我要成为一家“忠诚制造”公司

 

A WORD FROM Author
作者有话说

Dear SalesExecutive:

各位销售精英,大家好:

How

many of the employees on your payroll understand that their real job is

to generate loyalty from your customers? I think such an understanding

should be deep and clear, not only among your salespeople but in every

single employee who comes into contact with your customers.
你的员工有多少人知道他们真正的工作是从你的客户那里获得忠诚?我认为这种理解应该是深刻和清晰的,不仅在你的销售人员中,而是在每一个与你的客户接触的员工中。

In

fact, I believe it is critical to your business that every one of your

customer-contact people should understand what genuine loyalty is and

how to increase it in every interaction with a customer.
事实上,我相信对你的生意至关重要的是,每一个与客户接触的人都应该了解什么是真正的忠诚,以及如何在与客户的每次互动中增加忠诚度。

Does

that sound like a tall order? It’s exactly what some of the nation’s

best-run companies are doing right now. Let me explain.
这个要求听起来很难吗?这正是美国一些运营最好的公司目前正在做的事情,让我解释一下。

We are committed to your professional success.
我们致力于您的事业成功。



Duane Sparks杜南•斯巴克斯

Author of Action Selling行动销售作者
LOYALTY GENERATION INC.
忠诚制造公司


Imagine

that customer loyalty can be measured on a dial. The dial is moving in

one direction or the other during every single interaction that one of

your customers has with any of your employees. Over the course of the

interaction, the customer is becoming either more or less loyal to your

company.
想象一下,顾客忠诚度可以通过表盘来衡量。在你的客户与你的任何员工进行的每一次互动中,表盘都在向一个或另一个方向移动。在互动的过程中,客户或多或少对你的公司变得忠诚。

It

makes no difference whether the employee in question is a salesperson

or someone else—a technician, customer-service specialist, marketer,

engineer, or whatever. As far as I am concerned, everyone in your

company who is not in a formal sales role but does come into contact

with customers is a Customer Relationship Professional, or CRP. I use

that term not because most such employees are actually qualified for the

role, but because they ought to be.
无论是销售人员还是其他人员——技术人员、客户服务专员、营销人员、工程师等等——都没有区别。在我看来,公司的每一个不一定都是正式的销售人员,但与客户有接触的人都是客户关系专家,即CRP。我之所以用这个词,不是因为大多数这样的员工实际上有资格胜任这个职位,而是因为他们应该胜任。

In

the last two editions of eCoach, I described the “sales-culture gap”

that exists in most companies today and the critical importance of

closing it. I explained that the only way to close the gap and align

your sales culture is to train not just salespeople but also CRPs, so

that everyone speaks a common language and sings out of the same hymnal.

I said that the ultimate purpose of such training is to create a

company in which everybody knows how to generate real customer loyalty.
在上两期的eCoach中,我描述了当今大多数公司存在的“销售文化差异”,以及关闭它的关键重要性。我解释说,缩小差距、调整销售文化的唯一途径,是不仅培训销售人员,还培训CRP,这样每个人都能说一种共同的语言,唱同一首赞美诗。我说这种培训的最终目的是创建一个公司,让每个人都知道如何产生真正的客户忠诚度。

In

effect, you would turn your company into Loyalty Generation Inc. But

what is real customer loyalty? And what impact can alignment of your

sales and service teams have on your sales culture? Here is the formula:
实际上,你会把你的公司变成忠诚生产公司。但是真正的客户忠诚是什么呢?你的销售和服务团队的携手会对你的销售文化产生什么影响?这是公式:

Align Sales and Service
+ Improve Sales Culture
Customer Loyalty


协调销售和服务

+ 提高销售文化

 客户忠诚度



Many

people mistakenly use the term “customer loyalty” interchangeably with

customer satisfaction. In fact, they are two entirely different things.

Many companies spend a lot of time and money measuring only customer

satisfaction. They have good reasons for that practice, as far as it

goes:
许多人错误地将“顾客忠诚”这一术语与顾客满意混为一谈。事实上,它们是两个完全不同的东西。许多公司花费大量的时间和金钱来衡量客户满意度。他们有充分的理由这样做,就目前而言:

·They want to reduce churn, minimize negative word ofmouth, and differentiate their service from competitors.

·They know that it’s 5 to 7 times cheaper to hang ontocurrent accounts than to acquire new ones.

·Correspondingly, a 5% improvement in customer retentioncreates a 25-35% increase in profit.

All

true. The trouble is, customersatisfaction alone doesn’t cut it today.

Research into B2B customers who defectfrom suppliers shows that:

· 75% of customers who leave a company for a competitor saythey were Satisfiedwhen they left.

·Company executives think that 50% of customer defectionsare due to issues ofPrice. In fact, less than 25% leave for that reason.

·Company executive think customers leave because their NeedsChanged. But, only 10% leave for that reason.

·Research Conclusion: In nearly 75% of cases, customerssay they left a B2B supplier because of the lack of a solid BusinessRelationship.

  •  他们希望减少客户流失,减少负面口碑,并将服务与竞争对手区分开来。
  • 他们知道维持老客户要比开发新客户节省5到7倍时间。
  • 相应地,客户保留率提高5%,利润增长25%-35%。
  •   所有这些都是正确的。问题是,客户满意度本身并不能解决今天的问题。
对来自供应商的B2B客户的研究表明:

  • 75%的客户离开公司时,他们表示自己在离开公司时是感到满意的。
  •   公司高管认为50%的客户流失是由于价格问题。事实上,只有不到25%的人因此离开。
  •   公司高管认为客户离开是因为他们的需求改变了。但是,只有10%的人真的是因为这个原因离开的。
  •   研究结论:在近75%的案例中,客户说他们离开B2B供应商是因为缺乏稳固的商业关系。
In

other words, customer satisfaction may be a good thing to measure, but

as far as retention of customers goes, it isn’t the right measure. Based

on the research, satisfied customers are still perfectly open to

shopping the competition. In my recently revised and updated book

Masters of Loyalty: How to turn your work force into a loyalty force, I

describe in detail what real loyalty is: Truly loyal customers are those

who have stopped shopping. Loyal customers are those who are deaf to

your competitors’ appeals.
换句话说,顾客满意度可能是一个很好的衡量标准,但就顾客保留率而言,这并不是正确的衡量标准。研究显示,满意的顾客仍然完全乐于参与竞争。在我最近修订并更新的《忠诚大师:如何将你的员工变成忠诚力量》一书中,我详细描述了真正的忠诚是什么:真正的忠诚客户是那些停止选购其他供应商的人。忠实的客户是那些对竞争对手的吸引力充耳不闻的人。



Now,

here is a key point about that kind of genuine loyalty: Customers don’t

really feel it for a corporate entity or for a “loyalty program.”

People become genuinely loyal only to other people. If you want real

loyalty from your customers, only your employees can generate it. And,

they can only generate it by building relationships. An employee who

excels at generating loyalty is one who acts as a consultant, an

orchestrator or resources and, above all, a relationship builder.
现在,关于这种真正的忠诚,有一个关键点:客户并没有真正感觉到它是一个企业实体或一个“忠诚计划”。人们只会真诚地忠诚于他人。”如果你想从客户那里获得真正的忠诚,只有你的员工才能做到。而且,他们只能通过建立关系来获得客户的忠诚。擅长获得客户忠诚的员工是一个顾问、一个协调或资源整合者,最重要的是,他是一个关系建设者。

People

with loyalty-generation skills understand that loyalty must be earned.

They market not just their company and products but themselves. If you

are a customer, they consider their relationship with you valuable, even

if you’re not the Ultimate Decision-Maker in your company.
具有忠诚度生成技能的人都明白必须赢得忠诚。他们不仅推销自己的公司和产品,还推销自己。如果你是客户,他们会认为他们与你的关系是有价值的,即使你不是公司的最终决策者。

Your

employees need to understand that the underlying purpose of every

client conversation is to create loyalty by strengthening their personal

relationship with the client. What’s more, they need to know how to do

it. A work force full of employees like that would rule any industry.

Their company might as well be called Loyalty Generation Inc.
你的员工需要明白,每一次与客户谈话的根本目的都是通过加强与客户的个人关系来建立忠诚度。更重要的是,他们需要知道如何去做。一个都是这样的员工的企业将统治任何行业。他们的公司也可以被称为忠诚度生产公司。
Action Selling in Action
行动销售 实践案例
Dakota

Supply Group (DSG) of Fargo, North Dakota, is a wholesaler of parts,

materials, and tools to electricians, plumbers, and other tradespeople

in the construction, communications, and utility industries.
位于北达科他州法戈达科塔供应集团(DSG)是一家为电工、水管工和其他建筑、通讯和公用事业行业的商人提供零部件、材料和工具的批发商。

DSG

has trained its salespeople with Action Selling for more than a decade,

and credits the system with helping it become one of the largest

suppliers in the Midwest. DSG recently extended training to its teams of

Customer Relationship Professionals with our new program Action Selling

CRP. Here is what corporate sales manager Ryan Tracy has to say about

that:
十多年来,DSG一直在培训销售人员如何进行行动销售,并相信这一系统将帮助该公司成为中西部地区最大的供应商之一。DSG最近向其客户关系专业人员的团队培训了我们的新项目行动销售CRP。以下是企业销售经理瑞安•特雷西对此的看法:

“Our

model CRP is a construction-industry expert who has been taught how to

be customer-oriented and, hopefully, secure orders for our products.

Among other things, that means they know how to service customers and

create up-sell, cross-sell, and bid opportunities.”
“我们的模型CRP是一位建筑行业专家,他知道如何以客户为导向,并并希望确保我们产品的订单安全。另外,这意味着他们知道如何为客户提供服务,如何创造向上销售、交叉销售和投标机会。”

“Before

Action Selling CRP training, we had way too many bid opportunities fall

through the cracks. Our CRPs had no procedure for following up and

gaining commitment on the bids that we produced. We fixed that with the

training. Now our industry experts are professional

customer-relationship developers who follow an effective process for

consistently gaining commitments from customers.”
“在采取行动销售CRP培训之前,我们有太多的投标机会。”我们的CRPs没有任何程序来跟踪和获得我们的投标承诺。我们通过培训来解决这个问题。现在我们的行业专家是专业的客户关系开发人员,他们遵循一个有效的流程,不断地从客户那里获得承诺。

“The

CRP training has taught us what a high-quality business relationship is

supposed to look like and what it takes to create a customer

relationship that is based on true loyalty. The system gives us a

procedure to go beyond ‘satisfied’ to loyal with each customer

interaction we have.”
CRP培训教会我们,高质量的商业关系应该是什么样子的,以及如何建立基于真正忠诚的客户关系。该系统为我们提供了一个流程,让我们可以超越“满意”,对我们拥有的每一个客户互动都保持忠诚。

“Now

our entire customer-contact work force knows explicitly that creating

loyalty is always the most important thing we do during customer

conversations. And, they know the precise steps to become Masters of

Loyalty.”
“现在,我们所有的客户联系工作人员都清楚地知道,在与客户交谈时,创造忠诚永远是最重要的事情。”而且,他们知道成为忠诚大师的确切步骤。



微信号:actionselling



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