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Xiao Daxia discovers a problem, the development of Internet lets consumer approach the implicit value of the product more and more, consumer becomes more and more rational.
What is implicit value?
Point to the product quality that experiences through the user namely.
For instance, in the have dinner experience of a certain dining-room, the easy that uses some earphone is measurable, use value actually what when perhaps using some watch for an opportunity, experience to wait a moment.
Say simply, the channel that gets information is much, consumer can cast the practical experience tone of end product or service accurately.
So, present consumer is in make buy decision-making when, what new change to have after all? How should businessman and sale personnel answer this kind of change again?
Today, xiao Daxia helps you uncover secretary information age to give customer decision-making brought change, and the sale that how chooses to suit information age more is politic.
The 3 big new trends of consumer
1. sofa dogs
Above all, we say sofa dogs, what is sofa dogs?
{! - - PGC_COLUMN- - }We call the course that gets information continuously sofa to dog. You may have doubt, do this have what to concern with sofa?
We can be used lie on sofa to see sports match make analogy with sports confusing, will describe getting information is how easy, lie on sofa to open computer at any time, dog at any time information.
In the past, consumer is to have first buy demand, just go searching information, generation buys a preference. And now, get information to become easy, before consumer often is being bought actually, the preference that has formed pair of a certain product.
Namely, consumer makes decision-making time point, after from what buy actually that became the information that gets profit momently;
Previously, need when you only when, ability can buy new computer, just begin to search all sorts of information about computer next, evaluate all sorts of option, form finally buy decision-making.
But now, as a result of the development of Internet. Although did not buy demand, people also can get information at any time. We are in the process of the information that browse, the likelihood begins to do decision-making.
For example, you are in first on brush news, appear suddenly advertisement of product of computer of a of the apple new MAC, there is a favourable bargain price now. This moment, although that your present computer still is done not have bad, you also may click next sheet.
We choose these specific brand to dog the person of information, be called " sofa henchman " . The vermicelli made from bean starch that has oneself like star is same, certain product and brand also can have groups of such a batch of faithful clients, meeting hour pays close attention to the implicit value of the product. For instance of malic mobile phone " fruit pink " with millet mobile phone " ground rice " etc.
So how do we dog according to sofa of consumer arisen formulate sale strategy?
Sale strategy: Since consumer has made a decision early before buy, sale also should shift to an earlier date sale plan. Find those who belong to you ahead of schedule namely " sofa henchman " , floriferous on these faithful client groups time.
For example, we see the company is a few faithful clients technically group hold experience of a product to meet, let these users become the first person that contacts a product. Again for instance, the faithful user that is you establishs open day technically, let them participate in the sectional meeting that the product improves, the opinion that expresses them is waited a moment.
Anyhow, the faithful user that should allow you people it is very important to experience them, their opinion is met be adopted for a short while.
Such, your product also can fall in their help, generation is more to implicit value, other after buying the home to see these comment on an experience, more organic also meeting buys your product.
2. makes a prompt decision
The 2nd new trend " make a prompt decision " , this is what meaning, basically have the following at 3 o'clock?
The rate that 1. buys a decision is more rapid
Interconnection times, consumer make the career that buys a decision faster.
Him 2. searchs information actively
This basically is people to the information that searchs actively and the information that obtain accidentally different reaction is caused, compare at the information that obtains accidentally, people often more the information that apt uses him to be searched actively.
The time that the experience with convenient 3. allows to consider becomes little
Sale strategy: For example, often mobile phone businessman makes ad on billboard of public transportation station, some businessmen still can stick advertisement on the automobile body of the bus. If you take care observation to be able to discover, these accidental information classics regular meeting by people neglect, because very few also somebody sees the information on billboard wants to buy this mobile phone.
But change a kind of setting to differ, assume you are being brushed tremble sound, screen is right flirt playing role the ad page of a mobile phone, you can examine product performance carefully, include the comment related the product and evaluation, this moment, you can issue sheet more likely.
3. reason is consummate
The rate that we discover consumer is decision-making becomes fast, but representing them is not rational. In the 3rd consumer is decision-making new trend, the last change is consumer decision-making more rational, is not perceptual.
Generalize simply be called " reason is consummate " . Is this why?
Because the user is in when the review that gives a product, can not resemble the word that some of sensibility says like ad business, their expressive great majority is blunt, not quite meeting talk in a roundabout way.
For instance, you often can see the user evaluates a computer so: "Screen is big, without nick, it is quality goods, but batteries is not quite durable, switch on the mobile phone speed is done not have so fast " . But you see with sensibility the vocabulary is described rarely certainly, for instance " the crust color of this computer is pink, the feeling that let me have the warmth like a kind of spring " .
So, compare at perceptual information, consumer more apt accepts the rational information that is based on objective quality.
Sale strategy: Become when consumer is more and more rational, as the brand square, want hard to find the interest place of consumer, go actively perhaps creating interest drop to attract customer. How to create interest? We can use advertisement to create interest.
Particular way is, the advertisement that you can put advertisement on more in website of each big cable business as far as possible go up, perhaps let search a rank more before leaning a bit. Anyhow, look for that one check with more only below consumer chance to see your ad.
This advertisement rises to face the action of an one foot. On the choice of advertisement content, the dominant position that we want to use him product creates a kind of demand and longing, let an user generate the interest to some thing first, set out from interest next, couplet thinks of your product, the language wants simple and should understand easily.
For instance, JEEP car was hit on its website such a advertisement, say: "Not be love peace and tranquility weak, however you never take her to walk into wonderful world " .
In this advertisement, JEEP car did not say him performance is much quantity of good, platoon is how old, use JEEP car to be in however the advantage of cross-country respect, let everybody put attention drop in cross-country on, to consumer innovation gives pair of cross-country interest. After when consumer generation yearns for, want more possibly to buy car of a JEEP.
Above is the content that Xiao Daxia shares today.
Focusing commerce knowledge, get life money!
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