"Group sales" has several advantages, as follows:
First, centralized sales and promotion to a certain number of consumers, the unit sales sharing cost of a single customer is lower than that of natural social forms; It is obvious that the cost sharing of unit customers is reduced. The main cost allocation items of specific sales behavior include site cost, labor cost, material input, logistics cost and so on.
Because of the concentrated customer base and large scale of "group purchase sales", the object of resource utilization has changed from random one-way sales in the usual sense to multi-way sales, and the cost has been shared with more customers, and the distribution of sales cost for each customer has been greatly reduced.
Second, the integration of customers makes the real-time sales target have the corresponding scale advantage, thus making the strong allocation of sales resources possible; When we sell to customers, ideally, we want to use the greatest resources and strength to achieve sales. However, considering the limitation of the income we may get from a single customer, it is impossible for us to carry out strong resource integration, otherwise the loss will outweigh the gain.
When we face a huge group, our sales behavior may bring economies of scale, and we have the conditions to integrate powerful resources into products for sales promotion.
For example, in a general store, we will arrange at most one trained professional salesman to promote our products, no matter how high the technical content of the products is; On the contrary, in a sales meeting of a customer group, we can invite experts and company executives to promote the products more professionally.
When facing a single customer, we will make a basic oral introduction and send out basic publicity materials. Even if the requirements for some products are not high, we can adopt experiential marketing, but it must be the integration of the most basic sales resources; But for a "customer base", we will give physical demonstrations, more comprehensive introduction materials, more scientific introduction methods, more manpower cooperation, higher experience, and even some customer feedback arrangements in public relations. We will maximize the integration and allocation of resources according to the size of the "customer base".
Because of better and more resource allocation, it will naturally achieve better sales results for unit customers.
Third, group purchase sales, because the sales service has achieved scale, the specific sales work is also more convenient. When selling by group purchase, because customers are concentrated in one place at a certain time, the scale of sales fundamentals is completely achievable. At the same time of scale, the direction of work is also very clear.
Including propaganda work, logistics cooperation, sales service, customer information collection, etc., all have the characteristics of scale and clear direction, and the convenience of work is fully reflected.
For example, sales service can provide centralized services for "cluster customers", logistics cooperation can provide centralized product logistics supply, and customer information collection also avoids the one-to-one pattern of single customers.
In this way, the workload is greatly reduced and the work is more convenient and efficient.
Fourthly, group purchase sales enable us to effectively transform passive sales into active sales and better realize professional promotion.
For a single customer, unless the unit product is a special product with high price and high income, such as airplanes and buildings, it is difficult for enterprises to invest too much in the targeted sales of a single customer, which is the inevitable result of an input-output ratio allocated to the unit customer in sales.
Because of investment, there are corresponding resource restrictions and work restrictions. Therefore, for the sales of a single customer, it is often difficult to fully combine active sales with professional sales, no matter what sales model is adopted, whether it is no store direct sales or store sales. One is active sales. In store sales, in fact, we are in a passive state of waiting for customers. Due to the huge number of terminals and the development of self-service sales model in Shang Chao, sales are more and more display-oriented. In this way, enterprises can only choose a few terminal stores to actively promote sales in the form of passive distribution, which is already a more active behavior. Quite a few enterprises put their products on the shelves, and everything will be fine.
In direct selling, active marketing is still the core of its sales, but it is not the mainstream sales form. Moreover, the direct selling culture of many direct selling enterprises has more or less extreme influence on active marketing behavior. There is no benign model that can take care of customers' buying mentality and turn active marketing into "forced marketing".
Second, professional sales, to achieve the professionalism of sales, can not be separated from professional personnel, professional configuration, professional services, but for low-value civilian products, sales for a single customer, or what we call individual customers, it is difficult to build on a truly professional basis.
Because we can't arrange real experts or product engineers to carry out in-store sales or direct sales, we can't invest too much for each individual to achieve professional promotion, and it is difficult for us to provide professional points service for individual customers.
5. In addition, due to the social mentality and behavior in consumption, such as following the trend and gathering together, group purchase sales can stimulate customers' desire to buy, establish stronger customer confidence in consumption, and produce the "field" effect of "crowd-oriented" consumption.
Individuals are in a helpless state when buying goods. Different roles will also make him wary of sellers. In addition, because the customer is not professional, it is impossible to judge which product with competitive characteristics is better and more suitable for him. Therefore, in the face of individual sales, customers are easy to hesitate and worry.
But because of the same identity, customers will compare or listen to the opinions of other customers to a great extent, which is the effect of "conformity" and "word of mouth" in sales.
When shopping, we often find that a product or a store has a good business and many customers, while others have a poor business. We don't deny that the business and the product itself will have a long-term impact on the purchase, but many times, customers are actually quite blind, because they choose with the crowd, which leads to the sales of business premises or products being hot and cold. At this time, the quality of sales has nothing to do with products or sales.
This is why "trust" has always been regarded as an enduring "magic weapon" in sales strategy.
In the "group sales", customers are effectively gathered together through "customer cluster", so that all customers present have lost their sense of helplessness. It has formed a "cluster" buying mentality that echoes and refers to each other, which is a powerful "field" effect.
In the "group purchase sales", if we can grasp the customer's mentality organically and construct a benign "field" effect, we will certainly promote the customer's purchasing enthusiasm, thus achieving the effect of integrated sales.
6. Moreover, a good "group purchase and sales" is itself a "product investigation and research platform", which can make good use of customer groups to investigate customer satisfaction, product opinions and suggestions, and is especially suitable for market verification during product trial sales.
For the mode of "group purchase sales", it is not only a "cluster sales platform", but also a "customer survey platform".
In order to do a good job in marketing, enterprises must fully understand the purchasing and consumption needs, behaviors and mentality of customer groups; We must combine the opinions of customers and constantly improve and perfect our products; It is also necessary to constantly solicit customers' opinions in marketing operations to make marketing more scientific and targeted.
To do this, face-to-face investigation and research on customers will be the most effective way, which can more accurately grasp the pulse of customers' consumption and make the operation of enterprises closer to consumers.
However, how to conduct investigation and research is often a headache for enterprises. In fact, following up the dynamic market information of marketing operation may be the most targeted and effective way with the least investment.
For individual customers, on the one hand, due to the dispersion of customers, on the other hand, due to the vigilance of customers when they are "helpless" and the time limit brought by the investigation method, customers lack the enthusiasm to participate, and sometimes they don't understand the products, so it is difficult to give sincere opinions and thoughtful suggestions.
However, the "customer base" survey avoids the above problems. First, the concentration of customers makes the investigation very convenient. Second, the customer clustering effect makes it easier for customers to arouse the desire to show off and have more time. Customers can also deepen their understanding of products and put forward more constructive opinions through professional promotion and mutual communication.
So what are the common ways of "group buying sales" and what are their advantages and disadvantages? According to the conventional classification method, it is mainly classified by "customer clustering", as follows:
Mode 1: Conference Marketing
The basic feature of this marketing method is to set a meeting theme that interests customers, so as to gather customers and sell products under the meeting theme.
For example, the "customer service seminar" held by a call center attracts and invites relevant enterprises to participate by highlighting the theme of "customer service" related to call outsourcing, and naturally introduces the call business of "customer service outsourcing" in the process of discussing customer service, so that customers can accept and buy related services.
Another example is the "Hotel Supplies Scientific Purchasing Exchange Meeting" convened by hotel supplies suppliers, which integrates the hotel purchasing director and implements customer integration. On the basis of the theme exchange meeting, the company's products are "integrated and promoted by customers" to achieve sales.
This method is suitable for customers who pay attention to the professional level of products or services, especially corporate customers. The advantage of this way is that you can use the theme meeting to give a professional explanation of products or services, so that customers can have a deep understanding of such products and services, thus strengthening sales.
Mode 2: Activity Marketing
The basic feature of this marketing method is to attract customers by holding activities and carry out "customer clustering". This kind of activity is mainly entertaining, allowing customers to buy products or services in a relaxed and happy way.
This kind of entertainment can take many forms. For example, our common street or supermarket outdoor promotional activities attract people to gather through song and dance performances, thus introducing product promotion.
For another example, a company that makes students' drawing boards holds a "student drawing contest" for primary and secondary school students, so as to attract students and parents and realize "customer cluster sales" of drawing board products combined with activities.
This kind of activity marketing must first investigate and analyze customers' activities and entertainment preferences, so that the activity "cluster" can attract corresponding customer groups; Furthermore, the activity must be as close as possible to the products and services to be sold, so as to realize the "entertainment and fun" of product sales.
For example, if you want to sell running shoes, it is effective to hold long-distance running and sprinting, but it is not necessary to hold a concert; When your customers are young and fashionable, you can have a street dance activity, but if your customers are elderly, that would be ridiculous.
This method is suitable for the "customer cluster sales" of civilian products marketing, especially for some products that are biased towards emotional appeal. People don't need to know much about the product level. After clustering, the entertainment atmosphere and "field" effect of customer cluster will break through the psychological defense line of customer group and achieve the sales purpose, which is also in line with the psychological trend of customers' "easy shopping".
Mode 3: Training Marketing
The basic feature of this sales method is to strengthen customers' awareness of products and brands through training, on the one hand, to realize "customer cluster", on the other hand, to stimulate customers' desire to buy, which can be said to be a "double-effect marketing" behavior.
This kind of sales method often concentrates many characteristics of experiential marketing, event marketing and conference marketing. The main body is the small-scale professional explanation, use training, competitive comparison explanation demonstration and on-site sales service after the customer invites the cluster to realize the real specialization of sales.
This model has done very well in some large direct selling enterprises, such as Amway's direct selling operation. Although there are some individual customers' selling behaviors in sales, direct sellers often lead customers to their own sales parties or training places, instill the advantages of products in the form of training and lectures, and interpret products through the appearances of many people, thus stimulating customers' desire to buy. This sales model can be said to be the core of Amway's direct sales model.
If this method is operated well, it has a strong sales impetus, making it easy for customers to accept products from both rational and perceptual levels, and finally realize the purchase. However, its disadvantage is that it is directly linked to product sales, which often leads to customers being wary and refusing when invited, which requires certain customer invitation skills.
Mode 4: Restrictive marketing
This way refers to restricting customers from buying products at a certain time and place through the induction of some interest mechanism, so as to realize the cluster effect.
For example, in real estate sales, the way of "sending chips" is often adopted. At first, customers are not sold, but only registered as "sending chips", and then chips are drawn at a clearly defined time and place, combined with huge discounts or concessions, so that customers' buying behavior is concentrated in one place at a time, and the customer base is well integrated.
For another example, large and medium-sized supermarkets often engage in preferential activities, and announce in advance what kind of gifts or benefits the top salespeople of a supermarket will receive on a certain day of the month through advertisements, so as to cluster customers at that time, form a "group purchase sales" situation in which they queue up to buy, and develop a prosperous market atmosphere.
This sales method is based on people's profit-seeking mentality and will have a good cluster effect. However, because it is at the expense of the huge interests of merchants, people try to win interests through some competition, rather than based on a normal buying mentality, so many problems will arise. First, customer base is sometimes not necessarily the exact target of products or services; Second, most customers who did not benefit from the competition rules would not buy at that time; Third, customers who don't benefit will be psychologically lost, leading to consumption conflicts afterwards; Fourth, poor arrangement will cause confusion and have a bad influence; Fifth, merchants often only gather popularity in this sales model without generating corresponding income.
Therefore, the application of this sales method is often to create a prosperous field effect when products are discounted and stores are opened, making "opening" more popular, and sometimes it is also used to change the business situation and formulate the popularity effect.
Mode 5: Exhibition Marketing
Various exhibitions are also one of the forms of "group purchase and sales". In fact, the exhibition has the characteristics of dual integration, one is product integration and the other is customer integration. Product integration is the attraction of customer integration.
According to the level of customers, exhibitions are also divided into two categories, one is an investment exhibition mainly for dealers, and the other is an exhibition exhibition for direct customers.
However, the exhibition-style integrated sales have certain integration characteristics, but due to the participation of many merchants and the expansion of the venue, the integration has a certain swimming.
Therefore, on the one hand, we can realize the integration of large venues and small venues by strengthening our own image, and on the other hand, we can use the characteristics of customer integration of large venues and exhibitions to set themes for small integration, such as setting up theme investment fairs in exhibitions, holding activities or integrating sales at the second meeting, which are all ways with half the effort.
Mode 6: Membership Marketing
As mentioned above, many kinds of "group purchase sales" are aimed at a common customer form, but the concept of establishing "old customers" advocated in marketing operation is also well reflected in cluster sales.
This is membership marketing, in which the customer's concept is that he has bought and consumed the products of the enterprise, and has reached a certain quota standard, or has already possessed the brand loyalty of a certain product. For this kind of customers, they can be defined as customers with repeated consumption and considerable brand loyalty, so they are defined in the form of membership.
In fact, integrated sales for such customers have broken through the general sales concept, including repeated sales of products, brand building and loyalty enhancement, as well as full care for old customers to stabilize customer relations.
For example, the global VIP club of China Mobile is a typical integrated marketing model of membership system, and members are often invited to participate in the corresponding new product listing promotion activities, aiming at taking care of the interests feedback activities of big customers.
Of course, there are many different forms of "group buying sales". The most important thing is that enterprises can combine their own situation, closely follow customers' consumption demand and purchase behavior, take the overall marketing strategy operation as the core, and organically integrate effective "group purchase sales" with other marketing behaviors, so as to achieve market breakthroughs and create brilliant achievements.
Mode 7: Investment Promotion Marketing
The characteristic of this method is that the customer direction is the dealer, not the direct customer group, and the integration method is to integrate the customers with the franchise stores. Mainly used for the construction and operation of enterprise product channels.
For example, when a new product goes on the market, it is introduced to the target dealer according to the established channel design scheme and the corresponding investment promotion policy, and the dealers or agents are invited to operate, and a new product listing investment promotion meeting is held to realize the corresponding cluster operation. This is a typical channel-oriented "group purchase and sales" model.
On the one hand, this model is only suitable for channel construction, on the other hand, it should be tailored to the characteristics of different enterprises and channels, otherwise it may waste people and money and return in vain.