Research On Improving Customers Contract Signing Rate Of AnsiAuto Imp&Exp. Co.,ltd.

The Capital that the small and medium company can invest on the customers is very limited, and the low contract signing rate is a common phenomenon that existed in the most of the small and medium companies. So improving the customer contract signing rate has very big significance for all the small and medium companies. The famous PARETO 80% to 20% law states that the 20% of core customers usually will bring around 80% of the total profit of the companies, it is important to classify the customers into different groups and traded in different ways. By clearing up the past 12 months customers data of all the customers, we sort all the customers into contract signed clients and unsigned potential clients. Through analyzing the course of customers buying decision, we summed up the course of foreign trade customers purchase decision, and extracted several key factors in the course: price inquiry, feedback of inquiry, sending sample, samples feedback. Here the potential customers were sorted into four groups from one star to four stars, and the signed customers sorted as five stars. From one star to four stars potential customers, more stars means higher possibility to contract signing and more important. According the core customers management principle, in order to improve the customers contract signing rate, we must be focus on the higher stars potential clients and increase the times and frequency for purchase of the signed customers. According to RFM law, we sorted four and half stars from all the four stars clients. Meanwhile, through the statistics software analysis, we found the higher possibility to sign the contracts, the more contact times the customers contacted us. And also found whether having company name doesn’t relate to the contract sign possibility, but whether having website does have relationship with the sign possibility. According to the customer satisfying management and complain treatment theory, combining the analyzing the foreign trade customer’s characteristic, we summed up the following reasons for contract un-signing: price element, quantity element, product element, payment element, opportunity element, market element, communication element, other elements not related to the products and so on. According to the way to trade with the customer complain and the characteristic of the foreign trade customers, this article presented some suggestion to figure out the reason for un-signing. The suggestions include requiting the price, improving the products, changing the communication way, solve customer’s real requirement and so on. The customer contract signing rate can be improved well through these ways.