Marketing propaganda means

How to sell combs to monks How to sell combs to monks

This story tells us that,

1. Many commodities have potential sales power.

2. Selling goods to customers who need them is not a real business, but selling goods to customers who don't need them is a real business.

Comments: Mr. A sold a comb with his feelings and sympathy for the Buddhist abbot, and earned the abbot's own money. B Jun sold the 10 comb to meet the abbot's temple needs and earned money from the temple. C Jun sold 1 0,000 combs according to the demand of the huge customer group in the temple where the abbot was located. C jun organically combines the abbot and the temple where the abbot is located and the needs of pilgrims in the temple to create a new product "Jishan comb" that integrates material needs and spiritual needs and integrates culture and art. Therefore, Jishan comb is not an ordinary comb, but a composite advanced comb that integrates practical, cultural, artistic and spiritual needs, so it can not only sell a lot, but also sell at a good price. Therefore, if an enterprise wants to make money, it must first let the other party make money, and then it can make money by itself. Jishan comb first meets the spiritual needs of pilgrims in the temple, then meets the needs of interests in the temple, and once again meets the needs of the abbot for fame. The needs of the three parties have been met, and operators naturally have a lot of money to earn.

After reading this story, it can't help but make people think deeply and inspire. People's thoughts and ideas are very important. It is impossible to sell combs to monks without changing your mind. However, Mr. C changed the method of sales promotion, favoring others and linking the relationship between things. From the impossible business opportunities, open up a vast potential market. Therefore, one should change and innovate in ideas.

A salesman came to a thousand-year-old temple and said to the abbot, "Everyone who comes to worship has a sincere heart. The temple should give something back as a souvenir to keep it safe and encourage it to do more good deeds." I have a batch of wooden combs, and your handwriting is great. You can engrave the word' Ji shan comb' first, and then make a gift. "The abbot was overjoyed and immediately bought 1000. He also hopes to buy more wooden combs of different grades and give them to donors and pilgrims at different levels.

This salesperson may be called "marketing guru". Monks do not need combs. If you tell monks that they can comb their hair with a wooden comb, they won't sell it, and they may be beaten up by monks. Who told you to say hair? The key to this guy's success in selling wooden combs is that he doesn't want to sell them to monks at all.

At present, the most talked about in commercial marketing is to seize the target consumer groups. The target consumer group of salesmen is monks without hair. If he stares at the monk, he won't get anything. However, he is very clever. Through the direct sales target of the monk, he discovered the potential consumption groups of pilgrims, and then grasped the monk's head-the abbot's psychology of promoting goodness, accumulating virtue and making a name for himself. He first raised the status of the temple, and then touted the abbot's calligraphy. As a result, monks became the circulation channel of wooden combs, and all the money was paid by monks!

Our entrepreneurs have similar gods. For example, chestnuts sold well in Beijing last year. Cheap chestnuts became exquisite gifts after simple packaging and opening tools. The useless pear flowers in Sichuan can pollinate the pear trees in Japan and earn a lot of foreign exchange when sold. Bosses always like to emphasize "discovering business opportunities" when imparting experience, but even "discovering" is based on the existing business opportunities. The example of monks selling combs shows that instead of waiting for business opportunities or looking for existing business opportunities, it is better to actively create business opportunities. To create business opportunities, we can preempt others and occupy the market quickly when they are unknown. This should be the secret of business success. Turn: the story of the fourth person who sold the comb to the monk-CRM N people went to participate in a recruitment, and the examiner gave a practical topic: selling the comb to the monk. Many applicants thought it was a joke, and finally there were only three people left, A, B and C. The moderator explained:/kloc-report the sales situation to me within 0/0 days.

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 the abbot, "Visitors who come to pilgrimages have a pious heart. The temple should give something back as a souvenir, bless them with peace and good fortune, 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. One spread ten, ten spread a hundred, pilgrims increased, incense more prosperous.

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 think it's a joke.

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.

Marketing 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.

Introduce CRM

Ding, bought some computers, built a local area network in the temple, and connected to 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.

So although the host is abroad, he can still learn about the operation of the temple through the CRM system. Instruct the young monk in time.

Customer classification and personnel management

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? …… ..