Facing the tide of micro-business, just join if you can’t win.
Editor’s note: This article comes from WeChat public account “Slack bear sports” (ID: lanxiongsports) Author Wan Yuxin.
Since February, employees of many sports brands have launched ads in the circle of friends.
“Scan the small program code to place an order, and then remember to return the screenshot of the order in private!” A sports brand employee posted a running shoe promoted by his company in the circle of friends, and he will sell each one from himself There is a share of the order. It is just that he intends to return all the shares to the friends who placed the order.
The epidemic has not passed yet, and “open source and cost reduction” has become a realistic problem that all Chinese companies have to face. In the retail industry, many companies have adopted the strategy of “full sales”, that is, to mobilize all employees at all levels of the company to use their personal circle of friends, social media and other private domain traffic channels to sell company products.
As part of the retail industry, many domestic sports brands have started the “all-person sales” model as early as February. “But ‘strong twisted melons are not sweet,'” a domestic sports brand employee told Lanxiong Sports. “Many colleagues haven’t been trained in sales in the circle of friends at all, and sending friends to sell goods is just a form, even if the company decides KPIs are also difficult to achieve. “
And Rilakkuma also observed that in early February, the frequency of sales of sports brand employees from various countries in the circle of friends ushered in a short-term peak, and the frequency of sales of goods in the circle of friends appeared significantly in the middle and late February. Down.
Although “all-person sales” is only an extraordinary means for companies in this extraordinary period, and may not become a long-term behavior of the company, how to make better use of employees’ private domain traffic for sales with limited time and energy, this It is also a realistic problem that needs to be considered.
On this issue, Rilakkuma Sports interviewed five professional micro-businessmen who have been in the sports goods retail field for more than 3 years. Let’s take a look at the 10 “Quick Start Guides” for sports brand employees.
Group your guests
Before you decide to be a WeChat, you need to group all your WeChat friends roughly. Group your potential customers individually according to rough classification principles. The grouping method is not static, and can be grouped according to gender, region, approximate income level, etc., so that it can be targeted to potential customers when selling in the future.
Those friends who you do n’t think belong to the consumer group of sportswear at all, please set “this photo is not visible” when selling goods, and do not disturb them.
Choose the right things to sell
Many merchant sellers often fall into a misunderstanding when advertising: I should post whatever the brand official recommends. Actually microBusinesses do not have to follow the brand’s promotion rhythm, but mainly consider the three elements of the product: face value, function, and price. Many examples show that once one of these three elements reaches a very high level, the other two are not important.
An experience is that the products you sell are either particularly good-looking, have excellent performance, or are especially cheap. Often these three elements do not have a prominent product and will not sell well.
▲ Posting ads ad hoc without success.
About what colors are easy to sell, experience tells me: black and white gray will always sell; colors with low saturation are better than colors with higher saturation; pure colors are better than hits with color.
Do n’t just send product pictures
A piece of clothing, a pair of pants, or a pair of shoes can only maximize its value if they look good. As a seller, if you can provide your customers with excellent examples of dressing, it will help sales conversion.
Remember, please do n’t use the official white background pure product image when advertising in the circle of friends. You will find that when consulting products, many customers are holding pictures on social platforms such as Xiaohongshu and Instagram to ask “is there such a dress on this person”. Therefore, in reverse thinking, try to find some pictures with real people wearing examples when advertising, and then cooperate with a small number of official product real shot pictures. This effect is definitely better than clearing the e-commerce product map.
Remember every guest you have consulted with
There may be many friends. After seeing your advertisement, I just came to consult you, but maybe this product is not satisfactory to them due to various reasons, so that there is no final consumption. Do n’t be discouraged, please understand his / her needs as much as possible, and note his needs after the guest ’s WeChat name. The next time there is a product that meets his needs, if you take the initiative to sell to him, the effect is often unexpected.
Remember to order after each transaction
In the early stage of entering the micro-business circle, every completed transaction will become your endorsement of personal credibility. However, your credit needs to be known to your friends, so it is recommended to take a screenshot of the chat interface of the guest after each transaction (code the guest’s name, avatar, transfer amount and other private information), and then purchase with the guest Product picture together, send a circle of friends sunbathing.
Consumers are always inclined to go to shops with a lot of people, and the more deserted shops are less able to solicit customers. Wechat is also a reason.
Doing everything you can to find a buyer show
Similar to the post-sale order, a good buyer show may be better than you advertise 10 times in your circle of friends. Please try your best to get every customer who has bought from you to feedback the buyer show. If the guest has positive comments in the text, please take a screenshot and send a circle of friends with their buyer show. Remember, the beauty show of the handsome guys is not too many times, they are your best advertisements.
The first time to express the delivery number
I have to admit that express delivery is something that brings happiness. From the express delivery, to each update of the logistics, to the final receipt, each link will have different levels of expectations. If you can give the customer a courier order number as soon as possible after delivery, they will have a better impression on your shop.
Advertising at the right time
During the day, most people watch their mobile phones and friends in several circles. They are: just woke up in the morning (7-9 pm), finished lunch at noon (13-14 pm), and before work in the afternoon (16 -18 o’clock), before going to bed at night (10-12 o’clock). So is it appropriate to advertise in these four time periods? it’s not true.
According to experience, the volume of transactions before going to bed at night is relatively large, followed by the period before work in the afternoon, and most of the guests in other periods are in a state of “only looking at buying”. Of course, this time period is not strictly applicable to everyone and is for reference only.
Not just selling goods
If you just sell ads by swiping the screen every day, I believe that soon you will be hacked by black people or block your circle of friends. To live in the circle of friends of your guests, you must provide them with value beyond selling goods.
This value may come from the evaluation of a pair of sneakers, a star from a piece of clothing, or even a picture teaching exercise at home during the epidemic. This content can actually be obtained from various channels