@ Dr. Beijing Normal University.
@ Tsinghua University President Ban distinguished professor
@ Peking University EMBA Visiting Professor
"Chief" Representative of @ Goldrat Institution in China
Academic Chairman of TOC Enterprise Club in China
@ China TOC inventor Dr. Godrat is the only recognized TOC marketing expert.
@ Practical Experts-Welcome students to challenge and successfully coach Dongfeng Motor Gearbox, Galanz Group, Gujia Craft Sofa, Bosideng Group, Youngor, Zhengzhou Lingxiu Clothing, Hangqiushui Yiren Women's Wear, Hayes Furniture, Huari Furniture, Xinwei Furniture, Yifeng Sofa, Wenzhou Megden Furniture, Duo Ai Furniture, Xiang Yang Feed and many other well-known enterprises.
Professor Zhang Lang's current research topic is: TOC winning marketing pk cutting marketing: integrating the whole process design of commercial profit system and the performance multiplication model with absolute competitiveness.
Topic: TOC decisive marketing
course syllabus
1. What are we facing now?
First, the problems facing the market
1. Insufficient orders: This is a problem faced by almost all enterprises since the economic crisis.
2. Decline in profit rate: The price of raw materials soared, and the profit rate of the company was almost zero.
3. Reduced cash flow: When the company prepared a large amount of inventory to cope with the huge impact of shortage on sales, sales were not as good as expected, and the invested money could not be recovered for a while; At the same time, in order to meet the needs of customers, new products need to be continuously introduced, and a large amount of investment funds need to be solved urgently. ...
B, sales problems, qualified sales personnel need several years of training to get? Is the turnover rate of salespeople often lower than 10%? Is it true that salespeople can only rely on personal experience to fight alone, and can't form a joint force of the team? There is a big gap between good salespeople and poor salespeople, but good experience is hard to copy? ..... Many companies are often troubled by the above problems, but they can't find a solution. In contrast, we look at the factory, and employees can go to work after simple pre-job training after recruitment; The yield of production workers is generally above 95%; Production workers rely on assembly line cooperation, which is very efficient; Production workers have vacancies, which are easy to fill; ..... In that case, if we streamline our sales work, what changes will it bring to our sales?
Second, what is our current strategy? Now the competition is not the competition of products, technology and marketing, but the competition of system mode. Excellent mode leads to strong competitiveness, while weak mode leads to "passive, disorderly and vicious competition". Those who actively improve or innovate business models will get the best profits and become new leaders in the industry. Passive improvement or partial traditional improvement is an expedient measure. Without finding the core constraints of the enterprise, it enters a state of blind follow-up and becomes a supplement in the industrial chain. When the market needs it, it gets a small profit; When it is not needed, it will face direct elimination. In our business operation, are we caught in the conflict shown in the figure below and can't find a balance point? If we get enough turnover, the company will make a profit and keep our profit rate. Pricing according to the supplier's sense of value and pricing according to the customer's sense of value are sufficient conditions for achieving the sales target: attracting enough intended customers by establishing a decisive competitive advantage in marketing, improving the delivery rate in sales, transforming the intended customers into customers who place orders, and maintaining a certain amount of customer purchases. Namely: sales = number of intended customers * transaction rate * average customer unit price Therefore, the transaction rate directly affects the realization of sales, and the transaction rate of sales staff in most companies is less than 10%, or even lower. Factory sales process design, starting from the actual sales process, designs a set of sales process from sales environment, sales props, sales skills, sales division and teamwork, sales process control to sales results, which greatly improves the turnover rate of sales staff.
Third, what should be done specifically?
The first step: find out the bottleneck of the industry, list the pain points and complaints of customers, build the whole fruit tree, find the core problems, build a conflict map, analyze the limitations behind the routine practices of the corresponding industries, and find out the major pain points that cause most customers.
Step 2: Establish a decisive competitive advantage in the market, put forward a solution of core constraints, and introduce a new business model to the market that customers (including suppliers, distributors and end customers) can't refuse based on standards that competitors can't imitate.
Step 3: Establish a sales plan with high turnover rate. In view of the current sales system that relies on salespeople to fight alone and the turnover rate is low, scientific management and effective sales plan introduction are carried out to improve the turnover rate and team combat ability of salespeople. Step 4: Establish the internal capabilities of enterprises to support the decisive competitive advantage of the market. From the perspective of the market, decide what we need to do to establish a decisive competitive advantage in the market. Then look back to see what kind of capabilities enterprises need to build to support the establishment of decisive competitive advantage. The gap between existing capabilities and required capabilities is what we need to do.
Four. Successful consulting case of TOC
Household appliances: Shunde Galanz air conditioner, Zhongshan Tianlang electric appliance, Zhongshan TNC electrician, Zhongshan Midea fan, Zhongshan Le Di electric appliance, Zhongshan Ambor electric appliance …
Furniture: Zhongshan Hayes Furniture, Langfang Huari Co., Ltd., Zhanjiang Xinwei Paul Saite, Zhengzhou Yipin Yuan, Dongguan Yifeng Sofa, Wenzhou Magden Furniture, Dongguan Evergrande Furniture, Shenzhen Chivas Sofa, Li Meng (China), Gujia Craft Sofa, Huari Furniture ...
Lighting: Zhongshan Qiyuan Lighting, Shunde Huaqiang Benbang Lighting, Zhongshan Aiketong Lighting, Suzhou Kunshilai Lighting, Lin Yixin Brilliant Lighting, Guangdong Zhao Xin Group …
Textile and clothing: Beijing Paikelandi children's wear, Zhengzhou Lingxiu trousers, Ningbo Youngor shirt, Changshu Bosideng down jacket, Shenzhen Belle leather shoes, Hangzhou Qiushui Yiren women's dress, Yuyao brilliant wool spinning, Shanghai Senfeng clothing, Changzhou Yaochun Greer textile ...
Machinery manufacturing: Shanghai Fosun Medical, Shiyan Dongfeng Automobile Gearbox, Changzhou Haole Machinery, Xuzhou Auxiliary Machine, Changzhou South Bearing, Hangzhou Boiler Group …
Others: Shanghai Zhongka Group, Jintan Fengdeng Pesticide, Beijing Xiang Yang Group, Nanjing Ying Da Science and Technology Group, Shaanxi Zheng Da, Dongguan Dongcheng Electronics, China Mobile …
Verb (abbreviation of verb) Significant changes have taken place in enterprises after receiving TOC counseling-
1, Dongfeng gearbox factory lost 70 million yuan in 2009, and gained 30 million yuan that year after TOC was introduced, making it the "Top Ten" project of Dongfeng Group!
2. Xiang Yang Feed Zhongyuan District, Guigang, Guangxi, received TOC counseling in 2009, and its sales increased by 7.5 times! 3. Huari Furniture, the largest manufacturer of solid wood furniture in China, fully introduced TOC management mode in 2007. After four months of improvement, the sales volume of that year increased from 400 million to 780 million, the turnover rate increased from 4% to 17%, the on-time delivery rate increased from 60% to over 99%, and the production lead time decreased from 45 days to 15 days.
4. TNC, one of the largest electrical switch manufacturers in China, introduced TOC SDBR+BM for four months: the accurate delivery rate increased from 40% to 95%, the production lead time decreased by more than 73%, and the inventory decreased by about 35%.
5. Qiyuan Lighting, one of the leading lighting manufacturers in China. With the implementation of TOC SBDR+BM management mode, the accurate delivery rate is increased from 35% to over 95%, the lead time is reduced from 265,438+0 days to 7 days, and the inventory of work-in-process and finished products is reduced by about 50%. . . . . . .
Sixth, the testimony of customers.
"My company has introduced TOC for three years, and the effect is very remarkable. The company has arranged managers to participate in this course many times, and now our company has trained its own TOC improvement experts. " —— Zhou Xueen, President of Huari Group
This is a brand-new way of thinking, which can find out the core of the problem in a thousand things, provide reliable basis for the company's decision-making, and bring considerable benefits, especially suitable for enterprises like us. —— Gao Lijun, Chairman of Helping Machinery
"First of all, the concept has changed. In the past, there was always an idea that the production departments should cooperate with each other to solve their own problems. Only when their problems are solved can we continue to make progress. Now the concept has changed a lot. We should first analyze and solve those problems that restrict us more. In addition, the results caused by the correct method are also very different "-Zhang Rutao, General Manager of Siemens Electric Drive Co., Ltd."
"The biggest gain this time is to solve my confusion in the past two years, that is, how to find the core competitive advantage of my own enterprise. I am very inspired and I will definitely consider implementing it in my company to establish a decisive competitive advantage. " —— Managing Director of Shen Industrial Co., Ltd.
Pointing directly at the core of the enterprise-productivity, the theory of liberating productivity is put forward. I believe this is the "golden apple" for all business managers who want to get the maximum benefit with the least investment. —— Pan Haoxun, General Manager of Fengli Group
Teacher Zhang Lang's TOC course is practical and thorough, and can formulate corresponding solutions to the needs of enterprises and help enterprises establish a decisive competitive advantage. It also made me understand that the function of performance appraisal is not to make employees become positive, but to make employees do more correct things. —— Fang, General Manager of Guangxi Qiuchao Plastic Products Co., Ltd.
Teacher Zhang Lang has a solid foundation and the teaching methods adopted are very effective. In the course, I learned how to establish the decisive competitive advantage of enterprises! —— Huang Gao, General Manager of Guangxi golden swallow Pesticide Co., Ltd.? Through the study of TOC marketing intensive class, I have a deeper reflection on the problems existing in the enterprise. —— Zhang Hao, General Manager of Atour Coatings (Nanning) Co., Ltd.
Through the study of teacher Zhang Lang's TOC course, I deeply realized that if an enterprise wants to be invincible in the industry, it must maintain its competitive advantage and keep innovating. —— General Manager Zhou of Nanning Trading Co., Ltd.
Professor Zhang Lang not only has the theoretical depth of scholars, but also has the accumulation of practitioners. The course is very systematic and practical. —— Wang Wei, Vice President of Gujia Craft Sofa
TOC course has solved many problems in the development of Dongci Group, such as unpredictable sales, inability of other departments to cooperate with sales, sharp increase in customer complaints and fierce competition. This is the third time that we have participated in Professor Zhang's training. —— He, Chairman of Zhejiang Dongci Group
TOC turns complexity into simplicity, turns decay into magic, and focus on it, and it will be immediate. -Guo Shide, president of Shanghai Zhongka Group, many problems that most enterprises may face-personnel turnover, various departments shirking each other, poor order execution, poor brand drive, insufficient profit, delayed delivery, insufficient production capacity and low turnover rate.
"Complex solutions won't work. The more complex the problem, the simpler the solution. " -Dr. Goldrat (father of TOC/physicist/business consultant, mentor of Professor Zhang Lang)
Scientists have seen many management theories of enterprise problems, most of which focus on the improvement of every link, step and procedure of the enterprise, and believe that as long as all links can do their best, the whole enterprise will inevitably have the greatest improvement. Goldrat disagrees with this view. He believes that enterprises should be regarded as a system. First, we must accurately grasp and properly handle the interaction between all links in this system, and the whole system can produce the greatest benefits. Otherwise, improving each link alone is often counterproductive and fails to achieve the overall effect. Therefore, the most important contribution of TOC is to guide enterprises to concentrate on using limited resources and use them in the most important places in the whole system to maximize benefits. If you deeply analyze the essence of TOC, what you see is a set of simple rules that are easy to understand and accept, as simple as even close to "common sense". This is the greatest feature and power of TOC. Goldrat, an Israeli physicist, looks at the operation of enterprises from the perspective of scientists, which has a unique new perspective. TOC (Constraint Theory) is his research achievement. This is a great pioneering work, and it is also his great contribution to the business community as a scientist who applies the laws of physics to management. TOC contains a series of logical tools, called TOC thinking process, and the application theme system for various problems of enterprises. TOC thinking process provides scientific guarantee for scientific decision-making action plans of institutions at all levels, and it is a rare scientific decision-making tool for decision makers at all levels.