Case analysis of how to communicate with customers

The essence of marketing is to meet the needs of customers, and the fundamental thing to meet customer needs is to communicate with customers. What can be learned from the case study of communication with customers? Below I have compiled a case of how to communicate with customers for your reference.

Case study on how to communicate with customers 0 1

Xiao Wang, a salesman, arrived at a tobacco hotel early, hoping to visit the owner. Because of the first meeting, Xiao Wang and the owner are not familiar with each other. After entering the store, Xiao Wang and his boss exchanged a few pleasantries and explained their purpose. By the way, he spent three minutes introducing the company's products. He wanted to go on, but seeing that the boss was impatient, he was embarrassed to say it again. So, Xiao Wang quickly went on to say:? Boss, the main purpose of my coming to visit you this time is to recommend our latest products to you. The price is 88 yuan, and the retail price can be 98- 108 yuan. Moreover, the company also has a promotion, which is very strong. Give a box of coke worth 50 yuan. what do you think? The boss just said simply:? Alas, there are more salesmen than customers now, and the temperature is even higher than the alcohol content! Look, where can I put it? Let's talk about it somewhere! ? After that, he pointed to the shelves full of white wine and motioned for Xiao Wang to see it himself. Xiao Wang took a look and it was true. There's wine everywhere! In desperation, Xiao Wang left the tobacco and liquor store after bidding farewell to his boss? (World Manager Community)

Obviously, this is an unsuccessful visit case. If it were you, how would you face such a problem? Let's analyze this case. Is there a problem with Xiao Wang's introduction? Brief introduction, no problem! Is there anything wrong with the company's products? The product is a new product just listed by the company, with great profit, no problem! Is there a problem with promotion? Don't! Because compared with competing products at this price, 50% promotion is already very strong! But why hasn't Xiao Wang convinced his clients?

Let's look at two short stories first.

Story 1: As we all know, Newton is very great and quite modest in our mind. When I was a child, my teacher often taught us a passage. Newton said: If I see farther than others, it is because I stand on the shoulders of giants! I think many people can remember this great famous saying and admire Mr. Niu's open mind deeply, but the true story is that physicist Hooke discovered the law of gravity a long time ago and deduced the correct formula, but because of his poor mathematics, he can only barely explain the circular motion of the planet around the moon, so the scientific community pays little attention to Hooke's achievements!

Later, Newton, a mathematical madman, solved this problem successfully with calculus, and extended his three basic laws of mechanics to galaxy space, which changed the old view that heaven and earth were different since Aristotle and was regarded as a great discovery by the scientific community. So Hooke was furious and accused Newton of plagiarizing his achievements. Newton replied sharply: yes, you think I really stand on the shoulders of giants! This was originally a satire, trying to satirize Hooke. As a result, in order to shape a perfect person, future generations only kept the isolated original words and removed the context, becoming how modest Newton was! Newton in reality is actually arrogant, self-reliant and arrogant? (World Manager Community)

Story 2: At school, teachers often tell Edison's famous saying: Genius is 1% inspiration and 99% sweat! Tell us to be diligent, diligence can make up for our shortcomings, and we will become geniuses in the future. What about us? Is it a night of feasting, or a time for men to study? .

However, up to now, many people have not found themselves a genius, and some things are useless even if they work hard! Later, I learned that there was a sentence behind Mr. Edison's famous saying: However, this one percent inspiration is much more important than that 99 percent sweat? !

Can we learn something from these two stories? That is, we must have a strong speculative spirit for everything and anyone! No speculation, no innovation! No guessing, no finding! Let's look back at this case of marketing communication failure.

Xiao Wang failed because he had no speculative spirit! I didn't seriously think about the real reason behind the shopkeeper's refusal. Is there really no place to put wine? Is it really impossible to squeeze a product on the shelves in the store? If that's the case? Then why can other competing products walk around the store? I think, if Xiao Wang thinks seriously and thinks about what the boss just said in a speculative spirit, the answer can be found instantly. Xiao Wang's introduction just now did not actually cut into the focus of marketing. Why does the boss say that there are more salesmen than customers? Why does the boss say that the temperature is higher than the alcohol content? The reason is that it is the off-season of liquor, the weather is hot, liquor sales are slow, and it takes up a lot of money, 528 yuan per box. Who wants to take this money?

So we can find the real reason behind the customer's refusal: the boss is worried about the financial pressure! If it doesn't sell, it's a big risk, okay? What should we do at this time? It's simple. Find the cause and prescribe the right medicine. Wang Can Jr. said? Boss, although our wine occupies a certain amount of your capital, you can rest assured that as long as you buy it in cash, we can guarantee that you will not sell it for one month, and the company can guarantee a risk-free return, so don't worry! And compared with competing products, we have a 50% improvement. This can become your profit! ?

Case analysis of how to communicate with customers 02

There is a dairy shop with three service personnel, Xiao Li, Da Li and Lao Li. When you approached Xiao Li, Xiao Li smiled and took the initiative to ask questions, greeting your weather for a while, talking about the children's recent situation for a while, and talking about something unrelated to buying milk. Xiao Li's method is to be polite to the guests. Li said in another way, can I help you? What kind of yogurt do you want? We offer preferential treatment to our long-term customers. If the temperature is higher than 30℃, you can come here to drink a cup of yogurt for free every day. Do you want to take part in this activity? Da Li's way is to improve his skills. Lao Li's way is more mature and sophisticated. He talks to you about your daily dietary needs and asks what kind of milk you drink, sugary or sugarless. Maybe you are diabetic, maybe you are losing weight? And Lao Li will always find a dairy product that suits him best and tell you how to keep the nutritional content of milk. Lao Li provided a personalized communication mode.

So, which of the above three modes do you think is more suitable for your company? Which method is the most effective? What are the internal relations between these three modes? The following survey may be quite different from your intuition.

One of the questions is whether the non-verbal services used by salespeople are always consistent with the verbal services. If the two are consistent, these three models will play a very good role. Studies have shown that skills upgrading can bring more benefits to enterprises.

However, if the provided verbal and non-verbal service information is inconsistent, customers tend to believe the non-verbal service information. In other words, if a salesperson is trained to look polite, but his body language may reveal that he doesn't like his job or deal with customers, then polite hospitality will lose its meaning. Similarly, skills upgrading will not achieve the expected results because of the unfriendly or careless sales staff. Only personalized service can combine verbal and non-verbal information perfectly, because the salesperson and the customer have established a deep relationship due to long-term communication.

The most important oral communication of salespeople is the opening and closing remarks. Because it is easy for people to remember what happened at the beginning and end when communicating. Therefore, when communicating with customers, salespeople should pay special attention to the polite greetings at the beginning and end.

Polite hospitality pays attention to immediate response, including instant time, instant space and instant language. The so-called instant time is to greet customers who come in in time. For example, as long as customers come to the sales window 1 meter, they should say hello within 5 seconds, so that customers can feel your warm reception. Space instant is close to customers in distance. Intimacy varies from place to place with different cultural backgrounds. The immediacy of language means that when customers express their questions in different ways, they can answer them quickly instead of saying:? That's not my department's business? Or? I'm not the one you're looking for? Small language differences often lead to completely different results. So it's best to use positive language, such as? Let's see what the problem is. Than using passive language? This question needs deep thought? Much more polite.

For skills improvement, the investigators listed at least 15 ways to master the communication skills between customers and salespeople. Such as commitment, threat, sense of honor, positive respect, negative respect and so on, are all related to the weakness of human nature. Salespeople should fully understand the characteristics of human nature and integrate them into the sales language to stimulate consumers' psychological expectations such as being loved, not missing the transaction, having a unique vision and being fashionable.

The survey shows that most successful promotional terms have the following rules: create demand? Arouse interest? Arouse desire (through any kind of human need) and finally take action.

Non-verbal information can even affect the potential emotions of customers in the process of communication with customers. For example, at cocktail parties, waiters with big smiles get tips several times more than waiters with few smiles on average. Similarly, you can get an extra tip of 10% by putting the change back in the customer's hand or patting the customer on the shoulder when paying the bill. Being close to customers, or crouching down to make eye contact with customers, will also increase the amount of tips.

In a word, personalized communication mode is the most effective mode, but it needs more training and practice. And like other models, its effectiveness will be greatly reduced by the subtle discrimination of sales staff. The survey of retail industry shows that obese customers, customers who don't pay attention to clothes, customers who are different from salespeople (such as gender, race, grade, age) and provocative customers will not get timely and polite service. The service for women is not as fast as that for men, and the service for the physically disabled is better than that for the healthy. All these show that only through training can the differences in services be gradually eliminated.

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