The inventor of product distribution formula is Jeff Walker, a wonderful suspension spring. He is the fastest money-making person on the Internet, and is currently the entrepreneurial coach of Amazon founder Bezos.
Jeff Walker applied for a job in Motorola after graduating from college, but he was not a quiet person by nature. He soon got tired of his nine-to-five life and decided to quit his job and go home to be a full-time nanny. His nanny career lasted for seven years. His son was only one year old when he resigned, and then he gave birth to another baby. His wife works alone to support the whole family.
Later, his wife couldn't stand this kind of life, so the American gentleman began to get angry and tried to be strong, but instead of going out to work or starting his own business, he continued to stay at home and send emails. You are right. Now people can still make money by sending emails. That's great. A person who doesn't work for seven years and takes care of his children at home every day dreams of making money by sending emails. Is this the American dream?
But this dream has really come true. After his email was sent out, in the next hour, his sales reached $8,000, exceeding $8,000 a day/kloc-0, and he earned $34,000 a week, which is equivalent to the income of this guy for one year. You think this guy is lucky, he lied to someone once, wait a minute, and then the story begins. He used this e-mail sales model to open a business myth that belongs to him, making more money every time. He once earned 1 hour of 1 10,000 dollars, lived the happy life he wanted completely at home, and took his children everywhere whenever he had time.
Let's cut to the chase. Let's talk about a mind map I carefully drew, so that everyone can have an overall concept first.
(Part I) Basis of the Distribution Scheme
For the formula of sale, we can imagine the process of creating momentum, pre-selling and selling like Apple and Xiaomi. But a self-employed person or a small company with several people is not the same as a corporate giant after all. Before talking about the specific process, the author first introduces the basis of selling the company for everyone.
1. Create customer email list:
Walker chose to use customers' emails as his customer list, which seems a bit corny, but even though the Internet is like a fast-growing monster, emails are not hot from beginning to end, and everyone is keeping one or two commonly used emails. Although social media is very popular and it is easy for you to get their contact information, there are two problems with social media: First, social media are often short-lived, such as 5460 in China, Renren.com, Momo.com and Myspace in the United States, but email has always been very strong; Second, the list of customers owned by social media is controlled by platform rules, and it can't be used without a platform. For example, selling things in the WeChat circle of friends is easily blacked out or blocked by WeChat, and the mailbox does not have this problem. You can decide whether to open it or not by looking at the email title. Therefore, some studies show that email is about 20 times more effective than social media.
Well, email is very important, so how can we collect effective email? Maybe you said it was simple. It is estimated that you can buy more than 100. The author is very opposed to spam. The mailing list you bought is invalid, and the recipient will only blacken you. Remember, voluntary emails that you have interacted with are valid. The author used a word called * * * loudness, and your task is to establish a list of customers with high loudness. The method is as follows:
Create a list capture page. You need to build your own website. You can attract your potential customers to register by email in the name of sending small gifts and valuable information. For example, what golf products do you want to sell? The demand of your potential customers is likely to be how to improve their skills. You can attach a video tutorial or research report. It is clear on the list search page that you will not tell others your email address, which will attract many people to register.
Increase your website traffic. The most common is search engine optimization, such as optimizing your search keywords such as Baidu and Google, and promoting paid search when conditions permit. You can also use Facekook, Twitter, Youtube；; Social media such as Weibo, WeChat and QQ Space increase website traffic.
Create your customer list resources by associating partner resources. Find some reliable partners, sell products directly to their email customers, and give them a certain profit share when these traffic generates sales.
2. Turn the page to promote the letter:
After e-mail, the author found an outdated sales magic weapon-page-turning promotional letter, which is the kind of folding of promotional products that we often see, and extended to video series in the Internet age.
Let's look at a case first: Barry, an excellent acrobat, was seriously injured once. During his illness, he began to think that his career depended too much on his physical condition. He decided to start a new career: becoming a trainer and helping artists get more opportunities in Shang Yan. He began to develop a blueprint for the performing arts. But how can we convince an artist to become his client? Barry recorded a series of videos: video one, telling customers that he understood their dream of becoming a star. After many setbacks, he succeeded in becoming a first-class acrobat and got many contracts in Shang Yan. In the second video, Barry told everyone about Shang Yan's help to his acting career. At first, he didn't find such an opportunity, made many mistakes and wasted many opportunities. He is willing to share his experience and lessons with you. The purpose of the first video is to arouse everyone's interest. At this time, it is necessary to hide half and say half; The second video will take out some dry goods, so that those interested potential customers will be hit at once, and many talented artists will not get many opportunities in commercial performances because of their lack of sales promotion skills. Next, Barry released his third video, all dry goods, his career path, he went to a famous host's program, he went to the White House to perform, and he pointed out the mistakes of many famous artists' websites. Then he began to explain the main points of sales, and he hinted that he would personally guide a training class to learn the performing arts basket plan.
It took Barry six days to release these three videos. When he officially launched the 15 student quota, the effect was amazing and was instantly killed. Barry sold these videos four times, and each time they were a great success.
Page-turning propaganda letters or videos are very powerful. Its main point is that you should attract potential customers step by step and let them feel the value of your products.
3. Psychological inducement of sales formula:
Psychological induction is the basis of the success of sales formula.
1. Sense of authority: People are generally afraid of authority, which makes decision-making more effective. For example, we should listen to the opinions of doctors and experts. Barry also established his authoritative image because of his performances in the White House and TV programs with famous hosts.
2. Reciprocity: In the famous book Influence, the principle of reciprocity is emphasized, that is, when someone gives you something, you think you should repay him. This is the golden rule of business. In the pre-sale stage, your potential customers have been accepting your gifts, such as all kinds of valuable suggestions you have given. When you offer to sell something, that is, when they repay you, please remember that the more you give to others, the more likely others will buy it.
3. Trust: Imagine if someone you trust, such as relatives and friends, recommended something to you, would you accept it? If your customers trust you, then sales will be easy. Time is a good medicine to build trust. Publishing a page-turning publicity letter every few days will give you enough time to interact with customers and help you build a trust relationship.
4. Expectation: Everyone looks forward to a special day like a child, such as birthday and Christmas. If it can trigger the psychological inducement of customers' expectation, it will bring them great pleasure, such as the release date of Apple and Xiaomi products, which has aroused the eager expectation of many fans, just like a holiday.
5. Affinity: People like to do business with people they know, appreciate and trust. This is affinity, so if you make yourself amiable, generous and honest, they will like you more.
6. Major events and sense of ceremony: People like to participate in major events, because there is a sense of ceremony, and ceremonies bring people together and have a unique experience, such as watching team games. If you can turn marketing into a festival, you can achieve great success.
7. Group consciousness: Simply put, it is to follow the crowd. For example, families in the Midwest try to take care of their lawns. This is a group norm. You can create your own group norms online, such as asking your members to help publicize your pre-sale content and make comments.
8. Scarcity: Scarcity is one of the attributes of commodities. The scarcer things are, the more people pursue them, such as luxury cars and watches. Product sales need to make clever use of scarcity. You need to let customers know that if you don't buy at the time of sale, you may face out of stock and price increase, which will enhance people's enthusiasm for buying.
9. Social recognition: When eating in a strange place, you will choose a restaurant with many guests. When selling products, we should make good use of various social identities. For example, attracting more favorable comments will lead visitors to make a purchase decision.
(II) Trilogy of Release Formula
First, build momentum.
The core of the activity is to arouse the curiosity of your customer base. I suggest you consider the following 10 questions. Let's use a case to explain it from the side: in 2005, the author sold a product related to stock trading: first, he sent a short email to his customers, asking them to help fill out the questionnaire, asking them to help, and promising to send them the latest stock information. Then on the website of the questionnaire, it was clearly written from the beginning that what he is doing now is to develop a manual and DVD about stock trading, and he has thrown out his new products without trace. The current purpose is to ask everyone to help him improve his products. This is a very simple activity, so how can it be reflected in the 10 problem that the activity focuses on?
1. How can I let my customers know that I am about to launch a new product, but this is not a direct promotion?
He just asked them for help, and naturally he took out the work he was doing without showing any trace.
2. How to stimulate people's curiosity?
Tell the customer group that this is a new product, indicating that it is not on the market at present; And this is a product that has been developed for many years, which is different from others.
3. How to develop products with the help of potential customers and play a synergistic effect?
Questionnaire is a very good form. You can know what customers are most concerned about, and people will have great enthusiasm to buy the products they are involved in developing. The crowdfunding we talked about before has such an advantage. People who participate in crowdfunding will help you improve the design of your products.
How do you know why people don't like this product?
You can guide them to tell you their objections by setting open-ended questions and asking them, such as "What they want to know most".
5. How to start a dialogue with potential customers about products and attract their attention?
E-mail and questionnaires are good ways to communicate with potential customers.
6. How to make product sales humorous or even wonderful?
Although the activity was not particularly interesting and exciting, he succeeded in sharing his ideas with everyone.
7. How to stand out from the fierce market competition?
Consult your customers before selling and let them participate in product development, which distinguishes you from your competitors.
8. How do I know if my customers like me to sell products to them?
Questionnaires can set related questions and get intuitive judgment.
9. How to provide customers with suitable products?
You can conduct multiple questionnaires, consult customers and fine-tune products.
10, how to naturally introduce momentum into pre-sale?
After sending the first email, the author wrote another email to the customer, indicating that his research and development of this product is coming to an end. I hope everyone can develop with him and create an eager expectation for everyone.
The author successfully sold this product through several emails, and his sales reached $ 1 10000 a week later!
Second, the pre-sale:
Pre-sale generally consists of three parts. We should be good at putting the psychological incentives we mentioned earlier into the whole sequence step by step. Pre-sale forms include email, articles, reports, audio and video. Now more people will use videos, because videos will make it easier for customers to remember you.
Stage 1: Why do you care about me?
At this stage, we must firmly grasp the attention of potential customers and solve why potential customers should pay attention to you. The answer is "change". You want to make your customers different, different from the past. You gave them a chance to change, so they will open your email soon. You should understand that the first and most important reason why people don't buy your products is that they are not interested in your products; The second reason is no money; The third reason is not trusting you; The fourth reason is that they don't think your product is suitable for them. The product distribution formula can help you solve the third and fourth problems. You should make a promise that can bring changes to their lives, tell customers why they need to listen to you and deliver value to potential customers.
Stage 2: What will happen to your life?
At this stage, we should teach people some really valuable skills or techniques. First of all, you should thank the content of the first stage and review your promise and why they should listen to you; Secondly, make a case study or teach you something practical; Third, we should answer some doubts of customers.
The third stage: Pre-sale content, learn from me and take your time.
At this stage, you should continue to create value for potential customers and don't call on them to buy your products. In the pre-sale, the most important thing is to create surprises and suspense, and imagine this process as a movie script or novel, which develops with the story until the climax. The third stage generally includes expressing your gratitude and excitement, answering several important questions you ask, telling your plan to potential customers, and turning the topic to product recommendation.
The author suggests that pre-sale activities generally last from 7 days to 10 days, and the time interval of each stage is even. The most important thing in this period is to create value for customers. You should not only arouse interest, but also teach them something substantial.
Third, sales:
After the pre-sale stage, you should open your shopping cart and accept the customer's order. The way to start selling is simple. You should make a high-quality sales video or promotional letter, and then send a sales email. The content of the email should be concise and clear, emphasizing scarcity. The time for the product to go on the market should last for 4~7 days. Generally speaking, you will get about 25% orders on the first day and about 50% orders on the last day. The first day was because everyone was full of expectations. The sharp increase in sales on the last day was due to the psychological inducement of scarcity.
A successful product sale should have a happy ending, and you should learn to create scarcity. Generally, it includes three ways: price increase, cancellation of extra gifts and product removal. If we can combine these three forms, the psychological effect of scarcity is self-evident.
In the sales phase, you should send some emails like this:
On the day of product release, you should send two emails. One is to tell everyone that you have opened the shopping cart; The second letter will be in the next 4 hours, and you should tell the potential customers that everything is going well and you have started business normally.
The next day: you should be good at using the psychological inducement of social identity and send an email to tell them that the product has caused great repercussions.
Day 3: Send a longer email to answer some questions of potential customers about products.
Day 4: Remind the scarcity and tell the potential customers that the product sale ends in 24 hours, and no corresponding discount can be obtained.
Day 5: You should send a letter early in the morning on the closing day, reiterating that you will close the product sales on this day; The second letter was sent 6~8 hours before the end of the sale, urging them to place an order; You should know that many people have procrastination, and the final closing moment will often usher in a sales climax, so remember to send another letter 1 hour before the end, which will help you usher in the final climax.
At the same time, you should also be alert to the possible problems when the product is sold: First, the server crashes due to excessive traffic. The second is the issue of collection, so as to prevent your bank from being unable to handle a large number of orders. Third, the order problem. You have to place your own order and check whether the process is smooth. If there is no order, you should check the customer conversion rate in time and modify your product content and sales information.
Finally, remember to keep in touch with customers who have never bought your products. Although I didn't buy it this time, I may still be a potential customer in the future. Maybe they are still embarrassed that they didn't buy it for you, and will take the initiative to buy it next time.
(Part III) Sales Model
1, seed sales: starting from scratch
Seed sales are sold in a small and responsive customer base. It is based on two phenomena. First, a small-scale customer base is more responsive than a large-scale customer base. The author once sold this product in a customer group of 299 people, and 297 people bought it. Second, every customer group has some activists, who are your crazy fans and will open every email. No matter what products you recommend, they can't wait to buy them.
The first step in seed sales is to create a very small customer base, that is, your seeds, such as 100 to 300 people. The ultimate goal of seed sales is not to earn enough money, but to let you enter this product sales industry, exercise yourself and accumulate experience, so that these people can become your loyal customers and help you gradually improve your products.
The author sold the seeds of the product distribution formula mentioned in this book. Only six people bought the first issue, but these six people helped him perfect the product. A few months later, he launched a great product distribution formula course, which brought him a total income of $20 million.
2. Joint sales: customers * * *
The key to product sales lies in the size of your customer base. The customer base created by one person is always limited. If combined with a group of internet elite customers, this is a very considerable force. They will send emails to their customers, and if their customers reach a deal with you, you have to pay a commission to your partner. There is an important 99/ 1 rule when selecting joint venture partners, that is, 99% of the results come from 1% partners. You should choose the top partners who have a very loyal customer base.
When the author launched a new product, because the customer base was basically concentrated in the stock field, he turned to his high-end joint venture partner and had a customer base of 15000 people in a short time. If he accumulated it himself, it might take several years. His sales were very successful, earning $600,000 in a week. He shared half the profits with his joint venture partners. In 2008, he reached the peak. In the sales of "formula products", he created sales records of 1 sec and 12000 USD, reaching 3.73 million USD in 34 hours.
3. Enterprise creation formula: build a career platform.
Using the IPO formula can promote the development of an enterprise and create an enterprise, which is a higher level that the IPO formula can reach.
With the help of the author, a Chinese herbal medicine enthusiast named Gallagher sold Chinese herbal medicine board games and Chinese herbal medicine supporting products. Now he has set up a business, planned and developed a website for membership fees, which brought him a stable income and became a very influential figure in the field of Chinese herbal medicine in the United States.
Susan is a skilled dog trainer. She uses the sales formula to sell books, DVDs and online courses, which makes her business scale 16 times larger than before, enough for her to form a small team.
Will, a fledgling college student, dreamed of becoming a tennis coach, but made money by selling tennis training videos and became one of the best figures in the tennis training market. He has started to cooperate with the world's top professional tennis players to make videos for sale.
The author gives some suggestions on the development of enterprise sales, such as always giving customers high-quality pre-sales content; Maintain a better and more lasting relationship with customers; Try more products and find sustainable product types; Take the circulation mode of seed sales → internal product sales → joint sales, get the first batch of customers through seed sales, and then improve a popular product and sell it internally to your own customer base. If the internal sales are ideal, you can enter the third step of joint sales.
balance
Compared with the WeChat business where we sell goods directly at present, the product sales formula advocated in this book is obviously several levels higher than its rich customer psychology and sales skills. In this era full of opportunities, if you want to start a business, if you have many promising products to sell, why not try the product sales formula model?