What is marketing?
I think the problem for marketers, it is the easiest and most difficult question to answer! Marketing Guru says: Marketing is to meet the demand! I feel more and more recently, marketing guru, then said only the first phrase! Ignoredthe next few words.How to meet the demand? Rely on to meet the demand is realized? This is the key to marketing.
Therefore, the author of several training, I have been stressing a point: the essence of marketing is to meet the demand, and must rely on communication to meet the demand! Which, in order to do marketing, you must first learn to communicate! In particular with the customercommunication! communication with consumers! with your manager on the lower level of communication! these, for the marketing people, it is crucial! the same as moving the advertisement: Communication without limits!
So, how to achieve effective communication with customers it?
Case: Wang salesman came early to the hotel, a smoke, hoping to visit with the owner of the store, due to meet for the first time, Wang is very familiar with the shop owner into the store after a few pleasantries with the boss WangAfter his intentions, the way it took three minutes time to introduce the company's products, had wanted to go on, but the boss is very impatient to see the way, it embarrassed to say that again.Thus, Wang quickly went on to say: "Boss, I have come to visit you, mainly to recommend to you my company's latest product, price 88 yuan, you can sell 98-108 million retail, and the company also promotion, effortslarge value of 50 yuan a box of gifts of cola, you see, or to a box, give it a try? "the boss is a gross understatement to say the sentence:" Oh, we still need more customers now than sales ah, the temperature than the alcoholeven higher ah! You see, I put this place how can ah?, such as a place to say it! "Then, pointing to the shelves filled with liquor, indicating Wang see for yourself.Wang looked at, so it was indeed full of wine, ah! Desperation, Wang goodbye to the boss after the smoke out of this hotel ... ...
Obviously, this is the case of an unsuccessful call.If this is you, what will the face of such problems? Us to analyze the case.Wang's introduction there any questions? Introduced relatively brief, concise, no problem! Company's products have any questions? Products is the company just listed the new, big profits, no problem! Promotions have any questions? No! Because of the relativelycompeting products in this price, 50% of the promotional efforts have been very big! However, Wang still not convinced why the clients?
Let us look at two little stories.
Story 1: We all know in our minds of Newton is great, but is quite modest, childhood teachers often teach us the words of Newton said: If I see far more than others, it is because I stand on giantshoulders! I think many people can remember this great quote, will admire the depth of the open-minded, Mr. Niu, but the real story is: physicists have long discovered gravity Hooke's law and derive the correct formula,can be as good at maths, he can barely explain the planets orbiting in a circular motion, so the results of the scientific community not paid much attention to the Hook! little crazy later mathematical calculus of Newton and its satisfactory solution to this problem, and toHis three basic laws of mechanics be extended to galaxies of space, change has been recognized since Aristotle divided the old world view, is regarded as a great scientific discovery.So Hook was furious, accusing him of plagiarism Newton results.Newton harsh retaliate to: Yes, ah, do you really think I fuck on the shoulders of a giant ah! It would have been a paradox, like satire about Hook, the results of future generations for the purpose of perfect shape, onlyisolated retained and removed the context of the original words into how Newton's original humble! the reality of Newton, in fact, naturally aloof, only count on high, defiant ... ...
Story 2: school teachers often say Edison's famous saying: genius, that is one percent inspiration and Ninety-nine per cent increase in sweat! Told us to be diligent, Qinnengbuzhuo in the future to become a genius, so we "threemore lights just before dawn chicken, it is man named when he was studying. "However, many people now find themselves did not become a genius, but there are things even more effort is useless! Later learned that Mr. Edison's famous quote, followed by another sentence: However, this is one percent inspiration than thatninety-nine% of sweat is much more important! "
From these two stories, we could have found out something.That is, whether it is for any matter, or for any person, we must have a strong speculative spirit! No speculation, no innovation! No speculation, no discovery! We'll look back and look at the marketing communication failurecase.Wang reason for failure is because he has not a speculative spirit! Not shop owner refused to seriously consider this sentence, the real reason behind that? Is really no place you put wine? Store shelves are reallysqueeze no less than one product? If this is? why other competing products, to be blatantly on the store? I think that if Wang seriously think about, think about the use of the speculative spirit of the bossJust now, the answer can be found instantly.Wang has just introduced, in fact, did not cut the key points of marketing, why the boss would say even more sales than the customer? Why bosses say the temperature is even higher than the alcohol? The reason is the low season now in white wine, hot weatherliquor sales moving more slowly, take more money, a box of 528 yuan, who would take the money? Therefore, we can find the real reason behind the customer refused to: the boss worried about tying up capital! If not sell, the risk isBig? this time, how should we do? very simple, find the cause the disease.Wang can say: "Boss, we have some wine While the tie up your money, but you rest assured that as long as you cash purchase, we can guarantee that if you are not move off a month, the company returned to ensure risk-free, now you arerest assured it! and we compared with competing products, as well as 50% of the promotional efforts? This can become your profit it! "
I do not believe there is profit, no risk of a good thing, and what a fool the boss do not want it?
Remember, anything can make life difficult for businessmen with is not trying to find fault with the profits!
No matter what kind of customers face, we must use our brains, to play a speculative spirit, the boss refused to identify the real reason behind you!
Marketing its own channel of communication the most important! Not the customers do not, but the techniques found!