First, the company positioning: What do you sell? Because the training company has low threshold and low investment, laymen seem to have high profits, so they have jumped into this "pool" to swim. Some are business executives of training companies and some are lecturers. They have accumulated a little customer and experience. They think that the boss earns a lot and pays a disproportionate return. As soon as a few people add up, they jump out and spend thousands of dollars to register a new company and start the company operation. But imagination is not as good as the original, and there are many unexpected difficulties, which are not as simple as doing business before. I used to be just a customer, but now I am a functional department of industry and commerce, taxation, labor, street offices and so on, as well as a lecturer. If you recruit people, there will be employees, involving management, financial management, public relations, business and so on. What makes people overwhelmed is the distribution of interests among partners. Can we share weal and woe, and Qi Xin should work together, or should we play our own abacus, calculate our own accounts and knock our own gongs? It used to be "business is easy to do, but friends are hard to divide", but now it is "business is hard to do, and friends are even harder to divide". Many companies have broken up, which is a problem for the partnership team. Some of them can't share joys and sorrows, others can't share joys and sorrows, and their mentality is not good. Finally, they had to say goodbye.

The key to starting a new company is positioning, which means what do you sell? What services are provided to customers? Find your own position through market segmentation. Different markets have different positioning. The first-class cities in Beijing and Shanghai may be subdivided. Some do management training, some do financial training, some do marketing training, some do outdoor development training, some do successful studies, some do learning organizations, and so on. If you are the boss and the second child of your own acre of land, you can have a bowl of rice to eat. There are also industries, some are manufacturing, some are supermarkets, some are hospital medicine, some are IT industries, and some are mass consumer goods. , where there is a position. Of course, those who have relatively strong comprehensive strength and do it earlier can be determined according to the local market conditions, and cannot be generalized.

In second-and third-tier small and medium-sized cities or county-level cities, it is more comprehensive, because your customers are limited, and customers can't afford such companies after segmentation. Training can be carried out in stages, industries and levels. For senior bosses, middle-level cadres, grassroots front-line supervisors, sales managers, financial managers, human resources managers, purchasing managers, technology research and development, and project managers; For manufacturing, retail service (store manager) and catering (supervisor); The training content includes leadership, management skills, execution, outdoor development training, sales and so on. According to the market demand, arrange your own annual plan to launch marketing promotion.

Different market environments and different stages of enterprise development have different positioning of training companies. We should adjust measures to local conditions, adapt ourselves to the times, find a path that suits us, do not copy it, do not "cut across the board", and stick to the old ways. We should be flexible, take stock of our own resources, find out our strengths and weaknesses, cultivate our core competitiveness, and "kill" a way out.

Second, the company's operation: how to develop and manage customers? Customers are not only the god of the enterprise, but also the lifeline of the enterprise. Therefore, business is always the leading and core of an enterprise, and how to develop and manage customers is the first priority of enterprise operation.

First of all, you should have a sales team, not a solo army. You should take this team well and improve the comprehensive quality from the aspects of specialty, sales skills and communication, because the products you sell are knowledge, invisible products, not machines, refrigerators and washing machines, which require higher quality of sales staff. It is difficult for people without knowledge to "fix" the HR, training manager and boss of customers. Only when they stand higher can they guide customers, help them break down problems and solve them, and customers will buy your "order" and participate in your training.

Secondly, how to develop new customers. It seems that two people who love each other need a process, from getting to know each other, to falling in love, to getting married and having children, and it can't be completed overnight. First of all, get to know your target customers, let them know about your company and products, and put you on their supplier reference list, so that you can be selected and get opportunities. There are many ways and channels to meet new customers, such as telemarketing, mailing materials to visit, course introduction, introduction of customers and friends, fairs, job fairs, seminars and so on. These may satisfy your target customers. Before you get to know each other, you should prepare two things. One is an exquisite enterprise profile and course product manual. Corporate image is fictitious, and there is a simple CI image setting system. First, it is necessary for large and medium-sized cities to be well prepared, so that customers are impressed and refreshed, and further contact is possible. It can strive for the opportunity to visit the customer's company, get the customer's business card and contact information, including e-mail, fax and communication, give you better msn and QQ, communicate more easily on the same platform, and convey your company information to you regularly and irregularly.

Third, customer management. Your customers are those who have attended your training or bought your training products. It takes time to manage and integrate them so as not to lose customers. Because the current market competition is too fierce, there are more and more competitors, the competition is fierce, the product homogeneity is too high, and customers are more pragmatic. Whoever provides a good product, whose price is low and whose service is good, the customer will immediately turn to another colleague and break up with you, and the customer's loyalty will be lower and lower. Developing a new customer needs more manpower, material resources and financial resources than managing an old customer.

So, how can we manage our customers well? The first is to establish a complete customer file, including job title, telephone number, fax number, mobile phone, e-mail, mailing address, amount of each participant, course name, etc. Customers (boss, HR manager, training supervisor and each participant), thus distinguishing 20% and 80% of customers. According to the 28 principle, 80% of the income comes from 20%.

Especially for new salesmen, the establishment of new customer files and customer visit records is very important. Improve the company's file management, reserve and accumulate customer resources, and will not lead to customer loss because of the turnover of salesmen. Second, establish fixed communication channels and ways with customers. Many training companies go to customers when they promote courses, ignore customers when they don't have classes, and push classes for the sake of pushing classes, which makes many customers feel unspeakable. After training, customers' feedback on the training effect and application transformation are not tracked, which makes customers dissatisfied. Therefore, customer management is very important.

First, visit customers regularly and irregularly according to customer categories, understand and analyze customer needs in time, collect new information, and design products to meet customer needs in time.

The second is to organize a simple information bulletin and mail it to customers regularly, including the information trends of training companies, excellent training abstracts, articles showing the company's views, etc. It shows that the training company is very professional, so that customers can keep abreast of the activities of the training company and communicate effectively. Third, establish a customer club or HR salon, hold lectures, briefings and networking activities for corporate training directors and HR managers on a regular basis, establish good relations and fixed contacts with customers, enhance understanding, contact friendship, achieve a win-win situation, and establish a long-term strategic partnership of common progress and common growth.

Third, brand building: to build the core competitiveness of enterprises, the competition between enterprises is brand competition, which is true in every industry, including the brand of enterprise products and curriculum products. How to enhance the brand's popularity, reputation and credit reliability and enhance its core advantages is an important topic. Only with unique core competitiveness can we survive in the market better. So, how to build your own brand and make your own brand stand out among peers?

First, we should have a correct business philosophy and brand awareness, aim at serving customers and helping them create value, provide customers with products and services that exceed their value, think what customers think, be responsible for every open class and internal training, strive for perfection, do our best, think from the customer's standpoint, win the trust of customers with professional knowledge and technology, scientific and perfect processes and high-quality services, and do everything well.

Second, to be able to "make up" for the company, this is called "brand packaging". Find a good advertising company to make a complete brand strategy plan, plan a unified image system, be beautiful and unique, build a good website, use the network to publicize the company image, let customers find you, get to know you through various channels, establish interactive forums, communicate in time, and continuously attract customers. In addition, we often hold some public lectures and seminars, keep in constant contact with customers, establish the professional image of the company, promote your lecturers and courses, achieve multiple goals, pay attention to brand promotion, and let customers often see you and want you, rather than just pushing the class to find you, not ignoring it. We should learn to build our own brand, manage our own customers, develop new customers, and market our business to the next level in various ways.

Third, we should cultivate our core competitiveness so that other peers can't imitate it. "You have what he doesn't have, he has what you are good at, and he is good at new things." Innovation is ahead of others. When the company develops to a certain period, it should have its own full-time lecturer team, curriculum research and development team, brand courses with its own intellectual property rights, and be unique and open its own brand. The company manages marketing innovation, exports its own books, CDs and magazine materials, and provides comprehensive and thoughtful services to customers through three-dimensional operation by land, sea and air. In internal training, after detailed training needs analysis and pre-interview, tailor-made courses are provided for customers, and consulting services are provided to make the content more targeted, appropriate and effective, so as to achieve twice the result with half the effort and gain more benefits.

Brand is a kind of cognition of customers, and the impressions and feelings of an enterprise and products need to accumulate over time. It is impossible to expect a few months, several activities and several advertisements to erect the brand, but to form customers' views on your company through repeated training, accumulation of things, dribs and drabs, words and deeds, and every move. Enterprises need to do everything with heart, establish brand awareness of building a century-old shop, and operate with heart.

As a knowledge-intensive, talent-intensive and technology-intensive intellectual industry, training companies should be ahead of other industries, absorb advanced and new ideas, form good training course products, spread them to higher enterprises and employees, and benefit everyone. More importantly, they should operate with care and scientific intensive management. Sow in spring and harvest in autumn. "As you sow, you reap." I believe the training company will have a better tomorrow.