Today, at the turn of the century, the significance of "digital games" is more prominent. According to the recent professional survey, it takes 12 times on average to reach a sale, which is also a challenge to marketing caused by rich commodities and developed media. In an era when commodities are not rich enough, "the fragrance of wine is not afraid of the depth of the alley" is really different. However, hopefully, the same survey also reveals that most marketers give up before "12 times", and this is your chance!
An important factor of marketing success is to repeatedly launch a communication offensive to your most promising potential customers. Why do you say that? Let me analyze it for you from another angle:
Suppose you send marketing emails to 500 potential new customers. How many people responded positively at that time and made a purchase? It must be rare. Ok, how many of these 500 potential customers are likely to buy your products or services at some point in the future? The answer is: a lot! Because many of them may be dissatisfied with their existing similar products or services, many people may need to buy more similar products or services, many people may have no consumption plans for the time being, but they will definitely spend in the future ... and so on. These are all opportunities for your products or services.
Your first marketing letter is like a "seed" of hope, and the second, third and other forms of marketing behavior are sunshine, air and water to promote the healthy growth of this "seed". Under the nourishment of your constant marketing behavior, this "seed" will inevitably blossom and bear fruit one day!
Therefore, the sustained marketing offensive planned by the system will get rich returns. Its mystery lies in the use of a basic feature of people's consumption behavior: variables. The question is how you can best implement your communication marketing strategy. For example, will you use some marketing tactics as "catalysts" to accelerate the growth of your profit "seeds"?
Of course, face-to-face communication is the best form. However, unless it is some high-value products or services, repeated "one-on-one" conversations are not operable and the input-output ratio is not cost-effective, which provides a broad space for e-marketing and direct mail. Either way, there are advantages and disadvantages. Of course, the best strategy is mutual cooperation and overall development. Generally speaking, we can pave the way by email and direct mail first, and follow up by phone. If we can't close the deal, there will be an interview at last. Of course, this procedure is just a general rule, and it is ever-changing and cannot be copied mechanically. Step 1: Identify three selling points of your product or service.
You have to tell others through these three points, why do people have to buy yours instead of others? This step seems simple, and many people can't get through it! No matter what you want to market, products and services, your personal talents and specialties, you must first know what your selling points and advantages are. Many people just don't know the selling point that can impress each other according to the specific situation! You are in a fog. How can you persuade people to buy your things?
Wang Po can be regarded as the "originator" of marketing. If she sells melons today, she knows how to think about selling points. Should she play seedless melon, eco-friendly melon or extreme sweet potato? The reason is the same. There is a problem of how to "market" among countries, nationalities and individuals. Take marketing in personal life as an example. How do you attract the attention of the opposite sex when courting? Similarly, you should analyze the "market", grasp each other's preferences, explore your own advantages, and present "three selling points"! "A cursory tour" is an extreme example, but the marketing wisdom contained in it should be affirmed. Let's take job hunting as an example. Most people know how to make a lifeless, unrecognizable and ever-changing "resume" based on rigid templates such as name, education and experience. In fact, before writing your resume, you should do some research and put forward your personal "three selling points" according to the market situation and the needs of the other party. This is the information that should be placed at the top of the resume, because this kind of information can attract the attention of the personnel manager and is what people want to know most! Moreover, different target employers should have different resumes.
Step 2: Prepare four marketing letters.
The first letter briefly introduces your "three selling points", that is, comprehensively describes the three selling points of your products and services, but the text is short and clear.
In the second letter, slightly expand your "three selling points" and start to provide some details. For example, you can explain why and how your enterprise continues to provide these values, and you can also explain why people deserve the value of these products or services. What materials can reflect the value of your products? What awards have you won? What certificate? Show it!
The third letter, to some extent, is the second letter. I still want to remind you that people care about "what's the use of your things to me?" You should start from answering this question, organize materials, reason from people's needs or common sense, and persuade people to take it orally, so as to dispel their vigilance and stimulate their desire to buy. It can be said that "I", "we", "this product" and "this company" are all marketing poisons, and everyone hates them.
The fourth letter, the third letter, is further developed. Do you have any favorable materials for customers? Try to bring it here for use. Don't be stingy.
These four letters revolve around the "three selling points" that are most likely to impress others, and repeatedly present the value of your product or service in a step-by-step manner. Don't forget to include your complete contact information and ordering information in each letter.
The laying of these four letters will generally bring some sales achievements directly, and also lay a good foundation for other marketing communication means of sports, such as telephone calls and interviews. Only by playing this "digital game" well can we expect a steady stream of new customers.
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How to communicate with customers successfully
Everyone who lives in the city has a sense of alienation, because each of us has built a wall psychologically, isolated from each other and self-guaranteed. We are eager to find a friend who will listen.
People usually only hear what they like to hear, or explain what they hear in their own way. Often this is not the real meaning of the other party, so people can only get 25% of the real meaning when they "listen".
In order to improve people's communication, we should advocate "active listening" The so-called active listening means actively listening to what the other party is saying and mastering the real facts to solve the problem, not just passively listening to what the other party is saying.
When customers speak, they know how to nod their heads in the middle and clap their hands properly, just like putting a little soy sauce when eating, which will definitely make the food more delicious. If you want to be a leader in the sales industry, you must work hard on your listening. If the customers don't talk, your business will surely fail.
If you can't understand what others say, it may be because you missed a point mentally. If you don't listen attentively and actively, you will get the wrong information. Concentrate on what the speaker says and questions, and send a clear signal that he cares about what he says, so as to ensure two-way communication.
When listening to people, you must communicate with them as much as possible, just like talking. You should listen attentively, but if you don't make it clear, it is impossible for the speaker to know.
If you don't respond, if you don't respond, the speaker can't be sure whether you understand. Showing that you are interested in the content is a kind of feedback, which can encourage the speaker to continue. Here are some simple and effective ways to show that you are listening.
Show your interest.
You can use the following methods to show that you are interested in what you say:
Keep eye contact: When listening, you must look into each other's eyes. People judge whether you are listening and absorbing what you say according to whether you look at each other.
Let people finish their sentences: Let people finish their sentences completely without interruption, which shows that you attach great importance to the content of communication. People always understand interrupting others as respecting their own ideas, but it is actually disrespectful to each other.
Agree: Nodding or smiling can indicate agreement with what is being said, indicating that you agree with the speaker's point of view. People need to feel that you are listening.
Focus: Put aside distractions (such as pencils, key chains, etc.). ) You can doodle or play, and you won't be disturbed. People always think that doodling, fiddling with paper or looking at watches are absent-minded-even if you are serious.
Relax yourself: Take a relaxed posture (such as tilting your head slightly to one side, or tilting your center of gravity to one side), and you will get the impression that what they say makes you concentrate.
All these signals enable the people you communicate with to judge whether you are listening attentively to them.
Check your comprehension.
To check whether you have heard the information clearly and correctly (especially when you are on the phone), you can do the following:
Explain the message: repeat what you have heard in your own words, and you can determine whether you have received the message accurately.
Ask questions: By asking questions, you can check your understanding of information and let the speaker know that you are actively listening.
The above two-way activities can not only make you get the correct information, but also make the speaker focus on what he really wants to communicate.
The principle of listening
Stand in each other's position and listen carefully:
Everyone has his position and values, so you must stand in the other person's position, listen carefully to everything he says, don't criticize or judge the other person's ideas with your own values, and keep an understanding attitude with the other person.
Be able to confirm whether you understand what the other party said:
You must focus on repeating what the other person said to ensure that your understanding is consistent with the other person's, such as "Did you mean what you just said?" And "I don't know if I heard you right, you mean ...".
Be able to show sincere and careful attitude and listen to each other's words;
Look into each other's eyes sincerely. Eyes are the windows to the soul. If you look around, look at your watch and look at the information at hand when the customer is talking, your business is likely to be ruined.
Listening skills
When a salesperson listens to a customer's conversation, the most common weakness is that he only pretends to listen to the customer's conversation and can't wait for the opportunity in his heart. He wanted to say his own words and completely abandoned the important weapon of "listening". You can't hear customers' intentions and expectations, and your sales are like an arrow that has lost its direction.
Joe. Gillard sold a car to a customer, and the transaction went well. When the customer was ready to pay for a car, another salesperson chatted with Gillard about yesterday's basketball game. Gillard talked and laughed with his companions with relish and reached for the car. Unexpectedly, the customer suddenly turned around and left without even buying a car. Gillard has been thinking hard all day, wondering why the customer suddenly gave up the car he had chosen. At 1 1 in the evening, he finally couldn't help calling the customer and asking the reason why the customer suddenly changed his mind. The customer told him unhappily on the phone: "I talked to you about our little son when I paid this afternoon." He has just been admitted to the University of Michigan, which is the pride of our family, but you didn't hear it at all, just talking to your partner about the basketball game. " Gillard understands that the root cause of this business failure is that she didn't listen carefully to the customers talking about her favorite son.
Listening is one of the good ways to sell. Japanese sales king Ichihara said: "Listening is more important than eloquence for sales." Salespeople can gain more recognition from customers by listening.
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Chasing customers like girls!
The marketing concept is like you chasing a girl. First of all, we should find opportunities to get along with each other, then send some gifts and say a bright future to her before proposing marriage to show our loyalty. The same is true of the interaction between salespeople and customers. As for marketing eloquence, you can learn it anywhere. There are quarrels on the road, and you can learn something by listening.
Chasing customers like a girl
A girl is not easy to chase, you approach her actively, but her mind is as small as a needle on the bottom of the sea, and her mind is as changeable as a cloud in the sky. Welcome and rejection are unpredictable; The customer is not good at asking for it. You come to seek cooperation, but you are very picky about your conditions, and the "dowry" you ask for is very embarrassing. The shop assistant bullied the factory and chose someone to get married. There is nothing wrong with saying that "women have been hard to catch up with since ancient times."
I'm a marketer, not a love expert, but I've been rolling around in the mall for a long time. I feel that winning customers is like chasing girls. Careful study is actually a "love long-distance running" of wits and courage and endurance. Although these two things are considered extremely difficult by many people, they are profound in knowledge, and there are many rules to follow and many skills to be found.
The simplest truth is that it is difficult to come straight to the point when you meet a customer for the first time or have a shallow friendship, and ask, "Please place an order with me 1 10,000 yuan". It's like we met a beautiful girl in the street. Although she looks very similar, we can't run to her and say "please marry me". Why? Because everyone still doesn't understand, how can I rashly entrust my life to you!
To enhance understanding, the first step is to find opportunities to get along. Oaks, the enterprise I serve, has the requirements of "four diligence" and "three responsibilities" for marketers-diligent in visiting customers, diligent in being consumers, diligent in being onlookers and diligent in being shopping guides; Customers don't make money, customers don't sell well, and customers are dissatisfied, all of which are our responsibilities. The standard of "visiting customers frequently" is 1 month, and you must travel for at least 20 days. The purpose of making such regulations is to let marketers spend more time with customers.
This is easy to understand: chasing girls, paying attention to thick skin and thick soles; Marketers should also hold on to their target customers and don't let them hate you. When we visit customers, there is a so-called "five-step formula for success", which says: We have succeeded in visiting customers for the first time and have not been driven out; The second time, I successfully gave the other party a business card without throwing it away on the spot; The third time, the customer is willing to give you a business card, which has been successful; The fourth time, if you are willing to give you five minutes to introduce the company and products, you have succeeded; The fifth time, if I accept your invitation to dinner, I will succeed. This kind of relaxed satisfaction and self-liberation, although close to the "Ah Q victory method", is a psychological quality that an excellent marketer must have. Even if you are rejected or frustrated in tackling key problems, don't be discouraged or even give up.
"Flower offensive" is very important. Romance needs money to build. Girls like romantic things, especially flowers and chocolates, so don't be stingy with your little money. Giving more gifts can touch her heartstrings. For customers, it is also a good way to win goodwill and enhance friendship if they launch a "flower offensive". The author has a friend who wants to sell his products to a provincial distributor. Therefore, he invited the other boss to dinner, but the effect was not good. When asked, it turned out that the boss invited him to eat and drink every day, so much that he couldn't remember every host. A friend had a plan and invited the boss to the countryside for farmhouse meals. The latter usually goes to high-end restaurants, but when he goes to such a special dinner for the first time, he is particularly satisfied with the arrangement of his friends and is naturally impressed. As a result, you have guessed-the business is going well and it's a deal.
This story can show that the bigger the client, like the most beautiful and outstanding girl, the more admirers are around her. If others send roses, you also send roses, others send 999 flowers, and you also send 999 flowers, then you are just a humble admirer, how can you teach people to feel? Therefore, the "flower offensive" also pays attention to strategy, and the most taboo is to fall into the stereotype without personality.
Merchants' criteria for choosing a partner can also refer to girls' eyes for choosing a boyfriend: honesty, reliability and a sense of security. No wonder the domestic credit system is not perfect in recent years. At the same time, with the intensification of market competition, many seemingly behemoths will be washed away in the waves, and businesses have to be alert and worried about "liar enterprises" and "short-lived ghosts". In this regard, marketers can still find a solution from the book "Picking up Girls": before a man proposes to a girl, he will talk about a bright future and show her his loyalty, and the probability of success will double; When we meet with customers, we might as well introduce the grand development plan of the enterprise and describe the blueprint for cooperation between the two sides. This will not only increase our conversation resources, but also establish an honest and reliable positive and tall image.
Sometimes, you must take responsibility. Haven't you noticed that girls occasionally lose their temper, probably because she can't explain herself. Being a boyfriend is honest without saying a word. When she scolds almost, she will still care about one sentence: "Don't be angry, no matter what makes you angry, it's my fault." Why not ask girls to be soft-hearted and sweet? In fact, the "three responsibilities" proposed by the company I serve can also make customers experience the feeling of being a girl. More importantly, we not only say, but also do: provide all kinds of support to help customers ship, which is a surprise for customers.
Chasing customers or chasing girls, even if you love her, you must have certain principles, and you can't hold it to heaven. Saying this may attract many girls' abuse, but it should be like this. The author recently negotiated with a retail giant, hoping that the products can enter the store in his name. However, the terms offered by the other side are really harsh and unacceptable. It is useless to talk more, so the author clearly stated our bottom line and slightly revealed that another commercial giant in the same city intends to cooperate with us; A week later, the retail giant received a "cold treatment". The change of our attitude made the other side feel lost, and the participation of competitors increased their sense of crisis. On balance, he took the initiative to be nice to us and successfully "married". So blindly catering to concessions will only make people look down upon it; Being humble is the right way to make friends and do business.
As for marketing eloquence, you can learn it anywhere. There was an argument on the road. You can learn something by listening. Mr. Liang Shiqiu summed up the "Ten Ways of Swearing"-in 10, know yourself and know yourself, don't scold people who are not as good as yourself, enough is enough, beat about the bush, be calm, talk elegantly, retreat for advance, set an ambush, make a mountain out of a molehill, and attack from a distance. For marketers, only one or two of them are needed.