Perspective From now on, you must 100% stand in the other person's shoes! At the same time, enter their world and deeply understand their inner dialogue (their most concerned issues). How to operate: Step 1: Forget everything and step out of your own world. Step 2: Step into the other person's world. Step 3: Bring the other person to the edge of their world. Step 4: Bring the other person into your world.
Focus Where you focus, your energy flows, and there it grows! How to operate:
Focus on employees in your company who produce results.
Focus on customers who produce results.
Focus on products that produce results.
Focus on markets that produce results.
Focus on the results your target customers most desire. In marketing, if you don't lock onto the results your target customers most want in advance, your marketing is like looking for a needle in a haystack!
Reasons Whatever you want, or don't want, you can always find reasons! Three sentences:
Discouragement is the most expensive waste.
Low spirits are the most fatal harm.
Complaining is the greatest incompetence. The most pitiful thing in life is finding reasons for failure. Because in this world, there is no objectivity, only subjectivity! The size of a person's success ultimately depends only on: the speed at which they jump out of a low point!
As a boss, you must find 7 reasons for your enterprise to become bigger, stronger, and longer-lasting.
As a boss, you must help each employee find 7 reasons to achieve their income goals.
As a boss, you must help your customers find 7 major reasons to buy your company's products.
Balance Marketing is about breaking the other person's balance (why break balance?) Because the other person doesn't realize the severity of the problem (why don't they realize?) Because everyone is deeply immersed in their own field. Help the other person discover problems, seize opportunities, break balance, and let them realize the severity of the problem. In fact, every customer is extremely reluctant to leave their merchant. Every customer deeply desires a merchant who can occupy their life, monopolize their life, take over their life, and stay in your field (in some aspect) for a lifetime. Why do old customers leave merchants? Because when the customer pays, they lose balance, and you didn't help your customer restore balance! Three secrets to retaining old customers:
Give them an experience of dreams coming true. Because behind every purchase is a huge dream. Every time a customer pays, it's for a dream behind it. You need to describe it with clear language and images.
Create an unexpected surprise.
Trigger the customer's guilt and pride. Example: A furniture store (after the customer buys furniture and pays, they unexpectedly receive an accessory).
Human Nature There is no marketing, only human nature. The compass behind human nature:
Sense of identity: The greatest dissatisfaction in human nature is the huge gap between the ideal identity and the actual identity.
Desire: The value of a product does not depend on the product itself, but on the customer's degree of desire for it.
Fear: Because everyone is deeply immersed in their own world, field, and industry, they are extremely fearful of anything outside their own world, field, and industry. Because of fear, you are unable to know your own needs; your customers are unable to know their needs; your customers are unable to know what product they want; your customers are unable to judge and identify the value of your company's products. In your industry, you are the expert, authority, and doctor; your customer is the patient! Because in your field, your customer knows nothing, and the customer feels scared and fearful. First big mistake: rushing to recommend without fully understanding the customer. Second big mistake: asking your customer what they want. Example: Buying curtains with my wife (the salesperson rushed to recommend without fully understanding us).
Testing Marketing requires testing, and your company's marketing plans also need testing. Testing can turn a marketing novice into a marketing genius overnight. Example: Different marketing plans are put into the market for testing, observe market feedback, and amplify the plans with good results. What is testing: You can experiment with the same idea using different methods; there will always be one result that is better. Then what you need to do is amplify the method with good results and discard the ones with poor results. In testing: your product, customers, packaging, price, employees, plans... are all untrustworthy. Only through testing (the method where customers pay money) is trustworthy! Supplementary secrets 1-6: People starting to do something or not doing something is a huge change. Most purchasing decisions are influenced by emotions. People are painful because your rationality stops your sensibility. Every purchase is because experiencing certain factors causes a huge change (before the change is balance, after the change balance is broken). You are influenced, your subconscious is influenced. If you don't purchase, life will be very painful because your balance has been broken. You need to purchase to restore your balance (this process is repeated, producing repeat purchases). True marketing masters materialize spiritual products, so the sales process (selling not the product, but the feeling after using the product). So what you need to do is express spiritual feelings in material form. Rationality is not as good as sensibility, sensibility is not as good as religiosity, religiosity is not as good as spirituality.
Experience No marketing, only experience. Experience: Only when you become a genius customer can you become a genius salesperson. Only when you become a master of buying can you become a master of selling. The most effective way to stand 100% in the customer's shoes is to become the customer yourself and buy yourself. The only channel to learn marketing is to buy and experience yourself. Copy the most effective and successful marketing methods from other industries into your own industry. How to operate:
Lead your employees to buy and experience from competitors stronger than you, then review, summarize, and think about your purchasing process.
Go to places in various industries with good business to experience and buy, think and summarize the purchasing process.
Go to sales champions in various industries to buy and experience.
Testimonials (Customer Testimonials) One customer testimonial is worth more than a thousand of your words! Seven secrets of customer testimonials:
Celebrity testimonials: Celebrities are the influence centers of your target customers.
Testimonial results.
Digital (quantified) testimonials.
A large number of testimonials.
Reasons to buy.
Image and video (comprehensive) testimonials.
Peer testimonials.
Cycle Five stages of enterprise planning:
0 to 1 million: Just do sales [achieve success]
1 million to 10 million: Focus on marketing [become stronger]
10 million to 50 million: Emphasize systems [become bigger]
50 million to 100 million: Emphasize standardization [become stable]
100 million to 1 billion: Build platforms [last long]
Value (Sense of Value) How to shape value:
Quantify value:
Actual value
Psychological value
Value benchmark: Historical prices determine the current value of your product.
Scarcity: Scarcity is opportunity; surplus is crisis.
Limited time
Limited quantity
Limited customers
Brand value:
The time your company has been established (accumulation over time)
The number of people your company serves
Your company's major clients
Your star clients
Your company's historical contributions
Brand grafting
Guarantee Increasing guarantees increases profits. The biggest obstacle in closing is insufficient trust. How to operate:
You must promise the most desired result for the other party.
Promise to address the other party's most worried issues.
You must promise a little more than your competitors.
You cannot promise risks you cannot bear.
In your industry, market, and field, find the issues customers complain about most, solve them, and make guarantees on those.
Gifts Gifts are effective because people don't like cheap things, but they like getting bargains! Cases: Cash vouchers (regular sales system - stable cash flow) Small promotional systems (strengthen cash flow) Large promotional systems (accelerate cash flow) How to use gifts?
Your gifts must be low-cost and high-value.
Your gifts must be related to your main product.
You must shape the value of the gift. Why shape the value of the gift? Because everyone is deeply immersed in their own world, they are unable to recognize the value of your gift.
It's best to have 2 to 3 gifts.
Unsold products cannot be used as gifts.
Use your competitor's best-selling product as your gift.
Discounts (Don't Discount Easily)
Discounts hurt the feelings of your old customers.
Discounts make your customers unwilling to buy at full price.
As long as you discount, it damages your brand.
Discounts make it impossible for customers to directly judge benefits in their minds.
Discounts greatly reduce your sales.
Replace discounts with gifts (how?)
Impression (Influence) Marketing is to first create a unique and deep impression on your target customers. Creating an impression is creating momentum! How to create momentum? Whose momentum?
Externally: Create momentum for your target customers.
Internally: Create momentum for your employees. How to create:
How to make your employees take action crazily.
How to make your target customers take action crazily.
Clarify their (target customers, employees) interests.
Mindset (Don't Sell Products, Sell Mindset) Subvert the mindset:
Never sell products, only sell mindsets.
No sales, only self-sales. No closing, only self-closing.
All answers in marketing are in your target customer's mind (so you need to study your customer's thinking).
Closing (Backend Model) Without a backend, there is no eternal profit! 90% of profits are in your backend. Everyone in a company either closes or assists in closing! First: First-time closing
In the first closing, your profit cannot be too large; either earn a little, lose a little, or break even. Why? Because the customer doesn't trust you and doesn't understand the value of your product.
In the first closing, give up the profit. Give the profit to your customers, employees, and partners. Second: Upsell Increase profit to about 7%. Third: Lock in sales Lifetime value: how much a customer pays at a time, how many times a year, and how many years they will buy in a lifetime. Fourth: Other people's fish ponds. Fifth: Build your own fish pond. Characteristics of your own fish pond:
Strong purchasing power.
Strong influence.
Strong referral ability. Referral ability can generate 40% of profits. Every customer you want is in someone else's fish pond (competitors, peers). You need to find the pond owner and cooperate with them friendly. Front-end breaks even or loses money; back-end makes big money. Your purchase amount = trust * value * time.
Gathering People Marketing is gathering people: it is about gradually gathering a group of people with dreams, ambitions, and purchasing power to your side, making them your lifelong friends or trusted partners!
Reply with the following keywords to categorize and read related professional articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Stagnation, Terminal Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Channel Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Increase, Agency Products, Channel Crossing, KA, Terminal Merchandising, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, Sales Novice, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Promotion, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Stock Pressure, Holidays, Distributor Cost Control, Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.