During the epidemic, the word “super communicator” became popular. What is a “super communicator”? The World Health Organization has proposed that those who transmit the virus to more than ten patients are called “super communicators.” The emergence of “super communicators” shows that the spread of the epidemic no longer depends on how many infected individuals there are, but on how many powerful individuals there are.
In the Internet era, this logic is also applicable to business, and there will be “super communicators” in business. They are the ones who can bring deep second communication to your product and brand, and can also be called “super customers”. A “super customer” can bring more than ten “consumer customers” and can help you build a reputation and image among a small group of people.
In the Internet era, the efficiency of acquiring customers no longer depends on how many strange customers you can reach, but on how many super customers (super communicators) you have. A super customer can bring more than 10 customers, so as long as a startup brand can find dozens or hundreds of super customers, it can produce a “super communication effect”. What is the “super spread effect”? If you find 100 super customers, each super customer can bring you more than 10 customers, which is 1,000 customers. These 1,000 people can continue to help you achieve fission. The mobile Internet has accelerated the efficiency of the connection between people, everyone is self-media, resulting in infinite amplification of this fission effect. For example, the net red Li Jiaqi’s revenue in 2019 exceeds the annual net profit of 60% of listed companies in China. Do we dare to imagine it in the past?
The super-propagation effect can not only bring fission-like growth to the number of your customers, but also greatly reduce the cost of acquiring customers. In the past, we were very concerned about the “reach rate” of customers. For example, before advertising, the first indicator we focused on was “single cost” (the cost of reaching each unfamiliar customer). Then, if the cost of reaching a person is 1 yuan, and this person is a “super communicator”, he introduces the product to 10 people, then the “single person cost” is less than 1 cent, if the 10 people are separated Introduced to 10 people, the “single cost” is less than 1 cent. Therefore, in the future, we should not only focus on “reach rate”, but also “referral rate”.
In the Internet era, “channel is king” has gradually changed to “word of mouth is king”. No matter for traditional enterprises, Internet companies or emerging business individuals, cultivating their own “super communicators” will undoubtedly become an important means of acquiring customers. So, how to cultivate unfamiliar customers into super customers (super communicators), so that your number of customers achieve fissionable growth?
Figure 1 Super customer cultivation
From strange customers to super customers, generally need to go through five processes: strange, intention, transaction, repurchase and super, as shown in Figure 1. At the beginning, you and the target customer are unfamiliar. When he is familiar with and trusts you, he wants to know more about your product and becomes a prospective customer. When the prospective customer understands the value of your product, a purchase behavior occurs and it becomes a closing customer. After the product experience, the customer feels that the product and service are very good. Buying it again becomes your repurchase customer. When he thinks that your product is too good, he not only keeps buying it, but also recommends it to friends around him, and the repurchased customer will be upgraded to your super customer, which is the “super communicator”.
According to the above five processes, you can divide customers into five types: strange customers, intent customers, closing customers, repurchasing customers, and super customers. In accordance with the “20/80 rule” (20% of high-quality customers contribute 80% of performance), you need to invest more resources and energy in the “cultivating super customers”. Now let’s talk about the skills and methods of each step from strange customers to super customers.
Trust individuals: from “unfamiliar” to “intention”
Most people tend to fall into a misunderstanding when facing strange customers: hurry up and introduce the product to each other. This approach is often counterproductive. Until the target customer has established the basic trust with you, he will not believe what you say, even if you exaggerate your product. Therefore, in turning an unfamiliar customer into an intended customer, you need to sell yourself first. How to make strange customers trust you?
Professional leadership means that in your industry and field, you have very professional knowledge and skills, so that your customers can identify and even worship from the heart. For example, many Internet celebrities, such as “lipstick brother” and “fitness guy”, are actually very professional in their field and can become consultants for many people. If you don’t have professional talents like “Big V” and Internet celebrity, you should at least make your image professional and reliable, so as to win the trust of customers.
When we face unfamiliar customers, many people will adopt the wrong closed question, such as “Are you free now?” “Do you buy today?” And so on, just like police inmates. To gain customer trust, open conversation is more effective. For example, “What kind of clothes do you like to wear?” “Where do you usually go to play?”, Etc., the other party will feel easy to chat with you, and also have the desire to talk further.
Many people use praise to gain customer trust, but the results are not good. For example, “you are very professional”, “you are very professional”, “you are very interesting”, etc., the other party can only answer “haha”. Because acknowledgment is not right, negation is not right either, thank you is over. Praise should be accompanied by actions, such as “You are professional, I want to try your method.” Mobile compliments make it easier for chat to continue and increase trust.
A caring detail can also close the distance of strange customers. For example, many physical stores hand in a glass of boiling water when customers enter the store, and some children’s clothing stores provide some toys for children to play in. These intimate cares can often open the hearts of customers.
Thinking from the customer’s point of view and making reasonable suggestions can often increase mutual trust. Many salespeople always expect to recommend the most profitable products to customers, which often causes customer dislike. Excellent salesmen always put forward sincere suggestions from the perspective of customer needs. For example, some restaurants will remind customers to order according to the number of customers to avoid unnecessary waste.
Allowing customers to actually experience products and services also helps increase trust. For example, a cosmetics salesperson will apply some free experience products to strange customers, a traditional Chinese medical doctor will give patients free consultations, and so on.
Trust products: from “intention” to “closing”
When you gain customer trust, customers will have the intention to learn more about your product. From “intention” to “transaction”, the core is to show the value of the product and make customers trust the product. So how do you show product value to customers?
Empirical comparison is the most direct, easiest and most convincing method of product value display. For example, many live online celebrities will compare good quality products with poor quality products and explain step by step to show the value of their products.
Most customers have a herd mentality, and showing successful cases will help dispel customer doubts and increase customer trust. For example, many engineering companies will display their successful projects to gain customers’ trust in their service capabilities.
The scenario construction method refers to constructing a product use scenario in life, so that customers can intuitively understand the value of the product. There are many new products, and customers do n’t even know what it ’s useful when they first see them. If you construct a life use scene or picture, you can quickly understand the benefits of the product.
Authority back calligraphy
Authoritative endorsements such as third-party certifications, expert celebrity recommendations, authoritative media reports, and the availability of powerful channels will increase customer trust in the product. The display of these authoritative endorsed credential will help customers to further understand the value of the product and eliminate their worries.
Trust service: from “transaction” to “repurchase”
After the customer completes the first purchase experience, how to make the customer buy again and become a repurchase customer? Customers re-purchase, first of all, they have actually experienced the value of the product, and secondly, they mainly identify with subsequent services. “Trust service” is the key from “transaction” to “repurchase”. How do we do a good job?
Focus on feedback after customer experience
Through the customer feedback information, understand the customer’s opinions or satisfaction after use. There are good places to highlight and promote, and bad places to improve in time. Have a clearer understanding of the positioning of their own products. Advantage.
Solve problems for customers in a timely manner
The most indispensable products in this market are products, but it is crucial to maintain and improve customer loyalty and improve service. Because loyalty is not formed in a single transaction, but after customers purchase a product, no matter in which case the customer encounters a product problem, you can stand up and solve the problem for the customer at the first time.
Keep in touch with customers
Frequent visits and follow-ups to maintain familiarity with customers. For example, on holidays or important days, send blessings to customers by sending messages or emails, often brushing presence. You need to continue to follow up with the customers regularly, and be active in front of customers, so that customers will think of you when they cooperate next time.
Trust platform: from “repurchase” to “super”
After customers upgrade to “repurchase customers”, how do they become “super customers”? There are generally three types: spontaneous, non-combustible, and ignited.
Spontaneous combustion refers to those loyal customers who actively introduce you to customers. They continue to purchase products and are very satisfied with the product. They recommend it to friends around them. With this type of customer, you must continue to provide him with products and services that exceed expectations.
Ignite refers to customers who are still buying from you and are satisfied with your products and services, but are not willing to recommend them to others. They attach great importance to their word-of-mouth image and will not easily recommend products to friends. To treat this type of customer, you need to export the platform culture to them, and enhance his understanding and recognition of the platform, such as establishing a “friendship circle” for customers.
Non-combustible refers to customers who never or rarely recommend products to friends. Even if they are very satisfied with a certain product and service, they never recommend it to others, they prefer rationality and business. This must depend on the platform’s interest mechanism. For example, some barber shops set up VIP cards for loyal customers. In addition to the VIP cards, they can enjoy very favorable discounts and can also be used by friends.
In the Internet era, if you want to form a “super communication effect”, of course, there are as many “super-sponsoring” super customers as possible, that is, customers cannot help sharing, and no external force is needed to drive them. If customers can’t help sharing, they need explosive products and content, so products and content are very important!