How to be a sales manager

In the marketing world, the profession of managers is very challenging. Many people only see professional managers pointing to the ambiguity of the party, but they rarely know the bitterness and helplessness behind them. After meditation in the middle of the night, some of my thoughts were compiled into words, and the proposition was "How to be a sales manager." Inappropriate, please be axe.

First, the manager's several "soft ribs:

1 Keep promises. In the management of reality, in order to enjoy the rewards in front of the "Tianzi", these squadrons of ours often complete the "sacred decree" on the basis of unscrupulous means. So, in the face of our "lower level", there are too many promises. Too much, when it comes to redeeming the "general" or the "general", and the "soldier" has become a prisoner, and later agree to the dealer's things or not, or deduct the "soldier" military. This phenomenon is common in all companies, so Yu Shiwei said in the "Successful Manager" that professional managers should "take the courage to take personal responsibility, do not say that I think", for the benign development of the market. In order to be the majesty of the "sacred decree", our squadrons are better at "while thinking twice before doing a good job". After all, "everyone who is ignorant of the sin." If we promised that our own "subjects" are suspicious, the disaster is near!

2 Ming characters. Role positioning determines the direction of work, and work direction determines the working method. The manager is not a salesman. If you don't understand this as a marketing manager, you will only be busy all day long, and the salesman will be dizzy. I have no intention of beliving how lazy our business people are, and I don't want to praise how diligent our marketing manager is. Here, as a sales manager, our subconscious must answer the following questions: A. How should my role be positioned and my duties are what? B. What do I do for the salesman and what can the salesman do? C. How to coordinate and communicate between teams, how to authorize? D. Clear responsibility. Be sure to let all business people understand what is necessary and what should not be done. Don't easily lose yourself in the strategic direction. Why do many managers rush to work with rabbits after they become "crows into refined rabbits"? Worth each of our managers to ponder? Mintzberg's top ten roles deserve to be studied by each of our marketing managers.

3 set the plan. Planning is the basic skill of management. It’s a must-have for every Venus marketing manager. Although many of our managers are impressed with the enthusiasm of their work, we must face the reality and face our weaknesses: the current individual managers are still Holding two kinds of ideas to do the market: One is to cross the river by feeling the stones, take a step and look at one step, and the response to the competition in the market is not agile. The second is the lack of strategy. I don’t know how the regional market will change after three months. How to adjust within half a year, there is no prediction of future trends, no response measures.

"Everything is forewarned, not forewarned." This "striking the clock" will inevitably bring great passiveness to our work. For the next year's market planning, we know that every marketing manager knows that it is not a hearing. We need to have enough preparations: psychological, strategic, tactical, and personnel adjustment.

4 bring the team. The bigger problem in marketing is the management problem, and the essence of management lies in solving the employment problem. A survey of many Fortune 500 companies found that the bigger problem in China is to employ people. Now the salesman doesn't know what to do and what can he do?

In the "No Thief in the World", Li Shu is a classic saying: "The people are scattered, the team is not good." In fact, the marketing team is difficult to manage in all the teams. They seem to have broken the kite all the year round. Because of the short time in the company, the sense of belonging to the company, the small centripetal force, and the current threshold of marketing personnel are relatively low, the temptation of treatment and position is not enough to attract too many marketers to work for Venus. The friction with the team will become the two "heart disease" of the marketing manager. How should the marketing manager be half? In the case that the company's salary design can't be changed, what we can change is the marketer.

Strengthening human management is a better way. "The gathering of wealth and wealth, the gathering of people and wealth" is the only way to manage humanity. Maybe just a monthly "congratulation banquet", maybe just a pack of cigarettes is enough to make our front-line staff grateful, the team's cohesiveness will be incomprehensible, although the system can restrain people's behavior, but can not change people The mind.

5 weights. "The marketing environment has changed and everything has changed" is a more classic proposition put forward by "Sales and Markets" in 2004, and it is also the main theme of our current marketing. "Shiyi is time-shifted, and everything is changed." This requires each of our managers to have the ability to change their abilities, rather than holding the old calendar.

There are two meanings here: First, the marketing manager's thinking must be changed. Because the strategy of the group company has already shifted, the marketing manager must change his thinking as soon as possible and prepare for the city's “position war”. The second is to emphasize how to change, "Jinggangshan's nephew, what to do in Beijing." This is the reality that Venus' marketing manager must face now. If the manager does not pay attention to the updating and learning of knowledge, in the face of this change in marketing environment, it must be It’s awkward.

So in the face of new challenges, how should our marketing manager's work in 2006 be carried out? Is there no way? As a bystander, send you two sentences: the first sentence is: the way of thinking determines the way out, the intensity of beer competition next year does not say that everyone understands, it will only be more cruel than this year, the original idea must be left behind. The second sentence to the manager is: it is difficult to start a business, it is difficult to keep business, and it is not difficult to know. As long as our managers despise psychologically and tactically value their opponents, all difficulties will be solved.

Second, use two legs to walk:

After researching many beer companies, I found that if you really make some achievements in sales, as a frontline manager, you should focus on two points and learn to walk on two legs:

First, rely on the front leg: manage a team and strengthen team building.

Some people are "enterprise", no one is "stopping", and the role of talent in the organization is self-evident. Looking at the attention of many companies in the world's top 500, the importance of talents is mostly mentioned in the strategic level. It is precisely with so many people who are willing to give their silent contributions to their careers. As the saying goes, "there is a lot of things to do." Therefore, the marketing team should not only focus on the selection of talents, but also strengthen their service and training, and build talent teams. Try to keep the "Bing" and keep your heart. Only when the team is brought up, the people are psychologically smooth, the team's cohesiveness is strengthened, and the goal is clear. The marketing work can be smooth and smooth, and there is no invincibility. The so-called "people's heart, Taishan moved." After a long period of exploration and brewing, the author believes that managing a team should start from the following four aspects:

In thought - diligently. The marketer embraces a gun and has a round of heart. He has always spent his time in the gap between reality and romance. He wears stars and sweats. He is bitter, tired, and stressed. Therefore, dedication and hard work have become the front of the test staff. Daokan. According to Maslow's hierarchy of needs, in addition to meeting the basic salary needs, people also cultivate their social relations and development needs, pay more attention to the embodiment of their personal values, and the mental training of employees is very precious. Therefore, it is more important in the work center. The marketing work requires not only a diligent attitude, but also eyesight, handwork, and leg work; and more emphasis on motivating the team to work hard. Think more, sum up, and come up with an idea to summarize an experience. The overall quality of our team is improved.

Consciously - pioneering and enterprising. As the snowball type develops and grows, the cruel market competition urgently requires our marketers to clear their minds, see the situation, and change their concepts. They must not only know how to “throttle” but also the essence of “open source”. , and strive to open up the market. Marketing people must not only have the ambition to have high expectations, but also have the enterprising spirit and pioneering consciousness to be ready to go. This is a quality problem for one person.

When the head office asked the network to move the wheat beer to the countryside, the marketing manager should proceed to let the "medium and high-grade wine go to the countryside". This is consciousness.
Chairman Mao said: "How bold people are, how productive the land is; if you are not afraid to do it, you will not dare to think." Marketers need to be strong and enterprising, based on solid marketing theory, flexible and changeable. The marketing skills to implement, in the face of the market's swords and swords, we will be invincible - "How big is the heart, how big the stage is."

Execution - resolutely. Any good planning is not as simple as a simple implementation. I wonder why some of the company's policies can't be uploaded. Why is it that good marketing programs are not effectively implemented? Why do we always have so many excuses when we are not in the month? In a word: Excessive execution!

In a sense, executive power is a sign that reflects the maturity of an organization. What we need is to upload and release, rather than change it. We want to be spontaneous and resolutely enforce! Instead of reacting negatively and shirking responsibility. Only in this way can we stand the test of great winds and waves, in order to complete the task with quality and quantity, in order to make our team grow up healthily!

Competing - dare to fight ahead. Marketers must have a single shot to pick the courage of the world, blindly cautious, ignorant, only get the opponent's contempt and indifference. Shangqiu Company is a young team. We have the ambition to break into the ocean and compete in front of the world. It is true that there will be a bumpy and cold reef on the way forward, but we are not afraid of difficulties, and we are full of smog. We have enough courage to meet the challenge. The belief that “Dare to be the best in the world” will make us more and more brave, and be the leader in riding the dust!

The other leg----"reasonable one side market."

To put it in a nutshell, many managers really can't tell the truth about the market. After more than a decade of development, the marketing environment has undergone subversive changes, and it is more difficult to grasp the market. It is not the original "driving" to control a market. "Management, management, training", "Shiyi is time-shifted, everything is changed", we have summed up our own ideas in the ever-changing market:

1. Operation---Implement the principle of “one turn, two slaves”, which is the crystallization of the collective wisdom of the whole company, which we find very practical.

(1) One turn---transform the customer concept. "There are ways to have a way out." Customers are the former practitioners of our marketing ideas. Only when the customer's concept changes, our marketing plan can be effectively implemented, and the marketing method needs to be improved. Perhaps this is a common topic. What we are talking about here is not its importance, but how to change it:

a. Select qualified customers, strengthen training for customers, instill some advanced concepts and marketing ideas close to the market.

b. Strengthen the "three movements" consciousness, that is, we drive from the interests, pull on the relationship, and touch the customers on the value of life, so that they have a sense of belonging and dependence on Venus.

c. Use contract sales by contractors to constrain customers, set up special sales awards, encourage special sales, and sell more, form a craze for comparison, learning, rush, help, and super, and enhance their sense of honor. Of course, the contract in the traditional sense The distributor of beer has no binding force. The marketing manager must examine the dealer from the perspective of establishing a market network. Increasing the investment in the market does not mean increasing the investment in the dealer. In this regard, the manager must be clear.

d. Speak with the facts, let them realize that the profits earned by making wheat beer and medium-to-high-end wines are larger and actively change their business ideas. A better way to do this is to use the opportunity of learning in the off-season, to strengthen exchanges in distribution, or to visit and inspect the model market to help customers achieve marketing specialization.

(2) The principle of “two slaves” is very important and important. It is the essence of market management:

a on the market order---"strict", emphasizing the word "strict", we have corresponding reward and punishment measures for the development and maintenance of the market, as long as there is a problem, the marketing manager must act according to the regulations, never soft . Humanization is not equal to humanity. "Only if you can manage it, you can make it smooth." Of course, the purpose of management is to "govern the heart and the whole person."

b On the market operation - "from the real", everything starts from the reality and starts from the market. In marketing theory, both 4p and 4c must obey and serve the market, and every step of the way of work is in place. All planning can't be done in a hurry and must be pragmatic. In fact, marketing has no fixed style, no tricks to win, and simpler moves to become a trick!

In the direction of 2, we will continue to implement the operation idea of ​​“one center, two basic points”, bearing in mind the concept of “stable, accurate, and awkward”:

a emphasizes a center---the wheat beer series is always the center of the product structure, and the strategy should be stable.

b Strengthen the key point---the key position of the operation of medium and high-grade wine as the product should be "quasi". The key to marketing transformation lies in the accuracy of positioning. Once the positioning is changed, it will have disastrous consequences for marketing.

c Stabilize the base point --- use ordinary wine as a competitive, striking product. Sun Zikai: With the way of the military, with the right combination and the odd victory, in the face of severe market competition, we must use the competitive products in our hands, and we must fight against it!

In short, simply making more complex problems is a success. Today, when the market is changing rapidly, we have to go right, go fast, and go steady. We need to both “hard work and internal strength” and strengthen internal management. We must also “external elites”, paying attention to the combination of theory and practice, paying attention to Self-cultivation is improved, so that the path under our feet will go wider, longer, and farther!

In fact, it is very simple to be a business manager. I have said more than 2,000 years ago that "the big country is like cooking a small fresh food". As long as we grasp the "dao" of marketing and management, it is natural to be able to do things with great enthusiasm. .

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