3.2.3 Online Marketing Solutions 3.2.3.1 Solution Basis
In addition to traditional advertising media such as advertising on television, in newspapers and magazines. DXMN should diversify its market access and always strive to diversify its advertising channels. The level and education of customers today is quite high, so using the Internet to access the market is a new, feasible method and helps reduce costs. Building an effective method of approaching customers using the Oonline Marketing tool will help the company take a new step forward, bringing certain effectiveness in sales.
3.2.3.2 Solution content
It is necessary to build a training program for all employees on the following knowledge about Marketing and Online Marketing. Regularly update the needs and new habits of customers to have effective approaches. Some tools that DXMN needs to focus on exploiting:
Website : datxanhmiennam.com.vnTake advantage of the company's existing website to provide information about the company, products and services as well as the market situation. This is a strategy that is implemented in the direction of both adaptation and standardization, because this website is designed according to the standard interface of Dat Xanh Group.
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Forums : sharing information with each other is an effective method to attract customers today. A customer who is satisfied with the product he uses will advise another customer, and of course the amount of information
very trustworthy news. Building product promotion plans through this channel will help customers access information and have very good feedback, forums such as lamchame.com, otosaigon.net, webtretho.com ... are the sites that companies need to approach because the number of customers accessing today is very large.
Advertising company products via mobile networks : According to Cimigo's Netcitizens report, in 2012, the rate of people using mobile phones to connect to the internet reached 56% of internet users, while this figure in 2011 was only 27%. The prices of smart mobile phones are continuously decreasing, internet fees are getting cheaper with many attractive promotions, which will be strong catalysts to increase the rate of internet access via mobile phones. Advertising on content networks and applications for mobile phone users can help businesses reach customers anytime, anywhere.
Advertising through Google Adwords tool : the benefit of this tool is that you will not miss any customers, unlimited keywords help ads appear with all relevant customer search queries. Promote many products, messages, unlimited ad formats. Get more customers from the website, increase the conversion rate from website visitors to customers. Reach customers easily, right target customers. The low cost for this tool is quite low as well as the measurability is very high.
Advertising on Facebook : the rate of Facebook users is currently very popular not only in the world but also in Vietnam, with the ability to spread quickly and high interaction. Using this tool will help companies accurately reach potential customers by age - gender - geographic area - interests - marital status.
Documentation, illustrations and models are also essential tools. Make sure that it shows the most prominent features of the house on the front page along with some catchy text or a slogan. Create catchy sentences or phrases, the publicity it generates will be much greater than the cost of creating it. We can also wow our clients by creating a beautiful scale model of the project. Models are often most effective when the property is a development of multiple houses or buildings. One
Models that show the locations of buildings, roads and service areas can be informative and useful.
3.2.3.3 Expected results
All employees at the company have in-depth knowledge of Online Marketing tools, viewing it as an important and effective sales tool.
Create a bridge between the company and customers, build trust and reputation in the eyes of customers.
Sales increased significantly thanks to this effective sales tool.
3.2.4 Human resource solutions 3.2.4.1 Solution basis
Most of the company's staff are quite young and do not have much experience in the real estate business. When working at the company, it takes a long time to gain knowledge and integrate.
The real estate business has different characteristics compared to normal products, so sales staff in this field really need to have certain knowledge about it, as well as the necessary skills and experience to be able to convince their customers. To train an employee with all the above skills and knowledge, building a human resource development training program is really necessary for the company.
3.2.4.2 Contents
To have a truly effective and capable sales force, the company needs to consolidate and develop the human resources department. Always have an effective recruitment policy and regime. Create trust and prestige for the company in the market. Create a modern, dynamic working environment with high promotion opportunities.
The mission of a professional sales team is to bring sales and profits to the company, maintain an effective distribution system, be a bridge between distribution channels, and contribute to building brand value for products by implementing display. Therefore, building a sales team must be the right person for the right job, that is, not necessarily the best person but the most suitable person (culture, level...).
Therefore, building a systematic training and coaching program for sales staff is a very important factor. For example, the sales team must have basic skills and soft skills, depending on the management level of each employee. Specifically,
For the highest level, sales manager, must have advanced strategic management and financial skills; Next is sales manager (with basic marketing skills, trade marketing, human resources skills, project management, planning and supervision skills, advanced training and management); Senior sales staff (with data analysis skills, customer management, training skills, along with computer skills, presentation, basic accounting, basic leadership and management); Finally, sales staff, required to have product knowledge, basic sales skills and computer skills.
In addition, if you want your sales team to stay long-term and work enthusiastically for the business, in addition to the usual salary and bonus, there should be other financial and non-financial incentives.
Accordingly, DXMN needs to pay attention to a good and reasonable salary and bonus system for the sales team by comparing with the salary and bonus system of other companies. This will benefit both the company and the sales force. For the company, it will attract good sales staff to join the company, motivating the sales force to achieve higher and higher results. As for the sales force, they will be more secure about the needs of daily life; they feel that they are rewarded appropriately for the effort they have put in.
To better meet the needs of professional sales teams, while keeping them committed and dedicated to the company for a long time, DXMN also needs to pay attention to additional forms of motivation such as financial (sales competitions with clear goals, simple and short-term rules) and non-financial (weekly, monthly and annual honorary awards or organizing dinners for them and their families, socializing with business owners, etc.). Thereby, businesses contribute to honoring the sales team as well as encouraging, sharing and helping them so that they have more motivation to overcome daily pressures.
However, any form of compensation must have clear objectives and the evaluation and selection methods must be made public from the beginning, ensuring transparency.
3.2.4.3 Expected results
Attracted a large number of talents to join the company's team. By 2016, the company's sales staff had reached 200 employees.
Develop specific plans for knowledge training programs for employees.
Minimize the number of employees leaving the company.
Ensure employee life, have increasingly effective salary and benefits policies.
3.2.5 Building an effective customer relationship management system 3.2.5.1 Solution basis
It is undeniable that the success of a business depends a lot on the relationship between the business and its customers. When the competition in the market is increasingly fierce, attracting and retaining customers is very difficult, so customer relationship management is a very important thing that businesses need to do to have loyal customers.
Nowadays, many business owners apply customer relationship management systems suitable for the company's situation with the purpose of analyzing customer habits and needs based on available data, managing marketing campaigns and improving business efficiency. Customer relationship management is a method that helps businesses approach and communicate with customers in a systematic and effective way, managing customer information such as account information, needs, contacts, etc. to serve customers better.
3.2.5.2 Content
Build customer care and support department
The company needs to build a separate customer care and support department. Functions and development goals are clearly defined. Build a team of experienced and skilled specialists in communicating with customers. Exploit customer data information from many different sources, provide customer information that needs to be exploited to the sales team, orient and train effective customer exploitation and care programs.