Reflections after reading "Why Customers Buy"

Reflections after reading "Why Customers Buy"

Reflections after reading "Why Customers Buy"

As soon as I wrote my review, I felt overwhelmed and I didn’t know how to write it.

This book covers a lot of content, mostly sales methodology.

I have organized and extracted the methods and tool models in this book that I personally think are interesting and practical, and combined a small number of them with my own experience to reflect and divergence.

1. 7Q Sales

One sentence that marketers talk about all day long is: market-oriented and customer-centered. If a slogan contains too much, it will really just become a slogan. Those who truly do it are those who keep this moment in their hearts, bury it in their hearts, and externalize it in their actions.

When it comes to sales, no one is unfamiliar with it. We consume and buy things every day, are in contact with different people, and are selling ourselves (ideas or labor force) all the time.

What is sales? There are too many concepts about sales. Some people say it is the realization of exchange, some people say it is the realization of monetary expression of value, and some people say it is the completion of the transformation of products into commodities...

In fact, sales is not just about selling products, but also about realizing exchange. , Selling oneself, selling opinions, influencing others, and building a personal brand are also a kind of sales and belong to a broader category of sales.

Personally, I believe that sales is a process of communicating information, gaining recognition, reaching agreement, and ultimately exchanging information. Of course, the sales we are talking about mainly refer to the exchange of social goods.

In addition to being customer-centered in product research and development, functional design, price formulation, channel construction, etc., the sales staff also need to be customer-centered in the terminal sales transaction section. If sales staff can stand in the perspective of customers, ask themselves the right questions and give correct answers, simulate scenarios, practice coping skills and speaking skills, and be able to cope with all changes, sales will effectively speed up the customer's purchasing decision. Steps to close the deal quickly.

The author mentioned 7 questions that customers must face and answer during the purchasing process, namely the 7Q sales model:

1. Why should I listen to you? The first three sentences must make the customer feel that the conversation has brought him benefits, so that the customer is willing to continue the in-depth conversation. First, it relies on skills, second, the mastery of customer information in the early stage, and third, analysis of all possible needs of the customer.

2. What is this? What are the characteristics? Super familiar with products and able to introduce products in a personalized and targeted manner according to different customer needs.

3. What does it have to do with me? Understand customer needs, and at the same time be able to clearly and clearly explain how the product will bring benefits to customers.

4. Why do I believe you? Prove that all promises made to customers can be fulfilled and are not deceitful.

5. Is it worth it? It must be explained to the customer that the value he will receive far exceeds the price he paid, so that the customer thinks it is worth the money and thinks he is taking advantage.

6. Why buy from you? From the sales value system (including all-round added value provided by products, companies, brands, salespersons, etc.), find out the value points and benefit points that customers must buy from you, and give them reasons for choosing.

7. Why do you have to buy it now? Let customers understand that this is the most appropriate time to buy.

Only by solving the above 7 problems will customers make up their mind to buy. If sales staff can answer the above 7 questions and are familiar with them, they will definitely be able to win the favor of customers, speed up the sales process, and increase the sales closing rate.

2. Customer purchasing behavior

1. Individual customer consumption behavior

(1) Purchasing types: complex purchasing decisions, brand loyalty, limited rational purchasing decisions , Habitual buying

(2) Purchasing process: recognition of needs and problems, information collection, product and brand comparison, decision-making, purchase, consumption, post-purchase re-evaluation, feedback on next purchase and consumption behavior .

The management of the eight stages of the customer purchase and consumption process is very important. It will not only affect the entire sales process, but also affect customer satisfaction and brand image building.

(The components of brand equity: brand awareness, brand loyalty, quality perception and brand association.)

2. Group customer purchasing behavior

Organizational purchasing There are the following roles and division of labor: purchase initiator, actual user, information provider, decision-maker, and buyer.

When developing group customers (large customers), we should pay attention to adopting different response strategies for different roles, and achieve "three pairs" - find the right people, talk to each other, and do the right things.

3. Common techniques for customer purchasing

(1) Shop around: such as bidding, comparison, etc. (2) Bluffing, inconsistency, etc.

3. The customer is...

Every time I open the browser, it is that unhealthy website

I think I should modify the login file

HKEY_LOCAL_MACHINE\SOFTWARE\Microsoft\Internet Explorer\AboutURLs

Change the value of the blank item to

res:mshtml.dll/blank that is Yes

The solution above is a conventional solution. Not suitable for this case.

Comments on why customers buy

There is a chapter about Internet shopping at the end of this book, but Xibei has not seen it yet. From what I’ve seen so far, the one that touches my heart the most is the shopping bag.

The general theme of that chapter is that stores should encourage customers to buy more, so when shopping is completed, shopping bags are provided to customers to encourage customers to buy more goods. An example is also given, that The brand launches shopping bags every season and they become collections of fans.

Xibei followed the reasoning to e-commerce. Can e-commerce encourage users to buy more by providing shopping bags?

The online shopping cart is infinitely large and can be delivered to your door. At first glance, it seems that users have no need for shopping bags. Is this really the case?

Have e-commerce companies analyzed orders? How many orders are delivered to your doorstep on working days (most of them should be to work addresses)? Is it the majority?

At present, with the exception of JD.com, all e-commerce companies have switched to using cartons for delivery. Cartons are only suitable for logistics transportation and are not suitable as a carrier for users to move goods home. In the past, Xibei could make do with carrying things home in a plastic bag from an e-commerce store. If the thing he bought was particularly heavy, it would be difficult to carry it in the plastic bag. Nowadays, no plastic bags are provided. How to carry things home? For office workers, even more so, how to carry the goods home decently?

Imagine that formally dressed office men and women are taking public transportation with a worn-out plastic bag in their hands. If at this time, it was replaced by a XX e-commerce brand, the design would be quite fashionable. Shopping bag, what will happen? Free advertising! !

E-commerce always lists a bunch of things when checking out in the shopping cart, + how much to exchange for which products, why not make a slight change, 90 yuan order + 2 yuan to get a shopping bag, 100 yuan order free Send shopping bags (the specific price is just an example, this can be left to pricing experts, haha). People always like things they get for free, and it’s not difficult to buy an extra 10 yuan. You can always find products that are not necessary but are still OK to buy. In this way, the traditional retail method of using shopping bags to encourage users to buy more goods can also be replicated on the Internet simultaneously.

If the design of the shopping bag is fashionable enough and has enough e-commerce personality, it will definitely be a free mobile advertisement for users walking on the street. If we could also have the design temperament of the retailer in the book, launching different patterns every season, for women who have a collection habit in their nature, buying a casket for a pearl would often happen.

The cost of an environmentally friendly shopping bag should be very low, especially for mass production, but it can extend the time and scope of influence of e-commerce brands in users’ lives. The most important thing is to give users To provide a more considerate service, we not only consider the service of delivering the product to the user, but also consider the user's experience after receiving the product.

No matter from any angle, Xibei believes that this is a good deal!

Why do customers buy post-reading reviews

I will not buy post-reading reviews

When I read an article, I usually use my own values ??to evaluate it. Evaluate its failure or success. And I firmly believe in my own evaluation.

I think people who buy reviews feel lonely, but I don’t object to them. Looking for recognition is a psychological activity.

Reviews of "Why Customers Buy"

I want to know what others think after reading it. It feels like everyone has a different feeling when reading an article, because everyone’s experience and personality are different. And what you can get out of it is different.

"Why Customers Buy" Reading Notes

"Why Customers Buy" After Reading

Most of this book is written for merchants, and there is also a small Part of it allows us to learn about the consumers themselves and learn about topics we haven’t thought about before. Well worth exploring!

In the career planning course, there is a career rainbow chart, which positions different roles in a person's life, one of which is a consumer. In addition to being producers, we are also consumers, and the identity of consumers lasts even longer, almost from birth to the end. The previous book "Brand Brainwashing" taught us how to identify the tricks behind brand planning, and this book teaches us to identify why various special behaviors occur during the shopping process. What are our consumption habits are analyzed and summarized through scientific research. I will share my feelings through a few small cases.

1. Determine the effectiveness of advertising.

The book talks about how to judge whether a billboard is effective: place the billboard on the ground, lean against the wall, step back 10 steps, and see the effect; in addition, turn off the lights and look again. If a billboard doesn't work in an imperfect environment, it's certainly not effective. I find it very interesting! You can also turn off the lights and check later. This case made me understand what it means to observe carefully, what it means to be responsible for advertisers and consider consumers. Whatever you do, you want to do it well. If you have this thought, you will take extraordinary actions, multi-channel and multi-dimensional actions. Just like the word "cross-border" is very popular nowadays, it seems that if you don't cross the border, you will be OUT. But in fact, every industry and every field we are in requires us to observe, analyze, research and summarize from multiple dimensions, and constantly summarize, adjust and update so that the rules become more in line with market changes and adapt to the constant changes of consumers. needs. This is worth learning and thinking about!

2. Creativity is everywhere.

Being a business requires promotion. As Director Feng Xiaogang said, he only uses one word when filming: "vulgar!" But the word vulgar is good because it is the most down-to-earth. But advertising and promotion cannot be clichéd, because today’s consumers don’t accept your stereotypes and their expectations are getting higher and higher. So we need to innovate and we need Ideas! A good idea. If the advertising department of an advertising company or business has no creativity, then only a virtual shell will remain! Of course, this book is not primarily about creativity. If you want to see creativity, you should read "Brand Brainwashing". However, this book mentions a creative point, which I personally think is very good. Because good creativity is simple! Be careful! It is said that the author found something written under the mirror in an elevator: "You look hungry!" Then below it was a row of words about a certain restaurant and a phone number. This is a sensory description that not only reminds customers, but also causes customers to think about their own needs, triggers needs, and then "prescribes the right medicine"! This is actually the same logic as the "Where do you want to dine on the weekend?" I shared last time!

Why Customers Buy

Maybe it’s too expensive

Author of "Why Customers Buy"

"Why Customers Buy: A New Era Retail Bible (US) Underhill What exactly triggers people’s desire to buy? How do customers change stores? Why won't online shopping replace shopping malls? In this book, the author Paco Underhill gives a definite answer based on a large amount of field research data!

Why do customers buy?

The question answered by the poster is incredible. But I still have to answer. Why do customers buy? When customers buy your products, it means you are successful. If you use your marketing methods to achieve your goals, it also reflects your eloquence and ability.

Comments after reading "Why Customers Buy"

Comments after reading "Why Customers Buy"

Most of this book is written for merchants, but there is also a small part for us. Get to know the consumers themselves and learn about topics that have never been thought of before.

Well worth exploring!

In the career planning course, there is a career rainbow chart, which positions different roles in a person's life, one of which is a consumer. In addition to being producers, we are also consumers, and the identity of consumers lasts even longer, almost from birth to the end. The previous book "Brand Brainwashing" taught us how to identify the tricks behind brand planning, and this book teaches us to identify why various special behaviors occur during the shopping process. What are our consumption habits are analyzed and summarized through scientific research. I will share my feelings through a few small cases.

1. Determine the effectiveness of advertising.

The book talks about how to judge whether a billboard is effective: place the billboard on the ground, lean against the wall, step back 10 steps, and see the effect; in addition, turn off the lights and look again. If a billboard doesn't work in an imperfect environment, it's certainly not effective. I find it very interesting! You can also turn off the lights and check later. This case made me understand what it means to observe carefully, what it means to be responsible for advertisers and consider consumers. Whatever you do, you want to do it well. If you have this thought, you will take extraordinary actions, multi-channel and multi-dimensional actions. Just like the word "cross-border" is very popular nowadays, it seems that if you don't cross the border, you will be OUT. But in fact, every industry and field in which we work does require us to observe, analyze, research and summarize from multiple dimensions, and constantly summarize, adjust and update so that the rules become more in line with market changes and adapt to the constant changes of consumers. needs. This is worth learning and thinking about!

2. Creativity is everywhere.

Being a business requires promotion. As Director Feng Xiaogang said, he only uses one word when filming: "vulgar!" But the word vulgar is good because it is the most down-to-earth. But advertising and promotion cannot be clichéd, because today’s consumers don’t accept your stereotypes and their expectations are getting higher and higher. So we need to innovate and we need Ideas! A good idea. If the advertising department of an advertising company or business has no creativity, then only a virtual shell will remain! Of course, this book is not about creativity. If you want to see creativity, you should read "Brand Brainwashing". However, this book mentions a creative point, which I personally think is very good. Because good creativity is simple! Be careful! It is said that the author found something written under the mirror in an elevator: "You look hungry!" Then below it was a row of words about a certain restaurant and a phone number. This is a sensory description that not only reminds customers, but also causes customers to think about their own needs, triggers needs, and then "prescribes the right medicine"! This is actually the same logic as the "Where do you want to dine on the weekend?" I shared last time!