SOP for live broadcast room with monthly sales of one million

Today I will share with you a very important module for making Tik Tok: the part of speech skills, so that you can use it right away and can implement it in practice.

Although I use Douyin live streaming as an example throughout this article, its actual application is not limited to Douyin. It also includes video accounts, Kuaishou, or private live streaming platforms. The logic of the speech is the same.

Before we talk about the framework of speech, let's first understand the core of speech and the purpose of each type of speech:

1. Interactive language: Activity language is used to collect data for the live broadcast room, because you need to let users click to follow, join the fan group, comment, etc., to complete the fan conversion rate, retention and other data of the live broadcast room.
2. Product sales pitch: Product sales pitch is to introduce the product’s selling points and enhance the value of the selling points. In fact, it is to pave the way for closing a deal.
3. Closing skills: To ultimately convert traffic and promote transactions.

Now that you understand the core of the three major sales pitches, we will now explain to you the framework of the sales pitch. Whether you are a host or an operator, you must keep it in mind. As long as you understand the logic of the framework thoroughly, you can immediately apply it to any product as long as it has a selling point.

Our live broadcast framework will be divided into five parts:

1. Opening warm-up (30s-1min)

First of all, when the show starts, or when the live broadcast room just starts, its traffic will definitely be full, right? So can we sell products directly at the beginning? That definitely won’t work, right? Be sure to preheat first. So the first module is a warm-up.

How long is the warm-up? 30s-1min is enough, why? Because the Douyin platform requires that the time for releasing an order cannot exceed 8 minutes, and generally 3-5 minutes is just right, so our warm-up before the broadcast must be brief and concise, and we must accurately and firmly hit the user's heart within 1 minute , so that he will stay in your live broadcast room and interact with you.

The preheating for the launch mainly includes four steps: welfare content, welfare conditions, reasons for providing welfare, and interaction. We will explain them one by one below.

1. Benefits

The first step is that welfare content is very important. Welfare content is used to attract users, let them hear the hot spots, and stay in the live broadcast room to carry out subsequent actions .

What are the benefits? For example, what kind of activities did you bring to everyone today? For example, I brought this suit jacket to you today, and I will give you a suspender dress. Or your price is very advantageous, for example, I am giving you a hug pillow for 9.9 meters today.

So there are two ways to get benefits:

① Quoting prices based on inventory: for example, 5 pairs of socks are sold out for 1.9 meters, but when explaining, the inventory is shown as sold out. This method is more suitable for products with very advantageous prices and relatively low prices.

② Reporting inventory and holding back prices: For example, I have only prepared 50 benefits for everyone today. For this satin suit jacket, I will give everyone a suspender dress. Reporting the inventory will give everyone a sense of scarcity and a psychological hint about the price, making them feel that it is cheap but not knowing the exact amount, thereby achieving the purpose of keeping users in the live broadcast room. This method is more suitable for products with medium order value, but not for products with high order value.

No matter which method you use, you must first offer benefits to retain people. The number of people in the live broadcast room will accumulate slowly when the broadcast room is just opened.

2. Benefit conditions

This is the time for interaction, for example: "Come on, babies, do you like the benefit I made for you today? Do you want it? If you want it, can you please follow me? Can you please let me know if you want it?"

The purpose of welfare content is to create a sense of scarcity of your welfare. The purpose here is to guide everyone to interact with you, and those who meet certain conditions can grab this welfare.

3. Reasons for doing welfare

The purpose here is to tell users, why should I provide welfare? Otherwise people will think that the reason you sell your products so cheaply is, are they real or fake? Can you ship it? Wait, I feel like this free gift must be a trap and I’m afraid of being fooled.

Therefore, after the welfare content, we must emphasize why we provide welfare? For example: Our supply advantage is that I own the factory and I own the business, which proves that I have the ability to bring benefits to everyone. Or maybe I am trying to achieve a goal of increasing followers, or today is the 3rd anniversary of our store, or even if it is my birthday today, I have to give a reason for this welfare event.

4. Name and interact

Why do we need to interact by name? In fact, we can roughly analyze whether the user is a boy or a girl based on her name (for example, "sunny" must be a girl, and "live another 500 years" sounds like a boy).

Then we call the roll, for example:

Come on "Sunny Day" baby, do you want this T-shirt? Do you like the benefit the host prepared today? If you like it, can you tell the host that you like it? Don’t just swipe away, “Sunny” baby, if you like this benefit, give the anchor a “want” and I’ll ask the operation department to get on board right away…

Naming someone is actually hinting at other users. If you name Yangguang Mingmei, other target users will also listen to how to obtain this benefit, and they will also follow the interaction to achieve their goals. You will find that either no one interacts in the live broadcast room, or once one person triggers the interaction with you, it will be easy for others to follow suit. Therefore, calling out names for interaction also serves as a benchmark .

It is enough to talk about the above four points in the 30 seconds to 1 minute warm-up before the show. You can use it when your live broadcast room just starts, and you can also use it when you switch to the welfare payment during the middle of the broadcast. This can be done for products with low to medium customer orders, or welfare products, but if you have high customer orders, or a more serious product like education, this step is not necessary. Generally, you can directly introduce your own brand or personality at the beginning, and then directly introduce the product selling points.

Pre-launch warm-up case: 39 meters to sell a sunscreen

These are the four contents of our opening announcement. With these four points of speech logic, the host can basically speak fluently and with ease by fitting the speech into this framework. What we need to pay attention to here is that 30s-1min is enough. Don't spend half a day on calling out names. No matter what the situation is in your live broadcast room at the time, even if there is still no one interacting with you, just continue with the process.

2. Product Talk (2-3 minutes)

1. Product selling points

If it is a product with a high unit price, such as electronic products, furniture and appliances, you need to explain it in detail and talk more about the selling points of the product.

If the average order value is low (less than 300 yuan), you only need to find 3-4 selling points to make it a hit.

Then make the selling points you found in advance more vivid . For example, if it makes you look thinner, you can't just say it makes you look thinner, but you have to talk specifically about to what extent it makes you look thinner. Saying that you have gained 30 pounds can cover up my weight. For example, if you are introducing a piece of kitchenware that is very convenient, then you have to explain why it is convenient.

2. Create value

After we have a selling point for a product, there must be a corresponding enhancement in the sense of value of the product.

For example, if I say that my kitchenware is very convenient, then what is convenient about it? Do other people’s homes have the same convenience as mine? I am more convenient than others and my costs are higher than others, so I must have a higher sense of value. For example, let me talk about my sour satin suit jacket. What’s so great about sour satin? I have to tell you where my costs are high. One selling point corresponding to one value can vividly and vividly explain the advantages of a product.

3. Scene creation

Scene creation is to stimulate users' visualization of the scene, or to be more precise, to stimulate consumption . For example: I was brushing my teeth this morning and found that I had run out of toothpaste, so I went to buy some. This is traditional e-commerce, where there is a demand first and then the demand is met. However, in Douyin live streaming e-commerce, there is no demand, and people don’t watch Douyin to buy toothpaste.

For example, I came across a live broadcast room. I didn’t want to buy toothpaste, but I saw a host say, “Hey guys, today you have 29.9m. One, two, or three boxes are not enough. I will send you two more boxes today. You can get 29.9m and five boxes at home! Hey guys, whether you have toothpaste at home or not, you should buy some and stock up. If you run out of toothpaste one day, you don’t have to go downstairs to buy it, and you don’t have to wait for several days for the delivery from Taobao or Tmall.”

The above words, preferential prices, and simple scene creation directly stimulate users' consumption. This is the role of scene creation.

4. Interactive

When we talk about products, we must remember not to just talk about products, but to frequently intersperse interactions. So how do we interact? The structure here is:

Product selling point + product value + (interactive) + scene creation + (interactive)

For example: "Hey babies, today I bring you a suit jacket with sour satin finish. It is very wrinkle-resistant and not prone to snagging. It is of counter quality. Our counters are of 1-2 km quality. It is better than some imported brands from Japan (selling point + sense of value). So what benefits do I give you today? Hey babies, if you take a picture of such a good thing today, I will give you a suspender dress (after talking about the sense of value, I will bring you benefits). Do you like it? If you like it, please leave a comment on the public screen. If you haven't followed me yet, please follow me as soon as possible."

We need to develop the habit of consciously guiding interactions and frequently interspersing interactions. If there is no interaction in the live broadcast room for 1-2 minutes, the popularity of the room will drop. It can be said that interaction is the soul of live streaming sales . Moreover, the premise for each interaction to be triggered must be a reason, giving users a reason to interact .

So how do we interact consciously? Here are 4 ways to interact:

① Product selective interaction: "Come here, baby, if you want our No. 1 link, click on the white one, and click on the black one if you want the white one." Or "Do you like this top or these pants? If you like the top, click on the 1 button, and if you like the pants, click on the 2 button."

Product selection is based on the product. Through product interaction, you can also know how many users in your live broadcast room like your product, or test which product is more popular and put it up first, so as to complete the transaction.

② Welfare stimulates interaction: "Come on, baby, do you like this welfare in A Meng's hand? Today, I am selling you a very practical PA++++ 75ML sunscreen at a price less than 50 yuan. Do you want this welfare? Can you follow A Meng? Follow A Meng, don't accidentally swipe away and lose me."

Stimulating interaction through benefits is also the most effective way. People will stay in the live broadcast room in order to grab a benefit. Some people always ask if they can follow A Meng. Why should I follow you? Because I have benefits, and I will give out the benefits first.

③ Closed interaction: Don’t ask too big open questions, which are difficult to answer. Don’t let users think about it. Once they start to think about it, they will become rational. Consumption is emotional, so closed interaction is required:

"Do you want it, babies? Do you want 1 or 2?" "Can you or can't you?" "Do you understand or don't understand?" "Do you like it or don't like it?" Closed interactions only give two choices. Don't let users think about it. Don't ask "What do you think of this dress?" She will just think about it and leave.

④ Set the pace for interaction: When someone says something bad in your live broadcast room, it’s okay when there are many people, but when there are few people, the comment will make your live broadcast room abruptly cold. You will find that the interaction rate has decreased and the number of people online will immediately decrease. You must react immediately at this time:

"Come on, baby, you said our products are not good. I know you are in the same industry as us, and I don't want to expose you. Come on, are there any old fans who have bought our products? If you have, please give me a "yes", and if you think they are good, please give me a "good"." Bring the rhythm back and bring the direction of the live broadcast room back.

Some examples of product talk:

You can just talk about the product for 2-3 minutes. The key to the product lies in whether the selling points are fully explored, whether the sense of value is sufficiently shaped, and whether the scene stimulation is in place . These are the first three points needed in product discussion, and then you can insert interactions at any time.

3. Psychological preparation (30s-1min)

Sales can be said to be a psychological warfare. After explaining the product clearly at the beginning and then implanting some psychological preparation in the customer, it will be easy to close a deal. All the content in this psychological construction section is to make users trust us. There are four main methods:

1. Customer Testimonials

Show your sales volume, ratings, brand flagship store, user reviews, brand endorsements, etc. Highlight the ones that are your strengths.

For example: "Come on, darlings, have you seen the benefits I brought to you today? What is the rating of our store? 4.99 points. What are the ratings of many big bloggers and top anchors? They are all 4.75/4.8, and the full score is 5 points. Our store's rating is 4.99.

When users see that your rating is higher than that of other stores, it increases their trust. All content is to make users trust us.

2. Product Guarantee

There are two ways to ensure product: the first is to dispel users' doubts about the product through visual and behavioral means, and the second is the after-sales service of the product.

For example, when we sell jeans, we are worried about color fading. Our jeans will not fade after washing. What should we do if the color fades? First, I guarantee that if the color fades, you can bring it back to me and return it within 7 days without giving any reason. Second, you can use visual methods to dispel your doubts. I will take out a piece from the water tank and demonstrate it on the spot. Has the color faded after soaking for such a long time? It does not fade.

3. Throwing out ideas

The main meaning is that the benefits that could not be given to you originally can be given to the users of the live broadcast room through guided interaction. There is a bit of interpretation involved. This method is indeed very useful, but it is not suitable for all products, and not all anchors can use it. Only more mature anchors are suitable for it. If you don't express it well, it will seem very fake and have a counterproductive effect.

For example, selling sunscreen:

"Listen up everyone, today I'm offering you 75ml of sunscreen for less than 50 yuan. But baby, there are only 50 orders. I have to tell you in advance that I applied for this sunscreen from a certain port on a certain day, and they don't have a 7-day no-questions-asked service, so I can't give it to you today.

As you all know, when you buy things from A Meng, once you open the package and use them, I will give you 7 days to return them without any questions. Even if you open the package on Tmall or Taobao, they cannot give you 7 days without giving any questions, but A Meng can. Is this the case, darlings? Come on, give me a tap.

But for this wave of 50 welfare orders that I’m giving to you babies today, can you understand that A Meng doesn’t have 7 days of no-reason cancellation? If you can do it, give me a thumbs up. If you can understand it, give me a thumbs up (this is when the internet trolls come in and there’s a reversal).

Come on, babies, so many of you want it today. Although I only give you 50 orders today, there are still so many babies who are enthusiastic, and so many babies understand A Meng baby. Let’s do this today. You go and communicate with the operation side. I will pay for it out of my own pocket and give everyone 7 days without any questions, is that okay? Do you love A Meng? Love Ameng, give Ameng a love Ameng (water army). ”

This is a sudden reversal. I couldn't give it to you originally, but I gave it to you again. Just 7 days can play out like this for no reason.

4. Concept implantation

The purpose of implanting concepts is to break consumer consciousness, implant a new concept, or break an inherent concept. Inform users of the necessity of this product. For example, if I sell a coat for 599 yuan today, someone may ask me why I should spend 599 yuan to buy a coat when many coats are very cheap now.

Then we can say this: "Can a coat that costs 599 be the same as a coat that costs 59? No, you must love yourself, learn to reward yourself more, invest in yourself, and make yourself beautiful. The temperament you wear when you wear a coat that costs 59 is different from that of a coat that costs 599, right, babies? Can a low-quality fabric on you reflect your temperament? No, baby, only high-quality fabrics like ours can reflect your temperament."

The concept implanted here is that women should invest in themselves and should be willing to spend money on themselves.

There are also some different concepts, such as face towels and towels. In fact, we all used towels when we were young, right? When did face towels come into use? When e-commerce came out, when bloggers came out. She said I had to use a face towel, otherwise I would get acne on my face. In fact, experts have said that it is not that serious and it is unnecessary. Those bacteria are nothing to the face.

But these businesses implant a concept in you and brainwash you repeatedly to make you insist on not using face towels. Including what I mentioned earlier, that sun protection is needed all year round, not just in summer. Telling users the necessity of sun protection implants a concept into the product and at the same time tells users that they must consume it. Even if there is no demand, we must explore and create demand.

4. Get a quote (30 seconds)

Some people who have read this may think that it is not difficult to get a quote for a car? I just need to report it and that’s it, right? In fact, there are some skills in getting a quote for a car. Many live broadcast room quotes are like this:

"Today we don't want 599, 499, or 399. Come on, I'll give you xx price today. Or whatever my original price is, today's xx promotional price."

So where do these numbers come from? In fact, most of them are virtual, but why should users trust us? So how should the live broadcast room quote? In fact, a good live broadcast room is made up of countless details. Let's break them down one by one through the following three steps:

1. Counter price

First, you can quote the counter price. If there is a tag, look at the tag. If there is a label, look at the label. This will show that the product is valuable, which means it is expensive.

"Listen up, dears. How much is the price of this product in our counter? 189m sunscreen (holding the price tag). Usually ours is comparable to that of a certain big brand or Xiangmouli, but baby, can I buy yours for 189m today? What is the price you bought it for on Taobao? 189m is the daily price, right? (Taken from Taobao)

2. Prices on other platforms

Here you may be thinking, I already have counter prices for comparison, why do I need prices from other platforms such as Taobao and Tmall? Think about it, when we are consumers and we see a cup selling for 39 yuan in a boutique, is it possible for you to pick up your phone to see how much it costs on Taobao? As your consumers, it is the same. When they see something in the live broadcast room, they can't help but wonder how much it costs on Taobao and want to compare. Then we definitely can’t let users jump out of our live broadcast room, right? At this time, we need to prepare in advance, KT board, A4 paper, mobile phone screenshots will do, to display the price pages of other platforms. This problem was effectively solved.

3. Price after cost breakdown

How to compare cost prices? It means breaking down the costs, making specific calculations for users, and reflecting the benefits in data. You can even use a calculator to give users an approximate price. For example, let’s talk about a piece of clothing:

"One meter of fabric costs me 78 RMB, right? I need five meters of fabric to make this dress, and I'll give you a suspender dress. I need three meters of fabric for the suspender dress, so that's eight meters, right? This costs more than 600 RMB, plus my labor costs and courier fees, and it's more than 700 RMB all together. The benefits I bring to you today are really a loss."

The clothes here actually sell for more than 200 yuan. After the cost is broken down, it drops directly from more than 700 yuan to more than 200 yuan. Doesn’t it seem very cheap? This is the charm of cost breakdown, it is well-founded.

Quote on the car case:

5. Forcing and promoting orders (1min)

If we don’t do a good job of forcing customers to buy, there will often be many orders submitted but not paid, or customers only click but don’t buy, which will affect our conversion rate. The following 6 steps can improve the click-through conversion rate of the live broadcast room:

1. Repeat key selling points quickly and simply

At the moment we place the order, we must reiterate the key selling points of the product, such as silk fabric and denim that does not fade. In fact, it is a shortened version of the product selling points you mentioned earlier. One is to emphasize it again, and the other is to tell the new users who come in after the order is placed.

2. Dispel doubts about this selling point or after-sales

The previous selling point will definitely have some concerns for users, so the next step is to dispel their doubts, such as telling users that it will not snag no matter how they pull or grind it, and it will not fade no matter how they wash or soak it, including a 7-day no-questions-asked warranty, so that users have no worries.

3. Limited time and limited quantity

For example, the user is given one minute to take the photo, and then he picks up his phone to count down, and when the time is up the original price is restored. By using the countdown to restore the original price, a sense of urgency is created (people usually have a sense of urgency psychologically when the countdown ends), which also increases the user's stay time.

4. Instant Gift

Gifts given away for a limited time and in limited quantities, including things like freight insurance, can all be used as gifts. For example: For all the babies photographed within 10 seconds today, I will give you xxx extra. This is very simple, but very effective.

5. Remaining stock

For example, if we say that we have 50 orders today, then after placing the orders and in the process of forcing orders, the anchor or the operator can shout from time to time: "There are 32 orders, 10 orders...", and create a best-selling situation by reporting the remaining inventory. The anchor then keeps repeating the product selling points and promotion efforts. This is very common.

6. Clear inventory

As for clearing inventory, everyone who is doing it knows that there is no such thing as clearing inventory. This is just for the users of our live broadcast room to see. They say it is to kick off orders and clear inventory, but in fact it is just a new wave of inventory being added to create a scarce atmosphere. At the same time, remind users to pick up leaks. In fact, after many live broadcast rooms have finished talking about a product, there will still be a small amount of inventory for new people who enter the room to place orders by themselves.

The above are the 6 steps to force a sale. It is not something that the anchor can accomplish alone. It requires the anchor, operation, and central control to work together to create an atmosphere in your live broadcast room. The method is given to everyone, and flexible application is the key to success.

So far, this is our overall sales talk framework: opening warm-up → product sales talk → psychological preparation → quotation → forcing and promoting orders. Once we understand the logic, we can apply it flexibly in combination with our own live broadcast products.

Now that you have mastered the logic of the speech, another way to quickly improve your speech is to disassemble the speech of other people's live broadcast rooms. We all know that peers are the best teachers. Copy the speech of others' live broadcast rooms, especially the mature and popular ones, and directly apply them in combination with your own products.

6. How to disassemble the rhetoric used in other live broadcast rooms?

Record the screen for about 20-30 minutes to see his words, props, and operational coordination, then convert it into text, break down the contents of the various words frameworks we learned earlier, and make them into a table. What you hear is completely different from what you write on paper. I typed it word by word. Basically, I write it down after I finish reading it, and I can fully understand the process and gameplay of his live broadcast room.

Colleagues are the best teachers. There are three things to do in selling products: copy, copy, surpass, and make money. The first is to copy, the second is to surpass, and the third is to make money. If you copy her and surpass her, the money will come.