戈军珍：做为营销，你为么开不出客户
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">研发</span>客户是<span style="color: black;">营销</span>重要的工作之一，<span style="color: black;">实质</span>上绝大<span style="color: black;">都数</span><span style="color: black;">营销</span>人员在<span style="color: black;">研发</span>客户时都遇到过虽然能见到面说上话，但<span style="color: black;">便是</span>不进货的尴尬，</span><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">重点</span>是<span style="color: black;">由于</span>在以下六个方面做的不到位。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">1、</span>客户画像不清晰</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">营销</span><span style="color: black;">亦</span>讲究门当户对，</span><strong style="color: blue;"><span style="color: black;">在拜访客户前要对即将拜访的<span style="color: black;">目的</span>客户有一个清晰的画像，</span></strong>确认客户符合<span style="color: black;">机构</span><span style="color: black;">需求</span>，能够和<span style="color: black;">机构</span><span style="color: black;">营销</span>政策及资源能力相匹配，只有各方面都匹配才有机会和客户<span style="color: black;">创立</span><span style="color: black;">长时间</span>稳定的合作关系。<span style="color: black;">无</span>清晰的客户画像，找不到<span style="color: black;">目的</span>客户，你所<span style="color: black;">持有</span>的<span style="color: black;">制品</span>和服务都不是客户需要的，后续所有的工作基本都是白做，除了<span style="color: black;">引起</span>工作效率低下，还容易打击<span style="color: black;">营销</span>人员的自<span style="color: black;">自信心</span>和积极性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">2、</span>访前准备不充分</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">知彼知己方能百战百胜，</span><strong style="color: blue;"><span style="color: black;">拜访客户前要<span style="color: black;">经过</span><span style="color: black;">各样</span><span style="color: black;">途径</span><span style="color: black;">认识</span>客户的关键信息、财务<span style="color: black;">情况</span>、潜在问题、采购<span style="color: black;">需要</span>、采购特点等；<span style="color: black;">同期</span><span style="color: black;">亦</span>要对<span style="color: black;">机构</span>的<span style="color: black;">各样</span>资质证书、<span style="color: black;">制品</span>成功<span style="color: black;">运用</span>案例烂熟于心。</span></strong>许多<span style="color: black;">营销</span>人员不<span style="color: black;">注重</span>访前准备，总认为到了客户那见招拆招就<span style="color: black;">能够</span>，<span style="color: black;">这般</span>在和客户沟<span style="color: black;">经过</span>程中，经常<span style="color: black;">显现</span>不<span style="color: black;">晓得</span>该从哪说起<span style="color: black;">或</span>说不到点上的<span style="color: black;">状况</span>，让客户认为你不<span style="color: black;">可靠</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">3、</span>拜访目的不<span style="color: black;">知道</span></span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">客户面见<span style="color: black;">营销</span>都是要付出时间成本的。每一次拜访是要<span style="color: black;">创立</span>关系、获取<span style="color: black;">更加多</span>信息、增进感情还是介绍<span style="color: black;">制品</span>，</span><strong style="color: blue;"><span style="color: black;">都要有一个<span style="color: black;">知道</span>的目的，在和客户的交流中<span style="color: black;">亦</span>要围绕着目的有条理地去沟通，目的越<span style="color: black;">知道</span>越容易达成。</span></strong><span style="color: black;">有些</span><span style="color: black;">营销</span>人员认为只要是能和客户见上面<span style="color: black;">便是</span>好事，就有机会，<span style="color: black;">然则</span>漫无目的的拜访只会让客户觉得你在浪费他的时间，反而会给客户留下<span style="color: black;">消极</span>的印象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">4、</span>过早地推销<span style="color: black;">制品</span></span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">做<span style="color: black;">营销</span>是一个循序渐进的过程，客户<span style="color: black;">仅有</span>在对<span style="color: black;">营销</span>放下戒备心理以后才愿意购买<span style="color: black;">制品</span>，许多<span style="color: black;">营销</span>尤其是初入职场的<span style="color: black;">营销</span>人员，<span style="color: black;">她们</span><span style="color: black;">常常</span>急于求成，认为见面就谈<span style="color: black;">制品</span>效率更高。</span><strong style="color: blue;"><span style="color: black;">欲速则不达，过早地推销<span style="color: black;">制品</span>，会给客户留下<span style="color: black;">欠好</span>的印象，</span></strong>让客户认为你<span style="color: black;">便是</span>想赚他的钱，并不是真正想<span style="color: black;">帮忙</span>他创造价值。客户大<span style="color: black;">都数</span><span style="color: black;">状况</span>下会出于本能拒绝，一旦<span style="color: black;">第1</span>次拜访被拒绝，后续工作就很难进行下去。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">5、</span>思考路径较单一</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">现如今做<span style="color: black;">营销</span>，要站在更高的<span style="color: black;">方向</span>，从多维度进行思考。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">由于</span>客户更关注<span style="color: black;">营销</span>人员能否给他带来价值，能否<span style="color: black;">帮忙</span>他<span style="color: black;">处理</span>经营中的<span style="color: black;">各样</span>问题，帮他<span style="color: black;">提高</span>效益。</span></strong>这恰恰是许多<span style="color: black;">营销</span>人员缺乏的能力，<span style="color: black;">她们</span><span style="color: black;">更加多</span>的是从<span style="color: black;">制品</span>出发思考问题，但客户最不缺的<span style="color: black;">便是</span><span style="color: black;">制品</span>，在同质化严重的时代，一味强调<span style="color: black;">制品</span><span style="color: black;">没法</span>得到客户认可。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;">6、</span>不善于利用资源</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">营销</span>人员最重要的资源是<span style="color: black;">背面</span>的厂家和现有的合作客户。</span></strong>厂家的技术、专家、<span style="color: black;">营销</span>模式及<span style="color: black;">外边</span>资源都是<span style="color: black;">营销</span>人员<span style="color: black;">能够</span>利用的；优秀合作客户本身<span style="color: black;">便是</span>一个很好的案例，并且<span style="color: black;">她们</span>的人脉很广，只要<span style="color: black;">营销</span>人员开口要总会有突破。许多<span style="color: black;">营销</span>人员<span style="color: black;">忽略</span>了这些，<span style="color: black;">无</span>很好利用资源，这就会让他的销售工作多走许多弯路。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">营销</span>是一个充满挑战的工作，<span style="color: black;">研发</span>客户从来不是简单的事情，<span style="color: black;">然则</span>找对<span style="color: black;">办法</span>，<span style="color: black;">保持</span>不懈，总有一天会成功的。</span></span></p>
你的见解独到，让我受益匪浅，非常感谢。
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