分析丨开发客户前,先问问自己对客户了解多少了?-华升一拍档
客户开发包括数个流程,而在跟进客户之前,首先你要学会分析客户。
There are several procedures for the development of customers and before following up with customers,you shall first learn to analyze them.
如何分析客户?
Howcan weanalyze our customers?
罗列了一下,大致从这十个方面来分析:
After listing out, we can start from the 10 aspects:
?买家包括哪些人浮生偷欢 ?
Who are the purchasers respectively?
?通过哪些渠道找买家?客户开发包括数个流程,而在跟进客户之前,首先你要学会分析客户。
How do you find the buyers? There are several procedures for the development of customers and before following up customers, you shall first learn to analyze them.
?不同国家的买家喜好北京汽配 ?
What do customers from different nations pay attention to?
?买家讨厌供应商哪些行为?
Which behaviours of suppliers are annoying the purchasers?
?买家喜欢怎么样的业务员?
Which kind of salespersons do purchasers fond of?
?买家不喜欢怎样的业务员?
Which kind of salespersons do purchasers dislike?
?买家看重供应商哪些方面?
In what aspects do purchasers attach great importance to?
?买家网络采购特点?
What are the purchasing characteristics of purchasers’network?
⑨买家痛点?
What are the purchasers’sore points?
⑩买家怎么跟进?
How do we follow up with our customers?
下列就根据这十个问题一一剖析
Now I’m going to dissect these questions one by one.
?买家包括哪些人?
Who are the purchasers?
首先我们要搞清楚,买家包括哪些群体,罗列了一下,主要包括以下几类人:
At first, we should get clear of how many groups purchasers are in:
进口商:类似于家乐福、沃尔玛、百思买等公司(或是像西班牙Aris这样的大进口商一般喜欢在展会上出现)
Importer: Like Carrefour, Walmart, and Best Buy. (Large importers such as Spanish Aris intend to attend the fair )
批发商:他们有些从大进口商拿货,也有部分从中国进口。
Wholesaler:Some of them get commodities from large importers and some of them import goods from China.
经销商:一般从批发商那边拿货。
Distributor: They generally get products from wholesalers.
生产商:如印度、越南、南美等国,制造某种产品时,也需要从中国进口部件、原料等
Manufacturer:Nations like India,Vietnam and South African countries need to import components and materials from China.
代理商:做中国某公司的产品代理,一般有点技术含量的产品和大公司会找国外客户代理
Agent:They are products agents of Chinese enterprises. They are required by those large enterprises or companies manufacturing technical products.
零售商:类似于国内一些百货小店,小连锁店,小卖部等
Retailer:they are similar to little department stores,little chain stores or retail departments.
邮购商:如法国的3SUISSES(法瑞儿)、OTTO等店
Cataloger:like the French 3Suisses OTTO.
电购商:从B2B、淘宝上小量采购的人(据说很多国外华人喜欢在淘宝上小量采购)
E-commerce purchaser: They generally purchase on a small quantity from B2B websites or Taobao (It’s said that many overseas Chinese like to purchase on a small quantity from Taobao).
C类消费者:从B2B、速卖通上购自用的人(喜欢在Ebay、速卖通上购买)。
C customer:Customers purchase commodities for private use from B2B websites and AliExpress. (They are in favour of purchasing commodities from Ebay and AliExpress).
?买家通过哪些渠道找供应商?
In what ways can we manage to find purchasers?
传统贸易杂志:如环球资源杂志、香港贸发局杂志、台湾文笔采购指南(据说给中国制造网收购了)、国际商报等。
Traditional journal of business: Such as magazine of global sources, HKTDC Product Magazine, Taiwan Guidelines for procurement (It’s said that it has been purchased by Made-in-China) as well as International Business Daily.
年鉴、黄页、名录:美国电子黄页、欧洲电子黄页,国外喜欢将公司信息放在网上。
Year book,yellow page and directory: Real Yellow Pages, EUROPAGES. Foreigners intend to put the companies’information on the internet.
网络资源:在B2B等网站上采购。
Network resources: Purchase on B2B websites.
展会(国内、国际、专业、综合):一般“大客户”喜欢聚集的地方。
Fair (Domestic, International法宝修复专家 , Professional and comprehensive): Places large customers love to gather.
熟人介绍:如果你在一个行业做的有点名气,口碑不错,客户一定帮你推荐他的朋友给你蒋梅英 。
Recommendations from acquaintance: If you enjoy reputation in an industry, your customers are likely to recommend their friends to you.
全名目击 ?各国买家喜好
What do customers from different nations pay attention to?
欧州买家:大多作风严谨,对质量、认证、环保、节能方面特别注重,高于对价格的关注。
European customers: Most of them are prudent and have higher demand on quality, certification, environmental protection and energy conservation than prices.
北美买家:重视效率、关注价格、喜欢物美价廉的产品,重合同,讲信用,追求现实利益,帐期长
North American customers: They attach importance to the efficiency as well as the price. They favour high quality products with reasonable price. They strictly abide by contract and keep their words. They pursue after practical interests.
南美买家:闲散,重感情,信誉一般,缺乏国际贸易知识,测试,验厂不多,对品质要求也不高贼三国 。
South American customers: They are mostly idle and value personal feelings with average credit. They lack of knowledge for international trade who seldom have test and factory inspection and don’t ask for much about the quality.
中东买家:有宗教信仰,重信义交情,节奏较慢,对品质要求不高,喜欢讨价还价。
Customers from the Middle East: They possess religious relief and value ties of friendship with slow paces. Their requirement is not high for quality and they like to bargain.
亚洲买家:韩日对质量要求比较高,日本人重情意毒吻面具银魔 ,不会跳开中间商,韩国人信誉一般。
Asian customers: Customers from Korea and Japan have high requirements for product quality. Japanese consider bonds of friendship as an important issue without setting aside the middlemen. Korean performs generally in reputation.
非洲买家:有一些好的买家,但也不乏骗子。
African customers: Some of them are not bad but as for those cheaters......
?买家讨厌供应商哪些行为?
Which behaviours of suppliers are annoying the purchasers?
不诚实:偷工减料,签合同或翻单时提价(很多卖家样品与实际交货不一样,喜欢做假)
Dishonesty: Like cheating on workmanship and materials, raising price when signing contracts or placing repeat orders (a great amount of sellers have different samples from the actual goods).
过度承诺:设计稿,样品和大货有偏差丁微 。
Overcommitment: The design is different from the sample and cargoes.
延迟交货:小问题,找借口
Delay in delivery: They don’t like suppliers who love to make excuses.
服务意识差:报价速度慢,稍有变动就要加价
Bad service awareness:Have a slow speed of making quotation and raise prices if there are any adjustment.
没有问题预见性:有问题不解决,希望买家接受瑕疵。
No foresight for problems.Wish purchasers to accept the flaws.
售后有问题不担当:(有问题逃避,往往是一捶子买卖,可是你要知道,得到一个客户不容易,失去一个客户很容易啊)
The after-sales are irresponsible (They just evade the problem and want once-for-all deal but they never realize that it’s easy to lose a customer while it’s hard to develop one).
?买家喜欢怎么样的业务员?
Which kind of salespersons do purchasers fond of?
a、换位思考,善于理解客人立方颖超场,利益点。
Have transpositional consideration and be adept in understanding customers’positions and benefits.
b、专业知识+合理建议。
Possess professional knowledge and reasonable suggestions.
c、性格直爽,诚实可靠(老外从小受教育就讲诚实,说真话,而我们常套路老外,所以受伤的总是老外)
Have straightforward characters and honest and reliable (Foreigners are cultivated to tell the truth. To be honest, we often set traps to foreigners so that they are afraid of that)
d、了解外国文化:诸如礼节、禁忌、饮食、隐私。
Be familiar with foreign culture such as etiquette, taboo,diet and privacy.
?不喜欢怎样的业务员
Which kind of salespersons do purchasers dislike?
a、没有时间观念。
No sense of time.
b、不懂装懂(老外和你沟通时,不要装蒜哟,要是老外知道你不懂装懂,后果你是知道的)
Pretend to know something you actually don’t know (Don’t make a pretence or face the consequence one your customers know it).
c、不负责任、没主见
Irresponsible persons without ideas or thoughts of their own.
?买家看重供应商哪些方面
In what aspects do purchasers attach great importance to?
a、能否生产所需产品。
Can suppliers manufacture their needed products?
b、是否工厂,照片视频(所以拍点工厂视频、图片发给他,会增加客户的好感)
Are suppliers factories?Can they provide photos and videos?(Therefore, you can shoot videos or photos to them to delight them).
c、主要看中贸易公司服务好,资源广,信用好,了解国情行情。
They also value foreign trade companies for their excellent services, resources, credits as well as understanding for national conditions.
d、给大公司大品牌做代工品、市场
OEM for large companies and markets they have specialized in.
e、产品的检测,生产能力的认证。
Authentication for inspection of products and production capacity.
f、受传统付款方式以外的escrow、PP。
Support escrow and PP more than the conventional payment methods.
g、业务员性格、服务。
Salespersons’characteristic and services.
h、社会责任。
Suppliers’social responsibility.
?买家网络采购特点
What are the purchasing characteristics of purchasers’network?
a、喜欢有现货,黄婉佩 希望付完款,就能拿到货。
They prefer to cooperate with suppliers that have goods in stock and wish to get the shipment soon after they effect payment.
b、一般下单较急。
They are in urgent mood generally.
c、订单数量一般较小。
They usually place small orders.
⑨买家痛点?
What are the purchasers’sore points?
a、找不到好的供应商:很多买家每天收到几百封供应商的推销邮件,分不出好坏。
They often worry if they can't find qualified supplier since they receive hundreds of promotional emails every day and they can’t distinguish the good from the bad.
b 、供应商回复慢、无回复。
Suppliers’response is slow or even no response.
c、考虑采购不安全:这点是老外较大的痛处,据我了解,很多人不是真正做外贸生意,而是专在网上骗生意,从去年阿里“诚信门”事件可见一斑,其实伤了老外,也伤了一些无辜的外贸人。
They also worry the issue of safety which quite a sore point for foreign customers. As far as I know, many persons in disguise of foreign traders just defraud on the internet. It can be seen from the affair of integrity on Alibaba. It does harm the foreign customers as well as those innocent foreign traders.
⑩买家怎么跟进?
How do we follow up with our customers?
邮件跟进:每隔一段时间写邮件,当然写邮件时也有技巧的,要有特色,不然千篇一律的邮件,老外看了都想吐。
Follow up on email: Practise your skills in writing emails at intervals. Of course, we should be proficient in writing emails with our own features. Otherwise, customers will be fed up with those stereotyped emails.
电话穿插:适当时候,打打电话,毕竟电话更能拉进彼此的距离,加深感情。
Contact on the telephone: We can pick a time to dial them. After all, it can deepen the affection with each other.
展会约见:有参展时发发邀请函,来不来是他的事,如能在展会上见一面,顶得上写一百封邮件。
Make appointments with customers at fair: Send out your invitations and wait for their response. It’s more effective than writing emails.
上门拜访:要是有条件,可以拜访客户。
If possible雷正富, we can take a visit to customers.
节假问候:利用MSN、SKYPE或电子贺卡问候一下,加深感情,若还寄一个小礼物给老外,估计老外会很感动董沁。
Greetings on holidays: Greet and bless customers on holidays on MSN, SKYPE or with electronic greeting cards. They will be touched provided that you send them a little gift.
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