[China Glass Network] Entering famous enterprises, entering large enterprises, and doing your own favorite work, this may be pursued by many college graduates, because it can get higher salary, better training, and greater room for growth. But for a college student who has just stepped into the society, it is more to enter the SMEs to do a job that they don't really want to do! On the one hand, these big companies don't have so many jobs, and on the other hand, 99% of them are small and medium enterprises. In the huge employment team each year, many graduates start with the salesman, especially the small brand salesman.
When you become a small brand clerk, what you are about to start is a marketing war with resources and strengths. In the marketing world, it is a normal situation to win the weak and win the weak. It is an abnormal situation. What you have to think about is how to be with the team members, in the case of limited resources and weak strength. Next, use wisdom to weaken and win, and complain and shrink back can not find a way out!
Confidence is more important than gold
Confidence comes from a kind of inner spiritual power. Especially when we are in adversity and encounter major difficulties and setbacks, confidence becomes even more important! When you become a small-brand salesman with few resources, lack of funds, few talents, and little influence on the brand, in the case of weak enemy and strong asymmetry, you must first strengthen the confidence that you must win, so that you have It is possible to fight a path of hope in an asymmetrical environment.
China has a population of more than one billion and is affected by various factors such as history, geography, culture, economy, age, and experience. Consumer demand, consumption power, and consumption characteristics vary widely, and the difference between the east and the west is large, and the difference between urban and rural areas is large. Brands and different products offer sales opportunities. Therefore, you have to believe that you can sell your products. When you have this kind of self-confidence from the bottom of your heart, you will have a spirit of perseverance. For the salesman’s work that often hits the wall, this is very important.
In more than ten years of work, I have been in contact with a lot of salesmen. Those who can give me a good impression are generally those who look very confident. They can paint their company very well, and the products are very good at depicting them. They are full of confidence throughout the conversation and give people a feeling of trust. Of course, this self-confidence is based on facts, and it cannot be blindly boasted, and it cannot be deceived.
Attitude is more important than strength
Compared with large enterprises, small enterprises are at a disadvantage in terms of tangible resources such as capital, technology, strength, team, and channels. These resources are hard currency and are the result of long-term accumulation. They are not available overnight. Therefore, in the face of strong opponents, small brands should be good at finding breakthroughs in soft resources, such as providing more professional, more in place, more timely and more intimate services than competitors, and obtaining customers through careful professional services. Goodwill and recognition, and then get the order.
At this level, the salesman has to do it, directly to the customer, and win the market and customers in the short-term with the thoughtful service. The customer's enthusiastic service attitude, professional service level, deep understanding of customer needs and appropriate response are all a soft breakthrough in winning the customer's goodwill and recognition under the same conditions. In the case that product technology does not have big brand hard, brand influence does not have big brand strength, these soft advantages are a breakthrough point for you to avoid weaknesses and survive.
Compared with foreign home appliance brands, Haier was undoubtedly a small brand. There were no advantages in hard resources such as technology, capital and channels. However, Haier won the competition through the "sincere and forever" quality service and became China earlier. Going international, international brands that are loved by consumers around the world. Haier's service has made consumers who are still tempered by long-term consumption truly find the feeling of being God. This kind of respected spiritual feeling makes them happy to give money to Haier. Maslow put forward the classic theory of "demand hierarchy", that is, each person has five levels of needs of physiology, safety, socialization, respect, and self-realization. These five levels of demand are higher than one, and they satisfy one level. After the demand, it will be transformed to a higher level of demand. Good service meets the needs of the higher spirit level of “respectedâ€. Therefore, small brand salesmen must do a good job and improve their softness.
The method is always more difficult than
The method is to solve the specific path and tool of the problem. When the direction and strategy are set correctly, the key to determining the outcome is to see who is more concise and effective. A good approach can make the strategy work effectively, quickly get the customer's approval, and remove the barriers to consumer purchase. Compared with large enterprises, small enterprises have the advantages of flexibility, quick response, and rapid adjustment. Therefore, small brands can try to gain customer recognition and obtain survival and development.
Several key elements of competitors' competition are: product, price, channel, promotion, which is also the classic 4P theory of marketing. One of the business people's role in this is implementation. One is feedback, that is, the policy is used well. At the same time, according to the actual situation of the market, the real information of the market and the objective situation are fed back, which enables the company to adjust and formulate the market. Marketing policy.
Under certain circumstances of the policy, the implementation method can only see the level, and it can reflect the level of the salesman. It is the flexibility to implement and use the company policy to promote the order. The salesperson should be good at communicating and connecting between the promotion resources provided by the company and the needs of the customers, making full use of resources and achieving a win-win situation between the company and the customers.
Fish have fish roads, shrimps have shrimp roads, each has its own way of survival. As long as you have confidence, as long as the strategy and method are appropriate, small brands can find their own living space and soil. In these years, we can see the "dark horses" that are constantly leaping around. In a few years, they have become a dazzling brand in the market. They all started from small businesses, and we can also see many big companies disappear. Therefore, after understanding the market, identifying the opponents and gaining insights into the consumers, the small-brand salesmen will be able to find promotion strategies and methods that are close to the market and meet the needs of consumers, and realize the value of themselves and the enterprise.
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