1 minute to grab the customer's marketing coup

Chapter 10 Grabbing people's hearts is better than grabbing the market (3)
Once you have determined your product marketing strategy, don't change it easily.Changing the original strategy is tantamount to abandoning many customers who were originally loyal to their brand.The more frightening consequence is that due to the change of strategy, the customer's brand awareness of the company will be confused, and these old customers will be completely lost.

Fifth, the mind will lose focus, and the marketing strategy should not be diluted

When a brand stands for multiple products or holds multiple identities at the same time, the mental image of the brand is diluted and weakened, and this opens the door for competitors to take your old position.

Both product extension and brand extension may be diluting the position of the brand in the minds of customers.When faced with competition from expert brands in a certain field, the extended products are often vulnerable.

Stretching can take a business completely out of its own marketing strategy, but entrepreneurs often see only a small amount of money in front of them.In order to obtain low cost and high profit, they are very willing to convert a "highly focused" brand representing a specific product or concept into a "lost focus" brand representing two or more products or concepts.

In fact, the more types of products you give your brand, the less customers will not know you!

A startling study found that 70% of new products are extensions of existing brands.We might think that these big companies should have the strength to support product extensions, but the opposite is true.

The Journal of Consumer Goods Marketing did a wide-ranging study of 115 new products launched in the US and UK.The study compares the market share gained by new products under an existing family brand name with the market share gained by a new product under a new name.Two years after the launch of the two types of products, it was found that the performance of the products extended from the brand line was significantly worse than that of the new brand products.The US "Harvard Business Review" published a study on product extensions. They observed that product extensions have weakened the original image of the brand and disrupted the original brand order in the minds of customers.

In the past, there were two major ham sausage companies in China, one called Shuanghui Ham Sausage and the other called Chundu Ham Sausage.Now, does anyone know Chundu Ham?No, because it's gone.How did it disappear?Chundu started out with ham sausage. At that time, it ranked the top two in China, one was Shuanghui, and the other was Chundu. The market was very good.But its chairman didn't know what marketing was. When his ham sausage was successful, his staff suggested to him: "Boss, let's open a farm! I found that the manufacturers who supply pork to us made a lot of money. Money!" The boss thought that the fat and water would not flow into other people's fields, so he opened a breeding farm.

When the farm was just opened, he discovered that the slaughterhouse made a lot of money from them.No, the fat and water will not flow to outsiders' fields, and the slaughterhouse will start again.

After opening a slaughterhouse, he found that the manufacturers who supplied them with casings and packing boxes made a lot of money.No, the fat and water will not flow to outsiders' fields, and a packaging factory will be opened again.

Then he found out that the shipping company that shipped them was very profitable...

As a result, as soon as the transportation company was completed, the employees reported: "Boss, our ham sausages can no longer be sold!" At this time, a domino effect occurred, and all of them collapsed at once!Because the cash flow is cut off, and cash flow is the blood of the enterprise!
The same is true of Jianlibao. Originally, it was positioned as the "No. [-] sports drink brand in China", and it has done so well that it has been sold to the United States and Europe.And its Shenzhen Jianlibao football team has also achieved great results, and its Jianlibao youth football team has all gone to Brazil to "study abroad".

But as a result, can we still see Jianlibao now?I can't find it, because it's going to make other drinks: the fifth season, completely dilute the original brand...

In fact, such examples abound, and the weakening of the brand caused by improper extension is a very important reason for the bankruptcy of enterprises.So when we do brand extension, we have to learn these lessons!
3.Find out the customer's buying motivation
When deciding to do something, do we make this decision through our own thinking and analysis, or do we make this decision because of others' left-clicking and right-clicking on one side and fueling the flames?

Most of the time, it's a combination of both: no one is so arrogant that he can't listen to other people's opinions at all, and is as arbitrary as those tyrannical kings; no one is so inferior that he doesn't believe in himself at all , like those puppets who don't have their own opinions.

There is also a very interesting phenomenon. The closer the "other" who provides us with reference opinions is with us, the more we trust him, and the more we want to listen to his opinions when we are hesitant.In a word, compared with friends and strangers, we must be more willing to trust our friends-although our friend is not necessarily wiser and more rational than the stranger we don't know.

Although we will listen to other people's opinions in life, except for major events such as marrying a wife and having children, changing jobs, and changing careers, more often, we prefer to make up our own minds on some innocuous matters—by making decisions ourselves, we can Experience the pleasure of having the "power of life and death", a feeling of "I am the master of my life".And even if our decision is wrong, the consequences will not be so serious and we can bear it.

And shopping, more often than not, is the kind of innocuous little thing.So when shopping, we prefer to decide for ourselves what to buy.No one wants to be accompanied by a "little bee" when they are shopping, buzzing and chattering non-stop!
Since people always buy based on their own reasons, rather than other people's reference opinions, then, as a salesman, when we sell products, we must first find out their reasons instead of "old Wang sells melons"!
This sentence can also be said: People don't like to "sell", but they like to "buy".

For example, we ran out of oil for cooking at home, so we went to the supermarket to buy a barrel of cooking oil for home.When I arrived at the supermarket, I looked at the various oils with different "textures" such as peanut oil, soybean oil, sunflower oil, corn oil, and blended oil on the edible oil shelf. Brand, we were just about to pick and choose when we had nothing to do, when a salesman came over.

"Yo, the oil you saw is not good! Yours is leached, not as good as our squeezed one!"

Well, so you come to the shelf of Luhua peanut oil, and you remember what it seems to be "5S first-level pressing".

"Although the one you saw is also 'squeezed', it's not as good as our XX's! This XX belongs to the X Brothers Group in Singapore and is a large international company—yours is purely 'Made in China'! "

Hearing this, you may have already started to worry: Are you annoying, what are the "X brothers", and you are still Brother Hulu!

What do you want before you go to the supermarket?It is the joy of "shopping".

But now?This "dedicated" salesman has been tirelessly trying to sell his products to you, making you lose all intention of buying anything!
More importantly, this kind of "hard" sales that doesn't pay attention to methods and strategies will make potential customers feel very uncomfortable, with a feeling of being coerced and controlled-the pleasure of shopping like crazy shopping is Completely disappeared!

People don't like to "sell," but they like to "buy"—a nuance of marketing that is often completely ignored by most salespeople.

In fact, for salesmen, customers' "why buy" is far more important than "how to market".Finding out their "why" is the basis for determining their real needs.For marketing, figuring out what motivates people to buy (aka why they buy) is a billion times more important than your marketing skills!
Therefore, we must consider the problem from the perspective of customers' purchasing needs, not your marketing needs.What customers want to know is how to achieve production, profit and success, not your nonsense!
People won't care what you do - unless they think it will help them.How you explain your business and product will determine the "buying interest" you create, and that interest is from the prospect's perspective, not yours.

The reason why you want to find out why your customers buy is because this is the most important factor that completely separates you from other marketing competitors.Grasping their buying motives also grasps the key of marketing and the core of their buying desire.You can test their motivations by asking questions about their past, experience, wisdom, ownership and usage, etc.

Their stories will gradually emerge with the questions you ask, and when asked about their experience, a story will unfold.Of course, this could be a good story or a bad one.But anyway, your job is to listen, to understand, not to interrupt, and to ask them more questions at the end of the story.The more questions you ask, the more information you have for the rest of the conversation.

That way, through their stories, you can learn what they like and how to build a real relationship with them—a friendly, trusting relationship like a friend.Because people are more likely to trust their friends than strangers; wouldn’t it be better if you pitched them as a friend – since people tend to buy from people they know and trust ?
Their expertise comes from their past experience, and it's your job to determine what level of expertise they are.Only in this way, you will not make a joke in front of them.

Their wisdom is your opportunity to question them.Asking them what they know and how they use it can give you a sense of their wisdom.And once you understand their wisdom, it means that you have established a rock-solid relationship of trust.

Their needs will tell you the urgency of their purchase.But only if you know how they're going to use and profit from what you're marketing, not what they're doing or using right now.

Their desire is the emotional part of the marketing process.The more they want it, the more they will go out of their way to get it (and so will you, of course).

Their possessiveness is similar to their need, and by possessing more, they develop a sense of pride—the satisfaction of ownership.In fact, everyone is willing to have the best, but not all people are willing to pay for the best, it depends on the efforts of the salesman.

Their desire to win will further reinforce their need and willingness to buy, but only if the customer believes they will gain a competitive advantage by purchasing your product or service.

Their desire to inquire about solutions to the company's current problems or situation is also an important factor in buying urgency.The more they think you can provide some form of solution, the faster they will buy.

Their restorative desire is similar to their problem-solving desire to inquire, but takes longer to decide.Recovery means that the damage has been done, whether material or financial, or both; and if they want to rebuild, it will be very cautious.

Their passion is the highest form of their emotion - marketing is emotional first, then logical.The more you can tap into their passion, the more they will share their passion with you and the easier it will be to close the deal.If they see that you are also a passionate (confident) person, the chances of closing the deal will be greater.

Their fears are closely tied to their passions, and the fear of loss outweighs the desire for gain.Although they hope to win the competition in the market, they are more worried about losing money in the competition.Once you understand this motivation, then you can move on to the next topic - greed.

Their greed, simply put, is to think about the benefits to them of the product or service you are marketing.During the conversation, potential customers often do what is called "mental arithmetic", that is, calculate their profits in advance.At this point, let's not interrupt him and let the client do the math for himself - it's more convincing.

Their vanity is important to them, though it means nothing to you.When you try on a piece of clothing in a store, you stand in front of a mirror and imagine how you would look in it.But if the clerk came up to you and said, "Oh, you look so beautiful!", your vanity would instantly inflate, and you bought it without hesitation.

Their desire to express is as important as their vanity.This desire to express, simply put, is "to talk about pomp and wealth with the neighbors" -- "mine is bigger than yours", "mine is better than yours".

Their equanimity comes from the fact that they have what they wish they had, even though it may not be available now.Insurance is perhaps the best example, followed by investments.The more secure and reliable you make them feel, the more likely you are to turn your "marketing" into their "buy".

Their vanity is a key factor, and possibly even a key factor in whether or not they buy.What do they think will happen after the purchase?How are they produced?How do they benefit?How do they profit?Can they achieve their goals?Are they confident in the product or service you offer?Remember: When the marketing is basically settled, don't talk about features and benefits, but talk about results - the benefits your product brings.

Their risk concerns are what hold them back.How to arouse their urgency to buy?The salesman should dispel the risk concerns in the heart of the customer.These factors usually require you to find out with the help of "why" questions.

(End of this chapter)