Looking back on the whole process of my growth from salesman to marketing supervisor to regional manager and consultant, I concluded that to be an excellent marketing supervisor, I must do the following three words: honesty, diligence and practicality!
Positive: qi is positive, the waist is straight, and the waist is straight.
I remember when I was the marketing director of a famous domestic food enterprise, I visited Nanjing, Jiangsu Province, and found that a business director in this area had serious violations, which seriously damaged the image of the enterprise in the eyes of local distributors and retailers. As a market supervisor, I am deeply aware that if this problem is not solved in time, it will definitely become a disaster for a food enterprise in the future.
However, the dilemma is that the business supervisor is my senior and he is kind to me. He recommended me to enter this enterprise. Moreover, he also led my early business career, which should be regarded as my mentor.
Of course, he was happy to see me in charge, thinking that this problem was easy to handle. After three rounds of drinking, I will never forget his surprised expression when I pointed out the seriousness and consequences of the problems I found. "We are all our own brothers, so we can't let our big brother go!" I can't help it! ""Angkor, you're right. We've known each other since college. After entering the society, you gave me this opportunity to hold my hand. In my heart, you are both a senior and a friend, and I personally feel very grateful and respectful to you. However, this incident has done great damage to the company's image. You are a businessman, too. You must know that this incident is fatal to a food company. " Seeing my serious face, Angkor bowed his head helplessly.
I went on to say, "Angkor, as a marketing director, it is my duty to find and respond to problems, not to mention issues that are crucial to the company's development. I must report to the headquarters." But you are my friend, and I know who you are. I can see that you were confused for a while. Do you think this is a good idea? It is pointed out that the main purpose of the problem is to solve it. I'm sure I'll report this problem to the head office. It's my duty, but we can handle it flexibly. First of all, you must stop all violations immediately. Second, you can write your own review report and submit it to the headquarters, but you can only be given one day. Third, you must take some measures at once to minimize the impact. I can cooperate with you in this respect. In addition, I will truthfully show your attitude and actions in my report. You have made so many contributions to the enterprise, I believe that the enterprise will definitely consider it comprehensively. Angkor, do you think there is a better way? "In this way, I not only maintained the responsibility of a marketing director, but also maintained a friendship.
Supervisory thinking:
To be a good market supervisor, the first condition is "positive". I think this "positive" contains two meanings: first, the mentality should be correct. Mentality determines everything. As marketers, especially market supervisors, they need supervision-face the market directly, and all problems, big or small, need to be seen clearly; Guidance-providing relevant guidance and training for salesmen and promoters, which is cumbersome, stressful and requires high ability. Without a good attitude, it is absolutely impossible.
Second, be honest about things and people. As a market supervisor, there will always be some difficulties, which requires the market supervisor to be honest and independent, not easily influenced by external factors, and to deal with problems flexibly and actively with a responsible attitude towards enterprises and themselves.
Diligence: 5. Diligence and dedication, actions speak louder than words.
In my personal market supervision career, I think the word "diligence" is absolutely the first, and the five diligence must be achieved: brain diligence, leg diligence, hand diligence, eye diligence and oral diligence.
Brainware-When we search in the front line of the market, we often grasp the market information most intuitively and immediately, so we need to put forward our own suggestions without disconnecting our brains. Marketing specialists who can't think are often unqualified.
Leg diligence-for our market supervisors, we must constantly go to the front line of the market and use our legs to drive our brains to think, so as to grasp the first-hand market information in time and find and deal with problems in time.
Manual service-to be a marketing director, you must serve manually. Every time I visit the terminal, whenever I see that the terminal product is not in place, I can't help but call the shopping guide and put it in person to tell her the precautions.
Intention-as the marketing director of an enterprise, we must ask ourselves not to let go of any minor changes of competitors, and we must ask ourselves to accurately grasp the changes of consumers' tastes ... In the product placement process, even very small changes must be thorough, so it is impossible to do well without a willing heart.
Diligent mouth-in the process of market supervision, it is often found that the display of terminal products, the placement of promotional materials are not in place, and the work of promoters is not in place. At this time, we must be invited to play the bad COP and criticize the shopping guides and salespeople present. At the same time, I advocate "on-the-spot education", and we must demonstrate it on the spot and tell them the main points of operation. We will also organize regular and irregular training for shopping guides and business personnel, pass on the company's relevant policies and product information, and constantly improve the business skills of shopping guides and business personnel.
When consulting for a famous tobacco enterprise in China, because the market inspector of tobacco enterprises relies more on commercial companies, the collection of a lot of information lags behind, the terminal is not vivid enough, and the product display lacks standardization and is very messy. After we moved in, we re-established the marketing director, conducted detailed training for the salesmen, and standardized the product display with different quantities, different layouts and different terminals, and achieved good results.
Supervisory thinking:
As an excellent market supervisor, the "five diligence" mentioned by the above author is very important. Special emphasis should be placed on "mouth to mouth". For the problems found in the front line of the market, the market supervisors must immediately give feedback to the on-site shopping guides and business personnel. Some supervisors have a bad habit, that is, they only react the problems upward, and don't immediately feed back the problems to the front-line personnel at the scene. This is wrong, which often leads to the failure to solve the problems at the scene immediately, resulting in inefficiency. The "on-the-spot education" adopted by the supervisor is a good method, teaching by hand and explaining the main points of operation to make them easier to master.
In addition, don't ignore the power of training. In the process of training front-line salespeople in domestic enterprises, I deeply feel that training plays a significant role in improving front-line salespeople's understanding of the company's products and policies and improving their business ability, but this is often ignored by our enterprises.
Reality: subdivision in work and pragmatism in execution.
The work of market supervision is very "real" and it is not allowed to be a bit ostentatious. For market supervisors, almost 20 days a month are spent on market visits, so the work must be subdivided and the implementation must be pragmatic.
The marketing director must supervise and feedback the market dynamics and competitors' relevant information so that we can adjust our marketing strategy in time; It is necessary to go door-to-door to check the display of products and the vividness of terminals in order to seize the highland of terminals and squeeze competitors on terminals; We must check the working status of service personnel from time to time, so that our promoters and shopping guides can always maintain the highest working passion ... Work subdivision and pragmatic implementation are compulsory courses for supervisors every day.
In 2002, we started a zongzi project, because we had to taste our own and competitors' products all day. For a long time, I still feel sick at the thought of zongzi. But it is because of our mutual investment that our turnover in 2002 was only a few million. Two years later, we have achieved the first place in the country in this business, with an annual turnover of not less than 80 million.
Market supervision is the former sentry of the enterprise, the telescope and microscope of the enterprise. It can always find the problems of enterprises in time and quickly, and ensure the steady and rapid development of enterprises. Only 100% passion can be cast successfully. Without the process of becoming a madman, there would be no rainbow after the storm. Writing here, I can't help but think of a famous saying by Mr. Zhang Ruimin, president of Haier: "What is not simple? It is not simple to repeat simple things well; What is extraordinary is that it is extraordinary to do ordinary things repeatedly. "
Supervisory thinking:
Market supervision is a very "real" work, which is embodied in two aspects:
First, the content is solid.
Although the market supervision work of different enterprises will be different, it will generally include the following contents:
1. From the terminal level, it includes material arrangement, price control, personnel adjustment, sample loading tracking, inventory information, product display, etc.
2. From the perspective of shopping guide training, it includes corporate culture, industry knowledge, product knowledge, shopping guide skills, mentality guidance and promotion activities.
3. From the management level of shopping guides: including discipline, mentality construction, execution supervision, team building, quantitative assessment, etc.
4. From the perspective of market information: including product information, promotion information, gift information, price information, personnel adjustment information, etc.
5. In terms of the organization and implementation of promotion activities, it includes the preparation of materials before the activities, the organization and arrangement of personnel, the selection of information dissemination channels, and the supervision of activities. Organization and division of labor of on-site activities, solution of on-site emergencies, etc. ; Summarize the success and failure after the activity.
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Second, the implementation of truth
The process of supervision itself is the process of making things happen, and the process of supervision is also the process of solving problems immediately. Constantly standardizing in the process of supervision is also an important means for enterprises to improve their execution.
An excellent supervisor must do a good job in collecting information about his products and competitors, standardizing terminals, and then guiding and training salesmen and salespeople ... In fact, market supervision is a process of constantly standardizing and implementing relevant policies of enterprises.