Our target is customer demand

Six levels of demand mining

The demand is mainly refers to in the market can cause the customer the purchase impulse. Enterprises are not only satisfied, already in the market, the customer is missing things, but also to let each one, willing to buy enterprise goods customers, buy the corresponding goods. Also strive for those who have potential needs of customers, to provide them with the services and goods needed. To create the conditions that allow them to use, to ease their worries, and to establish a reasonable purchase and consumption of the idea. To turn their potential needs into new customers. Again or start to buy the enterprise's goods. This is to create market demand and value, but also we really need to do.

A person or an enterprise in each sales process, including all human thoughts and actions, whether in consciousness or subconscious, are subject to two factors of control, that is the pursuit of the desire for happiness, the drive to escape the pain. We are summed up as: The pursuit of happiness, escape pain.

There are only two keys to a person's impulse to purchase: The pursuit of pleasure and the escape of pain; the influence of pain is at least 30,000 times times greater than the influence of pleasure. The mind is usually more inclined to avoid pain when comparing the extent of these pleasures or pains, that is, if there is pain, the avoidance of pain is preferred. This is also the key point of sales.

Case: Zhao Benshan selling the CCTV Spring Festival Gala, we see how Zhao Benshan fan. The core of a total of four words, we have to list it:

The first sentence: "Have you noticed any changes in some parts of your body recently?" Fan how to say: "Nothing changes, feel the face bigger and larger a little?" This sentence is actually very normal, just like a lot of fortune teller asked you if you have any feeling that you have been doing something a bit bad lately? There is no one who does things 100% shun. So is Zhao Benshan, face, then Zhao Benshan began to cheat fan's second sentence: "Face is not the main problem, the main problem is your peripheral necrosis cause you face", in fact this sentence you listen to see, from the medical point of view, four words, called "Dog."

Then Zhao Benshan began to use the method of stamping his feet, asked him foot hemp? So you have a problem with your leg, and you start letting him stomp his feet to prove his leg is a problem. Then I started asking the third question: "Leg ah, do not treat it, the more pressure heavier, more pressure heavier, light legs short, heavy bone necrosis, late vegetative", so that is so, a fan suddenly very nervous, busy asked: "Big Brother should use what medicine?" Zhao Benshan again said: "The medication is not so, the key is only the column." "The trick is Zhao Benshan's sales."

In the process of engagement with customers, one strategy for mining needs is to expand the problem and increase its pain, prompting it to make the action we want. We should be good at the customer's point of view and analysis of their needs, which will have a multiplier effect.

The requirements of the general customer have the following six levels:

1, dissatisfied

For example: Construction Machinery Enterprise A sales staff in the process of sales, just beginning to contact customers are generally this sentence, we use the current supplier's products feel can also be a little ... But there are not many reasons why we should replace our suppliers.

Each customer in the production of some kind of demand, the first phase of the show is that the status quo is not satisfied. They are more or less dissatisfied with the status quo, which is the key point that our sales staff may enter.

2. Difficulties

When customers are dissatisfied, and as time goes on, they will show difficulty. Everyday needs show some difficult times, and this is the best time for us to get closer.

3. Problems

When the customer's difficulties evolve further, they will show many problems. Customers at this time began to think about the impact of the problem on their own, they may be able to accept these issues, may want to solve later. Without a sense of urgency, this time requires our guidance. At this time, we will try to magnify the customer problem.

4. Pain

When the customer's problem worsens, or is consciously magnified, they begin to suffer. When customers feel the seriousness of the problem, we need to further increase the pain, so that customers more painful. As the saying goes: sprinkle salt into the wound.

5, want to

The pain lasted to a certain extent, and the client began to think about how to reduce the pain, resulting in a problem-solving idea that they became wanting. This time we have begun to become passive active. We just have to do it well and give them our ' treatment plan '.

6. Need

Customers want, coupled with our close to the heart of the "treatment plan", the logical, customers have created the need. Need to solve their problems, the demand to the peak, our customers are basically the hand.

Second, the mining demand five golden key

A client was walking along the road, and as a result, a man stopped him. The man is a small peddler who sells watches on the street.

The peddler began to say, "Excuse me, sir," he said as he pulled out a promotional card from his pocket. He said: "I am the company's promotional staff," Another hand inside a watch came out, said: "Sir, you see this watch is a world-famous watch, metalworking watches, our company is engaged in promotional activities, So this watch in the big shopping malls to sell 6000 yuan-7000 yuan, the cheapest 1500 yuan, now we are engaged in promotional activities, the price does not need so much, the renminbi only need 500 dollars. Sir, a person of your stature and identity, it would be appropriate to buy such a watch, so, Sir, are you going to pay or swipe?

The client looked at him: "Sorry, I don't have the demand." And I don't usually wear a watch.

The other said, "Sir, without the watch, no problem. I just put the function of his product, just forgot to introduce, this table is the biggest selling point is waterproof shockproof, and luminous function, you do not believe that the table to the floor, broke is my",

The client said to him: "I really don't need a table,"

The other said to the client: "Sir, it's okay." Look out, you must be quite interested in this watch, so, even if today to make a friend, the price of 500 yuan also don't, make a friend RMB 300 dollars, cash or credit card?

The client looked at him and said, "I'm really sorry, I really don't need it." "said to go, when he just walked out about five paces away, the result of the small merchant and then went to the customer and began to say to him:" Sir, finally disturb you 5 seconds ",

The client said, "What?"

He said: "Sir, you don't need to be okay, but you can give the watch as a gift," he said as he took another box out of his pocket, and he said: "You see I put this watch in the box, a look at the soft-hearted is a very beautiful, how? See, You're still interested, sir. So, now we make a friend, the business has been made, you can help me to recommend two old customers OK, this way, RMB 300 yuan also don't, box I also gave you, RMB 200 yuan, sir, cash or credit card?

In this case, do you think it is necessary or not? The general situation will go, I believe that there have been similar things have happened.

For example, others sell cosmetics, shampoo and so on. So why wouldn't you accept him on the road? Why?

The first one you find if the price is really worth 1500 yuan or more, six thousand or seven thousand dollars you will not buy at the stall? To prove that his place was chosen incorrectly.

The second is from 1500 dollars to 500 yuan, 300 yuan, 200 yuan, reduce the price four times, you have not found that the price is so frequent, resulting in customer confidence in your products.

The third point did you find out that the salesperson has no real sense of the customer's needs and does not really meet the customer's needs. He just blindly introduced the function of the product, asking customers to purchase orders quickly.

In the sales activities of industrial products industry, it is very important to understand the customer's needs, in practice, IMSc summed up the following five methods.

1, 6w3h--open ordinary Door

6W3H is English

Who,

When (when),

where (where),

WHAT (what),

WHY (why),

How (How),

Howmuch (How much)

and Howlong (how long) is one of the necessary skills to ask questions.

"6w3h human body tree questioning model" is a direct inquiry method, through the inquiry method, obtain more information. Whether the product you sell is simple or complex, the investigation is unavoidable.

People buy goods because there is demand, so in terms of sales staff, how to master this demand, make the demand clear, is the most important, but also the most difficult thing, because the customer itself often can not know, what is their needs in the end?

One of the most effective ways to explore the potential needs of customers is to ask, and the most important means is to "6w3h the human tree questioning model." You can in the potential customers, with the help of effective questions to stimulate the psychological state of the customer, sales consultants can be customer potential needs, gradually from the mouth.

2. Funnel-type question--Open the password door

Traditional sales staff questions generally using horn-type questions, the disadvantage is that the ego-centric, blindly from products, services to ask questions, did not first take into account the needs of customers.

A funnel-type question is simply a reverse-thinking, stand in the customer's perspective to consider the problem of the inverted pyramid model. Funnel-type questioning really from the customer's point of view, and step-by-step to guide customers to generate demand. Practice has shown that this kind of questioning method is much more successful than horn-type questioning.

3, open & closed-open spiral door

Closed-end problems are a bit like a right or wrong decision or multiple-choice questions that only require one or two words, yes or no, right or wrong, knowing or not knowing. The benefit of closed-end problems is to be able to confirm the customer's attitude and perception of an event, so as to help the sales staff to really understand the customer's ideas, for a specific scope of the target customer inquiries, customers generally can only choose "yes" or "no". The main goal is to guide the customer to the point where we want to emphasize or to lead the other to think in the direction we want to move forward.

Open issues are not like closed problems, just answer "yes or no", "right and wrong", but this problem needs to be explained and described, so that customers according to our questions to do a number of aspects of the answer, the answer does not have a certain standard, at the same time to the customer that you are interested in what they say, but also want to

4, PMP lubricants-Open happiness door

PMP is flattery. Predecessors summed up: thousand wear million wear, the horse fart does not wear, not unreasonable ah. This is to warn us to contact our customers and, at the right time, to pat their asses.

Extend it again:

PPMP is trying to flatter himself. Since the horse fart do not wear, meet the right customers, the right opportunity to shoot it.

PMPMP is desperately sucking up. See the customer of our approach did not produce disgust, simply desperately to pat a horse fart. Let them be happy in their dealings with us.

Case: The magical uses of PMP

PMP This kind of compliment, should pay attention to often say to clap with dark clap, is fastidious.

Ming clap you directly speak of him, such as you say to him: "Zhang always like you this wisdom is not much", this is called Ming Pat. What is a dark racket? For example, "I listen to your employees below, you usually work overtime very hard, so I feel that entrepreneurs can do as you can get the recognition of employees really not much, this is called Dark Pat." What do you mean? Not to shoot him directly, but to praise him through the third party. The other one listens to "Mmm, good". So that's the first trick we're talking about.

The second trick is repetition. What do you mean by repetition? Repeat the simple point of saying something else in your own language. For example, "Zhang Total you said two points, the 1th is ..., the 2nd is ..., is Zhang always like this?" Repeat what others say in your own language.

The third recruit certainly want to remind of this inside has a recruit is must kill recruit, the general person all cannot resist. What is a must-kill trick? Like you and Chang always say "Zhang you speak slowly a little bit, you just said the sentence that said a very classic, what can not call the Great Wall what is it, could you please repeat it?" Let me make a special note? Can you see? Zhang always forget which sentence, and then you have to remind him, you can not say what the Great Wall, oh, not a hero. It turns out so. This recruit general bosses are not able to resist, so but to pay attention to, can not repeat in a mister body, a boss can only use once on it.

The other is to sum up the words of others first, and then add their own thoughts and ideas on this sentence, this is called cushion. For example, you say to each other: "Zhang you have just talked about two points, first you say that there are three suppliers, the second you say that the choice of suppliers is not from the price, only from the price you have to consider quality services, etc., is that so?" The other said yes. Then you start to extend the "Zhang always like you do not put the price first, but the quality and service in the first place, like this enterprise is the future very vitality of the enterprise, Zhang always you really quite powerful." "It's called a cushion." Then ask him: "Zhang always So what do you have to the quality and service requirements?" To sum up the words of others, and then add their own thoughts on this sentence, why this is effective? Because you will make the customer feel that you are very concerned about his words, he said you can understand, very respectful of him, so the effect is more obvious.

The five strokes we call affirmation and agree, this inside has three strokes, we can let the entrepreneur a little training, these three strokes can say snake balm.

You can use wherever you go, that's the consensus to reach your ideas. In fact, we often say "brother, you speak very reasonable." The second sentence is "brother, I very much understand your mood", I also very understand you, so often choose a supplier can not choose one, yes, I am your seat, I and you will have the same ideas and views, I very understand your mood, you seem to stand in others ' perspective. The other person feels like you agree with him. The third sentence is "I very much agree with your idea". These three words can be a panacea.

5. Two principles--open the door of heaven

The pursuit of happiness, the avoidance of pain, that is, the two principles of pain and happiness.

We must learn how to use the process of pursuing happiness and escaping pain in order to effectively change ourselves or change other people's behavior, and thus help us achieve the goals we want. Knowing how to use the laws of human pursuit of happiness and the avoidance of pain will make you omnipotent and achieve whatever goals you want to accomplish, and the impact is immense.

Case: Haier potato washing machine to meet customer needs

Haier's most famous case is when the Haier people found many rural customers Haier washing machine often broken, the main reason is that many farmers use washing machines to wash potatoes, potatoes on the sand to make the washing machine damaged. If it is a general enterprise, it will be specifically stated that the farmers Home washing machine damage and the company has nothing to do with the improper use of farmers caused. But Haier did not do so, and they set out from the actual needs of the peasant brothers, specially designed a washing of potatoes is not easy to damage washing machine, and even later designed a potato washing machine to meet the needs of farmers customers. It is this kind of thinking customers want to solve problems for customers in the first place in the corporate culture so that Haier quickly occupied the vast number of rural markets, to make a lot of money. Things are far more than that, because Haier washing machine in the vast number of rural farmers won the hearts of customers, and then Haier Refrigerator, Haier TV and other household electrical appliances products are very popular in the countryside.

IMSc Quotations: Case Study: The three-beat principle of customers

What is the three-beat principle? For example:

We assume that this mister may be a salesman, we say the first sentence "Zhang, how long have you done sales?"

Zhang may say, "I've been doing it for five years."

Then I began to say: "Zhang always do sales for five years, the experience is quite rich, Zhang always I want to ask you, a start to do sales, how will it feel?"

Zhang said: "Gee, it's hard to start selling,

So this is the first way to start, I said: "Zhang is always like this, I was also like this, because I started to do the sales I found I picked up the phone, my hands are trembling, has been a week has been shaking hands, and then my manager helped me to teach me in a very short time in rapid learning, So I slowly began to find my hands did not tremble. Zhang, then I would like to ask if five years up to now have a feeling of relative want to come better?

Zhang said: "That is more and more familiar products, more and more customers, and a lot of customers to help me do old customers recommend, so now do a little business."

After the client finished, immediately began to say: "Yes, Zhang always I feel this way, why the cause of good after the old customers more, relative to the product more familiar, the relationship will be more easily closer." ”

It's called three-beat. Which three? Clap your hands, clap your arms, clap your shoulders, the effect is very obvious. This method should pay attention to a few questions: first, every time you shoot, you should pay attention not to each other said, I mean do sales, you shoot, no, this call dozen others, but to start with him to achieve the concept of the above agreed to start filming.

This method is equivalent to say that you patted the other side of the horse fart, the other party is very happy, and then start filming, the other side of the alert heart, guard against the psychological low, so this situation is actually just used the method is "to do the beginning of the sales is not difficult?" Yes, and then start filming. So be sure to remember that this is the 1th, do not shoot in fact, the risk is relatively high, but in the concept of consensus. So two clap arms, should pay attention to clap can not racket, the order can not change, some people said I could shoot the arm, no, the more on the prevention of psychological how strong, you can not clap your arm and pat the shoulder, so you have to go down, first from the low level of sensitivity to start filming. Also note that the higher than your job can not be disorderly, if she is heterosexual, also can not disorderly shoot, very easy to accident attention, so if the female with the female clap, suggest the best shot to a two, you can, do not shoot to three, the opposite sex clap hands at most can, do not always disorderly shoot, then there is a problem.

So we conclude: a clap of hands, two clap arms, three clap shoulder.