Behind The Marketing Executive Ability Is "No Profit Can Not Afford To Rise Early".

In daily operation, many entrepreneurs and managers have some good ideas, but when they want to turn their ideas into reality, they find it difficult. The schemes they implement often fail to respond positively to the internal staff, so that the slogan "execution is king" is very popular in the business world.

The top management of an enterprise will encounter the situation that subordinates make decisions against the company in a completely ineffective way. It will not necessarily be "good chanting" as a "foreign monk" marketing planning organization.

Is there really no way to solve this problem? It's definitely not. It's just that people are accustomed to looking at problems from the perspective of themselves, ignoring the interest drive, ignoring the human nature is "subjectively for others, objectively for themselves".

When we encounter resistance, we hear more complaints from the parties. They often say that their good intentions make others feel like a donkey's liver. Others are short minded and lack of team spirit to cooperate with others.

Today we will discuss how to use

Collecting staff's opinions and suggestions. The cooperation between enterprises and marketing planning companies is usually "secret action" of enterprise bosses, or shareholders and company executives. Usually, when employees of marketing planning agencies arrive at enterprises, employees of enterprises will know that the company has invited outside brain organizations to intervene in marketing planning, and there are many staff at the director level.

Whenever we start to enter an enterprise, we need to work closely with employees to understand the relevant situations. When faced with their hostile looks, we must always explain to them. We are helping enterprises to break through the market predicament, so as to make everyone work easier in the future, understand the situation of enterprises and intervene in the daily work of employees. It is not that the boss does not trust you.

Despite the fact that we have a lot of care, many employees are still alert. Even some employees will ask us: is the company going to dismiss me today? Similar problems make us laugh and cry. How can these employees who are so scared to support the decision of the enterprise? In fact, when the executives have the idea of introducing marketing planning organizations, it is not necessary to confuse the matter with the secrets of the enterprises.

In view of the bottleneck problems encountered by enterprises, what kind of external brain organizations are they looking for, what kind of external brain organizations they want to find, and what opinions the external brain can help to solve the problems of employee representatives, so that employees can see that enterprises are not turning a blind eye to business problems, but actively seeking solutions to problems. Secondly, let employees see that they are not only modest and smart, but also know how to quickly solve the difficult problems of enterprises by means of exertion, rather than closing their doors in one's own mind. The third is to let employees feel respected. The boss can exchange his ideas for different levels of employee representatives.

Invite employees to participate in decision making. After the interview and the creativity, the marketing planning organization will produce corresponding marketing plan for the enterprise.

For the scheme submitted by the marketing planning organization, the top executives of some enterprises will soon accept recognition, while others need to do a lot of analysis and communication with the top executives, or even convince them to adopt the proposed scheme.

In this process, it is often the interaction between the personnel of the marketing planning organization and the top level of the enterprise, and the employees of the enterprises are completely shielded.

After several times of "a lot of trouble", we suggested that we should invite the marketing personnel of the enterprise to participate in our creative meetings. In the scheme audit meeting, besides the top of the company, we invited the middle and primary managers of the enterprises to participate together. As a result, the marketing planning agency of the two sword broke down very smoothly in the later proposal, because the participation of the grass-roots personnel with the most understanding of the market situation was naturally accepted by everyone.

At the beginning of the business, the top executives could not agree with the plan of the marketing planning organization. After the adoption of the marketing planning agency at the top of the business, the staff of the enterprises still questioned. The core reason for this is that the marketing planning side and the enterprise side have different views on the source of the plan.

Let's take our two sword planning agency as an example. First of all, we assume that we are "laymen". Every time we intervene in an enterprise, we are looking at problems and thinking in the perspective of the target market and target consumer group faced by the enterprise's products. Therefore, we do not consider the emotional factors of the past achievements when the plan is introduced.

The employees of enterprises often take their cognitive experience as a successful experience.

From the perspective of taking advantage of the new approach, this is not a problem. The problem is that the successful experience is not necessarily a true success experience. Even real success experience has a shelf life problem. The past successful experience may be the "stumbling block" today.

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The plan for marketing implementation is formulated. After the submission of the marketing plan, although the approval of the personnel at all levels is achieved, it is not a matter of great importance. It can be said that the marketing plan is just an idea, and the idea of turning the idea into the reality of the enterprise requires careful marketing implementation plan.

In service enterprises, we often find a phenomenon: a small number of enterprises are to assign an unqualified work plan to their employees to execute it. More enterprises simply let employees feel the stones across the river, let employees work out plans according to their own experience, ask employees to understand the marketing plan and support the sales targets raised by enterprises in the state of "unconsciousness". I think the answer is self-evident.

Taking the annual sales plan as an example, the project personnel of the marketing planning agency of the double sword breaking Bureau usually start with the development of new markets and expand new businesses, and take the sales managers and backbone of the enterprises at all levels to find out the possible marketing channels of the products first, and then make further analysis according to the practice of each way, so that all sales personnel can make clear the resources condition that the enterprise already possesses and the resources to be fought for next, and what corresponding actions the salesmen need to cooperate with.

With such a simple process, the sales staff's work plan is clearer.

In the process of communication, the staff of double sword will always guide the staff to think: facing the goal, do not say it is impossible, but think what circumstances can be! The wisdom of the masses is endless. There are many good implementation plans in such an atmosphere, because the idea comes from the employees themselves, naturally their later action will be stronger.

Finally, it is necessary to integrate the plans of different departments into the marketing implementation plan of enterprises, that is, to break down the strategy of achieving marketing objectives into one executable work item, and each work must be described with verbs, such as "submit XX documents", "deal with XX customers", etc., and have corresponding completion time, responsible person, acceptance person and acceptance standard.

Implementation of pre war mobilization training. The essence of training is communication, that is, the tools and methods for teaching staff to accomplish their work goals. Only after training, every employee knows how he will work step by step in the future, what kind of goals he will achieve after what efforts he can achieve, and anticipate the future success, which is the real recognition of the marketing plan.

The internal training quality of enterprises is poor, and the problem is often the trainers are not trained.

Each copywriter of the two sword marketing planning agency writes various marketing execution manuals, and is responsible for implementing the plan and plan for training employees in the enterprise.

每一位進(jìn)入雙劍的員工，我們都會(huì)對(duì)他們進(jìn)行四項(xiàng)演講能力培訓(xùn)，分別是敘述式演講，即如何介紹一件事情的背景、經(jīng)過、結(jié)尾和意義的演講技巧，敘述一件事情不能僅僅是講故事，應(yīng)該抓住事件的要點(diǎn)來說明并提煉事件的意義，給別人以啟發(fā);勸說式演講，比如站在對(duì)方利益角度的勸別人不要離婚，不要吸煙等等，通過利益闡述來達(dá)到讓人發(fā)自內(nèi)心接受的能力;辯論式演講，比如以“農(nóng)民30載自費(fèi)研究量子力學(xué)，數(shù)萬字研究成果成一堆廢紙”的事件為背景，從“不自量力”和“精神可嘉”的角度來發(fā)表觀點(diǎn)，看誰的觀點(diǎn)更具有說服力;而即時(shí)性演講，就是在演講前的5分鐘給你一個(gè)演講主題，在短時(shí)間內(nèi)考驗(yàn)?zāi)愕闹R(shí)儲(chǔ)備和語言組織能力的發(fā)揮。

Generally speaking, the training of our new staff's speaking ability is held once every quarter. Before training, some principles and methods will be taught to employees. Then, the process of employees' self practice will be recorded by DV, so that employees can see their shortcomings from the video materials and improve them one after another.

In fact, people's potential is very large. Through training, most people's progress will be impressive. In the communication with employees, they will be confident and do professional marketing planning training instead of preaching and instilling.

Before the enterprise, the decision-making level of the enterprise actively solicited the staff's opinions and suggestions, not only can reduce the subsequent communication cost, but also can win the respect of the management of the company and the loyalty to the enterprise; when the decision of the marketing planning scheme is invited, the employees can hear more about the feasibility of the program's landing and implementation; at the same time, it also introduces the marketing training; the external brain organization and the enterprise staff work out a careful marketing execution plan; the open thinking is more conducive to the emergence of the new method, and at the same time, it reverses the negative thinking inertia of the employees, and the employees will redouble their efforts for their own ideas. For enterprises that offer planning services to marketing planning agencies, they are involved in marketing planning agencies.

Depending on the way of "coercion and temptation, even coax to deceive and incite", the sales task can be quickly broken down to the heads of salesmen, but the mechanism does not believe in consciousness and execution is ineffective. As a company that attaches importance to marketing execution, it must return to the essence of human nature, which is "no profit can not afford to rise early".