Operation and promotion: I spent more than 100,000 yuan, but why is there not even 1 conversion?

I have always put forward a point of view: the essence of operations is sales. The operation manager is just a new job title transformed after the interest in the Internet. In essence, it still needs to help companies solve the problem of closing deals. So today we will think about a question specifically from the perspective of sales: As an operation manager, you spent more than 100,000 yuan on your boss, why there is not even one conversion?

The following is an interpretation based on the position of telephone sales: You make more than 300 calls every day, why don’t you make even one deal? For Internet operations managers, the principle is the same.

The blood flowing in sales is deals!

A sale that is not completed is equivalent to a lack of blood flow in the body.

Here, taking telemarketers as an example, I will use the sales funnel model to explain to you: Why do you make more than 300 calls every day but don’t close a single deal?

Table of contents:

Discover opportunities: How many of the more than 300 calls can be connected? Generate interest: How many of the customers who are connected are interested? Clarify needs: Do customer needs match the solutions provided by the products you sell? Assess value: Are there any special follow-up strategies for potential customers? Purchase decision: What is the point that really makes customers decide to buy? Statement: Is the statement the end of a customer? wrong! Closing the order is the beginning of the next customer.

1. Discover opportunities: How many of the more than 300 calls can be connected?

As a telemarketer, it's only natural to make 300 calls a day. But before making the call, have you ever thought about this question: How many of these 300 calls can actually be connected?

Based on industry research data, the actual connection rate can only reach 38%: that is to say, if you make 300 calls a day, only 114 of them can actually be connected.

So what does it mean?

186 calls were not answered, and each call (dialing, waiting, etc.) took 40 seconds, which means that you waste 124 minutes every day on these calls. You originally have 8 hours of work call time every day, minus the other idle time of about 1 hour, which means only 5 hours are left. 114 calls were connected in 5 hours. Excluding the waiting time of 20 seconds per call, the average potential call duration per call was less than 2 minutes.

In this situation, many times you don't even have the chance to use the words and tactics you prepared before the deal is over. It's not easy to actually close a deal.

Therefore, when you start making outbound calls every day, you should do the following three things in advance:

Screen the phone calls based on their effectiveness, find out which numbers are empty, which numbers are out of service, which numbers are turned off, and which numbers have very low willingness to answer, and directly eliminate such calls or prioritize them last; conduct a survey of potential valid phone customers, not limited to - the original customer information that has been collected, analyze the customer's behavior and footprints on the Internet, and understand the customer's hobbies, living conditions, industry, etc. by checking the friend circle information during the WeChat friend adding process; classify the users' portraits on the basis of the above, and then develop more targeted speech: for example, for customers with children, you can start with the upbringing and education of children; for customers who only know the area, you can start with fellow villagers or local specialties; for customers with clear hobbies, such as those who like football, you can start with the team or star that the other party likes... In this way, after the call is connected, you can buy more time to resonate with the customer, so as to facilitate the subsequent interest conversion.

2. Generate interest: How many of the customers who are connected are interested?

The customer answering the phone is just the first step in a long journey. The next key is to further obtain the customer's intention through communication with the customer.

Among the calls received, about 10% of the customers have relatively clear intentions. For these customers, we must make the next appointment as soon as possible to promote further contact. For example, if you are in real estate sales, when a customer expresses an interest in buying a house, you must immediately schedule an appointment with the customer to view the property.

About 50% of them clearly have no intention. When facing such customers, telemarketers must show their patience and good attitude, and take the initiative to propose to add the customer's WeChat, and make it clear that they will not actively harass the other party through WeChat. When telemarketers add a customer’s WeChat account, making notes and grouping them first is equivalent to having an additional channel for sustainable contact.

Of course, you can also send your smart business card to customers as soon as possible, so that customers can have a deeper understanding of the company and your own information, giving customers more basis for sedimentation and contact.

There are still about 40% of customers who are unclear. When facing such customers, the first choice is still to make an appointment for the next contact in advance, giving yourself a chance to contact the customer multiple times; if the customer does not agree, choose to add the other party’s WeChat for long-term tracking and maintenance.

Therefore, in this process, telemarketers must do the following three things:

Make good use of the customer intention division and carry out targeted maintenance; the telephone is a strong communication method, and for customers whose intention is not clear, you must be prepared to play the long game, so consider migrating customers to tools such as WeChat or smart business cards to maintain relationships in a sustainable and long-term way; what customers hate most is being harassed, so in every process, promise the customer that you will not harass the other party. If the customer feels that he is being harassed, he can simply hang up the phone or delete his WeChat. On the one hand, this can make customers feel respected, and on the other hand it can eliminate their own worries on a psychological level.

3. Clarify needs: Do customer needs match the solutions provided by the products you sell?

After the telemarketers have divided the intentions, the next most important task is to confirm the degree of match between the products they sell and customer needs. Strictly speaking, there is no absolute match. Here, sales staff need to use conversion skills to make customers feel that their needs are matched and met.

Taking real estate as an example, customers must want a house with a good location, a good community environment, a good floor, north-south ventilation, a school district and that is cheap. However, as a business person, they definitely know that this is impossible, and the customers themselves know in their hearts that such a perfect property is a bit of a pipe dream.

But the customer is thinking like this:

The first is to hope that the sales staff can find a cost-effective property for themselves as much as possible; the second is to judge the core housing conditions and professionalism of the sales staff at hand through this; the third is to test the service attitude of the sales staff.

At this moment, business personnel need to do three things:

First, find out what customers care about most, for example, customers actually care most about the school district; second, give customers three different options: high, medium and low, and make good use of the comparison principle in "Influence" to let customers choose and experience the pros and cons of various different houses; third, be sure to maintain enough patience and attitude. Many times, the ultimate reason for the customer's choice is the service attitude of the salesperson.

Therefore, when clarifying the matching needs, telemarketers must do the following three things:

Find out which demands the customer is most concerned about. If there are multiple demands, make sure to rank them one, two, or three. Provide feasible solutions based on the customer's needs so that the customer can recognize and trust you. Service attitude is the most valuable quality of a business person. No matter whether the customer is arrogant, arrogant or understanding, the business person must maintain a good service attitude.

4. Assess value: Are there any special follow-up strategies for potential customers?

After matching the customer's needs, remember to make a special follow-up strategy. Customer purchasing follows a cycle, and we need to work backwards based on the cycle. For example, if the average decision-making cycle for purchasing a house is 2 months, then you need to switch the 2 months into 3 20-day periods for follow-up: the first 20 days will focus on recommending houses and viewing properties, the middle 20 days will focus on soft auxiliary knowledge and services, and the last 20 days will focus on loans.

On this basis, we can make more detailed time divisions. For example, in the first 20 days, we can use 3 days to recommend properties, 2 days to select and digest properties, and 2 days to visit properties on site. This will form two cycles.

By analogy, the core is to do a good job in systematic management of customers. It is best to do a good job of tracking and management through a professional CRM system, and provide refined services from the aspects of customer stage, customer tag, customer sales plan, etc.

Therefore, in the stage of evaluating value, the core is to do the following three things:

Through the customer transaction cycle, reverse the cycle of different stages; formulate detailed follow-up strategies and implementation steps according to different sales stages; use professional CRM as an auxiliary tool to improve the success rate.

5. Purchase decision: What is the point that really makes customers decide to buy?

When all of the above are almost done, it is time for the customer to make a real decision to buy, which is also the most important moment before the transaction. In this process, what the salesperson does is to be a pusher behind the customer. We have talked about what needs to be talked about, and said what needs to be said. At this moment, the customer only needs a reason to make up his mind. Then, sales needs to find this point.

For example, as mentioned above, if the customer’s core demand for buying a house is a school district house, then you need to push it from the perspective of the child’s schooling, and tell them that if they don’t make a deposit now, their children may not be able to catch up with the school application; for example, if you don’t make a move on the house you like, another buyer will take action; for example, if you don’t buy it, the latest purchase restriction policy will be issued next month, and you may not be eligible to buy it...

Through these reasons, we stimulate the customer's psychological purchasing point and complete the transaction.

Therefore, at the stage of decision-making and purchasing, the core is to do the following three things:

Find the unique decision point that affects the customer's transaction; find the negative impact strategy corresponding to the unique point; pay the deposit and complete the transaction.

6. Settlement: Is settlement the end of a customer? wrong! Closing the order is the beginning of the next customer.

Does purchasing mean the end of customer service?

wrong! Not only is it not the end, but it is the beginning of the next customer. Making good use of an old customer can save at least 70% of the cost compared to developing a new customer. After all, old customers mean that there is already a foundation of trust, a process of adjustment, and a habit of cooperation.

In this case, the continuous service of old customers can not only make them continue to choose you in the next transaction, but also bring you his relatives and friends. Because of the endorsement of relatives and friends, transaction decisions will also become faster.

Therefore, closing an order is just the beginning of the next customer. In this process, the following three things must be done at the core:

Continue to provide good service; explore the possibility of referrals and maintain good interactions; continue to provide good service to new customers, thus forming a positive cycle of good service-transaction-referral-good service.

After reading this, do you find that you have the same problems in your daily operations? There are problems with the accuracy of the earliest users. Either the understanding of customer needs is not thorough enough, or there is no real stand in the customer's needs to provide solutions that meet his needs, or there is no real setting of a dedicated conversion path, or there is no consideration of the point and timing that really affects the customer's decision, or they think that a purchase means the transaction is over.

If this is the case, remember to seriously learn sales skills and apply them to your operational work.

Source: Zuiwuyunying (ID: zuiwuyunying)