昨日めでたく、facebookのHOSONISMページがファンページになりました！
ありがとうございますm(_ _)m
URLはhttp://www.facebook.com/HOSONISM
です♪
かと言って、いきなり新しいことするわけではないが、引き続き地道にやっていこうと思っているわけです。
それで「いいね！」ボタンを押して頂いた方たちのうちの30%ほどの方たちとは面識がない。
ありがたいのは当然のこととして、見方を変えると「新規顧客が30%」ということでもある。ただ、私のファンページの場合は絶対数が少ないので「一人」が「いいね！」押すと数パーセント変わるのである。
また、この一年間のアクセスログを見ると「新規訪問者」が全体の約20%ほどを占めているのだがこの両者の数字を比較すると新規顧客の割合としては「20%」程度が何かしら一つのマイルストーン的な数字になるのかな？と思ったわけ。
こういう書き方をすると誤解を招くのでもう少し詳細に。
毎月なのか年間なのか分からないが、起業した初年度ではなく、ある程度年数を経た会社の新規顧客の割合が20%くらいで推移する会社というのは理想的なんじゃないかい？という仮説である。
いや、これでも誤解を招くな・・・。
あくまで仮説なんだがゴリゴリ営業している会社ならばいざしらず、ある程度既存顧客がいて毎月の売り上げが見えているような場合、その中の比率で「新規顧客」がどれくらいの割合か、ということ。新規顧客からの売り上げが全体の20%くらいで推移しているイメージだと昨対比120%なので悪くない（※その会社のステージに依るよ。いずれにせよケースバイケース。）。
むろん、業種業態によっても違う。
さらにここで言う「既存顧客」というのは一度でも入金履歴のある会社ということね。
なので売上げ予測を考えるときはベースとなる数字があるはず。それで成長前提であれば少なくとも20%くらいが「新規」の取引じゃないとどっか問題がある。「問題がある」という表現もなんか誤解を招きそうだが数値的な観点から課題を探す上でこのあたりから見直すことで発見できる課題は多いかもね。
まずは提供しているサービスが間違っているか不十分といった内部要因である可能性を疑える。もしくは営業力が足りていないという問題も浮上する。
また、既存顧客の依存度が高く新規顧客が無い場合、提供しているサービスよりも顧客側の都合のみで続いているだけ（仕入れ先を変えづらい社内規定があったり、単に担当者が面倒なだけなど）の可能性もあり、これはある日突然無くなる顧客とも言える。担当者変わっただけで売上げが4割減ったという話は別に珍しくもない。
実際のところ時勢などコントロールできない外部要因もあるのだが、既存顧客の依存度が高まるとその顧客が何らかの事情で取引が止まると一気に厳しくなる。
新規顧客を開拓しつつ、サービスレベルを下げずに既存顧客も大切にする。これはしごく当たり前のことだが実践するとなるとなかなか難しい。
私はこのブログとfacebookなどで地道に実践しつつ、新しい試みも入れながら新規と既存の両顧客が満足できるようなことを考えたいと思う。
まぁ、あくまでまだ読者数が少ないからそんな呑気ことが言えるのだし、今後はちょっと「毒強め」で行こうとも思っている。
いずれにせよ「いいね！」ボタン押してくださった方たちにお礼申し上げますm(_ _)m
ありがとうございますm(_ _)m
URLはhttp://www.facebook.com/HOSONISM
です♪
かと言って、いきなり新しいことするわけではないが、引き続き地道にやっていこうと思っているわけです。
それで「いいね！」ボタンを押して頂いた方たちのうちの30%ほどの方たちとは面識がない。ありがたいのは当然のこととして、見方を変えると「新規顧客が30%」ということでもある。ただ、私のファンページの場合は絶対数が少ないので「一人」が「いいね！」押すと数パーセント変わるのである。
また、この一年間のアクセスログを見ると「新規訪問者」が全体の約20%ほどを占めているのだがこの両者の数字を比較すると新規顧客の割合としては「20%」程度が何かしら一つのマイルストーン的な数字になるのかな？と思ったわけ。
こういう書き方をすると誤解を招くのでもう少し詳細に。毎月なのか年間なのか分からないが、起業した初年度ではなく、ある程度年数を経た会社の新規顧客の割合が20%くらいで推移する会社というのは理想的なんじゃないかい？という仮説である。
いや、これでも誤解を招くな・・・。
あくまで仮説なんだがゴリゴリ営業している会社ならばいざしらず、ある程度既存顧客がいて毎月の売り上げが見えているような場合、その中の比率で「新規顧客」がどれくらいの割合か、ということ。新規顧客からの売り上げが全体の20%くらいで推移しているイメージだと昨対比120%なので悪くない（※その会社のステージに依るよ。いずれにせよケースバイケース。）。
むろん、業種業態によっても違う。さらにここで言う「既存顧客」というのは一度でも入金履歴のある会社ということね。
なので売上げ予測を考えるときはベースとなる数字があるはず。それで成長前提であれば少なくとも20%くらいが「新規」の取引じゃないとどっか問題がある。「問題がある」という表現もなんか誤解を招きそうだが数値的な観点から課題を探す上でこのあたりから見直すことで発見できる課題は多いかもね。
まずは提供しているサービスが間違っているか不十分といった内部要因である可能性を疑える。もしくは営業力が足りていないという問題も浮上する。
また、既存顧客の依存度が高く新規顧客が無い場合、提供しているサービスよりも顧客側の都合のみで続いているだけ（仕入れ先を変えづらい社内規定があったり、単に担当者が面倒なだけなど）の可能性もあり、これはある日突然無くなる顧客とも言える。担当者変わっただけで売上げが4割減ったという話は別に珍しくもない。
実際のところ時勢などコントロールできない外部要因もあるのだが、既存顧客の依存度が高まるとその顧客が何らかの事情で取引が止まると一気に厳しくなる。
新規顧客を開拓しつつ、サービスレベルを下げずに既存顧客も大切にする。これはしごく当たり前のことだが実践するとなるとなかなか難しい。私はこのブログとfacebookなどで地道に実践しつつ、新しい試みも入れながら新規と既存の両顧客が満足できるようなことを考えたいと思う。
まぁ、あくまでまだ読者数が少ないからそんな呑気ことが言えるのだし、今後はちょっと「毒強め」で行こうとも思っている。
いずれにせよ「いいね！」ボタン押してくださった方たちにお礼申し上げますm(_ _)m
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