First, the difficulties faced by training marketing personnel
In fact, marketing is a very complicated process, and excellent marketers need to do many things: first, they must thoroughly understand products and competitive environment, discover and understand customer needs, and understand how to establish long-term and effective customer relationships. Secondly, in order to meet customers' expectations and achieve the company's established goals, marketers must also closely contact the company's business management personnel to ensure the smooth delivery of products or projects, and carefully plan and plan marketing activities in advance to ensure that marketing activities can be promoted according to the established goals. Thirdly, marketers should also learn to convince customers and business managers through various facts or arguments to get support and resources, and at the same time bear the frustration of "frequent rejection" and find new solutions or methods to solve problems after "rejection".
According to the actual work contact, there are three main reasons why marketers are difficult to open the situation:
1, unfamiliar products, unable to effectively provide solutions for customers;
2, the marketing business skills and sales behavior ability are not enough, and it is impossible to analyze and plan the market well, develop customers, enhance customer relations, gain customer trust, and then complete the sales task;
3, failed to understand their own talents, did not play their own advantages, avoid their own disadvantages, foster strengths and avoid weaknesses, and achieve marketing success.
Second, the characteristics that excellent marketers should have
Except for companies with unique innovative products like Apple, most successful sales are a "relationship" process, especially the "trust" relationship with customers. According to the daily observation of marketing activities, many successful sales are subjective activities, such as persuasion, persuasion and affirmation. No matter how well the basic analysis of marketers is done, the final result may still depend more on how these subjective activities are completed.
Therefore, a successful marketer must have unique business wisdom, enterprising spirit, extraordinary interpersonal communication skills and strong competitive spirit.
At present, there are countless quality models of marketers in the market, which basically cover the conditions that marketers with excellent performance should have. For example, information collection ability, communication and negotiation ability, resource allocation ability, customer relationship maintenance ability, market research and analysis planning, overcoming pressure and frustration. These are all necessary professional qualities for marketers in their daily work.
Third, the training logic of marketing personnel
Marketing personnel are related to the success or failure of enterprise management. Without excellent marketers, most enterprises can barely survive. The construction of marketing personnel training plan should start with marketing work. Marketing can be divided into two stages, the first stage is "marketing" and the second stage is "sales". The ability required in the marketing stage is called "marketing business skills" and the ability required in the sales stage is called "sales behavior ability".
In the "marketing" stage, more consideration is given to the training of basic theoretical knowledge, skills and tools. In the "sales" stage, more consideration is given to actual combat, drills and the cultivation of some subjective behaviors. In fact, the "sales" stage depends more on the wisdom and strategy of marketers, which is closely related to the comprehensive ability and quality of marketers.
On the premise of fair and perfect incentive system, the sales effect of marketers will improve with the improvement of marketing ability. At the same time, with the deepening of training, the subjective initiative of marketers will also be brought into play, so as to better complete the company's sales tasks. As shown below.
So, start with self-awareness, understand your talents and shortcomings, and then improve yourself through teaching, online training, drills and practical training. At the same time, the subjective initiative of marketers is accumulated in the training process, and finally marketers can play their own subjective initiative and realize continuous self-improvement.
Fourthly, the training mode of marketing personnel.
According to the above training logic, whether it is self-awareness, self-improvement or self-improvement, the training of marketers can be divided into three parts, one is marketing business skills, the other is sales behavior ability, and the third is external professional qualifications as a supplement. It should be noted that in order to further highlight the cultivation of marketing ability itself, this paper ignores the differences in personality, personality, mind and spirit of marketers themselves. In fact, these are also one of the necessary factors to actually identify the comprehensive ability of marketers.
According to the key points of the above abilities, organize marketing personnel to carry out "self-awareness", "self-improvement" and "self-improvement".
Verb (abbreviation of verb) conclusion
The promotion of professional competence of marketers is a long-term and gradual process. In the process of training marketing personnel, we should pay full attention to their own subjective initiative, so that the training and training role of enterprises can be effectively played. In order to mobilize the subjective initiative of marketers, enterprises should establish a whole process system of performance management, salary management, position promotion and career development. Based on the performance management system, the performance results of marketers should be linked with salary, position promotion and career development, so as to fully mobilize the enthusiasm of marketers to improve their professional ability. Otherwise, it is training, and training will become empty talk for marketers without incentives and pressure. At the same time, enterprises regard training as a systematic project, and only by adhering to the long-term talent training strategy can they truly win the market and remain invincible in the fierce market competition.