Tell me a well-known example. Two shoe sellers went to an island to check the situation. When they came back, a man said, "No, people on this island don't wear shoes." Another salesman came back and said, "No one on this island has shoes!" " "Everyone said, they who will succeed?
The second one, of course. The first salesman is passive. He only sells products to customers when they need to ask. The second is active, he will find his potential customers, and then stimulate their demand and sell his products.
We say that the market is a big cake, and everyone is vying for a bigger share. But when you win a certain share, will you only focus on making your share and ignore other cakes?
Unpredictable market and mobile customers. The needs of customers are ever-changing. What is not needed today may not be needed tomorrow. So let's not just stare at the cake in front of us, but be good at finding more potential customers. Don't wait for customers to tell us what they need before we offer anything. Opportunities are won, not waiting.
Especially for big customers, it takes a long time to make a decision. If the big customers have made a decision, it will be too late, because the big customers will definitely investigate the market in the decision-making process, and they already have their own general choices in their hearts. At this time, go for it. Unless you have a great advantage to make customers reconsider, the overall situation is set and the opportunity is lost.
Therefore, you should stimulate customers' needs from the beginning, and let big customers give priority to you in the decision-making process.
We must be clear that the current customers are just the tip of the iceberg, and the larger market is still buried underwater, which requires us to explore with keen eyes. As the iceberg is exposed to water, there will be robbery. What we need is that when we find an iceberg with a tendency to surface, we will run quickly, mark it with our own marks, and then push it out of the water. When everyone finds it, it already belongs to you.
[case study]
Han Xiao is a representative of a consulting company. One day, Han Xiao learned from a commercial newspaper that a famous big enterprise would reorganize, expand and establish more branches. Han Xiao studied this enterprise carefully and learned that the boss likes to play golf and plays several strokes every week. Then Han Xiao called the boss of the enterprise and said that he had a membership card of the golf club and wanted to invite the boss to play golf. By the way, he has some good suggestions for this enterprise and successfully made an appointment to meet.
After they met at the golf course, they chatted while playing golf. The boss asked, "What do you suggest?"
Han Xiao: "I heard that your company is going to restructure and expand recently. I wonder what your plan is? "
Boss: "It is to optimize the company structure, introduce a group of more professional talents and expand more markets."
Han Xiao: "What kind of talents do you need?"
Boss: "There are many talents who are good at management in all aspects."
Han Xiao: "Well, I happen to have such a batch of human resources at hand, so I'll ask your requirements, and then make a talent match with your requirements to see if there is a suitable one."
Boss: "Aren't you a consulting company?" What are the talents? "
Han Xiao: "Isn't your company going to optimize and reorganize?" Don't you need a professional to consult and analyze for you? "
Boss: "You can consult a consulting company if necessary."
Han Xiao said, "Wouldn't it be better to prevent micro-duration?" If there is a problem, will it be too late to consult the consulting company? "
Boss: "What you said is also reasonable."
Han Xiao: "Especially for a large enterprise like you, you need professional consultants to give you advice at any time to help you better understand the market and rationally optimize the company structure."
Boss: "Well, that's your suggestion?"
Han Xiao: "Ha ha, a good leader knows to accept good advice. I believe that you are a good leader, otherwise you can't be such a big enterprise. "
Boss: "You are forcing me to accept your suggestion, hehe!" " "
Han Xiao: "I dare not, just trust your judgment and vision."
Boss: "Thank you for your trust, I can't betray your trust!" " "
Han Xiao: "We will not betray your trust."
Boss: "Haha, happy cooperation!"
Customers don't use a product, sometimes they don't necessarily need it, but they just don't know its benefits, so we need to stimulate customers' demand.
In this case, Han Xiao's practice is worth learning.
First of all, you should "keep your eyes open and listen to it" and try to tap potential customers. As a person in a shopping mall, we must circulate information, keep abreast of new market information and pay attention to new trends. Han Xiao is very keen to find the needs of the other side from the news of the reorganization of a large enterprise.
As a professional, Han Xiao is also good at dating, grasping each other's interests and gently mentioning each other's interests, and the appointment succeeded.
In the golf course that customers like, doing the sports that customers like will naturally greatly relax their mood and their vigilance is not high.
In the face of the boss's direct inquiry, Han Xiao didn't tell the boss his intention directly, so he was likely to be rejected by the boss.
Han Xiao started from the boss's company and asked the other company first, so that the other party didn't know what Han Xiao was going to do. After answering truthfully, Han Xiao will analyze it step by step according to the other party's words. Not the kind of "I have something, do you want it?" Promotion status, but "what do you need, see if I happen to have it?" Slowly fit the state, introduce the theme, stimulate the needs of big customers, and let big customers find that they really have needs.
In the case, we found that Han Xiao's speaking art is superb, not only handing over the resources of his company, but also making the other party feel good to them, and finally cooperating happily. [Skillful touch of gold]
The customer is there, and the customer's needs are there. The key is to see if you will find out and seize the opportunity.
So, what can be done to better stimulate the needs of big customers?
First, information circulation. As a part of market work, we must know our working environment and the latest market situation. We can't stand still. The world is changing rapidly.
Second, collect effective information. When paying attention to information circulation, we must know what customers' needs are, find out the information that is beneficial to us keenly, and then collect and sort it out, and establish files for emergencies.
Third, do a good job in understanding customers. If you want to stimulate the customer's needs, you must have a deep understanding of this customer and know where the customer's needs are, so that you can guide them slowly. If you develop a customer with no demand at all, it will only be in vain.
Fourth, customer-oriented. When guiding and stimulating customers' needs, we must take customers as the center. Don't say that if you find that this customer has a demand, you will always push your own products, which is likely to suppress the customer's demand and make customers bored. We should focus on customers and let them find their own needs.
Fifth, don't be impatient. In the process of guiding and motivating customers, don't be impatient, don't just go straight to the goal, guide slowly, draw a circle and finally reach the finish line.