Sales revolution
Author: [Neil Rackham]/[John Devon Sentis]
This book is one of the must-read classics in sales. It classifies customers, and different types of customers have different sales strategies. All sales work is around creating new value for customers. Customers are divided into intrinsic value customers, extrinsic value customers and strategic value customers.
Sales giant
Author: [[America] Neil Rackham]
Sales depends not on talent, but also on a set of scientific methodology. Through 35,000 sales examples, the author summarizes a set of sales methodology and how to pay attention to customers' needs. This book is a starting point, which just meets my needs at that time and is very helpful to me. Especially the part of asking questions is very useful. Understand customer needs by rotating questioning method, and introduce products with FAB. In the face of a big business, sales are divided into four stages, initial contact-demand investigation-ability confirmation-promotion commitment, and each stage has targeted suggestions.
Management class:
Effective manager
Bill Gates, president of Microsoft, said: Of all the management books, Drucker's works have the deepest influence on me. Peter drucker, the father of modern management in the book, put forward an important law: the efficiency of managers is often the most critical factor to determine the efficiency of organizational work. Therefore, you must learn to manage yourself first, and then manage others. Drucker also gave five habits that effective managers must develop: planning time correctly; Committed to the contribution to the outside world; Pay attention to giving full play to advantages and carry out work based on advantages; Focus on several main areas; Make effective decisions
good to great
This book was once rated as one of the top ten business books of Businessweek. Amazon Bookstore's evaluation of this book is: "This is the kind of book that managers and CEOs need to read repeatedly in a few years." Jim Collins and his research team spent five years reading and systematically sorting out 6,000 articles, recording more than 2,000 pages of interviews, creating 384 million bytes of computer data, collecting all the articles of 28 companies in the past 50 years or even earlier, making extensive qualitative and quantitative analysis, and getting the answer of how to make the company achieve excellent performance. The following passage in the book is very classic: before the research, we thought that we would find that the first step to push a company from Excellence to Excellence is to set a new direction, a new vision and strategy, and then find the right person to move in this new direction.
Public relations category:
The Decline of Advertising and the Rise of Public Relations
Author: AL Ries
Laura Reese
Machinery industry press
Recommended reason:
Known as the father of positioning, AL Ries, together with peter drucker, the father of management science, and Jack Welch, the former CEO of General Electric, was selected as one of the "Top Ten Business Masters in the World" by American Advertising Times. AL Ries has served as a marketing strategy consultant for Microsoft, Procter & Gamble, General Electric and other Fortune 500 companies. He has published books such as Positioning, Marketing Battle, Bottom-up Marketing, and 22 Laws of Marketing.
The decline of advertising and the rise of public relations are simple and easy to understand. From a brand-new angle, this paper expounds the dialectical relationship between advertising and public relations in detail. The author believes that today's marketing must first carry out public relations, and let the brand seize a place in the hearts of consumers through public relations. The role of advertising is to maintain the brand after public relations successfully shapes the brand.
Many of these views on the relationship between advertising and public relations have given us a lot of inspiration.
"Public relations first, advertising second.
This is the key to success on the marketing stage today. "
"A new brand should actually be created by public relations activities, not advertisements, because advertisements cannot give new brands credibility. The development of a new brand is destined to be a slow process. A large number of advertisements in the early stage will only lead to a lot of money waste. "
"Where do consumers build their awareness of new brands? It's not advertising, it's word of mouth or public relations. Advertising is not useless, but it is not to create new brands and establish new brand awareness. The role of advertising is to continuously strengthen what has entered the minds of consumers through other means. "