Direct sales, as an emerging promotion tool, is rising in China, but the Chinese people understand it is similar to that, the application is not standardized. In view of this, the author has studied the basic problems of direct sales in the background, and the basic problem of direct sales is hoping to clarify the concept and deepen understanding.
Direct sales first appear in the form of "mailing direct sales" and "directory ordering". In recent years, there have been new forms such as telephone direct sales, radio and television direct sales, electronic purchase. These different marketing methods have a total of the same point, that is, directly purchase information from the target customer.
From the perspective of Canada, the salesman generally produces the "direct sales" to contradict emotions. As soon as I heard the "direct sales", I would like to feel that their sites are threatened, and their orders will take direct order. Even if direct sales play a better guidance, expand sales areas, increase sales, salesman will also dissatisfaction due to loss of sales. Of course, there are also exceptions, some companies have established long-term mutually beneficial links with direct sales and customers.
Direct sales features "direct sales" have many different meanings. Usually, it only refers to a marketing form: that is, the product and labor will not pass the middlemen and directly from the producer to consumers. In this sense, the salesman directly sells the product to consumers, or the factory-run retail store is direct sales. category. Later, this term is used to describe mailing direct sales, including directory direct sales and mail direct sales. With the increasing role of telephone and other media in promotion, the definition of direct sales is modified to: "Direct is a interaction, which uses one or more advertising media to be a balanced Reply and transactions. "This definition, focus on" Get measurable reply ", more typical is to get customer orders (this is called" order direct sales "). Today, direct sales are used to play a broader role (it can be called "relational direct sales"). Directors use direct reply with advertising media to reach transactions, understand customers' names and profiles, and lose their databases, and establish continuously extended customer relationships through this data. "Relational direct sales" focuses on building a good customer relationship. Airlines, hotels and other companies have established a strong customer relationship through frequent gifesters, and use customer database to customers or most likely, most willing to buy goods and labor, they are quite successful in this respect. . Through promotions, they gain higher reply.
In Canada, direct sales were used by producers, retailers, service companies, catalog mailing, non-profit organizations. It is largely due to the growth of consumer markets because of stronger personalized demand and preferences, today's customers generally have credit cards, know the mailing address and order phone number, which makes it easier with it. In addition, the number of in-service women increases, the reduction of household shopping hours, the high cost of driving shopping, traffic congestion, repair, repair, retail store service is lacking, queue checkout, etc., there is no shopping, and many chain stores have been reduced A commodity project that is slowed down is just a chance to operate these items for direct sales. The number of free phone numbers is increased, and the direct sellers are willing to order customers at night and on Sunday, all of which consolidate the sales form of direct sales. Another major factor is the Federal Jetta, the Canadian Post Office and the full-day transportation delivery service of the Bedians. The development of computer technology has enabled direct sales to build a capacity of customer database, accordingly, direct sales people can select the best target customers of any output.
Direct sales also developed rapidly in the producer market, an important reason is to use the market cost of the sales group to produce too high and grow. Table L shows the cost of each contact with different media to enter the producer market. Obviously, if a single outgoing visit is $ 250 each time you contact, you should only contact the customer who is ready to purchase. Media, low contact costs, such as telephone marketing, mail order sales, public advertising, etc., should be used before visiting customers.
Table 1 cost costs required to use different media into the producer market
Personal Sales Access (out of the city) $ 250 personal sales access (local) $ 52
Holding a trade fair 40 US dollars
Salesman write a letter to 25 US dollars separately
Exhibition room sales or counter sales of 16 US dollars
Phone Number Book Instrument Advertising 16 USD
Direct letter advertising 0.30 US dollars
Business publication advertising 0.15 US dollars
Volkswagen media ad (radio advertising, newspaper advertising, TV commercial) 0.01-0.05 US dollars
Direct sales have brought many benefits to customers, and consumers who have purchased by mail ordering channels have called interesting, convenient, free, and saving time. They can lying on the armchair, tested various commodity catalogs, have more choice to shop. Direct selling gives them a bigger choice room, they can send gifts to the recipient in the house, industrial customers have benefited a lot, especially if they don't have to spend time to meet the salesman, you can learn a lot of goods and services.
Direct sales also allows the seller to benefit more, it provides a larger potential customer choice. Direct staff buy a post-mail list, you can know the address and name of all guest groups (such as left-handed, big fat, millions of people, newborn, etc.). As a company's boss said: "We can store a lot of information and select L 10, 20 or 50, and send them targeted lasers according to their characteristics. Printing letters. Moreover, the direct sales personnel can establish a continuous connection with customers, and the newborn mother will receive orders from the new clothes, toys and other infants. Direct sales can reach the target customer more accurately when appropriate, can also find the most effective communication path through the media's choice test (in the form of news, the form of the news or the good way, mainly promotional product advantages or price, etc.) And confidentiality, its quotation and marketing strategies are not known for the competitors.
Main direct sales tools, directory direct sales
Every year, the Canadian directory direct sales sent 800,000 commercial catalogs, sales of 2.2 billion US dollars, and the well increased by more than 10%. About 71% of the catalogs sent to the family, 29% of the manufacturer, with an average of $ 84 each transaction. The retailer of the mailing catalog, including large companies, specialty stores, and some major companies also have directory direct sales. However, most commodities are from many specialized goods "directory direct sales stores". They are generally operated very attractive product types, and they will show them with four color charts. "Directory direct shop" not only passes by mail, but also provides Credit card and 24-hour free call service.
The success of the mailing catalog is largely relying on the company's ability to manage mail and customer lists and the ability to control inventory, and thereby set up a high-quality service supply, enabling customers to get the best interests. Its main measures include: sending goods samples, opening up a special hotline answer question, giveing a gift to the best customer, donating some profits to public welfare undertakings. Many successful "catalog direct sales stores" absorb new and old customers and transactions through a variety of channels, open retail sales; other catalog direct sales are trying to express the product catalog to the best target customers via TV images.
Second, mailing direct sales
Mailing direct sales is the largest part of the direct sales industry, which includes a large half of the total direct sales of Canada and L / 4 of Canada Postal Income. Some direct sellers send mail, flyers, documents and other "flight salesmen", others mailing tape, tape, and even computer disks. The mailing video of a fitness equipment company demonstrates the use of fitness equipment and the advantages. Ford sent a disk called "driving exercises", which further shows the relevant issues on the customer, including special technical guidance, attractive car pictures, and answers to some common problems.
Typically, mailing direct sales people want to sell products and services, collect and filter various information, provide guidance for the sales department, pass news with business value, reply to loyal customers with gifts. The mailing list can be selected from the company's editor's customer file, or you can get a broker. The information of many special categories of customers (such as the big rich, motel owners, classical music enthusiasts, etc.) can be got from mail. A typical approach is that the direct sales personnel are sampled from a list of potential customers. It is high enough to see if the email recovery rate is sufficiently. Because mailing direct sales have higher target market selectivity, reflecting F-business personality, and flexible, and can be tested in advance, so it is increasingly popular. Although the direct sales cost is higher than the mass media, the mass of the mailing direct sales arrival is a more likely potential customer, and the total of the transactions accounted for the direct sales of the mail each year. Mailing direct sales in promotion books, magazines, insurance, etc., proved to be successful. In the sales novels, gifts, clothing, exquisite foods, industrial products, etc. also play a growing role. In addition, mailing direct sales are also widely used by charities. Third, telephone direct sales
Telephone direct sales is one of the main promotion tools. In the 1960s, with the development of two-way large-scale telephone services, telephone direct sales also developed. Through the internal telephone service, customers can recognize a variety of channels (such as print advertising, broadcast advertising, mailing advertising or commodity catalog, etc.), and can also order the free number provided by the salesperson, and can also make a complaint. Through the external telephone service, salesperson can directly reach transactions with consumers or manufacturers, guided purchases, or serve the current customer. Each resident received an average of 19 sales phones per year, 16 of which reached a purchase. Some companies have introduced a fully automated telephone direct sales system to accept directives from customers.
Fourth, TV direct sales
TV has been continuously developed into a direct medium. There are two ways of TV direct sales: the first is "Detailed Advertising", and the direct sales of TV images, usually 60 or 100 seconds, convincingly describes a product, and gives a free phone number to let customers order . Dippled advertising is obvious to magazines, books, small appliances, tapes and other items.
Another way is "home shopping". Some TV shows or the entire TV channel is used for sales of products and services. The more famous cable TV service institutions are "Canadian Home Shopping Department", and its shopping guide specializes in jewelry, lamp, small toys, clothing, electric power tools, home The minimum sales price of multiple products such as computers, audiences can allocate free phone or order goods, the company's operator will directly enter the order instruction directly, and the goods are guaranteed within 48 hours.
V. Computer Shopping
There are two forms of computer shopping. The first is a two-way video shopping system, with a cable or telephone line, one end to connect the customer's television, and the other ends the seller's computer database. Video shopping systems, including computerized product catalogs provided by producers, retailers, travel agencies, etc. Consumers can connect to the seller as long as they have a regular TV with a keyboard. The second way is to apply a personal computer shopping, such as ordering for retailers in local or domestic, with local banks, book flights, rooms, renting cars, and get headlines or movie comments.
The future of direct sales from direct sales in Canada, most of the direct sellers seek potential customers with a single advertising means. Single tool, a single step direct sales, such as one-time delivery of cookware quotation, is an example, a single tool, and a multi-stage direct selling requires continuous email to reach a transaction. For example, the magazine printing company has sent a renewal notice to the resumption of the household four times. More effective ways is to use multiple tools, multi-step direct sales, namely:
Direct Party → Pay Advertising → Sales Email → Export Telephone Services → Double Sales Telephone → Keep Contact.
For example, a computer company launches a new computer in a way that releases news excitation customers, and then publishes the entire page of advertisements to further improve the visibility and public interest. The advertisements include the free brochure, then mail the booklet, and Sell a computer with a special offer. There will be no purchases will receive a call. In this way, some potential customers will order, others likely to talk, even if potential customers don't want to buy, contact will remain. This use of "concentrated reply" relies on multimedia to unfolded the impact and cognition of advertisements in strict time range. In order to grow the growth of the sales volume, it is the most basic for an accurate time to select the arrangement. When there is a bank in Canada to conduct a family loan business, it has changed the traditional model of "Mail Ten Free Telephone", which has adopted the "Mail Ten Queen Voucher Ten Free Telephone Ten Foreign Telephone Ten Brush Advertising". Although the second strategy cost is high, it increases the traffic by 15%. The relevant experts have drawn as follows: When the email response rate reaches 2%, the cost will be compensated by free telephone ordering channel, and the response rate we actually see is 50 125% higher than this, and the integrated skills of highlighting The phone will increase the response rate to 500%, and the recovery rate of 2% is 13% (2% ten 2% × 50% ten 2% × 500% = 13%). Use other other interconnected marketing channels to make it higher. Because of a high level of recovery, new media is introduced in the integrated media combination, and the cost is only the angle, the plan to introduce new media will increase the total recovery rate, because different people tend to respond to different stimuli.
Some people have put forward a very useful "maximum direct sales" model. The direct sales tool becomes the driving force in the marketing process. This model contains the following 9 steps:
1. Target customer optimization. It requires the direct sales person to distinguish the best customers and offer them off. Direct salesmen find out more interest, capable payment and preparing for purchases by purchasing a proper mailing list or looking up the customer's database. "Optimal Customers" also have frequent purchases, non-return orders, non-complaints, timely payment, etc., most direct sales people can get potential customers through television, newspapers, magazine, and other media.
2. Media optimization. It requires direct sales personnel to experiment with a large number of media and choose the media that is conducive to bidirectional communication and test results.
3. Accounting optimization. It requires the use of costs that each potential customer reply (without having to receive public advertising costs).
4. Cognitive optimization. It requires the use of advertising words that can stand out in a rouseable advertisement, so that it is deeply rooted by the rationality and sensibility of customers.
5. Optimization of action. It emphasizes targeting transactions, at least prompts potential customers to prepare for purchase. For example, there should be similar contents such as "will provide more information".
6. Synergistic role optimization. It includes identifying a way to make advertising to play a dual role, such as combining direct reply and cultivating cognition.
7. Contact optimization. It demands to focus on the best potential customers, with higher total budgets, accordingly, link advertisements and sales, not just spending money to expand the visibility.
8. Sales maximize. Marketing staff build a customer database and maintain and develop existing markets by cross-selling, improving quality, and developing new products. Direct staff constantly enrich digital libraries with new information and get a richer advertising media. In order to maximize customer value, the cultivation of customer loyalty is as important as customers.
9. Optimization of distribution channels. It requires direct sales staff to establish more channels to reach customers or potential guests, such as adding retail stores or adding counters in existing stores.
