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Why is matchmaker so considerate and accurate, but headhunters in big companies don't regard matchmaker as a top talent to be CEO?

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The Personal Information Protection Law has been implemented for less than one month. A reporter of this newspaper secretly entered a shop under jiayuan's net. After half a month's undercover investigation, it was found that after the training, the store opened the backstage authority for reporters, through which they could view the personal information of registered members in jiayuan. Include browsing records and chatting records of users. The "sales matchmaker" will use the privacy information of these users to master the mate selection preferences of users, thus achieving "precise marketing".

Members' personal privacy information streaks in the background, selling matchmaker's professional identity depends entirely on fake "packaging", and "holding the red line" relies entirely on words to attract members to the store to pay for the card ... With the deepening of undercover investigation, more "marketing" secrets of matchmaker are also revealed one by one.

"Hello, Sir! This call is to help a woman make a selection match. She is a rat of 1996, with a height of 170cm. She works as a human resource in a foreign company. She looks a lot like Rachel Momo in the TV series "Standing at Thirty". She is a little chubby and cute. I just saw your message, and I feel it suits her. I hope to give you a chance to get to know each other ... "If you are a member of a dating website and receive such a call, will you be moved by the person introduced by" matchmaker "? As everyone knows, you may fall into the sales routine of "matchmaker".

In the last article "The Secret of the Matchmaker" (1) Undercover Jiayuan: Members' Privacy Streaking in the Background, it has been revealed that the online sale of Matchmaker by Jiayuan uses the background to "obtain" members' browsing records, chat records and other private information. It is through this information that the "matchmakers" outlined the objects that the members liked, and then launched the "speech art" offensive. In the short-term training course, a trainer explained the skills and steps of the first face-to-face conversation.

In the short-term training course, a trainer explained the skills and steps of the first face-to-face conversation.

165438+1From early to mid-October, our reporter (www.thepaper.cn) joined an offline VIP service center (direct store) of Jiayuan after a short-term training, and became a marriage and love salesman (hereinafter referred to as sales matchmaker) who mainly sells electricity. The reporter's undercover investigation found that the sales positions in this industry are very mobile, and the so-called "senior matchmakers" are mostly self-packaged.

In the process of telemarketing, the sales matchmaker will outline the virtual blind date candidates according to the members' mate selection requirements, and attract members to pay tens of thousands of yuan for the "blind date" service package by asking about their past emotional history.

Subsequently, as a consumer, the reporter made unannounced visits to my main marriage partner, Lily.com, and several direct stores in zhenai, and found that the sales speech and interview process used to match the matchmaker's sales were almost the same.

Identity fraud

The WeChat avatar of matchmaker "Teacher Ye" is beautiful and generous. As a "marriage and family counselor, a national second-class psychological counselor", she has a unique understanding of emotion and marriage in her circle of friends, sometimes becoming a love expert Le Jia who is good at understanding human nature, and sometimes like Huang Han, a doctor of psychology.

"Today, another member sent a wedding invitation." "I received an invitation yesterday. Best wishes." "I stayed in the hotel for three days just to see how beautiful you are." This "senior" matchmaker who has worked for many years often shares the good news of successful member matching.

165438+1At the beginning of October, a reporter of this newspaper joined an offline VIP service center in Jiayuan and was incorporated into the team led by Manager Xie. "Teacher Ye" is one of them.

After joining the company, the reporter saw the real "Teacher Ye". Teacher Ye was born in 1996. She has just been employed for two months. Her colleagues call her "Xiao Ye", the "straight girl of steel" in the mouth of the sales manager. She used to sell courses in the teaching and training industry. Short, plump, single for a long time, not good at chatting with the opposite sex, often looking for the manager to help me reply to the membership information, shouting "Is there a quality member to introduce?"

When the reporter was shocked by the huge contrast in front of him, Manager Xie said: "It is best to get a micro-signal of work and set up people." Members of the reporter's sales team introduced themselves on WeChat, calling themselves "national second-level consultants" and "family marriage consultants".

Members of the reporter's sales team introduced themselves on WeChat, calling themselves "national second-level consultants" and "family marriage consultants".

The reporter found that "National Psychological Counselor" was a level assessment (non-admittance) professional qualification certification launched by Ministry of Human Resources and Social Security (Ministry of Human Resources and Social Security for short). The second-level consultant is the highest level in the open application and has strict application conditions. 20 17 Ministry of Human Resources and Social Security cancels the exam, and the certificate obtained before is still valid.

"Marriage and Family Counselor" is one of the new occupations approved by Ministry of Human Resources and Social Security in 2007. As long as students complete their studies in an institution with relevant training qualifications, take the final exam and pass the examination, they can obtain the training certificate of "Marriage and Family Counselor" issued by the institution.

When the reporter asked her if she could be crowned with the above title at will, "Teacher Ye" bluntly said that others wrote the same thing. She copied it directly. "Members will not question it anyway."

"It is the most annoying to meet this kind of' Kochi' parents." One afternoon, Mr. Zhang, a male salesman sitting next to the reporter, claimed to be a senior matchmaker who had been employed for two years during telemarketing, and the matching rate was about 82.9%. On the other end of the phone is a university administrator who registered a jiayuan user to help his daughter find a suitable man.

According to the words, the more we talk, the better. Suddenly, the other party turned to ask about the education of "Teacher Zhang". "I graduated from Nanjing University and studied psychology." I saw "Teacher Zhang" respond with a smile, and quickly opened the search page and entered the keyword "Psychology Department of Nanjing University". According to the content displayed on the website, I briefly told each other some regular courses of my major, and then quickly changed the subject.

Afterwards, "Mr. Zhang" bluntly said that he was 25 years old, graduated from high school and just joined the company for four months. He used to be a cook in other places. He said that if the other party studied for academic qualifications, he would "spend 30 yuan online to buy a fake one and then show it to the other party with his mobile phone." If the other party asks about the matching rate, say, "The sales data is a private document of the company, so you can't read it, but you can show her some successful cases."

Set "people"

165438+1In mid-October, a trainer surnamed Chen once again emphasized the importance of "personal design" in a short-term training course for new sales in Shanghai and surrounding cities.

"Members come here to find happiness and listen to experience. If you said you were single and your members were single, where would you sit and what would you talk about? Talk about how to take off the order? " The trainer surnamed Chen told the trainees that no matter how old they are, whether they are single or not, they should say that they are "married and pregnant, and their families are happy". At the same time, we should brag about ourselves from three aspects: working years, professionalism and matching rate.

"Let members have a sense of accomplishment and feel that you are very powerful." The trainer surnamed Chen emphasized that the "matching rate" is generally set between 80% and 90%. Manager Xie trained the first telephone invitation process separately.

Manager Xie trained the first telephone invitation process separately.

"Don't be too full or too low." In addition to praising yourself, when necessary, praise your peers and cooperate with each other. The trainer emphasized that the new sales are mainly based on electric invitation at the beginning, and the interview is generally handed over to other senior sales or handled by the sales manager. Therefore, it is necessary to introduce your partner at the beginning of greeting and brag about whether it is "high matching rate", "difficult appointment" or "gold medal matchmaker" to pave the way for the next handover introduction. "You only have one chance to show yourself and your companions."

In the process of actual combat, the packaging words of identity are even more varied. A salesman in another store who took part in the same training for two weeks told reporters that in order to pay the bill, the sales manager boasted to the customer that he was a superior leader, saying that he had "10 years of work experience, with a success rate of more than 88%, and had a psychological and emotional background in studying abroad."

When the reporter made an unannounced visit to the offline stores such as zhenai and Lily.com, my main dating platforms, he also found that the "personal design" remarks used to sell matchmakers were basically similar.

My main marriage partner is a matchmaker in Zhaofeng Square, Changning, who claims to be a "senior director". She is a psychology major and a national marriage counselor, and the matching rate is over 80%. A "xu teacher" from Nanjing West Road Store of Lily Net claimed that the matching rate was 76.8%. When the reporter asked how this data was calculated, she vaguely said, "There are so many contracts signed every month, and every store has a performance appraisal." The "Teacher Wen" who cherishes Shaanxi North Road Store claims that his matching rate is above 90%.

In addition, all three matchmakers claimed to be married and have children, and their husbands were engineers or programmers. Why do you say that? Manager Xie said the key words-"Because this industry has less contact with women,' you can find people like me. With such good conditions, you (members) will definitely find a better partner. " "

Virtual blind date

During the reporter's work in Jiayuan, when the store asked to sell the matchmaker's telemarketing, it adopted four methods of "nine steps" and "boasting", "blocking", "poking" and "digging" to gradually push forward and guide members to buy packages at the store.

The so-called "nine steps" are the nine speech processes of opening remarks, verifying information and asking about the reasons for being single in the first phone call with members. It takes 20-25 minutes to "walk" smoothly.

"Kua", the industry term is "PMP", which is the pinyin abbreviation of "flattery". As the name implies, it is necessary to brag about members in all directions, narrow the distance between them, facilitate the verification of information, and ignite their confidence in leaving the order. There are many partitions in the work area of the shop where the reporter is located and other shops, with horoscope, zodiac table, age table and even the common word "PMP" praising the appearance and personality of men and women. The common word "PMP" is posted on the partition of the work area of a VIP service center under the Lily Jiayuan line.

The common word "PMP" is posted on the partition of the work area of a VIP service center under the Lily Jiayuan line.

Simply put, users upload a photo, which looks good, just like it. If the appearance is average, you can boast according to the hardware conditions such as age, work, education and income filled in by the other party. If both conditions are not good, praise your good character. If the user doesn't have photos, the hardware conditions and personality are average, praise the pronunciation, or generally say, "I think you are quite good."

"Blocking" means "blocking the road". By asking why they are single, members find it difficult to find a suitable candidate. "Poke" means "poke a sore spot" to improve the urgency of users' love and marriage. For example, for older men and women, fertility problems and parents' urging marriage are the most important "pain points". "Digging" refers to the initial excavation of members' assets and mate selection needs, judging their purchasing power, and also paving the way for "selecting candidates".

In the profit model, the marriage and love industry mainly earns membership fees and service fees by creating information asymmetry. The reporter's investigation found that Jiayuan's offline stores have service price manuals. The price of "one-to-one service package" is mainly divided into five grades-18800 yuan, 28800 yuan, 48800 yuan, 68800 yuan, 108800 yuan. A single sales matchmaker can get 10% to 28%.

In addition to the above-mentioned speech routines, it is also a common routine to create a virtual "popular lover" as a blind date and let the members "into the pit" by "dreaming".

Virtual blind date objects can be roughly divided into "template" and "experience" types.

"Template" candidates, that is, pure fictional candidates, are mainly aimed at "novices" who have just started their posts and are not skilled in writing. A trainer surnamed Geng suggested that two groups of unified images of older men and women and divorced men and women can be prepared in advance according to the general aesthetic and mate selection tendency of the public. On this basis, according to the actual situation of mate selection put forward by users, fine-tuning is carried out.

Generally speaking, men are 3-5 years older than women, their height can be set above 178, and their annual income can be set at 65438+ 0.5 times that of women. For example, "Zhang * *, 28 years old, height 162, bachelor degree, working as a teacher in school, gentle personality" is a female image that generally meets the requirements of marriageable men.

There are also matchmaker sales who bluntly told reporters that the simpler way is to make appropriate adjustments according to the photos and personal descriptions of the opposite sex visited by members in the background CRM service system.

When the sales skills become more and more skilled, you can add some more graphic descriptions on the basis of this template to make this virtual blind date more stereoscopic. You can also bring users into the scene, create a happy picture of two people together, and trigger the impulse of users to pay the bill.

For example, "Teacher Zhang, 32 years old, with a height of 178, wears a pair of glasses and is a bit like a folk singer Chen Hongyu." . Engaged in quantum engineering, graduated from Jiaotong University. There are fewer women around him. He is very careful, knowing that our matchmaker used to have a sore throat, and he specially brought two boxes of boat-fruited Sterculia to see her. He likes playing basketball at ordinary times and takes good pictures. If you are together, you can often go around Shanghai on weekends, and he will take pictures of you. How happy they are ... "

"Experienced" candidates refer to membership information with certain authenticity. The source may be paid members of offline VIP, non-paid members of "handsome guys and beautiful women" in the country, or a user portrait formed by only one in-depth communication with sales, which is more misleading.

Members of "Cai Jun Jiali" mainly refer to high-quality members who have been to a first-line store in China. Their identity, education and other documents have passed the so-called verification, but they have not paid the bill for various reasons. Most of them are handsome and beautiful or have outstanding conditions, such as expensive corporate executives. In the background, the CRM system has a special resource database to view, and the sales manager of the store will share some member information irregularly according to the demand.

Store employees will also become members of "Cai Jun Jiali" and be recommended to paying members who purchase services.

Long-term rotation marketing

In the aforementioned training, the trainer surnamed Chen introduced to the trainees that this is the first time for members to come to the store to talk. On the basis of all telephone invitation processes, five links were added, namely reception, emotional analysis, service presentation, quotation and conclusion (note: members are required to pay and sign the bill in turn), with a total of 14 steps. If all processes go smoothly, it will take at least "2-2.5 hours". But she bluntly said that each member has different personalities and should be prepared for a protracted war. "Three hours and four hours are normal." In the short-term training class, a trainer explains five main personality categories, which is convenient for sales to grasp the rhythm and style of negotiation.

In the short-term training class, a trainer explains five main personality categories, which is convenient for sales to grasp the rhythm and style of negotiation.

In order to let the sales staff quickly judge the members' personality and grasp the way and rhythm of speaking, members will be asked to fill out a psychological test based on "PDP personality self-assessment" as soon as they arrive at the store. According to the scoring results, the members are divided into five categories: tiger, peacock, owl, koala and chameleon.

To put it simply, a "tiger" type that pays attention to results and substantial rewards can directly throw out interest points and avoid head-on collisions; "Peacock" type is dominated by women, with strong empathy and easy to pay for sensibility; "Koala" members are patient and indecisive, and can take turns to "force orders"; "Owl" type pays attention to details and will delve into issues such as contract terms; The "chameleon" type, which combines the above four characters, has strong adaptability, is not easy to be seen through, and loves to destroy or delay orders.

After the members are classified, they enter the formal interview process, but "quotation" and "taking turns to summarize" are the stages that take the longest time and test sales skills and acting skills. During the training, Mr. Geng demonstrated how to greet the sales manager or other colleagues, how to perform a "one-man show" in front of members by telephone, and how to "help" them win the so-called "key member" places and break through the final defense line of members.

"Good sales are deceptive." At the end of the training, a lecturer concluded.

And such a fancy "wheel war" marketing strategy is miserable for consumers.

1 1 At the beginning, Zhao Nvshi, a Hunan consumer, reported to this newspaper that she signed a "marriage guarantee return version" matchmaking service contract worth 68,800 yuan in mid-September, 20021. But to her disappointment, the service matchmaker provided a man who could meet her, which was far from what she promised. "Either you are fat, or your eyes are very small, which is completely different from the person you showed me." Ms. Zhao said that when she reflected this situation to the matchmaker, the other party used perfunctory words such as "the man is not in the local area" and "the age gap". "They regard us as' leeks'. If we can harvest the crops, we will harvest them. "

Ms. Zhao recalled the scene when she went to the store for marketing one by one: "From 6: 30 in the evening, it was always' closed' to 10. Sign the bill before you leave. I was dizzy at the end and was exhausted by them. "

On several social platforms, many users posted descriptions of their experiences of being locked into a "little black room" by salespeople in Jiayuan and taking turns asking for bills. Some people even said, "Go in at 10 in the morning and come out at dark."

The salesman of another store who participated in the training with the reporter said that two years ago, he bought a service package worth about 15800 yuan in a local offline store in Jiayuan. I showed him some photos of beautiful women on the spot. "I don't look carefully, I will show it to you from a distance, which will make your heart itch." At that time, the sales matchmaker said firmly: "There are more girls like this, and you are satisfied."

After two salesmen took turns to play for three times, they finally "won" him. However, after signing the contract, the blind date recommended by the service matchmaker was not satisfactory. Not only was the appearance and figure insufficient, but one of them was still abroad at that time, and it would take some time to meet back home. Two months later, he voluntarily stopped the matchmaker service. "I will only blame you and say that you are too picky."

Dramatically, two years later, this former member became the male salesman of Jiayuan. He said that he came to apply for the job because he saw that the industry was developing rapidly and had good prospects. "My purpose is simple, that is, to make money."

165438+1In late October, after the reporter left the store, Manager Xie asked if he wanted to be a "Jiali member". According to his request, the reporter only provided two photos of his life and some false personal information, such as family background, income, house and car condition. Without submitting any documents, he became a "Jiali member" of the store.

Source: Newspaper.

(Source: Xi 'an Business Network)