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      了解顧客的心理

      來源: 作者:

      阿強開了個健身房,準備創業當老板。原以為穩賺,不曾想幾個月后,生意一直沒有起色。

        這天,阿強和好友大發說起健身房運作的問題,大發也說:“健身房要贏得顧客的青睞,關鍵是要摸準顧客的心理,迎合顧客的期盼!”

        兩人討論了半天,整出了一套吸引顧客的方法。先是在“五一”期間推出個人辦卡八八折、家庭辦卡七八折的優惠活動??深愃频幕顒哟蠹乙呀浰究找姂T,來辦卡的寥寥無幾。

        “五一”過后,阿強又立馬來了個“美人計”,推出了美女教練全程相陪的活動。如此一來,來健身的男人多了起來,可還沒有達到阿強的預期。

        接著,阿強又高薪聘請了一位鶴發童顏的老中醫,打出廣告,凡來健身的,不管男女老少,均可由資深老中醫一對一、免費制定養生食譜,一時來健身的絡繹不絕??蓻]過幾個月,大家的熱情也減退了。

        這次,阿強又愁上心頭了。他想找大發商量下一步的動作,可大發因為公司業務發展,去國外了。

        等大發回來,已經是兩年后了。他以為阿強的健身房已經關門大吉,沒想到阿強卻賺大錢了!大發難以置信,忙問有什么妙計。

        阿強拿出一張廣告宣傳單,只見上面寫著:本健身房年卡3880元一張,凡是每年來店健身次數達一百次以上者,均全額退還費用。

        大發驚道:“這樣的話,來辦卡的人越多,你不是虧得越多?”

        阿強笑著搖了搖頭,說:“大家都以為有便宜占,結果,一年到頭能堅持來一百次以上的屈指可數,這就是我創造的苦肉計!”

      營銷小故事《了解顧客的心理》

        營銷啟示:

        其實顧客的好奇心理與從眾心理很相似,在馬路上看到圍著一堆人就忍不住過去看看,好奇是人之本性。對自己不了解的事物總是想了解但是又怕冒風險,這就是人的本能想法。因為人天生具備好奇心理才應運而生“商不厭奇”說法,所以商家的促銷活動也設計的離棄古怪越來越新奇,激發人們的好奇心理增加客源數量,促銷活動形式花樣百出曾出不窮。

        總之,充分了解顧客的心理是推銷員成功的關鍵因素。也是一個企業經營者在產品開發、創新、定位、宣傳……不可缺少的條件。只有了解了顧客的消費心理,我們才能知道顧客在想什么,我們能做什么。一個聰明的推銷員應該知道客戶的消費心理,然后在推銷中對癥下藥,征服客戶。

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