What happened when the reporter undercover uncovered the shady marketing of health products?

On a recruitment website, a reporter from Du Nan submitted his resume to Guangdong Daoshan Food Co., Ltd. and applied for the position of health consultant. Soon the reporter received an interview call. In a building in Shuiyin Road, Yuexiu District, there is a luxurious desk. General Manager Wang, the assistant general manager of the company, introduced the company's business model to the reporter in detail: the front desk is a green food supermarket, which mainly deals with green agricultural products such as whole grains (11.510.00,? 0.00%); Backstage sales of high-end customized health care products, such as propolis. Mr. Wang admits that the company's profit mainly depends on backstage operation, and the front desk mainly relies on retail green food supermarkets to attract members. Mr. Wang pointed to a bottle of propolis in the office and said that this is a high-end customized health care product sold by the company to middle-aged and elderly people. A set of products costs about 20 thousand yuan, and a course of treatment lasts about one and a half years, which can improve sleep, regulate the stomach and play an auxiliary treatment role.

"The commission of our sales staff can reach 10%." Mr. Wang said that the salary of employees is linked to performance, and the sales champion of the company can achieve 300,000 performance in one month. "It is to seize those (key) customers, and customers will make good use of them and introduce products to people around them." Mr. Wang introduced that the basic salary of the employees of the company is paid in steps, with 2,000 yuan for ordinary employees, 2,500 yuan for managers and 5,000 yuan for store managers; In terms of commission, employees get 10% sales performance, managers get 10% personal commission plus 5% team management commission, and the manager's commission is 3%-5% of the store's performance, plus share dividends. There are five "million stores" in the green food supermarket chain under the company (according to the survey, there are 18 stores in Guangzhou) (that is, the monthly sales performance exceeds one million yuan), and the store with the highest performance realized1380,000 yuan in one month. At the end of the interview, Mr. Wang placed "high hopes" on the reporter: "In a week, we can change from a strange customer to a performance and a deal." After two or three months of growth, you will be qualified for the role of manager and even lead the team.

At 6 o'clock in the evening on the first day of employment, the conference room in the supermarket was brightly lit, and the salesmen who were running around came back for training. The reporter learned that the next morning, a group of salesmen will accompany the elderly customers to a villa in other places to carry out two-day and one-night tourism activities, which is the "highlight" of the company's business and should not be missed.

Manager Lin, who is in charge of training, is a post-90s generation who was awarded a car by the company for his outstanding performance. He wrote down the names of six elderly customers on the whiteboard, and asked the salesmen responsible for follow-up to answer the relevant information one by one for discussion by all salesmen. For every elderly customer, he asked in detail about age, economic situation, physical illness, economic autonomy and so on. A salesman told reporters that the better the economic situation of the target elderly, the more physical diseases, which means the greater the possibility of "out of the bill" during travel.

Then manager Lin asked all the salesmen to practice "praise" in case they were poor after meeting the elderly customers the next day. He randomly put a female salesman on stage to pretend to be a customer, and asked other salesmen to say a compliment according to their clothes within 3 seconds, which could not be repeated. Those who don't finish will be punished by corporal punishment. "Hey, you are very temperamental!" "Your skin looks good!" "Aunt, your pants fit me well. Where did you buy it? I want to buy one for my mother. " ..... sales staff have given favorable comments. Three salespeople who failed to praise others in time were fined for doing push-ups and asked to make up 20 compliments each the next morning.

Engage in preferential activities in the street to attract the elderly to apply for membership cards and send group coupons; After collecting the information of the elderly, invite the elderly to the store to participate in group purchase; Give the elderly a low-cost day trip at the group purchase site; Take the old people who signed up for a one-day tour to the villa in the suburbs to play "warm-up" and send a gift before leaving to enhance their feelings and eliminate their vigilance ... After several days of work, the reporter gradually found out the basic process of meeting marketing for health care products in supermarkets, among which the most critical and secret link was called "the highlight" by the sales staff, which was to organize the target old customers to participate in the second round of villa "two days and one night" tour arranged by the company. In the meantime, the company will arrange "experts" to accept the consultation of the elderly, so that the elderly can try out the company's health care products and conduct "conference marketing". Managers and store managers will go into battle together and take turns to "brainwash" the elderly, thus selling high-priced health care products such as propolis.