Consumer demand refers to the demand forPhysical productsAnd services with currencyAbility to payThe sum of desire and purchasing power.According to the purpose of consumers, it can be divided into primary material needs and high-level spiritual needs.
Chinese name
consumer demand
Foreign name
Consumer demand
Classification
Primary material needs and high-level spiritual needs
According to the purpose of consumers, it can be divided into: primary material needs and high-level spiritual needs.Among them, the primary material demand is shown in the consumption brought by people in order to obtain the materials they need to survive before they reach a certain consumption capacity;Spiritual demand is the consumption brought by spiritual demand in order to get more non-material demand after meeting the material demand.
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Customers' needs are often multifaceted and uncertain, and we need to analyze and guide them. Few customers, especially consumers of consumer goods, have formed very precise descriptions of the consumer goods they want to buy, that is, when a customer stands in front of us,He has a great interest in our products but still does not know what kind of products he will buy back.In this case, it is necessary to enhance communication with customers and define their needs.
Defining customers' needs refers to the process of gradually exploring customers' desire, purpose, function and style of purchasing products through long-term communication between buyers and sellers, and describing and showing customers' vague understanding in an accurate way.
Of course, when defining customer requirements, we should pay attention to the following principles:
1. Comprehensiveness: For any consumer who has been listed in the customer category, we should comprehensively define almost all their needs, and fully understand the customer'sDemand intensityAnd satisfaction status.The reason for comprehensive understanding is to let customers' needs in life be fully reflected in front of you, and analyze their living habitsConsumption preference, purchasing power and other related factors. More importantly, this kind of understanding of "all or partial" tends to confuse customers and portray the classic image of salespeople caring and caring for customers.
2. Principle of prominence Don't forget that the first priority of a seller is to sell products for the company and help customers meet their needs.Therefore, it is necessary to highlight the combination of product and customer demand, clearly define customer demand, and form a "unique name" for customer demand for this product when necessary.If you are a salesperson of bamboo chaise chairs, you should try your best to let consumers form a unique understanding of the chaise chairs and define a "need to improve life comfort" that no one else is aware of.
3. The principle of in-depth communication should not be superficial, otherwise it can only be empty talk.The same is true for the definition of customer needs. The definition of customer needs is a simple purchase desire, or a simple purchase process is obviously limited. Only by deeply understanding the various aspects of a customer's life, work and communication can you find his real needs for the same product.That is to say, to make a clear definition of the customer's needs, the depth of prior work is essential.
4. Principle of universality The principle of universality is not a requirement for the definition of a specific customer's needs, but a requirement for sales personnel to communicate with customers to understand the needs of all customers, learn to compare and analyze, and prepare their own relevant tools and persuasion methods differently.
5. The suggestive principle is that customers are not our subordinates, so they will not accept orders. Of course, we cannot do so.The same is true in the process of defining customer needs. There are more or less differences between the concepts that customers agree with and ours, so the only way to define customer needs is "we think your needs are..., do you agree?"
