如何开拓目标市场恒辉.ppt

如何开拓目标市场1行销过程的重点2你的销售和营销过程中是否有很多难题？Is Your Sales And Marketing Approach Full of Holes?3最大的难题The Biggest Hole有这样多报关公司,我为什么要跟你合作?4如果你不知道怎么做才能有别于你的竞争对手IF YOU DONT KNOW HOW TO DIFFERENTIALTE YOURSELF FROM YOUR COMPETITOR这叫 蛮干！YOU ARE WORKING TOO HARD!如此一来，你只能以价格取胜！YOU CAN ONLY COMPETE BASE ON PRICE!5集中，再集中Focus Your Lenses在3到5秒内，找出一个人头！In 3-5 Seconds,find the head!67集中，再集中Focus Your Lenses在3到5秒内，找出一个人头!In 3-5 Seconds,find the head!89怎样突显自己？How To Differentiate?10当你在了解“敌情”时，问自己：As you check your competition,ask yourself:11我能给予对手不能给予的东西吗？What do I offer that my competitors dont?12我有没有比他们更好的”东西”?What do I have that is better than what they do?13他们有什么是我也有的？What is the same as offered by my competition?14他们有什么是我没有的？（或者是我无法提供的）What do they offer that I dont?(maybe even cant?)15了解你的市场Know your market162024/5/7 周二17你必须要能确认现有客户的需求和“没有得到满足的”客户需求You must be able to identify the existing and“unsatisfied”need.18什么服务是客户会感激的，而只有你能-却没有别人可以提供的服务?What do you do-or CAN do-that no one else is doing and the customer would appreciate?19突显自己的几种方法1.1.你卖的产品或服务比别人便宜2.2.你卖的产品或服务（以同样的价钱）素质比别人好3.3.你给予的客户服务多于你的竞争对手4.4.你给客户的选择比任何对手多20一旦你找到了答案，全力以赴Once your find it,use all your effort to go into the market.21不要尝试取悦每个人Dont try to please everyone.市场真的很大，并将不断地诱惑你。市场真的很大，并将不断地诱惑你。不要贪心不要贪心!There is a vast market and it is There is a vast market and it is very tempting to try to get it all very tempting to try to get it all-dont.-dont.22一旦做了决定，就该勇往直前，为你锁定的市场提供独一无二的服务Once decided,go ahead and deliver a service no one else can deliver in your target market只有确保能一直提供高质量的服务，你就会如愿以只有确保能一直提供高质量的服务，你就会如愿以偿地看到你的市场不断的扩张。偿地看到你的市场不断的扩张。口语相传口语相传的效果会的效果会让你的业绩不断的增长。让你的业绩不断的增长。Make sure you can consistently deliver your service Make sure you can consistently deliver your service and you will see your market expand and because of and you will see your market expand and because of word-of-mouth marketing,more cases will come inword-of-mouth marketing,more cases will come in23当你清楚地了解你的特点后When you are clear on what your Differentiation is 与你锁定的与你锁定的市场沟通市场沟通，让他们明白你的特长让他们明白你的特长CommunicateCommunicate it to your market.it to your market.24第二个难题The Third Hole持续性的问题The Problem of Follow Up25你需要一个系统每个月固定的把你呈现在他们面前Need To Have A System To Put“Yourself”In front Of Need To Have A System To Put“Yourself”In front Of Them Every MonthThem Every Month26n n坚守阵地，一直到他们生命的转折点，他们会从坚守阵地，一直到他们生命的转折点，他们会从“有兴趣但还没准备好有兴趣但还没准备好”过渡到过渡到“有兴趣，而且有兴趣，而且完全准备好了完全准备好了”的阶段的阶段Be there until some change in their life that pushes Be there until some change in their life that pushes them from them from“interested,but not readyinterested,but not ready”phase to phase to the the“interested,and VERY READYinterested,and VERY READY”phase phasen n如果你不在他们需要你的时候出现，他们会向那如果你不在他们需要你的时候出现，他们会向那个在那儿的人购买个在那儿的人购买If you are not there,they will buy from someone elseIf you are not there,they will buy from someone else27客户群维持系统的 7 大步骤7-Step Client Retention System7-Step Client Retention Systemn n提供优良建议提供优良建议Provide Good AdviceProvide Good Advicen n提供优良的服务提供优良的服务Provide Good ServiceProvide Good Servicen n每个月，通过邮寄或电邮，提供客户一些对他们每个月，通过邮寄或电邮，提供客户一些对他们有利的资料有利的资料Send every client a letter every month about something he/she is Send every client a letter every month about something he/she is interested ininterested inn n要是你无法每个月要是你无法每个月“出现出现”在你客户面前，我保证你在你客户面前，我保证你的对手一定会的对手一定会If your name doesnIf your name doesnt appear in front of your client once every t appear in front of your client once every month,I can guarantee your competitormonth,I can guarantee your competitors name wills name will28客户群维持系统的 7 大步骤7-Step Client Retention System7-Step Client Retention Systemn n确保你所有的客户每月确保你所有的客户每月至少至少接到你接到你 4 4 通电话联系通电话联系Make sure every client gets a call 4 times a year from someone in Make sure every client gets a call 4 times a year from someone in your officeyour officen n多运用多运用“我关心你我关心你”内容的沟通信或电邮内容的沟通信或电邮Use lots of Use lots of“I CareI Care”letters or mails letters or mailsn n寄生日卡，发短信给所有的客户寄生日卡，发短信给所有的客户以及他们的亲人以及他们的亲人Send every client and every loved ones a birthday mail or letterSend every client and every loved ones a birthday mail or letter 29第三个难题The Forth Hole不够专业The Problem of Non-Specialisation30n n你会不会常常被邀请去演讲你所专长的东西？n n你的客户会不会常常说你的服务是超值和与众不同的？n n你的客户会不会常常要求自己的亲朋好友一定要跟你合作？n n你的客户会不会常常能说出五项你的服务与众不同的特点？31谢谢Thank You322024/5/7 周二33