Subvert the traditional medical beauty tortoke model, detonate orders

Customer acquisition and transformation in the medical aesthetic industry have always been the first problem that plagues every medical aesthetic boss, especially under the influence of the epidemic, the number and frequency of customer arrivals have dropped sharply, which has triggered a series of operation and management conditions. However, not long ago, a medical aesthetic hospital through 2 days, a total of less than 10 hours of online live broadcast, brought more than 2100 customer project purchase orders, resulting in the beauty hospital customers explosion growth, had to force batch appointments, what did the owner of this medical aesthetic hospital do?

First of all, this hospital owner also encounters common problems in the medical aesthetic industry.

Due to the epidemic and other reasons, the number and frequency of customer arrivals have declined, and employees have to frequently market to customers in order to maintain the previous sales volume. As a result, the original small number of customers is overdeveloped, and the willingness to buy is even lower. The bosses who found that the turnover declined paid more attention to sales performance, and even did not pay attention to the cultivation of employees' professional skills, ignored the store SOP service process, service quality, especially the management and motivation of employee emotions. It directly leads to a vicious circle in which the boss pursues performance, the less customers there are, and the more passive and sluggish employees are.

At the same time, some beauty nail salons, embroidery stores and other store owners and employees who hold accurate customers of medical beauty have also seriously affected their income due to the small number of customers arriving in the store and the low unit price of customers.

In the current unfavorable environment, how should the beauty industry people break the situation?

Subverting the traditional customer model and the new operating model of group heating is about to change the pattern of the beauty industry.

This customer acquisition model of spreading customers based on channels and social media, reaching order transactions through live broadcasts, guiding customers to the store to verify projects and upgrade orders has become more and more recognized by the bosses of the beauty industry. They generally feedback that because customers have purchased the order items, they have taken the initiative to make an appointment to come to the store, rather than passively arriving at the store out of invitation to experience the project, so the arrival rate has been greatly improved. Moreover, customers have a preliminary understanding of the project content in the live broadcast room, the purpose of the store is clear, the order rate is high and the willingness to upgrade the order is very strong. More importantly, such an accurate in-store drainage, the cost paid is not high, and even because the live broadcast room sales belong to the one-to-many marketing model, giving full play to the appeal of the topsales business, not only saving labor costs, greatly improving the transaction rate, but also contributing to the centralized outbreak of project appointments. Short-term concentration of certain projects, more able to save a part of the cost, is simply a model of benign operation.

So, what do you need to do to use this operating model?

To put it simply, from the determination of the plan to the implementation of the project, it has probably gone through the following steps:

1. Plan and formulate operation plan

2. Make activity materials and build software

3. Channels and employee training instructions

4. Propagation of warm-up activities and customer fission

5. Prepare for the live broadcast event site (including equipment construction, gift selection, etc.)

6. Execution of live broadcast activities (including field control, atmosphere creation, promotion of orders, fission, etc.)

7. The customer goes to the store to verify the order and upgrade the order

This seemingly simple and easy-to-operate operating model actually has a set of strict system logic behind it, and the control of a node is not in place, which will affect the final effect. Therefore, it is necessary to customize the exclusive program by professional operation teachers for the different characteristics of each hospital, and cooperate with the specific software background to ensure that each data can be recorded truthfully, so as to clarify the channels, the division of employees and conduct sales review.

So will there be hospitals that abandon this online and offline marketing model because of the complexity of the links? At present, due to the general environment, the consumption habits of customers have undergone a great change, and they are more and more accustomed to watching live video instead of store consultation. Offline customers are becoming more and more difficult and inaccurate, and the traditional online information flow advertising (such as a group, a review, etc.) if there is no professional optimization team, it is difficult to play a role, if you do not change the customer model as soon as possible, try the new media social customer operation plan, when the channel is divided by peers, existing customers are attracted by peers after the loss, the operation of medical beauty stores will be more difficult.

"Meikla" medical beauty management system, focusing on solving the pain points of medical aesthetic marketing operations, exclusive customized planning programs, landing and implementing the whole process of accompanying the run, detailed dismantling process, point-to-point training of employees, helping medical aesthetic hospitals to promote old customers, awaken sleeping customers, fission new customers, thereby forming their own traffic; for new and old customers to arrive at the store, into a single empowerment.