As long as a business is operating, it has an endless need for funds. Making money is the responsibility and obligation of business operators. Only operators who have experienced failure can truly understand the significance of the statement that Jack Ma once pointed out, "Making money is the responsibility of enterprises." The business operators I have seen who are indifferent to making money are the following:
·The money you spend is not yours.
·Too rich and treat this business as a game.
·Those who have never experienced failure.
·Have money to support and have confidence.
Don't believe that you are the last kind of person. This may be an illusion, a cloud, or a legend. As a business manager, you have to take the matter of making money seriously. The forefront of making money is sales. Sales not only accomplishes the task of making money, but it is also the most valuable way to verify the website model. The greatest recognition that customers have for your model and your services is to spend money. The success of your model must be proven by sales results.
In this case, the bosses of these local portals around me must be worried about the gains and losses. For this group, sales is "make me happy and worry me." Masters pointed out: For a person, the lessons of failure are more valuable than the experience of success. Therefore, we put aside joy and study sorrow. To put it mildly, it's confusion. As for me, I got angry several times because of a few sentences in sales feedback: 1. "We have no connections." 2. "The customer said it has no effect." 3. "The customer said that if you don't delete the post, you won't get any money. "4. "It can't be done, it's impossible."
Since getting angry can't solve the problem, let's rationally analyze the confusion about local portal website sales——
1. Poor customer awareness
Our customers are very rational when they are customers: if they don’t approve, they won’t give money. Recognition is trust, and the basis of sales is trust. When our customers are the sellers, they will forget this principle and act recklessly and make foolish moves.
We know that a good advertising effect and a successful event can make customers recognize the value of our platform. The meaning behind this is: Influence is everything. Influence is a kind of user habit, and the formation of user habits is a long-term process. The sales complaints of newly established local portals are not unreasonable - "Customers don't know us." What is the solution? Don't forget that we are also marketing ourselves. A strong salesperson can completely overcome this problem.
Another aspect of this problem is: customers know us, but do not recognize us. Advertising textbooks say that customers must be precise. Academic customers regard professionalism as the highest principle and completely ignore PV and conversion rate. This is a rule set by our customers and we cannot change it. Since you can't force your customers, it's better to force yourself to adapt. This is what vertical operations mean!
2. Customers question the effect
The salesperson who is as pure and kind as a little white rabbit often comes back with a blushing face and says from a stand of ideals and justice: "The big bad wolf" said that the advertising effect is not good. Full of guilt, like a drunken gaffe that took away the virginity of a big bad wolf. Veteran salesmen who have experienced many battles often surrender to themselves, thinking that they are as weak as coal and can deceive one by one. Who makes so many customers so stupid?
——Who is right? Who is wrong?
The rule that emerges behind this problem is ROI (advertising return on investment), which is the devil in the minds of professional advertisers and the measuring stick for advertisers. For a cold-blooded rule like ROI, there is no right or wrong, only how much. ROI follows short-term rules such as advertising accuracy and traffic. At the same time, for the Internet, ROI also follows the brand influence rules of social media. I once wrote in a blog post: "What affects ROI is not product quality, price, service, or website traffic. The reason why customers don't choose you is because they don't trust you!"
What is the solution? Planned, long-term persistence, integrated marketing. Including social media marketing!
3. Customer requests to delete post
Every boss of a local portal has encountered this sentence: "Delete it or not? Do you still want the contract money?"
Our nation's virtue of enduring humiliation shines brightly at this time. At this time, our bosses greet the customer's mother from the bottom of their hearts and agree with their smiling faces. What kind of world is this where girls are forced into prostitution?
In this regard, there are two good words of wisdom:
·Stand on the side of justice and handle issues objectively and fairly.
·Protect customer interests and turn negative news into viral marketing.
There is a truth that cannot be classified as a golden saying: if you delete it, you are a grandson; if you don’t delete it, you are a master.
4. Customers use your website to make money but they don’t give you money.
If someone uses your website, it means your website is valuable. Not giving you money means that he does not recognize your product.
This situation is more helpful to understand the essence of local portal products:
·Valuable services: Ways that can help customers gain greater value, embodied in online systems or services, such as media services, advertising, e-commerce services, online marketing auxiliary services, etc.
·Channel control: Control is a double-edged sword that can be used to gain benefits or to destroy oneself.
Providing products that customers need, must, understand and are within their capabilities is the key to solving this problem.
5. The product is complex and customers cannot understand it.
The term network awareness has always caused headaches for network operators. Customers do not understand the product, which is also one of the reasons for the lagging effect of advertising. Products must match local network awareness, otherwise the consequences will be burning money or becoming an industry martyr.
A reasonable strategy on this issue is as follows:
·Provide products and services that customers can understand.
·Continuously improve customers' network awareness. Good markets come from speaking out.
6. Customers think the product is expensive
There are two possibilities behind why the product is expensive:
·The price of the product exceeds the affordability of the customer.
·The product does not have a price that matches the value.
I once experienced a case: a website’s initial main product was classified information. When the website provided classified information products to customers in the home furnishing industry, customers thought that 3,000 yuan was already expensive. The site began to operate vertically a year later, providing media, community (including activities), and e-commerce services for the home furnishing industry. The value of the integrated solution reached 50,000-80,000, which was completely acceptable to customers. When the service matches the customer's needs, the customer's choice is to choose the corresponding package based on their paying ability. Even if customers can't afford it, the response is no longer expensive, but whether they can afford it.
7. Customers always ask for solutions and the cost remains high.
Compared with "country bumpkins" and professional customers, one of the major "enemies" of local websites are half-baked customers who know a little bit about the Internet and advertising. This type of customer has a vague understanding of advertising and online marketing, and has unreasonable expectations for value. In this case, communication costs and solution costs rise sharply.
This is a kind of sales siege situation, either it cannot be attacked for a long time, or it can be detoured. The countermeasures taken by the industry are: grading customers, providing simple package services to customers with weak paying ability, and providing customized services to customers with high paying ability.
8. Low customer renewal rate
Renewal rates depend on one reason only: quality of service.
In the field of local portals and local vertical portals, the key words to solve this problem are the following:
·Service experience: Improve customers’ service experience through services, such as media-based services and soft online marketing services.
·Business management: Strictly manage business personnel and provide standardized services. For example, regular return visit system and customer demand survey and response.
·Professionalization: Expert services, effectively solving customer problems and providing value to customers.
Only by allowing customers to make money can a website truly make money; only by allowing customers to survive can a website survive; only by allowing customers to develop can a website develop. A healthy business ecosystem is a core issue that every network platform must consider.
9. Customers only value relationships and must rely on personal connections.
For the large industries of local portals - real estate, home furnishing, weddings, automobiles, operators, finance, etc., personal connections are an indispensable part, but they are also a part that cannot be superstitious.
We must realize the true meaning of connections: the recognition and familiarity of a salesperson's professionalism, personality, and temperament within the industry circle. Don’t think that connections are innate, they can be created.
Successful salespeople are made like this:
·Choose salespeople with the right temperament for the industry.
·Enter the industry circle and find key figures.
·Create impact through service.
·Professional services and emotional people.
10. The sales team is inefficient and the order rate is low.
The solution to this problem is management: precise customer classification, effective customer response specifications, detailed sales team management system, effective training system, and reasonable reward and punishment system.
Good teams are created by people. Don’t place your hopes on experts. There are no experts who can truly solve problems. Experts are created. Exciting sales results come from a tough, meticulous and patient attitude. (Text/Ning Zhe Network Zhou Ning)
Original address: http://blog.sina.com.cn/s/blog_50a223810100mwef.html
Cracking the sales mystery of local portal websites - what does a salesperson do?