Nine times out of ten, the boss of a domestic enterprise is the real general manager of marketing and the biggest salesman. This sentence is a true outline of the current situation of the country, but it needs to be re-understood and thought from the perspective of management. The boss starts from scratch, builds the enterprise foundation bit by bit, devotes himself to products, visits and develops customers all over the world; When an enterprise starts, sales are still the basic lifeline of its operation and development. The boss is also worried about everything, from the grasp and formulation of policies and strategies to specific markets. From the perspective of marketing management, is it joy or sadness, blessing or curse, acceleration or deceleration, promotion or lag?
Why should we introduce professional managers?
Different enterprises and enterprises at different stages have different needs and requirements for talents. Start-up enterprises need to quickly lay the foundation and impact sales, mature enterprises need to further steadily increase sales, and enterprises preparing to go public need to better attract the attention of employers and the public.
What do professional managers need to do? This is a problem that enterprises need to think clearly. If the boss doesn't know enough about sales and management, but only mentions the short-term requirements of sales in general, and ignores the systematic combing of sales foundation and management foundation, and the systematic improvement of foundation, management and sales promotion, then the more fundamental marketing infrastructure problem will be directly ignored. The quality of sales and the speed of growth are actually around the sales base. The foundation is solid, as long as it enters the market, the normal turnover will be normal, and the foundation is not solid or there is no foundation at all. Whoever takes over will have to rebuild the foundation, wasting many times of time and losing many times of sales.
This is like the domestic Galaxy Fleet Evergrande. Whether it is the hardware investment of the team or the player base, the enterprise has been put in place, with a ready-made good team and a highly competitive incentive mechanism. Many business owners think this is enough, so what's the use of coaching? What is the use of managers? Even though Li Zhangzhu is very sad, the enterprise's brilliant foundation promotion all the way is realized by this hardworking former coach with his team, otherwise it would not be today's glory. However, if Silver Fox takes over directly and becomes the strongest in Asia within one year, no one will take over. We should face up to the enterprise foundation, set scientific and reasonable goals, make good use of foreign teachers' vision and more systematic and rich advanced experience, and integrate with the existing foundation to gradually improve. This is a longer-term vision and goal.
If it is only a simple impact on short-term sales, it is enough to use the simplest policy incentives. Many well-known enterprises are scrambling for the goods that have been pressed for half a year in order to complete their tasks by the end of the year, but in fact they just transferred their inventory and the market sales remained unchanged. The person in front left with the insurance policy, and the person behind found it was a big hole when he came. If we do not pay attention to upgrading from the foundation, enterprises will lose a lot in time cost and policy cost.
Do not sell with professional manager PK.
After more than ten years of national marketing management, I found that it is easier to cooperate with bosses with management background and business background, but it takes longer to run in with bosses with sales background. Many bosses with sales backgrounds often started from a region and used to be heroes, but they lack systematicness in management, do not understand the national market and are not very clear about enterprise management. Even if the expression is euphemistically treated, it is easy to make people mistakenly think that we are criticizing the boss and the enterprise when talking about some issues, rather than treating it objectively and rationally. * * * is the same as promotion and salary increase.
In fact, from the perspective of division of labor and cooperation, the goal of bosses and professional managers is the same, but the experience and methods of realization will be different. Respecting the enterprise foundation is the first thing a professional manager should do, and the cognitive gap and bridging the gap should be promoted by the boss. The boss's sensibility and the professional manager's rationality need to be effectively tuned. The boss is always the boss, and the manager will only respect the boss, but it is the glory of the boss and the responsibility of the professional manager to do a good job. To do a good job, you need to understand and improve your foundation. This process of understanding and improving is the process of re-understanding enterprises and re-understanding marketing. Perhaps some mistakes are made by the boss, but professional management is not to evaluate mistakes and arguments, but to improve and make up for them in a timely manner in a realistic way. Only by striving for perfection can the result be satisfactory. When the boss cooperates with professional managers with the height and feelings of entrepreneurs, such cooperation will see results faster.
The boss should authorize the responsible manager to be independent.
The position of professional managers in enterprises is polarized, and some of them, even big names, sometimes become decorations. Any small matter needs the boss to take the lead personally, the enterprise continues to swing according to the original pendulum and management path, and professional managers become embarrassed.
On the contrary, in some enterprises with clear authorization, the sales boss is a real person, but he is still the boss's shoulder to shoulder, because the person he is looking for is too weak and inexperienced to take the lead, and the boss actually becomes the boss's follower and runner.
When management dislocation and personnel experience dislocation, it will frequently appear in standardized enterprises. Without authorization and authority, independent managers accustomed to playing an auxiliary role will be unable to adapt and enter the role of the enterprise, while managers accustomed to playing an auxiliary role will be powerless in enterprises that require independence.
Big name or practical talent?
In recent years, there are countless big names in and out of some enterprises, and almost all the managers who are slightly famous in the market have turned around here and soon drifted away. On the contrary, they are newcomers in actual combat and a new team with operating experience and resources in the same field. They have withstood the double test of market and enterprise laws, and have been deployed and operated solidly and quickly, becoming the first team to help enterprises make profits.
Managers also need to be upgraded to effectively establish contact with modern markets, modern marketing models and modern channels. Some listed companies still habitually use senior managers who managed pure sales channels more than a decade ago but did not understand the operation of attracting investment. The management mode is out of touch with modern mode and modern market, which is cumbersome and outdated and has poor effectiveness.
Which half is effective?
There is a classic saying in the advertising industry that at least 50% of the advertising investment is invalid. So are the marketing expenses and marketing expenses of many enterprises, and so are the effectiveness of staffing. Some enterprises have dual mechanisms and dual staffing, and internal consumption is greater than output. The effectiveness of marketing and management exists not only in foreign enterprises, but also in domestic enterprises. The key is to know which half is effective and which half is wasteful and wasteful.
Experience can help enterprises make a clear layout from the beginning, and reduce time cost, loss of market fighters, investment and sales. If the enterprise is inexperienced, lacks a sound management mechanism, replaces management with people, and replaces management with feelings, it will be blind, and the black cat who dances solo will soon be beaten back to its original shape in the market. The boss has trained two experts in one hand, one is an expert in problem manufacturing and the other is an expert in problem management.
Resources or management?
Enterprises need both resources and management to introduce professional teams. Having experience and resources is the biggest advantage of a professional team. Some enterprises simply want resources, and a group of people get a batch of resources, but they ignore that professional management and execution are the practical means to enhance marketing. Even with the best team and the best customer resources, if there is no professional management as a link, it is only a second-rate play. Specialized management is the core element of marketing value-added and sales guarantee.
Why is professional management easily overlooked?
Many developing business owners are easily attracted by marketing myths and legends, thinking that sales depend on tall and powerful people with political power in the barrel of a gun, who can run errands and work in the fields to ensure the harvest.
In fact, all walks of life are advocating management specialization, and the implementation of specialized marketing depends on the accuracy, effectiveness and well-trained of all links. The key is to do everything right, well, with good quality and quantity, in an orderly way. Many times, when an enterprise thinks it is an impossible goal, there is still a lot of room for improvement in career management. But it takes time to plant trees carefully, find the right person in the right way, do it correctly, and make up for the shortcomings and omissions one by one.
Some classic brands of foreign companies that have been operating for more than ten years can still find out many shortcomings and promotion points, and can still grow at a high speed of more than 20-30% every year. There are still a large number of blank hospitals and hospitals that have not been upgraded for many years because of unprofessional customer selection, unprofessional team formation, unprofessional market operation and lack of professional management and command, let alone effective promotion and promotion.
Strategic planning is clear and practical.
The business strategy and marketing strategy of enterprises and products must be correct. If the strategy and tactics themselves are confused and go astray, they will never reach the goal, but will get farther and farther away from the achievable goal. These need to be formulated by knowledgeable people in order to effectively release sales potential and improve sales targets. However, it is necessary to leave reasonable operation time and cultivation time for the market, and it is not possible to kill the goose to get the egg and accelerate maturity.
Even if the pressure of enterprise survival is unprecedented, it is necessary to tell managers the actual situation truthfully and make adjustments around long-term and short-term goals, which not only ensures the realization of short-term sales and relieves the pressure of enterprise operation, but also cannot affect the long-term foundation. First of all, there must be no mistakes in the operation mode. Some inexperienced enterprises compete for a little profit, completely ignoring the standards selected by customers and the establishment of a model market. So far, there is no mature market and no reasonable profit model to impress customers. In the past two or three years, sales have remained stagnant. Inexperienced short-sighted operation will waste more time and cost and lose more sales.
Who will carry it out?
Many times, the boss can't take the place of professional managers. The boss builds a stage, creates conditions, gives full play to the experience and advantages of professional managers, and elaborates, adjusts and implements them in depth. Don't just wave your hand and let the cattle and sheep go out to eat grass, and then swallow the dates and think that shouting slogans will be done. Different people, the implementation effect is completely different. If the management is not thorough and meticulous, the progress and sales will be seriously affected. These are the specialties of professional managers. The boss may not be very familiar with and clear about every link of sales management and sales execution, nor will he have so much energy to grasp it seriously, and what he does may not be professional and effective. The effect of replacing professionalism and specialization with boss is often far from the goal that can be achieved completely.
When to be fast and when to be slow.
Enterprise leaders also need to have the awareness of cultivating the market and the correct concept of market operation steps. Sensitive products are not suitable for hospital development before medical insurance and network landing. After these threshold conditions are basically met, they will be transferred to the market for large-scale implementation. No one can violate the sales law in a market that does not have the conditions, and blind efforts will cause greater losses. After implementation, the goal should not be to artificially limit the number of hospitals, but to comprehensively develop and start all hospitals that can be started. If the time is fast, it will lead to many misoperation. The boss's lack of professional and comprehensive understanding of all stages of marketing will also lead to misunderstanding and misjudgment of professional managers and mistake black cats for white cats.
Not afraid to use a strong team.
Strong team members should have higher experience, ability and quality. A good professional, even if he is dissatisfied and puzzled with the enterprise, will not deliberately take away his customers and men when he leaves the enterprise. The enterprise itself stresses credibility, treats its partners well and will not lose customers. Many customers and teams come to the enterprise with professional managers. Cooperation depends on mutual trust and recognition. What enterprises need more is to realize their own management defects, correct and make up for them effectively, and connect with the market and the outside world, instead of mutual suspicion and slander.
With a better platform, we can accommodate and attract better teams and better customers. Managers are actually bridges and business cards to the outside world. Customers and teams have confidence and trust in managers, and they will also have confidence and trust in enterprises. On the other hand, it has won the temporary favor of the boss by other means, but it is like a rat crossing the street in the customer and market, and everyone disdains to take a look. This is not a real professional manager.
The advice is terrible, but listen to it anyway.
Everyone, including the boss, will have blind spots, and it is impossible to guarantee that every link of the enterprise is perfect. In addition to perfecting the system, reducing omissions, exchanging opinions in a real and timely manner, and smooth communication mechanisms are also particularly important. Both marketing management and business management need strong and efficient rectification ability. If problems are found, they can be corrected immediately, which can save many market opportunities. If you don't have the courage to tell the truth, you will delay more opportunities. If managers are always used to blaming their mistakes on others, the slogan is earth-shattering, but they have never really arranged a better market, they will become the laughing stock of the market. As a salesman, the evaluation in the market is actually more accurate than the evaluation in the boss's mind.
What an enterprise advocates is very important, and what the boss listens to is also very important. Going out of the small world of enterprises, contacting some advanced enterprises, listening to some real opinions and suggestions, looking at enterprises from another angle and looking at their own sales will be more sober and objective, and it will be better to put them into action. Substantive marketing, substantive management, and insights that have been tested and tempered in actual combat will be fruitful, and enterprises will truly master and benefit more.
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