建立客户档案

乔·吉拉德说过：“在你把商品推销给客户之前，你必须100%地了解客户。”机遇总是倾心于已经做好准备的人。

Joe Girard said, "You have to know 100 percent of the customer before you can sell to them." Chance favors the prepared mind.

用推销行业里的一句话说：“客户就在你身边”。推销员应该养成随时开拓潜在客户的习惯，因为客户是无处不在的。乔·吉拉德让自己的名片满天飞，他会随时随地的发掘着自己的客源。每一位推销员都应该设法让更多的人知道他是干什么的，推销的是什么商品。世界上不缺少客户，只是缺少发现客户的眼睛，要养成随时发现潜在客户的习惯。如果我们都像乔·吉拉德一样，把每一位来到自己面前的人当做客户，每个人都会有可观的客户群。因为在市场经济社会里，无论是企业还是个人，都有可能是某种商品的购买者或某项劳务的享受者。一名优秀的推销员应当随时随地优化自身的形象，注意自己的言行举止，牢记自身的工作职责，客户无时不在，无处不有。你肯定已经认识了一大批人，这批人有可能成为你的产品或服务的潜在客户。不可否认，即便一个社交活动很少的人，也有家人和朋友，这些都是资源。一个人带一圈人，这就是推销员结交人的最快速的办法。即使你的亲戚朋友不可能成为你的客户，也要与他们联系。寻找潜在客户的第一条规律是，不要假设某人不能帮助你建立商业关系，他们自己也许不是潜在客户，但是他们也许认识会成为你客户的人。

To use a marketing industry saying: "the customer is on your side." Salesmen should get into the habit of exploring potential customers at any time, because customers are everywhere. Joe Girard has his business cards flying, and he's always looking for customers. Every salesman should try to get more people to know what he does and what he sells. There is no lack of customers in the world, but the lack of eyes to find customers, to develop the habit of finding potential customers at any time. If we all acted like Joe Girard and treated every person who came in front of us as a customer, we would all have a substantial customer base. Because in the market economy society, whether it is an enterprise or an individual, it is possible to be the purchaser of a certain commodity or the enjoyment of a certain service. A good salesman should optimize their own image at any time and anywhere, pay attention to their own words and deeds, remember their job responsibilities, customers everywhere, everywhere. You must already know a large number of people who could be potential customers for your product or service. There is no denying that even a person with little social interaction has family and friends, and these are resources. One person leads a circle of people. That's the quickest way for a salesman to make friends. Reach out to your friends and relatives, even if they can't be your clients. The first rule of finding leads is to never assume that someone can't help you build a business relationship. They may not be a prospect themselves, but they may know someone who could be your customer.

“我很欣赏您的判断力，我希望听听您的观点”这句话一定会使对方觉得自己重要，并且愿意帮助你。与亲密的朋友联系之后，再转向认识的人，如果方法正确，多数人将不仅给你提出恰当的建议，还有可能让你得到一个大客户。

"I appreciate your judgment and I'd like to hear your point of view" is a surefire way to make the other person feel important and willing to help you. Connect with a close friend, then move on to someone you know, and if you do it right, most of them will not only give you the right advice, but they may also lead you to a big client.

不但要考虑在生意中认识的人，还要考虑政府职能管理部门、协会等行业组织，这些组织带给你的是其背后庞大的潜在客户群体。结识像你一样的推销员。只要你不是他们的竞争对手，他们一般都会和你结交，即便是竞争对手，你们也可以成为朋友，和他们搞好关系，你会收获很多经验，在对方拜访客户的时候他还会记着你；若你有合适他们的客户，你也一定要记着他们，额外的业绩不说，你还会得到非常得力的商业伙伴。

Consider not only the people you know in your business, but also the government departments, associations and other industry organizations that give you a huge pool of potential customers behind them. Get to know salespeople like you. As long as you are not a competitor, they will generally make friends with you. Even if you are a competitor, you can become friends with them. You will gain a lot of experience and they will remember you when they visit customers. If you have the right customers for them, you must also remember them, and you will get very good business partners in addition to additional performance.

努力提供超过普通推销员提供的服务，这将有助于你建立长期关系、建立信誉以及获得推荐业务。展示会是获取潜在客户的重要途径之一，事前你需要安排专门的人去收集客户的资料、客户的兴趣点以及现场解答客户的问题。

Strive to do more than your average salesperson can. This will help you build long-term relationships, build credibility, and get referrals. Showcases are one of the most important ways to reach potential customers. You need to have someone to collect information about them, their interests and answer their questions on the spot.

目前市面上有很多带有姓名和地址的特殊名录或数据资料出售，你可以买到需要的名录。另外，很多行业协会或主管部门有其成员或下属机构的名录。很多商业名录将公司按照规模、地理位置和商业性质进行分类，这些名录是你寻找新的潜在客户的一个绝好出发点。包含公司管理人员姓名和地址、工厂地址，财务数据及其相关产品的大型名录在大型的公共图书馆或大学图书馆中都可以找到。

There are many special directories or data materials available for sale with names and addresses, and you can buy the directory you need. In addition, many trade associations or authorities have directories of their members or subordinate organizations. Many business directories categorize companies by size, location, and nature of business. These directories are a great starting point for finding new prospects. Large directories containing the names and addresses of company executives, factory addresses, financial data, and related products can be found in large public or university libraries.

推销精英大都建有自己的客户资料库，比如，原一平和乔·吉拉德，他们手里都有客户的一手资料，可以做到适时出击，最后把客户拿下。乔·吉拉德说：“不论你推销的是任何东西，最有效的办法就是让客户相信并真心相信——你喜欢他，关心他。”如果客户对你抱有好感，你成交的希望就增加了。要使客户相信你喜欢他、关心他，那你就必须了解客户，搜集客户的各种有关资料。所以如果你每天肯花一点儿时间来了解自己的客户，做好准备，铺平道路，那么，你就不愁没有自己的客户。乔·吉拉德认为，推销员应该像一台机器，具有录音机和电脑的功能，在和客户交往的过程中，将客户所说的有用情况都记录下来，从中把握一些有用材料。乔·吉拉德说：“在建立自己的卡片档案时，你要记下有关客户和潜在客户的所有资料，他们的孩子、嗜好、学历、职务、成就、旅行过的地方、年龄、文化背景及其他任何与他们有关的事情，这些都是有用的推销情报。”这些资料都可以帮助你接近客户，使你能够有效地和客户讨论问题，谈论他们自己感兴趣的话题。有了这些资料后，你就知道客户喜欢什么、不喜欢什么，你可以让他们高谈阔论，兴高采烈，手舞足蹈……只要你有办法使客户心情舒畅，他们也不会让你失望的。要做到了解客户，仅仅依靠大脑记忆是不行的。

Most salespeople have their own customer databases, such as Iping Hara and Joe Girard, who have first-hand information about their customers and can make timely attacks to win them. Joe Girard says, "No matter what you're selling, the best thing you can do is make a customer believe, and truly believe, that you like them and care about them." If the customer thinks well of you, your chances of a deal are increased. To make customers believe that you like him, care about him, then you must understand the customer, collect all kinds of customer information. So if you take a little time each day to get to know your customers, prepare for them, and pave the way for them, you'll have them. Joe Girard believes that the salesman should be like a machine, with the function of a tape recorder and a computer, in the process of communicating with customers, the customer said useful information are recorded, from which to grasp some useful materials. "When creating your card profile, write down everything you know about clients and prospects -- their children, hobbies, degrees, jobs, accomplishments, places they've traveled, ages, cultures, and anything else that can be related to them -- that can be useful marketing intelligence," says Joe Girard. These materials will help you approach the client and enable you to effectively discuss issues and topics of interest to the client. With this information, you know what clients like and don't like, and you can make them talk, elate, dance… As long as you can make your customers happy, they won't let you down. You can't just rely on memory to understand your customers.

建立客户档案库看似花时间，但它能带来很大的便捷。更重要的是，你能在客户档案上把客户的购买程度分等级，这样在制订销售策略时，会对客户一目了然，所节省的不仅仅是时间，还有大量的人力与财力。如果访问客户结束后，推销员要及时把访问情况、洽谈结果、下次约见的时间地点和大致内容记录下来。至于其他方面获得的信息，如客户单位负责购买者与领导决策者之间的关系、适当的推销准备、初步预定的推销方法和走访时间也要一一记录，以便及时总结经验，按事先计划开展推销活动。

Setting up a customer profile may seem like a time-consuming process, but it brings a lot of convenience. More importantly, you can grade the customer's purchase degree on the customer profile, so that when formulating sales strategy, customers will be clear at a mile, saving not only time, but also a lot of human and financial resources. If the visit to customers after the end of the salesman to visit the situation, the results of the negotiation, the time and place of the next appointment and the general content of the record. As for other aspects of the information obtained, such as the relationship between the customer unit responsible for buyers and leaders and decision makers, appropriate marketing preparation, predetermined marketing methods and visit time should also be recorded one by one, in order to summarize the experience in time, according to the prior plan to carry out marketing activities.

客户档案包括：客户名称或姓名，购买决策人，客户的等级，客户的地址、电话、邮箱、QQ等，客户的需求状况，客户的财务状况，客户的经营状况，客户的采购状况，客户的信用状况，客户的对外关系状况，业务联系人，建档人和建档日期，客户资料的统一编号，备注及其他有关项目。

Customer profiles, including: customer name or name, buy the executive, the level of customer, the customer's address, telephone, E-mail, QQ, etc., the customer's demand, the financial position of the customer, the customer's operating conditions, the customer purchasing status, customer credit conditions, the customer's foreign relations, business contacts, document and document date, client data unified Numbers, notes and other related projects.

对客户档案进行建档管理应注意下列事项：是否在访问客户后立即填写此档案？档案上的各项资料是否填写完整？是否充分利用客户资料并保持其准确性？主管应指导推销员认真地填写客户档案。最好在公司电脑中建立专门的档案库，并派专人管理。

The following matters should be paid attention to in the filing management of customer files: Do you fill in the file immediately after visiting the customer? Are all the details on the file complete? Is customer information made full use of and kept accurate? The supervisor shall instruct the salesman to fill in the customer files carefully. It's better to set up a special file in the company's computer and assign someone to manage it.