What Are the Best Tips for Customer Relationship Management in Marketing?

This book was completed by the author Liu Zi'an for many years on the basis of consulting, training, and research on enterprises. It is not only suitable for MBA and undergraduate teaching, but also can be used as vocational education, sales staff training materials. Application-oriented and focus. Tightly integrate with China's actual sales, know it, and know why. Each chapter of "Sales and Customer Relationship Management" has guidance cases, sales examples and exercises, which are easy to understand and easy to self-learn. ^[1]

Sales and customer relationship management

Professor of International Business School, University of International Business and Economics, MBA supervisor. Visiting Scholar, School of Business Administration, The Chinese University of Hong Kong, and the New York Institute of Insurance. Professor's main courses: "Principle of Marketing", "International Marketing", "Strategic Management", "Principle of Management", "Organizational Behavior", "Bank Marketing", "Organizational Marketing", "Communication and Sales Skills" Wait. Main academic achievements: two marketing works and many dissertations, including "Exploration on the Methods for Improving MBA Students' Innovation Ability", a high-level seminar to commemorate the tenth anniversary of Chinese MBA education. Main business practice activities: Acting as a consultant to several consulting companies and often training and consulting for large enterprises. Training clients: State Economic and Trade Commission, China Development Bank, China Ordnance Industry Corporation, China National Petroleum Corporation, China National Offshore Oil Corporation, Minsheng Bank, Shanxi Mobile, 163 Company, 3721 Company, Philip Company, etc. Features of training and lectures: combining theory with practice, focusing on case analysis, teacher-student interaction, easy-to-understand, lively and interesting, on-site Q & A, and after-school consultation.

Chapter 1 Introduction

First, the meaning of sales and customer relationship management.

Second, the duties of sales staff.

Third, the quality of outstanding sales staff.

Fourth, establish the "if I am a customer" thinking model.

Fifth, establish a "customer is always right" sales concept.

Review and practice questions in this chapter

Chapter 2 STP Marketing: The Basis of Targeted Sales

1. Market segmentation.

2. Three typical ways of target market selection.

Market positioning.

Review and practice questions in this chapter

Chapter III Sales Strategies in the Consumer Market

First, the characteristics of consumer demand.

Second, the impact of gender differences on consumer behavior.

Third, the type of consumer purchase.

Fourth, the "group" theory of purchase decision and its application in sales.

Fifth, the consumer purchase decision process.

Review and practice questions in this chapter

Chapter IV Sales Strategy of Organizational Market

First, the characteristics of the organization's market sales.

Second, the characteristics of government and group procurement.

3. Effective methods for organizing market sales.

Review and practice questions in this chapter

Chapter 5 Finding Target Customers

First, the seven stages of the sales process.

2. Determine the types and characteristics of target customers.

3. Determine the strategy for finding target customers.

Review and practice questions in this chapter

Chapter VI Preparation for Visits

First, organize the process of customer procurement in the market.

2. Seven corresponding countermeasures often adopted by suppliers.

Third, the sales staff should be aware of the seven before the visit.

Review and practice questions in this chapter

Chapter 7 Customer Engagement Strategy

First, the opening method of contact with customers.

Two or four questioning techniques.

Third, the issues that should be paid attention to when contacting customers.

Fourth, the approach to customer rejection.

Review and practice questions in this chapter

Chapter VIII Sales Display Strategy

First, the ABC principle of sales display.

Two or three oriented sales display methods.

Third, non-verbal communication factors.

Fourth, the mentality and methods of effective communication.

Review and practice questions in this chapter

Chapter 9 Objection Response Strategy

I. Customers' objections are welcome.

Second, countermeasures against procrastination.

Third, countermeasures against price objections.

Fourth, countermeasures for product objections.

Fifth, countermeasures against objections of goods.

Sixth, politely reject the countermeasures.

Review and practice questions in this chapter

Chapter X Deals and After-Sales Management

First, establish a customer database.

Second, to fully penetrate customers through return visits.

3. Deal with customer complaints carefully.

Fourth, strengthen services and increase purchase value for customers.

Fifth, survey customer satisfaction.

Sixth, customer churn analysis.

7. Establish good interpersonal relationships with customers.

Review and practice questions in this chapter

Comprehensive case

1. An entrepreneurial dream of a college student.

2. I missed the workplace "minefield".

Self-assessment reference answers in this textbook

main reference