Marketers are busy with their daily work, so the cost of spending a lot of time in intensive training is too high, and the improvement of their ability depends on daily accumulation. And reading is a convenient and efficient means. The cost of a good book is not more than that of 50 yuan, but it can be read anytime and anywhere, and it can bring you rich knowledge, improved skills and changes in mentality. This is indeed a profitable industry.
But now all kinds of books on the market are overwhelming, and the quality is mixed. Many friends want to study, but they can't find targeted good books, or buy some junk books. After reading them, they get little, which will dampen everyone's enthusiasm for learning.
Because of the nature of my work, I have bought many books and read many books over the years. I cleaned up the bookcase the other day and found myself reading so many books. I can't help feeling how time flies.
Recently, many friends know that I read a lot. Let me recommend some good books. So, I took the time to sort out the good books I found over the years and share them with you. In each category, I will choose the most valuable two or three books to recommend to you. The books I recommend are basically classic works by masters at home and abroad, and I have personally read and screened them to ensure that what you read is the best among the best.
My slogan is: make up for the shortcomings and get immediate results; Practical and practical, not empty!
First, thinking ability
Marketing is definitely a mental activity, and everyone will encounter all kinds of problems every day. How to think and analyze effectively in the face of problems, and finally get the best solution, is what a market person often has to do.
High IQ does not mean high thinking ability, IQ is innate, and efficient thinking methods can be developed through acquired exercise. Good thinking mode and efficient thinking habits can help salespeople to be more open-minded and creative when analyzing complex problems and dealing with difficulties.
There are many such books. I recommend three for you this time. The first book is the representative work "Six Thinking Hats" by Dr. De Bono, the founder of "parallel thinking" mode. This book is short and pithy, with strong maneuverability, and it is an introductory reading. The remaining two books are two books by Japanese management master Kenichi Ohmae, The Art of Thinking and the Power of Intelligence, which explain how to think from a more microscopic point of view and are more relevant to everyone's actual work and life.
Recommended Index of Six Thinking Hats ★★★★★☆☆☆
Thinking technology recommendation index ★★★☆☆☆
Intelligence recommendation index ★★★★☆☆☆
Second, the market psychology
The market is a job that needs to deal with all kinds of people all day, so how to master each other's psychology to exert effective influence and finally achieve the goal is a difficult problem that many markets have to face.
Market psychology can help us analyze the subtle relationship between people and tell us the real reasons behind some inexplicable things that happen between people. So as to sum up a set of effective methods, so that market people can influence each other more deeply in the process of interacting with customers.
I recommend three books to you in this series. Let's not talk about "influence". I have been recommending it since 2005. Now basically, the old sales of our company have seen it many times. I don't think it's too much for everyone to read it again. There is nothing to say. It's a good book! Master Ka's masterpiece "The Weakness of Human Nature" is now a street book, but the brilliance of truth still shines, which is very worth reading. These two books are psychological books, but I hope everyone can read them as sales tools, so as to gain more. How to influence customers' purchase decision is a special marketing book, which is more targeted, but it is out of stock now and can't be bought on Dangdang. You can go to Taobao Bookstore to find out, and you will get something.
Impact recommendation index ★★★★★★★
"The weakness of human nature" recommended index ★★★★★☆☆
How to influence the recommendation index of customers' purchase decision ★★★★★☆☆
Third, persuasion ability.
How to get the other party to recognize their own views and how to get the other party to accept what they want to convey is the basic skill that everyone in the market has to pass. We talk about value transfer every day and how to make customers accept our value every day. But I am also surprised to find that different people will bring different feelings to customers for the same content, which is the embodiment of a person's persuasion ability.
Here are three books to recommend to you. The book The Story Winner is very interesting. It teaches people how to vividly show their ideas in the form of stories, so as to achieve the purpose of influencing others. Very practical.
Persuasion-50 Secrets of Persuasion is another work by Theodini, the author of Influence, which can be regarded as a collection of practical cases of influence. He showed every influencing factor with rich cases, so that everyone could find ways to influence and convince others.
Take Orders with Your Brain is another work by Sun Luhong. The most lethal weapon to convince the other side is to mobilize the right brain of the other side. How to stimulate customers with the right brain is explained in detail in this book.
Story winner (how to attract and impress people with stories) recommendation index ★★★★☆☆
Persuasion recommendation index-50 secrets of persuasion ★★★☆☆
"Take orders with your brain" recommendation index ★★★★★☆.
Fourth, negotiation ability.
Marketers will often encounter occasions that need to negotiate: negotiating with customers, negotiating with channel partners, negotiating with colleagues within the company, negotiating with superiors, and so on. There is a saying that good negotiation is the best way to make a profit! There are too many books about negotiation on the market, so I only chose three books for you.
Advantage Negotiation is the work of American negotiator Roger Dawson, which comprehensively and systematically tells the content of negotiation.
What is Negotiation is a concise book with vivid language and strong readability.
The book "Win-Win Negotiation" takes a different approach and puts forward new negotiation ideas and concepts, with less blunt skills, more negotiation ideas and more harmony.
Win-win negotiation recommendation index ★★★★★☆
"What is negotiation?" Recommended index ★★★★★☆☆☆
Advantage negotiation recommendation index ★★★★☆☆☆
Verb (abbreviation for verb) shows ability.
In the market work, we often have to face various occasions that need to be presented: technical exchange, bidding, channel training, market activities and so on. If the customer visit is one-to-one communication, then the presentation is one-to-many communication. Visiting customers is a sniper, pay attention to stability; The presentation of many people is like carpet bombing, which pays attention to shock and strength.
A good presenter can impress the audience in just ten minutes and establish an absolute competitive advantage. Therefore, presentation ability can be said to be a weapon of mass destruction for key account marketers. If it can be used reasonably, it can get unexpected results.
This series recommends two books to you. "Easy Speech-A Dai Series", A Dai series books are American series books, covering communication, management, marketing, sales and other aspects, which are very good. You can pay attention to them. This easy-to-understand book should be the most comprehensive, popular and readable book in the demonstration class.
The book Technology Demonstration Strategy was written by Ding Xingliang, a so-called "master" in the field of key account sales. This man pursues utilitarianism and puts it together as originality. Although many books have been published, most of them are rubbish. Apart from his book, it is really a good book (probably related to the existence of the second author). More targeted, closer to our actual marketing.
Technical demonstration strategy recommendation index ★★★★☆☆
Recommended index of easy speech: A Dai series ★★★★★ ☆ ☆.
Six, self-management ability
How to grasp and make good use of the relatively free time and achieve the goal more efficiently is the ability that every marketer must master. There are a large number of books on self-management and time management. Here are three books to recommend to you.
The book "Seven Habits of Highly Effective People" can be said to be a basic reading for many enterprise employees. From this book, more than N training companies and courses have been developed. This book seems simple, only talking about seven habits, but it is rich in connotation and extension. I suggest you read carefully and form such a good habit.
How to Control Your Time and Life is claimed to be the most printed time management book in the world, and it may also be the earliest time management booklet on the market. Although the book is not thick, it tells the most classic theories and methods of time management, which is suitable for people who are not very familiar with the related theories of time management.
The book Deciphering Emotional Codes tells how to manage emotions effectively. Market people have to face all kinds of emergencies every day, and their lives are under great pressure. If you can't manage your negative emotions effectively, it will directly affect your work. So this book is more valuable to market participants.
Seven habit recommendation indexes of high-performance people ★★★★★☆.
"How to Control Your Time and Life" Recommended Index ★★★★★☆☆
Recommendation index of "Cracking Emotional Password" ★★★★☆☆☆
Seven, customer relationship ability
How to break through the customer relationship quickly? Is the customer relationship we are talking about a simple and low-level "three axes"? Is it true that customer relationship ability is born and can't be learned, as some people say? In fact, there is a way to establish a good relationship with strangers. The three books recommended today are excellent teaching materials in this field:
The name Mind Manipulation sounds fantastic, but it is a rare good book. He analyzed how to understand the complexity and root of human nature from the perspective of psychology, learned how to gain insight into people's psychology, and knew how to establish prestige and exert influence, so as to control people around him.
The book "Teaching friends how to do a good job in sales" can be regarded as a collection of practical cases, in which various methods and means of making relationships are worth learning.
Carnegie's communication and interpersonal relationship are the works of another master. It's been a long time, but it's still classic
Psychological manipulation recommendation index-psychological strategies in interpersonal relationships ★★★★★☆
Recommendation index of dating trafficking-psychological analysis of relationship trafficking ★★★★☆☆
Carnegie recommendation index of communication and interpersonal relationship ★★★★★☆☆
Eight, the project control ability
The completion of tasks and goals is accumulated by the success of a project. How to see a project clearly, how to analyze the current situation, how to determine the next action, how to deploy the next key work, etc. , are the embodiment of the project control ability. There are not many books about project control in the market. I recommend two foreign books to you this time.
The book "Competitive Sales" actually implies the idea of how to hide the opportunity stage in the project, preemptively, and establish their own competitive advantage. It provides a classic six-stage sales model, which is especially suitable for the competitive market environment.
The book "New Strategic Marketing" is another master-Miller? Hyman's masterpiece. This book focuses on how to formulate the project strategy, the strategy before the customer visits, the next action plan and so on.
Competitive marketing recommendation index ★★★☆☆☆☆
New strategic marketing recommendation index ★★★★★☆
Nine, financial knowledge
What is fixed assets, what is depreciation, and what is the overall holding cost? When we communicate with channel partners, how can we help them analyze their operating conditions through their financial statements? These problems all involve basic financial knowledge. Therefore, it is very necessary to know some financial knowledge.
Learning financial knowledge is a boring and long process. In fact, you don't need to know too much, just know the general idea and basic principles of some terms. Here are two interesting books to recommend to you.
The book "Meeting Keynes in a Snack Bar" written by Bonzi Ge of South Korea explains some principles of macro and micro economics in detail with the process of opening a rice cake shop, which is very readable.
Accounting Like Croissants is the most interesting book about the basic knowledge of finance that I have ever read. After reading this book, you can make clear the familiar but unfamiliar terms in financial statements.
"Meet Keynes in the Snack Bar" Recommendation Index★★☆☆☆☆
Recommended index for accounting with croissants ★★★☆☆
X. General management knowledge
Often because of a customer or a project, you need to manage a large number of virtual teams. You are the leader of this team, you control everyone's actions and goals, and you assign jobs and tasks. Therefore, a good manager not only needs to be proficient in business, but also needs to master the necessary management knowledge. This series recommends three masterpieces to you.
Victory is the last work of Jack Welch, former president of General Electric. In the book, he expounded his views. The so-called leadership means "helping the team grow". This book basically covers all aspects of management, from leadership to recruitment, to corporate culture, to crisis management and so on. Manager or not, it is worth reading.
Management Practice is the representative work of peter drucker, who is called the father of modern management. In this paper, he expounded the essence of management, and expounded what managers at different levels in an enterprise need to do from the aspects of managing enterprises, managers, employees and work.
The Effective Manager is also Drucker's masterpiece. He peeled off the cocoon of excellent managers and summed up six basic principles, from "skill" to "Tao", which can also be said to be the soul of excellent managers. This is a must-read for all managers.
"Win" recommendation index ★★★★★☆
Management practice recommendation index ★★★★★☆☆
Effective manager recommendation index ★★★★★★★★★