Last year's double eleven, Li Jiaqi's live broadcast room record was amazing, in just 12 hours, the sales broke through 10 billion. According to the 1% commission, Li Jiaqi made a hundred million yuan in one night.
This money, a large urban white-collar worker with a monthly salary of 10,000 yuan, needs to eat or drink, and began to save from the Song Dynasty a thousand years ago.
Whether you are an e-commerce practitioner or an offline salesman, you must want to be like Li Jiaqi, who has superb sales ability, easily wins the favor of customers, and quickly closes the deal.
However, it is not easy to do this, just imitate a few words, do not understand the underlying logic behind it, it is difficult to apply what you have learned, improve performance.
What is the underlying logic behind Li Jiaqi's anti-heavenly performance?
Below, I share with you a good book - "Sales Brain Science", which is a marketing treasure book that has both scientific theories and practical practices, and the Douban score is as high as 9.0.
The authors of this book are two marketing experts, Christopher Morin and Patrick Renwack, who have co-founded the "Sales Brain" marketing agency, trained more than 200,000 managers, and also consulted for large companies such as Avon, Siemens, and General Electric.
Starting from brain science research, the two authors offer unique perspectives on marketing:
In addition to the rational brain, man also has a primitive brain, which existed before the advent of human language and controls people's attention and emotions.
To convince a man, you must first convince his primitive brain.
After carefully reading this book, I was inspired to combine Li Jiaqi's live broadcast case and share with you 4 secrets in the book:
Tip 1: Pay attention to the vital interests of users and attract attention
When many sales introduce products, they just talk about selling points and pay no attention to the interests of users, which will make users sleepy.
Because, driven by the survival instinct, the primitive brain is very self-centered and will be the first to focus on the things that affect the self.
Therefore, when we introduce the product, we must pay attention to the vital interests of users and pay attention to the problems encountered by users, so as to attract the attention of users.
When live streaming with goods, Li Jiaqi attaches great importance to the vital interests of users.
For example, when introducing lipstick, he will not come up and talk about color and texture, but tell you: put on this lipstick, you are a flower fairy, a noblewoman, and a first love face.
Who, you say, can withstand such a temptation? Moreover, Li Jiaqi set up a person for himself to be the user's girlfriend, not the spokesperson of the business, to help the user pick up the goods, not to help the business marketing.
In the face of disliked goods, even if it is a big name like Chanel, sometimes he will spit a few words, which creates a strong sense of trust for users.
Therefore, when we are selling products, we must not take the initiative to stand against the user, chatter about the selling point of the product, and must start from the needs and wishes of the user and make sincere recommendations.
Tip 2: Create contrasts and help users make quick decisions
In the eyes of many sales, in order to allow users to make quick decisions, they need to give more choices.
However, one of the great advantages of the primitive brain is that it accelerates decision-making. Too many choices will cause users to choose difficulties, and only a strong contrast can accelerate user decision-making.
Therefore, finding a significant advantage of a product and comparing it to competitors is an effective sales strategy.
If you often watch Li Jiaqi's live broadcast, you will find that Li Jiaqi will not put out a bunch of different lipsticks, causing users to choose difficulties, he will target each type of girl, make exclusive recommendations, let you feel that it is tailored for you.
In addition, Li Jiaqi is very good at using contrast to create a price advantage for goods.
For example, selling a coffee, he will compare the price of convenience stores, sell big-name cosmetics, and he will compare the price of offline counters. Compared with the two, the price advantage of Li Jiaqi's live broadcast room is obvious.
Therefore, when we sell products, we can not only talk about our own products, may wish to take some competitors as references, which can more clearly show the cost performance, so that users are willing to place orders.
Tip 3: Use visualization to show the effect of your product
When many sales introduce products, the PPT content is very meticulous and comprehensive, and it is densely packed with text.
Such propaganda is bound to be disappointing, because 30% of the neurons in the brain are visual neurons, and our primitive brains are inherently more likely to absorb visual information than words.
Therefore, when displaying product effects, we should try to use visualization.
Li Jiaqi live broadcast room, the scene that impressed the public the most, is Li Jiaqi while explaining lipstick, while personally trying, a handsome boy, smeared with bright lipstick, is not very visual impact, very memorable?
In addition to trying lipstick, Li Jiaqi will also do some interesting experiments around the product and in the live broadcast room.
For example, use the cleanser to make bubbles, and then put a coin on top of the bubbles that are punched, the bubbles are still firm and do not collapse, indicating that the cleanser is very delicate.
Visualizing the product not only can visually display the advantages of the product, but also make the whole live broadcast more interesting and more exciting.
Therefore, when we sell products, we must pay attention to the visual display, whether it is a personal trial or a small experiment, can let users quickly get to the selling point of the product, imagine what they will look like after use.
The 4th secret: activate the user's regret and guide the purchase of the order
Out of the instinct for self-preservation, our primitive brains are very sensitive to negative emotions.
Among them, the most influential negative emotion is the fear of regret, and we often worry about making wrong decisions and missing out on good opportunities.
Therefore, when selling products, we can find ways to activate the user's regret first, which is very helpful to the transaction.
Let's see how Li Jiaqi activates the user's regret, in the live broadcast room, we often see the scene of the second light, a preferential low price out, the instant second light.
In fact, this is a man-made sales hot scene, the goods on the shelves, not all the stocks on the shelves at one time, but the use of oil adding tactics, seconds of light once, and then replenishment, and then seconds of light, and then replenishment.
Such a listing strategy creates a sense of scarcity of goods, so that the entire live broadcast room is filled with an atmosphere of regret if you don't buy it, and your hands are slow.
Limited-time offers, limited-edition discounts, expirations, these hunger marketing techniques, in essence, are all awakening the sensitivity of human nature to negative emotions, worrying about missing opportunities, and hurry to buy it.
When we do the promotion of goods, we can also properly control the rhythm and create a sense of scarcity.
Sales is a skill as well as a science.
The book "Sales Brain Science" reveals the psychological principles behind sales skills for us, allowing us to start from specific business scenarios, apply sales skills and create greater performance.
If you want to dialyze the underlying logic behind the deal, like Li Jiaqi, who has superb sales ability, you must take a look at this book!
I hope that each of us can have a stronger persuasion, improve our own performance, and recommend more valuable products for users.