Guide: Today I will share with you a short story " How to sell combs to monks ". Many people must have seen this short story elsewhere. Today I want to take you to interpret it from another angle.
One of the marketing ideals tested his subordinates, and asked them a question-selling combs to monks.
The first person: I will scold when I go out. What dog managers, monks do not have hair, and what combs are still sold! I found a tavern and drank boring wine, slept, and went back to tell the manager that the monk had no hair and combs could not be sold! The manager smiled slightly. The monk has no hair and you need to tell me?
The second person: I came to a temple, found the monk, and said to the monk, I want to sell you a comb, the monk said, I am useless. The man recounted the manager's homework, saying that if you can't sell it, you will lose your job. You have to show mercy! The monk bought one.
The third person: I also came to a temple to sell combs. The monk said that I really don't need them. The man walked around in the temple and asked the monk whether to worship Buddha is to be sincere, the monk said, yes. Does sincerity need respect? The monk said, respect. The man said, you see, many pilgrims come here from a long distance. They are very pious, but they are shameless and unkempt. How do they respect the Buddha? If you buy some combs in the temple, tidy your hair and wash your faces for these pilgrims, isn't it respect for the Buddha? The monk said that he was reasonable, so he bought ten.
The fourth person: I also came to a temple to sell combs. The monk said that I really don't need them. The man said to the monk that if some combs were prepared as gifts for pilgrims in the temple, they would be more affordable and meaningful, and the incense would be more prosperous. The monk thought for a while, and it made sense, so he bought 100.
The fifth person: I also came to a temple to sell combs. The monk said that I really don't need them. The man said to the monk, you are an eminent monk of virtue and Taoism, and you are very accomplished in calligraphy. If you engrave your characters on a comb and engrave some "peace combs" and "good combs" to give to the pilgrims, would you not only promote the Dharma? Calligraphy has been promoted. The old monk smiled, kindness! I bought 1,000 combs.
The sixth person: I also came to a temple to sell combs. The monk said that I really don't need it. The man said something to the monk, but sold 10,000 combs. What did that man say? He told the monk that combs are necessary for good men and women, and they are often carried by female pilgrims.
If the master can consecrate the comb and become their amulet, which can accumulate good deeds and protect peace, many pilgrims can also buy one for their relatives and friends, bless peace, promote Buddhism, and promote the name of our temple.
Isn't it a great deed? Is there any reason for the master not to do it? Amitabha, goodness! Good! The master puts his hands together, the benefactor has this kind of good intentions, how could Lao Na not just follow it. The monastery bought 10,000 pieces, named "Jishan Comb" and "Ping An Comb", and the master personally consecrated the pilgrims, which was very prosperous. Of course, the money donated by the consecration is not cheap!
Everyone take a look
The first person is too much bound by traditional ideas. It is not suitable for sales to use common sense to consider sales.
The second person is selling sympathy. This is the lowest level of sales method, called "knocking marketing", and it cannot last long.
The third and fourth people think about customers, which can be said to be a "customer satisfaction strategy", which will naturally have good results.
The fifth person can not only satisfy customers, but also cater to customers' psychology, so it won't be bad.
The sixth person has already reached the realm of the two heavens of things and me . It is not surprising that he is not selling combs, but selling amulets to maximize the value of customers .
This is a classic case that marketing has to say. From marketing, we can conclude that "this person is not suitable for sales"; "knocking marketing"; "customer satisfaction strategy"; "meeting psychology"; "maximizing value".
So what does it look like from a product perspective? Monks don’t have hair. Everyone knows this. So how does the user have no demand. Sell the product to users? The method is to create demand for target users .
I remember a scene like this in the movie "The Wolf of Wall Street", where the male pig's feet and his business partners were having a dinner together. Male pig's feet threw a pen to one of his partners and asked his partner to show him how to sell this pen.
Business partner: "Male pig's feet, can you sign a name on a napkin for me?"
Male pig's feet: "I don't have a pen!"
Business partner: "I have it, sell it to you."
Understand, a marketing expert is not connecting users with user needs . It is creating demand for users. So, in fact, product managers can be divided into two categories: One is to achieve the extreme needs of users, representative: Ma Huateng. The other is to create new needs for users, representative: Jobs.
There are a thousand Hamlets in a thousand people's eyes.