In the last two years, the hottest word in marketing has been "traffic". Whether online or offline, new brands or old brands, new tracks or old industries, everyone is exploring ways to maximize traffic acquisition. Innovation or differentiation based on traffic acquisition has also given birth to new categories, new brands, new models, and even created new channels. There is no doubt that traffic is the foundation of business, and there are many followers, but how to convert after obtaining traffic has few followers. Flow is the potential energy and height, conversion is the kinetic energy and length, and the transformation determines the sales efficiency and the length of the product life cycle. The neglect of the conversion rate has led to the rapid rise of some "topical" and "Internet celebrity" brands recently, and they are weak in the middle and finally fall.
Jing Yue, the chief consultant of Guangzhou Zhicheng Enterprise Management Consulting*** and the winner of the "2023 China Outstanding Marketer Golden Tripod Award and Mesozoic Marketer Award", who has focused on "breakthroughs at critical moments of transactions" for 18 years, believes that the improvement of conversion rate and the continuous impetus for transactions lies in locking in the critical moments of transactions and breaking through transaction obstacles and misunderstandings.
Guangzhou Zhicheng Enterprise Management Consulting*** Chief Consultant Jing Yue.
Regarding the interpretation of sales misunderstandings, this article will excerpt several major misunderstandings, and deeply analyze the process, methods and details of overcoming misunderstandings in the form of cases for everyone to learn and reference.
Perceptual Defense Misunderstanding Correction:
Create a "sales **30 points" model.
Perceptual defense refers to a tendency of people to protect themselves in a thought method. This tendency makes it easier to pay attention to those things that satisfy needs and to turn a blind eye and a deaf ear to those things that have nothing to do with the satisfaction of needs.
Taking Huawei stores as an example, mobile phones have always been the main product, and they have maintained a good performance in terminal sales. However, in addition to mobile phones, Huawei stores also have many IoT (Internet of Things) products, such as smart watches, smart bracelets, smart speakers, smart desk lamps, etc. Since many people come to Huawei stores mainly to buy mobile phones, if the salesperson recommends IoT products, customers will not have any perception and experience at all. Based on the terminal performance of consumers, salespeople cannot blindly push IoT products, for fear of backfire, so that consumers will be disgusted and lose mobile phone orders, and in the long run, salespeople's willingness to recommend IoT products will continue to decline.
What should we do in the face of consumer resistance under the perceptual defense? When is the critical moment of the transaction of smart products? What is it? At this critical moment, the following four problems must be solved at the same time: first, it cannot add additional pressure to store sales; Second, it cannot occupy the time of selling mobile phones, let alone affect the transaction of mobile phones; Third, we should not give customers the feeling of being promoted, and always stand in the perspective of service, which can not only improve customer satisfaction, but also let customers know, understand and experience smart products "moisturizing things silently"; Fourth, it can completely solve the sales problem of smart products and increase the sales of smart products. The method is on the front line, and the answer is on the spot. Jing Yue led the team to squat in the store, and after a lot of observation, recording, and testing, finally found and determined the key moment to break through the sales of smart products, and used the original inspection service time, that is, "sales ** 30 points", so that consumers can feel the careful service of the store, bring more sales opportunities, and more importantly, in the process of machine inspection, it can assist Huawei to operate integrated IoT products.
During the appearance inspection, the Huawei Smart Reading and Writing Desk Lamp is used for auxiliary lighting. When performing Bluetooth testing, use Huawei wireless Bluetooth earphones to test the Bluetooth function. During the charging test, use the Huawei wireless charger to test the wireless charging function. When performing camera detection, use the Huawei tripod** pole to test the imaging effect of the phone; When performing Wi-Fi testing, use a Huawei router to test the Wi-Fi function. In fact, the product is not faulty, and the main purpose of providing inspection services is to allow customers to integrate IoT products accordingly in their unconscious experience, stimulate customer interest, and then guide customers to actively understand related products and promote purchases.
Using mobile phones as the starting point, IoT products sold in terminal stores are strongly associated with Huawei mobile phones through machine inspection services, so that consumers can deeply experience other products in the store and generate purchase interest and desire.
It is worth mentioning that the team led by Jing Yue created the "sales **30 points" model for Huawei, which has become its global retail sales standard, laying the foundation for the rapid growth of IoT products.
Scarcity fallacy error correction:
Pioneered the "Design Law Sales Method".
The fallacy of scarcity refers to the fact that scarce things are expensive, and we tend to make immediate purchase decisions about scarce things without thinking about it. In the age of information asymmetry, the application of the scarcity fallacy can affect many consumers. However, with the gradual leveling of the information gap, the recognition of uniqueness, uniqueness, and scarcity is also declining rapidly, and the scarcity fallacy of "scarcity is expensive" has begun to become invalid.
In the past, Jian Yi, the pioneer of the domestic marble tile category, conquered many consumers with the unique color and texture of the product. In order to strengthen the scarcity of products, Jian Yi has also made many efforts. In terms of plate making, Jianyi not only has the world's largest library of rare natural stones, but also a scanner with 1 billion pixels. It is worth mentioning that this scanner is used by museums to reproduce top-quality works of art, and can reproduce 100% of the details of natural marble. In terms of printing, Jianyi adopts the industry's only "inkjet + silkscreen" overprinting technology, each product has undergone 1 inkjet and 16 times of screen jump printing, the texture is superimposed layer by layer, three-dimensional and clear, and the pieces are different.
However, at present, consumers do not pay attention to the scarcity of a single product when decorating, but whether the space presented by the decoration with other furniture can show personal beauty and unique tonality. In the information age, how to gain the recognition of more customers is an unavoidable problem for Jianyi. In response to this problem, Jing Yue led the team to conduct research on groups such as sellers, opponents, R&D people, after-sales people, users, wait-and-see people, and resistant, and came to a conclusion: what Jane wants to do is not to shape the scarcity of products, but to create space personalization.
Nowadays, when consumers decorate, they begin to like soft decoration first, first buy sofas, customized furniture and curtains, and then consider hard decoration (floor, wall, top, etc.). This is just the opposite of the previous way of buying tiles and then buying furniture, and now consumers are more concerned about personalization, so ceramic tiles have begun to change from the leading role to the supporting role.
Based on this, the salesperson needs to recommend and match related products for consumers according to the consumer's decoration assumptions. The salesperson explores his preferences (what colors he likes, what textures he likes, what specifications he likes) and his ideas (what is the style?). What is furniture? How to do it on top of the wall? ), give suggestions (talk about pattern suggestions, talk about specification suggestions, talk about paving suggestions), set products (talk about the value of the product, talk about the value of design, talk about the value of delivery), look at the plan (dense seam and style matching, color texture and soft decoration matching, paving echo and wall top echo), to promote sales transactions.
Combined with the principles of home decoration design, Jing Yue created the "design law sales method" for Jane marble tiles, requiring salesmen to first understand and determine the color of furniture purchased by consumers (light, dark, bright, etc.) and materials (fabric, leather, wood, etc.) on the basis of recommending and matching suitable tiles, to meet the needs of consumers to the greatest extent, showing a unique effect.
By matching and combining the soft and hard decorations that consumers want to buy, we can lock in the depth of application differentiation to impress consumers, achieve a rapid increase in customer order value, and continuously improve their brand competitiveness.
Misunderstanding correction of channel capacity:
Create a "five ones" sales model.
With the continuous progress of science and technology, the functionalization and intelligence of products are getting higher and higher, and enterprises think that consumers will like such a practical, convenient, intimate and intelligent operation, so they want to instill all of them to consumers. As everyone knows, in the face of a variety of products, consumers are becoming more and more confused, and the decision-making cycle is getting longer and longer.
Taking Fotile steam oven as an example, the team led by Jing Yue found through research that when purchasing, consumers will mainly consider the following questions: First, how to install it? (Is it a tall cabinet or a base cabinet?) Is it tabletop or flush-mounted? Second, how to choose? (How much capacity do you choose?) Steaming, roasting, micro, frying single function or combination function? Third, how to use it? (How do I open it?) How to add water? How do the keys work? How to choose a function? How does it work remotely? ......Fourth, how to clean and maintain it on a daily basis? (How do you clean the water tank, heating pipes, baking sheets, etc.?) Fifth, how to guarantee after-sales? (How to deliver?) When will it be installed? How do I make an appointment? ）
In fact, in the face of so many problems, consumers are unable to make purchase decisions in a short period of time, and salespeople are unable to convey all this information to consumers.
Based on this, Jing Yue proposed a "five ones" sales plan for Fangtai: hand over a glass of good water, read a beautiful picture, grasp a pain point, tell a scene, and teach an operation. "Letting customers operate by themselves 1 time is equivalent to 3 times of shopping guide operation demonstration. "Inokoshi believes that allowing consumers to experience the product in person, feel the function and use effect of the product, can produce stronger persuasiveness. Focusing on how Fotile can improve the customer experience and be able to easily achieve its sales promotion, Jingyue divides the operation experience steps of Fotile's related products into eight steps: the first step is to wave it and turn on the range hood; The second step is to wipe it and experience whether it is convenient to clean; The third step is to press the ignition switch and the hood will turn on automatically; The fourth step is to turn the ignition switch and experience each fire level; The fifth step is to touch it and use NFC to induce it, and the mobile phone can realize remote operation; Sixth, adjust it, for the use of the steam oven, you need to select the function key; The seventh step is to pull the disinfection cabinet to see how big the space is; The eighth step is to click and achieve disinfection with one click. With this process, consumers will have a clear understanding of the product and will speed up the process of making their purchase decisions.
With more and more selling points of products, customers receive more and more information, which leads to congestion of customer receiving information channels and makes information jamming and invalid. Through the "Five Ones" sales plan, Fotile replaces the brain with hands-on and replaces knowledge with operation, which greatly reduces the congestion of customer information channel capacity.
Anchoring effect misunderstanding correction: create a "6 senses" sales method.
In an uncertain situation, the result or target value of the judgment and decision is close to the initial information or the direction of the initial value, that is, the anchor, resulting in an estimation bias. Before making a decision or making a judgment, people are susceptible to the influence of previous information, which is like a heavy anchor that sinks to the bottom of the sea, allowing your thinking to use this information as a benchmark and make judgments within a certain range of it.
Enterprises tend to anchor competing products at the macro level of product development and marketing strategies, but when facing the micro level of consumers, their anchoring objects often deviate.
Taking OPPO as an example, in the past, when stores sold wireless earphones, they would benchmark Huawei, Apple and other friends, and would emphasize that the delay would be further reduced in terms of binaural simultaneous interpretation; In terms of sound quality, the bass energy is further sufficient; In terms of battery, the battery life will be further improved, as well as innovative technologies or parameters in terms of noise reduction and sound quality.
However, after conducting research on the groups that have used wired earphones, Bluetooth headsets, neckband headphones, and true wireless earphones, Jing Yue and the team found that what consumers care most about is not these aspects of OPPO wireless earphones benchmarking with competitors, but the pain points of wired earphones. For example, when running, it is inconvenient for wired headphones to dangle; Another example is before going to bed, when people turn over and listen to **, it is easy to drag the mobile phone to the ground ......When selling products, they often use competing products as anchors for differentiation, but the anchor for consumers when buying is not necessarily competing products. Based on this, Jingyue proposed the "6 senses" sales method, no longer benchmarking against competitors, but focusing on wired headphones and on-site experience.
First, a sense of habit. In the actual sales, the experience consultant will ask the consumer what headphones they used before, and if they use wireless headphones, they can ask the reason for their replacement and introduce them in a targeted manner; If you're using wired headphones, you can recommend trying wireless headphones.
Second, the sense of cleanliness. When squatting in different brands and different stores to study the real sales scene of earphones, it is common to see such a phenomenon: when customers open the charging compartment with anticipation and take out the earphones to prepare for the experience, they see small dandruff in the ears sticking to the earphones, and even earwax. Think about it, what is in the customer's mind at this time? First of all, it instantly lowers the value of headphones; secondly, it completely extinguishes the customer's desire to experience; Finally, it will leave a negative impression on the brand. 90% of customers immediately put down their headphones and turn away. Therefore, cleaning is an extremely important key action that affects the sales of wireless headphones. Do this regardless of whether the headphones are clean or not. To this end, the team led by Ikoshi also designed two sentences specifically for the action of cleaning. The first sentence was: "Wait a minute, I'll detoxify the headphones first." The purpose of this sentence is to quickly establish an impression in the minds of customers that the experience consultant is professional. The second sentence is (asking while disinfecting and cleaning): "When do you usually use wireless headphones more?" "Based on the customer's answers, we will make a targeted experience.
Third, comfort. There are three main criteria for judging whether wireless earphones are comfortable: whether they are stable, whether they are sinking, and whether they are swollen or not. The experience consultant tested the stability by asking the consumer to put on the wireless headset and shake it; By introducing the material and weight, and asking consumers whether the wireless earphones are sinking or not, and whether there is a burden of wearing pressure; By informing consumers in advance that suitable wireless earphones should not be too loose or too tight to wear, and asking if there is any feeling of swelling.
Fourth, a sense of contrast. Through the comparison of noise reduction and non-noise reduction when listening to songs in a noisy environment, the comparison of noise reduction and non-noise reduction in a noisy environment, the comparison between before and after the enhancement of personalized hearing, and the comparison of the same song with high, medium and low tones respectively, the excellent performance of the product is fully reflected.
Fifth, sound texture. Experience high-quality lossless with the songs that consumers love.
Sixth, the sense of touch. Through touch wireless earphones, you can perform noise cancellation, adjust volume, switch songs, and more.
OPPO wireless earbuds use the "6 senses" sales method to lock in the key moment of the transaction and help it achieve new growth breakthroughs.
Based on the in-depth research on consumer psychology and consumer behavior and the problems encountered by enterprises, Jingyue has created an application model for breakthroughs at key moments of transactions, and created a three-step solution for sales logic construction, critical moment locking, and critical moment breakthroughs.
The Jingyue team summarized the 8 major sales misunderstandings at the critical moment of the transaction: loss avoidance misunderstanding, anchoring effect misunderstanding, perceptual defense misunderstanding, scarcity fallacy, rational assumption misunderstanding, channel capacity misunderstanding, cognitive equivalence misunderstanding, difference threshold misunderstanding, and through comprehensive market research, internal communication and other means, quickly and accurately judge the sales misunderstanding of the enterprise, integrate the characteristics of brand, product and channel, and create a theoretical system and execution system of "breakthrough at the critical moment of sales". Escort the critical moment of the company's sales transaction, so that the enterprise can achieve new sales growth. Jing Yue believes that if an enterprise wants to achieve new growth breakthroughs, the most important thing is to strictly control the details, insist on starting from the details, and continue to improve and optimize the entire sales transaction process.