Teaching and marketing integrated or teaching and marketing separated? This is a curse!

Recently,

I heard that the world’s largest company in the physical training industry has merged again!

After a year of hard work,

performance declined and customers were dissatisfied.

Finally, the slap in the face came too quickly.

What is the integration of teaching and marketing?

A few years ago,

I was looking for a job in a different profession.

At that time, my brain was probably caught in the aluminum alloy door.

I was focused on Enter the sports industry.

I unconsciously sent a resume to the mailbox of an alumni group’s job advertisement.

Turn on the computer,

and prepare to search for the background of this dark modern era.

Just clicked on the website.

Less than a minute later, the recruitment call came.

The recruitment HR talked to me for an hour and a half,

Then, I asked,

What is your company's marketing model?

Here comes the point,

At that time, I heard a pause on the other side of the phone.

"Our people go to the street to attract strange customers..."

This company is engaged in youth ball game training,

I I didn't listen to what HR said next, so I declined his invitation for a direct re-examination.

It was 2017, and the development of self-media marketing was in full swing.

How come such a big training company is still soliciting clients from Mobai?

At that time, I just thought it was sales soliciting customers.

It wasn’t until I entered the company by accident that

I discovered that the core of the business model is

Coaches acquire customers and maintain customers.

I have seen the bloody scenes of the aunt-type sales team of the largest insurance company,

But I was still shocked by the sales team composed of young, energetic and hormonal athletes. Got it!

The integration of education and marketing that has been so proudly boasted in recent times is indeed a powerful weapon in the market.

Leading young sports students, wearing the sugar-coated banner of dreams, to plunder and occupy the market,

There may be soaring passion but also ignorance.

Integrating teaching and sales,

It is the coach who attracts customers and memorizes sales targets.

In sports training institutions such as the Hacker Era,

coaches not only play the role of telephone sales, face-to-face sales, but also customer service and marketing,

New Sign , Grasp the renewal business.

This parent was attracted by the coach from the school gate,

signed up for the first year’s tuition, and gave the parents basketball and other equipment (the coach borne the cost)

After 3-4 months, I signed up for the second year's tuition and gave parents sneakers and other basketball equipment (the coach paid the cost)

If there were problems with promotion or refunds, the coach would handle them.

Because,

In the minds of parents,

after-school tutoring classes are always the most important: English, mathematics, physics and chemistry,

followed by piano Violin, dance, art and other interest classes,

The third is Taekwondo, roller skating and other sports,

The last is ball training.

Therefore,

most people just regard it as a hobby and pastime.

They don’t care about sports and don’t understand it at all.

The modern era requires performance and growth

Coaches are required not only to teach on the court, but also to attract new customers and maintain old customers.

The quality of the class is not important.

Parents don’t understand sports anyway,

Why should they be serious?

Therefore,

the freshness of the customers who have just signed up is just right,

they can strike while the iron is hot,

sign up for the second year.

Although,

the client did not understand basketball and tennis at first,

but after 3 months and 6 months,

the coach How was the class?

Whether the child has made progress?

Most clients still understand.

However, the coach who asked the client to renew his subscription had already taken the commission and left.

Customers are like leeks, they are cut in waves.

If they are cut too hard, the fields will be cut bare.

Therefore,

For the sake of customers,

It would be irresponsible to renew too early.

You can renew by signing up with a new sign. ,

It became 3 months before renewal can be done,

It was postponed to 4 months before renewal.

In the era of hackers who always pursue performance as the only assessment goal,

How do you understand?

Is it a month short of cutting leeks?

What is the separation of teaching and marketing?

In the youth education and training industry, teaching and sales are two departments.

Even the sales department is divided into telemarketing and face-to-face sales branches.

However, in the modern era before 2019, it was all about eyebrows and beards.

The coach does everything and is like a mini business unit.

In the long run,

the coach is good at sales and customer communication skills,

teaching ability is not important at all.

Because the only criterion for assessment regardless of income or rank is sales performance.

Always pursue new business signings,

Naturally, the retention and satisfaction of old students cannot be improved.

The renewal rate in the physical training industry is almost 35%, which is half lower than the 70% rate in the K12 industry.

A CXO in the era of hacking,

must have been tossing and turning at night,

learned from the experience,

decided to burn the boat,

< p> Separation of teaching and selling!

The reason why the company's valuation is not large is because of the integration of teaching and sales.

The so-called separation of teaching and sales,

should be that the coach is only responsible for teaching and focusing on improving the quality of the course.

Sales focus on business, which can be subdivided into e-commerce Sales, surface sales;

Or C-side, B-side business.

But the separation of teaching and sales in modern times

Coaches are responsible for teaching and renewal business, and sales are responsible for customer acquisition and new signing business.

Moreover, in the coaching grade assessment (linked to class fees and basic salary),

the weight of the quarterly renewal indicator accounts for 40%.

In the monthly performance part, performance indicators account for about 30%.

Regarding such a separation of education and marketing,

can dog meat be sold?

It reduces the coach’s new sales pressure.

The assessment is the renewal rate, class cancellation rate, and the accuracy of the number of classes.

It still takes time to improve the quality of teaching.

However, a direct chain reaction came.

In the first month of the separation of teaching and sales,

the national performance fell by more than 60% year-on-year.

Because the coach who has been bragging for three months is no longer in business, the ammunition for early renewal has long been exhausted.

In the second month of the separation of coaching and sales,

the coaching salary dropped by at least 50%.

In the third month of the separation of teaching and sales,

the coach turnover rate exceeded 30%.

The original responsible basic salary of 5,000 yuan has become a non-responsible basic salary of 2,000-2,500 yuan and a performance-based salary of 2,000-2,500 yuan.

The class fee is affected by the mismatch in the number of students. Halved (100-160 yuan/class becomes 50-80 yuan/class)

Online course reservations and canceled classes are digitized. If the canceled class cannot be completed, performance will be discounted.

< p>Customer attribution has been reclassified, renewal quotas cannot be met at all, and performance is further discounted.

Students are strictly divided into classes according to age, and classes cannot be accommodated because the number of students in the class is assessed to match, and there are a lot of customer complaints.

Parents’ on-site complaints were not handled at all and were instead handled as refunds.

Due to the separation of teaching and sales, coaches have no time to attend to classes at the venue, and sales are not at the venue to focus on running business.

In the past, teaching and sales were integrated and divided according to venues. The situation where sales and coaches cooperated with each other to serve customers is no longer the case.

Sales only recruit students,

Coaches are responsible for classes, customer service, and renewal business.

Each venue only arranges 2-3 class coaches, one There is no time for on-site customer communication and service.

Over time,

the renewal rate, course consumption rate, and live broadcast accuracy rate have achieved breakthroughs,

but the number of customers has become smaller and smaller.

The number of customers has become smaller, indicating that customer churn has increased.

The coach doesn’t care about the students who don’t attend classes regularly. He uses fan customers who often attend classes to increase the number of canceled classes. He even adjusts student attribution to adjust students who no longer renew their subscriptions to the students who leave the company.

Sales do not care about the regional division of venues. Whichever venue has a good market nearby and has fast enrollment will go to that venue to develop the market.

In the modern era, there is no corresponding mechanism and business operation capabilities, which cannot reduce the business pressure of coaches and cannot provide relatively good marketing support to sales. As a result, everyone is eager for quick success and quick profit for the sake of digital games.

So,

After the hard work of 2019,

In 2020, Black Modern Education and Marketing merged.

Just when I wanted to say that teaching and selling together is really great, the epidemic came.

Looking at it now, I’m afraid it’s not really fragrant.

This is not a question of separation or merger of teaching and marketing at all.

This is a company with a scale of 2,000 people. Before such a top-down and drastic reform,

< p> If you don’t do a pilot first, does MVP understand?

Just slap the head and do it! If you don’t think about the consequences, just do it and it’s over.

If you really do it, it’s over!

When teaching and marketing were separated, 1/5 of the coaches received a salary of less than RMB 2,500 (lower than the local minimum wage). One coach wanted to initiate labor arbitration. The reason was: a salary of 1,600 yuan is not as good as picking up garbage on the street.