2 thoughts on “How to further consolidate the customer base of "planning"”
Christopher
In the later period, customers need to be continuously followed up, in -depth understanding of customer needs, and strive to transform customers into buyers. To keep in touch, deepen the impression of the brand among customers, and not let customers forget you. Hold some events for the time to give back to the old customers and make them a loyal person of the brand
I. Planning also requires marketing whether it is an internal planning department or an independent professional planning company outside the enterprise. They will face the same problem: how to sell themselves and how to sell their own planning plans? That is, there is a marketing problem like many products. Consultation and planning as a product and marketing are Chinese modern consulting service companies that must pay attention to business activities and are currently easy to be ignored. Since the reform and opening up in my country to join the WTO, the value of "hardware" technology and knowledge has been recognized and valued by the domestic business community. The value of "soft science" has gradually developed from only a few advanced enterprises and foreign -funded enterprises to more The consensus of many domestic enterprises. With the increasing competitive enterprise's demand for planning, the level of understanding of planning has also gradually increased. While providing consulting and planning provides a larger market demand, it also puts forward higher requirements for consulting and planning. As far as my country's consulting service business is concerned, "advertising service" is the first to be widely accepted by enterprises, and its development level is rapidly improving. However, in general, due to the lack of professional talents in my country's consulting service industry, most companies can only provide single services, such as advertising companies, public relations consulting companies, market research companies, etc., companies that can provide overall marketing planning It can be described as rare; at the same time, although these consulting companies use marketing planning services as their business content, they have failed to carry out marketing well and consciously, and there are obvious constraints on their business promotion. 2. How to plan a marketing? Like the planning of any product, consulting planning companies must admit such reality: Even if a strong planning company and self -conscious planning plan must be based on the premise of the first acquisition of customers, it must overcome the " The problem of marketing myopia ". The marketing of consulting and planning companies from the beginning of searching and fighting for the project to the maintenance of customers, similar to the marketing activities of production and operation companies, from the order of order to the after -sales service provision. For consulting and planning companies, at least the marketing of activities should be paid to the market: strive for planning projects, marketing diagnosis and market research, consulting reports, and maintenance of customer relationships. 1. The marketing of the planning project to fight for the planning project is that the consulting company accepts the entrustment of customers and conducts consulting and planning service activities for it. This is the beginning of the consulting company's business activities. Without customers' willingness to use consulting, the consulting company will not have consulting planning business activities. Consultation and planning companies have diverse ways to obtain planning projects, including projects provided by old customers; projects for on -site customers; projects for customer bidding and companies to actively find projects. The core is how to allow customers to get as many company information as possible and persuade customers to accept your suggestions and plans. For the old customer projects, the impact of relying on the company's early marketing operations. Customers have approved the company's service quality and effect on the company's service quality and effect through certain channels. Although they also understand the company, because they have not actually contacted the company's services, they also need to communicate with customers to obtain customer recognition through a certain way to obtain the project. The projects that the company's bidding and the company's active search requires comprehensive communication and display between the company and the customer, and form a comparative advantage with competitors to obtain. The best way to communicate is to face and display face -to -face with customers. The content of communication includes: the understanding of customers, customer products, customer markets, and industry; the introduction of planning that the company has done, especially similar to customer products; the company's organization and personnel composition, especially planning, marketing, market Show of the strength and level of investigators. In addition, the effect of the external image of the consulting company cannot be ignored when attracting and impressing customers. It should fully display the company's strength through deliberate packaging to form a unique personality image to enhance the persuasiveness of customers. In the process of project fighting, the company should also pay attention to avoiding self -exaggeration and omnipotent issues. For a planning company that has just entered the planning industry, especially for companies with less business volume for a long time, they always do everything possible to strive for planning projects and rarely consider whether the company has the real strength to undertake this project and whether it can be possible. Whether this project can be done well and can do the project alone. The result must be that the effect of not satisfying customers can also damage the reputation of their company. Like the marketing activities of any company, the damage of reputation will restrict the company's future business. It is especially important that the planning industry is an industry that cannot withstand failure. 2. Marketing diagnosis and marketing marketing. If the marketing of planning for planning projects is the company's own marketing, then marketing diagnosis and market research are the specific marketing of the company's products. A scientific planning plan must be understood and mastered based on the problems of customers facing problems and the causes of problems. This is also an important criterion for customer evaluation companies and company services. Therefore, the company must obtain customer recognition with standardized operations and necessary display in terms of marketing diagnosis and market research. Marketing diagnosis is a special business diagnosis. It is found that the incompleteness and problems existing in customer operations are discovered, and corresponding proposals and measures are proposed. The purpose is to enhance the adaptability of marketing activities on market environment changes and improve the efficiency of marketing activities. In the process of marketing diagnosis, the consulting planning company must follow the following requirements: based on meeting customer needs as guiding ideology, based on as complete, accurate and sufficient information as possible, and focusing on the improvement of customer long -term marketing functions. At the same time, diagnostic activities are carried out strictly in accordance with standardized and strict diagnostic procedures. Specific activities include talks with the diagnostic personnel and the top leaders of the customer, formulate diagnostic plans, implement diagnostic personnel and organizations. Based on this Actual marketing activities make evaluations, disclosure and discovering problems, and finally form a marketing diagnosis report. Marketing diagnosis focuses on the analysis of the actual situation of customer marketing activities, while market research focuses on system collection and reflections on marketing data and marketing activities, providing materials and accuracy for analysis and research on marketing status, formulating and adjusting marketing decisions for marketing decisions Scientific basis. Of course, marketing diagnosis and investigation in actual activities are inseparable. 3. Marketing planning proposal for planning suggestions is the overall planning and arrangement of various activities provided by the consulting company for customers. The process of submitting a plan for planning to customers is itself a typical marketing process. The planning proposal is generally drafted by the consulting company's task force, but only after being recognized by customers can it be a plan that can be implemented. Any good planning proposal (including diagnostic survey report and creativity) When submitting customers, in addition to the power of its own (such as Word text) to persuade customers to accept, it is also necessary (Such as slides) and ingenious sales skills. Consultation planners need to face various explanations in the face of customers. As the salesperson needs to face customers and consumers frequently, they must have the ability to train and deal with customers. In order to ensure effective demonstrations, it is necessary for the company and consulting planners to conduct advance exercises in advance to test whether the proposal provided can impress themselves and their companions, and they can also clarify the division of labor with the overall power to affect customers. 4. Consultation and consulting companies should establish a more comprehensive resource concept and include customers into the scope of resources. The management of customers and customer resources is the continuation of consulting companies' marketing. In the face of competition, it is not easy for a client to consult a consulting company, but it is easy to lose a customer. Therefore, the consulting company must not be tried to maintain a good relationship with the old customers. Pay attention to the participation and assistance during the implementation of the plan; understand the needs of customers during the implementation of the plan and after implementation, and take measures to meet the needs of customer needs; as much as possible to maintain close contact and close connection with the customer levels, especially the senior personnel, especially the senior personnel, especially the senior personnel, Good relationship. 3. Planning related marketing consulting companies must not only face marketing work in the process of providing planning services, but also pay attention to effectively carrying out marketing activities for the various relationships involved in the planning activities to ensure the smooth implementation of the planning activities. . Specifically including media relations, government relations marketing, competitors 'relationship marketing, public relations marketing, and consulting companies' internal relationship marketing. The consulting company should take the media and the government as a partner and strive to fight for their cooperation and support; treat the relationship with competitors as a cooperative relationship in competition. At the same time, the service can also strive for the cooperation of competitors to jointly complete the planning project that a consulting company cannot complete independently. It can also support the planning services of other consulting companies. In the face of public consulting companies, we need to pay attention to the impact of expanding consulting services and improving the public's awareness of consulting planning, but also pay attention to the shaping of the company's own image. As for the marketing of internal relations, it is necessary to achieve a reasonable and effective management system and management method. How to attract talents, fully mobilize and play the potential of talents, and enhance the company's cohesion is the focus of internal relationship marketing. Author: Li Zuwu
In the later period, customers need to be continuously followed up, in -depth understanding of customer needs, and strive to transform customers into buyers. To keep in touch, deepen the impression of the brand among customers, and not let customers forget you. Hold some events for the time to give back to the old customers and make them a loyal person of the brand
I. Planning also requires marketing whether it is an internal planning department or an independent professional planning company outside the enterprise. They will face the same problem: how to sell themselves and how to sell their own planning plans? That is, there is a marketing problem like many products. Consultation and planning as a product and marketing are Chinese modern consulting service companies that must pay attention to business activities and are currently easy to be ignored. Since the reform and opening up in my country to join the WTO, the value of "hardware" technology and knowledge has been recognized and valued by the domestic business community. The value of "soft science" has gradually developed from only a few advanced enterprises and foreign -funded enterprises to more The consensus of many domestic enterprises. With the increasing competitive enterprise's demand for planning, the level of understanding of planning has also gradually increased. While providing consulting and planning provides a larger market demand, it also puts forward higher requirements for consulting and planning. As far as my country's consulting service business is concerned, "advertising service" is the first to be widely accepted by enterprises, and its development level is rapidly improving. However, in general, due to the lack of professional talents in my country's consulting service industry, most companies can only provide single services, such as advertising companies, public relations consulting companies, market research companies, etc., companies that can provide overall marketing planning It can be described as rare; at the same time, although these consulting companies use marketing planning services as their business content, they have failed to carry out marketing well and consciously, and there are obvious constraints on their business promotion. 2. How to plan a marketing? Like the planning of any product, consulting planning companies must admit such reality: Even if a strong planning company and self -conscious planning plan must be based on the premise of the first acquisition of customers, it must overcome the " The problem of marketing myopia ". The marketing of consulting and planning companies from the beginning of searching and fighting for the project to the maintenance of customers, similar to the marketing activities of production and operation companies, from the order of order to the after -sales service provision. For consulting and planning companies, at least the marketing of activities should be paid to the market: strive for planning projects, marketing diagnosis and market research, consulting reports, and maintenance of customer relationships. 1. The marketing of the planning project to fight for the planning project is that the consulting company accepts the entrustment of customers and conducts consulting and planning service activities for it. This is the beginning of the consulting company's business activities. Without customers' willingness to use consulting, the consulting company will not have consulting planning business activities. Consultation and planning companies have diverse ways to obtain planning projects, including projects provided by old customers; projects for on -site customers; projects for customer bidding and companies to actively find projects. The core is how to allow customers to get as many company information as possible and persuade customers to accept your suggestions and plans. For the old customer projects, the impact of relying on the company's early marketing operations. Customers have approved the company's service quality and effect on the company's service quality and effect through certain channels. Although they also understand the company, because they have not actually contacted the company's services, they also need to communicate with customers to obtain customer recognition through a certain way to obtain the project. The projects that the company's bidding and the company's active search requires comprehensive communication and display between the company and the customer, and form a comparative advantage with competitors to obtain. The best way to communicate is to face and display face -to -face with customers. The content of communication includes: the understanding of customers, customer products, customer markets, and industry; the introduction of planning that the company has done, especially similar to customer products; the company's organization and personnel composition, especially planning, marketing, market Show of the strength and level of investigators. In addition, the effect of the external image of the consulting company cannot be ignored when attracting and impressing customers. It should fully display the company's strength through deliberate packaging to form a unique personality image to enhance the persuasiveness of customers. In the process of project fighting, the company should also pay attention to avoiding self -exaggeration and omnipotent issues. For a planning company that has just entered the planning industry, especially for companies with less business volume for a long time, they always do everything possible to strive for planning projects and rarely consider whether the company has the real strength to undertake this project and whether it can be possible. Whether this project can be done well and can do the project alone. The result must be that the effect of not satisfying customers can also damage the reputation of their company. Like the marketing activities of any company, the damage of reputation will restrict the company's future business. It is especially important that the planning industry is an industry that cannot withstand failure. 2. Marketing diagnosis and marketing marketing. If the marketing of planning for planning projects is the company's own marketing, then marketing diagnosis and market research are the specific marketing of the company's products. A scientific planning plan must be understood and mastered based on the problems of customers facing problems and the causes of problems. This is also an important criterion for customer evaluation companies and company services. Therefore, the company must obtain customer recognition with standardized operations and necessary display in terms of marketing diagnosis and market research. Marketing diagnosis is a special business diagnosis. It is found that the incompleteness and problems existing in customer operations are discovered, and corresponding proposals and measures are proposed. The purpose is to enhance the adaptability of marketing activities on market environment changes and improve the efficiency of marketing activities. In the process of marketing diagnosis, the consulting planning company must follow the following requirements: based on meeting customer needs as guiding ideology, based on as complete, accurate and sufficient information as possible, and focusing on the improvement of customer long -term marketing functions. At the same time, diagnostic activities are carried out strictly in accordance with standardized and strict diagnostic procedures. Specific activities include talks with the diagnostic personnel and the top leaders of the customer, formulate diagnostic plans, implement diagnostic personnel and organizations. Based on this Actual marketing activities make evaluations, disclosure and discovering problems, and finally form a marketing diagnosis report. Marketing diagnosis focuses on the analysis of the actual situation of customer marketing activities, while market research focuses on system collection and reflections on marketing data and marketing activities, providing materials and accuracy for analysis and research on marketing status, formulating and adjusting marketing decisions for marketing decisions Scientific basis. Of course, marketing diagnosis and investigation in actual activities are inseparable. 3. Marketing planning proposal for planning suggestions is the overall planning and arrangement of various activities provided by the consulting company for customers. The process of submitting a plan for planning to customers is itself a typical marketing process. The planning proposal is generally drafted by the consulting company's task force, but only after being recognized by customers can it be a plan that can be implemented. Any good planning proposal (including diagnostic survey report and creativity) When submitting customers, in addition to the power of its own (such as Word text) to persuade customers to accept, it is also necessary (Such as slides) and ingenious sales skills. Consultation planners need to face various explanations in the face of customers. As the salesperson needs to face customers and consumers frequently, they must have the ability to train and deal with customers. In order to ensure effective demonstrations, it is necessary for the company and consulting planners to conduct advance exercises in advance to test whether the proposal provided can impress themselves and their companions, and they can also clarify the division of labor with the overall power to affect customers. 4. Consultation and consulting companies should establish a more comprehensive resource concept and include customers into the scope of resources. The management of customers and customer resources is the continuation of consulting companies' marketing. In the face of competition, it is not easy for a client to consult a consulting company, but it is easy to lose a customer. Therefore, the consulting company must not be tried to maintain a good relationship with the old customers. Pay attention to the participation and assistance during the implementation of the plan; understand the needs of customers during the implementation of the plan and after implementation, and take measures to meet the needs of customer needs; as much as possible to maintain close contact and close connection with the customer levels, especially the senior personnel, especially the senior personnel, especially the senior personnel, Good relationship. 3. Planning related marketing consulting companies must not only face marketing work in the process of providing planning services, but also pay attention to effectively carrying out marketing activities for the various relationships involved in the planning activities to ensure the smooth implementation of the planning activities. . Specifically including media relations, government relations marketing, competitors 'relationship marketing, public relations marketing, and consulting companies' internal relationship marketing. The consulting company should take the media and the government as a partner and strive to fight for their cooperation and support; treat the relationship with competitors as a cooperative relationship in competition. At the same time, the service can also strive for the cooperation of competitors to jointly complete the planning project that a consulting company cannot complete independently. It can also support the planning services of other consulting companies. In the face of public consulting companies, we need to pay attention to the impact of expanding consulting services and improving the public's awareness of consulting planning, but also pay attention to the shaping of the company's own image. As for the marketing of internal relations, it is necessary to achieve a reasonable and effective management system and management method. How to attract talents, fully mobilize and play the potential of talents, and enhance the company's cohesion is the focus of internal relationship marketing. Author: Li Zuwu