When I was doing B-side business operations, my main job responsibilities were to launch and acquire customers. Although this part went through, but after the customer came in, they were stuck in the transaction process. After the customer information was handed over to the business, the transaction could not be completed.
Since the KPI of the operation department is linked to the transaction volume, I had no choice but to delve into the content of the customer transaction module. Hey, if you don’t understand business operations, you are not a good cook.
When researching the customer transaction module, I found that the business transaction rate is low. The most common situation is that customers always say one thing: your price is too high.
At first, I also thought that since the price is high, it is enough to lower the price. The boss said that it is okay to lower the price. At most, it won’t make money, and it won’t be able to pay. Everyone is happy.
So, I know that the price given by the business is already the floor price, and the customer is still clamoring that the price is high, there is no way.
Later, I visited famous teachers (searching for information on the Internet) and found a saying, but when customers say that the price is high, it is not because the real price is high, but because the customer does not recognize your value. These words are like flying snow in June, freezing me up in my sleep.
Take the B-side business as an example. I was doing office decoration business at the time. I quoted a price of two to three million yuan. Is the price high? If I was a design master, Pei offered a price of 20 million, everyone might not think it was high. Why? Because of the value.
So in the end, the question comes back to how to get customers to recognize that our quotation is worth two or three million yuan. Take an extreme example. For example, if I sell you a needle, everyone knows that the value of a needle is only a few cents. You want to sell one million one, how do you sell it? Give it a million worth.
01 Create product value
To let customers recognize our quotation, the first step is to build the value of the product. In order to make two or three million, even two or three million quotations, acceptable to customers, we have taken the company image, scale and strength, customer cases, and online exposure And other links to build value.
What do you think, if the service company you are looking for is only three or five people, renting in a farmer’s house, and cooperating with such a company, you will be frightened, let alone asking for a high price.
Corporate image is very important. Our company often participates in decoration industry summits and won many awards. The honor certificate alone is filled with a wall of honor of more than 20 meters. We like to invite customers to visit the company. Seeing those honors, customers will involuntarily send out: Wow, this is not the contemporary Pei, choose him.
We also bought a large TV to broadcast real-life pictures of the cases we have done in turn, as well as the interview video of Party A, one word: awesome.
This series of value designs is nothing more than to tell customers that no matter how much we quote, they are reasonable. If customers don’t believe them, these furnishings are proof of value.
The same is true for online value design. I do online advertising and target online customers. In order to create a large-scale external image of the company, I upgraded the official website and made a more compelling version of the official website. It doesn’t look like a small company.
I also posted a lot of soft articles. I searched the company name on the Internet. Either I participated in the XX conference, signed the XX major project, or led the trend. It seemed very fanciful, so a fanatic company offer It’s only two to three million, which is not expensive.
Back to the topic, how to sell a needle for one million is the same. Simply speaking of functions, users are too expensive to sell for a dollar. But, if you add in some stories worth one million, it will make sense.
For example, this is a dusty needle that was salvaged by the Titanic for a century. Does it have an internal taste?
Recently, there was a similar case that blasted the Internet. LV’s air vest sold for 276,000. Such a walking plastic bag could sell for more than 20,000. Why would anyone dare to bid this price? It’s not because LV’s sign is there.
It’s not that I’m playing, I picked up a brick on the road. If the LV official puts LV’s LOGO on it, I can sell this brick for 10,000 yuan. This is the way to give ordinary products high value. Can you understand?
I can also say that the needle is the grandson of the ancient emperor’s royal craftsman Shimai Shanchuan. It took ten years to create it. It is carved with dragons and phoenixes, inlaid with gold and silver, such a small needle like no other in the world. It’s not expensive if you want you a million? Having said that, I myself feel that the price of one million is still low, so I have to start with ten million.
02 Promote product value
After building the value of the product, it is necessary to promote the value of the product to let customers know and recognize this value. If you don’t promote it, just knowing it yourself will have no effect on the transaction.
For example, before the China on the tip of the tongue on the Zhangqiu iron pot, users did not know the same craft, nor did they think the pot was worth much. But since the start of the online broadcast, after everyone was planted, they realized that this pot had such a background, and one had to get one if it was broken, so there was a phenomenon that the price increase was still rushing.
When it comes to promotion, it is about my business. Before, a customer who wanted to be a high-end luxury product asked me how to sell the product? I told him that the style of high-end luxury goods is different from ordinary goods, low-end products fight price, high-end products fight mind.
Why do some products sell so hot without brand promotion, because they are in quantity. Do you buy things on Dodo and look at the brands? Li Yunlong said: Watch a fart. As long as the price is low, I will buy it. But if you go shopping in Dongdong, the brand is more important. If it is a brand, it does not matter if it is more expensive.
What the brand is is nothing more than the content deployment of our operation and promotion staff day and night.
For example, we recorded four videos of Party A’s praise of us at the time, and only displayed them in the company? Of course not. To maximize the value of each content output, in order to promote these four videos, we deliberately registered the accounts of video sites such as iQiyi, Youku, Tencent Video, Station B, etc., and published them one by one.
First, there is natural exposure, and second, when Party A searches and understands our company, it will be retrieved. Look at the video: Oh! Industry leaders are all using the services of this company, so you can choose them.
There are also photos of our delivery, which will also be inserted into the soft text and posted on the Internet. Some Party A chooses Party B, and they are more concerned about how many projects you have done. When you learn about it online, you can see so many delivery scenes. I felt like: This project is 500,000 yuan. I signed it. It’s not that I have the money, but you are worth the money.
Let’s talk about the one-million-dollar needle. With a story, everything will be fine? No, the needle that the Titanic salvaged, you have to make a big poster attached to the needle, and hit the audience who knows the story of the Titanic.
Just like when I took out an oil painting and asked you for 20 million, you would definitely say: Why don’t you grab the money? I tore off the nameplate next to the painting. When you saw the words “Monet”, you would probably kneel and lick me. Give me fifty million for this painting.
Once you have value, promote it and let users perceive this value. At this time, you can ask customers how much money they want. After we made a set of value designs that Party A can perceive, the customer transaction rate has obviously increased, which is professional.
03 Last
The most common saying in Chenggong: There are no products that cannot be sold, only people who cannot sell. In fact, I don’t quite understand what this means. Anyway, you can remember one thing: if you want users to accept your offer, you must first make users feel that it is worth the money.
I borrow a word from a local tyrant friend as a finishing touch: I can buy a pair of sunglasses for one thousand yuan or one for one hundred thousand yuan. Why should I spend one hundred thousand yuan for your sunglasses? You have to give a reason to convince me.
