跨境电商英语教程教学课件13.pptx

跨境电商英语教程跨境电商英语教程第十三章：客户开发c co on nt te en nt ts s01020304Lead-in Lead-in 导入导入 Text Text 正文阅读正文阅读 New Words and New Words and ExpressionsExpressions 单词与短语单词与短语 Exercises Exercises 练习与测试练习与测试 05Chinese Culture TourChinese Culture Tour中国文化中国文化01Lead in Lead in 导入导入 What Is Customer Development?The following diagram shows the customer development process and how a customer is brought forward from the suspect stage to the prospect stage and finally converted to a customer and he can also progress through to other levels of the customer development programme.Readers can also read the AIDAS model to see the initial few stages explained in detail.Lead-in:Case StudyLead-in:Case Study What Is Customer Development?The customer development process starts with a sales funnel.Initially a company might have a number of suspects.These are customers who meet the appropriate target group.These target group customers are then called/prospected/met by executives to convert them to prospects.These prospects are furthered filtered to disqualified prospects:prospects who themselves dont want to buy the product or are unable to.Once the prospects are convinced and they buy the product,they are converted to First time customers who with proper service can be converted to repeat customers.These repeat customers then become clients who regularly give orders and do not require any convincing.The client stage is the first of the long-term relationship stage for customers.The clients are then promoted to members wherein they have exclusive privileges which the companies offers only to their longer relationship customers.Lead-in:Case StudyLead-in:Case Study What Is Customer Development?From partners,these customers might progress to advocates who might also give some positive feedback for the company which ultimately helps the company in improvement or moving forward and adjusting to changes in the market.Customer insight can be very powerful for the organization and it regularly needs such advocates.Finally,these advocates can also become partners by actively taking part in the running of the company/businesses.By this time they would have amazing insight in the running of the business as well as the industry and sector.Several consumer durables companies are known to have channel partners who have initially been customers for the firm.They have progressed thus far because of their technical prowess and loyalty to the company over years.Lead-in:Case StudyLead-in:Case Study What Is Customer Development?One thing which should be kept in mind is that at any given point of time any of these different stages of customers can progress to inactive or ex customers.If there is a glitch in the service for the customer or if the customer himself runs out of the minimum service term appointed by the company,then he can immediately turn into an ex customer.Thus it is wise to retain relations with customers such that,as many as possible,are converted to the highest stages of the customer development process.Lead-in:Case StudyLead-in:Case Study 1.Could we use the word“prospects”to refer to our potential customers in letters used to establish business relations?Why?2.How to select the suitable customer group to facilitate the process of converting our guests to customers?3.What is claimed as the most powerful channel of customer development available to the modern marketer?Why?Questions for discussionQuestions for discussion Lead-in:Case StudyLead-in:Case Study 1.Its okay to use the word“prospect”to refer to potential customers within your own company,but sales representatives should not directly use this word to refer to buyers,especially when it appears in the emails used to establish business relations.Being called a“potential customer”makes them feel like they are placed in the sales funnel and waiting to be converted.Choosing“client”or“partner”sounds better.2.Combine your products characteristics with the selection of the suitable customer group from your database.Your products characteristics and advantages are the biggest selling point to attract new customers:First,your products are developed newly and they are very attractive to the customers,and they need such a new product;Second,customers demand for products increases,and they need to seek new supplier and you have the similar products;Third,your products are what customers are importing and your quality and price are highly competitive.So when facing hundreds of even thousands of importers,your choice is very important.You must be objective to choose customers,and contact the suitable importer with enough conditions and capability.Keys to Questions of Case Study:Keys to Questions of Case Study:3.Email is claimed as the most powerful channel of customer development available to the modern marketer.Here are 7 reasons why:(1)Email has larger reach.Email is the currency of the web,and anybody whos online has an active email address.While Facebook and Twitter might seem pretty ubiquitous,the on。