Aug 03, 2022
In AUTHOR ROOM
In our common business model, heavy B business and small C business are more typical, because they are divided into two ends in terms of customer main body, customer purchasing factors, decision-making factors, sales cycle, customer contact, etc. The marketing system focuses on sales process automation SFA (heavy B business) and marketing process automation MA (small C business). In the marketing system analysis, CRM system design is particularly interesting, and the large C and small B businesses in the middle involve a wide range of marketing tools. Today, let's take a look at the marketing characteristics of the big C business and CRM system design. 1. What is "Big C" Before understanding the "big C", let's first understand the B2C business, which generally refers to the customer's main body as an individual, and the merchant's products and services are used to meet the customer's personal consumption, such as clothing, food, housing, transportation, entertainment, education, etc. Products and services for entertainment needs. Let's use the 9 dimensions used to decompose the business and marketing model. The heavy B business and the small C business are at the second end respectively. Marketing Mode and CRM Design of Big C Business Small C business has the characteristics of meeting personal consumption service needs, short sales cycle, single decision-making, no sales team, subjective decision-making, no out-of-stock cost, no inventory cost, and customers have the characteristics of low learning time and difficulty in using products. The customers of heavy B business are enterprises, which are used for business operation, development and transformation, with long sales cycle, collective and objective decision-making, diversified sales reach, and division of labor in charge of sales functions. While the big C business is in the middle, let's take the English education industry as an example. The price of some high-end education courses is high, and the decision-making time for customers is relatively long compared to small C businesses (such as milk, clothes), and it is difficult for customers to understand, select and use the sales team (whether its name is a learning consultant or a development expert). At the same time, the customer life cycle generally has the characteristics of two stages: new opening and renewal. There are both MA and SFA needs in terms of marketing tools. If you need to select teacher reserves, there are slight shortages and inventory cost considerations. Marketing Mode and CRM Design of Big C Business Second, the "big C" marketing ideas and tools 1. Customer main body expansion The big C business is because the customer is an individual, but for some industries such as children's education, it has the characteristics of an individual subject, but the corresponding object relationship between a family's parents and children should be telemarketing list considered. Different from the heavy B-end, it is especially suitable for WeChat and other social media to reach, whether it is the reach of the sales private domain or the official website of the company's public domain, enterprise account, official marketing account, etc. Marketing Mode and CRM Design of Big C Business 2. The sales cycle unfolds Because the sales cycle is not long, it is not suitable for repeated harassment by multiple sales, so pay attention to the protection of permissions in the new opening stage. In a certain period of time, customers do not respond and do not recommend repeated stimulation. When customers take the initiative to reach our official website, official WeChat and other touch terminals, they can initiate active sales touch. 3. Expanding multiple sales functions Even if it is not called sales, multiple customer service, consulting and other personnel essentially have sales functions and jointly promote customer promotion. This is a very important feature of big C compared to small C, so it has sales management requirements. Generally, the big C business conducts intensive management of sales, and does not have high requirements for its professional accumulation. It is necessary to precipitate and optimize the sales process, refine sales wisdom, improve transformation and human efficiency, and reduce the requirements for sales personal ability. The functional level will have office collaboration, Daily experience, sales tasks, PK, task management and other functions.