Through training, I learned some new marketing management knowledge, and learned in practice how important it is for enterprises to cultivate a high-performance marketing team. In the field of natural science and technical science, we can adopt the "takenism" and use the most advanced achievements in the world for our own use. However, in marketing management, we can't directly mechanically transplant foreign systems, but must combine our national conditions, people's feelings and the actual situation of enterprises to create a marketing management system that suits us and make foreign things serve China.
The ancients said, "Those born in Huainan are oranges, and those born in Huaibei are oranges. Leaves are similar to disciples, but they taste different. What's that? The soil and water are different. " (Yan Zi Chunqiu).
The following is a brief talk about how to enliven the "marketing" work according to my own work practice and some thoughts after I participated in the group's "marketing" training class, and learn from you. First, the planning is reasonable, well-prepared, seize business opportunities, and do not fight unprepared battles. I remember Sun Tzu said in Sun Tzu's Art of War that "more wins and less wins". If you don't fight unprepared, "everything will be established in advance, and it will be abolished if you don't plan ahead." Any important thing requires necessary preparation and careful planning in advance to ensure the achievement of the goal. Sales is a complicated job. To make the sales successful, it is necessary for the sales staff to make necessary preparations.
The main purpose of the preparatory work is to have a well-thought-out plan, so that the next step of approaching customers is highly targeted, and it can be carried out step by step in a planned way to avoid mistakes and strive to complete sales actively and efficiently. 1, material preparation
Good material preparation can make customers feel the sincerity of sales staff, help sales staff to establish a good negotiation image and form a friendly, harmonious and relaxed negotiation atmosphere. Material preparation, first of all, is the salespeople's own appearance temperament. With a neat, generous, neat and dignified appearance, they leave a good first impression on customers in terms of moral quality, work style and living atmosphere. Secondly, sales staff should prepare necessary items with them according to the different purposes of the visit, usually including customer information, samples, price lists, contract papers, notebooks, pens and so on. Prepare the materials carefully and don't leave anything behind, so as not to make mistakes in the interview or leave a bad impression on the customers. Don't pack too much. The appearance of travel-stained will give people the impression of "passers-by" and affect the effect of negotiations. 2, enhance self-confidence, let the sales staff to success. Salespeople visit customers rashly without preparation, and they are always worried about making mistakes and ambiguity because of unclear situation and unclear base. Customers will feel worried and disappointed at first when they see such salespeople who have insufficient confidence in their own product promotion, and then they can't trust the products promoted by salespeople, and of course they won't accept them. Therefore, adequate preparation can make sales staff confident and confident, take their time in sales, behave appropriately, and easily gain the trust of customers. 3. Salespeople should be "intimate friends" in order to improve the sales success rate. The so-called "confidant" means that we need to master the production, operation and scale of our company in many aspects, as well as the performance, indicators and prices of the products we are responsible for.
For customers, salespeople are companies. But in fact, the salesperson only represents the company. Since the sales staff represent the enterprise, they should have a comprehensive understanding of the enterprise, including business objectives, business policies, historical achievements, advantages of the enterprise and products sold. 4. Master the agility of company services. Products that need to be delivered to customers by means of transportation require very high agility of company services. What customers want is not only timely delivery, but also accuracy. If there is any mistake in delivery, it may affect the company's image and even make customers leave angrily, making sales impossible. 5. Sales personnel must be familiar with the company's relevant prices, credit conditions, product delivery procedures and any other information indispensable in the sales process. In the sales process, the company must have good credit conditions, the company must keep its promises and contracts, and the product delivery must be accurate and timely. Only when salespeople are familiar with this knowledge can they use preferential terms to attract customers and arouse their desire to buy. Second, to find the target customer source 1, there must be a core target.
The goal is the basis to guide all actions, and our problem is how to set a core goal in sales work. Remember Joe, the god of sales? 6? 1 Gillard once said, "No matter who you meet, you should treat them as customers who really want to buy goods from you. Such a positive attitude is the premise of your sales success. When I first met a customer, I thought he was my customer. " We should use this belief and spirit to find every possible customer around us and strive to open up and occupy the market. Increasing market share is more meaningful than increasing profitability. To increase market share as the pricing goal, enter the market at a low price, open up sales and gradually occupy the market. 2. Salespeople must be diligent. There is a saying that it is workers who work only by hand; It is the salespeople who work with their hands, brains, hearts and legs. In order to gain more customers faster and improve sales performance, in addition to carefully maintaining old customers, we should also be diligent in developing new customers, always pay attention to market changes and the latest situation of customers, and be ready to recommend products to customers at any time. Sales work is a very hard work, there are many difficulties and setbacks to overcome, and there are many cold rejections to face, which requires salespeople to have a strong sense of professionalism and a high sense of responsibility, regard themselves as "sales happiness", and have the courage to forge ahead and be positive. Not only do they often run errands, but they also talk. Only when they enter thousands of households will they talk a thousand words, go through all kinds of hardships and try their best. Salespeople should have a pair of discerning eyes. Salespeople need to have a keen eye like a wolf to investigate market trends at all times, a persistent will like a wolf to pursue goals at all times, and a smart strategy like a wolf, so as to ensure steady progress in sales and create new glories! Through a pair of discerning eyes, we can find a lot of information reflecting the customer's inner activities from the customer's behavior, which is a necessary prerequisite for the sales staff to deeply understand the customer's psychological activities and accurately judge the customer. 4. Salespeople must be creative. Sales staff must have strong creativity in order to win a surprise in the fierce market competition. First of all, we must awaken our creative talent and have the innovative spirit of "ingenuity"; Secondly, we should break through the traditional thinking, be good at adopting new methods and take new paths, so that our sales activities can attract the attention of future customers. As the saying goes, "Pay attention everywhere is learning", which means "Pay attention to business opportunities everywhere". Salespeople should be able to highlight the key points of the problem, grasp the essence of the problem, see the problem step by step, prioritize, and pay attention to accumulate more knowledge and skills. The richer and more skilled the knowledge and experience, the stronger the insight into things. Third, establish an information network platform to communicate with customers. Everyone has two different personal networks, one is naturally acquired by you, and the other is created by yourself. Natural networks include your relatives, good friends and other acquaintances. If you have good personal charm and take the initiative to develop your own interpersonal relationships, you can gain a larger interpersonal network through these people. 1, you can take some time to choose the important ones.
Customers get together and organize to hold some activities, such as going to the theater and listening to speeches. Taking this opportunity, we can also create a project to connect senior cadres with customers and introduce VIP services. When customers receive special courtesy, they will feel grateful and rewarded, thus being more loyal to you and even helping you develop new customers. 2. Become intimate friends with customers. We all know that "friends tell everything". If we become bosom friends with our customers, then they will talk about you freely. In this conversation, there are his melancholy, his loss and his happiness. At this time, we should share it with him. He may talk to you about his friends, his clients, and even ask you to find them or make an appointment for you by phone, so that there will be new clients. So how can we impress and infect customers? That is to give full play to personality and personal charm. In the whole sales process, you must completely release yourself, give full play to your strengths and advantages, and at the same time do not hide your weaknesses, so that customers can feel your true side, so that customers will have trust in you, promote the sales process, and maintain this trust and tacit understanding for a long time to come, and maintain long-term cooperation. "Perseverance, rotten wood can't be carved." This sentence shows that success requires a spirit. Salespeople need this kind of will and the belief that they will never stop until they reach their goals, so that they have a chance to succeed. Sales is a long and arduous road. We should not only maintain a full business spirit, but also adhere to our consistent beliefs, self-motivation, self-encouragement, persist in the end, tide over many difficulties and move towards the final victory.