Editor’s Note

Before the implementation of the Personal Information Protection Law, a reporter from The Paper went undercover to enter an offline store of Jiayuan.com in the form of a job application. After half a month of undercover investigation, it was found that after the training, the store opened back-end permissions for reporters, through which the personal information of registered members of Century Jiayuan.com, including the user's browsing history and chat history, could be viewed. The "sales matchmaker" will use the private information of these users to understand the user's mate preferences, thereby achieving "precision marketing."

Members’ personal privacy information is "streaked" in the background, and the professional identities of sales matchmakers are all "packaged" by fake, and "leading the red thread" relies entirely on words to attract members to the store to pay and apply for cards... As the undercover investigation continued to deepen, more "marketing" secrets of the "matchmaker" were revealed one by one.

"Hello, sir! The call is to help select and match a lady. She was born in the Year of the Rat in 1996, is 170cm tall, and works in a foreign company. She looks like Mao Xiaotong in the TV series "Only Thirty" That character has a bit of baby fat and is quite cute. I just happened to see your profile and I think she is a good match. I hope to give you a chance to get to know each other..." If you are a member of a dating website, you will receive this message. After a phone call, will you fall in love with the person introduced by the "matchmaker"? As everyone knows, you may fall into the "matchmaker's" sales routine.

In The Paper's previous article "Secrets of the "Matchmaker" ①丨Undercover Jiayuan: Member Privacy "Naked" in the Backstage", it has been revealed that Jiayuan.com's sales matchmakers use the backstage to "get" members Private information such as browsing history and chat history. It is through this information that the "matchmakers" outline the members' favorite objects and then launch a "talking skills" offensive. In the short-term training class, a trainer explained the techniques and steps for the first interview.

In the short-term training course, a trainer explained the techniques and steps for the first interview.

From early to mid-November, after a short-term training, a reporter from The Paper (www.thepaper.cn) joined an offline VIP service center (direct store) of Jiayuan Century and became a salesperson focusing on telemarketing. Marriage sales (hereinafter referred to as sales matchmakers). During the undercover investigation, the reporter found that sales positions in this industry are highly mobile, and most of the so-called "senior matchmakers" have fake titles, academic qualifications and other identities through self-packaging.

In the process of electronic sales, the sales matchmaker will outline virtual matchmaking candidates based on the members' requirements for mate selection, and by exploring their past relationship history, they will attract members to the store to pay up to tens of thousands of yuan for "blind dates." Service packages.

Afterwards, as a consumer, the reporter secretly visited many directly-operated stores of Baihe.com, Wuzhu Liangyuan and Zhenai.com, and found that the sales techniques and interview procedures used by matchmakers were almost the same.

Identity fraud

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

“Another member sent us a wedding invitation today.” “I received a wedding invitation yesterday, best wishes.” “I stayed in the hotel for three days and I hope you will be beautiful.” This person “has been in the industry for many years. "Senior" matchmakers often share good news about members' successful matches.

In early November, a reporter from The Paper joined an offline VIP service center of Century Jiayuan and was incorporated into a team led by a manager named Xie. "Teacher Ye" was one of them.

After joining the company, the reporter met the real "Teacher Ye". "Teacher Ye" was born in 1996. She has only been working for two months. Her colleagues call her "Xiaoye". She is a "steel girl" in the mouth of the sales manager. She was previously a course salesperson in the education and training industry. I am short, plump, single, and not very good at chatting with members of the opposite sex. I often ask the manager to reply to member information and ask, "If you have any high-quality members, please introduce me to me."

When the reporter was stunned by the huge contrast in front of him, Manager Xie warned, "It's best to get a work WeChat account and set up people." The self-introduction of the reporter's sales team members on WeChat, Call yourself a "national second-level counselor", "family and marriage counselor", etc.

Members of the reporter’s sales team introduced themselves on WeChat, calling themselves “national second-level counselors”, “family and marriage counselors”, etc.

The reporter’s inquiry found that the “National Psychological Counselor” was once a proficiency evaluation (non-admission) professional qualification certification launched by the Ministry of Human Resources and Social Security (referred to as the “Ministry of Human Resources and Social Security”). Level 2 consultant is the highest level in open applications and has strict application conditions. In 2017, the Ministry of Human Resources and Social Security canceled the exam, but certificates obtained previously are still valid.

The "marriage and family counselor" is one of the new national professions approved and released by the Ministry of Human Resources and Social Security in 2007. As long as students complete their studies at an institution with relevant training qualifications, take the final exam and pass the exam, they will receive a "Marriage and Family Counselor" training completion certificate issued by the institution.

When the reporter asked whether he could use the above-mentioned title at will, "Teacher Ye" bluntly said that other people also wrote the same, and she copied it directly. "Anyway, members will not question it."

“It’s the most annoying to meet such ‘high-minded’ parents.” One afternoon, the male salesperson “Teacher Zhang” sitting at the desk next to the reporter claimed to be a senior matchmaker who has been in the job for 2 years during a telemarketing session. , the matching rate is about 82.9. The person on the other end of the phone was a university administrator who registered as a Jiayuan user in order to help his daughter find the right husband.

According to the conversation skills, the two sides were getting into a good conversation. Suddenly, the other party changed the subject and asked about "Teacher Zhang's" academic qualifications. "I graduated from Nanjing University, majoring in psychology," "Teacher Zhang" responded with laughter, while quickly opening the search page and entering the keyword "Department of Psychology, Nanjing University." According to the content displayed on the website, after briefly telling the other party some regular courses of the major, he quickly changed the topic.

Afterwards, "Teacher Zhang" said bluntly that he was 25 years old, graduated from high school, and had only been working for four months. He had previously worked as a chef in other places. He said that if the other party is interested in academic qualifications, "go online and spend 30 yuan to buy a fake one, and then use your mobile phone to show it to the other party from a distance." If the other party asks about the matching rate, just say, "The sales data is a private company document and cannot be read, but you can show her some successful cases."

Establish a "personality"

November In the middle of the month, the reporter attended a short-term training course for new sales in Shanghai and surrounding cities. A trainer named Chen once again emphasized the importance of "personality."

"Members come here to find happiness and listen to experience. If you say you are single and the members are also single, where will the two of you sit and what will they talk about? How to get out of singles?" the trainer surnamed Chen told the trainees. , no matter how old you are, whether you are single or not, you must say that you are "married, pregnant, and have a happy family." At the same time, you must brag about yourself in terms of your working years, professionalism, and matching rate.

“We want members to have a sense of success and feel that you are great.” Trainer Chen emphasized that the “matching rate” is generally set between 80-90. Manager Xie personally trained the first telephone invitation process.

Manager Xie personally trained the first telephone invitation process.

“Don’t show off too much, and don’t talk too low.” In addition to bragging about yourself, when necessary, you should also brag about your teammates and cooperate with each other. The trainer emphasized that new salesmen are mainly invited by phone at the beginning, and interviews are usually left to other senior salesmen or sales managers. Therefore, it is necessary to introduce companions in the opening greetings and brag about their "high matching rate" and "difficulty". Make an appointment", or "golden matchmaker", paving the way for the subsequent handover and introduction. "Only when you show off yourselves and your companions can you have a chance to cheat orders."

In the actual process, the identity packaging techniques are even more diverse. A salesman from another store who had been on the job for two weeks after participating in the same training "complained" to reporters. In order to facilitate the purchase, the sales manager boasted to customers that he was the superior leader and said that he had "10 years of work experience and a success rate of over 88%. Foreign Psychology , Emotional learning background.

"

When reporters secretly visited offline stores of marriage and love platforms such as Wuzhuangyuan, Zhenai.com, and Baihe.com, they also found that the "personality" rhetoric used by sales matchmakers is basically similar.

A matchmaker at our Liangyuan Changning Zhaofeng Plaza store claims to be a "senior director". She has a bachelor's degree and a master's degree in psychology and is a national marriage counselor. A "Teacher Xu" at Baihe.com's Nanjing West Road store has a matching rate of over 80%. , claiming that the matching rate was 76.8. When the reporter asked how the data was calculated, she said vaguely, “So many contracts are signed every month, and each store has performance appraisals. "Teacher Wen" of Zhenai.com's Shaanxi North Road store claims that his matching rate exceeds 90%.

In addition, the three matchmaker salesmen all claim to be married and have children, and their husbands are engineers or programmers. Why? So? What Manager Xie said tells the key - "Because there are relatively few women in this industry, you can find someone like me. If you (referring to the member) have such good conditions, you will definitely be able to find a better partner." '"

Virtual blind date

While the reporter was working at Century Jiayuan, the store required matchmakers to use "9 steps" when selling online, using "praising", "blocking", The four methods of "poke" and "dig" are used to gradually guide members to purchase packages in stores.

The so-called "9 steps" are carried out in the first phone call with members to "break the ice". It takes 20-25 minutes to go through the 9 steps of opening remarks, verifying information, and asking why you are single.

The term “praise” in the industry is “PMP”, which means “flattering.” The pinyin abbreviation of "." As the name suggests, it is to brag about members in all aspects, to get closer to the other party, to facilitate verification of information, and to ignite their confidence in leaving the relationship. In the work area of ??the reporter's store and other stores, many partitions have zodiac signs posted on them. Charts, zodiac signs, age charts, and even common "PMP" terms used to praise the appearance and character of men and women. Common "PMP" terms posted on the partitions of a Baihe Jiayuan offline VIP service center.

The common word "PMP" posted on the partition in the work area of ??a certain Baihe Jiayuan offline VIP service center.

To put it simply, if the user uploads a photo and looks good, just praise it according to the photo. If the appearance is average, you can praise the person based on the age, job, education, income and other hardware conditions. If the user fails in both aspects, praise the person's personality. If the user has no photos and the hardware conditions and personality are average, praise the voice. , or generally say, "I think you're pretty cool. "

"Blocking" refers to "blocking the road". By asking the reasons for being single, it makes members find it difficult to find a suitable candidate on their own. "Poking" means "poking the sore spot" to improve the user experience. The urgency of marriage and love. For example, for older men and women, fertility problems and parents’ pressure to get married are the main “pain points”. And “digging” refers to the preliminary exploration of members’ assets and spouse selection requirements to determine their purchasing power. It also pave the way for the "best candidate".

In terms of profit model, the marriage and love industry mainly relies on creating information asymmetry to earn membership fees and service fees. There is a service price manual. The price of "one-to-one service package" is mainly divided into 5 levels - 18,800 yuan, 28,800 yuan, 48,800 yuan, 68,800 yuan and 108,800 yuan. For a single sales matchmaker, you can get a commission ranging from 10 to 28. If the interview stage with the member changes to a sale, the commission will be divided in half.

In addition to the aforementioned rhetorical tricks, a virtual "public lover" is created as a blind date in a "dream-making" way. Letting members "fall into the trap" is also a common method used by matchmakers.

Virtual blind dates can be roughly divided into two categories: "template" type and "experience" type.

"Template" candidates, that is, purely fictitious candidates, are mainly targeted at "rookie" sales who have just taken up the job and are not proficient in speaking skills. A trainer surnamed Geng suggested that you can directly prepare 2 in advance based on the public's general aesthetics and mate selection tendencies. On this basis, we will make fine adjustments based on the actual spouse selection situations proposed by users.

Generally speaking, men can be 3-5 years older than women, their height can be set to more than 178cm, and their annual income can be set to 1.5 times that of women. For example, "Ms. Zhang, 28 years old, 16cm tall, with a bachelor's degree, working as a teacher in school, with a gentle personality," is a female image that generally meets the requirements of marriageable men.

Some matchmaker salespeople also told reporters that a simpler way is to make appropriate adjustments based on the photos of the opposite sex and personal descriptions that the member has visited in the back-end CRM service system.

As your sales skills become more proficient, you can add some more graphic descriptions based on this template to make this virtual blind date more three-dimensional. It can also bring users into the scene, create a happy scene of two people together, and trigger the user's impulse to buy.

For example, "Mr. Zhang, 32 years old, 17cm tall, wears a pair of glasses, his temperament is a bit like folk singer Chen Hongyu, more reserved. He is engaged in quantum engineering, graduated from Jiaotong University, and there are relatively few women around him. He is very special Be careful, knowing that our matchmaker teacher had a sore throat before, so he specially brought two boxes of Pangdahai to see her. He usually likes to play basketball, and he is also good at taking pictures. If you are together, you can often go around Shanghai on weekends and he will take pictures for you. Taking photos, two people are so happy..."

The "experience" type of candidates refers to member information with a certain degree of authenticity. The source may be offline VIP paid members, national "talents and beauties" Paid members may also be user portraits formed after only one in-depth communication with sales, which is even more misleading.

“Jincaibeili” members mainly refer to high-quality members who have been to an offline store across the country and have not paid for various reasons after their identity, academic qualifications and other documents have been so-called verified. Most of them are handsome men and beautiful women. Or there are outstanding conditions, such as high-net-worth corporate executives, etc. There is a special resource library for viewing in the backend CRM system, and the store's sales manager will also share some member information from time to time based on needs.

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

Long-term marketing rotation

In the aforementioned training, the trainer surnamed Chen introduced to the trainees that when members come to the store for interviews for the first time, on the basis of all the telephone invitation procedures, additional Including the five links of reception, sentiment analysis, service, quotation, and conclusion in turn (note: it refers to taking turns asking members to pay and sign orders), there are 14 steps. If all process steps go smoothly, it will take at least "2-2.5 hours." But she bluntly said that each member has a different personality and should be prepared for a protracted battle. "Three hours or four hours are normal." In the short-term training class, a trainer explained the five main personality categories to facilitate sales. Negotiate tempo and style.

In the short-term training class, a trainer explained the five main personality classifications to help salespeople grasp the pace and style of negotiations.

In order to allow sales to quickly judge members’ personalities and grasp the way and pace of order negotiation, as soon as members arrive at the store, they will first be asked to fill out a psychological test based on the “PDP Personality Self-Assessment”. According to the score results, members are classified into five categories: "tiger" type, "peacock" type, "owl" type, "koala" type and "chameleon" type.

To put it simply, the result-oriented "tiger" type pays attention to substantial rewards and can directly throw out points of interest to avoid head-on collisions; the "peacock" type is mainly female and has strong empathy. It is easy to pay for emotions; the "koala" type members have high tolerance, are indecisive, and can take turns "forcing orders"; the "owl" type pays attention to details and will dig into contract terms and other issues; and the "chameleon" type combines the above four personalities , highly adaptable, not easy to be seen through, and loves to destroy orders or delay orders.

After classifying the members, the formal interview process begins, but the "quotation" and "turn of conclusion" are the stages that take the longest time in the interview and are the most testing of sales skills and acting skills. During the training, the lecturer surnamed Geng demonstrated on the spot how to greet the sales manager or other colleagues, perform a "one-man show" in front of the members by making phone calls, and "help" them win the so-called "key members" quota and break through the membership The final line of defense.

“Good salespeople are drama queens.

"At the end of the training, a lecturer concluded this way.

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

Early November Ms. Zhao, a Hunan consumer, reported to The Paper that in mid-September 2021, she was persuaded by a salesperson from a Century Jiayuan in Changsha to sign a "marriage insurance return version" matchmaking service contract worth 68,800 yuan. Disappointedly, the matchmakers provided me with appointments that were far from the men promised. “They were either fat or had small eyes, and they were completely different from the candidates I saw at the beginning. "Ms. Zhao said that when she reported this situation to the matchmaker, the other party used excuses such as "the man is not in the area" and "the age gap" to deal with it. "They regard us as 'leeks'. If they can cut a crop, it will be enough." Cut a crop. ”

Ms. Zhao recalled the scene when she went to the store and was taken in turns by salespeople: “From 6:30 p.m., I was kept ‘closed’ until after 10 o’clock. He didn't let go until he signed the bill. I was dizzy by the end, exhausted from them. ”

On multiple social platforms, many users also posted articles describing their experiences of being locked up in a “little dark room” by Jiayuan sales staff, who took turns asking for payment. Some even said, “From 10 a.m. Go in and let out after dark. ”

A male salesman from another store who participated in the training at the same time as the reporter said that 2 years ago, he purchased a service package worth about 15,800 yuan at a local Jiayuan offline store. He was given it on the spot I saw several pictures of beautiful girls, “I don’t want to take a closer look, I just swipe them from a distance to show you, which makes you feel itchy. At that time, the sales matchmaker said categorically, "There are many girls like this, I guarantee your satisfaction." "

After the two salesmen took turns three times, they finally "won" him. However, after signing the contract, the matchmakers recommended by the service matchmaker were not satisfactory. Not only did their appearance and figure not meet the standards, but one of them He was still abroad at the time, and it would take some time before he could return to China to meet her. Two months later, he took the initiative to stop the matchmaker service, "I would just put the responsibility on you and say you are too picky." ”

The dramatic thing is that two years later, this former member became a male salesperson for Jiayuan. He said that he applied for the job because he saw that this industry made money quickly and had great prospects. "My purpose is simple, to make money. ”

In late November, after the reporter resigned from the store, Manager Xie asked if he wanted to become a “Beauty Member.” According to his request, the reporter only provided 2 daily photos and some false personal information. Such as family background, income, house, car, etc., without submitting any documents throughout the process, you became a "Beauty Member" of the store

Source: The Paper

( Source: Xi'an Business Network)