What kind of consultancy marketing is a good way to sell

Abstract: The so-called customer, is the purchase of the final product or service of the individual or organization, that is, consumers, the broad sense of customer is defined as consumers, the narrow sense of consumers are defined as customers, customer psychological aspects of the analysis is a narrow sense of consumer psychology research. and consultant type

The so-called customer, is the purchase of the final product or service of the individual or organization, that is, consumers, the broad sense of customer is defined as consumers, the narrow sense of consumers are defined as customers, customer psychological aspects of the analysis is a narrow sense of consumer psychology research. The consultant-type sales staff, narrowly refers to the sales performance of the customer service, a qualified customer service to provide customers with a clear explanation of the field of professional knowledge, and the customer's questions to give reasonable advice; in addressing the needs of customers, it is more important to take into account the improvement of the company's revenue performance.

Do you often pay attention to discounted information and then follow the promotional items on the poster to find that you are not spending less and spending a lot more money. Would you buy a hundreds of-dollar suit for less than 7 bucks for another 15-minute dress shop? Have you ever wondered why restaurant waiters recommend relatively expensive dishes that you are still willing to accept? In the process of implementing the purchase you are the customer, do you know your purchase behavior? Is your buying behavior a rational choice? Then let us understand the irrational psychology of the client! What is the marketing strategy behind these irrational buying behaviors?

What kind of consultancy marketing is a good way to sell? What does a customer consider when using a product? or if as a consultant sales staff know the psychology of customers, understand the thinking of customer thinking can better from the marketing perspective to tap the customer's consumption potential. Why the customer uses your product, the reason is very simple, because your product can solve his demand, if the same demand competitor's product also can solve, eliminates the preconceived and the brand loyalty, the customer actually concerns is whose commodity is good to use. This is a simple customer mentality.

But in the complex social marketing environment, customers will be affected by various factors, summed up as the following several customer irrational psychology:

1. Herd Mentality

Herd psychology is a typical irrational psychology, conformity is the psychology of this behavior called "herding effect", for example, you find a jujube shop on the way to the door of a queue, you will think this jujube must be good, so you are in the back row, and came to a person, see you are in the platoon, thinking "this jujube must be great!" It is also added to the queue. There are others, and so are they. It is the "herding effect" to infer the quality of something based on the behavior of others in order to determine whether we follow it or not. -Excerpts from Dan Avery's predictable irrationality

Experiment Case: Millegram (s.milgram,1969) Let the lab assistant look at the six-storey window of an office building across the road, and when the number of assistants is not the same, the number of passers-by stopping to wait and see is different. When the assistant is watching, the person who stops to wait and see is only 4%, when the assistant has 5 people, increases to 16%, 10 person to 22%, 15 person, reach 40%. Of course, the number of people watching while walking is more, and also with the number of assistants to increase in sync. 1 people, there are about 40% of the wait-and-see, 15-person, there are nearly 90% to wait.

The customer component of a product lifecycle is divided into three parts: Early market prospective clients accounted for 16%, into a long-term mainstream market rational customer 68%, and after maturity the skeptical conservative potential customer 16%.

Some of the prospective clients (2.5% of the total) are strange in the eyes of ordinary people, because they are willing to try a variety of new things, they will be a new release of the Apple mobile phone at the door of the Apple experience shop for more than more than 40 hours in the queue. The remaining part of prospective customers is also keen to accept new things, have a certain economic base, but not as fanatical as the previous part.

If the product works well in marketing, in the front 16% of the forward-looking customers, will usher in the first tipping point, the mainstream market, the rational customer began to accept that this part of the 68% customer is not to win, as long as you handle the front 16% of prospective customers, followed by 68% of the customers follow the trend of the following accepted.

The herd mentality extends, there is also a herd effect, we call it "self herding effect", based on their previous behavior to infer a product of good or bad, to produce a happy mood of the product formation follow. The "self-herding effect" is a decision made by the emotions swallowed up and stacked.

In the complex business environment today, many consumer groups exist in this herd mentality, a typical case: Fry, buy houses, restaurants, tourism and so on.

2. Comparative psychological

Before the literature to define it as the comparison of psychology, the relative psychology here is also included in the specific circumstances of the contrast, confusing the basis of contrast, so that customers make irrational choices. For example, you have two things to do today: the first one is to buy a new pen, and the second is to buy a suit for work. In a stationery store you see a good pen price 25 yuan, you are going to buy, suddenly think of the same pen in 15 minutes away from another shop promotion price 18 Yuan, what will you do? Many people say they would rather take a long walk than save 7 dollars.

Now let's do the second thing: buy a suit. You found a fine, gray, dark suit with a 455 dollar price, decided to buy, when another customer secretly told you the same suit of clothes another store sales promotion price 448 yuan, you can save 7 quick money, that store is only 15 minutes away from here, you will run more than 15 minutes? In this case, Most people would say they won't. Instead, buy this suit directly.

The same case, you buy a Land Rover, it is easy to match it with a value of 12000 yuan leather seats, but if you buy the Jetta, you will use the 12000 dollars than the leather seats more suitable places. For example, to travel abroad, buy books to buy clothes, in short, can do many things. This explains why people pay a raise every time, the ratio of the money can be saved is not increased. Making decisions by relative factors is a natural way of thinking, and customers are no exception.

3. Face Psychology

Face culture in China is deep-rooted, in the Chinese consumer behavior and psychology has a strong face complex, customers often in the face of the drive, will lead to exaggerate their advertising capacity and investment significantly more than their own budget. Customers tend to be praised or legend by marketers who feel they have a lot of face, thus signing a relatively premium contract.

In daily life, the child will let the parents spend one-third of the salary to sell a pair of Nike or Andy suit. The expression form of face psychology is conspicuous investment, belong to irrational expense, in gift industry or retail trade marketing means often use this kind of face psychology of consumer to find market, obtain premium, reach sale.

4. Procrastination Psychology

Product users, that is, customers, customers have been in the state of enjoying the service, in the business environment to enjoy the relative freedom, resulting in lazy customers. such as the procrastination in advertisers ' response to budget input. For example, your mobile phone often to the quick has affected to lay a phone to recharge.

5. Love taking advantage of psychology

Are you interested in all kinds of coupons? Often pay attention to the sale of discounted goods? Customers are the same, a customer thank you, a gift card may let the customer lose the rational judgment, originally the customer did not intend to put the budget on the product, love to take advantage of the psychological let customers feel that the product becomes incredibly attractive. For example, during New Year's Day Carrefour is engaged in promotional activities "full 300 to 50 yuan shopping card", originally you do not intend to buy 300 yuan of things, but because of such promotional activities, you will force yourself to spend more than 300 yuan.

By the above description, do you think that the customer (i.e. the consumer) is rational or irrational in most cases? If you are a consultant marketing staff, how do you grasp the psychology of customers, marketing you want to sell products or services!

The first kind of irrational psychology in the face of clients--herd mentality. Customers tend to use some kind of product, is to see the peer in use, in the first time is not from the real needs of the angle of view, customer service staff to sell a new product to customers, can from the customer herd psychology unarmed, tell customers how many of the number of peers have been used to induce customers to show the trend of conformity. As a customer, it is also important to note that the choice of what kind of customer marketing will help your product to spread quickly, the first to take care of the early 16% of the prospective customers, their role is very large, this part of the prospective people are happy to share the experience, leading mainstream customers to join.

Facing the second kind of irrational psychology of the client--relative psychology. When customers under normal circumstances can make the most economical and appropriate to their own choice and judgment, such as The Economist magazine's website for periodical subscriptions, there are two options: first, the 59-dollar electronic version of the journal, the second is 125 U.S. dollars in the electronic version of the printed version of the journal. Actual sales indicate that 68 of the 100 customers chose the first one, and 32 people who pay attention to the reading experience chose the second.

But when the marketing environment has changed, the sales approach has added a third option: the print version. The price is 125 dollars, the result of this change is 100 customers inside only 16 people selected the first type of 59 U.S. dollars in the electronic version of the journal, 84 people chose the second type of 125 U.S. dollars in the electronic version of the printed version of the journal.

Perhaps you also think that The Economist's marketing staff is silly, why separate print and electronic printing of the price is defined as the same price! But when such a change leads to such a big marketing income, you're sure to think that they're not stupid, why just adding a print version would bring such a big sales change? The reason is: When adding a marketing approach, not arbitrarily added, this way is used to break the original comparative basis. Let you choose on a new basis (not rational), the case of the 125-dollar print version of the equivalent of bait, induced you to buy 125 of millions of dollars in the electronic version of the printed version of the journal, and the purchase of customers happy, as if the pick up how much cheap.

In a restaurant, a waiter who assists a customer in ordering a meal usually recommends the most expensive dish while recommending the second most expensive dish. The most expensive dish is the bait, and in this recommendation, it is easy for the customer to accept the still expensive dishes.

Face the third kind of irrational psychology of the customer--face psychology. In the restaurant, the waiter who assists the customer to order, the dishes recommended by the host are basically expensive. Health care products sales of the brain platinum is the use of the people in the gift of face psychology, of course, the brain Platinum Marketing is not a consultancy of marketing. The previous article mentioned that customers in the face of the driving, will lead to exaggerate their advertising capacity and investment in much more than their own budget, such as when you ask the customer in the past in advertising total amount of money, if his total input is seventy thousand or eighty thousand, he is easy to say about 100,000. If the customer has only done 8,000 dollars in the advertising budget, but you boast his company has the strength, from the historical promotion of how stable, how to steadily promote investment, the data how excellent, often customers will increase the original budget. Rather squeeze from other budgets.

Facing the customer's fourth irrational psychology-procrastination psychology. How to effectively control the customer's procrastination habit, this is very important, the customer's procrastination will be because you do not timely follow-up to become competitors customers, and the customer's procrastination mentality formed "self-herding effect", the cascading of this bad mood will increase marketing costs. As an advisory marketing to do like Unicom and mobile, when the customer once there is a procrastination behavior, the immediate implementation of the Act of redemption, and add the appropriate promotional means to bring the customer back to normal. Effective marketing will lengthen the marketing cycle and reduce the number of customer procrastination.

Facing the customer's fifth kind of irrational psychology--love taking advantage of psychology. In the field of advertising sales, it is inevitable that customers on price issues and sales staff bargaining, and sometimes sales staff found that customers know that the price is not negotiable, but still keen to bargain. As a consultant sales staff, it is necessary to pay attention to the customer is not concerned about whether can be for your customers, or enjoy your service, customers more concerned about there is no gift, there is no thank you. If you can from satisfying customer love take advantage of psychology, often customers to understand you provide products or services. Therefore, in the maintenance of customer relationship should pay attention to fully meet the irrational rational needs of customers.

Maintain the relationship with the customer, in the case of ensuring the interests of customers, can not rely solely on the emotional maintenance, in a sense, the customer and marketing staff is antagonistic, customers want to spend less to enjoy your products, and you want to allow customers to invest more money in your products. From the customer's irrational psychological research, let customers rely on your products or services.