Chapter 33 Chapter 1 Developing Customers: Customers are by your side

The customer's purchasing psychology includes: Why do customers have such motives?Why do you become interested in the product and buy it?They need a certain product, why would they choose this product over that product?These problems are the customer's buying psychology at work.When developing customers, if you can understand their psychology, you can be targeted. The psychological types of customers are not single, and there are different classifications according to different classification standards. Emphasis on practicality is the general psychology of people, especially in our country.First of all, because the living standard of the Chinese people is not high, the consumption concept is still maintained at a mid-range level, with practicality as the core.They buy commodities mainly because these commodities can meet their basic needs in terms of clothing, food, housing and transportation.When mentioning the Chinese people, people will always think of such words as "hardworking" and "thrifty". Therefore, the general buying psychology of Chinese consumers first requires that the product is practical and can meet his needs, that is, it has practical value.

The pursuit of "genuine goods at a fair price" is the basic demand of every consumer, and every customer hopes to be treated honestly.Due to the asymmetry of information, customers must not know as much information about the quality and price of goods as merchants, so customers' requirements for the "authenticity" of goods are more urgent. For different commodities, the expression of "beauty" may be different, but one thing is the same, that is - it looks pleasing to the eye.The "beauty" of a piece of clothing is reflected in its color and style; the "beauty" of a piece of furniture is reflected in its design and color; household appliances, people are willing to choose beautiful appearance; mobile phones, people like the color and small appearance The pursuit of beauty is an instinctive and universal need of human beings, and it is human nature to love beauty.

With the development of the market economy, various commodities emerge in an endless stream, and the price requirement has gradually become the most urgent requirement of customers after the above three requirements.Many merchants cannot gain a competitive advantage in terms of product quality and product appearance, so they turn to improve technology, reduce costs, and compete from the price of products. Strategy. No matter how "real", "real", "beautiful" and no matter how low the price is, once they lack changes in styles and other aspects, customers will also experience "aesthetic fatigue".Especially when it comes to clothing, food or high-tech products, many customers have a consumption psychology of pursuing "advanced" and "fashionable".Especially in clothing, although the quality and fabric of some clothes are no different from other clothes, but the novel and unique design makes customers feel fresh and new, thus gaining their approval and satisfying their "new" psychology.

Many customers are often influenced by brands when purchasing products and like to pursue famous brands.Because these customers think that their identity, status is high or their economic conditions are good, they try their best to distinguish themselves from others, or in other words, they want to show their identity, status and prestige through external things such as commodities.Then buying expensive and prohibitive goods has become their preferred way.For example, drive a "BMW" or "Mercedes-Benz" car; live in an expensive suite or villa; wear international famous brands; stay in a five-star hotel on a business trip; eat in a first-class restaurant; "Remy Horse" etc.

Many people follow fashion because they have no choice but to follow suit. They are afraid that they will lag behind others in terms of basic necessities of life, food, housing, transportation, etc., and lag behind the general behavior of the society or the style of a small group they belong to. I have to follow suit or see someone's actions out of strong jealousy, and I have the idea that I must surpass others. The "safety" psychology is shared by many customers, because people have the psychology of self-protection. The "safety" psychology responds differently under different conditions.People may fear for their safety when they go to certain service industries to receive their services.For example, when you go to a restaurant to eat, you worry about whether their tableware is hygienic; when you go to a pharmacy to buy medicine, you worry about whether the medicine is counterfeit; Poisonous rice, fake wine or unqualified hygiene... Everyone has such a self-protection mentality, and customers are no exception.

Many products involve the privacy of customers, so when such customers buy items, they often buy with a "privacy" mentality.Affected by the psychology of "privacy", when they choose products, they often choose the right time to buy.For example, women are often evasive when buying sanitary products, and they don’t care much about the price; while some men also seem very uncomfortable when they buy some kidney-reinforcing products and want to enhance their sexual function through these products, because they are afraid of other people’s strangeness. Eyes, especially afraid of running into one's acquaintances, old friends or other female customers.

In addition, for service industries, such as beauty, bathing, catering and other industries, people have other purchasing psychology, such as seeking comfort, cleanliness, convenience, hygiene, respect, and health. Therefore, if the salesperson can accurately grasp the buying psychology of customers, and then approach them and persuade them, then the probability of success will be relatively high. Salespeople should not be too blind when looking for potential customers, but must master some basic methods.These methods are actually very simple, the most important thing is hard work and persistence.The market is the biggest classroom, and customers are the best teachers.Therefore, salespeople must know how to learn and summarize in practice, pay attention to listening, watching and thinking more.

There are three ways to find potential customers. In most cases, when searching for potential customers, one should first obtain relevant customer information from within the company, which is accurate, fast, time-saving and labor-saving, and can be said to be a feasible shortcut. Introductory Act.Find potential customers through existing customers.With the cooperation and assistance of existing customers, many prospective customers can often be found.Therefore, salespersons must not ignore the role of old customers, learn to cultivate a group of loyal old customers, and use the power of these customers to obtain more lists of prospective customers.Because behind everyone there are many friends.

exchange method.Exchange customer lists with salespeople from other companies. Finding prospective customers from market research refers to a method to realize sales strategy in a larger area and a wider field of vision.For example, if looking for customers from within the enterprise and from existing customers and relatives and friends is "fishing with a fishing rod", then searching for potential customers from market research is "fishing with a net", which has a wide coverage. , It is often easy to achieve better sales performance and find more potential customers. If none of the above methods can achieve what you want, then the salesperson needs to further expand the search area, which requires market research visits to develop potential customers.

The market research visit method requires us to do the following two things. First, find potential customers anytime, anywhere.A good salesperson will look for potential customers anytime and anywhere.And all kinds of social activities are the best time to find potential customers, such as wedding banquets, funerals, symposiums, lectures, etc.After graduating from university, Ms. Chen worked in Guangzhou as a salesman in an electrical appliance company.She has just arrived and is not familiar with the place, so she must go mountaineering on Saturdays and Sundays, and also go to concerts, concerts, etc. It can be said that she must go to every meeting.As a result, I met many potential customers in a short period of time, and the business is doing very well.

Second, send out business cards on a large scale.Every salesman should try to let more people know what you do and what products you are selling.That way, when they need these items, they will think of you. You can use some beneficial social activities to meet some people and let more people know you. At this time, you should use your business card.The business card you make must be unique, so that it will not be ignored or forgotten by the other party, or it will not be found in the trash can the day after it is distributed to others. Everyone uses business cards, but Joe Gillard does it differently: He passes them around, at the mall, at restaurants, and even at sports events to promote himself.He booked the best seats and brought 10,000 business cards.As the crowd cheered the star's entrance, he threw out his business card.He believes that this approach has helped him make a lot of business.When people want to buy a car, they will naturally think of the salesman who threw away the business card and the name on the business card: Joe Gillard.This is where his success comes from. Some people have customers, and if you let them know where you are and what you sell, you are likely to get more opportunities. For many salespeople, the most troublesome and difficult thing is to develop potential customers.In fact, things are far from as difficult as imagined, and your existing customer base can be well developed. Pay attention to analyze the customer information you have collected, and you will not find it difficult to find that there are still many potential customers hidden in the existing customer base, and there is a large customer market waiting for you to explore.Then how to develop it? There is a good method called referral, which is to ask existing customers to help introduce new customers. This is one of the most effective ways to generate leads and is a great resource to ensure you keep getting leads.Through referrals, it can also reduce the strangeness of the first visit, and at the same time have the recognition of existing customers, which is more preconceived and persuasive, and can win the recognition of potential customers and facilitate transactions.As a result, your customer base is like a snowball, getting bigger and bigger! A salesperson can make a request to a customer and explain what a referral is.Only when it is approved by the customer, the customer will tell you the current situation of the friend and the family situation. Specifically, two things must be done to obtain customer approval: Have a sense of responsibility, keep your credibility, and have a sense of responsibility.In business activities, we must pay attention to reputation and credit, and win the trust of customers with practical actions, so that customers are willing to make referrals. To provide customers with satisfactory services, only by touching the hearts of customers with sincere service, will they be recognized by customers, and customers will safely introduce this service to friends, recommend you to friends, and voluntarily feed back information from friends. Getting customers to recognize you is a very important step. After taking this step, things will be easier to handle later.But if you encounter a customer who refuses to provide a referral, you should find out the reason for the customer's refusal as soon as possible, dispel the customer's concerns, and relieve the customer's worries. When you get the customer's approval, he will provide you with some detailed information on potential customers.When you collect this information, you mainly grasp the potential customer's name, age, family and work address and phone number, educational background and future plans.At the same time, it can also learn the interests of potential customers and grasp the emotions and personalities of potential customers.In this way, you have a general understanding and understanding of potential customers, laying the foundation for strange visits. According to the information we have, carefully screen potential customers, choose the potential customers with the most possibility and the most purchasing power to visit, and lock the main target.After locking the customer, choose the appropriate visiting time, visiting method, and visiting topic, and carefully design a plan for the potential customer. Although it is a strange visit, but if you know the customer information well, you can make the introduction handy, and every sentence speaks to the heart of the potential customer.Furthermore, if you are introduced by a friend, potential customers will not reject you thousands of miles away, let alone embarrass you, and even have a sense of intimacy and trust.You can use the services you provide to customers to prove your reputation and ability with facts.With such a two-pronged approach, the effect will be more obvious, and I believe it will get twice the result with half the effort.Potential customers will also accept your point of view, become your customers, and finally facilitate the transaction. Before approaching the customer, some salespersons never plan to collect the customer's information and understand the customer's situation.They are always in a hurry to knock on a customer's door and introduce the product in a hurry; after being rejected by the customer, they rush to visit the next customer.They are busy all day long, but they don't get much.A smart salesman knows that it is better to be serious about impressing one client than rushing to visit ten clients and getting nothing. In the eyes of some salespersons, getting close to customers is just chatting with customers and eating, and there is no need to make any preparations.This is the mindset of inexperienced salespeople.They tend to be very confident and feel that they are fully capable of making their clients tame.In fact, this is a wrong idea.If you don't understand the customer and don't make the necessary preparations, you may be at a loss when you approach the customer, making meeting with the customer an embarrassment.For example, when you sell cosmetics, you mention a certain celebrity, and this celebrity is the person that the customer hates, then the result of the promotion can be imagined. If you don't know the family situation of the customer, you don't know the real needs of the customer's family.Sales staff may introduce some high-priced products without much practicality to customers whose families are not rich.It may also be that the customer wants to buy some skin care products, but the salesperson introduces household products to him. If the customer has no demand, of course he will not buy it.All of these, in the final analysis, are because the sales staff did not collect customer information in advance to understand customer needs. Salesmen play the role of information communicators, like a conductor, connecting the company's business and end users in series.Only by knowing the customer's situation in advance can we know the customer's industry, work or education level, and then we can prepare several sets of commentary according to the corresponding situation to adapt to different levels of customers and improve their experience. interest. The information collected often determines the success or failure of the entire sales process.Some salesmen know how to collect data from customers, but they don't know how to collect data from other competitors.During the sales promotion process, some customers will ask the sales staff some questions about competitors, for example, they will ask about the disadvantages of other brand products compared with this product.At this time, because the salesman did not collect relevant information, he could only keep silent or perfunctory. Those inexperienced salespeople always go straight in when they are engaged in customer battles, and they don't know how to detour. There is a product salesman of a pharmaceutical company, and one of his customers is a small pharmacy.Every time he went to this pharmacy, he always greeted the salesperson at the counter first, and then went to see the owner.One day, he came to this pharmacy again, and the owner suddenly told him that he would not come here again, and that he did not want to buy their company's products anymore, because many of their company's activities were designed for big customers.The salesman had to leave the store.He drove around town for a long time, and finally decided to go back to the store and explain the situation. When he entered the store, he greeted the salesperson at the counter as usual, and then went inside to meet the owner.The shopkeeper was delighted to see him, welcomed him back with a smile, and ordered twice as much as usual.The salesman was very surprised and didn't understand what happened after he left the pharmacy.The owner pointed to a young man at the counter and said, "After you left the store, the young man at the counter came and told me that you were the only one who would greet him among the salesmen who came to the store. He told me that if anyone If it's worth doing business with, it should be you." Since then, the shopkeeper has become the salesman's most stable customer. Paying attention to the people around the customer naturally includes paying attention to the customer's children, spouse and even relatives and friends.Through the customer's children, infect your positive attitude to your purchase decision makers, thereby arousing the customer's willingness to buy.Someone said: "I am very much in favor of doing a little favor for a client or a client's child from time to time, and at the same time think that in business activities, this is a means that is generally ignored by people. In a business relationship, indirectly including the client's children Come in and impress your kids. Being remembered, being appreciated, usually pays off in the long run.”