Managing customers through their need management
The situation faced by the modern economy, and with it modern business and marketing, is quite interesting. It is interesting because it happened for the first time in the history of mankind. Previously, there was nothing of the kind, for there was always a shortage of goods, a shortage of resources, and everything sold well. Now he is gone, there are so many goods that his eyes are running up, there are also enough resources and they are fairly cheap.
You could even say that there are no problems with money either. If you do not have your money, you can take out a loan and buy almost anything your heart desires. But sales, in spite of this, do not go as we would like, business does not go as we would like. And business and sales do not go at all. They do not go so much that one can constantly see how one, then another company, often a well-known company, announces its withdrawal from the market.
Since someone very well-known is leaving the market where he has been working for a long time, it means that everyone else has nothing to do with it. You can leave the market for one reason only, which is that there are few customers in the market. There are people, but there are no customers. Is it possible to create customers? It is possible, but for this it is necessary to manage clients through managing their needs.
If there are few consumers in the market, it means that the problem of the modern economy and marketing is not that someone has little money to buy goods or services, and not that there is a shortage of goods, and not that there is not enough resources. The problem is that people do not have enough motivation to buy goods and services. When there is motivation, you can find money and resources, but when it is not there, you cannot find it, because there is simply no one to do it.
In other words, the modern economy is characterized by abundance, because there is enough goods and money, you can even say communism has come, take as much as you want, consume as much as you can, but consumers are not enough, they don’t want to take goods and services even with such abundance and that’s it . Why do not want? Because poor customer management is carried out, one might even say that it does not exist. Where there is no control, there is no order, where there is no control, there is no sales market.
They don’t want to take it because you can’t be forced by love – this is a long-known fact. No one will be forcibly nice, even the client, even if he is offered the best conditions. To buy something, you need to make sure that he wants to buy, you need to create in him a desire to buy. Accordingly, it can be said that the main problem of the modern economy is the lack of desire to buy, real desire, because some people want to buy something, but they want it weakly or against their will.
In other words, sometimes it happens that there is a purely external desire, unwarranted, i.e. desire without need. A person wants to buy, but he has no real need. Accordingly, only those goods for which there is a need are sold, i.e. some inner state of a person in which a product or service is vital for him.
It is clear that any need and any real desire caused to her have a specific reason. This reason is the idea. When an idea is introduced into a person, a need is formed over time. Customer management is carried out through the management of ideas embedded in them.
In this case, an idea is not a thought that is born in a person’s head, but a separate, independent thing in itself, an element of our world. If we speak strictly conditional, then the idea is a kind of the smallest, the most elementary unit of the universe. It is smaller than an electron, it is smaller than a quantum.
She has no structure, and therefore is invisible, but she has the strongest energy-information potential, which she, as if, throws into a person, as if through a syringe. If an electron quietly passes through a person, so calmly that a person, as a rule, does not even notice it, then here’s the idea, if it really hit the person, causes an energy-information storm in it.
How do you manage clients through an idea? Everything is very simple. At first the idea is generated. Then it is embedded in the client and begins to influence him. This is where customer management begins. As a result of introducing the idea inside the client, an energy-information storm arises.
At first, the client does not know what is happening to him, he wants to deal with it and he needs information. He searches for this information, he becomes its consumer. When information is sufficient, when curiosity is eliminated, the storm continues, and with a new force. He already knows what is happening to him and knows what he wants. In this case, the person has a state of need, which is eliminated through the purchase of goods.
At the same time, the product must correspond to the idea that created the energy-information storm in it. The client creates the need created in this way as a personal desire to get some kind of goods. He seems to be acquiring this object for himself, but really in order to release the energy-information storm from himself in order to develop the idea embedded in it.