NO.1 XINHUI ROAD, WUSHA NEIGHBORHOOD COMMITTEE, DALIANG, SHUNDE DISTRICT, FOSHAN CITY, GUANGDONG PROVINCE, CHINA
After Alibaba's acquisition of Xiaoman, it fills the gap of analysis, marketing and transformation after acquiring customers on the platform, and helps our sales improve their efficiency and transaction conversion rate.
The senior product manager of Xiaoman came to explain how it helps the enterprises with buyer management and order conversion and what changes were made with the in-depth communication between Xiaoman and the platform.
The average life span of small and medium-sized enterprises in China is only 2.9 years. In addition to the competitiveness of products, the order number is an important factor that determines whether the enterprise can survive 2.9 years. How to get more orders? This needs the enterprise itself to accumulate a set of marketing systems to support.
Method 1: find leads when the order conversion rate remains the same. How to find, also needs to learn. The same to buy the inquiry for money, you have to figure out which platform to buy them at the cheaper unit price, according to time, quality. Then integrate this money, time, effect factors, to decide how to invest money for the inquiry.
Method 2: improve the conversion rate. In other words, how to manage and dig for the clues you have, rank the client, and move on to the next negotiation.
Okki can be leveraged here. Firstly, make use of Xiaoman's functions of customer follow-up and customer data synchronization to save and update customer data in time, standardizing customer management. The second is to make use of Xiaoman's global customer database of 120 million and corporate search engine to identify and rank customers for key follow-up. Thirdly, after the ranking of the customer, dig them deeply, and learn about customer business categories and customers upstream and downstream industries. The amount of information makes success or failure. The more we know about the customer's information, the easier it is to seize the customer needs and the greater the opportunity to deal.
In order to get more customers during the epidemic period, we started from SEM/SEO of independent stations to more investment in B2B platforms and established social media accounts. In this year, I have never stopped chasing orders. To know how to increase inquiries, the first thing is to understand the way to increase exposure. I will study the conversion rate, how to understand the customer life cycle while retaining them. In maintaining the same product line, the same team, it can be summarized into two ways to get more orders, one is with unchanged order conversion rate, increase leads, that is to say, to invest in "advertising" for more exposure and customer leads; The second is to improve the conversion rate, that is to say, to shape the response quality of salesmen, according to the high conversion rate of customer follow-up template, copy to the entire sales team.
Usually, in the condition of the same production cost, labour quality and sales tool, we boost sales by increasing as many customer acquisitions as we can, which is at quite a considerable cost. And if the churn rate in your business is too high, and your customer acquisition efforts aren't keeping pace, you could end up running your business into the ground.
For this reason, we need to improve the customer development efficiency and make good use of our limited customer resourcing. To achieve this goal, we need to build up scientific and efficient customer relationship management. Customer management has a great effect on product development, supplier choice and sales management.
How to do that? First, focusing on what customers really require and studying counterparts’ products, we should manufacture products that can solve customers’ problems and lead the market. Second, we ought to figure out what is the meaning of the “Target Market”. “Target Market” is not only a regional concept but also the most accurate and particular customer groups containing industry, consumption ability, industry status and sales channel. Third, a good customer classification is propitious to develop valuable customers efficiently. If you keep in touch with your key customers and provide good quality products, you will seize the opportunity and make a deal. Fourth, making a comprehensive marketing plan. And we should have deep research on customers’ purchasing habits from different stations such as Alibaba, Social Media, Google SEO and Independent Foreign Trade Station. Final, after we analyze the statistical promotion cost and adjust the promotion plan in time.
As for the sales managers, we have to figure out our product’ advantages compare to similar products because fine details are usually the key to a successful deal. Customer maintenance is the facilitating condition for longstanding cooperation for there are millions of suppliers for your customers and you are not the only one. And as a salesperson, we need to have a delicate and heightened insight. every time we contact our customers, we should bring some new industry information which is what customers are really interested in. Although we may fail so many times and receive a ton of negative messages from the general customers like high prices, we cannot cloud our judgement. How about pressing the PAUSE button and work our problems out? I believe one day you will find your own unique way! You need to recognize each step of progress you make towards achieving your goals.