In 2024, the super community seems to be popular throughout the industry, but no matter how the marketing method changes, the essence of the industry will not change. The essence of the elderly health industry is that it belongs to the service industry, so only if you do a good job in products and services, solve problems for customers and create value, can you win the magic weapon in the future market.
In the past, the elderly health industry relied on poor information and used conference marketing to shape product value, official prices, high endorsements, effect cases, and so on in a specific atmosphere and environment. However, now the information is extremely transparent, and customers not only have to compare prices in their peers, but also scan the code to compare with a certain duoduo, a certain treasure, a certain hand, and a certain sound. Due to their low level of health literacy and lack of basic identification skills, they are often only compared to price, regardless of quality, as you can imagine, in China's strong supply chain system, there is no minimum price alone, only lower.
When a new store or brand enters the market, because the demand is not urgent, the customer will intuitively feel that the price is high or not suitable. Because some unscrupulous practitioners mislead customers with extremely low prices and shoddy prices.
The root cause of this problem is because of the unprofessionalism of the practitioners in this industry. Have you noticed that the more professional people are, the more they dare not talk nonsense, and the more people who dare to speak and speak, the more unprofessional they are! Therefore, in the process of promoting the health guide service center, I have repeatedly emphasized the need to improve the professional level of our staff. At least we must be professional about our platform, company, culture, concept and the products we are selling now, and we can come with our mouths open and have nothing to say. This is a quality foundation that is essential for a responsible salesperson.
My next suggestion for the store is to focus on the following three aspects:
First, return to the essence and improve core competitiveness.
The essence of the elderly health industry is a service industry, and there is no long-term service to speak of. Therefore, in addition to daily marketing, explanation, sharing, etc., the core must also have precise services, which can provide personalized or even customized services for each customer to meet her emotional needs to the greatest extent. The service of middle-aged and elderly users is relatively simple, especially reflected in the daily communication level, health knowledge, parents' shortcomings, family trivia, life views, etc., which are essentially a current and popular word "emotional value". If we create emotional value for it, your sales will be successful. For example, the health guide service center regularly commends our most beautiful volunteers, issuing certificates, wearing saffron, and giving awards, all of which are the embodiment of emotional value from the spiritual level.
Second, customer system management, analysis and portrait can achieve accurate and labor-saving, positive feedback and good reputation.
In the past, the practice of selling a product model was to sell a product model to a group of people without analysis. This is the percentage, the turnover rate, and the goal -- the higher the better! How to achieve this goal? There is only one result, that is, your product "cures all diseases"! It is suitable for everyone, and all have the possibility of purchasing, right? However, doing so is a problem in itself!
The current practice is to sell a product to a class of people who have been analyzed. The same percentage, transaction rate, and goal -- the higher the better! How to achieve this goal? The salesperson is professional enough! The definition of health care products is to emphasize specific functions, targeting specific groups of people, and this kind of person is suitable for this product! Look at the results again: Is the risk smaller? Is the transaction probability high? Is the effect probability higher? Is the word of mouth good? This is called iteration and compound interest.
At the end of the day, it's still in the service industry. Only by striving for excellence in products and services, effectively solving customer problems, and creating value, can we win the long-term favor of the market.