Investment Ability Is More Important Than Investment.

First, start from the "business invitation capability".

Accustomed to the professional managers who have gone through the rapids, but they are destroyed in the sewer, they are accustomed to "actively participating in various exhibitions, publishing media investment advertisements, actively seeking people to pull the relationship, showing the way of investment promotion, and finally blaming the media for not having the effect, no customers at the exhibition". The boss is accustomed to "the director of marketing, the 5 time a year, and the last doubt that all professional managers are liars".

If the resume, experience and past performance of the general manager or marketing director are not fake, their personalities, their abilities and their channel appeal are all objective. If they do not want to introduce old customers or develop new distributors, it is generally difficult. There must be some defects and problems in the "investment ability" of enterprises.

Most of the salesmen are "the beginning of the human race, the nature is good", most of them are willing to find a long-term development platform. If a salesperson generally circulate in the "application for a loan - disappearance", wasting the money and time of the enterprise and wasting his youth at the same time, it must be poor objective conditions and difficult work. Moreover, with their ability and resources, they can only report zero stars and specific difficulties, and the superiors are unwilling or unable to analyze the crux of the "investment ability" behind these words, so as to remove obstacles for them fundamentally, they can only leave in a gray way, and feel ashamed of themselves.

(boss), in order to marry her daughter (product), she will not give her daughter life skills education, profitability education, cultural temperament Education (brand core value), and even clothes and jewellery cosmetics will not choose carefully, wash her face nor seriously (brand performance), blindly attend the blind date conference (participate in exhibitions, publish investment advertisements), blindly refer to the matchmaker (salesmen visit customers, friends to introduce customers, media advertisements), and turn around to blame the matchmaker, blame the manager incompetent and the media invalid. A father

If you want your daughter to marry well, you are committed to cultivating her core competitiveness in marriage competition. If you want to attract high-quality channel resources, and you want to find a good product, you must cultivate the core competence of the enterprise. The success or failure of investment promotion depends on the process of inviting merchants (not depending on whether the salesmen are professional or negotiating skills), but depends on the core competence planning before investment.

Boss, before "business invitation", please plan "investment ability" first. First, pay attention to the script, then talk about actors; first, "ability", then "focus on implementation".

Two, "investment" is not what

At present, the boss, who thinks he is ignorant, is too self righteous. Therefore, he knows that "investment is nothing". It is better to know that "investment is not what"; objectively speaking, the reason for failure in a failed business is not subjective, "do not know what investment is," but most of you think you know business well, but it is "mistaken for what investment is," that is, "do not know what investment is not."

1, there is basically no "dealer information" problem in investment promotion.

It's not because we don't know where the distributor is, but we don't know how to choose, match and persuade.

Information problems are easy to solve. Most of the local salesmen know the local dealers well, and attend the trade fairs, visit local associations and local advertising companies, and get rich customer information.

The problem is that information is not the key element of investment success!!!!

2, investment is not a problem of personal charm.

Marketing Director or salesperson, strong channel appeal, good dealership with dealers, personal character and professional skills are recognized by dealers, only to ensure that enterprises reduce travel expenses: your director, your salesperson, wherever you go, dealers are queuing up for reception, saving room and board expenses.

Some directors of enterprises have earned money elsewhere: dealers may take the opportunity to hire the chief executive to give staff training and communication, giving a few thousand yuan for lecture fees. However, this is basically not related to whether the distributors cooperate with the enterprises. At best, there is only a small relationship, that is, the product has the right to meet. It's certainly not the same thing for a blind date to sit down for a cup of coffee and marry your daughter.

3, investment is not the issue of communication.

It's not the number of blind dates, the better! Marriages are never the most frequent blind dates. Similarly, the lack of "investment capacity" enterprises, no matter how much investment advertising, no matter how many exhibitions, regardless of how many customers visit, ultimately can not fundamentally solve the problem of channel construction.

　　
4, investment is not a persuasive skill.

The dealer size is the boss, compared with your director, than your salesperson, they are generally regarded as "successful people". Most successful people are most knowledgeable, and even if they can not look at the original shape and think a few times, they can always think about some ways.

Successful people are mostly opinionated unless you have evidence. Therefore, the lotus tongue and the tongue fighting group can only be favorable to the spot, and the final cooperation can not be reached.

Three, what is investment?

1, investment is only the externalization of enterprise strategy.

The company's investors' intentions, business principles, strategic objectives, strategic resources, and development stages determine the company's "required channel resources" and "channel resources that can be attracted".

Investment is a channel positioning (dealer selection criteria, different types of dealer weight, etc.) and core competencies (channel services, attractiveness, cooperation mode, etc.).

Investment is only based on matching resources and complementary advantages, creating only one thing that you can best serve and match with what you need most. Rather than one-way sales.

2, investment is only a concentrated expression of the core competence of an enterprise.

In terms of product sales ability (technology, R & D, production), product combination power, product dynamics, brand strength, service power (capital, talent, organization structure, performance mode, management capability, etc.), and the strength of the mode, are there any advantages and characteristics in the investment promotion?

3, investment is only the "face" of the enterprise operation system.

To attend a summing up meeting of a client company, the chief financial officer complained about the lack of money and the ineffective work of the business team. In fact, the difficulties faced by the company's business people, and the failure of the investment business, the financial department should bear great responsibilities and even the main responsibility.

How can the problem of the market department be blamed on the finance department? In fact, many enterprises' investment barriers are likely to be caused by financial and administrative departments. The above enterprises, business personnel pay and repay accounts are always delayed for a few days, bruising work enthusiasm, inducing salesperson suspicion of the enterprise, naturally affecting the performance of the work; with the dealer, the dealer's reporting costs are difficult, of course, affect the company's channel image, increase the difficulty of investment......

The lack of training system has a great impact on investment. Many enterprises are eager for quick success and instant benefits. They think that "recruiting customers who have customer resources" can save the training link. Before the investment staff start, they do not know the strategic intent of the enterprise; they can not change the channel cooperation mode based on the enterprise style, strategic policy and enterprise resources and resource mode, which leads to the closing of the transaction.

The impact of the planning department on the investment effect can not be ignored. Many enterprises try to attract distributors through TV media advertising and industry investment advertisements, or even rely solely on "telemarketing"; investment needs "integrated marketing communication", personnel visits, industry media "investment soft Wen", investment promotion conference, etc., as a system to operate.

4, investment is the differentiation ability of targeted play.

Enterprises with insufficient overall capabilities can partially reverse the competition pattern through special matching with special dealers.

We know that good brands are poorly made, at least relatively poor markets, and vice versa. For example, Pepsi Cola, from brand equity to capital strength, is not as good as Coca-Cola, but its "Sichuan Pepsi" has been three times "Sichuan Coca-Cola". McDonald's global position is very high, but the "Happy Bee" of Tan Kaiting brothers of Philippine is the first brand of Philippines fast food industry; that is to say, matching the right local resources with appropriate enterprise resources is likely to reverse the competition pattern locally.

If an enterprise is planning its investment invitation ability and investment strategy, it should consciously study the special resources and special styles of regional distributors, and connect them with the enterprise strategy, so that the value proposition put forward by the enterprise will just cater for such a competition pattern and fit for this kind of cooperation structure.

Four, how to cultivate enterprises' investment ability

Investment performance was mainly established before investment; secondly, it was the creative exertion of business personnel.

1, market segmentation, reluctantly cut love, clear strategic positioning of enterprises

The strategic orientation is mainly.

What are our target consumers? What kind of elements do we want to become among these target consumers? What are our "value proposition" and "value commitment" for all "stakeholders"? Our strategic objectives, strategic resources, business styles and policies; we recognize that business investment is "going straight to the theme".

But the theme should not be the amount of investment, but should be the key resource needed for strategic positioning; the sum of resources. Money that does not conform to strategic positioning should not be too much to eat.

2, formulate enterprise channel resource strategy, resource strategy to guide distributors selection and cooperation mode selection

The weight of the resources needed to achieve the success is to realize the difference of the value scale of the partners, the cooperation mode of the integration channel of the partners' differentiation and the difference of the cooperation mode and the social resources. The channel members emerge in an endless stream, and the manufacturers also introduce the unclear investment patterns, such as "joint venture regional branch company", "dealer's shares in the factory headquarters", "dealer self built brand, manufacturer tailor", "distributors provide customer resources, and the factory stationed in the professional management team" and other modes of cooperation. The enterprise can set the best profit mode for different dealers based on Kotler's "value assessment tool", and then according to the company strategy, achieve the most beneficial regional market operation strategy and cooperation plan. According to the strategic objectives of enterprises, evaluate the existing resources of enterprises and research companies.

3, plan and cultivate the channel service power of enterprises.

We have abstracted the power of enterprise service into 5 key elements: product sales force strategy, regional market product mix, brand channel appeal, investment personnel quality and organizational structure, investment mode and mode decision model. The 5 major indicators of the service strength of enterprises should also choose the correct "matching model"; many enterprises fail because of improving the quality of products or improving the quality of personnel; it is not that technology, talent, mechanism and so on are not important; rather, they should not blindly pursue "advanced" and "best"; the most important thing is matching; otherwise, technological progress may affect cost competitiveness, and the improvement of personnel quality may lead to a decline in executive power.

4. Investment promotion planning:

Investment promotion advertisements, especially trade media investment soft Wen, should systematically explain investors' intentions, ideals, company channel service system; Investment Conference: focus on theme selection, atmosphere, style and so on; conference scene materials, layout; conference program arrangement; attending technical experts, consumer association leaders, marketing experts and other organizations; product release, policy release, marketing concept training, regional specific policy details communication four major links of careful planning; investment conference goal setting, information transmission, personnel training, material design, key customer prior communication, organization design of the meeting;

6. Compile dealer's investment instructions for this project:

Accepting investment is equivalent to accepting a new project, of course, getting a "investment statement" or "business plan". From then on, investment is no longer a single business person can do well. It is no longer a matter without technical content, relying on liquor volume or other public relations abilities.