Catalog
One, the pain spot that what is recruit students, urticant dot, excited dot
2, how from pain spot of demand hit the point
3, pain spot is solved in sale strategy
The attention that nod assist does officer staff officer, the orgnaization that is you grows help strength!
No matter make the recruit students of market activity and plan, return be advisory division a gleam of and parent give tit for tat to communicate talk about sheet, all without exception is the base that builds the curricular product research and development in us and effect to reveal in the center. Also because of such, understanding product place provides some selling to nod, and the urticant dot that how arouse a client around parent pain spot, make the core way that we ought to think between sale process.
So, after all the pain spot that what just is a product, sell dot and urticant site? Actually, these 3 words are the inducement of all sale not just, it is all commerce and everything more of the product instigate at all dot. If the core value of your product did not point to any keyword, want to score trade real success, so your idea, can be the month in the flower in lens, water only, look so that see to be felt however do not wear, be without substantial meaning!
One, the pain spot that what is recruit students, urticant dot, excited dot
1
What makes pain spot?
Just as its name implies, pain spot is an user the problem that encounters between normal life, kink and complain, if this thing is not solved, he can mix a body uneasy, he will be very painful. Accordingly, he needs to find a kind of solution to dissolve this problem agog, unlock this kink, stroke make the same score this to complain, in order to reach his normal life position.
Sum up a word, what consumer worries about between the life, of kink, no-go, the problem of health of body and mind, make pain spot. We want to do, discover a certain problem namely, solve a certain problem next, final hall and of emperor, speak with justice, fine long hair puts forward impolitely, tell customer: I can help you solve this problem, if you have this problem, choose me!
2, what makes urticant point?
Pain spot is consumer must want settlement problem, and urticant point is not certain have to needs certainly, in itching the dot is to make consumer heart " want " , let him see hear of you such product, in the heart crawly, special have fun at, particularly yearning, with respect to not quite good like condition of a lot of economy labour salary public figure, particularly yearning to malic mobile phone also, see the surface of the sort of find the scenery pleasing to both the eye and the mind, see the sort of performance that exceeds cruel, in the heart excited 10 thousand, wish gnash sells kidney to also want to buy an apple!
Say so, the problem; that solves consumer of pain spot correspondence namely and the desire that itchs the dot is contented consumer!
Why do we say not to ache not to itch don't have a feeling?
Those who say is, the problem with if your product is insoluble practical consumer, cannot satisfy the desire in his heart again, so, he produces bought think of a way hard.
Accordingly, give a person a kind of better in affection and mentally contented sense, make urticant point.
3, what peddles dot (also call excited dot) ?
Sale selling a site is the shift of a kind of sale that consumer desire to buy causes to look in market sale or skill, saying specificly is the enterprise is the characteristic that shows him product, advantage, and the language make peace of abstraction demonstrates. Cent selling a site is two kinds, one kind is other customer the language make peace that understands particularly easily demonstrates. Another kind is make peace demonstrates very professional language. Sell a dot to have apparent exclusiveness, if two enterprises are abstracted,go out to sell a site likewise, that sold a dot this not to have 〝 to sell the life of bit of 〞 value actually. Can see again from this, a product sells the lifecycle of the dot, be roll out with the competitor identical or congener sell a dot to be terminative.
Sell the distinguishing feature that nod even if should stress oneself so, catch what have vitality decisively definitely to sell a site.
2, how from pain spot of demand hit the point
Opportunity is sought in demand
Opportunity from why and come, it is to originate actually the client's demand, as long as can the discovers a client demand of acumen, thinking next with why be being planted means informs a client, and invite a client have good experience, the thing that makes money then is met follow a rational line to do some work well.Make a sale, a lot of people think complex, you need to remember 3 words only: Pain spot, urticant dot, bit more excited.
1, pain spot: The client is put in what problem, ta sleeps to be not worn become aware, ta affliction, these are painful it is the problem that the client is badly in need of wanting to solve;
2, urticant dot: On the job some at odds element, gutty and lack of power feeling, need somebody side flinchs crawly;
3, excited dot: Can bring to the client namely " Wow " the sort of stimulation of effect, produce pleasure instantly! Capture this at 3 o'clock, knock sheet instantly!
Below from small Duan Zi of a few sale, deepen everybody's understanding:
1
Essence of life permits a client
Because the taxi driver is long sit, and easy unripe haemorrhoid. In a traffic flourishing a sector of an area, if use taxi software, term sound or the character pushs the message that sends to sell haemorrhoid drug, it is absolutely most the sale with accurate essence. Allegedly, a message can have 5 individual returns. This idea is simply too absolutely! When you look not to understand, people been actinging!
[enlightenment] pass through essence, see the anguish on taxi master body, for instance the problem such as haemorrhoid, lumbar, dig the client's demand deep, clinch a deal easily thereby client.
2
Increase profit
Two caboodle dish sees before one vegetable stall.
The client asks: "Here how many money a jin? "Here how many money a jin??
Answer: "1. "1..
Ask again: "There? "There??
Answer: "1 5. "1 5..
Ask: "Why there sell 1 5? "Why there sell 1 5??
Answer: "There better. "There better..
Bought 1 then of 5.
Discovery spreads out later advocate turn a minute 1 into two lot quickly. Very fast, 1 a jin 5 sell light again!
[enlightenment] this is bit more excited, when you have a kind of price only, the client's choice is bought only with do not buy, when you have two kinds of prices, the client's choice became " of try to win sb's favor " or " those who buy difference " . And more clients chose try to win sb's favor on every day object, this is aeriform increased profit for you.
3
Stimulative client repeats buy
One sells high-grade man business affairs the clothing store of outfit, the member service that roll out is: Every month is the clothes that this inn buys your dry-clean freely. Common member 1, silver gets stuck 2 times, gold gets stuck 3 times.
So this inn sells the clothes that go out, their member comes to dress recapture again dry-clean, come when waiting to take the clothes every time, want to see the new fund dress of this inn, look long, be bought more also. Inn of outfit of business affairs of this high-grade man serves through free dry cleaning, the lock was decided enough much client is consumed over. Your look, gift is so fierce!
[enlightenment] with little rise in value serves, let client be most willing to repeat the ground to come in inn, lock up calm client easily thereby.
3
Pain spot is solved in sale strategy
Long, president often says controller of orgnaization of a lot of education, store recruit students is difficult, recruit students outcome is not ideal, but the reason that did not realize deep administrative levels: You do not have methodical sale thought, your understanding to sale may differ several administrative levels than others, also can solve recruit students pain spot in sale.
1
Make clear sale view
Cite a case first, this case appears in mass education orgnaization, especially artistic kind of education orgnaization.
The parent is taking the child to go to little art orgnaization, curricular adviser looks, somebody came actively, very enthusiastic, ask darling a few years old, after what calling the name, introduce course with the parent immediately, part of speech of part of speech after one pile, take tariff, sign up now those who have what privilege and so on.
However, you say so, parents can feel disgusted very much, think you always let him sign up for course.
At that time, you need to build sale to maintain such thinking pattern, do not sell course, sale course is very difficult, you can sell a position.
What meaning is the view? When we and parent talk, tell his concept an angle, is not a product, this angle is a view.
Again just new rub one's palm along smooth out with the fingers arranges example:
Curricular adviser can ask the child's disposition the characteristic, some parents can say, my child is more indrawn, be willing to communicate not quite with other little girl outside. At that time you can guide the patriarch, child introversion has tripartite face reason to bring about, domestic environment, school environment, individual is liked. Find a topic to cut a point, tell the parent a view next " the child that indrawn child compares extroversion, more exquisite, pay attention to inner world more. Pay attention to inner world more..
This moment parent can say certainly is, right, yes.
So you can say then, if the child hides these exquisite things in the heart all the time, as time passes can not be willing to convey, go communicating, here the pain spot with respect to the parent in stamp.
Then you can tell him, painting a picture is OK a way that comes out expression of child heart world, and them special be good at guiding the child to convey, the teacher that goes communicating, the inner world that lets the child appears in the picture, and be willing be communicated with the child, go talking about brushwork, be informed inner world's real think of a way thereby.
So, we are the mainest is the course that sale advocates and is not you. While we use a view to sell course, can choose a client through selling a position. Does everybody think your present course can devise a lot of views? And your a lot of views still can make segmentation assorted can be creatinged again give a lot of course.
Now, are you how look upon your course? If you feel,I have painterly class, doodle class. If you have this kind of idea only, the orgnaization of full ave is mixed you are same so conduct propaganda, why should the parent choose you? So, sell course and your problem depends on you just is not advocate in the sale.
2
How do accredit and pain spot let the parent be willing to buy?
Knew " what should sell " later, next we need to understand " how to let the parent be willing to buy " .
A moment ago we mention the combination that advocates through sale to be able to create a lot of course. In reality, a lot of presidents think, because I am professional,the school that the parent knows me is, I can make this item only, I of other am not done, I am afraid that people says not professional. You have this kind of idea, because you return the trustful concern that do not have and deepness gathers between the parent,be. The sale is based on accredit, if the trustful degree between you accumulates certain level, you can sell any educational products to it, it is OK to be not educational product even.
How credit is built? Trust establishs the base that gives others value ceaselessly in you to go up.
You help others solve quandary, help him realize a dream, just can trust in the others in this process you. Real sale gives an user value ceaselessly namely, you every do one pace to want above all, what value did I give him? Helped him what dream realize? His what pain spot to solve?
At this moment how do you do?
At that time you should study what his pain spot is, think method helps him solve next.
What makes solve pain spot? What do a lot of teachers cannot understand the parent comes here truly do, the parent comes here occasionally is advisory course apparently, but not be advisory course rear, may be to hope this child passes study rear this course not only achievement rises, still can normative his study behavior learns a habit, perhaps pass what the teacher's guiding affects the child to grow here, he may have the demand of many sided, not be achievement certainly or course.
So you and he calls, where is the pain spot that does not know him, tell course to wanted to begin with him directly, is the effect good where to go? Everybody notices, course is only whether a tangible product that solves parent demand or pain spot, and you should pass this product backside to go dug his pain spot, always not be eager to marketting oneself product, you solved his pain spot, the sale became naturally issue.
The sale offers value to the user ceaselessly namely actually, solve his pain spot, help him realize a dream. Want you to be able to accomplish this a little bit only, the parent can feel to purchase this kind of service to you is his best choice, he not only can buy course to you, and still can appreciate you, this is a kind of sale of highest form. On certain level you do not need a product even, it is OK to want to be able to offer value to him only.
3
Chase after annul with back end system, how to build sell a system continuously?
We understand the parent's requirement, it is to draw the parent to the school, the first time that finish clinchs a deal. How does follow-up course continue then? This needs us to build a persistent sale system.
Tell next chase after annul with back end system.
Chase after annul, namely what we often say " add signs up for " perhaps say " sell 2 times " .
Chase after annul the system is particular for: The first, it is add newspaper, add newspaper is to groom the back end with natural orgnaization; The 2nd, in sex of combination of back end setting more advanced course offers a student, not be specific course even and it is a service OK also.
The interest with real orgnaization of our great majority is in back end, be in the 2nd times namely, the 3rd, clinch a deal the 4th times. When clinching a deal for the first time occasionally, OK even 70% even the profit of 80% is abandoned not, of support is back end system undertakes chasing after selling profitable.
If back end is very powerful, you are completely OK change the dominant position of your back end to front, such meetings have very strong competition dominant position, give adversary serious blow.
Because you yielded the profit that clinchs a deal for the first time originally to go out, be equivalent to almost free, your competitor does not have this moment method and you defied. For instance, sweep across Spring 2015 " 1 yuan of classes " , overturned a lot of small-sized orgnaizations.
The premise of these sale strategy is you must use sale idea all branches perforative rise the system of solid back end that makes a high quality.
4
Test thinking makes the strategy that fits his
The sale strategy that beats rival with back end system was mentioned in front, but this strategy does not suit to show level to had not built back end system certainly you. To each presidents, what kind of recruit students strategy is suit oneself? Share means of a thinking to everybody here, this thinking means calls a test thinking.
Test thinking what meaning? For example you prepare to come through this channel recruit students, you do not know after all to be able to provoke a student to you, is the cost that you spend high? So you can check in a small way first, because the actual condition of place of each orgnaization place is different, the cost of every orgnaization also is different. The plan of sale recruit students that so you do not want to see the whole nation interlink an orgnaization to be done to you enrols delicacy, thinking of to take one action delicacy can be used here, that is impossible.
You must combine your circumstance to check. Do not refuse, test this kind of program first, the test discovers this kind of plan is OK later, can cast it to magnify more, the cost that says to want you to draw a student only so does not exceed your profit, you can continue through this channel capture is potential member, because you still have back end, your back end has made profit originate this, say you need to check this flow that come out to undertake optimizing enlarge to you so, so ceaseless burnish can burnish gives a very first-rate system.
Cite a case
Have a cafes that just held water, they want to sell coffee, the group that be aimed at is " the office worker that goes to work in office building " , their sale view is not " the coffee of my home has much ox to force " , he is to tell these office worker " each outstanding bosses can order coffee of a cup of XX to employee " , next his preexistence some office building experiment, catch him to compare well-known company freely to some home, with " the boss is ordered " form, give coffee like employee, the boss did not spend money, employee is satisfactory also.
Although a minute of money did not earn, but achieved transmission result however, the employee of other company can discover, the boss of this company ordered coffee to them, that oneself of the company?
Finally, the boss of 80% or company give this building employee ordered coffee, although gain is not much, but this is an office building only merely, duplicate such mode in N again office building, be still afraid of cannot gain?
