Smart lock guides your performance

On one occasion, chatting with a teacher focused on terminal research, he told me about a very classic case that occurred while serving a ceramic company.

In a major city in the north, consumers buy ceramic tiles in the decoration is basically limited to the bathroom, kitchen, balcony, etc., the living room and bedroom generally use the floor, which led to the long-term maintenance of the value of the single retailer's regular retail orders. The method does not see results, and vendors are very distressed. After the research and analysis, the teacher learned to use a phonetic instruction to guide buyers. As a result, large numbers of consumers abandoned the floor and switched to ceramic tiles. The key to this conversation is to focus on solid wood. Layer floor or laminate flooring contains formaldehyde, and the amount of formaldehyde released is proportional to the temperature; in geothermal environment, the surface temperature can often reach more than 30 degrees, this time the formaldehyde contained in the floor will increase the release, Seriously pollutes indoor air and affects human health.

It is such a brief sentence, pointing to the pain points of consumers. For good health, any habits can be changed. It can be seen that shopping guides are so attractive.

For the smart lock industry, the starting time is short and the development is lagging behind. In addition, the general strength of the industry players is far weaker, far from reaching the point where the emphasis on shopping guides will be put on the agenda, but this cannot be ignored by us. The excuses of buying and selling words, and, although we are often referring to the introduction of some words in some WeChat articles, they are all in a superficial position and do not have good practical significance. Therefore, we should It is important to see how long it has been through the practice of refining and summarizing a set of shopping guides that belong to their own brands. Because the actual situation of each brand is very different, it is not easy to provide everyone with a set of common, complete and directly reproducible words. However, if the same changes are made, a set of standard speech template frameworks will be used for your business. Strong help.

Refining the source of shopping guides

Shopping guides are not boring theory, but come from practice. The most helpful to the refinement of guides and purchases is the following types of people:

First, the Purchasing Guide: Especially those with the best shopping ability and the best performance, the words they use are certainly the most effective;

Second, technology R & D personnel: Each smart lock has condensed their efforts, through them to understand the master of every detail of the product is the most appropriate;

Third, the marketing department planner: This type of personnel has a strong planning ability and unique vision, good at interpreting a product from different perspectives, which will also maximize the inspiration to stimulate the refinement of speech.

For these three types of personnel, we must conduct widespread street visits or seminars, collect and sort all kinds of valuable basic information and data, and then refine and summarize them. This is the best way to compile an excellent set of words.

Speech refinement

Speech extraction can be started from four parts, that is to say, the following four types of words should be refined:

First, the brand value of words, from the company's history, sales, technology, industry status and other aspects, a brief few words to highlight the highlights of the company, the brand and the distinctive place;

Second, the selling point of the product, this is mainly to find out the characteristics of the product, enlarge the advantages of the product, sum up the points of interest that the product can bring to consumers and can convince consumers through product demonstrations, and must not just to consumer The author states a set of boring words, but it is displayed to the consumer like a story in a vivid shopping guide language;

Third, the comparison of competing products, which is mainly how to emphasize to consumers the difference between themselves and competing products, but here is a key point, the problem of smart lock competitors, many people blindly think their own brand of competitors It is a smart lock of other brands, which makes a mistake in most cases, because the biggest competitors of smart locks are still mechanical locks. Unless consumers are determined to buy smart locks, they should consider how to highlight their own The difference between products and competing products; in the process, do not deliberately attack competitors. If you devalue the smart locks of competitive brands, it will cause consumers to have great concerns about this category or even Discard replacement as smart lock;

Intensive reinforcement of words

The enhanced copying of words can be divided into such steps as careful writing, compulsory reading, skilled backsliding, talking to each other, and training on the bench. The specific forms of execution can be varied and varied according to local conditions and vary from person to person.

Daily learning in the store: Divide the words into several articles and require the guide buyer to pass 1-2 articles every day. Conduct a simulation drill every day or every few days as an assessment. In particular, the newly recruited guide buyer must implement the words within the prescribed time. Technical clearance, otherwise it will not be correct, the old shopping guide is no exception.

Concentrated intensive training: applicable to more dealers or more nationally or regionally-organized training sessions organized by manufacturers, requiring that guide buyers must be up to the standard at the specified time, not allowed to sit down, not allowed to eat, not allowed to sleep There are also some other forms of punitive measures that must be taken to ensure that the Purchasing Guide passes through the simulation exercise.

The above-mentioned aspects are the necessary process for the refinement, summarization and intensification of the work of fingerprinting, and enterprises and distributors with strength and ideas can fully refer to the above-mentioned template to conduct the refining and landing promotion of the word-to-buyer. I believe that this is inevitable. It will have a huge effect on brand promotion and sales increase.