Selling goods through live streaming depends on this!

As mentioned before, live streaming is the current standard for corporate sales and a basic skill that operators must master.

Live streaming sales was crazy in 2020, but it will return to rationality in 2021 and become more normalized and diverse, from live streaming sales by experts and celebrities to live streaming sales by individuals and companies, etc.

It is not an easy task to do live streaming sales well, as it involves many aspects such as people, goods, venues, and traffic.

Today, the village chief would like to talk to you about the human part of live streaming sales, and the most important role - the live streaming anchor.

Who is more suitable for live streaming?

Or in other words, if you want to do live streaming and sell goods, what qualities and conditions do you need to have?

Based on his personal experience in live streaming and communication with other anchors, the village chief made the following summary, hoping that it will be of some reference to villagers who want to do live streaming and selling goods.

01The least important thing about live streaming sales is appearance

When it comes to live streaming sales, whether it is a new player or a traditional Taobao seller, many people’s first reaction is that they have to find a beautiful girl in the team to do live streaming.

But this is completely a cognitive bias. Although good looks will improve users' perception, appearance is definitely not the most core factor affecting live streaming sales.

Firstly, if you are selling women's clothing, the more popular the brand, the more of a risk factor it becomes if the host is too beautiful.

Because it looks very beautiful when worn by the anchor, but when the user actually wears it, it becomes a buyer's version, which causes a big psychological gap for the user and leads to a very high return rate.

Secondly, some industries do not require beauty, but pay more attention to the matching of age, status and experience.

For example, if you are selling maternal and child products, a mother with parenting experience is more capable of selling goods than a single woman in her twenties.

Thirdly, there are live broadcasts of food shows and those helping farmers, which emphasize the introduction of scenes. Users are more concerned about what the host is eating. How to make it delicious? Where did the anchor take him to see? Is it tracing back to the factory or going deep into the countryside?

So appearance may be a plus point for live streaming sales, but it is not a must.

Sometimes, a live broadcast by a business boss is more effective than a beautiful employee, such as Liang Jianzhang of Ctrip, Luo Yonghao of Make Friends, etc.

02 Live streaming sales actually emphasizes listening

For many people, the live broadcast room is more than just a place for shopping and transactions.

Sometimes the role of the anchor’s companionship is far greater than the guidance in shopping, so some people may feel lost when the anchor stops broadcasting.

A good live-streaming host should be a good listener and should focus on three things.

The first is to pay attention to users, both new users and old users. For example, if an old customer comes again today, can you just call out his name?

The second is to pay attention to the barrage. The anchor does not recite lines or read instructions when selling goods. One of the core elements of companionship is interactive chatting.

The anchor should always pay attention to who asks about the price, size, who shares their recent thoughts, etc. in the barrage, which makes users feel that they are being cared for.

The third is to pay attention to demand. Whenever you recommend a product, what suggestions do users have for the product you recommend and what products do they need?

Is this recent product something that previous users urgently need, such as the return of a popular product or the launch of a new product?

I summarize the above three points as the ability to read people's expressions. It is the host's role of companionship, listening, and communication that makes transactions possible because there is a foundation of trust.

03 Rational consumption guidance

Some villagers should have seen some anchors on Kuaishou, selling by shouting, and the sales were quite good.

But I hope everyone will not be misled by this phenomenon. Although it is an objective fact, it is definitely not the mainstream.

No one wants to be in a noisy environment when shopping, nor does anyone want forced consumption guidance.

The core point of live streaming sales is to establish a full trust relationship with consumers through the host’s personal image shaping, and then conduct rational consumption guidance.

You make sincere recommendations to users and tell them why it is worth buying this product, its efficacy, quality, value, benefits, etc.

The more sincere the live streaming is, the easier it is for users to pay.

04 Have a desire for goods and a desire to express them

1. Material Desire

If you want to become a live-streaming host, first of all, you have to be a person who loves shopping.

Even if you don't consume that frequently, at least when a product is placed in front of you, you have the urge to understand and use it.

If you are only interested in products that you care about, it will be difficult for users to feel involved when you introduce them to them.

2. Desire to express

When selling goods live, you have to be brave enough to face the audience and not be stage-frightened.

Especially when you are only facing a camera and a screen, you can still be immersed in it.

Being afraid to express yourself or to express yourself briefly will definitely prevent you from explaining the product clearly to users.

For individuals and companies themselves, you are not a celebrity anchor like Li Jiaqi and Wei Ya, who need to complete the introduction of certain products within a limited time.

But for you, you may only introduce a few products in a live broadcast. If you have no desire to express yourself, it will be difficult to go on with a live broadcast.

You need to learn to create content together with users by observing their words and expressions.

Because for individuals/enterprises, the products recommended every day are very simple, but the length of your live broadcast cannot be too short.

05 Have professional knowledge of the product

Li Jiaqi is the No. 1 lipstick seller, and Viya is the No. 1 beauty seller. Although they are both trying their best to expand the categories of products they sell, they always have their own areas of expertise.

For example, when it comes to the product's color, ingredients, usage scenarios, etc., they know them all and can give professional guidance.

Let’s take a look at Li Jiaqi’s background. He used to be a BA at a big brand counter. And Wei Ya has successfully opened several clothing stores.

Therefore, they are very clear about the efficacy of the product and the psychology of users.

This is why I recommend that some Taobao sellers start their own live broadcasts to sell their products, because you may know the product best among the team.

Of course, for villagers who are about to engage in live streaming to sell goods, first determine the field you want to live stream, and then spend more time to understand it.

Only when your words are meaningful, reasonable, emotional and vivid can you impress consumers.

Otherwise, if the live streaming sales are done by memorizing the script, users will know what is said as soon as they start speaking, and it will be difficult for users to have the desire to consume.

It is also important to emphasize here that so-called professional ability is not just about knowing the efficacy of the product.

Among them, life experience is also extremely important. Anchors with life experience will express themselves naturally during live broadcasts. Users will not feel stiff and their appeal will be stronger.

06 Have the endurance to live stream for 100 consecutive days

If you want to become a qualified anchor, the last and most important point is to have good physical strength! Good endurance!

996 has always been a controversial topic, but for many anchors, 007 is the norm.

1. The physical strength required to live stream for 4-5 hours every day

For Taobao sellers, it is extremely common to start live streaming at around 7pm and end at 12am.

I have also seen some anchors who broadcast all day long, morning, noon and night. On average, they broadcast for 7 or 8 hours a day, which is much harder than ordinary work.

2. Endurance of 100 consecutive days of live streaming

Live streaming is another type of product details page, and it is also an emotional connector.

The more time you spend with your users and the more trust they have, the more likely they are to repay you with spending.

I want to get the platform's support for live streaming traffic, I want to gain users' consumer trust, and I want to see the results of live streaming.

I think live streaming for 100 consecutive days is a foundation. If you can't do this and give up, the result can be imagined.

The most important thing I want to say about this is to those individuals or husband-and-wife shop owners who are about to do live streaming to sell goods, because you are not a professional organization, you can get short-term exposure through official resources, money, etc.

It takes time to build your communication skills and trust with users, so you have to be able to endure loneliness.

Otherwise, if you stop broadcasting for two or three days, how can users dare to consume?

Author: Shili Village

Source: Shili Village (shilipxl)