Effective work with the client base

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

Often in companies with a continuous increase in sales volumes, there is a significant decrease in the level of profitability. The main reason for this situation is the improperly organized activity of the enterprise. This may be due to the inefficient work of the company with its client base.

In other words, they worked with enterprises that are either unprofitable for the company, or interaction was carried out on completely unfavorable conditions, which was expressed in satisfying any requirements of customers in order to keep them.

Principles of building work with a client base

Often the solution to the problem of increasing the number of customers comes into conflict with the goal of increasing profits. Therefore, it is necessary to pay close attention to optimizing the company's work with the client base, which will ensure favorable working conditions.

What is she like? This is a database containing information about all the company's counterparties who purchased something from it or sold something to it. Having become acquainted withthese data, it is possible to draw conclusions about the policy of the enterprise. At the same time, we are talking about both real counterparties and potential ones.

Working with the customer base

Effective activity in this direction is expressed in five points:

1. Formation.
2. Information accounting.
3. Working with current customer data.
4. Analysis of generated information.
5. Based on the results of the analysis, the adoption of appropriate decisions.

All of these processes can be optimized. To do this, it is necessary to assess the current situation for each individual item in order to identify "bottlenecks" and identify ways to improve the current situation.

Increasing the customer base. Effective and ineffective ways

The formation of a client base can be carried out both purposefully and spontaneously.

For example, if the expansion of the circle of counterparties is carried out by calling the managers of the entire telephone directory, we can confidently speak about the spontaneous formation of the base.

If we are talking about target customers, and all efforts are made only to attract them, then in this case the increase in the customer base is carried out purposefully.

Accounting for information and control over the maintenance of customer lists

Accounting for information about counterparties is carried out in accordance with the style of doing business in each individual company.

For example, if all information aboutclients are stored in lists of managers, then this is one style. The negative point in such accounting is the weak influence of management on the company's policy towards customers, since the entire process of forming the base is given only to the discretion of the managers themselves.

However, there is another style of maintaining the client base - the use of uniform criteria when entering information into a certain table and requiring employees to fill it up with reliable information in a timely manner.

The head of any company needs to remember that a complete and well-built customer base is an effective sales management tool to achieve a high level of profitability. With the help of such tables, the management has the opportunity to predict the volume of sales, manage them effectively and create favorable conditions for cooperation for the enterprise.