First of all, from my personal point of view, sales is a psychological war. To meet the needs of customers and reach a deal, it is necessary to meet the problems between the two heads. When the head is solved, the pocket will be solved naturally. This is called the two-bag theory of sales. (Below I will share the sales business model with you according to the sales characteristics of these three types of sales forms. )
The first is terminal sales, which are divided into many categories, such as real estate, medicine and supermarkets. Commercialize products directly, communicate with customers face to face, meet the demand and reach a deal. Terminal sales often need to pay attention to personal image, store display, inventory, shelf life of terminal products, skill training of shop assistants, activity plan planning and so on. These are all to create good psychological feelings for customers. He felt formal when he saw it, and really good when he saw it, and changed his brain thinking with his eyes. Coupled with some business logic design, the transaction rate will be much higher. Let's take, for example, a medical terminal. It is a hard demand for customers to buy medicine. Do you need to do any store planning? Of course it is necessary. People in the industry will understand that some stores sell well and some stores don't sell well. As a terminal OTC, the most important thing to run a pharmacy is to plan the store well and discuss the plan with the store manager or purchasing manager. This is the core of the work. As for display, inspection and booth stacking design, these are all tasks you must complete. The core pharmacy business planning needs to grasp the hearts of customers, which is the standard. For example, if I go to a drugstore to buy 90 yuan's medicine, and the first pharmacy pays 100, I will send a hand warmer to apply for membership for free. The second is responsible for the combination of products, and 20% off the combination of health care products. Actually, the discount is almost the same, but I prefer the first one. At this time, the full reduction effect is greater than the combination effect, because the simple design has different feelings for the customer's consumption concept. How can we do it better, or combine the two to achieve the result of overall consideration and comprehensive effect? It's up to you at the terminal. The implementation of the scheme should also teach the clerk to use the scheme and give it to the clerk within the scope of authority. That's right, sir. A bag of Lycium barbarum 80 yuan. Today, our pharmacy held an activity 100 to give you a hand warmer worth 20 yuan. I suggest you bring a box of chrysanthemums, because medlar and chrysanthemum can clear the liver and improve eyesight, and it is not easy to get angry, so it is just 100, which is equivalent to giving you a box of chrysanthemums. It doesn't matter whether the discount you give is big or not. What matters is to make customers feel that the discount you give is big. In fact, there are many methods and ideas of activity design, which I will introduce in detail below.
This is electroacupuncture and micro-needle.
In fact, telemarketing is a form of sales that appeared many years ago. At first, it was combined with other sales methods, and later there was a model of telephone sales and micro-electricity separation. The advantage of telemarketing is that it can communicate with customers without distance restrictions and reach online transactions. The difficulty is that he needs to clearly control his own chat ideas, control the customer's consumption mind, let the customer know about the product in a short time, and directly follow up or make a deal. The birth of WeChat has brought the WeChat business into a brand-new operating era. Wechat has more benefits and responsibilities, such as leaving messages, posting pictures, doing activities in friends circle and drying products. Moreover, WeChat has a high degree of formality and a good sense of social trust. The most important point is that the customer traffic of micro-sales can be generated spontaneously or guided by micro-sales. Daily work circle of friends of WeChat business, WeChat activity planning, regular follow-up with customers, feedback customer problems and follow-up to understand customers, send out your own circle of friends, and sell products with yourself. At the same time, the most important thing is that customers feel in control. Not all WeChat activities are suitable for your customers, your circle of friends, and your activity planning can be more detailed than the terminal. Customers can be stratified, and different sales and operation modes can be set for different ages, different needs and different groups of people. This is the unique dragon slaying road of the WeChat business team.
Share with you some planning ideas of activities. Only perfecting one's own ideas and concepts is the first step to combine one's professional product knowledge with practice.
First of all, we must agree with a formula.
Performance = flow × turnover × customer unit price × repurchase rate × fluctuation coefficient K.
On this basis, the coefficient of general sales is fixed. I won't explain it yet. Mainly in traffic, unit price of sales to customers and repurchase rate.
When trading, people not only want to buy goods, but also feel cheap when they buy goods. Getting more or paying less is what we call "cost-effective deviation". Cheap is very important; Make customers feel cheaper and more important; Let the customer feel that he finally beat you and took advantage. This is a kind of cash withdrawal that sellers can realize in different realms when we design activities. Design is a kind of sublimation, which includes the combination of personal words, product combination logic, product preferential way, sense of time, sense of demand amplification and so on. )
Some bosses know how to exchange profits for traffic. Make a few unprofitable products first to make you feel really cheap. Not buying is not a person! So a large number of people poured in and kept spending in his shop, and the boss had the opportunity to make money through other profitable products. This is a way to increase traffic. Mid-range sales can see whether your plan has traffic guidance products when designing the plan.
I remember that Mr. Liu Run once talked about the "semantic effect". The same problem is only expressed differently, which leads to completely different decision-making judgments and gives customers completely different feelings. The language art of speaking is very important. Well, madam, buy flowers. This vase is red for you. The flower is 198. Well, madam, our flowers are 178. They are all very good and match this vase very well, 20. I have bought flowers, and this vase can't be sent to me yet! Let's put ourselves in others' shoes.
Choose flowers to buy vases. Of course, the most important thing is to give it away. In order to show their sincerity in sending flowers, merchants will not hesitate to add 5 yuan to buy a beautiful greeting card worth 20 yuan, and write what they want to say on it. Is it more sincere to give someone away?
Flowers and vases 198 yuan, with greeting card 203, you decide to pay the bill. At this time, you see the activity of sending a bottle of maintenance water to Huahua or reducing it by 30. Think about it, after buying 46, there is only 30 left. So you bought another bottle of maintenance water. That's enough. The two sides reached a pleasant deal. The seller will give you a wrapping paper and a coupon for your next purchase.
Unconsciously, you actually bought a lot of products. As the teacher said, the "certainty effect" is full of × yuan minus ×, so you are sure to get this 30 yuan bargain, and you will not hesitate to fight for it. This was carefully added when we designed the scheme. The seller urges you to make up the order by fully reducing the coupon, and further lowers the threshold of making up the order through the specially prepared "special event for making up the order", thus increasing the unit price of the customer.
Monthly flowers, four bunches 168 yuan, the buyer thinks it's expensive and doesn't want to buy it. What should I do? Let's take a look at Taobao sellers' scheming copy: "You only need a cup of coffee every week, you can send flowers home and enjoy a good mood for a whole week." Is it expensive to exchange a cup of coffee for a bunch of flowers? It doesn't seem expensive either. Book it once and try it. l
Share the high-priced goods evenly every week or even every day, which makes you feel "not expensive", ignores the total price and urges you to buy it immediately. This is the so-called "value reconstruction".
The popular "double down payment" strategy is also to improve the conversion rate. Spend less money at first, reducing the psychological burden of everyone buying. In the end, when you actually buy, you only need to pay the remaining balance, which is not only more cost-effective, but also makes customers unwilling to give up what they have got because of "identity prejudice".
In the case of "proportional bias" promotion, the products with low unit price are promoted by percentage, and the products with high unit price are promoted by preferential amount. For example, if the unit price in 50 yuan is 10 yuan, write down 20%, and the unit price in 500 yuan is 20%, write down 100 yuan, which will make the same probability "appear" in your mind larger than it actually is.
Many of the above ideas are the business operation modes that we need to master in the early stage of learning sales. After mastering them, you can immediately start designing your own sales model, whether you are terminal sales, telephone sales or micro-sales. I hope it will help you.