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The customer only gives you three seconds to sell.
Do you know what to say in these three seconds?
The book clinch a deal in three seconds puts forward a core point: irresistible sales.
It changes the traditional sales from the customer's point of view to the balance point between products and customers: providing customers with products with high return on investment; Provide a good test standard-what to sell, how much money, what customers can get from it, and whether you are trustworthy; How to prove that you can be trusted?
Mark Joyner, a famous American contemporary success master, a famous network marketing guru, an authority in the field of network marketing, and a former CEO of Aesop Marketing Company, is a pioneer in the field of e-commerce and Internet sales.
Are you ready for the first chapter?
Once you understand this simple concept put forward in the book, it's like getting a magical window of business.
This concept is: irresistible offer (TIO).
The core demand of business is to sell things.
Four core issues to achieve successful sales:
First question: What do you want to sell?
Second question: How much does it cost?
The third question: Why should I believe you?
The fourth question: What are the characteristics of this thing that suit me? I hope to get some benefits.
There is a classic marketing theory that says: people make decisions with emotion and prove their decisions with reason.
If this sentence is applied to these four questions, then the first three questions are aimed at the buyer's logical confirmation, while the last question is aimed at the buyer's emotional decision.
What is irresistible sales?
Definition: irresistible sales refers to a sales skill based on products, services or the company itself. In this technique, the return on investment is conveyed so fully and effectively that people immediately think that only fools will miss the sale.
Case: "Deliver within 30 minutes, otherwise it's free" Domino's pizza.
Irresistible sales are very powerful, so it must be the core of business. No matter any marketing activity, it must take irresistible sales as the starting point.
Chapter III What is irresistible sales?
Irresistible sales are not "special preferential prices"
An irresistible sale is not a statement of fact.
Irresistible sales are not rhetoric.
Irresistible sales are not "interest attraction"
Irresistible sales are not "unique selling points"
Chapter IV Elements of irresistible sales
Three elements that make up irresistible sales:
1, high ROI discount.
2, inspection standard (a touchstone)
3. Credibility
HTB (how to get rich)
High return on investment
In essence, every purchase is an investment.
The only thing you need to do is to sell something with a real high return on investment.
Even if you can't turn the stone into gold, you can make the product great at once, and you can add something to make it more valuable. You can add some services, functions or other benefits to customers-anything that allows customers to get preferential treatment on the products they sell.
test criteria
What is the inspection standard? In short, it is a statement of facts, including the following points:
● What are we selling?
How much is it worth?
● What can you get from it?
Why we are trustworthy.
In any case, your test criteria must be able to show that this is a rare opportunity, and this industry is very suitable for you. Only a fool would miss such a good opportunity.
Now, according to what I said, you can generally establish your own inspection standards.
Elements of a good inspection standard:
Be clear, don't let them waste their brains to imagine or think,
Simple, try to make the sentence simple and easy to understand.
Concise, the customer is very busy, really concise, you can understand at a glance.
To be direct, hit the nail on the head, present the facts and let customers find the value of the product itself.
Inspection criteria in three cases:
Domino's Pizza-"Deliver it within 30 minutes, otherwise it's free"
Records of Columbia House-"10 CDs1cent"
FedEx-"overnight delivery"
creditability
How to increase the credibility of sales
Social demonstration. Through the recommendation and demonstration of some people, it shows that someone has used this product and is very satisfied.
Technical demonstration. Has the validity of the product passed the scientific verification? Has the product really achieved the desired effect after testing?
Empirical evidence. When selling a product, is there any research that shows that the value or popularity of its similar products is increasing day by day?
Performance of credibility
Customer recognition. Have any celebrities or recognized authorities recommended your products?
High quality customers. If very famous people are willing to be your customers, it will greatly enhance your credibility in the hearts of target customers.
Certification. List certificates that can prove your sales skills and knowledge.
Reward. Whether you win an award in the industry competition or not, potential customers tend to favor the award-winning products.
Fair and reasonable. If you can give customers a reasonable answer, then you are one step closer to successfully selling products.
The process of creating irresistible sales:
Step 1: Establish sales with high return on investment.
? Before you act, you must build a product that can bring obvious return on investment to customers, otherwise the following steps will be meaningless.
Step 2: Establish eye-catching inspection standards.
Step 3: Make sure what you say is credible.
Marketing process of irresistible sales: all links considered by customers (listed in order)
First, the inspection standard.
? Stimulate customers' interest by testing standards, and answer two or three of the four major questions in an interesting and exciting way, thus arousing customers' interest and excitement.
? In this way, customers will be willing to know more about the products you sell.
Second, credibility.
? By fully understanding yourself or the products you sell, the customer realizes that all this is credible, so he is willing to know more.
Third, the return on investment and sales is high.
? If at this stage, customers find that your inspection standards really summarize the essence of the products you sell, your sales will be completed.
? Even better, the customer found it better than he expected.
Chapter V The Three Steps of the Devil
How can we do a good job in sales? As long as you follow this simple principle, the devil's three steps:
Step 1: Create irresistible sales.
Step 2: Show it to people who have a strong desire to buy.
Step 3: sell them the second round of products.
Provide tips for the second round of products
Up-selling, if you sell low-version products, customers may be interested in high-version products.
Cross-selling, if you sell horses, are customers interested in saddles?
Follow-up sales, follow-up sales refers to sales that can be carried out at any time after the first sale.
Sustainable sales, sustainable products refer to products that are regularly provided to customers in a certain period of time. In essence, they themselves guarantee repeated sales.
A practical guide to selling the second round of products
Provide free courses related to products, learn this, and you will have a powerful means to acquire new customers.
Consulting services, you can provide first-class consulting services to help them get the desired results.
Bundle sales, you can imagine bundling products with some related products that are attractive to customers.
Give small gifts for free. Imagine from the customer's point of view, if they just bought your product, what else might they need?
Recommend related additional products. Maybe you don't have any extra products to sell, but your business partner does.
How to maintain the relationship with customers
Thank you card, customers like to be appreciated by others, so after the sale is completed, send a thank you card to thank them for their patronage and confirm whether they are satisfied with the products you sell.
Birthday card, when you see this card, customers will definitely give you a very good evaluation with a smile. Free gifts must be valuable.
Regular service reminder cards provide some useful guidance for customers with reminder cards.
E-mail, find some information that interests customers and feels valuable to them.
Special activities, hold some interesting activities to invite customers to participate.
Chapter VI Sales of Reinforcing Agents
Create tension (sales with a deadline will give consumers a sense of urgency and prompt them to make a quick decision. )
Add added value to the product (add some added value to the product, for example, you can add a little reward to this transaction to make customers feel cost-effective. )
You should eliminate the psychological obstacles of customers (obstacles that affect sales: buyers are worried about risks, and if they can eliminate their concerns, they can successfully sell. )
How to eliminate customers' psychological barriers
Provide money-back guarantee-"If we are not satisfied with our product 100%, we can return it and we will give a full refund on the spot."
Provide installment payment-"As long as you give it to 20 yuan, you can take the product home immediately."
Offer free trial products-"The first product is free"
Provide follow-up service for the product-"If there is any problem with the product within five years, we will provide 24-hour free on-site maintenance."
Provide a promise of payment after the effect-"don't pay at first. If the advertising plan I wrote for you helps you improve the utilization rate, you only need to pay me 10% for the improvement. "
Provide free support services-"provide support services and teach how to use them"
Try before you buy-"I don't have to pay anything for using my product during the 30-day trial period."
Deep Thinking on Commitment-"Triple Return!"
Scarcity of products-people always like to pursue scarce things. If customers feel that they will suffer if they don't buy it right away, such worries will prompt customers to act quickly.
Simplify the purchase process-placing an order from you is very simple, without complicated thinking, and the purchase procedure is simple and fresh.
Pricing strategy-the pricing of goods is closely related to the purchase decision.
Is your inspection standard unique?
Brand value and brand positioning
Recommended by others-this is the most effective sales enhancer.
Chapter VII Effectiveness Evaluation of Force Majeure Sales
You can ask yourself the following questions, make a simple evaluation of your sales, find out the advantages and disadvantages, and then summarize.
How obvious is the demand (1- 10)
How real is the demand (1- 10)
What is the uniqueness of the solution (1- 10)
Can the return on investment be proved (1-10)
What is the proportion of emotion in sales (1- 10)
What is the sales opportunity (1- 10)
How does it compare with the products of known competitors (1-10)?
How does it compare with the price of known competitors (1-10)
Chapter VIII Great Sales Cases in History
"Give us 22 minutes, and we will give you the whole world" —— new york wins radio advertisement
"We report, you judge"-Fox News Channel Network
"Compared with similar products of any manufacturer, the price of our products is the lowest, otherwise your mattress will be free"-Sit 'n Sleep mattress
"Within two months after you buy the product, if there is a similar product with lower price, we will return the difference to you"-Electric Circuit City Household Appliances
"48 parts are sold all over the world, or Caterpillar will pay for you"-Caterpillar Tractor Company.
"The product works normally within 10 years"-Mattel washing machine
"If you are dissatisfied with our products for any reason, we can return them unconditionally"-Nord stron Department Store.
"100% commission scheme"-Ruimai Real Estate Company
"Free Tasting" —— Opening Strategy of Mrs. Fields' Biscuits
Chapter 9 Magic Word-of-mouth Publicity
Word-of-mouth marketing is one of the most effective marketing methods.
The basic process of virus marketing model
① Configuration (Some people have heard of this product through email, internet, etc. , and convey the relevant information of the product to ...)
② Breakthrough point (in this step, someone obtained the detailed information of the product and authorized the promotion ...)
(3) Registration (they register and get the product)
④ Target behavior (customers read e-books with introduction information, such as how to use products, etc ...)
⑤ Training (let them know how to convey product information to others and why)
⑥ Recommendation (I have seen users convey this information to others)
⑦ New users who receive information enter the entrance ②.
This model should be changed according to different potential customers, so as to tailor the corresponding marketing activity model for customers.