The golden ratio of marketing mystery figures

Abstract: "Guidance" and marketing-related five mysterious numbers: 1, the most suitable price = (highest price-lowest price) 0.618+ the lowest price; 2, 250 law: Behind each customer, there are generally 250 friends and relatives; 3, Cosmic Law: 78:22;4, 1% Law: any

"Guide" five mysterious numbers related to marketing: 1, the most suitable price = (highest price-lowest price) x0.618+ the lowest price; 2, 250 law: Behind each customer, there are generally 250 friends and relatives; 3, Cosmic Law: 78:22;4, 1% Law: Any method of sale, As long as the success rate of 1%, that is, normal reasonable; 5, 80:20 rule: 80% sales performance, by 20% of the people completed.

The first mystery number: the Gold Division rate.

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, i.e. 1:0.618.

Use: In the market, we often shout "inexpensive" slogan, in fact, we know, "beauty" that is "high price", "cheap" then "things cheap." So, how to find the "beauty of Things" and "cheap" coincidence point? This requires the use of gold segmentation rate, that is, the same commodity has multiple varieties (or brands) of a variety of prices, the most suitable price = (highest price-lowest price) x0.618+ the lowest price. This is the real "cheap" combination point. At the same time, in the actual application process, should pay attention to the highest price and the lowest price choice, for example, the author has done a fully automatic machine market, * * Machine most of the unit price in 2500 yuan-5000 yuan, but the most high-end * * machine can be sold to more than 30,000 yuan, but this high-end * * machine market share less than one out of 10,000 , and the actual price of the part is not * * machine, but * * machine's mahogany frame, if we apply mechanically, take more than 30,000 yuan as the machine industry's highest price is not appropriate, on the contrary, the choice of the lowest price is the case.

Example: We see in the market, the same commodity selling the most is not the highest price is not the lowest price, but the price is "moderate", and this "moderate" price after analysis, is often what we said above "the most suitable price." So, we see a lot of enterprises are developing "multi-brand" strategy, the so-called "multi-brand" strategy, said popular point, that is, "multi-price" strategy, even if the implementation of a brand strategy, but also in a brand to develop high, medium and low-end products, which is actually looking for this commodity "the most suitable price." Because, who owns this commodity "the most suitable price", who has the most consumers, the largest market share.

I remember clearly, when the author in a big district manager, is to adopt this pricing strategy, according to our established the most suitable retail price, the product cost price, and then arrange the subordinate more than 100 stores to buy the first and cost close to the product, now these stores sell the best two products are at that time selected, is also the largest contribution to the company's profits two series.

The second mysterious number: the "250" law.

Principle: Behind each customer, there are roughly 250 friends and relatives, and these people will have the same relationship, so offending a customer, will lose dozens of, hundreds of or even more potential customers. On the contrary, it will have the same big positive effect.

Use: U.S. sales psychologist Degrut said: "The key to sales success is to understand the following points, that is, if the customer does not recommend you to others, then your sales work is not really end." "It seems to be in contact with customers, be good at spreading effect." In the specific operation process, we may wish to classify customers, and then to do is to retain the current customers, search for prospective customers.

Example: In hypermarkets or boutiques, we often see some customers in front of a counter or product, often to call the "so-and-so" person, because he was a customer who once bought this product introduced, and that customer is in the "So-and-so" hand to buy, so, he also want to find "so-and-so" people to buy. I remember that year in a main refrigerator listed company to do branch manager, specially to the store's guide to set up a prize, is that the shopping guide to sell the refrigerator, the old customer introduction to buy more, you can get the Special award of Branch Manager. Later the author also put this suggestion to several shopping malls of the household Appliances department manager, have been adopted, respectively, set up a special award for the manager of household electrical appliances, excellent salesperson award and so on.

The third mystery Number: Cosmic Law.

Principle: Wise Jews believe that everything in the world is in the proportion of 78:22, such as nitrogen and oxygen in the air ratio of 78:22, the body of water and other substances than 78:22. 78% of the world's wealth is always in the hands of 22%, while 78% of the average person has only 22% of the wealth.

Application: 78% of a product's sales are always in the hands of a handful of 22% large dealers (agents). Therefore, we choose distributors (agents), we must seize those small number of large distributors (agents), their strength, good credit status, so as to achieve strong alliances, create a win, in order to ensure the completion of sales tasks lay a solid foundation. Of course, those who only grasp the sales of 22% of the 78% of the Distributor is also our customers, to achieve joint sales, to meet the multi-level consumer demand.

Example: When I was doing home appliance products, there are many large dealers, early years have the national five-handed, department store and so on, in recent years, the rise of the Beijing Gome electrical appliances, large and medium-sized electrical appliances, Nanjing suning appliances, five-star electrical appliances, the triple electrical appliances in Shandong, Chongqing, Chongqing, the Black Swan and so on. These are a large number of dealers at all times (agents), there are many home appliances enterprises for these large distributors have set up a major customer department, key customer department, and selected senior marketing managers as department managers, specialized in dialogue with these large distributors.

Fourth mystery number: Sales mentality 1% law.

Principle: In the sales process, there will always be many obstacles, including their own internal factors and the external factors caused by the customer. However, any method of sale, as long as it can achieve the 1% probability of success, can be regarded as a normal reasonable proportion.

Use: Sales are passion, is to fight, is diligent work, is patient, is persistent pursuit, is the devil of time, is the courage, is a smile, is lobbying, is to encourage, is thick black, is the communication, is the service, is to go out, is to provide the answer, is the commercial sensitivity, is the sales self, is to auction themselves, is the attitude of grafting, as long as the 100 opportunities to achieve a victory, is the rationalization of the proportion. The author believes that the concept of marketing is to go out, the promotion of the center is lobbying, is obtained by lobbying the monopoly right; the skill of lobbying is contingency, and the core of contingency is to establish a psychological and physiological bridge between customers and products. The essence of all kinds of marketing skills is this.

Example: Since I graduated from university in 2000, received countless training, the impression of a more profound is about "correct mentality, never say defeat" training, still remember one of the more classic a few words: Enterprise marketing Strategy in the specific implementation process will be decomposed into a small marketing indicators, but to complete the marketing indicators , it is necessary to conduct customer visits, customer visits is a complex work, in fact, the customer's visit is a chance war, even if the chance of success is only 1%, but also to pay the absolute effort. Therefore, our sales staff should carry forward the "4,000 spirit": traveled all over the mountains, eat all the hardships, say the countless words, think of every possible way, to visit the success and efforts to pay, but also to cultivate "is my fault" the highest state of mind: "The customer refused, it is my fault, because I lack of marketing skills; For I can not provide customers with good service ... ", in order to visit the failure of summing up the lesson." As long as we can exercise the rejection of the customer "not afraid, do not avoid, do not complain, not discouraged," the "four not mentality", we will be a big step away from the success of the customer visit. Finally, it is to use the "Dragon 18 Palm" To resolve customer objections, to facilitate the transaction.

The author in the marketing management, has a number of in-depth market research work, in and front-line sales staff must ask two classic questions: one is that marketing agent mobile phone charges the highest? The second is that the salesman wear the most bad leather shoes? Usually the highest mobile phone fees, wear shoes most of the marketing staff are the best performance, the most potential marketing staff. The author is also the most promoted marketing staff, the fact that these promoted by the author of the marketing staff are now very good development.

Fifth mystery number: 80:20 law.

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

Application: In the marketing world, has been circulating such a experience: that is, 80% of the successful sales of sales staff after more than 5 consecutive visits caused by, 48% of the sales staff often after the first visit, they give up the will to continue to sell; 15% of the sales staff after visiting two times also backed out; 12% Sales staff retreated after three visits, and 5% of the salespeople gave up after visiting four times. Only 20% of the sales staff accounted for 80% of the total sales performance.

Example: The author in a business as the general manager of the sales company, the sales department has made a special statistics, please see vivid statistics:

1% of the sales are done after the first contact,

2% of the sales are done after the first trace,

5% of the sales are done after the second tracking,

12% of the sales were completed after the third tracking,

80% of the sales are completed after the 4th to 11th time tracking!

According to the statistical results, the sales department has made a special statistical report which extracts some of the contents of the report:

Tracking work allows your customer to remember you, and once the customer takes action, first think of you.

The ultimate goal of tracking is to form sales, but the form is by no means what we often hear "how do you think?" Would you like to buy it now? Wait a minute.

In addition to attention to system and continuity, the tracking process is more and more important to pay attention to its correct strategy:

Take a more special tracking method to deepen the customer's impression of you; find beautiful excuses for every trace; note that two tracking intervals, too short will make customers tired, too long will make customers forget, we recommend the interval of 1-2 weeks; each trace should not reveal your strong desire to make this list. Adjust your posture, try to help customers solve problems, understand what your customers are thinking recently?

Remember: 80% of the sales are done after the 4th to 11th time tracking! In the cold and enthusiastic marketing world, your sales performance is more and more need you to track.