August to October is when the most people learn to drive, with students on summer vacation and the weather gradually cooling down.
However, after November, the number of people learning to drive slowly decreases.
Guoqiang Driving School also has performance pressure and needs to quickly secure a batch of funds to cover year-end bonuses and such.
By December, as the weather gets colder, many people are disinclined to go out and learn to drive.
During the off-season, driving schools need even more advertising, otherwise, rent, utilities, and staff salaries still have to be paid.
Recruiting a batch of students now, who can get their licenses by March next year, is just right.
By April, as the weather warms up, customers will slowly increase again.
Wan Qiping planned to find someone to verify.
If it was truly as Chen Pingjiang said, then placing advertisements on Renren.com would clearly be better than in newspapers.
Relying on universities for business, in the remote area of Xianlin, there aren't many people.
"What types of ad spaces are available, and what are the prices?"
Wan Qiping asked after a moment of thought.
Chen Pingjiang grinned:
"There are many ad spaces, with prices ranging from several thousand to tens of thousands. However, what I'm here to discuss with you is a combined advertising package totaling 128,000 yuan."
"How much?"
Wan Qiping wondered if he had misheard, or if the young man opposite him had misspoke.
His eyes widened, and he exclaimed.
The six-person team sitting next to them also widened their eyes, their breathing quickening.
The boss is truly damn... brave.
Li Xi lowered his head, watching the driving school principal's face gradually turn red.
Chen Pingjiang was still smiling,
"128,000."
Wan Qiping laughed out of anger, thinking,
"Which bastard left home without tying his belt, letting this guy out?"
"I booked a full-page color ad in Dongjiang Daily for only 80,000. What's their circulation? How dare you quote me 128,000?"
"Heh heh, I admit everything you said is true. But unfortunately, young people generally don't read newspapers, and your driving school happens to be located in the university town."
"So what? Do you know how much profit I make from recruiting one student? 128,000, I might as well work for you."
Wan Qiping truly felt this guy was either crazy or thought he was crazy.
Chen Pingjiang remained calm, saying unhurriedly:
"You can listen to my analysis. If it's not worth it, I'll leave immediately."
"Speak."
"128,000 is an advertising combination package, which includes our most popular positions. The most significant one is the pop-up window, just like a QQ pop-up. As long as a student logs onto Renren.com, I can guarantee that every single one will see Guoqiang Driving School's advertisement.
Besides that, there are our banner and link text ads. Within a month, Renren.com's user count will exceed 80,000, covering the entire Xianlin University Town. In short, advertising on Renren.com is more effective than advertising in Dongjiang Daily, and the target audience is more precise.
With an average registration fee of three thousand per person, your driving school's average profit is around one thousand yuan. Principal, don't say you can't achieve this profit.
Many people disappear after completing subject one and subject two, and the profit from these individuals is only high, not low, plus there are additional re-examination fees, simulation fees, and practice driving fees."
Chen Pingjiang even winked as he said this.
Wan Qiping was puzzled, wondering if this kid had worked at a driving school before, otherwise, how could he be so knowledgeable?
In 2006, it was normal for driving schools to invent various charges.
Re-examination fees and such were paid directly to the driving schools, unlike later generations where payments were made through 12315.
Some unscrupulous driving schools blindly recruited students, completely disregarding pass rates and reputation; the more students, the better.
With many students, they frantically cut down practice driving time, earning more money the more students failed.
Even more unscrupulous private driving schools even sold "guaranteed pass" fees.
Chen Pingjiang took a sip of water and continued:
"Advertising fees are a necessary fixed expense. Otherwise, without students, instructor salaries and rent still have to be paid, which would be a pure loss. By partnering with us, you're just earning less. Most importantly, these are all students, you know.
Dorms and classes are the best scenarios for referrals. You're an expert, clearer than I am. At that time, you'd only need to organize an event, reward some money for each referred student, and people would flock in, saving even the commission for recruitment staff."
Wan Qiping let out a long breath.
He admitted he was somewhat swayed.
Chen Pingjiang's points about advertising effectiveness, cost, and referrals were very reasonable.
He understood these principles too, but still felt the price was a bit too high.
"My friend, let's be straightforward. What kind of discount can you give, or how much rebate?"
Chen Pingjiang shook his head:
"There are no discounts or rebates, but I can extend your school's advertisement for a few extra days."
General advertising placements usually have a rebate policy, typically around 5%, which can be a cash refund or offset against the next advertising fee.
Seeing the shifting expression on Wan Qiping's face, Chen Pingjiang added:
"I forgot to mention, I am also a freshman at Dongcai. Currently, I am both the class monitor and a student council cadre, and I have some influence among the teachers and students of the university."
Wan Qiping was stunned, then looked at Chen Pingjiang in surprise, as if he had seen a ghost.
"What? You're still a student, and only a freshman?"
Earlier, when Chen Pingjiang mentioned student referrals, Wan Qiping hadn't paid much attention, thinking he was a recent graduate.
He hadn't expected him to be just a freshman kid.
Are university students this awesome now?
So good at business! Every word he said resonated with him.
"My friend, you're not boasting, are you?"
Chen Pingjiang shook his phone,
"Believe it or not, I can call the dean of the School of Industrial Management right now?"
Wan Qiping froze, his eyes darted around, he pondered for a long time, then slammed the table:
"No need for a phone call. Bring the contract tomorrow for signing."
...
Walking out of the driving school gate, the six-person team still felt like they were dreaming, unable to believe it:
"Oh my god, a big order of 128,000! I almost thought the principal was going to kick us out. I can't believe it actually went through?"
"When the boss quoted the price, I was shocked. If it were me, I'd only dare to push a small ad space for a few thousand yuan."
Li Xi thought for a long time but couldn't figure it out,
"Boss, why did he immediately finalize it as soon as you introduced yourself?"
Chen Pingjiang put on a cool expression:
"Perhaps they were intimidated by my identity as class monitor and student council cadre?"
Li Xi didn't know whether to laugh or cry.
These two titles might be somewhat useful within the school, but what good are they in society?
Seeing that everyone was still confused, Chen Pingjiang explained:
"Small deals involve cooperation, medium deals focus on trust, but large-sum deals pursue resources. Firstly, compared to Dongjiang Daily, we indeed have an advantage. The other party also happens to have a need for advertising, we accurately targeted their customers, and timed it very well.
Negotiating a deal for tens of thousands wouldn't be a problem. But beyond that, what the other party values is no longer just the advertisement, but the resources behind you.
In the end, the other party must be looking for resource exchange, to exchange for what they want and what they want to achieve in their work and life.
This example isn't entirely accurate. The reason he could make a final decision might be because he cares about my resources at school? Or perhaps he thinks highly of me personally, or even intends to seek my help for something in the future."
"Then what about us, who don't have resources?"
Chen Pingjiang smiled,
"Not having them now doesn't mean you won't have them in the future. While serving each client well, carefully observe what resources the other party has. Start from scratch to properly maintain client relationships, help clients more, and be more proactive.
Then, you can gradually participate in the clients' resources or use these resources to do other things, forming a mutually beneficial community for all three parties.
For example, today we visited Wangyue Lou and Guoqiang Driving School. If I carefully manage the relationships with both sides, later, when Guoqiang Driving School's colleagues have a dinner gathering, I could suggest they hold it at Wangyue Lou, or help Wangyue Lou put up some banner ads inside Guoqiang Driving School.
Wouldn't the proprietress of Wangyue Lou be very grateful to me? Similarly, the proprietress of Wangyue Lou appears to be quite wealthy. If the driving school later faces a funding shortfall, could I act as a matchmaker and arrange for them to talk?
Resources are sought out, maintained, and eventually become your own resources."
After listening, everyone felt a rush of heat to their heads.
Sales could be done like this?
That's too awesome!
Discovering, integrating, and utilizing resources—that's the highest level of sales.
Li Xi didn't even have to think; if sales truly reached this point, others couldn't poach your clients no matter how hard they tried, and you could be the sales champion even sitting at home.
Turning others' resources into your own, that's incredibly impressive!
As firsthand witnesses to everything that happened today, the six-person team was utterly stunned by Chen Pingjiang's operations.
This day of learning behind Chen Pingjiang completely shattered and reshaped the six individuals' perceptions, making them understand what qualified as competent sales and what constituted brilliant sales.
In comparison, pathetic door-to-door product promotion was simply too rudimentary.
"Sigh, I always thought the boss was on a higher floor, but I didn't expect him to actually be in the stratosphere."
(End of chapter)
---------------------
Support me on P@treon
[email protected]/charaz
$3 -> 15 chapters in advance
$5 -> 30 chapters in advance
$10 -> 60 chapters in advance
Check my pinned post on P@treon