By visiting markets such as Guangzhou, Dongguan, Harbin, Urumqi, Kunming, Zhengzhou and Xi'an, the data summarized show that the performance of furniture companies has generally declined and has become a common label in the furniture industry. Among them, the performance growth does not exceed 5%, the performance declines 20% accounted for 30%, the decline of 30% accounted for 40%, and the decline of over 30% accounted for 25%. In the daily sales process, companies often encounter problems such as customers not coming in, customers being difficult to stay, customers not coming back. The reason is mainly that the current marketing methods of furniture companies are still relatively extensive and single, and they have not done enough in terms of refinement.
The mahogany furniture is different from modern furniture in its marketing method, and its inherent inadequacy makes its marketing path extremely difficult. Therefore, it is time for mahogany furniture companies to take action and introduce refined marketing concepts into corporate activities, and begin to shift to a large-scale operation led by “brand marketing innovationâ€.
What is refined marketing?
The facts tell us that the furniture industry has already bid farewell to the era of high profits and rapid development, and companies have begun to seek a strategic change. And refined marketing creates the possibility for furniture companies to maintain stable performance in a special period of uncertain market.
Simply put, refined marketing is the more targeted marketing activities of enterprises. They subdivide the target market, effectively use accurate marketing ideas, implement precise market operations, and achieve the corresponding strategic goals of the enterprise. Fine marketing ultimately focuses on customer experience, with the purpose of increasing customer value; focusing on the company's ability to continuously generate revenue, achieving continuous business operations; focusing on the ability of the store's refined operations to achieve the ultimate in refinement.
Six steps to increase customer value
The essence of refined marketing lies in market segmentation, targeting target groups, and using differentiated competitive strategies to maximize the benefits and sustainable development of enterprises. And how mahogany furniture companies implement refined marketing, which is very particular about it.
The first step: expand the source of information. Through third-party channels, channel information development and related business cooperation, exchange of information, and then promote marketing, circle marketing, brand promotion, customer independent store, customer maintenance, and ultimately achieve branding, customer access, value Add three goals.
The second step: improve product introduction and enhance customer experience. “Customers are always Godâ€. To implement refined marketing, companies must work on product systems (shaping product value), hospitality services (establishing system customer service standards), and terminal image (unified terminal image standards).
The third step: improve customer tracking standards and provide services for demand. For example, when a company organizes an event, it is necessary to do a good job of notification of the event, invitation to the store, etc., so that the customer feels that he is valued, and thus has a good impression on the company.
The fourth step: to provide customers with a comprehensive home improvement program to meet customer demand for a full range of products. Nowadays, when many customers buy mahogany furniture, they are worried that the decoration will be inconsistent with the decoration of the home. If the company can provide the overall home improvement plan, it can promote the customer to form a certain degree and create a new profit point.
The fifth step: to achieve uniform price, convenient service, and continuous relationship, in order to successfully sign the order. Companies with integrity will always be reassuring, customer loyalty will be improved, and they are willing to “endorate†for the company, promote word of mouth, and continue to sell.
The sixth step: delivery and service, the sub-item is added to the sub-item. Set a reasonable delivery service model, establish a delivery service standard, and establish a delivery service supervision and incentive mechanism. In short, the customer experience is the most important.
Continue to create high performance magic
First, measure the “three-volume one-value†of the level of sales ability. “Three quantity and one value†refers to the amount of change in the intention flow of the passengers, the amount of intentional prospective customers, and the amount of intentional prospective customers. It is very important to do a good job in marketing activities. “People-oriented†is to provide effective services by observing and understanding customer needs, thus improving customer satisfaction and making the relevant marketing activities of the company achieve good results. This involves the five aspects of customer in-store volume, in-store customer retention time, customer demand mining, customer tracking effectiveness, and customer experience.
Second, promote the “four tables and one card†for effective sales growth. Including the customer registration form, customer flow statistics, intent customer tracking table, customer intention loss table. Data is the most talkative thing. Through the implementation of these forms, you can understand the customer preference type, target customer characteristics, product sales status, team personnel status, and facilitate the next accurate sales.
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Label: mahogany furniture companies do refined marketing 6 steps to enhance customer value
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