How to do high-customer-order business in the private domain!

In the wave of digital marketing, the refined operation of private domain traffic has become a battleground for brands and businesses. This article explores in depth how to conduct high-unit-price business in the private domain. From user notes to one-to-one services, from circle of friends marketing to category enrichment, every detail may be the key to improving customer satisfaction and loyalty. As the ancients said: "A journey of a thousand miles begins with a single step." On the long road of private domain operations, every step needs to be carefully planned. Let us explore how to do high-unit-price business in the private domain and achieve long-term value growth for the brand.

Hello, fellow villagers. I am the village chief.

WeChat is particularly suitable for doing business with high customer unit price, whether you are selling tea, houses, cars, jewelry, wine, etc.

1. High average customer spending is relative. It mainly depends on what business you are in. For example, if you sell fruits in your private domain, a user who spends one or two hundred yuan at a time is considered a high-end customer.

As for houses, a high-end order must cost at least five or six million.

2. High customer orders do not necessarily mean low-frequency consumption. For example, the consumption of tea and alcohol is very high, including gifts during festivals and so on.

For some women who can afford it, the cost of massage, skin care and hairdressing is also quite high.

So how can we run a high-customer-order business in the private domain for a longer term? I will discuss with you from the following 8 aspects.

1. Make notes to better understand users

When making products with high average order value, you must make notes for every private domain user.

Identity notes, purchase information notes, consulting business notes, preference notes, etc.

In short, it helps you and other operations staff to quickly understand who the customer is, what preferences and requirements they have.

Some of the information is based on conversations with customers, and some is summarized from browsing WeChat Moments.

2. Establish authority and gain more trust from customers

Don't use characters like customer service, manager, newbie or even robot to appear in front of users.

1. Use an identity that is equal to or more respectful to the customer, such as founder, general manager, store manager, expert, etc.

2. The more professional you are, the more users will trust you. When users share things outside, they will always mention you and say, "I know the boss of so-and-so."

3. Provide one-to-one service to make customers more satisfied

For private domain businesses with high customer unit prices, one-on-one follow-up and service are essential.

Don’t use group chats or Moments to chat, just use one-on-one WeChat to continuously meet customer needs, answer users’ questions, and try to respond as soon as possible to make users feel honored and exclusive.

4. Don’t do random activities

Don't pull your customers into a group and then start promotional activities.

Also, don’t post discounts or sales promotions everywhere on your Moments, as this will make users feel that you are being cheap and will be very disgusted with you.

High-end customers do not like to be disturbed, and they also hope that the products and channels they buy can be provided with one-on-one services.

It doesn’t mean that you can’t do group business at all, but you need to reduce the frequency and reduce the price drop.

For good stuff, you can directly have a one-on-one private chat with the user to taste and collect it.

5. Post good Moments

When we say don't bother high-end users, we are mainly referring to obsessive advertising behavior.

For normal private domain operations, you must post on WeChat Moments.

Many high-end customers may seldom post to their Moments, but they will definitely read them!

1. Take the initiative to like and interact with high-end customers’ circle of friends.

2. The content posted in Moments is grouped and visible. Customers who have already purchased do not need to see some content.

3. Don’t just post hard advertisements all the time. Post valuable content to make others feel that you are also doing big business, have taste and quality, and that your products, skills and services are widely praised.

For example, if you are doing high-end hairdressing or high-end skin care, the things you post on your Moments can be your hairstyle, having afternoon tea with clients, researching styling for clients, attending a high-end hairdressing conference, or training a certain female entrepreneur. This way, your level will immediately rise.

6. Enrich product categories

How to maximize benefits with high-priced customers who have the ability and willingness to consume.

One of the methods is to enrich products and give users more consumption choices.

1. It can be more high-end. For example, someone bought a membership for 599 before, and now there is a private board meeting for 5999 and a partner for 59999, both of which are paid memberships.

2. It can be different products. For example, if a user buys tea from you, you can also provide other high-priced products such as ham and wine.

3. It can be different categories, for example, you can sell Huangshan Maofeng or Puer. You can sell Land Rover or Porsche.

Based on differences in products, prices, experiences, functions, etc., we meet users' various consumption needs and thus earn more value.

7. Maintain relationships

A user is willing to spend thousands, tens of thousands or even hundreds of thousands of dollars with you in a year. Such a customer must be cherished.

Why does Lao Ji give gifts to his clients every year?

Because these customers are not only big customers who spend hundreds of thousands or millions of dollars, but also the most valuable salesmen and word-of-mouth communicators.

Therefore, the purpose of helping customers with free cleaning, free pick-up and free refueling, etc. is to build long-term consumer relationships.

You should reflect on yourself and think about what services you provide to your old customers every year.

8. Continue to divert traffic

Of course, the last important point is to continue to acquire high-order users.

Whether using various methods such as traffic investment, content attraction, user recommendations, etc., we will continue to direct high-order users into the private domain.

No matter how good the relationship is, there will always be customers who leave.

Only by continuously serving new customers can we understand what users like and seize the opportunity to make money in the next five or ten years.

When it comes to private domain customer operations, there is no such thing as a boom period or a bonus period.

At all times, we must keep our core customers in our hands. We must serve our private customers well through phone calls, WeChat, offline meetings, entertaining and gift giving, so that we can continue to make money.