The training institution’s circle of friends traffic strategy!

It is almost the end of the year, and education companies are rushing to achieve sales. There are more and more advertisements in WeChat Moments. The content can be roughly divided into the following three types: product promotion, order sharing, and discount promotion.

Looking at it from a third-party perspective, do you have a familiar feeling of brainwashing by micro-businesses? But when I actually try to make a deal, I will still fall into this vortex of thinking. So, how should we break free from the shackles of this kind of thinking?

1. Transaction logic: can solve user problems

The founder of Fan Deng once told me a case of selling a health-preserving footbath bucket for 3,000 yuan, which gave me a lot of inspiration. The salesperson did not start by promoting how good this footbath was and asking if you wanted one. Instead, he asked a series of soul-searching questions:

1. We have worked hard for so many years, do you think health is an important thing?

2. Does anyone think that parents’ health is more important?

3. Do you feel that we don’t care enough about our parents?

4. Over the course of a year, with just the money spent on breakfast every day, we can bring happiness and health to our parents. Do you think it’s worth it?

So do you see the difference now? The former is self-centered, while the latter is user-centered.

Drucker, the father of corporate management, once said: The mission of a company is to solve social problems.

From this, we can infer that the core logic of our transactions is to solve users’ problems. So how can we solve the problem and close the deal at the same time? After referring to the practices of many big guys and combining them with my own marketing experience, I summarized 4 steps.

Note: Since most educational institutions conduct online transactions on WeChat, the scenarios I mentioned are all on WeChat.

2. 4 steps to make transactions instantly

Users need to trust us before they can make a deal, so the following four steps are all centered around the user’s soul-searching questions:

• Wake up the application scenario and arouse the user's desire to solve the problem. (Buried point)
• Why do users come to us instead of others to solve this problem? (Professionalism)
• We truly solve other people’s problems (authenticity)
• Reduce the risk of the solutions we offer (reduce decision-making costs)

1. Recruitment: Let users enter your business without knowing it

Many people have posted questions like this in WeChat Moments: I want to achieve XXX, is there anyone who can answer this question?

If you change your thinking, this kind of question can also be applied to transactions, but remember to add a sentence "Excellent answers will receive red envelopes." Of course, this doesn’t mean that you don’t know what to do and should ask for advice from everyone, but rather that you should listen to readers’ opinions so that you can better weigh the authority and comprehensiveness of your own plan. When everyone has finished talking, you can talk about your own solution in the comments on your Moments, show everyone your ability to solve the problem, and then embed your business in it to arouse everyone's desire, and the deal will naturally come to fruition.

Have you noticed that this step actually also has the functions of "setting points" and "building professionalism".

2. Take the initiative to show what problems you have helped others solve

You can start with feedback from old customers and talk about what problems you helped them solve.

Remember to describe the customer's background and needs clearly. Here is a formula that is similar to the experience of a hero riding the wind and waves in a disaster movie:

For example, I have a friend who is engaged in RPA robot training, and he told me about a student’s personal experience. One day, this classmate accidentally saw the salary information of the entire department. He discovered that a colleague who had much less qualifications than him actually had a higher salary than him. This was intolerable, so he went to argue with the boss. The boss felt that this classmate was indeed wronged, doing a lot of work and had good abilities, so he reported the matter to the boss and asked for a salary increase, but in the end the boss did not agree. So he became angry and decided to resign.

Later, he discovered this training and learned that RPA robots could do many boring and repetitive tasks on his behalf, saving time and energy. More importantly, he found that most of the things that colleague did could be replaced by RPA robots, so he signed up. After learning how to do it, he made a few robots and surpassed others, and also got a salary increase.

Although this may not sound very moral, it is eye-catching enough if used as a course promotion.

Later, after listening to my advice, my friend made a material like this and posted it on WeChat Moments. Within 20 minutes of the material being posted, someone took the initiative to sign up and pay, breaking the record for the fastest transaction.

This step is all about creating authenticity.

3. Help people answer questions and solve problems

Make use of your expertise in a certain area and set up a special Q&A section in your circle of friends.

Of course, you may ask, what if the questions asked by users are not relevant to my business? Generally speaking, the topic you raise should be highly relevant to your business. If a person is familiar with the field in which his business is located, he should be able to become an expert in problem solving in this field.

For example, I have been engaged in Internet marketing for many years and am good at marketing. I am currently engaged in marketing consulting services.

This step continues to build "professionalism" and "authenticity", and it also has another function, which is to accumulate more materials for you to repeatedly build "professionalism" and "authenticity".

4. The final push to close a deal

When the user's intention is strong, you can take a final action, such as sending a script or poster, to dispel all the user's doubts. Generally speaking, education and training business needs to be promoted from the following aspects:

1) Objective factors: time arrangement, price

For example, many users worry about what to do if they don’t have time to study. For online institutions, this is not a problem as they can review the lessons.

Time is not a problem, but what if users think the price is high? Do you remember the formula that value is greater than price that I talked about in the last issue? In the last issue, I mainly talked about value packaging. Here we can also package the price "lower". For example, the 3,980 yuan robot training mentioned in the article can be split into the cost of a breakfast every day for 365 days, just like the health-preserving foot-washing bucket mentioned by Fan Deng, so that you can say goodbye to tedious work and no longer have to work overtime...

In this way, does this price make it easier for users to accept?

2) Learning rate: Can users learn it?

You can set it up according to your course situation

3) Application rate: Can you use it immediately after learning?

4) Security guarantee: refund mechanism, after-sales mechanism

For example, my friend who does robot training, I really admire his confidence and courage. He designed three bold rules for your reference:

A. After completing all the courses, if you are not satisfied, you can get a full refund

B. Every registered student can customize a robot for free, and the robots customized by all students in this period can be shared (I feel like I can sell robots after I finish learning)

C. After participating in this live broadcast training camp, you can participate in subsequent training camps unlimitedly and for free

5) Price promotion

For example, if you purchase before XX day, you can get an instant discount of 300 yuan, etc.

This step aims to reduce risks and lower users' decision-making costs. When you sort out users' concerns in advance and solve them one by one, users' trust in you will be greatly deepened.

It took me 2 years to finally finish updating this long series. During this period, I gained a lot of attention from readers, who have always supported me. What’s more surprising is that after completing this column, I also read a lot of books, analyzed a lot of cases, and learned a lot of methodologies. I am passionate about calligraphy and never stop writing. Next, I will continue to work hard on my output!

Author: Auntie Cai

Source: Auntie Cai