Mystery numbers related to marketing

The following are five mystery figures related to marketing: 1, the most suitable price = (highest price - lowest price) × 0.618 + lowest price; 2,250 law: behind each customer, in general, there are 250 friends and relatives ; 3, the universe law: 78:22; 4, one percent of the law: any one sales method, if you can achieve the success rate of one percent, then it is normal and reasonable; 5,80: 20 law: 80% The sales performance, completed by 20%.

The first mysterious number: golden ratio.

Rationale: The ratio of the larger part of the whole to the whole is the ratio of the larger part to the smaller one, ie 1: 0.618.

Use: In the market, we often shout the slogan of "cheap". In fact, we all know that "Wumart" is "high price" and "cheap" is "material cheap." So, how to look for the coincidence point of "Wumart" and "cheapness" ? At this time, the golden ratio is used, that is, the best fit for the same product with more than one variety (or brand) The price = (highest price - lowest price) × 0.618 + lowest price. This is the real "cheap" combination point. At the same time, in the actual use of the process, pay attention to the choice of the highest price and the lowest price, for example, the author has done a full automatic machine market, most of the machine price between 2,500 -5,000 yuan, but the most expensive Of the ** machine can be sold for more than 30,000 yuan, but this high-end machine market share of less than one ten thousandth, and the actual part of the high price is not ** machine, but ** machine Mahogany frame, if we apply mechanically, take more than 30,000 yuan as the highest price of the machine industry is not appropriate friends, on the contrary, the lowest price of choice is also true.

Example: We see in the market that the same commodity is not the highest or the lowest sold most, and the "moderate" price, after analysis, is often what we said above. The most suitable price. " Therefore, we can see that many enterprises are developing "multi-brand" strategies. The so-called "multi-brand" strategy refers to popular points as the "multi-price" strategy. Even with the implementation of a brand strategy, Middle and low-end products, which is actually looking for the most suitable price for this product. Because, who owns the "best price" for this product, whoever owns the largest number of consumers, the largest market share.

I clearly remember that when I was a manager in a large area manager, is to adopt this pricing strategy, according to our established best retail price, the product cost price, and then arrange subordinate more than 100 stores priority Purchase and cost price close to the product, now the best-selling store of these two products was selected at that time, but also the company's contribution to the profits of the two largest series.

The second mysterious number: "250" law.

Principle: Behind every customer, there are basically 250 friends and relatives, who will have as many relationships as one another. As a result, a customer will lose dozens, hundreds or even more potential customers . On the contrary will produce the same big positive effect.

Use: De Groote, a sales psychologist in the United States, said: "The key to sales success lies in understanding the point that if the customer does not refer you to someone else, then your sales efforts are not really over." It seems that connecting customers, Be good at playing the diffusion effect. In the specific operation, we may wish to classify customers, and then have to do is to retain current customers, search prospective customers.

Example: In supermarkets or specialty stores, we often see that some customers are often asked to find "certain" people before a counter or product because he is introduced by a customer who once bought the product , But at that time the customer was bought by "so and so" people, so he also had to find "certain" people to buy. I remember when I was a branch manager of a listed company in a major refrigerator, I set a special prize for the shopkeepers in the store, that is, the refrigerator that the Purchasing Guideman sells, and the more customers introduce to buy, the more you can Special Branch Manager Award. Later, I also gave this advice to several shopping malls Appliance Manager, have been adopted, respectively, the establishment of the Home Appliances Manager Special Award, outstanding salesperson award and so on.

The third mysterious number: the law of the universe.

Rationale: Clever Jews think everything in the world is in a 78:22 ratio. For example, the ratio of nitrogen to oxygen in the air is 78:22. The ratio of water to other substances in the body is 78:22. 78% of the world's wealth is always in the hands of 22% of the hands of the minority, while 78% of the average person holds only 22% of the wealth.

Use: 78% of a product's sales will always be in the hands of a handful of large dealers (agents) of 22%. Therefore, when we choose distributors (agents), we must seize those few large distributors (agents), their strength, credit status is good, so as to achieve strong alliance and create a win-win situation, in order to ensure sales The completion of the task laid a solid foundation. Of course, 78% of dealers who own only 22% of sales are also our customers, achieving joint sales and satisfying multi-level consumer demand.

Example: When I was doing home appliances products, there are many big distributors, a few years ago there are five cross the country, department stores, etc., in recent years the rise of Beijing's Gome, Dazhong Electronics, Nanjing Suning Appliance , Five Star, Shandong Sanlian Electric, Chongqing, Chongqing, black swans and so on. These are large-scale dealers in various periods (agents), there are many home appliances business also for these large dealers set up a large customer department, the Department of key customers, and selected senior marketing manager as department manager, specifically with these large distributors Make a conversation.

The fourth mysterious number: one percent of the sales attitude of the law.

Principle: In the sales process, always encounter many obstacles, including their own internal factors and external factors caused by customers. However, any sales method, as long as the success rate of 1% can be regarded as a normal and reasonable ratio.

Use: sales is passion, that is, fighting is hard work, is patience, is the pursuit of perseverance, is the devil of time, is courage, is smiling, is lobbying, that is, encouragement, is thick, that is, communication, is service, is Go out, is to provide the answer is the commercial sensitivity, that is, sales of self, that is, auction themselves, is the attitude of grafting, these as long as one hundred chances to win a victory is the proportion of rationalization. The author believes that the concept of marketing is to go out, the center of marketing is to lobby, is obtained by the lobbying monopoly *** right; lobbying skills is contingency, contingency is the core around the customer and product between the psychological and physical Contact bridge. A variety of marketing techniques, the essence of this.

Examples: I graduated from college in 2000, has received numerous training, the impression is relatively deep once on "correct mind, never give up" training, still remember one of the more classic words: corporate marketing strategy in The specific implementation process will be broken down into a small marketing indicators, and to complete this one marketing indicator, we must conduct customer calls, customer visits is a complicated work, in fact, the customer's visit is a chance battle, even if it is a Only 1% of this chance of success, but also to pay one hundred percent effort. Therefore, we must carry forward the sales force "four thousand spirits": traveled thousands of miles, eat all sorts of hardships, say a thousand words, think of everything possible to pay for success in the visit; but also to cultivate "are me The highest state of mind: "Customer refusal, is my fault, because I lack the marketing skills; because I am not predictable; because I can not provide good customer service ...", to learn from the failure to learn the lesson. As long as we can cultivate the "four no-heartstones" of rejecting clients as "not afraid, not avoiding, not complaining, not discouraging," we will take a big step closer to the success of our customers' visits. Finally, it is necessary to use "Dragon eighteen palm" to resolve customer objections, to facilitate the transaction.

I do marketing management, has repeatedly in-depth inspection of the market front-line work, communicate with the front-line sales staff must ask two classic questions: First, the highest salesman mobile phone costs Second, the salesman who wear the most rotten shoes Usually the highest mobile phone costs, wear the most salesman hard shoes are the best performance, the most potential marketing staff. It is also the author to promote the most salesman, it turns out that these have been promoted by the author of the marketing staff are good now.

The fifth mysterious number: 80:20 rule.

Principle: 80% of the world's good things are only owned by 20% people, such as money, land, reputation, status, health, education, beauty and so on.

Use: In the marketing world, there is an anecdotal evidence that 80% of successful sales were caused by more than five salespeople after their sales. 48% of salespeople often came after their first visit, Gave up the will to continue to sell; 15% of salespeople also retreated after the second visit; 12% of salespeople also retreated after three visits, 5% of salespeople gave up after visiting four times . Only 20% of the sales staff's performance accounted for 80% of all sales.

Example: When I was the general manager of a sales company, I had a sales department made a special statistics, see the vivid statistics:

1% of sales are completed after the first contact,

2% of sales are completed after the first tracker,

5% of sales are done after the second tracking,

12% of sales were completed after the third track,

80% of sales are done after the 4th to 11th track!

According to the statistics, the sales department made a special statistical report, and now extracts part of the report:

Keep track of your work Keep your customers in mind, and think about it first when your customers take action.

The ultimate goal of tracking is to create sales, but in no way is what we often hear, "What are you thinking?" "Do you want to buy now?" And so on.

In addition to focusing on systematic and continuous tracking, we must pay more attention to the correct strategy:

Take a more special way to track, deepen the customer's impression of you; find a beautiful excuse for each trace; pay attention to two tracking intervals, too short will make customers tired, too long will make customers forget, we recommend interval of 1 -2 weeks; do not show every trace of your strong desire to do this single. Tweak your posture, try to help customers solve problems, find out what your customers are looking for lately, and what is going on?

Remember: 80% of sales are done after the 4th to 11th track! In a cold and passionate marketing world, your sales performance requires you to track time and time again.

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