目录 - 博文视点

第1章　微商入门：怎么成为微商.....................................................
1  
1.1　什么是微商...................................................................................3  
1.2　微商的营销模式—直复营销...................................................5  
1.3　微商赢利的秘密与被骂的原因...................................................6  
1．赢利的秘密
............................................................................6  
2．被骂的两大主要原因
............................................................9  
1.4　六大微商平台运营模式解析.....................................................11  
1．多层级代理
..........................................................................12  
2．平台代理
..............................................................................13  
3．微商城平台
..........................................................................18  
4．公众号平台
..........................................................................20  
5．零售：真正能够长久的微商模式 ......................................21  
1.5　上手做微商，只需五步.............................................................23  
1.6　当下微商竞争激烈，该怎么做才好.........................................25  
1．微商难做的原因
..................................................................26  
2．解决之道
..............................................................................26  
1.7　微商五条与微商倡议书.............................................................29  
第2章　产品选择八大原则..............................................................
31  
2.1　原则一：复购率高.....................................................................33  
2.2　原则二：价格适中.....................................................................36  
2.3　原则三：正品保障.....................................................................38  
1．质量保证
..............................................................................38  
2．服务保证
..............................................................................39  
3．降低风险
..............................................................................40  
2.4　原则四：追求利润.....................................................................41  
2.5　原则五：对客户有价值.............................................................43  
1．产品本身的价值
..................................................................44  
2．产品的附加价值
..................................................................44  
2.6　原则六：品牌影响力.................................................................46  
2.7　原则七：竞争对手.....................................................................48  
2.8　原则八：自己喜欢.....................................................................49  
第3章　精准好友圈运营的四大计谋...............................................
51  
3.1　好友的两大分类.........................................................................53  
1．精准好友
..............................................................................54  
2．不精准的好友
......................................................................56  
3.2　加好友的三个注意事项.............................................................57  
1．传播的广度
..........................................................................58  
2．传播的方式
..........................................................................59  
3．加好友的效率
......................................................................61  
3.3　第一计：运营QQ空间和朋友圈
...............................................62  
1．开放你的QQ日志阅读的权限 ............................................63  
2．认证你的空间
......................................................................64  
3．内容的精准定位
..................................................................64  
4．经常更新说说与朋友圈 ......................................................67  
5．相册
......................................................................................68  
6．签名
......................................................................................68  
7．广告链接
..............................................................................69  
8．评论和点赞
..........................................................................70  
3.4
第二计：搜索引擎优化...............................................................71  
1．软文
......................................................................................71  
2．百度文库
..............................................................................74  
3．百度经验
..............................................................................75  
4．百度知道
..............................................................................77  
5．论坛文章
..............................................................................78  
6．博客
......................................................................................79  
3.5　第三计：短视频.........................................................................80  
3.6　第四计：自媒体平台.................................................................83  
1．寻找创新渠道
......................................................................83  
2．不同渠道用不同内容
..........................................................84  
3．借势
......................................................................................85  
4．活动获免费
..........................................................................85  
3.7　不精准加好友.............................................................................86  
第4章　推广转化必须学的思维......................................................
91  
4.1 人性思维，让社会化营销持续爆破...........................................93  
1．好奇，引起注意
..................................................................94  
2．贪婪，提升欲望
..................................................................97  
3．恐惧，害怕失去
................................................................101  
4．虚荣，促进分享
................................................................103  
4.2　社交思维，用“互动”打动潜在客户
................................................105  
1．传播
....................................................................................106  
2．增加信任
............................................................................109  
3．互动的方式
........................................................................110  
4.3　痛点思维，发布精准动态.......................................................114  
4.4　爆款思维，微商也要单品突破...............................................117  
1．爆款思维包括什么
............................................................118  
2．从理性角度来说
................................................................119  
3．从感性角度来说
................................................................120  
4.5　换位思维，找出成交的秘密...................................................121  
1．顾客购买产品时的关注点 ................................................121  
2．顾客的分类
........................................................................123  
3．如何让顾客选择你
............................................................124  
4．如何提升顾客对产品的信任 ............................................124  
4.6　精细化思维，解剖成交额和利润...........................................126  
1．成交额
................................................................................128  
2．利润
....................................................................................131  
4.7 自传播思维，四两拨千斤的传播效果
............................................132  
1．目标群体的心理期望
........................................................133  
2．传播的内容
........................................................................134  
3．传播平台
............................................................................136  
4.8　总结，微商销售技巧和话术...................................................139  
1．引发顾客的兴趣
................................................................139  
2．提升顾客的信任
................................................................141  
3．推荐产品
............................................................................143  
4．使用催单技巧
....................................................................144  
5．后续联系
............................................................................144  
第5章　服务体系的构建...............................................................
147  
5.1　对产品本身有问题的顾客如何服务.......................................149  
5.2　老顾客的服务...........................................................................151  
1．老顾客回购
........................................................................151  
2．老顾客转介绍
....................................................................152  
3．老顾客转代理
....................................................................153  
5.3　搭建个人服务体系...................................................................154  
1．服务承诺
............................................................................155  
2．服务策略
............................................................................156  
3．服务规范
............................................................................159  
4．服务流程
............................................................................162  
5．投诉处理
............................................................................162  
6．客户管理
............................................................................163  
第6章　企业微商怎么玩...............................................................
167  
6.1　平台本身比较牛，代理只要做推广就行了...........................169  
6.2　产品本身比较牛，代理要有一定的销售技巧.......................170  
6.3　代理本身比较牛，如代理是网红类的
.........................................172  
6.4　新进入者及一直没找到出路的企业该怎么办.......................175  
6.5　企业微商公众号运营流程.......................................................176  
1．选择公众号类型
................................................................177  
2．了解公众号的功能
............................................................178  
3．利用客服机器人
................................................................180  
4．对所有用户进行分组
........................................................183  
5．建立企业微信群
................................................................183  
6．学会数据分析
....................................................................184  
7．善用工具管理内容
............................................................189  
8．制作推广计划
....................................................................192  
第7章　通过用户需求点来看微商趋势.......................................... 195  
7.1　代表性大咖对于微商趋势的观点...........................................196  
7.2　微商能够满足顾客怎样的需求...............................................198  
7.3　微商零售到底怎么做...............................................................201  
1．高价标品
............................................................................201  
2．功效型或差异化产品
........................................................202  
3．低价标品
............................................................................204

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