If You Don'T Know The Consumer, What Else Do You Play? What Does The Market Decide?

Nowadays, enterprises that do not know consumers are numerous, and failure will follow.

When he saw Luo boss again, he found something wrong.

His whole body was depressed, and Jane was looking straight.

It surprised me.

It can be seen that the failure of promoting the product is too great a blow for him.

In the past two years, Luo's boss has been reduced to such an impasse from the tens of millions of his family.

In the era of surplus economy, the survival environment of enterprises is actually besieged everywhere.

The market is so cruel.

As the CEO of the international marketing consultancy of blue Columbia and Yang, which has always advocated the creation of value in real life, I think the purpose of marketing is to make effective information quickly occupy the mental resources of consumers. Recently, I read the article "why is Jack, Trout, the father of location"?

Professor Trout pointed out that in his business years, there were two lessons for the disaster caused by large international management consulting companies to trust their customers.

The most important thing is that few consultants know the minds of customers.

Where is the place where business wars are located? Such an important issue, the business community knows very little, and the higher the upper level, the less it knows.

As far as I know, there is hardly a place where competition is clear in the minds of customers, let alone entrepreneurs.

In China, the sages in the early two thousand years ago were very clear about the importance of the competition. In the opening of Sun Tzu's art of war, they said: "soldiers, the great events of the country, the way of survival and survival, must be observed."

Business war is launched in the minds of existing customers and prospective customers. It is where you win, and also where you lose.

This requires you to locate your brand and company in your mind, and require you to understand the following 6 principles, which reveal how the mind works and how people make purchase decisions.

The mind is tired of coping with: too much information now, so you must be careful or you will be ignored.

Two, mental capacity is limited: people will only retain limited information on the brand, and most businesses will focus on the top two brands.

Three, the mind dislikes chaos: your brand information must be simple, and you need to find a positioning word that condenses your business information to penetrate and occupy the customer's mind.

Four, lack of sense of security: people must overcome 5 kinds of risks when shopping. Your strategy needs to provide trust to overcome these risks.

Five, the mind will not change: if a brand enters the mind and establishes its position, it is almost impossible to change these minds. People do not want to change their beliefs.

Six, the mind will lose focus: the more you want the brand to represent, the more your mind will blur. This opens the door for competitors to occupy your original position.

Smart advisors have received very little training on this subject, and have never even received such training.

The training they receive is to understand and enter the minds of CEO and board of directors, so that once they are on the real battlefield, they will not know how to shoot.

As a brand marketing expert, he often exposs such a view when he contacts his boss. If he does not understand the market demand and does not know how the consumer's mental resources are occupied, the enterprise will be in big trouble.

Frankly speaking, this Luo boss in Shanghai is a person who is very keen on the market and is good at seizing opportunities. No, earlier, he acted as an agent for Ericsson mobile phones, worked with Putian people in Fujian, worked out specialist clinics, contracted for direct selling channels on TV stations, and earned money in his words.

Sometimes he felt that God had given him so much that he never knew what was going on in his life.

Two years ago, he bought an anti cancer product approval from a close down health care product company and began to enter the health industry.

At that time, I was informed by friends that we had a great influence on the industry, and soon came to our company with a beautiful female secretary.

Through the exchanges between the two sides, it may be that Luo boss has done business too smoothly in the past, and his speech has been arrogant and arrogant.

The female secretary on the side is also "what we are always and how we are". It seems that no matter what products are able to win in his hands, I will say frankly: Although Luo boss is a successful businessman, business has always been a smooth sailing, but if you want to enter the health industry now, put the target group on cancer patients, and in the past there is no operation experience in this field. If you want to deal with it, you will face a lot of risks. If you fail to do well, you will lose all of your past accumulation.

After listening to it, the boss also expressed some concerns. He also expressed his intention to cooperate with a famous marketing consultant organization like ours. But he showed that the businessman was too smart and cunning. He didn't want to pay even a cent of the planning service fee in the early stage. He just wanted to cash in with the help of our product sales through the whole process of supporting him.

To be honest, for such a boss's mentality, I don't believe this product can be done on him.

There is a way of thinking that the boss often decides how far the boss can go. He wants to get help from others and not to pay the related remuneration. This also violates the game rules of the consulting industry. For this reason, I frankly stated that his request can not be satisfied with us, while Luo's boss, who has a good sense of self, releases words before he leaves. He will achieve thirty million in a year.

Two years later, I forgot about it because of the hard work and busy business.

Unexpectedly, I would run into Luo's boss in the crowd of ShangHai Railway Station.

And at that time, he found me, and immediately took the initiative to greet him. At this time, his elephant had suffered a blow, and the whole mood was depressed.

At that time, I was commissioned by a foreign company to do marketing diagnosis and market analysis for his project.

And Luo boss, who was unwittingly encountered, was about to rush to Shandong to deal with the trivial matters left behind by the health care products. After listening to his introduction, he invested eight million yuan in this respect. In addition to being a real wage earner in the media, all of it was just a bubble. Until now, only a few sales revenue remained, and not more than six hundred thousand.

Needless to say, the loss of Luo boss is large, and, as I have all expected, he has lost all his previous accumulation.

Compared with the original heroic rush to achieve 30 million, what is the harvest now apart from being miserable and miserable?

If he could have asked a practical professional brain to give his advice carefully, if he had not made quick gains and instant profits, he would have had an objective and reasonable layout of risks; if he could be sensible and sensible in specific promotion methods,

Oh, damn if!

Unfortunately, in the face of the cruel market, these are all meaningless.

The experience of Luo boss in my mind has always been on the way. I am sorry for CEO, as the international marketing consultant of blue Columbia Yang.

I remember Anthony, Robin, who is known as "the ultimate coach of all trades and professions."

In fact, setbacks do not prove anything, because we are human beings and not gods. We can not be perfect.

On the contrary, the size of our ability can only be proved by various tests.

Setback is such a test that must be tested. He can remind us to find and find out our own shortcomings, and then make up and improve them.

Setbacks give us the opportunity to soberly understand how things are going in the direction of failure.

In the future, we can avoid paying a higher price for the future.

In the view of LAN Ge Zhi Yang, this should be very useful for Luo boss and similar people.