Marketing front-line personnel directly face the market, are the forefront of the value chain, the pioneers of the market, and the stakeholders of the direct selling target of enterprises. Their personal qualities, comprehensive skills and marketing ability largely determine the market competitiveness of enterprises.

Marketing front-line personnel mainly have the following six roles:

(1) Market Information Agency

(2) brand culture builder

(3) Pioneer of marketing team

(4) the creator of sales performance

(5) Dealer communication ambassador

(6) User service providers

Second, the career development of marketing front-line personnel

According to the function, business elements, management scope and ability elements, skills and experience requirements of front-line marketers, front-line marketers are divided into three levels: salesman, marketing manager and marketing director.

Third, the characteristics of marketing front-line personnel

1, uncertainty of working environment

(1) Different duty stations

(2) irregular working hours

(3) the variability of the market environment

(4) product update

2. Training organization is relatively difficult.

(1) It is difficult to concentrate personnel.

(2) Strong personnel mobility

(3) the contradiction between traditional experience and business innovation

To organize the training of marketing frontline personnel, we need to pay attention to "empathy" and "empathy" and seriously consider the training characteristics of frontline personnel. To carry out front-line personnel training, we should fully consider the time, place, off-season sales and other factors to avoid training becoming a "burden" and causing negative effects.

3. The characteristics of marketing front-line personnel

Based on the characteristics of marketing front-line training, enterprises can start with career development and performance orientation, carry out targeted training, gradually improve the comprehensive quality and marketing skills of marketers, and stimulate their potential to meet the needs of marketing business development, thus improving sales performance, increasing product market share and realizing the common development of enterprises and employees. In this regard, personnel training can be carried out from the following aspects:

(1) Establish clear performance target management.

(2) Accelerate the training and reserve of talents at all levels.

(3) Establish a talent training mechanism based on career development.

Four, marketing personnel training five steps

For salesmen who have been employed for 1-3 years, establish a capacity building and upgrading system with the goal of joining, seizing posts and improving performance; For marketing managers who have worked for more than 4 years, they should cultivate the ability of market development, channel management, regional market segmentation management and analysis; For the marketing director who has worked for more than 6 years, we should pay attention to building a marketing front-line commander with the ability of market strategic planning and team building.

1. Build a capability model.

(1) People-oriented professional quality

(2) Job-based marketing skills

2. Training demand analysis

(1) enterprise strategic objectives

(2) post ability requirements

(3) the comprehensive quality of employees

(4) the marketing skills of employees

3. Curriculum system construction

The particularity of the work nature of marketing front-line personnel determines that marketing front-line personnel should receive training in basic marketing knowledge, sales skills, marketing strategies and customer development skills. In addition to general skills such as workplace etiquette, teamwork and communication skills.

(1) general courses

On the basis of the work nature and ability requirements of personnel at all levels, courses such as management, team building, communication skills and personal qualities are offered.

(2) Personality course

Personalized courses are differentiated training courses tailored to different levels of training objects and based on different ability requirements.

4, organize the implementation

(1) Training Time

New employees and sales staff are promoted, sales are off-season, new products are on the market, and enterprises hold centralized meetings.

(2) Training places

On the premise of not affecting the regional sales task, organize nearby.

(3) Selection of training instructors

Lecturer with actual combat experience, such as sales manager or sales backbone with rich front-line work experience.

(4) determine the training mode

Locally nearby, flexible and changeable. Training methods can include sand table simulation, case study, mobile terminal, centralized training, case study, scenario simulation and e-learning.

(5) Develop training implementation plan.

According to the time, place and training method, formulate the corresponding training implementation plan.

(6) Implementation and monitoring

Monitor the training process to ensure attendance, enthusiasm and training effect.

(7) Effect evaluation

Evaluate the learning effect of lecturers, courses, training institutions and students.