Psychological Tactics
Pursuing what the other person likes is a psychological tactic used to impress and persuade the other party by seizing what the other party is most interested in.
Many companies have emphasized the need to improve product quality and develop new products. So, what are the standards and basis for improving quality and developing new products? Is the more high-end the product, the more functions, the better? Or should we consider it from the perspective of consumers and focus on the practicality and reliability of the product to meet the most practical needs of consumers? Demand is good? The correct strategy is obviously the latter, because only by catering to consumers' demand psychology can we produce marketable products and win the competition to occupy the market.
Classic case
▲The birth of the non-drying fountain pen. Jiangyin Jinpen Factory in Jiangsu Province is a township enterprise with more than 200 people. The "Global" brand series of pens it produces has won 5 awards in recent years. A national patent.
The "Global" series of pens include the "Boss Pen" designed for entrepreneurs, the "Extra Fine Pen" suitable for accounting and technical personnel, and the computer-engraved "Lady's Pen" that meets the needs of women. , as well as gift pens, art pens, signature pens... different grades, different appearances, there are many, 5 series and more than 40 varieties. One of the exhibits is a so-called non-drying fountain pen. If you unscrew the pen cap and expose it to the air for ten to twenty minutes before writing, the pen tip will not dry out and the water will flow smoothly. By changing the writing angle, the strokes can be thick or thin, and the thick handwriting is very Like writing with a small regular script brush, the secret lies in the application of the new technological achievement of a double-layer composite pen tip.
The success of this factory's product development is related to the press. At the end of 1990, Ai Feng, a senior reporter at the People's Daily, wrote a short "economic essay" titled "A Word on the Pen Factory." The article points out that although there are many types of fountain pens and ballpoint pens currently produced in our country, the most basic quality-the writing function is not ideal. There are many pens that cannot even flow smoothly. If you stop writing for a moment, they will no longer be able to write. I can't write anymore. The author hopes that manufacturers can pay attention to solving this issue that consumers are most concerned about.
After the article was published in the People’s Daily, many domestic pen manufacturers seemed to have no reaction. Only the Jiangyin Gold Pen Factory came all the way to visit, took out their newly developed non-drying fountain pen, and asked the author of the article to "try it".
After half a year of trials in different seasons, Ai Feng was "quite satisfied" with the effect of use, so he published another article in "People's Daily" "One More Word to the Pen Factory" "Economic Essay" tells the story of the causes and consequences of trying out the "non-drying fountain pen". The article concluded: "Although this matter is not big, I feel deeply. Product quality is indeed not a trivial matter. Behind it is mechanism, people and spirit. The same is true for a small gold pen."
▲ Breakthrough in the world with fast service
One day, Serge Krasnionski, a Frenchman studying at the University of Geneva, lost his key and was helpless looking at the lock on the door. It suddenly occurred to him that it would be great if he could quickly match the key! From then on, he started thinking about it like crazy. In 1963, before he graduated, he founded the first rapid key-making company. The following year, he founded the Belgian company Gies. In 1968, he opened the first factory to produce key machines and obtained the Kis trademark (Kis) patent certificate. From then on, the Gies trademark became a well-known brand, and he began to make a fortune.
Serge Krasnyonsky never stops, he wants to make his fast service penetrate into other fields, he wants to become the inventor of fast service. In 1974, he founded a quick lettering business. In 1977, he founded the Express Printing business. In 1980, he founded a fast-fitting high-heeled business. In 1977, he returned from a trip to Guatrop, Latin America, and brought back an idea: Developing and enlarging photos, like matching keys and matching high heels, cannot delay time. It would be great if it could also be speeded up. So, he immediately organized a scientific research team and began to study it.
Three years later, the prototype was built, but it was too large, heavy and expensive. He was not satisfied and continued to improve it, and finally succeeded in 1982. Giese's "Mini Photo Development Center" majestically entered all shopping malls. In 1985, he launched a color copier. Now, Gies is working on developing a rapid biscuit making machine and a rapid drug analysis machine.
The turnover of Serge Krasnyonsky’s company increased at a rate of 10 times. In 1972, he founded a rapid key distribution company in various European countries.
In 1973, 800 of his rapid key dispensing machines entered the Japanese market, proving that Geese's excellent functions were slightly better than the strongest competitors. In 1979, he opened a subsidiary in the United States. Less than 3 years after opening, its turnover far exceeded that of France. GIS products are small in size, easy to use, cheap and highly efficient. They are constantly occupying the world market.
▲Debate first, then sell
Naver is the manager of a coal mine in Philadelphia. There is a huge joint store near the coal mine. This joint store needs a large amount of coal every year. However, the store has not bought it from the mine for several years, but has bought it from a businessman in the suburbs. Nafer was very angry. For the sake of business, he thought hard and came up with a plan.
He ordered his people to give a speech: "Is the expansion of joint stores a huge misfortune for domestic business?" This debate will have a huge impact. Nafer himself took the stage to defend the franchise stores and was defeated in the first round. So, he went directly to the general manager of the large chain store, first talked about the debate, and then said: "Besides you, I can't think of anyone else who can provide me with the real information I need. I would like to discuss it at the debate." to win. I would appreciate it if you could help me."
The store manager was kind enough to provide a lot of insight and data. The two talked for a long time and were very speculative. When Nafer left, the store manager personally sent him, put his hand on Nafer's shoulder, wished him success in the debate, and said: "Please come to me in the spring, I want to sign a coal supply contract with you."
▲"Film with lens"
As consumers around the world pay attention to environmental protection, "disposable items" that increase domestic waste and may aggravate environmental pollution are becoming increasingly popular in developed countries. The country's reputation is in decline.
The "disposable camera", the flagship product of Japan's Fujifilm Corporation, seems to be unable to escape the same fate. As a result, Fujifilm finally made the decision to change the name that had been used for many years - "disposable camera" to "film with lens". The company has also invested heavily in designing a "recycling production line" in which 20 types of parts, including flashes, can be recycled, while only the lens cannot be recycled. In this way, "film with lens" has been transformed from its name to its essence into a "non-disposable product", catering to the psychology of consumers.
▲Fuel-efficient cars sell well in the United States
Detroit is a famous automobile production base in the United States and is known as the "Auto City". However, starting in the 1970s, Japanese cars were selling well in the United States, and they were even more popular in the 1980s than in the 1970s. The reason is that the oil crisis occurred in the 1970s, and the American public was in urgent need of small and fuel-efficient cars. Japan produced exactly this kind of car. But Detroit failed to recognize the fundamental changes in the world's auto market. Some car manufacturers believe that oil will become cheap and plentiful again soon; some believe that Americans will never change their pride in large-volume American cars and buy small-volume Japanese cars; some believe that these two Both views. By the time Detroit finally found itself facing a completely different world, it was too late to design and improve cars.
▲American hotels cater to Japanese tourists
An estimated 3.3 million Japanese tourists come to the United States every year. They bring considerable income to the U.S. tourism industry, which has contributed to the recession in recent years. The U.S. hotel industry is even more important. Hotels and inns are constantly trying to attract Japanese tourists with new strategies.
To win over Japanese tourists, the most important thing is to understand the needs of the Japanese and cater to them. American hotels understand this and provide various services that cater to the needs of Japanese people.
For example, in order to take care of Japanese eating habits, New York's Carlton Hotel provides a Japanese breakfast of US$18.50 per person, including fish, Japanese soup, bread, and Japanese newspapers. Other hotels such as the Stouffer Hotel take a similar tack by offering additional services including yukata robes, a Japanese-speaking receptionist or translation equipment. The hotel has dedicated personnel responsible for guest check-in and check-out. Some hotels go a step further and send someone to pick you up and drop you off at the airport.
▲Use the stars to make a fortune
In today's commodity world, countless people are racking their brains to win by surprise. A company in California has launched a new business, where anyone who pays $25 can name an unnamed star in the vast Milky Way after themselves. The company issues certificates to those who pay $25. In addition, you can also buy a map of the star's location in space from the company.
Of course, these pictures are drawn randomly and are not based on the actual positions of specific stars. Although everyone knew it was a fictitious "deal", the result was that everyone rushed to get it first and the seller made a fortune.
The success of this company lies in their insight into people's psychology of wanting to be "famous" and "immortal", thus giving the company a new look and becoming a large and powerful company.
▲Suspicious array
Slow-selling goods and overstocked goods are a major worry for businessmen. Businessmen at home and abroad have racked their brains and come up with various ingenious ways to sell their goods. Among them, the Japanese "lucky bag" is the most successful.
Every time after the Spring Festival or on an auspicious day when a store opens, stores and department stores in Japan often sell "lucky bags". The price of a "lucky bag" is generally 100 to 200 yen. Although the price is reasonable, it is not very reliable. Some stores often put unsold overstocked goods into "lucky bags" to deceive customers. Therefore, people often report to newspapers Complaints, although occasionally lucky people can buy higher value ones. Since the bag can only be opened after paying, consumers have no idea what is inside before purchasing. Driven by curiosity, many people spend money to buy them again and again, so the business of "lucky bags" is always very good. Some department stores even launched hundreds of thousands of "lucky bags" in one go, making a lot of money.
Everyone has the curiosity to "peep". The more invisible something is, the easier it is to arouse people's strong interest to find out. The popularity of "lucky bags" in the Japanese market appeals to people's mentality of "because they can't see it, so they want to see it."
▲The “Love Domestic Products” Movement in the United States
The “Love Domestic Products” movement in the United States has quietly penetrated into private consumers. The Buy American Foundation, a national social welfare volunteer organization, was established in the spring of 1991. The funds needed for activities are donated by members themselves. They regularly send recommendation letters to customers with the goal of promoting the use of American products by all.
The president of the foundation said that in the process of expanding the trade deficit, Americans mistakenly believe that American goods are of poor quality and that any imported goods are better than American goods; in fact, the United States has many high-quality products. As long as after a fair comparison, it is found that the price and quality of American products are equivalent to or better than imported products, we will recommend them to consumers. This is the purpose of the association’s promotion of the “Buy American” movement. The foundation has not done any formal advertising so far, and has only occasionally been reported in local newspapers across the United States. However, after seeing similar reports, a steady stream of people requested membership, and before they knew it, the number had exceeded 10,000.
With the promotion of the association, the campaign to prefer domestic products has now extended to other aspects. For example, the American mail-order company attracts consumers by "specializing in excellent American products"; Wal-Mart has set up a special section for American products in the market; Goodyear even adds "the only tire manufacturer in the United States" on various promotional materials.