Foreword
Mr. Wang Zhongqiu’s "Decision determines success or failure" has been popular all over the country. So far, people have talked about it. A management book has become a bestseller, which many people have not expected. I think that in addition to the fact that the book itself is well written, what is more important is that it captures the "details" of the Chinese people's general lack of attention to detail, which has led to the research and practice of fine management of Chinese enterprises. As we all know, this year's global economy is in a downturn, all walks of life are facing "winter", many companies have taken some effective winter measures to reduce costs and improve efficiency, these are understandable, but I think that enterprises should pay more attention to the active winter. Details, using details to impress and attract customers is a marketing strategy that companies should not give up at any time. Here are three marketing details that I personally feel, which inspired me.
(a) Caldington's leather slippers
Because I am going on a business trip, I am going to buy a suit. I went to several high-end shopping malls and didn't buy a slim suit. Later, I saw a set at a Caldenton counter in Dongcheng. The clerk recommended me very warmly. Everyone who bought a suit knows that. Unless you wear shirts, trousers and shoes to buy a suit, people usually wear casual clothes to go shopping, so when you try on a suit, you may wear jeans and sneakers, so the effect will not come out, so Usually, the clerk will give you a shirt or a pair of shoes to try out the effect, but if you try several suits in succession, you may have to take off your shoes and wear shoes repeatedly, which is very troublesome. And the more I have to say is that there is a pair of fashionable and bright "skin slippers" in this fitting room in Caldenton (see picture), I can easily put it on the test effect, its first half and a pair The leather shoes are exactly the same, and the laces are attached. The difference is that the second half of the shoes are slippers. Anyway, the back is covered by the trousers. Does it matter? It does not affect the effect of the fitting, and it is very convenient to wear shoes and take off your shoes. I have seen this kind of leather slippers before, and I was thundered by the details of Caldenton. It is so talented! According to the clerk, this is just taken from the headquarters today. I am relying on the former customer who experienced the "skin slippers", and my heart is a bit beautiful.
Needless to say, the suit that sold more than 3,000 pieces was of course bought, and the service of "skin slippers" was indispensable.
(2) "Breakfast" at Kanghua Hospital
Last Sunday, I went to a medical examination at Kanghua Hospital. Kanghua Hospital is a private hospital built in Dongguan City. The environment and facilities are good, the cost is reasonable, and the geographical location is relatively remote. At present, there are not many patients seeking medical treatment, and several other “people in the cityâ€. The hospital is relatively quiet compared to the hospital. Anyone who has experience in medical examination knows that physical examination is usually started in the morning, and blood tests are generally performed. Therefore, it is not possible to eat breakfast according to the regulations. In my past medical examination, I must be hungry this morning. If there are more physical examination items, it usually ends at noon. At this time, it is already hungry and dizzy. This time, I did not have a hungry checkup at Kanghua Hospital, because Kanghua Hospital has set up a restaurant in the medical examination hall. Anyone who comes to the hospital for medical examination will post a free "breakfast coupon" on the medical checklist. After you have finished the project that must be checked on an empty stomach, you can enjoy breakfast at the restaurant. The restaurant offers bread, taro, fried flour, milk, porridge, etc. Customers can continue to check other items after they have had enough to eat, and no longer have to go hungry. The medical examination has changed from "accusation" to "enjoyment."
The details of this service at Kanghua Hospital are nothing special, and they are not unexpected, but many hospitals cannot do it. A considerate breakfast, although it takes a little cost, reflects the service level and doctor-patient concept of a hospital. How to take care of the health and humane care of customers is the same.
(3) Two business cards for one person
Every time I take a walk after dinner, I will go through the tennis courts in the community. In the evening, there are often owners who practice the ball here, and every time I can see a sunny boy, tall and handsome, skillful.
One day, I chatted with the boy on the tennis court. He was an amateur tennis coach who worked in a sports club. His club and community signed a tennis cooperation agreement. All the community owners signed up to practice tennis. They are handed over to his sports club, who pays an hour for the owner to pay 50 yuan. This fee includes coaches, venue rentals and tennis equipment. The boy gave me a business card with the words: xxx sports club, broth, tennis coach, then mobile phone number, QQ number, email address and address. The back of the business card is printed: the agent operates various sportswear and sports equipment. Wait. The boy asked me if I was interested in learning tennis. I said to think about it, contact you if you have time. The boy smiled and said, no problem. Then I turned and took a business card from the sports bag and gave me a smile. If there is a need for insurance services, I can also find me. I took the business card and saw it, China Ping An Life Insurance, Tang XX... I couldn’t help but smile and said to him, are you selling tennis or selling insurance? He still smiled and said, OK.
On the way home, I have been studying these two business cards. The marketing logic of the boy is very clear. You see, he cuts in from the service of the tennis coach. In addition to earning a coach fee, he can also take the opportunity to promote tennis equipment. You want to I think, the average person has learned to play tennis, definitely want to buy a set of tennis equipment, how can a tennis racket cost a few hundred dollars, and tennis, at least buy a bag, and then add a set of sportswear and sports shoes, if the relationship Mixed, the price is fair, people will definitely buy from him, this is not finished, there will be a bump in the movement, then he will definitely recommend you to a insurance, this business can be Come, and the owners he touched are either children, parents are willing to spend money, or the boss and rich woman are rich owners! The boy’s business is probably the so-called “circle marketingâ€. It’s no wonder that the devil is in the details!
Conclusion:
Many companies complain that the current business is getting worse and worse, complaining about the difficulty of marketing and the cost of marketing. In fact, many companies do not really work hard on the details of marketing. If the details determine the success or failure, it is exaggerated. It is no exaggeration to say that the details affect success or failure. Are these details really difficult, really need a lot of investment? In fact, as long as you carefully discover, there are a lot of marketing details around us that will surprise you, let you move, let you think, let you suddenly open.
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