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Simple Marketing Is "First Soldier And Then Ritual".

2008/7/2 17:10:00 41733

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If you are a real marketer and realize that concession is the worst marketing, you must have been thinking: what is the best marketing status?

Learning how to never compromise is just a general marketing state. Starting from the logic of marketing robber, the most wonderful marketing state is that a scholar meets a soldier.

Robbers do not listen to scholar's principles at all.

So we do not have to worry about the so-called truth, clear and refreshing business, because the truth is not clear at all. The process is always "fair and fair."

Unfortunately, those sales oriented enterprises always want to speak clearly and always try to convince people by reasoning.

They are even as serious as debates, always feel that their reasoning is not clear to the other side.

But this is a business, not a debate contest. The result is that it won the debate and lost the business.

The logic of sales always wants to be a soldier, but the logic of marketing emphasizes first and then courtesy. Sellers always want to establish authority through reasoning.

Marketers are different. Marketers always arrange their authority first, then establish their feelings through reasoning.

Now the channel management, the price of goods should be one of the most troublesome problems.

Judging from the way your company manages the price of goods, you can tell whether you are selling or marketing.

There are three main types of commodity price:

The first is called natural type: the emphasis is on goods distribution rather than malicious price.

A product in some place runs violently and wants to form a partial monopoly. The neighboring areas will naturally be driven by interests and the goods will flow in.

Sales oriented enterprises deal with such problems, always go to the side of the goods to be reasonable, and then comfort the string of the party, to defend their authority.

Marketing oriented enterprises, dealing with such problems are: each hit thirty big boards, the string of the dozen, the string is more to play.

The second is called severe type: heavy goods and heavy price.

Their own areas do well, but always deliberately to disturb other places, anyway, is someone else's site, can eat more mouths.

Sales oriented enterprises deal with such problems, because the contract has a prior statement, not a penalty according to the contract, that is to put the two parties together, so that one side wants to make an apology for one side and reach an understanding.

Marketing oriented enterprises must jump up at this time. Don't mention anything. They are told to buy all the goods coming back to them at a high price, and then go to search for goods.

The third is called the "fighting spirit" type: the heavy is not in the goods but in the malicious price.

The people across the street sell well, I just don't see eye to eye, do a small amount of the same thing at home, low price mark, everyone said: "look at his black heart, how much money you earn!"

When someone else wanted to buy it, he said, "this thing is so bad that I don't want it to be sent to me. I'll introduce something good to you."

Sales oriented enterprises are basically at a loss to deal with such problems.

Marketing oriented enterprises need to jump up and deal with such problems. If they don't give me the most profitable variety, they will fight for you.

These are only rough surface phenomena, but they are enough to show the logical difference between sales and marketing. Sellers are always very nervous about the price of goods in the market; but marketers are always very tough in the face of goods distribution; sellers always speak the truth first. When they say yes, then the marketers always act first and finish it again; sellers are nervous because they can walk everywhere but often run into a wall, because sellers are strong because they are confident in their layout, and even if they think they are right, they are already unable to do anything.

Indeed, I know what you want to say. Marketers are very gentlemanly. They are like robbers.

But do you think Zhang Ruimin smashed the fridge to be gentlemanly?

Adding fresh blood makes many people yell "escape from HUAWEI". Big layoffs make many people feel that "Lenovo is not home", so is internal management, and what you are dealing with is the market.

This is not a banquet. This is marketing. Discard the so-called gentlemanly manners.

If you really want to achieve a leap from sales to marketing, please remember: This is not a debate, nor a banquet. This is marketing. Great principles and gentlemanly manners must be abandoned; but it is very difficult, as if everyone wants to go to heaven, but no one wants to die.