Ten days have arrived. The examiner asked A, "How many pieces have you sold?" Answer: "1." "How much is it?"
A tells the story of his hard work, lobbying the monk to buy a comb, with little effect, and he was scolded by the monk. Fortunately, on the way down the mountain, he met a young monk who was scratching his scalp in the sun. A had a brainwave and handed over a wooden comb. The young monk was filled with joy after using it and bought one.
The examiner asked B, "How many pieces have you sold?" Answer: "10." "How much is it?"
B said he went to a famous ancient temple. Due to the high mountains and strong winds, the pilgrim's hair was blown out of order. He went to the abbot of the temple and said, "It's disrespectful to the Buddha not to trim the edges. Put a wooden comb in front of the incense table in each temple for good men and women to comb their temples. " The abbot took his advice. There are ten temples on that mountain, so I bought a 10 wooden comb.
The examiner asked C: "How many pieces were sold?" Answer: "1000."
The examiner was surprised and asked, "How much is it?"
C said he went to a famous temple in the deep mountains, where incense was very strong. Pilgrims and donors are pouring in. C said to his host, "Visitors who come to pilgrimages have a pious heart. The temple should give something back as a souvenir to keep them safe and auspicious and encourage them to do more good deeds. I have a batch of wooden combs, and your handwriting is excellent. You can engrave the word' Jishan comb' and make a gift. " The abbot was overjoyed and immediately bought the wooden comb of 1000. Donors and pilgrims who got the "Jishan comb" were also very happy. The news spread to ten, ten to a hundred, and there were more saints and more incense.
However, the story is not over.
Ding, a challenger, found the host and said, what is it to sell 1000 combs to monks? I can make monks keep buying my combs, at least tens of millions. Limited to one year. Many people thought it was a joke, but he quietly started his work when others didn't believe him.
1, cost analysis
He still found the owner and asked him: How many combs can you send every day?
The host replied: Almost 50.
He then asked: do you think this is also a cost compared with the incense money you got?
The host replied: Yes, although it is a gift, it is also money. Buddhism has no money at all.
He asked again: Have you thought about charging?
The host replied: How much do you charge?
He said: all the people who came to see you were dignitaries and ordinary people. In short, there are all kinds of people. Can you do something on the comb to change the price of your comb? Sell it to different people. You are preparing some combs, named "opening combs", which are not for sale, but only for the right people. Then name your comb "wisdom comb", "marriage comb", "time comb" and "fame comb". On the one hand, your income has increased, on the other hand, the level of your temple has also been reflected.
When the host heard this, he felt a little reasonable, so he said yes and left it to you.
2. Market activities
Ding quickly invited several reporters to promote the temple. Then I made a batch of combs. A grand "carding" ceremony was held. Local government dignitaries and stars from all walks of life are here. 10000 combs were sold that day. The reputation of this temple has suddenly improved.
Ding also had some historical stories fabricated for this temple. Soon, the temple became a local historical relic. There are more and more pilgrims. The sales of combs are getting better and better. People don't care whether they pay for a comb.
Ding has another strategy: some combs don't sell even if they pay. Some combs have to be paid to be sold. After a while, the temple made a lot of money. The master admired Ding. At this time, Ding found the host and said, Did you find the pilgrims who didn't record? According to my observation, all pilgrims have been here several times. Shouldn't we provide some commemorative combs for frequent pilgrims? Hearing this, the host thought so, too, and soon asked the young monk to record the pilgrims who came to worship Buddha. Soon, the young monk found that there were so many people coming that he couldn't remember the writing brush at all. The host found Ding again and asked him what he could do. Ding said, I can solve this problem for you, but you must listen to me from now on. I guarantee that your master will be more beautiful than now, and there are many pilgrims in the temple. The host thought about it and believed him.
3. Introduce CRM.
Ding bought several computers and set up a local area network in the temple to connect with the external internet. A CRM system was also installed. Set up the hardware device again. FIRD chip is implanted in comb. As soon as the pilgrims entered the temple, all the detailed records about the pilgrims were displayed in the CRM system.
Mining customer value, database marketing
The host was surprised to see such a thing. Ding began to use CRM to analyze the detailed information of pilgrims in Laisi. There are often pilgrims who have just arrived at the temple and are suddenly told that today is his birthday. The pilgrims were very moved. There are more incense money.
Since then, pilgrims have always received small gifts from temples at festivals. Combs have become sacred objects in people's hearts. As long as you go to that temple, you should at least bring some combs for yourself and your family, and some combs for your distant relatives and friends. As soon as the comb is worn out, I naturally think of that temple.
Analysis found competitors-counterattack
After a while. Ding found through CRM that some pilgrims came less. Upon inquiry, a temple not far away originally adopted the same way of giving away combs. Quite a few pilgrims went to the temple. The host began to worry. It coincides with the arrival of an important foreign figure. So Ding invited this important person to this temple through various channels. Among them, a beautifully made split comb was given to this foreign friend. More than n journalists at home and abroad recorded this moment. The popularity of the temple has increased again. Ding made n similar slitting combs for foreign friends, but they were all miniature. To the pilgrims who came. Let these people hang around their necks and key chains as souvenirs. This temple suddenly became famous for important people from abroad. The small temple next to it suddenly lost its pilgrims.
Remote control of sales process
The temple has been expanded and there are too many pilgrims. The host recruited some young monks. The host told these monks how to receive pilgrims, what kind of people pilgrims should sell or what kind of combs they should give. Just then, the host was invited to give lectures abroad, and the host was worried about the new young monk in the temple. I want Ding to help him teach the young monk. Ding gave a laptop to the host, saying: I can take time to surf the Internet every day and give advice to the young monk. Therefore, although the host is abroad, he can still understand the operation of the temple through the CRM system and guide the young monk in time.
Classified management by special person and household
80% local pilgrims have been to this temple. The host found that although the information of pilgrims was classified and managed, the monks who received pilgrims often sold the wrong combs because of their different qualities. The host found Ding. Ding classified the current monks according to the follow-up records in CRM, as well as the number and frequency of each monk's reception of pilgrims and the number of complaints from pilgrims. Different monks receive different pilgrims. The pilgrims found that these monks could understand their thoughts better and their satisfaction was greatly improved.
performance evaluation
The host has always had a heart disease, that is, there are many monks stealing things in the temple, and they can't get rid of it. Ask ding for help again. Ding said to all the monks: Everyone must record his actions in CRM, otherwise please leave the temple. The monks obeyed. Ding quickly found the monk who stole from him through statistical analysis. The host drove the monk down the mountain, and the temple operated compactly.
sales forecast
The operation of the temple is really good. Ding Can predicts how many combs can be sold in the next stage through the funnel of CRM every month. The temple is thriving.
A year has passed, and Ding doesn't know how many combs he has sold. He has become one of the shareholders of the temple. He has made a lot of money.
This story tells us:
It is easy for small and medium-sized enterprises to get rich overnight, but they must have a strategic vision of becoming bigger and stronger. Customer management can not be ignored. CRM is the first consideration.
This story also tells us:
As long as all enterprises need CRM, when choosing CRM, we should not only look at technical factors, but also choose practical CRM, and the consulting ability of manufacturers should meet the needs of enterprises themselves.
The story is not over yet.
One day, Ding went to the director of the temple and said, Look, we made a lot of money selling combs. Have you ever thought about selling anything else? Have you ever thought about opening a branch in another place? Have you ever thought about setting up a Buddhist college to train reserve talents? Have you ever thought about grabbing more comb users, then advertising on combs, and then listing on NASDQ, becoming the first temple listed abroad in China? …… ..
We don't want to analyze the story from the rationality of his marketing principle, let alone whether it is blasphemous. We think purely from the perspective of sales. From the story, we can feel the charm of sales!
First, monks themselves don't need combs, but salespeople can sell combs well through monks or temples. Although it is not the target in this sales, it can be achieved through a platform that is not the target. The purpose of telling this story in detail here is to tell the sales staff that the research and development of the products sold is not up to our sales staff, but the sales channel strategy needs our sales staff to choose, develop, maintain and support. In our real life, temples are like some institutions, such as design institutes and economic and trade institutions. And the temple host is like some people in these institutions. We can make our sales stronger and bigger by developing these platforms and personnel into our channels and helping and supporting them.
Second, the products on sale and the product price are all aspects that restrict the sales staff to play to a certain extent. However, when we read this story, we will find that the price can be forgotten by everyone through the embodiment of added value and the meaning of giving affectionate money.
Third, from the motivation of sales platform personnel and terminal personnel, the use of promotion means is just right. At the same time, it also enhances advanced customer relationship management methods such as CRM, so that customers can consume repeatedly because of respect and concern.
This is the charm of sales! People who are good at discovering have endless sales opportunities! People who are not good at discovering sell products and only sell them to direct consumers! I would rather be straight than right, which is a person's character. Some salespeople use this moral language to frame their own sales methods, which is actually incorrect. In terms of sales methods, we advocate the spirit of water, and can achieve the ultimate goal through various forms of changes but change its essence. It can surge like a torrent to create infinite beauty, roar like the Yangtze River and Yellow River, brew great changes in calm like the sea, reach rivers and lakes quietly like a stream, and seep into the ground to become groundwater.