Consumers Are Lazy To Grasp The Psychology Of Consumers.

The heart of trading is different from your heart.

The inner thoughts and ideas of Xiaobian are the details for you to explain in detail. If you can master the rules of "two points" and practice it, your business will be another world.

Because competition, marketing research is the interests between themselves, consumers and competitors, you can not be better than competitors in every aspect, and consumers often have their own different concerns.

What you need to do is aim at

And you must have the advantage of buying points for packaging design.

First of all, I would like to point out that the difference of business between me and the seller is not the psychological difference between the buyer and the seller, but the difference between the marketing personnel who insist on buying and selling points, POP (pointofpurchasing) orPOS (pointofsaling).

We are very familiar with the selling point, and the selling point is one of the most quoted words in the marketing process.

Now let's take a look at what we usually call the selling point: selling air conditioners will tell you that the selling points are that the air-conditioner is fast, the air supply is far away, the noise is low, and so on. The washing machine will tell you that his washing machine has big power and large volume, and the clothes will tell you that his clothes are cotton and so on.

If you were a consumer, would you buy them if they listened to this explanation? I don't think so, because they didn't talk about my heart. What they said was not necessarily what I wanted.

What does this have to do with me? I need to cool the air-conditioner, wash the clothes, and the clothes are comfortable.

Some people may say that you have such a fussy consumer? I think absolutely, all consumers are picky, just different angles.

From the above mentioned selling points, we can see that it is just some characteristics, properties and functions of products, and can not constitute consumers.

Its reasons.

The essence of marketing is to give consumers a reason to buy it. From this perspective, many companies are also reasonable in their sales performance against selling points.

Why is it that such a good selling point does not allow consumers to open their wallets? Is there any other reason why consumers can directly hit consumers?

When they buy products, they are reluctant to listen to the so-called product selling points listed in the shopping guide. They are concerned about their own interests after buying products.

Let's take a look at the above example. If you tell a consumer who chooses the air-conditioner, your air-conditioner can be refrigerated quickly, which will make you feel cool instantly and save electricity more than other brands. Your washing machine is powerful, clean and doesn't hurt your clothes. What kind of purchase decisions do you make if your cotton clothes are comfortable, sweaty and dry? What's the difference between the two commentary methods and contents? The first commentary is only a mechanical explanation of the characteristics or functions of the products, and the second describes the benefits that the products can bring to consumers and the comparative advantages of the products.

The second way of commentary is called "buy point", that is, the reason for buying the consumer, POP.

The difference between the word "selling point" and the "selling point" represents different ways of thinking and business philosophy. The selling point is from inside to outside, the product is pushed to the consumer by the consumer and the consumer. The purchase point is from outside, from the consumers and products, the consumers are attracted to the products and help them to buy.

Narcissism is a marketing mistake committed by many companies, because they do not put consumers' real needs and interests in the first place, so they appear weak in publicity and terminal sales.

Of course, I am not advocating selling useless points. True marketing is to combine selling points with buying points.

Selling points are the characteristics and functions of products. Buying points is the benefits and comparative advantages that products can bring to consumers. The selling point is the carrier of buying points and the support point to realize customer value. Buying points are the soul and the inside of selling points.

Marketers should seriously study buying points, grasp the interests of customers really concerned, so as to carry out the design and promotion of selling points, and product development.

Only in this way can the company find the focus of marketing, so that the product can become a marketable and salable product.

Secondly, the acquisition is not based on our imagination, but through the communication, research and conclusion with consumers.

The concerns of different consumers are different, and the products are different. However, it is impossible for us to subdivide the purchase points to every customer in the field of fast moving consumer goods, but there are rules to follow.

For example, a certain age group, a profession or some characteristics of the crowd show some similarities in consumption. Marketers can classify these people with similar consumption characteristics to extract the product buying points of a specific group.

Finally, after understanding the relationship between buying and selling points, and knowing how to extract "two points", what should be done in practice is to know "willing".