2015年的上半年無(wú)論阿連有多少不舍，還是一眨眼就過(guò)去了，很快阿連的團(tuán)隊(duì)就要開(kāi)展年中總結(jié)大會(huì)了，everybody都see著阿連呢，所以這段時(shí)間阿連抓緊時(shí)間對(duì)自己上半年的業(yè)績(jī)做總結(jié)，也對(duì)自己半年來(lái)跟進(jìn)的重點(diǎn)客戶做了一定的分析和總結(jié)，特別是針對(duì)那些原本合作意向非常大，但是最終卻沒(méi)有達(dá)成合作的客戶。
The first half of 2015 had passed no matter how reluctant I am. Soon, our team will conduct a mid-year summarization convention. Everybody eyes on me, so I have to take time to do summary of performance in the first half year, doing analysis and summary of my following up to key customers especially to those who have cooperation intention but didn’t cooperate finally.
阿連一直都覺(jué)得自己挺聰明的一個(gè)人，總結(jié)起來(lái)還是發(fā)現(xiàn)了自己一個(gè)重大問(wèn)題：過(guò)于相信客戶，跟進(jìn)的時(shí)候老是處于“等待”狀態(tài)。阿連今天就好好展開(kāi)說(shuō)說(shuō)這個(gè)問(wèn)題：
I always regard myself pretty clever, but to sum up, I find a big problem: I believe customer overly, always in a state of “wait” when following up. Today let me talk about this problem:
跟進(jìn)一個(gè)客戶，從客戶選擇產(chǎn)品－報(bào)價(jià)－詢(xún)問(wèn)價(jià)格反饋－提供樣板測(cè)試－了解樣板測(cè)試結(jié)果－客戶下單這幾個(gè)步驟，都是緊緊相連的，每一個(gè)步驟都需要我們的及時(shí)跟進(jìn)，適時(shí)提醒對(duì)方。如果非要把這幾個(gè)步驟劃分一個(gè)重要程度的話，阿連覺(jué)得最重要的步驟有兩個(gè)，就是了解樣板測(cè)試結(jié)果和客戶下單。
Every step of following up customers: from choose products - quote - ask price feedback - provide sample test - get the sample test results - place order, is closely linked, which needs our timely following up and draw their attention. If you divide the steps into different important degree, I think the most important steps are these two, to get the sample test results and customer orders.
跟進(jìn)和處理一件事情都講求一個(gè)時(shí)效性，如果錯(cuò)過(guò)了，可能就會(huì)錯(cuò)失合作機(jī)會(huì)。因?yàn)橛幸庀蜃屛覀兲峁影遄鰷y(cè)試的客戶都是合作意向非常大的客戶，及時(shí)跟進(jìn)了解客戶的采購(gòu)意向就非常重要了。但是如果因?yàn)闆](méi)有及時(shí)跟進(jìn)了解，客戶恰巧擱置這個(gè)項(xiàng)目的話，過(guò)了最佳時(shí)期，這個(gè)時(shí)候要勾起客戶的購(gòu)買(mǎi)欲就變得比較困難了。
Timeliness is a key of following up and dealing with matters. If missed, cooperation opportunity is likely to miss. Because those who are willing to take our sample for testing must have large cooperation intention, thus, timely follow-up customers’ purchase intention is important. But if you miss the order best time because no timely follow up and customer happens to shelve the project, it will be much more difficult to attract his desire after the best time.
阿連有好幾個(gè)客戶都是收了樣板后，會(huì)說(shuō)正在做市場(chǎng)調(diào)查，還沒(méi)能給到反饋，或者是現(xiàn)在正在忙其他的項(xiàng)目，所以現(xiàn)在沒(méi)那么快開(kāi)展你們的項(xiàng)目，讓我們給他一些時(shí)間，到時(shí)候有需要他會(huì)主動(dòng)聯(lián)系你，如果你就這么聽(tīng)信客戶，放心慢慢等的話，你可能等到的結(jié)果是客戶最終沒(méi)有采購(gòu)需求了、又或許暫時(shí)不打算開(kāi)展這個(gè)產(chǎn)品的項(xiàng)目了。
A few of my customers told me that they cannot give me feedback because they are doing market research or in process of other project after receiving our samples, hoping to get more time for them, and they will contact me once in need. If you just wait patiently, the final result you may get is they don’t in the demand of purchasing or do not intend to carry out the project of this product temporarily.
所以即使客戶說(shuō)需要一些時(shí)間，那在這段時(shí)間之內(nèi)我們必須要跟客戶保持聯(lián)絡(luò)，及時(shí)催促客戶推動(dòng)我們的項(xiàng)目。
So even if the customer needs some time, we have to keep in touch with our customer in this period, timely urging customers to promote our project.
那如何推動(dòng)呢？如果你一味地跟客戶強(qiáng)調(diào)并催客戶下單的話，可能反而會(huì)引起客戶的反感，這便需要一些技巧，比如你可以利用節(jié)日營(yíng)銷(xiāo)手法，如恰逢客戶國(guó)家的某個(gè)重要節(jié)日，我們可以說(shuō)提前讓客戶考慮訂貨趁在過(guò)節(jié)前做促銷(xiāo)，有利于打開(kāi)市場(chǎng)；如果離假期的時(shí)間比較近了，那就跟客戶說(shuō)最近因?yàn)槟衬彻?jié)日的原因，很多客戶都已經(jīng)下了單，我們的生產(chǎn)線非常的忙，希望他們盡快確認(rèn)訂單。又或者采用旁敲側(cè)擊的方法，先跟客戶的下屬打好關(guān)系，讓他幫我們適當(dāng)推進(jìn)一下，也不失一種有效方式。
How to promote it? If you blindly emphasize and push to place order, customer may be disgusted with you. Some skills are necessary, such as, you can use the festival marketing gimmick. For example, as an important national holiday coincides with customers, we can advice customer that consider placing order in advance before the holidays to do sales promotion, which is good for opening the market; If holiday comes very soon, then tell them that recently because of XXX holiday, many customers have placed orders yet, so our production line is busy, hoping to confirm order as soon as possible. Or beat about the bush, playing good relations with customers’ subordinates and let them help us promote appropriately which is also a kind of effective ways.
總之，聰明的你與我不能按照客戶的套路說(shuō)等就等，反而是我們應(yīng)該爭(zhēng)取主動(dòng)權(quán)，想盡方式跟客戶取得聯(lián)絡(luò)，你才能得到你想要的。
In short, smart you and I can’t just wait as customers’ wish; instead, we should strive for the initiative, trying every effort to contact with our customers. In this way you can get what you want.
