How to sell a super business? When traditional business concepts meet emerging digital marketing

The traditional business sales myth

Friends who have been in the telemarketing business environment before should know that: due to the difference between telemarketing and face-to-face sales, the other party wants to chat with the other party when they can't see you and don't know who you are in advance. Asking people to pay for the bill in two hours requires more than half a trick.

To be honest, we don't have a lot of time to develop relationships with customers, and because the boss wants performance not to be settled once a month, but to have performance output every day . Under the pressure of such time, the business people are naturally forced to do everything they can. To sum up, there are roughly three types:

1. Fishing-net marketing, everyone has a prize

Usually, at the beginning, the supervisor must teach the business: you will hit every one on the list, don’t think too much, if you are rejected, change to the next one. After two days, you will find another way to find the one who rejected you.

Once there is a promotion, discount or new product news, it must be a maddening net, whether it is suitable for the other party or not. It's a concept of shooting birds at random. Anyway, as long as someone accepts it, you will earn it.

2. Anyone who can sell it is a good business?

I remember meeting a young supervisor who was very powerful and very good at teasing girls. He was a "mother killer", and he was clearly single, but any female customer, especially a woman with children, would always be swayed by him, and he was overjoyed. , happy credit card swipe. As soon as there is a female customer, give it to him. However, in the eyes of some executives, he is not the best.

At that time, we were struggling from a small business, and we were always told by our supervisors: "Whatever you want to do, people will buy your orders, and that is the real Top Sales."

3. As long as the customer pays the bill now, which will last forever

Although it is said that there are hundreds of types of business, but in practice, you will find that there are actually only two types: "one-night stand" and "long-running" .

For the former, what they pursue is their own ranking and transaction volume on the performance rankings, and this type of business usually has a lot of words and is very good at speaking and hypnosis skills. Some customers are indeed very talented. Even if I don't know it clearly, I was so fascinated by it that I swiped the card impulsively. What should I do to get a refund after I wake up?

It's very simple, just hypnotize it again and see, anyway, the one-night stand pursues the thrill of hitting the top at the moment, and then looks for the next goal;

The latter, more emphasis on building relationships with customers, because he hopes to buy and sell the service to the right person - the truly suitable person, the important thing is: put a long line to catch a whole pond of fish.

Although the number of customers of the former accumulates rapidly, it is like the battle of killing thousands of people. Most of them show off, and there are many people who wake up because they are shocked to lose their wealth, but they will not say the ranking list; and the latter, Don't rush customers to get started. However, sincere explanations and considerate service will give customers the opportunity to become loyal fans, stay with you for a long time, and recommend friends and relatives for you.

Important things digital marketing taught me

Whether you're a one-night stand or a long-running business, from the company's standpoint, of course, the best of both. And more companies or executives, under the pressure of performance, tend to have beautiful and quick transaction figures. It has also caused a lot of business, thinking that the true meaning of sales is to become a good word , eager for quick success, and do not care about the feelings of customers, so that many people include you and me, when I receive a sales call or encounter a business, I always linger in my heart. Labels of "forced sales", "stalker", "talking", "insincere", "just want to make my money".

I still remember something that happened once:

There is a customer who wants to buy our products, but he is a person who just wants to compare prices. When I pass on the value of the product, the other party just impatiently wants to know the price. At the moment, I have actually judged that this person is not suitable for using our family's things, because the value of our products is quality and service, not low price.

Of course there is performance pressure, but if a person who only wants TOYOTA, you insist on giving it to BENZ. Sooner or later, the other party thinks it is too expensive and returns it. Even if you use words to make a deal, who does it make sense to?

I told my boss honestly: "I know you want performance, but sooner or later this person will be too disgusted to return the goods. Can I not do his business?"

The supervisor at that time didn't show the attitude of "Why the duck to the mouth pushes out?", but just replied: "I had the same idea as you at the beginning. But then I thought, if this person is a locomotive, , then I must earn the other party’s money.”

Sounds pretty good. So, what about customer service?

"You just leave it to the customer service."

Well... I believe, a lot of businesses do that.

The performance is your own, please leave it to other departments.

Just, this is not my style.

Moreover, I have always believed that doing business is also a manifestation of marketing itself. Although I didn't know the term "personal brand management" at the time, if the other party buys from you because of the company's reputation or because he needs this product, what's so special about your business? When you leave the umbrella of a big company, what else do you have to make the market recognize your value?

There are many people who think that top sales can be sold anywhere anyway. But there are many such examples around me: the super business of a well-known computer company, after leaving the company to start a business, it was okay at first, but then the business went from bad to worse, and finally ended sadly. Decades of business experience did not seem to bring much to myself Extra points.

At that time, I kept thinking: I agree that business ability is an important ability, and I also think that selling is an art. Everyone can be in business, but doing it well is not an easy task.

But, as a business, do you have to be as greedy as a gluttonous snake?

It was not until I cooperated with a marketing company and came into contact with the concept of "digital economy" that I discovered that in fact, the concept of marketing has long been different under the circumstances of the major transformation of the entire economic market due to the intervention of digital technology. At present, there are so many digital media, and there are so many identical products, services, and companies. How to make customers choose you and become an iron fan with high stickiness is the skill. It can also be widely recommended for you, so that you don’t have to spend money on marketing all the time, and customers can bring customers in.

l Focus Marketing:

In fact, I have observed in the company that everyone is a different individual and has different characteristics. A super business must have a unique personality and sales method, which is difficult to replicate. I'm afraid Chen Yi is too high for the concept of everyone buying your bill.

The digital economy emphasizes mass marketing, that is, using different marketing tools and methods to attack according to the customer's consumption behavior and characteristics. Just imagine if you are a young person, and your mobile phone receives "the best food for your knees that gradually degenerates"; you are a father and you receive "the best nightclub in Taipei will entertain you for free", I am afraid that you will roll your eyes, and instantly Get rid of this marketing rubbish. Marketing is the most expensive, and the next bunch of ads didn’t get the expected results, and it got negative reviews from potential customers.

The same goes for business. Locking in your good customer group will not only easily gain a sense of achievement due to the increase in transaction rate, but also improve performance with a high win rate. Under such a virtuous circle, gradually expand your customer group circle, and create a super-professional, still have a personal style 's super-professional.

lCustomer service:

Customer service has always been a headache, but it is also a very important detail. In fact, when it comes to business, sometimes in order to boost performance, we really can't take care of so many customers. However, the effort and cost of developing new customers are actually higher than returning customers. Now that the membership economy is booming, companies have discovered that instead of spending a lot of money to develop new customers who are more and more cunning and love comparisons, it is better to spend more effort on repeat customers who have already paid for their products. First: since you have already bought it, the probability of buying it again is relatively high; second: if you take good care of the other party, when he becomes familiar with you, he will not bother to change again. If he is very satisfied with you, I would recommend you as well. Push the boat smoothly.

Business and marketing, one responsible for making money and the other responsible for spending money, are often opposites in a company and do not understand each other. But in fact, there are many things in common in the world. If an individual can integrate and transparently, you are a master; if an organization has a way to integrate and transparently integrate the two departments, it is a successful organization.

0622 Published on the key review network: Breaking the traditional business myth: Is it a super salesperson to catch everything in one go? The true meaning of sales is to become the essence of words?