[China Aluminum Art Network News] Door and window manufacturers have a big common problem, called "pressing goods."
This is a problem that has existed for many years and is difficult to solve. The reason is very simple, the manufacturer's performance speaks with data, and the salesperson does the same. Therefore, the first thinking of this kind of performance has been formed, and everything is performance-oriented. Wanting good performance is to let customers pay more.
However, whether the customer ships or not, it is their own sales. When oversupply, they will not take the initiative to ship. For the better performance, the manufacturer salesman can only find ways to let customers ship the goods. This is the “pressing goodsâ€.
Successful sales are closed loops that are made up of manufacturers, customers and consumers. The manufacturer shipped the goods to the customer, and did not complete the sales closed loop. Only after the customer successfully sold the goods to the consumers, the sales were really finished. This important part is indispensable. If only the manufacturers blindly press the goods, the two-thirds of the sales will be expanded, and even the entire sales will be destroyed.
Manufacturer sales should not be performance-oriented, use data to speak ?
Some industry veterans pointed out that after the 2017 year-on-year change and turning point , the door and window industry will probably bid farewell to the barbaric growth period and enter a new era.
At such an important turning point, door and window manufacturers want to have better development, they should end the "performance-oriented" data era, and turn into a new era of "customer-centric". Because the key to the sales closed loop depends on the connection between the customer and the consumer, the goods are counted as the end of the sales behavior only after the consumer has successfully purchased and used it. The growth and development of customers will become the focus of the door and window manufacturers in 2018 .
What is a new era of "customer-centric" ?
From the importance of the sales closed loop, manufacturers want to have better performance and better development, not to press more goods to customers, but to clear the relationship between customers and consumers.
　　 "Customer-centered" means that manufacturers should put customers in the first place, and all production and management are guided by the promotion of customers' benign sales. Only when customers develop normally and sales continue to improve, the performance of manufacturers can be improved. In this way, the water will rise and the manufacturers will embark on the path of sustainable development.
How to achieve "customer-centric" in the new era ?
Product development ideas take the source terminal
The importance of the product is self-evident, so all major manufacturers are working hard to make products. However, no matter how important it is, its research and development direction is mostly to visit and learn from well-known exhibitions at home and abroad. How many R&D personnel go deep into the end market, communicate with salespeople and consumers to understand their needs and understanding of products ?
After all, it is still a closed door to build a car, the manufacturer subjectively cut off the production of products, and then sold to customers. Poorly, the goods that customers buy back may not be favored by consumers.
Design applications to keep up with consumer demand
In the design and application of doors and windows, the masters always like the elements of the tall, international trend, as well as the works designed. However, this forward-looking design does not meet the consumer needs of consumers today.
The designs that consumers need are not all high-end fashion trends, because most of them are civilians, not representative of the tide, they need more beautiful and practical space, suitable for the design of their room type and daily needs. it's the best. Therefore, while designing masters, they should also visit the terminal at the same time, and the multi-access consumers are the actual needs, the works that have made and lead the trend, and the applicable home space design.
Activities based on local conditions and sales
　　 In 2017 , manufacturers do activities at the terminal, linkage, bargaining, group purchase, signing, etc., all of which are copied across the country. In fact, this is all imposed by the manufacturers planning thinking, what customers want, whether these activities are suitable for the local and other issues are not carefully considered. Many times, customers just don't know how to express and don't understand the operation. They can only rely on the manufacturer's arrangement.
The local conditions of the event are not simply to modify the promotion terms, but in terms of modes, methods, and terms. Therefore, the activities can not be carried out according to the needs of the headquarters, but to examine the terminal and understand the market and customers. Activities are not simple brand communication, we must balance sales and team improvement. For example, designer activities, star activities, many are not called selling, light influence, no actual sales, there is no second time for the first time, because its investment is too large. Regardless of the type of activity, we should take into account the sales volume, and at the same time take into account the improvement of the customer team, they can not always do the activities of the manufacturers, the team must also learn to be independent.
Training focuses on personal development of employees
Every year, manufacturers spend a lot of money and resources on the training of internal staff and terminal sales, but the final result of each training is not satisfactory. After many people have been trained to grow up, they have changed jobs. This kind of problem has brought a lot of training troubles. For example, customers are not willing to send employees to participate in training. The worry is that they are cultivated and people ran.
Therefore, future training should focus on personal development, know how to plan your own career, and have clear goals. At the same time, the company also knows how to help employees achieve their goals and provide more development opportunities and space. In this way, it is possible to reduce the problems caused by personnel changes, help the team to steadily improve, and achieve the company's stated goals.
Helping customers develop solid cooperation
　　 “Customer-centered†is not always focusing on the sales data of customers, but also helping customers to lay the foundation for sales and laying the foundation for sales. For example, customer company development planning, target setting, framework setting, team formation, personnel training, event promotion, etc. all need manufacturers to help. The cost of opening up new customers is eight times that of maintaining old customers. Instead of working hard to develop, it is better to spend more time on the maintenance of old customers.
Through various forms of assistance, we will improve the status quo of our customers, let small customers become larger customers, and large customers become larger customers, so as to effectively expand the performance base of manufacturers, enhance customer loyalty to manufacturers, and strengthen cooperative relations. Progress, long-term development.
　　 In 2018 , he also spoke with data. However, this data should not be the previous manufacturer's performance, but the customer's sales and its quality improvement data. In 2018 , door and window manufacturers should focus on the customer and speak with the customer's promotion data.
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