The so-called "Road" is the track or trajectory of everything. For our training organization, that is the law of enterprise development, strategy, direction, is the top-level design of the enterprise. The core of an enterprise is to do a good job of top-level design, we often say, the direction is right, everything is right.
The so-called "law", is the methodology, is to do something thinking system, can also be said to be thinking system, values.
The so-called "art" is the methodology, skills, and execution.
The so-called "tools", is the tool, work to do a good job must first sharpen its tools.
So this book we are also in this order, so that we can better understand, strengthen, and better implementation of the landing.
The Chinese people say, the development and success of anything, to meet the three conditions, timing, location, and people. For our business, what is our timing, I lectured in many places, asked this question, many principals will answer that timing is the boss. If the boss is the timing of the enterprise, then the enterprise will definitely not be big and will not be long. What is the timing of the enterprise, my understanding is that the customer, the customer is to determine the survival of the core of the enterprise. So the customer is the day of the enterprise. Then what is the geographical advantage? Ground is the foundation of the development of an enterprise, the fundamental, is to do business strong and big original power, then a business is the geographical advantage of the enterprise's products. Product is the key to the survival of enterprises. What is the people and, this is very good to understand, people and in the enterprise refers to the team. The team's ability to determine the speed and scale of enterprise development. Therefore, the timing of people and, in the process of enterprise development is indispensable. We use a word to explain the relationship between timing, location and any in the enterprise. We do business all want to be king, all want to become the first local, all want to become the boss of the industry. So let's look at the word "king".
King
Above a horizontal, called Timeless, is the enterprise's customers, for the customer piece, we talk about positioning, talk about the enterprise marketing system. The middle one is the geographical advantage, is the enterprise's products, products we mainly talk about product thinking, user thinking, funnel type model. The bottom of a horizontal is any enterprise, is what we often say team, we talk about recruiting, educating, retaining, employing, compensation, performance, equity, promotion. Then what is the middle vertical, I call it the boss, or the leader, this piece, we talk about strategy, top-level design, execution, system, and the leader's ability to learn. These offline course "Xin Profit Model" will talk about, not to repeat here.
Section 1: Customer Thinking
Product development, marketing and delivery should be "customer-centric", which is also known as "customer thinking". Of course, the customer mindset we are talking about here is for the purpose of marketing, and designing what kind of marketing logic and programs can attract a large number of customers. The key to customer thinking is to establish a marketing system for the enterprise, to make the enterprise's customer flow, and to put the focus and energy on attention to customer attraction.
Every student has a choice, I can choose your school or another.
Faced with a swarm of advertisements for enrollment, students' parents have no choice!
Every school says they are the best and the teachers are responsible, but what is good there?
"Our school has first-class teachers - experienced master teachers and senior foreign teachers ......"
"Our teaching methods are new and unique, quality teaching services ......"
"Our school course content is richer, the registration price is more favorable ...... "
"Our teachers are serious and responsible, teaching experience ......."
Note:
The above text, excerpted from the newspaper enrollment brochures of some training institutions
Friends, if it is you, you will be moved to such propaganda?
Now we are faced with a situation:
The materials, teaching methods, and services provided by each school are almost the same. At this time, many training schools can think of is the price, in order to quickly enter and occupy the market, they often take the promotion of discounts.
Price, the "ultimate weapon of the market", may help you win a short-term victory, but you also lost most of the profits; more terrible is that your entire brand image will be seriously affected.
And, the price of killing, and ultimately there are only two results:
Either you drag yourself to death; or you are more powerful rivals to death!
Then there is no way to promote enrollment without lowering prices?
Break through the dilemma, starting with a change of mindset!
From the past to the center of the teaching product to the center of student demand. Now the training market has entered the buyer's economy, our school is good, the students parents say!
So to impress the students, so as to stimulate students to enroll, the most direct way is to study the student demand-oriented, and help students to realize their dreams.
Students don't enroll for your reasons, they enroll for their own! So we must go deep into the hearts of students and constantly think about what their dreams are? What are the students' preferences?
Because, only the same stream can be exchanged, exchange can be exchanged, exchange can be traded!
What is the dream of the students?
-- fast, simple, easy to learn, and by the way, get a high score!
What are students' preferences?
- Respect, approval, joy, freshness, idolization, security ......
......
This requires that we must help students to find a reason to enroll - a unique selling point.
One that centers on the interests of the student, not the training school.
Competition in the training world is getting more and more brutal every day, and as long as you want to win, as long as you want to grab a piece of meat, you can't avoid an important concept - the selling point!
Selling point has penetrated into every subtle corner of our daily lives, I can casually cite a lot of familiar examples:
Nike shoes in selling what?
What are Nike shoes selling?
What is Walmart selling?
What is Wal-Mart selling?
What does Mercedes-Benz sell?
What does Mercedes-Benz sell?
What does Wanglaoji sell?
What does Wanglaoji sell?
What does Nongfusanquan sell?
What do you want to sell?
What does Pepsi sell?
What does Pepsi sell?
It can be said that the unique selling point is the core competitiveness that determines whether you can win!
"Don't tell me the big theory, tell me what to do?"
What is the unique selling point ?
It is to start with a responsible mindset and think 100% from the student's perspective: "What does he need most? What are his dreams? What are his preferences?" And then provide him with the appropriate teaching and services.
Simply put, stop wasting time thinking about what you have?
Instead, go into the student's world, find out what the student really needs, and then create a unique selling point that attracts the student to "sign up".
If you can't sell something that students like, recognize, and understand, then all the selling points you have can be discarded!
The Five Golden Rules of Unique Selling Points
Specificity and Vividness:
You must tell the student, in simple, vivid, specific, and affirmative terms, what specific benefits and results your teaching and services can give him.
Unique :
The claim emphasized must be something that your competitors cannot do or offer, and must speak to the uniqueness of your teaching, materials, timeliness, and services.
Attraction Promotion :
The proposition you emphasize must be powerful and irresistible, and must focus on a single point to impress, encourage, and attract thousands of students to enroll.
Promote the transaction :
The unique selling points you have refined must immediately and immediately impress potential students on the spot, no matter what form of publicity you use, if you can not attract the target students on the spot, then you have missed the best time to recommend. A student decided to your school, or to another school, the key in so few seconds, which is called "attention marketing"!
Arousing desire:
Your selling point must be able to let the students instantly generate the impulse to enroll, which is mainly from the human needs and human nature to be satisfied to consider, everyone is in demand, but also can be activated animal.
We live in the information society, and we are pulled by all kinds of information every day. However, the fact is that not all information can stimulate the inner nerves of people, especially in the face of numerous training organizations, so you have to activate the students, your selling point, must be different.
In fact, you should understand that what students really buy is not your teaching products, students buy is the impression of your school, so you want to leave an irreplaceable impression in the minds of students, you have to be the first.
The highest level of competition is no competition!
You don't want to see what people are doing and follow them. When everyone is competing to do English training, it means that there is not much profit left in the program, so you have to be number one.
Even if you want to do English training, you have to do it differently from others!
You can be number one in the industry in terms of after-sales service, you can be number one in terms of added value in teaching, you can be number one in terms of price advantage. Even if you can't be number one nationally, then can you strive to be number one in your local area?
What do I do exactly ?
1. Cultivate a market-oriented mindset that focuses on meeting student needs and delivering superior value to students.
2, focus on the target student group, do not try to provide all services to all students, should focus on what you are good at, and your competitors have not yet found this piece, to provide services to the specific student groups that fit their own, and strive to be in this area, to become the first in the market.
3, investigate the needs of students, through a variety of ways to communicate with students, to understand their specific needs, and strive to find programs that can help them solve problems.
4, lock competitors, know your enemy is the premise of winning in any competition.
5, self-adjustment to meet the needs of students, adjust your school's teaching materials, teaching methods, services, even if it is not possible to change the textbooks and teaching methods, but also to change a kind of students are happy to accept the way of teaching.
6, in-depth study of your teaching materials and teaching methods, the specific benefits you can bring to the students, with accurate, easy, simple, vivid language depicted, and will be the interests of these claims throughout all of your advertising and enrollment in each activity.
7, before the student enrollment, to fight for every opportunity to let the student pre-experience the results you can bring them. Let them experience the results you can bring them, than you say 1,000,000 good all work.
8. You have to test because you don't know if your teaching is what the students really want, so you have to test so you can minimize your risk.
9, shape a story to your brand Everyone is talking about the spirit of New Oriental, so what exactly is the spirit of New Oriental? In fact, the spirit of New Oriental is the spirit of Yu Minhong, New Oriental's classroom tells the most is how Yu Minhong from a broken house to start, overcame how difficult, and then began to spread: "from despair to find hope, life will be brilliant".
Don't underestimate this story, it closes the distance between students and the school, and maximizes the stimulation of human nature: what people like him can do, I can also do!
The reason for New Oriental's success is that its brand is infused with emotion and identity!
10, do not go to sell the price, but to shape your value. Remember, students are not buying your teaching products, they are buying benefits and results, so you have to shape your value, which is your core competitiveness can not be shaken.
Customer-centric, good positioning, combing selling points. Nowadays, the so-called Internet thinking, talk more about "user thinking", that is, "user-centered" thinking; in all aspects of the value chain should be "user-centric" to Consider the problem, and advocate to user thinking instead of customer thinking.
The difference between customer and user is just one word, but the reference is completely different. The customer is a payer but not necessarily a user, and the user is a user but not necessarily a payer. The difference between a user and a customer has been around for a long time. For example, in the gift market, it is never buy not to use, use not to buy.
User thinking emphasizes "user-centric" thinking, which is very common in the Internet industry. For example, in Baidu's search, customers pay to advertise, but users use it for free without paying a penny; in Tencent's WeChat and QQ, users use it for free, but the contributed traffic is used for other fee-based programs, and even sells the traffic to customers who need it.
How to apply customer (user) thinking to clarify marketing ideas, create an automated sales process, and make money easily. How to apply ****win thinking to resource integration, designing scientific cooperation models and money-sharing mechanisms. How to apply reverse thinking to solve problems, results-oriented, and quickly reach the set goals. How to apply divergent thinking to inspire employees, mobilize staff motivation, multiply team sales performance. These offline courses will be taught in the "Xin Profit Model", and will not be repeated here.
Case 1: Unique selling points, so that the new concept of English blossomed!
In order to help you better understand what I mean by "unique selling points", I studied a brand I used to work with - Modern New Idea English - and looked at its features and the current state of the market, as well as incorporating the needs of the students. Even though I don't do this brand anymore, I still hope that New Idea will go from strength to strength!
The "unique selling point" of New Idea English is one word: "new"!
1, English learning magician: learning time is reduced by 2/3, learning effect is increased by 3 times.
2. Entertainment English: China's first English training school to introduce entertainment stars into its teaching materials.
3. New Learning Weapon: The first English training school in China to realize textbook + point-and-click pen learning + online school.
Analysis: New Idea English as a newly established brand, if you insist on comparing the quality of teaching, textbook development or institutional strength with other organizations, then it is obvious that it can't take any advantage.
In this case, we can make full use of the word "new" in New Idea.
Abandon the historical tradition, abandon the deep background, completely to the "student needs and preferences" as the communication guide, to open up a new blue sea!
Case 2: Unique selling point, small organizations 20,000 net profit per month!
In 2009, I rented a private house in a suburb of Shenyang, Liaoning province, at a very low cost. Of course, this private house was chosen with a lot of effort, and it was located in a very famous food street in our area, even though it was not on the main road.
At that time, when the school was founded, we already had a lot of English training organizations there, and at that time 95% of the students in Shenyang were in tuition. There is also the Youth Palace, which has been operating in the local area for many years and has a very stable student population, and at the same time, it also invites foreign teachers to teach in the school from time to time; the other big rival is the local big brand of children's English, which is located next to the local key elementary school, and its location is not only in the local prime location, but also its site is very large.
In the face of such a situation, we as a start-up small tutorial classes, I do not go head-to-head with them, they have their advantages, I also have my own advantages, I just need to maximize their own unique advantages on it, the big institutions have the advantages of the big institutions, but there are places they can not do, we just need to fill in their shortcomings on it.
In this case, we refined our unique selling point: "a happy learning bar at your doorstep".
According to this selling point, in all of our enrollment campaigns, school decorations, and classroom atmosphere, we focus on shaping: warm, happy, passionate, and thankful ......
Continuously conveying our unique value: small class size, boutique, and service to the extreme!
At the same time, our school often organizes students to outdoor barbecue, to the Dexter held quarterly birthday Party, to the park on the outdoor feeling class and so on.
Through this series of planning activities, my school hard in the heavy encirclement broke out a new road, the school opened six months later, the number of enrollment reached more than 400 people, the net profit is up to 20,000 yuan a month, in a small county, which should be a very good result.
Case 3: Unique selling point, the whole brain organization to open three branches a year, each income of millions!
In 2012, we were fortunate to do with a shorthand on cooperation, in Xinjiang Changji Prefecture, a county below, opened a special teaching "fast memory" institutions. The quick memory of that year, can be said to be exceptionally hot. The economic development of Xinjiang is actually still very good.
Because of the concept, the problem of information, resulting in a serious lag in education, a lot of rich bosses most of the origin of the cloth, the level of culture is very low, so they hope that their children, can learn a good knowledge of culture, so as to inherit the family industry.
So, when other training organizations, to play a rapid increase in performance, or to improve the quality of the time, we are bright: easy and fast learning, three years of words a week to remember, life-long free retraining! (Unique and killer selling point) For them, memorizing words is the most painful for them.
As soon as our course was launched, because our selling point just catered to the needs of parents, parents in the open class, but also really experienced the difference between our school and other institutions, so the parents reacted very strongly, the number of enrollment inquiries climbed day by day, the first school in 3 months on the student population is full, and within a short period of time, and then even opened the other 2 branch schools!
Case 4: The development of the franchise school, we are very bull very easy!
In 2014, we began to standardize the "Fast Memory" "Thinking Guide" course, began to do franchise promotion. The goal set at the time, to achieve the development of 100 franchise school goals.
At that time, we have four branches in Gansu, Qinghai, our mature and unique teaching model and market operation mode, attracted a lot of people who want to invest in education, come to visit and learn, the company feels that the time is ripe to develop the franchise school, but how to develop the franchise? How to start the market quickly at low cost?
At present, the development of the mode of joining, either to sell teaching materials, or to provide a set of text materials for school management, some of the better, is to allow teachers to join the school to Headquarters to receive training.
Another fact is that the franchise brand is more and more, the training world is step by step from immature to mature, from unhealthy to healthy, training schools more and more rational!
The competition is becoming more and more fierce, training schools rely on a few teachers to rent a house in the era has gone, most of the training schools can barely maintain the status quo, not immediately closed down because of the low price by a few old students to earn a small profit!
Training organizations have been afraid to have a big investment! The school is just struggling to hold on!
Recruitment is difficult, teachers are difficult to retain, wages are difficult to pay!
Our opportunity has come!
Training schools are struggling to enroll students, and if we help them recruit students, we save them!
In the face of the market face students face teachers, they are at a loss, our enrollment team our teacher training team, door-to-door field coaching, and on-site demonstration, to help them recruit the first batch of students, to help them train teachers, so that they can easily earn the first profit, they will be grateful to us, and they will vow to follow us! Can we do all this? We can!
The company's core layer, after three days of discussion, distilled this franchise selling point: "100% safe zero-risk franchise system, 100,000 franchise fee, guaranteed 100,000 performance"!
The content includes:
All the franchise schools, in the first year free of charge franchise fee; to help the franchise school enrollment, we bear the cost of enrollment; for the franchise school to select and send teachers, and to the location of the franchise school to train teachers; at the same time, in order to ensure that, to join a successful one.
We have taken the strategy of encircling the city from the countryside, starting from a county in Gansu, a county by county to do, steady, not in a hurry to venture, Gansu is done, and then do the surrounding cities.
And, because of our franchise policy, is to join the school demand, but at the same time there is no risk, so our market development staff, every place is very popular, in the first week of joining the development of the three markets, more importantly, in these three markets, we signed an average of one day to join the school!
The first thing you need to know is that you're not going to be able to get your hands on a new one, but you're going to be able to get your hands on a new one.
In fact, our strategy is very typical of the front-end concessions, the back-end profits, first let our franchise schools to make money, they earn money, you are still afraid of no money?
Knowing how to pay first, learn to give and take, in order to really do strong and do a long time!
Therefore, to refine a killer selling point, you must: study your market environment, find out the market gaps, demand points and those who have not yet been met the demand point.
Research your competitors, research the competitiveness of rivals in the market, the study of its strengths and weaknesses, the deeper and more penetrating your research, the more lethal your marketing strategy.
You must be clear, and rivals, in the end, which is the "egg", that is the "stone", in the end, should not touch, so as to avoid its sharpness, to attack its deficiencies, easy to win.
Study the opponent's product line, study its positioning, features, selling points, price, analysis of strengths, weaknesses, opportunities, threats, to find out the opponent's weaknesses, and then analyze their own strengths in terms of products and services, to avoid the shortcomings of their own strengths, from their own strengths, to find out the distinctive features of the product or service to distill the selling point, emphasizing the promise of effectiveness.
We must stand 100% in the position of the students, fully consider their needs, and maximize the possibility of meeting their potential needs, in order to be truly based on the training market, in order to become a real attack on the opponent's "killer app".
Your selling point, you must use every opportunity to emphasize, emphasize, emphasize!
If you really can not find a distinctive feature, at least from the statement, from the description, more exciting and more passionate and more distinctive, this is also a unique selling point of refining.
Or you can take your service to the extreme and make a bold commitment: free lifetime counseling for anyone who studies at your school.
When other organizations are fighting a price war, you can say out loud, "Our school never discounts because we are confident."
In this world, there is never a permanent advantage.
So you want to always be in the training industry, the regional market, "one of the best", you must continue to develop and dig out new unique selling points different from other competing brands.
You have to know, this era, than the speed, the fight is also speed!
If you not only want students to know about it, but also want them to enroll like crazy, you must learn how to set your unique selling point, so that your school can stand out from the "red sea of training" in the same old homogenization! This will be covered in the offline course, "The Happiness Profit Model", so I won't repeat it here.
Section 2: Product Thinking
Product Thinking tends to always consider how the parent-student experience can be optimized, and expects that by letting parents and students feel effective, interested, or useful to make the user to stay, usually focusing on the rate of class, satisfaction, conversion rate, and other indicators that reflect the parent-student experience. The typical case where product thinking dominates is the fixed pattern of most of the student outbreak growth through experiential classes: based on a clear point of user demand, optimize the path of user use of the product through continuous polishing, so that the user can solve the needs of the product in the most rapid and direct way; make use of the above process to let the user stay, and then through promotion or spontaneous spread of users to achieve the user quantitative growth.
The method usually used is to establish a funnel-type product model, to create a professional 4-12 hours of course experience package, to achieve different channels, different latitude diversion, conversion effect. Enterprises must have a certain amount of products are used to have a relationship with customers, rather than making money.
Funnel-type product model
How to apply product thinking to develop strategies and design business models that maximize customer lifetime value. How to apply innovative thinking to develop products and design business models that go from imitation to outperforming competitors. How to apply convergent thinking to master comprehensive information, reduce gambling and risk when formulating strategies. These offline course "Xin Profit Model" will talk about, here do not repeat.
Section III: Team Thinking
Team Thinking is to team training, pay performance, equity incentives, team replication and other goals as the core idea, to create a corporate wolf team, enhance the execution of the corporate team, the creation of a business empire as the core purpose. Team thinking attaches importance to team training, career planning, and your talent training, and establish a standardized talent replication system. How to apply system thinking to sort out the organizational structure, optimize the business system, and improve team execution! How to apply leadership thinking to depict the vision, state the mission, enhance leadership and cohesion! How to do design reasonable rules of the game, establish replication culture, clear promotion mechanism, assessment program! How to design a reasonable compensation distribution program, select people, educate people, retain people, and rapidly grow the company! How to harness human nature, design a reasonable benefit distribution mechanism, activate talent, stimulate staff motivation! These offline course "Xin Profit Model" will talk about, do not repeat here.