JP2002056301A - Purchase assisting method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a purchase assisting method allowing a customer to change his purchasing psychology in sequence from a step for directing attention to some commodity to the final step for purchasing the commodity and to purchase the commodity after recognizing its value by correctly grasping in which step the purchasing psychology of the customer exists, and providing correct information to him. SOLUTION: This purchase assisting method includes a stage for accumulating the assisting data according to the steps of the purchasing psychology of the customer on the database of a sales server and a stage for displaying the accumulated assisting data on the display of the personal computer or the like of the customer or a salesperson according to the step of the purchasing psychology of the customer in response to the selection of the customer or the salesperson.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION The present invention can provide support data corresponding to the stage of a customer's purchasing psychology in a computer environment that can be communicated via the Internet or the like in accordance with the selection of a customer or a salesperson. It relates to a purchasing support method and its system.

[0002]

2. Description of the Related Art Conventionally, it is difficult for even a veteran salesperson to grasp the purchasing psychology, such as what a customer wants and what he wants to know, and after considerable training, experience and trial and error. , It ’s hard to teach newcomers the tricks because it ’s capable of achieving a certain level of success.
It takes a lot of effort and time to go through trial and error in anxiety, loneliness and patience and achieve a certain level of performance in a state where you can catch a cloud even at the sales floor, and you have to drop out on the way. There were not many things.

[0003]

[0005] However, when the purchase psychology is analyzed from the reaction of the customer, the gestures, and the keywords in the conversation, it is found that in the process from the stage of paying attention to a certain product to the final stage of purchasing the product, the purchase Changes in psychology are recognized by their reactions, gestures and keywords during conversations, and by accurately grasping the stage of the customer's purchasing psychology and providing accurate information and services, By being satisfied and unknowingly arriving at the final stage, purchasing and recognizing the value of the product, and utilizing the product, it is possible to lead a rich daily life.

[0004] The present invention utilizes and analyzes a purchase psychological process based on customer reactions, gestures, and keywords in conversation, from a stage where attention is paid to a certain product to a final stage where the product is purchased. Classify into stages, store the information required for each stage in a computer database,
This can be selectively displayed on a display of a personal computer or the like of a terminal connected via the Internet or the like, so that the customer or the sales clerk can accurately grasp the customer's purchasing psychology, and can accurately determine It is an object of the present invention to provide a purchasing support method capable of presenting important information to a customer in real time.

[0005]

SUMMARY OF THE INVENTION The present invention relates to a step of accumulating support data corresponding to a customer's purchase mentality stage in a database of a sales server, and a method of storing the accumulated support data in accordance with the customer's purchase mentality stage. Accordingly, the present invention provides a purchasing support method comprising displaying on a display such as a personal computer of a customer or a salesperson in accordance with the selection of the customer or the salesperson.

According to the present invention, a change in the purchase psychology of a customer based on experience gained by a skilled sales clerk or the like is analyzed, and the stage from focusing on a certain product to the final stage of purchasing the product is analyzed. Stage the change in customer's purchasing psychology up to the stage, and in each stage, store information necessary for the customer as support data in the database of the sales server,
By utilizing this, sales staff can back up the support data equivalent to skilled sales staff, provide confident, accurate grasp of the customer's purchasing psychology, and provide accurate information In addition to being able to improve sales performance, customers can obtain accurate information by selecting items of interest on their own displays, such as personal computers, to obtain accurate information. The final stage of purchasing while recognizing the value of the product can be reached.

According to the present invention, in the purchasing support method according to the first aspect, the stage of the customer's purchasing psychology is any one of the following stages: attention, interest, association, desire, comparison, trust, determination, or satisfaction. And other purchasing support methods.
According to the present invention, the customer or the salesperson selects from the sales server by selecting according to the customer's purchasing psychology including any one of the steps of attention, interest, association, desire, comparison, trust, determination or satisfaction. Purchase support data can be called.

The present invention also provides a purchasing support method according to claim 1 or 2, wherein the customer's purchasing psychology comprises four steps of attention, interest, desire, and decision. is there. According to the present invention, the customer or the sales clerk can call the purchase support data from the sales server by making a selection according to the customer's purchasing psychology consisting of four steps of attention, interest, desire, and decision.

According to the present invention, in the purchasing support method according to the third aspect, the stage of the customer's purchasing psychology may be such that satisfaction is added after the decision or memory or conviction between the desire and the decision. Are added to provide a purchasing support method including five steps. According to the present invention, a customer or salesperson:
Attention, interest, desire, decision The customer's purchasing psychology, which consists of four stages, is selected from five stages in which satisfaction is added after the decision or memory or confidence is added between the desire and the decision. , Purchase support data can be called from the sales server.

Further, according to the present invention, in the purchasing support method according to the first or second aspect, the stage of the customer's purchasing psychology is at least seven stages of attention, interest, association, desire, comparison, trust, and decision, or satisfied thereafter. Are provided to provide a purchasing support method including eight steps. According to the present invention, the customer or the salesperson can determine the attention, the interest, the association, the desire, the comparison, the trust, and the decision.
The purchase support data can be called from the sales server by making a selection corresponding to the customer's purchasing psychology consisting of eight stages to which satisfaction is added after that.

According to the present invention, in the purchasing support method according to any one of claims 1 to 5, the support data at each stage relates to an approach, a survey,
The purpose of the present invention is to provide a purchasing support method comprising classification items such as those relating to proposals and those relating to demonstrations. According to the present invention, at each stage of the purchasing psychology, it relates to an approach, to a survey,
Support data can be called up by selecting from classification items such as those relating to proposals and those relating to demonstrations.

[0012]

Embodiments of the present invention will be described below with reference to the illustrated embodiments. In FIG. 1, 1
Is a sales server according to the present invention, wherein the database of the computer has a stage in which attention is paid to a certain product as a result of analyzing a change in a customer's purchasing psychology based on the experience acquired so far by a skilled sales person or the like. , The customer's purchase psychological change stages up to the final stage of purchasing the product, and information required by the customer in each stage are input as support data.

Reference numeral 2 denotes an intercommunication means capable of intercommunication with each other such as the Internet, which makes it possible to arbitrarily connect the sales server 1 and a portable terminal 3 such as a salesperson's personal computer and a mobile phone. FIG. 2 shows an embodiment of the display 4 of the terminal computer 3 in which the stage of the customer's purchasing psychology is attention, interest, association, desire, comparison, trust, decision (or action).
Are sequentially classified according to the purchase support method including seven stages. In the illustrated embodiment, the menu is selected so that the menu 6 of the support data required for each psychological stage can be called by selecting the tab 5.

As shown in FIG. 3, the seven stages of the customer's purchasing psychology are, as shown in FIG. 3, the “attention” of step 1 is the stage at which the customer stops at a store or the like, and the “interest” of step 2 is
It is the stage where you touch the product etc.
"Association" is a stage of associating a better image of the customer who is using the product.
Is the stage where you want to use the product, and the "comparison" of step 5 is the stage where the product is compared with other similar products of the same manufacturer, similar products of other manufacturers, etc. in performance, quality, price, etc. The “trust” of step 6 is a stage where the customer trusts the salesperson, the manufacturer or the brand name, etc., and purchases a product recommended by the salesperson, and the “decision” of step 7 is This is the final stage of purchasing decisions. Note that “determination” in step 7 is synonymous with “action” in the sense that the customer takes an active action of purchasing as shown in FIG.

In the illustrated embodiment, the menu 6 is:
Assuming a situation where the salesperson responds to the customer while referring to this, it is provided so that only the salesperson can see.
When an appropriate item is selected from the list, the tab 5 and the menu 6 disappear so that the selected item column appears on the entire screen, and the screen of the selected item column is configured so that the customer can see it. I have.

FIG. 2 shows a “caution” that draws attention to a customer.
When tab 6 is selected and menu 6 is opened,
For example, when "Survey" is selected in the survey field 7 for investigating the purchase psychology of the customer, the questionnaire is displayed on the entire screen. When the customer is asked to answer the questionnaire according to the questionnaire screen, it is accumulated as customer information. At the same time, the purchase psychology of the customer is determined. The same applies when "divination" is selected.

When "VTR demonstration" in the demonstration section 8 is selected, a video image of a demonstration for attracting interest in a product appears on the screen with sound, and when "Changing demonstration" is selected, a mannequin is displayed. Dress the statue with costumes,
If you broaden your image of the customer visually and select "User's Voice", the opinions of those who actually purchase and use the product will be expressed in text, voice, moving / still images or photos / videos. By showing the product to the customer, you can give a sense of reality.If you select "Demo reservation", make a reservation for the demonstration in real time, prepare the demonstration, and let the customer use the real thing without delay Therefore, the purchase psychology can be promoted toward the final stage.

In the approach column 9, "catalog"
By selecting columns such as "Product Information", various products and their characteristics can be displayed, including text, audio, moving / still images or photos / videos. Examples of questions and answers related to performance, etc. are displayed. In the "Questions and Answers by Type", questions and answers by type such as gender, age group, singleness, family, personality of the customer, outdoor or indoor, etc. In the "Questions and Answers by Number of Visits", the response based on the number of visits is displayed. In this example, a question-and-answer comparison with a competitor product is displayed, and it is possible to answer a question from a customer accurately and make a purchase.

In the "proposal" column 10, when "explanatory materials by type" is selected, for example, proposed materials for each type of customer, such as gender, age group, and singleness of customers such as clothing, are displayed. When you select "Product Easy Proposal", a simple model of the product obtained by selecting and entering the customer's request is displayed via images and sounds, etc., and "Payment Model Collection"
When you select, models of various payment methods are displayed, and you can expand the range of payment options of the customer to meet your payment request. If you select "Short-word here", the customer is confused. In such various situations, it is possible to display accurate advice and encouragement words to encourage customers to purchase, so that the salesperson does not miss a chance.

Further, in the daily activity column 11, by selecting "this month's activity", "this week's activity", "today's activity", etc., it is possible to know the mid- to long-term activity schedule and activity goal from today, If you select "Information", you can know exactly the information of the customer who will go on sale in advance, so that you can prepare sales points accurately.By selecting "Thank you note" or "Example sentences", you can give thanks to the customer. Greeting cards can be quickly and easily created and sent correctly.

In the embodiment of FIG. 9, "satisfaction" is added to the eighth stage as the final stage of the seven-stage embodiment of FIG.
The eighth stage “satisfaction” is a stage in which the customer is satisfied not only by purchasing and using the product but also by fine-grained maintenance services and maintenance services after the purchase, and then purchasing the same product. When you do this, you will definitely purchase the same manufacturer's product and also introduce the product to your friends and acquaintances.

FIG. 9 shows that the menu 6 is opened by selecting the “satisfied” tab 5. In this case, the customer status column 26 displayed in the daily activity column 11 is in this stage of satisfaction. It is configured to display information about the customer's name and their interests. For "model / color", they are interested in the type and color of the product, and are satisfied with it.
The “time” indicates that the delivery time is earlier, and the “new model” indicates that each customer is interested in a model change or the like.

FIG. 4 shows a case in which the purchasing psychology is classified into four stages in the order of attention, interest, desire, and decision. Purchasing is performed from desires, such as health foods, personal belongings, and accessories such as accessories. It is suitable for purchasing support methods of products that directly lead to the decision. In the embodiment of FIG. 5, "satisfaction" is added as the final stage of the four-stage embodiment of FIG. 4. The "satisfaction" of the fifth stage means that the customer is satisfied only by purchasing and using the product. However, as mentioned above, it is the stage where the customer is satisfied with the fine-grained maintenance service and maintenance service after the purchase, and when purchasing the same product next time, he definitely purchases the product of the same manufacturer and gives his friends and acquaintances the same. This indicates the stage of introducing the product.

The embodiment shown in FIG. 6 is different from the four-stage embodiment shown in FIG. 4 in that a "memory" step is added between "desire" and "decision". Although she couldn't buy the product for some reason when she wanted it, she was in the stage of remembering the product and buying it if she had the opportunity.

The embodiment shown in FIG. 7 is different from the four-stage embodiment shown in FIG. 4 in that a "confidence" step is added between "desire" and "decision". When they want the product, they are buying it with confidence. In the illustrated embodiment, the numbers in parentheses () in the tabs, such as the caution (5) and the decision (8), indicate that when the terminal is used, the salesperson contacts the customer and pays attention. This means that the number of customers who are in the stage of 5 and the number of customers who have reached the purchase are eight, and the sales clerk can plan the next action by knowing the number of customers who are in each stage.

In the illustrated embodiment, the menu 6 is provided so that only the salesperson sees it, assuming a situation where the salesperson refers to the menu and responds to the customer.
When the customer uses his or her personal computer or mobile phone,
By selecting an appropriate item from the menu 6, for example, by selecting a question in a collection of questions and answers, selecting an appropriate psychological stage such as 4, 5, 7, etc. of the purchasing psychology from a large number of answers. Then, by selecting the stage, a demonstration or the like for the next step appears, and without knowing it, a menu and an item column leading to purchase can be provided, and the system can be configured exclusively for customers.

FIG. 8 shows another embodiment of the purchase support method according to the present invention, in which seven purchase psychological stages 12 are displayed vertically on the left side, and the contents of the database 13 of the sales server are shown on the right side. , Product-related information 14, service-related information 15, customer-related information 16, and negotiation-related information 17 are displayed.

In the center of FIG. 8, support information 18 relating to services such as repair, parts inventory, rental equipment, etc., support information 19 relating to performance evaluation / quality assurance / payment method, a collection of technical materials, a collection of technical materials, etc. Information support information 20,
Support information 2 about delivery information such as delivery date answer and inventory information
1. Product information 22 including catalogs, VTR, performance, structure, price, etc., support information 23 on customer service templates including collections of quotes, examples of sentences, collection of exchanges, etc., securities reports, articles, and in-house newsletters Purchasing support data such as support information 24 on corporate customer information and support information 25 on customer information including hobbies, preferences, family information, personal network information, and the like are configured to be bidirectionally readable and storable. .

The embodiment of the present invention includes the following purchase support system. (1) A step of accumulating support data corresponding to a customer's purchase psychology stage in a database of a sales server, and a step of storing the accumulated support data in a customer's or salesperson's personal computer or the like in accordance with the customer's purchase psychology stage. A purchase support system that displays on a display according to a selection of a customer or a salesperson. (2) In the purchase support system described in the embodiment (1), the stage of customer's purchase psychology is attention,
A purchasing support system that includes one of the following stages: interest, association, desire, comparison, trust, decision, and satisfaction.

(3) In the purchase support system according to the embodiment (1) or (2), the purchase psychology of the customer includes four stages of attention, interest, desire, and decision. (4) In the purchase support system according to the embodiment (3), the stage of the customer's purchase psychology is such that satisfaction is added after the decision or memory or conviction is added between the desire and the decision. A purchasing support system consisting of five stages.

(5) In the purchase support system described in the embodiment (1) or (2), the customer's purchase psychology is divided into seven stages of attention, interest, association, desire, comparison, trust, and decision, or Satisfaction added after decision 8
Purchasing support system consisting of stages. (6) The purchase support system according to any one of the embodiments (1) to (5), wherein the support data at each stage includes classification items such as an approach, a survey, a proposal, and a demonstration.

[0032]

As described above, according to the purchase support method of the present invention, the step of storing support data corresponding to the stage of customer's purchase psychology in the database of the sales server,
By displaying the accumulated support data on the display of the customer or the salesperson in accordance with the customer's purchase psychology in accordance with the customer's purchase psychology, the customer or the salesperson can select the data. By utilizing
Being backed up by support data equivalent to skilled sales staff, confidently grasping the stage of customer's purchasing psychology, providing accurate information, and improving sales performance Has the effect of being able to
The final stage in which a customer can obtain accurate information by selecting an item of interest on his or her own display on a personal computer or other display, and realize the value of the product without knowing it. There is an effect that can be reached.

According to the present invention, in the purchasing support method according to the first aspect, the stage of the purchase psychology of the customer is any one stage of attention, interest, association, desire, comparison, trust, determination, or satisfaction. By including the configuration, the customer or the salesperson selects according to the customer's purchasing psychology including any one of the steps of attention, interest, association, desire, comparison, trust, determination or satisfaction, and the sales server. There is an effect that the purchase support data can be called from the.

Further, according to the present invention, in the purchasing support method according to the first aspect of the present invention, the stage of the customer's purchasing psychology has a configuration consisting of four stages of attention, interest, desire, and decision. Can be selected according to the customer's purchase psychology consisting of four steps of attention, interest, desire, and decision, and purchase support data can be called from the sales server.

According to a third aspect of the present invention, in the purchasing support method according to the third aspect, the stage of the customer's purchasing psychology is such that satisfaction is added after the decision or memory or confidence is determined between the desire and the decision. Is added, and the customer or the salesperson has four steps of attention, interest, desire, and decision.
The purchase support data is called from the sales server by selecting from the five stages in which satisfaction is added after the decision or between the desire and the decision, and the memory or confidence is added to the customer's purchasing psychology consisting of the stages. be able to.

Further, according to the present invention, in the purchasing support method according to the first or second aspect, the stage of the customer's purchasing psychology is at least seven stages of attention, interest, association, desire, comparison, trust, and decision, or satisfied thereafter. Has a configuration consisting of eight steps to which a customer or a salesperson can pay attention, interest, association, desire, comparison, trust, determination, or seven steps to which a customer is satisfied afterwards. The purchase support data can be called from the sales server by selecting according to the purchase psychology.

According to the present invention, in the purchasing support method according to any one of claims 1 to 5, the support data at each stage relates to an approach, a survey,
By having a structure consisting of classification items such as those related to proposals and demonstrations, at each stage of the purchasing psychology, select from classification items such as approach, survey, proposal, demonstration, etc., and provide accurate support data. Can be called.

[Brief description of the drawings]

FIG. 1 is a schematic explanatory view of one embodiment of the present invention.

FIG. 2 is an explanatory diagram showing a menu screen according to one embodiment of the present invention.

FIG. 3 is an explanatory diagram showing a psychological stage of one embodiment of the present invention.

FIG. 4 is an explanatory diagram showing a menu screen according to another embodiment of the present invention.

FIG. 5 is an explanatory diagram showing a menu screen according to another embodiment of the present invention.

FIG. 6 is an explanatory diagram showing a menu screen according to another embodiment of the present invention.

FIG. 7 is an explanatory view showing a menu screen according to another embodiment of the present invention.

FIG. 8 is a schematic explanatory view of another embodiment of the present invention.

FIG. 9 is an explanatory diagram showing a menu screen according to another embodiment of the present invention.

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Sales server 2 Intercommunication means 3 Mobile terminal 4 Display 5 Tab 6 Menu 7 Survey field 8 Demo field 9 Approach field 10 Proposal field 11 Daily activity field 12 Purchasing psychology 7 stage 13 Database 14 Product related information 15 Service related information 16 Customer related Information 17 Business negotiation related information 18 Service support information 19 Performance evaluation etc. support information 20 New technology information support information 21 Delivery information support information 22 Product information support information 23 Customer service template support information 24 Corporate customer support information 25 Customer Information support information 26 Customer information column

Claims (6)

[Claims] 1. A step of accumulating support data corresponding to a customer's purchase mentality stage in a database of a sales server, and storing the accumulated support data in a customer's or salesperson's personal computer in accordance with the customer's purchase mentality stage. Etc., on a display such as a display according to the selection of a customer or a salesperson. 2. The purchasing support method according to claim 1, wherein the steps of the customer's purchasing psychology include attention, interest,
A purchasing support method that includes any one of the steps of association, desire, comparison, trust, determination, or satisfaction. 3. The purchase support method according to claim 1, wherein the stage of the customer's purchase psychology includes attention,
A purchasing support method consisting of four stages: interest, desire, and decision. 4. The purchasing support method according to claim 3, wherein the stage of the customer's purchasing psychology is such that satisfaction is added after the decision or memory or conviction is added between the desire and the decision, A purchasing support method consisting of five steps. 5. The purchasing support method according to claim 1, wherein the stage of the customer's purchasing psychology includes attention,
A purchasing support method consisting of seven stages of interest, association, desire, comparison, trust, and decision, or eight stages after which satisfaction is added. 6. The purchasing support method according to claim 1, wherein the support data at each stage includes classification items such as an approach, a survey, a proposal, and a demonstration.