When we are doing event planning and product sales, few people will seriously think about such a problem, that is, why users should buy our products and services.
The village head personally feels that this is the first lesson in the workplace for operating and sales personnel, and it is also the most important aspect of the cognitive level.
Because why users consume is the core root cause.
So today, the village chief focused on this topic and had a detailed chat with everyone.
In fact, this question needs to be answered in two parts:
One is that users will have transactions only when they need them.
The second is behind the demand, what factors accelerate users to complete transactions.
01
Real demand is the core
Jack Ma once said in a public speech that he went to attend an employee sales training.
The trainer asked a very common question, that is, let the salesman sell the comb to the monk.
Ma Yun was very angry after listening for 5 minutes and fired the trainer after the meeting. Why?
Because Ma Yun believes that monks do not need combs, and selling products to customers who do not need them is a scam.
In fact, similar cases are very common in our daily lives. When we are doing entrepreneurial projects, we will fall into the following two misunderstandings when we are exploring customer needs.
1. Manufacturing fake demand
There are many entrepreneurial projects that are needs imagined out of thin air in the minds of the founders. Based on personal experience and cognition, the founders believe that users need a certain need.
But in fact, the generation of these needs is just some appearance or short-lived.
2. Obsessed with weak demand
Secondly, some demands are not said to be absent, but the frequency of these demands is extremely low, which is an occasional demand.
The most important point is that such demand is completely insufficient to support the operation of the business model.
For example, we see many unmanned vending machines in the subway during our daily commute, including cakes, flowers, books, drinks, and breakfast.
It seems that these requirements are established, but the goal of users to go to the subway is quite clear, which is to hurry.
Few people would hang out half an hour in advance to make a subway trip, and no one would choose half an hour to buy a book in the subway.
Therefore, real consumption should be that users have very clear and reasonable consumption needs.
02
Four types of consumption
So next, let’s talk about it, based on the premise of the existence of demand itself, which types of our daily consumption behavior can be divided into?
1. Temporary consumption
Today, a friend came as a guest at home and suddenly wanted to drink some white wine. This is a demand that I didn’t know beforehand. At this time, I need to go to the small supermarket downstairs to buy it.
In the process of moving the company, I accidentally scratched my hand. At this time, disinfectant and band-aid are needed.
First of all, drinking liquor and using band-aids are a rigid demand for some people, especially drinking liquor is a high-frequency demand for some people.
But because of this, a special situation occurred, which caused this demand to be temporarily stimulated.
2. Inductive consumption
For girls, buying fruit is a relatively high-frequency consumption, but there are so many fruits to choose.
For example, in the past, everyone was hoping to realize the freedom of cherries, but this year, 2021, for many people, will have the opportunity to realize the freedom of cherries.
In the past, cheap cherries cost 40 or 50 yuan per catty, but this year’s cheap cherries only cost more than 20 yuan per catty.
I have seen that many fruit shops are doing snap-up activities for 99 yuan/3 catties or even 99 yuan/4 catties, and they have to make limited quantities every day.
This is induced consumption. Although the consumption behavior exists, it accelerates the consumption of users due to price factors.
In fact, each year’s Double 11 is also an inductive consumption, and the core inducing factor is the merchant’s profit.
3. Planned consumption
If you have experienced marriage, decoration, birthdays, holiday entertainment, you should be able to understand planned consumption.
For example, for house decoration, you need to add home appliances, cabinets, wardrobes, furniture and bedding. These are all planning before you consume.
For example, for children’s birthdays and couples’ anniversaries, you will plan in advance where to go, what to buy, and what to eat.
For planned consumption, the business strategy should be to promote and lock customers in advance.
4. Long-term consumption
As far as our daily lives are closely related, there are many long-term consumptions, which are both rigid and frequent.
For example, the family buys firewood, rice, oil, salt, sauce, vinegar, tea, fresh vegetables, children’s annual education investment, and paper towels that they usually use every day.
Therefore, if you really want to start a business, it is recommended that you look for projects in long-term consumption, the more vertical the smaller the higher the granularity.
03
What factors
Influence consumption decision
We have analyzed the authenticity needs and classified different needs, so let’s explore together what factors will affect consumer decision-making.
1. Price
Because any tradable commodity has a price.
So I think that price is an indicator that affects trading first.
But we cannot one-sidedly understand the price factor as the lowest price, because every commodity and different service has a different price system.
For example, the regular price of a pack of tissues ranges from 2-5 yuan, but a piece of clothing and a pair of shoes cost hundreds of thousands.
I think the price factor is mentioned in two aspects:
a. Reasonable price
For new products, it is actually difficult to find a clear reference target, especially at the moment when the new product is sent and received.
Including the economic consumer demand we mentioned earlier, users were more concerned about the availability and the affordable price at that moment.
For example, the catering in the scenic area and on the train must be significantly higher than the daily community canteen, but in certain scenarios, its price is reasonable.
b, Affordable
Whether it’s Double 11 or the opening of a new store, there are also fan festivals and year-end clearances. Among these activities, the most attractive thing for users is the affordable price.
Buy 5 catties of apples for 9.9 yuan, get 10 off for 100 or more, 50% off for the whole audience, etc. In short, when users compare with the past or other businesses, they feel the benefits.
In many cases, many unplanned impulsive consumption, price is often a very important incentive.
2. Function
In the past, people like to bring instant noodles when traveling, but now everyone will prepare one or two boxes of self-heating pots because of its automatic heating function.
Now when you buy a car, everyone will pay attention to whether there are seat heating, memory, reversing radar/video, automatic parking, automatic driving and other functions.
The function is mainly manifested in three aspects:
One is whether there are necessary functions
The second is whether there are enough functions
The third is some unique functions
3. Quality
Why does the phrase “cheap but no good goods” appear?
Isn’t it because the quality is really poor after someone buys it back!
The quality is different according to different product attributes, such as expired food, no dry goods in courses, and many machine failures.
Including the previous people joking about Chery, the brand of my hometown, there were indeed some problems due to the production technology problems.
But this is not a family problem, but a common problem in some industries in China in the past few years.
So this is why many people are willing to pay high prices for peace of mind.
In addition to seeing and experiencing the quality of quality, the most important feature is word of mouth.
For example, when you go to some restaurants to eat, when you decide to try something fresh, you will choose to go online to check the user ratings of this store.
This also tells us another point, not only to maintain the offline reputation of users, but also to pay attention to online word-of-mouth communication.
4. Trust
In some scenarios, many users are not unwilling or unwilling to consume, but afraid to consume.
There are two reasons:
a, Worry about quality
Users are afraid that serious problems will arise if they buy your products and services.
For example, whether the food you eat is healthy, whether the financial product you recommend is safe for money, and whether there is other life safety for an operation.
b, Worry about after-sales
The first problem that the village chief has done offline this year is trust.
You suddenly appear in front of users. You don’t have a store yet, you are a small brand, and there is little information online, which greatly affects users’ consumption decisions.
So we had no choice but to rent a house and opened a small store, and we went to some towns and villages to set up stalls every month.
In many cases, users don’t care how luxurious your store is, or whether you have been on CCTV, the most important thing is that it can find you if there is a problem with your product.
This is one of the reasons why traditional home appliances and digital products still need to be sold offline in many counties, cities and towns.
Of course, some consumption is based on the premise of establishing trust first. For example, if you have a store, you have government endorsement.
And some are consumed first before building trust. For example, if you buy a dish on the side of the road, the first time you buy it is of good quality, you will only have the second and the third time, and you will only consume two catties and three catties.
5. Service
Many people say that the taste of Haidilao is not very good, but many choose to go to Haidilao.
One of the reasons is that Haidilao’s service is very considerate and in place. For example, there will be surprises on birthdays, and there will be some snacks while waiting at the door. Even when you ask to pack some fruits, they will exceed your expectations. .
There are also two vegetable shops near the community. One of them ignores answers when they go shopping. One is not only very enthusiastic, but also gives one or two green onions every time no matter what you buy.
So sometimes a good service will generate a premium, which is why many luxury online car-hailing markets have a market.
6. Cost
We often do some fission activities, requiring users to forward friends, collect likes, sign in, etc., before they can enjoy special benefits, postponements, cash rewards and other benefits.
There are also activities that require users to spend, recharge, and invite people.
For these similar activities, users will think about whether their investment and return are proportional, and how much they need to spend to obtain such returns.
Of course, different users have different affordability to the price.
For example, signing in to collect eggs and helping to collect red envelopes. Some users think that it is not worthwhile to sign in for 30 days, while some users think it is very cost-effective.
Another simple activity, you need users to submit three elements (mobile phone, verification code, ID card), then many users will refuse.
Therefore, when doing activities, it is necessary to set a reasonable setting and also vary from person to person.
