最有效的客户开发策略：吸引而非骚扰
文|Tess公众号| Tess外贸Club（Tess_2006）
几乎所有的业务员都会把业绩寄托在开发客户上。从底层逻辑来讲，这并没有什么问题，没有客户，哪里来的业绩？问题是，为什么卖同样的东西，有些人是销冠，有些人就是卖不出去呢？
Most salespeople rely on customer acquisition for performance. Logically speaking, this makes perfect sense - no customers means no sales. But why do some people become top sellers while others struggle to sell the same product?
我觉得问题出现在大家对开发客户的理解上。有人认为，开发客户是有流程的，无非就是找到潜在客户的联系方式，联系客户，推销产品。至于是否成交，who knows啥时候能成功。
I believe the problem lies in people's understanding of customer acquisition. Some think it's just a process: find potential customers' contact information, reach out, and pitch products. As for whether a deal will close, who knows when success will come.
根据我开发客户的经验，我觉得开发客户的流程是：找到潜在客户，筛选客户，吸引客户，让客户主动上门。只有这样，才能最大程度地提高的成交率，成为销冠。
Based on my experience, the real customer acquisition process should be: find potential customers, filter them, attract them, and make them come to you proactively. Only this way can you maximize conversion rates and become a top seller.
5个吸引客户的实战案例
5 Practical Cases of Attracting Customers
1. 提供有价值的信息
1. Provide Valuable Information
小王是一名软件销售员，客户群体主要是中小型企业。他先在社媒上加了一些潜在客户，然后时不时在社媒上发布一些潜在客户感兴趣的话题。比如："如何通过自动化工具提高运营效率"。
Xiao Wang is a software salesman targeting SMEs. He first connected with potential clients on social media, then regularly posted content they'd find valuable, like "How to Improve Operational Efficiency with Automation Tools".
2. 找到客户的痛点
2. Identify Customer Pain Points
小张是一名外贸机械设备销售员，他发现很多潜在客户在网上搜索与设备保养相关的内容。于是，他就写了几篇关于如何选择和维护机械设备的专业文章。
Xiao Zhang sells mechanical equipment internationally. Noticing prospects searching for maintenance tips online, he wrote professional articles about equipment selection and maintenance.
3. 社交媒体活动
3. Social Media Campaigns
小李是一名销售化妆品外贸业务员，他通过Instagram和Facebook展示公司的天然护肤品，同时组织了一个互动活动，邀请潜在客户分享他们的护肤问题。
Xiao Li sells cosmetic products internationally. He showcased natural skincare products on Instagram and Facebook while running interactive campaigns inviting prospects to share their skincare concerns.
4. 利用免费工具
4. Leverage Free Tools
小王是一名软件销售员，他的公司推出了一款项目管理软件。为了吸引潜在客户，他提供了一款简化版的免费工具。
Xiao Wang's company developed project management software. To attract leads, he offered a simplified free version.
5. 成功案例分享
5. Share Success Stories
小刘是一名建筑材料销售员，他在公司网站和社交媒体上分享了一个成功案例，展示了他为某建筑公司提供的材料如何帮助其项目节省成本并提高施工效率。
Xiao Liu sells construction materials. He shared a case study showing how his materials helped a construction company save costs and improve efficiency.
以上这些案例距离我们并不远，展示了在开发客户阶段，业务员如何通过各种吸引策略，使潜在客户主动联系自己。
These practical cases demonstrate how salespeople can use various attraction strategies to make prospects reach out proactively during the customer acquisition phase.
