The same routine
This Keryanlier beauty salon is holding a free experience activity for new customers. As soon as he saw the reporter, the promoter immediately began to sell hard: "We are engaged in activities now, and you can get a free experience outfit with this card."
The reporter decided to follow the promoter into the store to experience, and the clerk in the store once again stressed to the reporter that the experience was free: "If you come up, we will give you a free care." And led the reporter into the room half-coaxed, immediately washed his face and removed makeup, and started the so-called free facial care.
During the experience, the beautician constantly stressed that journalists have many skin problems and need to strengthen nursing, and promoted a project experience card with an original price of 2,500 yuan and only 198 yuan during the activity.
The reporter was unmoved by this, and the beautician was not discouraged. The massage oil applied to the reporter’s face was dried and painted again, and the massage continued and the sales continued.
In this way, the original free experience activity eventually turned into a reporter spending 198 yuan to set up a consumption card, but things are far from over.
The next day, when the reporter came to use this consumer card, a person who claimed to be the dean personally used the instrument to conduct skin tests for the reporter, and stressed that the reporter’s skin problem was very serious: "Every pore of you is blocked, and the hair follicle is blocked very seriously."
Then the dean gave a nursing plan: "It must be a high-end instrument with our ordinary nursing. If we do this high-end instrument, we will get 39,800 faces at a time." The manager and beautician carry the reporter behind their backs, communicate with their eyes from time to time, and cooperate with the dean hard.
With the cooperation of three echo each other officials, before the reporter could say that it was too expensive, 39,881 high-end instrument nursing actually had a beating price, and the beating price was only 2,260 yuan.
"Dean, ask, see if we can do that 2260 one." The manager said.
While speaking, the dean got up to apply, and the application result was not surprising: "You are really lucky. You really took a big advantage this time, you know." The dean said.
The dean, manager and beautician tried their best to persuade them until the reporter paid another 2260 yuan, which ended the experience of 198 yuan.
Another Lislanya beauty salon is also engaged in activities. The promoter said that she can get a mask for free when she participates: "Excuse me, beauty, let’s engage in activities in Xintiandi and get a silk mask for free."
Once you get the free mask, you start to promote all kinds of expensive beauty projects. If customers refuse to spend money, they will be ridiculed by beauticians and store managers: "Don’t do it, just do it, don’t do it, don’t do it." If a girl is not willing to invest in her image, then you are really, I don’t want to say anything. "
In Taiyuan Runcheng Shimei Beauty Salon, Shanxi Province, the stunt of soliciting customers is also a free sample product. In order to relieve the reporter’s worry, the promoter repeatedly stressed: "I won’t give you an experience today, just simply take one and bring it home."
But once consumers are tempted to take this product, it will soon change its taste for free after entering the door. The beautician and the manager took turns to go into battle and kept on selling: "Because the original price is 4,800, and then if you can get together 2,400, then I will give it to you at our internal price, and also to keep you as a customer, 50% off."
In Chongqing, Kono Danting Beauty Salon is also vigorously promoting free experience activities, but after entering the store, it will also encounter various sales promotion.
Reporter undercover reveals the routine to promote The Secret Behind
The crew of the 3.15 party also received a large number of related complaints. Many consumers all over the country reported that they encountered similar routine sales in beauty salons. What secret is hidden behind the free? This reporter conducted an in-depth investigation.
Ke Yanlier and Kono Danting, both of whom belong to Dengyun Group, are national chain beauty institutions with more than 1,700 beauty salons. After applying for a reporter, they became employees of a beauty salon in the south market of Kono Danting in Chongqing.
Kono Danting is in the South Market Area of Chongqing, and has free experience to expand new customers every week. On December 1, 2019, a new round of large-scale activities focused on expanding customers began. Before the event, the company held a mobilization meeting. Two store managers taught their employees their experiences and called customers who had not done much beauty treatment "mice": "If we expand customers, we can incorporate more fresh blood. If we say one ‘ White mouse ’ Is it particularly good to sell products when you come in, and is it particularly likely to make a big deal? "
"In fact, this kind of mice ’ She doesn’t know Kono Danting, and it’s really good to share and promote products. "
After some mobilization, the pioneering activities began. Dozens of employees scattered around the business district near Nanping Wanda Store to attract customers in the name of free experience. After that, the company prepared a chain of tricks, with several project teachers and store managers crouching in the corner and crawling under the door, trying their best to eavesdrop and grasp the situation in the room. Once necessary, they can play different roles and enter the room at any time to cooperate with beauticians.
Manager Chen told reporters: "Cooperation with employees is also very important, and cooperation depends on tacit understanding."
Another manager Liang also said: "We should play different roles. For example, a beautician will apply for a discount from the manager for the customer, so that the beautician is on the side of the customer. Otherwise, she will be alert and think that you are all here to sell things."
In order to make customers believe in preferential policies and spend money on cards, the play is realistic, and the plot is essential. During the development activities, many students come to experience free beauty, and the beautician will take the opportunity to take the student ID card out of the room for a walk and then send it back in the name of applying for a discount.
Manager Xu told reporters that this is one of their sales skills: "Just kidding, the skill of placing orders is just a sales skill. That is to say, the student ID card can be discounted, and it is cheaper to buy things with the student ID card. Just as students go to buy train tickets, they are all student prices. "
Manager Chen told reporters that the applications are actually fake: "Every application ‘ Manager, please apply ’ , immediately ‘ ? Oh, good ’ There is, so if there are some things, even customers think it is a routine. "
In this way, students who have no fixed income and are not deeply involved in the world have become the most popular "mice" here.
"The student’s words are very easy to sell. As long as she has money in her pocket now, she can pay it out. Why? Simplicity You have to tell her, dream with her, you are so beautiful, and your skin would be better if it were better. " Manager Chen said.
For students who don’t have money on hand, Manager Liang of Kono Danting Beauty Salon told reporters that there are ways to get them to spend money on cards without money: "It mainly depends on how you develop, and you can borrow money for some needs. That is, many of them are like this. "
In this regard, a beautician told reporters: "We often recommend online loans to those little girls. I tell you, those little girls and college students really don’t know what to do. The manager told her about those flowers and borrowed them. Someone borrowed more than 20,000 yuan for beauty, and her monthly salary was only 3,500 yuan. How do you say?"
Taking free experience as bait, cheating customers with acting, raising prices first and then lowering prices for false discounts, under the guidance of various routines, customers often get deeper and deeper unconsciously.
Manager Chen summed up for the reporter that the whole process was like boiling a frog in warm water: "Slowly, she cooked, and she didn’t even know that she was about to cook. "
In the training class of beautician’s sales skills, a lecturer surnamed He encouraged his employees like this: "As long as you want to clinch a deal, you must learn to tell stories and cases. The bedding was in place, our manager assisted and our teacher assisted, and the problem was solved. The money came in and she got out. "
In order to prevent customers from going back on their word afterwards, beauty salons will refuse consumers’ requests for refund with format terms or various other excuses. In this way, even if customers later realize that they have been cheated, it is difficult to get their money back.
At the conclusion meeting at the end of this activity, General Manager Li of Kenuodanting Chongqing South Market Area emphasized that such pioneering activities should always be innovative, attract new customers and cultivate new leeks: "We want to raise leeks. In the past, we kept cutting leeks, but we didn’t plant leeks after cutting. How do you cut them? Then how can we cut it if your new guest can’t get in? It’s gone. "
"We are like this here, and we will do whatever it takes for money."