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      單位對面有個小店,每天滾動播出的廣告就是:“老板娘跑了,老板娘跑了,老板無心經營,清倉大處理。”  持續一個月以后就換為:“老板娘回來了,老板娘回來了,老板

      單位對面有個小店,每天滾動播出的廣告就是:“老板娘跑了,老板娘跑了,老板無心經營,清倉大處理。”

      持續一個月以后就換為:“老板娘回來了,老板娘回來了,老板慶祝,打折大酬賓。”下一個月是:“老板娘又跑了,老板娘又跑了……”其營銷的中心思想是:老板娘。他賣的是“趣味”。

      兩個西瓜,一個有藤蔓且帶葉,一個無藤蔓,你買哪個?答:有藤的。賣瓜的賣的不是瓜也不是藤,是電子期刊常識,賣的是答案,你心中最想要的那個答案。

      某面包屋,明示一個購物袋一毛錢,但是平常服務人員找錢時會特地說:“算了,我送你一個。”據說,這樣的一毛錢,與打9折相比,更讓顧客感到窩心!它賣的是“另外”。

      曾見過一個擺地攤的啞巴,他生意最好,他只用筆寫下一個數字,不費口舌,不二價。但是顧客信任他,一是大家意林電子版更相信書面的東西,二是他有張樸實的臉。正如一個頂級價格談判手,口才反而是最后一位的。關鍵的,他賣的是“沒商量”。

      常常聽見樓下賣水果的小販高喊:“又大又甜的蘋果,農民親自種的蘋果!”每次我情不自禁笑出聲,難道有市民種的蘋果?不過,他賣的是“本色”。報刊亭一大姐,她知道顧客需要,比如拿一沓雜志里的第二本給顧客,她賣的是“知心”。

      很多工程師和產品經理不了解:顧客要買的其實不是某個產品,而是他們需要運用一個產品來完成某件特別關注電子版任務或解決某個問題。有句著名的話:顧客不是要買鉆頭,顧客要買的是洞。

      顧客要的不是馬桶刷,而是一個干凈的馬桶。

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