Marketing: the way of marketing for "poor" customers

Core tip: in any industry, customers can be divided into high, medium and low-end customers In fact, low-end customers are poor customers The biggest feature of poor people is that they have no money No matter how good the product quality, technology and function of an enterprise are, if the customer of an enterprise is a low-end customer, that is, a poor customer, at last, the customer will talk with you and bargain with you Because he has no money, the product price can only be sold very low Because the price is high, he can't afford it At last, the enterprise has a "good name" with high cost performance, which is the product performance OK, but the price is low Here Paint knowledge how about Akzo Nobel Powder Coating Recommended introduction: powder coating is a kind of coating with different form from general coating, which is in powder form It is a new type of coating, because of its own advantages and more and more known by people Let's introduce Akzo Nobel Powder coating Akzo Nobel Powder coating is a cost-effective coating solution, which can be applied to different kinds of products After the treatment of static electricity and fire baking, a tough and durable coating surface will be formed, with the least impact on the environment Since the introduction of this technology, powder coating has been able to continue to maintain the Paint Home News: in any industry, customers can be divided into high, medium and low-end customers In fact, low-end customers are poor customers The biggest feature of poor people is that they have no money No matter how good the product quality, technology and function of an enterprise are, if the customer of an enterprise is a low-end customer, that is, a poor customer, at last, the customer will talk with you and bargain with you Because he has no money, the product price can only be sold very low Because the price is high, he can't afford it At last, the enterprise has a "good name" with high cost performance, which is the product performance Good but low price, this is not to say that Chinese enterprises are willing to do so, but it is really because they will not be marketing, and enterprises are forced to do so Not only that, poor customers have to find ways to postpone the payment time because of the "shortage" of funds The payment method is bad As a result, the period of recovering funds is very long, and it is difficult for funds to be recovered Huang Xianren, the leader of Southern strategy, believes that: poor customers, that is, low-end customers, have four major hazards Any company must open its eyes to understand the essence: harm one: "poor customers" are high-cost customers Many salesmen think that "small" customer development costs are low, which is a serious mistake The productivity of these low-end customers is generally backward, and the market competitiveness is not strong Naturally, there is no market, the production scale is not large, and the consumption is not large That is to say, the total consumption of multiple small customers may not be equal to that of one large customer In fact, enterprises also need to develop and maintain each low-end customer as an independent customer, which will inevitably waste a lot of resources, especially time and human resources on each low-end customer The time and cost of developing a low-end customer is lower than that of a high-end customer, but the time and cost of developing two or three low-end customers may have already exceeded After developing a high-end customer, the income of a high-end customer is much higher than those of these low-end customers, that is to say, the opportunity cost of low-end customers is too high, and the cost of low-end customers is not "low" Harm 2: "poor customer" is "killer" customer Low end customers have limited financial resources, limited scale and limited ability, which determines that they will try their best to reduce product costs and win the market through low prices However, limited ability will inevitably cause them to be unable to control production and operation costs through effective management As a result, they will try their best to reduce costs in the procurement process "If you don't reduce prices, I will find another supplier, anyway It's not your company that causes suppliers to compete It's not who has a higher level of production and R & D, but who has returned to the most primitive market competition state -- vicious price competition, which has played a fierce "price war" Suppliers are allowed to be slaughtered by others, and the price is very low Suppliers only have a "sigh of hope" Even if they finally get orders, they will be scarred Harm 3: "poor customers" are troublesome customers "Poor customers" not only want to get low-cost orders, but also want suppliers to provide good services They hope that the services provided by customers can help them improve in some aspects of management or technology In order to ensure the success of customer development and complete their own performance, the sales staff freely promise, but there is no free "lunch" in the world, and Mr Huang (official website gjbjw Com) can It is concluded that the salesperson or enterprise will weigh the relationship between cost, price and profit, and have to make up for it in other aspects On the customer side, it seems that "sitting on the receiving fisherman" has got a substantial price discount, but the quality of the products it obtains and the services it enjoys will also be correspondingly discounted, so the customer will constantly look for the "trouble" of the supplier according to the contract, and the supplier has no problem Law and customers to establish a good relationship, customers will inevitably due to production fluctuations can not be recognized by its downstream stakeholders, and ultimately multiple damage Moreover, due to the nonstandard management of these enterprises, there is a complex "informal" relationship network, in which "kickbacks" are serious and the relationship processing is time-consuming and labor-consuming Harm 4: "poor customers" are rogue customers whose low-end customers have relatively poor profits, and their cash flow is also relatively precious Therefore, when making payments, they always push back three times and block four times, and do not make payments on time Some of them are simply in the debt predicament, "robbing the east wall to replace the west wall" The enterprise's capital chain is basically in a broken state Today, they need this product to pay the supplier's arrears in advance Tomorrow's matter will be said again tomorrow It's impossible to make him pay Customers and suppliers are quite helpless Some customers are simply doing a "one hammer" business When they buy it, they don't give them money If you are willing to deliver the goods, they don't want to get it If I find a new supplier, it will become a "rogue" customer and a "helpless" company Huang Xianren, a strategic leader in the south, often said: "the ultimate goal of enterprise management is to make profits, the third-class enterprises are backed by losses, the second-class enterprises are struggling in the balance of profits and losses, the first-class enterprises are rich and easy to make profits, and the high-level marketing is to bring profits higher than the average level of the industry, which is actually determined by the customer level, so to say: A high level of marketing is to stay away from "poor customers." Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,