Five Mysterious Figures Related To Marketing

Note: from small to large, we shouted too many slogans and listened to too many lectures.

Principle: the ratio of the larger part of the whole to the whole is equal to the ratio of the larger part to the smaller part, that is, 1:0.618.

Application: in the market, we often shout slogans of "good quality and low price". In fact, we know that "material beauty" means "high price" and "low price" is "cheap."

Then, how do we find the coincidence of "wumi" and "cheap"? This requires the golden section rate, that is, when the same commodity has multiple varieties (or brands), the most suitable price is (the highest price - the lowest price) * 0.618+ lowest price.

This is the true combination of good quality and low price.

At the same time, in the actual application process, we should pay attention to the choice of the highest price and the lowest price. For example, the author has done a full automatic mahjong machine market, mahjong machine most of the unit price is between 2500 yuan -5000 yuan, but the most high-end mahjong machine can sell more than 30 thousand yuan, but the high-end mahjong machine market share is less than 1/10000, and the actual high price part is not mahjong machine, but mahjong mahogany frame, if we move mechanically, take 30 thousand yuan as the highest price of mahjong machine industry is not appropriate, otherwise, the lowest price choice is also so.

Example: in the market, we see that the most expensive commodity is not the highest price, nor the lowest price, but the price is "moderate", and this "moderate" price is often the most suitable price we mentioned above.

Therefore, we see that many enterprises are developing "multi brand" strategy. The so-called "multi brand" strategy says that the popular point is the "multi price" strategy. Even if implementing a brand strategy, we should develop high, medium and low end products in a brand, which is actually looking for the most suitable price of this commodity.

Because who owns the most suitable price of this commodity, who has the largest consumer and the largest market share.

The author clearly recollection that when I am a district manager in a company, I use this pricing strategy to get the cost price of the product according to our most suitable retail price, and then arrange more than 100 exclusive stores to purchase products that are close to the cost price. The two best products sold by these stores are selected at that time and the two series that contribute most to the company's profits.

Second mysterious numbers: "250" law

Principle: behind every customer, there are 250 friends and relatives in general. These people will have the same relationship. Therefore, offending a customer will lose dozens, hundreds or even more potential customers.

On the contrary, it produces the same positive effect.

Application: DeGroot, an American sales psychologist, said: "the key to successful sales is to understand the following points: if your customers do not recommend you to someone else, then your sales work will not really end.

"It seems that contact with customers should be good at spreading the effect of diffusion.

In the specific operation process, we might as well classify the customers, and then we should retain the present customers and search for prospective customers.

Example: in hypermarkets or exclusive stores, we often see that some customers often call names for "certain" people before a certain counter or product, because they are introduced by a customer who has bought this product. At that time, the customer bought it on the "so and so" hand, so he also wants to buy someone.

I remember that when I was a branch manager of a main refrigerator company, I made a special award to the salesmen in the store, that is, the more the old customers introduced, the more they bought, and the manager would be awarded a special award.

Later, the author gave the suggestion to several home appliance department managers of several shopping malls, and they were adopted. They set up special award for household appliances department manager, excellent salesperson award and so on.

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Third mysterious numbers: the universal law

Principle: smart Jews believe that everything in the world exists in proportion to 78:22, for example, the ratio of nitrogen and oxygen in air is 78:22, and the ratio of water to other substances in human body is 78:22.

78% of the world's wealth is always in the hands of 22% of the minority, while 78% of the ordinary people only have 22% of the wealth.

Application: 78% of a product's sales will always be in the hands of a few large dealers (agents) of 22%.

Therefore, when we choose distributors (agents), we must seize those few large dealers (agents), their strength is strong, and their credit standing is good. Only in this way can we achieve strong alliances and create a win-win situation, so as to lay a solid foundation for ensuring the completion of sales tasks.

Of course, those dealers who only hold 22% of the sales volume of 78% are also our customers, achieving joint sales and meeting the needs of multi-level consumption.

Example: when I was doing household electrical appliances, there were many large dealers. In the early years, there were five divisions in the whole country, department stores and so on. In recent years, Beijing's Gome, Dazhong electrical appliances, Suning Appliance in Nanjing, five star electrical appliances, Shandong Sanlian electrical appliances, Chongqing Chongqing in Chongqing, and black swans in Heilongjiang have emerged.

These are large distributors (agents) of various periods. Many home appliance enterprises have set up major customer departments and key customer departments for these large dealers, and have selected senior marketing managers as department managers to carry out dialogues with these large distributors.

The fourth mysterious number: the one percent law of sales mentality

Principle: in the sales process, there will always be many obstacles, including internal factors and external factors caused by customers.

However, any sale method can be regarded as a normal and reasonable proportion as long as it can achieve one percent chance of success.

Application: sales is passion, that is, fighting, is hard work, is patience, is persistent pursuit, is the devil of time, is courage, is smile, is lobbying, is encouragement, is thick and black, is communication, is service, that is to go out, is to provide the answer, that is, commercial sensitivity, that is, sell oneself, is auction oneself, is attitude grafting, as long as we can win a victory in one hundred opportunities, is the rationalization ratio.

The author believes that the concept of marketing is going out, the center of marketing is lobbying, the monopoly service right obtained by lobbying, and the skill of persuasion is contingency, and the core of contingency is to build a psychological and physiological link between customers and products.

The essence of all kinds of marketing skills is beyond that.

Example: since I graduated from university in 2000, I have received numerous training, and I am deeply impressed by the training of "straighten my mind and never say die". I still remember a few more classic words: the marketing strategy of an enterprise will be broken down into small marketing indicators in the specific execution process. To accomplish this marketing target, we must make a customer visit. The customer visit is a complex job. Actually, the customer's visit is a probability war, even if the chance of success is only 1%, we must pay one hundred percent effort.

Therefore, our salesmen should carry forward the spirit of "four thousand spirit": go all over the mountains and rivers, eat all kinds of hardships, talk a thousand words, think of doing everything possible to make efforts to pay for the success of the visit, and cultivate the highest mentality of "it's all my fault": "customer refusal is my fault, because I am short of marketing skills; because I am not very predictable, because I can not provide good service for my customers", to sum up lessons for the failure of the visit.

As long as we can exercise a "four mindset" that refuses to be afraid, no evasions, no complaints and no discouragement, we will take a big step away from the success of our customers.

Finally, we need to use the "dragon and the eighteen palm" to resolve the objection and facilitate the paction.

The author is doing