The content of this article comes from the private chat room of the video number live broadcast room of the fission team every Thursday ~ We will share the dry goods they have handled with all the guests, and output professional private domain operation knowledge through interviews to share with you ~ 1. The interview teacher shared the guest in this issue-CEO who started as a marketer &; Liu Yifeng, the agent of Zero One SCRM system. He once split 20,000 new gift package customers in three days and sold 1 .503 agents every day. Let's learn about the dry goods sharing brought by Teacher Liu. 2. Guest interview question: How did you split 20,000 new customers in three days? There are 1 day transactions. 1503 agent? It really makes people curious. Guest: My sharing is more suitable for B-brand. The essence is to stimulate B-side activities and divert new customer traffic at C-side. We are a slimming brand. In this case, let's design the gift package of 69 yuan first, and the gift package of 69 yuan can get the slimming service of 180 yuan. This gift package is to split the regular products into different experience clothes. It should be noted here that counterfeit and shoddy products must not be used for drainage products. Even if there are many fans in the later period, it is extremely unfavorable for the later sales of the brand, so we would rather increase the cost and use it. Question: Does the gift package include all product lines? Customer: Yes, first of all, the products in the gift package must be our own products. All the products in the gift package are taken out in the form of formal dress as experience products, and a two-day instruction manual is attached to guide users to test the weight loss effect according to our products, which can achieve the effect of losing about 3 pounds. For users, it is very low cost to spend 69 yuan trying a slimming effect. Weight loss products, the first is to be thin, and the second is to be delicious. Basically, at least one of the ten girls needs to lose weight in order to achieve anodyne, maintain the weight loss effect and make the weight loss food as delicious as normal. This is the product value that we want consumers to feel. Problem: Many WeChat business brands are reluctant to split up and feel that customers are difficult to manage. How do you handle this situation? Customer: We are independent of all the agents' activities. For example, there are 500 agents, and we will launch activities for different agents. After each agent has its own QR code activity, the WeChat and the private domain pool obtained by different customers after purchasing products are the corresponding agents' own WeChat and WeChat groups. Moreover, users will pop up their own distribution posters after purchasing products, which are both my users and my distributors. After adding me to WeChat, I will also give relevant discounts and benefits to guide users how to eat and how to lose weight. If you don't add WeChat, you will emphasize what services and benefits WeChat has. If you just sell the products and there are not enough gimmicks for users to add to WeChat, then the loss of users is very serious. Moreover, it should be noted that guiding users is added to the personal number, not into the community. There will be multiple agents in a community, and the agents can't tell which one is their own user. Next, share the main points of the second drainage spree. Every drainage product should make the brand earn money and control the cost. For example, 69 yuan's gift package, I only earn 3 yuan for each gift package, so I can earn1.2000 yuan by selling 40,000 gift packages. This cost is within my control, and I will ensure that the drainage products can make money. When choosing products, be sure to calculate the profit rate clearly. In addition to the profit of the product itself, the pricing of the drainage package will also depend on the changes in the market. I also set up 159 and 199 packages. It seems that only the price has changed, but behind it, I need to have an insight into the products and the market to determine the profit margin I can have. Question: Are there any other key points in the design of drainage bag? Guest: Yes, the drainage bag should have a stunt. For example, the car in the common lottery on the market, the lottery is divided into red envelopes and so on. And the game of red envelopes will be more strategic. For example, if 1 0,000 yuan is given to cash-filled red envelopes, the highest prize will be 999 yuan. Other small red envelopes such as 1.8, 9.9 and 8.8 are also set. Every user can get a red envelope by buying a gift package, but in the form of a lottery, the cost is controllable and there can be gimmicks. Drawing a red envelope is also a gimmick to attract users to add to your WeChat, and this red envelope has a threshold and is obtained in the form of a lottery. Question: How is the lottery form designed? Guest: The activity lasts for 5-6 days, and we will issue a separate lottery code to the agent. After the product is sold out, the lottery code is given to the user, and the lottery link is linked to the conversion link, so that trust can be established after the lottery. The design of the lottery can include lottery cars, red envelopes, coupons, places for fat reduction experience and fat reduction packages. We will continue to enlarge the effect of bait and attract users to add agents to WeChat. Let users have no reason to refuse, and do not hesitate to add WeChat. There is another plan, that is, to send benefits directly, which can shorten the route. As long as you add WeChat, you can send a 5 yuan red envelope. There is no threshold. There are many routines in the market, and sometimes simple and straightforward can also reduce the decision-making cost of users. For the merchants, my cost is controllable, and I only let 5 yuan in 69 yuan. In fact, the cost of attracting customers through 5 yuan is very low, and the value created by users staying in the private domain is higher. We don't do inefficient drainage, and we can't take a particularly poor product to drain. The product is particularly poor. Deceive the user once, and there will be no repurchase next time. Question: Is there a requirement for the unit price of fission bait? Guest: If the customer unit price is high, the drainage effect will be worse in the early stage, but it will attract more accurate users, and it will be easier to make conversion in the later stage. If the customer unit price is very low, such as 9.9 yuan, 1 yuan, it will attract a large number of users, bonus hunter, which is not worth it, especially when it comes to WeChat business products and agency fees and services. Question: How is 69 yuan separated? How to mobilize the enthusiasm of agents? How to expand the fission level? Guest: Actually, as I said just now, first of all, the activity plan is well designed, which does not infringe on the interests of agents, and the gift package products cannot conflict with the agents' products. The setting of B-side benefits should be clear. Let me share an activity I did. For example, if an agent wants to participate in an activity, each of the 500 agents will hand it over to 50 yuan, and the agent's money can be put into the pk pool or used as a reward pool. The agent's gift package sells well and the drainage effect is good. This is just an example I gave. You can set some thresholds for agents and give back to them through the bonus pool collected. We will return this 50 yuan, but the drainage activity is not done well, and the sales effect of the gift package is not good, so 50 yuan will return it the same way. Collecting money is also to give Dali an irresistible reason to pay the cost. Due to the sinking effect, agents must pay more attention to activities. In order to enhance the trust of agents, some brands participate in activities without making money and return them twice. In the past, the routine of WeChat business people traveling abroad to buy luxury cars to make money was no longer working. To enhance the trust and enthusiasm of agents, we must be sincere. Q: Can you introduce the specific mechanism of agency activities? Guest: We have adopted a 7-day course to teach agents how to activate ready-made traffic after getting posters and tools. This course is to teach agents practical methods, effective words and materials, and also to explain the fission level to agents. For example, many users pay for it and then leave it alone. If "add agent WeChat and participate in the lucky draw" is implanted in the payment page, the drainage rate can be greatly improved. We are divided into two age groups because of the different ages of agents. Agents in their twenties and thirties and agents in their forties and fifties have different contents of guidance and training. The first mechanism is that the circle of friends is very detailed and marked to send different content to different people. The circle of friends is mainly to enhance interaction, make users feel that your circle of friends is interesting, and develop the habit of actively looking at your circle of friends. Instead of doing nothing and chatting directly in private or looking for users in the group. The traffic of agents is different, the number of friends is different, and the crowd is different. According to the initial amount of the original private domain pool, the effect will be different. Wechat business industry, in fact, we don't care about the real start, we are more concerned about the number of agents, and more traffic will be generated through the number of agents. The second mechanism is the one-on-one execution of counseling agents. The most common problem is that the activity cycle is 7 days. In the first day or two, it sold well. In the next few days, if you don't bill, you will doubt yourself and question your poor ability. In view of this situation, we will provide one-on-one counseling. Agents have no passion and motivation, and will follow up and encourage them in time. The third mechanism is that all-weather B-side communities operate PK agents all over the country to amplify their potential energy. Put all the agents in a community and divide them into several groups, such as 500 people into 20 groups. Each group has a team leader to inspire everyone in the form of team PK and leaderboard. The top five team members and the top five team members will be rewarded. Realize the synchronization PK inside and outside the team. Another point here is that team leaders should also give incentives. Team members are related to the team leader who sells the gift package. Through CPS sharing, the team leader will be more motivated to urge everyone to sell gift packages. In addition to economic incentives, there is also a spiritual level. We told the team leader that a person's sales strength is not really strong. Only by leading the whole team to achieve strong sales is the ability to be strong. By being a team leader, we can exercise our management ability and improve our sales skills. And you will tell the team leader that there is a teacher to guide you how to lead the team. The teacher is a special lecturer of Peking University, and the powerful team leader will get the honorary certificate signed by the teacher. Teachers are experts, experts will endorse, and the sense of honor of agents will rise. The PK community also has an integral system. We don't say how many gift packages were sold in the community, only how many points were added. The fourth mechanism is to praise the agent transaction list in the community. We will always praise, and our words will not be repeated. We have at least 2000 words, and the sales pressure is great. We need to be encouraged to deal with different people every day. The same praise is not enough. We will also make a happy newspaper to express our congratulations on the success of the sales. Happy newspaper has flowers and words, reminding you to add points. The fifth mechanism is to cause quality effect. We encourage agents to close the deal and send screenshots of the recorded distribution to the group. People from different teams are competitive. People from other teams have been sharing the change to their accounts, and naturally some people will be jealous and pay more attention to the order. The whole group is in a competitive atmosphere. Question: How to turn fission package customers into high-priced single product packages or agents? Customer: We have a system. First of all, we will give lessons to users, change courses every three days, implant the efficacy of products in the courses, and sort out a pain point according to the pain points of people who lose weight. We will continue to educate users in the three-day course. For example, after the products of the gift package are finished for three days, we can follow up the inquiry results and remind them that it is best to lose weight for a long time, so we recommend the product package with high customer list. Proxy is also a kind of logic. Since you want to be an agent, you should synchronize the benefits of the agent with the users. There is a big premise that it is very important for agents to recognize your products. Although there is no shortage of people who buy defective products, it is very difficult to do it for a long time. Large-scale transformation of agents must be supported by good products. The agent policy must be clearly promulgated, clearly let the agents know the threshold conditions, give preferential policies within a limited time, create a sense of scarcity, and accelerate the pace of agent transformation.