How to do high-quality marketing?

2014 was a boom year for mobile healthcare. According to incomplete statistics, there was a mobile healthcare financing event every 3 to 5 days in the second half of the year. The influx of wild capital has made this industry the new darling of the capital market.

However, the O2O industry is highly homogenized, and the winner-takes-all evolutionary rule in the online circle is worrying. Therefore, deeply cultivating highly vertical market segments and learning from giants to build a strong promotion team with their own blood may become a breakthrough force. Because the O2O industry can never ignore the offline O. This article combines the essence of industry leaders and personal growth insights. You may feel that most of it is plagiarized, but if you don’t plagiarize it, how can you digest, solidify, and sublimate it and finally use it for your own benefit?

1. Promotion methodology based on CRM management

1.1. The revelation of Meituan and Dianping

In the battle of thousands of groups, why is Meituan the one that survived? Zhang Tao shed tears at New Meituan Dianping , why was it Dianping that was eliminated? Could it be that the gentle and refined Shanghainese (Zhang Tao) cannot beat the vomiting Beijinger (Wang Xing)? No! Here we have to mention Alibaba ’s employee No. 67, current Meituan COO Gan Jiawei. It was he who created Meituan’s iron army of local sales and made Meituan what it is today.

Although the above is just an online joke, it at least reflects a problem: the O2O industry without the offline O is like an airplane without wheels, unable to land or take off.

1.2. Data model establishment

All the promotion work I have done so far has been done based on my feelings. How large is the hospital's outpatient volume, what percentage does medical insurance account for, and how many card bindings are expected to achieve the data target? How many transactions? Not clear. How much return can be expected from the human and material costs invested? Not clear.

A careful observation reveals that 80% of the platform’s data is generated by 20% of the hospitals, and 80% of the hospital’s data is generated by 20% of the departments. It can be said that it has an "inverse power" phenomenon, which conforms to the inverse power law.

If the accumulation of user data has reached the seed stage, then the more refined the management of projects and users, the more data will be accumulated and the more valuable it will be. The input-output ratio of various types of projects, the cost of acquiring a single user, and material investment should not be a one-size-fits-all approach, but should be judged based on the data behind it.

The first thing to do is to conduct pilots on individual customers and investigate the cost of acquiring a single user. Of course, objective factors should be fully considered in order to design a better part-time incentive and assessment system.

Then, design several samples of materials and let users choose to see how the data reflects. For example, in the first week, only the first type of flyer was distributed, and in the second week, the second type of flyer was distributed to observe the user conversion efficiency. Finally, we figured out what kind of flyers are suitable for what type of hospital.

Continuously collect project data, build data models, continuously optimize parameters and models under sufficiently wide conditions, and quickly copy them to other projects.

1.3 CRM Management Model

Meituan’s CRM system is based on helping Meituan solve the problem of offline resource control. CRM improves work efficiency by establishing and maintaining business relationships and customer relationships, while using new technologies and improved methods.

Meituan’s CRM system is recognized as good in the industry. It has a lot of content, but our purpose is not to expand on it. Our purpose is to use it for innovation. For details, please search: Interpretation of offline winning weapons, detailed explanation of Meituan CRM system.

We have discussed customer relationship management in promotion before, for example: ① Are you satisfied with the image of the promoter? ② Does the promotion plan provided by the promoter meet your expectations? ③ How satisfied are you with the promotion results of the promoters?

Of course, it is not just a survey questionnaire, but the logical structure design of the entire CRM management. The significance lies in how to collect customer feedback, project data, and market data to further optimize products, maximize resources, improve service quality, and tap more business value.

2. How is the iron army of field sales trained?

Personally, I think that to build the most combat-ready team, we need to strengthen five major product lines: finding talented people, excellent training systems, shaping team culture, star-making plans, and the replicability of the model.

2.1. Discovering the Chollima

2.1.1 Competency Model of Field Sales Personnel

Meituan COO Gan Jiawei once shared that the process of finding good talents is like "drawing a picture of beauty", which can be understood as user portrait , taking into account aspects such as background, education, career experience, and personal characteristics. Looking back at the dozens of part-time workers I have come into contact with in the past, those who have served as club leaders, have sales experience, or majored in teaching have performed relatively well. In summary, we can discover the excellent qualities of these people: cheerful personality, execution ability, learning attitude, ambition, and good looks!

Execution ability: There may not be a good leader among the part-time candidates, but there must be a good executor. The execution of matters such as feedback on the number of users on the floor, communication of key issues, and arrangement of promotional materials requires speed and effectiveness.

Learning type: A new part-time job is like a blank slate. I think he should have good learning ability and plasticity. Only such a team can be a teachable team, which can ensure that he is in tune with the team and conforms to the team's philosophy.

Ambition: A soldier who does not want to be a general is not a good soldier. If you are not a strong and powerful group, you will not be able to take over the mobile medical care market. Those who don't want to do well and just want to get by are definitely not accepted. Because such people are negative all day long, not only do they have poor performance themselves, but they also affect the enthusiasm of the entire team.

2.1.2 Build your own channels and find the best

In field marketing, a good first impression is half the success. The above discussion on characteristics also specifically mentioned good looks. Act cute, tie a card, act coquettishly, tie a card, can you do it? So there are often feedbacks from part-time workers: being accused of being a liar. There is nothing wrong with being ugly, the only issue is whether it is suitable or not. How to find a high-value part-time job, to sum up: appropriate channels and appropriate capital investment. Each recruitment agency operates independently, the quality of recruitment varies greatly, and some agencies even fail to recruit anyone, wasting precious time.

2.2 How to shape team culture

Team culture is the most important factor in field promotion. Once the team is infused with soul, it will no longer be a headless fly or a guerrilla group. Only the soil of heroes can breed heroes. As the saying goes, birds of a feather flock together. What kind of culture attracts what kind of people. Before discussing what kind of team culture we need, let’s first understand the types of ground promotion.

2.2.1 Three types of ground marketing

①. Greedy push

Meituan and Ele.me are typical representatives. This kind of ground promotion is the most common and widely used, but to most people it seems very low and a waste of financial resources. However, when using this method, users often only use its "form" but lose its "spirit". The actual god is to establish the takeaway business model, and have a systematic and intuitive understanding of the cost of acquiring a single user, the profit of a single user, the break-even point, etc. When the data is large enough and extensive enough, we can continuously optimize the parameters and models, and then quickly copy them to other cities.

②. Demand-based promotion

By going beyond the vast sea of ​​online channels, we can push products to people with strong demand, among which the most representative example is the offline promotion in the gaming industry.

③. Emotional promotion

This kind of ground promotion not only conveys a certain product to users, but also outputs a certain emotion to users. For example, in Amway’s direct sales model, these people are not just buying products, but they also have deeper emotional needs within this team.

It mainly depends on the product. There is no good or bad method, only whether it is suitable or not. The so-called methodology and strategy ultimately depends on people, who execute and implement them.

2.2.2 Team Culture: Skin, Blood, Bones, Vision

Regarding team culture building, Meituan COO Gan Jiawei gave a very insightful speech, so I would like to give a summary.

First layer: the skin of the team. I just said that you must have a unified language or symbols. Your team name, team slogan, team song or logo, clothing, email signature, etc., all belong to the team's skin.

Reflection: The yellow vest is the unique symbol of our mobile Internet volunteers. It has a high degree of recognition and also spreads brand value. In team building, team member names and motivational slogans are also very good. Using them will produce magical chemical changes.

The second layer: the blood of the team. This is the team building work that you usually do. I just talked about several forms of team building.

Personally, I think the catfish effect is the secret for any team to maintain long-term combat effectiveness. Part-time teams from different projects and different teams from the same team compete with each other (fair, transparent and innovative). Stimulate everyone's competitive spirit. Without competition, there will be no pressure. Without pressure, things will become stagnant. Through reasonable rule setting, 5% to 10% of the team can be eliminated, and the reward given to the first place should be attractive enough. As the saying goes, there is always a brave man under a big reward. There must be sufficient backup forces, and this is when self-built recruitment channels come into play. <It is recommended to study Alibaba's offline team performance appraisal system>

Field promotion is not easy, and business trips require even more perseverance. Project managers and part-time workers spend more time with their friends than their boyfriends or girlfriends and family. Therefore, a little encouragement, more praise, conscious recording of some stories, making photo walls, etc., so that project managers can feel a sense of identity, presence, and participation in the project, is also an important part of team culture infrastructure.

The third level: What is the skeleton structure of the team? That is, your team's sense of honor, cohesion, and championship spirit. You create various opportunities to exercise and sublimate, and through these things, you unite the so-called team and train people through things.

The star-making plan, through rule design, ensures that those who do well receive the honors and rewards they deserve, setting an example and inspiration for the entire team. He doesn't have to be good at all things, but he can be outstanding in one area and be recognized by everyone, then he is a Star.

If you create small successes and your goals are too ambitious, many members will be discouraged and lose confidence. How can a team maintain high morale? It is necessary to let them taste the sweetness of small victories from time to time, break down the goals, and gather small successes into big achievements. The dying project of Tencent's game "Modern City" is a classic example of how a series of small successes rekindled the team's confidence and eventually led to a huge success.

The fourth layer: the team’s mission and vision. You can make it more popular and detailed. What do you want your team to be like in the future? As a team manager, you can explain and describe with everyone what kind of iron army and what kind of powerful team we want to form in the future.

Any vision starts with a group of people. When a personal vision becomes everyone's vision, we can: create victory anytime and anywhere, enjoy success in stages, and talk about the vision...

2.3. Training creates a team of strong and capable people

2.3.1 Instilling company and team culture

This requires constant instilling and communicating to all members of the team in different occasions about what kind of culture we should have and what values ​​we should follow.

2.3.2 Create a standardized marketing team

At present, there is basically an SOP (standard operating procedure) for project entry, but there is no specific SOP for part-time team management. We should carry out corresponding training to determine what kind of people we need and what skills and qualities the team needs to have.

The training outline should include an introduction to company culture, professional skills, industry knowledge, competitor knowledge, sales skills training, management training, and a series of so-called skill-based training.

2.3.3 Establishing an internal team of lecturers

If there are a large number of promotion specialists, each specialist's professional skills, company culture awareness and management capabilities are uneven. This requires a small team of instructors to combine standardization and personalization to enhance the combat effectiveness of each team. Recruit internal members, because the best training instructors must come from the front line, know what users look like, what problems users encounter most often, and they must understand it best. Excellent lecturers are also the reserve team of future management cadres.

2.3.4 Regularly prepare training notices and select instructors

Although lecturers are selected internally, each lecturer must be rewarded materially or spiritually for every sharing he or she makes. Similarly, as a student, he will also be given a so-called score.

As a team of lecturers, there will be a scoring, selection, and PK elimination mechanism. The training team formed in the early stage should conduct regular training and announcements to make the sense of ceremony very sufficient and strong. This is the packaging mentioned earlier. Only in this way will everyone pay enough attention to this matter. After paying attention, they will feel that this is something that helps everyone.

2.3.5 Regularly hold closed growth forums

There should be regular management reviews every month or quarter.

As a management reserve team, in order to accelerate their growth, there will also be regular, closed growth forums, which will gather all lecturers across the country to one place to provide professional skills training, cultural indoctrination, and management training to teach them how to be a manager and how to become a manager quickly. If the management reserve team can take on a large part of the work for local managers when used normally, then the entire team will find it very easy to do their job.

2.4. The system increases the sustainability of the team

What makes Uber so crazy is not only its unique marketing methods, but also its cleverness in designing the rules of the game, using economic levers to leverage the relationship between supply and demand so that resources can be allocated rationally. "Will Huawei be the next to fall?" 》 describes that the reason why Huawei can become a powerful wolf is that it relies on Huawei's consistent customer-centricity, crisis awareness, gray management system, etc. With excellent systems and culture, it is not a problem to create another Huawei.

With the phrase "using the unreal to cultivate the real", Jack Ma opened up the Ren and Du meridians of Gan Jiawei, the leader of the iron army of ground sales, which touched me deeply. What is fake is the surface data. What is real is the growth, talent and organizational improvement brought to the entire team by the process of achieving the data. Data and indicators are important, but without excellent people, how can there be data? The team's development potential lies here. Find excellent people and improve the training system, use fake data to cultivate real people, quickly replicate, capture cities and occupy the commanding heights.

3. The Iron Man's Advancement Path

After more than a year of field sales experience, I deeply understand that field sales is not an easy task, and the essence of it cannot be understood overnight. Field sales is only a subset of direct sales. In the 2F (Face to Face) game, what remains unchanged is the operation of human nature. Field promotion can actually be regarded as sales, and people with sales experience are often more qualified for the job because many times what others reject is not the product, but you as a person. The society is so dangerous, how can we be strong inside? What do I need to prepare before promotion? What should I pay attention to when promoting? The following is a collection of ideas from our promotion partners. Some of them are at the technical level, and some are at the moral level. They are for reference only and are not universally applicable.

3.1 Preliminary preparation for ground promotion

3.1.1 Professional skills (FAB analysis)

FAB is a sales structure method with persuasive speeches in sales, including Feature & Function (appearance, characteristics, features & functions, role), Advantage (advantage, favorable conditions, benefit) and Benefit (benefit, advantage, benefit to, help, benefit).

① Feature & Function (attribute), in sales rules, specifically refers to the attributes of the product itself

The mobile Internet hospital product interface is user-friendly, simple, elegant and official, with practical and lightweight functions, and no downloading is required.

② Advantage (selling point), in sales rules, refers specifically to the selling point of the product itself

It can be understood as, what functions does the product have? What problems have been solved? You can register, pay, check reports, check doctor schedules, and learn health information anytime and anywhere.

③ Benefit (demand, pain point), in sales rules, refers to the customer benefit point.

Scenario-based demand display directly hits user pain points. A No need to queue up at the window to register and pay; b No need to wait for the test reports to come out; c You can register your child before going out; d Make an appointment and get priority in medical treatment.

Of course, you can’t just understand your strengths and just understand yourself. The following two aspects should also be done:

1. Optimize your own products, understand temporary technical defects, and prepare countermeasures;
2. Carefully analyze all the advantages and disadvantages of your own products and your competitors' products, and list three of your strengths and three of your competitors' weaknesses.

3.1.2 The Law of Inner Strength

You can learn from the essence of Professor Li Ligang’s lecture on “Negotiation Game”: everything in a deal is for love. We are here to help users save time and provide convenience. We are here to help hospitals optimize their business processes and ease the doctor-patient relationship. As the giving party, what reason do we have to feel insignificant? If you reject me, it's your loss. Always believe that people who refuse well-intentioned help will be educated by society. Sooner or later, they will learn to use our platform. Don't be impatient. Because the big is still and the small is moving, the small revolves around the big. . . . .

Of course, if he has a strong ambition and the team has a good incentive system, he will try every possible means to achieve his goal, and the above powerful rules are nothing.

3.1.3 Personal image preparation

1. Do not wear strange clothes, and girls are advised not to wear clothes that are too revealing.
2. Boys should shave frequently, and their hair should not be styled like a shamatte.
3. Clear speech and fresh breath leave a clean and friendly first impression

Of course, if your appearance is high enough, the above 3 points are ignored.

3.2 Iron Man Attack Trilogy

Step 1: Lock on the target

Scenario-based promotion is the most efficient. In simple terms, it means prescribing the right medicine for the right disease and making up for what is lacking. This process does not require you to be like Sherlock Holmes, judging the target's eating, drinking, defecating, and sexual orientation based on age, clothing, appearance, and actions. However, as a promoter, you still need to have the ability to judge user portraits at a basic level.

Target: Gender, age, belly, dress, and environment. These aspects can be used to preliminarily judge their needs and inner activities. The above is for one-to-one situations. For one-to-many situations, you need to first gain trust with the help of promotional materials, clothes, nurse assistance, etc.; then use favorable terrain: waiting area, triage desk, in front of the registration window, etc. to launch an offensive.

Step 2: Don’t be afraid, just go ahead

Here, it can be divided into three standard actions (SOPs):

① Safe distance (50 cm, hand's length). To prove its scientific nature, what is safety, we explain that when users are angry, they cannot hit us. Our explanation does not put pressure on users and they can see it more clearly, which we call the comfort of promotion.

This process requires the use of: FAB explains the rules to impress them

Comments: Simple and crude, direct and effective

② The distance at which the code can be scanned (take a step forward and let the user scan the code) and the operation steps after the user agrees to follow.

Talking skills: You don’t need to say a lot, just chat a little, and you can also wait with a smile

③ Stay by your side and provide more guidance. Note: This step requires the user's consent before standing or sitting next to you. Often, promoters suddenly sit next to you, which gives people a very bad feeling.

Step 3: Perseverance and sincere and polite gratitude

There are often promoters who will not ask further questions after users say they have followed and registered. It is recommended to ask one more question: Are you following the hospital’s WeChat public account ? Do you know how to check reports using WeChat on your mobile phone? Have you registered through WeChat today?

Finally, say thank you politely! Excuse me. . .

4. Be a person who understands hospitals

4.1 Hospital attributes

A hospital is a place where diseases are prevented and treated for the general public or a specific group of people. It is equipped with a certain number of beds, corresponding medical staff and necessary equipment. It is a health care institution whose main purpose is to provide scientific and correct prevention, diagnosis, treatment and nursing for its service objects through teamwork of medical personnel and application of medical and nursing theories and techniques. ——"Nursing Management"

Hospitals are socialist health institutions that treat and prevent diseases and protect people's health. They must implement the state's health policies and guidelines, abide by government laws and regulations, and serve the socialist modernization drive. (Ministry of Health)

4.2 Sensitive words for promotion

1. When talking to medical staff and users, we should say "our hospital" instead of "your hospital" or "their hospital"
2. It is best to call part-time staff "volunteers" and "our colleagues" so that they can feel more belonging.
3. When medical staff ask us for volunteer salary information, we should not disclose it, as it will reduce their enthusiasm for voluntary promotion.
4. It is recommended not to recruit medical staff as volunteers, as that will cause a series of unnecessary troubles.
5. When promoting, do not say things like: come to the hospital next time, check your hospitalization information (for outpatient users), or discuss your condition, etc.