During his tenure in Meituan, Gan personally built the underground push iron army of Meituan, and since then Meituan has stepped onto the throne of China O2O field. 2065438+April 2007, Gaoling Capital confirmed Gan as an operating partner.
In the Innovation Class of New Champions and the 20th19th (19th) Annual Meeting of Future Stars of China Enterprises sponsored by China Entrepreneur magazine, Gan appeared to share and gave a speech entitled "Direct Selling ABC", with a full text of nearly 10,000 words.
He shared his deep thoughts from the perspectives of To B business characteristics, thinking framework, talent concept and system construction. He has both methodology and system, both theory and practice, and a lot of dry goods.
The following is an excerpt from the speech of Tuba Sable:
What I'm sharing with you today is Direct Selling ABC, which is printed with How to Build an Iron Army. I have been working in the Internet industry for almost 20 years, which is basically the case. Maybe it's my own habit or I don't mention it internally. We usually call it direct selling.
Direct selling sounds a bit advanced, and there are quite a few definitions. It is very common that you interact with customers and have sales outside your store.
These years may also be the first half of the internet. The competition for pure C-side traffic has come to an end, so more and more people go to the supply side. More and more enterprises will encounter sales problems, and they usually have some communication with me. Today, I want to talk to you about some basic frameworks.
First, four sales models.
Let's look at the sales model first. The abscissa c and b, c is individual consumer and b is enterprise. The ordinate is the price from low to high, and the customer from small to large.
We see that the relative unit price of individuals in the lower left corner will be a little lower. Now it's called online sales. The so-called e-commerce, such as Taobao, first sold some cheaper things online, including today's Pinduoduo, basically from here.
Second store sales, this is also mainly aimed at individual consumers. Relatively speaking, the things sold in the store will have brands, which are better and more expensive.
The third kind of direct selling is the sales that we often push now. Direct selling is mainly aimed at B-end (enterprise), and the prices of products and services sold are relatively high.
The fourth telemarketing, this telemarketing is also a very standard work sequence, some of which are aimed at to C. Online education has been very popular in recent years, and many of them are telemarketing. However, online education may be a combination of online merchants and e-commerce. Generally, you can attend classes online. Maybe some parents here are experienced. I'll listen to it first and think it's not bad. Call later and sign this form.
The fifth marketing meeting (conference marketing) rarely exists alone. Customers don't know you. Water starts at 0 degrees, and blood boils to 100 degrees. When signing a contract with you, the marketing meeting is often the last link. Therefore, marketing may not exist alone, but can be combined with other sales forms. This is the basic sales model that enterprises encounter in their daily operations. Many times, according to the product and service market, enterprises will have some combinations in the middle, and may choose the combination of 1-2.
What we are talking about today is direct selling, mainly B2B business, not B2C business. B2C we see more online sales and store sales.
Second, the characteristics of To B business
What are the characteristics of To B business?
First, there are many key figures. What do you mean by multiple bonds? For example, if an individual consumer wants to make a purchase decision, it is actually about what to buy for himself or his family or children, and he can make a decision according to his own ideas. However, there is often more than one key person in the To B business, and there may be department heads and functional department heads who make suggestions, may ask his superiors to strive for purchasing funds, may go to the director or VP, and may need the approval of the general manager and chairman.
To B business often needs to promote several roles to make decisions together in an effective time, which is the first characteristic of To B business.
Second, the direct interests and interests of non-key people.
To C is what I want to buy. We often have a saying called "planting grass", which means that I've been thinking about it for a long time and I'm going to "pull grass" today. But in B2B business, few department managers or general managers grow grass for a long time, very few.
Because except the founder himself, basically everyone else is a professional manager or works in this company, and this company is not mine, so I am happy to use this product or service, which is good for the company, but I actually have no great obligation or interest to know more about this product and service.
Therefore, To B business often needs a special sales team to promote products and services.
Third, the thinking framework of To B business.
What angles does the sales department need to think from?
(1) Self-operated or channel?
The so-called self-management is to set up a sales team by yourself, and the so-called channel is to find an agent and let the agent help me sell. Self-employment has both advantages and thresholds.
There may be no simple answer to this question, but it is related to the development stage of the enterprise.
First of all, even if your products and services are very suitable for the channel, and your peers have done a good job in the channel model and have ready-made channels, then I still suggest that if it is a new product and the company has just been established, it is recommended to sell it yourself and make a sample first. Otherwise, you haven't sold it yourself, and you don't know the feedback from the market. How can we directly price the channel? How to allocate channels? How to set goals for the channel? How to further optimize products and services?
So first of all, there must be at least one self-management model, knowing how much the channel cost and sales efficiency are, and then the channel providers can be screened and managed.
Secondly, non-standard and low-margin products should be used with caution during the grinding period.
The products and services in the polishing period may not be mature yet. At this time, it is very risky for both parties to hand them over to the channel providers.
When I went to Meituan (20 1 1), it was a thousand-regiment war, and there were more than 5,000 group buying companies in the country competing. At that time, some group buying companies used channel agents. We also discussed it internally at that time. I firmly say that we don't have to think about this problem now. Why?
First, I haven't figured out how to organize sales forms, how to improve efficiency, and go to an agent. I think this is the mysterious power dependence. You don't understand it yourself. You think others can understand it, but in fact others may not. Because the agent has represented many products, it is definitely the best seller.
Second, our group purchase products are low-profit products, which may not be profitable under high management level. If you give an agent, he may sell a lot of products, and he will not specifically optimize your products and services. If you give it to him, he will lose money. Will you lose more?
At present, Meituan has agents in many cities and the third, fourth and fifth tier cities, because after six or seven years of operation, we have established such a system, customers have a concept of our products and services, and our own sales system is already very good. If we get these through, channels and agents can easily run forward on our basis. Finding a channel when you don't have the system ability is actually asking for trouble.
(2) Electric sales or direct sales?
The so-called telemarketing means that there is a call center with dozens and thousands of people in a room.
What is direct selling? The client's office is your office. Generally speaking, employees come to work, you see him, and after work, employees run away. But the business of direct selling is that employees disappear when they go to work. When you meet him, he either hasn't officially gone to work or comes back from work.
So to some extent, telemarketing has its advantages in management, such as fences and access control. The supervisor can always see everyone's work status and ask questions at any time.
Three disadvantages of selling electricity
But what are the disadvantages of telemarketing? The first consciousness. When there is no concept in the market, it is difficult for you to sell your products or services by telephone.
For example, if you do telemarketing in the Thousand Regiments War, you can call the catering bosses and tell them what company I am. We had a group purchase, and many restaurant owners didn't know what group purchase meant. What does it mean to buy a set meal with you? He doesn't understand. If it is a new product or service with insufficient awareness, it may be difficult for you to let customers feel it in a few words on the phone.
The second online experience. The most typical example is online education. In fact, many courses are not cheap, ranging from thousands to tens of thousands. But because these products can be tried online, users can obviously feel the trial products, so I can sign the bill in the form of telephone sales.
But the most suitable unit price radius for telemarketing is around 3000 yuan to 5000 yuan. If the unit price is higher, it is difficult for users to make this decision on the phone without meeting.
The third payment threshold. The most typical thing is that Alibaba's through train is prepaid, without giving me tens of thousands of dollars first. I'll calculate an account for you, and the effect is still uncertain. Including insurance, which is also prepaid. If the awareness of this product is not enough, the online experience is not enough, and the payment threshold is high, it may be more difficult to sell by telephone.
1 ten thousand/person
Whether it is telemarketing or direct selling, when we design the organization, the annual income of each salesperson is 654.38+0 million, which is a good reference standard. Why 1 10,000?
Think about it, the efficiency of telemarketing is generally higher, and the average person is about 10000 a month. If you are in a city like Guangzhou, Guangzhou and Shenzhen, the average per capita electricity sales may be less than 1 10,000/month, so many call centers are built in cities like Xi 'an, Hefu and Yancheng, where the average per capita is 1 10,000/month. If you want to have higher quality, higher efficiency and higher enthusiasm in direct selling, it will average about 200,000 a year.
Marketers get back 1 10,000, and the per capita income of a direct seller is 200,000. Of course, it is also possible to sell a little more, and it is normal to earn hundreds of thousands or millions from sales. Direct sellers took 200,000 yuan and 800,000 yuan for product development, service and company profits.
If your per capita sales figure is 60. 1 10,000 years, there is not much room for manoeuvre. Because employees should be motivated, give him 200 thousand and leave 300 thousand. How do you optimize your products and services? Where do corporate profits come from? So I think 1 ten thousand is the level of 80 points and 85 points. If it reaches this level, it will be more OK to continue to operate.
(3) Nomadic or localized direct selling?
What is nomadism? I also see that many enterprises have direct sales teams or so-called push teams. The operation mode is that everyone is in the same headquarters and usually travels.
In my experience, this is actually a very difficult road. Because you use the nomadic (business trip) way, the depth and sustainability of customer development will be greatly challenged. Generally, business trips need approval, which is equivalent to control, but in fact, sales still need to interact with customers constantly, looking for opportunities in interaction, just like falling in love. You can't just meet today. I find it difficult.
So nomadism will affect the customer development of our funnel mouth. In the field of sales, we are talking about big water and big fish. You can't touch big fish in a washbasin all day. Nomadic will limit you and make your cost high, but the customer contact area is not large.
What is localization? You live here, and you can visit your target customers regularly by district and street every day. It's like farmers farming.
What is nomadism? Salespeople, like hunters, go out with guns, fight if they can, and come back hungry if they can't. And what is localized sales? Just like farmers, I visit these customers every day, and I will water and weed like farmers, cultivate the whole market, and then cultivate this customer. Gradually cultivate, my customers will gradually mature, so as to obtain sustained and stable performance.
I often discuss this question with enterprises: first of all, what is your target customer? How many products and services do you think there are in China? How are they distributed?
If we have 50,000 customers, a salesperson can manage 50 at the same time. What does it mean? I need a direct seller at 1000.
If these 50,000 customers are located in the top cities in China 100, then I may consider setting my organizational structure in a prefecture-level city. China has more than 350 prefecture-level cities and more than 2,800 counties. At that time, there were 1 100 cities in China with similar branches and subsidiaries. We also see that we have the most direct branch in China, surpassing many logistics companies. Many logistics companies have some lines that are outsourced by cooperation, and we are all directly operated.
So you have to think clearly about this, how many people you want and where the customers are, and you will know how to set up this institution. What can be set up locally must be set up locally. Think about it. If 65,438+0,000 people are at the headquarters and 65,438+0,000 people are on business trips, think about what a terrible scene this is. Whether this 1 0,000-person train ticket exceeds the standard depends on someone, as well as daily telephone subsidies and performance subsidies.
(4) Business Center
We often say that the sales department is more like an army. As bosses, of course, we can't just say that we are brave. Our morale is high. We have a meeting, we shave our heads, we rush out, and we will do better in this matter. Definitely not.
What we should consider is strategizing. Are we direct selling or direct selling? How do we localize, including how to determine the budgets of Chinese mainland and Taiwan Province, how many people we need, and what is our commission system.
For example, Meituan 20 12 landed, and 12 guaranteed the capital. The money spent on buying traffic, the money spent on the supply chain, including every piece of paper in our office, must be counted for me. After deducting all this, we need to make ends meet.
At that time, we pushed a table, and our business should achieve a gross profit margin of 4%. This hotel sells a set meal of 100 yuan, and gives you 4 yuan commission. As we all know, not every hotel in the country gives you 4%, or even every city gives you 4%. Different industries in each city give you different things.
For example, in Shanghai, before the merger, public comments had a great influence in Shanghai, so our market share in Shanghai was long behind, and we didn't want 4% at all. Don't say 4%, maybe sometimes everyone doesn't want to do it. That means different cities have different gross profit margins, and different industries in the same city also have different gross profit margins.
Just like the OTA industry, the OTA platform receives 15-20% of the flow, and we receive 12%. These restaurants and hotels think you are very nice. But catering has never been delivered online, and there is no such cost in its cost structure. You suddenly charge someone a few cents, and he saves it from somewhere else.
In 20 12, we were in more than 70 cities, and each city had about 15 categories. Each city had different requirements for gross profit according to market share and competition. In a city, its gross profit is divided into 15 categories, and finally there are more than 1000 gross profit management nodes in the whole country. At that time, there were thousands of people in the US delegation and thousands of orders were placed every day. Finally, it passes through more than 65,438+0,000 gross profit control nodes nationwide. By the end of the year, we achieved profitability, all of which depended on a strong budget system.
How to control our 1000 gross profit points? In our sales CRM, all orders are automatically reviewed by the system. For example, in a city, my buffet must be five points (gross profit), without which you can't get an order. Through the design of these systems and budgets, we can finally get this result.
Fourth, find people from top to bottom.
Assuming a general framework from top to bottom, it is often necessary to find the right person. We should consider things from top to bottom, and introduce talents from top to bottom, not semi-central government.
Why? Only by introducing talents from above can the whole methodology be applied to the whole company without fighting. Don't let the boss above be your old brother and start a business with you. Look back and see if this brother is a little out. I'm looking for a director and an executive below. Airborne executives themselves have to face many difficulties and spend a lot of effort to deal with them. So I think the more appropriate way is to solve the problem from top to bottom.
So how do you find someone?
Many times we don't know whether to introduce talents from outside or from where. The simplest way is that most talents are wild and natural.
In fact, I read resumes more than interviews, because most people will not go to interviews after reading resumes. I think many interview skills are unreliable, as can be seen from my resume.
There are many people, I think, who are experienced and have no system. You see, he is very experienced. He worked here for a few days and there for a few days, all of them were executives, working step by step from supervisor-manager-director, and it felt quite powerful. In fact, if you look at the company he worked for, first of all, you have never heard of it (this industry). If you haven't heard of them, what does it mean? This company may not be doing very well. He did a good job. You can hear him. For example, Tencent's products, Baidu's technology, and the push of Meituan.
Second, I have seen a good system, that is, he knows how to do it, that is, draw a gourd ladle. In fact, many people are just sold by headhunters. Basically, headhunters like this kind of business. Of course, if you work for ten or twenty years, headhunters will starve to death, so this is an ecological chain.
We don't want to look in the wild, because the uncertainty is too great, and it may be very good, that is, a generation of masters, but the probability is relatively low.
But if you look for that person in a well-known company suitable for your industry, there is a high probability that he has seen a good system and knows how to stand at attention, feel at ease and be enlightened.
Many airborne executives actually have problems with the second one. They saw a good system, but it was not so coordinated. They are just copying, which leads to acclimatization. Anyone who has really seen a good system knows what it is and why it is a good system. Actually, it won't be a problem.
Build a reliable system
(A) target budget management
Most companies grow naturally. I think better companies or many foreign companies have target budget management. I think the next level is process management. Many enterprises only manage results, not processes. Our so-called "ordinary people are afraid of fruit, bodhisattvas are afraid of cause", just like when we go to the temple to worship Buddha, we basically ask the bodhisattva to protect our health and get promoted and made a fortune. This is the target budget management, that is, the management of results.
Assuming that the Bodhisattva can really talk, the Bodhisattva will say "Work harder, be diligent, eat less meat and exercise more". What is this? This is process management. Only by doing a good job in process management can we be healthy and promoted to a higher position.
I see that many enterprises don't have much process management, and many executives meet there all day, which is not so valuable to the organization. Who are the truly valuable managers? I'm going to deduce that I can do 654.38+000 billion, and then do those things.
At the annual meeting of 20 12, I told my colleagues in meituan that I would do something on 20 12, "visit crazily and place orders crazily". A few years later, the US delegation said that the word "crazy" was still very accurate.
(2) Borrowing leave to fix the truth
What is the best management? Let's think about management. What's our problem? You don't say that you are uncomfortable, but you may all be uncomfortable. Management often faces this problem all day.
What is good management? Take a vacation to repair the truth, just like parents treat their children. We have been under the control of our parents since childhood. Although noisy, it is rarely separated from the relationship between father and son, mother and daughter. Why? Because you know your parents are doing it for your own good.
I think the employees are the same. If you simply consider it, you are doing it for his own good. You should do whatever you want. Like your parents, there may be contradictions, conflicts and a lot of unhappiness, but he can grow up with you and be treated fairly. He not only made money today, but also made money all his life.
They insisted that our management was too strict and demanding. I am right to say so. There is no doubt that we must be the most demanding in the whole industry, because when I set it, I know very well that I set the highest standard.
But what I can promise you is that we are talking about three people doing five jobs, taking four people's money, exceeding the industry average, giving you enough income and professional dignity. After three years, others will be willing to double their wages and raise them several levels to dig you up. This is my promise. If you like, we can play together.
What do I think is the truth of vacation repair? Are employees our assets? What kind of attitude do we use to manage him? Do our managers use tasks to consume employees or to train employees? This is different. What is the difference? The difference lies in what you think inside, and the difference lies in how to do it for a long time.
You treat employees as parents and elders, and I think your management will be better.