Sales Skills: Pull In Old Customers And Explore New Customers.

With the continuous improvement and change of consumers' purchasing power and consumption demand, enterprises are constantly trying to satisfy these needs. Even with the increasing market competition, the potential demand of consumers has been excavated. Thus, the homogenization of products is becoming more and more serious, and various industries are gradually becoming mature. Subsequently, in the limited market space, the snatching of customers among enterprises is becoming more and more intense.

Therefore, customer loyalty has become the goal pursued by enterprises in various industries, so as to retain their target customers and get a cake of their own.

With the continuous development of social economy and the gradual enrichment of people's lives, the competition among enterprises is fierce.

With the continuous improvement and change of consumers' purchasing power and consumption demand, enterprises are constantly trying to satisfy these needs. Even with the increasing market competition, the potential demand of consumers has been excavated. Thus, the homogenization of products is becoming more and more serious, and various industries are gradually becoming mature. Subsequently, in the limited market space, the snatching of customers among enterprises is becoming more and more intense.

Therefore, customer loyalty has become the goal pursued by enterprises in various industries, so as to retain their target customers and get a cake of their own.

In order to make the consumers loyal, the marketing community is advocating "brand marketing", trying to pull the old customers and explore new customers with the influence of the brand and the power of expression. But what is the result?

It is easy to find out that consumers are too easy to change their minds when studying the shopping psychology of consumers. Under the condition that products are of the same price and function, the role of brand is beginning to show prominence, so many enterprises are shaping or continuing to emphasize their brand.

Under the influence of brand, or under the influence of brand users, consumers unknowingly reach the recognition of brand.

But this recognition does not represent the consumer loyalty to the brand, the premise is that the market does not appear to allow consumers to meet all aspects of the more ideal products.

Therefore, brand recognition can be equated with brand loyalty only under certain conditions.

Consumers can't be right.

Is true loyalty true? The answer is no, but it is not necessary for our enterprises to be disappointed with the market.

Because although there is no real loyalty, there are enterprises that can satisfy the relative loyalty of interests.

Yes, it is fortunate that many consumers have to be loyal.

Why do we say this? We can find some intrinsic reasons through the consumer psychology of consumers.

We know that consumers consume a product that will have the purpose of consuming, or that when they consume it, they are seeking the function of one aspect of the product, so as to bring some satisfaction to them. Consumers who spend money on silver can not get any benefits.

In the industry where product homogeneity is very serious, which products will be chosen by consumers? The answer is very simple. The first choice of consumers is, of course, to exchange products with maximum satisfaction at the lowest cost.

When a product's psychological positioning is relatively low, and the other kind of product is relatively high, consumers are paying the same cost, of course, they choose the product with higher psychological value.

But when there is a new product of the same price and function (or even better condition), consumers have an attempt.

If the new product can achieve or exceed the psychological expectations of consumers, consumers will naturally abandon the brand they previously had in mind and buy the brand.

For example, there are similar products in the market: A products and B products. A products are more valuable than B products in consumer psychology. When there is no more ideal products, consumers are forced to buy A products. In the market, there is no substitute for A products. Consumers still have to choose A products when they buy them next time.

However, when a better product C comes out, consumers will soon throw away A products and buy C products.

In this way, is there no fixed brand? Actually, it is not.

The key is to require enterprises to upgrade their products constantly, and always ensure that A brand is a brand new product. Even if C product brand appears, A product brand is already used by consumers, and has the brand recognition, so the possibility of continuous consumption is very large.

We know,

Accreditation does not recognize that a brand is determined by the conditions used by its people or the people around it, so the C product brand is a late comer, and there is no innovation in the relatively innovative A product, and consumers are forced to become more loyal to the A brand.

Therefore, under the dual function of shopping freedom and brand seduction, consumers are easy to "change their minds", but enterprises are not without solutions. The best way to increase the so-called loyalty of consumers is to change the product's competitive orientation to customer orientation, take into account the consumers' feelings and consumption preferences, so as to fundamentally solve the final purpose of consumers' recognition of brands and loyal brands.