Looking back at my marketing career, all the way through the ups and downs Ke Hum, ups and downs, ups and downs, sometimes surging thoughts and feelings, sometimes nervous nervous anxiety, and sometimes flying passion, and sometimes spend an unremitting Tan. In recent years, my heart has always been not been quiet, but that is because of the insistence of the years I have only my temper a strong, humility, strong heart.
I do quality control from the shop workers, raw material procurement, product packaging and advertising development and design, business planning (CI and VI design), internal management, marketing, marketing planning, marketing management, experienced a complete product line, to My marketing career into a very smooth, clear and bright source of life, I would like to use my years of experience, knowledge and feelings to share with our sales staff on how to improve their performance, I hope to give Department friends in low performance of some help.
First of all, let us talk about my personal understanding of marketing and sales:
1 Marketing: business and marketing from the composition, that is, business and sales by the two components, enterprise development and growth, management and marketing are inseparable from the whole, however, have priority, must do business business management in order to better sales in order to improve business performance. Simply put, marketing is to achieve the product (or service) from development to production to sales to the process of digestion to reproduction and realization of this process operates in cycles and all acts arising from and as (This is not just used to understand the Separation of Chinese law, so that decomposition is to pave the way to make the following discussion.)
2, sales: the product or service is selling out to the process of behavior arising from acts, including the marketing and sale, is to make our products reach customers in the hands of the end of this process. Marketing and sale of mutually independent, it can be closely linked. In the past, to promote an active behavior, factory acts, pay attention to skills and methods; sale is a passive act, business behavior (such as customer buying behavior to seek them out), service-oriented attitude. Integration of marketing and selling today.
Section I correctly understand themselves, find out their position, set your goals, is to enhance the performance of the foundation.
According to the understanding of these two points, I gave in marketing staff is divided into four categories:
1, operation and management (administrative class): to understand the professional knowledge and technology, administration, economic management, business administration, extensive knowledge, there are some financial knowledge, but cautious, business acumen, research ability, good social relations, self- can
Strong, principled. Characteristics: knowledge, learning training does not necessarily have sales experience. Corresponding positions are administrative, office, financial, logistical and other jobs.
Second, sales management class: to understand the basic knowledge of business administration, with certain social knowledge, familiar with the operation of the market system, and
Some product knowledge, with rich marketing knowledge, sales and marketing experience and team management experience, operational research capacity
Strong, healthy, have a certain capacity for liquor, quick thinking, mental arithmetic ability, sense of direction, on the complex issues of sub-
Analysis of capacity and resolution ability, capacity and summarize the work plan and strong, strong copy writing skills at home, the family stable. Features: cheerful, bold, intellectual, creative. Corresponds to a sales management position, such as sales manager, region manager.
Third, Marketing Management: familiar with the business knowledge, financial knowledge, product expertise, and has a financial and investment head
Brain, has a wealth of marketing experience and marketing knowledge, with sharp market insight and excellent vision, broad vision, strong market planning, strategic and strong, sensitive, precise thinking, to act decisively, close, energy.
Features: a knowledge-based, steady type, bold type. Corresponding positions are: Director of Marketing, general manager, marketing personnel, monitoring class.
4, sales class (clerk): bold but cautious, with some research capacity, and character, is a warm and cheerful, and dare to challenge, good health, good attitude, subjective intensity, strong self-confidence, learning ability is low. Features: outgoing, confident, good move, do not love learning, creativity, strong.
In marketing, we should cultivate the habit of learning and summarize to us does not meet the job requirements, do not regret the past setbacks and mistakes, nor to the past achievements and his unruly. On the marketing efforts for the boss to fight on different locations on the human demand for human resource allocation, people should choose their own position in the best positions for their own play, in order to achieve the objectives and role play a human.
For people who work in marketing, first we must correctly identify themselves, make a decent performance in the absence of, do not complain, re-examining themselves, adjust their emotions. In particular, some people are stubborn, not suitable for dry sales, or suffer to uphold, I am sorry exit; some people is not suitable for marketing managers, the company chosen to him to do that in this background, how can we achieve improve the performance of it.
Market is a battlefield, enterprise development and growth, must rely on to win in the market, the market's selection and use of talent is the key to business development and growth, people are the core of market power, the right people to play the market's creativity, Once a person has not picked the right time to adjust to, or hinder the development of enterprises or ruin business prospects.
For entrepreneurs, we should have a correct understanding of their situation and the markets, products and talents, and then their rational and effective allocation of resources in order to lay the foundation for performance enhancement.
On the marketing managers, we should examine their operational capacity, knowledge, management ability, team members understand the market's understanding and familiarity of the situation, market information to grasp, what part of the process of marketing is the key, which details can not be ignored , market positioning, pricing strategies, personnel training, market surveillance, where lack of timely charge should be.
For sales managers, we should examine their degree of familiarity with the customer, to the clerk behavior dynamically grasp, familiarity with the market, the management part of the grasp of company policy Yu understanding of the system, market analysis , program implementation, the authenticity of market information, guidance and monitoring process, appropriate allocation of resources, market the solution of problems ??? have not been done, has failed to do in time to remedy.
For front line sales staff, we should examine their habits, behavior, the accumulation of operational experience, customer analysis, market capacity to deal with the improvement, market analysis, business research capabilities, sales skills, business guide , a more sensitive understanding of the product, company policies such as familiarity with the system, Fang An implementation of rational and efficient in the use of resources, market information and the anti-Su Du, respond to customer demand conditions, etc., find out enough of the Department to enhance the ability of the team and personal ability to achieve performance enhancement.
When we realize that they later found the right location, then set up for themselves a good goal, after all the work around this goal the rational use of resources, methods of continuous improvement, learning and improving their quality, perseverance, courage and never give up.
II correct working attitude, good working conditions and clear-headed
With the increasingly fierce market competition, people have to deal with many matters, there are economic, political, social relations, family and so on, work stress and family stress relative increase professionalism and professional reasons have decreased, especially marketers, risk and crisis work great minds tend to shift direction. Marketing career in the past few years, I found following problems:
First, do not attach importance to become the boss does not care.
Some bosses for their investment projects and small projects do not earn money or other industries within the enterprise to make money relatively few projects so little attention, or not concerned. Some very objective when the boss employing and marketing managers who are also various positions in different industries, there is a “you can not earn money in this industry, that industry, your head office it” mentality. Some owners simply putting a marketing team of a big wave in the market hold any of their free play, from front-line inspection of the work or not sympathy staff, there was recognition of the achievements of leaders, not by the achievements of leaders criticized the line of people were punishment; frontline staff do not enjoy music business family joy, anger, grief, can not establish a corporate sense of responsibility, sense of mission and ownership, the marketing team can not send troops to combat.
Second, some marketing managers to work as just a task, in particular the personnel deployed by the company in market research and analysis, market management and monitoring, staff training area often just go through everything from simple, to report work and inspection work, look at the phenomenon and results, do not care about the process, became a salesman's job report costs of paper, on the common sense things began to blur, on the top to talk about things and their own interests only if the responsibility to the upper or lower that I do according to your requirements, and lower quality of the low compliance, low, low execution, etc., not put ourselves in a position of market leadership, not with the team members share weal and woe, of the superior echo wrong, Only there is no guidance to subordinate supervision and guidance, the pursuit of the most simple and easy management; marketing program is a made out of their own or just come up with several leading groups, and in doing business advice programs, and market summary we do not know where to go fly; job summary financial statements of the input is low, performance is poor, too poor to market analysis, difficulties, there is no clear data analysis, want more support, and reduced difficulty.
Third, some business people have been accustomed to deal with failure, completely numb, can not make a timely response to market and to take measures, only the transmission of information into the market or become a mouthpiece of customers, entirely at the top of the planning and arrangements, dependence increasingly strong regional markets have their own familiar or good performance of a work plan, report, no written summary; there are rogue salesman with the status quo or to meet, no matter how hard they try just one or the life of this income situation, with its dash exhausted, as the company only asked to do it wants to do, almost everywhere salesman income, owner does not pastures, big deal go, or because the company managed to do several part-time work loopholes, some of business people into the market cost of their income, or would like other extreme ways to improve their own income.
It is now business owners underestimate the enterprise management system and corporate culture to enhance the role of sales, ignoring the company's management system and corporate culture affect the business mentality of the main reasons for staff employed for the enterprises, the establishment of an effective management system is most important task. As entrepreneurs, managers, and the course should be how to play to people's creativity, organizational focus. Now many entrepreneurs and business managers were mixed storm washed the head, but asked members continue to earn money for businesses who do not make money on the Ma Shui, who earn less also Mashui, going through the market economy erosion process ignores the needs of members, so many managers and operational staff of disaffection, disoriented, and some is simply to find ways how to make money from the business to make money rather than improve performance through.
Of course, everyone's needs are never enough, not fully satisfied, but in different development sectors, is his main demand, businesses on the main demand from members to proceed with the main management system and corporate culture construction and adjustment, holding members of the heart, when the individual requirements of the enterprise can not do it, then the company must be willing to give up.
Now many businesses, accounted for most of the migrant workers, migrant workers to give full play to the creativity, the guaranteed basic income, he must also allow foreign workers have a sense of security and feeling of belonging, members can establish sense of responsibility. Especially for sales personnel, often on the road warriors, Gu few small gatherings with friends, encountered many difficulties, there are security risks, the ultimate value of enterprises is achieved by them, stabilize their heart is enterprise culture in the most important, the success of these areas we should learn from big business.
Specifically, from the following aspects:
1, wages must be with the market with their peers, if low, can not be too low.
2, Fu-treatment companies have their own characteristics, it will help attract talent. For example residential environment, subsidies, labor protection, holiday sympathy, concern of family members and so on.
3, there must be better than the peer-promotion mechanism, incentive mechanism and fair competition.
4, to provide staff with a good living and working environment, have their own characteristics, there is superior to peers more attractive place.
5, good crisis management mechanisms and the trade union system.
6, there are rich and diverse cultural life of leisure and group activities, if not set up a special responsibility in this regard should also be part of the funding.
7, for employees within the enterprise or enterprises to establish good communication with the outside platform and opportunity. Including conferences, face to face talk, external training, camp, learning, organizing study tours of other companies.
So as a marketer, how do we correct working attitude, good working condition and a clear head it, I think from the above aspects:
1, do their financial management, reasonable arrangements and allocating your resources to their easy battle.
2, making new friends, and more communication and more learning. In the face of difficulties must stress out of looking for someone to break down together to resolve; through communication and to understand the market conditions and lower mental changes; in the free time to find someone to communicate or learn product knowledge and marketing expertise to learn about industry trends or read the latest news, magazines, colleagues share their results or concerns, learn from the experience of the outside world to defuse the pressure inside, and to achieve self-enhancing, and improving the same time to arm themselves by learning to improve professional standards and self-confidence.
3, a clear goal of his life and work, combined with their surroundings and work out a good plan, write it down. This is a clear direction in life for themselves and direction, establish a sense of responsibility to achieve the life and work order, thought the purpose of focus and effort.
4, take part in leisure activities such as sports, entertainment, etc., in order to mediate mood, physical training, keep a clear head and develop their own heart and the patience to withstand stress.
5, more encouragement and praise. Subordinates and more customer care will be encouraged and praised the return of the same to be happy.
6, more hands-on person to record. They should write down in order to give yourself a satisfactory tips, relax; to not do a good job, remains to be done and what areas need to increase investment also write down, in order to clear its own direction.
7, one of their specialty training in order to foster self-confidence and develop their own perseverance.
8, do some household chores appropriate to mediate mood and develop their own sense of responsibility, patience and creativity.
Section III to carefully sum up, find out the reason, remedy
When our sales performance has stagnated or declined, we should properly treat and repair about, learn from what went wrong, and then set out measures to solve the problem and plans to carry out the next phase of work, changing face war situation. However, many businesses or marketing managers, business personnel in the event when the market declines have concluded, also have to take measures, and yet there is no way to restore the situation. The reason is summed up a lot of people do not place too was deceived by the phenomenon, address the implementation of the plan not in place.
Personally, I think, sum up the work from the following aspects:
1, for businesses and managers, marketing managers from the following summary:
1, the product meets market needs. Including the product itself and the product quality, taste, appearance, packaging specifications.
2, market positioning accuracy is reasonable, if more favorable product sales:
Consumer groups should be targeted first to establish level of consumption, then the appearance of location, to establish a selling point, price positioning, brand image, positioning, market positioning.
3, summing up marketing program, can gradually promote the sales of the upgrade: product margins, promotional efforts and incentives can attract clients, customers get the sales support.
4 summarizes the company's resources have not been rational allocation and effective use of financial resources for investment application is not mentioned in the sales carried out.
5, testing the capacity of the marketing team and the team's execution can drive sales of the upgrade: leadership ability and management level are re-qualified for this position, business people have not been able to increase sales can bring improvement, such as can not to substitutions or training.
6, there is no market regulation summed up with the company's marketing programs, market impact assessment standards, staff incentives combined have failed to achieve sales goals. Some companies marketing new products to increase the gap during the development to increase sales to shop terminal market rate increased again when a certain percentage of market inputs to achieve sales of breakthrough points could be developed but did not formulate specific tasks, there is no development Shop City, the rate of assessment criteria, it has not conducted any analysis of the rate of paved city, just about the number of staff reporting a first-line shop, but the rate has reached 75%, but did not end back to a single, advertising pull required to vote, and is on the advertising a few months later, still no effect, so there was no confidence, tight resources, the last retreat; many companies do this puzzling, and I personally think that is because the target company's management did not meet the market, not for sales the sake of upgrading, but only the pursuit of money and live the people and the lack of paved city rate effects and quality assessment.
7 summarizes the company's resources are not unreasonable efficient use of resources have not really played the role of investment of resources is not to increase sales as the starting point. Like this in a lot of resources into the market after the upgrade is still no sales, many companies do this very distressing, according to my understanding and experience, found that there was a common business problem: (1) does not explicitly allocate resources The purpose is to boost sales and it has to play the brand. On small businesses, if the resource location for the brand name of your wealth is not enough, if not it will not continue into the brand effect, can only play bailer. Some companies even said that his partner resources or incentives to attract marketers, but in actuality, the process of enterprise resource allocation ignores the true meaning of - business goals. The availability of resources, the corporate and operating management who are not lost. (2) some of the resources manager for the company gone, why is this soon run out, no change in how sales are completely unaware, the lack of effective management of resources, there is no effect on our resources to assess what, no resources strictly control the flow of many of the management of trouble, as long as the following people put their resources according to plan after the list; this is why the marketers some companies are not worth the reasons that have a very good business management program, as long as sales staff can achieve the implementation of the purpose, and marketers to do the work is very simple, so not worth the wage is set too far associated with the same industry, members can not establish a sense of responsibility.
8, sum up their own effectiveness of the work: to test his work has no clear purpose, is to promote the development of the market in, or failed to advance in the market play a role; is the time when Ye Wu personnel difficulties and to help guide the initiative or not know what to do; have no plans to do a good job every day to work as planned, and make a summary of each day, or do day to day, learning by doing would like to think of what to do again; as a manager know why the can do their subordinates do, why do not good, there are no go analysis, guidance, encouragement, the good communication; have failed to implement the system in place; customer needs to know how much market issues in the end There is no one solution to the their own.
Second, the sales staff need to own the following summary:
1, Why did it with our customers, do not support our work: you may on the one hand he is not authorized; you might not recognize him an act; you may love bragging, so he was disappointed; you may forget He has promised you something; you might put on the company or person not satisfied with the company told him; you might say should not say; you may bring the people around him a bad influence; You may not have helped him to do what you should do.
2, sum up they have not requested by the company's work: there is no written report, there is no reasonable use of promotional products, has planned to work there do a good job summing up, there is not complete daily goals, not required to maintain good end, and stick your face up display advertising is still not, you really did do anything.
3, to sum up my working methods: The gift is to engage in love relationships or to achieve customer sales, advertising delivery and vivid of the above arrangement is to meet the check or to advocacy, your behavior is to get customers as sales support or just to sell him the product, you the customer to do one thing each office starting point is the recognition you want him or if he accepts the product on the line, your product really familiar to you, your company's system is really understand you, you really know your market, you, your customers really know you, your attitude can really make people accept it, your work is true to report it, you are not daily are lazy, most of the time is Chihepiaodu amateur or study, summary, and colleagues share or understand the industry information portal, you really put on the work of the right heart, you are by your job duties of you, really product problems you.
I have seen, come into contact with, or directly managed the sales staff, the results do not increase, in large part because these people never write the work plan or the written plan just to meet the inspection, had never written written summary or conclusion only as to meet the inspection, there are some people consciously written plans and written summary, but can not find a record of daily work, summed up purely from the mind of the record information to carry out, without too much valuable content. I have contacted the winner or that the improvement in performance will be those who do usually recorded by people who used to write programs and to sum up the people, progress and achievements of poor people are not too noticeable difference between the - is there a pen writing habits. Therefore, to progress, you do not look so fake insist a simple matter.
I talk about in front of so many, mainly to guide you clearly understand the root causes of performance does not improve, in fact, to improve performance if the entire organization must be coordinated, each member of the organization should play up their ability to focus, work ideas, direction have shifted to performance improvement in service to. A lot of management to create elite sales team is always said to improve the team's execution, and combat effectiveness and creativity, but can not find our team a lot of people there, some people think that a sale what is your sales, performance is not to go is your problem, I'm here to tell you that our sales team not only from the sale of the composition, but the big business groups, any one department or any of the marketing team are the subject of corporate governance in every links, everyone relates to performance enhancement, so to create elite marketing team is not just sales thing. We use the enterprise to create a learning atmosphere, armed with knowledge across the enterprise, improve the overall creativity. This is why I understand that knowledge is power, understanding, unity is strength, to understand the meaning of development is the last word.
To enhance the performance of not only what individuals do, everyone should be orderly conduct of the work, develop a written plan, written records and written summary of the work habits, to sum up the good spread to all to not do a good job or not do to re-do lists step by step plan to get rid of, can not be resolved do not choose to give up, we have to continue to learn to improve their ability to solve problems until the issue is resolved, this is marketing of the Road, is the company's survival, is everyone's survival.
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