Recently, I heard someone say that "communication is simple", but I don't agree. Speaking is simple, but communication means exchanging opinions or appreciating with others, which requires higher skills. Communicating with people requires us to listen and speak skillfully, not to speak without scruple. It is even more difficult to communicate with those who are full of fear, anger or depression, because we will be more helpless under the control of this emotion. But whether at home or at work, don't despair or give up on your communication barriers! Even the best communicator is honed bit by bit. Here we provide some tips for your reference.
Don't fight back even if the other person looks angry with you. Other people's emotions or reactions are likely to be caused by fear or frustration, just like you. Take a deep breath, then quietly count to 10, and let the other person vent his emotions until he is willing to say what he really thinks.
You don't need to know all the answers. It is also good to say "I don't know". What do you want to know, just say it, and then say what you think. Or you are willing to find the answer to the question with each other.
Respond positively to facts or feelings, not antagonistic. For example, instead of saying "Hey, I'm working" or "It's not my job" (it's easy to get angry), it's better to say "Tell me more about what you care about" or "I understand your disappointment". Seize every opportunity to communicate, because many times you may alienate others because of a little absentmindedness.
People want to hear whether you agree with them, not what you think. Many people are complaining that others don't listen to themselves, but forget that they don't listen to others! You can give all your opinions to show that you are listening, and say something like this: A. "Tell me more about what you care about" B. "What's wrong with what you care about?" C. "I'm very interested in what you just said. Can you tell me what makes you believe so much? " D. "Why are you so satisfied with one thing?"
Remembering what others say and what we hear may lead to misunderstanding! Our personal analysis, assumptions, judgments and beliefs may distort the facts we hear. To make sure you really understand, repeat what you hear and what you think, and ask, "Do I understand correctly?" If you have an emotional reaction to someone's words, just say it directly and ask for more information: "I may not fully understand what you said, but I understood it in my own way." I think you mean XXX. Is that what you mean? "
Frankly admit the troubles and mistakes you have caused. Make a commitment to the deadline. If you need others' help, use your energy to influence them. For example, if you want to update someone's computer and work in her office, you can say, "I know it's impolite to bother you at this inconvenient time, but I will appreciate your cooperation." Our maintenance work can restore your working system to normal. We'll come to you at 3 pm and finish the work at 5 pm. "
Don't point fingers until someone asks you. It's really a headache to say something you know will be good for someone, but you can't say it. Use euphemistic expressions, such as "It may be …" or "I have been in a similar situation. If you find it useful, I would like to share more of my experience with you." All of the above are better than saying "what should you do".
Seek common ground while reserving differences. What do you two like (try not to disagree)? Say your point of view and find out the similarities. For example, "I think this plan will make you successful."
Remember that change will bring pressure to people. Use your enthusiasm to influence your employees, and they will not change or get out of control. In this chaotic world, this can make our mediocre life warmer. So if you are around someone, or you need him to do something for you, tell him as much as possible when you need help. If possible, tell him you want to help him, too.
Active thinking and concentration. We always look at problems from our own perspective, or give our own experience according to the environment. Many people who are considered successful, including professional athletes and literati, have positive thoughts. Ask yourself, "What's good about this thing?" Or "What can I learn from it?" Stay optimistic. Don't forget to bring no >>
Question 2: How to meet or exceed customer needs? To create a better and more perfect product, we must improve all the details.
Question 3: How to grasp the needs of core customers? Due to the continuous improvement of market mechanism and the increasing competition in the industry, the concept of "customer-centered" has become the knowledge of most enterprises. If "customers are God", on the one hand, "God" wants to get better products and services at lower prices, on the other hand, enterprises need to get appropriate profits from "God" to maintain healthy development. With the intensification of "price war" and "service war", how to manage and balance customer expectations has become a key practical problem faced by many enterprises.
According to the triangle law in customer relationship management (CRM), customer satisfaction = customer experience-customer expectation. Customer expectation is inversely proportional to customer satisfaction, which needs to be guided and maintained at an appropriate level, and customer expectation needs to be coordinated with customer experience.
The starting point of strengthening customer expectation management is to analyze the main determinants of customer expectation, including word of mouth, brand promotion, customer value and customer background, environment and customer life cycle, original experience and other related experiences. This requires in-depth customer insight, especially for mass market-oriented enterprises, which need to analyze customers with different characteristics and needs, and focus on two key points: considering appropriate differentiation and determining target customers; Lock in the core appeal points of target customers.
In the implementation of customer expectation management, it is easier said than done. Customer expectation management should not be regarded as an independent function and work. Instead, we should take the concept of customer relationship management (CRM) as the guide, take customer-product-channel (C-O-C) as the main line, establish the concept of customer expectation management in all links and personnel related to customers, and carry out systematic management by combining strategy, process, system and organization.
Customer: Customer is the eternal theme. The key of customer expectation management is to deeply understand the characteristics, consumption psychology and behavior of various customers and the core appeal points from the perspective of customer demand, and on this basis, reasonably locate and classify customer needs and reasonable expectations. The main actions include: strengthening customer information and data collection, customer data mining and portfolio analysis, multi-dimensional customer segmentation, customer life cycle analysis and so on. And apply these analysis results to the formulation of customer strategy and specific plan.
Products and services: products and services are important carriers to convey enterprise value and meet customer needs. Therefore, it is necessary to balance various customer needs and company value objectives, guide product development and promotion, and reflect the value of differentiated services. The main actions include: matching existing products, services and marketing schemes for different customer groups with different needs and expectations, and developing special products and services to provide customers with appropriate information and a variety of personalized choices.
Channel: Besides aiming at the right target and providing the right products and services, how to conduct the right contact, communication, sales and services is also very important for customer expectation management. According to different customer categories, channel preferences and the characteristics of products and services, it is necessary to choose appropriate channels, communicate with appropriate customers in various ways before, during and after consumption, and provide appropriate products and services. The main actions include: strengthening the quantitative monitoring of different levels of channels and analyzing customers' channel preferences, and guiding channel migration and matching customers and products accordingly.
In addition, to strengthen customer expectation management, we need to pay attention to the different performances of customer expectations in different customer life cycle stages and different situations, attach importance to real-time tracking of competitors (or comparable demand consumption), and proceed from reality to know ourselves and ourselves, respond flexibly, foster strengths and avoid weaknesses, and be targeted.
For example, in the mobile communication industry, which is currently facing a fierce price war, companies with better brands are relatively easy to be in a passive position. In this case, the leading operators often need to balance the increase in customer expectations and the decrease in the company's stock income and profits. On the basis of the ability accumulation of customer relationship management (CRM) and the understanding and analysis of customer needs and expectations, on the one hand, it conforms to the market competition trend and realizes the soft landing and price reduction of customer expectations (instead of encouraging the leap-forward growth of customer expectations). On the other hand, by combining the classification of target customers, we can optimize the loyalty scheme, provide more value-added services for middle and high-value customers, improve customer loyalty and promote the growth of the stock market; For low-value customers, we will introduce simple, convenient and low-cost product solutions to meet their price expectations of low-end products, maintain new markets and cultivate consumption habits. So as to meet the needs of customers at different appeal points, balance customer expectations and company interests, and ensure the company's long-term customer development and interests. ...& gt& gt
Question 4: How to understand customer needs In marketing, customer needs are very different. Without understanding customer needs, it is impossible to provide effective services, it is difficult to improve customer satisfaction, and it will also affect the promotion of network construction. Through the practice of study and work, I think the following methods can be used to understand the needs of customers:
First, use various questions to understand customer information.
Asking questions is the best way to understand customers' needs. By asking questions, we can accurately and effectively understand the real needs of customers and provide them with the services they need. Generally speaking, there are the following ways to ask questions:
1, ask questions. Straight to the point, clear questions can let customers tell you things you don't know in detail. For example, you can ask "boss, what would you do if the phone order was delayed or there was an error?"
"Boss, the brand of cigarettes that customers want to buy is gone, what will you do?" This is often the first question asked when serving customers. You can get more details by asking this question.
2. affirmative questions. The affirmative question is to ask the customer to answer "yes" or "no" to confirm a fact, customer's point of view, hope or reflection. Asking such questions can find the problem faster and find the crux of the problem. For example, "boss, did you count the cigarettes when you delivered and received the goods?" "Boss, did the orderer check with you when ordering food by phone?" Are these questions asking customers to answer "yes" or "no"? If you don't get the answer, you should continue to ask some other questions to confirm this question.
3. standard questions. Generally speaking, when you start talking with customers, you can ask some questions about their identity. For example, "boss, what's your name?" "Is 765432 1 the phone number of your store?" Customer name, telephone number, customer code, etc. It should be mastered that the purpose is to obtain the relevant information needed to solve the problem, so as to contact and inquire when dealing with the problem.
4. Solicitation. Let the customer describe the situation and talk about the customer's ideas, opinions and viewpoints, which is conducive to understanding the customer's interests and problems. For the problem with results, ask the customer whether they are satisfied with the service provided. Is there anything that needs to be improved? How to improve, etc. It helps to remind customers, express our sincerity and improve customer loyalty.
5. Clarify the problem. Some problems mentioned by customers must be clarified. When appropriate, clarify some laws, regulations, policies, information, etc. A tactful inquiry. For example, the national bureau's regulations on the planned limited production of cigarettes and the planned distribution period of cigarettes. This helps to solve doubts, clarify facts and reduce unnecessary troubles and arguments.
Second, understand the demand by listening to the customer's conversation.
When communicating with customers, we must listen attentively to their answers, try our best to understand what the other party is saying, what the other party is thinking and what the other party's needs are, and try our best to understand the other party's situation in order to provide customers with satisfactory services.
Third, observe the nonverbal behavior of customers.
If you want to convince a customer, you must understand his current needs, and then convince people with reason and move people with emotion according to this demand. In the process of communicating with customers, we can understand their needs, desires, opinions and ideas by observing their nonverbal behavior.
In short, through appropriate inquiries, careful listening, careful observation of customer behavior, understand customer needs and ideas, so as to put forward targeted measures and provide differentiated services. But no matter what the problem is, we should pay attention to the customer's feelings and conform to the atmosphere and scene of the scene.
Question 5: How do enterprises master and understand the needs of consumers? We can know what problems consumers need to solve urgently through the feedback received by the after-sales department.
We can explore the needs of consumers by studying the development trend of new products of our peers and paying attention to product characteristics.
Information on consumer demand can be collected through official surveys.
Question 6: How to accurately analyze the customer's needs is concise and to the point, which explains at least two meanings: one is not to be confused by the appearance of things, and the other is to grasp the core issues when doing things. There are countless ups and downs of enterprises, and we can learn a lot from many failed examples. Different people have different opinions. Success has its own laws, and there is only one reason for failure: because you don't understand the market demand. Although there is an opportunity at any time, I can't catch it if I want to. So, what is the reason for the failure? Is there really a good market if there are good products? Good quality means good sales, right? Not exactly. In fact, the market demand is always changeable, and customers are more and more picky about buying. As terminal pharmacies, sometimes they really don't know what their target customers really need. Therefore, in pharmacy marketing, accurate analysis of customer needs will become more and more important.
Is the pharmacy selling products to customers? The advantage of the planned economy is that "every family has its own problems", which is in short supply. As long as the product quality is guaranteed, there is no problem in sales. But now the market demand has undergone earth-shaking changes, from seller's market to buyer's market, from popular demand to personalized demand of consumers. In 4C theory (customer, convenience, cost, communication) derived from traditional 4P theory (product, price, channel, promotion), product is no longer ranked first, and price is no longer the main issue. Good wine fears the deep alley. In order to sell more goods, enterprises constantly advertise, promote and sell pharmacies, and display "beautifully dressed" terminals, but customers are still picky: no matter how good your things are, what does it matter to me? You know, I don't necessarily need good things. At present, in the pharmacy terminal, the product promotion is mainly based on enterprises, and basically they spare no effort to brag about their products, saying that the product formula is authentic, the imported equipment is advanced, and the technology content is high ... but what is the direct relationship with customers? In fact, if it is a product that customers need, whether it is made by imported equipment or manual workshops, buyers will generally not consider it so carefully, but will only care about whether the products they buy are legal and formal, whether the curative effect is exact, and whether the side effects are great. It is a pity that too many products advertise ambitiously, and the market performance is flat in the end. Even the best advertisements are hard to be recognized by customers. It can be seen that excessive hype of products does not necessarily bring good sales. Is the pharmacy selling services to customers? Some people say that fourth-rate enterprises sell products and third-rate enterprises sell services. It can be seen that no matter how good the service is, it is only a third-rate enterprise. In addition, is it enough for an enterprise to just sell services? At present, many pharmacies, including large chain pharmacies, seem to be selling services, such as consulting and guiding popular drugs, promoting popular science, delivering drugs to your door, decocting drugs for free and so on. Looking at the essence through the phenomenon, these so-called services are based on product promotion, and all the pre-service is for the ultimate drug purchase goal. After all, this is not selling services, but selling products. Can we achieve the purpose of expanding sales only by formal services? The answer is no, the service without connotation is pale, and selling the service should also sell its value. Whether you are a single pharmacy or a chain service enterprise, quality service should run through the sales process of the enterprise. Others think that customers don't really care about your service, because your service is utilitarian, even in public welfare activities. It is the brand of the enterprise that supports the service value. For example, Nanjing Medicine's pharmacy five-star purchase package, Haier's five-star service, and Dell's personalized customization service. But do you have these brand advantages? Is the pharmacy selling models to customers? In many pharmacy terminals, the slogan of promotion is one after another. Many manufacturers can't wait to go shirtless, but the result is still counterproductive. In the eyes of consumers, products are always new. With the increasingly fierce competition in the pharmaceutical market, many pharmaceutical companies have turned their attention to non-mainstream channels and seized the third terminal (community and rural areas) in order to seize the opportunity and share a piece of the edge market with their own favorable resources. Everyone thinks that they have good strength and connections, but they don't know that Shenzhen Health Yuan Pharmaceutical (formerly Taitai Pharmaceutical) has announced a high-profile entry into the direct selling field, and the current market operation is still unknown; Jinri Group has been engaged in database marketing for many years, and community promotion has been deeply rooted in the hearts of the people, but it has been reluctant to give up mainstream terminal construction. Can you do direct selling better than Ann? Can you do online business better than Alibaba? Customized channels, can you do better than Dell? Can you surpass Nike in OEM? Maxim's joining mode has developed slowly in China, and Neptune's own brand has been rising again and again. & gt
Question 7: How to grasp the core needs of customers Due to the continuous improvement of the market mechanism and the increasing competition in the industry, the concept of "customer-centric" has become the knowledge of most enterprises. If "customers are God", on the one hand, "God" wants to get better products and services at lower prices, on the other hand, enterprises need to get appropriate profits from "God" to maintain healthy development. With the intensification of "price war" and "service war", how to manage and balance customer expectations has become a key practical problem faced by many enterprises.
According to the triangle law in customer relationship management (CRM), customer satisfaction = customer experience-customer expectation. Customer expectation is inversely proportional to customer satisfaction, which needs to be guided and maintained at an appropriate level, and customer expectation needs to be coordinated with customer experience.
The starting point of strengthening customer expectation management is to analyze the main determinants of customer expectation, including word of mouth, brand promotion, customer value and customer background, environment and customer life cycle, original experience and other related experiences. This requires in-depth customer insight, especially for mass market-oriented enterprises, which need to analyze customers with different characteristics and needs, and focus on two key points: considering appropriate differentiation and determining target customers; Lock in the core appeal points of target customers.
In the implementation of customer expectation management, it is easier said than done. Customer expectation management should not be regarded as an independent function and work. Instead, we should take the concept of customer relationship management (CRM) as the guide, take customer-product-channel (C-O-C) as the main line, establish the concept of customer expectation management in all links and personnel related to customers, and carry out systematic management by combining strategy, process, system and organization.
Customer: Customer is the eternal theme. The key of customer expectation management is to deeply understand the characteristics, consumption psychology and behavior of various customers and the core appeal points from the perspective of customer demand, and on this basis, reasonably locate and classify customer needs and reasonable expectations. The main actions include: strengthening customer information and data collection, customer data mining and portfolio analysis, multi-dimensional customer segmentation, customer life cycle analysis and so on. And apply these analysis results to the formulation of customer strategy and specific plan.
Products and services: products and services are important carriers to convey enterprise value and meet customer needs. Therefore, it is necessary to balance various customer needs and company value objectives, guide product development and promotion, and reflect the value of differentiated services. The main actions include: matching existing products, services and marketing schemes for different customer groups with different needs and expectations, and developing special products and services to provide customers with appropriate information and a variety of personalized choices.
Channel: Besides aiming at the right target and providing the right products and services, how to conduct the right contact, communication, sales and services is also very important for customer expectation management. According to different customer categories, channel preferences and the characteristics of products and services, it is necessary to choose appropriate channels, communicate with appropriate customers in various ways before, during and after consumption, and provide appropriate products and services. The main actions include: strengthening the quantitative monitoring of different levels of channels and analyzing customers' channel preferences, and guiding channel migration and matching customers and products accordingly.
In addition, to strengthen customer expectation management, we need to pay attention to the different performances of customer expectations in different customer life cycle stages and different situations, attach importance to real-time tracking of competitors (or comparable demand consumption), and proceed from reality to know ourselves and ourselves, respond flexibly, foster strengths and avoid weaknesses, and be targeted.
For example, in the mobile communication industry, which is currently facing a fierce price war, companies with better brands are relatively easy to be in a passive position. In this case, the leading operators often need to balance the increase in customer expectations and the decrease in the company's stock income and profits. On the basis of the ability accumulation of customer relationship management (CRM) and the understanding and analysis of customer needs and expectations, on the one hand, it conforms to the market competition trend and realizes the soft landing and price reduction of customer expectations (instead of encouraging the leap-forward growth of customer expectations). On the other hand, by combining the classification of target customers, we can optimize the loyalty scheme, provide more value-added services for middle and high-value customers, improve customer loyalty and promote the growth of the stock market; For low-value customers, we will introduce simple, convenient and low-cost product solutions to meet their price expectations of low-end products, maintain new markets and cultivate consumption habits. So as to meet the needs of customers at different appeal points, balance customer expectations and company interests, and ensure the company's long-term customer development and interests. ...& gt& gt
Question 8: How to understand customer needs? Principle 1: from coarse to fine, from macro to micro.
We must first understand the whole picture of the customer's business from a macro perspective, and then gradually go deep into the details. Because we are amateurs in the customer's business. If we start with the details of the business, it is easy to get lost and grasp the core of the business. At the same time, we should realize that for a layman, our depth of details is definitely limited, so don't expect to know every detail endlessly and thoroughly. One is that it is impossible to have unlimited time for you to understand, and the other is that it is unnecessary. Because the future system can't completely handle all the details of the business, there are still many things that the client enterprises need these professionals to do.
Principle 2: Collect different levels of requirements from different levels of customer representatives.
For the senior decision-maker of the enterprise, he will give you a systematic and big functional blueprint, such as making the enterprise have the overall quotation ability, better serving high-end customers and supporting the major business decisions of the enterprise; For managers at all levels of the enterprise, he will tell you the management needs of his level, such as better performance appraisal of departmental employees, generation of monthly reports, better business settlement and so on. For business operators at all levels, he may talk to you about many business details and operational details ... In the top-down interview, the description of the future system will change from a big black box to several small black boxes, and then become a transparent, clear and detailed system definition process.
Customer business research and demand analysis are destined to be a process of continuous refinement. Don't expect to be exhausted by an interview/research, and don't expect to get a system that fully meets the customer's dreams and expectations during a development process. Because in fact, many requirements are hidden, and even users themselves are not clear about their own needs. Only after many cycles of refining, can we continuously dig out more hidden and exposed.
Question 9: As a salesman, how to let customers know more about the company 1 and choose customers? Not everyone is suitable for your company's products or services. Choose the right customer, get twice the result with half the effort.
2, time and cost investment, it takes time to cultivate contacts, such as social circles. You don't have to cram, especially for big customers.
3, supply and demand, in-depth understanding of customer needs, combined with the company's products and services, to find out the customer's price bottom line.
4. The company can hold regular promotion activities and invite new and old potential customers to participate.
If the above methods don't work, find a new employer. The main reason is that the company is going to be eliminated, so we can't hang ourselves from a tree.