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Почему люди покупают (часть 1)

Почему люди приходят за покупками?

В жизни много проблем, в наше время люди думают, что нигде не безопасно. Они приходят в магазин за комфортом, они хотят, чтобы их согрели, поговорили о них, приятно и уважительно обслужили. Этим вы можете выделиться от конкурентов. Важно показать покупателю, что он находится в правильном месте и точно найдет то, что ему нужно.
Успешные люди вынуждены долго и напряженно работать, чтобы достигать своих целей в карьере и в бизнесе. Безусловно, покупая, они снимают напряжение и расслабляются. Людям нравится покупать, они специально позволяют себе захотеть определенный продукт, чтобы на него заработать и купить. Многие обуславливают собственный имидж тем, что они потребляют. Сегодня принято считать что «я есть то, что я потребляю», таким образом, покупатель полностью ассоциирует себя с брендом, который он покупает. Посмотрите на людей, окружающих вас – по их внешнему виду можно понять, как они себя видят и как они хотят чтобы их воспринимали другие. Внешний вид человека и бренды, которые он потребляет, позволяют судить о его потребностях, ценностях, целях и восприятии мира. Если к вам в магазин зашел покупатель, вы можете предположить, что его или ее заинтересовал ваш бренд. Изучайте демографический портрет ваших покупателей – это знание поможет вам говорить на одном языке, эффективнее выяснять ценности и убеждать.

Приветствуйте знание бренда

Когда видите, что у клиента уже что-то есть от вашего бренда, выражайте искреннюю радость и говорите, «о-о, я вижу вы носите наши (костюмы, часы, и тд)».
Смотрите на клиента с уважением и выражайте симпатию, можете спросить, насколько клиент знаком с вашим брендом. Однако помните, что степень эмоциональности при общении с клиентом варьируется в зависимости от индустрии и стандартов вашей компании.

Процесс принятия решения о покупке

Чем дороже товар, тем больше времени занимает цикл принятии решения. Например, решение о покупке кофе принимается моментально, а вот на поиски подходящей машины могут уйти месяцы.

Разумно предположить, что в бутиках с товарами средней и высокой стоимости длина цикла принятия решения может различаться. На приобретение относительно более дорогого товара уходит больше времени. Важно понимать, что восприятие товара как дорогого или дешевого складывается не только из цены товара, но также из уровня доходов потребителя. Один и тот же товар может быть продан в первое же посещение магазина или же после длительного поиска информации в интернете и посещения нескольких магазинов. Возьмем в качестве примера покупку костюма.

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