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Attack The Heart: The Best Marketing Strategy In Market Competition

2008/7/11 10:32:00 41774

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How can we win in the market competition?

Western marketing experts answer this question: "more effective than competitors to meet the needs of target customers."

This is a relatively authoritative concept at present.

As a primary school student in China's marketing field, I understand this: first, we need to understand the needs of customers as "people's hearts" and then effectively satisfy the needs of the target customers as "getting people's hearts", so that we can better satisfy the needs of our target customers than our competitors.

So how can an enterprise win from a market competition? The answer is: "more popular than competitors."

This is the same reason, and more Chinese characteristics.

During the period of the Republic of China, there was a military strategist named Sun Wu. He wrote a military book called Sun Tzu's art of war.

For thousands of years, it has played a great role and gained the attention of all circles at home and abroad.

He said that the two armies should be able to win the battle against the enemy. From five points, we can see: "one way, two days, three times, four, and five."

The first way of "Tao" is to win people's hearts.

Those who have "Tao" can "agree with the people, so they can live with them, and they can die with them without fear of danger."

In the present sense, the way to master people's hearts is to let people do whatever they want to do.

If an enterprise does this, it is invincible.

Employees can act according to the intention of the enterprise; dealers can act according to the intention of the enterprise; suppliers, partners, and the government can support the intention of the enterprise; can customers accept the intention of the enterprise, can they fight and win?

Meng Zi said, "is this way to get the benefit of the people?"

At all times and in all countries, can we quote an example of unpopularity and victory?

I can't lift it.

Shopping malls are like battlefields, which are also interlinked in the competition of enterprises.

So people get the market.

In the case of a large domestic appliance company as a regional supervisor, this policy is often faced with the fact that the policies issued by the company are only effective for loyal old customers, but not for other customers.

Why is that so?

It is because the loyal old customers' hearts are here, while the other customers' hearts are in the competition.

Thus, the loyalty of the loyal old customer can get the biggest sales volume, and without the "heart" of other customers, they can only sell their sales volume to their competitors.

There are also situations where headquarters criticize the execution of branch offices, and many of the policy requirements issued by the headquarters have been greatly discounted by the branch offices.

Why is that so?

It is because the executors of the branch do not fully understand the policy of headquarters, and do not place the "heart" entirely there.

It is useless to criticize you any more, because you are not careful enough to grasp hard.

In another case, the market departments do not formulate policies according to the actual needs of the market, but rather formulate policies according to their subjective goals.

As a result, when the policy came down, business people were scolding the company for wanting to spend money.

Salesman's heart has not been obtained, dealer's heart also did not get, the policy can carry out well?

This is not a different phenomenon. I think it exists in many companies.

Many salesmen will have this experience: when we talk with our customers about orders, our customers have many objections. The result is that the order has been delayed for a month, and two months have not been decided. Later, we found that the order was taken by other companies.

Why does this happen?

Some salesmen are puzzled. Some of the salesmen have made a lot of excuses. But the real reason is that the customers do not recognize the company or the salesman. How can he do business with you if you can't get his heart?

When a man chasing a girl, you don't understand her heart, can't get her heart, can she marry you?

So people get the market.

So how to win from the market competition is to win more hearts than competitors.

那么怎樣才能得到人心呢？

Let's look at the romance of the Three Kingdoms.

Liu Bei is very popular.

So what does he do?

Liu Bei has a great ambition.

What is his ambition?

It's "Renaissance Han"!

The four words of the revival of Han Dynasty were very important at that time. It was the will of many people.

So Liu Bei can make up for people and start from scratch.

Later, the "revival of Han Dynasty" has been unable to win the hearts of the people. Zhu Geliang and others advised Liu Bei to be emperor, which is also to win the hearts of the people.

So what about Cao Cao?

"It is his way to worship the emperor by making the princes".

This is something like Guan Zhong's policy of "respecting the week and resisting the foreigners" in the spring and Autumn period.

Then we can find that Guan Zhong, Liu Bei or Cao Cao also have a theme in their way of getting people's attention. (Note: this word may not be generalized, but I can only find this word).

So they can get people's hearts.

So they can succeed.

In our current political articles, we often see such words "holding high the great banner of Comrade Deng Xiaoping" and "holding high the great banner of the Three Represents". I think this banner is the theme of people's hearts.

So in the enterprise, we often see many popular themes, such as people-oriented, create brilliant, and so on.

These are the themes of people's hearts. They are not slogans. They can bring everyone's hearts together.

So do we have to have a popular theme in the market?

I think so.

We often discuss such a question: what do we sell and what we sell?

Some people say that they are products, some people say that they are services, others say that they are human beings, others say interests, and that the higher level is the way to solve problems.

I agree with the last answer.

Because he is good for every participant and good for social progress.

In the current marketing world, there is a high frequency of words, that is, "team".

If we do big things, one can't do it. There must be a team.

The working principle of a team is different from that of a job. It is not 1+1=2, but 1+1 is greater than 2 or 1+1 is less than 2. Then, of course, 1+1 is greater than 2, so we must get everyone's heart together.

So we need to have a theme to govern everything.

The second way to win people's hearts is credibility.

It is difficult for an enterprise or a person to survive without credibility.

Since no one believes you, what kind of situation do you imagine?

Can you get people's hearts?

The answer is No.

So where does credibility come from?

Credit comes from persistence.

Speaking of it, that is credit.

It is better to be better than others.

Stick to the right thing and gain credibility.

Only when a reputable enterprise can rest assured can they get support from others.

So reputation is the second life of an individual or an enterprise.

The third way to win is relationship.

What we do is to engage in relations.

This is not negative.

For example, we need to exercise and make our bodies healthier, that is, we have to do well with ourselves.

We maintain good communication with our families, friends and colleagues in our relationship with them.

We do the market, is to engage in the relationship between enterprises and customers, the relationship between enterprises and the market.

We invest in the relationship between input and output.

Our production is the relationship between people and machines.

Wait.

Therefore, only when we do well in the relationship and do the right thing can we do well in order to win the hearts of the people.

In many enterprises, the relationship between employees is not good, and the relationship between superiors and subordinates is not good. It is a common phenomenon.

So how do we improve our interpersonal relationship?

I think the most important thing is communication.

What is the purpose of communication?

The purpose of communication is to enable you to do things better.

So where is the problem of communication?

The problem of communication lies in mentality.

Everyone is in a bad state of mind. There is no desire for unity.

So we need to improve our mentality.

What is the requirement of communication?

Communication requires care.

In a team, only with genuine concern for each other, concerned about the growth and development of the other side, concerned about the difficulties and inconvenience of the other side, and concerned about the other's heart and mind, then there will be good communication.

The fourth way to win people's hearts is details.

When I was in the home appliance business, I had a supervisor who always respected him, so that when he left the X appliance business, I left.

Why do I respect him?

I want to make a detail.

Because we are foreign personnel, rarely with the boss, usually everything is through telephone communication.

On one occasion, my boss gave me a tough call on the phone. I was very upset at that time. But when he hung up the phone, he said something, which made me very moved.

He said, "XX, it's hard to stay outside, pay attention to safety and pay attention to your health."

In a word, let me respect him very much.

This is the details.

A caring detail.

I wonder if you have found that the impression of customers on the enterprise is obtained from the employees in the front line of the company.

Because direct service to customers is front-line staff.

What impression do they give to the impression of the enterprise?

You should have dealt with the government departments. I think you must have such experience. What impression do their staff give you?

Why do so many people say bad things about the government? This is not unreasonable.

Because we are not the general secretary, not the mayor, but the most grass-roots clerks in their organizations.

Therefore, the details of the quality of service for front-line staff are a big thing for an enterprise to do well.