고객DB는 어떻게 구축하는가? - (3) "상위실적 1% 영업사원의 시장조사 노하우"(프로미스_콜드콜링)

Summary

The video script focuses on the strategies for building a customer database and achieving sales success. It emphasizes the importance of passion and the ability to secure new customers, highlighting that top salespeople invest unseen effort in understanding clients. The speaker shares practical tips, such as using government websites, company pages, and various media to gather information, and stresses the need for a proactive approach in market research. The goal is to create a rich customer database that can lead to sustainable sales success.

Takeaways

• 📈 The video focuses on the strategies for building a customer database and the importance of market research for sales success.
• 🔍 The speaker emphasizes the top 1% of salespeople share common traits: passion and the ability to secure new customers.
• 🔥 Passion in sales is not about visible hard work but rather about the meticulous research and understanding of customers that happens behind the scenes.
• 💼 The ability to secure new customers is crucial, accounting for about 65% of the sales process, and requires a proactive and creative approach.
• 🏢 The speaker suggests starting market research with basic data collection from sources like government websites and business directories.
• 🌐 Active use of company websites, including those of competitors, can provide valuable insights into their operations and issues.
• 📰 Utilizing newspapers, magazines, and industry-specific publications can help gather information on company news and executive changes.
• 🤝 Participating in trade shows, seminars, and networking events can lead to direct contact with decision-makers and exchange of business cards.
• 🔔 Setting up Google News Alerts for specific keywords can help stay updated on relevant news and developments.
• 👥 While social media can be useful for some, it may not be as effective in Korea due to the nature of local corporate culture and the limited public presence of executives on platforms like Facebook and Twitter.
• 📈 The essence of building a customer database is creating value from nothing and finding joy and fulfillment in the process of self-driven research and development.

Q & A

What is the main topic of the video script?

The main topic of the video script is about building a customer database and sharing market research know-how that can help improve sales performance.

What are the two common traits of top 1% salespeople mentioned in the script?

The two common traits of top 1% salespeople mentioned are passion and the ability to secure new customers.

How does the script define 'passion' in the context of sales?

In the script, 'passion' is defined not as visible hard work but rather as the diligent research and understanding of customers in areas that are not immediately visible.

What is the importance of market research in sales according to the script?

According to the script, market research is crucial in sales as it helps in identifying customer issues and needs, which in turn can significantly increase the success rate of sales pitches.

What are some of the sources recommended in the script for obtaining basic data for market research?

The script recommends sources such as the official websites of government branches, local governments, the list of top 1000 companies in Korea, and the Small and Medium Business Administration's information system for obtaining basic data.

How can salespeople utilize company websites for market research as suggested in the script?

Salespeople can utilize company websites by visiting them to gather information such as company profiles, recent news, and contact information of employees, which can help in understanding the company's issues and needs.

What is the significance of understanding 'first and second issues' in building a customer database?

Understanding 'first and second issues' is significant as it helps in identifying both the apparent issues available through public media and the internal issues that can only be discovered through direct contact with the customer.

Why is it important for salespeople to create their own customer database according to the script?

It is important for salespeople to create their own customer database to ensure there is no gap between the salesperson and the database creator, allowing for a more focused and personalized approach to each customer.

What are some of the strategies mentioned in the script for converting a given database into a personal one?

Some strategies mentioned include critically evaluating the given database for accuracy, supplementing it with additional research, and categorizing the information to make it more relevant to the salesperson's needs.

How can salespeople make use of newspapers, magazines, and industry directories for market research?

Salespeople can use newspapers, magazines, and industry directories to gather information on company news, executive changes, and industry trends, which can be used to identify potential customer issues and needs.

What is the role of participating in exhibitions, communities, and seminars as part of market research?

Participating in exhibitions, communities, and seminars allows salespeople to meet decision-makers, exchange business cards, and establish contacts, which can lead to smoother interactions and a better understanding of customer needs.

What is the benefit of setting up Google News Alerts for market research as mentioned in the script?

Setting up Google News Alerts helps salespeople to not miss out on any relevant information about their chosen keywords, allowing them to accumulate information over time and stay updated on the latest developments.

How can social networking sites (SNS) be utilized for market research according to the script?

While SNS may not be as helpful in Korea due to the nature of corporate use, they can still be used to gather information about company events or issues through official company pages, although it's advised to use them cautiously to avoid being intrusive.

What are some of the platforms mentioned in the script for gathering information through associations, groups, and online forums?

The script mentions platforms such as online cafes, business clubs, and various associations where salespeople can gather information and make contacts that can aid in their market research.

What is the final message the speaker wants to convey about the essence of sales and building a customer database?

The final message is that the essence of sales and building a customer database lies in creating something from nothing through one's own efforts, which brings joy and satisfaction, and this is the fundamental nature of sales.