As we all know, more and more yoga studios in the market have begun to have the concept of "opening".
Before sharing formally, I want to ask you a question:
What should be done to achieve super-high conversion rate and let customers pay for cards when they arrive at the event site?
If the opening of the yoga studio is compared to a "battle".
As the saying goes, "Know yourself and know yourself, and you will win every battle."
It is very important to know what our future members are like.
Here, there is a sales term called "customer portrait".
The so-called customer portrait is to label customer information.
Through the label, we can quickly know the possible demand point of this customer.
With the customer portrait, we have an advantage in communication.
For example, the labels of members of our yoga studio may be "female", "white collar", "senior manager", "youth", "high income", "white", "love beauty" and "treasure mother".
When we see the combination of labels such as "Ma Bao" and "High Income", we will have a prediction in mind:
"This customer is suitable for postpartum repair of private education (if members have needs)."
So, what "tags" do we definitely know?
The following are the key points, please remember them well.
Five customer labels: name, telephone number, address, practice frequency and demand point.
One by one:
Name:
Needless to say, I am willing to tell you my real name, which represents my trust in you.
Telephone:
Ditto, I'd like to give you the contact information, indicating that she is interested in dating.
Address:
This represents the convenience for her to practice in your yoga studio. The closer you are to her, the more convenient it is.
Practice frequency:
This has something to do with what cards customers can easily handle. High practice frequency, you can combine large classes with private education. Low practice frequency is definitely a good effect of private education.
Do you live nearby?
The higher the probability of getting a card if you live nearby, if you live 3 kilometers away, the customer may have an excuse for distance. It is important to know the portrait of the customer in advance.
Demand point:
What do customers want to improve by practicing yoga? I have no idea about this. How to get customers to apply for cards?
After preparation, I will talk about how to improve the conversion rate on the day of the event:
1. When it is promoted abroad, it paves the way for customers to buy.
The most important thing is to make customers feel that yoga is just needed.
When we meet new customers in the market,
Give priority to serving customers,
Understand the needs put forward by customers and establish a good image.
Let customers have a gradual acceptance and familiarity with yoga;
Familiar with yoga, yoga studio, activities, courses and teachers. ...
This link needs the cooperation of yoga teachers and sales staff.
Make customers feel, "Oh, I'm going to do yoga like this",
Then shape the value of yoga studio activities,
Let customers feel that practicing yoga can meet their own needs and is cheap.
For example, when adding resources to the market, we should shape the image of yoga teachers from the inside out. You can put on yoga clothes and do some yoga poses in the market or park, so that customers can intuitively see that you are a professional yoga teacher and see yoga poses.
So that customers can never get interested in yoga from understanding yoga to understanding yoga.
Then, let customers know what the course content of your library is and get familiar with the teachers in the library.
Finally, tell the customer whether your activity is 100 to 1000 or 200 to 2000, and explain the activity clearly.
2. In addition to understanding the needs of each customer, it is also necessary to understand:
Customer's work, address, local stay time, practice time, practice frequency, whether it can be practiced for a long time, the acceptable range of course price, etc.
Need to take notes carefully.
For example:
Guest Wang Jie, who has lived in a nearby neighborhood for a long time, buys her own house, has a long-term and stable job, and practices yoga 2 ~ 3 times a week.
Obviously, Sister Wang will live here for a long time with high stability.
Therefore, it is suitable to give her a prescription card for more than 2 years.
The longer the restriction time, the more cost-effective the customer will feel and the easier it will be to apply for a card.
However, if the customer rents a house nearby and works and lives for a short time,
It is definitely not appropriate to push a long-term prescription card.
Therefore, we must make a detailed investigation of our customers.
3. The pricing of the course should be based on the consumption level of the local market, which is higher than your guaranteed price.
It is basically consistent with the market price, even slightly lower than the market price.
Since the customer has paid the deposit, he definitely wants to practice and has demand.
During the pre-sale period, customers choose to trust and wait.
Therefore, we should treat our customers sincerely.
And our greatest sincerity is reflected in the biggest preferential price, because this is what customers are most concerned about.
In addition, please note that,
There is no contradiction between giving customers the biggest discount and making money in the yoga studio.
Because before we reach saturation, the marginal cost will decrease with the increase of the number of people.
If you don't know this, you can look at our past sharing.
At the same time, the setting of card price is also an important point.
There are many problems that customers care about, among which price should be the most concerned by customers.
Therefore, the setting of card price must be skillful.
Everyone knows about Shanghai Disneyland, right?
For the design of various year cards, it can be said that it is a direct attack on human nature.
Obviously, the middle 3599 yuan is the most cost-effective.
The cheapest A-year card, 2299 yuan, can only come on Sundays.
B-Year Card is priced at 3599. You can come at will from Monday to Friday, and 300 yuan will be added.
The annual C card is 4299 yuan, but you can't go every day!
If there is only an annual card of 3599 yuan, customers may think it is expensive and uneconomical.
But now with the comparison of three annual cards, customers will feel that the B-year card is very valuable.
This principle of fixing card price is called price anchor point.
Simply put, it is to use contrast and suggestion to create an illusion and make customers feel that they are taking advantage.
We can also refer to this method when setting the card price.
4. Increase the invitation rate.
If many customers are present on the opening day, the transaction rate should not be too bad.
It is best to have a host who can drive the atmosphere of the scene.
Whenever a new member joins, the host needs to say "Congratulations on joining XX Yoga" on the spot.
On one-handed clapping to set off the atmosphere.
This kind of atmosphere is particularly easy to infect other customers, thus promoting orders.
5. Talk about one-handed preparation.
Talking about one hand is a professional sales with strong sales ability.
If the yoga studio is open, you can invite some capable people to talk about it first hand.
Presumably, the single rate will be greatly improved.
6 Maintain self-confidence and motivate yourself in the process of talking about orders.
Treat every customer first, forget the successful customers before, and don't be proud.
More importantly, forget about the failed customers and don't let yourself down.
Pay attention to eye contact with customers,
Let customers feel "sincerity" while not forgetting to guide customers' thoughts.
There are four steps to always pay attention to and adjust your mental state:
Psychological rehearsal:
Imagine the process of talking about customers in your mind first. What to say and how to say it?
Have confidence:
100% believe that you are helping customers.
Able to withstand rejection:
Don't be depressed, feel sorry for each other. She rejected me, not because of my loss, but because she lost an opportunity to become better through yoga practice.
Self-psychological suggestion:
I believe the next customer will succeed.
7. Prepare the interception team.
No matter what activities you do, many people will come on the opening day.
There will always be customers who can't close the deal.
What about these customers? Let the customer go by himself?
When the customer leaves, he will feel very lost at first and come for nothing.
Second, you will feel that you are not valued.
Therefore, there should be an "interception team", and two interceptors can be equipped at the entrance of the activity venue.
Watch carefully. If there is no gift in the customer's hand when he comes out, it means that the customer has not applied for a card.
The interception team needs to stop the customer, ask the general situation and express concern.
Ask customers why they didn't get a card and let them express their concerns.
Pull the customers back again, continue to talk with someone else, and don't give up every customer easily.
Customers who come to participate in the opening activities are like our love.
Once you miss it, it's really gone.
So we must cherish our customers as much as we cherish love.