The situation faced by the modern economy, and with it modern business and marketing, is quite interesting. It is interesting because it happened for the first time in the history of mankind. There was nothing like this before, because before there was always a shortage of goods, a shortage of resources and everything sold well. Now he is gone, there are so many goods that the eyes run away, there are also enough resources and they are quite cheap, so you need to change the ways of managing customers.
You can even say that there are no problems with money. If you don’t have your own money, then you can take out a loan and buy almost anything your heart desires. But sales, despite this, are not going as we would like, business is not going as we would like. Moreover, business and sales are not going at all. They do not go so far that you can constantly see how one or another company, often a well-known company, announces its withdrawal from the market.
Once someone very famous leaves the market, where he worked for a long time before, it means that there is nothing for everyone else to do on it. You can leave the market for only one reason, which is that there are few customers on the market. There are people, but there are no customers. Is it possible to create clients? It is possible, but for this it is necessary to manage clients through managing their needs.
If there are few consumers on the market, then the problem of modern economics and marketing is not that someone has little money to buy goods or services, and not that there are not enough goods, and not that there are not enough resources. The problem is that people don’t have enough motivation to buy goods and services. When there is motivation, you can find money and resources, but when there is no motivation, you cannot find it, because there is simply no one to do it.
.. the modern economy is characterized by abundance …
In other words, the modern economy is characterized by abundance, because there are enough goods and money, you can even say communism has come, take as much as you want, consume as much as you can, but there are not enough consumers, they do not want to take goods and services even with such abundance and that’s it. Why don’t they want to? Because there is poor customer management, we can even say that there is none. Where there is no management, there is no order, where there is no management, there is no sales market.
They don’t want to take it because you won’t be nice by force — this is a well-known fact for a long time. No one will be forcibly nice, not even the client, even if he is offered the best conditions. In order for him to buy something, you need to make him want to buy, you need to create a desire to buy in him. Accordingly, we can say that the main problem of the modern economy is a shortage of the desire to buy, a real desire, because some people want to buy something, but they want it weakly or not of their own free will.
In other words, sometimes it happens that there is a purely external desire, not justified by anything, i.e. a desire without a need. A person wants to buy, but he has no real need. Accordingly, only those goods are sold for which there is a need, i.e. some internal state of a person in which a product or service is vital to him.
It is clear that any need and any real desire caused by it have a specific reason. This reason is the idea. When an idea is introduced into a person, he eventually develops a need. Customer management is carried out through the management of ideas embedded in them.
In this case, an idea is not a thought that is born in a person’s head, but a separate, independent thing in itself, an element of our world. Speaking purely conditionally, the idea is a kind of the smallest, most elementary unit of the universe. It is less than an electron, it is less than a quantum.