The fundamental task of the marketer is to get promises from customers . But one of the common mistakes salespeople make is not setting clear goals for each marketing campaign. In fact, the relationship between the first action and the seventh action is very clear. We set the goal in the first action and achieve the goal in the seventh action.
A precision marketing management system without goals will appear cluttered and waste your own and your client's time. Now, let's take an example of what happens when a salesperson doesn't set clear goals.
Sales A: This is a great opportunity for me, I think they need to improve right away. He will be delighted when I introduce him to the "Access system".
Sales A: "Access (Contact) System" can save you a lot of time for order checking. You only need to move your finger and you will have an answer. This is indeed a good system, what do you think?
Client: Very interesting! So, I have another appointment next, can you leave me this booklet? sure.
Client: Thank you for coming here, thank you very much!
Sales A: No, thank you very much for taking the time to meet me.
Sales A: Very smooth! He likes our "Access (contact) system". I reckon there's a play, uh, 95% chance he'll buy it, we should be Latest Mailing Database able to get him. I think I'll make an appointment with him over the phone for the next meeting. He left my brochure and it seems he is very interested.
But the next time Sales A calls the customer:
Sales A: Hello! I would like to know, what's your plan next?
Client: Let me think about it, I'm not sure yet. To be honest, this kind of system looks pretty good, and I'll seriously consider it. But we've been busy lately, and it's unlikely I'll spend any more time on it.
See it! Now, let's see how we can avoid this result.
As we mentioned earlier, the fundamental task of precision marketers is to gain commitment (or achieve goals). The "goals" are the results we set for ourselves, and all we have to do is get feedback from our customers like consent, commitment, and that commitment will drive the precision marketing management system forward. Let us analyze a typical precision marketing management system cycle, we can easily understand its role. For example, let's observe the cycle of precision marketing management system: we first called the customer, and the "goal" at this time was to make an appointment to meet with the customer; the first meeting between the two parties was the on-site visit before you submitted the proposal. Its "goal" is to schedule the next meeting so that you can demonstrate the benefits of your product (or service) to the client; in a showroom meeting, the "goal" is often to discuss and refine the proposal; through the first two Meeting, you can collect enough information on customer needs and problems faced by customers, and show how your product will help customers solve problems. In this way, you can effectively improve the proposal. The next time you meet, your goal is to sign.
The description above seems clear, but why do so many people fail to set clear commitment goals?
The answer: we often confuse "commitment goals" with "visit goals." Let's take a look at the difference between the two. The "visit target" is the goal that the precision marketing management system personnel set for themselves, for example, to understand the customer's business situation, to understand the main competitors, to determine the main target within the customer's organization. Decision makers, determining whether customers have enough purchasing budgets, inquiring about customer purchasing opportunities, or just introducing yourself and the company, these are all good goals and important, but they are not precision marketing management system personnel. The root cause of doing precision marketing management system visits.
The first action in a precision marketing management system is critical, because you are planning to get customers to do what you want. Remember, the job of the CRM person is to earn commitment. "Commitment goals" are commitments made to you by the client, such as: agreeing to meet with you, agreeing to submit a proposal, notifying you that you can bid, agreeing that you meet with their decision makers, or enter into a contract, etc. Without the commitment of the customer, the precision marketing management system cannot be completed. Also, clients feel like they're not getting anywhere, and they subconsciously ask themselves, "How can I stop this person from wasting my time?"
Now, let's go back to the previous example and see how Sales A achieved the "customer commitment".
Sales A: This is a great opportunity for me, I feel they need to adjust right away. I'm going to introduce him to the "Access system" and he'll be delighted when he hears it. Think again, what kind of "commitment goals" do I want to achieve this time? Well, my "commitment goal" should be that he and the principal agree to schedule a time for me to submit a proposal. Yes, almost, this time will be successful. Now, let's go to the back and see if he has a client commitment.
Sales A: "Access (contact) system" can save you a lot of time, you only need to move a finger, you can
To check the order status, this system is really convenient, don't you think?
Client: Very interesting! So, I have another appointment below, can you leave me this booklet? Can! I think the next step is that I should prepare a proposal for you in which I will detail the advantages of the Access system and the investment that may be required, could you arrange a meeting for me to meet with Would you like to discuss it together?