Dear headquarters leaders, all Tongwei colleagues on video online: Good afternoon, everyone! First of all, I would like to thank Tongwei for giving me the title of Tongwei cultural practice model. I cherish this honor very much, which is a lasting incentive for my personal growth and development. At the same time, I also want to thank the leaders of the headquarters for giving me the opportunity to communicate with you today. The theme I want to share with you today is: How can we beat our competitors? Before sharing the theme with you, let me briefly introduce my growing process in Nanning Tongwei. Generally speaking, my growth in Nanning Tongwei is divided into three stages, namely, learning accumulation stage, mature creation stage and beyond breakthrough stage. The first is the learning accumulation stage, from 2002 to 2005. During this period, I paid attention to the study and accumulation of marketing management theoretical knowledge, and also accumulated experience in market operation, interpersonal communication and service skills in practice, and completed my personal career orientation. I position my lifelong career in the field of marketing management. This has made clear the direction for future study. The second is the mature stage of creation. From 2006 to 20 10, I was in charge of aquatic products sales in Xixiangtang District, Nanning. During my work, my sales performance continued to grow, and I was commended by the company for many times, and I was rated as an excellent employee of the company for three times. During this period, I made it clear that marketing work is to integrate company and market resources, create value and share results. My personal market operation ability and sales skills have been further improved during this period, and my comprehensive ability has been developed. The third is to go beyond the breakthrough stage. From 20 1 1 to now. 20 1 1, the company gave me the opportunity to be promoted as an assistant manager of the marketing department. I realized that "ten enemies learn from swords and ten thousand enemies learn from soldiers". With mature personal skills, I can do a good job in the market at most. In order to exert greater value, we need to surpass ourselves and break through ourselves. So I pay attention to cultivating my mind, tolerance and vision. This year, I presided over the sales management of the third department of aquatic products of Nanning Company. If I want to be a leader, I must have the five virtues of "wisdom, faithfulness, benevolence, courage and strictness", and I will be strict with myself in management. I am very grateful to Tongwei, and thank Tongwei leaders for their cultivation and care over the years. Ten years of work experience, from youth to maturity, personal ability has been tempered, annual income has been continuously improved, and now it has gained a broader development platform. This decade, I also witnessed the extraordinary development of Nanning Tongwei. Before 2005, the company faltered and lingered; In 2006, the company got a turnaround and entered the fast lane of development. In 2008, it made a small breakthrough. In 2009, 20 10 company once again encountered the bottleneck of development, and 2010 broke through again and entered the peak of development. This year, the situation of Nanning company is excellent, the market work is in full swing, and the aquatic products have achieved more than 60% year-on-year performance. In this process, no matter how bumpy the road is, I always maintain my confidence in the company. I firmly believe that the company has good cultural genes, brand accumulation and scientific and technological advantages accumulated over the years. As long as we don't make excuses for failure and only find ways for success, the company will certainly be able to explore the right development path and achieve commercial success. "What you give is what you get back", which is the basic logic of working, living and growing up in the big family of Tongwei. Today's theme is the exchange of marketing experience. I will communicate with my colleagues in Tongwei market system from three aspects: establishing the belief of winning, comprehensively applying various marketing strategies and communicating effectively. I hope to attract more attention. Please criticize and correct me! First, establishing the belief of winning is the premise of defeating competitors. The belief of winning is the spiritual weapon to overcome all difficulties and opponents. Our business workers, especially front-line business people, often meet strong rivals across the country and local local local strongmen. Facing the strength of competitive brands, the first thing to do is to establish the psychological foundation of advantages. This psychological foundation is the belief of winning. Of course, faith is not a tree without roots. The establishment of belief needs to establish its own value support point, fully understand its own advantages and see clearly the disadvantages of its opponents. First of all, value support. We are honored to work in Tongwei. Tongwei has developed for many years, and has accumulated profound cultural heritage. Our vision is grand, to improve the quality of human life products and achieve the world aquatic products brand, which constitutes the ultimate goal of our Tongwei people. "Pursuing Excellence and contributing to society" in the work, so that everyone can remit the value of individual life to the torrent of social progress. We have a specific core value scale-"integrity as one", which constitutes the bottom line of our behavioral ethics. The cause we are engaged in and involved in is the cause of sunshine. If we understand these cultural orientations of the company, our sales work will have clear value support. Many friends may say that the purpose of my work in Tongwei is to make money. What do these slogans have to do with me? I want to say that making money is beyond reproach, because people need a material foundation for their survival. But if we only cling to money, we will be trapped and tired by things, and we need to start our deep pursuit of transcending value. As Chairman Mao said, people should have a little spirit. The motive force of material pursuit makes people feel the pain of survival pressure, while the internal value pursuit is endless and full of pleasure. For marketing work, we also need to have an understanding beyond communication and understand the fun of marketing work itself. The essence of marketing is the creation and transmission of value. It is to understand the core needs of the target group, integrate the company's resource advantages, and create a better solution to customer problems than competitors. This requires us to break down interpersonal barriers, listen, understand and communicate, go into the hearts of customers, and fully display the value of products and services created by the company for him in the most acceptable way, so as to realize sales. This process is win-win, and it is up to adults to achieve their goals. This kind of work itself is full of poetic pleasure. Because of this understanding, I persisted in the front line for ten years, and I fell in love with marketing deeply. This has greatly increased my enthusiasm for marketing. We have an understanding of the company's cause, the pursuit of transcending value, and the understanding of the essential meaning of work. Our belief has a valuable support point. Let's talk about the understanding of the company's advantages and the grasp of the opponent's weaknesses. This is the premise for us to give full play to our advantages, foster strengths and avoid weaknesses, and defeat our opponents in market work. Taking stock of Tongwei's advantages is too numerous to mention. Tongwei has a development history of 30 years, and is in a leading position in many aspects such as cultural concept, brand communication, scientific research and technology, process equipment, management and operation. The company has provided many tools and strategic and tactical guidance for our work. We have enough resources to beat our opponents. Therefore, in my belief, Tongwei is the best, Tongwei can create the best cost-effective products for customers, Tongwei can provide the best service for customers, Tongwei has the ability to help farmers reduce breeding risks, and Tongwei has the ability to create the best breeding benefits for customers. And the opponents are paper tigers. We can't be intimidated by the advantages established by each other in the local market. As long as we study our opponents calmly, we will find that they have many disadvantages that give us opportunities. For example, there are not many problems that Haida service can actually solve for farmers. The harm of multi-brands to the interests of its distributors, such as the immature industrial chain of Nanning Baiyang, and the harm of manufacturers to the interests of farmers in order to survive, have created opportunities for us. You can't lose confidence in the company just because of the loss of one city and one pool. As long as our confidence has not failed, victory will always belong to us. As long as our work is supported by value, as long as we understand that the company has incomparable advantages, as long as we can see clearly the disadvantages of our competitors and have the belief of winning in our hearts, we will naturally grow. However, it is empty talk to have faith without action and defeat your opponent. Without specific and correct strategies and tactics, it is also empty talk to blindly believe and want to defeat your opponent. Therefore, I want to say that establishing the belief of winning is to solve the problem of our confidence and motivation to defeat our opponents, and to finally defeat our opponents, we need effective strategies and methods. Second, the comprehensive use of various sales strategies is the guarantee to defeat the opponent. Let me share with you my specific experience in operating the market. 1. Know yourself and investigate the market. Market work begins with research. To run a market successfully, what you need first is to have sufficient research on the market. It is necessary to collect a large number of facts or data such as market distribution, capacity, breeding mode, breeding output, breeding varieties, farmers' purchasing channels, purchasing habits, trading methods, competition pattern, internal interpersonal relationships and so on in the target regional market. By collecting, analyzing and sorting out these factual data, we can segment the market, evaluate opportunities, threats and our own strengths and weaknesses, and choose the target market that is most capable of doing well. These studies can provide scientific basis for making targeted regional market expansion plans. What I want to emphasize is that research work is not only important for marketing decision makers, but also very important for front-line executives. If a salesperson can't well grasp the interpersonal relationship between feed distributors and farmers in the regional market, it will be difficult to choose the most advantageous distributors to bridge the gap for regional development, which will lead to the long-term failure of the market or the difficulty in promoting the sustainable development of the market. The commencement of the Liu Liu Bridge in Nanning also gave us such inspiration. There are 1 0,000 cages near Liuliu Bridge in Nanning, and the annual material consumption is about 2,000 tons. We were used by several farmers in 2065,438+065,438+0, but it has been difficult to break through. Later, we conducted in-depth research and analysis on the market, and came to the conclusion that farmers are short of funds, and battlefield bosses have always given financial support in this regard behind the scenes. The boss's main feed is Huagang. Usually very busy, rarely contact with feed company personnel, basically in a latent state. To start the market, the key is to win him. When we found out the situation of the boss behind the scenes and determined the development strategy, we won the market in one fell swoop. Now it shows a good development trend. 2, clear goals, pay attention to planning. Clear market development planning is the premise of promoting the healthy and sustainable development of the market. On the basis of investigation, determine the reasonable market development goals of regional markets, divide the development stages and make effective game plans. The formulation of the game plan needs to select the target customer group and accurately define the core needs of the target customers; Require the selection of suitable products to cut into the market; It is required to choose the appropriate channel strategy, formulate the corresponding dealer development plan, strengthen the unified management of retail price areas and protect the interests of dealers; At the same time, it also requires a good service plan to increase the value of end users. This is what we need to plan in advance to enter a market, and then start from the end and search according to the map. Here, I want to emphasize that we need to choose two orientations in planning. One is customer demand orientation, and the other is competition orientation. Customer demand orientation requires us to understand the core needs of dealers and users. Make the dealer's career development support plan through understanding the dealer's needs; Through the understanding of users' core needs, make user value-added plans. Competitive orientation requires us to do better than our competitors. In supporting the development of dealers and improving farmers' interests, we should take more concrete and effective measures than our competitors and put them in place. This year, Mr. Zeng of Nanning Company also clearly put forward two key points of market management, one is price management, and the other is disease prevention and water diversion. In fact, strengthening price management is to safeguard the interests of dealers and solve the problem that dealers are willing to sell Tongwei; The purpose of disease prevention and water diversion service is to provide protection for users' breeding process, improve breeding efficiency and increase users' value. Through the development of these works, the dealer group of Nanning Tongwei has been increasing, and the user group has also become huge. 3. Concentrate on advantages and set an example. In terms of market operation, I usually choose a region first, concentrate the company's superior resources, establish a model market through the training of key dealers and the development of demonstration users, and then use the model market to influence the development of surrounding markets, from point to line, from line to surface, rolling development and steady progress. We choose this strategy to develop the Nanning market in Guangxi. Nanning has 6 districts and 5 suburban counties. The production capacity of aquatic products is 25,000 tons. This market is also a typical credit market. The main competitor is Nanning Baiyang Feed Company. It was impossible to attack this market for a long time before, and the market share has been very low. The total sales volume hovers around 500 tons. In this region, we choose Tangsan in Nanning as a model market for centralized development. Focus on developing two dealers, Huang Minggui and Li. Develop six key farmers. 20 1 1 We have assigned two service personnel in this market, namely, centralized distribution of feed companions and photosynthetic bacteria, and distribution of key households according to their needs. By concentrating our advantages, we will fight our way out in the market of 20 1 1. In the three towns of Tang Dynasty, the annual sales volume reached more than 2,600 tons in 2065,438+065,438+0. The market share is about 10%. Tongwei's quality and service advantages are concentrated here. Reversed Tongwei's brand image in this market. This year, we set up a military control zone here and continue to consolidate this achievement. At present, in the surrounding markets of Nanning, new customers have started four big distributors, which have been alienated from Tongwei. Without the positive influence of the concentrated development of Tang Dynasty, it is difficult to develop these customers. This year, the sales volume of this market increased by more than 50% in the same period. The trend is optimistic in the later period. This proves that decentralized use and centralized use of resources will show different results. Only when our business personnel concentrate on allocating their working hours, making good use of service personnel and making good use of the company's communication and promotion policy resources can we create high-speed market development. This can avoid the situation that warm water scalds pigs and cannot breathe. Speed can pool resources, and speed can reduce sunk costs. 4. Terminal services and value-added users. The work of value-added users was started by Nanning Company on 20 10. 20 1 1 always raise "preventing diseases and diverting water" to the level of the company's management policy. In order to do a good job of end users, our Nanning company defines the core needs of farmers as reducing breeding risks and improving breeding efficiency. Our sales terminal service work is to provide farmers with the guarantee of the breeding process, so that they can finally improve the breeding efficiency. The specific operations are as follows: Summarize various problems faced by farmers. Through investigation and analysis, I summarized the problems of farmers into the following eight aspects: first, the problem of breeding plan; The second is the source of varieties; The problem of stocking mode; Fourth, the control of water environment; Fifth, the prevention and treatment of fish diseases; Sixth, production management. Seventh, the shortage of funds; Eight is the problem of adult fish sales. Establish comprehensive solutions for customer problems. We should make it clear that the problem of farmers is our opportunity to realize sales. We provide solutions to the problems of different farmers, which is the direction of our efforts to improve the service level. Some services need the cooperation of the company, and some services can provide services to users only by using our technical knowledge, management knowledge and interpersonal resources. Each of our business personnel should make it clear that it is our unshirkable responsibility to establish the company's service advantages. Water quality deterioration and fish disease flooding are the same problems in aquaculture at present. Nanning Company locks in the water environment management, fish disease prevention and control and other problems that farmers are difficult to solve, provides users with solutions, assists in preventing diseases and diverting water, and makes farmers rely on the company, thus establishing customer loyalty. Preventing diseases and diverting water is the core service provided by the company. 5, conference marketing, centralized publicity experience tells us that conference marketing is an effective way of integrated communication. By focusing on farmers, we can spread the company's advantages, show the company's image, publicize the company's farming concept, change the backward farming concept of farmers and improve farming skills. This is an effective measure to increase user value, expand customer groups and promote the rapid development of the market. Nanning Tongwei persisted in this work for three years. This year, in order to make conference marketing better, we have implemented standardization requirements. First, the theme should be clear, the purpose should be clear, second, planning and preparation before the meeting, tracking and feedback after the meeting, third, the number of participants should reach the standard, fourth, the meeting process should be standardized, and the meeting courseware should be standardized. This year's conference marketing of Nanning Company is based on last year's by going up one flight of stairs. Third, effective communication is an essential skill to defeat competitors. It can be said that the core skills of sales are communication and negotiation skills. There are many books about communication and negotiation. Many colleagues on the Internet are excellent communicators. So I dare not say more. I want to emphasize one point here. In the process of sales talks, if we introduce the advantages of the company and products endlessly, the direct reaction of customers is to raise questions or price objections. How to lead the whole sales negotiation process, and finally achieve the sales target or promote the sales process, the key skill is to ask questions, not statements. Because everyone has a window in his heart that can only be opened from the inside, others can't open it for him unless he chooses to open it himself. But effective questioning skills can help the other person open the door to mental change. We can find the problems and puzzles faced by customers by asking difficult questions, turn the implied needs of customers into clear needs, and then build customers' pain through suggestive questions to help customers realize the seriousness of the problem and make them realize that if the problem is not solved, the consequences will be very serious. At the same time, discuss the solution with him, throw out the solution provided by Tongwei for them, and let customers discover our advantages and existing value. At the same time, put forward effective arguments, launch strong interest statements, condense the company's value and impress users. With such communication ideas, we may get twice the result with half the effort. There is a book devoted to this communication skill. After I learned it, I benefited a lot in the sales process. Here, I recommend it to you. This book is called SPIN, a sales giant. This book expounds a set of questioning skills. After reading it, I made a courseware and wanted to share it with you.