How To Set Up An Efficient Marketing Team For Small And Medium-Sized Enterprises?

Many excellent products are not always "famous" at the beginning. On the contrary, many SMEs are "original". But a fact that can not be ignored is that "originators" are not the biggest "winners" of interests. Why?

A main reason is that small and medium-sized enterprises can create a good product, but it is not an easy task to popularize this product to achieve the maximum market coverage. Among them, marketing From EMKT.com.cn team is the most fundamental and core factor.

Selection channels.

The talent selection channel is team members.

1.

2, "dig corner".

Although we have repeatedly advocated that talents should ultimately be trained by their own businesses, for small and medium-sized enterprises, at certain stages, such as large-scale expansion or expansion of the market, rapid expansion of sales areas, and restart of the old market, we must consider "digging the wall" to meet the demand for talent shortage when we are not able to train talents.

This way of "buying talent" has drawbacks, such as low loyalty, increased running in cost and cultural conflict, but it also has its own advantages, such as "quick", "bringing ism", reducing the cost of training and so on.

There are several points to be emphasized here: first, dig up the top level from the first line brand enterprises, dig the middle level or the grass-roots level from the two or three line brand enterprises.

Relatively speaking, managers of first-line brand enterprises are more open and often "regular army". Management norms, behavior standards and market regulations are worth learning and learning. For example, marketing management, market strategy and reporting tools of large enterprises can be changed to "me" slightly, but we must pay attention to the fact that they are "fetched", not "copied", and must not be "swallowed". Otherwise, they will cause indigestion.

And from the two or three line enterprises that are similar to themselves, the middle level or the grassroots are because they are first-line operators, and their adaptability is stronger because brands are close, products are close, and the market is close. If the first-line brand personnel directly operate the market, there will often be "acclimatized", "high handed and low quality" and "flashy" phenomenon, because large enterprises have a set of systems and corresponding resources to support them, and they do the market by mode, while small and medium-sized enterprises often do not have them.

Two, we should treat the "collective airborne" cautiously.

Small and medium-sized enterprises should take their own control as the principles and yardstick when they adopt the "dug" approach.

Many small and medium-sized enterprises, regardless of their own strength and management ability, allow a team to go airborne. As a result, the group of "airborne troops" often kidnap the enterprises. They are not satisfied with the "collective running away", thus causing fatal threats to the enterprises, and also bringing immeasurable disasters to the team and the market. Therefore, they need to be treated with caution.

3, acquaintance introduction.

The biggest advantage of this method is that it is quite reliable because it is introduced by acquaintances. "People do not play their own role", but the risk of introducing talents is small. However, its defect is that once the inappropriate candidate is introduced, it is very difficult to retreat, because it is introduced by acquaintances and once dismissed, this means that even the old acquaintances are offended. This price is often very large, and sometimes even the phenomenon of a new old man leaving together.

In fact, if we want to avoid this situation, we need to communicate clearly with the acquaintances and the personnel. After introducing them, we must carry out management and examination according to the rules and regulations of enterprises. Unqualified ones should be handled according to the personnel management system of the enterprises. This way of "first villains and gentlemen" will leave a retreat for enterprises. At the same time, it will give a reminder to the personnel who have introduced them, so that the way of acquaintances can truly achieve "win-win".

Small and medium enterprises, which should be integrated into the channels, must be combined with the actual conditions of the enterprise. The best is the right one. Avoid mechanical and rigid.

Selection criteria.

The marketing teams of some small and medium-sized enterprises are of different quality and different quality. Many times, they are related to the lack of corresponding selection criteria for enterprises. For small and medium-sized enterprises with a lack of overall control, the following can be selected as "hard conditions" for team members.

1, moral character.

Chinese traditional Confucian culture stresses "benevolence, righteousness, courtesy, wisdom and faith" and is used as a criterion for evaluating a person's moral character.

Specific to the selection of business marketing personnel, the author believes that the so-called benevolence is to see whether the person has benevolence, whether there is a benevolent heart for the enterprise, customers, colleagues and family members, whether or not to be grateful, and to repay, many of the top 500 enterprises in the world are grateful to their employees, as a standard of hiring, a person who does not know how to be grateful and who does not care about others will not become an excellent employee.

Righteousness is mainly about integrity and justice.

In the sense of righteousness and profit, we should take the lead in righteousness, advocate "gentlemen love money and take a proper course" instead of sneaking and making ill gotten gains.

Etiquette, etiquette and courtesy are not to blame. To be modest and courteous, to be a popular person, only people are welcome, and products can be popular.

Wisdom refers to wisdom, to serve people with wisdom, and to seek market by wisdom, not to put pressure on others.

Faith is credit.

A gentleman's words are hard to catch up with.

Speaking of course, we must do it.

As a chief examiner of an enterprise, through the way of "seeing and hearing, asking questions" and so on, we can reach the greatest degree of understanding to a staff from some sides, and then decide to make trade-offs.

2, attitude.

Attitude is a person's value orientation or intention. In a team, there are more than four kinds of people: Talent: good mentality and weak ability. For example, just graduated students, other departments pferred to work, they work actively, but often practice ability is poor, for this is a "material" member, the enterprise executives should train and use.

People guess: the mentality is not good, the ability is stronger.

It is often referred to as the "lax" which has been working for many years. This group of people often overtakes or even takes pride in their ability to see who is not as good as himself. It belongs to a bottle that does not ring, and the half bottle is the kind of flash. The typical "guess" is that he knows much, but he is 00 scattered, lacking in height and no system. He does not understand. He can spit the stars to you for a long time. They often have the inertia of thinking and behavior, and the "anti reconnaissance capability" is strong. For these people, they should be supervised and assessed.

People's wealth: good mentality and strong ability.

All things are in the forefront, dare to challenge, be good at groping and summing up, and be able to maximize the benefits and values for the region and team. These members must reuse and give them more care and authority.

People's discretion is not good enough, and the ability is not strong. We must resolutely cut this out. Enterprises are not welfare homes. We must resolutely eliminate scum that is not conducive to team development and enterprise development, so as to safeguard the integrity and advancement of the entire marketing team.

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3, ability.

Enterprises need to earn profits to survive and develop. In an enterprise organization, besides the marketing department, the rest should be said to be cost.

Therefore, many enterprises have put forward the slogan of marketing, and even put forward "full staff marketing", which explains the importance of marketing in an enterprise, especially for small and medium-sized enterprises.

In view of this, enterprises have to select strong personnel to enrich the team, and give different use according to different abilities.

For example, for people who are open minded, good communicators and have strong ability to develop, we can let him do market development and customer negotiations. For active thinking, many ideas and strong writing skills, we should put them in the market or planning department, and be cautious, loyal, reliable, detail oriented and principled, and can arrange them to the sales management department or customer service department.

In fact, as a supervisor, a very core task is to know people well, to place the right people in suitable posts, and only to arrange their work according to their abilities, rather than to assume the "random order", so that team members can make the best use of their talents and maximize their talents, so as to maximize their value under the premise of matching.

4, qualifications.

For other sectors or positions to become marketing personnel of this part of the "talent", executives should pay attention to a problem, that is, seniority is also a matter of management.

In the course of the lectures, the author touches a lot of enterprises, including some large enterprise groups. Many marketers are born in a multifarious way. They have marketing departments, but they are not marketing professionals. However, some enterprises are doing marketing, and some are half way out. For example, the security guards in production posts, quality inspection departments, manpower and even enterprises have taken the initiative or forced to join the marketing force because of various considerations.

But although they have accumulated experience and qualifications in their previous positions, they are "ignorant" about changing to the marketing department, and do not belittle the marketing work. It is not suitable for everyone to do, nor is everyone able to do well. Therefore, inspecting whether a salesperson is qualified or not, many times they need to get their qualifications "zeroing", starting from zero, abandoning the original experience or practices, and even some old marketing personnel, all of them should keep studying and keeping pace with the times, so that their ideas and practices can keep up with the times and the market, so as to better create excellent sales performance.

5. Education.

In China, it is undeniable that great efforts have been made in the higher education system, but it is far from enough. A prominent contradiction is that the so-called talents trained by universities are mostly armchair officers, educated and incompetent. After the introduction, it is found that more of them belong to "vases", but they are not useful.

Therefore, for small and medium enterprises, talent selection should not be "only education is a lift", not at all is "postgraduate, undergraduate, college education", for practical ability requires a strong marketing position, enough academic qualifications, many junior high school, high school graduate, but outstanding performance, many people, and low academic qualifications, more convenient for people. Therefore, for small and medium enterprises, the marketing personnel's academic requirements should be linked to the scale and strength of these enterprises, not because of the impractical "face saving" and let oneself fall into the heart of the vicious circle.

In terms of talent selection criteria, the author's view is: morality is greater than attitude, attitude is greater than ability, ability is greater than seniority, qualification is greater than education.

Appointing a person whose moral character is corrupted and strong enough, it is possible to install a timed bomb for the enterprise, and bring the destructive power to the enterprise.

But the ability is strong, and the employees' willingness to work is poor, which makes it difficult for the marketing team to exert their overall resultant force. Therefore, attitude is greater than ability.

For marketing personnel, academic qualifications can only serve as the final selection criteria, because there are too many phenomena of "high scores and low energy" in China, and only a moral integrity is the only way for a marketing team to keep healthy and develop healthfully.

Direction of selection.

Marketing is not as romantic and playful as many people imagine, nor is it easy to get high wages. It needs to have certain qualities and conditions, such as marketing, hard work, affinity, flexibility and creativity.

Specifically, we can talk about the following aspects:

1. Aspiring to marketing.

Interest is the best teacher, and only for those who are interested in marketing, marketing is the catalyst for their growth. Only when faced with any difficulties or rejecting, can they not grow discouraged and grow back into the outstanding marketing talents needed by enterprises.

For those who only have three minutes' enthusiasm for marketing work, do not easily give more job responsibilities.

2, rural areas are better than cities.

Here, the author does not have a little prejudice, but according to the practice of many years, we find that the marketing spirit of the urban origin, its hardship spirit, its endurance in the face of adversity, its perseverance and flexibility is lower than that of the rural origin. Therefore, for small and medium enterprises with low brand strength and abundant resources, if the market is in the period of development or rapid growth, it is suggested that many rural origin salesmen should be selected. They are not only highly loyal, strong cohesive, but also have relatively low expectations for enterprises, and are more convenient for team management.

3, maintain a certain proportion of women.

Although women marketers are not suitable for long-term travel, weakness, poor psychological tolerance, but women also have the unique charm of women: for example, strong affinity, customers for male marketing personnel, their fortification psychology is much higher than that of women, coupled with the "Empathy" of people, therefore, it is easier for some female marketers to make achievements, of course, compared with the washing and cosmetics industry, women are better than men.

At the same time, for a team, maintaining a certain proportion of women can motivate team members to be conscious and self disciplined, which is conducive to team standard growth.

4, young is better than older.

To do marketing is actually to eat "youth meal".

It does not mean that older people can not do marketing, but that as people grow older, their market is becoming more conservative and more and more comfortable with the status quo without changing their minds. When a team "frog in warm water" is more and more, this team will lose the most valuable innovation spirit, morale, dynamism and so on. For small and medium-sized enterprises, is there more important than the above?

"The disease that irritable water, as for the boulders, the potential is also."

A team without morale is destined to decline and decline.

5, select cross industry talents.

In recent years, the author put forward the concept of "grafting marketing", and thought that only cross industry would have more opportunities for innovation.

When an industry develops to a certain stage, it will be faced with bottlenecks and "ceiling". At this time, it is very difficult for those who are in it to have a breakthrough idea. Therefore, timely introduction of some cross industry talents to learn some good practices in other industries will play a different role in time. It will also make the whole team full of differences and inspire everyone's initiative and innovation.

Only when selecting a company, can enterprises ignore short sighted so as to avoid falling into the trap of self seeking, thereby promoting the growth of the core competitiveness of enterprises and keeping the foundation of the enterprise evergreen and sustainable development.

Ways of upgrading.

The formation of a better potential marketing team is the first step in the long march. Next, the healthy growth and development of the team and mature experience are very important. The following three ways may help the team develop smoothly.

1, distribution.

Marketing is a profession with a high level of comprehensive literacy and skills. It is the most basic requirement for people to observe and understand, to see what people say, and what songs to sing.

One way is to let every person who wants to be engaged in marketing work first to follow the distribution of goods, to follow the channels and follow the old business people to distribute goods, let them familiarize themselves with the basic process of sales, promote communication skills, and train their "kitchen in the hall, under the kitchen", and the ability and ability to go up and down, so that they can enter the role quickly in the first-line market and thus assume greater responsibilities.

2, training: This is to enable employees to stay, and to provide them with a room for growth, to remove obstacles to their development, so that marketers from ordinary to excellent, from excellent to excellent magic, through training, we can enable everyone to agree with the corporate culture, be able to unify their thinking, be able to enhance skills, to play everyone's ability, in the achievement of staff, but also the achievement of enterprises.

Enterprises can complement each other by establishing an internal trainer system and introducing expert training from outside, so as to create a wolf marketing team with strong combat effectiveness.

Luohe three swordsmen invited the author to do seven days training for his marketing team and dealer team. Through the systematic training of these seven days, we can clearly find out our own positioning, clear our ability and improve the direction, and provide some methods, skills and tools to flexibly apply to the market, so that the company can grow steadily.

3, counselling.

For small and medium-sized enterprises, it is not like the three swordsman, which can produce a lot of expenses to help team members to improve their system. But a way of winding streets is to adopt internal guidance to upgrade subordinates and teams.

The so-called guidance is to take the way that the superiors take the lower level, that is, they should be rewarded by passing on the old, bringing along the new band, giving them assessment, tutoring qualified or excellent, and not bringing in qualified subordinates, not getting promoted or punishing.

HUAWEI has developed greatly through the establishment of an internal tutor system, so that every employee becomes excellent.

In short, small success depends on individuals and great success depends on teamwork.

Small and medium-sized enterprises must build an excellent team to achieve faster development. Only by finding suitable personnel and effectively organizing them together, and constantly helping employees improve, and creating a middle level of teaching management, can SMEs win their sails so that they can make greater efforts and make them stronger.