Lost eight hundred million at the beginning

Chapter 218 218 Customer Loyalty

The deputy director said that doctors working in major hospitals actually carry out some research projects.

For example, the large hospital for children near the Lin's real estate office building, not only the ophthalmology department, but also various other departments are full every day, and children from all over the country come here to see intractable diseases.Corresponding medical representatives also often come to sell various new drugs and new equipment.

If you find this hospital and carry out research on myopia treatment equipment, the company will provide equipment and money so that patients participating in the research can enjoy free treatment. Writing papers, this kind of multi-party mutually beneficial cooperation, the hospital will definitely not refuse.

Jiang Fang was puzzled: "Then we provided these instruments for free and reimbursed the patients. Where is our profit point? Could it be that relying on the word-of-mouth of these few patients to drive more people to pay for the equipment to prevent and treat myopia?"

Lin Ruoyan has seen this routine in the real world, and said with a smile: "This instrument does not mean that it can be used for a year or so, but it should be used every day. Once you find signs of myopia, you can use it twice a day, although it only takes a few minutes each time. , but it takes three to five years to accumulate over time.

The project we cooperate with the hospital is free for the first year. When they want to use it again in the future, the patient must sign a contract with us and rent the instrument.We can also set up relevant supporting service centers, and rent equipment for one year, or for many years, and regularly come to our service center for replacement and maintenance every year. "

The deputy marketing director thought about Lin Ruoyan's intentions carefully, and realized that it was no longer the traditional logic of selling goods for one ticket, and immediately responded: "Boss Lin is right, the equipment is only rented and not sold. Pretty clever."

Jiang Fang also thought about it at this time.

In the past, her sales thinking was that the basic work would be over after the goods were sold. What she pursued was the result of sales. In order to sell such things, she would use various marketing methods.

But what if the goods are not "sold"?It's like some houses cannot be sold normally because the property certificate cannot be divided, and they can only be rented for a long time. The rent is actually almost the same as the selling price.

The actual cost of a product like myopia treatment instrument is likely to be less than [-]. If it is sold at one time, it has nothing to do with the company after it is taken away. It may be new for a while. Even if the company has follow-up services, routine The practice is to ask you for warranty if there is a problem with the equipment.

And human inertia makes the probability of continuous use of the product by the customer who purchases the instrument gradually decreases as time goes by.After all, people will think that this thing is already their own, and they can use it if they want to, and don’t use it if they don’t have time.Your seller doesn’t care about me, your parents don’t care about me, and I don’t owe you any money, so of course you can do whatever you want.

However, this instrument is required to be used every day, once in the morning and once in the evening. Although each time is only a few minutes, it needs to be accumulated continuously.If you don't use it for a day or a period of time, it won't work.

When a ticket is bought and sold, and both buyers and sellers do not cherish it, there are too few people who can really insist on using the instrument.If you change the concept, what about renting?My equipment is not sold to you, but leased to you, the effect may be quite different.

When Jiang Fang was young, book and video rental shops were popular on the street.The video recorder is a precious thing, and she has never seen it in the poor condition of her home, but she can still rent books.

She rents books for 5 cents a day, and she reads them in a hurry, secretly reading them in class, and playing them with a flashlight at night while hiding under the covers.The deposit is ten yuan. She has saved it for a month, and she recognizes that it is more expensive than the book.Instead, the deposit will always be placed in the book rental shop, and the book will be changed every day to take home and read very quickly.

In addition, due to the expensive deposit, after renting a book and choosing a store, you usually have to read all the books you are interested in in this store before changing to another store. Customer loyalty is extremely high.Books will also try to ensure that they are not damaged, because you will lose money if you damage them.Instead, it was a book bought by her parents. She didn't care much about it. She always thought that it was her own thing anyway, and she would read it later when she had time.I didn't read many books until I graduated.

After Jiang Fang started working, she also discovered that some office equipment can also be rented for a long time.There are shops that rent copiers and printers, and there are also shops that rent computers, all of which cost tens of thousands of dollars.Generally, small businesses are just starting out and do not have so much funds to purchase their own assets, so they will consider renting equipment.Moreover, they also come to maintain the equipment free of charge. If the equipment is considered damaged during the lease period, it will be replaced with a good one, which is more cost-effective.

You can also rent cheap things, such as building sales or store activities, renting flowers for a few days, and they will replace them for free when the flowers wither. Don't think about how to deal with it.

Therefore, the concept of leasing can be done with a lot of knowledge.

Lin Ruoyan shared some "leasing" management methods that she has seen in the real world to inspire everyone:

"For example, this myopia treatment device was promoted at the beginning and combined with the hospital to allow patients to try it for free for one year. We can only charge a deposit for each device and refund the deposit to the patient after it expires.

After the patient finds that the device is really effective and is willing to continue using it, we will sign a follow-up paid service agreement with him.The annual rent is several thousand yuan, and the deposit is two to three thousand yuan.There are discounts for renting for two or three years at a time, renting for five years and getting one year free.

We find a place with convenient transportation to open a service center, and let these members who lease our equipment come to the center for free to check their eyesight regularly.After these after-sales services have been done well, each member will be contacted by a special person, and regular follow-up visits will be made every week and every month to urge them to use the instrument on time every day.

Of course, this kind of tracking can also use the program that comes with the device to assist in judgment, and the data that does not meet the frequency of use will be fed back, and customers can be reminded in time.

With this series of services, the probability of members switching to other similar products is greatly reduced. At the same time, because our services are in place and preconceived, they will not take risks to try other products.We not only subtly cultivate customer loyalty, but also may bring new customers because of long-term stable old customers. "

"The key to all of this is service, and the combination with service is our product promotion method." Jiang Fang nodded, and bowed her head to discuss with the deputy director how to set related prices and how to carry out activities in the future.

According to the current production cost price of the instrument, Jiang Fang suggested that the rental price is 300 a year for a single lease, [-] for two consecutive years, and a substantial discount of about [-] for a year for four years of use.This is equivalent to the most expensive, which is [-] per month, and it will only be more than [-] per month after renting for five years.

At this time, the average monthly salary in major cities in China has already exceeded [-], the proportion of dual-career families with a monthly income of more than [-] has increased year by year, and the annual average disposable income has also grown steadily.

The price system designed by Jiang Fang is more expensive than the membership fee of the current website for learning to brush questions. After all, it is a really effective high-tech product.And they are all paid in advance, the rent has been paid at the beginning before the follow-up services can be started.

　double update first update

　　
　
(End of this chapter)