A, the current situation of the health care market:
The development of the health care market has flourished in recent years, although the state promulgated a number of regulatory decrees on health care, but still did not make the vast majority of manufacturers to show off the idea of the idea of the slightest cooling. Spring Festival gift market, singing the main theme of gift-giving is still health care products. Explained in China, health care products still have a lush breeding ground, due to the traditional Chinese health care concept of traditional Chinese medicine, the people pay more attention to health care, which has resulted in health care products sold in China's consumption characteristics.
The lure of profits much higher than conventional products, is the reason why many manufacturers are actively engaged in the field of health care products, but also as a result of the nearly fierce competition. Good and bad health care products so that consumers have more choice, but also created a lot of big business birth and demise. Health care is one of the most distinctive consumer products in the Chinese market, enterprises only deep consumer psychology, always pay attention to consumer trends, correct product positioning in order to sustain development.
Second, the current situation of conference marketing:
The beginning of the sales of health care products is to rely on the combination of media publicity and store sales, followed by the launch of the perfect conference marketing. Conference marketing was born in the mid-to-late nineties, after five years of development, in 1998 Tiannian first launched a complete conference marketing model, and three years of time to make Tiannian and the annual sales of products in the vein exceeded one billion yuan, into the annual sales of China's pharmaceutical and health care products manufacturers in the top ten, will be a lot of "national" large enterprises fall to the This is no accident. The management system of conference marketing combines the management style of large and medium-sized enterprises with the management concept of the insurance industry, starting from the details of sales management in a fast, concise and smooth management way, with the work log table, work weekly diary, customer file table, customer service registration form, sales visit tactics, sales of a hundred questions and answers, and every working day, we insist on the implementation of the details of the management of the morning meeting and evening party, etc., to ensure that all-round members of the enterprise Execution. "Details determine everything", so the conference marketing first in the management of the first opportunity to win.
Conference marketing from the obscurity of the previous few years to today's well-known, but also by more and more people in the industry's attention, the market environment is also undergoing increasingly rapid changes.
Marketing costs have gradually increased with the changes in the market, staff wages, fees, gifts, gifts, venue fees, transportation costs and so on are substantially increased. Previously, the staff salary of 300-400 yuan can, due to the rapid involvement of many manufacturers, now no 700-800 yuan can not, even up to 1000-1500 yuan. Previously, customers will eat boxed lunch on the line, now table meals do not have more than 200 yuan, the customer is not happy, some of them are drinking up red wine; previously participated in the lottery is a few dozen dollars in gifts, now more big building products such as washing machines, televisions, refrigerators and so on are used, but also feel that not enough to attract customers' psychology.
The competitive environment is also changing dramatically, the promulgation of the health food advertising law, the pharmaceutical and health care enterprises have a great shock, the introduction of direct marketing law, so that many traditional pharmaceutical and health care products enterprises, distributors have joined the ranks of the conference marketing, the media from the previous unheard of to the current special attention, the slightest irregularities in the action will be directly exposed. Changes in the market environment directly led to the conference marketing enterprises in the market operation is more and more difficult, the rate of attendance is getting lower and lower, less and less sales of a single field, profit margins are getting lower and lower confusing many small and medium-sized conference marketing enterprises. So how can we effectively get rid of the current unfavorable situation and improve business efficiency? Conference marketing enterprises how to stand out in the increasingly competitive market, innovation breakthrough, become a very tricky issue for health care companies.
Based on the current market environment of conference marketing, the main three aspects of innovation should be carried out in the following three aspects, namely, product innovation, service innovation, marketing skills innovation. Product innovation is now conference marketing products are mainly divided into: a functional textiles; two functional water machine; three health food; four medical equipment. For several years, it is always these kinds of products, if the service does not keep up in time, of course, customers are getting less and less, therefore, in product innovation, we should think more, how to increase the new products to attract customers, so that the old customers to buy again. At present, the new air health machine on the pulse, and to VCD started Wanlida company also used the conference marketing sales of photocatalytic air machine, the conference marketing of the customer population from the previous completely to the old people mainly expanded to the young and middle-aged people, my company launched the cosmetic products are in line with the development of the market, expanding the benefit of the crowd.
Conference marketing is actually service marketing, and can put the service really do a good job of the enterprise is very little, a lot of enterprises in the market operation focus on immediate interests, do not pay attention to the service, and therefore, only to cause more and more customers dissatisfaction, such enterprises of course, is facing the elimination of the market, and they also destroyed the health care products market. Haier and Lenovo manufacturers to grow its fundamental is to provide customers with perfect service, and our company to survive in the market, more to do to make customers think that the value of the service. In the increasingly competitive pharmaceutical and health care industry, to provide perfect value-added services will be in the future to become a conference marketing business can survive, and the development and growth of the fundamentals. The previous service, simply put is to make a phone call, and then home visits, invite to attend the meeting can be realized sales, and now we have to do is more detailed service, including our staff training, we ask the staff is not only a product marketer, it should be a health expert. One-third of the market sales come from direct door-to-door sales, which saves a lot of links in the middle and sells the products directly in the process of home visits, which is all done by service. Our staff after the home visit should teach these customers therapeutic food health care, emotional well-being, gift people disease health care exercises, disease health care massage, some even do foot massage, these additional value-added services, all so that the customers feel that the value or price of the products they buy is reasonable. Recently, the Korean service marketing model, in fact, is the service more refined, from the layout of the service station to the moment the customer enters the door, the marketer so that each of the customers to the scene have felt from the unprecedented sense of cordiality, so that the elderly got a kind of warmth and affection from their children where they usually do not experience, through the continuous experience and details of the service, so that the elderly gradually accept the culture of the enterprise, product knowledge, health knowledge, and thus ultimately reach sales.
Marketing skill innovation lies more in the operation mode and detail management. The market environment has changed, the consumer has changed, and now many companies, including us, but still in one or two years ago the way to run, through a simple collection of files, home visits, and then participate in the sale, and not according to the increasingly serious market environment, and their own market and the actual situation of their own resources to adjust their own marketing techniques, and if so how can we win the market? Take tourism marketing, the earliest do tourism marketing when each person charges dozens of dollars, enrollment of customers lined up every day, to this year, a day of free travel has been very difficult to customers to participate in, at this time, some companies began to do two days or even four, five days of tourism, in the first few days of tourism is mainly to strengthen the service to the customer, through the pre-tourism and a few days before the pre-tourism and meticulous, warm service, on the last day and then Through the pre-tourism warm-up and several days of meticulous and warm service, the sales are made on the last day, and the result is that the sales are much higher than the sales from the previous day's tourism marketing. The reason why the center of the rapid rise in just three or four years and become the boss of the conference marketing business, relying on the innovation of marketing skills. In the middle pulse before, conference marketing enterprises basically do not do advertising, only buried do will, and the middle pulse but they are good at the former advertising marketing, store marketing and conference marketing for a good integration, and marketing network really to each community, the service to each customer home, so the rapid rise of the middle pulse by no means by chance. Recently, Hunan TV staged a superwoman battle, attracting tens of thousands of people's attention, the test marketing, full marketing, urban marketing and other marketing methods have moved to the stage, nothing to do.
Health care marketing can be said to be a synthesis of the essence of all marketing tools, but as the most cutting-edge of the lowest-cost will camp operation is always looking for the next breakthrough point. Personalized marketing, tailor-made marketing approach is believed to be the future mainstream and trend. This requires us to cave in and learn, and be as innovative as possible, to find a sales approach that is in line with Liren's company and has Liren's characteristics.
No matter how the market environment changes, how rational consumers, in fact, as long as each of our conference marketing company really to consumers as the core, to provide sincere and thoughtful service, really provide consumers with our company's high-quality products, according to the actual situation of the market and the company's own resources, and continue to innovate our Giftman marketing methods, strengthen the details of the management, we will be able to win many battles in the market.
Three, Tianjin market start the preliminary research:
Tianjin, as a city with a population of more than 10 million people, in itself breeds a huge consumer market, the city in the past five years with the merger of state-owned enterprises, reorganization and a large number of support policies, as well as foreign-funded enterprises continue to enter the rapid development of economic and social development, the level of consumption and the level of culture continue to improve, but also due to the population of Aging of the population, the population over 65 years of age has nearly 1 million, in general, already has a good market for health care products. As a central city in the north, it is of strategic importance to the Beijing market and even the national market. Meanwhile, Tianjin, as a neighboring city of Beijing, also has the interoperability of consumption concepts.
Since Tianjin has such a strategic position, health product companies have developed Tianjin, even predatory development. Tianjin health care competition can be said to be very fierce, the way the product publicity almost reached the summit, some small companies use blood pressure monitors, hand diagnostic instrument, to search the file work, has been a destructive impact on the market.
So how to succeed in the highly competitive tianjin market, and even the national market, in addition to product positioning, connotation design, the establishment of the general direction of marketing, more importantly, lies in the management of the market and the marketing approach how to be able to differentiate itself from the fast, lasting to reach the credibility of consumers, prompting them to produce the purchase behavior, in addition to the design of a gift of people marketing approach should also try to highlight the my Company's gift people brand, image, culture. In fact, there are more and more mature products in the market, and the competitors are roughly similar, companies must use the brand to establish an image in people's mind. Some successful brands, no matter what industry it is involved in, people buy its products because it has an image. The brand will give people a fixed image, for example: Coca-Cola can make you more energetic, Pepsi makes you more youthful. Therefore, branding is the core competence of a company. Marketing tools are easy to copy, but the brand is "can not steal, can not take away, can not learn, can not take", is the competitors can not be copied. It is in this sense, the brand is the enterprise to avoid falling into the marketing homogenization competition of the last "firewall". When consumers have a sense of loyalty and dependence on the brand, all marketing obstacles and problems will be cracked one by one.
Enterprise success in marketing, defeat in management, since the reform and opening up of many once-successful enterprises are due to their own management chaos, resulting in a decline in the implementation of the staff, so that the enterprise can not adapt to the high-speed development of the market and perish. Therefore, to ensure the healthy development of enterprises is the basic conditions of scientific management, to ensure that members of the enterprise efficient execution. An enterprise's executive power does not entirely mean "staff obedience, collapse, hard work, endurance", but also includes scientific and efficient management, sharp and fast information utilization and highly responsible operation of the market to be a whole that can adapt to market development. So the scientific management system is the core, reasonable personnel structure and leadership of the management system of the absolute implementation and obedience, through the command consistent, consistent output, consistent action, consistent consciousness, the goal has been, and so that every member of the enterprise to understand their own duties and tasks, to ensure that the order smooth and fast implementation.
Through the market development and research in recent years, we are now entering the market has passed the peak season of sales, so we should try to speed up our pace, improve the environment to avoid unnecessary waste of investment.
Four, understand the development of competitors:
Based on the development of competitors in the status quo competitive marketing strategy, is a follower, challenger or dominant, know your enemy, know your enemy, a hundred victories. It is to find competitors, there is no rival market is nothing to do. Find competitors for two purposes: one is to learn from him, because after all, he is in the region for a longer time than you; Second, there is a reference, overcoming the opponent in order to illustrate the achievements of your work. To find the best local rivals, only then, your progress is the fastest. Once the target is locked, you have to figure out all of its marketing methods in order to learn; and then align its weaknesses, ready to cut into the blow.
The competitors of our products were not examined at the beginning of the market.
Fifth, with the relevant government departments to establish a good relationship:
Industry and commerce, urban management and other departments of the health care industry company's initial development plays a vital role, we should use our company's medical and detection of the talents with the relevant government departments to establish a good relationship, in the name of the Association of Traditional Chinese Medicine and our company jointly for the industry and commerce in the districts, the urban management staff for the full range of inspection, medical, health care, urban management staff. The inspection, medical care, health care, to establish a relationship with the relevant personnel.
Sixth, the positioning of the product:
My company's products belong to the apparent effect of the product, then consumers are slightly less sensitive to the price, pay more attention to the efficacy. If it is a slow-acting products, due to the factors that must be considered for long-term consumption, consumers will be circumspect about the total amount of use, daily consumption of the discounted price, the capacity of a single unit, etc.. Then it is to see whether for personal use or gift, if it is for personal use, will consider the price and efficacy, while as a gift, it is subject to the influence of advertising campaigns, pay more attention to publicity and efficacy. The above can be seen, consumers in the purchase of health care products is very thoughtful, different consumer psychology will prompt consumers to make different consumer choices.
The product's own selling points need to be: first, the effect is good, so effective is the hard way; second, the packaging is elegant, classy; third, high visibility, gift generous. The above three points in addition to the first point emphasizes the power of the product, the last two points refer to the image of the product. Do enough of the above three points, will contribute to the strong sales force of the product.
Seven, the establishment of the target consumer groups:
Cardiovascular and cerebrovascular disease patients, bone and joint diseases, hospitalized people with a variety of diseases and sub-healthy people
Eight, competing products:
Familiarity with competing products and shortcomings of the selling points of the business staff to promote sales.
Nine, channels:
Currently the distribution channels of competing products are only a single, our company should be prescription drugs, health care products, cosmetics field and OTC to quickly establish their own channels, highlighting the company's brand image, improve the company's visibility.
Ten, the company developed the advantages and disadvantages:
Advantages: the advantages of product science and technology content, strength, sales management advantages.
Disadvantages: late entry into the health care market, low visibility.
Eleven, the issuance of product-related materials:
Product-related materials include; training materials (company, products, medicine, industry, health care, communication, telephone interviews,
home visits, sales, etiquette, workflow, instruments, services, etc.)
Product information, promotional materials, CD-ROMs, newspapers and magazines, health drills, therapeutic material,
POP rack (company, subsidiary, production plant, scientific research, honor, knowledge
property rights, process, product promotion, etc.).
Twelve, the establishment of the organizational structure:
Conference marketing to determine the important personnel:
Experts
For the conference marketing, the level of experts present will affect the sales performance of the entire meeting, especially the main speaker experts. The keynote speaker is a key link in the exposition of pathology and the exposition of product mechanism, and is especially important in the whole marketing meeting. Conference marketing development to the present, most of the participants have listened to many similar classes, to a number of "experts" consulted, and many participants have long been a doctor, the pathology of many common diseases is very clear, if the marketing meeting to the expert level can not convince the participants, it is difficult to generate sales. In addition, the lecturing level of the main expert is also very critical, I think the conference marketing should be strict selection of real experts suitable for my business, should not be false.
Host
The host is the soul of the entire marketing meeting. He speaks the entire meeting of the various details linked together. A good host can effectively control the situation of the entire meeting site, can mobilize the atmosphere of the meeting site according to the need to deal with emergencies, can focus the attention of the participants.
Training lecturers, product lecturers
Product lecturers play a role in the whole process of marketing conference as a finishing touch, he put the company's scale, history, product process, efficacy, and the combination of the disease detailed introduction to the customer. The product lecturer's superiority is directly related to the grade of the product.
The training instructor is directly related to the quality of new employees, the company and the product confidence in order to enhance the sales aspects of a greater improvement.
The above two positions can be held by a person.
Thirteen, the training of business personnel:
1. The purpose of the training of new employees
to provide new employees with correct and relevant information about the company and the workplace, to encourage the morale of the new employees to let the new employees to understand the company can provide him with the relevant work situation and the company's expectations of him to let the new employees to learn about the company's history, policies, corporate culture, and to provide a platform to discuss Reduce the nervousness of new employees when they first enter the company, so that they can adapt to the company more quickly Let new employees feel the company's welcome to him, so that new employees feel a sense of belonging Make new employees understand their job responsibilities, strengthen the relationship between colleagues Train new employees to solve problems and provide ways to seek help "Speak of loyalty, seek advancement, strict Loyalty, advancement, self-discipline, restraint, trustworthiness, diligent communication, coordination, and no pomposity.2, new employee training content
1) pre-training (department manager is responsible for)
Pre-arrival:
Prepare the office space for new employees, office supplies Prepare for new employee training department training materials Understanding of the company, its products, training of medical science, the industry, communication, tele-visit, home visit, etiquette, workflow, instrumentation, sales, health care and so onThe company has a lot to offer to its employees.
Designate a senior employee as a mentor for new employees
2) Departmental job training (department manager is responsible for)
After the first day of the job: the required knowledge in order to train
After the seventh day of the job:
Within a week, the department manager and the new employee to have an informal conversation to reiterate the duties of the job, to talk about problems in the work, to answer questions from new employees, and to make sure the new employee has the right training.Over the course of a week, the department manager has an informal conversation with the new employee to reiterate job responsibilities, talk about problems that arise on the job, and answer questions from the new employee.
Evaluate the new employee's performance over the week and set some short-term performance goals Set the date for the next performance reviewThirtieth day after arrival
The department manager meets with the new employee to discuss the employee's performance over the one-month probationary period, and fills out an evaluation formNinetieth day after arrival
The human resources manager discusses the employee's performance and suitability for the current position, and fills out an evaluation formHuman resources manager discusses the new employee's performance and suitability for the current position, and fills out an evaluation form. Performance, whether it is suitable for the current position, fill out the probationary period evaluation form, and talk with the new employee on the performance of the probationary period assessment, informing the new employee of the company's performance appraisal requirements and systems.
Fourteen, promotion and publicity strategy:
1. Determine the location of next month's meeting place, time, marketing programs:
(1) 6-7 meetings per month
(2) Calculate the number of people at the venue to determine the number of customers invited to the meeting
(3) with the holiday, tourism activities, etc. to prepare different marketing programs
(4) the venue has easy access to transportation, high visibility in the local area, high-grade. In the local high-profile, high-grade hotels, restaurants or hotels
Advantages: ① with the venue to determine the location of the community to search for the location
② through the meeting time, to determine the time to search for the time to visit
③ to determine the marketing program, the purpose of the visit of the business staff to communicate
2. projected half a year, a year of sales, sales costs, activity Plan, marketing program
3. Instrumentation costs:
Instrumentation: MDI cost: already existed
Vision meter cost: 100 yuan
Thirty-five detector cost: already existed
Blood pressure meter cost: already existed
Blood glucose bill cost: 1,000 yuan (consumables are higher, reference)
Color blindness detection spectra Cost: 100 yuan
Lung capacity meter Cost: 500 yuan
Weight and height meter Cost: 300 yuan
Personnel Salary:
Commission:
Tianjin city downtown action plan and predicted results
Tianjin city downtown number of salespersons: 20-30
Theme of the activity (location) Key Date (month/day) Sales (yuan) Cost (yuan)
February Full month 145000 21000
New life, new ideas 2/5 25000 4000
Reunion, cohesion and health (Lantern Festival) 2/10 (2/12) 30000 4500
Valentine's Day, rely on health to create a life of interest 2/ 14 30000 4500
New Idea of Health, Embracing New Life 2/20 30000 4000
New Happiness Forum 2/25 30000 4000
Number of people in urban areas of Tianjin 30-40 people
Activity Theme (Location) Key Date (Month/Day) Sales (Yuan) Cost (Yuan)
March All month
Creating a sense of fun in life, creating a healthy future 3/2
March 8 Women's Day, Gift to the People for Health 3/7 (3/8)
Creating a sense of fun in life, creating a healthy future 3/11
Hand in Hand for the Poor, Heart to Heart for Health 3/16
Preventing Disease-Free, Happiness for the Middle-aged and Older Adults 3/20
3/24
New Idea of Health, Embracing a New Life 3/29
Number of people in downtown Tianjin: 40-50 Tanggu: 20 Dagang:
Activity Theme (Location) Key Date (Month/Day) Sales (Yuan) Cost (Yuan)
April Full Month
4/2
4/6
4/10
4/15
4/20
4/24
4/29
Activity Theme (Location) Key Date (Month/Day) Sales ($) Fee ($)
May All Months
A Journey Into History and Nature for Physical and Mental Health 5/2
5/ 6
5/10
Caring for Mothers, Caring for Health 5/13
5/20
5/24
5/29
Activity Theme (Location) Key Date (Month/Day) Sales ($) Fees ($)
June Full Month
6/2
6/ 6
6/10
6/15
Dear Father, are you really healthy? 6/18
6/24
6/29
Activity Theme (Location) Key Date (Month/Day) Sales ($) Fee ($)
July All Months
Celebrate the return of Hong Kong to China and wish a healthy reunion! Healthy Reunion 7/1
7/6
7/10
7/15
7/20
7/24
Valentine's Day 7/1
Activity Theme (Location) Key Dates (Month/Day) Sales (Yuan) Cost (Yuan)
August All Months
8/2
8/6
Top Chinese Men, Do You Really Care About Yourself 8/8
8/15
8/20
8/24
8/29
Activities Theme (Location) Key Dates (Month/Date) Sales (Yuan) Cost (Yuan) Yuan)
September All month
9/2
9/6
Chinese Teachers' Day 9/10
9/15
9/20
World Heart Day
9/24
World Tourism Day 9/27
Theme of the event (location) Key dates (month/day) Sales (yuan) Cost (yuan)
October Full month
10/2
10/6
National High Blood Pressure Day 10/8
World Health Day 10/13
World Traditional Medicine Day 10/22
World Men's Health Day 10/28
China Elderly Day (Chongyang) Chinese Old Age Day (Chung Yeung) 10/30
Event Theme (Location) Key Date (Month/Day) Sales ($) Cost ($)
November All Months
11/2
11/6
11/10
World Diabetes Day 11/14
11/20
< p>Thanksgiving Day 11/2311/29
Activity Items (Location) Key Dates (Month/Day) Sales ($) Cost ($)
December All Months
World Day of Persons with Disabilities, Caring for Health 12/2
Preventing Disease-Free, Happiness for Middle-aged and Elderly 12/6
New Happiness Forum 12/ 10
World Enhanced Immunization Day, improve the immunity of the whole population 12/15
Celebrate the return of Macao, wishing for a healthy reunion 12/20
Peaceful Night, Peaceful Life 12/24
Welcome the New Year, and welcome the health of the people 12/29
Fifteen ways to collect customer data:
One, the large-scale testing: in the name of the Chinese Medicine Society of the city. The name of the Chinese Medicine Association of the city's middle-aged and elderly health survey, free large-scale testing, test results, experts for the disease of low-cost drug prescriptions, diet therapy, Chinese medicine acupoints health care massage exercise CD-ROM by the service staff sent to the customer's home.
Features: (1) large-scale clinics are generally more welcome in the community, high credibility, and can improve the reputation of the neighborhood committee.
(2) five days in advance to declare hanging banners.
(3) three days in advance in the community and neighboring communities in conspicuous places to post flyers, the day to distribute flyers.
(4) Condition-specific prescriptions, which can also have an impact on our prescription drugs.
(5) For customer information and needs have more accurate.
(6) Collect more and faster files with higher authenticity.
(7) cost $ 0
(8) first do the focus of the community radiation surrounding.
Two, cultural information search block: the use of health newspapers, health CD-ROMs, health exercises, acupressure method, foot massage method and other methods of contact with the community or the morning exercise place, ask the demand customers, leave their names and addresses, by the business staff to send to the customer's home or team counseling.
Features: (1) collect less files, faster, higher authenticity.
(2) The community is more popular and can improve the company's brand culture.
(3) Less mastery for customer information and needs.
(4) cost 0-10 yuan
three, the garden and morning exercise places to search the file
Features: (1) to collect the file is more, faster, authenticity relies on the salesman's personal ability.
(2) search file time is limited to 5:30 in the morning --- 8:00, cold weather is limited to 6:30-8:00
(3) for customer information and needs to master more.
(4) the cost of 0-100 yuan
Four, the University of the Elderly, the elderly various activities of the team search file:
Features: (1) to collect the file is more, faster, large-scale clinic is more popular, the authenticity of the higher.
(2) higher costs, contact more time-consuming.
3 for customer information and needs to grasp more, more accurate.
Fifth, the organization of the Ritualist Cup various sports events:
Features: (1) the collection of files more, faster, large-scale clinics are more popular, the authenticity is higher.
(2) more expensive, more time-consuming to contact.
(3) Less information and needs for customers to grasp.
Sixteen, store customer data
The customer information collected, customers and their family members as the basic unit, one by one into the computer, the establishment of customer database. Using the customer database to disease, region, age and other criteria, screening and activities related to the target consumer groups. For example, will be held "in the elderly how to prevent high blood pressure" health lectures, can be pulled out of the database with all high blood pressure related information, to invite, which greatly improves the targeting of activities.
Seventeen, telephone invitations
Established database information, the next question is how to target consumers to the event site. Research has shown that telephone invitations are a more effective method.
1, the steps of the telephone invitation:
(1) explain the identity:
To receive a call from a stranger, the receiver usually holds a kind of guarded mentality to brighten your identity, introduce you to the customer, which is a prerequisite for the success of the invitation.
(2) Ask customers about their recent illnesses and offer a variety of complementary treatments.
One is to show the company's concern for the customer; the other is to communicate feelings and lay the foundation for a formal invitation.
(3) Send out invitations
Invite customers to participate in activities organized by the company, you can briefly tell the time, place and general content of the activities, focusing on highlighting the benefits of this activity for the customer to cause them enough interest.
(4) Address and delivery time
If the customer shows strong interest, you can determine his detailed address and delivery time.
2, words invited communication skills
(a) speed and tone of voice
Telephone conversation, sincere and enthusiastic attitude, clear and gentle tone of voice, the speed of speech is gentle, do not be too hasty, talking attitude should always be treated like the first phone call of the day, rather than the first hundred, to avoid monotonous recitation of the tone of voice, talking with a smile (a smile can be "heard" through the phone), and the phone can be used as the first time. (a smile can be "heard" over the phone).
(1) Be polite and friendly
According to local customs, use good titles, master "hello", "please", "goodbye", "I'm sorry", "thank you" and other polite words,
Don't call each other "you", a little rude, when the other side is talking, to do polite listening, with When the other party speaks, do listen politely, use "oh", "wow" or repeat each other's words to show that you have been listening to his speech.
(2) control the time of conversation
The telephone conversation, no one wants to be disturbed for too long, to complete the invitation to be concise and fast, generally controlled in 3-5 minutes.
(2) Notes on telephone invitations
(1) In order to improve the success rate of invitations, you should choose the key customers that are in a better economic condition. Health care awareness, long-term disease or have purchased the product, the efficacy of the obvious, maintaining the age of 40-70 years old consumers.
(2) If the customer refused, do not be angry angry, should still maintain a polite language. For example: "it's okay", "welcome to come back next time" and so on.
(3) Do not call at breakfast, lunch break or evening news time.
Eighteen. Door-to-door visits: many conference marketing planners have such a misunderstanding: the more customers present, the better the sales performance. And through my several years of experience concluded that the conclusion is very different from this, a marketing conference sales performance is good or bad to a large extent depends on the work outside the venue, mainly refers to the sales staff and target customer communication, rather than depending on the number of customers to come. Effective off-site communication is to ensure the fundamental sales. If the off-site work is in place, in most cases, the day before the marketing meeting will be able to roughly estimate the sales performance of the next day. The site of the marketing meeting is only used to complete the sales process, to motivate hesitant attendees to buy through the atmosphere of the marketing meeting, and to establish a good customer-company relationship through the site of the meeting. Therefore, I think the conference marketing efforts are all outside the scene.
1Business personnel with test results, experts for the disease of low-priced drug prescriptions, diet therapy, Chinese medicine acupuncture point health massage exercise CD-ROM, the company's health periodicals, to improve the company's visibility and customer trust.
2 visit before: ① for the search file discharged focus, secondary focus, non-focus on customers, with the company meeting time to arrange the order of visits. Time is tight to visit the second key and non-key customers, and then visit the key customers. The time is not tight first visit key customers, then visit the second key and non-key, and then again key customers.
②The night before the visit rely on the collection of all
This is the first time that I have visited the company.