the first analysis of the skills of understanding customers' needs

For customers, there are many factors that affect why they buy your products, but they are nothing more than internal psychological needs and external objective influences. Naturally, for furniture salesmen, to successfully sell a furniture product, it is necessary to accurately grasp the different purchasing psychology of customers and how to make them willing to pay for it through external behavior, which is exactly what many furniture trainings want to achieve.

the first part is the psychological analysis of customers buying furniture

1. What are people buying?

why do people buy a certain product? Many people think that they buy it because of its low price and good quality. In fact, most of the buying behaviors happen not only because of the price or the quality of the product, but also because the purpose of buying a product is to meet some needs behind it. Most of the time, the satisfaction of these needs is not the function provided by the surface of the product, but the interests or feelings behind the customer's consumption that these products can meet. The most important job of top salesmen is to find out the real demand behind customers' purchase of this product, and then adjust their sales methods and product introduction process.

the first step of sales behavior is to find out the real needs of customers.

please remember: we should never talk about our products until we find out the real needs of our customers, because before we know the real needs of our customers, we have no idea how to introduce our products to meet their needs.

Second, pursue happiness and escape from pain

People buy products for only two purposes: one is to pursue happiness, and the other is to escape from pain.

People will buy a certain product because the happiness brought by buying this product will be greater than the loss or pain caused by buying it; The main reason why people don't buy a product is that they think that the risk, loss or pain of buying this product is greater than the happiness it brings.

what any top salesman needs to do is to let customers know what happiness or benefits he will get from buying this product, and at the same time eliminate the risk loss or pain that he thinks may be caused by buying this product.

please remember: what people buy is always a feeling. As long as they can satisfy the feelings they need internally, then anyone is willing to spend money to buy things.

In general, people will pursue the following feelings:

1. Feeling rich

For example, people want to buy a Mercedes-Benz and a Rolex just to satisfy this feeling of wealth.

2. The feeling of success

Many high-grade goods or brand-name goods just satisfy people's feeling.

3. Feeling of health

Therefore, we should not forget to emphasize the health brought by the product and the environmental protection performance of the furniture when introducing the product.

4. The feeling of being popular

People want to keep up with the times. Therefore, when introducing products, we should emphasize that our products are a development trend, and then list its use.

5. Comfortable feeling

In fact, people buy furniture for comfort, so we should introduce the products from the perspective of comfort. Anything anyone buys is actually satisfying some feelings behind it.

part ii: psychological analysis of customers buying different furniture

1. psychological analysis of customers buying bedroom furniture

today, people are pursuing healthy sleep, paying attention to quality of life and caring for life and health. according to their own work, study and life characteristics, it is particularly important to choose a set of bedroom furniture suitable for their own use. According to our follow-up investigation, it is found that the psychological analysis of customers when purchasing bedroom furniture is as follows: < P > Paying more attention to environmental protection than price. In recent two years, people's demand for environment-friendly bedroom furniture has become a long-term consumption hotspot. When explaining to customers, it is necessary to clarify whether the plates and adhesives used are environmentally friendly materials, whether the release of formaldehyde and benzene has reached the national standards, and what test reports can prove it.

pay attention to the comfort of bedding. The quality of the mattress and the structure of the bed underframe determine the comfort of the bed and become the standard for customers to choose.

concerned about whether it is convenient to carry. With the change of people's lifestyle, people will constantly adjust the layout of bedroom furniture, so whether it is convenient to disassemble has become a concern. Especially for large furniture, we should take the initiative to explain clearly how to carry it and how to disassemble it.

care about the convenience of storage. Because the four seasons in the north are obvious, the bedding in season change needs huge space for storage, so the box structure with pneumatic opening is welcomed by northerners.

Second, the psychological analysis of customers buying living room furniture

The living room is the main place for family hospitality and activities, so the choice of living room furniture is particularly important. Living room furniture mainly includes sofa, coffee table, video cabinet and so on. Sofa plays a "finishing touch" role in the living room, which can best show the owner's personality and taste. According to our follow-up survey, it is found that the psychological analysis of customers in purchasing sofas is as follows:

First, consider comfort. Nowadays, people pay attention to the quality of life. Of course, sitting on the sofa is mainly based on feeling comfortable. The sofa seating surface and backrest are designed with curved surfaces suitable for human physiological structure.

Secondly, consider its auxiliary function, that is, sitting and lying, and give consideration to safety and dirt resistance.

consider the room size. I hope that the small room can make the room larger after being placed, and the big room hopes to have style after being placed.

pay attention to the coordination of living room furniture and living room decoration style. Chinese style or western style presents a harmonious aesthetic feeling in the same style.

Third, the psychological analysis of customers buying kitchen furniture

As the saying goes, "There are seven things to open the door: firewood, rice, oil, salt, sauce, vinegar and tea." These seven things are all closely related to the kitchen. Although these seven things have changed slightly with the development of the times, the important role of the kitchen as a family gas station has not changed. In the market, we can see all kinds of complete sets of kitchen cabinets, and the prices vary greatly. So, what do customers mainly care about when choosing kitchen furniture? According to our follow-up investigation, the analysis is as follows:

Fine technology is required. The appearance is neat and firm after edge sealing, and the kitchen cabinet is durable. Customers also think that an important condition to distinguish the quality of a kitchen cabinet is to look at its hardware accessories. The degree of combination between hardware fittings and kitchen cabinet body and cupboard door, whether it is convenient to open and pull when using, whether it is noiseless, and whether it can withstand repeated switching without deformation and damage.

the design height is required to be moderate. Whether it is convenient for people to use the kitchen cabinet in daily life, whether the work line is fast and whether the height is moderate are all places that customers care about.

it is convenient to use. How to use time effectively and realize the whole workflow in the shortest distance. In addition, some customers also want to design some household appliances into the kitchen cabinet, so that the whole kitchen space can be effectively used and looks harmonious and beautiful.

use environmentally friendly materials. Environmental protection materials do little harm to people's health, which is the first thing for people. Reflected in the adhesive used in the board, table top and edge sealing.

have good service. Detailed and comprehensive service is also an important condition for customers to buy kitchen cabinets. This service includes not only door-to-door measurement design before sale, door-to-door installation during sale, but also after-sales service. Good after-sales service can relieve consumers' worries. Such as establishing user files, paying a return visit in time, and solving problems in time.

When customers choose kitchen furniture, besides function and style, color is also an important consideration. When customers choose the color of kitchen furniture, they should mainly consider the hue and lightness of the furniture color, the environment of the kitchen furniture, the family population of the users, the membership structure and the cultural quality. This is because the hue and lightness of kitchen furniture color can influence the appetite and mood of users, and the family population, member structure and cultural quality of kitchen users determine their preference for kitchen furniture color, so customers generally consider the choice of furniture color from the above aspects.

pay attention to hue. Customers' requirements for the hue of kitchen furniture can show the characteristics of cleanliness, stimulating appetite and making people happy. The hue of kitchen furniture color refers to the color tendency of kitchen furniture. Usually, the colors that can show a clean hue are mainly colors with smaller gray scale and higher lightness, such as white, milky white, light yellow, etc., while the colors that can stimulate appetite are mainly colors that are close to delicious food or can strongly stimulate appetite in daily life, such as orange red, orange yellow, brown and so on. Colors that can make people happy are much more complicated. Different people and different living environments have great changes in their preferences for colors, but not all people operate in the kitchen. So as long as we know the main operating objects of the kitchen, we can determine the relevant colors.

Fourth, the psychological analysis of customers buying study furniture

For families with large living areas, there can be a special study; Small families can also use one house for two purposes. There are mainly three kinds of study furniture: bookcase, computer desk or writing desk and chair. According to our follow-up investigation, it is found that the psychological analysis of customers when purchasing study furniture is as follows:

The shapes and colors of the three kinds of furniture are consistent, thus creating a harmonious study and work atmosphere.

color is required. Generally speaking, when studying and working, the mentality should be kept calm and stable, and the darker desks and bookcases can help people get into the state. Of course, some consumers pursue individual style and like to choose alternative colors, which is helpful to stimulate imagination and creativity. At the same time, consumers should consider the overall color and the harmonious matching of other furniture when choosing colors.

the choice of chair. Because when sitting in front of the desk to study and work, you often have to find some related books from the bookcase. Rotating chairs with wheels and portable rattan chairs can bring convenience to users. The swivel chair designed according to ergonomics can effectively support the back curve and should be the first choice for consumers.

focus on strength and structure. The diaphragm in the bookcase should be thick enough to prevent it from being bent and deformed by books for a long time.

some consumers will tailor their desks and bookcases.

v. psychological analysis of customers buying office furniture

choosing the right office furniture to meet all kinds of office needs has become the most concerned issue. According to our follow-up survey, it is found that the psychological analysis of customers when purchasing office furniture is as follows:

Compact layout is required. General office furniture includes workbench, work chair, bookshelf, data cabinet, etc. Computers, printers, scanners and other office equipment, as well as a large number of books and documents, need a reasonable placement, so it is particularly important to choose appropriate office furniture and create an effective workspace to improve work efficiency and feel comfortable. For this reason, customers love to choose integrated multifunctional furniture, and it is particularly important to make full use of the limited space as much as possible in the case of small living room area. A group of wall cabinets can be selected along the wall; And some folding office furniture can be put away, and all kinds of drawers and grilles are available. When you pull it out at work, you can use it, and when you don't use it, you can take it back, which doesn't take up space at all.

appropriate size is required. Customers choose different office furniture according to different work nature, and offices that need to receive a large number of customers should choose large sofas and tables for receiving guests; In offices that work independently, customers generally choose large desks.

require a unified atmosphere. The choice of office furniture should also deal with the contradiction between furniture atmosphere and office atmosphere, coordinate them as much as possible to form a unified tone, and make some adjustments in the choice of furniture style and the treatment of wall color in combination with office characteristics to make the office room solemn and generous and avoid too personal colors.

VI. Psychological analysis of customers buying children's furniture

With the improvement of people's living conditions in recent years, many children have their own rooms. For the only "little emperor" in the family, parents always want them to live more comfortably. Therefore, parents often invest a lot in the layout of children's rooms. Children's furniture should first have a bed for rest, generally a wooden bed or a not too soft spring bed is better; In addition, there should be storage cabinets, toy boxes and bookcases for children's use, and it is best to only hold children's things; In addition, desks (desks) and chairs should be set up in the living room to improve children's interest in learning. According to our follow-up investigation, it is found that the psychological analysis of customers when purchasing study furniture is as follows:

First of all, because children lack self-protection consciousness, it is necessary to avoid accidental injuries when purchasing children's furniture. For example, it is best not to use large areas of glass and mirrors; The corners and handles of furniture should leave no sharp edges.

Secondly, the furniture settings in children's bedrooms should meet the growing needs of children. Physiologically, children's bodies are constantly growing, and the size of furniture should also change accordingly; At present, in most families, children use furniture used by adults. Parents are often reluctant to buy children's furniture suitable for their children's current height. Because as children grow up, these furniture will become "smaller" like clothes and cannot be used any more. Under the influence of this kind of psychology, children's furniture with adjustable height and length appears on the market now, which is very popular with parents.

"pollution-free, easy to clean" is the core of children's furniture. At present, all kinds of furniture sold in the market basically contain substances harmful to human body to a greater or lesser extent. Some harmful substances are easily overlooked because of their low content. But for growing children, it is very harmful, easy to induce various diseases and even affect the normal development of children. Therefore, when parents choose furniture for children, they should try to choose natural materials, and the fewer processing steps, the better. In this way, indoor pollution caused by various chemicals can be avoided.

Parents will decorate children's rooms according to their preferences. First listen to your children's opinions, and then join your hobbies.

VII. Psychological analysis of customers' purchase of hotel furniture

Hotel furniture mainly includes catering series, lobby series and guest room series. According to our follow-up survey, it is found that the psychological analysis of customers when purchasing hotel furniture is as follows:

The style and color of furniture require warmth and comfort, giving customers a feeling of being at home;

whether the style is fashionable, whether the colors are coordinated with the hotel decoration, and whether the overall effect is satisfactory;

whether the specifications and hotel area are suitable for decoration does not affect people's actions in principle;

is the material of the furniture fireproof and moisture-proof? Hotel safety is particularly important;

whether the furniture is fine in workmanship and firm, and whether the painting and treatment processes are in place;

is the price appropriate?

VIII. Psychological analysis of customers buying dining room furniture

Dining room is a space for family to eat, and it is also the place where family members often gather. A comfortable dining environment is better in an independent dining room, but because of the space, many people connect the dining room with the kitchen, and the partition in the middle is used to make dining cabinets and hanging cabinets, which is also a good design.