Business Development 5 Steps: Soke, Surrounding, Catching, Educating, Retaining

Faced with the rapidly changing export and foreign trade market, how should various foreign trade companies and manufacturers respond to be invincible? Where are the opportunities and challenges for Chinese manufacturing companies in 2013? Mr. Feng Zhaohui, general manager of Dongguan Helicheng Electric Co., Ltd., shared his coping strategies at the scene of the "Intelligent & Winning Future Export Series Forum" Dongguan Station.

Feng Zhaohui: We are a hardware manufacturing company established in 2003. When we came out, we felt that the Pearl River Delta had serious overcapacity in the hardware area. The first-line foreign groups communicate with each other, and they have started advertising in 2004. Last year's turnover has reached 60 million, and we strive to achieve the goal of 80 million to 100 million in hardware by 2015. This year is also doing research and development of finished products.

5 steps of business development: Soke, Waike, Capture, Yuke, Retain

I said that without the Internet, there would be no Helicheng today. How far has our foreign trade achieved now? We already have our own offices in the United States, Germany, and Spain. We search for customers after inquiries from a large number of customers. When we target a first-class customer in Europe and the United States and it is a physical manufacturer, our salesman directly kills the customer. Next to the factory, our company immediately rented a house and lived there. We must go to the customer's factory three to five times a week. client.

Use five steps: search for customers, surround customers, capture customers, educate customers, and retain customers. In this way, as a real enterprise, especially our hardware, you can easily achieve a turnover of 200 to 300 million yuan with six or seven of the world's top 500 companies.

The European and American markets are not as bad as I imagined

My clients are all in Europe and the United States, and Europe accounts for 70% of me. We often talk about the European debt crisis and the American cliff here. You go to Europe and the United States. Others say that China's economy has a hard road, and China has civil unrest. Every country is like when we speak ill of others to our face. Actually, they are not bad. This is the first concept I want to express.

But after the economic crisis in 2008 around the world, including Europe, including the United States, including our President Xi and Premier Li, have realized that only industry can save the country, why does Guo Taiming go to the United States to set up factories, he does not know the general public in the United States Does the worker want three thousand dollars?

This is the pressure from Apple, and the pressure from Apple comes from Obama. They know that only entities can get jobs, and only entities can save their country's economy. When they need entities, they will never do some low-end manufacturing. , they will do high-end, the entity I am talking about is that they hope that there will be more companies like Apple that can target the world and strive for such products that the world is invincible, then there will be more R&D companies. Will launch product development, they need supporting manufacturers to complete, then China bears the brunt of their choice. This is my analysis in my industry.

So we are now working hard on R&D and high-end finished product design, so only by making breakthroughs in design can we save ourselves and make ourselves invincible.

Emerging markets are battlegrounds

We have participated in Brazil, Africa, and Russia. We feel that their demand for our part is not very large, and they should be some finished products. s things. Our hardware manufacturing category is also locked in front-line customers in Europe and the United States, which is such a concept, but I think these markets are still good, especially Mexico, which is the rear of the United States, and I think it can surpass Brazil.

The few countries I recognize in Europe are Poland, the Czech Republic, and Romania, because they are the rear of Europe, where the manufacturing bases are located. Those countries will produce and supply the world's largest companies, and we will become their supplier.

Now we are also recruiting small languages, and we are recruiting Portuguese and Spanish-speaking personnel with the school, and we are already preparing for the reserve. But our Brazil exhibition, Russia exhibition, South Africa exhibition are not missed every year.

There is no shortage of orders in the Pearl River Delta, but the ones that you can do well.

In fact, the Pearl River Delta is not short of orders. This is the first concept. The second concept is that there is no shortage of orders in the Pearl River Delta. What is lacking is whether you can make good orders, that is, whether you can complete the quality. I am talking about overseas.

Actually, foreign trade is worth taking. As for all of our economy, foreign trade is inseparable. I think foreign trade is still a sunrise industry. With our general labor costing 3,000 yuan a month, may I ask you? Can we compare with Europe and the United States, Europe and the United States are at least 3,000 US dollars and 3,000 euros. How big is the difference?

Some low-end manufacturing, our hardware is the lowest end of the entire industry chain, if the things we make for 3,000 RMB are already of high value, then I would like to ask if they can produce 3,000 US dollars and 3,000 euros such a product? It's a concept.

Another concept, why can we make good hardware in the Pearl River Delta? It is because we were led by some people from Taiwan, Hong Kong and foreign countries in the 1980s, so that some private entrepreneurs and some technical personnel in our country grew up.

But Vietnam, India, and Africa have to learn these concepts and production techniques for at least many years before they can complete these things. Therefore, I was thinking that there is no country in the world that can surpass China in accomplishing these things. This is the way I aimed to jump out of the Pearl River Delta and look to the whole world. This is one of the reasons why we can achieve such a high level with such a rotten hardware for so many years. The reason why we make 40%, 50%, 60% or even 100% of the profit in hardware.

Let the salesman do business like a boss

There are many skills in foreign trade team building, but the most important thing is hard work, persistence and the personality charm of a boss, that is, how you lead the team. I also worked as a part-time worker. In 1998, I went to Guangdong, where I joined a Taiwanese company, and then I became a vice president from a general worker.

When I came out, several managers came out with me. I called them together and said a word. There is a saying in the Epang Palace in the Han Dynasty, which means that "We are all bosses for sure. Remember one sentence, we must do what we said, and we must give up the profits of the company.” Now the managers who follow me have been for more than six, seven, or eight years, whether they are doing research and development or making products. The team is very important. Keeping the team is paramount. All the hard work and overtime work are without regrets. It’s no wonder that you are not successful.

How to bring the foreign trade team, we can share. I just talked about how to give up a concept. You have to give him a clear goal. If you want him to get a fixed salary, you can't keep him even if you give him 5,000. people. But you give him a target value for him to challenge himself, he can get 100,000, 150,000, 200,000 this year by his own ability, you let him do it.

I will share how we do it first. I spend nearly 2 million overseas advertisements every year, nearly 20 overseas booths, and I visit at least twice a year for European guests, American guests and American guests. Through such a huge advertising fee, my daily inquiries from customers will not be less than 40 to 50, and I will distribute them to 25 salesmen for free.

At this time, the case will be given to you. If you can follow the case from the time it is given to you to the transaction, after the transaction is completed, we will produce it ourselves or the supplier will do it. We will use a powerful ERP display to display the purchase and purchase There is a price difference in the middle, and 30% of the price difference is directly returned to the salesman. Such a model will improve the morale of the salesman. At the same time, we have a very strong engineering team, a quality team and the assistance of our overseas staff, so that we can help you to complete it together.

When the salesperson has completed five major customer transactions, you can also choose to match a salesman, and I will pay the salary, how many points. The stronger the salesman is like a small boss, our company is to provide a platform for those who have the ability and ability to earn his own labor income on our platform, relying on his ability and ability. Wisdom completes the accumulation of his life and dreams.