【Upper | Screening】There are so many customers in the customs data, where to start the development?

Release time 2020-04-03 09:48:34 141 times viewed
Customs data is our medium for obtaining customer information and transaction data.



Now a lot of foreign friends to get the customs data, basically will appear the following the two phenomena: 

one is to use their products which search keywords, and compiled a list of customers to be developed, and then began to develop letter, introduced a lot of products and company profile to clients, but regardless of whether or not matching products, customers in the near future if there is demand, all to introduce their own advantage. The email content is full and rich, the product advantage is prominent, but received the customer reply letter is very few.

The other is busy sorting out customer data. A lot of time is spent sorting out the purchasing data of each potential company, including how many orders the company has placed in the past year, how many goods are purchased, and so on. The data tables made are really efficient and meticulous, but the development results are unsatisfactory.
Let's talk about it first, and search for customers using our own product keywords.

Further screening of customers
In the use of customs data, product keywords are used to search for customers, and the customer information that is searched out actually requires us to conduct further screening.

Because the trading countries have different customary names for similar products, there are differences in product names and descriptions in different countries. The words used in our search, if the accuracy of the search words is not enough, the search results will be biased. The searched customers do not match the products of their own company, or the customers' main business product deviations, all of which require us to analyze the customer's business scope and verify their products through the customer's official website and industry information after searching for customers.

The search mechanism of the query system, where the search results for product keywords using single words and combined phrases are different, for example: LED and LED light, LED lamp ... The number of customers using a single keyword search is very large, and our one day's work time and energy are limited, and old customers must be well maintained. After a few chats, there is very little time for development. So what keywords to use, you also need to start with the bill of lading product name and description of the goods, and try different and related product keyword combination phrases, and select the matching high-quality customers from these target customer groups as quickly as possible.

Reasonable classification of customers
"Yes, customs data needs to be sorted and screened, but it should also be modest."

Many foreign trade friends often spend a lot of manpower and time to screen and sort out, classify target customers into levels, and do development work before, after, and by priority. There are roughly several points of classification:

1. According to the procurement cycle time, for example, there are purchases in the past year, two consecutive years of purchases, three consecutive years of purchases, etc., statistically screen out qualified customers, list them in the table, and prioritize them.
2. Divided by the number of customers' import transactions, for example: this buyer purchased a few votes in total in 2019 and last year.
3. Divided by the number of products purchased, for example: how many similar products A customer purchased this year, the order of priority of the purchase amount.
……

Detailed condition screening, sorting and managing customer information and data information in customs data, and marking them accordingly.

In fact, the labels classified as above are problematic.

According to the first classification, the customers who have been developing for three consecutive years are prioritized. This type of customer is excellent in both purchasing strength and business stability. But considering many years of cooperative suppliers, the development of such customers is relatively difficult.

And customers who have been classified as low-level and have purchased in the past year do not represent quality. It may be a problem such as internal changes and reorganization of the company. The intermediate procurement business is interrupted, but the procurement volume has been quite high. big. It may also be the opening of new product channels, the establishment of a new business chain, or the addition of short-term suppliers, and they have just imported certain types of products. Think about it. At this time, the supplier's demand is strong and communication is easier. Isn't this the opportunity for us to get involved in development? However, we are classified into secondary development, and when it is their turn to communicate with them, it may be too late.

The competition for homogeneous products is so intense now that we don't have that time or energy. Therefore, to classify customers by the procurement cycle time, the best classification index is the most recent year, plus the comparison of business stability last year. Focus only on customers who have purchased in the past year as the focus and understand the follow-up customers in depth, instead of spending a lot of time collating the data of each company for several years.