Marketing person "internal power" six characters

When I first got involved in the marketing field eight years ago, a predecessor has a meaningful point: marketing people, divided into three levels and realms, one to say two, three to write, to do as well as to say, to say is not as good as writing, if you write The set of doing, speaking, and writing three-in-one will reach the higher level of marketing. It can be said that it has been trained for a hundred years without breaking the body of King Kong.

Combining his many years of marketing career experience, in retrospect, the predecessor has a concise but philosophical. He cites three basic skills that must be possessed as a modern composite marketer. It seems that it is difficult to do it. It is not something that can be done overnight. It does not go through the baptism and tempering of the market blood and fire. And you must master the right method to succeed. To practice, to do, to say, to write a solid foundation, the more effective way to sum up is also three words: that is, listening to two to think twice, and repeatedly practice, in time to achieve.

First, the connotation and relationship of doing, speaking and writing three characters

1. The meaning of doing, speaking and writing:

Back to the top: doing business, as the name suggests, is to "do".

The literal meaning of doing is referring to the basic hands and feet of business people, and the inherent behavioral instinct of a business person. Narrow intentions refer to hands-on work and foot-walking. It is a direct reflection of the basic quality of business personnel. It is a way and method for realizing the quantitative results of business results. It is the basic element for enterprise evaluation of marketing personnel.

The connotation of "doing" can include: reason (why do?), content (what to do?), way (how to do?), result (how done?), which is a question that every business must think about.

1) Why do you do it? Usually, we usually do things because of two kinds of considerations, that is, active and passive work. Most people in daily work are accepting arrangements to do things passively, "sunrise and return, day and night", follow the procedure, and follow the steps. Arrangements that are completely controlled by others or programs.

The marketing work is completely different. Because of its uncertainty, the marketers must change their ability to do things because of people, things, and time. They are blind and passive, and will not accomplish anything later.

In the real work, there is a misunderstanding of doing things: First, do less work and get more money. We must understand that there is no pie in the sky, and that the free lunch has the legend that the rabbit hits the tree. The second is to wait for arrangements to do things. In the fierce market competition environment, fast fish eat slow fish. Take the initiative to survive. The international development of domestic large enterprises such as Lenovo, Huawei, and ZTE is the model for taking the initiative.

2) What to do? Due to the practicality of the business, all work must proceed from the actual situation. What is done specifically depends on the situation. In short, the marketing must be good at doing because of the "potential".

In a nutshell, the first is to conduct an investigation, "knowing ourselves and knowing each other, and fighting for nothing." The investigation is the way we have the initiative to do things.

The second is to do planning, to market, must have their own plans, lack of planning can not start, "everything is pre-established, not pre-emptive." And different markets, different plans, all the same is just on paper.

The third is to coordinate, coordinate resources and manpower, unite all forces that can be united, and maximize the benefits of people, finances, and materials. To do marketing, we must understand the principle of "moving the Dafa" and integrating resources for our own use.

3) How to do it? The way of doing things is directly related to the results, efficiency and progress of the business. The way of doing things can reflect one's basic qualities, ability to do things, behavior habits and styles. There are those who are resolute and resolute, and who are careless; if they are determined, they will be indecisive; if they are conscientious, they will be embroidered with their legs and perfunctory.

Marketing is the first to re-sell, the camp refers to the operation and construction. The emphasis is on the method. The specific methods of marketing are too numerous to enumerate. In general, the top is “to be positive and to win, to win.” Focus on differentiation. The second is that "the words must be done, the line must be fruit." Honesty is the foundation of marketing. The third is "white cat black cat, catching a mouse is a good cat." The method serves the performance, the battalion is the means, the sales are the goal, and the marketing person's mission is to achieve the goal through marketing.

4) How is it done? The results must be forwarded to the goal, the performance can be quantified, the material spirit is stimulated through performance, the individual ability is enhanced, and personal value is realized.

If the business is doing well, it must continue to sublimate and develop to a higher level, learning to say.

Second: Say, language communication is a must for marketing.

To do marketing, language communication is very important. We must introduce the company concept, product value, personal thinking and even the details of the method to deal with a specific problem in detail through the language, through language expression, persuade the other party, and promote the transaction. To a certain extent, marketing is actually marketing concepts and marketing ideas.

At present, various marketing theories and doctrines are prevalent, essentially the dissemination of marketing concepts. The founders of various marketing schools are not active in thinking and eloquent.

From ancient times to the present, it is said that as an art inherited and carried forward, ancient lobbyists, advisers, modern management experts, marketing consultants, etc. are said to be professional.

Since it is art, there is a stress, not only can say but also say. What to say (content), how to say (method, when and where to say), as a marketing person must be carefully considered.

1) What do you say? Solve the problem.

The content of the decision determines the result. Because the individual differences of communication objects are very obvious, communication with different objects must select different topics. The personal qualities, hobbies, and industry background of the communication objects determine what is said, and what do people say? "There are fewer thousand cups in the wine, and there are not more speculations."

As a marketer, you must make a correct judgment on the communication target, choose a common topic, create a good atmosphere, and lay the foundation for your work. Everyone in the market has a common feeling in the actual work: the actual time to discuss the cooperation theme is less than 50% of the conversation, most of the time is to communicate with other content. Therefore, marketers must strengthen their knowledge accumulation, astronomy geography, political sports, gossip entertainment, etc., extensively involved.

2) How do you say that? The solution will tell the problem.

The content is very important, and the way of saying can't be ignored. Both are indispensable. The way of speaking includes location, time, situation, language organization, morphological language coordination, etc., and the degree of research can be mentioned.

Because of different ways, there are different definitions in different scenarios: public places are called speeches, meeting places are called speeches, teaching places are called lectures; two people are called interviews, three people are called discussions, etc., in different ways. The effect is very different. We should choose different ways of speaking according to different needs.

Knowing what to say and how to say it, we should develop to a higher stage: write.

Third, write, write a summary, and fully sublimate.

Writing is a higher level of the three basic skills, and the difficulty is also large. Many marketers can often speak, but they can't start when they ask for their written expression. Because writing is not a simple heaping of doing and speaking, but a summary and improvement of doing and speaking, it requires a stronger comprehensive generalization ability, and must have basic text organization and application ability.

Why write it? “Good memory is not as bad as writing,” because we need to involve various plans, summaries, applications, reports, programs, etc. when doing marketing. In the face of such complicated written work, if you can't write, you won't be able to make progress.

how to write? What to write? When many business people first entered the business, they felt a lot of words, and they could be turned into words. But after a while, it was discovered that the passion is no longer. Therefore, we are required to write down and continue to write down; secondly, we must write new ideas and express our personal thoughts and wisdom. Third, we should focus on the theme and be concise.

Some employees who have worked with my author often have to complete an additional “homework” – typical case analysis and resolution. These cases are the problems encountered by employees in their daily work. The first mode of operation is to attract everyone's attention. The second is to train other employees to solve similar problems. The third is to improve their writing skills.

Doing, speaking, and writing are stronger than one, and doing and speaking are more basic, basic, and complementary. To talk about it, if you don’t do it, you can’t say it. It’s hard to convince the public; “Be sensitive to the line and be satisfied with the words”, let’s not say that it’s blind, it’s impossible to improve, if you can’t say it can only grow into a very rich experience. The big salesman and the old salesman have outstanding achievements, but their career development will be seriously hindered. This capable person has a professional title: expert. Only by doing a combination of words can you get twice the result with half the effort. The wine is still afraid of the deep alley? What about marketing?

Writing is the theorization and systemization of doing and speaking. It is the formatting of doing and speaking. Otherwise, it can only become a glimpse of the past, such as rolling water. Cultivate writing skills, strengthen thinking and confidentiality, and improve the efficiency of doing things. Turn experience into words, use words to carry ideas, and keep them for sharing.

Second, the meaning and method of listening, watching and thinking:

If you want to practice, you will do hard work, do, and write hard work. "You must first suffer from your heart, hungry for your body, and you are lacking in your body." You must pay a lot of energy and effort to achieve it. The method also has three words: one listens to two and thinks twice.

As soon as I hear it, I often say it well. If you listen well, you can do it well. People have two ears and one mouth. When God creates people, let us listen more and talk less. Listening is clear, and partial listening is dark. Listen to what you have not heard, listen to high level, listen to the professional, listen to the actual. In actual combat, we analyze the authenticity in listening, and do it to falsify the truth; think in listening, plan countermeasures, and take the initiative. Listening to others, improving is yourself.

Here are a few specific tips:

First, the body listens: pay attention to the posture, maintain a steady and serious state;

The second is to listen by hand: make a good record, pay attention to the other party's conversation, and let the other party carefully consider the content;

The third is to listen carefully: analyze the content of his speech and think about the answer;

The fourth is to listen to God: listen to it, concentrate on it, and stare at each other with sincere eyes;

At the same time, we must be alert to two bad habits. First, listening to the wind is rain, acting as a megaphone, and the conditions of the other party are not lost. The second is to listen to the wind as the ear, after listening to the problem does not solve.

Second, I often said: "Seeing is a real thing." After listening to it, we must confirm it by looking at it. Because everyone has different understandings and opinions about the same thing, what we hear is only the opinions and experiences of the presenters. How can we achieve a comprehensive understanding? In addition to listening more, I went to see it myself.

It is also very knowledgeable to read. There are different ways of looking at it: the superior arranges to see the inspection, does not call the call check or unannounced visit; the first-line business goes to see the market; the group goes to see the visit; The difference in the degree of reading is different: the market for the sample list can learn the experience; the problem can be found if the area is not good; the market is known, and the details of the small market are clear. Not only do you have to look at the beginning of the matter, but also the process, but also the end. Now many companies advocate results management theory, not the process. The author's opinion is to ask the results, but also to see the process and control the results in the process.

Look, you must see the appearance, but also to see the essence, find the law to be able to touch the analogy, and find a way to solve the problem. Therefore, we must pay attention to avoid formalism.

Think twice: Listening, watching, thinking, this is inevitable, listened, read "not thinking, then". Only through thinking, what you hear and see can be profound, can be transformed into your own thoughts, and guide future work.

What are you thinking about? Thinking about the causal relationship of things, thinking about the reasons, thinking about the process, thinking about the results.

Introduce a small story and share the importance of thinking together.

Three craftsmen were cutting the wall, passersby asked what they were doing, answering the wall in front of the wall, the second answering the palace under construction, and the third answer was to build a beautiful city.

A few years later, the situation of the three people was: the first one was still cutting the wall, the second was the construction engineer, and the third became the owner of the construction company. Their ideas at the beginning of their journey determined their future development.

The way of thinking determines the way out. Thoughtful and definite will be able to "early machine".

In the marketing practice, listen more, diligently, and deliberately, through intensive training, cultivation into a marketing expert who can speak well, grow into the enthusiasm of the industrialist, the eloquence of the speaker, the writer's writing, the philosopher's thinking Modern composite talents with the insights of scientists.

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