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The Way To Do Business Is To Let Customers Walk Around You.

2011/3/2 9:35:00 171

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Managing Customers' Luxury Goods

Customers are mercenary.

Mercenary is not a derogatory term, it's just a description.

customer

Consumption position and consumption characteristics.

Customers spend money, time, purchase risks and other costs, of course, in exchange for their own interests.

You can provide that customers are naturally loyal to you, and your opponents can provide more value they want, and naturally they will leave you without hesitation.

Satisfaction and loyalty are based on satisfying the interests of customers.

Therefore, when we examine and define the target customers, we should remember the profit.

Customers are friends.

enterprise

and

Customer

Friendship is mainly based on the exchange of interests between the two sides.

To provide nanny service to customers, let them slowly feel lazy or lose the ability to choose and think. Only knowing that the first thing that comes to mind is your friend when you have problems. At this time, if you can treat him sincerely, the solid supply and demand relationship, satisfaction and loyalty are at hand.

Take IBM as an example, its employees do not work in IBM, but in the customers' business.

The company not only sells products, but also provides strategic advice, management guidance, product maintenance and use training.

When customers need some products that IBM does not have, IBM even helps customers purchase competitors' products at the lowest price.

All the customers' needs IBM has helped them to do so, and the customers will inevitably depend on them. If anything happens, they will naturally think of this "friend" first. At this time, they will be able to sell their products smoothly.

Customers are students.

Although customers do not easily believe in business, they actually believe in buying advice from experts or believe in professional businesses.

Nowadays, many enterprises are playing the banner of "XX experts", which caters to the psychology of consumers' superstitious experts.

Especially in industries that are highly professional and highly asymmetric, customers are like an ignorant primary school. Enterprises should give full play to teachers' special status and role, and educate and guide customers in an authoritative image, not just waiting for customers to make purchase decisions with considerate service.

Customer is a Star Hunter.

Google has launched a number of Google accounts, but the account is not publicly issued. It can only be obtained from the invitation letter from Google or through the recommendation of the old users.

Such a high threshold has created a scarcity effect, attracting everyone to want to own this account. For a while, it was very popular in the United States: "do you have an invitation letter for Google?" and "do you have an account with Google?"

In fact, for many enterprises in the industry, the definition of customer identity as "Star Group" can achieve good results, such as luxury goods industry, popular products and so on.

If the industry or product is suitable, the enterprise may as well change a train of thought -- since chase the customer to run very hard, let the customer chase after you to run.