How to improve the conversion rate in the live broadcast room TIKTOK You Tube

1. The five-step sales method is divided into 5 steps, namely: raising questions, enlarging questions, introducing products, raising heights, and lowering thresholds;

1.1. Asking questions: that is, combining the consumption scenarios to propose the pain points and demand points of consumption.

Today's consumer market is undergoing a transition from "active consumption" to "passive consumption". Because people's living standards have improved, most of the consumption is not so "urgent" and "clear." This will lead to an interesting phenomenon:

For example, when we are bored on weekends and want to go shopping, we may have the idea in my mind to see if there are any good-looking scarves to buy one, but the actual result is probably that we bought 3 pairs of shoes. First of all, the idea of ​​buying a scarf is not very urgent, there may be a few in my own home, and it is not the rhythm that must be updated. Secondly, in the process of shopping in the mall, I passively got the reason to buy shoes. Although the shoes are not very urgent to buy, because the economic conditions are still allowed, there are enough reasons to buy some of the good ones, and you can just buy them. I bought it.

The main change of passive consumption on Taobao is that the things we are in short supply or urgently need are all consumed through search, because the purpose is very clear. But when you have a certain spending power but the purpose is not very clear, it is very intuitive to watch Taobao live broadcast at this time, so most of the buyers in Taobao live broadcast are also buyers with passive consumption. This is very important. , That is, buyers do not have too clear consumer needs, but passively buy with a listening attitude, and the reason for buying is very weak.

After analyzing the above, a reasonable narrative creates a consumption scene that gives people an immersive feeling, and puts forward that the demand for certain products in this scene is very important.

Therefore, the key to asking questions is to cleverly create realistic and easy-to-understand consumption scenarios to resonate with inner feelings.

For example: sun protection is very important in summer. So whether it is talking about sunscreen clothing, sunscreen cream or the latest sunscreen cream, it is best to prepare for the feelings in the early stage, raise the troubles shallowly, and make these troubles become an instantaneous topic in the live broadcast room. Don't be too fake or exaggerated. Start from reality, starting with a simple complaint.

Put it this way: Today is another day of sun exposure. I envy those people who don't even get sunburned. My skin turns dark as soon as I sunburn. So although I like summer, the summer sun exposure makes me very painful.

Ask the question shallowly, don't go deep, and don't introduce the product immediately. The point is to arouse the topic and resonance.

1.2. The problem of magnification: that is, to smash the consumption scene and magnify the problems caused by the consumption that is missing.

The problem of magnification should be comprehensive and maximized, and the hidden dangers that everyone has overlooked should be magnified as much as possible, and even magnified to the physical, psychological and emotional aspects, but remember not to cause "intimidation marketing", and do not exaggerate to the end.

Combining the above examples, magnify the hazards of not doing sun protection to a high level

Put it this way: I’ve just entered early summer, and there are still a few months before autumn. No matter how I hide, I will become black by then. In other words, I’m not afraid of the dark, but I’m actually the most important thing. Is afraid of ugliness! (Raise your tanning to (raise your tanning to the level of ugliness) so you can’t see people, and ultraviolet rays have a lot of harm, okay, okay...it’s terrible.

1.3. Introduce products: Taking the problem-solving as a starting point, introduce products to solve the problems raised before.

Continuing the above example: So sun protection is very important, very important, and very important. What are the usual methods of sun protection? You can wear sunscreen clothes, sunscreen, spray, the latest sunscreen, etc., and then introduce the products one by one.

But don't explain the products in detail here, hold it, let's talk about how these products can solve some of the problems mentioned before, solve the problems first, and show everyone the vision of good results.

1.4. Improve the height: talk about the product in detail, and increase the added value of the product itself through other perspectives such as industry, industry, brand, raw material, process, logistics, etc.

This stage is the stage to show strong professional knowledge. From the perspective of the industry, the development and evolution of sunscreen products. Compare the pros and cons of different products, and then elaborate on the highlights of the product you recommend, and gradually introduce some endorsement resources around this product, such as brand, factory, fashion trend, star exposure, etc., so that the audience will have an idea about this product. Psychological attitude of looking up.

1.5. Lowering the threshold: Excitingly explain discounts, channel advantages, exclusive scarcity, etc., to lower the final psychological defense line of purchase, also known as "hands on the door"

This step is very simple. Just talk about how much you have saved, why the anchor has cooperation with this product in the process, and what points of these channels are important, and how rare it is. Pay attention to the emotional control of the doorstep.

Well, the above is a detailed disassembly of a basic logic routine "five-step sales method".

In addition, the five-step sales method should be used flexibly, large or small. It can be used to explain the content of a live broadcast for a period of time, it can also be used to interpret the content of a live broadcast, it can also be embedded in the explanation of a group of products, it can also be applied to the explanation of a product, and it can even be used to decompose the explanation of a selling point. The key is to have both voice and emotion, and emotion and reason.

Every live broadcast should be completed as the first show of the competition, and be prepared better.

Don’t sell goods all at once. When the user has not found resonance and asked questions, the goods are just your tools. Remember not to rely too much on the goods. When you are really ready, go and sell the goods!

During the live broadcast, remember to keep sensible guidance, don't follow your own heart, grasp every rhythm, and stay awake to have the last laugh.