7-Eleven: Learning The Concept Of Active Marketing

In modern commercial society, we must seize every opportunity to carry out marketing activities, and active marketing is a required course. What is the commodity that the customer needs? Most people know that when the weather is cold, shop assistants should not recommend cold drinks to customers, but 7-Eleven's experience is:

Ice cream sales in winter are also good, and the lower the temperature is, the more popular the ice cream with high fat content is. In summer, in the air-conditioned building, customers will have the desire to buy "hot coffee" when they enter the door. Let the salesperson feel the warmth and warmth of their customers with their own skin, so that they can give them the right recommendation.

Operators have long realized that active marketing should be done to customers when customers are in contact with businesses (such as paying fees on the official business website, browsing on official websites, calling customer service hotlines, etc.). But we often make the mistake of making active marketing a hard sell to our customers.

Yes. Customer It is the two level of marketing to recommend the product that the store wants to sell or to recommend the product he wants. Operators' marketing habits are centered on products, which are brought about by carriers' genes. As a heavy asset communication operator, the products provided to customers are voice, short message, traffic and other means of communication. "What do I have, what do you use", users have only the right to choose, no right to customize.

Operators have countless products, businesses and packages, and their products are abundant enough. Our marketing plan is to do this: first we analyze the characteristics of the product, form the portrait of the target customer according to the characteristics of the product, and then traverse it. data base Find the customers who conform to the portrait as the marketing goal. Next or do active marketing push, or contact with customers to initiate the initiative. The most typical thing is to be included in KPI's business at all levels. Operation organization Around the product to find the target customer group, and then through the active marketing and business bundling, complete the assessment index.

It's not like a retail store full of goods. When customers come, they only recommend a few items that we most want to sell. The fact is worse than this situation, because even the products that users need, our marketing method is also rigid and textbook, which is hard to touch the hearts of customers.

For example, when recommending 4G packages to users, we should take into account the usage habits and behavior characteristics of customers. We should refer to the communication bill of customers in the past few months, the characteristics of customers' phones, and so on, and recommend reasonable packages and products to customers. But in reality, when we make recommendations to customers, we mainly introduce the product itself, and seldom explain to customers what benefits it will bring to him after using this product and what kind of value it has for him.

7-Eleven allows customers to have the pleasure of "I need this", and our customers feel that they are forced to sell. Therefore, the success rate that operators recommend to customers is not high, not only because of their own problems, but also because of our marketing methods and behaviors, which make people uncomfortable.