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It Is A Matter Of Learning How To Turn Potential Customers Into Real Customers.

2010/8/21 14:40:00 62

Dr Philip Kotler defines the market in this way: the market is all the realities of certain goods or services.

purchaser

And potential buyers.

Therefore, the essence of market competition is the contention between potential customers and real customers.

Potential customers and real customers are mutually preconditions. They are mutually influenced by each other, restrict each other, permeate each other, intersect each other, and integrate into the market and enterprises. How to pform potential customers into real customers is the core issue for modern enterprises to further expand the market.

First, the difference between potential customers and real customers.

1, definition

Potential

customer

It is for real customers, it is the individual or organization that may become a real customer.

Such customers may have interest in buying, demand for purchase, or desire to purchase, and purchasing power, but they have not yet entered into pactions with enterprises or organizations.

The so-called real customer is the customer who has already realized the demand, or the customer whose demand has already been satisfied.

Such customers have both purchasing needs and purchasing power, and have already had pactions with enterprises or organizations.

2, composition

Potential customers include general potential customers.

Competitor

There are two parts of customers.

The so-called general potential customers refer to customers who have already purchased intention but have not yet become similar products or organizations, and even though they used to be customers of an organization, they are more casual customers to the brand (i.e. the organization) when they purchase decisions; the so-called competitor customers are relative to the customers of the enterprises, that is, the customer groups owned by the competitors; these customers can be intermediate customers (such as agents, wholesalers, retailers), or the ultimate consumers, that is, our customers in general sense.

Real customers include new customers who have a paction relationship with enterprises or organizations and old customers who have many pactions with enterprises or organizations.

Because of the complexity of customers' purchase psychology and purchase behavior and the increasingly fierce competition in the market, the boundary between potential customers and real customers is blurred, and both of them are in continuous dynamic pformation.

3, quantity

Generally speaking, as far as consumer market is concerned, because of the endless demand, complexity and variability of consumer demand, the increasingly fierce market competition and the absolute fineness of enterprise resources, it is impossible for any enterprise or organization to have all customers in the market. That is to say, the customers of any enterprise or organization, namely, the real customers, are always limited to all customers in the market.

In other words, in a limited market, the potential customers of enterprises or organizations are far more than their actual customers.

4, market competition

In modern society, no other product or service provider can be a company except a very natural monopoly industry (such as public service * * *, post, electric power, telecommunications, etc.).

In a competitive state, a potential customer lost by an enterprise or organization becomes a real customer of another enterprise or organization.

As every enterprise or organization attaches great importance to the investment and construction of its own real customers (because 80% of the profits of the enterprises come from 20% customers), the main object of competition is the potential customers.

5, status or role

On the one hand, the real customers are the basis and foundation for the survival of modern enterprises.

It is a real customer who supports an enterprise or an organization. It solves the problem of the existence of the enterprise, and lays the foundation for the development of the enterprise. Without real customers, the enterprise can not survive, let alone any development.

On the other hand, potential customers are an important driving force for the development of modern enterprises, and they are also the main objectives of modern enterprises in the fierce market competition.

Business is like sailing against the current.

Facing the market competition of survival of the fittest, in order to root down the market for a long time, enterprises need to seek breakthroughs in the market blind spot, a large number of potential customers, in order to develop.

In fact, in an enterprise's business activities, it is only a matter of keeping a firm eye on the real customers but neglecting the development of potential customers. Such an enterprise will never grow up, and it will not become a climate.

Therefore, both potential customers and real customers are related to the survival and development of enterprises, which are related to the rise and fall of enterprises and their success or failure.