In-depth analysis of the 9.9 yuan training camp to help you understand group sales

I guess many people have seen or participated in three-day or five-day training camps or sharing classes. I have also seen many people dissecting these training camps. I feel that some of them are not specific enough and comprehensive enough. Today I have organized the framework of this type of training camp for you.

We also call this kind of training camp " group sales ", which means selling products in the community . Without further ado, let me get to the point.

1. Seed users

When doing a group sale, the first thing we have to ensure is that there are enough fans. If you are a complete newbie with no money, no fame, and no fans, then there is only one way, which is to attract traffic yourself . For details on drainage methods, please refer to my previous article.

How much drainage can be achieved?

Here is a piece of data I would like to share with you: When Mr. Yiren first started to establish the Planet of Making Money, the number of followers of his public account was at least 3,000+.

Jimi made the following analysis when Shengcaiyoushu was first established in 2017:

I know a friend who teaches private chat transaction courses. When he first started, he had at least 1,000+ followers on his personal account. Of course this is just a reference data. I think if you maintain your fans well and have high stickiness , you can do it when there are hundreds of them.

After we have fans, we can start group sales. There are two main types of fans for group sales:

(1) Free users

If the user does not pay any price to attend this course, then his expectations and seriousness towards this course must be low. There is even the phenomenon of posting advertisements. Someone has done a statistical analysis: the course completion rate for users who come to attend classes for free is around 15%. (Because the courses we sell in groups are intended to convert to high-priced products later, the completion rate is also very important to us.)

One thing to remember here is: even if they are free users, you should still add them to the group after you have asked them and they are willing to participate, if you send the group entry link directly to the group. Such a group is definitely ineffective. Imagine how you deal with handing out flyers on the street. That’s how they deal with the information you send out.

Of course, there are some exceptions. For example, the small kitchen sharing session that Teacher May has been doing these days also invites WeChat users to join for free, but there is basically no advertising, and the user activity is also very high. This is related to the influence of Teacher May herself . His fans know that what May shares are full of valuable information. So naturally, people are looking forward to it and try to keep order.

In summary:

Advantages: It allows more people to participate in group sales.

Disadvantages: The course completion rate is relatively low, and users’ expectations for the course will be reduced because it is free.

It is suitable for some well-known lecturers to give lectures among their own fan circles.

(2) Paying users

Since these users have already paid some money for participating in the course, they can greatly increase the completion rate of the course and the number of advertisements. However, because our purpose of group sales is not to make money from ticket fees, the price of group sales course tickets is generally very low, usually around 9.9 yuan.

So have you ever wondered why it is 9.9 instead of 2.9, 6.9 or 12.9?

The first reason is that 9.9 is the closest to 10 yuan, but it does not feel as expensive as ten yuan. Many 99, 199, and 298 prices follow this pricing logic.

The second reason is that the price is directly proportional to the number of participants and inversely proportional to the completion rate.

Let me show you a picture and you will understand.

As shown in the figure, when the price continues to rise, the number of participants decreases and the completion rate continues to increase. When the two lines intersect, it means: Number of participants X completion rate = maximum number of completions .

The price at this time is exactly 9.9.

Okay, let’s not talk about math anymore. In fact, this price is not calculated like I did, but is found out through continuous exploration in practice. It is just easier to understand in this form. The second benefit of being a paying user is that we can have enough cost to let others help us sell.

What we are talking about here is distribution . As I said before, the purpose of our group sales is not to make money from tickets but to make money from the high average order value later . Therefore, the commission rate of many distributed courses is now 99% (the remaining 1% is the service fee for receiving payments through WeChat). This way, the people who help you distribute have enough motivation to help you sell courses.

But when we really went to find others to distribute the products, we found that if it was just an ordinary person, no matter how much he wanted to sell, he couldn't sell much because of the limitations of the number of his friends and skills. If an ordinary person posted on WeChat Moments and sold four or five orders, it would be considered good.

At this time, we will find that the ones who really sell well are some kols and kocs who have a large number of fans, and they also know how to help you distribute. So this will lead to a lot of people coming to them to sell courses.

So the supply and demand relationship here has changed. Imagine if ten people come to you for help with distribution at the same time, but you think you can only post one piece of content a day on your circle of friends to help others sell products. At this time, you will definitely choose the one you think is the "best" to post. The good here does not only refer to the good course, but the good overall.

For example:

(1) Good money

Just give him more money, and I will give you advertising fees in addition to the distribution commission. Simple and crude, use money to get everything done. If you think your ROI can be recovered, then you can do it.

(2) Good resources

Many kocs and kols don’t care about the little money you make from distribution. They care more about what resources you can provide them, such as exposure and traffic.

This picture shows the reward mechanism for a recent distribution course. Because this person has a lot of fans, some kocs will help him distribute in order to get such high-quality exposure.

In summary:

• Disadvantages: Fewer participants
• Advantages: Users are more accurate, which relatively increases the course completion rate. You can also use distribution to attract more people to participate.
• Suggestion: If you think the quality of your course is average, or it is your first time, it is recommended that you promote it among your existing fans. If you think the quality of your course is high, you can add distribution promotion.

2. Join the group

After joining the group, what we need to do is to inform the students of the daily arrangements and group rules.

One thing you need to pay attention to when posting an announcement here is that it should end with receiving a reply . The content of the reply should be a simplified version of your notification content, so that people who join the group later can also see this information.

After joining the group, there are generally two situations:

(1) Inactive users

In fact, many people think that it is better to be active in the group. There is nothing wrong with this, but we must be active when we should be active . If we always spam the group, it will not be long before the number reaches 999+, which is not a good experience for users.

Therefore, generally speaking, paying users already have certain expectations for the course itself, and do not really need us to motivate them. So just tell them the class time. Sometimes they even become active on their own.

(2) Active users

This is suitable for some free groups, or if you feel that students are not enthusiastic enough or expectant about the group, you can use some methods to activate users.

Here is a tried and tested method for you:

When joining the group, users are asked to send a personal profile and introduce themselves. If you find that no one is posting after you come in, you should let your water army post a self-introduction first to take the lead.

Generally, after doing this, the group will instantly become lively, not just because of the personal profile. You will find that the group will start chatting as they send the profile. At this time, you can use some internet trolls or the host to bring the rhythm to the topic you want.

For example: If you want to whiten your skin, you can ask them to talk about how they did it, and then the host will come out to correct their mistakes. Those in marketing can discuss common problems that arise in their operations, etc.

3. Active before class

Next comes the most important part - giving lectures. We don't need to be active in the group all the time at normal times, but we still need to be active before the lecture begins to get the students excited.

How can we mobilize the students’ emotions?

It’s very simple to give benefits.

How to give?

Play games.

Frequently used games:

(1) Grab red envelopes

The luckiest one can get XXXX as a gift.

When grabbing red envelopes, I found that sometimes people used plug-ins, making it impossible for anyone to grab the red envelopes from them. Then use the following game.

(2) Answer questions

You can ask users some questions to answer. These questions can be based on common mistakes made by students, or points that you want users to understand. But don’t make it too difficult, so that no one knows the answer. It must be a problem that everyone knows.

For example: During the group discussion of Teacher Guanming, he would ask questions like which training camp this is for Teacher Guan, etc.

Then the first few people who answer the questions can get certain rewards.

(3) Speed

As shown in the figure:

4. Class

(1) Time

The general group release time is 2-5 days.

There are two main reasons for the short time:

1. When people first join a group, they will feel fresh for a while. During this period, they will be very active and user attention will be very high.
2. Short time periods make it easier to control, and the core of long-term groups is value output and emotional connections. Short-term groups are script designs. The shorter the time, the easier it is to design and control.

(2) Lecture format

After the pre-class liveliness, the formal lecture began.

There are two ways here (the names are all made up by me, just know what they mean)

1) Rigid style

As the name suggests, it is very rigid. The teacher started talking about the content of the lesson and then talked from beginning to end. There was no pause in between. Finally, I would like to end by thanking you all. Done.

Disadvantages: The obvious disadvantage is that there is no interaction, but if the content is exciting, there will still be many people willing to listen.

Advantages: This method is simple and easy to operate. And when you are preparing to operate in batches, it is impossible for you to get every detail perfect. Therefore, the fewer details there are, the easier it is to control. You can also use some tools to record the course and then replay it every time you give a lecture.

2) Active

This method requires teachers to put in more effort. The main method is to have some question-and-answer sessions or prize distribution sessions during the lecture. This will increase the user's interest in listening, as the instructor is not the only one talking, but is interacting with the students.

Details to note here:

The fundamental reason that can make users active is that they are interested in your prizes. So the prizes you give out must be good enough, otherwise no one will play with you.

Even throughout the group sale process, you must adhere to two words: great value .

5. Lecture Content

1. Short video greeting

Before the class officially starts, I must send a short greeting video and say something like thank you for coming to my class, etc.

The key to this link is not what you say, but that you can let the students truly see you as a person , and make them feel that you are no longer a condescending lecturer, but an ordinary person like them. This can instantly bring you closer to them and make them feel more intimate.

This method is not actually used a lot in group sales, but I think it is a very useful method and it is also very simple.

2. Introduce yourself

Generally, the self-introduction before the lecture consists of saying your name and your achievements. Then start the lecture. But in fact, this kind of self-introduction seems a little simple.

People don't like to listen to truth, but they like to listen to stories. Similarly, people prefer to hear how you achieved something rather than what you accomplished. Tell them the story of your journey.

Moreover, there are routines in storytelling. People prefer to hear stories about going from ordinary to successful rather than stories about going from successful to becoming more successful.

Example: Key teacher:

Teacher May:

Because there is too much to say, only the beginning and the end are included here. So think about how you have succeeded along the way. Just say it out loud.

So what if you haven’t succeeded yet? It’s simple. If there is no success, haven’t we already had a few successful cases?

For example: If you have written a popular article, you can talk about how you improved and grew through learning and exploration. Finally achieving such a goal can also be in line with the path from ordinary to successful.

3. Course content

The quality of our courses must be very solid . We should not just talk nonsense just because the price is 9.9. Course content is the core of building trust . If the course is superficial, then students will think that your subsequent high-priced content will also be superficial. If the course is substantial and exciting, then users will also think that your subsequent high-priced content is valuable.

So we have to treat the 9.9 yuan course as a 1,000 yuan course. The only criterion here is to break the cognition , break the students' cognition, make them feel that wow, so this is how it is, the teacher is really great, it is really fun to listen to, then there will be no problem with your content.

4. Class format

Text or voice:

In the past, many lectures were delivered mostly in audio format, but for the students’ experience, I think the text + picture format is better, as it is convenient for reviewing later. I prefer the text + picture format, but it doesn’t matter, it depends on personal circumstances.

6. Push up the average order value of products

1. Transition from courses to high-priced products

After the course is finished, you can introduce your high-priced products. When introducing your high-priced products, you must not speak in a stiff manner. Instead, you should find a user's pain point from the content of your lecture, and then introduce that your paid course can solve this pain point.

Example: Key teacher:

Teacher May:

2. Paid product introduction

After shifting the topic to our paid products, we can start introducing our high-priced products.

When introducing your own high-priced products, you can introduce them from the following aspects:

(1) User Testimonials

That is, what results have been achieved by students who have studied your course before.

Try to have photos to support your claim ; words alone are not enough and having photos will make it easier to convince others. Also, the story should be the main focus. Instead of writing that this person earns $100,000 a month through your course, it is better to write about how this person realized his dreams and led a happy life through your course.

You can also send some comments from previous students about your course. Take a screenshot directly via WeChat, the more realistic the better.

(2) Benefits you can get by registering for the course

Simply introduce the benefits you can get by signing up for the course, and then add pictures. And indicate a price for everything you give away. In this way, users can have a more concrete idea of ​​how much of a discount they can get by buying now.

(3) Comparison with competing products

There is no harm without comparison. You can summarize some characteristics of similar courses on the market, and then compare them with your own courses, and use comparison to explain the advantages of your own course. Be careful here not to directly say that my course is better than so-and-so’s course . There is no need to do so and it will offend people. Just refer to similar courses on the market.

For example:

The price of similar courses on the market is 1599, and my course is 699;

Similar courses last 10 days, and my course lasts 15 days;

Similar courses only have recorded courses without one-on-one tutoring by teaching assistants. My course has one-on-one tutoring by professional teaching assistants to answer questions.

(4) Recommended by experts

This is an endorsement of trust. Courses recommended by big names appear more authoritative. You must get the consent of the big shot before you can say this, otherwise be careful that the big shot will cause trouble for you.

(5) Price

Finally, let’s talk about price. We have already introduced all the courses with high customer unit prices, so we can summarize them for users here.

example:

(6) Deadline or number of applicants

Be sure to set a deadline or number of people, which will give students a sense of urgency and urge them to place an order.

7. Water Army Script Design

After the introduction, you can send the payment link.

Before sending the payment link, you must emphasize to them that the screenshot of the payment should be sent to the group for verification. This will make the students who have not placed an order and are still hesitating feel that so many people have bought it, and develop a herd mentality.

In fact, even if many users have purchased, they will find that the students who have purchased have sent out screenshots within a short period of time. In order to make the group active and not let the group become deserted, and also to further promote transactions, we have to send out our water army.

You can let the water army and the host chat in the group. It is better to have a longer period of time, especially for courses with higher average customer spending.

The topics discussed during this period mainly include:

1. Sharing from past students

Let the water army speak out as former students to show how good this course is. It is also best to add screenshots or pictures to make it seem more authentic.

2. Answer questions

You can also answer questions that users may have by having the internet army ask questions and the host answer them.

example:

• How long is the course?
• Can I listen to it unlimitedly?
• What if I don't know how to do it after listening?
• Is this course suitable for a newbie who knows nothing?

3. Publish highlights around the course

You can also post some behind-the-scenes footage of the course and reveal some of the stories behind the course, such as how long it took to make the course, what difficulties were encountered, how they were overcome, and why it ultimately succeeded. This will allow students to have a deeper understanding of your course and feel more familiar with it. They will have more trust and it will be easier to place orders.

Of course, don’t forget to send the purchase link every once in a while so that students who want to buy can find it immediately.

In short, always convey a sense of urgency , tell them that the discounted price is limited in time and quantity , and that the course is very good and worth the money . So buy it quickly.

The longer the interaction with the water army lasts, the more it can promote users to place orders. It is recommended that such interactive scripts be written in advance before the group release, and then they can be used directly according to the script.

The above is a relatively standard mass sales framework model . When you are learning, it is best to find some real mass sales cases, then follow his process and break it down according to this article (I will try to write a specific mass sales case analysis later) to know how each step is applied in reality. By breaking it down a few more times, you will have a more specific understanding of mass sales, and you can also try to write your own mass sales script.

Although the group sale model is like this, various deformations will still occur in actual applications.

For example: some group sales use the form of assessment to make students pay a price, which makes it easier to close the deal. Some group sales allow users to forward posters to their friends circle instead of the 9.9 screening.

But no matter how it changes, it cannot be separated from some underlying logic: building trust and stimulating emotions.

So when you do your own group sale, you have to ask yourself: Have I made users trust me, and have I aroused their desire to buy?

If your answers are all yes. Then you can do it.

Talk about something off topic

I have broken down the group sale in such detail, so you won't be fooled by this trick, right?

The answer is: No.

The reason is very simple. Human nature is utilized in many aspects of this. This is something that no one can change and is written in our genes.

For example:

• You will trust people who know you better, so I asked you to show your face and record the video and tell your story.
• You will envy others for living the life they want, and then you start looking for the reason, and find that the reason is buying my course. So I asked you to use user testimonials.
• You may develop a herd mentality just because you see many people buying. So I ask you to stimulate users by flooding the screen with user screenshots.

Let me give you a real example from my own life:

I was a little hesitant about whether to sign up for teacher May’s class this time, and then suddenly I saw that teacher May said she wanted to set up a group for a special class. I went in and listened, and I believe you have guessed what happened next.

So what I want to say is that doing operations and marketing means dealing with people. When dealing with people, you need to understand human nature and some psychological effects. If you understand these, you will be more at ease in your future work.

Author: Yasaki-senpai

Source: Yasaki-senpai (ID: 2260850219)