Three stages of successful marketers:
The first stage: "last night, the west wind faded, and I went to a tall building to see the horizon alone."
This is a sentence from the Song Dynasty poet "Die Hua Lian", and it is very appropriate to use it here as a metaphor for the confused and helpless state of newcomers in the marketing workplace. Many fresh graduates, or "new people" who have just entered the marketing industry, often don't know where to start when they first engage in marketing work. Coupled with their lack of relevant training or some superiors' lack of "mentoring" consciousness, these marketing novices are confused and helpless, even lost and sad. Without relevant guidance and help, some marketers either backed out or became "stevedores" or "shopkeepers". After a long time, some of them have successfully entered the second stage of marketing, and some are still spinning around in their original positions. At this time, they will issue a "red flag" of "stevedores" or "shopkeepers".
Marketing novices usually have to go through 2-3 years or even longer at this stage because marketing involves a wide range. As an excellent marketer, we should not only be familiar with the marketing theory in this field and grasp the development trend of marketing, but also learn related economics, sociology, philosophy, law, psychology, management and so on. He should know not only astronomy, but also geography. Only in this way can he become a man of all-round development.
Marketing newcomers should do the following work at this stage in order to get rid of the confused state as soon as possible:
1, learn more. Higher education in China is mostly exam-oriented education. Even a "marketing genius" from a marketing "training class" can hardly transform the marketing knowledge learned in college into real "productivity" in a short time. Therefore, when a novice marketer enters the market, he must abandon the unrealistic idea of "aiming too high" and have a certain grasp. So, how to learn and from whom? First, learn from your boss. The reason why the boss can be your boss must have its own advantages. Therefore, you must learn more from your boss, how he leads the team to fight hard, fight hard and win the battle, and learn more from your leaders. This will leave a good impression on your leaders and increase your personal growth opportunities accordingly, because leaders like people who are modest and eager to learn. Second, learn from colleagues. In a threesome, there must be a teacher. Learning from colleagues around you will not only bring you good popularity, give people a good impression of being easy-going and easy to communicate, but also easily get help from others and quickly become one with the team. Third, learn from enterprises. Learn the culture and management system of the enterprise, learn the development history and growth history of the enterprise, learn the relevant product knowledge and production knowledge, and learn the good strategies and methods of competitive enterprises. Fourth, learn from customers, especially from dealers. Don't always think that dealers don't even graduate from high school or even junior high school. It's rude and dismissive, so they don't study. In fact, many dealers have their own unique ideas and advantages for us to learn. The key is whether we can find them. For example, the banker's boldness and courage in making the market, the banker's good interpersonal relationship, that is, the skills of establishing contacts, and so on.
2. read more. Many marketing novices always feel that they lack confidence or confidence when they start their first business trip or negotiate with customers, and they can't find the main points of negotiating with customers, so they are easily persuaded by customers. In fact, this is because novice marketers lack discovery and read more books. Therefore, when we operate the market, we must carry forward the good habit of seeing more. Read more books, not only to be able to act according to circumstances and help customers do something to win customers' welcome and praise, but also to read more books, such as the negotiation skills between superiors and customers, the "doorway" for customers to deal with the second batch of merchants, the successful methods of colleagues to operate the market, the lifestyle and habits of customers, etc. By reading more books, you can sometimes avoid detours and do things with a clear aim, thus winning more opportunities to control the market.
3. Read more books. Faced with a sea of marketing works and theoretical masterpieces, we sometimes really feel at a loss and don't know which books to read. The author suggests that reading should also be based on your own stage. We should not read gorgeous articles on corporate strategy, leadership and situation management that only marketing executives need to read when we are still at the level of business representatives, but we must read some books that are needed in reality, and it is best to read actual combat publications in the morning and use them in the afternoon. For example, you can choose books like philip kotler's Integrated Marketing Theory. Don't have too many such books, they are easy to be dazzled and confused, and the more you read, the more confused you become. A good book is enough. You can also choose another magazine, such as Sales and Marketing. There are five editions, and you can read one of them. For example, the marketing training version it published is very suitable for front-line or marketing newcomers to read, practical and practical.
4. Practice more. Learn more, read more and see more. In fact, the ultimate goal is to practice more and apply what you have learned. How to practice? Imitate and copy first. For example, after you see a very good promotion plan made by a colleague in the A market, you can be flexible and turn it into your own thing according to the actual situation of the B market you are responsible for, but you must not copy it. At the same time, combined with the actual operation of the program, make necessary adjustments and modifications in time, and finally form your own operating experience and sentiment, and explore a set of operating market models suitable for you. In fact, success is very simple, that is, simplifying complex things, doing simple things right, and doing the right things repeatedly.
The speed of a marketing novice on the road depends on his understanding and whether he can learn, read, watch and practice more. Only by doing the above, novice marketers can improve their confused situation faster and better enter the second stage of their own development.
The second stage: "I will never regret the widening of my belt, and I will languish for Iraq."
Liu Yong in the Northern Song Dynasty used the above words to describe the "infatuation" in the love between men and women in Dead Hua Lian. It means: it is worthwhile to lose weight for the sake of "her" in your heart, even if the clothes look spacious, you will not regret it. Then, marketers should put all their eggs in one basket, go all out, and realize the transition from "pupa" to "butterfly" after determining the ultimate goal of marketing happiness, from an ignorant novice to a capable mature marketer. This is a hard course that requires painstaking efforts and sweat.
The length of this stage varies according to the growth process of different marketers, from 3-5 years to longer. At this stage, marketers should do the following "cultivation": first, psychological experience; The second is the improvement of skills; The third is to form their own marketing model. Psychological experience mainly refers to some mentality that an excellent marketer should have, such as; Confident attitude, positive attitude, professional attitude, hard working attitude, losing attitude and so on. The improvement of skills refers to some abilities that need to be possessed and strengthened for rapid growth, such as dealer management ability, market operation ability, team management ability, training ability, execution ability and leadership improvement. To form their own marketing model is to be able to work independently and creatively, because marketers must be able to have their own "ideas" and work flexibly and creatively if they want to do better than their peers and colleagues and get ahead early, such as the practice of differentiation strategy and the investment promotion of end customers. In fact, this is also a process for marketers to improve their leadership and operation level and establish their authority and leadership position. In this process,
1, leg attendance. Hard work is the key to the success of marketers. It is hard to imagine that a marketer who is diligent in all fields can win the praise of customers and the trust of leaders? Therefore, if marketers want to grow faster than others, they must be diligent and learn to "measure" the market with their legs and feet. If you can "walk" the market completely with your feet, I think you will definitely find new customers and establish new relationships with the second batch and retailers. The key is whether you can do it or not. Can it be said that when others' feet are resting, your feet are still flying in the market and on the way forward?
2. Be diligent. God gave us feet to walk, but at the same time he gave us hands to do things for ourselves and others. When we are diligent, we can often reach ourselves as adults and get unexpected gains. When developing a new customer, the salesman of a company where the author works is not in a hurry to sell products and negotiate policies, but is busy loading and unloading goods and handing over products for busy prospective customers. As a result, this customer, who was considered difficult by other manufacturers, became the general agent of the company and became the "hardcore" customer of this salesman. In the process of managing the market or building one's own personal brand, diligence sometimes leads to unexpected victories, and often leads to the effect of "inadvertently inserting willows into the shade".
3, the mouth is diligent. Mouth-to-mouth is a basic skill that a marketer must have, but in daily sales management, the author finds that some marketers are doing great in the market, but they are not good at expressing themselves, especially for strangers, which is a taboo for a marketer to grow up. Therefore, as an excellent and experienced marketer, he should be a person with strong language skills. He knows "what songs to sing on what mountain" and "what to say when you meet someone". For example, when you meet a superior, you should "shout" out his surname and position, even if he is his best friend; When you meet an old man, you should call him "aunt" or "uncle"; Meeting people older than themselves and knowing that they are called "big brother" and "big sister" adds a lubricant to their business development and interpersonal communication. Only by keeping their mouths shut can marketers get customers' love and consumers' love, satisfy enterprises and get better and bigger development space and platform.
4, the brain is diligent. Brain diligence means that as a marketer, you should be good at summing up and thinking, and be good at summing up and refining your own work experience and lessons, so as to better guide your future work, make mistakes not happen again, carry forward your own experience, and make yourself a thinking marketing "intellectual". For example, when we are away on business, when we return to the hotel after work, can we lie in bed and watch movies about our work that day? Write down the lessons of failure as an "example" for us to learn. In the long run, we can make progress, and in the process of accumulating experience, we can change from quantitative change to qualitative change and form our own marketing operation mode.
Speaking, writing and doing are the only magic weapons for marketers to succeed. In this process, as a salesperson, you should learn to fall in love with "marketing" and be good at "marketing life", so that you can constantly hone yourself in your work, let yourself be promoted or sublimated, and constantly increase your chips for your success.
The third stage: "the crowd looked for him for thousands of Baidu, and suddenly looked back, but the man was in the dim light."
This is a classic sentence in Xin Qiji's Jade Case. As a marketer, if you can reach the realm of "looking for him in the crowd" and "that person is in the dim light", your career will be basically "complete" and you will be accomplished. At this stage, some marketers "sharpen their swords in ten years" and become the executives of enterprises "making progress day by day", and some marketers have established their own entities and become the bosses of enterprises. Moreover, after they successfully climb to the top of the pyramid or become the helm of their own enterprises, they often get flowers, applause, money and fame, but after reaching this stage, marketers still need them.
1, continue learning. Now is an era of intensified competition. The ecological competition law of "natural selection, survival of the fittest" urges us to "live and learn". Therefore, as a marketer, no matter how successful you are, you must have a sense of crisis and know that the "elimination period" or "bankruptcy period" is close at hand. Only by continuous learning can marketers not be eliminated by society and enterprises.
2. Keep innovating. Innovation is the foundation of career. As a marketer, if his thinking stagnates, the "golden period" of his career will come to an end, and he will "die". Only by maintaining innovative consciousness, innovative thinking and innovative mode can their marketing work last forever and continue to move towards another success after one success.
3. Dare to challenge yourself. A person's greatest enemy is actually not others, but himself. Therefore, if a successful marketer wants to keep up with the times and not be eliminated by the industry, he must always dare to challenge himself, challenge the past, bid farewell to the "old self" and be a modest and diligent person. Today, "the waves behind the Yangtze River push the waves before, and a new generation changes the old ones", no matter under any conditions, marketers have no reason to be arrogant, arrogant, arrogant and self-deprecating. Only when marketers dare to challenge themselves can they create a new world, a new stage and a new glory.
"There is still a long way to go in Xiu Yuan, and I will search for it." I hope all the friends in different stages of marketing can succeed, get their place and create their own brilliant life.