See the type of Your customers

Dealing with customers is our marketing staff almost every day to repeat the work of new staff into the marketing of the class will practice. In fact, the whole staff of our experienced marketing all kinds of customers, the face of otherwise, are not similar in personality.

Market development, a number of experienced sales and marketing staff is able to quickly contribute to cooperation, in fact, is to grasp the client's psychological, characteristics and interests, the same diagnosis as a doctor, or to communicate through simple greetings, speech and deportment from each other Wen asked for a look, after all, basic to find out the characteristics of customers, and then prescribe the right remedy, psychographic, quick attack. Therefore, a number of new business marketing industry, it is necessary to call the customer and pay more attention to communication, more discovery and more analysis, to second guess the customer's psychology, see how the wind blows, quickly determine the type of customers, so as to shorten the cycle of business transactions.

Careful analysis is not difficult to find, we marketers have contacted customer types (not including the terminal directly to do terminal-based clients, the main agent, distribution, customer analysis as an example) are nothing more than a few, the following list of each of the following :

First, from the customer's own comprehensive strength points, the following categories:

Industry leader in lead-based: such clients have a strong channel, end-strengths and team strengths, of course, by its agent or distributor's products are big business-class products and a wide range of different areas are often involved in the exclusive product agent. As the saying goes: a type of poly people, objects to groups, all these customers is, of course, eager to seize the industry giant enterprise customers the primary focus of resources. However, this does not completely rule out the possibility that part of customers to match with the manufacturers of enterprise cooperation, which developed rapidly, and growth potential or competitive, dynamic corporate brand is also a kind of second-line customers to the potential target. After all, a relatively well-known manufacturers of the products, second-line brand is relatively less transparent pricing policy, and the price is much room for profit, the market also supported the policy of the type of enterprise customers to increase the degree of emphasis on policy support to enhance co-operation of the chip . In addition to the above second-tier manufacturers, the manufacturers of the following three lines is very difficult to cling on to this high threshold.

Tight step-by-step development of type: type of customer in terms of the relative industry leading customers, the overall strength of a little less, but more rapid development trend. Manufacturer brands in the choice of room for a lot of space, which for those second and third line brands, because the two sides of the issues facing the development, it is easy to achieve cooperation, cooperation opportunities and a great space. At the same time, manufacturers of such customers out for a relatively less harsh conditions, lack of provisions of some King, and pay attention to the long-term development and cooperation. To attract these customers need to have the vitality of the manufacturers, and has development potential and rich characteristics of the products, as well as generous support market policies as a backing.

Self-contained type偏安corner: such customers because of their own channels, such as terminal conditions of imperfect self-constraints, choice of the manufacturers make more use of mainly small and medium-sized manufacturers. In the development of ideas and concepts, but also vulnerable to their own strength, awareness of the concept of constraints and limitations, are often limited to some regional markets, and developmental delay. For such customers, manufacturers often talk in co-operation through the channel and end post, such as policies to attract their cooperation, auxiliary enterprises and promotion of new intervention. At the same time, distribution channels and product agents, the more low-end products that go in the second and third line of market-oriented, small and medium-sized manufacturers are the main partners.

Second, policy-makers from the customer at the personality traits, there are the following:

Internal and external expert insight: such customers or sales agents as a result of many years of experience coupled with good attention to dynamic changes in the information industry, have their own views and perspectives, with the awareness of innovation and development. This is a brand manufacturers competing to attract a lot of one of the factors of cooperation, because such customers in the management and development, companies can quickly achieve product distribution and promotion of terminal to cater for the majority of manufacturers to build the market, do network marketing strategy intended to . Such customers to choose to cooperate with the manufacturer or not, basically marketers after the initial visit was to conduct a comprehensive and disadvantages, pros and cons analysis, marketers have now been finalized at the second visit, cooperation or not able to respond quickly. If they choose cooperation, such customers will be the beginning of a series of sophisticated policies, knit the brows among adequate, shows the operation of a specialized style. Therefore, the manufacturers, the good faith cooperation, frank, it is particularly important. In negotiations with such customers, it is necessary to set up camp type capable senior marketing professional staff to communicate in order to negotiate on an equal and easy to generate ideas and identify collision sparks.

Arrogant in making the type nit-pick: The most important feature of such customers, the first sent to manufacturers to see business marketing personnel, strength and transported easily to the well-known brand has done itself as the industry seems to feel the pulse of everything good, communication, and days in the South China Sea North, the ground floor of the sky, know and no. In fact, such customers are too smart and the pursuit of short-term interests of customers, marketing staff is the most difficult customers. The surface can tell you at any time, but the real co-operation, and marketing personnel are often able to drag the tired, more, in co-operation can not put up with a view to have a single loss of their own, and from manufacturers who want to get more support and return. Cooperation over a period of time, such customers do not want a maximum of goods, shall not be the most straightforward fight, but the policy is to apply pressure on the manufacturers step-by-step key customers. At the same type of customer communication and the maintenance of negotiations, there is a need for manufacturers to send the same wealth to the smart, good at mediation, lobbying experience and plays an important role of marketing personnel, is the so-called soldiers to be blocked, water to soil cover, in co-operation in the actual situation in the dynamic imbalance development. The long term, manufacturers of such customers is not the ideal co-operation, at least in the business success and gain a firm foothold into the market, customers need to establish a network of customers to produce the reserves in order to replace at any time.


心直口快bold type: type of customers, forthright nature, things like talking straight, do not like to beat around the bush,旁敲侧击. In co-operation does not rigidly adhere to manufacturers the choice of too many details, but feel that as long as there is a favorable profitable, how cooperation will do, but cooperation is also to react quickly, which would also eliminate the marketing staff of the mill嘴皮Kung Fu. Marketing staff in the selection of enterprises to communicate and negotiate with their business, need to be taken into account, can choose to match the bold-type business, even if the choice of business inexperience, steadfast, honest and sincere type of marketing personnel, to promote co-operation is also possible.

Cool look indifferent type: type of customer is a feature of any of your marketing staff旁征博引, quote the classics of the lobby, still assumed the attitude of calm water, appears to listen to you talk about, but it seems also absent-minded. Marketing personnel for this purpose will be made at a loss. In fact, such customers to listen to you or be on the rational, the mind has been playing its own "mini-plan": What are the interests of co-operation of the embodiment of cooperation rather than what the advantages and disadvantages of face preferences. Once such customers tempted, in cooperation with the shape of things basically, but the chance of successful cooperation is not easy to make a fresh start. Instead, you can wind things, he is still stays on. For such customers, be appropriate to send a speech full of reason, and has a strong business professional with their intention to discuss cooperation, particularly in the negotiations for the pros and cons of co-operation, policy support, such as informative as possible in order to provide for such decision-making reference.

Third, the interests of the demand from the customer points the following categories:

The profit motive of the immediate-type: type of customers believe in the die-甭管well-known or not, as long as they can make money, so who do not are the same? Few of these clients for long-term commitment to focus on more immediate interest to your fingertips. Manufacturers in the same type of customers, you can minimize the long-term interests of policy preferences or support, such as:返点year-end incentives, strategic alliances, to promote the form of lucky draw, you can increase the profits of the difference channel, real-time order in favor of immediate cash incentives is promoted.

Love Pong star models: Although there is no such customers with the industry giant corporate resources to match the strength, but full confidence, relying on some of its own channels or terminal resources, the main love in the industry's leading enterprise brand manufacturers. As for the other two, three-brand manufacturers, it is difficult to win the full recognition of their psychological, so the probability of cooperation is also very slim.

Big Brother-type multi-seeking benefits: well-known brands such customers happy agents, second and third line of the brand potential can be accepted, other unknown brand product manufacturers, as long as the quality, the enormous profit margins, the same can be容下. Its ultimate goal is to high, medium and low-end range, the size of Qualcomm together, to seek co-operation to achieve more profit growth.

Stocks to buy long-term latent type: type of customers in the selection of co-operation with the manufacturers take into account is quite detailed, comprehensive, and as super-investors as the stock market, and be good at a deep selection of brand value and full of personality, the development potential of the potential for growth stocks - New businesses , pay attention to the interests of long-term cooperation and the pursuit and realization. Suitable for those with such customers and influence brand awareness is not high but the rich connotation of the brand, product features, to meet the market demand and industry trends in cutting-edge manufacturers to cooperate with the development of growth, and ultimately a win-win situation, both the survival of each other based on the needs and idealistic goals.

Fourth, from the cooperative attitude of points, the following categories:

A sale of a hammer-type: type of customer focus too much on the credibility and quality of manufacturers, the requirements of the manufacturers are also critical to their own interests and goals as the center, a slight mistake in the first co-operation, which makes it possible for any type of customer the termination of cooperation, it is difficult to promote cooperation in the second. This group of customers based in the factory market, then when the market is able to sort out, remove the primary type of customer.

门当户对growth: cooperation between manufacturers and customers also pay attention to门当户对. If any of the parties known for their line, while the other is humble, in development is likely to form a big bully店大欺客or store off phenomenon, in conditions of inequality, it is difficult to calm down long-term cooperation. In a number of customers there is no lack of such a group would rather be a head, not Fissidens customers to choose their co-operation with the well-known manufacturers to bear the psychological imbalance店大欺客, it is better to simply put the following in accordance with their own son to find the identity of a well-matched, the门当户对cooperation between manufacturers happy.

Love at first sight type loyalty: customers attach great importance to the integrity of such cooperation is the ideal business partners. Once selected the other side of a strength and potential of cooperation between manufacturers, the general short-term, he will not easily switch to the problem is really with those at the initial phase of the industry pioneering the development of new business development partner.


Fa Sam见异思迁type: type of customers active mind, always aimed at business opportunities, as far as possible, the agent or distributor of more than the same industry products, while the selection of new brands, while giving up less than ideal but has been co-operation of enterprises, it is less able to静下心来manufacturers themselves and cultivate a market and consumer awareness of the process and opportunities. Such customers is not the ideal business partners.

Department of the author more than its own customers and to visit the past experiences of several customers the type of summary. To the survival and development of enterprises, customers are also facing competition, the threat and survival, development, and the realization of these survive, the need to support the profit point.

Therefore, no matter what type of interests to meet in the final point, there is a common characteristics: money is the last word!

"What mountain to sing what song! See what what people say!" Only for different customers to be treated differently, the specific analysis, in order to win is the trust and recognition of each other, and give you the opportunity to negotiate further. Therefore, we in the marketing communication and business customers to visit to discuss, it is necessary to clear grasp of the types of customers in order to develop tailor-made personalized communication strategy of negotiations, to attract other manufacturers to cooperate with you. If you do business with customers on the first has become, regardless of the amount, it means that you successfully seize the psychological needs of the customer!