How can a new anchor quickly get started with live streaming and selling products? (Contains a guide to avoiding pitfalls)

1. Getting started as an anchor

How to quickly train a new anchor who has never sold goods into a qualified anchor? The first thing we need to learn is how to memorize words.

1. Memorizing words

There are two purposes: one is to familiarize yourself with the product, and the other is to increase topics. The company's operations require that a script be prepared for all of the company's products and given to the anchor, with each product coming with a script.

It is easy to understand that before we sell our products, we naturally need to familiarize ourselves with our products first, and then start live streaming;

Another thing is that when you start live streaming, your live streaming room needs to have content and topics. If there are no topics in the room, the host simply cannot continue the live streaming.

As someone who has been through this, I deeply understand how embarrassing and awkward it is when no one interacts with you when you first start a live broadcast.

I didn't know what to say while I was broadcasting and found myself in an awkward atmosphere. You don’t know what to say and no one in the live broadcast room pays attention to you. In order to avoid this situation, we can solve it by memorizing the script.

The first important point in memorizing sales talk is to be familiar with our own products. You need to be familiar with some models, types and inventory of your products, including how many copies are sold per shot and how much it costs, etc. There is also a very important point in sales talk called product optimization. If you don’t master the sales talk, you won’t be able to explain it clearly.

Another advantage of having a sales pitch is that other people only need five to ten minutes to finish their sales pitch and then they don’t know what to say anymore, but if you have a well-organized sales pitch, you may be able to speak for half an hour or an hour.

Another thing is that it can help us add topics during live broadcasts. The host who sells goods does not need to deliberately create a theme or add a topic for the sake of the atmosphere in the live broadcast room, or talk about trivial matters. As a host who sells goods, the only thing you have to do is to bring good goods to your friends and sell your goods through live broadcasts. If you talk about everything, your fans will become less and less accurate, and your sales effect will become worse and worse.

So please note that all topics revolve around our products and sales pitch.

2. Watch Live Broadcast

After we have memorized and practiced the relevant product lines, we can often watch live broadcasts of our peers. What information can we get from watching peer live broadcasts?

First, you can be the first to know what new policies the government has introduced and get first-hand information.

For example, are we allowed to sell the five black categories? Are we allowed to sell health products? What are the hot products now? And so on. You can be the first to know what products are selling well and which products are popular on the platform.

The second is that when you are watching your peers’ live broadcasts, you can record how they deal with dull moments and peak popularity moments during the live broadcasts, observe and learn from them repeatedly, summarize their advantages, learn from them for your own use, and compare them with your own live broadcasts. You will soon find out what problems in your live broadcasts can be improved, and you can improve step by step.

3. Start live broadcast

I have memorized the lines and understood the products, and I have also learned some details and policies by watching other people’s live broadcasts.

Next, you can start live streaming to sell goods. If you are still a little timid when starting a live broadcast, you can do a simulated live broadcast by recording a video. Simply put, turn on the camera function of your mobile phone, pretend that you are really broadcasting live, and go through the script you prepared from beginning to end, starting from welcoming fans to the live broadcast room, and then to the last step of urging orders, solving after-sales problems, etc., pretend that there are people interacting with you in the live broadcast room. Doing so may help you overcome some psychological barriers to live broadcasting and relieve tension.

When you actually start the live broadcast, you won’t be so embarrassed. Another thing is that you will be able to discover some small problems during the live broadcast and solve them in time.

1. Anchor Minefield

Gifts cannot conflict with genuine products

For example, if you give aloe vera gel for free when you buy a facial mask during your live broadcast, then you should not sell aloe vera gel during this live broadcast.

Dress code

Female anchors: They are not allowed to wear clothes that expose their backs or underwear, or clothes that expose their cleavage or easily expose their cleavage, or clothes with short skirts or shorts that have the hem higher than the bottom line of their hips. They are not allowed to wear only sexy lingerie, revealing clothes, see-through clothes, flesh-colored tights, bikinis, and similar lingerie, or wear no underwear at all. Their underwear or panties (safety pants) cannot be exposed. In short, the core idea is that you should not wear what you wear in bed in the live broadcast room.

Male anchors: Do not broadcast live wearing only bottoms or underwear or tight pants

Male and female anchors: Avoid exposing tattoos

Anchor Registration Specifications

The anchor should provide true and legal identity information for real-name authentication.

At this stage, we are not accepting minors under the age of 18, foreigners, or residents of Hong Kong, Macao, and Taiwan to serve as anchors. Without obtaining relevant licenses or filings, anchors are not allowed to circumvent the platform's relevant restrictions in any way.

Anchors who are included in the blacklist of online performance (live broadcast) industry anchors are prohibited from participating in live broadcasts in any form. If violated, the relevant users will be deemed to have committed serious violations.

Behavior Guidelines

The anchor must behave properly and civilized, and must not engage in the following behaviors:

1. Making vulgar and seductive movements and gestures such as deliberately shaking breasts, squeezing breasts, touching sensitive parts, squatting and touching thighs, imitating sexual intercourse positions, engaging in vulgar interactions, and playing vulgar games involving sensitive parts during live broadcasts

Language Standards

1. Avoid strong local accents: Cantonese live broadcasts are not allowed in principle

2. Avoid using words such as "world's first", "national level", and "universal"

3. Avoid extreme and abnormal live broadcast language: roaring live, deliberately being extremely effeminate, etc.

Content Standards

1. Overseas live broadcast is prohibited (special attention should be paid to live broadcast of travel photography)

2. Prohibit the use of lethal weapons (including toy guns) in live broadcasts

3. False advertising is prohibited: the products displayed in the live broadcast are inconsistent with the shopping cart, false and exaggerated advertising, guiding users to post comments, cheating and falsifying, the lowest price in the city, the original price and the current price, etc.

4. It is forbidden to use RMB in live broadcasts

2. Minefields of Live Broadcast Operation

1. The broadcasting time is not fixed and the broadcasting stops randomly

2. Always chatting with a few fans, and the content deviates from the live broadcast product

3. The network is unstable or the ambient sound is noisy during the live broadcast, affecting the live broadcast experience

4. The distribution time of live product introduction is uneven, and the ability to control the live broadcast time is poor

5. The screen shakes during mobile live broadcast or the remote camera has interference in receiving sound. Hang up live broadcast: the screen is empty for a long time without anyone appearing, there is no sound or interaction when someone is there, and the live broadcast replay is played.

3. Selection of anchors for selling goods

1. Avoid multiple accounts from broadcasting live simultaneously

2. Avoid the host being away from the venue for a long time

3. Avoid using others to broadcast on your behalf for a long time

4. Avoid live streaming by minors

5. Avoid pretending to be an official live broadcast

4. Notes on live streaming orders

1. Prohibition of the use of general or universal links

2. It is forbidden to send a large number of product links in private messages

3. It is prohibited to guide users to give positive reviews and get cash back

Author: Si Yu

Source: Aichi SEM