Identifying the needs of the client - the work of a marketer

The main job of a marketer is to identify the needs of the client. If the firm has chosen the wrong strategy of the advertising company and incorrectly identified consumer desires, then the firm is waiting for losses, and in the worst case, bankruptcy.

Needs can be conditionally divided into general and individual. Individual need can be in food, in specific things. And the general - in conditions of residing, comfort of the house, in favorite work, financial position.

The product produced by any firm is aimed at satisfying the desires and needs of people. You can say that the product is created to make customers happy. Consider how customer needs are identified in a personal conversation with the manager representing the company.

This specialist should always be correct, polite and smiling. It is desirable, if at the beginning of the conversation the seller says a few compliments or conducts a conversation on general questions, for example, about the weather. Such a secular (non-start) beginning of the dialogue will create the necessary atmosphere, introducing into it friendly notes. This stage of the conversation prepares the "soil", in order to then correctly identify the needs of the client.

In Europe, a free dialogue between clients and staff is a common thing. At us such style of dialogue only enters into culture of business dialogue. Unfortunately, there are buyers who treat neglected personnel. 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 to deploy, that is, those that can not be answered "no" or "yes." Do not need to say what the client can refute. Remember, the word "no" always has a negative effect on the person's subconscious. If the buyer does not know what he wants, you need to try to talk him through, ask about wishes, preferences, mood with which a person came to the store. In more detail tell him about the new product, about the benefits of these or other products. It is necessary to use any psychological tricks to make the customer smile, enter into a constructive dialogue.

A person who has come to the store should get the impression that he is understood that his manager is competent and competent in satisfying the needs of the consumer. Those sellers who want to make a favorable impression of the company in which they work, create a warm, relaxed atmosphere of communication. Only a confident person can inspire confidence and accurately identify the needs of the client.

The seller must hear every word of the client and do not interrupt him. If the conversation is hindered by noise, it is worthwhile to note this with a smile and do not hesitate once again to ask the buyer if something is not heard.

To train personnel who can easily communicate with customers, it is necessary to conduct weekly trainings, preferably in large groups. The manager's conversation with the staff and management with the manager in a rough form is unacceptable. Hard criticism leads to a deterioration of the climate in the team.

To better identify the needs of customers, it will be necessary to conduct marketing research.