外貿(mào)企業(yè)需關(guān)注到常見的維護(hù)客戶方式
俗話說的好，開發(fā)十個(gè)新客戶不如維護(hù)好一個(gè)老客戶，因此在外貿(mào)企業(yè)商貿(mào)往來(lái)過程中關(guān)注到維護(hù)客戶方式問題是非常有必要的，那么常見的維護(hù)客戶方式有哪些呢?
Establishing customer files
First of all, it is very important to establish customer files. In order to effectively strengthen contact with old customers, it has become a top priority to establish customer files. The actual needs of customers and some daily preferences and so on are important components of the files. The more detailed the contents of the relevant files, and users'preferences. The closer the communication will be, the better the communication effect will be in the process of communication and cooperation between the two enterprises. In addition to introducing the characteristics of these enterprises, the contents contained in this customer file should also pay attention to the personality characteristics of the heads of relevant departments and their responsible persons.
首先是建立客戶檔案，這是非常重要的，為了能夠有效和老客戶加強(qiáng)聯(lián)系，建立客戶檔案成為了重中之重，客戶的實(shí)際需求聯(lián)系方式以及日常的一些喜好等等，這些都是檔案的重要組成部分，相關(guān)檔案內(nèi)容越為詳細(xì)，和用戶的溝通往來(lái)就會(huì)越為密切，此后在兩家企業(yè)溝通合作過程中所具有的溝通效果才會(huì)更為理想，在這一客戶檔案之中包含的內(nèi)容除了以上介紹這些企業(yè)特點(diǎn)之外，還應(yīng)該關(guān)注到客戶企業(yè)相關(guān)部門負(fù)責(zé)人以及其負(fù)責(zé)人性格特點(diǎn)等等。
Keep in touch with each other regularly
We should pay attention to maintaining regular communication and contacts, which can make old customers feel respect. For example, after some new products are developed, we seldom think of communicating with old customers at the first time. Instead, we should launch propaganda on major websites. Some old users only see the products of suppliers through propaganda on some websites. New, this is obviously inappropriate. We can contact our old customers through internal letters before product updates, let them know what products we have and what discounts and so on, let these old customers get real discounts first, and then update relevant new product information and preferential service measures on the website, etc. In this way, not only can the old users feel highly respected, because of the benefits, but also the suppliers will have greater trust in the enterprise.
要關(guān)注到經(jīng)常保持溝通聯(lián)系，這能夠讓老客戶感覺到尊重感，例如有一部分企業(yè)新品研發(fā)之后，很少想到第一時(shí)間和老客戶取得溝通，而是在各大網(wǎng)站首先展開宣傳，一些老用戶也是通過在某些網(wǎng)站宣傳才看到供貨企業(yè)產(chǎn)品更新的，這樣的做法顯然不妥當(dāng)，我們可以在產(chǎn)品更新之前通過內(nèi)部信函聯(lián)系，讓老客戶知道我們有哪些產(chǎn)品以及哪些優(yōu)惠等等，讓這些老客戶先得到實(shí)實(shí)在在的優(yōu)惠，此后在網(wǎng)站上更新相關(guān)的新產(chǎn)品信息以及優(yōu)惠服務(wù)措施等等，這樣不僅能夠讓老用戶感覺到倍受尊重，由于得到了實(shí)惠，也會(huì)對(duì)供應(yīng)商品的企業(yè)信賴有加。
In order to invite client enterprises to participate in some activities held by our company,
In order to invite customers to participate in some activities held by our company, this is a model that many foreign enterprises pay attention to in the course of operation, such as European and American enterprises, for example, Germany. Cezanne Trading Co., Ltd. holds large-scale activities around Christmas every year. Because its company trades almost all over Europe, users in the United States, Canada and other countries are invited by the company. In such activities, its company provides free air tickets, accommodation, catering and so on.
邀請(qǐng)客戶方企業(yè)參加本方公司所舉行的一些活動(dòng)，這是國(guó)外很多企業(yè)在運(yùn)營(yíng)過程中關(guān)注到的模式，例如歐美企業(yè)，舉例，德國(guó)賽尚貿(mào)易有限公司每年圣誕節(jié)左右都會(huì)舉行大型活動(dòng)，由于其公司貿(mào)易幾乎遍及整個(gè)歐洲，美國(guó)、加拿大等國(guó)家的用戶皆在該公司的邀請(qǐng)之列，而且在這樣的活動(dòng)中其公司免費(fèi)提供機(jī)票以及住宿、餐飲等等，能夠讓老用戶感到融入和協(xié)作精神，而且和這些公司溝通的相應(yīng)崗位負(fù)責(zé)人也會(huì)對(duì)其公司更加關(guān)注，后期業(yè)務(wù)往來(lái)中，即使有競(jìng)爭(zhēng)對(duì)手，塞尚公司也會(huì)更受重視。
Some small companies have limited costs. For the European market, this type of company should pay more attention to online activities, which are not limited by time and geography, but also can have more harmonious business relations with relevant staff of product buyers.
當(dāng)然如上這種模式未必適合國(guó)內(nèi)企業(yè)使用，國(guó)內(nèi)的很多中小型企業(yè)從事外貿(mào)往來(lái)尚處于初期發(fā)展階段，因此很難承擔(dān)高額公司聚會(huì)費(fèi)用，也無(wú)法滿足其他國(guó)家產(chǎn)品經(jīng)銷商的機(jī)票往返費(fèi)用以及相關(guān)費(fèi)用開支等等，所以這一類型公司應(yīng)更多的關(guān)注網(wǎng)上活動(dòng),這一類型活動(dòng)并不受到時(shí)間以及地域的限制，而且也能夠有效和產(chǎn)品購(gòu)買方相關(guān)工作人員有更為和諧的業(yè)務(wù)往來(lái)關(guān)系。
除了如上介紹的這幾種方式之外，還有很多其他方式值得借鑒以及選擇，由于外貿(mào)企業(yè)所從事的相關(guān)產(chǎn)品銷售類別并不相同，從事領(lǐng)域具有差異，因此在細(xì)節(jié)選擇方面要根據(jù)外貿(mào)企業(yè)所從事領(lǐng)域特點(diǎn)而分別對(duì)待,常見的維護(hù)客戶方式要具有鮮明的行業(yè)特點(diǎn)，這樣所具有的效果才會(huì)顯著，如果沒有行業(yè)特點(diǎn)，客戶維護(hù)方式很有可能和用戶需求背道而馳，作為一家外貿(mào)公司不論規(guī)模是大是小，客戶維護(hù)過程中都要規(guī)避這種情況發(fā)生。
