为什么地推时家长听得很好，最后却没报班？

Marketer 发表于 2016-7-10 23:57:39

<div style="text-align: center;"></div><div><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">无数教育机构暑假做0元课、1元课，配套的学校门口的各种地推话术也让家长心动万分，但很多机构成单依然少的可怜。 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">例如，我们之前的“成功”话术<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote style="padding-left: 10px; max-width: 100%; border-left-width: 3px; border-left-style: solid; border-left-color: rgb(219, 219, 219); color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;">青藤小升初语数英预习12天211毕业名师小班授课环境一流，办学成绩斐然而这个暑假只需要花0元钱，教材还赠送哦…</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">“青藤这个活动听起来真不错！”家长说完就带着孩子赶着去学而思上课了。<p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">为什么1元课产品很吸引人，传单文案特牛逼，用户也很感兴趣，但是却最终没有购买呢？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px;"><section class="" style="max-width: 100%; box-sizing: border-box;"><section class="" style="margin-top: 10px; margin-bottom: 10px; max-width: 100%; box-sizing: border-box; text-align: center; line-height: 1;"><p style="max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; white-space: pre-wrap; width: 0px; display: inline-block; border-top-width: 1.2em; border-top-style: solid; border-top-color: rgb(31, 30, 26); border-left-width: 0.7em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 0.7em !important; border-right-style: solid !important; border-right-color: transparent !important;"> </section></section></section><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; text-align: center; box-sizing: border-box !important;">“心动不等于购买” <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">这往往是因为很多机构的地推人员，仅仅解决了家长的“兴趣问题”（哇，这个活动好值啊），却没有解决风险问题。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">面对每天接孩子都遇到很多教育机构地推人员的家长来说，大部分宁愿放弃自己的冲动，也要追求低风险（比如：婆婆交了押金回去被儿媳妇数落）。 <p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我们地推人员通过话术，要降低家长对哪些风险的预期呢？<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><section class="" label="powered by 135editor.com" style="max-width: 100%; color: rgb(62, 62, 62); font-size: 16px; line-height: 25.6px; font-family: 微软雅黑; box-sizing: border-box !important;"><section class="" data-id="24" style="max-width: 100%; box-sizing: border-box; border: 0px none;"><section class="" style="margin: 3px auto; padding: 15px; max-width: 100%; box-sizing: border-box; line-height: 24px; box-shadow: rgb(170, 170, 170) 0px 0px 3px; border: 2px solid rgb(240, 240, 240);">目录活动风险：不信任活动产品风险：不想预习机构风险：不放心机构时间风险：不想马上做决定面子风险：不想“补差”防止地推人员犯以下几个错误</section></section></section><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">活动风险：不信任活动</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会担心：“为什么免费，又是一堆附加消费吧？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以，我们做免费课，必须要给家长一个现场决定交押金的理由！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我发现，如果在地推时家长问你们为什么0元，我们跟家长说“我们做这个班的目的是孩子暑假学得好了，可以继续在我们机构跟这个老师秋季学习”的效果比我跟家长说“我们青藤7月三周年校庆，所以有个活动”要差很多。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="text-align: left; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">因为家长已经在天猫双11、京东618、聚美301的洗礼中，潜意识里已经接受了店庆（或开新校区、学校突破多少学生）有优惠需要赶快抢的意识，并不会觉得这个事因为有特别强的商业目的而防备心很重。<p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">比如，青藤在推小升初0元班时，我就要求地推人员不要上来就问：“您孩子是否是6年级？”而是“家长您好，我们青藤三周年有个小升初免费学一个暑假的活动，您的孩子是6年级吗？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">这样的话术既给了6年级家长很好的参与活动的理由，又避免了挑选不出6年级家长（很多6年级家长担心广告纠缠，并不承认自己的6年级家长身份）。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">产品风险：不想预习</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会担心：“预习初中数学没必要吧？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">地推人员判断出6年级孩子的家长后，下一步先不要着急推产品，而是把家长的痛点唤醒出来（突出小升初预习的必要性），让家长觉得确实该给孩子报个暑假预习班了。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">以我自己地推为例，我一般会先问家长：“孩子只要上初中，就一定要先预习下。对吧？”（通过这句话了解家长是否有报班习惯）<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如果家长对暑假预习这个痛点没有疑问，我就不会啰嗦直接推0元班。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如果家长并没有给孩子暑假预习的习惯，我会通过带有制造紧张感的话术（如初一学不好，孩子自卑、高中也学不好），对家长进行概念灌输。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">如：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">“因为初中和小学有很大的不同，初中一学期的知识量是小学的几倍，很多孩子到了初中很难快速适应。尤其第一个月上课能不能听懂和第一次月考排名对孩子的自信心影响特别大，直接影响了孩子以后的学习心态。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">机构风险：不放心机构</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会担心：“免费肯定教的不好、校区环境差、一个班学生很多吧？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我们可以从4个步骤出发，通过地推人员携带的地推物料，辅以具体话术解决家长对机构的信任问题。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第一步：教师形象。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">话术主要围绕教师的学历、授课经验、基本功等展开。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">比如，“咱们这老师70%以上都是985,211或者研究生学历，而且咱们的老师大部分都有高考带班经验。各组每周都有教研会，组内评课，不仅会对最新的高考动态进行分析，而且对每一堂的内容都会反复打磨。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第二步：教研形象。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">最能展示教育机构教研形象的就是机构的教研材料（如，整编的教材、讲义等）。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">但小机构的教研材料还是会让家长缺少安全感，因此，我们可以聘请当地教育局教研员、知名退休教师、知名媒体帮机构背书。<p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">所以，话术应该突出：名人背书、预习进度、地推人员的专业性，具体话术如下：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">“您现在交10元押金报名，我们还赠送教材，该教材是青藤教研部结合咱们市初、高中教研员的指导意见自主研发的，和学校的课程体系是一样的，上面的习题和知识点都很有针对性。这个假期咱们会把这一本书讲完，进度是讲到学校的期中考试，包括几何、有理数、整式，比较难的是有理数和整式。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第三步：教学成果。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">话术应该主要突出中、高考成绩、微信群家长的表扬截图、学生的报喜截图等。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">展示微信群课后管理的截图话术可以是：“每个班级都有一个微信群，老师每天会在群里发孩子的考试情况、课堂表现、家长版讲义、重点需要掌握的知识点，家长和老师可以实时沟通。咱们平时也会有测试，考试成绩会发到群里，及时检验孩子的学习。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">展示喜报的话术可以是：“咱们青藤是一家正规的初高中课外辅导学校，尤其在初高中这边教学是非常有经验的。同期在校学员超过3000人，您可以看一下咱们招生简章上的这个喜报，今年的高考成绩非常好。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">第四步：硬件形象。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">话术集中在教室数量、面积、电子设备、安保措施等。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">比如，“咱们在锦州有三家校区，每个校区都有17个教室，平均占地面积1000平以上，每个教室都有多媒体设备、空调、监控等，而且咱们还赠送答疑自习室，只要在咱们这上课就可以上自习。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">时间风险：不想马上做决定</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会担心：“怕擅做主张，孩子不高兴，回去商量商量再说吧？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">营造抢购的感觉：科学的给家长紧迫感<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">好的地推人员声音一定要放开、表情一定要热情，这样能够很快吸引边上的家长来听。<p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">此时我们一定要针对刚才第一个聊的家长继续谈单，不要因为一下面对三五人就分散了自己的注意力。一般情况下，一群家长中只要搞定一个，边上围观听介绍的家长就一定会有报名的。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">话术上就是突出紧迫感，再不报就没了！<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">“您想报的这个附分校区，一期数学一班到三班已经报满了，四班和五班还有名额！”</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">“这位家长您稍等下，我先给这位家长介绍完这个0元班的活动！”</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">“家长，因为这是1650元课程完全免费，所以现在报的家长特别多。我们保证每个班最多20人，所以我们这个只有1000名额，现在已经报了800多个，您最好今天就能定下来，否则教室满了我们想加也加不进去了！”</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">面子风险：不想“补差”</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">家长会担心：“我家孩子这么优秀，0元班里的其他孩子成绩是不是很差？”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">尖子班考试：激发家长的优越心理 <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">我在地推的时候发现，特别好的初中和高中家长觉得自己家孩子特别优秀，补课这么low的事根本不是他孩子该做的。针对这种优越感比较强的家长，我们就可以重点讲解尖端培优产品。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">地推人员的话术就应该先赞扬孩子的成绩，然后要突出我们培优产品的高门槛。<p style="text-align: center; max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">“家长，我们有尖子班和尖端班，都需要考试才能入学。尖子班是针对目标锦州中学的，而尖端班就是针对目标锦州中学理提班（实验班）的，每年将有两次考试，学生必须考试才能进入这个班级，匹配的都是我们最好的老师。我们这个班今年中考不仅出了市中考状元还有12个数学满分，您家孩子成绩这么好，可以来考一下，跟成绩最优秀的孩子们一起比着进步，前10名我们还会有相应的奖学金。”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <blockquote data-mce-style="margin: 5px 0px 0px; padding: 10px; max-width: 100%; orphans: 2; widows: 2; line-height: 25px; font-family: arial, helvetica, sans-serif; text-shadow: #225f87 0px 1px 0px; color: #ffffff; border-top-left-radius: 4px; border-top-right-radius: 4px; border-bottom-right-radius: 4px; border-bottom-left-radius: 4px; box-shadow: #999999 2px 2px 4px; border-left-width: 10px; border-left-style: solid; border-left-color: #fdd000; background-color: #373939; word-wrap: break-word !important;" style="margin-top: 5px; padding: 10px; max-width: 100%; border-left-width: 10px; border-left-style: solid; border-left-color: rgb(0, 173, 255); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; border-radius: 4px; color: rgb(255, 255, 255); box-shadow: rgb(153, 153, 153) 2px 2px 4px; text-shadow: rgb(34, 95, 135) 0px 1px 0px; box-sizing: border-box !important; background-color: rgb(55, 57, 57);">防止地推人员犯以下几个错误</blockquote><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">在我观察我们出动的50个地推人员的话术中，我总结了5类错误：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">1、过于纠缠一个家长。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">症状表现为不把一个家长说服了就不走了。要知道你不可能说服一个完全没有意向的家长当场报班。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">2、过与自嗨。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">症状表现为只想着自己把背好的话术说完，忽略了家长的反应。地推人员一定要配合招生简章对家长疑惑的点举例说明，不要从头到尾把优势都讲一遍。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">因为一方面天气挺热，说多了家长不爱听，另一方面我们如果发现最基本的话术讲完了家长一点兴趣也没有，也不要浪费太长时间，说一下“您可以看看招生简章，有问题可以打电话或者去学校咨询”，然后就尽快转移下一个目标。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">3、没有干劲。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">症状表现为干一会大家就歇着开始聊天。解决办法：<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <ul class="list-paddingleft-2" style="padding-left: 30px; max-width: 100%; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">绩效要跟上（每个学生的提成+影响教务、运营部晋升），让大家觉得没有白干；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">组长要带头模范作用，让大家树立每个地推点的小团队荣誉感；</li><li style="margin-left: 0px; max-width: 100%; box-sizing: border-box !important;">要多树立榜样，让大家觉得谈成其实并不困难。</li></ul><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">4、推单环节不好意思说。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">症状表现为有的家长最后说回家商量商量，地推的妹子就不好意思让家长当场交押金报班了。要知道家长回家商量一下再报一定是小概率事件，你基本就是放弃了一个马上就能成功的客户。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">一定要应用好【营造抢购的感觉】中的话术，注意说的时候要自然，不经意说出爆满的感觉，这个尺度要练习好（就跟有的人不经意炫富，让旁人没感觉不舒服一样）。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">5、没有自信。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">症状表现为遇到几个拒绝的就放弃继续聊了吗，我们要放下心里的包袱，坚定一个信念：【这个0元班太值了，太好了，谁不报谁傻啊！】。这样的自信都会体现在话术的语气和表情里，从而给家长交押金的信心。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><section style="max-width: 100%; box-sizing: border-box; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px;"><section class="" style="max-width: 100%; box-sizing: border-box;"><section class="" style="margin-top: 0.5em; margin-bottom: 0.5em; max-width: 100%; box-sizing: border-box; text-align: center;"><section class="" style="margin: auto; max-width: 100%; box-sizing: border-box; width: 3em;"> <section style="max-width: 100%; box-sizing: border-box;"><section class="" style="max-width: 100%; box-sizing: border-box;"><section class="" style="margin-top: 0.5em; margin-bottom: 0.5em; max-width: 100%; box-sizing: border-box;"><section class="" style="margin: auto; max-width: 100%; box-sizing: border-box; width: 3em;"><section class="" style="max-width: 100%; box-sizing: border-box; width: 3em; height: 3em; display: inline-block; vertical-align: middle; overflow: hidden; border-radius: 50%; color: rgb(255, 255, 255); line-height: 3em; background-color: rgb(31, 30, 26);"><section style="max-width: 100%; box-sizing: border-box;">总结</section></section><section style="margin: -0.92em auto auto; max-width: 100%; box-sizing: border-box; width: 0px; border-top-width: 3em; border-top-style: solid; border-top-color: rgb(31, 30, 26); border-left-width: 1.4em !important; border-left-style: solid !important; border-left-color: transparent !important; border-right-width: 1.4em !important; border-right-style: solid !important; border-right-color: transparent !important;"></section></section></section></section></section></section></section></section></section><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 25.6px; box-sizing: border-box !important;"><p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; text-align: center; box-sizing: border-box !important;">心动不等于购买<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; text-align: center; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">即使把所有的卖点都讲给家长，让家长听得无比心动，也可能因为感知风险而放弃最后的购买，或者推迟购买。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">“再看看吧……”<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">这时候地推人员就需要重新回顾策略，问自己——我的话术是否降低了这位家长的担心、我是否犯了地推人员的常见错误。<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;">（此文感谢青藤运营总监朱磊）<p style="max-width: 100%; clear: both; min-height: 1em; white-space: pre-wrap; color: rgb(62, 62, 62); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; box-sizing: border-box !important;"> <span style="color: rgb(178, 178, 178); font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; line-height: 2em; white-space: pre-wrap; max-width: 100%; box-sizing: border-box !important;">来源：校长运营圈 微信号：yaohaotixy 作者：UncleW </div>

蓝山发表于 2016-9-8 17:24:53

谢谢分享，地推很重要！

k12运营 发表于 2016-10-24 12:22:17

茅塞顿开，应该还有其他因素

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教育圈的市场人 市场人的社交圈's Archiver

为什么地推时家长听得很好，最后却没报班？

教育圈的市场人市场人的社交圈's Archiver