What do the salespeople of local portals do? How do you make customers trust you? How do you get customers to give you money? What methods do you use to sell? Can you make more money by selling your products?
These questions deserve our deep thinking. The first question that must be considered is what are our salespeople doing? We analyzed the current sales methods of local portals and then summarized them. We found that local portals generally use the following methods to sell their products:
1. Pure advertising sales: Sales are all based on a sharp tongue, with the fearless spirit of deceiving everyone, and fighting bravely, regardless of the consequences. There is no chance of success in the pure advertising model, but it would be a stroke of luck to come to you in the second year. If the traffic is large enough, the coverage is wide enough, and the price is reasonable, you will definitely be able to survive! Whether the results obtained are good or not, God knows, you know and I know.
2. Street sweeping: Many new media sales methods start from street sweeping, including the Chinese Yellow Pages once pioneered by Jack Ma. Street sweeping is a great exercise, but sweeping the streets without planning, regardless of industry, and without any purpose is bound to fail. The street sweeping model has a profit balance point, that is, the cost of street sweeping (basic salary + commission) must be greater than the sales value per unit of time. The cruelty of business requires that the single value × success rate must exceed the cost. Product sales such as classified information and food reputation often die before the cost barrier!
3. Making phone calls: It is said that according to statistics, telephone sales are five times more efficient than street sweeping. The general process of telephone sales is: the salesperson first does his homework, determines the sales target, then calls to make an appointment, and then goes to visit if he is interested. Baidu’s agents at all levels are currently selling in this way. After my company was registered, I received calls from Baidu agents no less than ten times. My most classic answer is: "I am very familiar with your Mr. Li (not Robin Li, but the boss of Baidu agent in Nanjing)." Or, "You Baidu, what do I do?" Baidu agent or not, this is the biggest problem for many people when making phone sales! Telephone sales are not about making more calls, the better. You need to do enough preliminary homework. If you want to sell, Baidu first!
4. Relationship marketing: It is said in martial arts novels that there are two types of people you are most afraid of when traveling in the world, beauties and scholars. If a beautiful woman is good at drinking, is it the best sales? It is said that salesmen drink, or that salesmen are "escorts". The principles pursued by many salespeople are: relationships, connections, and kickbacks. Jack Ma said that relationships are the most unreliable. However, Jack Ma did not say "relationships are useless." What Ma Yun means is not to avoid relationships, but not to rely entirely on relationships. Relationships are valuable only if you have good products and services. Relationship is a basic skill that salespeople must learn! Making people accept you, make people like you, and make people trust you is the essence of relationship. Don't think that a good sales network is passed down from his parents, but a good sales network is built by oneself.
5. Collect protection fees: The rules of associations also apply in virtual societies. If you want community marketing and brand protection, please pay protection fees. Otherwise, you are not allowed to post and send you negative information. Owners of many resources (such as popular websites) take advantage of channels to achieve performance in this way. To be clear, this is a technique, not a Tao. Protection fees can never become the cornerstone of the Internet profit model! This model is actually a certain degree of tyranny. Some people on a certain website used this method to sell, and the oppressed finally adopted a new model of "online and offline interaction", online We took action to solve the problem - it is really sad that the Internet business has reached this point! The most precious thing in the 21st century is harmony, and harmony brings wealth!
6. Write a plan: As mentioned earlier, when traveling around the world, scholars are as famous as beauties. What does a scholar do? Write. When selling, being able to write a plan is very impressive to customers. The Internet is a media, and the media has the characteristics of advertising communication. Services like plan planning are indeed what customers need! Plan writing has become a major branch of Internet services. When a brother showed me a PPT with a case value of tens of millions, I felt enlightened and amazed. Of course, sales are the most important part of an enterprise. As the saying goes: the most afraid of rogues are educated people. If the salesperson can be both martial and literary, the power will suddenly increase a lot! However, if the plan does not have a solid foundation of products and services, it will still not survive. No matter how brilliant your PPT is, without popularity and solid service, it can only fool people once.
7. Value marketing: We have repeatedly said that websites provide valuable services to users. Customers are actually users, and they are users who sell products to other users. Customers are the parents who live and eat. What kind of valuable services can we provide to the parents? The attempts of local websites have already exhausted all that can be done in the world. Playing, playing and singing is like the Eight Immortals crossing the sea. If we think about it seriously, we will find that my way of thinking is too selfish and I have not considered the problem from the customer's perspective at all. We often wishfully think that customers want advertisements, activities, deletion of negative posts, and planning plans. This is like a restaurant owner who thinks about what others eat every day and ignores why customers want to eat. The reasons for eating are actually more important than what they eat. Essence! After thinking about it this way, it suddenly became clear that we know that big customers need to spread the brand, and small customers need to sell things. There is only one deeper reason: they all want to make money. Therefore, we summarized around the deepest theme of how to make customers make money: ·Customers will buy: advertising, activities, brand planning, and integrated services. (This is mediaization and e-commerce.)
·Why can’t customers make money? Because they don’t know the Internet, so we can help them choose services.
·We cannot take care of every customer's customized service. Therefore, we can also teach customers how to do it themselves. (This is the model of Taobao University.)
As a result, we came to a conclusion: the best salespersons are not only able to drink and sweep the streets with threats and inducements, but are also good at writing plans and serving as consultants. This is a legendary profession with great future - Internet marketing consultant. (Text/Ning Zhe Network Zhou Ning)
Original address: http://column.iresearch.cn/u/grandalex/archives/2010/311806.shtml