Promotion requires marketers to have high ideological quality. Ideological quality includes the following aspects.

(1) Have a strong sense of professionalism and responsibility.

The enterprising spirit of marketers is mainly manifested in: fully realizing the value of their work, loving marketing work, having the spirit of dedication to marketing, being confident in their work, being proactive, working hard and serving customers wholeheartedly. The sense of responsibility of marketers is mainly manifested in: loyalty to enterprises and loyalty to customers. In the spirit of being responsible for the enterprise, make contributions to establishing a good image and reputation of the enterprise, and do not allow acts that harm the interests of the enterprise. In the spirit of being responsible for the interests of customers, help customers solve practical difficulties and problems and meet their needs. (2) Have good professional ethics.

Marketers have many independent business activities, so they should have strong self-control in their work, and don't cheat customers or embezzle the interests of enterprises by taking advantage of their profession. Marketing personnel must abide by national policies and laws, resist unhealthy trends, correctly handle the interests of individuals, collectives and countries, and promote products in accordance with relevant laws and regulations. (3) Have a correct marketing concept.

Marketing concept is a guide for marketers to carry out promotional activities. The correct marketing concept requires marketers to consider the country and enterprises as much as possible, serve customers wholeheartedly, and take the satisfaction of customer needs as the standard for testing marketing activities.

2. Professional quality

Whether marketers have good professional quality directly affects their work performance. The professional quality that a salesperson should possess refers to his professional knowledge. Generally speaking, business knowledge mainly includes the following aspects.

(1) enterprise knowledge

Marketing personnel should be familiar with the development history, enterprise scale, management policy and rules and regulations of the enterprise?

(2) product knowledge

Marketing personnel should understand the performance, use, price, use, repair, maintenance and management procedures of products; Understand the advantages and disadvantages of competitive products in the market.

3) Customer knowledge

Marketing personnel should be good at analyzing and understanding the characteristics of customers and understanding the knowledge of psychology, sociology and behavior; Understand the customer's purchase motivation, purchase habits, purchase conditions, purchase decisions, etc. According to the different psychological conditions of different domestic customers, different marketing countermeasures are adopted.

(4) Market knowledge

Marketers should understand the basic theory of marketing and master the basic methods of market investigation and prediction; Be good at discovering realistic and potential customer needs and understanding the market trends and trends of products.

(5) Legal knowledge

Marketers should know all kinds of national laws regulating economic activities, especially the economic norms related to promotional activities. For example: economic contract law, anti-unfair competition law, product quality law, trademark law and patent law.

3. Physical quality

Marketers should be energetic, clear-headed and flexible. However, the marketing work is very hard. Marketers should get up early, run around, travel frequently, eat and live irregularly, and negotiate various promotional business. This not only consumes physical strength, but also requires vigorous energy, which requires marketers to have a healthy body.

Second, it is very important for a marketer to have a good quality, but it is meaningless if he lacks the real ability to do a good job in marketing. The so-called ability is ability, and the ability that marketers need is determined by the nature of their work and tasks. Generally speaking, marketers should have the following abilities.

1, observation ability

The observation ability of marketers mainly refers to the ability to understand customers' purchasing psychology through their external performance. Any behavior of people is related to inner activities, which reflects one aspect of inner activities. The same is true for customers. Marketers can find a lot of information reflecting customers' inner buying activities from customers' behaviors, and observation ability becomes an important part of revealing customers' buying motives. To improve observation ability, we must start with improving observation quality. Knowledge, method and purpose are the three basic factors that affect the quality of observation. Knowledge is the basis of observing and understanding customers. The more profound the knowledge of marketers, the deeper and more thoughtful the observation of customers will be. For example, a marketer with psychological knowledge can quickly understand customers' intentions and needs through their words, deeds and emotions. Scientific observation methods need correct observation routes: from top to bottom, from outside to inside, from part to whole, from individual to whole, etc. The distribution of attention should be reasonable, vision and hearing should be closely coordinated, and observation and judgment should be organically combined. Towards success 2008-06- 16 2 1:50 report

Dr. Goldman, the founder of modern sales theory, warned us: "Put an unsuitable person in a sales position and you will fail at the beginning." Not all people are suitable for sales, and not all sales can be successful. From a salesperson's personal point of view, the factors that determine his performance are his basic quality, concept and ability. Some people confuse ability with quality. In fact, the two are different. Ability can be cultivated in a short time, but quality cannot be cultivated in a short time. Therefore, if a salesperson wants to improve his performance quickly and gain a firm foothold in the sales field, he needs to clearly understand what abilities he needs as an excellent salesperson, and pay attention to training in peacetime to effectively improve these abilities.

What ability a salesperson should have can be studied from three aspects: first, empirical research; The second is to solicit customers' opinions and ask what kind of sales staff customers are willing to deal with; The third is to let the sales manager talk about his own views according to his own experience. In this topic, the sales manager who fights in the front line of marketing puts forward various abilities that a salesperson should have according to his own practical experience.

Mr. Sun, a famous marketing manager, pointed out that today's salespeople should have three abilities, namely, pressure resistance, analytical ability and communication ability.

1. Carrying capacity. Salespeople have huge sales targets on their shoulders, and the manager in charge urges them again and again behind their backs, but what they face is the indifference and rejection of customers. In the face of difficulties, some people feel confused and depressed, or give up, or work negatively, and the result is naturally farther and farther away from success. Therefore, it is the ability that every salesperson, especially the young people who have just left school to take up their jobs, should have to straighten their position, straighten their mentality, face pressure and bear challenges.

2. Analytical ability. Salespeople should have keen market opportunity analysis ability, learn to find market opportunities and stand out from the competition.

3. Communication skills. It is one of the most important abilities of salespeople to sell their ideas, beliefs, schemes and methods to superiors, subordinates and customers. Good communication skills are the best way to win the support of others. Practice tells us that many problems in sales are caused by poor communication.

As a successful sales manager and trainer, Mr. Jia believes that sales staff should have the following abilities: knowledge ability (knowledge of industry, products, consumption and so on). ), research ability (such as regional market survey and evaluation), judgment ability (such as the ability to judge the quality of customers when setting up distributors), expression ability (the ability to make things clear), promotion ability (such as Pepsi sales staff executing for distributors and taking orders for wholesalers), negotiation ability (such as negotiating and resolving contradictions with supermarkets), management ability (such as managing distributors) and service ability (handling simple liability accidents, such as ), adaptability (such as constantly adjusting the sales area, salespeople should have adaptability), advanced ability (constantly learning and improving ability)

Mr. Cui Zisan, the marketing manager, believes that the following five abilities can make a marketing expert.

1. adaptability. From the internal environment of the enterprise, marketers should first be able to adapt to the company, its corporate culture, business philosophy, marketing policies and humanistic environment. From the external environment of enterprises, marketers should also be able to adapt to the needs of the market, the development needs of dealers, local customs and habits and so on. Only by adapting to the marketing profession, marketing life and the internal and external environment of enterprises can salespeople better and accurately position themselves and find a direction suitable for their development.

2. Learning ability. Salespeople must have the ability to learn if they want to grow faster. Including studying national principles and policies, relevant economic laws and regulations, national macro-and micro-economic policies, and arming themselves from the "strategy" aspect. We should also learn business management, marketing, psychology, public relations and other knowledge, improve our knowledge structure, and realize the transformation from experts and generalists to compound talents.