Differences in detail to create a competitive terminal

The general view is that price leverage plays a leading role in the competition between pharmacies. Under the control of this kind of thinking, many pharmacies do not hesitate to sell the best-selling varieties and even lose money to crowd out the surrounding competitors, in order to attract popularity and drive more consumption, but often fail to achieve the expected results. The operator is puzzling and can't think of the problem.

The following real case of selling fritters may give us some inspiration.

In the neighborhood where the author lives, there are two selling fritters, which are only a hundred meters apart. For the sake of simplicity, they are called A and B. The tastes of AB are similar. B is more expensive than A for each kilogram, according to the price law. , A should be larger than B sales. However, the fact is exactly the opposite. Under the premise that the taste is the same and the price is two cents per catty, there is a long queue every morning before the booth of B, and there is a door to the door.

How is B done? After careful observation by the author, I found that the two of them are different in three places.

First, when the fritters are called, A first puts a lot of piles, then decreases them one by one; B puts a little less first, then adds them one by one.

Second, when collecting money and changing the time, A directly hands, and occasionally on the apron of oily twist; B receives money to find a full use of a separate bamboo clip.

Third, the fritters have a product with raw soy milk. When grinding soymilk, A draws water from a tin bucket; B pours water out of a bucket of pure water. (In fact, it is not pure water inside)

Marketing FromEMKT.com.cn people widely circulated the phrase "the market is a pig, the price is a butcher" misleading many people, must know that any truth must have its applicable preconditions. The function sold is not a simple f(x), but a composite function f(x, y, z...) or even f(f(x, y, z...), a, b, c...).

The difference in detail means that when customers walk into your pharmacy, whether they can experience warm and caring care all the time, just as comfortable in their own home, and your clerk is like their family.

Have you noticed that when the customer enters the store, the clerk's inquiries and referrals have caused annoying expression on their faces, so that they have to escape from the unintentional consumption. In fact, many times, consumers prefer to compare and choose. They have experienced the fun of learning in this process of choice.

Have you found out that many elderly friends are lying on your glass counter or can't you see what words are written on the pill box? I am also embarrassed to trouble your clerk to come up and see, lost the sales opportunity in vain. Why not put a pair of reading glasses at each counter?

Have you realized that children don't like to visit pharmacies, noisy or even crying so that their parents have to buy in a hurry and leave early. In this case, why not install an electric Trojan at the door of the pharmacy?

These seemingly inconspicuous, insignificant details are enough to reflect the difference between your store and the realm of others. Is the dish of a five-star hotel necessarily better than the home-cooked restaurant? Not necessarily, but all the details, as detailed as each toothpick is packed, is enough to make you willing to pay more.

Let us return to the basic point of marketing - demand, after all aspects of understanding and fully satisfying every subtle demand of consumers, you are the winner!