Introduction With the market becoming saturated
, voice market growth slowing, how to further enhance revenues, and gradually become a new revenue growth in the proportion of business income increased steadily, become more and more importance and influence, especially into the 3G era, new business market competition will become the main battlefield of the future, the new business will become the mainstream of the future business of the telecommunications industry, on the three operators is significant. However, as the macroeconomic environment and a significant change in competition on new business development poses a severe challenge and higher requirements. At the same time, operators in the new business sales increase there are some universal, basic issues. This paper focuses on how to start a new business sales increase explained, the specific content : restricting new business sales channels, increase self-six key issues facing new business sales channels and enhance self-seven strategies.
a body, which restricts the six new business sales to enhance the communication problems
author years of industry consulting, training practices, there are six key factors that restrict sales of new services to enhance the self-hall, as follows:
1, a wide range of new services, agents and sales can not start a new business in the early stages
, As they put new things in new business target market for the young, fashionable crowd, this population is essentially the pursuit of fashion, the ability to accept new things relatively strong, this time the product is not a lot, but with the new business into the import of growth stage, type of audience, and gradually expand the business increased, not only the young and trendy crowd to use the new service, users all walks of life have begun to understand and use the new business, from product breadth, the new business is no longer confined to the first SMS communication and entertainment, even changes to the multimedia mobile information services, which led to product type and quantity of new business increased rapidly, for example: new mobile services and is divided into eight categories, XX subcategories, China Mobile, the new self-service product category the Office of carrying up to 100 a variety of grass-roots workers face so many new business products, in the end how to sell, the author, a grass-roots level with China Mobile, employee communications, staff complained that even if the current key products to the customers about it again, they have half an hour, Time is money in the era, this is unrealistic, customers are not so much patience.
2, insufficient incentives for salespersons
currently rely heavily on new business sales increase of new network users, primarily through the marketing package bundled, free trial, free trial and other forms of sales, marketing mainly rely on personal selling, we can see, how to effectively motivate sales staff to mobilize the enthusiasm of their sales are sales of new services to enhance self-Office of the key factors. major operators in this area attempts have been positive, for example: through the integration of new business in the form of the mobilization of salesperson motivation, namely: marketing a new business, you'll get some points, points can be exchanged for recharge cards, small gifts, but the effect is not well, first, recognition of new business customers is not strong, the salesperson used to explain the relatively high cost, and second, there is no explicit new business commission, the ratio is low, three is the new business support system is not very stable, easy after the opening of lead to customer complaints, the above three reasons, leading to a salesperson on the sales of new business initiative is still not high.
3, inadequate training of frontline staff
updated as new business product itself is faster, and some degree of product standardization not high, compared to more complex voice products, selling products to master salesman, functions, benefits and other professional knowledge will be difficult, requires a lot of training and coaching, particularly sales skills, but the large number of sales staff, training, effective coverage was low, with regular training means a single, form a single, it is difficult to meet the training needs of sales staff, the training effect is not very satisfactory. Business Training can not keep up, resulting in sales methods and techniques provide urgent improvement is difficult to form a salesperson to sell to customers What's accurate judgments, and the system interface does not provide effective support, directly increases the sales of new business salesperson time cost.
4, no development entities cards, lack of product dominance provided by telecom operators
product is the service, services are intangible products, and strong customer awareness for tangible products, such as past sales number cards, terminals, recharge cards and other products are the tangible products, and tangible products to customers, it is rather homogeneous, Therefore, the salesperson does not require customers to explain and communicate the business too much work, compared to many types of new business, most of the production of physical cards and other products are not tangible products, consulting and business to explain the heavy workload, customers Product perception is not intuitive, low rate of sales success, if not kept pace with links experience, which is no doubt the new business sales channels to enhance self-great obstacles. for the support of a salesperson is currently not in place new business sales
Because many types of products, first-line sales staff do not know which products sell, and the identification of target customers for a lack of accurate identification, only in accordance with the behavioral characteristics of customers to determine the representation, resulting in inefficient sales, a serious impediment to new business development, while the system stability reasons, will lead to a lot of complaints, which is the front-line sales staff do not want to sell one of the reasons new businesses. The new business sales promotion, need a strong system of support, regardless of the background of the billing system, or salesperson selling line marketing support system, are essential, if we can identify a set of target customers effectively, able to accurately determine customer preference for new business products, friendly interface, easy to use sales support system, it will undoubtedly greatly increase the sales of new business success rate.
6, part of the lack of marketing experience, marketing experience is
refers to target customers through the use of observation, listening, try, try, etc., to provide first-hand experience of the product or service, customer perception of the reality product or service quality or performance, thus contributing to customer awareness, preference and purchase of a marketing approach. At this stage, the majority of new business customers, is something new, so the experience of new business is critical, self- channels, although there are some experiences equipment, not enough attention because of ideological, experiential marketing for new business sales increase effect is not clear, for the user experience lacks the necessary examination and evaluation mode, experience the work carried out is not satisfactory conventional operating table I provide customers with the service, is difficult to build customer awareness of new business, new business sales channels to enhance self-employed is a major obstacle.
Second, the seven new business strategy to enhance sales
new business sales for the Office to enhance self-six key issues, the author proposes seven major strategies to enhance new business sales, as follows:
1, reduce the product range, the new business of Too many new businesses, increasing the salesperson cost of sales, new business product categories should be reduced, the focus of resources, and capacity building in terms of operations, should be management and other production factors, the existing fragmented resources, unified configuration, accurate guide data service to carry out marketing and integrated marketing to develop new business user consumption habits and brand loyalty, in a centralized, uniform allocation of production factors in the process, should also be thrift, optimization, and efficient for the values, enhance the input and output efficiency.
2, optimized integration management, implementation of dynamic assessment
salesperson selling points is to mobilize the enthusiasm of new business effective means of marketing, but the current optimization of the integral management of urgent On the one hand, is integral IT system optimization, to increase the timeliness of cash points; the other hand, points the way optimized. Some operators take the form of big points, about new business integration and other business points together, as the new business sales difficulties, the cost of sales to spend more time, with relatively few points, the salesperson selling a new business, it will reduce other business integration, resulting in new business sales staff do not want to sell, the author proposed a new business integration and other business points separately for integration of new business accounts separate. Second, the implementation of new business flow assessment, the majority of new business sales performance classified as guide member to guide members to fully mobilize the enthusiasm of new business sales, because the members have enough time to guide a new business marketing, and contact with clients more opportunity, this will greatly enhance the new business sales.
3, development of e-training platform to enhance the training of the new coverage
business improvement training is another constraint key factor Because the large number of sales staff, effective coverage is currently training hard, and exposed many problems, such as: the form of a single, targeted not strong, the frequency is not high, it is difficult to meet the training needs of sales staff, I suggested that operators should develop e-training platform , using various forms of training, for example: by flying letters, video, text messaging, and other forms of targeted sales staff, comprehensive sales training.
4, create a new business entity card, and product sales of tangible
self-service channel on the new requirements are tangible products, while sales of traditional new business does not have such features, it is recommended to reduce new business operators on the basis of product categories for the new business entity with a self-Card Office to enhance customer awareness, improve the success rate of new business sales.
5, the key to building customer experience perception point standard, the commission set up to experience and enhance the Office experience the effects of self-coverage target customers according
, location, size and other factors on self- Office of the classification, according to the different categories of experience producing alienation device configuration. the customer experience needs survey to identify the key experience customer perception point of experience around the customer perception of the key points, build awareness point of the implementation of standards, customer experience, demand, standardized form experience of the process, the commission set the user experience of new business and enhance customer experience sales staff to guide the initiative, and ultimately enhance the customer experience results. Finally.
6, the implementation of portfolio pricing, enhanced customer stickiness
business customers under the new service life for ladder pricing, namely: the useful life of growth as customers, new business for the lower, while for the small amount of stacking and substitute products to take charge of new business policies, such as: weather forecasting.
7, with business analysis system, construction of marketing for the sales staff use of telecommunications business support systems
powerful business analysis systems, communication behavior of target customers to identify contacts, and consumption behavior of the database to see, on this basis, construction of marketing support for sales staff system, accurate identifying target customers, so that more targeted marketing, for example: from business analysis system to identify a clients often view the stock plate Monternet landing, when the customer reaches operating room for business, marketing support system to be able to judge this propensity to consume customers stock, the salesperson can sell targeted business phone stocks.
summary
As the communications market becoming saturated, slowing market growth in voice services, new business and gradually became the new telecom revenue growth With the coming of 3G era, the new business will become the mainstream of the future business of the telecommunications industry, the development of great significance to the three operators, but many factors severely restrict the size of new business development, this paper focuses on new channels for self-employment business improvement issues in the analysis of new business sales channels, increase self-critical issues, based on the proposed new business sales channels, increase self-seven strategies, help increase sales volume of new business.
of: Tang Xiaowen CRC-Pinnacle Consulting Co. a consultant
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