营销策划的四步曲 以用户需求为中心的调研（The four step of marketing planning --user centered research）

1、营销策划的四步曲1 以用户需求为中心的调研（The four step of marketing planning - 1 user centered research）First, excavation needs six levelsDemand refers to the desire to buy customers on the market. The enterprise should not only meet the reality has emerged in the market of customer demand, so that every enterprise is

2、 willing to buy customers really buy goods, but also for those with potential customers, they need to provide goods and services, to create some that they can afford, can be assured of the conditions of release they let them establish menace from the rear, the purchase cost, reasonable consumption o

3、f faith, which will be the potential demand into real demand, to buy their goods. This is creating market demand. What we really need to do is create demand.A person or an enterprise in the process of each sale, including all human thoughts and actions, both in conscious or subconscious, are control

4、led by two factors, that is the pursuit of happiness, the desire to escape the pain of power. We sum up as follows: the pursuit of happiness, the escape from pain.There are only two keys to a persons purchase impulse: the pursuit of happiness and the escape of pain; the influence of pain is at least

5、 30 thousand times greater than the influence of happiness. When the mind makes a comparative judgment of the degree of pleasure or pain, the mind is usually more inclined to escape suffering; in other words, if the pain arises, the person who avoids suffering is first. This is also the key point of

6、 sales cut.Case: Zhao Benshan MaiguaiAt the CCTV Spring Festival Gala, lets see how Zhao Benshan fooled Wei Fan. There are four sentences in the core. Lets make a list of them:The first sentence: have you found any changes in any parts of your body recently?What did Wei Fan say: nothing changed, and

7、 the face grew bigger and smaller.This sentence is actually very normal, like a lot of fortune telling you, sir, do you feel recently doing something a little bit wrong? Is there anyone who does 100% things?.So Zhao Benshan is the same face, then Zhao Benshan began to flicker Wei Fan second words: f

8、ace is not the main problem, the main problem is that your nerve necrosis caused you face, actually this word you hear it, from a medical point of view, four words, called mere trash.Then Zhao Benshan began to ask his feet by stamping his feet?Numb. So youve got a problem with your leg, and hes star

9、ting to stomp his feet to prove that he has a problem with his leg. Then asked third questions: legs ah, do not treat it, the more pressure is heavy, the pressure is heavy, light weight and short legs, bone necrosis, late vegetative, so is this, said Wei Fan suddenly get very nervous, Mangwen: the e

10、ldest brother with what medicine?Zhao Benshan added: medication is not good, the key is only a column turn.The trick is to use the Zhao Benshan maiguai.In dealing with customers, a strategy to tap demand is to expand the problem, expand its pain and cause it to do what we want. We should be good at

11、standing in the customers point of view and analysis of their needs, it will be twice the result with half the effort. The requirements of the general customer are at the following six levels:1, not satisfiedExample: construction machinery enterprise A salesman in the sales process, the beginning of

12、 contact with customers is generally this sentence, we use the current supplier of products, feeling is OK, that is, a little. But there are not many reasons why we should replace our product suppliers.Each customer in the production of a certain demand, the first stage is manifested, the status quo

13、 is not satisfied. They are more or less certain to be dissatisfied with the status quo, which is the key point for our sales staff to enter.2, difficultWhen the degree of customer dissatisfaction increases over time, they will show difficulty. The daily needs are manifested in some very difficult t

14、imes, and this is the best time for us to dig in further.3, problemsAs the difficulties of the customer evolve further, there will be many problems. Customers at this time are beginning to think about how the problem may affect themselves. They may be able to accept these problems and perhaps think

15、about it later. There is no sense of urgency, and this time we need guidance. At this point, we will try to expand our customer problems.4, painAs the customers problems worsened, or we consciously expanded, they began to suffer. When customers feel the seriousness of the problem, we need to further

16、 intensify the pain and make the customer even more painful. As the saying goes, salt the wound.5, wantAs the pain continues to a certain level, customers begin to think about how to reduce pain and produce the idea of solving problems, and they become wanting. At this point, we have begun to become

17、 passive to active. As long as we do well, give our treatment program to them.6, needCustomers want, coupled with our near involvement in the treatment plan, it is logical that customers have generated the need. Need to solve their problems, the demand reached the peak, our customers have basically

18、got.Two, dig five gold keys of demandExample: skills in selling watchesA customer was walking along the road, and as a result, a man stopped him. That man is a peddler of watches on the street.Small traders began to say: excuse me sir, he said, from the pocket dig a promotional card out, he said: I

19、was the companys sales staff, another hand took a watch out, say: Sir, you see this watch is the world watches. The watch, our company is engaged in promotional activities, so this watch sold 6000 yuan 7000 yuan in a large shopping mall, the cheapest is 1500 yuan, now our company is engaged in promo

20、tional activities, the price does not need so much, only need 500 yuan rmb. Sir, a person of status and status like yours can buy a watch like this, so, sir, are you going to pay for it or credit it?The customer looked at him and said, sorry, I dont have this requirement. And I dont wear watches at

21、all times,The other said, Sir, no problem with the watch, no problem. I just forgot about the function of his product.,The biggest selling point of this watch is waterproof, shock proof, and the function of noctilucent. You dont believe it. Its my fault that you dropped it on the floor with your wat

22、ch,The customer said to him, I really dont need a watch.,The other side said to the customer: Sir, thats all right. See you on the watch must have an interest, so, even today, a friend, the price of 500 dollars is not a friend, 300 yuan of money, cash or credit card?The customer looked at him and sa

23、id, Im really sorry, but I really dont have any demand. Then he left, and when he was about five steps away, the little seller went round to the client and started to say, Sir, finally, it bothers you for 5 seconds.,The customer said, whats the matter?He said: Sir, you dont need to never mind, but y

24、ou can put this table as a gift to others, so he said, from the inside pocket took another box, he said: you see I put the table on the inside of the box, a look like it is a very fine, how? Look out, Mr. you still quite interested, so, now we make friends, business has been made, you help me recomm

25、end two old customers well, OK, 300 yuan not money, I will give you a box, 200 yuan in cash or money, Mr. credit card?Encountered such a situation, we think it is or should not? General situation will go, I believe we have similar things happened. For example, people sell cosmetics, shampoo and so o

26、n products. So why wouldnt he be accepted on the road? What was the reason? Everyone to analyze and see:The first one, you found that if the price is really worth RMB 1500 or more, six thousand or seven thousand dollars, would you buy it on the street? Should not. To prove that his place was chosen

27、badly.The second is from 1500 yuan down to 500 yuan, 300 yuan, 200 yuan, four times lower prices, you have not found that the price is so frequent, resulting in customer confidence in your products decreased.The third key point, have you found this salesperson? He has no real understanding of the cu

28、stomers needs, and does not really satisfy the customers needs. He just introduced the function of the product, asking the customer to place an order quickly.In the sales of industrial products, it is very important to understand the needs of customers. In practice, IMSC summed up the following five

29、 techniques.1, 6W3H - open common door6W3H is EnglishWHO (who)?,WHEN (when)?,WHERE (where?),WHAT (what)?,WHY (why),HOW (how),HOWMUCH (how many)?And HOWLONG (how long) is one of the necessary skills for asking questions.The 6W3H human tree question model is a method of direct inquiry to obtain more i

30、nformation by asking questions. Regardless of whether the product you sell is simple or complex, investigation is unavoidable.People buy goods because there is demand, so in terms of sales people, how to grasp this demand, so that the needs of the clear,Is the most important and the most difficult t

31、hing, because the customer itself is often unable to know, their own needs in the end is what?One of the most effective ways to discover the potential needs of customers is to ask and ask the most important method is the 6W3H human tree questioning model. You can stimulate the customers psychologica

32、l status by using effective questions in the potential customers, and the sales consultant can gradually call out the potential needs of customers.2, funnel question - open password doorTraditional sales staff usually use the trumpet question, the disadvantage is self centred, blindly from the produ

33、ct and services to start asking questions, did not take into account the needs of customers first.Funnel question is a classic model that uses guided demand technology. As shown:Funnel question, simply speaking, is a reverse thinking, standing in the customers point of view into the problem of inver

34、ted Pyramid model. Funnel questions really from the customers point of view, and step by step to guide customers to generate demand. Practice has proved that this method of questioning is more successful than trumpet question. 3, open & close - open spiral doorA closed question is somewhat like a ri

35、ght or wrong judgment or multiple-choice question. The answer only requires one or two words, yes or no, right or wrong, knowing or not knowing, etc. Closed questions is to confirm the customer benefits and opinions on a certain event attitude, so as to help sales staff to truly understand the custo

36、mers idea, in view of the specific scope of target customers inquiries, customers can only choose yes or no. The main purpose is to guide customers to note that we want to emphasize the point, or to guide the other side of the focus of thinking in the direction we want to develop.Closed questions un

37、like open questions, just answer yes or no, right and wrong, but this problem need explanation, let the customer according to the problems we do more aspects of the answer, the answer is not a certain standard, they say that you are interested in to the customer at the same time, also want to know m

38、ore about it.4, PMP lubricant - Open happy doorPMP is flattering, that is flattering people. Predecessors summed up: thousand wear, wear, do not wear, not without reason ah. This is telling us to contact our customers and to toady to them at the right time.Extend it again:PPMP is ass kissing. Since

39、you dont dress up and meet the right customers and the right opportunities, just shoot for yourself.PMPMP is ass kissing. Seeing that customers have no aversion to our practice, we simply try to make an ass of it. Let them be happy with us.Case: how to compliment your customersPMP this kind of prais

40、e should pay attention to, often called Ming shot and dark shot, is exquisite.When you take a picture, you talk directly to him. For example, you tell him, Zhang always looks like you have a lot of wisdom, which is called Ming shot. What is a dark shot? For example, I listen to your staff below, say

41、, you usually work overtime very hard, so I feel entrepreneurs can do like you can get the employees identity, really not much, this is called dark beat. What do you mean? Instead of patting him directly, how do you praise him through the third?.The other party said, well, thats good. So thats the f

42、irst thing we say.The second trick is called repetition. What is repetition? Repetition is simply saying something in other words in your own language. For example, Zhang Chang, you talked about two points, and the first one is. The second point is. Is Zhang always like this? Repeat other peoples wo

43、rds in their own language.The third measure of course would like to remind you that there are a kill recruit, ordinary people can not resist. What is called kill trick? For example, you and Zhang Chang said so, Zhang Chang, you speak a little slower, you just said in front of that sentence is very c

44、lassic, what can not call the the Great Wall, what, can you please repeat it? Let me make a special record Do you think so? Chang has forgotten what he said, and then you have to remind him that you cant say what the Great Wall is coming to. Oh, not a true man. I see。 This move general Mister can no

45、t resist, so, but should pay attention to, can not repeat in a boss body, with a boss can only use once.The fourth trick is to sum up other peoples words first, plus their own ideas and opinions about this sentence. This is called cushion. For example, you say to each other: you have made a total of

46、 just two points, first you said so far there are three suppliers, second what do you say to select suppliers not only from the price from the price, you should also consider the quality of service and so on, is it? The other said yes. Then you start a total extension of the like you do not put the

47、price in the first place, but the quality and service in the first place, such a business is coming very vitality of enterprises, a total of you really very powerful. This is called a cushion. And then ask him, Zhang Chang, so whats your request for quality and service? First of all, summed up the w

48、ords of others, coupled with their own ideas about this sentence, why is this trick effective? Because you will let customers feel you care about what he says, he can understand what you say and respect him very much, so the effect is more obvious.Fifth strokes we called the affirmation and identity

49、, there are three, we can make a little about the three entrepreneur training, can be said tuesday. Where you can use it is to reach a consensus of ideas. As a matter of fact, we often say, brother, what you say is very reasonable. The second sentence is brother, I know how you feel, I understand yo

50、u very much, so often choose not to choose a supplier, yes, if I were your seat, I told you will have the same ideas and views, I understand your feelings, if you stand in others angle. The other person feels like you agree with him. The third sentence is I agree with you very much. These three word

51、s can be a panacea.The 5 and two principles - Heaven GateThe pursuit of pleasure; the avoidance of pain; the two principles of pain and pleasure.We have to learn how to use the process of pursuing happiness and escaping pain to effectively change ourselves or change other peoples behavior, and then

52、help us achieve what we want. Knowing how to apply human beings to the pursuit of pleasure and the avoidance of pain will make you omnipotent,Achieve whatever you want to accomplish, and the impact it brings is enormous.Case: Haier potato washing machine to meet customer demandHaier, the most famous

53、 example is the Haier Haier washing machine when people found many rural customers often go wrong, the main reason is that many farmers use the washing machine to wash potatoes, potatoes on the sand washing machine damage. If it is a general enterprise, it will make a special announcement that the d

54、amage to the washing machine at the farmers home has nothing to do with the company. It is caused by improper use of the peasants. But Haier is not to do so, they are from the actual needs of the farmers, specially designed a washing machine to wash the potatoes are not easy to damage, and even late

55、r also designed to meet the needs of farmers potato washing machine customers. It is this kind of enterprise culture that wants customers to think and puts the customers in the first place, so that Haier quickly occupied the vast rural market and made a lot of money. Things are far more than that, b

56、ecause Haier washing machines in the vast rural areas won the hearts of farmers customers, and then, Haier refrigerators, Haier TV and other household electrical appliances are very popular in the countryside.IMSC quotes:Case extension: clients three beat principleWhats the three beat principle? Giv

57、e an example：Lets assume that the boss may be a salesperson, and well say the first sentence, Zhang Chang, how long have you been doing sales? ,Zhang said, Ive been doing it for five years.,Then I began to say: Chang has been doing sales for five years, and the experience is still very rich, Zhang C

58、hang, I would like to ask you, at the beginning of sales, how will it feel?Zhang said, Oh, dont mention it. It was difficult to sell at first.,So this time we start on the first method, I said: Zhang was always the same, I also like this, because I found that I picked up the phone sales start, my hands are shaking, has always been a week have been hand shaking, then my mana