Marketing Strategy: Consumer Positioning

In many cases, the shopping guide will tell the shopping guide: never let go of every customer who walks past the booth. There is nothing wrong with this formulation. What is a customer? There is a conceptual error. In addition, how many guide buyers can achieve this level without ignoring the formulation of each customer? Who has calculated the terminal turnover rate of each guide? Is there any meaning in this idea?

Solving such problems is the greatest advantage of the consumer positioning law. All people in shopping malls can be called customers, but that doesn't mean your customers. So, you have to find consumers who are suitable for themselves. Therefore, the first step is to define your position, which kind of group you are more interested in and make it your customer.

The second step is to be able to analyze many consumer groups. According to the level of rich and poor, it is divided into two groups: just after the food and clothing line, the working class, the middle class with a certain taste, and the few rich people; according to the nature of human beings, women and men are distinguished: according to the social attributes, they are: market women, career women, young men, successful men, and the elderly.

The third step is to quickly take charge of seats. After a clear distinction between different types of consumers, guide buyers should immediately find their own consumer groups, and then focus on adjusting the relevant promotion language and presentation. For women in the market, they focus on their price and attention to details. For the middle class, they are not simply concerned about the price, but pay attention to the taste of life and emphasize the enjoyment of products. For some wealthy people, they pay attention to their status and status, while young men have dreams and accept new things.

Therefore, in the process of introducing products, the guide does not recommend that you should seize all customers. This is easy to cause "eating bowls, thinking of the pot, but empty hands" ending, but to firmly grasp every customer belonging to himself.

Then, I talked about the second question, if we increase the turnover rate of guide buyers. High turnover rate can improve the enthusiasm of the shopping guide. However, many shopping guides are tired of catching every consumer and trapped in the edge of "bitter and tired". They will try to catch every consumer at first, and then they will feel the fear of the shopping guide after encountering setbacks. Once they encounter the same group of people who are trying to lose their sense of purchase, they will become the embarrassment that the shopping guide wants to catch and fear the failure.

Therefore, the guide must pay attention to the quality of the shopping guide process and enhance the gold content of the shopping guide results. It can be implemented in the following aspects:

Although every manufacturer gives strict guidance to the shopping guide, every guide can get relevant information to the competition brand. This is why, because of the relationship between private salesmen. Communicate Still very frequent, shopping guide members are also willing to exchange and help each other.

1. Stare: emphasize the patience and perseverance of the guide. Even if consumers do not agree with each other at the beginning, they should keep the consumers firmly watching and leave them at your counter. Once the consumer leaves, he must follow him far behind and observe his movements until he has no gains. Store 。

Two, soft grinding: need Shopping Guide Able to develop balanced psychology. No matter how the consumers approve of the products, they must be able to resolve them in time and adopt the way of "soldiers coming down and blocking the water". They can finally hone to the realm of "no fight, no scolding, no retaliate, and let him buy".

Three, rigid foam: emphasize the hegemony of the shopping guide. When necessary, we can directly intercept consumers, and ask them to think again by hand, body block, or direct language.

The above method is not the final means, the shopping guide can be extended and adjusted in real time.