The main job of a marketer is to identify customer needs. If the company has chosen the wrong strategy of the advertising company and incorrectly identified consumer desires, then the company will face losses, and in the worst case, bankruptcy.
Needs can be 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 job, financial situation.
A product manufactured by any company is aimed at meeting the desires and needs of people. We can say that the product was created to make buyers happy. Consider how the identification of customer needs occurs in a personal conversation with the manager representing the company.
This specialist should always be correct, polite and smiling. It is advisable if at the beginning of the conversation the seller speaks several compliments or leads a conversation on general questions, for example, about the weather. Such a secular (non-business) beginning of the dialogue will create the necessary atmosphere, making friendly notes in it. This stage of the conversation paves the way, then to correctly identify the needs of the client.
In Europe, a free dialogue between customers and staff is a common thing. We have this style of communication is only part of the culture of business communication. Unfortunately, there are buyers who are neglected by the maintenance staff. In conflict situations, the manager's task is to translate the dialogue into a positive channel.
In order to correctly identify the needs of the client, questions should be asked detailed, that is, those that cannot be answered “no” or “yes”. No need to say what the client can refute. Remember, the word “no” always negatively affects a person’s subconscious. 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 a 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 they understand him, that they are served by a manager who is knowledgeable and competent in meeting consumer needs. Those sellers who wish to make a favorable impression about the company in which they work create a warm, relaxed atmosphere of communication. Only a self-confident person can inspire confidence and accurately identify the needs of the client.
The seller must hear every word of the customer and not interrupt him. If the conversation is disturbed by noise, it’s worthwhile to note this with a smile and do not be shy to ask the buyer again if you haven’t heard something.
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 form is unacceptable. Harsh criticism leads to a deterioration of the climate in the team.
For a deeper identification of customer needs, marketing research will be required .