Any business must be able to manage consumer behavior in order to have customers. After all, the most important asset of any business is consumers, who need to be created initially.
How to do that? With the help of the company's idea, which is implemented in people, turning them into your target audience. The idea, and only the idea, creates motivation to buy your product or service. There are no other motivators, and probably will not be. Consumers are different. They vary in the level of need, which can be active, passive, latent and potential.
The active need makes the customer ready to buy a product that corresponds to his idea. A consumer with passive level has already made a purchase and is not going to buy anything else. And the consumer with a potential need, has not yet fully realized the need to buy, that is why he is not interested by the product. Latency to the need gives only an initial hint at the desire to make a purchase. Such a consumer should be " aroused".
Firstly, a person is always indifferent to the idea of your product. Your task is to interest him and make sure that he would not imagine the happiness of his life without your product. Classifying needs also means separating the ways in which behavior is managed. Efficiency directly depends on it. In fact, the feedback only occurs when the consumer is affected in a certain way.
Managing customer behavior is the influence on the idea that forms basis for the need. That is why the idea must be visualized. If you imagine that ideas are a string of the consumer's soul, it is important to understand that they must be handled carefully, with awe, in order to not blow them. For this reason, their tools must also be delicate.
Hidden in ideas the potential always sleeps. Our goal is to wake him up. If we do it right, a melody will sound inside the person, the notes of which consist of the idea of our product. For example, if we want to sell a car, then it is necessary to touch the strings that are responsible for the desire to buy it. Working at the level of an idea, we discreetly act for the customer - and this is ideal.
So, create the right potential by influencing the right idea. And then it will do it all by itself. That is the secret.
