Qu Yuan, a great patriotic poet in the Warring States Period, wrote in Tian Wen: "What do you think your teacher knows?" Drum knives raise their voices, so why not? "The story goes like this: When Jiang Ziya was selling meat in the store, he deliberately jingled his knife and shouted loudly to attract customers. "Drum knife and loud voice" shows that demonstration sales have begun to sprout in ancient times.

Nowadays, live demonstration sales are very popular in all walks of life. Friends in charge of the supermarket system must often see promoters selling seafood such as lobster tails or scallops, demonstrating baking methods and ingredients by the freezer, and providing fried food for customers to taste on the spot. The fragrance in the store is overflowing, and customers are flocking to it. The effect is very good. An elder sister who sells seafood in Huatang underground supermarket told me that with such a live demonstration, her company can sell 60,000-80,000 yuan a month in this store, which is 2-3 times the sales of daily necessities such as frozen meat. Even if the food is still like this, household appliances are no exception, from refrigerators, stereos and televisions to steam irons, juicers and mini washing machines. With a little attention, we can find that these goods all have the same characteristics: low brand awareness, single model, few single items and so on. It is difficult to open the market only by counter sales. However, the monthly retail sales of such goods is about 50,000 yuan, and it is even as high as more than 200,000 yuan in the peak season. This kind of sales volume not only makes us dumbfounded, but also makes it difficult for some internationally renowned brands to reach and sigh, and all this is inseparable from the cooperation of live demonstration activities.

On-the-spot sales demonstration is increasingly becoming an important promotion method different from counter sales. Have our colleagues paid enough attention to and prepared for this? This article will focus on how to design a live demonstration to help those friends who want to have a live demonstration but don't know where to start. Before that, let's learn about the concept of live demonstration.

On-the-spot demonstration refers to all kinds of explanation and demonstration activities carried out by enterprises, manufacturers and operators to promote or sell a certain commodity, aiming at promoting the commodity to customers, getting in close contact with the commodity, and making consumers accept and reach a deal. Sales demonstration is actually one of many promotion methods. Consulting services are usually provided at the same time as sales demonstrations to facilitate customers to have a deeper understanding of the enterprise and its products. In today's increasingly frequent business activities, sales demonstration has developed into a science.

First, how to choose demonstration goods? At present, the common demonstration goods are mainly concentrated on some small-sized and single-function goods, such as steam iron, juicer, sweeper, portable vacuum cleaner, food, health care equipment and so on. However, with the progress of the consumption level of the whole society, more and more commodities have joined the ranks of on-site display. A supermarket buyer told me that there are more and more manufacturers going to his store to talk about demonstration and promotion, and the products involved are becoming more and more complicated, such as MP3, mobile phones, cameras, computers, induction cookers, even rice cookers, stainless steel woks and so on. Demonstration sales are becoming an important method different from counter sales. Generally speaking, the goods suitable for on-site display mainly have the following characteristics:

(A) the effect is obvious

Customers have their own basic interests and unchangeable general direction when buying every commodity. For example, when customers choose cargo transportation services, they are concerned about whether the goods can reach their destinations safely and correctly. Therefore, business representatives in the transportation industry must highlight this feature when recommending to customers. Similarly, juicer, massage stick, vacuum cleaner and other products with single function, simple operation, strong functional appeal and suitable for live demonstration can also show the main functions immediately, and the effect is very obvious. The customer found it very useful and bought it. For example, Philips' new advanced waterproof shaver, through the demonstration of "soaking in water", further deepened the impression of "high quality" of Philips shaver in customers' minds. In addition, the live demonstration must pay attention to timeliness, and the effect should be immediate. If it takes several hours to see the effect, it is easy to lose the meaning of the live demonstration. For example, it takes 4-6 hours to demonstrate the stew function of purple casserole, which is different from ordinary pressure cookers and rice cookers. Imagine how many customers will wait that long before buying a pot. Therefore, the effect of the live demonstration will naturally not be ideal. However, the far-infrared electric heater sold in this season heats up quickly, and the air within its radiation range of 3 meters becomes warmer in less than one minute after being electrified. When customers live in the previous station, they can feel a deep warmth immediately, and the demonstration effect is very obvious.

(2) Unique selling points

Compared with similar products, demonstration products should not be demonstrated for the sake of demonstration if they have no updated functional features. Only by updating more unique selling points can we stimulate customers' desire to buy and meet the requirements of live demonstration.

When I was in charge of the demonstration and promotion team, I often promoted the "strong suction" function of a vacuum cleaner as a unique selling point and used "bowling suction" as a demonstration means. At first, the effect was satisfactory, but with the follow-up of opponents, their "strong suction" also attracted the attention of some customers. In this case, how to tap the updated selling points of commodities has become a top priority. After in-depth study of USP (Unique Sales Proposition), we found that it has a strong "back blowing". Therefore, we refine and apply this function as the main selling point that distinguishes it from our competitors, and require the practicability of the "back blowing" function, such as drying animal hair, dredging sewers, cleaning doors and windows, etc. Finally, satisfactory results have been achieved.

Second, how to design a demonstration method? Successful live demonstration can often catch the customer's eye at once, stimulate the customer's desire to understand and participate, and reach a deal quickly. Therefore, how to attract customers, how to be original and how to distinguish from competitors must be considered comprehensively when designing demonstration methods. Generally speaking, an excellent demonstration method should have the following remarkable characteristics:

(A) highlight the demonstration

Focus on the main advantages and benefits of the most attractive demonstration products, and downplay the functions that customers don't care much about. For example, in the demonstration performance of a brand juicer, promoters often invite customers to pick up the cup and throw it on the ground with their feet in order to show the characteristics of the juicer cup, and promise to give a juicer on the spot if cracks are found. As the sound of "Bang Lang" kept ringing, the cup could not be broken when customers stepped on it, and onlookers paid tribute to it. Then, the promoter took out a big plastic cup and poured a full glass of water on the juicer. To the customer's surprise, the promoter turned on the power switch, and the juicer still operated normally. Customers are completely convinced and have donated money to buy. Another example is a brand vacuum cleaner, which instantly lifts the water to 1.5 m to 1.8 m with a water column as high as 2 m, to show its powerful suction and to capture the customer's "heart" at once.

interesting

A brand of thermal underwear, in order to show its characteristics of "keeping warm and resisting wind", organized a model show in some shopping malls in Beijing: four or five models only wore thermal underwear for more than an hour on the cold outdoor stage, with no runny nose or shivering, and the effect was remarkable. In particular, after the manufacturer invited the live part to participate in the performance, the scene was suddenly "detonated" and more than 200 sets of underwear were sold on the spot. For example, a brand purifier specially designed a sealed transparent box to show the high-efficiency filtration performance of its activated carbon and HEPA, and the lit cigarette was stuffed into the small hole. After a while, the box was filled with smoke, and the warning red light lit up, indicating that the indoor air was "turbid". The live presenter activated the "Filter" button. Ten minutes later, the smoke gradually disappeared without a trace, the green light lit up, and the indoor air returned to normal. According to the sales staff of the brand, they have sold nearly 10 sets of this 4,000-yuan purifier in one month since they had the demonstration tool. When the salesman of Lund Company sells razors, he regards peaches as a knife, and shaves off the fine hairs on the surface of hairy peaches without hurting their soft skins, which is dramatic and fascinating.

(C) to create a good atmosphere at the scene

A good display must consider letting customers participate in it and enjoy the feeling of the goods, so as to sincerely praise the enjoyment brought by the goods. Therefore, when designing the demonstration mode, we must consider how to invite customers to participate and which demonstration links to participate in, so as to achieve a good interactive atmosphere at the scene.

Calling for purchase is an effective way to attract customers, gather popularity and create a good atmosphere for live demonstration. Sales promotion must be loud and clear, and the words should be simple and clear, such as "Juicer, look here, special price 198!" "Juicers that can make milkshakes and jam are cheap, 198" and so on. It doesn't matter if the store allows it to be louder. Shouting loudly can also enhance the sales confidence and morale of promoters. On the one hand, it can form a certain shock to competing products, and on the other hand, it can give the store manager an impression of "selling well".

In addition, you can also use auxiliary sales tools such as hanging banners, hanging colorful flags, stacking, and TV to render the scene atmosphere.

(4) Considering the standardization and safety of demonstration, neat things can often give people a very comfortable feeling. For example, in the "50th National Day Parade", the military power of China's modern army was displayed through the uniform "tofu block" phalanx. The same is true of demonstrations. The uniform demonstration props, clean countertops and neat clothes of the host not only make customers feel comfortable, but also help to enhance the brand image. The design of live demonstration activities must design a set of standard demonstration words and actions for the presenter, so that the demonstration activities can be streamlined and programmed. The speaker must master the main points before he can arrange his post. For some common details or unexpected phenomena in the demonstration process, in the training process, we should make corresponding demonstrations and clearly ask how to prevent and deal with accidents.

If the demonstration method is not designed properly, it will not only help sales, but also damage the brand image. During the demonstration, the author once found that all the "deerskin" cleaning cloths sold in major shopping malls have such problems. Their demonstrator wet his hair on the spot and dried it with deerskin to show its good water absorption. The scene is always watertight, and some hosts don't pay attention to personal cleaning. The "snowflake" on the hair is disgusting, and the effect is naturally greatly reduced. However, another important function of deerskin is that it will not leave hairs on the surface when wiping the desktop or furniture, and its performance is far better than that of ordinary towels, but it has not been demonstrated or explained. There are not a few customers who have this demand, especially those who have glass tables at home. They often worry that You Mao has to wipe the paper again after cleaning the table, which is very troublesome. If manufacturers seize this phenomenon and demonstrate it, I believe the effect will be better.

Of course, a successful live demonstration activity must also be combined with SP means to improve the transaction rate of live demonstration, such as gifts, special promotions, limited sales and so on. In addition, we should also know the proportion of various factors in a successful live demonstration activity: the instrument of the presenter accounts for 35%, the quality of the demonstrated goods accounts for 26%, the reasonable price of the goods accounts for 65,438+09%, and the excellent demonstration method accounts for 20%. It can be seen that the quality of the speaker is one of the key factors affecting the success or failure of the live demonstration activities. Therefore, when organizing live demonstration activities, we must pay attention to the instrument of the presenter.

Three, the practical "one center, two basic points"

(A) the main selling points as the center

Usually a demo has three or five selling points, but generally only one selling point is the most unique, and that is its "personality". The speaker must preach this "personality" repeatedly, so that customers can accept and agree. The live demonstration was too taboo, and finally it became unfocused. The customer got impatient and ran away. For example, Corning Tableware Company used glassware as a hammer to show that glassware was extremely strong, and nailed a three-inch nail on a two-inch thick piece of wood. Although it was knocked hard, the glass products were not damaged. This kind of live demonstration fully grasped the main selling points, and the demonstration effect was very outstanding. There is no need to explain the auxiliary selling point too much, because the customer has already understood it clearly from the opponent, so just take a sentence when explaining it. If the customer still has questions about this, it is better for the presenter to have some new explanations that are different from those of the opponent. For example, the opponent can only say triple roles, and you can say quadruple roles. Isn't the customer's balance chip biased towards us?

(2) Two basic points: presentation point and customer concern point.

The main points of demonstration are generally the main points of demonstration action and explanation during training, which must be "performed" at the demonstration site.

Demonstration action point: friends who often go to large beauty salons to wash their hair may know that there are also a set of standard actions and processes for shampooing, such as which acupuncture point to press first, then which acupuncture point to press, and which acupuncture point needs key massage. The same is true for demonstration sales. The key points that are easy to impress customers must be demonstrated according to the standards, and they must not be done at will. For example, the suction demonstration water column must be opened for five minutes and rested for five minutes during the peak passenger flow.

Key points: you must decompose the characteristics of goods according to FAB law, and turn the characteristics of goods into the interests of customers, so that customers feel that you are providing products that can really meet their needs, rather than taking out the "monney" in your pocket. What needs to be emphasized is that the explanation must be lively and colloquial. Don't stick to standard words. Be as casual as casual conversation. Customers won't think you are selling goods at all. In addition, the speaker needs to be flexible according to the different situations of customers. Take the vacuum cleaner demonstration as an example. Customers who have never used vacuum cleaning may pay more attention to high suction, low noise and convenient cleaning of dust bags. Customers who have used vacuum cleaners will first pay attention to the noise level or whether the dust bag is easy to clean, and then the attraction. In addition, in the process of demonstration, we must punctuate the comparative analysis with competing products in time, highlight our own advantages and strengthen customer awareness.