2 thoughts on “How to do a good job of group purchase and sales”
Claire
When we do sales, we all hope to sign more with the customer, and the group purchase signing order is the most exciting. We do sales, we hope to sign more with the customer, and the group purchase signing order is the most exciting, so we can What should I do so that customers can make group purchase consumption. The “group purchase sales” exists in several major benefits, as follows: . In centralized sales and promotion of a certain amount of consumers, the sales cost of units of individual customers is lower than the sales operation of the natural social form. It is obvious that the reduction of sales costs for customers in this unit is obvious. The main cost sharing project of the specific sales behavior is the cost of the site, labor costs, material resources, and logistics costs. In the concentration and large -scale characteristics of “group purchase and sales”, the explanatory resource use shifts from the usual random single -directional sales to multi -directional sales, and the cost is also distributed to more customers. The sales cost of each customer is greatly reduced. . The integration of customers makes instant sales targeting the corresponding scale advantage, which makes the strong allocation of sales resources possible; when we sell it for a customer, the ideal level, we look forward to being able to be able Use the maximum resources and power to achieve sales. However, considering the restrictions on the income we may get from a single customer, we can simply unable to integrate strong resource integration, otherwise we will lose money. When we are facing a large -scale group, our sales behavior may bring large -scale benefits, and it is possible to integrate strong resources into products for sales promotion. For example, in general sales stores, we will at most arrange a training professional salesman to promote our products. At the sales meeting, we can invite experts and company executives to make more professional sales promotion on products. In a separate customer, we will give basic verbal introductions, send basic publicity materials, so that if some product conditions are not high, we can also adopt experiential marketing methods, but we must definitely use it, but it must be sure It is the integration of the most basic sales resources; but for a “customer cluster”, we will give the real -life use demonstration, more comprehensive introduction of materials, more technological methods, more manpower coordination, higher conditions with higher conditions Experience, and even some public relations feedback arrangements, will make the most limited resource integration and allocation in accordance with the scale of the “customer cluster”. Due to better and more resource allocation, it will naturally achieve the sales effect of better unit customers. . Group purchase sales, due to the scale of sales services, make specific sales work more convenient. During the group purchase sales, because the customer base is concentrated in one place at a certain period of time, the large -scale sales of the fundamental work can be fully realized. While large -scale, the direction of work is also very clear. of which includes publicity, logistics cooperation, sales services, and customer situation collection, etc., all have the characteristics of large -scale and pointing, and the convenience of work is fully reflected. For example: sales services can provide centralized services for “cluster customers”, logistics cooperation can provide centralized product logistics supply, and customer situation collection also avoids the pattern of single customers one by one. The since then, it has greatly reduced the workload, making work more convenient and efficient. . Group purchase sales allows us to effectively transform passive sales into active sales and better achieve professional promotion. Is for a single customer, unless the unit product is a high -profile special product with high -profile price, such as an aircraft or a building, otherwise, it is difficult for enterprises to invest in targeted sales of single customers as ordinary people’s products. Multi -cost, this is an inevitable result of the input -output ratio that is assigned to unit customers in sales. The corresponding resource restrictions and work restrictions due to investment, so no matter what sales model is adopted for a single customer, it is not a store -style direct sales or store -style sales. It is often difficult to achieve initiative. The full combination of sales and professional sales; first, active sales, in store -type sales, in fact, we are in a state of passively waiting for guests, because of the huge end volume, the development of the super -service self -service sales model, until the enlargement Sales are becoming more and more displayed in display, so that companies can only choose a few active promotions in the limited terminal store for active promotions. This is already more active. The last thing is everything. In direct sales behavior, active marketing is still the core of its sales, but it is not the mainstream sales form, and many direct sales companies’ direct sales culture has more or less influence on active marketing behavior. There is no benign model that can take care of the customer’s purchase mentality, and as a result, active marketing has turned active marketing into “strong marketing.” It is a professional sales. To achieve the professionalism of sales, it is inseparable from professional personnel, professional configuration, and professional services. It is difficult to be based on the real professional basis for the sales of customers. Because we are not able to arrange a real expert or product engineer in the store to sell or sell or direct sales, we are unlikely to achieve professional promotion for each scattered customer. Point service. . In addition, due to the social mentality and behaviors such as follow -up and clusters in consumption, group purchase sales can better stimulate customers’ desire to buy, establish stronger customer consumption confidence, and generate a “trend of each other The “field” effect of “consumption”. When a scattered customer purchased goods, he was in a helpless state. The difference between the positioning of the role will also make him be wary of the seller. In addition, because the customer’s own unprofessional, it also makes him unable to judge which one of the products with competitive characteristics is better, which is more suitable for himself. Therefore, when facing the sales of scattered customers, customers are easy to hesitate and worry about their concerns. but because of the same identity, customers will largely compare or listen to other customers’ opinions when they buy. This is the “trend” and “word of mouth” effect in sales. rn 我们在购物时，经常会发现一个货品或一个店铺生意很好，客户众多，另外的则生意冷清，我们不否认经营与产品本身的因素将构成购买的长远影响，但许多时候， Customers are actually quite blind, because they choose with the public, which leads to the cold and cold and hot and hot, and the sales of the sales or product sales are not related to the product or sales. This is also the reason for the sales strategy as a long -lasting “magic weapon” in sales. In the “group purchase and sales”, the customer is effectively gathered through the “customer cluster”, so that all customers present will lose a sense of “helplessness”. A “cluster” purchase mentality that echoed each other and mutual reference to each other was a powerful “field” effect. In “group purchase and sales”, if you can organize the customer’s mentality organically and build a benign “field” effect, it will definitely promote the enthusiastic purchase of customers, thereby achieving the effect of integrated sales. 6, and good “group purchase and sales” itself is another “product survey research platform”, which can make good use of customer clusters to conduct customer satisfaction, product opinions and suggestions for products. Market verification during trial sales. For the model of “group purchase and sales”, it is not only a “cluster sales platform”, but also a “customer survey platform”. If in order to do marketing, enterprises must have a full understanding of the purchase of customer base, consumer demand, behavior, and mentality; we must continue to improve the product’s opinion on the opinions of the customer; In the marketing operation, the opinions of the customer group make marketing more scientific and targeted. This to do this will be the most effective way for customers’ direct investigations. It can be more accurate to grasp the customer’s consumption pulse, so that the company’s operations are closer to consumers. But how to investigate and research is often a headache for corporate. In fact, the dynamic market information grasp of marketing operation may be at least investment, the most targeted, and the most effective way. For scattered customers, on the one hand, on the one hand, due to the decentralization of customers one by one, on the other hand, due to the time limit of the customer’s “helplessness” and the method of investigation, it also makes the customer lack the lack of The enthusiasm of participation sometimes does not understand the products sometimes, and it is difficult to give truly sincere opinions and thoughtful suggestions. The “customer cluster” survey avoided the above problems. One is the concentration of customers. The investigation is very convenient. Customers can also deepen their awareness of the product through the professional promotion of the product and mutual exchanges, and put forward more constructive opinions. So “group purchase and sales” usually shows, and what are the advantages and disadvantages of these methods? According to the conventional classification method, the “customer cluster” is mainly used in which method is used to classify, as follows: : Conference -based marketing The theme of the conference interested in the cluster to gather the customer base, so as to sell product sales under the theme of the conference. For example, the “Customer Service Symposium” held by a call center attracted and invited relevant companies to participate by highlighting the theme of “customer service” associated with the call business outsourcing. The called “Customer Service Outsourcing” call business, so that customers accept and purchase related services . For example, the “Hotel Product Science Procurement Exchange Conference” called by hotel suppliers Integration, and on the basis of theme exchange meeting, the company’s products are “customer integration promotion” to achieve sales. This is suitable for customers who are concerned about products or services, especially corporate customers. The advantage of this method is that the theme meeting can be used to make professional descriptions of products or services, so that customers have in -depth awareness of such products and services, thereby strengthening sales. Method two: Activity marketing The basic characteristics of this marketing method are to attract customers and carry out “customer clusters” by organizing activities. Such activities are mainly entertaining. Buy product or service in pleasure. The entertainment activities can have many forms. For example, our common outdoor promotional activities on streets or markets attract people to gather through song and dance performances to introduce product promotion. . For another example, a company that is a student painting board, a “student painting competition” facing primary and secondary school students, so that students and parents are attracted to achieve the “customer cluster sales” that combines activities. The active marketing must first investigate and analyze customer activities and entertainment preferences, so that the activity must be attractive to the corresponding customer base; in addition, the activity must be as possible with the products that are yet to be sold as possible. A good connection with services to achieve “sale and music” of product sales. . For example, if you want to sell running shoes, it is valid to hold a long -run activity, but if you have a concert, there is not much necessary; and when your customer group is a young fashion family, you can do it. A hip -hop event, but if the customer is the elderly, it is ridiculous. The “customer cluster sales” for the market sales of civil products, especially suitable for some product sales that are preferred by emotional demands, do not need to know much about the product level. After the cluster The “field” effect of the cluster is to break through the psychological defense line of the customer base and achieve the purpose of sales, which is also in line with the psychological trend of the customer’s “easy shopping”. Method three: Training marketing The basic characteristics of this sales method is to strengthen customers’ awareness of products and brands through training, so as to realize the “customer cluster” on the one hand, stimulate Customers buying desires can be said to be a “dual -efficiency marketing” behavior. This methods often focus on many characteristics of experiential marketing, activity marketing and conference marketing. The main body is after the customer invites cluster, combined with the small -scale professional commentary, use training, training, training, training, training, and using the product and brand itself. Competitive comparison explanation demonstrations, as well as providing on -site sales services, etc., so that sales can be truly specialized. This this model is very good in some large direct sales companies. For example, the direct sales operation of Amway, although there are some scattered promotion behaviors in customer sales, they often ultimately guide the customer to the customer to the customer to Its sales gathering or training sites instill the concept of products to customers in the form of training and lectures, and interpret the product through many people’s appearances, thereby stimulating the customer’s desire to buy. This sales model can be said to be the core method in Amway direct sales models. If this way of operation, it has a very strong sales promotion, so that customers will easily receive products from the dual level of rationality and perceptuality, and finally realize the purchase. However, the disadvantage of its existence is because it is directly linked to the product sales, which often causes customers to refuse when they are invited. This requires a certain customer invitation skills. Method 4: Restricted marketing This refers to the induction of a certain interest mechanism, restricting customers to purchase products at a certain place, thereby achieving cluster effects. . For example, the “faction” often adopted in real estate sales will not be sold first, only the customer registration “faction”, and then define the clear time and place of “drawing”, combined with huge discounts or concessions, and the profit. As a result, the customer’s purchase behavior is concentrated at a time one place, so it integrates the customer group well. . For another example, the discount activities often engaged in large and medium -sized supermarkets, in advance what kind of gifts will be obtained by the top of a certain supermarket in a certain month through advertising publicity notice, or how to make a profit, so that the customers were at that time. The cluster is up to form a “group purchase and sales” situation to be purchased to formulate the atmosphere of prosperous sales in Wangshi. This method based on people’s profits and mentality, and there will be a good cluster effect, but because it is exchanged for the huge interests of merchants, people go to fight for benefits through some kind of competition, not based on the basis A normal purchase mentality, so there are many problems. First, the customer base is sometimes not necessarily the accurate target of products or services; the second is that most customers who did not benefit in the competition rules will not buy at the time; the third is that the unwavering customers psychologically lose their psychological Consumption resistance; Fourth, it is not good to arrange the chaos of the scene and have a bad impact; the fifth is that merchants often only gather popularity in this sales model without incurring the corresponding income. So the application of this method of sales is often used to create a prosperous effect when the product is on sale. When the store is opened, it makes the “opening” more popular. Sometimes it is also used to change the deserted business situation and formulate the popularity effect. : Exhibition marketing The exhibitions are also one of the forms of “group purchase and sales”. The exhibition actually has the characteristics of dual integration. One is product integration, and the other is customer integration. Among them, product integration is a gravitational point for customer integration. The exhibition is also divided into two categories according to the customer level. One is the investment -oriented exhibition of the dealer for the dealer, and the other is the exhibition and sales exhibition for the direct customer group. has a certain integration characteristics of exhibition integrated sales, but due to the participation of many merchants, the expansion of the venue has made integration a certain swimming. So during the exhibition, on the one hand, through strengthening its own image to realize the integration of small sites in large sites, on the other hand, you can also use the large -site customer integration characteristics of the exhibition to set the theme for small integration, such as in the place, such as in it in The exhibition set up theme Merchants Club, second invitations to conduct activities or integrated sales of conferences, all of which are more effective. Method 6: Member -style marketing The mentioned many “group purchases and sales” methods, which are facing a universal customer form, and now the concept of establishing a “old customer” group advocated in marketing operations now It is as good as cluster sales. The membership marketing. Among them, the customer concept is to buy products that consume enterprises, and also reach a certain amount of standards, or customers who already have a certain product brand loyalty. For such customers, It can be set to repeat consumption and has a considerable brand loyal customer base, so it takes the form of a member system to define them. The integrated sales for such customer bases have actually broke through the general sales concept, including the duplicate sales of products, the improvement of the brand and the improvement of loyalty, and the full care of old customers to stabilize the customer group relationship. For example, China Mobile’s global VIP membership club is a typical member system integration marketing model. It will often invite members to participate in the corresponding new product listing promotion activities, which will take care of the benefit feedback activities of large customers. of course, “group purchase and sales” still have many different expression forms. The most important thing is that the company can combine its own situation, closely follow the customer’s consumer needs and purchase behavior, and use the overall marketing strategy as the core. The “group purchase and sales” are organically integrated with other marketing behaviors, so as to achieve market breakthroughs and create brilliant performance. Method 7: Investment marketing This is characterized by the customer’s direction as a dealer, not a direct customer group, and the integration model is to give the distribution right to integrate customer integration. It is mainly used in the construction and operation of enterprise product channels. For example, when a new product is listed, the design planning and corresponding investment promotion policy will be made in accordance with the established channel design planning and the corresponding investment promotion policy. , Holding a new product listing China Merchants Association is a typical “group purchase and sales” model for channel -oriented. The on the one hand, this model is only suitable for channel construction, on the other hand, it is also adapt to different enterprises and channel characteristics. It is also adapt to local conditions and adapt to local conditions.
Pay content for time limit to check for freenAnswer Hello, I am glad to consult you. I am Teacher Luo, a national career consultant.nGroup purchase marketing can start from the following aspects: 1. Defining the scope of the target customer. The business personnel visited all local industrial and commercial enterprises and administrative institutions in a purposeless place to waste time, money and energy. Business staff should know “where our customers are concentrated”, and delineate a general scope of customer according to product positioning, market conditions and experience, and find customers within this range. After collecting the list of potential customers, the salesperson should investigate the benefits of group purchase customers and the degree of importance to welfare, and then conduct ABC grades on group purchase customers to visit important Class A customers. 2. Methods to develop new customers. A salesman in the corporate community in Hong Kong: “Relatives and friends are the armrest sticks of business.” Checking the phone number yellow pages and using private relations are the basic methods for salespersons to develop new customers. Successful business personnel are people who love their brains and creative ideas. They are good at developing new customers in unique methods. 3. Data search method. The salesperson searches for new customers by checking various information, including the list of industrial and commercial enterprises, telephone books, industrial and commercial enterprise maps, statistical materials, professional books and newspapers, magazines, various corporate organizations, etc. A company requires salespersons to show up on local newspapers, television, broadcasting, and street advertising carriers as the key targets for collecting information. 4. Find customers at the meeting. The salesperson can develop many new customers at various conferences such as exhibitions, information exchanges, information conferences, ordering meetings, and technical exchange meetings. As long as a salesman heard where he held a meeting, he rushed to participate with samples and promotional materials. Once he met the industrial and commercial director of a certain area at the meeting and got an order of hundreds of thousands of yuan. 5. Strong and strong. Complement products can cooperate with other companies to buy group buying to share customers. For example, Longda Peanut Oil often cooperates with enterprises such as beverages, meat products, daily chemicals such as group purchases, and use each other’s customers to expand sales. 6. Find a group buyer. There are a group of group buying agents in the society. They have good relationship resources. Before the Spring Festival, Mid -Autumn Festival and other festivals are distributed, they must find a source of supplies from gift merchants, transfer to sales, and extract commissions. Some salesmen actively developed customers’ relatives and friends into group buying brokers. 7. Advertising development method. During the Mid -Autumn Festival, a company has continuously made a short classification information of “30%of the festivals gifts” for “30%of the festival gifts.” As a result, a group of customers attracted a group of customers. 8. Understand special anniversary such as Customer Factory Celebration and Store Celebration. A gift dealer collects the anniversary of the opening of important local companies. Before the commemorative day, contact customers, and even help customers plan celebrations. 9. Cultivate the inside in the customer unit, they will allow business personnel to grasp the needs of the enterprise in time.
When we do sales, we all hope to sign more with the customer, and the group purchase signing order is the most exciting. We do sales, we hope to sign more with the customer, and the group purchase signing order is the most exciting, so we can What should I do so that customers can make group purchase consumption.
The “group purchase sales” exists in several major benefits, as follows:
. In centralized sales and promotion of a certain amount of consumers, the sales cost of units of individual customers is lower than the sales operation of the natural social form. It is obvious that the reduction of sales costs for customers in this unit is obvious. The main cost sharing project of the specific sales behavior is the cost of the site, labor costs, material resources, and logistics costs.
In the concentration and large -scale characteristics of “group purchase and sales”, the explanatory resource use shifts from the usual random single -directional sales to multi -directional sales, and the cost is also distributed to more customers. The sales cost of each customer is greatly reduced.
. The integration of customers makes instant sales targeting the corresponding scale advantage, which makes the strong allocation of sales resources possible; when we sell it for a customer, the ideal level, we look forward to being able to be able Use the maximum resources and power to achieve sales. However, considering the restrictions on the income we may get from a single customer, we can simply unable to integrate strong resource integration, otherwise we will lose money.
When we are facing a large -scale group, our sales behavior may bring large -scale benefits, and it is possible to integrate strong resources into products for sales promotion.
For example, in general sales stores, we will at most arrange a training professional salesman to promote our products. At the sales meeting, we can invite experts and company executives to make more professional sales promotion on products.
In a separate customer, we will give basic verbal introductions, send basic publicity materials, so that if some product conditions are not high, we can also adopt experiential marketing methods, but we must definitely use it, but it must be sure It is the integration of the most basic sales resources; but for a “customer cluster”, we will give the real -life use demonstration, more comprehensive introduction of materials, more technological methods, more manpower coordination, higher conditions with higher conditions Experience, and even some public relations feedback arrangements, will make the most limited resource integration and allocation in accordance with the scale of the “customer cluster”.
Due to better and more resource allocation, it will naturally achieve the sales effect of better unit customers.
. Group purchase sales, due to the scale of sales services, make specific sales work more convenient. During the group purchase sales, because the customer base is concentrated in one place at a certain period of time, the large -scale sales of the fundamental work can be fully realized. While large -scale, the direction of work is also very clear.
of which includes publicity, logistics cooperation, sales services, and customer situation collection, etc., all have the characteristics of large -scale and pointing, and the convenience of work is fully reflected.
For example: sales services can provide centralized services for “cluster customers”, logistics cooperation can provide centralized product logistics supply, and customer situation collection also avoids the pattern of single customers one by one.
The since then, it has greatly reduced the workload, making work more convenient and efficient.
. Group purchase sales allows us to effectively transform passive sales into active sales and better achieve professional promotion.
Is for a single customer, unless the unit product is a high -profile special product with high -profile price, such as an aircraft or a building, otherwise, it is difficult for enterprises to invest in targeted sales of single customers as ordinary people’s products. Multi -cost, this is an inevitable result of the input -output ratio that is assigned to unit customers in sales.
The corresponding resource restrictions and work restrictions due to investment, so no matter what sales model is adopted for a single customer, it is not a store -style direct sales or store -style sales. It is often difficult to achieve initiative. The full combination of sales and professional sales; first, active sales, in store -type sales, in fact, we are in a state of passively waiting for guests, because of the huge end volume, the development of the super -service self -service sales model, until the enlargement Sales are becoming more and more displayed in display, so that companies can only choose a few active promotions in the limited terminal store for active promotions. This is already more active. The last thing is everything.
In direct sales behavior, active marketing is still the core of its sales, but it is not the mainstream sales form, and many direct sales companies’ direct sales culture has more or less influence on active marketing behavior. There is no benign model that can take care of the customer’s purchase mentality, and as a result, active marketing has turned active marketing into “strong marketing.”
It is a professional sales. To achieve the professionalism of sales, it is inseparable from professional personnel, professional configuration, and professional services. It is difficult to be based on the real professional basis for the sales of customers.
Because we are not able to arrange a real expert or product engineer in the store to sell or sell or direct sales, we are unlikely to achieve professional promotion for each scattered customer. Point service.
. In addition, due to the social mentality and behaviors such as follow -up and clusters in consumption, group purchase sales can better stimulate customers’ desire to buy, establish stronger customer consumption confidence, and generate a “trend of each other The “field” effect of “consumption”.
When a scattered customer purchased goods, he was in a helpless state. The difference between the positioning of the role will also make him be wary of the seller. In addition, because the customer’s own unprofessional, it also makes him unable to judge which one of the products with competitive characteristics is better, which is more suitable for himself. Therefore, when facing the sales of scattered customers, customers are easy to hesitate and worry about their concerns.
but because of the same identity, customers will largely compare or listen to other customers’ opinions when they buy. This is the “trend” and “word of mouth” effect in sales. rn 我们在购物时，经常会发现一个货品或一个店铺生意很好，客户众多，另外的则生意冷清，我们不否认经营与产品本身的因素将构成购买的长远影响，但许多时候， Customers are actually quite blind, because they choose with the public, which leads to the cold and cold and hot and hot, and the sales of the sales or product sales are not related to the product or sales.
This is also the reason for the sales strategy as a long -lasting “magic weapon” in sales.
In the “group purchase and sales”, the customer is effectively gathered through the “customer cluster”, so that all customers present will lose a sense of “helplessness”. A “cluster” purchase mentality that echoed each other and mutual reference to each other was a powerful “field” effect.
In “group purchase and sales”, if you can organize the customer’s mentality organically and build a benign “field” effect, it will definitely promote the enthusiastic purchase of customers, thereby achieving the effect of integrated sales.
6, and good “group purchase and sales” itself is another “product survey research platform”, which can make good use of customer clusters to conduct customer satisfaction, product opinions and suggestions for products. Market verification during trial sales.
For the model of “group purchase and sales”, it is not only a “cluster sales platform”, but also a “customer survey platform”.
If in order to do marketing, enterprises must have a full understanding of the purchase of customer base, consumer demand, behavior, and mentality; we must continue to improve the product’s opinion on the opinions of the customer; In the marketing operation, the opinions of the customer group make marketing more scientific and targeted.
This to do this will be the most effective way for customers’ direct investigations. It can be more accurate to grasp the customer’s consumption pulse, so that the company’s operations are closer to consumers.
But how to investigate and research is often a headache for corporate. In fact, the dynamic market information grasp of marketing operation may be at least investment, the most targeted, and the most effective way.
For scattered customers, on the one hand, on the one hand, due to the decentralization of customers one by one, on the other hand, due to the time limit of the customer’s “helplessness” and the method of investigation, it also makes the customer lack the lack of The enthusiasm of participation sometimes does not understand the products sometimes, and it is difficult to give truly sincere opinions and thoughtful suggestions.
The “customer cluster” survey avoided the above problems. One is the concentration of customers. The investigation is very convenient. Customers can also deepen their awareness of the product through the professional promotion of the product and mutual exchanges, and put forward more constructive opinions.
So “group purchase and sales” usually shows, and what are the advantages and disadvantages of these methods? According to the conventional classification method, the “customer cluster” is mainly used in which method is used to classify, as follows:
: Conference -based marketing
The theme of the conference interested in the cluster to gather the customer base, so as to sell product sales under the theme of the conference.
For example, the “Customer Service Symposium” held by a call center attracted and invited relevant companies to participate by highlighting the theme of “customer service” associated with the call business outsourcing. The called “Customer Service Outsourcing” call business, so that customers accept and purchase related services
. For example, the “Hotel Product Science Procurement Exchange Conference” called by hotel suppliers Integration, and on the basis of theme exchange meeting, the company’s products are “customer integration promotion” to achieve sales.
This is suitable for customers who are concerned about products or services, especially corporate customers. The advantage of this method is that the theme meeting can be used to make professional descriptions of products or services, so that customers have in -depth awareness of such products and services, thereby strengthening sales.
Method two: Activity marketing
The basic characteristics of this marketing method are to attract customers and carry out “customer clusters” by organizing activities. Such activities are mainly entertaining. Buy product or service in pleasure.
The entertainment activities can have many forms. For example, our common outdoor promotional activities on streets or markets attract people to gather through song and dance performances to introduce product promotion.
. For another example, a company that is a student painting board, a “student painting competition” facing primary and secondary school students, so that students and parents are attracted to achieve the “customer cluster sales” that combines activities.
The active marketing must first investigate and analyze customer activities and entertainment preferences, so that the activity must be attractive to the corresponding customer base; in addition, the activity must be as possible with the products that are yet to be sold as possible. A good connection with services to achieve “sale and music” of product sales.
. For example, if you want to sell running shoes, it is valid to hold a long -run activity, but if you have a concert, there is not much necessary; and when your customer group is a young fashion family, you can do it. A hip -hop event, but if the customer is the elderly, it is ridiculous.
The “customer cluster sales” for the market sales of civil products, especially suitable for some product sales that are preferred by emotional demands, do not need to know much about the product level. After the cluster The “field” effect of the cluster is to break through the psychological defense line of the customer base and achieve the purpose of sales, which is also in line with the psychological trend of the customer’s “easy shopping”.
Method three: Training marketing
The basic characteristics of this sales method is to strengthen customers’ awareness of products and brands through training, so as to realize the “customer cluster” on the one hand, stimulate Customers buying desires can be said to be a “dual -efficiency marketing” behavior.
This methods often focus on many characteristics of experiential marketing, activity marketing and conference marketing. The main body is after the customer invites cluster, combined with the small -scale professional commentary, use training, training, training, training, training, and using the product and brand itself. Competitive comparison explanation demonstrations, as well as providing on -site sales services, etc., so that sales can be truly specialized.
This this model is very good in some large direct sales companies. For example, the direct sales operation of Amway, although there are some scattered promotion behaviors in customer sales, they often ultimately guide the customer to the customer to the customer to Its sales gathering or training sites instill the concept of products to customers in the form of training and lectures, and interpret the product through many people’s appearances, thereby stimulating the customer’s desire to buy. This sales model can be said to be the core method in Amway direct sales models.
If this way of operation, it has a very strong sales promotion, so that customers will easily receive products from the dual level of rationality and perceptuality, and finally realize the purchase. However, the disadvantage of its existence is because it is directly linked to the product sales, which often causes customers to refuse when they are invited. This requires a certain customer invitation skills.
Method 4: Restricted marketing
This refers to the induction of a certain interest mechanism, restricting customers to purchase products at a certain place, thereby achieving cluster effects.
. For example, the “faction” often adopted in real estate sales will not be sold first, only the customer registration “faction”, and then define the clear time and place of “drawing”, combined with huge discounts or concessions, and the profit. As a result, the customer’s purchase behavior is concentrated at a time one place, so it integrates the customer group well.
. For another example, the discount activities often engaged in large and medium -sized supermarkets, in advance what kind of gifts will be obtained by the top of a certain supermarket in a certain month through advertising publicity notice, or how to make a profit, so that the customers were at that time. The cluster is up to form a “group purchase and sales” situation to be purchased to formulate the atmosphere of prosperous sales in Wangshi.
This method based on people’s profits and mentality, and there will be a good cluster effect, but because it is exchanged for the huge interests of merchants, people go to fight for benefits through some kind of competition, not based on the basis A normal purchase mentality, so there are many problems. First, the customer base is sometimes not necessarily the accurate target of products or services; the second is that most customers who did not benefit in the competition rules will not buy at the time; the third is that the unwavering customers psychologically lose their psychological Consumption resistance; Fourth, it is not good to arrange the chaos of the scene and have a bad impact; the fifth is that merchants often only gather popularity in this sales model without incurring the corresponding income.
So the application of this method of sales is often used to create a prosperous effect when the product is on sale. When the store is opened, it makes the “opening” more popular. Sometimes it is also used to change the deserted business situation and formulate the popularity effect.
: Exhibition marketing
The exhibitions are also one of the forms of “group purchase and sales”. The exhibition actually has the characteristics of dual integration. One is product integration, and the other is customer integration. Among them, product integration is a gravitational point for customer integration.
The exhibition is also divided into two categories according to the customer level. One is the investment -oriented exhibition of the dealer for the dealer, and the other is the exhibition and sales exhibition for the direct customer group.
has a certain integration characteristics of exhibition integrated sales, but due to the participation of many merchants, the expansion of the venue has made integration a certain swimming.
So during the exhibition, on the one hand, through strengthening its own image to realize the integration of small sites in large sites, on the other hand, you can also use the large -site customer integration characteristics of the exhibition to set the theme for small integration, such as in the place, such as in it in The exhibition set up theme Merchants Club, second invitations to conduct activities or integrated sales of conferences, all of which are more effective.
Method 6: Member -style marketing
The mentioned many “group purchases and sales” methods, which are facing a universal customer form, and now the concept of establishing a “old customer” group advocated in marketing operations now It is as good as cluster sales.
The membership marketing. Among them, the customer concept is to buy products that consume enterprises, and also reach a certain amount of standards, or customers who already have a certain product brand loyalty. For such customers, It can be set to repeat consumption and has a considerable brand loyal customer base, so it takes the form of a member system to define them.
The integrated sales for such customer bases have actually broke through the general sales concept, including the duplicate sales of products, the improvement of the brand and the improvement of loyalty, and the full care of old customers to stabilize the customer group relationship.
For example, China Mobile’s global VIP membership club is a typical member system integration marketing model. It will often invite members to participate in the corresponding new product listing promotion activities, which will take care of the benefit feedback activities of large customers.
of course, “group purchase and sales” still have many different expression forms. The most important thing is that the company can combine its own situation, closely follow the customer’s consumer needs and purchase behavior, and use the overall marketing strategy as the core. The “group purchase and sales” are organically integrated with other marketing behaviors, so as to achieve market breakthroughs and create brilliant performance.
Method 7: Investment marketing
This is characterized by the customer’s direction as a dealer, not a direct customer group, and the integration model is to give the distribution right to integrate customer integration. It is mainly used in the construction and operation of enterprise product channels.
For example, when a new product is listed, the design planning and corresponding investment promotion policy will be made in accordance with the established channel design planning and the corresponding investment promotion policy. , Holding a new product listing China Merchants Association is a typical “group purchase and sales” model for channel -oriented.
The on the one hand, this model is only suitable for channel construction, on the other hand, it is also adapt to different enterprises and channel characteristics. It is also adapt to local conditions and adapt to local conditions.
Pay content for time limit to check for freenAnswer Hello, I am glad to consult you. I am Teacher Luo, a national career consultant.nGroup purchase marketing can start from the following aspects: 1. Defining the scope of the target customer. The business personnel visited all local industrial and commercial enterprises and administrative institutions in a purposeless place to waste time, money and energy. Business staff should know “where our customers are concentrated”, and delineate a general scope of customer according to product positioning, market conditions and experience, and find customers within this range. After collecting the list of potential customers, the salesperson should investigate the benefits of group purchase customers and the degree of importance to welfare, and then conduct ABC grades on group purchase customers to visit important Class A customers. 2. Methods to develop new customers. A salesman in the corporate community in Hong Kong: “Relatives and friends are the armrest sticks of business.” Checking the phone number yellow pages and using private relations are the basic methods for salespersons to develop new customers. Successful business personnel are people who love their brains and creative ideas. They are good at developing new customers in unique methods. 3. Data search method. The salesperson searches for new customers by checking various information, including the list of industrial and commercial enterprises, telephone books, industrial and commercial enterprise maps, statistical materials, professional books and newspapers, magazines, various corporate organizations, etc. A company requires salespersons to show up on local newspapers, television, broadcasting, and street advertising carriers as the key targets for collecting information. 4. Find customers at the meeting. The salesperson can develop many new customers at various conferences such as exhibitions, information exchanges, information conferences, ordering meetings, and technical exchange meetings. As long as a salesman heard where he held a meeting, he rushed to participate with samples and promotional materials. Once he met the industrial and commercial director of a certain area at the meeting and got an order of hundreds of thousands of yuan. 5. Strong and strong. Complement products can cooperate with other companies to buy group buying to share customers. For example, Longda Peanut Oil often cooperates with enterprises such as beverages, meat products, daily chemicals such as group purchases, and use each other’s customers to expand sales. 6. Find a group buyer. There are a group of group buying agents in the society. They have good relationship resources. Before the Spring Festival, Mid -Autumn Festival and other festivals are distributed, they must find a source of supplies from gift merchants, transfer to sales, and extract commissions. Some salesmen actively developed customers’ relatives and friends into group buying brokers. 7. Advertising development method. During the Mid -Autumn Festival, a company has continuously made a short classification information of “30%of the festivals gifts” for “30%of the festival gifts.” As a result, a group of customers attracted a group of customers. 8. Understand special anniversary such as Customer Factory Celebration and Store Celebration. A gift dealer collects the anniversary of the opening of important local companies. Before the commemorative day, contact customers, and even help customers plan celebrations. 9. Cultivate the inside in the customer unit, they will allow business personnel to grasp the needs of the enterprise in time.