How Can We Understand Customer Needs?

   在導購員培訓的過程中，導購員反映較多的是顧客不配合，問他需要什么，他們不肯說，要么免開尊口，要么說“隨便看看”，“看看再說”，要了解他們的具體需求，很難。 

    要了解顧客需求先了解顧客背景 

As soon as customers enter the door, the shopping guide will have to observe that the customers' identities are civil servants, workers, farmers, businessmen and students.

The second is to judge the customer's economic condition, that is, purchasing power, according to their dressing, hair color and temperament. The purpose is to recommend different products based on the high and low prices of the people.

The third is to judge whether the customers are interested in buying or taking a look, so as to distribute your energy and invest their limited lives in customers who want to buy.

The fourth is to judge whether a customer's role is for personal use or for family members or for friends.

The fifth is to judge the purchase status of customers, that is, whether they have the experience of purchasing similar products, give them the guidance and nurture of the kindergarten at the kindergarten level, and listen more to those who have the relevant experience, and emphasize that the "old" product can not satisfy the customer's part.

    如何了解顧客需求？ 

Four common ways to understand customer needs

1. questions -- asking

The first step is to ask questions to understand customer needs.

It must be emphasized here that it is better to ask questions about product selling points, and the best selling point is the unique enquiry of your products.

All brands do not function as powerful as others, so don't ask.

For example, your cell phone photo is very clear, you can ask customers whether they love to travel or take pictures.

If you meet a fashionable customer, wear a red shoes, a blue hair and a big cock tail -- colorful, so this shopping guide is curious, asking customers: "you love internet QQ chat."

The customer said, "yes, do you have a mobile phone that can chat with QQ?

I just want to buy such a cell phone.

Shopping guide: "our company is not yet. Other brands sell, but our mobile phones are pretty good."

Such a shopping guide is a neurotic if he doesn't eat in and out. It's best to give him a brick.

2. listen

(1) listening is a kind of emotional activity.

An excellent shopping guide should be as attentive as parents, leaders and teachers.

Send a message to the other person: I want to hear your words, I respect and care about you.

(2) do not interrupt customers when speaking.

In communication, listening is much more important than talking to yourself. Only by listening to you can you understand the true intentions of your customers and make your words convincing.

In our investigation of our salesmen, we found many interruptions to customers. This is not a professional salesperson's performance, but also a disrespect to customers.

(3) timely giving customers appropriate encouragement and compliments.

In this way, customers will tell you more.

3. think - think about

When you communicate with customers, you need to think through the customer's words to understand the needs of customers.

Customers may not be able to accurately describe their needs due to the limitations of their product knowledge. In this case, the salesperson should determine the customer's needs according to the observed clues and customer's words; sometimes, the customers' requirements are not necessarily their real needs.

Salespeople should gradually understand their real intentions based on observation, listening and thinking.

For example, when a customer comes to buy a cell phone, he directly asks if there is a louder phone.

The customer said he had more telephone calls.

At that time, Jinli did not have such a cell phone, and had a radiation proof cell phone, suitable for many people.

So Jinli shopping guide recommended an anti radiation phone for him, and the result was soon.

4. look - observe

By looking at the need to understand the demand (to continue the letter to the online page), the guide should have a wide range of views.

Shopping guide does not depend on the degree of education. It should be good at observing, observing customers' personal belongings, speaking and behaved, dressing, facial expression, body language, and observing and understanding the needs of customers.

Case study:

(the salesperson stands at the counter, a mother and his son buy a cell phone. The mother is about 50 years old, her son is around 22 years old, and over 1.75 are wearing shorts).

Promoters and customers are communicating.

S: who is that, please?

C: (mother refers to his son) he bought it.

(my son took out his old cell phone and took out his driving license when he took out his cell phone). My old cell phone was broken and I wanted to buy a new one.

S: (noticing the driver's license), do you usually drive a lot?

C: (mother answered) he opened a taxi.

S: if you open a taxi, you often pick up the phone on the bus. Our dual screen mobile phone is very suitable for you. When you have a phone, you can see who is calling without opening the cover, so you don't have to turn over the lid to see the phone. Several actions may be more dangerous.

After all, safety is the most important thing.

Do you say so?

In the past few years, these methods have been tested frequently because products are in short supply and business is good.

Since the financial turmoil, supply exceeds demand, and there is less competition, and competition in stores has become more intense. On this basis, some practical tips should also be added.

Here are a few small cases. Please taste how the buyers know the needs through the "observation".

Knowledge of customer needs

    了解需求高招①盯住門口 

On the first floor of Luohe Telecom Bureau in Henan, I have a relative selling mobile phones. She is my wife's elder sister - where we call sister-in-law.

My sister-in-law is willing to marry her sister to me. (I didn't think much of her sister's marriage to me). I think I should help her.

One day, I came to her counter, and she said, "I also sold a few years of cell phone, often a few days without opening, next to this woman is very powerful, she can sell more than 10 units a day."

I said, "do you want to overtake her?"

Speaking of a customer, I flashed aside to see how she understood the needs of customers.

When the customer approached the counter, she said, "look at our cell phone."

The customer did not utter a word. Then she took out a cell phone and said, "look at this."

The customer still did not utter a word, and then she quickly took out a piece and said, "you look at that again."

The customer went on.

When the customer went away, I asked my sister-in-law in a low voice, "do you know what kind of cell phone the customer wants to buy?"

"I don't know. I'm testing him."

She said, "look at what kind of money he needs."

"If you don't know the needs of customers, how can you start introducing products?"

I asked.

"You can't wait until the customer comes to your counter before you notice him. When customers enter the door, you have to observe what mobile phone he wants to buy.

What is his need?

He came 20 hours from the door of the hall, and you have to think about what products to recommend at this time.

Later, she told me that in my way, she sold 2 sets that day.

    了解需求的高招②觀察對手 

A mobile phone store in Anshun, Guizhou, has just opened up. Although the popularity of the mobile phone market has been very strong, while the Jinli mobile phone has not yet been sold for two days, AUX Mobile has sold two or thirty units a day.

The regional manager invited me to do some training for their guide buyers.

Perhaps the Jinli mobile phone guide has heard the wind coming from the "masters". Everyone stands as straight as the PLA on duty. It looks funny.

After watching them for 20 minutes, it was noon, so I called them together and asked, "how many customers are there in the store now?"

Some say "5", others say "3".

I continued to ask, "how many?"

They answered neatly and loudly, "I don't know."

I said, "now there are 6 customers.

As you can see, there is one standing at the BBK counter. Why did the man pick BBK's 1499 yuan mobile phone?

Is his demand for this pink music mobile phone?

Do we have mobile phones of this style?

Do you have an advantage over BBK Mobile?

What kind of cell phone do you want to see at the Konka counter?

As you go on, the customers at Konka counter go to Amoi, where is he looking at the mobile phone of Amoy?

He kept looking at these styles of mobile phones at this price segment, does he mean that he wanted to buy this phone?

When the customer turns to your counter, you can immediately go up and introduce the mobile phone that he has just paid attention to.

Remember, take all the customers in the store as your customers. When customers approach the counter of competitors, you will spy on the needs of customers, then think about the countermeasures and suit the remedy to the case.

    了解需求的高招③派人臥底 

At the HP store on the first floor of Tianhe computer city in Guangzhou, I found a 17.3 inch long screen notebook that I had loved for a long time.

HP's shopping guide is a professional, CPU, the main board's advantages are very clear, especially the introduction of 512 independent graphics cards, so that my trainer who occasionally designs some pictures is full of joy, that is, the price of 6999 yuan is more expensive, so I have to look for it again.

At the HP store, a young man immediately came over and whispered, "Sir, buy a big screen computer. Come with me. We are agents on the five floor, cheaper than here!"

I do not think he is wearing a work clothes, but he is not like a bad looting. He goes against the narrow path between the counter.

He pushed me to the elevator and pushed me into the elevator. He asked, "are you putting your office in such an office?"

I said, "not all of them. Occasionally, I'm going to go abroad."

During the conversation, the five floor arrived, and he motioned me to turn left first, and he told me, "look, all kinds of computers in our shop are all cheaper than downstairs."

"Xiao Wang came to the guest and received him. He wanted a big screen." he handed me over to a small shopping guide and turned to the elevator. It was estimated that he would go to the first floor to continue his undercover understanding of customer needs.

    最后這一了解顧客需求的實用高招算不算不正當競爭呢？