Win Win Is The Core Of People Oriented Marketing.

　　 Marketing The only core action of strategy is resource utilization. So who is using resources? The answer is unique: it's human!

But the misunderstanding of the whole world is to treat people who are marketing objects, consumers or marketing obstructers, as competitors, and never treat people who work in marketing as a person. The biggest pitfall of sales is that people who always shout are people oriented, but they always regard themselves as omnipotent gods in the market. As a result, they do not count themselves as one person at all.

Almost all the enterprises in the world have put forward the idea of "putting people first", but all these ideas are hypocritical at present. Respecting talents and respecting all employees is "people-oriented". This is the understanding of "people-oriented" in modern management, respect for customers and respect for all consumers, which is the explanation of "people oriented" in modern marketing and so called marketing. People actually have three dimensions. In addition to the two dimensions of "you" and "me", there is another dimension called "him". You win by yourself; you win with me; it's a win win; you and I and him win, that's the real win-win. The real marketing needs is this win-win situation, and the most important thing is win-win. The true criterion of testing marketing level is to see how big you can win this win-win circle. The successful investors in the world are masters of marketing. They have deep and unique views on win-win situation. Mr. Li Jiacheng is a classic case in this respect. Most of the entrepreneurs in the world remain on the surface of the understanding of win-win situation. Win-win is not just about connections, but also a win-win situation. mentality So most of the enterprises in the world can't really sell.

Managers and sellers have been sniffing at the "win win" all along. The motto of managers is: "right things are not good for people, right people are not right. I am in charge of what you do with you. Don't you say he killed him." The seller's idea is: "don't worry about me. In short, you want to win. I do it for your good. But he can't win. Are you kidding? He's a competitor. He wins. Maybe you're okay. I must have lost. " It makes sense, doesn't it? This may be true for management and sales, but if you do marketing like this, you will have to wait for failure, because in the absence of dimensions, the more correct things, the greater the actual harm. This is actually very simple: you have a good relationship with your next door neighbors, and have cleared the walls between the two. The result is not that the upper tenants are falling down, that is, the two of you are sinking down the stairs, because you live in buildings, and there are people besides them.

Marketing stays at the theoretical level, and you have nothing to do with it. Once the marketing moves, the action must be three-dimensional. From the perspective of marketing operation, management must be three-dimensional, and the win-win situation of enterprises and employees is still lacking in one dimension, that is, customer value dimension. Enterprises must win with employees and customers, that is, usually speaking of market orientation. This manager can understand, but many enterprises do not take customers as their own when talking about people first. It is even harder to say that customers are not customers at all, so they all say, "customers are God!"

No matter what sellers can understand, how can they win with their competitors?

The purpose of sales is to win, and there are basically two ways to win sales. One way is to deceive consumers. This is the root cause of counterfeiting and shoddy products. This is a win win sale. The other way is to defeat competitors. This method is the price war and all the homogeneity of the original figures. Competitors like me are cheaper. I am different from me. Behind this win is a subtext: somebody must lose because of this win.

The purpose of marketing is also to win, but there is only one way to win in marketing. Ours enterprise It is very interesting to mention competitors and gnash their teeth. When we talk about the industry, we are full of passion. But as we have already said before, the industry is made up of all competitors, and you destroy all competitors, then it can not be regarded as an industry. How to co-exist with competitors is a fact that every business must face. There is a Chinese saying: "a mother has nine sons, and nine sons are different".

But the fact is: 100 enterprises constitute an industry, and 99 enterprises look almost the same. We are not trying to make others "bad", that is to make yourself similar to others. Can you believe that they call marketing? From the win-win mentality of marketing, only competition, no competition, there is no competition at all. In marketing, what others get is not what you lose at all, even if others lose, it has nothing to do with your harvest.
    

Management emphasizes "control you"; Sale Always guard against him; the key to marketing lies in "what should I do?" There is a cardinal deathbed confession: when I was twenty years old, I wanted to change the whole human race; when I was thirty, I wanted to change my country; at the age of forty, I wanted to change my team; when I was 50, I wanted to change my family; now I just want to change myself, change myself, this is a win-win marketing mentality! Innovation is important for marketing. Now it has become a recognized fact. What is marketing innovation? We need to change ourselves first instead of persuading others.