Marketing Practice: The 12 Rule +12 Pay Attention To +12 Method.

Ten questions that must be asked in < p > 1..

Even if we know more about the industry and become familiar with the area, we can not omit the research.

Even if the result of investigation is exactly the same as it was at the beginning, it can not reduce the role of investigation.

When investigating, competing products need to be understood. Customers should not ignore them. They must make qualitative symposia. They must find out why they buy our products, why not buy our products, why they buy competing products, why not buy competing products, and so on. These essential questions must be answered clearly and clearly.

For example, the dealer did quite well in the shopping mall, which is indeed a fact, but it is not the whole story, because H city has hundreds of sales activities outside the mall every year, roughly estimated that more than half of the volume has gone off the field.

What's so proud of? It's from this question that it completely overturned the pride of the a href= "http://www.91se91.com/news/index_c.asp" distributor "/a".

< /p >

< p > < strong > Customer core ten questions > /strong > /p >

< p > (1) what kind of people are buying this product? What kind of people are buying our products? Where are they? What are the characteristics? < /p >

< p > (2) why buy this kind of product? < /p >

< p > (3) when to buy? < /p >

< p > (4) where to buy? < /p >

< p > (5) where to collect relevant information? Where did you see the brand information? < /p >

< p > (6) how to judge the quality of the products? < /p >

< p > (7) who initiates, makes decisions, uses? What is the purchasing process? < /p >

< p > (8) why buy us? Why not buy us? < /p >

< p > (9) why buy a competing product? Why not buy a competing product? < /p >

How about the usage of < p > (10)? Is it satisfactory? < /p >

< p > < strong > < /strong > < a > href= > http://www.91se91.com/news/index_c.asp > > strong > competing core > /strong > /a > strong > 10 questions > < /strong > > >

< p > (1) who is selling the products? Who is selling the products that are exactly the same as ours? Where are they? What are the characteristics? < /p >

< p > (2) what is their product characteristics and product mix? < /p >

< p > (3) what are the characteristics of their brands? < /p >

< p > (4) where do they sell? < /p >

< p > (5) which channels are they promoting? < /p >

< p > (6) what are the characteristics of their customers? < /p >

< p > (7) where is their main market? < /p >

< p > (8) what is their competitive reaction pattern? < /p >

< p > (9) what is the status of their organization and personnel? < /p >

< p > (10) what is their strength? What special resources do they have? < /p >

< p > 2. revolution or revolution? With ideas and plans, in what way and rhythm to make changes happen, we must consider.

The storm? Or the gentle rain? In this project, we have chosen to change.

On the one hand, because of the fact that we have not yet reached the point of revolution, on the other hand, the cost of revolution and the risks it may bring can not be borne by anyone.

In the rhythm of work, we have neither chosen the storm nor chosen the gentle breeze and the rain. "Heavy rain" can not bear the customers, and the "breeze" will not be effective, so we have adopted the work rhythm of "moderate rain + Thunderstorm".

< /p >

< p > 3., take precautionary measures.

If we want to introduce a new idea and plan, we must tell him two points in advance: do well the psychological and investment preparation for the first three undesirable effects; make good preparations for individual turnover and personnel reserve.

These two points are very important. If you do not speak ahead, you will be very embarrassed.

Because of any change, these things will happen, which are sensitive areas and pain points of customers.

< /p >

< p > 4. is responsible for doing.

The sales promotion project is different from the brand and management project. It has two characteristics: first, it needs immediate input; two, if there is no effect, it will immediately appear.

No effect, input, responsibility? Some consulting companies will wrangle and prevaricate with customers.

When making this close fitting project, when our project team and distributors communicate with each other, we will directly tell the other side that "if we fail, it is our responsibility; if it is, you will be the most successful."

This sentence has become a small watershed for our cooperation.

Looking back, we find an interesting phenomenon: every time we quarrel, we increase mutual trust, and the other party gives us more power (including power, human rights and financial power).

The fundamental point is that we dare to admit mistakes and take responsibility.

< /p >

< p > 5. must help him save money.

In this project, when our customers evaluate us, they often say that "no matter how much money they spend, they do great things".

There are two reasons to save money for customers. One is that he really doesn't have much money.

Two, we must be careful and respect each other's efforts and sweat.

It is selfish to say that we respect each other's labor and the other side will respect our work.

< /p >

< p > 6.. Stop fighting alone.

You need to work hard and look up.

Integrating resources is more effective than fighting alone.

In this project, it is more obvious.

In this era of customers being diverted, media fragmentation and various costs rising, integrating resources, uniting all forces that can be united, heating together, sharing interests and sharing costs and risks become an inevitable competition mode.

Through joint, the original single brand www.n6188.com can not be completed, dare not expect things become possible, the original scattered limited resources become infinite, although there are cooperative disputes, but advantages outweigh the disadvantages.

If we continue to immerse ourselves in the single mind frame of thinking, one day, you will find that "singles" are not "gang fights" but "tigers" are no more than "wolves". When you look for friends again, some of your strength friends are mixed up with others.

At that time, you may have a feeling that it is too late to repent.

< /p >

< p > 7. < a href= "http://www.91se91.com/news/index_c.asp" > management < /a > is the core.

After the plan comes out, organization, personnel and management are the core.

As Mao Zedong said, "cadres are the key after the determination of the line policy."

In this project, the most profound experience.

With the train of thought, there is no suitable person.

This directly leads us to waste a lot of valuable time.

This pain is more painful than without thought.

If we say that the biggest mistake in this project is in recruiting people, we must drag on.

This is a real strategic mistake.

After doing similar projects again, no compromise can be made in the construction of the organization.

This is the greatest lesson.

< /p >

< p class= "p15" style= "margin-top: 0pt; margin-bottom: 0pt" > span style= "font-family:" Song body ";" font-size: ";" "" "" > "< < >", "song";

< p > < --EndFragment-- > 8. is the key to moving.

In this project, many dealers always stay in the stage of pondering, analyzing and calculating, and never dare to take the first step.

Practice has once again proved the phrase "some of the imaginary difficulties are fundamentally inadequate in practice, and some think that easy things are the real stumbling blocks".

Therefore, the word "Jun" has become the mantra of our project "adjusting posture in running, trial and error is trial right".

Only when we move, can we have a story.

< /p >

< p > 9. communication ability first, professional ability second.

Communication is the most important ability.

Communication with Party headquarters, dealership with distributors, communication with dealers' middle and executive levels, communication with other partners, and communication within project team.

< /p >

< p > summarizes several experiences: to communicate with the customer team, we should pay special attention to "the nearest is not inferior, far from the resentment"; in the work, we should master 5 Secrets: "disk thinking, look at the state, make plans, follow up and do guidance"; communicate with the top customers, pay special attention to "not in their position, do not seek politics", maintain a high degree of consistency with the company's defined general direction, and raise things to a certain height to see and express; maintain integrity, self-confidence and self-esteem.

< /p >

< p > 10. attitude first, ability second.

Ability is very important, but simple ability can not win the respect of the other party, but good attitude can easily achieve this.

Specifically, there are 6 points in perception: < /p >

< p > 1) talk less about things and talk more about things.

Many consultants like to talk with customers, but rarely talk about jobs.

At that time, the customer may be very excited because of the topic, high, but he must be very angry when he returns to his senses. He thought, "what did he give me?" in this project, our spirit of work is "to talk less and talk more about things."

And practice the way of "white plus black, 5+2", work together with customers, and cook together with customers, customers can not afford to go on.

< /p >

< p > 2. When the table is clapped, the table is clapped.

The customer invited us to solve the problem, not to listen to us flattering.

If you have different opinions, you need to express them. You need to strongly oppose them and even dare to shoot the table.

Though he was not looking good at that time, they went back to think carefully, knowing that you were really working hard for the project and thinking about each other, which is enough to add bonus points to the project team.

< /p >

< p > 3) establishing rules is first of all to restrain oneself.

At the beginning of the project, we established strict rules. On the one hand, we took the lead in execution. On the other hand, most of the rules were not binding each other, but self discipline, which made the other side somewhat unexpected, and laid a good foundation for the implementation of the project.

< /p >

< p > 4) keep upright and stand upright.

Two things had a great impact on me. First, I refused a plan for the unfair competition of one of the management personnel (though very effective); two, in the face of the proposal put forward by the other side to give me a salary separately, I refused it, and after that, he began to give more financial power to our project team.

< /p >

< p > 5) you should bow your head if you do not understand.

Although others call our teachers, we do not know much more than "know places".

So when we meet our shortcuts, we have completely lost our consultants' shelves to learn advanced experiences all over the world.

Even as our strengths, we did not give up.

Because our strengths are across the industry, it is far less faster and more effective in the best practice in the customer system.

We visited many cities for this purpose.

It is interesting that this does not reduce our position in the eyes of customers and distributors, but has caused a very high rating.

In fact, we know very well that lowering our heads does not mean that we have lost our self-confidence, because as a consultant, our thinking is enough to comb out the most advanced business practices.

We must have this confidence, and at the moment when we bow our heads, we must be confident.

< /p >

< p > 6) do not show merit, only settle accounts after the autumn.

In the face of success, we have a habit of meeting. When we are involved in the work of our clients, we encourage them. When it comes to our own work, we only discuss faults, not achievements.

This makes dealers look at us with admiration.

Sometimes, customers do not want to be interested. They even can not see it. They speak for us and speak more and more words.

In fact, our train of thought is, "let's give up ourselves first. Others can only help."

< /p >

< p > 11. understand politics, but do not participate in politics.

We have done this project with the background of state-owned enterprises and the sensitive period of leadership reserve and replacement. Politics has even become a factor of overcoming sales volume.

For the smooth development of the project, we have to understand politics.

But we can't participate in politics.

We have always maintained a high level of sobriety and always stick to our responsibilities. We always tell ourselves that we serve the brand and the enterprise. Our job is to improve sales volume and set up a model market.

As long as we do this, we will not stand still, whether it is the east wind or the west wind.

If we forget our duty, even if it is the south wind or the north wind, we will be blown away.

< /p >

< p > 12. the last point: always play chess without losing chess.

There must be contradictions in the cooperation, there must be accidents, there must be unhappy, but we need to always bear in mind that even when it looks like a dead chess, we must leave a live son, and try to avoid only one choice. Because there are two springs, we can prevent kidnapping, and then we can really expand freely.

< /p >

< p > for the purpose of doing this kind of work, 12 points for attention are listed: < /p >

< p > 1, we must clarify responsibilities and rights.

< /p >

< p > 2) we must conduct in-depth research.

< /p >

< p > 3) must be a close fitting person.

< /p >

< p > 4) we must pay equal attention to both the plan and the team.

< /p >

< p > 5) we must find a breakthrough in the fastest time and move it first.

< /p >

< p > 6) we must stick to it and even argue about it.

< /p >

< p > 7) all doubts must be told to customers, even if they seem unprofessional.

< /p >

< p > 8) we must communicate well, up, down, left, right, before and after.

< /p >

< p > 9) work discipline must be established.

< /p >

< p > 10) a strong Deputy must be found to carry out the execution tracking.

< /p >

< p > 11) monthly and quarterly reports must be made.

< /p >

< p > 12) we must mobilize people's strength.

< /p >