I wonder if you have noticed that Starbucks is a little different from other coffee shops. For example, its staff is not very enthusiastic. The X-cloud mineral water displayed in the counter can hardly be sold, and it is still there. Why does Starbucks wait in line for a meal horizontally instead of vertically? If you go in, the staff won't kick you out. With these four questions, I entered today's article together.
1, the way to reduce anxiety is to let the other person see the process.
Friends who have been to Starbucks know that the queue at home is horizontal, and the advantage of this is to let customers face the work area directly.
? In this way, customers can see that the staff in the work area are busy preparing cups of coffee, and their own cups are quickly presented, so the purpose of doing so is to reduce the anxiety of queuing, and even if they don't play with their mobile phones, they will wait patiently for their cups of coffee to present the most beautiful moment.
On the other hand, vertical queuing will increase people's anxiety. At first glance, so many people still see themselves, and the feeling of waiting will be uncomfortable. The most terrible thing is the feeling that there is no end in sight, because you don't know what is happening in front of you. Why is the queue so slow? How long will it take to get to you? It's like a traffic jam. You always subconsciously stick your head out of the window and watch. Even so, traffic jams can't be solved. This is just to calm your mood temporarily.
There used to be an experiment abroad to test people's anxiety. A group of people take the elevator, and the number of floors is not displayed in the elevator. As the elevator keeps rising, the anxiety on people's faces becomes obvious. Fear of the unknown, lack of self-confidence, fear of sitting on the wrong floor, etc.
? In life, when a group of people take the elevator, you will find that some people will stare at the floor display screen in the elevator, and their hearts will be more relaxed as the elevator rises to the floor they want to reach. Another kind of people who play with their heads down are less anxious, which is related to the urgency of what they have to do at that time.
2. People's subjective feelings come from comparison.
? Why has the X-Cloud mineral water displayed at the Starbucks counter been on display? X-Cloud mineral water costs more than 20 RMB per bottle, and coffee in 30 yuan costs between 20 RMB and 20 RMB. In fact, the prices are similar, so why don't I choose coffee?
Give people a feeling that coffee there is not expensive. A bottle of mineral water costs more than 20 yuan, and coffee is not bad. Does the feeling of drinking coffee look much more elegant than drinking a bottle of mineral water?
The mineral water displayed by Starbucks is only a foil, and it also dispels the idea that consumers think a cup of coffee is expensive. Starbucks made good use of the "film sticking mechanism". Mineral water is only a foil here, and coffee is the main push, which means that most people like to order coffee when they go to Starbucks instead of drinking mineral water.
Speaking of "foil mechanism", this phenomenon is also very common in the field of marketing. The Economist once told a very classic case:
A magazine wants to launch an online edition, so it hired a marketing expert to plan it. Experts have given two solutions:
Spend 50 dollars to buy the online version
Buy paper and add online version $ 125.
As a result, most people choose to buy the online version, but the paper version cannot be sold.
The magazine invited another expert, and the expert gave three plans this time:
Spend 50 dollars to buy the online version
Buy the paper version of $ 125.
Buy online version plus paper version 125.
It is conceivable that everyone will buy the third plan, and the second plan is just a foil.
There are many such examples in life. As long as you pay attention, you will find that this marketing method is also used in telephone packages.
? For example, A goes to 58 yuan monthly (including 10G domestic internet traffic +50 minutes domestic free call), B goes to 88 yuan monthly (including 20G domestic internet traffic+100 minutes free call), and C goes to 88 yuan monthly (including 20G domestic internet traffic+100 minutes free call+1).
Obviously, everyone will definitely choose package C first, and package B is just a foil. The purpose of this is to launch its broadband, link resources and radiate the market in a free way, thus paving the way for later profitability.
The smart way is to keep the potential customers.
Sometimes it is different to escape from the comfort zone of home and go to another place to study and write. Starbucks is one of the places I often go.
Starbucks, which is closest to home, also takes 20 minutes to walk. I like to listen to songs and beat the rhythm with headphones. I think it was the most relaxing time of my body and mind, and there was no sense of urgency.
? This shop is not big, but the style is my favorite. It is essential to order a latte every time you go. If there is a sense of ceremony, life will be more exciting. There is a royal throne in it, and I like it very much. It is quiet and beautiful.
? Recently, a technical house came, and he occupied the throne for two months in a row. I don't know if it is the cause of obesity. Every time I sit there, I don't order coffee, and the games on my mobile phone are readily available.
The clerk will give you a small cup every time he gives out drinks, so the clerk won't treat you differently just because he didn't spend there.
? I asked the staff of Starbucks that this man came here without ordering anything and sat for two months in a row. Every day, you didn't kick him out. Why?
The clerk said: the company has a rule that all people who enter the store are customers.
This has brought my management to a new height. I like companies like Starbucks.
? I think every time I go shopping, I feel tired and my feet are sore. I found a teahouse and sat down. As soon as I sit down, the clerk will come and ask you what you want to drink, instead of letting you rest. If you don't order, the clerk will tell you rudely: Sorry, our store has a rule that people who don't spend money here can't sit here.
From the employee's behavior, we can see the boss's management. What is a potential customer?
The potential customer just doesn't show obvious needs, and you can't see his needs. Only when he becomes the active party and asks you with a clear purpose can you realize that such a person is usually called a potential customer.
The order rate of potential customers will be high. Friends who have done clothing sales will have this experience.
When a group of customers come in, people who are interested in buying will keep asking you about this year's new models, and you will respond happily. The friends behind really don't know each other. They just browse clothes and don't show a strong desire to buy. Your focus will be on the person who has a strong desire to buy, completely ignoring the friends behind him, which can also be called potential customers.
At this time, there will be three possibilities: first, the person who shows a strong desire to buy did not buy it, but his friend bought it; Second: they have all been purchased; Third: I didn't buy it either.
Ok, let's explain; The first and second can be summed up as thoughtful care. Buying or not buying is just a moment, but a really good salesman will take good care of every customer who comes in. A real buyer will not only want to buy, but also have friends who come in with him. We call them potential customers. If you do a good job in service enthusiasm, study product know-how thoroughly and express clearly, potential customers will become your buyers.
Starbucks is the same, using the herd mentality of customers; Those potential customers who don't order food will be rendered by other customers in such an elegant and warm environment, and it is inevitable that they will order a cup of coffee and a dessert to imitate.
4. Wolf culture and human culture have their own merits.
On New Year's Day this year, I read a book at Starbucks in Nanning Vientiane City. At noon, a middle-aged woman came to dinner with two children. These two children are naughty and noisy. The middle-aged woman scolded Xiong Haizi, causing people around her to watch. One of the boys knocked over the drink, and the middle-aged woman screamed. She was so angry that she slapped the child and cried.
Then he shouted to the waiter: waiter, waiter, come and get a rag to clean it.
No one paid attention to her at this moment.
She shouted loudly to the salesgirl near the counter, "Waiter, I'm calling you, didn't you hear me?"
The salesgirl responded blankly one after another: Ah, waiter? We don't have waiters here, only baristas.
The middle-aged woman roared again: What's your attitude? Don't you want people to come?
The salesgirl smiled and said, "Go ahead."
To this end, praise the girl silently.
Starbucks baristas don't try to please anyone just because they are customers. From this rare event, we can see that Starbucks' corporate culture is humanized, and they will not deliberately please anyone because of who they are.
Haidilao is different. Their shop assistants and waiters are very active and enthusiastic, giving people the pleasure of spending money to gain respect. When dining there, you will get the most comfortable environment, the most enthusiastic service and a more intimate experience.
If I continue to talk about human culture here, Huawei will definitely come out to challenge. Huawei is a team of wolf culture, an enterprise of wolf culture and a classic representative of "wolf culture".
Less than 30 years after its establishment, China has made remarkable achievements from scratch, from local to global, from private enterprises to international brands with more than 10 billion dollars, and then to the world's top 500.
Ren, the head of Huawei, said: Birds that can't burn are all phoenixes. It is precisely because of the leadership of the Wolf School that Huawei can go abroad and go to the world.
Whether it is wolf culture or human culture, the spring and autumn period is not determined by good or bad, just like the harmony of yin and harmony balances everything in the world, keeps one's duty, takes one's own familiar road, can't imitate the so-called new gadgets, and will only lose miserably.
? Ziweizi
20 19. 1. 12