Ho Chi Minh City: Small traders practice livestreaming, learn 'survival tips' for professional online sales

TP.HCM: Tiểu thương thực hành livestream, học 'bí kíp sinh tồn' bán hàng online chuyên nghiệp - Ảnh 1. — Small traders learn professional livestream skills - Photo: QUANG DINH

The program "Professional livestream sales skills" took place on the morning of October 22 at E2E Studio (23 Nguyen Huu Tho, Tan Hung ward, Ho Chi Minh City), attracting nearly 100 traders to attend.

This is an activity within the project "Together with business households to become digital enterprises" organized by the Department of E-commerce and Digital Economy ( Ministry of Industry and Trade ) in coordination with the Department of Industry and Trade of Ho Chi Minh City and Tuoi Tre newspaper, with the support of E2E (KIDO Group) andVIB Bank.

Selling during livestream: Not understanding customers, talking until your throat is sore but still no sales

Opening the sharing session for small traders, speaker - KOC Ninh Dang Nhat Minh (Min) said that a common mistake when selling via livestream is "speaking out of habit, not speaking according to the customer group".

Therefore, sellers need to clearly identify their customer groups to choose the appropriate communication method. For groups that prioritize price, it is necessary to promote the promotional factor. On the contrary, groups that prioritize quality will be convinced by the story, experience and class of the product. "You can't say whatever you want, you have to know whether the customer is interested or not," Ms. Minh emphasized.

TP.HCM: Tiểu thương thực hành livestream, học 'bí kíp sinh tồn' bán hàng online chuyên nghiệp - Ảnh 2. — KOC Ninh Dang Nhat Minh shares online sales skills - Photo: QUANG DINH

From practical experience, KOC Nhat Minh shares typical customer groups and corresponding approaches. For example, modern mothers often care about health, beauty, education , prioritize brands and experiences, so price is not a barrier. Meanwhile, mothers in small towns prefer "delicious - nutritious - cheap" products.

Upper middle class consumers tend to be sophisticated consumers who value brand stories and class. Busy office workers value convenience, efficiency and time-saving.

Gen Z is a group that likes to catch "trends", requires personalization, "dare to spend - dare to play" but is sensitive to price, so needs to be guided by trends before talking about quality. Besides, workers and ordinary laborers often prioritize cheap, durable, easy-to-use products, paying little attention to technical factors or ingredients.

From the above classification, sellers need to correctly position product segments and choose the appropriate approach for each customer segment.

For example, when selling tissue paper to a group of workers, it is better to emphasize the low price and convenience, instead of focusing on advertising "made from high-quality virgin pulp", which is not suitable for their actual needs.

livestream - Ảnh 3. — Ms. Vien (49 years old, Ho Chi Minh City) practiced selling shoes on a simulated livestream session, and was highly appreciated by many speakers participating in the program for her ability - Photo: QUANG DINH

On the contrary, with high-end products, constantly shouting in a loud voice and calling for "quick order closing to receive promotion" in livestream can be counterproductive, causing viewers to leave if they are in the group of customers who prioritize quality over price.

“No matter how good an imported pill is, if used for the wrong disease, it is meaningless,” said Ms. Nhat Minh.

According to KOC, in the context of online sales, reading the customer's insight (behavior, internal needs) correctly is a survival skill. This is also the reason why the same product, some people sell well but others do not sell well.

The key is in the details, add value to your product by telling a story.

Through many practical experiences, KOC Nhat Minh shared that when livestreaming to sell products, sellers need to be meticulous in every detail from costumes, lighting, voice to expression. Because these seemingly small factors greatly affect the viewer's feelings.

According to her, even for products in the low-end segment, sellers still have to show respect to customers and themselves through their appearance. Being genuine and simple does not mean being sloppy. Of course, "you can't have messy hair, put on a random shirt and livestream to sell high-end products," she emphasized.

Regarding online sales style, there are three main types: stable chat (suitable for customers who care about quality but can easily get boring if there is no highlight), flexible expression (suitable for mid-range groups, need sympathy and closeness), high energy (for price-sensitive groups, like a lively atmosphere and hunting for promotions).

Through the program, the speaker also pointed out common mistakes such as: listing too many features that confuse viewers, shallow content and lack of emotion...

For example, instead of saying that a thermos can keep cold for 12 hours, you can say: "Coffee bought in the morning is still cold when you get off work in the afternoon, with the same taste."

To sell effectively, the secret is to correctly identify the customer's "pain point" before using the product, compare it with lower quality products, and describe in detail how the product you are selling can solve the problem.

livestream - Ảnh 4. — KOCs and experts participating in the training program - Photo: QUANG DINH

Also at the event, Mr. Michael Tran - CEO of AIRO - introduced livestream and marketing solutions using artificial intelligence (AI) in e-commerce. In addition, Ms. Nguyen Ngoc Thanh Thao (Talent Hub Manager, E2E) and Ms. Dang Thu Thuy (Production Manager, E2E) directly guided small traders on how to livestream more effectively and professionally.

Merchants can also go inside E2E Studio to observe the actual livestream sessions taking place.