General

Customer loss has become an embarrassment faced by many international trade enterprises. Most of them also know that losing an old customer will bring huge losses, and they need to develop at least ten new customers to make up for it. However, when asked why corporate customers are lost, many international trade enterprise bosses look confused, and talk about how to prevent, they are even more frightened.

The inability to meet the needs of customers effectively and effectively is often the most critical factor leading to the loss of corporate customers, which is generally manifested in the following aspects:

1. The product quality of the enterprise is unstable, and the interests of customers are damaged. Based on the fresh taste of the product and the high rebate policy of the manufacturer, the dealer Zhang Mou signed a distribution contract with A Beer, and the first batch of products were successfully tested in the local market. However, due to the unstable quality of the second batch of goods, consumers have shifted their attention to consumption, and Zhang has to withdraw from the operation of the product.

2. Enterprises lack innovation, and customers are "empathetic". Any product has its own life cycle. With the maturity of the market and the increase of product price transparency, the profit space that products bring to customers is often smaller and smaller. If international trade enterprises cannot innovate in time, customers will naturally find another way. After all, interests are the best leverage to maintain the relationship between manufacturers.

3. The enterprise's internal service awareness is weak. The arrogance of employees, the problems raised by customers can not be solved in time, the consultation is ignored, the complaints are not handled, and the inefficiency of service staff is also an important factor that directly leads to customer loss. All the appliances used in the neighborhood are brand B appliances, and there are few failures. Unexpectedly, the air conditioner broke down a few days ago, and the phone was not easily connected. As a result, the sales department and service department of the international trade enterprise mutually recommended each other, and went back and forth. The matter was delayed but was not resolved. Finally, the neighbor swore that he would never use B brand appliances again.

4. Poor market monitoring and sales channels. When developing the Shanxi market, a food enterprise invested a high amount of marketing expenses in the dealers, but the investment in the marketing expenses of the old market enterprise in the neighboring Sanmenxia, Henan Province, was relatively low. As a result, the marketing manager of the Shanxi market connected with the local dealers and rushed to the Sanmenxia market wantonly. The dealers in Sanmenxia market are unprofitable, so they have to "take pains to give up" and give up the operation of the enterprise's products.

5. Employees change jobs and take away customers. Because many enterprises are not meticulous and standardized in customer relationship management, the role of the bridge between customers and business operators is fully played, while the impact of enterprises on customers is relatively weak. Once the business personnel change jobs, old customers will disappear. With this, the strength of competitors has been enhanced.

6. Customers encounter new temptations. The market competition is fierce. In order to gain a favorable position in the market quickly, competitors often attract customers with rich resources at all costs and on favorable terms. "Under heavy money, there must be brave men", and it is not strange that customers "cheat".

In addition, individual customers, relying on their strong business strength, threatened with "active loss" in order to get the most favorable "treatment" from the manufacturer's market. The enterprise could not meet their special needs, so it had to give up.

To find out the problem of customer loss, as for how to prevent it, enterprises should also combine their own situation to "suit the remedy to the case".

Generally speaking, international trade enterprises should start from the following aspects to bridge the gap of customer loss:

1. Do a good job in quality marketing. Little John, chairman of General Electric? F? Welch said: "Quality is the best guarantee for GM to maintain customer loyalty, the most powerful weapon for GM to deal with competitors, and the only way for GM to maintain growth and profitability." It can be seen that only by making great efforts to ensure the durability, reliability, accuracy and other value attributes of products on the quality of products can enterprises gain advantages in the market, and create a good operational basis for product sales and brand promotion, Only then can we really attract and retain customers.

2. Establish the service awareness of "customer first". Last summer, Wuhan was extremely hot, and the sales of air conditioners increased sharply. Due to the limited number of local after-sales service teams, Haier expected that its after-sales service would face a personnel crisis. So the person in charge of Wuhan Haier immediately called the headquarters to request the deployment of after-sales service personnel in the Northeast market, and then the after-sales service personnel of Northeast Haier took the plane directly to Wuhan. The customer has received Haier's wholehearted support, "Sincerity to Forever" is really worthy of its reputation.

3. Strengthen communication with customers. First of all, enterprises should timely transmit the change information of their business strategies and strategies to customers so as to facilitate the smooth development of customer work. When a feed factory learns that the feed price will rise in the short term, it will always tell the dealer in time. Information is wealth, and customers are naturally grateful to the manufacturer. Secondly, enterprises should fully explain their good prospects to old customers to enhance their business confidence.

4. Increase the business value of customers. This requires enterprises to improve the total value of products by improving products, services, personnel and image; On the other hand, by improving the service and promotion network system, customers can reduce the consumption of time, energy and energy to purchase products, so as to reduce monetary and non-monetary costs. So as to affect customer satisfaction and the possibility of in-depth cooperation between the two parties.

5. Establish good customer relationship. One of the reasons for employees' job-hopping to take customers away is that enterprises lack in-depth communication and contact with customers. Only by collecting customer information in detail, establishing customer files for classification management and timely grasping customer needs can enterprises truly achieve the goal of "controlling" customers.

6. Do well in innovation. Once an enterprise's products cannot be adjusted and innovated according to market changes, they will fall behind the market. Ten years ago, few people asked for cellular phones, fax machines, CD players, cars with navigation systems or music TV. But these products have been created now, and it is those operators who go ahead of the market to guide customers to drive the development of the market that have achieved success.

7. Strengthen market monitoring. In many cases, rampant transhipment is often the culprit that leads to customer loss. Therefore, enterprises should carry out market inspection in a timely manner so as to find problems in a timely manner and buy time to take measures to control the spread of the situation, effectively reduce business risks and protect customers.

For those customers who are threatened by potential, enterprises must take them seriously, and "killing one as an example" is the best policy. Preventing customer churn is not only an art, but also a science. It requires enterprises to constantly create, transmit and communicate high-quality customer value, so as to ultimately obtain, maintain and increase customers, forge the core competitiveness of enterprises, and make international trade enterprises have the capital to establish a foothold in the market.