Hnub no, cov khoom lag luam xws li Pepsi, Coca-Cola, Ikea, Snickers thiab ntau lwm tus paub rau txhua tus neeg siv khoom. Tab sis lawv pib los ntawm qhov tsawg tshaj plaws, raug tsim los ua ib lub lag luam me me. Tab sis txoj cai tshaj tawm kev lag luam tso cai rau lawv ua tiav ntau dua. Kev lag luam muaj peev xwm txav tau lawv txoj haujlwm, thiab tam sim no cov tuam txhab no paub tsis yog hauv lawv lub tebchaws, tab sis kuj nyob deb dhau nws ciam teb.
Golden Selling Principles
txhawm rau nce cov neeg siv khoom, thiab yog li kev muag khoom, koj yuav tsum tau ua tib zoo saib xyuas cov teeb meem thiab kev xav tau ntawm cov neeg siv khoom, thiab tseem nco ntsoov nco ntsoov koj tus kheej. Txhua qhov kev lag luam ua tau zoo yog ua ntej los ntawm cov ntsiab lus kub ntawm kev muag khoom:
- Kev txhawb nqa thiab lo lus ntawm qhov ncauj. Qhov ntau tus tswv lag luam yuav txhawb nqa cov xwm txheej me hauv nws lub nroog, cov neeg tuaj xyuas ntau nws yuav tau txais. Tib neeg nyiam tshaj tawm xov xwm.
- Branding on the Web. Nws tseem ceeb heev kom tsis txhob hnov qabhais txog kev nce qib ntawm cov khoom / kev pabcuam hauv Internet platforms, txij li txhua xyoo tib neeg pib ua kev yuav khoom yam tsis tau tso lawv lub computer saib.
- Demonstration. Tej zaum ib qho ntawm cov tswv yim tseem ceeb rau kev nyiam cov neeg siv khoom. Cov neeg siv khoom xav tau nthuav tawm nws cov khoom, piv txwv li, koj tuaj yeem npaj cov saj lossis muab cov qauv sim.
- Txaus siab rau cov kev xav tau. Txhua yam khoom lossis kev pabcuam uas nkag mus rau hauv kev lag luam yuav tsum daws cov teeb meem ntawm cov neeg siv khoom. Yog tias tus neeg tau txais qhov nws xav tau, nws yuav rov qab los, thiab cov neeg siv khoom tsis tu ncua yog tus yuam sij rau kev vam meej.
- Kev tshuaj xyuas thiab kev ua kom zoo. Koj nres tsis tau. Koj yuav tsum tau tshawb nrhiav kev lag luam tas li thiab qhia cov tswv yim tshiab. Cov neeg siv khoom tsis yog cov khoom ruaj khov, lawv qhov kev thov thiab kev xav tau hloov pauv tas li, thiab koj yuav tsum ua raws li cov kev hloov pauv no.
- tshawb nrhiav kev lag luam. Tsuas yog tom qab ntsuas kev ua lag luam, koj tuaj yeem ua qhov kev lag luam zoo.
- Nco koj tus kheej. Nws yog ib qho tsim nyog los tsom rau lub tuam txhab cov dej num ntawm kev koom tes nrog cov neeg siv khoom mus sij hawm ntev, yog li tsis txhob hnov qab txog lub cim nco txog, cov lus hais thiab cov duab ntawm lub tuam txhab tag nrho.
yim txav
Txhawm rau nyiam cov neeg siv khoom, cov tuam txhab feem ntau siv cov haujlwm hauv qab no:
- Hu rau databases ntawm "txias" cov neeg siv khoom. Qhov no tso cai rau koj kom paub seb puas muaj qhov xav tau rau ib yam khoom tshwj xeeb, nrog rau qhia txog koj cov khoom.
- Affiliate programs. Txhawm rau nce kev muag khoom, Is Taws Nem siv ntau zuj zus, cov tuam txhab lag luam mus rau kev pab ntawm tus khubcov kev pab cuam uas pab kom ncav cuag cov neeg tuaj saib thiab faib cov ntaub ntawv tshaj tawm.
- Assortment thiab nqi. Nws yog ib qho tseem ceeb heev kom taug qab lub caij muag khoom. Ntawm chav kawm, muaj cov khoom uas tus neeg yuav khoom xav tau txhua xyoo puag ncig, tab sis kuj tseem muaj cov uas xav tau tsuas yog nyob rau lub sijhawm qee lub sijhawm. Yog li ntawd, txhawm rau kom tsis txhob tshuav yam tsis muaj txiaj ntsig hauv lub caij so, koj tuaj yeem hloov pauv, txo nqi lossis tuav kev txhawb nqa.
- Muag khoom hauv zos. Yog hais tias lub tuam txhab lub network muaj ib lub khw uas cov neeg muas zaub bypass, uas yog, nws coj yam tsawg kawg nkaus profit, ib lub zos muag khoom yuav yog ib qho zoo heev marketing ploy. Yuav tsum ceeb toom rau cov neeg siv khoom ua ntej tias lub khw tshwj xeeb no yuav muaj kev muag khoom.
- Kev tshaj tawm thiab kev sib tw. Tsis muaj ib tug neeg twg uas tsis kam pub dawb. Yog li ntawd, nws yog ib qho tseem ceeb kom tuav draws nrog rau kev tshaj tawm tom ntej. Qhov kev lag luam ploy no nrov heev hauv kev tes hauj lwm, qhov twg koj yuav tsum tau muab cov lus tshaj tawm kom nkag mus rau kos duab ntawm cov khoom lossis kev pabcuam.
- Active in social networks.
- Qhia txog cov khoom tshiab. Txiv neej yog ib yam tsiaj uas thaum kawg nws tau nkees ntawm tib yam khoom, yog li koj yuav tsum tau saib xyuas ntawm kev tsim tej yam txawv txawv, nthuav, xav tau thiab pab tau.
- daim coupon pabcuam. Muab daim coupon luv nqi rau cov neeg siv khoom.
Kev tshaj tawm
Txoj kev lag luam zoo li no paub rau txhua tus neeg ua lag luam. Koj tuaj yeem hais tias qhov no yog qhov classic ntawm hom ntawv. Tab sis los ua ib lub tuam txhab paub zoo, qhov notsis txaus. Koj yuav tsis tau mus deb ntawm kev lag luam ib leeg, nws yog ib qho tseem ceeb uas yuav tau xyuam xim rau kev tshaj tawm, thiab nws yog qhov zoo dua los nyiam tus kws tshaj lij hauv koj daim teb rau lub hom phiaj no. Yog tias tus neeg ua lag luam tuaj yeem tiv nrog kev lag luam ntawm nws tus kheej, kev tshaj tawm yog qhov ntau ntawm cov neeg tseem ceeb.
Kev lag luam thiab kev tshaj tawm yog thawj zaug ua tiav qhov tshwm sim: nrog kev pab ntawm kev lag luam, koj tuaj yeem txiav txim siab cov kev xav tau ntawm cov neeg siv khoom, thaum kev tshaj tawm tsom rau lawv. Nyob ntawm seb cov duab twg lub hom yuav muaj, tus naj npawb ntawm kev muag khoom yuav nce los yog txo. Txhua qhov kev tshaj tawm kev tshaj tawm yuav tsum teb cov lus nug ntawm yam khoom nws yog dab tsi thiab nws yog leej twg yog npaj rau. Piv txwv li, 25 xyoo dhau los, Leo Barnett tsim ib qho kev tshaj tawm rau Marlboro luam yeeb uas muaj cov duab cowboy. Txawm niaj hnub no lawv suav tias yog qhov muag zoo tshaj plaws hauv ntiaj teb.
Yog li, kev lag luam thiab kev tshaj tawm yuav tsum ua kom muaj txiaj ntsig zoo, nyiam cov neeg yuav khoom ntau li ntau tau. Yuav kom nkag siab tias "chav ua noj" no ua haujlwm li cas, nws yog qhov zoo dua los muab ob peb yam piv txwv ntawm cov khoom lag luam lossis hom kev txhawb nqa. Tom qab ntawd nws yuav ua tau kom paub tias kev lag luam tseem ceeb npaum li cas hauv kev lag luam thiab kev tshaj tawm.
Camel Offensive
Camel tau nto moo rau nws txoj kev lag luam tsis zoo. Nws nyuaj rau xav tsis thoob txog kev haus luam yeeb Asmeskas nrog qee yam khoom haus luam yeeb tshiab, tab sis cov neeg lag luam tsis tso tseg. Ib tag kis sawv ntxov, ib qho kev tshaj tawm txawv txawv tshwm sim hauv txhua lub nroog hauv Tebchaws Meskas nrog ib lo lus: "Cov ntxhuav." Ib lub lis piam tom qab, lawv tau hloov los ntawm cov lus tshaj tawm tsis txaus ntseeg: "Cov ntxhuav tab tom los."
Hnub ua ntej cov luam yeeb yuav tsum nyob hauv khw, cov ntawv hloov pauv dua, thaum kawg ua rau tib neeg xav paub. Tam sim no cov lus tshaj tawm raug tua: "Tag kis yuav muaj cov ntxhuav ntau dua hauv nroog dua li hauv Asia thiab Africa ua ke!" Hnub uas cov luam yeeb tawm hauv khw, cov ntawv tshaj tawm tau hloov dua tshiab: "Camel luam yeeb twb nyob hauv nroog lawm." Cov lus no tshem tawm qhov kev ntxhov siab uas tau loj hlob los ntawm kev xav paub, cov neeg Asmeskas luag ntawm qhov xaus thiab mob siab rau sim haus luam yeeb tshiab.
roj teeb tsis tuag
Red Bull kuj muaj npe nrov nrog kev lag luam paub zoo. Thaum lub tuam txhab no tau tshwm sim thawj zaug ntawm kev ua lag luam, lub niche ntawm lub zog thiab cov dej haus tonic twb tau nyob los ntawm cov hom Molson, Pepsi, Labatt thiab Coca-Cola. Tau kawg, cov khoom no tsis yog lub zog dawb huv, tab sis hauv kev tshaj tawm tau hais txog cov nyhuv tonic.
Tus tshaj tawm tshaj tawm, Dietrich Mateschnitz, paub zoo kawg nkaus tias nws tsis tuaj yeem sawv ntawm qhov sib npaug nrog cov neeg loj heev siv cov txuj ci kev lag luam. Yog li ntawd, cov hauv qab no tau npaj tseg: txhawm rau txo qhov ntim ntawm lub peev xwm thiab ua kom zoo li lub roj teeb, uas qhia txog kev them nqi, thiab, ntawm chav kawm, ob npaug ntawm tus nqi. Yog li ntawd, kev tshaj tawm kev tshaj tawm tsis yog kim, thiab cov "roj teeb" no tau muab tso rau hauv cov khw muag khoom hauv qhov chaw tsis zoo tshaj plaws (txawm li cas los xij, qhov kev lig kev cai no tau muaj sia nyob rau niaj hnub no).
Tsis tas li, Mateshnits tau hais kom muab cov thawv dej haus dawb nyob ze cov tsev kawm ntawv, qhov no yog xyaum thiabtseem. Tsis tas li ntawd, lub tuam txhab txhawb nqa ntau yam kev tshwm sim rau cov tub ntxhais hluas, tactfully ntsiag to txog qhov tseeb tias cov tub ntxhais kawm nyiam sib xyaw dej haus nrog vodka.
Vim li ntawd, cov neeg lag luam tau txais kev ywj pheej ntawm cov khoom lag luam hauv kev ua lag luam thiab tsim lawv tus kheej niche uas txawv ntawm lwm yam dej qab zib.
nce muag
Kev nthuav qhia kev lag luam kom nce muag tau siv los ntawm Alkaseltzer. Nyob rau hauv lub 60s ntawm lub xyoo pua xeem, ib qho kev tshaj tawm tshwm nyob rau hauv TV cov ntxaij vab tshaus, uas lawv pib pov tsis tau ib tug, tab sis ob ntsiav tshuaj rau hauv dej. Raws li qhov tshwm sim, tus naj npawb ntawm kev muag khoom tau nce ob npaug.
Tsis tas li ntawd, txhawm rau nce kev muag khoom, koj yuav tsum tau tsim cov phiaj xwm kev tshaj tawm kom raug rau cov kev xav tau ntawm cov neeg siv khoom thiab nkag siab txog kev xav ntawm lub teb chaws uas cov khoom tshiab tuaj txog ntawm txawv teb chaws. Piv txwv li, xyoo 1992, Snickers bar tau tshwm sim ntawm lub rhawv ntawm kev lag luam hauv tsev. Thaum xub thawj nws tau tshaj tawm tias yog khoom noj txom ncauj uas tuaj yeem hloov noj su lossis noj hmo. Txawm li cas los xij, cov neeg siv khoom hauv tsev tsis nkag siab tias lub ncuav mog qab zib tuaj yeem hloov cov kua zaub li cas, yog li lub bar tau yuav khoom qab zib rau tshuaj yej. Pom qhov xwm txheej no, cov neeg lag luam tau hloov pauv lawv lub tswv yim tshaj tawm, tsom rau cov hluas. Cov menyuam yaus no tsis nyiam cov kua zaub, tab sis lawv nyiam cov khoom qab zib. Qhov kev tawm tsam kev lag luam no ua rau cov khoom lag luam ua tiav.
Lwm yam kev lag luam
Nyob rau hauv lub 80s ntawm lub xyoo pua xeem, tam sim no lub tuam txhab nto moo Timberland tau mus dhau lub sij hawm nyuaj. Cov twj tso kua mis, txawm hais tias lawv yog cov khoom zoo, xis nyob thiab pheej yig, tau yuav tsis zoo. Tom qab ntawd lub tuam txhab tau txiav txim siab yooj yim thiab muaj txiaj ntsig: teeb tsa tus nqi siab dua li cov neeg sib tw. Raws li qhov tshwm sim, kev muag khoom tau nce ntxiv, vim tias qhov khoom kim dua, qhov xav tau ntau dua.
Ib qho kev lag luam nthuav dav siv los ntawm Thomas Dewar, muag Dewar's whiskey. Nyob rau xyoo 19th London, dej haus xws li brandy, rum thiab gin tau nrov. Muag whiskey yog unprofitable thiab nyuaj heev. Dewar, tus tsim ntawm Dewar lub hom, coj qhov kev npaj txhij txog heev los nyiam cov neeg siv khoom.
Thomas ntiav cov neeg yuav khoom pem hauv ntej uas mus rau pubs thiab nug seb Dewar's whiskey puas tau muag. Ntawm chav kawm, cov dej haus no tsis muaj, thiab cov neeg muag khoom txaj muag tawm hauv kev ntxhov siab. Tom qab qee lub sij hawm, Thomas Dewar nws tus kheej tau pib tshwm sim hauv pubs thiab tau hais kom ua tiav daim ntawv cog lus rau kev muab khoom ntawm whiskey. Hauv ob xyoos ntawm kev ua haujlwm, nws cov khoom lag luam tau nce 10 npaug.
ua tsis tiav
Peb tsuas yog muab qee qhov piv txwv ntawm kev lag luam txav. Hmoov zoo, tau kawg. Tab sis cov xwm txheej zoo li no tsis yog ib txwm ua tiav. Txawm tias cov tuam txhab loj tshaj plaws thiab nrov tshaj plaws los ntawm ib lub sij hawm coj mus rau kev lag luam ib yam khoom uas tsis coj lawv cov txiaj ntsig thiab kev vam meej. Qhov no tshwm sim rau ntau qhov laj thawj, tab sis feem ntau yog vim qhov tseeb tias cov neeg lag luam tsis mloog cov khoom me me, qhov kev ua yuam kev tom qab ua rau tuag taus.
Ib zaug, txawm Apple "screwed". Nyob rau hauv 2010, nws launched Ping music zej zog network. Steve Jobs paub tseeb tias qhov kev pabcuam no yuav dhau los ua tus thib ib rau kev mloog iTunes suab paj nruag. Muaj tseeb, qhov kev pabcuam no tsis tuaj yeem sib tw nrog Twitter thiab Facebook.
iTunes cov neeg siv yam tsis muajkev tshaj tawm ntawm Ping social network tau txaus siab tshwj xeeb. Nws muaj peev xwm ua raws li cov kev muaj tswv yim ua tiav thiab pej xeem lub neej ntawm koj cov neeg nyiam ua yeeb yam, nrog rau saib yuav ua li cas cov suab paj nruag saj ntawm cov phooj ywg hloov pauv thiab ua cov kab kos tus kheej. Hnub pib yog lub Cuaj Hlis 3rd, nrog lub tuam txhab lwm tus thawj tswj hwm Eddie Cue tshaj tawm tias ib feem peb ntawm cov neeg siv iTunes twb tau koom nrog Ping. Tab sis qhov teeb meem tsis mus ntxiv tshaj qhov no. Hnub tom qab, ntau spam thiab fake profiles ntawm musicians tshwm nyob rau hauv lub social network. Cov neeg sau xov xwm kuj tau hnov txog qhov txias rau qhov kev pabcuam no. Qhov tsis ua tiav tau tshwm sim txawm tias xyoo 2010: Ping muaj ob peb tus neeg ua yeeb yam sau npe, muaj nyob hauv tsawg dua kaum lub tebchaws, thiab tsis koom nrog Facebook vim tias Zuckerberg tau ua rau muaj kev ntxhov siab (lossis yog li Txoj Haujlwm xav).
Nyob rau hauv lub siab tsis nco qab, Ping tau siv sijhawm ob xyoos ntxiv, kom txog rau thaum nws tau tshaj tawm tias ua tsis tiav xyoo 2012. Lub social network tau tuag ntsiag to thaum lub Cuaj Hlis 30, tawm hauv qab cov lus hais tawm: "Ua tsaug rau koj qhov kev txaus siab rau Ping. Peb tsis lees txais cov neeg siv tshiab lawm."
Failed New Coke
Lub Tuam Txhab Coca-Cola kuj tau ntsib kev swb thaum nws sim ua kom cov neeg yuav khoom nce ntxiv. Nyob rau hauv nruab nrab-1980s, Roberto Gazuete, uas tau suav hais tias yog tus thawj tswj kev muag khoom zoo tshaj plaws ntawm lub xyoo pua 20th, tau los ua lub npe hu ua "tus neeg ruam" thaum nws sim hloov Coca-Cola nrog "New Cola".
Yeej, nws tau ua tiav lawm: Coke Tshiab tau dhau ntau pua qhov saj, cov txiaj ntsig tau qhia tias nws qab zib me ntsissaj yog paub tseeb tias yog tus yuam sij rau kev vam meej nrog cov neeg siv khoom. Tab sis thaum lub tuam txhab tshaj tawm tias cov cola tshiab yuav hloov mus tas li, cov neeg siv khoom tau tawm tsam vim lawv tsis tau xaiv. Lawv tso tseg tsis yuav ib qho dej haus tshiab kiag li.
skeleton
Danone cov lus hais nrov nrov txaus: "Tshem koj cov pob txha, menyuam." Nws zoo li tsis muaj dab tsi phem, tab sis thaum lub pob txha taub hau, pob txha pob txha thiab cov pob txha pob txha raug pleev xim rau ntawm cov khoom siv mis nyuj fermented, nws yog gothic dhau lawm. Cov neeg sawv cev ntawm lub tuam txhab Danone ntseeg tias qhov kev tsim qauv thiab cov lus hais no yuav nyiam cov tub ntxhais hluas Lavxias, tab sis yogurts " txaus ntshai" tsis ua rau muaj kev txaus siab ntau.
Qhov phem tshaj qhov ntawd: cov ntim khoom no ntshai cov niam txiv ntawm cov neeg tuaj saib lub hom phiaj tseem ceeb. Ib tug neeg nyob hauv Moscow txawm foob foob Danone, thov kom tsis txhob tsim cov khoom lag luam, uas muaj kev cuam tshuam loj heev rau tus menyuam lub siab. Lub tsev teev ntuj Lavxias teb sab Orthodox kuj tau npau taws los ntawm qhov no, xav txog qhov kev ntim khoom npau taws tawm tsam cov neeg tuag. Tom qab ntawd, Pawg Kws Tshaj Lij Tshaj Lij rau Kev Ncaj Ncees ntawm Kev Tshaj Tawm Hauv Zej Zog tau koom nrog thiab ua kom lub tuam txhab txwv tsis pub tsim cov hom no hauv Russia.
Nws tsim nyog sau cia tias qhov no tsis yog thawj zaug Danone nco lub cim nrog lub npe ntawm cov khoom nkag mus rau hauv kev lag luam hauv tsev. Nyob rau xyoo 90s, cov lus hais ntawm kev tshaj tawm cov khoom noj rau menyuam yaus "Bledina yog txhua yam uas koj tus menyuam xav tau" tau rov qab los ntawm tag nrho lub tebchaws, tsuas yog cov niam txiv tsis txaus siab tshwj xeeb los yuav cov khoom "tsis ncaj ncees" rau lawv cov menyuam.
Txhua yam kev lag luam yuav tsum tau npaj ua ntej. Koj yuav tsum ua tib zoo kawm txog kev ua lag luam, cov neeg siv khoom xav tau thiab txawm tiaskev xav ntawm ib cheeb tsam cais, thiaj li tsis mus poob rau hauv lub ntsej muag av. Pib me me tuaj yeem ua rau qhov siab loj, tab sis rau qhov no koj yuav tsum ua haujlwm, thiab tsis txhob cia siab rau txoj hmoo.
