This is the best team: from Ctrip to Home Inns, Hanting I

Chapter 19
Previous textbooks believed that there are four types of promotion methods: advertising, publicity, sales promotion and personal selling.Advertising and publicity are pull strategies, while personal selling and sales promotion are push strategies.Later, some people also brought in direct marketing and network promotion, so there are 4 ways, and now I will briefly introduce the first four.

Let me talk about advertising first.

A rookie in advertising once asked an advertising master for advice: How to advertise to create a sensational effect?
The master said: If you are a journalist and you see a person bitten by a dog on the road, how do you think this fact should be described so that readers can immediately remember the news?
The rookie replied: Then I will report by way of contrast. Let me first say that the person who was bitten had practiced martial arts in Shaolin Temple, and he was quite powerful and tall. However, that dog was even more vicious and cruel.In the end, this thin dog still easily bit the martial arts master into a mess, beyond recognition... The master shook his head again and again and said: With this kind of thinking, you will never be able to write valuable news.

The rookie was very surprised: Master, how do you think to describe it?
Master: Don't need too much nonsense, just one sentence is enough. Today, a man bit a dog on the road.

This little story tells us that it is difficult to attract the attention of the public if the advertising words are not exciting.It's like the ad for an electric fan: to be honest, my fame is made by blowing it out; the ad for an air conditioner: men are not the only thing that makes women feel cold.Such advertising words can make us never forget.

In the 20s and 90s, advertising was the best way of publicity for enterprises.Let’s take another look at the entrepreneurial story of Liu Yonghao:
Liu Yonghao used to be a technical secondary school teacher. After entering the sea, he raised chickens and quails, and earned more than 1000 million by raising quails.

During the breeding process, Liu Yonghao suddenly discovered that it is better to sell feed than to sell quail.Breeding is on fire, and the market for the feed industry must be huge.Therefore, Liu Yonghao first learned from the popular Thai brand "Chia Tai" at that time, and started researching feed behind closed doors. Three years later, Liu Yonghao successfully developed the "Hope" brand feed, and he immediately opened a factory to produce it and sell it on the market quickly.Soon, his feed sold first in Sichuan. Later, he established Hope Group Company, and through a series of mergers and acquisitions, he finally pushed Hope Group to the throne of Feed King.

During this tortuous process, one of the things that Brother Liu Yonghao has done most successfully is how to sell the feed best.The boss of a Sichuan feed company once commented on Liu Yonghao like this:
First, Liu Yonghao is very smart. He sees the gaps in the market, is one step ahead of others, and talks about the most advanced technology. These are all bullshit.

Second, Liu Yonghao is very smart. When everyone is thinking about the useless things like cost and quality, he already understands that promotion and channels are more important than products, so he desperately advertises.

Third, Liu Yonghao is always smart. When everyone started to advertise in the county and city, he had already started to make a national brand.

In fact, everyone sells the same things. If you don’t believe me, why don’t you bring a pig to try?At this time, only pigs know, and people don't.

Next, let’s talk about personal selling.

There should be two modes of selling products through people: telemarketing and face-to-face marketing, referred to as telemarketing and face-to-face marketing.According to my experience and experience, I feel that whether it is telemarketing or face-to-face sales, two principles must be met, namely the MAN principle and the three-pair principle.

The MAN principle is whether the customer has purchasing power (Money), whether he has the right to make purchase decisions (Authority), and whether he has a demand (Need). If the customer does not meet these three conditions at the same time, then he will definitely not buy, just like a certain The man said to the shopping guide: "Your products are very good, and the price is very favorable. I just have no money in my pocket. What should I do?"

The principle of three pairs is that in the process of finding customers, we must find the right person, talk to the right person and do the right thing.If these three points are not met, the result will still be "Yang Bailao" - working in vain.

Let me cite a very interesting case first!This was 10 years ago.

At that time, a friend was promoting a very special product.At 9 o'clock one morning, he knocked on the door of a certain boss's office in Shenzhen Huaqiang North SEG Building.

The boss asked, "What's the matter with you?"

The friend said: "Boss, do you want an urn? I am a salesman at Longgang Permanent Cemetery."

When the boss heard it, he was on fire.Cursed: "You fucker, I have a grudge against you, I haven't opened the door today to make a living 136, this is the best team idea, can you say something nice?"

The friend continued: "Boss, don't be angry. In fact, for some of us, everything at present, including houses and cars, is temporary. Only this box is permanent. This is what everyone wants. Unavoidable, a lifelong event that must be considered in advance..."

The boss became even more angry, interrupted him, and said: "I tell you, in Shenzhen, I have people from gangsters and red gangs. I will kill you. It's as easy as stepping on an ant. If you don't leave, enjoy it first." your product."

Obviously, my friend violated the three pairs of principles, he did not sell the product, so that he later changed his career to work in quality inspection.

This also shows that sales promotion is not easy, not just anyone can do it, it is a talent.Even if you have the extraordinary courage to be swept out of the door by the customer with a broom, and have the courage to jump in through the window, if you don't find the right person and have a conversation, what you do is a waste of emotion and time.

Let's continue talking about sales promotion.

When you go to buy a certain big-ticket item, if the store tells you that they don’t bargain, and it’s a one-off price, don’t you feel good?Although you know very well in your heart that the wool will always come from the sheep, the so-called special price is just a trick to deceive people.

Therefore, after marking a price first, and then on the basis of this price, do some so-called preferential blindfolding methods, which are collectively called sales promotion.Of course, the definition in the textbook is not written like this.

What about the promotions?Now listed as follows:

1. Discount.This is the most direct way to promote sales, and it is unremarkable, but it is often used by merchants.

I still remember that a few days before the opening of a certain furniture store in Shenzhen, they advertised in the Shenzhen Evening News for several consecutive days.

It is said that the chair only costs 8 yuan, and the desk only costs 80 yuan.So, a fellow of mine rushed there by the first bus, and when the door opened, he rushed in and asked for a certain table and chairs by "name and surname".

As a result, the shopping guide said: "The product you want has been sold out."

The friend was very surprised and asked: "What? It's sold out, I'm the first customer to enter the store!"

The shopping guide smiled and said: "I'm really sorry! Our internal staff have already bought them. Actually, the quality of those products is not very good. You might as well come over here and have a look. These tables and chairs are of very good quality and the price is not bad." expensive……"

My friend had no choice but to take the second bus back.

In fact, we will encounter many such examples in real life.When Gome’s new store was opened for promotional activities, didn’t the old women line up at 3 o’clock in the morning to buy special TVs? As a result, the long queue only sold two TVs.

These cases illustrate that the merchants have used some "smart" promotion methods in order to promote their products, which also confirms the saying in the business field: I am afraid that you will not come if you do not buy; Misselling.

2. Coupons.This is also a commonly used method of sales promotion, and it is a common promotion method in the catering industry.

I believe everyone has received coupons from McDonald's and KFC.

But, here, I want to talk about the coupons of the Shenzhen clothing brand Valentino.This coupon is a bit special, there is a scratch on it, you can see if you have won a prize after scratching it off.Next to the coupon are the requirements to be won and a list of prizes.The requirement for winning the prize is that you must purchase a suit worth more than 800 yuan to have the right to redeem the prize.The awards are as follows: the first prize is a full set of a certain brand of audio and a super DVD player, the second prize is a full set of a certain brand of audio, even the worst fifth prize is very impressive, with a cash of 380 yuan.

In fact, after these coupons are scratched off, they are all first prizes, and the store has already printed them.The so-called fifth prize, which is 380 yuan in cash, will never be scratched. The purpose of the merchants is to stimulate consumers to buy wildly.

3. Gather points.This type of promotion is for products that are highly seasonal.For example, the beverage industry often uses this method.At that time, the manufacturer of Jianlibao once used it. When the pull ring is pulled, what will be awarded when the word "Jian" appears. If you have the characters "Jian", "Li" and "Bao" at the same time, then you will win the first prize.

When it comes to gathering points, I think of a friend's personal experience.He likes to smoke Jian brand cigarettes very much. Once, Jian brand cigarettes were engaged in promotional activities. The manufacturer's requirement was: if you accumulate 200 empty cigarette boxes, you can get a free foreign travel ticket.

Finally, this friend accumulated 193 boxes, so he decided to buy 7 packs of Jian brand cigarettes at one time, disassembled them all, poured out the cigarettes, and put the empty boxes together.Then he lifted the bed board, because every time he smoked a pack of cigarettes, the empty boxes were thrown into the bottom of the bed.

When he lifted the bed board, he was stunned, and there was no cigarette case left.

At this time, his girlfriend came over and said, "Are you looking for cigarette boxes? Yesterday I threw them away as garbage. This thing was hidden under the bed, and it attracted a lot of cockroaches. It's annoying. "

Therefore, collecting points is a good method of promotion. Due to many reasons, customers may not be able to cash in the awards.

4. Refund.This method of sales promotion is better than special offers.If you give customers a special price, even though it is already 5% off, the customer does not seem to have any sense of accomplishment.However, if you do this: you say, if you buy over 100, you will get a 50 yuan cash refund.Then customers feel that they have made a lot of money.

I still remember that on the opening day of Shenzhen Dongmen Maoye, the POP advertisement said "Sell 100 and get 50 free". As a result, Maoye sold crazy that day, and the police came to maintain order.I have a female colleague. After entering, her shoes were trampled inside, and she ran back barefoot because there were too many customers.

Now, Maoye is still doing similar promotional activities, such as "buy 200 and get 220 cash coupons", etc., but the scene is no longer good, maybe they were the first company to carry out such promotional activities back then.

5. Pay.This is also a tried and tested method of sales promotion for stores.For example, if you have already purchased some commodities, and you pay part of the cost of a specified product, you can buy a specified product.

In Shenzhen, there is an agent selling red wine. The boss is from Hubei. He came to Shenzhen at the age of 15 and has already made a lot of money. He uses this method.

(End of this chapter)