Had many off friends to give the marketing
workplace email or telephone call, telling its just coming into the enterprise
to sales of confusion and confusion, indeed, in China's nearly 80 million marketing
force, there are part of the marketing people, because professional or career
choice error, or "mystifying" to do marketing, or the lack of
correlation in the enterprise of career planning of guidance and training,
cause this segment of the marketing people exactly where to go, is "take
the left" (line), or "right" (to press) such a tough choices.
The author thinks that, as the marketing people, no matter you are in which
stage, these problems and puzzles are inevitable, and at the same time also is
normal, because, marketing as a threshold low, work and life are relatively
stable, but professional skills, the comprehensive quality requirements are
relatively high industry, not everyone can do or be able to do the job, it
needs the whole heart of devotion, absorbed work, the usual accumulate over a
long period, to do later well-grounded, "successful". The author to
study nearly pronouns master wang guowei so-called word three kind of state, to
describe success marketing people have to go through three necessary stage of
development.
The first stage: "last night, alone
remains the west wind's number on the road, at the buildings as"
This is the southern song dynasty's feast
of the love of a word, here it is used to describe the new marketing fledglings
workplace vulnerable state, is very right. Many of the graduates, or turned
into the marketing industry just the "new new mankind", in just work
in marketing, often don't know where to start this, plus the lack of related
training or some superior no "ChuanBangDai" consciousness, and caused
these marketing novice "alone on the road, at the buildings as" and
MiMiMangMang, helpless state of mind, even produce "last night side's
remains the number" of the lost, sad, desolate feeling, so some marketing
without related instructions and help, or back down halfway out, or reduced to
"ZhuangXieGong" or "shop goods member", they experienced in
the very long period of time, some well into the marketing people of the second
stage, and some still in the original post "spin around", by this
time they will send out "ZhuangXieGong" or "shop goods
member" this noodles "red flag" and "play" the
question how long.
Marketing at this stage to new general
experience 2-3 years or even a long time, because the presence of marketing
involved too wide, as a good marketing people, he not only to be familiar with
the field of marketing theory, grasp the trend of the development of marketing,
but also related to the study of economics, sociology, philosophy, law,
psychology, management, and so on, should not only top know astronomy, and even
the xiao geography, only in this way, can be a high diathesis and rounded and
popular by the customers.
New marketing at this stage to doing the
following work, can get rid of the state of confusion as soon as possible:
1, learn more. China's higher education
should try education as well as more, even if be as a marketing "regular
professional" born "marketing wit", in the university learned
when marketing knowledge also very hard commonly in short time NaZhuan into
realistic "productivity", therefore, this needs marketing novice in
the first joined the market a line, must abandon "above his
business", "chew" unrealistic ideas, and empty cup must with zero
state of mind, to learn. So, how to learn, to learn and to whom? First, the
study to the boss. Only so can be your boss's boss, must have the outstanding
place, so, must learn to learn a lot from boss, learning more about the tough
and lead the team to play GuZhang, of victories method, and learning to
leadership, will give leadership to a good impression, personal growth
opportunities will rise accordingly increase, because the leadership like
modest and eager to learn. Second, learning to colleagues. "Three men,
heads are better than one", learn a lot from colleagues study, not only
will bring you good popularity, give a person with easygoing, easy
communication of good impression, but also easy to get others to help, and soon
and team has a genius. Third, to the enterprise study. Learning in the
enterprise's culture and management system, learning enterprise development
history, history of growth, learning related product knowledge, production
knowledge, learning competing goods enterprise good strategy and method and so
on. Fourth, to customer learning, especially to the dealer learning. Don't
always think dealers even high school even junior middle school are not
graduate, manners, and talk the rude and shrugged it off, and not to learn. In
fact, many dealers has its unique ideas and advantage for us to study, the key
is, can we found. For example, dealers do market energy and courage, dealers
good interpersonal relationship is established connections skills, and so on.
2, see. Many marketing novice, at the start
of the first business, or the first business with customers, always feel the
confidence or should be, can not find to negotiate, the main points of easy to
persuade customers, and so on, in fact, this in many ways because of the lack
of new marketing found lack of see's sake. Therefore, in our operating market,
must carry forward the good habit of see more. Look more, not only can play it
by ear, help customers to do TDD some things, thereby winning customers welcome
and the high praise, but also to see such as boss with customer about skills,
customer and two group of business deal with "way to do STH", look
more colleagues market success operation method, look more customers in the
same methods and the habits and customs and hobbies, etc., through the look
more, sometimes we can avoid detours, work can be located, which can win more
of market opportunities.
3, read. Facing the vast multitude of
marketing work and theory books, we sometimes really at a loss and don't know
should read the book. The author suggest, reading books and according to his
own stage, don't we are in business representative level will go to read top
just to read of the marketing strategy, leadership, management and so on grand
scene giant article, and have to read some books for our reality, and is best
of actual combat, watch the morning, afternoon the kind of publications can.
For example, can select such as Philip. The theory of integrated marketing p.m.
books a, this kind of work don't too much, too many, easy to disrupt the
dazzling, and read the more confused. Good books, a is enough. Also can then
choose a magazine, for example, the sales and market ", its have five
versions, can choose one of the reading and, as the publication of the
marketing training version, very suitable for a line or marketing new to read,
practicability and practical are strong.
4, practising more. To learn more, read,
read, in fact is finally all in order to practice more, to apply it. How to
practise, first to imitate and copy. For example, you see the colleagues in A
market did A very good sales plan, that you can make it A flexible, you are
responsible for combining the actual situation of the market such as B, will
the "change the appearance", into his own things, but avoid by all
means is not copy copy. Meanwhile, combining with the actual operation of the
scheme, timely necessary adjustment and revised, and finally form their own
operating experience and the feeling, for oneself fumble an a set of suitable
for their own operations market mode. In fact, success is simple. It is a
complex things easier, simple things to do right, the right thing repeat.
Marketing on the speed of the novice or
not, will depend on the level of the achievement, can depend on the learn more,
read more, see and practice, a new marketing only do all of the above, the
confused situation can be improved faster, they can better into the second
stage of its development.
The second stage: "my end is not the
nation, the Iraqi people to wave gadites gaunt"
The northern song dynasty always in the 40
"in describing the relationship for men and women" crazy ", and
use the above words. Its meaning is: for missing heart "her" and thin
is worth it, even though clothing is wide, has always don't regret. So, the marketing
people in out of the confusion of "swamp," in the marketing partner
happy with the decision of the ultimate goal, they should put all your eggs in
one basket, and do our best, so as to realize the from an ignorant marketing
novice, to a spell able and mature marketing ace this from "the host"
to "butterfly" transformation, and this is a painstaking effort and
sweat to pay arduous course.
According to different marketing people
this stage of growth course time length is also the different, short criterion
of 3 to 5 years', long is longer. In this stage, the marketing people to doing
the following "practice", one is the psychological experience; 2 it
is skills; Three is form his own marketing model. Psychology of experience, is
mainly refers to as a good marketing people should have some attitude, for
example; The mentality of the confidence and positive attitude, professional
attitude, bears hardships and stands hard work attitude, a state of mind, etc.;
Skills, it is to show their rapid growth and to need to have some of the
ability and the strengthening of, for example, management ability, operating
market dealer ability, team management ability, the training ability, execution
and leadership of ascension, etc.; And form his own marketing model, that is,
is to be able to independent and creative work, because the marketing people to
than our competitors, colleagues excellent, to early on, they must be able to
have their own "thought", can be flexible and groundbreaking work on,
for example, the practice of differentiation strategies, terminal customer
investment promotion and so on, in fact, this also is the marketing people
improve their leadership and operation level, and establish their own authority
and leadership of a process, in this process, the marketing people still needs
to realize four frequently:
1, legs, and often. Ability to
hard-working, is the marketing people key elements of success, it is difficult
to imagine a "grain is not divided, limbs not and frequently"
marketing people can have been well received by customers, the leader's trust?
Therefore, the marketing people to get faster than others to grow, we must leg
should often, and to learn to use the ability to "measure" market, if
you can use your feet to take the market "to go again, I want to new
customers is sure to find new and two group of the relationship with retailers
also is met very good set up, the key is you can do get. Can you when someone's
feet has set up a file in the have a rest, and your feet still run in the
market, the journey ahead.
2, the hardworking. God gave us is that we
used to walk with both feet, and give us the hands, it is used to do things for
yourself is also, when we do the hardworking, we will often be able to adult of
yourself, and get unexpected harvest. The author in a company's sale member in
the development of a new client, not eager to promote products, discussing
policy, but for are busy TDD prospective customers in loading and unloading
goods, pass take products, busy trying, results, the other manufacturers think
is very tough customers is the general agent of the company, and became the
sale member hardcore son "customers. In operation market or to create your
personal brand of the process, quick feet sometimes were winning, and often
will receive "were never sown there" the effect.
3, mouth often. Mouth attendance, is a
marketing person must have the basic skills, but the author in the daily sales
management of, but found that some marketing people do very good market, but
not good at expressing, especially not good at expression to strangers, and
this is a marketing person grow big fear. Therefore, as a good and experienced
sale member, should be a language ability strong person, he knows "what to
sing what song mountain," know "see what to say what the words",
for example, saw the superior, the family name and position "shout"
come out, even if it is own iron elder brothers; See the old, should call
"aunt" or "uncle"; See the older than I, know that
"elder brother", "big sister", so as to give their business
and interpersonal add a lubricant. Only do the marketing mouth frequently, to
be customer like, loved by consumers, so that the enterprise satisfaction, in
order to get better and larger development space and platform.
4, the brain attendance. The brain
attendance, it is to point to as the marketing people to good at sums up and
move the brain, to their own work experience and lessons are good at summing up
and refined, so as to better guide future work, make mistakes from again, let
the experience to carry forward the general, thus become a thinking marketing
"wisdom" person, for example, on a business trip, "stop work
when we return to the hotel, we can you lay in bed on a work" have the
movie ", could you put good and effective experience in the writing, the
failure written down, as our using for reference of the "model", the
long before, we can get progress, we can be in the process of accumulation of
experience and realize from quantitative change to the qualitative change, form
his own marketing operation mode.
Can say, will write, good do, is the
success of the marketing magic weapon. In the process, as the sale member also
learn how to fall in love with "marketing", want to be good at
"the life of marketing, marketing life", and in the work can
unceasingly polish, and try to get promoted or the sublimation, for his success
keep on increase of chips.
The third stage: "he found in the
thousands of degrees, suddenly look back, that person but in the lights
dim"
This is the case as "a xin qiji words
of the classic words. As a marketing person who is able to achieve "in the
he found thousands of baidu" and "that person but in the lights
dim" this state, basically career is already "proficient" and
has been accomplished. In this stage, some marketing people "10 mill
rocks", and become the enterprise "pile" executives, and some
marketing are set up his own entity, become the enterprise boss, and, in their
successful in reaching "pyramid" top or become their enterprise
chief, they often can get: flowers and applause, money and reputation, but in
this stage marketing to after, you still need to strengthen their in the
following areas:
1, learning. Is now a competition s,
"the survival of the fittest" ecological competition law, make we
must "live and learn", therefore, as the marketing people, no matter
how much you success, you must have a crisis consciousness, know
"elimination period" or "bankruptcy period" is near at
hand, the marketing people only by constantly learning, can not be eliminated
by society and the enterprise, to the "lights dim" keep a clear mind,
and her time in an invincible position.
2, keep the innovation. Innovation is the
business. "A rolling stone gathers no moss," do marketing most avoid
is the status quo power, the most afraid of XiaoFuJiAn, as a marketing person,
if his mind is stagnant, so, his career "golden period" is declared
over, he will "certain death". Marketing people keep the only
innovation consciousness, constantly innovative thinking and innovative mode,
are engaged in the marketing of the inheritance to evergreen, to the
experienced a success after, constantly to another success.
3, and the courage to challenge themselves.
One of the biggest enemy, in fact is not others, but himself, and therefore, a
successful marketing people, if you don't want to be lying in credit on thin to
sleep, to keep pace with The Times and not be industry knocked out, must keep a
and the courage to challenge themselves, challenge the past, and the courage to
and "old I" farewell, so as to make a modest and work. In "the
Yangtze river waves behind, a new generation for old people" today, no
matter in any condition, the marketing people have no reason to arrogance,
there is no reason to every dog is a lion at home, there is no reason to
defiant, there is no reason to humbling ourselves, marketing people only and
the courage to challenge themselves, to constantly create new heaven and earth,
the new stage, the new brilliance.
There is still a long way for us to achieve
final success ", I wish all in different stages of the marketing industry
friends, are able to succeed, to be able to get it, are able to create their
own brilliant life.
