High Level Marketing Is To Keep Away From Low-End Customers.

Any one

No matter how good the quality, technology and function of an enterprise is,

Liu Zuke, a small leader in the south, believes that poor customers, or low-end customers, have four great dangers, and any company must make a clear eye on the nature:

Harm one: "poor customers" are high cost customers.

Many sales staff think that the "small" customer development cost is low, this concept is seriously wrong.

These low end customers are generally lagging behind, and their market competitiveness is not strong. Naturally, there is no market. The scale of production is not large enough, and consumption is not large. That is to say, the sum of consumption of multiple small customers may not be as large as that of a large customer.

In fact, enterprises need to develop and maintain every low-end customer as an independent customer. This is bound to waste a lot of resources on every low-end customer, especially time and human resources. The time and cost of developing a low-end customer are lower than that of a high-end customer, but the development of two or three low-end customers may have already exceeded the development of a high-end customer, and the benefits from a high-end customer are much higher than those of these low-end customers. That is to say, the opportunity cost of low end customers is too high, and the low end customers are not low cost.

Harm two: "poor customers" are "killer" customers.

End customers have limited financial resources, limited capacity and limited capabilities, which determines that they will try their best to lower the cost of products and win the market through low prices. However, their limited capability will inevitably result in their effective management and control of production and operation costs. As a result, they will inevitably try to lower costs in the procurement process. "If you don't depreciate, I will look for other suppliers, anyway, it's not yours," causing suppliers to compete in the most primitive market competition, not only who produce and research, but also return to the most primitive market competition -- vicious price competition, fierce price war, suppliers being slaughtered, and prices being pressed very low, suppliers are only "hotly disappointed", even if they finally get orders, they are also scarred. Low

Harm three: "poor customers" are troublesome customers.

Suppliers provide good services, and hope that the services provided by customers can help themselves improve in some aspects of management or technology, while salesmen can promise to ensure their success in developing their own businesses, but there are no free "lunches". Sales personnel or enterprises have to compensate for the relationship between costs, prices and profits. They have to make up for other aspects. Customers seem to "get the fishermen" to get a substantial price discount, but the quality of their products and the services they enjoy will be correspondingly discounted, so customers will constantly find suppliers' "trouble" according to the contract, and suppliers can not establish good relations with customers. Customers will also be unable to get the approval of their downstream stakeholders due to the fluctuation of production, and eventually they will be damaged. "Poor customers" not only want to get low order, but also want to let.

Moreover, because of the non-standard management of these enterprises, there is a complex "informal" network, and the "rebate" in procurement is serious.

Harm four: "poor customers" are rogue customers.

Low end customers have poorer profits and cash flow is more precious, so when they pay, they always block the bill and do not pay on time.

Some of them are simply in the debt dilemma. The capital chain of enterprises is basically in a state of fracture. Today, if this product is needed, the supplier's arrears will be paid first. Tomorrow's thing will be said again tomorrow. Making him pay is simply impossible. Customers and suppliers are "four heads relative".

Some customers are simply doing a "hammer" business, buying no money, you are willing to deliver goods, do not want to pull, I look for new suppliers, then became a customer "rogue", the company "helplessness".

Liu Zuke, a southern leader, often said: "the ultimate goal of enterprise management is to make profits. The three stream enterprises are losing money, and the second class enterprises are struggling with profit and loss. The first class enterprises are lucrative and free. High level marketing is to bring profits to the enterprises which are higher than the average level of the industry. In order to achieve such a goal, it is decided by the customer level, so high level marketing is to stay away from" poor customers ".