Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 20 Business Manual Eight: Winning the Heart of Customers and Operating Well (1)
[-]. Study customer psychology

What kind of psychological changes do customers experience in the process of shopping?

When studying how to sell goods, we must first understand the psychological transformation process of customers when shopping.If you don't understand customer psychology, you can't respond to customer needs.

What kind of mentality do customers who come to the store shop under?The changes in mood when shopping are shown below, and based on this, the psychological changes of customers when shopping can be studied.

Attention → Interest → Association → Desire → Comparative Thinking → Belief → Action → Satisfaction.

1 attention
The so-called attention refers to the customer staring at the product.Walking people look at the products in the store or the window in front of the store, or customers enter the store to look at the products in the display box. This is the first stage of the psychological process of buying, which is called "attention".

2 interests
Some customers who focus on the product will leave, but some will stop because they are interested in the product. At this time, the interest may be that the color is good-looking, expensive, etc., or they may be interested in the color, design, price and usage of the product.

3 Lenovo
When the hands touch the product and fiddle with it, the customer not only has a strong interest, but even begins to think of how he used the product.For example, this cardigan would look extra glamorous on this trip.If this curtain is decorated in my room, it must be wonderful, and so on.

In this sense, commodity display and window display should not only focus on attracting customers' attention, but also arouse customers' associations, and because of using the product, they can get more joy.

4 desires
If the customer extends its association, it is the desire for the product.So immediately took out the money and said "please wrap this up", the customer's psychology couldn't be more innocent.When there is a high desire for a certain product, the expectation of "Is it the best for me? Isn't there anything better?" will eventually arise.

5 comparative thinking

Is the product really suitable for you?Does it really match the room?When the sense of expectation for a good product increases, customers will think about its color, performance, size and price when comparing it with many other products juxtaposed around it.

At the stage of comparative thinking, customers are always confused about choosing products because they are looking for good advice and guidance.If it is not guided smoothly at this time, the customer will turn around and leave on the grounds of researching or taking another look with his family.

Therefore, the comparative thinking stage is very important for business operators, and it can be said that it is not an easy task.

6 beliefs
After various comparisons and considerations, I finally found what I needed, believed that it was suitable for me, and decided to buy it.At this time, the customer's beliefs have the following two points:
The first is trust in the seller.The seller knows the customer's needs and assists him in the selection, and the customer trusts the seller.

The second is to trust the store and the manufacturer.This type of product is quite suitable for your own preferences and is trustworthy.The trust in the product comes from one's own feeling, experience and judgment.

7 Action
The so-called action here refers to the customer making up his mind to buy, specifically speaking, handing the money to the salesperson and saying "please wrap it up", "just this!"

This purchase action is an important opportunity for the seller to look forward to.What makes selling difficult is timing.Even bestsellers can become unsold once the time is ticking, and shouting "jumping off the building" doesn't help.

8 Satisfaction
Even after the customer's money has been collected, the sale is not completely over.It is necessary to package the purchased items, get the change back, and deliver them to the hand, so that the customer can feel satisfied after shopping.

Generally speaking, shopping satisfaction has the following two items.That is, the sense of satisfaction at the end of shopping and the satisfaction of using the purchased product.The psychological process of buying considered here does not include the latter.

As for the satisfaction of customers at the end of shopping, it can be divided into two types.One is the satisfaction of buying a good product, and the other is the satisfaction from the seller's pleasant response, attitude and suggestions.Although these two kinds of satisfaction are different, they have something in common, and because the two are complementary, the addition of the two can bring greater joy to customers.

When a customer walks out of the store with such a high sense of satisfaction, he must be impressed by the seller's superb sales skills and sincerity, and he will become a regular customer of the store in the future.

The above are the "Eight Stages of the Buying Psychological Process."

What are the types of customer buying psychology

There are thousands of consumers in the world, each with its own characteristics, each with its own habits, each with its own specific circumstances, and their purchasing psychology may be different.The purchasing psychology of men is different from that of women; the buying psychology of old people is different from that of young people; the buying psychology of paying attention to affordable prices is different from that of paying attention to fashion; If you want to make consumers buy your products, you have to carefully analyze the buying psychology of the "Gods".After careful analysis, there are mainly the following types of customer purchasing psychology, and each type corresponds to a certain target customer group.

1 Psychology of seeking beauty
Consumers do not take the use value as the purpose when purchasing commodities, but pay attention to the character and personality of the commodities, emphasizing the artistic beauty of the commodities.The core of its motivation is to pay attention to "decoration" and "beauty".Not only pay attention to the price, performance, quality, service and other value of the product, but also pay attention to the physical value of the product such as packaging, style, color and shape.

Main consumers: young urban women.

2 Psychology of seeking fame
Consumers pay special attention to the prestige and symbolic meaning of commodities when purchasing commodities.Commodities should be expensive, and the brand should be resounding, in order to show one's special status, or to show off one's extraordinary ability. The quality is trustworthy.

A shrewd businessman is always good at making use of consumers' reputation-worshipping psychology in production.One is to strive to make their products a famous brand; the other is to use various celebrities to promote their products.

Main consumers: urban young men and women.

3 realistic psychology
Consumers do not overemphasize the aesthetics of products when purchasing products, but mainly focus on simplicity and durability. The core of their motivation is: "practical" and "affordable".

Main consumers: housewives and low-income earners.

4 novelty psychology
Consumers pay special attention to product styles and current popular styles when purchasing products, chasing new trends.Whether the product is durable and whether the price is reasonable is not considered much.At the heart of this motivation are: "hipster" and "weird."

Main target audience: teenagers and children.

5 seeking honesty
When purchasing commodities, consumers are particularly concerned about the price of commodities, and prefer products with high quality and low price or with reduced prices.The core of its motivation is: "cheap" and "low-end".

Main consumers: rural consumers and low-income groups.

6 comparison psychology

When consumers purchase goods, they are not out of urgent need or necessity, but only on the basis of emotional impulse, and there are accidental factors. They always want to be better than others, to surpass others, in order to obtain psychological satisfaction.The core of its motivation is: fight to win.

Main target audience: children and teenagers.

7 hobbies
Consumers choose products based on their own living habits and hobbies. Their tendencies are relatively concentrated and their behaviors are relatively rational.The core of their motivation is: "single" and "hobby".

Main consumers: the elderly.

8 novelty hunting psychology
The so-called novelty-hunting psychology is the psychological tendency to pay attention to and love novelty things and phenomena, or curiosity.Driven by curiosity-seeking psychology, consumers in ancient and modern China and abroad mostly like new consumer goods and seek new quality, new function, new pattern and new style of goods.Pursue new enjoyments, new pleasures, and new thrills.

Main target audience: children and teenagers.

9 Herd mentality
Women are easily influenced by others when purchasing.If many people are snapping up a certain commodity, they are likely to join the ranks of snapping up.I usually pay attention to the clothes of the people around me.Like to inquire about the information of other people's shopping products, and produce imitation psychology and suggestion psychology.Women are easy to accept other people's persuasion. If others say it is good, she is likely to make up her mind to buy it. If others say it is not good, she is likely to give up.

The root cause of the "swarming" phenomenon that you often see in the market is that buyers have a wrong judgment: they think that if there are so many people rushing for it, it must be a good product, or there is a bargain to take.

Main consumers: women.

10 emotional psychology
In general, women are more emotional than men.Therefore, women's purchasing behavior is easily influenced by intuitive feelings and emotions.Such as fresh advertisements, bright packaging, novel styles, touching atmosphere, etc., can arouse women's curiosity and arouse their strong desire to buy.

How to classify customers

According to the "retail marketing technique" of the National Electronic Computing Devices Corporation of the United States, customers can generally be divided into five categories. If you learn to adapt to these customers, you will take a big step towards the goal of closing a deal.The following are customer categories and different treatment methods.

Annoyed customers.Be patient and talk to him or her gently.

Dependent customers.They can be a little timid and can't make up their minds.Be gentle and compassionate in your demeanor.Be considerate of them, offer helpful advice, but don't put too much pressure on them.

Customers who are dissatisfied with the product.They are skeptical, be candid with them, speak with insight and brevity.Be polite and maintain self-control.

Customers who have the mentality of giving it a try.They are critical, aloof, and usually reticent.You'll have to be tenacious and show your customers a wealth of knowledge about your product.

common sense customer.They are polite and sensible.Treat guests in an effective way, and return them with your sanity and friendliness.

How to observe the speech and behavior of customers

Guess from the subtle actions of customers, and deal with them with a confident attitude and sincere words.

Everyone has a self-awareness, but in complex social interactions, you can't do everything according to your own will. Therefore, when you have to do something against your own will for various complicated reasons, the resistance will be oily. But born.However, on many occasions, people's reason tells their feelings, and they must not show resistance, or their reason tells their feelings, and there is no need to express resistance explicitly.Nevertheless, there are roughly the following performances that can give a glimpse of the customer's psychology.

It is very reluctant to accept the business card, and put it aside without looking at it after receiving it.

Do not want to accept brochures, price lists and other information provided by businessmen.

When a businessman says, "Look here," he tends to look away.

When the businessman operated the demonstration machine, there was no response.

When the businessman approached, he slowly dodged instead.

Deliberately take out many documents or utensils and pile them on the table, and do not allow businessmen to put samples or explanatory materials.

When the businessman asked him to try the machine, he deliberately took out his cigarette.

Deliberately interrupt the businessman when he is explaining.

Customers suddenly organize drawers or purses, or call out to others when they have nothing to do at all.

Putting the thumbs of both hands to form a triangle on the table is a sign of self-confidence.

Sometimes clenched and sometimes let go.

Hands sometimes reach into pockets, sometimes out.

Tap the table with your fingertips, faster indicates more nervousness.

Feet under the table mopping the floor silently.

Flat mouth or frown.

Mouth shutting or biting lips.

The speaking voice is sometimes louder and sometimes softer.

When speaking, looks up or down suddenly.

Some of these small details of behavior are fleeting, while others are very obvious.As long as you can notice and eliminate these phenomena slowly, there is about [-]% chance of success in business.Don't be afraid of this, let alone miss the opportunity.

What are the characteristics of the purchasing psychology of male consumers

The purchasing motives of male consumers have the following characteristics.

1 Motivation is formed quickly and decisively, with strong self-confidence

One of the main differences between the personality characteristics of men and women is that they have strong rationality and self-confidence.They are good at controlling their emotions, and can calmly weigh various pros and cons when dealing with problems, taking the overall situation into consideration.Some gay men regard themselves as the embodiment of ability and strength, with strong independence and self-esteem.These personality characteristics also directly affect their psychological activities in the purchase process.Therefore, the formation of motivation is more decisive and quicker than that of women, and can immediately lead to purchase behavior. Even in a more complicated situation, such as when several purchase motivations conflict, they can also be decisive and make decisions quickly.In particular, many gay men are unwilling to "hassle about every detail", and they only ask about the general situation when buying products, and do not pursue certain details, and they don't like to spend more time comparing and selecting. It has nothing to do with the overall situation, and I don't care about it.

2 The purchase motivation is passive

Generally speaking, male consumers are less likely to do housework and take care of the elderly and children than female consumers. Therefore, their purchasing activities are far less frequent than female consumers, and their purchasing motivation is not as strong as female consumers, and they are more passive.In many cases, the formation of purchase motivation is often due to the effect of external factors, such as the instructions of family members, the entrustment of colleagues and friends, the needs of work, etc., and the motivation and flexibility of motivation are relatively poor.We often see such a situation that many male customers remember the name, style, specification, etc. of the product they want to buy in advance when purchasing a product. If the product meets their requirements, they will take the purchase action, otherwise, they will give up the purchase motivation.

3 The emotional color of the purchase motivation is relatively weak
Men's mood changes in purchasing activities are not as strong as women's, and they don't like associations and fantasies.They tend to regard fantasy as the reality of the future, and correspondingly, the emotional color is relatively weak.Therefore, when the motivation is formed, the stability is better, and its purchasing behavior is more regular.Even if there is an impulsive purchase, they are often confident that their decision-making is correct, and they seldom regret returning the product.Studies by some foreign psychologists have shown that the obvious difference between male consumers and women in purchasing certain commodities is that the decision-making process is not easily dominated by emotions. For example, when buying a car, men mainly consider the performance, quality, brand name, use effect, and sales value of the commodity. and warranty period.If the above conditions meet his requirements, a purchase decision will be made.Women, on the other hand, like to start from their feelings and be critical of the appearance, style and color of the products, and form their own likes and dislikes about the products.In addition, it should be pointed out that male consumers' aesthetic views are significantly different from those of female consumers, which also has a great impact on the formation of their motivations.For example, some gay men believe that masculinity is rough and powerful. Therefore, when they buy goods, they are often interested in products with obvious masculine characteristics, such as cigarettes, alcohol, and fitness equipment.

What are the characteristics of the purchasing psychology of female consumers

According to the census results of our country, the female population accounts for 485% of the total population of our country.With the development of productivity, the improvement of people's living standards and the increase of women's employment opportunities, women's consumption concept has changed significantly.Therefore, it is of great significance to study the purchasing motivation of female consumers.

The purchasing motives of female consumers mainly have the following characteristics.

1 Strong initiative and flexibility

Most of the female consumers frequent the store and purchase goods.According to foreign statistics, 55% of household consumer goods are purchased by women alone, and 11% are purchased by both men and women together.There are many reasons why women make more purchases.Some are forced by objective needs, such as housework; some are to meet their own needs, and constantly buy various fashionable commodities as the fashion changes; some women regard shopping and shopping as a kind of fun or pastime, etc., Therefore, the purchase motivation has a strong initiative and flexibility.They often take the initiative to think that they need to buy a certain item in the home, a certain person needs to buy a set of clothes, and so on.The flexibility of motivation is also often reflected in the purchase of specific commodities. For example, if a certain commodity is originally intended to be purchased, but the store is out of stock, at this time, men tend to give up the purchase behavior, while women will look for other suitable substitutes to realize the purchase behavior.

2 has a strong emotional color

One of the psychological characteristics of women is rich and delicate emotions, dramatic mood changes, and full of fantasy and association. Therefore, their purchase motives are strongly emotional.If you see a certain kind of children's clothing that is novel and beautiful, you will immediately think of what your child will look like in this clothing, which will arouse positive psychological activities, generate feelings of like and preference, and stimulate purchase motivation.In buying activities, women's emotional changes are most fully expressed.Some can't put it down, some are "love at first sight" for the product, and some regret not buying a certain product they like, which is in stark contrast to the purchasing behavior of male consumers.

3 The purchase motivation is easily affected by external factors and fluctuates greatly

The stability of women's purchase motivation is not as good as that of men, and the fluctuations are relatively large.This is because women's psychological activities are easily affected by various external factors, such as product advertisements, the status of the purchase site, the services of salespersons, and the opinions of other consumers.Psychological research shows that women are more likely to accept external publicity and group pressure than men to change their attitudes and behaviors.For example, in order to attract customers, many stores use bold characters to mark "sale goods", "disposal goods", "export to domestic sales", etc., which are often particularly attractive to women.This is because the price reduction process caters to people's profit-seeking psychology, and at the same time, the customers who watch the purchase show them a psychological hint that this product is popular and really cheap.

In addition, for some female consumers, especially housewives, the rationality of purchase motivation is also a prominent feature, and the pursuit of affordable, durable products.

What are the characteristics of the purchasing psychology of young consumers

The so-called young consumers refer to consumers aged 18 to 30.There are about 2 million young people in our country at present, which is a market with strong purchasing power and large consumption in my country's domestic market.Therefore, it is very important to study the purchasing motivation of young consumers.

The purchasing motives of young consumers have the following characteristics.

(End of this chapter)