从“淄博烧烤”、“特种兵旅游”,再到“City Walk”,这些火遍全网的名词背后,都揭示了当下国内消费呈现出了“高性价比、低欲望”的特点。面对这一消费降级趋势,零售企业当如何应对?
不妨来看一位手机零售从业者的转变之法:
这位经营者目前在全国有四五百家线下手机零售店,年销售额2亿,现有员工200人,主要销售中低端手机。一直萦绕在他心头的问题是:有没有比打价格战更能吸引客户的拓客方式?如何通过增加客户粘性,来扩大企业市场份额呢?
作为传统手机零售商,当客户有2000元预算时,销售员大多会给客户推荐2500元左右的手机,或是超过客户原本需求的多功能手机。采用这种“过度”销售方式,是因为销售员认为只有对客户察言观色、添油加醋,才能卖出手机。
这种硬推的销售方式,可以说是当下线下零售行业的缩影之一。但,问题的本身即是答案。这一销售方式,恰恰是赢得客户的突破点。在学习《道德经》后,这位经营者从“柔弱胜刚强”中得到启示,硬推推不动,是因为客户内心在渴望被“柔弱”地对待。 CXO UNION CXO联盟 cxounion.cn
何为“柔弱”地对待客户?其中关键点在:引导客户该如何做,而非告诉客户该做什么。人与人之间关系的本质是心与心的链接,企业与客户建立了信任链接,才能进一步提升客户的粘性。心与心的链接柔弱而坚韧,再强大的推销手段,也抵不过客户发自内心的认可与信赖。
具体而言,在同样场景下,如果客户想购买2000元左右的手机,在保证满足客户基本需求的基础上,尽量推荐低于预算的机型,做到如果1500元的手机够用,绝不向对方推荐1600元的手机。即便遇到习惯“过度消费”的客户,也依然坚持以这样一颗真诚为客户着想的心服务对方,让客户感受到:你是真心在为他好。
减去不必要的,提供最需要的。这一做法我们可以称之为“减法战略”。好比田忌赛马,面对一位对音乐和拍照功能有要求的年轻客户,只需要推荐这两项优势凸出的手机即可,其他功能可以弱化。
这样一来,与同行推荐的2500元、3000元手机相比,你用更低的价格便满足了他的实际需求。在客户看重的点上追求极致,既能为他找到合适的产品,又能为他省下一笔花费。如果你是客户,你会不喜欢吗?
减法战略未必是要减少产品种类,它减去的只是对客户而言不必要的“附加品”。这其中的心法是,你在某个领域为客户提供了足够的安全感,从而获得了客户的信任,建立了心与心的链接,这就是赢得客户的秘密武器,且这一优势竞争对手并不容易进行复制。 CXO UNION CXO联盟 cxounion.cn
如今,这位经营者已经从追求“单笔高毛利”转向了“客户转介绍”的长期战略。看似每笔交易的利润减少了,但却能不断增加与客户的粘性,长远来看,收益是只增不减的。
今年,阿里巴巴做出了将流量从天猫倾斜到淘宝的决定,消费降级很有可能是未来一段时间内的整体趋势。但,消费降级不一定代表人们的消费需求会减少。找准客户内心真正的需要,正如这位经营者一样,减去不必要的硬推销,以一颗柔软之心利益客户,与客户建立信任链接,而在这片信任的蓝海中,未来大有可为。

英文翻译:
From “Zibo barbecue”, “special forces tourism”, and then to “City Walk”, behind these popular nouns throughout the network, all reveal the current domestic consumption has shown the characteristics of “cost-effective, low desire”. In the face of this downward trend in consumption, how should retail companies respond?
First, let’s look at the transformation method of a mobile phone retail practitioner:
At present, the operator has 400 to 500 offline mobile phone retail stores in the country, with annual sales of 200 million yuan. And 200 employees, mainly selling mid – and low-end mobile phones. The question on his mind is: Is there a better way to attract customers than a price war? How to expand the market share of enterprises by increasing customer stickiness?
As a traditional mobile phone retailer, when the customer has a budget of 2,000 yuan, the salesman will mostly recommend a mobile phone of about 2,500 yuan to the customer. Or a multi-functional mobile phone that exceeds the customer’s original demand. This “excessive” sales method is used because the salesman believes that only by reading the customer’s taste and embellish it, can he sell the phone.
This hard push sales method can be said to be one of the microcosm of the current offline retail industry. But the question itself is the answer. This sales method is exactly the breakthrough point to win customers. After learning “Tao Te Ching”, the operator got inspiration from “weak than strong”. Hard push not move, because the customer’s heart is eager to be “weak” treatment.CXO UNION CXO联盟 cxounion.cn
Second, what is “weak” to treat customers?
The key is to guide the customer how to do, rather than telling the customer what to do. The essence of the relationship between people is the link between the heart and the heart, enterprises and customers to establish a trust link, in order to further enhance the stickiness of customers. The link between the heart and the heart is weak and tough, and no matter how strong the marketing means is, it can not be offset by the recognition and trust of the customer from the heart.
Specifically, in the same scenario, if the customer wants to buy a mobile phone of about 2000 yuan, on the basis of ensuring that the basic needs of customers are met, try to recommend models lower than the budget, so that if the phone of 1500 yuan is enough, never recommend the phone of 1600 yuan to the other party. Even if you encounter customers who are used to “excessive consumption”, you still insist on serving each other with such a sincere heart for the sake of customers, so that customers can feel that you are really good for him.
Subtract the unnecessary and provide the most needed. We can call this “subtraction strategy”. Like Tian Ji horse racing, in the face of a young customer who has requirements for music. And photography functions, you only need to recommend a mobile phone with these two advantages, and other functions can be weakened.CXO UNION CXO联盟 cxounion.cn
In this way, compared with the 2500 yuan and 3000 yuan mobile phones recommended by peers, you can meet his actual needs with a lower price.
The pursuit of perfection in the points valued by customers can not only find the right product for him, but also save him a sum of money. If you were a customer, wouldn’t you like it?
The subtraction strategy is not necessarily to reduce the variety of products, it is to eliminate unnecessary “add-ons” for customers. The heart of this is that you provide customers with enough security in a certain area, so as to gain the trust of customers and establish a heart-to-heart link, which is the secret weapon to win customers. And this advantage is not easy for competitors to replicate.
Today, the operator has shifted from the pursuit of “single high gross profit” to the long-term strategy of “customer referral”. It seems that the profit of each transaction is reduced . But it can continue to increase the stickiness with customers, and in the long run, the income is only increased.
This year, Alibaba made a decision to tilt traffic from Tmall to Taobao, and consumption downgrade is likely to be the overall trend for some time to come. However, the downgrade in consumption does not necessarily mean that people will consume less. Find the real needs of the customer’s heart, just like the operator, minus the unnecessary hard selling, with a soft heart to benefit customers, establish trust links with customers, and in this blue ocean of trust, the future is promising.
本文由CXO UNION-CXO联盟(cxounion.cn)转载而成,来源于润泽园官方;编辑/翻译:CXO UNIONCXO联盟小汤圆。
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本网站刊载的所有内容(包括但不仅限文字、图片、LOGO、音频、视频、软件、程序等) 版权归原作者所有。任何单位或个人认为本网站中的内容可能涉嫌侵犯其知识产权或存在不实内容时,请及时通知本站,予以删除。
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