When many owners run ceramic tile stores, they think that selling ceramic tiles is a one-time business, so it is easy to ignore the operation of old customers.
As everyone knows, a very important concept is actually ignored: customer lifetime value refers to how many things a customer will buy from you in his lifetime.
Statistics show that the cost of developing a new customer can be used to develop 3 to 10 old customers. In other words, if the same 1 million sales come from old customers rather than new customers, the cost will be much lower, the profit will be much higher, and the performance will be much more stable.
In Dazhou, Sichuan, a dealer of Techi negative ion ceramic tiles will hold an old customer theme event every month in 2021, and visited more than 500 old customers throughout the year. As a result, sales will increase by 69.8% year-on-year in 2021. Just referrals from old customers to this channel can account for as much as 48% of the monthly performance.
It can be seen that even in low-frequency consumer products such as ceramic tiles, it is very necessary and effective to do a good job in old customer management.
Next, we will dismantle the operation and maintenance methods of old customers of special dealers from two aspects:
No.1 Improve customer satisfaction
The Home Furnishing Enterprise Service Innovation Summit Forum released a set of data showing that after-sales service satisfaction in the ceramic tile industry was only 51.67%.
Most consumers don’t know much about decoration and purchasing ceramic tiles. When purchasing ceramic tiles, they actually prefer to ask the opinions of trusted people around them. Therefore, we must grasp the satisfaction of every customer we deal with and evaluate the follow-up results. It is very helpful to convert old customers.
For example, old customers with negative ion ceramic tiles return visits with negative ion detectors, negative ion return visit forms, negative ion insurance manuals, etc., for on-site measurements, so that customers can see that after installing negative ion ceramic tiles, Changes in household air quality.
With the evidence that the negative ion content has actually increased significantly, customer trust and satisfaction will also be greatly improved.
No.2 Standardization of operation and maintenance for old customers
Many ceramic tile stores may have infrequent operation and maintenance, or the steps of each operation and maintenance may be inconsistent, or some employees may operate and maintain very well, while others may not at all. thisIn this way, each batch of customers may have completely different impressions of the ceramic tile store.
In order to avoid the influence of human factors as much as possible, it is important to provide a standardized system.
The F Butler Service 3.0 system of Special Negative Ion Ceramics is an old customer return visit system that simultaneously solves the two major sections of in-sales service and after-sales service.
The in-sales service of F Butler Service 3.0 system includes three major consultant roles, four major service contents, and 18 standard service actions; after-sales service is carried out around return visits of old customers, that is, before return visits of old customers, during return visits of old customers, and After the return visit, there were 13 service standard actions.
The content of this service system is clear, executable, and quantifiable, which greatly helps dealers carry out operation and maintenance of old customers. This old customer return visit system has achieved sustainable stability on the unique negative ion track. Increment.
So fellow bosses, if you want to open a ceramic tile store, when choosing a franchise brand, you must find a brand that can provide good services and create good old customer channels. This will definitely bring stable growth to sales.
