All walks of life have always been troubled by the "wool being shackled" issue, but in recent years, it can be clearly felt that more and more businesses are allowing such behavior, and some even take the initiative to allow customers to "take advantage".

The ancients said that if you want to get it, you must first give it. Today, we will analyze with three examples of brands to see how real masters can "let customers take advantage and make themselves big money."

ONE

I believe you must have heard such an interesting statement: McDonald's and KFC are the cleanest two toilets in China.

Such a comparison is very inelegant, and it seems that it is indeed the case when you think about it. Whether it's going shopping or traveling in scenic spots, whenever we are in a hurry, we seem to be used to finding KFC and McDonald's nearby for the first time.

The reason why I choose to go to McDonald’s and KFC to use the toilet is that compared with public toilets, they are obviously cleaner and sanitary. On the other hand, many bosses are not willing to open their toilets for free. , Even if you don’t consume at all, no one will step forward to stop or discriminate against you.

Starbucks is the same old squatter.

People like to go to Starbucks, sometimes not because of how good their coffee is. As early as the 1990s, Starbucks introduced the concept of "third space", that is, an informal public gathering place outside of residence and work.

As a leisurely social space, Starbucks can meet everyone’s needs for chatting, socializing, reading and learning, but from this it has also spawned a group of "atmosphere group members" who came to Starbucks with their computers on their backs and connected to wifi. Throughout the day, some of these people will symbolically place the cheapest cup of coffee, while more people will not consume it at all.

TWO

How to treat people who don’t buy coffee and sit in Starbucks? I know that netizens are arguing about this. Starbucks responded with actions: it does not drive people, and it also provides free purified water.

On the one hand, some businesses are being scammed, which is really helpless. On the other hand, some businesses have been proactively attacking in order to be taken advantage of, such as Lianjia.

As early as 2014, Lianjia successively launched ten free emergency services for residents in stores across the country, including rain gear, Internet access, telephone, printing, etc.

THREE

Among them, the most "prestigious" is the free printing and copying service. An internal report of Lianjia shows that just a free emergency printing service, the printing consumption of all Lianjia stores for community residents in 2019 will exceed 30 million sheets of paper.

Open the social software, you can easily search for all kinds of printing experiences at Lianjia. There are some office workers who have broken printers at home and temporarily rescued them, and there are also parents who print learning materials for their children. Obviously, a large part of these people are just residents of nearby communities, not Lianjia business users.

FOUR

I go to McDonald’s to go to the bathroom, you go to Starbucks to blow the air conditioner, he goes to the chain home to provide services

......

We have all taken advantage of it, so what are the merchants looking for?

1. Reciprocal effect

There is no completely free lunch in the world. The merchants provide users with free services, which is actually a mutually beneficial choice: the users take advantage and the merchants obtain certain hidden benefits.

Sociologist Alvin Guldner believes that a universal moral code of mankind is the norm of reciprocity, that is, we should help those who have helped us.

The reciprocal effect means that people always have the tendency to be unwilling to owe others. Once they receive the favor of others, they always hope to give back to each other in various ways.

To put it in the vernacular, it means to eat other people's mouth softly and take people's hands short. I believe that most people will not think that McDonald’s should provide the society with free toilets, and the chain family is obliged to provide printing services to non-users. Therefore, when we use a certain free service, we will inevitably be grateful to the brand. Then the idea of buying other products will naturally arise.

For example, one day when you blow free air-conditioning at Starbucks, drink pure water for free, or use the toilets of McDonald's or KFC when you are in a hurry, you have enjoyed these services, and you will naturally want to use consumption in return. Similarly, if you have received free help from Lianjia, then when you have the need to rent or buy a house in the future, you will naturally think of Lianjia first.

Taking a step back, even if you don't have the need to buy products for the time being, there is a high probability that you will promote recommendations to relatives and friends in need. Such emotional bundling is more effective than any advertisement.

2. The marginal cost of service is not high

McDonald's, KFC, and Starbucks do provide users with free services, but these services basically do not take up too much time and labor in the store, especially the most important thing is that the marginal cost is not high.

Marginal cost is the increase in total cost for every additional product produced or sold. For the above-mentioned companies, it is the cost that the company pays for each additional service person. For KFC and McDonald’s, the toilets need to be cleaned regularly. The services provided on the basis of almost no increase in cost have been praised by consumers. why not?

3. High-yield under traffic thinking

Comparing the expenditures required to provide free services, the benefits obtained are not low.

For example, Lianjia, because users pay very low frequency, so it needs to constantly generate new users. Lianjia has attracted a large number of new traffic through its printing service. During the service process, the staff will communicate with these users to explore the business needs.

On the other hand, providing free services to the society has also invisibly enhanced the company’s good brand image. Whether it is to attract investment or increase turnover, it will have a certain positive help.

4. Create marketing topics

Today, when traffic is king, good products are far from enough. Good marketing is also needed.

I have no people, but I have advantages. These topical services, if you stick to it for a long time, will eventually become your label and create a successful marketing event through word of mouth. This is why when you mention toilets, you will think of it. KFC, when it comes to free printing, I think of Lianjia.

From a marketing point of view, many companies may not be able to attract potential customers to enter the store by investing huge advertising fees. McDonald’s public toilets and Lianjia print shops are a service. Such a service does not seem to create direct revenue for the company, but it does. The indirect benefits far outweigh the costs.

5. Altruism

In his works and many public conversations, Mr. Inamori has always emphasized that he must insist on "altruism" in running a business and being a man. Earlier, the western management master Peter Drucker proposed that "the sole purpose of a company's existence is to create customers" and "making money is only the reward given by customers in the process of creating value for customers."

Therefore, when operating a business, we must not take making money as the goal, but must take the creation of value for customers as the goal. If you create value for customers, you will surely get a return.

At the same time, altruism is also self-interest.

If an enterprise cannot meet the needs of customers for a long time, it will definitely make employees feel frustrated and disappointed. On the contrary, the hand of the gifted rose has a lingering fragrance. I believe that every Lianjia employee who provides services to strangers will feel sincerely confident and happy when receiving words of gratitude from the other party.

Once an employee is physically and mentally happy, his work efficiency will naturally increase.

Finally, business is like being a man, don't be too snobbish, just focus on immediate benefits.

Customers love to take advantage, human nature. In the marketing process, you must make customers feel that they have taken advantage of them and gained the satisfaction of victory. Then customers will naturally establish a special emotional connection with you.

So don't resist being "take advantage" by the customer, wait until someday he no longer pays attention to you, and regret it's too late.