The ten Steps of business model

In the eyes of customers, the more rare the higher the value of products, noble products, and Noble is the embodiment of high prices. So businesses need to create hunger and thirst. The higher your price is, the more people you buy.

"Keep learning from the people who have the fruits!"

"To always stand on the shoulders of giants to sum up their thoughts."

First Step strategic Choice

First, the business model: Popular Speaking is the way to make a lot of money.

1, people, not you have the ability to earn how much money, but you have what kind of model can earn how much money. The entrepreneur is the strategist, the strategist is the choice home. "Choice is more important than effort."

2, the entrepreneur is to manage the future thing, the professional manager is in charge of the present matter.

Second, the world's best model is "mummy-miss Mode":

Mommy doesn't need to pay the lady, the lady's salary is for the guest. Miss 500 yuan, mummy smoked 100 yuan. If there are 100 girls, Mummy will earn 10,000 yuan.

Three, the enterprise currently three kinds of models:

1, OEM Mode: always the lowest profit.

2, ODM mode =oem out the design, but no own brand

3, OBM mode: brand operation mode

Iv. OBM Mode:

is a brand-centric, profit model and product value innovation model as the basic point.

The ultimate competition of market competition is brand competition. The last chance that 21st century leaves us is the OBM model. In 10 years, OEMs will disappear in China. Because China's leaders do not want China to develop such a low growth industry.

The destruction of the environment is too great to promote China's international image. Will allow these industries to move to other third world countries. If you do is OEM, find a way to sell the enterprise, and then open a business.

Second Step market research

I. Views:

1, all the good enterprises all over the world are concerned about competitors. The first thought of entrepreneur should be war thought: intelligence is the most important! If you have information, you can win.

2, our goal cannot be "exceed customer expectation". Because the customer is no way to meet. Customer is never satisfied, this is human nature. Today is very much, he will accordant tomorrow. Can not put all the services, all the tricks once run out. Do business is Wanli long-distance running. Progress to continue to progress, no matter what you do, customers always complain. Don't make progress too fast, or the customer will ask you for more.

3, the customer is contrast. You have no value without comparison. The loyalty of the customer comes from his comparison and has no other choice. The essence of marketing is always a little better than a competitor. It doesn't take 100 steps. Otherwise you will be miserable because you cannot continue to provide new customer satisfaction.

4. The essential issue behind cooperation is complementarity. Industrial chain is complementary to cooperation! The same industry chain only the opponents do not cooperate! Cooperation is always based on complementary capabilities. Ability is not complementary, only competition, want to compete must have intelligence.

5. Business model is a sharp weapon for competitors. Without competition there would be no good business model. Chinese companies have succeeded in satisfying customer demand, failing to ignore competitors.

6, copy Good Enterprise, follow, imitate, copy success rate 44%, active innovation only 11%. Focus on the strengths of all competitors and turn yourself into the strong. such as the United States: The cost of learning, Haier, service learning, gree quality.

Second, market research measures:

1, the establishment of Intelligence Department: Monthly provide a new competitor research report.

Reason: It is impossible to progress behind closed doors. Business is the starting point of competition, and the market is a "0 and game": The market capacity is a certain size. If one occupies all the capacity, all other homes are zero. So it's important to beat competitors. Only the top three or the top five can survive.

2, which channels can investigate competitors:

(1) Opponents ' website (2) media coverage (3) opponents ' employees (especially those who resign)

(4) As customers to experience (5) Opponents of the customer (6) Opponents of the upstream and downstream suppliers

(7) Trade associations (8) Market research Companies (9) Law firms (10) rival acquaintances or relatives

(11) Factory fairs or exhibitions (the fastest speed to understand all competitors)

3, Research content:

(1) Customer resources (2) Product series (3) Performance management tools (4) Pricing

(5) Sales channels (6) Core technology (7) Marketing strategy Tactics (8) financial data

(9) Brand value (10) Core talent Resources (core team)

4, anti-research management:

The better you do, the more your opponents will pay attention to you and investigate you.

Third step customer positioning and management

I. Views:

1, change your thinking mode: "How much I have the ability to do how many things!" is an uneducated farmer's mind. The right idea is: "I can make more money doing this, and I'll do it." Your system of values should be customer-oriented! Don't start with yourself, start with the client!

2, China in the next ten years the capacity of the middle class will be more and more big! In the future the middle and high-end market will have countless brands to produce.

Second, customer positioning:

1, to do any industry, have to choose a premium capacity of the industry.

Customers such as stocks, chasing high not chasing low, only the industry can be a premium to create miracles.

2, all the profit-oriented, locked in the business end customers, abdominal weight loss.

Any enterprise sustained success must be to the end or the middle of the business or high-end. Unless you become a manufacturing king. Has a very large OEM system. But why choose the worse if you have a better choice? In the market, 20% of customers create 80% of the turnover.

3, do not look good business, to see profits good! Are you a big profit or a big turnover?

Third, cutting high-end customer behind the principle:

1, high-end customers are not sensitive to price, sensitive to value. Low-end customers are more sensitive to price and less sensitive to value. If 95% of your company is a low-end customer, you will be able to fail.

2. There is energy in the universe. High-end customer referral is also high-end customers, low-end customer referrals are also low-end customers. What kind of person you are with will attract people's energy! You will become what kind of person!

3. Why are you tired of your business? Because your company 80% of low-end customers too much! Cut the low-end cut long, brand image is difficult to change. This is the price of cutting the low-end pay.

4, different customers will have different profits. It's easiest to earn money from your boss. For high-end customers, the price can be premium as long as a little promotion.

5, the world's enterprises are upgrading, from the low-end to high-end. Grab up to 20% of the customer's profit.

Iv. How to manage the customers?

1, customers can only be differentiated treatment will have different profits. If the company lacks the measure that treats the customer differently, will lose the high-end customer.

2, Operation: The customer is divided into four levels,

(1) Platinum Customer: Stay.

(2) Diamond customers: Stay.

(3) Gold Customer: promotion.

(4) Wood customers: Cut off.

Summary: Cut off wood customers, promote gold customers, leaving diamonds and platinum customers.

3, people would like to go to such a place consumption: familiar with the place;

Step Four: Product value overall innovation

What is a product?

1, the function is only 1/5 of the product. If the brand strategy to the point, the function may account for only 1/10.

2, the service is also the product, is the derivative product. The customer has regarded the service as part of the product.

3, Packaging

4. Product Selling point

5, the name of the product

6, Product culture: culture will become the highest product, become the core strategy of the product.

View：

1, the most hard people are always the poorest. What we produce at the factory every day is the least valuable.

For example: Starbucks has no good service, no good decoration, no better than other coffee to drink, the price is not cheap, it is selling brand culture, selling is its core values: "Petty life"

Second, the function of the product:

1. Many traditional entrepreneurs have drilled into the function. You think the function is very important, you will focus on research and development, production. You'll be very angry: "My competitor's product is inferior to me, but sells better than me." ”

2, the function satisfies the basic need to be possible. The Entrepreneur of the 21st century must turn from product thinking to mental demand thinking.

3. The times are changing. Customer needs are changing. values are changing. It is difficult to understand the people of another era. No one can change this, you can only succeed if you obey.

4, Miss Yu buy clothes: not product quality, but uniqueness, is its visual impact.

Third, Packaging:

1, for small and medium-sized enterprises, should study the function, quality research and development department cut off, put all the funds in the product packaging, market development. Do not start research and development, replication can be. Have money to open the research and development department.

Example: Samsung has no research and development department. The garment industry's most successful Zara, 60 billion sales a year, also do not engage in research and development.

2, packaging should be placed at the strategic level: If you do not have the money to do the brand, the first to do packaging.

"When you see the visual effects of this product, you have a desire to buy." ”

"The packaging value of the product will never exceed its functional value." ”

3, the function, the quality and the service is buys after only then knows, but the packing is directly produces the lethality the purchase behavior.

4, "A person success depends on how many people like you!" The more people you like, the faster you will succeed! A man must be packaged if he wants to be liked by others. Individual success by packaging, product success also rely on packaging. Packaging is the most important core of product value chain besides brand. Is the focus of the focus.

Iv. Name:

1, a good name is half the success. A good name in the first time to seize the customer's mental resources, reduce transmission costs.

2, the success of the company is mostly two words. Brand more than 4 word transmission cost is too high.

For example: 50% of Mattel's success is by its name. Flavor, others think it is the American brand.

Jackie Chan formerly known as Cheng, Andy Lau formerly Liu Furong Youlingxiong formerly known as: Hulin

V. Services:

1, 21st century is a product surplus, the era of inadequate service. So service in the era of homogenization is the biggest difference. If the product is difficult to do strategy, it is difficult to do culture, it is difficult to premium, it is difficult to create spiritual enjoyment, it can only work in service. The spirit of service to enjoy a premium, so that customers have a sustained purchasing power.

Six, the selling point of the product:

1, selling point is to give customers a higher price reasons. There is no reason why customers can only choose low prices.

Example: Mengniu: "A cup of milk a day, strong Chinese" health is its selling point.

2, the primary stage: usually the product selling point to do advertising language. Once you have a culture, you must make the core values of the brand into advertising language.

Step Five Pricing

First, "small profits but quick turnover" is the wrong idea.

Because customers do not know the cost of your product. You sell a lot of cheap customers think you earn money, do not get customer recognition. In particular, the more you tell the customer the cost, the more customers say you are false, will never believe you. It's called: Mad at the dead. The boss's ideas directly lead to the right or wrong outcome.

Two, there are two fools in the market. One called price is too low, one called the price of suicide.

1, countless people are priced to determine the value of goods. If you price too low, that is, self-confidence is too low, is not recognized for their quality performance.

2, the price will let customers lose confidence in your company, that will reduce prices. If you do not sell, put the old product for a trademark, the introduction of new products to reduce prices. Customers chasing high do not chase low, do not let the old product price.

Third, the pricing method:

First: The low-walk pricing method:

(1) If you start to set a low price, then it will be difficult to rise. Recommended high pricing, but promotional period discounts, so that customers feel the advantage of price increases in the future customers can accept. Remember: "Customers are not buying cheap, customers are taking advantage".

(2) Pricing is the most profitable lever. Entrepreneurs who are truly priced are really good entrepreneurs.

Example: Price 10 yuan-cost 8 Yuan = profit of 2 yuan.

Priced 11 yuan-cost 8 Yuan = profit of 3 yuan. This formula can be seen: The price rose by only 10%, but the profit increased by 50%.

The cost of any enterprise is basically fixed. The price rises a little, the power behind the lever is very huge.

(3) Moral entrepreneurs want to sell the cheapest things to their customers, you will fail first. Because, you can't afford a good person; second, the establishment of a good service; you have no money for research and development.

"Small profit enterprises have no talent, service and technology, so enterprises must be competitive and have to be rich." "Entrepreneurs do not earn money is a crime, first take the responsibility of enterprises, and then assume social responsibility."

(4) Consumer psychology: High price = higher value; low price = low value.

A person who does not know psychology is not good at managing and marketing.

(5) Psychology of hunger: Customers think that a rare product is a high-value product, a noble product, and Noble is a high price. So businesses need to make the right hunger and thirst. The more you increase the price, the more he buys. The more you lower the price, the less he buys. Customers simply do not understand the intrinsic nature of the product, only the price to see the value of the product.

(6) You must not expect customers to sympathize with you. Customers never sympathize with the weak, he only supports the strong. The stronger I am, the more the customer supports me! The weaker I am, the more customers leave me!

Second: Target Customer pricing Method:

(1) What kind of price the target wants to sell: old Man Too: low price, high-end: high price.

(2) New marketing Theory: Everything is priced from the customer's point of view, considering the maximum price the customer can afford. Rather than the traditional product-centric: "Cost profit" pricing.

(3) Only customer-centric marketing is truly successful marketing.

LV Pricing: "Don't tell me what the cost is." Just tell me the highest purchase price the customer can afford. ”

Third: Differentiated pricing Method:

When you can find the difference between a product and a product, you can set a different price and find a bigger source of profit.

For example: Depending on the material of the packaging, different sizes can be priced differently, the barber shop may vary according to the technician level.

The decimal point pricing method:

99.8:100 yuan pricing is more appropriate. The customer's psychological endurance is enhanced: no more than 100 yuan. Convergence Pricing: 12800,9800 with this example.

V: Value Pricing Method:

Use your products, services, and products for a comprehensive value pricing. Beneficial to the sustained growth of enterprises.

Four, the price adjustment period:

1. New product adjustment.

2, the old product improvement.

Step six profit mode

First, Free mode: start to give customers free experience, reduce customer access threshold. or always have some free items, so that customers have a comfortable, pleasant psychological feeling.

(1) Customers do not buy products, not because they do not want to buy, but they do not know you, trust you, because your threshold is too high. First let him enter free, understand, identify, can buy, deal.

(2) Start free, then charge! Let one step, one step, step into, no longer come out.

Second, the replication model: the cultural level of low enterprises to replicate only the function of products, high-level enterprises also replicate the product strategy and marketing model.

For example: Zara has no factories, no designers, 60 billion turnover a year, successfully in the replication.

1, the way to duplicate the brand:

(1) Fabric (2) design (3) sales model (such as LV manufacturing products shortage of hunger sales law)

(4) Choose the way of store and size (5) Location address (on the LV edge)

2, copy the midrange products:

(1) Tool Manufacturing: The first line of hand-made too expensive. The use of midrange low-cost industrial manufacturing.

(2) The price of the midrange product.

Ultimately, the Zrar is not a simple reproduction, it is a line brand and the middle-end brand replication of the hybrid.

3, small and medium-sized enterprises are copied.

Large enterprises to engage in research and development. Eliminate research and development, it is best to eliminate production. The profits of both are always the lowest. Example: The United States of America and the state of the production, design completely removed. Buy design.

Small and medium-sized enterprises should focus all resources on brand marketing, focus on all resources Shenyang, do the most destructive things, produce the greatest return. Example: Mengniu started equipment leasing, turnover big, or leasing equipment. Niu said: "All the money to focus on brand marketing."

Third-party payment model:

1, that is, outside the customer's Third-party units to pay the customer's operating expenses, and the customer is free.

2. Example: Viewers watch TV dramas for free, advertisers sponsor TV dramas, which are paid by third parties.

3, example: Google, Baidu: All Internet, search is free, who will pay the money? Enterprises, advertisers.

4, example: Carrefour supermarket prices are the lowest, supermarkets do not earn money, it is the strategy is to increase the flow of people with low prices. Carrefour's profits come from supermarkets-driven shops and rental homes.

Point of view: No money is not flexible. How to borrow force, use other people's money to do their own things, is the master.

Iv. Direct Selling Mode:

1, the way: Telephone, network, magazines, newspapers, conference marketing, the crowd strategy (Amway, Accor, etc.), TV Direct

2, the next 10, 70% of the midrange will be eliminated by direct sales. In the next 20, the middle end of 80%-90% will be wiped out.

3, Amway Company: The Sea of strategy, "mummy-miss" mode. The manager is Mummy, the salesman is Miss. "Miss" is not paid. But the management of this kind of enterprise is very difficult, you must have the ability to cheat and brainwash.

4, Conference Marketing: All industries can be used. As long as you dare to use, custody performance soared. A one-time transaction with the fastest speed of the most customers. There is a four people to sign, there is a kind of driving, others will follow. field of magnetic field to push you, you have to sign up.

5, the network: the most powerful killer. The network cancels the midrange. Everything can be sold online. It is the trend of the future. (Phone sales are extremely difficult to manage, recommended not used)

6, another trend: a lot of supermarkets, stores, shopping malls are moving to the office. Even move into the neighborhood. Because the cost of transportation and logistics is too great.

7, the reason for the success of the shirt is because the shirt can be standardized, other clothing is difficult to standardize. Unable to standardize products such as online sales can be built on-line experience Center.

V. Channel mode:

1, enterprises have three intangible assets: people, brands, channels.

2, the channel is the cash flow, is the profit. You may not loan to the bank, but you must not forget to fund the channel. Because it has unlimited financing capabilities.

Example: The farmer Spring Brand marketing strategy is definitely a few times Wahaha, but Wahaha did a good job is the channel. It has formed a long-term strategic partner with suppliers. You can do the brand very well, can occupy the customer's mind, but the middleman is not selling you.

3, channel investment methods:

(1) First Model market

(2) Advertising campaigns

(3) Attend Canton Fair

(4) Invite quality customers

(5) Holding Business Invitation Conference

(6) Make big brand image

4, Borrow Channel method:

Through another company's channels to cooperate to sell their company's products. The more clients common channels, the easier integration. Also called the model of tying the rich.

Seventh Step brand Strategy

View：

1, the ultimate competition of enterprises is brand competition. The world has no 100-year factory, only 100 years of brand.

2, immature market easy to do brand, mature there will be no chance. Brand is the more chaotic the more opportunities, the more mature there is no chance.

3, brand and quality? W's general can be marketed, if wait to do well again to marketing, already too late.

Brand's trademark strategy:

1, a single brand trademark: according to the different types of clients, products subdivided into many trademarks. Competition to the ultimate, must focus to survive. Knowingly is a company produces, also feel is different company. You do not buy this also buy that, a net all play. Competition to the end, the more focused more successful, the proposal to adopt this strategy.

Example: The most successful case in the world: Pantene, Hai Fei Silk, Olay, Sassoon, rejoice.

Example: Belle: 10 or so brands of shoes are all hundred li.

Counter example: Porsche brand clothes, no one likes to buy. It feels hard to wear.

Second, the brand's cultural strategy:

1, the brand story: The customer remembers you by the story. Because people like to hear stories, the more history, the greater the significance. You're going to dig.

2, Brand Culture: is the core value of the brand. The core value of brand is the core values of brand communication. It is through the customer why buy this product, through the customer's demand to judge, refine.

Pepsi sells passion; Nike sells passion and energy;

Armani: Chic men wear Armani; Starbucks sells petty-bourgeois culture;

Lampblack machine to find selling point: let women healthy up;

Convergence training values: Reject theory, pay attention to combat, help customers improve profits.

such as selling mineral water: the first choice to sell health. If your opponent is already selling healthy, you can sell passion.

3. Why does a person have friends? Two conditions:

One is to have the core values, and the other is to identify and support his core values. Otherwise this man will have no idea. Why don't brands have consumers? No fans? No supporters. It's because you have no personality and no core values. You will attract people with the same values as you. The more people who support your core values, the faster brand marketing will be.

Third, the brand's high strategy:

Through cultural Strategy: language, text expression to seize the customer's mental heights. Let customers have a sense of respect for your company in the first time,

Three ways to express a high degree of strategy:

1, the scale expression: the scale represents the strength, the strength represents the trust. "Customers always think the bigger companies are the better companies." A very good marketing person will be in the first time to introduce the size of the first customer mind. Note: Introduction results to seize: Do not talk about history, first talk about results!

A: From the number of employees to express B: from turnover expression C: Company quantity expression D: Plant size

2, Speed expression: No scale on the express speed. Customers and employees always choose to support the strong. Banks are always xianpinaifu. The speed of victory leads to the enrichment of resources. One can attract employees, two can attract customers, three can attract suppliers, and four can attract the government. In the heart of the customer, it thinks the speed is the best. The only way for SMEs to develop is speed. There is no talent without speed.

3, leadership expression: constantly tell your customers I am the leading brand. Or tell your customers that I'm the first brand. (If you don't have the first two, there's a trick.) Consumers like first, so the first is to build customer trust the most direct way. You must tell you are first, no first also want to build a first.

Example: "China door industry 20 big brands" This is purely suicidal behavior. If you are really not the first, then find the difference. such as "China Elm Door Industry First"

Example: Convergence: Not the first brand of China training industry. But can be positioned "China training combat first brand."

Example: Lee lang suit: business suit first. (Only you, most likely the first is you, the last is also you)

For example: You may not use the first, turn a way to express first.

such as: "World famous brand, Persia", "gathering, China Training industry Rolls-Royce"

Above, do not need to spend more than a yuan, only wisdom. At some point, the more honest you are, the more you will lose your food. Proper packaging and grooming is the entrepreneurial level. You can not tell the customer directly: "I am 七、八名!"

Iv. Differentiation Strategy:

1, Interpretation: is to find the advantages of different aspects of products, focus on the ultimate, and then create value to customers, the same products sold differently. We can't change the product, but we can change our view of the product. The results are completely different when you see different angles.

Elephant: Everyone's understanding of elephants is different because they see different points. We can't change the elephant, but we can change the angle of looking at the elephant.

2, there is no bad products in the world, but you do not know how to explore its advantages, to shape its value. An entrepreneur, marketing master is the idea of guiding others, the shortcomings into advantages, the advantages to play to the extreme.

3. Three major styles:

(1) Focus difference: curing difference. From a certain point of view, to give the product a certain difference, the difference is magnified, enlarged, and then enlarged, repeated and repeated. When the difference is repeated to a certain extent, in the customer's mind to produce qualitative change, the product has formed the only advantage.

Example: Mercedes-Benz focus on "noble", BMW focus on "speed"; Volvo is neither safe nor speed to find "safe"

Soothing Focus: "sterilization"

Viewpoint: Constantly shape its differentiation, occupy your mind, false words 100 times to become true. This is the power of the subconscious. The subconscious mind does not differentiate between true and false.

Viewpoint: In the brand world, there is no real brand, only customer recognition and recognition of the brand. What is a brand? For example: "Fear of getting angry drink king old Ji"

Point of view: Why do customers think your product is expensive? Because you have no reason to give the customer a higher value.

Nine Operational Secrets:

A: From the point of view of raw materials: emphasizing the quality of raw materials can bring customers trust. Especially daily necessities.

B: From the point of view of the production process (production method): Production Methodology Psychology: the more complicated the process the customer thinks, the better the product results. Example: 98 procedures, 48 times wash.

C: Product function differentiation: Any one product has a comprehensive function. But highlight one of the functions, can receive a multiplier effect. Find out the unique functional advantages of this product, then focus and zoom in. such as the sea fly silk crumbs. such as convergence focus on "combat, improve profits."

D: From the historical point of view of the difference: in the people's ideology, there will be * * products which countries do the best, the most historical times to do the best traditional psychology. such as: The Watch is Switzerland good. Tianjin's sea-European brand watches in the domestic is the most expensive, positioning high, not sell the problem is not its ability, but history has overturned it. The impression of history has defeated it.

Traditional psychology customers always judge the quality of today's products from the history of the past. So it's not important where the product is produced, but your place of registration and trademark is very important.

E: From the perceptual angle of difference: anyone has a sentimental side. Especially the Chinese. Emphasize sensibility can enhance customer's trust to product. such as "Mother steamed vegetables: Rice or mother do well!"

F: From the perspective of the success of the difference: can not find the point of appeal, the use of "my product success!" such as: "China CEO Club" "China President sedan." Give people the impression that such products represent the success of the image, the more successful.

G: From the environmental point of view of the difference: direct contact with customers can all use environmental protection angle difference.

H: From the perspective of Experts: "* * Company, * * experts"

Conclusion: Success is created by difference and perfect. In the customer's heart, you do it well, he will think that all you have done. Collectively: "Halo effect"

(2) Market innovation: changing Customer perception

How to change: Change the name, change the quantity, change the packing;

such as Mengniu: Special Lun su. Shi Yuzhu: Brain Platinum.

(2) Global thinking:

Point of view: A person's success is not successful, and his ability is not very much related to his thinking has a lot to do.

Point of view: Never see the present to succeed. To master the advanced information.

View: From the world to see Ningbo and from Ningbo to see the world is completely different. Jack Ma in the United States contacted the Internet, only after Alibaba. Entrepreneurs should have global thinking and should stand in the world to see China.

Viewpoint: Many industries are not cut at the high-end in China. Because the Chinese do not recognize! Registering a brand in China is not a good way to be a lv. If you do clothing, you should register the trademark in Italy, the designer to Italy, and then by foreign companies authorized in China production.

View: To see whether a business is not Chinese enterprises can not see where it is registered, to see whether the company's helm is Chinese nationality.

Point of view: Heroes follow the Times. In this world only the Times make heroes. A hero always seeks the law. Everyone is small in the face of the law, you can not bow. A strategic entrepreneur is one who follows the rules.

Terminal strategy: The terminal is direct contact with the customer the most direct place.

1. Strategy of precedence:

(1) What kind of person you are with and what people think you are. It's important to be with someone!

(2) The location of the business must not use domestic brands. Name, trademark must be internationalized.

How does a bakery not spend a penny to let others think you are an international brand? You're on the side of Haagen-Dazs.

"Real Kung Fu" to choose all the location on the McDonald's and KFC next to the impression that others caused is the first fast food brand in China.

(3) The strategy of tying the rich: with the best together is the best! With the worst is the worst!

2. Relationship Person Strategy:

(1) Interpretation: Any brand, terminal sales personnel quality, image, grade must cooperate with your brand image, in line with the definition of brand, spirit. High-end products must be high-end talent, you are noble. This is called the second noble shaping.

(2) Example: The people who sell villas must be of noble temperament.

(3) Example: If the waiter of Shangri-La is sick one day, if five people from the La noodle shop to replace the waiter. How do customers feel?

(4) Traditional entrepreneurs pay attention to real things, but the virtual is always more valuable than reality.

Vi. Advertising Strategy:

1, human resources-oriented enterprises: should not be excessive advertising. such as training industry and lawyers. The first task of such enterprises is to build the core competitiveness, in the core competitiveness is not built before the chance of death is 100%. The faster you become famous, the faster you die. Thick product can be thin hair, such industries such as advertising development, employees become waste.

2, the capital-oriented, consumer goods industry to pay more attention to advertising.

3, Summary: Human Resources first to build the company's core competitiveness, and then hit the advertising pursuit of brand awareness. Capital-oriented enterprises can simultaneously pursue the core competitive ability while pursuing the brand advertisement popularity.

4. How to vote for advertising?

(1) Consider free advertising, event marketing: "How do not spend a penny to make enterprises, brands famous?"

A: President of the idol: such as Ma Yun, Wang Shi, pan Shiyi, Liu

Viewpoint: China has been a leader-centered society since its 5,000-year history. The more iconic the easier marketing, the easier to let employees follow, let customers choose.

Way: Out of the book (Find a professional to do very simple), write a blog (to find an assistant to write the line);

Viewpoint: According to your pattern, the realm, each year allocates the different proportion to do the philanthropy. Be sure to do a little. Both for the sake of accumulation, but also for business strategy: "People without foresight, there must be worries." After becoming famous, he took out a decade-old donation: "When I was so poor, I had such a sense of mission.

Li Ka-shing: "For Chinese children, for Chinese education, for the future of China, let me kneel down and I will." "I'm going to donate all my money when I'm alive!"

The state of Confucius is without me. "Indifference will only keep people away from you." Only love in the heart will let people unite you. ”

Eighth step to establish sales model and team

Changes in sales patterns can create miracles!

Example: The convergence of complex things to simplify, the simple things to subsection. From the one-man combat sales to the industrialization process sales. Find the right person to do it every time. Simple things can be repeated to achieve the best results. And from results management to process management, each process is standardized replication.

Point of view: Good salespeople are hard to copy, but good sales patterns are easy to replicate.

Viewpoint: Three points depend on the product, seven points by the sale. Only the success of the infantry, the final victory.

Example: Coca-Cola: The ratio of sales and other personnel is 1:1; HP: Sales are 3-4 times the size of the logistics. Convergence: The boss personally teaches, from the boss to the financial, are sales.

Nineth Step marketing Strategy Tianlong eight

The first step: after the first draw money: suitable for early development difficult period. To calculate the lifetime value of a customer.

1, countless bosses do a hatchet business, not the customer dug deep. A good company has the ability to serve the customers in a lifetime. The bad company is the salesperson who puts the business next, and the people behind them throw the business away. Customers must be dug deep.

2. Two kinds of concessions:

(1) Let the employee: The reward method should be set to allow the sales staff to put more effort on the development of new customers.

(2) Let the customers or distributors (such as Wahaha: let the Dealer)

Step Two: Risk reversal: Shift the customer's risk onto themselves.

This is a kick in the back! At the moment customers hesitate to make out, so that customers have no worries. such as commitment: * * days are not satisfied with the return at any time (in fact, the probability of return is not high). But the product quality has the confidence to be able to use.

Step three: Focus on Star Products: any company needs.

1, any company has many products, customers will have no choice. Let the customer choose the Starter product directly, namely the star product. The star product price is not too high, otherwise will frighten away the customer, moreover needs the value of the goods.

2. Why focus on Star products? Because the promotion of customer trust has a gradual rise in the process. The customer is not forced out, is the initiative to buy. Do not kill customers a stick, through the purchase of star products, let customers slowly eat into fat. Trust you step by step. Recognize this first, you can drive a series.

3, Example: Home appliances monthly launch a star products as promotional items. Convergence of the star products: "The President of actual combat management."

4, star products have four characteristics:

(1) Customer demand is big.

(2) The opponents are relatively weak.

(3) Outstanding advantages.

(4) The price is relatively low: so that all customers can accept.

Point of view: There is no focus on no strength, no strength there will be no lethality. Focus on 100 times times the power to sell star products.

Opinion: If there are 10 products, prepare to use 1 million advertising fees, do not split, because there is no bombing effect. You should put all 1 million ads on a star product. A sell, the customer to this brand trust promotion, all sell.

Step Fourth: Three ways to increase turnover:

1, increase the number of customers.

2, increase the amount of customer transactions. The price of the product 10% is no problem at all.

3, increase customer purchase times: By increasing the strength of customer service, so that customers from the original 1 months to 1 times, now let him 13 times a year.

4, an important formula: The above three items per item increased by 10%, the result increased by 33.1%

1*1*1*1=1

1.1*1.1*1.1=1.331

Fifth step: Experiential strategy:

A company must have experience-type products, star products, high profit products.

Sixth step: Evidence strategy: Only by saying that customers do not believe.

The evidence is expressed in three aspects: pictorial, textual, and video.

Seventh Step: Additional value strategy: When selling products, attach a small gift

Eighth step: The different Industry Alliance strategy: satisfies the same kind of customer's various industries, forms the strategic alliance. Enjoy each other's preferences, stimulating both sides to spend.

Example: 30 different industries, clients for a class of customers. All organized to form the same alliance: membership card after the other 29 names. GM, hit 88 percent, each store's roll-up banner at the same time hanging the other company's roll-up banner; a business, there are 30 of them for you to do.

Nineth Step: Total cost leading strategy

1, the cost is always in the final consideration. Consider the profit first, then the cost. Don't talk about the project and ask, "How much does it cost?" Ask: "How much money can you earn?" Entrepreneurs always earn money first, then control costs.

2. How to control?

(1) Industry matching: upstream and downstream industry chain value matching. There are two ways to do this.

A: Reduce the additional logistics costs: Related industries are nearby, reduce logistics costs, save time.

B: Industrial chain Control: No differentiation of products for enterprises in particular to do so. Either control the downstream or control the upstream to truly reduce costs.

(2) Related trade: The company has opened an industry, with the original industry-related, supply for the original industry. Industries that are interrelated can leave more profit for themselves.

3, economies of scale: open a shop and 100 stores the cost of purchasing will not be reduced, but the cost of management is much lower. The increase in consumer can greatly reduce the cost.

View: Entrepreneurs must reduce costs by increasing or increasing profits from consumers. Never use the thoughts of the Director of the office or the manager of purchasing department to focus your thoughts on cost and cost control. The province is less profitable than consumers. The original fixed cost must be reduced by increasing the number of customers. In order to control cost strategically, the cost cannot be controlled strategically.

Summary: Customers to win, partners to win, they want to win.

Other questions to answer

First, how to determine the distribution of fair in the enterprise?

A: All the income is not taken from the boss, but from the client's hand. There is no such thing as fairness, you want to earn more, you earn more for the boss.

Second, how to develop the most rapid unfamiliar market?

A: The best way is to find local strong partners and establish strategic cooperation.

Third, how to solve the problem of weak team implementation?

Answer: The biggest problem with executive power is "Tao", which is the problem of thought. Any enterprise without solving the ideological problems, there are no more surgery is useless. If someone disagrees with the enterprise, let him leave the team.

How to attract and retain good talents?

A: Can find a good talent, with the positioning of the company has a great relationship. First of all, positioning is not high-end, high-end talent will not come in. Secondly, from a strategic approach, there are channels to recruit good talent. If you are in contact with 50 universities and colleges. Finally, the treatment. Product positioning high-end is always better than positioning low-end good money. Take the high-end market, you can have higher profits, there are conditions to retain talent. Making money without money will make you bleed to death.

Five, enterprises in the quality is to work hard or in the business model to work hard?

A: Business models are always more powerful than quality. times are changing. 70-80 years, the value of product quality. 21st century customers from the era of product quality to the spirit of the era of enjoyment. The most important two words of this age are: Spirit!

So the more technical entrepreneurs suffer. The more entrepreneurs focus on the needs of their customers, the more likely they are to become the greatest entrepreneurs. To create an irrational spirit of enjoyment so that customers moved, love, like. Enterprises should not excessively pursue product quality difference, but the pursuit of business model differentiation.