What Does a Sales Development Representative Do?

Customer development is the first step in sales. Generally speaking, business personnel initially understand the market and customers through market sweeping surveys, focus on communicating with strong and interested customers, and finally complete the customer development plan in the target area.

Customer Development

Right!

Customer development is the first step in sales. Generally speaking, business people initially understand the market and customers through market sweeping surveys, and focus on strong and interested customers.

Customer development work is

The premise of customer development is to determine

There are three general customer development strategies:

1. Two-step strategy

The two-step strategy refers to those manufacturers who have just entered a certain industry. In the selection of channel members, there is no need to adhere to the principle of one step in place, allowing distribution members in the market to have a recognition process. The first step is to accept cooperation with some low-level distribution members in the initial stage of the channel establishment. The second step is to wait for the maturity of the product to gradually establish popular members in the market and gradually eliminate the bottom-level distribution members.

2. Step by step strategy

A step-by-step strategy means that the manufacturer uses the same distribution members as a reference company. And this reference company is mostly the company's competitors or the industry's

After the customer development strategy is determined, the sales team needs to go to the market with real guns. Regardless of the experience of the sales staff, in general, the following steps are required to complete the customer development work.

Lead development is a salesperson

It is also aimed at customers. Some salespersons' stylized referral methods and empty product introductions are not attractive, and they are always coldly rejected by customers. But if you change your mind and provide an additional solution for your customers, things may become unexpectedly smooth.

Customer development is always the focus of corporate marketing, but in the face of endless new products emerging in the market, customers' eyes have become more and more critical, which has made it harder for enterprise marketers to develop customers. As an enterprise marketing manager, how to guide subordinates to achieve effective customer development in a marketing environment that has undergone drastic changes?

Case comparison:

Hastily, resulting in reactive return

Xiao Zhang, a clerk of enterprise A, introduced Xie, a prospective customer in a certain place, through someone's introduction, and visited him in person. After meeting for the first time, after some greetings, Xiao Zhang cut into the subject. He introduced the company A's profile, products, and policies to customers in detail, but Xie Mou just said lightly: "Your company and products are good, but the price of another company's products is lower than you, so you I ca nt sell my products. Coupled with the unpredictable market prospects, we still have the opportunity to cooperate again. In the face of Xie's polite rejection, Xiao Zhang had no other way to persuade the other party, and he had to leave resignedly .

A plan for customers to nod

Xie is an ideal customer locked by Enterprise A. Facing Xiaozhang's failure, the company sent another experienced salesman, Xiao Li, and set a hard target. After receiving the task, Xiao Li was not as eager to visit customers as Xiao Zhang. Because he knew that Xiao Zhang had failed once. If he went forward hastily, it would not only make it difficult for the customer to develop it, but it would also cause Xie's resentment and cause the customer to fail. He first made a comprehensive understanding of Xie Mou company, and then began to conduct detailed investigations in the market to form a complete plan. With this plan, Xiao Li went to visit Xie with confidence.

At first Xie saw that Xiao Li was not very enthusiastic, but just dealt with a few words lightly. Seeing this, Xiao Li opened his eyes and introduced Xie to his marketing plan. From the basic situation of Xie's market, such as population, market size, consumption level, market structure, etc., to competitive products, such as prices, policies, major sales areas, existing problems, and sales analysis, etc. And the positioning of the product, as well as the advantages and disadvantages compared with competing products, can not help but make Xiemou feel that this salesman level is not ordinary. In the end, Xiaoli also provided some specific suggestions for Xie to operate the products of Enterprise A, including: detailed price settings, channel settings, locking of consumer groups and major consumption venues, operating points and steps, corporate investment and support, Xie's needs Input resources and input-output ratio. Xie Mou looked at Xiao Li's complete and detailed marketing plan and listened to his eloquent explanation, nodding frequently. Finally, he was happy to sign a cooperation agreement with Enterprise A and invited Xiao Li to be his business consultant.

Comment: The same company, the same products and resources, the same development objects, why did Xiao Zhang's customer development fail? The reason is that he only promotes products based on products, and promotes enterprises based on enterprises, so it is no wonder that no innovative customer development forms will be rejected by customers. The reason why Xiao Li was able to develop successfully was that he had made sufficient preparations in the early stage and provided customers with a set of effective and complete marketing solutions through market research. Customers are so surprised when they see such an attractive and operable solution!

Tips: Irrigation for your salesperson

The reason why many marketers cannot use solutions to effectively develop customers is mainly because of empiricism and lazy thinking. Especially the veteran salesman, this kind of thinking performance is more obvious. And because the new salesman does not understand the skills of customer development, he usually goes directly to the target customer with the enterprise product, and the chance of success in customer development is very small. Even if one or two customers happen to be successfully developed sometimes, the quality cannot be guaranteed, and a series of hidden dangers are laid for subsequent market work. As an enterprise marketing manager, how can you improve the success rate of business people in developing customers through job guidance?

The first trick: strengthen training

Enterprises can set up special training courses for customer development and train business personnel at fixed times. The training content should include: what customers are most concerned about in the new marketing environment, how to do market research, how to write market plans, how to quickly grasp customer needs, and so on. The writing of the market plan should include: the basic situation of the market, the main situation of competing products, the analysis of the advantages and disadvantages of enterprises and competing products in terms of resource allocation and products, how to set the channel price, how to use the resources provided by the company, the main points of work and Steps, as well as input-output ratio analysis and effect estimation.

Representative speech: Zhang Moumou area manager

I am the regional manager assigned by the company to Hubei for market development. Through investigation and analysis of this market, I learned that the company's customer development in this region is not good, and the potential and space for customer development is still large. However, after the deployment of new market development tasks, although everyone was confident that the market was down, at the end of the month, a summary meeting was found, only I developed two new customers through a solution, one has been working in the Hubei market for more than two years. The salesperson developed a new customer through the customer introduction, and other business personnel basically returned empty-handed. At the business analysis meeting, other business people complained that the product was not well-known, the price was high, and the policy was not advantageous, so no customer was willing to cooperate. Later, based on my actual work situation, I conducted a customer development system training for business personnel. In the second month, although the business staff did not complete the new customer development indicators issued, everyone successfully developed at least one new customer.

The second trick: simulation exercises, process guidance

In order to strengthen the training effect, marketing managers can organize business personnel to set up scene exercises, from market surveys to scheme production, to customer negotiations, one by one simulation, and then sum up experience and lessons. Through this kind of live simulation exercise, the actual operation skills of business personnel can be significantly improved. In addition, in order to reduce the work mistakes of business personnel, marketing managers can organize discussions and communications for business people's written plans, and then let them visit the locked target customers with the plan.

Representative speech: Zhu Moumou area manager

Our business training is often carried out by simulation exercises with good results. And, from my personal work experience, using product promotion solutions to develop customers is a good way. But the problem is that many business people can't make targeted solutions according to the specific situation of the market and customers, or the scheme is too formal. My method is to guide business personnel at any time, and I have to know in advance the situation of alternative customers and the specific content of the plan. Only after I confirm, will the business staff enter the substantive stage of customer negotiation, so the effectiveness of customer development will be greatly improved.

The third trick: on-site guidance, personal demonstration

For business personnel who lack practical experience, it is difficult for them to empathize with simple training and simulation exercises. This requires marketing managers to follow them to do market surveys, make promotion plans, and visit customers. The so-called master brings apprentices, and the area around the hands is much better than talking on pure paper. For those new business people, I find that sometimes the effectiveness of preaching training is not significant. My method is to take him personally to run the market, follow me to do market research, plan writing and communicate with customers. Several times, even stupid people can figure out a little way.

Representative spokesperson: Dai Moumou Marketing Director

I used to have a salesman, who was very hardworking and smart, but had no work experience. Although trained, it seemed to have little effect. Later, I brought him with me when I visited the client and asked him to run the market with me. When I write a market research plan, I also let him come up with ideas and talk about ideas. He came down soon after a few times. Now he has become one of my most powerful officers.