The main job of a marketer is to identify the needs of the client. If the company has chosen the wrong strategy for the advertising company and incorrectly identified consumer desires, then the company will face losses, and in the worst case, bankruptcy.
Needs can be conditionally divided into general and individual. An individual need may be for food, for specific things. And the general - in living conditions, comfort at home, in your favorite work, financial situation.
The product produced by any company is aimed at satisfying the desires and needs of people. We can say that the product is designed to make customers happy. Consider how customer needs are identified in a personal conversation with a manager representing the company.
This specialist should always be correct, polite and smiling. It is desirable if at the beginning of the conversation the seller says a few compliments or leads the conversation on general questions, for example, about the weather. Such a secular (non-businesslike) beginning of the dialogue will create the necessary atmosphere, introducing friendly notes into it. This stage of the conversation prepares the "ground" so that then competentlyconduct customer needs identification.
In Europe, free dialogue between customers and staff is commonplace. With us, this style of communication is only part of the culture of business communication. Unfortunately, there are buyers who treat service personnel with disdain. In conflict situations, the manager's task is to translate the dialogue into a positive direction.
In order to correctly identify the needs of the client, questions should be asked in detail, that is, those that cannot be answered with “no” or “yes”. No need to say something that the client can refute. Remember, the word "no" always negatively affects the subconscious of a person. If the buyer does not know what he wants, you need to try to talk to him, ask about the desires, preferences, mood with which the person came to the store. Tell him in more detail about the new product, about the benefits of certain products. It is necessary to use any psychological tricks to make the client smile, enter into a constructive dialogue.
A person who comes to the store should have the impression that he is understood that his manager is knowledgeable and competent in matters of meeting the needs of the consumer. Those salespeople who want to make a favorable impression about the company they work for create a warm, relaxed atmosphere of communication. Only a confident person can inspire confidence and accurately identify the needs of the client.
The seller must hear every word of the client and not interrupt him. If the conversation is disturbed by noise, you should note it with a smile and do not be shy to ask the buyer again if something is not heard.
In order to prepare staff who will easily communicate with customers, it is necessary to conduct weekly trainings, preferably in large groups. The conversation of the manager with the staff and management with the manager in a rude manner is unacceptable. Harsh criticism leads to a deterioration in the climate in the team.
Market research will be required to better understand customer needs.
