Marketing activity summary

Leaders, colleagues:
Hello everyone! It’s been a long time since I opened it. Everyone is very hard, and I am the same. I suddenly arranged for my impromptu speech to sum up. To be honest, I did not have a detailed record or preparation. But since it is an impromptu speech, I will talk to you about some of my feelings this year. The time is about 30 minutes. Please bear with me.
I mainly talk about two issues.
First, the issue of marketing concepts
1. Finding the right dealer to find a dealer is actually like finding a person. You need to find a suitable, common goal and common ideal, so that you can develop together, and the combined “family” can have hope;
The strong twisted melon is not sweet.
2. Is the focus of sales service a dealer or a terminal?
The product brand is not a strong brand, and it lacks the necessary attraction for the terminal;
The price of the product is not cheap, and there are many brands of substitutes for similar products, and the terminal is slow to accept;
As far as the current manpower, financial resources and material resources are concerned, we are unable to meet all the requirements of “sales side”, and we can only radiate to “face” through “points”;
The current management architecture and management processes are also a constraint;
The dealers are mature, familiar with the markets they cover, have their own mature network and market management experience, can cover our products to the market through their own methods and networks, let the products adapt to the market first, then Influencing the market and pulling the terminal;
The product demand of the terminal is often not a single product or several products, but a comprehensive product combination of products. The dealers have the ability and advantages of product portfolio to effectively combine different products of different companies. stand up;
Therefore, our current focus is to serve the dealers well, instead of putting a lot of energy into the terminal services; the problems existing in the terminal can only be discovered in time through appropriate market supervision, and communicate with the dealers in time;
It is our special dealers who are responsible for and influence the company's sales performance. Only these distributors can have the vested interests and satisfactory market services to be able to generate momentum and be willing to take the initiative to promote the sales of their products through their own networks, in order to have an impact on sales and drive momentum.
3, can not stick to the experience of the previous sales experience is certainly worth learning, we should also cherish, and timely reference to these successful or failed experience; but can not always stick to the previous experience, do not let go, we now have a lot of sales lessons Also caused by previous experience;
Previous successful experiences may also be the root cause of failure in the future.
Second, the problem of sales control
1. Dealer's channel sales operation method From the current point of view, we are more practical and feasible, that is, we can give the dealers advice and suggestions on various channels of operation, to the dealers for reference, as to whether the dealers must follow our recommendations. To do it, it is worthwhile to discuss and consider. Because there are restrictive terms between us and dealers to restrict sales before the regional market operates, as long as the dealers do not cross these restrictive terms, they should be supported.
This is actually like two people forming a family. First of all, of course, it is two people who love you. When you get married, you are looking forward to a happy and comfortable life. But it should be clear that you can't always ask your partner to live and work according to your thoughts and ideas. After all, he/she has his/her different life, work experience, and he/she has different life and work. Opinion and understanding, there are different life and work circles of him/her, different life and work styles of him/her, and different environments in which he/she is different.
Therefore, we cannot force the two people to live and work in the same way. They can only seek common ground while reserving differences. You can often communicate with him/her, talk about your opinions and thoughts about certain things about him/her, and give him/her some advice and suggestions. Since he is living together, he/she will sincerely listen to your opinions and suggestions and then present his/her own ideas and opinions. Perhaps your comments and suggestions are worthy of reference. He/she will immediately listen to and adopt them; perhaps your opinions and suggestions are one-sided. Through communication, you will understand and understand the starting point of his/her doing this. This makes it easy for both parties to communicate clearly, rather than mutual suspicion. After all, he/she is most aware of how he/she should handle things and how to do things in such an environment.
In general, finding the right dealer is like organizing a family. It takes a running-in process to gradually enter the “honeymoon period”. Just like a newlywed couple, it takes a while to get started. Walk into a relatively stable period.
Of course, there is another situation, that is, after the "marriage", the discovery is different. As a result, mutual mistrust and mutual suspicion will arise, and then the same bed will be dreamed until the final "divorce" is separated. Even if there is no "divorce" separation, but because of some concerns and continue to reluctantly maintain this nameless "marriage", there is no practical significance and benefit for both sides.
Perhaps, it is better to take the initiative to "divorce", after "divorce", you can also have the opportunity to find the second spring and the third spring that suits your "marriage" life. After all, "life still has to continue."
Going back to our and dealerships, the essence is that. Therefore, both of us should fully understand and support the dealers' sales channels on the basis of mutual trust. Of course, the premise of this approach is within our restrictive terms.
2, dealers' equal treatment of sales has a good example to illustrate.
The former emperor was "the harem of the Harem 3,000". We will not pay attention to the rationality of this lifestyle. Let us explore the feasibility and balance of this.
First you have to be attractive. Your attraction is that you are an emperor, on top of everyone, the brand of "Emperor" itself is very good. If you add anything, such as high-eight fighting, learning to get rich in five cars, and being romantic, it is more attractive. This is to strengthen and enrich the brand. So you don't have to worry about "Hail Palace" to find the problem, but how to choose your "Harem Belle"! So there is no problem with the feasibility.
If you find the "Harems of the Harem", you have to face the problem of how to treat them. You have to "plate a bowl of water" for them, you can't be thicker, otherwise the trouble will be big, the backyard will definitely catch fire, the beauties will fight each other and blame, so that the whole harem will be restless, unable to clean up, where are you still? Have the mind to deal with "government" with peace of mind? Therefore, it is necessary to "one bowl of water is flat", and the treatment of the harem of the harem is the same. First, let them have nothing to say in terms of reason, which is the first half of success.
However, you are "a bowl of water is flat", but there are often other problems, that is, the intrigue between the harems of the harem, they are not convinced by each other - because you are a queen and I am expensive? Why are you noble and I am just a general nephew? So the harem of the harem will dismantle each other, blame each other, and do their best with each other. Today, I will find something for you. Tomorrow, you will give me some means to make a scorpion or something. Anyway, let each other not be peaceful, not Better. At this time, your so-called "emperor" husband should come forward, first classify the situation, classify the right and wrong, clearly prioritize, and then give specific treatment: some give criticism and education, and some give warning And introspection, some give severe punishment, and some simply go to "rest" - anyway, you will not have any problems, there are more problems in the harem, and then you want to enter the harem as a beautiful There is a big one, why don't you keep the harem in peace? !
So we must deal with it decisively. But the key and premise of the problem is that your "emperor" husband must be sober, don't be a stunned man who doesn't want to care about it, and don't ignore the guilty struggle of the harem, don't ignore it, and can't be too nervous. Seriousize the entire harem battle. At this time, you have to have a big stick policy for the harem, and you need to have a soft way. You can't solve the harem of the harem with a stick.
The education of the harem of the harem is educated. The warning warns that the punishment is punished. The rest of the retreat is also closed. Then you have to squat again. You have to show your "emperor". "The style and personality of her husband's brand!" Don't get the last harem. The ladies think that following you is wrong, it feels like being cheated, and in turn collectively taking you off, then your "emperor" husband is embarrassed.
In combination with our dealers, the truth is the same. The treatment of the harem of the harem directly reflects the balance of your treatment of people, and will directly affect the processing effect of the problem.
3, on the issue of product promotion means the description of this problem is divided into two aspects.
The control method of sand problem control process is actually more important than the result, the process is controlled, and the result is naturally foreseeable. But the process controls the way to pay attention to control.
Just like we want to grab the sand with our hands. The strength is great, the sand is unconsciously leaking out of the gap between the fingers, and it is blindly watching the sand leaking out but there is nothing to force; if the strength is small, there will be problems, if there is a wind and rain, etc. The sand will also blow away.

So you have to master the scale. We can put the hands together and erect them, so that the fingers can play a protective barrier. It can cover the wind and rain, and let the sand feel the presence of fingers. But our fingers should not be too hard, otherwise it will cause the above results, the fingers form a gap, causing artificial loopholes, sand leaking out.
All we have to do is to use the palm of our hand to hold the sand, and then use our fingers to properly touch the sand. Then, even if a little sand is leaking in the middle, most of the sand will still be in our hands.
The promotion is like this. You plan to promote the terminal, but you do not need to directly interfere with the dealer, you have to give the dealer the appropriate space, so that the dealer has room to display and play according to the actual situation. What we have to do is to do the annual cost investment and promotion planning. As for the details, please ask the regional dealers to do it according to local conditions. Of course, in the process of implementation, regional business personnel and company internal audit can play a role in monitoring and auditing the entire promotion process.
The distribution of guns and ammunition The company has an overall plan for sales expenses and promotion investment every year, but the entire promotion is always firmly in the hands of the headquarters, and they are not willing to let go.
In fact, promotion is like a battle. The frontline officers and men have been fired, but the ammunition is still firmly controlled at the rear, because the rear is always not worried about the people in front, always worried that the ammunition will be used in the front. When the opponents launched an assault on the position, the officers and men on the front line were still busy trying to apply for ammunition to deal with the war. When the ammunition went to the front position, some or even all of the positions may have been lost.
This will create an embarrassing situation: the ammunition is well controlled, but the position is gone! And if you want to recapture the lost position through counterattacks, you may spend several times or even ten times more than applying for ammunition; or even if you increase your investment, you can only regain some positions; even the position can’t be completely recovered. - Because the opponent has consolidated the position after winning the position, we can't find the slightest gap and opportunity.
So can we consider this: the total amount of ammunition already has an overall plan and arrangement, then we can consider directing 50% of the total amount of ammunition directly to the frontline officers and soldiers to deploy themselves – if you even the officers and men on the front line Do not trust, then you will send these officers and men to the front line to do it? You can't send these officers and men to the front line to see the scenery. Therefore, we should fully trust the officers and men on the front line. I believe that they will have certain judgment and ability to adapt to local conditions. I believe they can deploy the ammunition in their hands and believe that they can hold their positions well. The whole is that people are not suspicious, and suspects do not.
In this case, once the enemy launches an attack, the frontline officers and soldiers can immediately respond effectively according to the situation, hold and consolidate their positions. Or when the enemy is slack, the frontline officers and soldiers can also seize the opportunity to take the initiative to attack the city.
Even if there are occasional mistakes in this process, the officers and men on the front line will adjust in time according to the actual situation, because the officers and men themselves know that if their positions are gone, they will also be in danger, even in a place where they stand. No more.
At the rear, there is still 50% of ammunition in the hand. This is like the rear artillery array on the front line. If necessary, you can make a fixed strike according to the actual situation and requirements in front, and provide necessary assistance in front; The personnel seized the opportunity and took the initiative to expand their own territory.
4, the reasonable use of personnel The reasonable allocation of sales staff will directly affect our sales results. Is the configuration of personnel reasonable? Whether the use of personnel is reasonable, etc. are all issues that are worth discussing and considering.
Still the previous battle example. What kind of position is suitable for? It should be planned and configured according to the characteristics of each of its personnel. The commander is arranged in the command position, and the one who is good at the charge is arranged in the front position. You cannot force the Chairman Mao to take the submachine gun to the battlefield to rush. Unrealistic, but also overkill. On the contrary, if you arrange Comrade Xu Shiyou to make strategic decisions to the rear, he will not be able to do it. Because his strength is that he is a fierce player on the battlefield, a good player to fight and kill the enemy, and more valuable is his tactical execution. The strength is good, so it is almost a battle to win. Therefore, we should be doing our best to make the best use of each individual's strengths. The same is true of the division of labor in the army. The main function of the trumpeter is the trumpeter. He does not necessarily provide good meals for the soldiers. The main job of the squadron is to squash the soldiers. He may not be able to blow the charge. So they have to do their part and play their own expertise.
But we have to consider another question: this person is really excellent, and it also positively reflects his excellence, and also made an indelible contribution to the battle. How should we reflect on the importance of him? Just like Xu Shiyou, he is a member of the tiger on the battlefield. His performance has always been good, very powerful and rare. But the most suitable place for him is still on the battlefield. He may be similar to the average ordinary person when he left the battlefield. How should he reflect the importance that the leader attaches to him? So the leader will be promoted for his official title, equipped with a special car, and he is also equipped with a security guard, the chairman also specially rewarded him with a shell gun! This is the treatment that Xu Shiyou enjoys, and the treatment that the leader should give him. However, he still has to help the leader guard the position on the front line, because only in this way can he reflect his strengths, play his advantages, and enjoy the kind of treatment he enjoys.