelihood of next purchase largely depends on the level of satisfaction with your first purchase. The customer will be "lost to us" if he is unhappy. If the customer is pleased, the likelihood of next purchase will increase significantly.

3 Companies 26 often cannot distinguish between a satisfied buyer and very satisfied. The happy buyer can without remorse change to a different product, if it is as good or better. However, the very satisfied customer will probably not do that. However, the very satisfied customer will probably not do that. Xerox says that the probability that a fully satisfied buyers buy their product again over the next eighteen months is six times higher than for only satisfied buyers. The longer the customer remains with the company, the more profit he brings for the company. The customer who establishes the relationship with the seller, buys from him constantly, and as far as his needs grow, he buys more and more. The cost of servicing a regular customer are becoming lower. Transactions with regular customer become routine in time. Both sides perfectly understand each other, a trust is established and there is no need for signing additional agreements. This saves a lot of time and money. Very satisfied customer is often recommended other potential customers to seller. Regular customers are not price sensitive and often quietly accept substantial price increases.

4 27 The cost of attracting a new customer is higher than the cost of maintaining an existing one. Loss of a customer is more than the loss of sale. It is the loss of future profits from all purchases, which could be made. Besides, you have to remember about the cost of acquiring the next customer. In the past it was thought that the most important skill is to find customers. Sellers devoted to the pursuit of new buyers most of the time, instead of taking care of the existing ones. Every new customer was treated as hunting trophy, not paying attention to whether they are happy with the product or service. Nowadays, a different approach dominates: the primary task is to keep the buyers, which is possible by achieving their satisfaction. Companies currently pay more attention to the process of decrease of customers. It is worthwhile to take steps to minimize the scale of this phenomenon. Firstly, the company must define and measure your rate of 'stopping' customers. Secondly, identify the main reasons for the loss and take the necessary measures. Thirdly, the company must estimate the amount of lost profit due to the unnecessary loss of customers. All enterprises today strive to keep customers. The costs of acquiring a new customer can be up to five times higher than the cost of maintaining current customer s satisfaction. Offensive marketing usually costs much more than the defensive marketing. It requires a lot of effort and expense, and also satisfied customers are reluctant to change their suppliers.

5 28 5 Levels of contact with the customer Basic - after the transaction, the company has no contact with the customer. Reactive - after the transaction, the employee encourages further contact in case of any doubts or questions. Onetime pro-active - after the transaction, employee contacts a client asking whether the product meets his expectations. Regular pro-active - after the transaction, employee contacts customers regularly, suggests buying new services, informs about new products. Partnership - a company develops its contacts and collaborates with the customer.

6 29 5 Rules of cooperation with a customer Define the level of customer satisfaction with the cooperation so far. Create a group of strategic customers that we especially care about. Develop a special program of servicing these customers. Develop the program and implement it to the service of other customers. Determine the unprofitable customers they are often the biggest customers, who have won our biggest discounts, and the smallest, when service is costly and the effects are insignificant.

7 30 Classification of customers Classification of customers means: to determine the importance and position of customers in the market both in terms of general as well as in relation to our business. Classification is done according to predetermined criteria and rules: The actual share in the turnover. The potential / ability to increase turnover. The client that acted as a multiplier, a precursor and fulfill the functions of advertising, the person giving the reference. The possibility of future development.

8 Ultimately, the classification 31 is carried out according to the following rules: Customer Relationship Management Preliminary understanding of the customer (who, how, where, when?). Determination of how to reach customers. Preparation of the plan of the first meeting. Creation of customer cards. Determination of the potential customer and the chances A Categorvery Important B Category Important C Category Interesting D Category Less Interesting of customer acquisition. Determination of plans, methods and schedule of further contacts. Establishing cooperation.

9 32 When and why do we lose customers? Some people working in business, discourage the client to make contact. Because they have the characteristics identified as aversion. These include: mannerism, lack of enthusiasm, excessive gesticulation, inadequate clothing, no label. You can have doubts about the validity of the assessment of people based on first impressions. Some people call this type of behavior as a kind of discrimination. But the fact is that many customers are doing so. To avoid making an unfavorable first impression, you should identify all factors that could be a barrier to acceptance of the seller by the customer. Understanding and separation of factors of aversion should start with the analysis of non-verbal communication. Every salesperson should develop self-awareness, which compels us to search and eliminate from our behavior factors awakening resentment. Constant contact with the client and carefully observation of his reaction may be helpful.

10 33 Identifying customer needs The secret of successful selling is to determine what customers want, what do they think and feel when they intend to buy a product, and then help them achieve this. It is similar to the doctor who does not prescribe the medication until he examines the patient and determines disease. REMEMBER! Customers buy in order to satisfy their needs and solve problems. Customers buy because of the following reasons: 1. Earning Money 2. Saving Money 3. Saving Time 4. Avoiding Strain 5. Gaining Comfort 6. Gaining Cleanliness 7. Improving Health 8. Escaping From Pain 9. Maintaining Ownership 10. Attracting The Opposite Sex 11. Getting Award 12. Becoming Popular 13. Having More Joy 14. Satisfying Curiosity 15. Protecting Family 16. Behaving Stylishly 17. Satisfying Appetite 18. Competing With Others 19. Having Beautiful Items 20. Seizing The Opportunity 21. Avoiding Criticism 22. Being Unique 23. Avoiding Troubles 24. Maintaining Good Opinion 25. Ensuring Safety

11 34 What is the determining motive for buying? The Purchase Decision Is Mainly Decided By Emotional Motives - 85%. Rational Motives Are Only 15% Of The Purchase Decision. According to research by OBOP, buying is determined in Poland by the following factors: Price 78%, Quality 76%, Safe for the environment 25%, he well-known manufacturer (brand) 23%, Polish product 21%., Opinion of family, friend 19%, A package 7%.