The most complete! 13 tricks for selling goods through live streaming

I believe that the first time many people heard the name Li Jiaqi, it was accompanied by a series of astonishing numbers:

15,000 lipsticks sold out in 5 minutes;

In a PK with Jack Ma in live streaming sales , he won with a crushing score of 1000:10;

5,000 Shiseido red waists were sold in 3 minutes, and the sales of this single product alone exceeded 6 million;

Born in 1992, he has over 50 million fans online and earns tens of millions a year...

After being amazed, the next thing to think about is: how did he do it? Is it a natural talent, or is there something else behind it? Can Li Jiaqi’s success be replicated? If a salesperson is selling products on live streaming, what should he do?

In fact, Li Jiaqi's success comes from himself and his team. He is indeed outstanding in sales process, sales skills, customer mentality, and order promotion skills, but they are not incomprehensible or impossible to learn.

It may be difficult to copy Li Jiaqi, but it is completely feasible to learn from Li Jiaqi and make other live-streaming hosts better.

This article will start with four parts and 13 key points to analyze the excellence of Li Jiaqi and his team's live streaming sales, which are:

Sales Preparation (3 points)

Customer psychology (4 points)

Sales skills (4 points)

Acquiring details (2 points)

Note: The original intention of writing this article is to study and discuss the skills of live streaming sales. In order to avoid unnecessary disputes and hidden dangers for the people involved in the article, the specific brands, countries, and celebrity names mentioned in the article are all censored.

01. Sales preparation

Sun Tzu's Art of War says, "He who plans for victory before the battle has made many plans; he who plans for defeat before the battle has made few plans. Those who plan for victory will win, those who plan for defeat will lose, and what about those who plan for no victory at all?"

When sales people actually face customers, every minute and every second, every performance in front of customers will more or less affect your success or failure.

The same applies to live streaming of selling goods. The host and the team’s prior preparation also affects the transaction rate of goods sold in the live broadcast room.

1. Preparation of sales aids

This refers to props used to better demonstrate the selling points of a product, in addition to the product itself , which are also called sales tools in sales. for example:

When it is necessary to discuss the price advantage and demonstrate the deep discount, the assistant will take out the calculator;

When talking about whether the product is the same as a celebrity's, the assistant will take out the large photo that he has prepared;

When it is necessary to demonstrate how to place an order, the assistant will take out a mobile phone or pad and demonstrate the ordering steps and interface.

In a sales process, there are actually many factors that cannot be fully controlled. For example, customer sentiment, competitor performance...

However, advance preparation allows salespeople to have complete control and has a positive effect on sales success .

Moreover, sales tools that can demonstrate the advantages of products are far more convincing to customers than just empty talk.

2. Recommended focus: Preparation of selling points

Any product has many selling points, but if a salesperson explains every selling point of a product and distributes the time evenly in front of the customer, the result will often be that the product will appear mediocre and lack any highlights. The sales results are often not very good.

When Li Jiaqi recommends each product, he usually has one or at most two main highlights .

He will use the limited few minutes to explain the highlight in detail , using a variety of presentation methods to support his point of view and impress users who are watching the live broadcast.

What methods will Li Jiaqi use to support his argument?

He would try it out himself;

He will show the ingredients of the products and explain the professional terms;

He will explain the problems, techniques and tips in makeup;

He tells stories, which may be his own experiences or those of people around him, or the background stories of products;

He would ask his team's assistants and other colleagues to help with makeup or experiments;

He would use some interesting experiments to demonstrate the core selling points of the products;

And many more…

In short, Li Jiaqi will focus on one selling point of the product; but in terms of the form of his efforts, he will try to diversify them to reduce the audience's repetitive perception .

On average, we recommend more than 20 products per night, and each product only takes 5-10 minutes to recommend. We must ensure that all products are sold out, and reduce repetition in format to make the live broadcast interesting and attractive.

3. Prepare for the excited anchor state

Watching Li Jiaqi’s live broadcast, you will find that he is always in an excited state.

Rationally speaking, there was no need for Li Jiaqi to speak at such a loud volume when speaking the recommendation, after all, he was wearing a lavalier microphone.

But in reality, every time I see him recommending something with such passion, I would always be willing to stay for a few minutes longer. Sometimes, I am not attracted by the products he is selling, but am simply infected by his passion .

Especially, when the anchor has money and fame, it is actually more difficult to treat every live broadcast with high frequency and enthusiasm.

On the other hand, we see many deserted live broadcast rooms. Even if we accidentally enter, we find that the host is listless or uninteractive, so naturally it is difficult to retain people.

02. Customer Psychology

A master of psychology may not necessarily be good at sales, but a master of sales must be an expert at understanding the customer's psychology.

The following four psychological states are often seen in Li Jiaqi’s live streaming skills.

1. Herd mentality

Humans are social animals and need a sense of security . To follow the crowd means to be with everyone and make the same choice as everyone else, which will greatly satisfy people's psychological needs.

Many businesses take advantage of this psychology when selling products, and it works every time. In Li Jiaqi's live broadcast room, you will often hear words like the following:

This product has sold over 100,000 sets in our live broadcast room before...

Before this product went on sale, 100,000 people had already added it to their carts...

This product has sold over 100,000 sets before, with zero negative reviews...

This product is the top-selling cosmetic in Country X...

In addition to using sales recommendations to trigger a herd mentality, Li Jiaqi also uses raffles to attract audiences , create a hot atmosphere in the live broadcast room, and create an atmosphere that is more likely to trigger a herd effect.

There are two common ways to draw prizes in Li Jiaqi’s live broadcast room: Alipay password red envelopes and screenshots of the live broadcast room’s comment area .

However, apart from the fixed lottery draw when the live broadcast starts, the time periods for the lottery draw in the middle are not fixed.

At the beginning, a lucky draw is used to attract the first wave of old viewers, who will arrive at the live broadcast room on time to create an atmosphere that will be very popular as soon as the broadcast starts; the time in between is not fixed to prevent the wool party from coming to get the wool at regular times. If you want to win a prize, just watch the live broadcast with peace of mind.

As I look at it, I might not be able to resist and buy it... (snickering)

2. Build an expert image (opinion leader KOL)

Many people are willing to seek expert advice when making important decisions.

So it will be easier to sell more products if you make users believe in your professionalism. The personality that Li Jiaqi carefully crafted is that of an expert in the field of beauty and makeup .

In Li Jiaqi's live broadcast room, you can often hear explanations of professional knowledge on makeup and skin care:

There are two types of concealer: spot concealer and sheet concealer.

Spot concealer refers to the situation on your face (detailed description omitted here), and you should solve it in such and such way (detailed description omitted here);

If you have flaky concealer on your face, you should...

The difference between pressed powder and loose powder: Loose powder is used to solve problems in certain situations (detailed description omitted here); pressed powder is..., at this time you should...

Knowledge content like this is exactly what the audience needs, and they will be willing to listen to it with more patience.

The process of the host explaining this type of content is the process of establishing the image of an expert in the minds of the audience .

In addition, when explaining, professional terms and terminology should be used to appear professional; at the same time, it should be easy to understand and use plain language to let the audience understand what the problem is and how to solve it.

3. Star Effect

The core of the star effect is to sell a kind of self-realization .

"I can't have a celebrity's car, house, face, or fame... but at least I can have the same lipstick, hat, and face cream through my own efforts..."

"Maybe if I use the same products as the stars, I can be more beautiful... It will be easier for me to succeed and make more money..."

With customers in this state of mind, the same sales pitch as celebrities can be said to be effective time and time again. But the problem is that too many people are using the rhetoric of “ this is the same model as a certain celebrity ”, so customers have developed a certain degree of immunity to it.

When Li Jiaqi talks about products that are the same as those of celebrities, he often presents evidence to prove that what he says is true.

4. Li Jiaqi’s personal use: a guarantee that he dares to put his own credit at stake

In Li Jiaqi's live broadcast room, "Li Jiaqi's own style" has become the strongest recommendation word in this live broadcast room.

Behind “personal use” is the courage to guarantee the product with one’s own credit and one’s own skin health.

What’s more important is that after stating that “you are also a user of this product”, in the following description, the audience is more likely to regard the host as having the same stance and being a consumer, and are more likely to believe the host’s description .

Of course, the term "for personal use" cannot be used casually. This is equivalent to putting Li Jiaqi's own credit on the line. As Li Jiaqi becomes more and more famous and has more and more fans, the value of his “personal use items” will also become greater and greater.

In addition to the term "personal use", in Li Jiaqi's live broadcast room, you can see Li Jiaqi trying out the products on his face every night.

He tries out the products on his colleagues’ faces; even Li Jiaqi’s sister and mother occasionally serve as trial models. The core of all this is to convey Li Jiaqi and his team’s confidence in the products they sell . This confidence will gain the audience's trust and ultimately translate into sales.

03. Sales skills

In addition to the above, there are also many things we can learn from Li Jiaqi in terms of sales skills. Here are a few:

1. Various interesting experimental demonstrations

In order to enhance the audience's confidence in the product, in addition to live demonstrations, Li Jiaqi's live broadcast room also has a variety of interesting experiments to demonstrate features related to the core selling points of the product.

Such as the following figure:

Use facial cleanser to make bubbles, then put a coin on the bubbles, and the bubbles will not collapse, which is used to illustrate the density and fineness of the bubbles;

Drop a drop of water on the powder, and the water will not penetrate into the powder; even the powder will not fall apart when it is put into the water; this shows that the powder has good water-proof performance (not easily washed away by sweat);

Sticky hook hanging dumbbell + a bucket of pure water (no need to explain this, it’s clear what I want to express)

In addition to intuitively demonstrating the core selling points of the product, interesting experiments are also interesting in themselves, which can make the live broadcast room active, the live broadcast become beautiful and interesting, and attract users .

The longer a user stays, the more likely they are to make a purchase.

2. Good at expression: telling stories, making analogies, and describing scenes

Being able to tell stories, make analogies, and describe scenes can make your words more penetrating. Everyone loves to listen to stories .

When salespeople tell stories, customers won’t feel like you’re being sold directly and are more likely to accept it.

But whether the sales story is told well and whether the customer is willing to listen is important, but more importantly, it has to be related to promoting sales and the core selling point of the product you are recommending.

For example: Li Jiaqi said that he got an unprecedented low price this time, he would say:

After I got this price, the big boss of Product X’s headquarters (overseas) found out and personally called the president of China and said, “No, you can’t sell it at this price. If you sell it at this price, what will we do in the future?”

But the Chinese boss said: There is no way, I have already promised Li Jiaqi, I can only sell it at this price this time, and I will never sell it at this price again...

Isn’t it more contagious to tell a little story like this rather than just saying, “We got the lowest price in history”?

For example, Li Jiaqi wanted to say that a skin care water has strong skin repair ability, so he told such a story:

In ancient times, when the royal family of that country was injured in battle, they would come back and soak in this water to recover...

Isn’t it interesting to use the magical royal healing water to make skin care water?

Making analogies can also be a simple, quick and effective way to let customers know the features of your products .

Li Jiaqi would say:

This is the Hermès of cosmetic cotton pads…

Doesn’t the audience immediately realize the characteristics of this cotton pad? It is high-end among similar products . Then you can introduce the high-end quality of this cosmetic.

What does it mean to describe a scene? It is to describe the scenario in which a product is used, bring the customer's thinking into this scenario, and make the customer feel that having this product would be very convenient in that situation.

For example, the following two examples:

Li Jiaqi sells mosquito repellent stickers, he would say:

When children go out to play at night, stick this on their socks to prevent mosquitoes from biting their calves...

Li Jiaqi sells hats, he will say:

If you are too lazy to put on makeup when you go downstairs to buy groceries, just wear this hat...

By telling the story, the customer's imagination was stimulated , which led to the final conversion and order.

3. Amplify price/value advantages

Salespeople like to sell products with price advantages. Why? It sells well! But not everyone knows clearly that the “low” price is achieved through “comparison”. Being good at choosing a reference for your product can magnify your price advantage .

How did Li Jiaqi do it?

For example, when selling coffee, he will compare the prices at 7-11 convenience stores; when selling big-name cosmetics, he will compare the prices at offline counters... These reference points are places where the same products are more expensive in reality.

Comparing these prices can more clearly demonstrate the price advantage of Li Jiaqi's live broadcast room! Of course, as per the old tradition, Li Jiaqi often provides pictures to prove his point .

For some products, the discount is not given directly in the form of money reduction, but the discount is given in the form of gifts .

Li Jiaqi will calculate the weight of all gifts and convert them into offline store retail prices. Let consumers feel that they are not just being given a few small-packaged gifts, but are cashing in on unprecedented big discounts.

In addition to the above-mentioned techniques to amplify price advantages, Li Jiaqi also often uses a technique to amplify the value of the product , which makes people feel bright.

For example, when Li Jiaqi is selling a high-end cosmetic cotton pad that is a bit expensive, he will say:

When you use some big-name cosmetics, you must use this cotton pad...

Link the slightly expensive cosmetic cotton pads currently on sale with big-name cosmetics, so that girls will feel:

Although this type of cotton pad is a little expensive, it can save more money or achieve better results when paired with big-name cosmetics. That is equivalent to saving the waste of big-name cosmetics, which actually saves money.

4. Make good use of sales control and grasp the rhythm

Sales control is the process of artificially controlling the pace of sales to create a hot sales scene . The products in Li Jiaqi's live broadcast room are put on the shelves gradually.

For example, product A may have 10,000 sets in stock, but 1,000 sets are put on the shelves for the first time. If they are sold out in seconds, then a few thousand sets will be put on the shelves again. If they are sold out in seconds again, then a few thousand sets will be put on the shelves again...

There are two benefits to understanding this:

The first one is to artificially create a hot atmosphere where a product is put on the shelves and sold out in a short time.

Imagine if 10,000 sets were put on the shelves and 1,000 sets were sold within 1 minute, which means only 10% were sold; but if only 1,000 sets were put on the shelves first, then all of them would be sold out within 1 minute. From the feeling, does the latter seem much more popular?

This hot atmosphere can motivate many viewers who are waiting to see the product to make up their minds to place an order.

The second benefit is that it stimulates users' desire to grab products .

"Snap up", "scarcity", "no waiting", "limited quantity", these are all awakening the safety instinct in people's brains.

The priority of "fear of losing" and "fear of missing out" is far higher than rational thinking such as "how useful is this thing to me" and "is this thing cost-effective". Therefore, hunger marketing is always effective for this reason .

04. Acquiring details

1. Eliminate concerns about placing an order

The most difficult moment in sales is probably the time of collecting the order.

There is a common and useful method to resolve the concerns about paying the bill. When consumers are hesitant, the salesperson can understand the consumers' questions, take the initiative to express their concerns , and give them an answer that reassures them.

In Li Jiaqi's live broadcast room, you will often hear:

Pregnant mothers can also use it with confidence...

Children can also use it with confidence...

The main purpose of these words is not to target pregnant women and children as the purchasing users; rather, it is to use the fact that pregnant women and children who have special and strict safety requirements can also use them to illustrate that the products being sold are safe, reliable and non-irritating, so as to encourage more ordinary consumers to put aside their concerns about safety and irritation and place orders immediately.

In order to dispel the concerns about paying, Li Jiaqi has another approach, which is to advise new fans and fans who are not sure whether the product is suitable for them to place orders carefully and buy less the first time .

From the perspective of "Tao": Whether it is sales or business, you can only last long if your old customers are satisfied .

Satisfied old customers will bring you repeat purchases and introduce people around them to become your customers. There are many benefits. Therefore, cherish your reputation and benefit others and yourself.

From a "technical" perspective, the live broadcast room faces hundreds of thousands or even millions of people, and sincerity towards customers is the best strategy to make them feel at ease when placing orders.

2. Pay attention to the order process

In Li Jiaqi's live broadcast room, you will hear Li Jiaqi patiently explain the ordering process many times every night:

First get a 40 yuan coupon, then fill in 2 when placing an order, which means 10 pieces, and the price for 10 pieces is 88 yuan...

At this time, the assistant will use a mobile phone or pad to show you where to get the coupons and what the ordering interface looks like...

There are two purposes of patiently explaining and demonstrating: one is to guide the ordering process, and the other is to eliminate the hidden danger of customers being unfamiliar with the operations during the ordering process .

To guide the customer to place an order, when the customer has no strong resistance to the product, an experienced salesperson will take timely action to " push " the customer to complete the final step of purchasing.

In the live broadcast room, Li Jiaqi’s narration of the ordering process also played this role.

I believe that many girls are listening to Li Jiaqi's magnetic voice at this time, clicking on product links, coupons, buying now, filling in quantities, and confirming...

Eliminating obstacles in the ordering process is to stand from the customer's perspective and prevent some customers from being unfamiliar with online shopping operations .

When facing millions of people and sales of tens or even hundreds of millions in one night, even if only 1% of them are unfamiliar with the operation and fail to place an order, the loss will be hundreds of thousands.

For a person who works in sales or business, a user's problem with paying the bill is always your problem, not his problem . Because users are unable to pay for the losses, the biggest loser will always be you.

05. Conclusion

The logic of sales itself has not changed, and the customer's needs have not changed. It's just that the way customers choose goods has changed, and the battlefield for sales recommendations has changed.

In my opinion, live streaming hosts are a new way of playing while keeping the core principles of sales unchanged. This new way of playing is a great empowerment for excellent salesmen and excellent anchors.

New model empowerment:

In the past, a TopSales person had limited energy and time, and the productivity he could improve was also limited. Today, the live streaming model can amplify TopSales’ capabilities by hundreds, thousands, or even tens of thousands of times.

Empowering the entire team:

Now the entire team has dozens or even hundreds of people, who can provide systematic and chain services for a live-streaming anchor, from data analysis to fan operations, to help him amplify his sales capabilities.

Supply Chain Empowerment:

For excellent anchors who sell goods, they can rely on their strong ability to sell goods to ask upstream manufacturers for better discounts and exclusive treatments, and then use this exclusive price advantage to attract more fans and obtain greater sales, number of fans, and industry status. Form a positive cycle of " supply chain advantage-sales performance advantage ".

Li Jiaqi’s skills are by no means limited to what is discussed in this article; in fact, the skills of live streaming hosts also have their own unique strengths and are far from a unified routine. This actually shows that the industry is still in the early stages of rapid development. In the future, there will definitely be more unique and skilled anchors.

Author: Zhao Yang

Source: Taobao Ranking