On-site training notes covering “the essence of marketing,” “customer value,” “the sales process,” “empathetic conversations,” and “identifying user types.”
I. Definitions of Marketing and Market Value
Marketing = Discover → identify → stimulate → meet unmet needs.
Market value = Stand out + achieve exponential growth.
The core action in sales: Address customers’ difficulties, problems, challenges, and concerns.
II. The Three Dimensions Customers Care About Most
| Dimension | Criteria |
|---|---|
| Urgency | Is it needed right now? |
| Importance | Is it important to the customer? |
| Return on investment | Achieve ten times the results for one-tenth the price |
A customer’slifetime valueMatters a lot — don’t focus only on a single sale.
III. The Concept and Definition of Sales
Four things sales should do
- Createvalue for customers
- Help customerssucceed
- Help customersUnderstand good products and solutions
- Help customersFulfill their wishes
Summary: Sell products through appropriate channels, using an endless supply of creativity.
The complete definition of sales
Through specific channels and methods of communication,put yourself in the customer’s shoesto solve their problems and concerns, anddeliver value that meets the customer’s expectationsin exchange for products and investment.
IV. Sales Channels and Communication Methods
Three sales channels
- Online platforms
- Offline channels
- In-person interactions
Communication methods for different scenarios
| Scenario | Communication tools |
|---|---|
| Online store page | Text messages / email / online chat / phone calls |
| Friend referral | Product brochure / positive review card / social media post |
| Advertising | Community management / in-store sales / flyers |
V. Consultative Selling
Everything is about winning the customer’s heart
想出来模型 → 测出来价值 → 算出来投资回报 → 说出购买标准 → 给客户一个尺子Core principle
Serve customers in ways that align with human nature; challenge yourself in ways that go against it.
Stay one step ahead of the customer and think through what might happen,prepare contingency plans in advanceand share them with the customer.
Four Levels of Sales
祈求型销售 → 交易型销售 → 顾问型销售 → 战略型销售What makes a good salesperson?
Selling the same products and solutions as competitors at a higher price—and still having the customer thank you.
VI. The Hierarchy of Human Needs
Seven essentials (clothing, food, housing, transportation, recreation, health, and enjoyment) → body, mind, spirit, and intellect
Body, mind, spirit, and intellect → correspond toMaslow’s hierarchy of needs：
- Physiological needs
- Safety needs
- Love and belonging
- Esteem
- Self-actualization
The essence of sales isIncrease happiness and reduce pain。
7. Assess the Customer’s Purchasing Power
Use the following signals to assess it:
Delivery address / ingredients / seasonings / hobbies / frequency / specifications / social media posts / manner of speaking.
8. The Four Key Effects of Sales
1. Conveying Goodwill — Putting the Other Person First
Don’t make it all about profit. You can give them something or recommend other products. For example:
- Put together a tip sheet telling them what not to eat certain things with
- Add extra value (for example, taking out the trash when delivering food)
2. Transferring Confidence — Conveying Your Professional Confidence to Customers
- Get endorsements from experienced traditional Chinese medicine practitioners to make things feel more authentic and persuasive
- Support your claims with quantified data (number of positive reviews, sales, years in business)
- Create a “Customer Experience Wall” to keep records and showcase case studies
3. Emotional Connection — Warm Service and Meaningful Communication
- Remember customers’ hobbies, connect customers who share the same interests, and create a sense of community
- Give small gifts, send flowers, and so on
Empathy：
| Concept | Definition |
|---|---|
| Definition of Empathy | Enter another person’s world and put yourself in their shoes to understand their experiences, sharing in what their work and life are like |
| The essence of empathy | One person sharing and experiencing another person’s emotions |
| The Motivation Behind Empathy | To be understood, not to feel pleasure |
4. Ten Questions for Empathetic Conversations
- What problems, challenges, or concerns are they facing? Are they eating or sleeping poorly?
- What are they afraid of? What frightens them? Physical pain, fear of the unknown and death, emotional distress, failure at work, or being blamed by their boss
- What makes them angry, and who are they angry with? Deception related to illness, irresponsible people, monopolies, or a failing healthcare system
- What frustrates them most each day? For food delivery: being unable to enter their residential community and fearing things won’t work out; poor physical fitness and being unable to help their children or grandchildren
- What trends might affect their business career or personal life? Frequent illnesses, increasing negative effects, encountering scammers when anxious, feeling powerless in the face of authority, needing to heal themselves amid family or business challenges, failures at home or work, or getting less sleep and being unable to sleep deeply
- What do they yearn for most?
- Career hopes: a promotion and raise, respect, and understanding
- Health hopes: to become healthier and healthier
- Personal hopes: to break bad habits
- Life hopes: to be able to say no to things they dislike
- Recovering from a serious illness, reuniting after a long separation, narrowly avoiding disaster, or getting back something that was lost
- Do you have habitual biases when making decisions? It is difficult to change your views about things you know well; you fail to grasp the main point when communicating and tend to be impatient; favoring men over women
- Do you have any commonly used speaking habits or catchphrases? Customer: "Don't make excuses. Can you offer a better price?" "I trust you so much—take a photo and show me. When will it be shipped?"
- Who else is selling products that are roughly the same as ours? How do they sell them? Persist, be shameless, persist in being shameless; the customer is in control, and the process should be visualized
- Who else sold the same product but failed? Why? The Chinese caterpillar fungus wholesale business had no methodology; insufficient personal capabilities, excessive reliance on luck that could not be sustained, misunderstanding of the team, and the belief that many positions were unimportant, which caused the team to collapse and the business to close
Core: Only talk about what the customer wants to know, focusing on these 10 questions.
IX. 4 Principles of Sales Conversations
| Principle | Explanation |
|---|---|
| Only talk about what the customer cares about | Open your heart and be sincere like a friend; anticipate the customer's needs; talk about hobbies |
| Reveal your own life | Let the customer get to know you too, identify their area of expertise, and ask them for a favor once |
| Forget your own identity | View the transaction rationally from a neutral perspective,Serve customers in accordance with human nature, and challenge yourself against human nature |
| Recognize the customer's role | User / Purchaser / Decision-maker / Influencer |
X. Four Personality Types of Users
| Type | Characteristics | Response |
|---|---|---|
| Owl | Data-oriented and likes to speak with data; looks as if they have not fully woken up in the middle of the night, looking at you for a while and then thinking for a while; not quick to trust people | Provide professional evidence and proof; tell your own story |
| Peacock | Likes to share and show off; pays attention to outward appearance; eyes tend to wander; talks incessantly; likes to be praised | Praise everything related to them, emphasizing that they have good judgment and taste; after buying your product, more people will praise them |
| Old Ox | A good-natured person and a standard listener; does not like eye contact; anything is fine, easygoing and non-argumentative | Use an affirmative tone, help them make a decision, and maintain a firm attitude |
| Tiger | An overbearing executive who is forceful; stares at you as if locking onto prey; creates a sense of pressure | Use affirmative language, be confident, have a solid product, dare to make zero-risk promises, say less and clearly acknowledge what they say, and avoid direct confrontation |
XI. Customer Wealth Positioning
贫困 → 温饱 → 小康 → 中产（40w 年收入）→ 富裕 → 富豪 → 超级富豪XII. Design Logic for Commercial Products
用户画像 → 定位 → 需求（10 个点） → 痛点（未被满足的需求）