Never try to convince consumers

　　Whenever I see a merchant who is humble or cute and thinks that consumers can buy their own products, I feel uncomfortable. The buyer and seller are originally equal and mutually beneficial, and they are willing to do things, but if you flatter them too much, you always feel that it is wrong. What’s even more sad is that some businesses are often moved by their tireless pursuit of consumers, and feel that they are a good boy who loves their careers and customers.

　　But in fact, this is outdated because the consumption environment has changed and the consumer has changed. Moving yourself with outdated ideas will only make all your efforts worthless.

　　Although the forced melon quenches thirst, it is not sweet.

　　There are too many choices for consumers in information and material explosions. It is difficult to retain consumers by simply persuading them. As the product changes are accelerating, one-time trading is even more dangerous.

　　Never try to convince consumers

　　Just as not everyone who works hard will succeed, it is not that your stupid efforts will get the same reward from consumers. You must understand that doing business is a process of calculation, everything is gains and losses, and it is not smart to do it recklessly. Of course you can work hard, but you have to understand something before working hard:

　　1. Consumers don't know what they want.

　　2. Consumers’ time itself is more valuable than the products you sell

　　3. What consumers tell you is not what they really want

　　If you don’t understand these three points and just try your best to sell your so-called good products to consumers, it will be ignorant in the eyes of consumers.

　　Simple and repeatable things are often the easiest to spread, reasoning means complexity and not easy to spread.

　　Anyone who understands knows that the success of entrepreneurs such as Jack Ma, Ren Zhengfei, and Bill Gates has nothing to do with the chicken soup stories circulating on the Internet, but these are often what everyone loves to watch.

　　Therefore, when learning to impress consumers with simple things, he does not need rigor or logic, as long as he is contagious. Remember to list the selling points and force persuasion.

　　Consumers are willing to give you the right to choose. Don’t let them think too much, and cleverly tell consumers what they need to do your job. Don’t be smart enough to let consumers choose. This is not caring, but laziness. Recommending products to consumers makes them choose is not your job, and actively discovering and meeting consumers' real needs is your task.

　　Convincing consumers is a very low cost-effective thing

　　You may have seen something from this picture.

　　The more emotionally related business potential, the greater the profit margin. Because with the improvement of people's living standards and the arrival of consumption upgrading , emotions gradually surpass rationality and become a key factor in consumer choice.

　　Everyone’s products can meet the basic needs of consumers. Where can I find the remaining bargaining space?

　　Take mobile phones as an example. Are there really such a big difference between Apple, Huawei, Xiaomi, and OPPO? Really not.

　　What we think is that the so-called difference is actually just created by man, and its core is emotional identity. Because I think Apple is more stylish, it is natural to have two or three times the price is expensive. Because I thought OPPO was very fashionable and young, the countryside surrounded the city all of a sudden.

　　From the perspective of consumer groups, the main female group of shopping is very easily influenced by emotion. Buying a bag may be just because it looks good and cute. It is actually meaningless to say about materials, prices, colors, and designers in large sections.

　　From the perspective of the consumption environment, the general trend of consumption upgrading is to focus on emotions. Why do internet celebrities once surpass brands and become the trendsetters of selling goods? It is because they communicate with consumers on the front line and communicate deeply with consumers in depth.

　　From the perspective of purchasing power, the higher the consumer group pays attention to emotional factors, the greater the profit margin. The profits that are entangled in calculations are often very thin.

　　If consumers don’t like rationality, you have to reason with them. This is a very stupid thing.

　　Don't rely on persuasion, rely on resonance

　　1. Be friends with customers

　　The service concept in the early years was "customers are God", which itself was a kind of low-profile persuasion, but now with the changes in the consumption environment and consumer characteristics, "being friends with customers" is the smarter way to do it.

　　There is no free lunch in the world. Under the bombardment of marketing, everyone understands what advertising is like. It is obviously impossible to deceive consumers by relying on "customers are God". It is better to show off your carriage and trade fairly, and be honest and honest.

　　Be friends with consumers with an equal attitude and exchange fairly, so you can relax and he can relax.

　　2. Consumers are also somewhat shaking M attributes

　　A very delicate mindset, the more you can put on airs, the higher your value, because consumers will think that you can be so arrogant because you have confidence and because the product and service are really good.

　　Doing business is a bit like falling in love. The more you are willing to be inferior, the less you can get what you want. Respect yourself, and consumers will respect you. Not all consumers are worthy of pleasing. Learn to refuse, learn to eliminate inferior users, and learn to stimulate intended customers.

　　3. Do what is worth doing

　　Your energy is limited. Spending too much time to please and convince consumers, and thinking about gaining consumer recognition through marketing is actually a matter of putting the cart before the horse. No matter how the environment changes, the product is always the core, because it is what consumers get. Channels, marketing, and supply chains may be able to show off for a while, but in the final analysis, it is impossible to make a big deal.

　　Try to study the psychology of consumers and you will benefit a lot.

　　Text/Yun Feiyang Source/@Laogao E-commerce Circle

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