How Does Salesman "Marketing Brain" Be Made?

In China, Promote The era has passed quietly and replaced by the marketing era. In this era, a significant feature of enterprise marketing is the whole staff. Everyone thinks about marketing, everyone serves marketing, and everyone has to create value for customers directly or indirectly. As a salesperson across the market, we should change our thinking and transform. horn Instead of simply treating yourself as a salesman, you should position yourself as a salesperson.

However, most salesmen are short of " Marketing brain " Although many of the salesmen did a good job, there were many customers and good performance. However, whether such salesperson has considered whether he maximizes customer value and maximizes the value of the enterprise he or she serves. Only by maximizing the value of enterprises and customers can we maximize the value of individuals.

In fact, marketing is the sum of all business activities carried out around the sale of products or services. And these business activities revolve around customers instead of surrounding enterprises. Who can turn around to get a good sales performance? However, not only salesmen, but also all marketing practitioners feel this way. Nowadays, customers are getting worse and worse. It is not easy to put an elephant in their pocket. In the face of more and more smart customers, not only enterprises have a lot of headaches in marketing, but salesmen often fail to do so. In fact, what customers really need is not purchase, but the result of purchase. How to make customers realize that the result of purchase is correct, which is related to the success or failure of sales. However, it is impossible to rely solely on salesmen's three inch tongue, but also make good use of the marketing resources and marketing support of enterprises. At the same time, they must also provide marketing resources and marketing support for enterprises.

Philip Kotler, the world's top marketing master, points out that "marketing is the science and art of developing, maintaining and fostering profitable customer relations". (Philip Kotler) This master reveals the essence of marketing, that is, a relationship between enterprises and customers, a partnership based on value orientation. It can be seen that the key to marketing lies in the relationship with customers, and the essence lies in the customers. The author believes that the essence of marketing is the competition of customer resources, the customer is the market, the customer is the enterprise, and the customer is everything. Enterprises should run with customers and compete with their competitors. The aim is to have and control valuable customer resources. It can be said that customers are not only the most important assets of enterprises, but also the "lifeblood" of salesmen, or the priceless capital that supports the development and advance of enterprises and salesmen.

Marketing is the sum of all business activities carried out by an enterprise in order to achieve the sale of products (or services), which naturally includes customer development and management with salesmen as market pioneers, or staff promotion. For salesmen, the focus of their work is to explore, cultivate and maintain profitable customers, and transform customer resources into customer assets with the support of enterprises, and strive to maintain and increase the value of customer assets. Based on this, salesmen should set up two major sales targets: first, to develop new customers, and two to maintain regular customers. Salesperson doing the market is the process of establishing the relationship between guests and customers. It is also a process of "net fishing", and "fish" is a customer. However, today's customers are more like a cunning "fish", difficult to "capture" and difficult to control. You know, this is a customer LED market "my era", the customer is the real protagonist on the market stage, and plays the role of "fickle": customers from tactical buying to strategic buying; customers from skilled buying to expert buying; customers from passive buying to active buying; customers changing from heavy prices to heavy value; and customers shifting from focus to drift. This requires salesmen to make "change" or "on demand" or take the initiative to innovate, so as to catch up with customers, at least not be dumped by customers, so that customers will always be in their control.

What kind of sales is a successful sale? It is the sale that maximizes customer value and maximizes enterprise value. In fact, successful sales only need five steps: the first step is to search and find and find the real "God". Search, that is, potential customers to explore and search, the goal is to find potential customers with value for development.

The second step is to carry out "iron grate" encirclement for potential customers. Wai customers, that is, to launch a three-dimensional attack on potential customers and carry out effective "encirclement" for potential customers. The third step to catch the guest: the key to win the "brake mace". The key to success is to get the potential customers into real customers at the most critical moment. The fourth step is to educate the "little ants" into "elephants". Yu Ke, that is, the intensive cultivation and deep development of customers, maximizes customer contribution and market returns. The fifth step is to stay and watch and retain the assets that will run. To retain customers, that is, to maintain and retain real customers, to value customers forever in their palm.