The story of a successful salesman 1 This is a well-known fable in the marketing field: two shoe-making companies sent a salesman to explore the market. On the same day, the two of them came to an island country in the Pacific Ocean. On that day, I found that the locals were barefoot and had no shoes! From kings to the poor, from monks to ladies, no one wears shoes. That night, one of the salesmen sent a telegram to the boss of the domestic headquarters. God, people here never wear shoes. Who will buy shoes? I will go back tomorrow. ? Another salesman also sent a telegram to the headquarters of a domestic company. Great, no one wears shoes here. I decided to move and live here for a long time! ? Two years later, everyone here put on their shoes.
Marketing Enlightenment: Many people often complain that it is difficult to open up new markets. The fact is that the new market is right in front of you, but how do you find it?
So, have you heard the story of three salesmen developing the market? It is said that three shoe enterprises sent a salesman to explore the market, and two salesmen also made the above move. After many days of investigation, the salesman of the third company wrote a market operation plan with dozens of pages for the company. In the planning book, he not only expressed that the company should develop the market here for a long time, but also expounded the company's careful plan to set up a processing factory here, reduce production costs, shorten the time for style renewal, intensively cultivate here, radiate the surrounding island countries and strengthen brand operation by providing a large amount of data. The company attached great importance to this and sent an investigation team to make a detailed investigation, and finally decided to build a factory here. A few years later, the company's brand is a household name here, and it is also very popular in neighboring island countries, and its economic benefits are rising. So this salesman was appointed by the company as the president of the company in this area.
Marketing enlightenment: look for business opportunities, find business opportunities and capture business opportunities. For the long-term operation of the company, brand operation is more worthy of attention.
We'll talk about it later. Have you heard the story of four salesmen developing the market? At the same time, the four companies sent sales staff to inspect and explore the market. The first three salesmen made the above actions. After in-depth investigation of the market, the fourth salesman wrote hundreds of pages of investment analysis report for the company, demonstrating in detail that product sales should be done in the early stage, brand operation should be done in the middle stage, and investment and mergers and acquisitions should be done in the later stage to maximize market share. The board of directors of the company attached great importance to it and sent a special investment team to make a decision to implement this plan. After years of operation, through product management, brand operation and investment integration, the company has finally become a local industry leader and is in a monopoly position in this market. The salesman was also cultivated and promoted in the subsequent development of the company, and later became a member of the board of directors and a manager in charge of investment.
Marketing enlightenment: brand operation is a sharp knife when product competition is fierce; When brand competition is fierce, capital operation is the sword to seal the throat.
The story of a successful salesman 2 In America, there was a noble man named Peter who often used his actions to educate others.
One day, Peter took a leisurely walk on the road. Ouch? There is a beggar crying in front. Peter was very sad when he saw it. He asked the beggar, Why are you crying here? My parents died, leaving me alone. The day before yesterday, several robbers ransacked me and drove me out of the house. I'm homeless, so in order to survive, I have to beg from some food money and beggars on the roadside, crying and talking.
A stray dog sleeping on the side of the road was awakened by them. The dog barked at Peter and bit the corner of his trousers. At this time, Peter took a mirror out of his pocket and put it in front of the dog. The dog barked at the mirror again, but the dog's voice became smaller and smaller, and finally he left with his tail between his legs. The beggar looked at this scene as if he understood something, thanked Peter again and again, and walked away happily. Peter smiled, put away the mirror, showed an inscrutable look again, and swaggered home.
The beggar found a new place to settle down and became the richest man in America by planting flowers. When the reporter asked him: What is the secret of your success? He always says confidently:? It was a noble man who helped me when I was almost desperate. He pointed the mirror at the dog barking at him, and finally the dog was scared away by himself in the mirror. I was not defeated by myself like a dog scared away by myself. ?
The story of a successful salesman 3 The various honorary certificates displayed in Gao Tianzeng's office are dazzling? Outstanding entrepreneur in China, Top Ten Professional Managers, Outstanding Contribution Award for Professional Managers in China, Honorary Professor of MBA in Zhengzhou University Business School? When asked about these honors, Gao Tianzeng always brushed them off. When asked about his growing process, he seems to be a different person, doesn't he? Going to sea? The embarrassment of leaving the salesman, the anxiety of applying for a second job, the excitement after getting good grades, the experience of being a regional manager, the hardships of starting a business and so on. Engaged in marketing for more than ten years with many details. Let's listen to this growth story from a hired salesman to a doctoral chairman?
Master? Business representative? Behind; trail
In the early 1990s, Gao Tian visited Guangzhou, Shanghai and other places several times. Stirred by the turbulent market economy in the south, he re-established his life goal? Be an entrepreneur. When he put his own. Apply for leave without pay? When I handed it over to the leader, it was rejected and my colleagues were full of doubts. You are a scholar, not to mention starting a business, leaving the unit and being able to support yourself is good! ?
Hearing these words, Gao Tianzeng secretly vowed: If I can't support myself, what kind of talent am I? 10 years, I will prove myself with my own business! ? Make up your mind, and Gao Tianzeng will cut his own way out? He released it? Apply for leave without pay? Changed it? Resignation report, officially went to sea.
Accumulation is rational, and silence is followed by explosion. Gao Tianzeng resigned decisively, but he knew that he only knew technology, not marketing and not management. There are still many things to learn and a long way to go in starting a business. Combined with his own technical expertise, after a period of market research, Gao Tianzeng intends to enter the feed industry in the future. With this direction, he decided to go to Beijing Kangdi Company, the largest and most profitable foreign-funded enterprise in China at that time, and start as a salesman to make up for his business needs? Marketing and management? These two lessons.
17 years working experience, master's degree and rich professional knowledge? With these advantages, not to mention the grassroots business representative, that is, the middle management of the company, he feels that he can do it. With this mentality, Gao Tianzeng talked with the Hong Kong boss in charge of recruitment for two hours, from his academic background, technical background, ideal and ambition to the broad prospects of the feed industry in China. When he learned that a newly graduated technical secondary school student interviewed with him also applied for this position, Gao Tianzeng was even more sure of winning. But, what is the final result? No? .
The news that Gao Tianzeng just resigned and went to sea was like a bolt from the blue. However, Gao Tianzeng did not lose confidence in himself because of this, but actively searched for reasons, summed up experiences and lessons, and went to Kangdi to apply for his original post again two months later.
This time, he no longer talks about academic qualifications and work experience, but only about the understanding of business representatives and job responsibilities. If he is hired, he will develop and maintain his clients' ideas and practices. As a result, he successfully applied for the business representative of Beijing Kangdi Feed Company.
Through this lesson, Gao Tianzeng found that everyone has different division of work in different units. Only when the role is positioned correctly will he think, say and do what he should. Since I'm here to study and be a good business representative, I should take advantage of my duties as a business representative, and as a primary school student, ask myself to watch more, listen more and speak less, and learn from every employee in Kangdi what I don't understand or know. With this understanding, Gao Tianzeng deeply engraved a sentence in his heart? Everyone must have a teacher.
? Two? Everyone who walks should have a teacher.
In the 20th century, people compared their abilities, while in the 20th century, people compared their learning abilities. Only by constantly learning from others and learning from each other's strengths can we make continuous progress and not be abandoned by society.
Legend has it that when God created man, he gave him two eyes, two ears and one mouth in order to make people see more, listen more, talk less and learn more. When obeying God's will, God will encourage him with knowledge and success. When he goes against God's will, God will punish him with setbacks and failures. Although this legend is not credible, its implication is thought-provoking.
In The Analects of Confucius? A threesome must have my teacher? After the first application for business representative was defeated by the newly graduated secondary school students, Gao Tianzeng added? Two? Everyone must have a teacher, okay? This sentence is deeply engraved in my heart. ? Two? Everyone must have a teacher, okay? It is not only Gao Tianzeng's motto, but also his attitude of being a man and doing things. Speaking of. Two? Everyone must have a teacher, okay? Gao Tianzeng and Kan Kan talk about the benefits of:
Through training and the strict requirements of Condi company on the sales staff system, I know? Salesman? And then what? Business representative? The meaning behind different names; Through the example of my colleague visiting a big customer 50 times in three months, and the sales volume that this customer later brought to the company, I know the qualities and abilities that salespeople must have in doing business. By learning from different dealers, what do I know? Jean-Claude Recognize the value of dealers, what different types of dealers value, and develop and maintain the skills and methods of different types of dealers; By learning from leaders, I know what management is.
In the 20th century, people compared ability, while in the 20th century, people compared learning ability. Only by constantly learning from others can we improve our ability quickly, make continuous progress and not be abandoned by society. Everyone understands this truth, but few people are as persistent and practical as Gao Tianzeng.
If there is a fable in front, then there is no doubt that God has increased the height of heaven. Listen, watch and learn more? Very satisfied with the performance. After half a year's efforts, Gao Tianzeng not only grew from an unemployed salesman to an excellent business representative, but also was promoted to the business director of Henan Kangdi Company. Half a year later, Gao Tianzeng was promoted to the sales manager of Central China by Kangdi Company because of his outstanding performance and superior comprehensive quality, and was fully responsible for the sales work in Jiangxi, Henan, Hubei and Anhui provinces. Speaking of past performance, Gao Tianzeng always brushed it off; When it comes to what he has learned from his work, he always gushes, among which what does he say the most? Management? .
Management is to let others do what they want.
Management is decision-making; Management is coordination; Management is the process of planning, organizing and controlling activities? Management has different meanings in the minds of different management scientists and managers. Through a series of management practices, Gao Tianzeng believes that management is to let others do what they want, let others do what they want, and let others be willing to do what they want.
Gao Tianzeng's considerable sales volume not only won the affirmation of colleagues and leaders, but also promoted his position by leaps and bounds. After becoming a regional manager, it is no longer individual sales, but the sales performance of the whole of Central China. It is no longer sales that tests him, but management.
During the period when he first took office as the regional manager, Gao Tianzeng shuttled back and forth between big customers in four provinces all day, hoping to be two angels one day. A month later, he developed many customers and achieved good personal performance. However, at the company's monthly summary meeting, what is waiting for him is not praise but criticism. Because the overall sales volume in Central China plummeted.
After the meeting, Gao Tianzeng suddenly thought of the reason for hiring a business representative for the first time. Position role positioning error. Isn't this time criticized for the same reason? In the markets of four provinces, it is impossible for a person to achieve the sales target of the whole region even if he breaks his leg. Since the company has given itself the position of manager in Central China and given itself power, why don't you exercise the authority of regional manager and do the work of those business representatives all day?
With this idea, Gao Tianzeng broke down the sales target to the sales staff according to the different situations of the four provinces and regions, and let them do what they want, so they didn't have much energy and time.
After the target decomposition, Gao Tianzeng not only increased the motivation of the following sales staff, but also reduced his work pressure, and the sales prospect of the whole Central China region was initially improved. However, due to the uneven personal ability, not every employee can complete the assigned target task, and as a result, there is still a certain gap between the sales volume and the overall target task. Gao Tianzeng found that as a manager, it is very important to let others do what they want, and it is more important to let others do what they want.
Let others do what they want.
Letting employees do what they want to do is just the original intention of decomposing sales targets. Let employees do what they want to do and achieve the sales target, which is the purpose of decomposing the sales target. Only when everyone does his own thing well can the sales target of the team be achieved.
After completing the dynamic market planning and target decomposition, Gao Tianzeng spent a lot of energy to help those salespeople who failed to complete the target tasks find out the reasons, guide and help them to do what they want to do.
After tracking and investigating these people, Gao Tianzeng found that the salespeople who failed to achieve their goals had various problems: some identified the wrong key markets, some did not develop enough customers, some had a very high customer turnover rate, and some lacked the strategies and skills to negotiate with big customers?
After Gao Tianzeng found these problems, he concentrated on training and solving the * * * problems of sales staff; Communicate alone to solve the personality problems of sales staff; Problems that cannot be solved in this way will be solved on the spot through mentoring. In addition, he also took the initiative to help the sales staff overcome the difficult market. Nails? Clients.
After a period of hard work, Gao Tianzeng can easily complete the sales tasks assigned by the head office to Central China every month. However, in Gao Tianzeng's mind, in order to become an excellent sales manager, in addition to completing the sales tasks assigned by the company, it is also necessary to fully mobilize the subjective initiative of subordinates, so that they are willing to do what they want to do, so as to achieve higher sales goals.
Make others willing to do what they want.
Management is not only a technology, but also an art. In contact with sales staff, Gao Tianzeng felt this characteristic of management more and more. It is easy to break down the target to the sales staff in each province and teach them the sales methods, but it is not so easy to tap the potential of the sales staff, mobilize their subjective initiative and make them willing to take the initiative to do what they want to do.
First of all, Gao Tianzeng helps salespeople to establish correct values and lofty ideals related to their current work. In this way, salespeople will judge the gains and losses in their work with the correct value orientation, feel that their work is valuable, and work harder for their lofty ideals.
Secondly, treat every employee sincerely, and emotion drives the sales staff to work harder. Gao Tianzeng thinks that he is not only a leader in his subordinates' work, but also a brother in life, an emotional friend and a spokesman for interests. I should not only guide them at work, but also care about them like brothers in life, have heart-to-heart talks with them like friends, strive for higher welfare benefits for them like interest spokesmen, and provide them with more promotion opportunities. Only in this way, employees will think hard and work wholeheartedly to create brilliant achievements together.
Third, establish an effective competition mechanism. Buddha struggles for a sigh, and man struggles for a breath. Gao Tianzeng divided Central China into four groups by region, and established a long-term and effective competition mechanism among groups and people. Through the competition mechanism, the whole team has formed a good atmosphere of chasing after each other. It is a pleasure for employees to work hard actively and achieve greater sales.
Through Gao Tianzeng's efforts, all employees in Central China are not only willing to do the sales work that he originally wanted to do but didn't have enough energy and time, but also do it effectively? The sales volume of Huazhong 1995 not only ranked first in China, but also the sales record of that year was not broken until 2002.
Just as Condi praised Gao Tianzeng's ability and performance and was ready to give him a higher position, he did another thing that surprised everyone? Resign. Resignation means that he will give up his efforts in Kangdi in the past two years, his generous treatment and his bright future in Kangdi. Gao Tianzeng didn't show any hesitation, because he knew his goal in life was to be an entrepreneur, didn't he? Working emperor? . He knows that to achieve the greatest success in life, he should not only be good at fighting, but also be good at giving up.
Learn to give up
Success is closely related to striving and giving up. Giving up is more difficult than fighting, because it requires not only courage, but also wisdom and courage.
Strive for higher grades, more famous universities, higher-paying jobs and higher positions? It is what most people often hear when they grow up, and it is also the goal that most people pursue. But after careful observation, it is not difficult to find that the result of every fight is always related to giving up for this result.
Everyone's energy, time and available social resources are limited, so they often appear? You can't have your cake and eat it? Situation. At this time, we are required to make decisive choices, give up things that are not conducive to the ultimate goal, cherish the existing conditions, and strive to maximize the output of existing resources.
In order to realize his ideal and learn the marketing knowledge and management skills necessary for starting a business, Gao Tianzeng gave up his great career in the Academy of Agricultural Sciences. In order to start his own business, Gao Tianzeng gave up the generous treatment and gave up? Working emperor? The future; In order to concentrate superior resources to develop superior products and open up superior markets, he only chose pig and chicken pre-shrinking materials for R&D and production at the beginning of his business, giving up his numerous scientific research achievements and market share outside Zhengzhou. In order to arouse the enthusiasm of employees, he gave up his absolute controlling stake in Guang 'an Group and let middle and senior managers, technical backbones and business backbones actively participate in the shares?
On the road to success, there are two things to do: strive for and give up. It is more difficult to give up than to struggle, because giving up requires not only the courage of the parties, but also wisdom and courage.
Limited by capital and human resources, Gao Tianzeng initially gave up products other than chicken and pig pre-shrinking materials; Give up the market space outside Zhengzhou. However, at the moment he chose the pre-shrinking materials, he made up his mind to make Guang 'an pre-shrinking materials into first-class high-tech products and make Guang 'an the first brand of Zhengzhou pre-shrinking materials. The premise of achieving these two goals is to treat every customer sincerely and cherish every customer. Because Gao Tianzeng firmly believes that only by treating customers sincerely can customers treat themselves sincerely; Because in Gao Tianzeng's mind, customers are the most important resources of enterprises.
Customers are the most important resources of an enterprise.
Customers are the most important resources of an enterprise. Without customers, enterprises have no value. Without the growth of customers and the growth of customer demand, enterprises have no room for development.
Assets, brands and human resources are the main components of measuring enterprise value in the traditional sense. But in Gao Tianzeng's eyes, the most important resources of enterprises are not these, but customers. From its inception to the present, customers have always been the center of all the work of Guang 'an Group? First-class products are provided to customers, first-class talents serve customers, and first-class brands are created to let customers know, thus serving more customers.
At the beginning of the business, in order to increase the market share of Guang 'an pre-shrinking materials as much as possible, Gao Tianzeng went to a farmer's house for more than 20 times to deliver various breeding information to help farmers diagnose intractable diseases for pigs. When the customer learned that Gao Tianzeng was the boss of the enterprise, he was speechless about what Gao Tianzeng had done. Now this farmer has become one of Guang 'an's most loyal customers in 9 years. After learning that a farmer wanted to use pre-shrunk pig feed, Gao Tianzeng and his colleagues carried a bag of pre-shrunk pig feed and walked 10 kilometers, crossing the village road where the van could not pass, and delivered the products to the farmer's home?
Even in today's complicated chores, Gao Tianzeng still takes some time to visit customers every month: personally visit farmers' breeding plants, help farmers solve technical problems in the breeding process, and get feedback from farmers on various products; Go to the terminal dealer to understand the market situation, analyze competitors, and provide the basis for the company to formulate appropriate sales policies.
All for customers, all for customers, all for customers. Perhaps it is Guang 'an's strong customer awareness and high sense of responsibility that has contributed to the rapid development of Guang 'an in the fierce market competition. When asked what was Gao Tianzeng's greatest sense of accomplishment since he started his business, his answer was beyond my expectation. Partners who grew up with Guang 'an have all become winners.
How big is the entrepreneur's mind, how big is the development potential of the enterprise.
It took only nine years for Gao Tianzeng to hire a business representative for the first time and become a doctoral chairman with more than 30 subsidiaries. We can't pay attention to Gao Tianzeng's efforts and hardships in this process. His thoughts alone deserve our admiration and study.
? Two palaces and three palaces? It is a landscape composed of unique human resources in Guang 'an. The most typical example is that a regional manager came to work for the fourth time at the beginning of this year. When asked about Gao Tianzeng's views on this phenomenon, he replied with a smile: encouraging employees to go out to start businesses, exercise and study is an important part of Guang 'an culture. Successful, they may become partners of Guang 'an; Failed, Guang 'an will always welcome them back.
Whenever Gao Tian comes into contact with an old customer, his pride arises spontaneously. Through scientific breeding and using Guang 'an's feed, the original poor fellow has now become the number one scholar in Shili Ba Village. Originally, relying on several thousand yuan of funds, I rented a dealer who cooperated with Guang 'an, and now I have my own small building and car. Many college graduates who used to blush when applying for a job in the company have now become independent middle and senior managers of the company, not only owning cars and houses, but also shares in Guang 'an.
How big is the entrepreneur's mind, how big is the development potential of the enterprise. We have reason to believe that Guang 'an Group will definitely become stronger and bigger.
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