2. Pay more attention to the interests of customers than customers. 3. Be more nervous about customers' possible losses than customers.
4. Improve the horizontal and vertical position of customers to think.
5. Provide services far beyond peers.
For your reference!
Question 2: How to dig deep into customer needs and improve performance? According to the suggestion of CRM customer relations scholars, 1. Thinking from the customer's standpoint means always standing from the customer's standpoint.
2. Pay more attention to the interests of customers than customers. 3. Be more nervous about customers' possible losses than customers.
4. Improve the horizontal and vertical position of customers to think.
5. Provide services far beyond peers.
For your reference!
Question 3: How to tap the deep-seated needs of customers "My plums are big and sweet, especially delicious." The peddler replied.
The old lady shook her head and refused to buy it. She walked up to another vendor and asked, "Is your plum delicious?"
"A bite of this basket of plums makes my mouth water. How much do you want? "
"Come to a catty." After buying plums, the old lady continued to wander around the market. She saw plums in a vendor's booth. They were big, round and eye-catching. She asked the vendor behind the fruit stand, "How much is a catty of plums in your?"
"Hello, what plums are you asking?" "I want something sour."
"My daughter-in-law is going to have a baby and wants to eat sour."
"The old lady, it's very thoughtful of your daughter-in-law. She wants to be sour, which means she will give you a big fat grandson. How much do you want? " "I'll take another catty." The old lady was very happy by the peddler, so she bought another catty.
I don't know.
"Pregnant women especially need vitamin supplements. Do you know which fruit contains the most vitamins? "
"I don't know."
"Kiwi contains a variety of vitamins, which is especially suitable for pregnant women. You should give your wife kiwi fruit every day. If she is happy, she may give you twins at once. " "Are you? Ok, then I'll have another catty of kiwifruit. "
"That's very kind of you. Whoever has a mother-in-law like you must be blessed. " The hawker began to call the old lady kiwifruit, and his mouth was not idle: "I set up a stall here every day, and the fruits were all fresh from the wholesale market that day. Come back when your daughter-in-law has finished eating. " "ok." The old lady was satisfied with the vendor and promised to pay for the fruit. After the story was finished, we saw three vendors facing the same old lady. Why are the sales results completely different? The first manufacturer doesn't know the real needs of customers, and the third manufacturer is good at asking questions. Therefore, the depth of understanding of demand by the three manufacturers is different. The first manufacturer only grasped the superficial demand and didn't understand the deep-seated demand. There are superficial needs and deep needs, so what is the deepest needs of the old lady in the end? Many people may say, of course, it's for the daughter-in-law and feel sorry for her daughter-in-law. It is also possible, but the most fundamental need is that she hopes her daughter-in-law can give her a white and fat grandson. So, when the third vendor recommended the monkey peach to him, she bought it happily, because it was her goal and wish. Buy plums or kiwis here. This is the purchased product. Plums should be sour, which is the selection index. Later, the third vendor added a purchase index for the old lady, that is, high vitamin content. Therefore, the demand is a five-level tree structure. Goals and aspirations determine the problems and challenges that customers encounter. When customers encounter problems and challenges, they need to find solutions. Solutions include products and services that need to be purchased and the demand for products and services. Together, these elements are demand. The products and purchasing indicators that customers want to buy are superficial needs, while the problems that customers encounter are deep-seated potential needs. If the problem is not serious and urgent, the customer will not spend money, so the potential demand is the urgent demand of the customer, and there is the urgent demand of the customer behind any purchase, which is the core starting point of sales. Potential demand generates and determines surface demand, and customers at the decision-making level pay more attention to current demand, which can also guide customers' purchasing indicators and persuade customers to buy. Some novices do business and rush to customers when they meet customers, but for old salesmen, it is more about analyzing customers' needs and digging deeper needs, so business will naturally start!
Question 4: How to dig deep into the pain points of users Source: Some things about the Internet Author: Lao Wu
There is no need to make products at all, only pain points! She accompanied her to see thousands of worlds, but she didn't know this world; After so much experience, she accompanied her on the merry-go-round. Last time, I have combed the concept of user pain points with you and why I know that the product has pain points but it has not been perfected and improved. This time, I will continue to talk about how to find out the pain points of products.
Let's talk about two product examples first, which are a bit awkward. ...
Example 1: Let's talk about the most mature and popular product at present-Didi taxi.
Pick up the pain point of Didi.
At present, Didi has basically occupied most of the market through promotion, and it has been popularized in big cities because it is easy to use and easy to use.
Since we want to analyze Didi, let's continue to use the scene method to find out the problem. The scene begins. ...
Scene 1:
Zhang Dali looked at the table after eating the last bite of fried dough sticks in his mouth. Let's go for a ride at 8: 20. We should arrive at the company after half an hour on the road. And coupons for 5 yuan. After entering the destination, wait ... after 5 minutes, no one takes the order, and there is not enough time. Let's take the express train. Someone will get off the bus in 20 seconds.
Scene 2:
Zhang Dali paid a bonus at the end of the year. He is very happy and rich. We must find a good taxi, and men must treat themselves well. Let's get an Audi, so he chose the taxi service on Didi. Twenty seconds later, someone took the bill, vigorously touched a thick stack of money in his pocket and got on the bus and went home.
Scene 3:
I strongly want to take my wife and children to visit Phoenix Ridge in the suburbs of Beijing on weekends. Because the number of Beijing is limited, I strongly want to rent a car to go out to play on weekends and find my own barbecue oven, tent and mat. Instinctively, I took out my mobile phone and opened a drip taxi. I didn't find a car rental business for a long time.
Alas! "A sigh.
Scene 4:
Dali's wife is doing beauty in a beauty salon. After doing it for a while, she took out her mobile phone and looked at the time. "Oh, no, my parents came to see her from the country today." So he said to the little sisters together, "Sister Lingling, you!"
Don't all children take taxis by drip? Is there a driver service to pick you up? I haven't finished this beauty treatment yet. Sister Lingling said, "No, if only there were. If there is, I can find an honest driver nearby and pick up the children on time every day without running back and forth from home and school. "
From the scene 1 and scene 2, Didi has solved the basic travel problem of users well, and solved the pain points of users in different aspects through three different modules: hitchhiking, express train and special car, and satisfied the pain points of users in different scenes.
Scenes 3 and 4 show other travel needs of users, and the unmet needs in these scenes have become the pain points of users.
The value of products is to solve the pain points of users. When these pain points are solved, customers will rely on this product. At the same time, customers will also put forward higher expectations for this product, and this expectation has become a new pain point for users. Therefore, the product iteration process is a process of continuous improvement and optimization, and it is also a process of constantly solving new user pain points.
Ok, now come back and think about it. How do we find out the pain points of users?
Product pain point acquisition formula: scenario+product
Explanation: Different scenarios are used to simulate the pain points of users in different scenarios, and the process of scene improvement is the process of obtaining the pain points of users. This is why we need to do a lot of user research before making products.
Through user research, we can collect different scenes of users, and then find out the pain points of products through scene playback. When we solve the pain points of users well, users will slowly fall in love with us and become us.
Fans, scream for us.
We know that we can get the user's scene through the user's investigation, and then find the user's pain point through the scene simulation.
Will the truth be so simple? Let's continue to explore ...
This is > >
Question 5: How to pay a return visit to old customers through the old telephone and dig deep into their other product needs? This short story is about tapping customer needs, I hope it will help you! Salesman network sharing generates value!
There used to be a story about deductive marketing:
A company tested three marketers who came for a second interview through role-playing and admitted one of them.
The examiner brought them a bottle of water and told them that the most important thing for a marketer is to find the potential demand of customers for your products with keen eyes, and then try every means to meet it. No matter how you use it, you must sell this bottle of water. Now, if I am that customer, how can you sell it?
The first shop assistant, holding the bottle of water, went over and said, "hello, sir, I learned a lot from talking to you just now." I admire your eloquence even more. You said so much. Are you thirsty now? Do you want a bottle of water? " The examiner shook his head in disappointment.
The second shop assistant grovelled over and begged, "Sir, you are a kind person. There are old people and young people waiting for me at home, but I haven't found a formal job yet. Can you have pity on me and buy this bottle of water? " The examiner shook his head with a straight face.
It was the third salesman's turn. He stepped over and took out a lighter from his pocket. Then he grabbed the examiner's tie, slammed it, lit it and asked, "Sir, do you need this bottle of water?"
"You this * * *, what are you doing? 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 sales promotion, the first and second salespeople are simply selling, and neither flattering customers nor taking advantage of customers' sympathy can fully tap customers' needs. Only the third kind, under the condition that the examiner "sells this bottle of water anyway", grasps the key point of "compatibility between water and fire", first lights the fire to stimulate customers to buy some, and then
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 a process of finding and meeting the demand. For marketers, only by understanding and exploring the market demand first can they promote or pre-sell the corresponding products according to the actual situation of the market and customers, so as to meet the needs of the market or customers and realize the value of the products and themselves.
So, how to understand, tap and meet the needs of the market or customers? There are three steps:
Step 1: Explore the market capacity.
How to calculate the market capacity? Here is a method called even 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 products; Q represents the average purchase amount of each buyer; P stands for average unit price.
For example, we hope to predict the market capacity of instant noodles in a regional market. The market population is 6,543.8+00,000, the per capita purchase volume is 654.38+00 packs, and the average unit price per pack is 654.38+0 yuan. Then, the total market potential of this market = 654.38+00,000 * 654.38+00 * 654.38+0 =
Of course, sometimes not all people are consumers, and sometimes there are some variables when buying products, so a variant of this method-locking ratio method was born, which consists of a base multiplied by several correction rates.
The formula is: k=navv 1v2.
Where k represents the total market potential of the product; N represents the total population; A stands for per capita disposable personal income; V represents the average expenditure ratio of each person on a large category of products; V 1 represents the expenditure ratio of a classified product in this category; V2 represents the expenditure proportion of this product in classified products.
For example, if a stationery company wants to calculate the market demand of a region, the local population is 6,543,800+,the per capita disposable expenditure is 6,543,800+,the expenditure ratio of purchasing stationery is 654.38+ 0%, and the company's product share in this region is 5%, then the market demand of the company can be calculated as follows:
There are 65,438 effective customers in the regional market+000,000 people * Per capita disposable expenditure 10000 yuan * Spending proportion of stationery (various pens) 1% * Market share of our products is 5% = 500,000 yuan.
Step 2: Explore the needs of customers.
Customer demand comes from ... >>
Question 6: How to dig deep into foreign trade customers, improve the order conversion rate, find customers, and use Double Happiness software to send emails, but the conversion rate still depends on your own documentary ability.
Question 7: How can SEM dig deep into users' pain points and search needs? This is not only an essential skill for SEO practitioners, but also a very important skill for SEM practitioners. Because I have done SEO and SEM related work, I have a deep understanding of keyword mining.
When we conduct the precise marketing of Baidu HIVE BOX system (note that this is an accurate matching, not an extensive matching), most of the matching keywords are synonyms. For example, the core keyword we have established is hotel. At this time, our matching keywords are: XXX hotel, XXX hotel, XXX hotel reservation and other similar words. Therefore, if we conduct precision marketing, keyword mining will have some bottlenecks. What should be done to solve such a problem as much as possible?
At this time, we can try to extend the possible basic needs of users from the initial stage of user needs, and expand our keyword clustering through these basic needs.
We take the SEO training industry as an example. If you need to find customers with SEO needs, you can classify customer sources. Among the users who buy SEO training products, users who have just graduated and have been engaged in SEO for less than half a year account for 70% of the business volume, and the conversion rate of registered customer consultation is very high, so we regard this part of customers as our core user group.
In order to understand our customer base and realize accurate search and positioning, we made some investigations and came to an absolute conclusion:
1, I didn't get good grades in my major courses, so I sought a job related to my major, but not so professional, and my SEO major was related to my computer major. At this time, the crowd can be further narrowed down to the computer major (demand) of some universities.
The ratio of fresh graduates to previous graduates is 5 to 5.
I like playing computer, and spend most of my time by the computer in the dormitory.
From this analysis, we can easily see that most of our clients are forced by their studies, or they are unwilling to go back to their hometown after graduating from college, so they have to find such jobs. Let's analyze it in detail. On the whole, college students who play games and pick up girls are really hard to find, but few of them can contact us for training. So what are the places they often go to? The answer is Inetnet. As long as you are immersed in the network, you can't escape the powerful data analysis ability of BAT.
In that case, it's simple. Let's make a concrete plan to win this market in one fell swoop.
In order to ensure higher output at lower cost, referred to as ROI, we avoided the high-cost Baidu bidding and chose the Internet alliance with lower cost as the experimental site. Secondly, we use targeted advertising ideas to track the landing pages statistically.
The effect after one week shows that the average conversion cost, namely CPA, is 8 yuan for everyone, while the previous CPA has reached 35 people.
Since it is effective, try to spread it out as much as possible, and the bidding end cannot be relaxed. After all, bidding is different from online alliance. Online alliance is a page for the whole internet system, and bidding is only for search engines. Will these children who like to play games take the initiative to use search engines? We can hardly consider this issue here, because all we can do is to keep these customers who stay in search engines, so extensive matching has played a great role. For example, we can use LOL SEO training as a widely matched word, and the final effect is under control.
By quickly replicating this low-cost user demand, we have rapidly expanded our achievements and made good profits.
Question 8: How to tap potential customers from peers? To tap the potential customers of peers, you can specialize in word-of-mouth image promotion. Word-of-mouth marketing software for students, Italy and Taoism has a large promotion area and a wide coverage, which will deeply explore business channels for you and let prospective customers, including peers, flow to you.
Question 9: How to dig deep into the keyword 1 in the website? Selection rules of traffic keywords
The number of website visits is very important. We can query which keywords have search indexes through Baidu index. Generally speaking, the competition below 1000 is relatively small, 100 1-5000 is medium, and above 5000 is a key word with fierce competition. After the query, do a good job of classification. In order to reduce moisture, this data is usually the search volume of keywords in the past three months, and such keywords are relatively accurate. Doing traffic keywords is to bring user traffic to enterprise stations and improve network visibility. If it can produce a deal, that's good.
Second, the industry keyword selection rules
The selection of industry keywords is relatively easy, but the traffic of such keywords is much smaller than that of traffic keywords. Industry keywords are also divided into unpopular and popular, which are related to the degree of competition and have little to do with traffic. In many industries, the traffic of popular keywords is not necessarily "hot", but there are still many people competing. seoer will make statistics on related keywords, so as to compare and select the industry keywords suitable for its own enterprises, which is convenient and easy to optimize.
Third, product keyword selection rules
Product keyword traffic is small, demand is accurate, and traffic is relatively real. This kind of keyword is an essential keyword in our enterprise website. However, product keywords are also divided into unpopular and popular, which are related to users' search habits and local names, and have little to do with the degree of competition. For example, "trash can" is called "trash can" or "trash can" in the south, but in Beijing, many people call it "trash can". As can be seen from this example, many keywords are synonyms, but they are different keywords in search engines. Therefore, when we do product keywords, we must do a good job in the user's search habits and local address survey.
Four, brand keyword selection rules
Brand keywords are aimed at whether the products of the enterprise have been branded or whether the products have formed a brand effect. This kind of keywords is quite accurate and demanding. Whether an enterprise needs to choose brand keywords depends on the relevance of its own website. When users come in through such keywords and find that the description of the keyword on the website is not rich enough to meet the needs of users, then users will close the webpage and eventually be downgraded by search engines.
Question 10: How to dig deep into users' needs and drive product design, operation and profitability? Today, we need to know what customers need. You need to know what customers need, so that we can better develop product design styles.