How to deeply explore the customers’ needs for other products by revisiting old customers over the phone?

This short story is about exploring customer needs. I hope it will be helpful to you! Sharing on the Salesman Network generates value!

There was once such a deduced marketing story:

A company used role-playing to test three marketers who came for re-examination and admitted one of them.

The examiner brought a bottle of water and told them that the most important thing for a marketer is to have a keen eye to discover the potential needs of customers for the products you sell, and then find ways to meet it, no matter what you use Method, you must sell this bottle of water. Now, if I am that customer, how will you sell it?

The first marketer walked over with the bottle of water and said: "Hello, sir, I have learned a lot from talking to you just now. Your eloquence and eloquence are even more important. I admire you very much. You have said so much. Are you thirsty now? Do you want a bottle of water?" The examiner shook his head in disappointment.

The second salesman nodded and walked over and begged in a low voice: "Sir, you are a kind man. I have elders and children in my family, all waiting for me to take care of them, but they are all waiting for me to take care of them." I haven't found a formal job yet, can you show mercy and buy this bottle of water?" The examiner still shook his head expressionlessly.

It was the third marketer’s turn. He stepped over, took out a lighter from his pocket, then grabbed the examiner’s tie, lit it with a click, and asked "Sir, do you need this bottle of water?"

"You bastard, what are you going to do? Of course I want it." The examiner grabbed the water in shock and put out the fire on his tie. .

As a result, the third young man was hired.

Why? Because in this promotion, the first and second marketers were simply selling. Whether they were flattering customers or taking advantage of customers' sympathy, they failed to fully explore the needs of customers. Only the third one, Under the conditions of the examiner: "No matter what method you use, you must sell this bottle of water." I grasped the key point of "water and fire are in conflict", lit the fire first, stimulated the customer's buying point, and then sold the water. It can be said that It creates a need.

Of course, this may be a fabricated case, but it also expresses the essence of marketing.

Philip Kotler, the father of marketing, said: Marketing is the process of discovering needs and satisfying them. For marketers, only by first gaining insight into and exploring market needs can they promote or pre-sell corresponding products based on the actual conditions of the market and customers, thereby satisfying the needs of the market or customers while also realizing the value of the product and themselves.

So, how to understand, explore and meet the needs of the market or customers? There are three steps here:

Step 1: Explore the market capacity

How to calculate the market capacity? There is a method here, called the continuous ratio method, and its calculation formula is: k=nqp, where k represents the total market potential of a product; n represents the number of potential buyers of the product; q represents the average purchase of each buyer Volume; p represents the average unit price.

For example, we want to predict the market capacity of instant noodles in a regional market. The market has a population of 1 million, the average purchase volume per person is 10 packs, and the average unit price per pack is 1 yuan. Then, the total price of the market Market potential = 1 million * 10 * 1 = 10 million yuan.

Of course, sometimes not all the population are consumers, and sometimes there are some variables when purchasing products. Therefore, a variation of this method was born - the lock ratio. method, which consists of a base number multiplied by several correction rates.

The formula is: k=navv1v2　

Among them, k represents the total market potential of a product; n represents the total population; a represents the average disposable personal income per person; v represents the average expenditure ratio per person on a certain category of products; v1 represents the expenditure ratio of a certain category of products in the category; v2 represents the expenditure ratio of the product in the category of products.

For example, a cultural supplies company wants to measure the market demand in a region. There are 100,000 people in the local area, the per capita disposable expenditure is 10,000 yuan, and the expenditure ratio for purchasing cultural supplies is 1%. The company's products are in that area. The regional share is 5%, so the market demand of this company can be calculated like this:

100,000 effective customers in the regional market * 10,000 yuan per capita disposable expenditure * ratio of expenditure on purchasing cultural supplies (each Pens) 1% * market share of our company’s products 5% = 500,000 yuan.

Step 2: Discover customer needs

Customer needs come from the following aspects:

Realistic needs. There was once a joke like this. Two doctors were chatting together. A asked B, why do you always ask the patient what he drinks every time you see a doctor? Does the patient's drinking have anything to do with seeing a doctor? B said of course it does matter, I will prescribe medical expenses to him based on the level of alcohol he drinks. This joke tells us that actual demand mining is related to the strength of customers. For example, the greater the customer's financial strength, the greater the possibility of purchasing more goods or placing more orders.

Realistic needs need to be discovered through the following methods:

Give higher benefits than competing products, including realistic profit levels and future long-term benefits. "Everything in the world is bustling for profit; everything in the world is hustle and bustle, everything is for profit." By giving customers higher benefits than their competitors, customers can devote more people, money and materials to focus on operating and promoting products. In this regard, as an enterprise, you can use the reverse pricing method to finally derive a price system in which the profits of each channel are higher than those of competing products. In order to meet the needs of customers chasing profits.

Good manufacturer relations. In order to let customers promote the company's products and tap the potential of customer demand, it is also necessary to build a harmonious manufacturer relationship and provide customers with more value-added services other than profit. For example, using various meeting opportunities, the company trains dealers and Its personnel and business leaders regularly visit and guide customers, adopt an account manager system, etc. to strengthen communication, improve relationships, and thereby promote sales.

Instant incentives to stimulate purchase. That is, based on the market and product launch situation, we hold ordering meetings, new product launches, sales competitions, etc. to exaggerate the prospects of the industry, market, and products, and then use realistic policies to attract customers to spend their money.

Potential demand. What is potential demand is that there is a market, but it has not yet been tapped or stimulated and needs to be guided. For example, after the launch of various new products, after companies cultivate the market, the actual demand will become larger and larger.

How to tap potential needs? In addition to the company's need to carry out appropriate advertising and "three-dimensional" guidance, as a marketer, you must do the following three aspects of work:

1. Research the market and segment the positioning. In reality, when many marketers complain that the market is saturated, we will be surprised to find that when some new brands, products, and categories appear, the market will have new sales and new increases in share. To paraphrase Mr. Lu Xun, the market is like water in a sponge. As long as you are willing to squeeze, there will always be water. Therefore, as marketers, we must be good at finding the segmentation points of market products. We can guide customer needs from product brand, packaging, specifications, functions, or filling gaps or completely new categories.

2. Lead by example. Marketers can mobilize other customers who have not been promoted well to sell new products together and mobilize potential customer demand by building a model market and setting an example for new product promotion. By visiting the model market, they can not only observe and learn from each other, but also It can also build customer confidence, prompting them to make up their mind and act quickly.

3. Consultative sales. The so-called consultative sales means being able to stand from the customer's perspective and combine the market, manufacturers, customers, consumers and downstream distribution channels to provide customers with market demand solutions and tell customers why they should introduce some products to meet the needs of customers. It is necessary to, at the same time, carry forward the "coaching" spirit of mentoring and mentoring to customers and their employees, teaching them the steps, methods, and techniques of marketing, so that customers have no worries and demand plans can be distributed naturally.

Step 3: Meet market or customer needs

There are two "combinations" and two "references":

1. Combine market capacity.

By exploring the market demand in the first step, we can roughly see the future growth space of our products. At this time, we can appropriately purchase goods from customers. Appropriate purchase of goods can stimulate the inner potential of customers and make the market more attractive. Grow faster.

2. Combine regional purchasing power. In the Chinese market, due to the imbalance of regional economic development, the purchasing power of different regions is also different. Therefore, every time you enter a region, you must evaluate the local purchasing power, and rationally distribute products by understanding the economic development status of local industrial and commercial enterprises. grade. For example, in economically developed regions such as the Pearl River Delta and the Yangtze River Delta, mid- to high-end products should be promoted, while for economically underdeveloped regions in the northwest, mid- to low-end products should be promoted.

3. Refer to regional consumption characteristics. China is a multi-ethnic country, with different ethnic groups and different beliefs, and their consumption characteristics are also different. For example, Hui customers who believe in Islam will generally not buy products without a halal logo. Therefore, product entry needs to be combined with local consumption characteristics to avoid being blind and causing trouble in the future.

4. Refer to local customs. "Sweet in the south, salty in the north, spicy in the east and sour in the west" are the differences in our country's eating habits. The same is spicy, spicy in Sichuan, but spicy in Hunan. In response to this characteristic, Master Kong has launched a new product based on the different consumption habits of different regions in China. "Jiangnan Cuisine", "Northeastern Stew", "Spicy Whirlwind" and other products suitable for different regions allow Master Kong's series of products to better meet the needs of customers in different regions. At the same time, there are differences between urban and rural consumption in China. In addition to differences in grade, there are also differences in purchasing habits. For example, urban purchases generally require smaller purchases due to greater convenience, while in the vast rural areas, especially In the vast and sparsely populated central and western regions, due to the long distances, they buy things, mostly in bulk.

In fact, only if the product is marketable can it better meet the needs of the market and customers.

In short, ordinary marketers meet customer needs, excellent marketers guide customer needs, and excellent marketers create customer needs. Marketers can only better control the market and become an excellent resource integrator and allocator by basing themselves on market reality, scientifically and rationally measuring market demand, and at the same time combining customers and consumers to meet their needs. Let the market continue to move towards new milestones and heights!