知識・スキル The Turning Point編集部

２種類の顧客

顧客を大きく分けると、２種類になります。

「見込客」「既存客」です。

それぞれ順番に見ていきましょう。

見込客

見込客とは、まだあなたの商品・サービスを買ったことが無いが、今後買う可能性のある人のことです。企業の存続に欠かせない活動の一つが、見込客の獲得です。

見込客をさらに大きく2つに分けると「今すぐ客」と「これから客」に分けられます。「今すぐ客」とは、アプローチすればすぐに顧客化する人のことです。「これから客」は、すぐには顧客化しないがいずれ顧客化する可能性のある人のことです。

この2つの軸で計測をしながら、多くの見込客を獲得し、ビジネスを成長さていく必要があります。
実際に見込客の計測のやり方を見ていきます。

ステップ1　「今すぐ客」を計測する

「今すぐ客」がどの経路であなたの商品・サービスを知ったのか、そして属性を調べます。

ステップ2　「これから客」を計測する

一度会社に対してコンタクトをとったことがある、つまり興味を持ったことがあるので、掘り起こせば顧客化する可能性が十分にあります。
また、将来あなたのサービス・製品に対する購入意欲が高まれば、「今すぐ客」に変わるため、その時に競合にとられないようにしておかなければ損失になります。
しかし、相手がしつこいと感じてしまうと逆効果ですから、適度な距離感と温度感でアプローチを続ける必要があります。

・「これから客」の温度感を把握する

・「これから客」が顧客化するまでのステップを整理し、それぞれの「これから客」が今どの状態にあるのか把握する

というプロセスが必要です。

例えば、対面や電話でヒアリングしたり、メールに対する反応やWebサイトに再度アクセスしているかどうかなどのオンラインでの行動履歴を追跡したり、記録する仕組みをつくり、スコアリング*1形式で把握することができます。

*1 スコアリング：個々の見込客が持つ、自社への将来的な「価値」を予測し、その価値に準じて順位をつけること。順位付けは、デモグラフィックデータやBANT条件と、マーケティングやセールスキャンペーンに対する見込客の行動解析を組み合わせて行う。（出典：マーケティング用語集）

既存客

既存客とは、既に1度でもあなたの商品・サービスを買ったことがある人のことです。複数回、継続的に買ってくれる既存客のことを「リピーター」「常連客」などと呼びます。
一般的に、新規の見込客を増やすことに熱心な傾向が見られますが、実は既存客へのアプローチの方が重要だと言っても過言ではありません。

なぜなら、見込客を獲得するよりも、既存客に買ってもらう方が10倍コストがかからないからです。
見込客を顧客化するには、様々な宣伝広告が必要ですし、それだけの広告費が必要になります。それに対して、既存客はもう既にあなたの商品・サービスを買ったことがあり、理解しているため、同じものを再販するにせよ、新商品を紹介するにせよ、買ってもらいやすいのです。
また、あなたの商品・サービスに心から満足している熱烈なファンができれば、最終的にはいわゆる口コミによって、広告費を使わずに、ファンが新たな見込客を連れて来てくれることになります。

もしあなたに既存客がいるならば、まずは既存客にいかに満足してもらってファンになってもらえるかどうか、あらためて考えてみることをお勧めします。

まとめ

見込客も既存客もどちらも欠かすことはできません。なぜなら、どんなビジネスもお客様がいなければ成り立たないからです。どんなに優れた商品・サービスでも、それを気に入って買うお客様がいなければ成り立ちません。
見込客の獲得と、既存客に対する活動の最適なバランスは、ビジネスの状況やステージによって変わるので一概には言えません。

80：20の法則は意識しておくことをお勧めします。

売上の80%は、20%のファンでつくられており、

売上の20%は、80%の残りの既存客でつくられている。

あなたにまだ既存客がいないなら、まずは見込客の獲得に80%の労力を注ぐべきでしょう。もう既に十分な既存客がいるなら、ファンをいかに増やし、満足させるかに注力すれば良いでしょう。

まずは今、どんな状況なのかを冷静に分析してみてください。

＜参考リンク＞
・マーケティングを学ぶことで変わる未来-フィリップ・コトラー提唱の考え方-

・顧客ロイヤリティを測るフレームワーク：Net Promoter Score(NPS)とは

・売上アップを実現する営業ツールを徹底解説

・業務改善の4原則、ECRS（イクルス）の原則とは？改善事例とツールについて

9,345 件のコメント

  • I am only writing to make you understand what a superb experience our princess undergone viewing yuor web blog. She picked up such a lot of things, with the inclusion of what it is like to possess an ideal teaching style to make the others without hassle thoroughly grasp specified tricky topics. You undoubtedly surpassed visitors’ expected results. Thanks for showing those valuable, trustworthy, revealing not to mention unique tips on your topic to Sandra.

  • I wanted to put you that tiny remark to be able to say thanks a lot over again on the pleasing strategies you have provided in this case. It was really shockingly open-handed with you to make publicly precisely what many of us might have offered for an ebook to get some dough for themselves, notably now that you might have tried it in case you desired. These smart ideas as well served to be the good way to fully grasp that other people online have the identical interest really like my personal own to learn more and more related to this matter. I am sure there are numerous more pleasant periods in the future for many who read carefully your site.

  • Dzięki za wskazówek dotyczących naprawy kredytu na temat tego blogu. Rzeczy i chciałbym rada ludziom byłoby, aby zrezygnować z rzeczywistej mentalności że będą teraz i wypłać później. As a as be a} społeczeństwo {my|my wszyscy|my wszyscy|wielu z nas|większość z nas|większość ludzi} ma tendencję do {robienia tego|robienia tamtego|próbowania tego|zdarzyć się|powtórz to} dla wielu {rzeczy|problemów|czynników}. Obejmuje to {wakacje|wakacje|wypady|wyjazdy wakacyjne|wycieczki|rodzinne wakacje}, meble, {i|jak również|a także|wraz z|oprócz|plus} przedmiotów {chcemy|chcielibyśmy|życzymy|chcielibyśmy|naprawdę chcielibyśmy to mieć}. Jednak {musisz|musisz|powinieneś|powinieneś chcieć|wskazane jest, aby|musisz} oddzielić {swoje|swoje|to|twoje obecne|swoje|osoby} chcą {od wszystkich|z potrzeb|z}. {Kiedy jesteś|Kiedy jesteś|Kiedy jesteś|Jeśli jesteś|Tak długo, jak jesteś|Kiedy} pracujesz, aby {poprawić swój kredyt|poprawić swoją zdolność kredytową|zwiększyć swój kredyt|zwiększyć swój kredyt|podnieś swój ranking kredytowy|popraw swój kredyt} wynik {musisz zrobić|zrobić|faktycznie potrzebujesz|naprawdę musisz} dokonać kilku {poświęceń|kompromisów}. Na przykład {możesz|możesz|możesz|możesz|będziesz mógł|| możesz|prawdopodobnie możesz} robić zakupy online {aby zaoszczędzić pieniądze|aby zaoszczędzić pieniądze|aby zaoszczędzić} lub {możesz przejść do|może się zwrócić|może odwiedzić|może obejrzeć|może sprawdzić|może kliknąć} używane {sklepy|sklepy|detaliści|sprzedawcy|punkty sprzedaży|dostawcy} zamiast {drogie|drogie|drogie|drogie|drogie|drogich} domów towarowych {dla|w odniesieniu do|dotyczących|odnoszących się do|przeznaczonych dla|do zdobycia} odzieży {strzykawki insulinowe 1ml|strzykawki tuberkulinowe|strzykawki|strzykawka|strzykawki insulinowe|strzykawki do insuliny|strzykawki trzyczęściowe tuberkulinowe|strzykawka tuberkulinowa|strzykawka insulinowa|strzykawka do insuliny|strzykawka trzyczęściowe tuberkulinowa}.

  • First of all I would like to say great blog! I
    had a quick question which I’d like to ask if you do not mind.
    I was interested to find out how you center yourself and clear your thoughts before
    writing. I have had a tough time clearing my mind in getting my ideas out there.
    I do take pleasure in writing but it just seems like the first 10 to 15 minutes are generally
    lost simply just trying to figure out how to begin. Any suggestions or
    tips? Many thanks! 0mniartist asmr

  • What’s Taking place i’m new to this, I stumbled upon this I’ve discovered It absolutely helpful and it has aided me out
    loads. I am hoping to contribute & aid different customers like its aided me.
    Good job.

  • My spouse and I absolutely love your blog and find many of your post’s to be precisely
    what I’m looking for. can you offer guest writers to write content for yourself?
    I wouldn’t mind publishing a post or elaborating on a
    number of the subjects you write related to here.
    Again, awesome web site!

  • Hey there! I understand this is sort of off-topic but I had to ask.
    Does running a well-established blog such as yours take a massive amount work?
    I am completely new to writing a blog but I do write in my journal
    on a daily basis. I’d like to start a blog so I can easily share my own experience and views online.
    Please let me know if you have any kind of recommendations or tips for brand new
    aspiring bloggers. Thankyou!

  • you are truly a just right webmaster. The website loading speed
    is amazing. It sort of feels that you are doing any distinctive trick.
    Also, The contents are masterwork. you’ve performed a great activity
    in this matter!

  • My partner and I stumbled over here by a different web address and thought I should check things out.
    I like what I see so now i am following you. Look forward to looking over your web page
    repeatedly.

  • scoliosis
    Excellent beat ! I wish to apprentice whilst you amend your site, how could i subscribe for a weblog website?
    The account aided me a applicable deal. I have been tiny bit acquainted of this your
    broadcast provided bright clear idea scoliosis

  • scoliosis
    Awesome blog! Is your theme custom made or did you download it from somewhere?

    A design like yours with a few simple adjustements would
    really make my blog jump out. Please let me know where
    you got your theme. Thanks a lot scoliosis

  • I seriously love your site.. Pleasant colors
    안전토토
    & theme.
    Did you make this site yourself? Please reply back as I’m looking to create my own personal blog and would like to
    learn where you got this from or just what the theme is called.

    Cheers!

  • scoliosis
    For latest news you have to pay a visit the web and on the web
    I found this site as a finest website for newest updates. scoliosis

  • I would like to thank you for the efforts you have made in writing this article.

    안전놀이터
    Greetings! Very helpful advice in this particular article!
    It is the little changes that make the greatest changes.
    Thanks a lot for sharing!

  • hello!,I really like your writing so much!

    percentage we keep up a correspondence more approximately your post on AOL?
    I require a specialist in this house to solve my problem. May be that is
    you! Looking ahead to peer you.

  • Hello There. I discovered your weblog using msn. That
    is a really well written article. I’ll be sure to bookmark it and
    come back to learn extra of your useful information. Thanks for the post.
    I will certainly return.

  • Hello I am so delighted I found your blog page, I
    really found you by mistake, while I was browsing on Aol for something
    else, Nonetheless I am here now and would just like to say
    many thanks for a tremendous post and a all round entertaining blog (I also love the theme/design),
    I don’t have time to browse it all at the moment but I have saved it and also included
    your RSS feeds, so when I have time I will be back to read much more, Please do
    keep up the excellent job. https://hydroxychloroquinee.com/

  • Howdy! This article couldn’t be written any better!
    Looking at this article reminds me of my previous roommate!
    He constantly kept talking about this. I most certainly will send this post to him.
    Pretty sure he’ll have a good read. Thanks for sharing!

  • Thank you for every other informative web site. Where else
    may just I get that type of info written in such an ideal manner?

    I’ve a venture that I am just now working on, and I’ve
    been on the glance out for such info.

  • Hey there! Do you know if they make any plugins to help
    with Search Engine Optimization? I’m trying to
    get my blog to rank for some targeted keywords
    but I’m not seeing very good success. If you know of any please share.
    Cheers!

  • I am really impressed with your writing skills and also with the layout on your
    blog. Is this a paid theme or did you modify it yourself?
    Either way keep up the excellent quality writing, it’s rare to see a great blog like this one nowadays.

  • Thanks for the marvelous posting! I really enjoyed reading it, you happen to be
    a great author. I will be sure to bookmark your blog and will often come back
    down the road. I want to encourage you to definitely continue your great writing,
    have a nice afternoon! http://droga5.net/

  • I know this web site presents quality dependent posts
    and other information, is there any other website which offers such information in quality?

  • Kayseri escort sitesine tıkla birbirinden kaliteli Kayseri Escort partnerler ile görüşme şansı yakala! Kayseri escort sitesi Kayseri escort ilanları sunar.

  • Kayseri escort sitesine tıkla birbirinden kaliteli Kayseri Escort partnerler ile görüşme şansı yakala! Kayseri escort sitesi Kayseri escort ilanları sunar.

  • Kayseri escort sitesine tıkla birbirinden kaliteli Kayseri Escort partnerler ile görüşme şansı yakala! Kayseri escort sitesi Kayseri escort ilanları sunar.

  • I precisely wanted to thank you very much yet again. I do not know what I would have undertaken in the absence of the methods provided by you regarding such a area of interest. It had been a frustrating concern for me, nevertheless looking at the very skilled mode you treated it forced me to leap over delight. I am thankful for the information as well as have high hopes you find out what a great job your are getting into educating many people through the use of your web page. I am sure you’ve never come across any of us.

  • I’m impressed, I must say. Actually hardly ever do I encounter a weblog that’s each educative and entertaining, and let me let you know, you will have hit the nail on the head. Your concept is excellent; the issue is one thing that not sufficient persons are speaking intelligently about. I’m very completely happy that I stumbled across this in my search for one thing referring to this.

  • I think this is among the most vital info for me.
    And i am glad reading your article. But wanna remark on few
    general things, The website style is perfect, the articles is really great :
    D. Good job, cheers

  • This is the perfect website for anybody who wishes to understand
    this topic. You realize a whole lot its almost
    tough to argue with you (not that I actually will need to…HaHa).
    You certainly put a fresh spin on a topic that has been discussed for decades.
    Wonderful stuff, just great!

  • you are in point of fact a good webmaster.
    The site loading velocity is amazing. It seems that you’re
    doing any unique trick. Moreover, The contents are masterpiece.
    you have performed a excellent process on this matter!

  • I’m not sure why but this web site is loading incredibly slow for me.
    Is anyone else having this issue or is it a issue
    on my end? I’ll check back later and see if the
    problem still exists.

  • Ahaa, its good discussion on the topic of this piece of writing here at this web site, I
    have read all that, so now me also commenting at this place.

  • I just could not depart your web site prior to suggesting that I extremely enjoyed the standard information a person supply on your visitors? Is gonna be back steadily to investigate cross-check new posts.

  • Generally I do not read article on blogs, however I wish to say that this write-up
    very forced me to try and do it! Your writing style
    has been surprised me. Thank you, quite great post.

  • Do you mind if I quote a couple of your posts as
    long as I provide credit and sources back to your website?

    My blog is in the exact same area of interest as yours and my users would really benefit from some of the information you present here.
    Please let me know if this alright with you. Thanks a lot!

  • naturally like your web site but you have to test the spelling on quite a few of your posts.

    A number of them are rife with spelling issues and I to find it very bothersome to tell the reality then again I
    will surely come back again.

  • I just could not go away your web site before suggesting that I really enjoyed the standard info an individual supply in your guests? Is going to be again regularly in order to check up on new posts.

  • What’s Happening i am new to this, I stumbled upon this I have found It positively helpful and it has helped me out loads.
    I’m hoping to contribute & aid other customers like its helped
    me. Good job.

  • Thanks for a marvelous posting! I really enjoyed reading it, you
    could be a great author. I will be sure to bookmark your blog and will eventually come back
    sometime soon. I want to encourage yourself to continue your great job, have a nice
    evening!

  • I really love your blog.. Pleasant colors & theme.
    Did you make this site yourself? Please reply back as I’m looking to create my very own site and would like to
    learn where you got this from or exactly what the theme is called.

    Many thanks!

  • I every time used to read paragraph in news papers but
    now as I am a user of web so from now I am using net for articles or reviews, thanks to web.

  • Generally I don’t learn article on blogs, but I would
    like to say that this write-up very forced
    me to take a look at and do so! Your writing style has been amazed me.
    Thanks, quite nice post.

  • Hi! This is my first comment here so I just wanted to give a quick shout out and tell you I really enjoy reading through your articles.

    Can you suggest any other blogs/websites/forums that cover the same subjects?
    Thanks a lot!

  • I do not even know how I ended up here, but I thought this post was good.
    I don’t know who you are but certainly you are going to a famous blogger if you are not already 😉 Cheers!

  • It’s really a cool and useful piece of information. I am satisfied that you just shared this useful information with us. Please keep us up to date like this. Thank you for sharing.

  • I have been exploring for a little bit for any high-quality
    articles or blog posts in this kind of area . Exploring in Yahoo I finally stumbled upon this web site.
    Reading this info So i’m glad to exhibit that
    I’ve an incredibly excellent uncanny feeling
    I came upon just what I needed. I such a lot for sure will
    make certain to don?t forget this website and give it a look
    on a continuing basis. scoliosis surgery https://0401mm.tumblr.com/ scoliosis surgery

  • you are really a good webmaster. The website loading pace is amazing.
    It seems that you are doing any unique trick. Moreover, The contents are masterpiece.
    you have done a magnificent activity in this matter!
    ps4 https://bitly.com/3z5HwTp ps4

  • Wow, wonderful blog format! How long have you ever been running a blog for? you made blogging glance easy. The total glance of your web site is wonderful, let alone the content material!

  • Wow, incredible weblog structure! How lengthy have you been running a blog for? you made running a blog glance easy. The entire glance of your website is magnificent, as neatly as the content!

  • A lot of thanks for your own labor on this web page. Betty enjoys getting into research and it’s simple to grasp why. Most of us notice all regarding the compelling method you create useful steps via the blog and in addition improve contribution from some others on this issue then my girl is always learning a lot. Enjoy the remaining portion of the year. You have been conducting a really great job. blog

  • I enjoy you because of all of the effort on this web site. Ellie really loves going through investigations and it’s simple to grasp why. My partner and i notice all relating to the dynamic manner you deliver simple things on your web site and therefore attract contribution from the others about this theme so our own simple princess is truly being taught so much. Have fun with the remaining portion of the new year. Your doing a really great job. blog

  • Wow, incredible blog layout! How long have you been running a blog for? you make running a blog glance easy. The whole glance of your site is great, as neatly as the content!

  • An impressive share! I have just forwarded this onto a colleague who has been doing a
    little homework on this. And he in fact ordered me dinner because I
    stumbled upon it for him… lol. So allow me to reword this….
    Thanks for the meal!! But yeah, thanks for spending the
    time to discuss this issue here on your website.

  • I have to thank you for the efforts you’ve put in writing this blog.
    I’m hoping to see the same high-grade blog posts from you in the future
    as well. In truth, your creative writing abilities has motivated me to get my
    own, personal blog now 😉

  • Холостячка 2 сезон https://bit.ly/39ioLkW Смотреть онлайн шоу Холостячка 2 сезон на СТБ.
    Пост шоу можно смотреть тут. Холостячка стб 2 сезон 1-2 серия

  • Холостячка 2 сезон https://bit.ly/39ioLkW Смотреть онлайн шоу Холостячка 2 сезон на СТБ.
    Пост шоу можно смотреть тут. Холостячка стб 2 сезон 1-2 серия

  • Холостячка 2 сезон https://bit.ly/39ioLkW Смотреть онлайн шоу Холостячка 2 сезон на СТБ.
    Пост шоу можно смотреть тут. Холостячка стб 2 сезон 1-2 серия

  • Холостячка 2 сезон https://bit.ly/39ioLkW Смотреть онлайн шоу Холостячка 2 сезон на СТБ.
    Пост шоу можно смотреть тут. Холостячка стб 2 сезон 1-2 серия

  • В хорошем качестве смотреть фильмы онлайн бесплатно фильм Нас других не будет на телефон новинки фильмов 2021. Новинки фильмов 2021 вышедшие в хорошем. Новинки кино вышедшие в хорошем качестве 2021. Онлайн фильмы 2021 новинки. Новые фильмы 2021 онлайн бесплатно в хорошем. Фильмы 2021 смотреть бесплатно хорошем качестве новинки. Новинки кино 2020 смотреть бесплатно. Новинки фильмов 2021 года уже вышедшие. Новинки кино 2021 бесплатно. Смотреть фильм бесплатно про новинки. Лучший герой фильм 2021 смотреть онлайн.

  • Лучшие фильмы онлайн Янтарные копы (Бурштиновi копи) мертвых новинки фильмов 2021 смотреть онлайн. Фильмы онлайн лучшие новинки. Новинки кино 2021 уже вышедшие. Лучшие фильмы новинки вышедшие смотреть. Новые фильмы 2021 уже вышедшие в хорошем. Русские фильмы новинки бесплатно. Новинки 2021 года фильмы смотреть онлайн. Лучшие новинки фильмы года. Смотреть русские фильмы 2021 года новинки. Новинки фильмов вышедшие в хорошем качестве бесплатно. Новые фильмы 2021 смотреть онлайн в хорошем.

  • Сериал и фильмов о Чернобыль было очень много, все они по-своему интересны. Однако именно американский канал HBO создал действительно интересный. Сериал чернобыль hbo. Смотреть новые сериалы 2021 года.

  • Сериал и фильмов о Чернобыль было очень много, все они по-своему интересны. Однако именно американский канал HBO создал действительно интересный. Сериал чернобыль зона. Смотреть новые сериалы.

  • Джошуа – Усик: відомі гонорари боксерів за чемпіонський OleksandrUsyk Бокс: бій між Усиком та Джошуа офіційно санкціоновано WBO. Субота, 22 травня 2021, 23:48. 73084. Всесвітня боксерська організація (WBO) у п’ятницю офіційно санкціонувала бій між українцем Олександром

  • I have been browsing online more than three hours
    today, yet I never found any interesting article like yours.
    It’s pretty worth enough for me. Personally, if all website owners
    and bloggers made good content as you did, the internet
    will be a lot more useful than ever before.

  • When I originally commented I clicked the -Notify me when new comments are added- checkbox and now every time a remark is added I get four emails with the identical comment. Is there any method you can remove me from that service? Thanks!

  • Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point. You definitely know what youre talking about, why waste your intelligence on just posting videos to your site when you could be giving us something enlightening to read?

  • A formidable share, I simply given this onto a colleague who was doing somewhat evaluation on this. And he in actual fact purchased me breakfast as a result of I discovered it for him.. smile. So let me reword that: Thnx for the deal with! But yeah Thnkx for spending the time to discuss this, I feel strongly about it and love reading more on this topic. If doable, as you change into experience, would you mind updating your blog with extra particulars? It is extremely helpful for me. Massive thumb up for this weblog put up!

  • What i don’t understood is actually how you are no longer actually a lot more well-favored than you might be now. You are so intelligent. You realize thus significantly in terms of this topic, produced me individually believe it from a lot of various angles. Its like men and women don’t seem to be fascinated unless it is something to accomplish with Woman gaga! Your personal stuffs excellent. Always handle it up!