想要為你的公司大幅提高業績嗎？那麼將你的關注從增加新客戶轉移到讓你的既有客戶可以持續購買上。最好的客戶將來自于你的現成客戶。
讓我們假設一個請境：你在一個人口1萬人的小鎮，銷售了1萬件皮包，換句話說鎮里所有人，包含老人、小孩，每個人都有了你的皮包，你的市場佔有率是100%了，你如何繼續增加業績？
是時候在這個小鎮打包，轉到別的新市場發展了嗎？
No!如果你能夠關注在既有客戶上，你就能夠大幅提升你的業績，同時提高了客戶對你公司的忠誠度。
試試看以下可以增加業績的幾個作法：
1. 建立銷售獎勵計劃。
想出一個作法，讓你的銷售人員願意不斷的賣、賣、賣。為何許多公司都依銷售獎勵計劃來驅動銷售員來提升公司業績？因為銷售員會喜歡達成一定銷售額后，可以獲得參加旅行，或是可以給自己換輛新車或是電視機的機會。
所以，好好構想出一套銷售員“構成挑戰，但是有機會達成，可以幸福甜美”的銷售獎勵計劃吧。
2. 激勵你的銷售員去多賣配件
將相關的配件與服務列入銷售，是很重要的提升業績的作法。說服客戶它們的價值與必要性，并安排客戶購買的方便作法。客戶多半會購買。
如果只是將配件陳列在客戶面前，不太會發生作用。如何增加配件的銷售？你必須說服客戶它們可以帶來的利益。
例如，如果客戶將愛車開來清洗，你發現了他的一塊車毯有污漬，與其立即清洗乾淨，可以指出給車主看，用什麼清潔液可以方便快速地自己清理乾淨，並且立即展示給他看，客戶會很樂意買下這個清潔液。你就為公司多賣了一罐清潔液。
3. 告訴客戶內幕消息
例如，你看到有名消費者在商店里的一個陳列咖啡機的展示架前徘徊，猶豫不決，你就可以上前，向他說：“我們的P牌咖啡機在下週要做促銷活動，全面打八折，你可以屆時來選購。”你猜他會不會來購買？並且他很可能會多買了其他配件呢。
心得：如果你預備舉行促銷活動，可以提前透露給你的客戶這個消息，他們多半會來購買，也許還會多帶他的其他朋友一起來。如此，你就增加了業績。（不要忘了，你可以用email,或打電話，或用你的社交媒體來透露這個內幕消息。）
4. 區分你的客戶層級
你對待常客和新客戶、潛在客戶的作法，應該會有明顯差異。你如何能夠對你的老客戶看待為街上的阿3、阿4？
你有許多作法可以表達對老客戶的價值，從一些小事開始，例如見面就能夠呼出他的姓名，到提供較大的利益，例如延長他的付款期，或提供折扣等作法。
5. 提供客戶回饋機制
我們都很熟悉一些大商家做的客戶回饋機制。但是，沒有理由小商家不能也實施客戶回饋機制。
這可以從在客戶生日時提供折扣等簡單作法開始，到實施複雜的以積分點數來提供不同的折扣。作對了，回饋機制可以提高客戶忠誠度，并增加了業績。
6. 提供免費樣品給客戶
為何有那麼多商家在你購買某件商品時提供其他商品的免費樣品？
因為如此做可以產生增加業績的多種形式。客戶買了某件商品可能會願意試用其他新商品，並且購買一些。或是，他可能將免費樣品給其他願意試用的人，而這人可能會喜歡而購買，順便買一些其他東西。至少，收到免費試用商品的人，會對這個商家產生好感，并告訴其他人這個商家與其產品。
銷售給既有客戶容易多了
能夠吸引到新客戶，當然是好事。但是吸引新客戶不是增加業績的唯一作法，而且事實上，這是很辛苦的作法。
將注意力轉移到你的既有客戶上，會讓你的銷售容易多了，並且提高了客戶的忠誠度，因而獲得更多重複的銷售機會。
Six absolutely performance-enhancing practices
Six absolutely performance-enhancing practices
- Change your sales focus to increase performance
Want to boost your company's performance substantially? So shift your focus from adding new customers to allowing existing customers to buy on a continuous basis. The best customers will come from your off-the-shelf customers.
Let's assume a situation: you sell 10,000 bags in a town with a population of 10,000. In other words, everyone in the town, including the elderly and children, has your bag. Your market share is 100%. How do you continue to increase your performance?
Is it time to pack up in this town and move on to other new markets?
No! If you can focus on existing customers, you can dramatically improve your performance and increase customer loyalty to your company.
Try the following ways to increase performance:
1. Establish a sales incentive plan.
Think of a way to keep your salespeople willing to sell, sell and sell. Why do many companies use sales incentives to drive salespeople to improve their performance? Because salespeople like to get a chance to travel after they reach a certain sales volume, or to change a new car or TV set for themselves.
So, conceive a sales incentive plan for salesmen that "poses a challenge, but can be happy and sweet if you have a chance to achieve it".
2. Encourage your salesman to sell more accessories
Including relevant accessories and services in sales is an important way to improve performance. Persuade customers of their value and necessity, and arrange convenient ways for customers to buy. Most customers will buy.
If only the accessories are displayed in front of the customers, it will not work. How to increase the sales of accessories? You have to convince customers of the benefits they can bring.
For example, if a customer drives his car to clean it, and you find a stain on his carpet, instead of cleaning it immediately, you can point out to the owner what cleanser can be used to clean it quickly and conveniently, and show it to him immediately. The customer will be happy to buy the cleanser. You sold an extra can of cleaning liquid for the company.
3. Tell the client inside information
For example, if you see a famous consumer hovering in front of a display shelf of a coffee machine in a shop, hesitate, you can go up and say to him, "Our P brand coffee machine is going to have a promotion next week, with a full discount of 20%. You can come and buy it then." Do you guess he'll come and buy it? And he's likely to buy more accessories.
Experience: If you plan to hold a promotional event, you can disclose the news to your customers in advance. Most of them will come to buy it, and maybe bring other friends with them. In this way, you increase your performance. (Don't forget, you can use email, or telephone, or your social media to reveal the inside story.)
4. Distinguish your customer hierarchy
There should be significant differences in how you treat regular customers, new customers and potential customers. How can you treat your old customers as A3 and A4 on the street?
There are many ways you can express your value to an old customer, starting with small things, such as meeting to be able to call his name, to provide greater benefits, such as extending his payment period, or offering discounts.
5. Providing customer feedback mechanism
We are all familiar with the customer feedback mechanism that some big businesses do. However, there is no reason why small businesses can not also implement customer feedback mechanism.
This can start with simple practices such as offering discounts on customers' birthdays, to implement complex discounts based on points. Right, the feedback mechanism can improve customer loyalty and performance.
6. Provide free samples to customers
Why do so many businesses offer free samples of other goods when you buy one?
Because doing so can produce a variety of ways to increase performance. Customers who buy a product may be willing to try out other new products and buy some. Or, he may give free samples to other people who are willing to try them out, and that person may like to buy them, and by the way, buy something else. At the very least, people who receive free trial products will feel good about the merchant and tell others about the merchant and its products.
It's much easier to sell to existing customers.
It's good to be able to attract new customers. But attracting new customers is not the only way to increase performance, and in fact, it's a very hard way to do it.
Turning your attention to your existing customers will make your sales much easier and increase customer loyalty, thereby creating more repetitive sales opportunities.
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