How can precious metals be sold better than others?

The end of the year and the beginning of the year are the peak season for the sale of precious metal products. Being worldly, giving gifts on holidays is a traditional custom of China people, and gold is China people's favorite forever. However, repeated sales year after year, excessive cultivation, similar products among precious metal companies and lack of new ideas make it increasingly difficult for banks to make a good start in precious metal sales. How to sell precious metal products well in the existing environment?

According to many years' working experience, the author thinks that the exhibition is a marketing opportunities that should not be missed. As long as we firmly grasp the two basic points of products and customers, dig deep into the data, do a good job of analysis, supplemented by appropriate scene rendering, we can make a breakthrough in precious metal sales during the good start, so as to achieve new ideas and progress every year.

The right product: the first step in sales

Suitable products, suitable sales scenes and customers in need are the three basic elements of effective sales. Appropriate products are the first step in the whole sales process, and it is very important to choose products that keep up with fashion, lead the trend, are novel and unique, and are loved by customers. How can we find marketable products in the vast sea of products?

It is a good start to attend the annual order meeting of precious metals companies. At the annual ordering meeting, precious metal companies will make full use of various publicity means to fully promote their annual related products in all directions and dimensions. Contact in advance, you can compare the new products promoted by precious metal companies in the current period horizontally, and choose the favorite products from them.

The product promotion of precious metals companies is often based on the market and the business needs of their respective companies, which is passively accepted by banks. On this basis, it is fundamental and key to identify the products recognized by banks and needed by customers. How do we do this?

Sorting out the previous sales data and arranging the sales volume and sales volume in descending order can sort out which products are popular and which products bring benefits to the bank. We can get two understandings from the sales volume and maximum sales volume of the two exhibitions at outlet A (as shown in table 1).

& gt 1. Products with relatively low unit price are often easily liked by customers.

These products are often based on the zodiac of the year, or some products with special meanings, which cater to people's needs for blessing, giving away and personal use. Therefore, one or two products with lower unit price can be selected as sharp tools to create a sales atmosphere at the exhibition site, which can stimulate and promote on-site sales, and can also be used as the first product of public-private linkage and company anniversary celebration. The choice of such products focuses on the situation and price, mainly on small pieces.

& gt2. Products with high sales volume belong to niche products.

The unit price of such products is relatively high, and the audience is relatively single. Mainly focused on specific moral themes (such as weddings, New Year greetings, family heirlooms, health care series), as well as precious metal products based on national gifts (such as "Peace Zun", the same product presented by China to the United Nations). This kind of products should be selected from the products recently launched by the company, which are closely related to the current hot spots, suitable for personalized sales, and products with inheritance as the marketing breakthrough point.

High unit price products bring wealth, low unit price products gain popularity, and wealth and popularity are indispensable elements of the exhibition. The effective combination of high unit price products and low unit price products has built a multi-level exhibition gold medal product system, which not only enriches the exhibition product structure, but also expands the range of customers' choices.

The Right Customer: Internal and External Integration

The invitation of exhibition customers can be started from two aspects: internal tapping potential and external expansion.

& gt 1. Internal excavation

The potential of internal customers can be tapped from past purchase records in two directions.

The first is to sort out customers with purchase records. The customers who have bought precious metal products over the years (focusing on those who have bought panda gold coins and zodiac series gold bars) are sorted according to the purchase amount and the number of purchases. On the premise of customers' continuous purchase, take advantage of the opportunity to market other precious metal products that meet customers' tastes. This kind of customers can be used as a guarantee part of the exhibition invitation to ensure that the number of participants will not be too low.

The second is to analyze the structure of precious metal products that customers have purchased. Different consumers have different consumption needs. Based on the differences of various consumer groups, the customer structure of purchasing precious metal products is analyzed. According to the two dimensions of physical gold and investment gold, this paper sorts out the information of customers who buy a large number of precious metals (physical gold+investment gold) within one year, focusing on customers who buy a large proportion of investment gold. Take the exhibition as an opportunity to further improve the structure of precious metal products held by customers, make their asset allocation more reasonable, and use customers' preference for precious metals to market physical gold to them. On the other hand, you can introduce investment-related products to customers.

& gt2. External expansion

While tapping the potential internally, actively expand externally and strive for new growth points.

Public-private linkage: make full use of the advantages of bank credit resources and the huge employee base of wage-paying enterprises, and make full use of opportunities such as annual meetings and incentives to open up new sources of customers. For this kind of enterprise customers, we will introduce exhibits with low unit price and light weight, gradually cultivate customers' interest in buying, and timely launch precious metal ordering and other services.

Precision marketing: Targeting at target customers for targeted marketing to achieve twice the result with half the effort. Use the customer information system to sort out the customer information in the animal year, and recommend precious metal products with the meaning of keeping safe and praying for happiness. While marketing products, it also reflects the bank's deep love for customers.

Appropriate atmosphere: emotion and enthusiasm

The construction of exhibition atmosphere can be divided into two parts: pre-publicity preheating and on-site atmosphere construction.

& gt 1. Preheating before publicity

Pre-exhibition publicity and preheating can be carried out by combining online and offline. Online, you can make full use of new media such as WeChat, and offline, you can introduce the precious metal products of the exhibition to customers in combination with traditional exquisite picture books. This not only spreads information to the maximum extent, makes it widely known and displayed to the world, but also realizes the purpose of customers enjoying related products intuitively at close range. The planning of pre-publicity preheating should focus on the creativity and vision of "injecting emotion into products, igniting affection through products, and creating unparalleled experience", and endow products with more emotional elements (such as affection, inheritance, restriction, etc.). ).

& gt2. Create a scene atmosphere

People's perception of the outside world goes through six channels: eyes, ears, nose, tongue, body and heart, among which eyes and ears have the strongest and most effective perception of the outside world, so the creation of scene atmosphere should be carried out around these two points.

Because most of the information people get depends on their eyes, in order to create a lively and festive atmosphere, the lighting, color and decoration design of the exhibition site should closely focus on the festive and lively theme, and more flowers and dolls can be put as a foil to make the whole site full of vitality. In addition, models can walk around to show precious metal products, and write couplets, blessings, paper-cuts and other activities with high customer participation, adding special visual effects to the exhibition and making the whole scene vivid and touching.

At the same time, through music playing and host's shouting (product introduction, gift introduction, spike and lottery interaction), the lively sales atmosphere at the scene is set off and rendered, and the customer's purchasing enthusiasm is continuously stimulated and guaranteed.