Work instead of being a boss

Chapter 13 How to Marketing (1)
Sales is a continuous cycle process starting from satisfying the desire of "God" and ending with "God" being satisfied.Marketing is the accumulation of brand quantity, while brand is the qualitative change of marketing. Marketing and brand are like a person's left and right hands, which cannot be neglected.Salespeople should understand that consumers' purchase intention is no longer a function of a certain product, but the value conveyed by the entire brand.The establishment of marketing channels needs to be done with "heart", to discover with care, to make friends with sincerity, and to maintain with sincerity.With channels, there is the possibility of transactions, and it is possible to realize profits.

This series introduces several methods of marketing, which are quite enlightening for us.We should experience it carefully.

Shamir's Brilliance
Shamir, a Jewish businessman, immigrated to Australia to do business.As soon as he arrived in Melbourne, he was familiar with his old business and opened a food store.Opposite his store, there happened to be a food store run by an Italian, Anthony.As a result, fierce competition between the two food stores was inevitable.

Seeing a new competitor appearing, Anthony was in a state of anxiety all day long. He thought hard for a long time, and only came up with a strategy of cutting prices to compete. He set up a wooden board in front of his house and wrote: "Ham, only [-] cents a pound."

Unexpectedly, Shamir immediately erected a wooden board in front of his house, and wrote: "[-] pound [-] cents."

Anthony got angry and immediately wrote down the price as: "Ham, only [-] cents per pound." In this way, the price has dropped below the cost.

Unexpectedly, Shamir was even more outrageous, and rewrote the price as: "[-] pound only sells for [-] cents."

After a few days, Anthony couldn't bear it any longer. He rushed to Shamir's shop angrily, and shouted in the tone of a veteran businessman: "Boy, is there anyone who sells ham like you? Such a crazy price cut, I don't know what will happen." What kind of result is it? Both of us will go bankrupt!"

One of the Shamir newspaper laughed: "What 'we two'! I think only you will go bankrupt. My grocery store doesn't have any ham at all!"

Anthony realized that he had been duped, and immediately realized that he had met a real competitor.

In the business war, competition is not terrible, but blind competition or vicious competition will bring us a fatal blow.This story also tells us that before formal competition, we must clearly understand your competitors.

Use psychological hints to lead customers by the nose
Relying on "psychological hints" to achieve the purpose of selling products can be said to be a specialty of salespeople, because they understand that the biggest advantage of hints is that the hinter does not need to make any promises, while the hinter may make various "psychological hints". Do what you like" promise.But since it was his own words, afterwards he could only blame himself for talking too much, and had nothing to do with the hinter.

There is such a story:
Wolfson is the son of a Jewish Japanese merchant who immigrated to the United States. He was known as a financial wizard in the [-]s and [-]s.He started his own business by operating in debt.He borrowed $[-], bought a scrap metal processing plant, and turned it into a very profitable business.Just over the age of [-], Wolfson's property broke through the million-dollar mark.

In [-], Wolfson bought the Capital Transportation Company, a ground transportation system in Washington, D.C., the capital of the United States, for $[-] million.Wolfson's ability to turn loss-making businesses into highly profitable ones is well known.But this time, before he could do that, Wolfson publicly announced that the company would issue additional dividends.There is nothing particularly surprising about methods like these, but Wolfson's dividends exceed the company's profits for a period of time.This is equivalent to saying that he used the method of posting the company's history to artificially create the illusion of high profitability of the company, so as to incite people's hearts and make the public have high expectations for the company.

Sure enough, the stock of Capital Transportation Company was favored by everyone in the stock market, and the price rose all the way. Taking advantage of this opportunity, Wolfson sold all the shares in his hands, and his profit reached [-] times in just one move.

Of course, Wolfson's industrial empire was not built entirely by motivating people's hearts, but it is undeniable that mobilizing people's hearts did speed up its formation process.

Everyone has a psychological defense.When he was sane, the professional spy was helpless.

"How to do?"

"Knock him out." The psychologist's answer must surprise you.

In fact, it is not really to knock consumers out, but to hypnotize them, so that they will be "unconscious" or even "shocked".

There are many methods of hypnosis, and suggestion is one of the more effective ones.The process of suggestion is actually to make people not use their own judgment, fall into a certain mental state (brain not thinking) or take a certain action (subconscious action).

Hypnosis can strengthen the ability to recall, reminding people of the past long ago.For example, after a man was hypnotized, he was able to speak out a car advertisement word for word from [-] years ago.

During the screening in a movie theater, an ice cream advertisement was suddenly inserted. The time was very short, and the advertisement disappeared before the audience realized what was going on.But it left a deep impression on the subconscious mind.After the movie, everyone went to the kiosk outside the theater to buy ice cream, which worked out wonderfully.This ad plays a suggestive role in people's buying behavior.

The Coca-Cola Company has also used this method and found that the sales of Coca-Cola next to the theater increased by [-]%.

Everyone is susceptible to suggestion.For example, when consumers see the advertisement of a certain brand of vitamins "Tiredness is the beginning of disease", they will be hinted "Am I sick", so they feel more and more tired and have to follow the advertisement and take that vitamin Vitamins, fatigue will disappear naturally.

Perhaps the consumer isn't tired at all, but is just having this illusion due to the influence of cues.

Who are more susceptible to suggestion?Women are easily influenced by hints, while men are generally more rational and less susceptible to influence.

Therefore, for products aimed at women, the effect of using this hint must be extraordinary, such as "Who doesn't love black hair (shampoo)", "Let you get spots in advance (cosmetics)", "It smells great (Nestle Coffee)".

In terms of age, young people are more susceptible to suggestion, especially children.

A food company has printed some children's toy albums, which are the same as ordinary albums, except that their own trademark patterns are casually printed on the lower left corner of each page. These patterns have left a deep trademark impression in the minds of children.Childhood memories will have a certain impact on future purchase behavior.Others such as gifting balloons with trademarks, advertising nursery rhymes, etc.Some products that develop children's intelligence have certain hints to children and their parents.The next time they see the product, they will have the urge to buy it.

Hints require strategy.The suggestion process is generally divided into two stages: firstly, the consumer has an idea, and then acts on the basis of the idea.Different strategies are adopted for different commodities and different people.

One of our common hints is called the command strategy. This strategy directly tells the other party the content and purpose, making them feel a sense of crisis and forcing them to act decisively.Such as "limited quantity, buy quickly", "clearance sale", "urgent action, big gift on New Year's Eve", "jump off a building", "bloodletting" and other slogans.

Imperative tactics require implying language refinement.The pace of modern life is tense, and consumers don’t have much time to think about why the sale is on sale. Therefore, this hint will arouse consumers’ interest reflexively. There is a desire to buy.

how to find new customers

Identify potential customers If you want to attract new customers, the key is to identify potential customers.These people are: those who have the intention to purchase, those who have the ability to purchase funds or raise funds, and those who have the intention and ability to purchase.Use these criteria to distinguish buyers, and don't waste time and energy on customers who have neither the intention nor the ability to buy.

Use family and friends to develop new customers Human contact snowballs, so you can use your family and friends to broaden your connections and see people you are related to or have met as possible customers and keep records.These relationships include: classmates, alumni, etc.; relatives, family members, etc.; neighbors, fellow villagers, etc.; hobbies, sports, etc.;

An effective way to discover customers through the family introduction method is to invite customers who buy products to introduce products to people they know.In this way, your customers can expand endlessly.In order to keep expanding your customers, you have to grab every customer and leave a good impression on them.

Use the charisma of famous people to use famous people and people related to him as much as possible, and invite them to introduce to acquaintances or friends, and gradually develop potential customers.Generally speaking, people have a mentality of conformity or worship, and the words and deeds of famous people are often easy to attract others to follow.Reaching other people through famous people will treat you differently and bring you new customers.

Hold trade fairs by holding commodity fairs, sample exhibitions, etc., to gather customers together, and then inquire about their names and addresses, and then conduct follow-up sales.These people have seen the exhibits, are interested in the products and gathered together, and it can be said that the chances of developing customers are high.Within a certain period of time, if there is no success after tracking sales, you can list them in the potential customer card, manage them, send out sample catalogs regularly, and visit again after a period of time to learn the reasons for the failure, which will help You develop customers.

The method of internal development is to try to get in touch with the internal personnel or various groups and departments of the enterprise, regard the employees as possible customers, and then gradually expand customers through them.This approach ensures a large number of potential customers, but it requires considerable investment of time, money and effort to scale organizationally.But everything you do is worth it, because this way, you can get a large number of stable customers.

Classification is extremely important for salespeople how to select real buyers from customers of different grades.You can classify potential customers into three levels: A, B, and C, and use different methods for different levels. A-level customers are those who have purchasing power and have obvious purchase intentions, B-level customers are those who have purchase intentions, and C-level customers are those who still have doubts about whether to buy or not.By categorizing your customers, you can take different approaches to getting them to buy your product.

The investment interview method visits any customers when it encounters customers. This method is called the investment interview method.This method must be used properly. In order to increase the number of visits and achieve success, you must make a judgment as soon as possible on whether the customer will buy or not.In order to achieve this goal, you can organize the sales dialogue or the reasons why customers refuse to buy, and include the reasons for purchase in the skills of sales dialogue, so as to make a correct judgment on the customer's reaction.At the same time, it is also a highly effective method to conduct input sales in areas where intelligence has been collected in advance.

gold and garlic

There was a businessman who traveled all the way to Arabia with two bags of garlic.The people there have never seen garlic, and they can't imagine that there is such a good taste in the world.Therefore, they entertained the shrewd businessman in the most hospitable way in the local area, and gave him two bags of gold as a reward when they parted.

When another businessman heard about this, he couldn't help being moved. He thought: "Don't the scallions taste good too?" So he brought the scallions to that place.The people there also had never seen scallions, and even thought that the taste of scallions was better than that of garlic. They treated the merchants more graciously, and agreed that gold was far from enough to express their gratitude to guests from afar. After repeated discussions, it was decided to give this businessman friend some garlic.

(End of this chapter)