The puzzle of the real shop doing network marketing

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Recently, with a number of physical shop owners chat, found that they are interested in internet marketing, but how to do is not good, and put a lot of money, but the results are very little, which makes them very confused, what is the problem there? After several chats, I summed up the following points.

Talent problem

First, the real store in the beginning of the marketing of most of the boss to do their own, when found that they do not reliable, want to ask a marketing specialist to help, found that few people would like to come. The problem is very simple, do network marketing practitioners are also engaged in it, a go to a shop it to work, say that they also have no face. Besides, there is no future in a shop, unless you do it as famous as Huang Taigi, don't say marketing commissioner, even master graduates can get several.

Some businesses are to do chain, small size, 20-30 shops, there is an office, this type of business should also be able to please the better marketing staff. But in general, the owner of the physical shop to staff wages are generally not high, so even the chain is difficult to come to a competitive salary. And because the real store to do promotional results are immediate, you do one months incredibly sales did not rise a 10%, almost directly to determine this person can not, causing them desperately to fry people desperately to invite people. In fact, this is a bit not very reliable, talent just come in one months, may just familiar with the enterprise and project situation was the boss dismissed, this is not only for businesses to waste money, and so to find marketing staff, must not find suitable.

There must be a reliable marketing director, there is an auto parts chain boss said he himself recruited a few people formed a marketing team, not Baidu bidding fees, only calculate wages for a year spent more than 300,000. Because this marketing director developed marketing ideas and planning and reality is too big, the last year down a little effect is not, hundreds of thousands of is gone, this is not to get the reliable marketing manager led to results.

Cost issues

Many of the entity shop bosses have this idea, I have to pay people to come back to do marketing, incredibly still have to pay for advertising bid that I asked people back to do? Perhaps the boss has a misunderstanding, will do marketing is not equal to do marketing can not be money, like you bought a good car, if you do not buy petrol, The performance is not too good to open ah. Marketing can be understood as a technology, experienced marketers can achieve a very small amount of money to bring good results. If you do not understand the operation of the marketing staff, it will be like before the explosion of the news "Day Cat marketing staff voted 200,000 advertising fee only open 3 single" tragedy.

In order to let the entity store bosses can more intuitive understanding of marketing costs and marketing staff value differences, I take the Baidu bid to examples. There's a silver chain brand, mainly through the Baidu bid to recruit entities store franchisee, the boss set a target daily consumption of 1000 yuan must be 30 effective consultation, one-month bidding fee is 30,000, one months total effective consultation Amount 900, please a Baidu bidding commissioner, wages in about 5000, The total cost is 35000 yuan, the equivalent of each effective consulting cost is 38.9 yuan. The first one to please come back. With more than 1 years of experience, only 15 effective consultation can be done per day, one months only 450 effective consultation, the average effective consultation cost is 77.8 yuan, the cost is much higher than average. The boss felt that the effect was substandard and fired the bidding commissioner, who recruited a bid specialist and then hired my friend. As a result of previous experience, this time the boss is very cautious, staring at the change in the amount of consultation every day, a wrong way to dismiss immediately. At that time, my friend offered a salary of 6000 yuan, the price is unchanged, equivalent to one months expenditure of 36000 yuan, when my friend has more than 3 years of bidding experience, so start quickly, one weeks later to meet the boss's request. And the follow-up climbed to an average of 50 effective consultation every day, one months a total of 1500 effective consultation, which is equivalent to each effective consultation only 24 yuan on it, the cost is lower than the average. Even though my friend's salary is 1000 yuan higher than the previous one, my friend has saved nearly 60% of the cost of obtaining a client compared to the previous bidding Commissioner. You say this is to save money for the boss, or to save money for the Boss!

Mentality issues

Many bosses have a blind benefit pursuit, when reached 50 effective consultation every day, and a full one months are maintained at this level, the boss began to be dissatisfied, the request set to 80 effective consultation every day, although my friend said that this is the limit, but the boss ignore, said that must be the key words have not been optimized well, So there is no promotion, and finally very Invincible said a "only losers will find excuses!" So my friend can only bite the bullet, put a lot of relevant industry keywords are included in the list, although the end can reach 80 consultation, but the general customer quality is very low, come over casually ask there is no below. The boss began to be dissatisfied with the request 80 must be accurate customers, finally my friend because of the pressure is too big, can only give up the job. After my friend left the office, they kept asking for a bidding specialist and even paid 8000 yuan. Now with some colleagues who work in the original company learned that because the pressure is too big so many people have not done how long to run, the position of the auction Commissioner has been vacant for several months, is now to find a clerical temporary management, the daily consultation volume is probably maintained in 18-25 consultation. Recently, their boss commissioned a department manager to tell my friend that he wanted to come back for help, but my friend had found a better job, so Soft-hearted refused.

If the boss sees the results today, it may not be blindly pursuing the benefits. After all, the source of each promotion channel is not unlimited mining, Baidu bidding is so, although Baidu effect is very obvious, but Baidu's source capacity is limited, it is impossible to meet the boss bottomless pit of the pursuit of efficiency. When the source of a channel is difficult to upgrade or to say that every time a little more than the need to pay a lot of costs for the situation, this moment will need to consider the search for other new ways or promotion channels. Otherwise, the blind demand for efficiency, will eventually be a large number of lost talent, the end will only outweigh the gains.

In fact, not only physical shop owners, many network companies have more or less the boss of a similar situation, so that the marketing work has been difficult to pick up.

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