Is it true that "the customer increases = The company makes Money"? Improving commodity value is the key

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Taobao is such a fierce competition in the current situation of the electricity industry, it is impossible to increase the customer unit price it?, may be more than a few discount activities such as, customers will come back to buy it?

But 85 later. They think to themselves, "what does this thing say?" Commodity, even save the living expenses, installment plan, also will try to raise the purchase funds.

Conversely, if the customer does not want to buy, often with "no money" as a reason, in fact, his subtext is "this product will not make me want to pay for", even if he is rich.

To attract the high consumption of customers, the key is not whether the guests have money, but to enhance the value of goods, so that customers feel "even if it is expensive to buy."

A. Customer increase = Company Make Money "is it true?"

-in fact, the increase in the number of customers is not necessarily a positive correlation with the company's earnings.

-There are a number of cases in which the profit has increased after narrowing the customer's range.

-Many operators are experiencing the fact that it is not difficult to adopt the "high consumption customer marketing" approach.

　　

Two. It's not enough to increase the number of customers.

-The reason is that once the number of customers increases, the resulting cost increases.

-Increased number of employees, office expansion, capital pressure increase ...

　　

Three. Is it true that "customer increase = Company make money"?

　　

The turnover is doubled, but the expenditure will also increase, so busy but not earning money!

Four. So what should be done?

-instead of focusing on and increasing the number of visitors, it is better to focus on increasing the customer unit price!

-The increase in the customer unit price, and the difference is equal to the number of visitors, so the foregoing risks will not occur.

-The purpose of increasing the customer unit price is to make the door-to-door guests buy one more and buy higher grade products.

-Increase the price of goods, do not increase personnel costs or expansion costs.

　　

Five. As revenue increases, so does profits.

-The first thing to do is to improve the customer unit price, the company's system is adjusted to "do not have to deliberately increase the number of customers, but also to make sufficient profits."

-After doing this, if you want to increase the number of visitors, in the use of marketing this is the correct order.

　　

Six. Jump out of the product life cycle!

　　

"High consumption in customer marketing", it is the only way to help you out of the product lifecycle, to avoid price competition, curb costs, improve the profit margin of the breakthrough.

Seven. In accordance with the "Increase in customer unit price increase number of visitors," the sequence of development, will be successful!

-What is the increase in customer price?: The so-called "increase in customer unit price" is to allow each customer's average purchase amount increased. J

Briefly：

-Suppose a certain wine shop has a regular customer Mr. A, who will buy a drink every week.

-Please imagine the situation where Mr. A buys a bottle of 1000 yuan red wine.

-however, if you can work hard to produce pop posters and other promotional materials, let a Mr. "Yi, this red wine seems good", so after buying a bottle of 2000 yuan of red wine, the sales will become 2000 yuan.

-Then what happens when you're paired with a "buy two bottles and give a gift" sale, prompting Mr. A to buy 2 bottles of red wine? No doubt, sales turned out to be 4,000 dollars.

-In addition, what would happen if Mr. A, who was supposed to buy a red wine once a week, went to buy 2 times a week, through activities such as "tasting sessions"?

　　

Eight. If the order is reversed, the result will be tragic ...

-Upside down consequences!

-the first increase of twice times the customer, because the sales have not been upgraded, the cost of personnel costs have to increase, operating will be very hard.

-in addition to less profit, too busy to make money, the risk will increase, into an unbearable miserable plight.

　　

Nine. Grasp the evolving needs

-think "Consumers like bargains" will lead to failure

-The important thing is to increase the customer unit price, the next goal is to increase the number of customers.

-Ordinary people always go the other way, so they tend to fall into the vicious circle of "busy dying, but not making money".

-"Guests like cheap things, if the increase in customer prices, guests will be less and more" and so the idea of bondage.

-now consumers, as long as they want the things, and then expensive will buy, even if some people borrow money, save living also to buy.

　　

10. Examples

-Cosmetics: If consumers want low prices, why the high-end price of cosmetics will also be popular?

　　

-Sports and Fitness: Why would you want to pay 5,000 yuan for a professional course, because the budget is not enough to pay 3,000 yuan in previous years?

　　

-Mobile: Why would anyone willing to pay for up to 6,000 of new handsets when they used to sign free packages?

　　

Eleven. The answers to the following three questions can be fully merged into the following "behavioral pattern"

1. Feeling "very expensive", once rejected

2. A price cut, immediately rushed to the consumption

3. Once the low price is taken for granted, it will feel a little in the ointment.

4. Then, want to pursue expensive but better things

For example: Google Glass

　　

12. The real meaning of "I have no money"

-When most ordinary consumers are using a particular product, the demand for that product evolves.

-List: Paris water

-Water, previously known as "water is not money", but recently because of "more water can make skin better" or "good health" and other reasons, even if the price of bottled water and carbonated beverages and filling coffee, still very hot.

-As consumers are not always demanding "cheap, fast" only, as long as they can put forward new usage or play, and strive to improve the value of goods, even if more expensive they will take out money!

-We often hear customers say "I don't have any money", which means, "It's not easy to pay for what you think is valuable: but other things want to be as cheap as possible."

-that is, whether consumers can really feel the "special value" of goods, determines the success or failure of the enterprise.

-More than 80% of the guests are likely to become, the consumption of customers!

13. As long as you feel valuable, 80% of customers will buy even if they are expensive!

-Why would anyone want to stand in line for a special sale?

-even though it has been stressed: "It doesn't matter if you don't cut prices, because there are still 80% customers who can buy high priced goods."

-One might still wonder: "Isn't there a lot of people lining up for a special sale?"

-For example: Poly

　　

-Customers enjoy the "special sale" feeling, or enjoy "even if the price of a dollar, I just want to find a cheaper place," the game is not really want to save how much money.

14. 80% of the guests will buy even if they are expensive.

-There are 100 people, 100 of whom are enjoying the game? That's not the case. Because there are people who are not bored with the bargain at the outset, but they do have people who really want to save money.

-How are these people distributed?

-we can use commonly known as "2.6.2 Law" to explain.

-All things are distributed in the upper 20%, the middle 60%, the lower levels of the ratio.

　　

-In short, as long as you understand the value of goods, even if expensive, 80% of customers will buy!

Congress. What is "high consumption power customer marketing"?

-High consumption of customer marketing is "to upgrade the customer unit price to higher than peers, colleagues can let customers feel satisfied with the marketing approach."

-Form 1: Goods are the same as their peers, but sold at higher prices

-Form 2: In the same trade only sell standard goods, your company will sell higher grade goods

-Form 3: The same trade can only sell one commodity, but your company recommended that the customer will buy all

　　

16. Dr. Philip Kotler. Definition of commodity (1)

-Three levels of merchandise

　　

17. Dr. Philip Kotler. Definition of commodity (2)

　　

18. Three ways to promote customer's sense of value reasonably

-Three elements of commodity value

1. Show the goods

2. Work on ways to provide goods

3. Improve the customer's own sense of expectation

-Customer psychology The so-called "commodity" is only the commodity itself, the items that determine the value of the commodity also include "decorative containers" and "The attitude of the provider."

　　

19. By acting, the value of merchandise can be raised several times!

Five ways to ￥ merchandise performance:

1. Increase the attractiveness of commodities,

-a way to make goods look more advanced.

2. Sensational narration of the behind-the-scenes story

-Increased "stories" related to commodities

3. Find the feature and create the hero

-a feature that increases the number of goods to the public

4. Authoritative assurance that everyone has

-as literal as it is, "XX recommendation" to increase the sense of authority

5. Limit the amount of time

-for example, "limited goods", by means of "finite quantity"

-Make consumers feel "hard to buy"