With the development of the Internet, WeChat has become the main tool for people to communicate and obtain information.

Open the WeChat address book and you will easily find hundreds or thousands of friends. Are you really sure you're still on their friends list?

Some time ago, a friend used the WeChat group messaging tool to check and found that more than 70 of his more than 600 friends had deleted him, and there were many very familiar ones among them.

Have you ever encountered this situation? Then please ask yourself:

How many of these 600 friends have not been in contact with each other for a month?

How many times have you not communicated in half a year?

How many people have been added as friends and then never contacted? ?

This is a process for many people to use WeChat. Originally, WeChat was filled with friends and relatives, but gradually there were more and more strangers.

Especially friends who open stores want to turn WeChat into a platform for maintaining customer relationships. A large number of strangers make the relationship between us and our friends quickly change from a strong relationship to a weak relationship.

And we often neglect to manage these friends. If we occasionally send advertisements in groups and promote products in our circle of friends, it will become a matter of course that we lose followers.

Even if you don’t lose followers, because no one has maintained it for a long time and the trust foundation is missing, these friends are basically accumulated data and are difficult to activate, so they don’t mean much to us.

So how to manage WeChat customers? The following 5 points are key!

1. Label customers

Since WeChat does not have a classification function, we can only classify friends by labeling.

Tagging is not just about classifying and changing notes. Many salespeople simply divide their labels into intended customers and unintended customers.

In fact, this tag is invalid. Labeling can have multiple dimensions. The key is not only to know the identity of the customer, but also to record the customer's needs through some labels.

For example, a friend’s tags are: key customers, women, Beijing, intended product A, etc. With these tags, you can follow up on product A while recommending her other products of the same type. You can also explore her needs yourself: as a woman, she may prefer skirts and brightly colored products, so you can contact her as soon as possible next time a new model comes on the market.

2. There are priorities in communication

WeChat customers in physical stores generally come from two channels, one is the store and the other is the Internet. The degree of trust that people who have been to the store have in you is very different from those who have not been to the store. First of all, you need to separate the two parts. Customers who come to the store again include those who have made purchases and those who have not. This must also be marked.

After consuming, you have already recognized your products and services. The focus in the future will be on sales promotion and customer relationship maintenance. For someone who has never made a purchase but left you a WeChat message, there is not much of a trust problem. There must be some needs that have not been met. The main task is to explore customer needs.

Basically, customers on WeChat in physical stores can be divided into the following categories:

1. Customers who arrived at the store (Y)

2. Those who did not arrive at the store Customers (N)

3. Customers who have made purchases (M)

4. Customers who have not made purchases (O)

5. Key customers (VIP) )?

You can freely set tags by yourself, as long as you understand it. WeChat does not have a good grouping function like QQ, but it has a tag function, and a user can add several tags.

Using tags to segment customers is the first step in WeChat customer management, and of course it is also the most tedious step. Maybe the status of many customers has been forgotten, but it doesn't matter. From now on, every time a customer is added, a mark will be made. In the past, I labeled as many as I could think of. If I really couldn't remember, I made a unified label.

3. Treat customers differently

Treat all customers equally, which is the most false lie. The purpose of opening a store and doing business is to make money. It is the truth that I will be kind to anyone who lets me make money. Of course, I cannot do bad business.

Similarly, when we do WeChat marketing and promotion, we also need to conduct different activities for customers with different labels.

Customers who have not come to the store (N): We should focus on guiding customers to the store. You can organize some activities such as in-store courtesy. Of course, it should be highly novel and not make customers feel low.

In-store customers (Y) Customers who have never made purchases (O): Such customers are because their needs have not been met. Focus on promoting new products, new services, etc. to them to explore customer needs.

Customers who have visited the store (Y) and customers who have made purchases (M): Customers have certain trust in the store and recognize the products. The focus of publicity and promotion for these customers should be on consumption upgrades and package upgrades. Deeply explore customer needs and formulate targeted promotion plans.

Key customers (VIP): These are already your biggest fans. Don’t promote your products too much. Give them more humanistic care, make them your friends, and then ask them to introduce them to you. you.

In short, marketing cannot be generalized, and which strategies should be used for which types of customers.

4. Communication should be prioritized

Less is more. The most taboo thing about WeChat marketing is to pursue quantity and ignore quality.

A precise customer is much more important than 100 ordinary WeChat friends. One effective communication is more valuable than 100 group chats. In addition, communication must be prioritized, and you cannot pick up the sesame seeds and lose the watermelon.

Key customers (VIP): These are our real food and clothing parents, the group of people who bring us 80% of the income in the 8020 rule. No matter what activities we do, we should first consider our key customers feelings and what benefits they should enjoy. The reason is very simple, but sometimes in order to achieve a goal, we will ignore key customers. For example: exclusive for new users, courtesy when entering the store, free trial, etc., all of which do not take our key customers into consideration.

In terms of communication:

Key customers can communicate one-on-one and have more in-depth communication. It is best to call twice within a year. The feeling of calling and sending WeChat is Not the same.

Customers who have made purchases:

This is the cornerstone of our store operations. Although it does not create high profits for us, it does share our operating costs.

My method for this type of customers is generally to communicate in batches during my free time. I will contact 5 people at a time and chat with them for a while, treating them as part of my work. I will spend an hour every day looking for these customers. Customer Chat.

When communicating with such customers, you should prefer the new and never get tired of the old, but in principle, new customers are given priority. Don't call me snobbish, after all, new customers have just come into contact with us, and we need to establish an awareness for them as soon as possible, while old customers already know us quite well.

Customers who have never made a purchase:

They are the ones we strive for, but because they have no links to the store and us, it is difficult to continue to output topics. For this type of customers, I divide them into groups A, B, and C and send group messages (you need to edit a few sets of words in a targeted manner, and you cannot send a group message with blessings or something useless), and communicate with those who have replies one by one.

5. Interaction channels and methods

Interaction is the most important part of WeChat customer management and is the basis for building trust and goodwill between each other.

WeChat Groups:

With the proliferation of WeChat groups, all major WeChat groups are rapidly entering a period of decline. Now, it takes as little as 7 days for a WeChat group to be established to face death. Either we dive in a group and no one talks to each other all day long, or we just fly advertisements randomly.

The current marketing effect of WeChat groups has plummeted, and the marketing value has also dropped sharply. So how do we use WeChat group interaction?

1. Continuously output value. Even if no one speaks, you have to output. In fact, many people are silently paying attention to this group. Don’t blindly pursue activity. Pure activity is meaningless.

2. I once "talked to myself" in a group for a month. This was a group owned by others. During this period, 5/6 friends added me as friends and made 2 transactions. As long as your output is valuable, many people will read it. Don’t think that no one will read it if no one speaks.

3. When sharing, do not directly throw links to official accounts. Nowadays, there are so many articles on public accounts that the probability of them being opened is very low. Even if you post an article, you must attach a brief text description. What I often use is to send a short paragraph of text, or use software to edit a screenshot of a paragraph, so that the effect of conveying the message is better.

4. Taboo, throwing ads directly is the most offensive behavior, and it is very easy to be kicked out of the group. When posting advertisements, be sure to create interactive hot spots in advance and do not advertise hard.

Moments:

Moments is our longest-used publicity position and the main battlefield for building our personal brand and store image. We can follow several rules when using Moments. Rules:

1. Avoid ads flooding the screen. The most annoying thing is advertising flooding the screen. If you think about it from another person’s perspective, anyone who opens Moments and sees psoriasis all over the screen will feel uncomfortable. In principle, there should be no more than 2 advertising messages in Moments per day. If you want to increase the intensity of advertising, you can delete the previous advertisement when posting the next advertisement.

2. Keep your Moments beautiful. When a customer clicks on your Moments homepage, make it comfortable for him to see it and keep as few advertisements as possible. My approach is to remove all advertisements that are more than three days old. Delete it (leaving it will have no effect), so that your Moments homepage will be your personal updates, which will be very comfortable for people to see.

3. The first two points are the foundation. Once you are done, start thinking about what content to post. Content design needs: First of all, you must position yourself and establish a certain appropriate image. For example: If you sell bathroom ware, you can be positioned as a bathroom expert; if you make wooden doors, you can be positioned as a wooden door expert. Then the content we post must conform to this identity. The purpose of the identity is to make us become opinion leaders and better promote sales.

WeChat communication:

WeChat communication includes one-to-one communication and group messaging. One-to-one communication is the most effective way to build trust. We need to develop one-to-one customer* **With the same plan, don’t wait for customers to come and communicate with us proactively.

Key customers ask us to think carefully about our words before communicating. We can send targeted greetings to women on Women’s Day, and we can give warm reminders about weather conditions. If we are interested in product A, we will be the first to respond when there is a policy for this product. can find her.

Group messaging is a double-edged sword. You must plan your words well when sending in bulk. A good word of mouth can promote sales, but if the wording is not in place, it may offend many people.

Principles of word art design: concise, informative, interesting or useful. A word art is a short copy.

Do the above 5 points, maintain your address book, and create more considerable profits!