The boss of a cosmetics company is a strong woman. She used to be a beauty blogger, representing other people's brands, and did a good job, earning 1 10,000 per year. Later, she thought that instead of selling other people's products, it would be better to make her own brand, which would make more profits. So I began to contact many cosmetics processing factories, registered companies, designed LOGO, packaged, rented offices, recruited, produced the first batch of samples and so on. After this series was finished, half of my savings were spent.
In order to do business quickly, she opened another skin care experience center, intending to make this skin care experience center hot, and then began to attract investment to join. Because I have some fans who know more about sales, the first skin care center is running well. Less than half a year after its opening, it broke even, with tens of thousands of net profits every month.
She felt that the time was ripe and began to attract investment. Through her fans and online advertisements, she quickly recruited the first agents. As a result, the first batch of agents collectively demanded a refund in less than three months, because the products of these agents could not be sold at all, and the stores opened by the agents did not know how to operate. The after-sales service is in a mess, and people keep complaining and even scolding her online. Soon, she will not be able to recruit new agents. Originally, she was a very good woman.
Do you think she is bad? I think she is excellent. She earns 1 10,000 a year on her own, which is amazing. Why didn't she copy her ability to more agents, so she couldn't recruit an agent? She only provides products to agents, and her successful products only account for 50%, and the other 50% is her business ability. Most agents don't have her business ability.
Therefore, in order to effectively recruit agents, we must not only get 50 points of products, but also give agents 50 points of operational ability.
A popular retail brand in recent two years is called "Famous Brand". At the fastest time, they opened 150 stores a month. Their company receives 300 emails every day and wants to join. Joining their brand even has to wait in line for months.
Why is the investment promotion of famous products done so well? Because his model is stupid enough for agents. If you want to join her shop, all you have to do is get the money, and nothing else. Your money will probably be used in three parts, the first is the initial fee, the second is the distribution cost, and the third is the rent and decoration cost of the store, which can be solved by money. After you give them the money, you don't have to worry about anything. They are responsible for decoration, loading, recruitment and operation, and then give you more than 30% of the daily turnover. You can put the share of the previous day on the card every morning, and you can see the money coming in every day. This entrepreneurial project is like a wealth management product. Now it is very successful. There are thousands of shops around the world, most of which are profitable.
Their agents don't have to worry about their operational ability, and many other similar brands help you decorate the store, help you distribute goods, and then train, so agents without operational ability are easy to lose money.
Some brands take collecting money from agents as the end point. In fact, after receiving the money from the agent, the service officially began. When your operational ability can be replicated, it is the beginning of your explosion.
Then how can we make the operational capability replicable or make the agent fool?
Share two key words: standardization and iterative thinking.
It is estimated that many people have heard of the word standardization, but few people can really do it. This is a very important work to establish investment to promote competitiveness. For example, the famous and excellent products mentioned just now, from the first sight of customers entering the store to the end of the account, the experience of each link is standard. At first, their shelf height was 1 m 7, then it was adjusted to 1 m 55, and later it was accurate to 1 m 5. Why this number? It stands to reason that the height of 1 m 7 can hold more products and the space utilization rate is high. However, according to their business experience, the height of shelves is an important parameter affecting the external vision and internal space. The average height of women in China is 1 m 55, and the shelf height of 1 m 7 exceeds that of most female consumers, which will make them very inconvenient. Too high shelves will limit the upper space and cause psychological depression of customers.
Many supermarkets have shopping carts and shopping baskets at the door, which are also standardized. According to statistics, the shopping basket can increase the unit price of customers by 50%, and the shopping cart can increase by 30% on this basis. However, most supermarkets or physical stores have shopping baskets and shopping carts for customers to choose from. Famous products have added the standard of sending shopping baskets in the operation manual, and all gestures are standardized.
All the standards are constantly updated iteratively from the customer's entrance to the door. These standardization determines the customer experience and is also the core competitiveness of this enterprise.
So how to regulate it?
In fact, it is to finely divide the process of customer consumption, starting from what you see, hear and feel at first sight when you enter the store. Because the standards of each industry are different, I won't go into details here. In fact, I am constantly learning and improving our standardized manual and operating system.
You may have questions when you hear this. Monkey, didn't you talk about how to recruit agents effectively? I feel that these contents are all about how to operate well and have little to do with promotion.
In fact, these standardized things are the material of your marketing, that is, telling agents that you can run the store scientifically and help them make money. What is standardized is to convince agents that your operational ability is beyond doubt, which greatly reduces their risks and thus improves your investment conversion rate.
When each of your agents can make money easily, naturally more agents will come here to give you the money!