Hurry up and stop talking nonsense! Ask the real needs of customers in three sentences

Hurry up and stop talking nonsense! Ask the real needs of customers in three sentences

The new year has begun, Vientiane has been renewed, and the competition and opportunities in the commercial market have also opened with the New Year. In the facilitation of every cooperation, accurately capturing the core needs of customers is always the key to breaking the game, and inefficient communication often becomes the biggest barrier to service docking. In the new year, how to jump out of the shackles of ineffective communication and quickly understand the underlying demands of customers?

Ask the real needs in three sentences

Master the communication skills of "asking real needs in three sentences" to accurately explore the core demands of customers:

A question (What occasions are you mainly used for this batch of materials?) ).

The object of the second probe (who is it mainly for?) How do you want them to feel? ).

Three goals (What thoughts or actions do you want them to do after reading it?) ).

Take the customer consultation "album" as an example to teach you how to accurately undertake your needs and explore the core demands behind them.

01

First question: Ask the scene - what are the main occasions for your albums?

Purpose: Understand the environment and context in which materials are used, which is the cornerstone of demand.

Customers may answer:

"Next month we will participate in an industry exhibition."

"The company is about to hold an investment promotion meeting and send it to potential dealers."

"It's just placed at the front desk for visiting customers to see."

Analysis of the real needs behind it:

A: His album needs to quickly attract attention in a noisy exhibition environment, the content should be intuitive, visually impactful, and may also need to consider light and easy to carry.

Answer: His album is a key tool to persuade dealers to join, and the content must be professional, in-depth, and detailed data, and it must be able to build a strong sense of trust.

Answer: His album is a display of corporate image and strength, which needs to be tall and designed, and can enhance the brand texture.

02

Question 2: What kind of customers/audience do you want to see?

Purpose: Precise targeting of audience segments and determining design and content strategy.

Continuing from the previous question (taking the exhibition as an example), we continued to dig deeper: "What kind of group do people come to see the exhibition?" Is it a young end consumer or a professional industry partner? "

Customers may answer:

"Mainly young people aged 20~30."

"They are all channel vendors and bosses."

Analysis of the real needs behind it:

Answer young people: The design style should be trendy, lively, and colorful, and the language should be networked and interesting.

Answer: The design style should be professional, stable and tall, and the content should highlight the profit model, policy support and successful cases.

03

Question 3: Set goals – What thoughts or actions do you want them to come up with after reading it?

Purpose: This is the most critical question, locking in the customer's ultimate business goal.

Undertaking the last question (taking young consumers as an example) The ultimate blow: "Do you want these young people to scan the code to place an order immediately after reading the album, or remember the brand, and then search for it in an online store, or go to an offline store to experience it?" "

Customers may answer: "Of course, I hope they can scan the QR code at our booth on the spot and receive coupons!" "

Real needs and business opportunities behind it:

Real needs surfaced: The ultimate goal of the customer is not to "get a picture book", but to "efficiently obtain potential customer information at the exhibition".

Your business opportunity is here! At this point, you can upgrade from the Album Vendor to the Solution Provider.

"Mr. Wang, since the core goal is to drain traffic, I have a suggestion: at the exhibition, the pure album may be forgotten after being taken away. Can we design a 'combination material' for you? For example:

A very eye-catching mini-brochure that quickly conveys the core activity information.

A QR code stand with a full sense of design, with words to guide attention.

A batch of small gifts (such as mobile phone holders, cartoon keychains) with QR codes printed on them make the audience willing to scan the code for gifts, so that the retention rate will be much higher. "

Three clear and powerful value propositions are like a sharp sword, which can instantly cut through the noise and make customers remember you and choose you.

Create a new way of speaking

To decode high-end demand, we must also learn to convey core values and create new words.

Don't say, "We do display panels/spray painting ...... here"

To ask, to say: "What scene is the material you made this time used for (press conference?) Store promotion? )? "

"What feeling/impression do you want it to convey to your customers?"

"We don't just make, we help you enhance the value of your brand in the minds of customers through a unified visual identity, making your store look 'more expensive' and 'more trustworthy'."

01

The customer opened a new restaurant and wanted to be the door

Ordinary saying: "We can do catering menus and door designs. "

Value proposition: "We focus on the opening of new catering stores, and deliver a full set of explosive visual solutions in 7 days, so that your store will be on fire before it opens." "

Disassembly:

Precise customers: owners of new catering stores.

Core pain points: busy opening preparations and lack of professional vision.

Unique plan: 7-day delivery, full package.

Explicit results: fire before starting (creating a sense of scarcity and anticipation).

02

Small and medium-sized enterprises will settle in the office and open their doors

Common words: "We can do albums, business cards and logo designs." "

Value Proposition: "We offer 'check-in' brand visual butler services for growing businesses to make you look like an industry giant.

Disassembly:

Precise customers: Growing enterprises.

Core pain points: messy brand image and lack of professionalism.

Unique plan: "check-in" butler service (implying all-inclusive, worry-free).

Visible results: Look like industry giants (meeting their needs to increase identity and trust).

03

When customers demand efficiency and reliability

Common saying: "We print fast and the color is accurate, and it will be fine in a while." "

Value proposition: "We are an enterprise emergency material outsourcing center that promises on-time delivery with half the cost for every 1 hour of delay. "

Disassembly:

Targeted customers: Enterprise customers with urgent needs.

Core pain points: supplier delays, affecting business.

Unique solution: outsourcing center + overtime compensation commitment.

Explicit results: absolute punctuality, elimination of anxiety.

In the new year, although the market competition is fierce, opportunities are also hidden in every accurate customer communication and professional value service. Redefine customer needs with a professional vision, jump out of simple material production thinking, and empower customers with solution thinking, and you will find that the market is full of blue ocean opportunities!

I hope that in the new year, all practitioners will break the situation with accurate communication, establish themselves with value service, work step by step, rise steadily, gain more high-quality cooperation, and start a new journey in their careers!