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In the marketing process, after a period of product or brand promotion, it will accumulate certain customer resources. In addition to these customers who have already purchased some of the customers, other customers may become silent customers and effectively operate these customers. Raising the marketing efficiency of the company will also bring us better operating benefits. Well, for these customer resources, we must implement a four-step strategy.

In the first step, customer categorization should effectively manage the accumulated customer resources. First of all, these customers should be categorized. Overall, these customers can be divided into four categories according to the indicators of contribution and loyalty, namely: high loyalty. And high contribution, called bee customers; high loyalty, low loyalty, called loyal customers; low loyalty, high degree of loyalty, called butterfly customers; low-contribution and loyalty customers, called tritium. client.

The bee customers are those who have already purchased the product, and may also continue to purchase, and will recommend other friends to buy. Such customers are the focus of sales and need to focus on operations.

蜻蜓 Customers are those customers who have the purchasing power to compare products across multiple brands or brands and have not yet purchased them. After such transactions are concluded, they may be converted into bee customers.

Butterfly customers are those who are generally buying power and are sensitive to price. However, customers who have long-term concern that they have not purchased may be due to sensitivity to changes in the external environment or lack of purchasing power.

螳螂 Customers Such customers are relatively weak in purchasing power and have the highest price sensitivity. Occasionally, they may also have transactions, but they are only aware and concerned.

Obviously, from the perspective of customer benefits, bees customers bring the most contributions, and the goal of customer management is to consolidate and develop bee customers, and to develop bee customers and butterfly customers into bee customers.

The second step, insight into the needs of customer classification is based on the previous experience to make, and when we set a certain marketing goals, we must conduct a corresponding inventory of the previous customers, in-depth understanding of different customer needs.

First of all, bee customers have already made a certain contribution. Therefore, they are more aware of the relevant situations of products and brands. They only need to transmit and inform information and consolidate established relationships.

Secondly, customers must focus on marketing. These customers have a certain level of purchasing power. The reason for not buying may be: Comparing with competing products, dissatisfying some aspects of the product, and concerns about the company's background or service links. , waiting for the timing of purchase, etc., for these customers need to in-depth exploration of the reasons for not buying, and to develop appropriate countermeasures.

Third, the butterfly customers are also customers that need to fight for, and the reason why these customers have not purchased needs to be analyzed in depth. Generally, the reason for not buying may be because of the reasons for the funds, information interference, price factors, and waiting for promotions. The reasons for funding may be financial strength or cash flow problems; information interference is that these customers are easily affected by the opinions of friends, colleagues and relatives in the surrounding environment, and will not make purchasing decisions soon; the price factor is the customer’s price High sensitivity and low price acceptance; waiting for sales promotion is also expected by customers to have more purchase benefits. For such customers, they need to deepen their contacts, understand their needs, overcome their non-purchase concerns, and promote their purchase transactions.

Fourth, customers can invest relatively little effort, but these customers may also have potential value. One must pay close attention to customers who may be transformed into butterfly customers. Second, these customers also have the role of transmitting information.

The insight requirement is to deeply explore the mainstream demand of different types of customers on the basis of customer categorization, so as to serve the formulation of marketing strategies. In addition, in order to formulate marketing strategies more effectively, marketers need a total of different customer types. Quantity statistics, the only way to be more targeted in the formulation of marketing strategies to achieve better marketing results.

The third step, customer strategy for different customers, should have different customer strategies, and customer strategy is based on understanding the needs of different customers.

Bee customers, because these customers have high purchasing power and ability to bring new customers, therefore, we must promptly deliver new product information to these customers, and formulate corresponding new customer reward programs, and tap the potential purchases of these customers. The ability to win new orders through these customers' circle of friends.

蜻蜓 Customers, these customers have the purchasing power, but they have no purchase. For these customers, they should specifically understand their potential needs. In terms of information, the key is to convey the value information of the product, that is, to sort out the selling points that the customer is concerned with, and to allow the customer to perceive the intrinsic value of the product and the comparative advantage with other products. In addition, the customer should be eliminated as much as possible. Distrust and buying concerns.

Butterfly customers, these customers have limited buying power, but they have potential buying needs. Therefore, they need to pass discounts and promotional information on some products to these customers. Through promotion strategies to attract these customers to purchase, in addition, these customers will be easier. Interfering with other information, therefore, try to build the confidence of these customers, deliver positive product and market information, and create a sense of urgency for purchases.

螳螂 Customers, these customers do not have a clear purchase demand yet, or they do not have enough purchasing power, but these customers can become communicators of information, and can increase the popularity of marketing activities and avoid the flaws that prospective customers lack, so for these The client must also deliver some marketing campaigns and other information in a timely manner.

The fourth step, marketing support in the development of different customer sales strategy at the same time, marketing and support should also be given to the composition of the four types of customers to determine the proportion, and develop a corresponding marketing strategy.

Analysing the customer's structure of a product can be obtained through market research. Whether it is a questionnaire interview or a focus interview, it can be judged on the customer's purchase intention, thus defining the basic proportion of customers. The process of customer categorization and insight into requirements is itself a process of grooming customer structures.

Overall, there will be five types of customer structure: bee-dominated, with the most recent customers being the largest number of bees; 蜻蜓-dominant, 蜻蜓-customers being the largest component; butterfly-dominated, less-purchasing butterfly customers occupy the main force;螳螂 The leading type, the lack of purchasing power of the customer's dominant position; evenly divided, the proportion of four types of customers is roughly the same. Of course, the judgment of the customer's structure needs a certain quantity as a basis. If there is not enough accumulation of customers, it can only be reviewed from the strength and channel of promotion.

Five different customer structures indicate the different effects of the previous promotion. The bee-dominated model shows that the company's products have established a good market image and perception, while the dominant ones represent the customer's understanding of the products needs to be deepened, and the brand image is also It needs to be strengthened to enhance trust, while the butterfly-dominated ones indicate that the brand image needs to be improved again, and the promotion channels should also be adjusted to attract customers with purchasing power.螳螂 Leading type shows that the previous marketing promotion was not successful and the marketing strategy needs to be redrafted.

For different customer structures, it also provides direction for marketing strategies.

Bee-dominant companies need to deepen their established strategies to further strengthen their relationships with their customers, while the dominant ones need to strengthen the release of product value information and build customer confidence through brand promotion. The butterfly-led market structure will have to adjust its image for promotion and adjust the channels for promotion. The dominant type requires a deep understanding of the consumption characteristics of non-mainstream bee customers, and re-elaboration of marketing strategies and directions.

For the equipartition structure, the focus of marketing promotion needs to be clearly defined. The core of the strategy should be determined in the transformation of the clients and the butterfly customers. The conversion of customers can be promoted through the channel selection, enhanced cognition, and image promotion strategies. .

In general, there are certain differences in the strategies to be developed for the different types of customers in the sales and planning stages. However, overall, all of them are trying to find more bee customers and promote the purchase of more customers and butterflies. .

In short, successful marketing needs to classify customers and understand the contribution of different types of customers, so as to target the development of appropriate marketing strategies, which requires more investment in customer research. This is not only the sales link. It also requires the overall support of marketing strategies.