Hammer Release Notes: Recommended for sales and marketing friends to read

Yesterday, without a single word, "If I don't buy a hammer, I'm sorry," Mr. "Go to Anfu Road Drama Center opposite the horse Lyon Bar Coffee, ask for a cup of tea, open the computer, to explain to you why I want to buy a hammer."

The layman sees the lively, the expert sees the doorway. As a person engaged in sales work, it is natural to see how he conducted a product demo, fortunately, this hammer phone launch is a classic. Netizens jokingly listened to a "crosstalk", this is not a simple amuse the crosstalk, the whole crosstalk is carefully planned, arranged, where there is baggage, where there is applause, where should pause, where should sell and sell, have been very sophisticated design. Lao Luo is definitely a sales genius, he has won my heartfelt respect for the packaging of product selling points, the grasp of user needs, the control of audience emotion, and the interpretation of company values, which he has earned from my heart, and I feel I must buy a hammer.

I was watching the press conference while making notes, a total of 9, to share with you:

1. Redefine the rules of the game

Brainwashing (please allow me to use this is not particularly good word, because cannot find more suitable) not by shouting slogans, this matter requires a solid logical basis and argumentation process. What was the first thing that Lao Luo did in his opening? Redefine the rules of the game.

He first listed a number of mobile phone manufacturer's selling point, what four core, eight cores, 21 million pixels, fi sound quality, run the king ... Then he told you with a dismissive attitude, these things are low-level competitive means, they are because they can not create a good user experience, so with simple and rough parameters to carry out marketing, this is like a girl can not use temperament to conquer men, so light out measurements size.

Ordinary competitors, will be with you within the rules of competition, and you compete parameters. High-grade competitors, like old Luo, directly modify the rules. I thought you said you were such a big guy. I'm telling you, there's no point in that! The scary is that consumers really believe. The trick is high enough.

2.

Do sales who know to talk with customers, but really can do, in fact, not a few. Lao Luo very understand this point, he in display hardware parameter, first use the term to write out the parameter, and then laugh at oneself also don't understand, ppt screen switch, words come out: "Mass production of the world's best CPU" (to the effect).

The marketing person who makes the product comes from, the most loves to make the mistake that does not speak human. Because they are too knowledgeable about the product, they always feel that others are the same as themselves, so full of spray terminology, people do not understand still think human turtle. Are you a businessman or a scholar?

3. Transparent information

In 99% of businesses, "trade secrets" is like a girl's bra, you have to open it up and see if she has a big mouth. In fact about this, I have not too want to understand, the enterprise is afraid of what is it? If you are afraid that your opponents know the secret and surpass you, it only means that your competition threshold is too low. If you are afraid that customers know not to buy you, that is not to say that you earn black money?

When 99% of companies are trying to cover up, the 1% open and transparent business, even if nothing, he has a huge credit advantage. What did Mr. Lo do with his JDI display, how to deal with Fujitsu's shooting solution, how to finish ammunition design company behind the story, detail, he did the other manufacturers actually did, but others do not speak, then he said that everyone will think he is very reliable.

Believe it or not, I believe it anyway.

4, Low body

In the course of the speech, "Considering that we are a small factory ..." This sentence is like a repeat montage in the film, there are n times, each appearance followed by a small story. I love this bridge, this sentence will be the distance between the company and consumers closer. In the past, the brand often like to pack themselves into a very tall appearance, a pair of me very good, you all come to worship me the appearance, also said what "fan economy." These days, the mass media have gone down the altar, the brand is also the end of self-deception.

As the old man said in the end, trading is a fair thing, you Love me, no one who is asking for things, not that you are the consumer you are God, we are in fact equal.

5, forced Geggau

Low body, that is an attitude. It is a kind of attitude to push the grid. Although Hammer technology is a small factory, but its product image force is world-class, ammunition's Robert gave them to do the endorsement of the video is world-class. You can be humble in your mouth, never vague in your work, and you will win respect.

6, from the specific use of the scene set out

Lao Luo's favorite link is demo software, because here he plays the most space, he can and other brands of the greater the difference. In this link, i "wow" several times, I note on the Notebook are: Snap function, regular text messaging, recording dozen flags, screen overall drop-down, regular mute, SMS added to the schedule, calendar settings icon, cut screen cutting.

A product to the consumer has no value, not how low it is, not what material it uses, not how advanced its technology, only because it has no use for consumers. The more specific the use, the more clear the pain point to solve, the better the product sold. How do we sell Excel to someone? If we say that Excel can do formula calculations, can generate graphs, and can write programs, consumers are expected to listen to confused. Normal selling should be like this: "Dude, you're a financial guy, right? You see I have a template, you put the number inside a fill, do not you calculate, the results are all automatically out, every day can save you 5 hours time. ”

7. Pricing Strategy

The price is not the lower the better, of course, not the higher the better. Old Luo oneself all use ppt to quote Netizen to his ridicule, a homebred handset wants to sell 3000 pieces, the brain is flooded? This price is really not low, but the key to the success of pricing is not in its absolute value, but the consumer is not think it is worth that price, this time, it is to see how the brand to make a reasonable explanation.

Lao Luo's explanation is: we do not make the high cost performance of the mobile phone, because a penny price, low price is the product of compromise, I do not want to compromise (you see by the output of values); We do not do luxury goods, we only do quality uncompromising products. Is it reasonable to explain? Very reasonable. And the implication of this explanation is that people who buy hammers are not the only ones who care about prices, nor those who buy luxury phones, but rational users who really care about the user experience.

8. Answer yourself and reassure yourself

After the previous 2 hours of the demo, the price is also revealed, it is time to enter the closing link. Consumers already have a desire for products, but there are still "small obstacles" that prevent them from immediately getting their orders, and this is the time to get into the "dispel the doubt" environment.

Are you waiting for the 4G version? I tell you, 4G actually don't wait, meaningless.

3000 bucks still feel expensive? It doesn't matter, we can cooperate with China Merchants Bank for 24 months installment.

What about the After-sale and customer service of the new manufacturer? Don't worry, as a public figure hitting the Siemens fridge, do you think it's bad for me to sell it?

A former headmaster of an English training school, how to lead a group of former English teachers to make a mobile phone? How can I lead a group of English teachers to do mobile phones? What a psycho. Our CTO is one of the top three product managers in the former Moto, Dr. Chan Cheng, who has 200 engineers.

A few ask themselves after the answer, you still dare not buy hammer phone?

9. Value output

If the first 2 hours, the old Luo is still in the product level in the marketing, that to the end of this paragraph, sublimation to the level of values, last night a 10 point, the circle of friends repeatedly appear "I am not to win or lose, I am serious" this sentence. Why do you have to forward this sentence? Must be because this sentence touched our hearts that soft place, that is called resonance.

There is still a word did not get a lot of forwarding, but also let people feel the old Luo as a capitalist frank and pursuit: "Deliberately by improving human life to make profits."

At this point, a perfect product demo victory is complete.

To pick out this product demo, I'd like to add a few more points:

1, the old Luo sells is the handset?

If Mr. Lo were only selling a mobile phone, it would be impossible to explain how I booked the hammer phone yesterday, because I had no shortage of phone (and a little debate with my wife). I bought, in fact, is a kind of affirmation of people who do things seriously. Why should I be sure of him? Because I have found empathy in him, I have acquired a spiritual experience. Moreover, I feel that the use of the hammer phone itself, is also passing through it to the outside a signal: I am a hammer man, I am neither cock silk, nor tyrants, I am a serious person.

In fact, all businesses should think about this problem. If you sell only the use value of a product, you can only earn one raw material (it is said that the profit margin of domestic handset makers is only 1%). If you sell more, you can make more.

For example:

Roseonly not sell roses, is to love the care;

No printing good goods sell is not something, is a simple, natural, healthy lifestyle;

Ming Road selling is not a collaborative software, is an Internet age Office solution;

Hundred Patek sell is not a watch, is the inheritance of the family;

EMBA is not a course, it is a circle of classmates.

2, Old Luo is not to be copied.

If you look at the 9 that I've summed up before, then I'm happy to say, "Ah, I know the secret of old man's success, and I will imitate it." "Then toosimple,sometimes naive, and old is not to be copied."

Business Fun is fun here, almost all successful business cases are not replicable. We can summarize afterwards, but that's just the time to be wise, the same way for someone else, it doesn't work, even the same person, change a time, change a place, may not work.

The brand is not replicable, is the best protection of the brand. You can copy my product, you can copy my mode, but you will never copy my experience of suffering, so you will never become me.

3, the value of the salesman should be respected.

Although Lao Luo himself has been emphasizing the spirit of the craftsman, but really only hammer phone exquisite craftsman spirit? The charm family is also fastidious, Moto also fastidious, HTC also stresses, but why we do not feel their craftsman spirit? Because they don't have a good salesman like Lao Luo.

In fact, Jobs is Apple's biggest salesman. The design was not done by Steve Jobs, and the technology was not made by Steve Jobs. Because he can sell things. Therefore, do not be fooled by the old, the spirit of the craftsmen is far from enough, you have to have a very can blow the sales staff to help you sell good things, good salespeople, should be given due respect.

Well, just write it here. Those who have a little dark inside you don't have to guess, I write this article confiscated Hammer technology money, the old do not know me, I am really gold and silver money to buy a hammer phone, there are screenshots for the card. This cell phone is a tribute to the sincerity of a conscientious person.