Chapter 29 Chapter 27 Give full attention to the link of personal sales

Salespeople are the link between the company and its customers.For many customers, the sales representative is the symbol of the company, and in turn, the sales representative gives the company a lot of useful information about the customer. Personal promotion is an effective way to promote advertising.As Kotler said, to a large extent, promotional personnel represent the image of the company, can win customers face to face, promote purchase behavior, and have a strong promotional effect. Since personal sales promotion is a salesman who directly faces consumers, on the one hand, the salesman can introduce the product itself and the information related to the product to the customer, so as to stimulate their desire to buy and promote the sales of the product; The salesperson consults various information. At the same time, the salesperson can feed back the information collected from customers related to the company and products, such as various situations of competitors, new market trends, customer opinions, etc., to the company, so that the company can provide information in a timely manner. Adjust advertising promotion strategy.

Shan Gao is a salesman for a natural food company.One day, Gao Shan went to visit a client as usual.When she told the client about the functions and effects of aloe vera essence, the client also expressed no interest.When she was about to say goodbye to the other party, she suddenly saw a beautiful potted plant with purple plants on the balcony.So, Gao Shan curiously asked the other party, saying: "What a beautiful potted plant! It seems that I rarely see it." "It's really rare. This plant is called Gadria, which is a type of orchid. Its beauty lies in its elegant style."

"Indeed. Must be expensive?" "Of course, this potted plant costs 800 yuan!" Gao Shan thought to herself: "The aloe vera essence is also 800 yuan, and there is probably hope for a deal." So she began to focus on the topic consciously. The housewife felt that Gao Shan was a caring person, so she began to teach all the knowledge about orchids with all her knowledge. When the client was almost done talking, Gao Shan took the opportunity to promote the product: "Madam, you like orchids so much, you must have a lot of research on plants." .Our natural food is the essence extracted from plants, and it is pure green food. Madam, today is like buying a pot of orchids, and buy natural food!"

In the end, the lady readily agreed.As she opened her purse, she also said: "Even my husband would not like to hear me ramble so much; but you are willing to listen to me, and even understand what I say, and hope to come and listen to me talk about orchids again someday, okay?" ?" In the case, Gao Shan, a salesperson, successfully sold products to customers through interpersonal communication with his wife, and achieved very high customer satisfaction.This is the effect of personal selling.Therefore, we know that the biggest advantage of personal promotion is that through face-to-face communication with customers, according to the needs, purchase motives, attitudes and reactions of different potential customers, timely discover problems, and adopt corresponding sales strategies in a targeted manner to induce customers to buy Desires, prompt transactions.In personal sales promotion, the salesperson communicates face-to-face with consumers on behalf of the company, which can harmonize the feelings of both parties, and enable the two parties to develop from a simple business relationship to a strong friendship, mutual trust, and a good interpersonal relationship between each other. Contribute to the promotion of subsequent products.

However, personal promotion also has its disadvantages, such as high cost, long time required, narrow sales area, and high quality requirements for salesmen.Enterprises can combine personal selling with other marketing methods.In addition, personal sales promotion is not limited to the one-on-one sales in the case. The commonly used methods of personal sales promotion are: 1.Sell ​​one-on-one.That is, a salesman talks to a customer in person or over the phone to sell a product to him. 2.One-to-one marketing.That is, a salesman introduces and sells products to a purchasing group. 3.Group to group marketing.That is, a sales team sells products to a purchasing team.

4.Conference sales.That is, the salesperson or sales team holds a negotiation meeting with the buyer to discuss issues related to the transaction. 5.Seminar sales.That is to say, by holding a seminar where the technical personnel of the enterprise introduce a certain latest technology to the technical personnel of the buyer, let customers understand the latest research results of the enterprise and prompt them to purchase the products of the enterprise. Salespeople are the link between the company and its customers.For many customers, the sales representative is the symbol of the company, and in turn the sales representative brings back a lot of valuable information about the customer to the company.

For the sales force to be successful, the central issue is selecting efficient sales representatives.Marketing experts suggest that when selecting a sales representative, the best place to start is to ask customers what qualities they like and prefer in a salesperson.Most share pity my sales reps are honest, reliable, knowledgeable and helpful.Companies prefer to look for this type of people when selecting. There is a company that makes pig feed, and the owner of the company often complains that the sales staff cannot be recruited.Every time he advertises, he is: high school culture, likes to do sales, strong expressive ability, and good facial features.As a result, recruiting a large group of people, leaving a group of people, leaving a group of people, and recruiting a group of people again, often changing them one by one, the performance did not improve much.

In the end, the boss asked an expert for advice: My recruitment requirements are not high, why can't I always recruit suitable salespeople? After understanding the situation, the consultant told him: You haven't figured out the most important thing—your own customers.Your client is a pig farmer.Those who raise pigs are farmers, and the friends of farmers are still farmers.Therefore, to sell feed to farmers, you have to find farmers to do it. Of course you can’t find those high school students and junior college students to do sales. In fact, the reason is very simple. High school students and junior college students come to sell feed, wear suits and leather shoes, and when they meet, they say: "Old man, you raise pigs, use our feed. Our feed can activate certain cells of pigs. These cells are activated. Activation can make pigs eat less and sleep more, and grow very fast. Do you want to buy our feed?"

Although the salesman is very scientific and clear, but for the marketing target - farmers, this is not effective.Because peasants have a peasant language.Therefore, experts suggest that the owner of the feed business should recruit some farmers to do the farmer's business.In addition, it should be noted that farmers promote the recruitment method of salesmen, and they cannot use the previous model to interview recruitment, such as "What is your surname, old man, do you like sales, why do you choose sales, and what are your future life plans?" ",etc.For feed marketers, there must be a sales image and language that match the product.

The owner of the feed company in the case rigidly applied the programmatic recruitment method, so naturally he was unable to find a salesman suitable for his product promotion method.In other words, the problem of the business owner is that the recruitment system is not flexible enough. The products and marketing methods of different companies are different, and the sales methods are also completely different. However, we often use the same method to recruit all sales personnel. Naturally, there is no way Best of both worlds. Whether or not excellent salespeople can be recruited is one aspect of sales management, but it is not the only manifestation of the ability of an enterprise's sales manager. What is more important is whether or not appropriate personnel can be placed in appropriate sales positions.The excellence of talents is often reflected in different aspects. Those who can speak well are talents, those who are resilient and patient are also talents, and those who are good at planning and arrangement are even more talented.But the problem is that they must be placed in suitable positions so that their strengths can be fully displayed. On the contrary, if they are not employed properly, talents may also become "dumbs" in inappropriate positions.

Therefore, the sales manager of the enterprise must classify the sales positions of the enterprise, clarify the tasks and nature of each position, and then consider what kind of sales personnel should be placed in the corresponding positions, so that the talents of the sales personnel can be fully utilized. Once the goals, strategy, structure, size, and compensation of the sales force are determined, the company should begin recruiting, selecting, training, coaching, motivating, and evaluating sales representatives. Recruiting sales staff is only the first step in building a marketing team, and the next important task is to study and train sales staff.Good training can enable sales staff to have a strong sense of belonging and team awareness, and form a value concept consistent with other members; and the training process is a formal way to guide sales staff to work hard to achieve the company's goals and expectations. Having specific and clear goals and procedures is the only way to train a professional salesperson. IBM in the United States is the world's largest information industry multinational company and computer manufacturing and sales company. It has more than 300,000 employees worldwide and its business covers more than 160 countries and regions. IBM has always adhered to the belief of putting customers first.In most companies, the "assistants" for the "elderly" generation are those who carry briefcases, organize files, and run errands. Unlike IBM, some of the best salespeople became assistants to the company's top officials.It usually takes 3 years to hold this position. During these 3 years, they have only one job, which is to answer every opinion of customers within 24 hours. IBM requires its sales staff to always remember one thing: the company is "driven by customers and the market, not by technology", and "all resources of IBM should be used by customers".Therefore, every suggestion made by the customer must be considered from the customer's own standpoint whether it is the most economical.The company expects salesmen to "do things like they get paid by customers." IBM knows that customers will be loyal to IBM only if they are continuously satisfied with IBM's products and services. Therefore, IBM's company-level managers visit customers strictly and regularly.One senior financial officer at the company not only did the sales interviews himself, but insisted that all of his staff do the same: "How can you design a bill of exchange if you don't know the customer?" Chairman John Opel This was also emphasized.He said: "You have to remember who will pay the bills. No matter what your major major is, whether it is finance or production, you have to understand and experience the excitement when the goods are sold. Only the The occasion is the real business.” The quality of service depends on the company's training and education. In this regard, IBM has invested a lot of money in its global affiliated companies, and the training and education provided are unmatched by any company.In IBM, the basic sales training is 15 months, 70% of the time is spent in branch offices, and 30% is in an environment like a university.Then came the training in the advanced subjects, and the arrangements were as strict as clockwork.For example, more than 1,000 people have to go through the training of the president class every year.The class was hosted by 8 professors from Harvard University and 6 from the company's own professors. The purpose of this class was to "teach people to understand how customers think about problems when they are presidents." In addition, about 1,000 salesmen have to go through the senior financial officer class, which is also jointly organized with Harvard University.They need to learn how financial managers think.This is part of a training program that involves an estimated 15 days of formal training per year per person (regardless of seniority). IBM's emphasis on service also has its stern side.The customer's agent assumes "sole responsibility" for the equipment installed. The head of IBM's international trade department also emphasized this point.He said: "The company always acts as if it is afraid that all customers will be lost soon." In addition, there are some strict systems, including the "joint inspection system for lost customers".The sales staff of the regional sales office and the sales sub-station have to discuss the loss of customers together every month.In addition, the president, chairman, and senior managers receive daily reports of customer losses. IBM is famous all over the world for its service. No matter in the era of early success or in the current era of competition, it puts service first. IBM also trains its sales staff under this concept. Many companies send salespeople on-site as soon as they hire them, give them some samples, order books, area briefings, etc.However, most of these sales reps do a suboptimal job.Today's customers can no longer tolerate incompetent salespeople.Customers have more needs and face more choices.Customers expect salespeople to have in-depth product knowledge, be able to offer ideas to improve customer choices, be effective and trustworthy.Therefore, we need more professional training for sales staff. 1.Generally speaking, the company's training for sales personnel mainly includes the following aspects: 2.Understand the company and know all aspects of the company; 3.Familiar with the company's products; 4.In-depth understanding of the characteristics of the company's various customers and competitors; 5.Know how to make effective sales presentations, and understand the working procedures and responsibilities of on-site sales. Researchers examined the importance of available rewards and found that for most salespeople, the most valuable reward was salary, followed by promotion, personal development, and a sense of accomplishment as a member of a group.The lowest rewards for a joint venture are goodwill and respect, security and praise. An important task of sales management is to establish sales quotas and use them as assessment indicators for sales staff, and determine the remuneration level of sales staff accordingly.It's also an effective way to gain control over the sales force and the sales process. There is a salesman, at the beginning, he was full of curiosity and enthusiasm for this job, made a visit plan every day, and visited many customers according to the plan, so his performance was also good.Later, as he became familiar with the work, his curiosity disappeared, and he no longer made daily work plans, thinking that anyway, he had enough experience to make customers buy his products.He spends less and less time going out to visit customers every day, and visits fewer and fewer customers. It is conceivable that the sales performance of such a salesman is absolutely impossible to increase; on the contrary, it may continue to decrease.Because, no matter how rich his sales experience is, customers will not come to him by themselves. Soon after, a new salesman came to the company. The new salesman worked hard every day and achieved good results.In the new salesman, he saw his own shadow again, so he realized his laziness and depression.Since then, he has made a detailed work plan every day and made a plan for each visit. Coupled with his increasingly rich experience, his performance has continued to rise and reached an unprecedented new height. It can be seen that salespeople need incentives.In marketing management, the motivation of sales staff is an important part.Churchill, Ford, and Walker studied the problem of motivating salespeople. Their basic model shows that the more incentives are given to salespeople, the more effort they will make.The researchers also found that the value of motivators varies from place to place and from company to company.The salesperson's compensation and reward method is the most important aspect to mobilize the enthusiasm of the salesperson.The commonly used payment methods are as follows: 1.Fixed salary.That is to say, the compensation is separated from the sales performance, and the method of issuing fixed salaries to employees on time is adopted.This method can stabilize the income of sales staff, but it does not do much to stimulate sales. 2.Sales commission method.That is, the method of calculating the commission according to a certain proportion of the actual sales volume is simple and easy to implement, and it can greatly stimulate sales, but the stability of sales staff income is very poor, which may also increase the turnover of sales staff. 3.Mixed rewards approach.Most of them are based on a part of the basic salary (commonly known as "basic salary"), and then commissioned based on sales performance.This method can not only maintain the stability of the salesperson's basic income, but also stimulate the salesperson's enthusiasm to increase sales to a certain extent, so it is used by more and more companies. 4.Sales Competition Law.That is, set up higher sales awards, encourage sales staff to carry out sales competitions, and give heavy rewards to the winners in addition to their original remuneration.This reward method is often used for a one-time bonus throughout the year, or for a major sales surprise event.Sales competition should not be abused, otherwise it may lead to vicious dumping and affect product reputation and corporate image. Personal selling is an ancient art.It has formed many theories and principles.A successful salesperson has many other acquired advantages in addition to his due personality. A qualified salesperson should at least meet the following conditions: familiarity with product conditions, familiarity with enterprise conditions, familiarity with marketing knowledge, and familiarity with various policies and regulations related to sales activities.An outstanding marketer is not only a good investigator, but also an excellent social worker.In this world, everyone longs for the care of others. When a salesperson takes care of a customer with information on evaluating a customer, the other party will definitely welcome you. In this way, our sales work will be much easier. In 1952, Saito Takenosuke, later known as "the world's chief salesman", entered the Asahi Life Insurance Company of Japan. Work in life insurance. In 1965, he set the world record for signing the highest insurance contract.He completed nearly 5,000 insurance contracts in his lifetime and became the chief salesman in Japan.The amount he promoted was as high as 1.226 billion yen. As a representative of Asia, he attended the US Million Dollar Round Table Conference for four consecutive years and was recognized as a lifetime member of the Million Dollar Round Table Club by the association. So, how did Takenosuke Saito do all this? He said: "I always have recording paper and a notebook in my pocket at all times. It is very convenient to have recording paper by my side when I am on the phone, talking, listening to a lecture or reading a book. On the phone, you can record the important words of the other party. When negotiating, write down specific examples and figures on paper and pass them on to the customer.” Saito Takenosuke placed recording paper everywhere in his home, including in front of the TV, beside the bed, in the toilet, etc., so that no matter when and where, as long as a good idea or plan pops up in his mind, he can immediately Jot it down. There is no free lunch in the world, and talented salesmen don't just sit back and enjoy it.The fulfillment of each order requires certain marketing skills, and requires marketing personnel to make sufficient preparations.Sales master Joe Gillard also pointed out that when a salesperson visits a customer, he should write down his name, address, phone number, etc., and organize them into files and save them.At the same time, the advantages and disadvantages of your own work should also be sorted out in detail. Of course, recording and collating one aspect of the quality of knowledge marketers.No matter what kind of personal promotion, no matter what product you sell, you need to make full preparations in the following 7 aspects: 1.Find potential customers.Finding potential customers is the first step in personal selling. The most common way is to find potential customers through the introduction of existing satisfied customers, or by consulting business directories and telephone directories. 2.Make enough relevant knowledge reserves.When selling money, salespersons mainly need to master three types of knowledge-product knowledge, customer knowledge, and competitor knowledge.Only by mastering these three types of basic knowledge can salespeople be confident. 3.close to target consumers.Only when you get close to the target consumers can you start the sales work. At this step, the salesperson should do three things: give the other party a good impression; verify all the information obtained in the preparatory stage; prepare for the following conversation.Of course, to get close to target consumers, you must choose the best approach method and visit time. 4.Promote products to target consumers.Selling products to target consumers is at the heart of marketing.Any product can be introduced in some way, and even those intangible products can be described in the form of charts, graphs, brochures, etc.In the stage of product promotion, it should be introduced through multiple senses of customers, among which vision is the most important one, because in all the impressions received by customers, the proportion obtained through vision is the largest.In addition, when introducing a product, it is necessary to emphasize the benefits that the product brings to customers. 5.Handle various objections from target consumers.Consumers' objections directly determine their purchasing behavior. In personal promotion, it is very important to deal with consumers' objections.An experienced salesperson should have the skill of negotiating with a buyer who disagrees, and be ready with the appropriate wording and arguments to deal with the objection. 6.Make a deal.Closing a deal is a critical moment for consumers to make a purchase decision.During the negotiation process, the salesperson should give the other party the opportunity to make a deal at any time. If the other party is found to be willing to buy during the introduction process, they should immediately seize the opportunity to make a deal.If necessary, some preferential conditions can also be provided to facilitate the transaction. 7.After sales tracking.The purpose of after-sales tracking is to understand the buyer's satisfaction after purchasing the product, and to discover various problems that may arise, so as to encourage customers to continue to maintain the purchase intention and purchase behavior that are beneficial to the enterprise. Negotiators use a variety of tactics when negotiating.Negotiation tactics refer to the techniques used in the specific details of the negotiation process. Most personal selling involves negotiation techniques.Buyers and sellers need to come to an agreement on the price and other terms of the deal.Every marketer demands that salespeople get orders without making any concessions that might hurt profitability.For salespeople, price is often the main content of negotiations, but it is not the only content.The content of the negotiation mainly includes: the time limit for the completion of the contract, the quality of the delivered goods and services, the quantity of goods, financing, risk, promotion and goods safety, etc. "Airbus" is an aircraft manufacturing company jointly owned by France, Germany, the United Kingdom and other countries. The passenger planes produced by the company are of stable quality and excellent performance.However, because it was a newly established enterprise in the 1970s, it was difficult to open up export business for a while.In order to change this passive situation, the company decided to recruit capable people to enter the products into the international market.It was against this background that Bernard Radier was hired by the company. At that time, there was an oil crisis, the world economy was in recession, major airlines were in recession, and the export environment of aircraft was quite difficult.Still, Radier stepped forward and decided to make a big difference. Ratier's first thorn in his side was a deal with Air India.Since this business has not been approved by the Indian government, it is very likely to fail.Under such circumstances, Radie hurried to New Delhi and met with his negotiating opponent, Air India Chairman Major General Lal.When meeting with Lahr, Latiere said to him: "Because of you, I have the opportunity to return to my birthplace on my birthday." Born in Calcutta on April 4.Lal was deeply moved and invited him to have lunch.When Radiier saw this, he struck while the iron was hot, took out a photo from his briefcase, presented it to Lal, and asked: "Mr. Major General, who do you see in this photo?" "Isn't this Mahatma Gandhi?" Lal replied. "Please take a look at who is the kid next to you?" "..." "It was me! At that time, I was only 3 and a half years old. On the way to Europe with my parents, I was lucky to be on the same boat with Mahatma Gandhi." After Radier said these words, Lal was already wavering.Of course, the deal was done. Radiier's move is exactly in line with the ancient Chinese art of war, "Attack the heart first."His words not only subtly praised the other party, but also aroused the other party's interest in listening.Then, he used his biography to dispel the vigilance and resistance of the other party's "anti-selling", and narrowed the distance between the two parties.In the end, he used Gandhi's photo to completely impress the other party, which created an emotional resonance, and when this emotional resonance arose, it was precisely when he adopted this heart attack strategy at the right time.It can be said that Radière made full use of favorable negotiation skills to secure the order for himself. Marketing personnel must have certain qualities and skills in negotiations in order to carry out negotiations effectively.It is generally believed that the quality and skills that marketers need to exercise mainly include the following aspects: 1.Advance preparation and planning skills; 2.An indication of the subject of negotiations; 3.The ability to think clearly and quickly in situations of stress and uncertainty' 4.language expression skills; 5.listening ability; 6.Judgment and general intelligence; 7.Upright; 8.The ability and patience to persuade the other party. The skill level of front-line employees and the production and support processes behind these employees determine whether companies and customers can effectively interact with customers to create superior value. Personal selling is an activity in which an enterprise sends sales personnel to directly establish contact with customers in the target market, transmit information, and promote the sale of goods and services.Personnel selling has the notable characteristics of strong intimacy, strong persuasiveness, strong flexibility, timely feedback, and strong competitiveness.The basic functions of personal selling are: sales function, publicity function, coordination function, service function, feedback function and evaluation function. The personnel sales activities of an enterprise need a well-organized and high-quality sales force to complete, so the enterprise must pay attention to the construction of the sales force, that is, the marketing team. A certain car dealer achieved a win-win situation in sales and after-sales through the "hand in hand" cooperation between marketing personnel and after-sales service personnel, and then improved the company's performance as a whole. Due to the management problems of this car dealership, the marketing staff and the customer service staff are somewhat out of touch in the work process, and they shirk each other when encountering problems, resulting in the continuous loss of customers.Therefore, they decided to carry out the "hand in hand" pairing action through research, that is, one customer service specialist corresponds to one or two auto sales personnel, and they form a pair of partners with a common mission.When a salesperson sells a car and delivers it, the corresponding customer service specialist must follow up, explain some after-sales service questions, establish communication methods, etc., and all problems are handled by the customer service specialist.Similarly, when the customer service specialist discovers that the customer has the intention to purchase a car, the corresponding marketing personnel should also follow up in time, cooperate and help each other, and not easily miss any customer.Over time, each combination has its own customer base. As a company, it can also directly assess the number of customers and customer churn rate of each combination, and all of this is the result of unity and cooperation. How to establish a sales team should proceed from the actual situation of the enterprise and organize it according to the actual needs of marketing activities.The organizational structure of the marketing team generally has the following situations: 1.Marketing teams structured by region.Companies with a relatively simple product portfolio and a broad market distribution often organize their sales force by geographical structure.The basic approach is to allocate sales personnel according to the designated market areas.The advantages of this structure are: it is easier to evaluate the sales performance of individual salespersons, it is easier for salespersons to establish long-term relationships with customers, and the travel expenses of salespersons are relatively small. 2.Marketing team organized by product structure.Enterprises have a wide range of product portfolios, and when there is little connection between product lines, they usually adopt the method of organizing marketing teams by product lines.That is, each group of salespeople is dedicated to selling a specific product.The advantage of this is that the salesperson can be very skilled in technology and business, and can have a comprehensive understanding of the target market of the product.However, if the consumption of the two products is relatively closely related, there may be a situation where two salesmen of the same company sell the same product to the same customer at the same time. 3.Organize the marketing team by customer structure.There are also some companies that organize marketing teams according to different types of customers, that is, a group of salespeople face one type of customer group.For example: there are people who sell to wholesalers; people who sell to retailers; people who sell to elderly customers; and people who sell to housewives.The advantage of doing this is that the salesperson is very familiar with the characteristics of the customer and can carry out sales activities in a targeted manner.The problem is that if the customers are spread widely, the travel expenses of the sales staff may increase. 4.Composite structure of the marketing team.If the above organizational methods of marketing teams are combined, a marketing team organized according to a composite structure can be formed.For example, the company can organize the marketing team according to the structure of region-product, region-customer or product-customer, or organize the marketing team according to the structure of region-product-customer, and gradually subdivide the structure of the marketing team, so that it is possible to overcome the above problems. There are several possible disadvantages of organizational methods to rationalize the structure of the marketing team.Of course, a marketing team with a compound structure is generally composed of more salespeople.Therefore, it is a form of marketing team organization that is more suitable for large enterprises. The use of relationship marketing is crucial in dealing with Asian consumers.Enterprises actively cultivate the customer-salesperson relationship in order to establish mutual trust and respect. The principles of personal selling and negotiation are deal-oriented because their goal is to close the deal.In many cases, however, the company is not simply looking for an immediate sale; its goal is to build long-term relationships with suppliers and customers.The company wants to show customers that it has the ability to serve their needs in a better way. Marks & Spencer is the largest and most profitable multinational retail group in the UK.Marlion department store has more than 2,400 chain stores all over the world, and the "San Michael" brand goods are sold in more than 30 countries, and the number of exported goods ranks first among British retailers. As early as the 1930s, Marlson's customers were mainly working class. Marlion believed that what customers really needed was not "retail services", but some goods that they were able to buy and of superior quality, so Marlion put its purpose Defined as "provide target customers with high-quality products that they can afford to buy".Mashi believes that what customers really need are high-quality and inexpensive daily necessities.In order to achieve this goal, Marlion has established its own design team to work closely with suppliers to design or redesign various products.In order to ensure the provision of high-quality goods, Marlion implements the method of procurement according to specifications, that is, firstly specify the required standards in detail, and then let the manufacturers follow them one by one.Because Mashi can strictly adhere to this method of purchasing according to specifications, so that its products have excellent quality and can be maintained all the time, so there is no doubt about the loyalty of customers. In order to allow customers to buy "value for money" or even "value for money" goods, Mashi implements the method of determining production costs at a price acceptable to customers.Mashi invests a lot of money in the technical design and delivery of goods instead of advertising, and reduces production costs by achieving some form of economies of scale. At the same time, it continues to implement administrative reforms to improve administrative efficiency to reduce the operating costs of the entire enterprise. In addition, Mashi adopts a "no reason asked" refund policy. As long as Gu Rong is not satisfied with the goods, he can return or refund no matter what the reason is.The purpose of this is to make customers feel that the goods purchased from Mashi are reliable and have no doubts about their value for money. In terms of relationship with suppliers, Marlion provides assistance as much as possible.If the goods purchased by Marlson from a certain supplier are cheaper than those from the wholesaler, Marlion will transfer the saved funds to the supplier as an input to improve the quality of the goods.In this way, when the price of the goods remains unchanged, the requirements of retailers to improve product standards are consistent with the actual improvement of product quality by suppliers, and finally form customers to obtain "value-for-money" goods, which increases customer satisfaction and enterprise quality. The attractiveness of the product to customers.At the same time, the improvement of the quality of the goods increases sales, and Mashi and its suppliers benefit together, further strengthening the cooperative relationship. How important and stable this relationship is can be seen from the time of cooperation between Marlion and its suppliers.The first supplier to establish a cooperative relationship with Mashi has more than 100 years, and there are more than 60 suppliers who have supplied Mashi products for more than 50 years, and no less than 100 suppliers for more than 30 years. In terms of the relationship with internal employees, Lions has always regarded employees as the most important assets, and at the same time firmly believes that these assets are the key factors to successfully overwhelm competitors. Therefore, Lions will establish a relationship of mutual trust with employees and stimulate employees Work enthusiasm and potential as an important task of management.The real and meticulous care of the employees will inevitably lead to the employees' concern and enthusiasm for the work, so that the employees can realize a comprehensive and thorough quality assurance system, which is the cornerstone of the long-term and stable trust relationship between the customers and the customers. The concept of relationship marketing has emerged in the West since the 1990s. It regards the establishment and development of relationships with related individuals and organizations as the key to corporate marketing activities, and is regarded by Western media as "a revolution to traditional marketing theories." The final result of relationship marketing is to establish the company's high-quality assets, that is, a complete and stable marketing network.Enterprises with a development vision will strive to establish long-term, mutual trust and win-win relationships with valuable customers, distributors, suppliers, etc. These relationships are based on continuous commitment and giving each other high-quality products, excellent services and fairness. price to achieve.Marlion Company uses examples to tell us how relationship marketing ensures the stability and perfection of the enterprise step by step. In today's increasingly fierce market competition, appropriate cooperation with related companies to jointly develop the market can be conducive to the realization of corporate goals.我们在实施关系营销时，应当注意以下几个方面： （1）实施关系营销是一项系统工程，必须全面、正确理解关系营销所包含的内容，要实现企业与顾客建立长期稳固关系的最终目标，离不开建立与关联企业及员工良好关系的支持。 （2）企业与顾客的关系是关系营销中的核心，建立这种关系的基础是满足顾客的真正需要，实现顾客满意，离开了这一点，关系营销就成了无源之水，无本之木。 （3）要与关联企业建立长期合作关系，必须从互惠互利出发，并与关联企业在所追求的目标认识上取得一致。 （4）高福利并不一定实现企业与员工的良好关系，真心关怀每个员工才能有效激发他们的工作热情和责任心，从而为实现企业的外部目标提供保证。 公司一旦确定了销售队伍的战略和结构，便可着手考虑销售队伍的规模。销售代表是公司几句生产力和最昂贵的资产之一，因为销售代表数量增加就会使销售量和成本同时增加。 营销队伍该设置怎样的规模？一个推销员的影响力有多大？这是每一个营销管理者都想知道的问题。美国著名推销员吉拉德在商战中总结出了“250定律”。他认为每一位顾客身后，大约有250名亲朋好友。如果您赢得了一位顾客的好感，就意味着赢得了250个人的好感；反之，如果你得罪了一名顾客，也就意味着得罪了250名顾客。这一定律有力地论证了“顾客就是上帝”的真谛。由此，我们可以得到如下启示：必须认真对待身边的每一个人，因为每一个人的身后，都有一个相对稳定的、数量不小的群体。善待一个人，就像拨亮一盏灯，照亮一大片。 著名的汽车推销大王吉拉德刚干汽车推销这一行不久，有一天，他去殡仪馆哀悼一位朋友的母亲。在天主教的殡仪馆里，他拿着分发给他的弥撒卡，上面印有去世人的姓名和相片。以前他也看过这种卡片，可是从来都没有留心过。那天也不知怎的对它发生了兴趣，他问那里的主持人：“您怎么知道要印多少张卡片？” 主持人回答道：“这全凭经验，开始我们数签名簿上的签字，做了一段时间以后就知道，平均每次来这里祭奠的人数大约是250人。” 不久以后，有一位基督教殡仪业主向吉拉德购买了一辆汽车，成交后，吉拉德问对方每次来参加葬礼的平均人数是多少，得到的回答是“差不多250人”。 还有一次，吉拉德同夫人一起去参加一位朋友的婚礼，婚礼在一个礼堂举行。当吉拉德向礼堂的工作人员打探每次婚礼平均有多少客人时，对方告诉他：“新娘方面大概有250人，新郎方面也是如此。” 又是250人！这250人只是个平均数，还有的人则有更多的朋友，远远超过这个数字。 不要小瞧了这个数字。你想想，如果你得罪了一个顾客，也就得罪了另外的250个顾客。而这250个顾客每人又都有250个朋友，这样推算下去，就远远不止250人了。如果不这样扩展开去算，只算其中的第一个环节，即得罪一个会连带得罪另外的250个，这样算起来，其结果也是相当惊人的。假定你一个星期拜访50个客户，其中有两个对你的态度表示不满，这样这一周将会有500人受到这两名顾客的影响，假定你每个星期都得罪两名顾客，使他们不开心，到了年底，受他们影响的顾客就是26000人。如果这样持续10年呢，那就是26万人！ 而很多人干推销往往不止10年，以20年算，那就是52万人！也许每周你还不止得罪两名客户，想想看，你已经得罪了多少人！ 事情就是这样，只要你冒犯了一个人，就会失去另外250个顾客；只要你让一位顾客当面难堪，就会有250人在背后使你为难，只要你不喜欢一个人，就会有250人讨厌你；同样，只要你说一个人是坏家伙，就会有250人说你不是好东西。 当然，250定律并不是让我们每一个营销人员都死板地按照250来计算我们的营销规模。而是为我们确定销售队伍的规模时的一种参考。现实操作中，我们需要根据更多具体的数据来确定销售队伍的规模。通常，我们通过以下5个步骤来估算： 1.将顾客按年销售量分成大小类别。 2.确定每类客户所需的访问次数(对每个顾客每年的推销访问次数)，这反映了与竞争对手公司相比要达到的访问密度是多大。 3.每一类客户数乘上各自所需的访问数便是整个地区的访问工作量，即每年的销售访问次数。 4.确定一个销售代表每年可进行的平均访问次数。 5.将总的年访问次数除以每个销售代表的平均年访问次数，即为所需销售代表数。 旧的观念是销售队伍应该“销售，销售，在销售”。销售人员有销售的定额，好的销售人员能完成或超额完成他们的定额。后来，看法发生了变化，销售人员应该知道怎样分析顾客的问题并提出解决问题的建议。 营销管理者的销售队伍人才济济，然而，却依然常常为带不出业绩发愁，这时，我们需要审视自己的销售队伍可能存在的问题。 有个农民企业家，挖矿石出身的，赚钱后办了个企业，他请了几个学营销的大学生做销售员。学生们很健谈，谈起营销来滔滔不绝，可是每年都完不成任务。老板一问他们为什么没完成，就稀里哗啦一大套理论讲下来，把老板说的一头雾水。老板是个实在人，知道不对，却又说不知怎么反驳。 那位老板请人到公司做咨询，顺便与公司的销售员们谈谈。咨询师见到销售员后问：“听说你们都是学营销的研究生，谈理论我自叹弗如。我们谈一点实际问题，为什么总完不成销售任务呢？” 其中一个学生想都没想，立刻把环境拉出来，说： “这中国啊，事情不好做。在美国就不一样了。” “美国怎么了？” “你看美国人经济发达，人们的素养高，文化高，政府开放，市场开放，经济活跃，总统也好，又懂经济，美国什么都好，要是在美国咱们真的好做啊，这中国真是不好做啊，他说你看中国嘛，老百姓的文化素质低，意识差，信誉更是最差的，所以在中国不好办啊。” “那好，我给你建议，可以马上解决问题。” “咦，怎么解决？” “第一个办法是马上把公司搬去美国。” “你这不是开玩笑嘛，这怎么可能呢，我公司怎么可能搬去美国？我在中国，怎么可能呢？简直天方夜谭。” “同学，你也知道是天方夜谭啊。还有第二个方案，不搬美国也行，你今天认识了我，我又会办企业又会搞营销，你让我当世界贸易组织的主席，我给你三个承诺，第一，每年给你拨款几千万美元；第二，我保证让所有世贸组织成员国都用你的产品；第三，只要有人来你这做销售，我给他每月5000美元的底薪，好不好？但是前提你先让我当世贸组织的主席哦。” “这怎么可能？我可没那么大权力！” “知道不可能，那你还谈这些不可能改变的理由干吗！老板让你当销售不是让你改变这些东西的，是让你来做出业绩的。” 许多营销管理者都遇到过这样的销售员，从来不思考自己怎么样，永远把目光聚焦在根本无法改变的问题：老板太差、产品太差、市场太差、对手太强、客户购买力不够。这些情况确实很糟糕，如果全都好，根本就不需要销售就能带来业绩，也就不需要销售管理者了。 我国的销售管理尚未发展成熟，对销售员的管理还处于自由散漫的状态中。因此，营销管理者还面临着诸多问题。专家提醒，我国的销售管理还面临着以下三个问题，销售管理者应当注意克服： 1、销售团队懒散疲惫，缺乏足够的冲劲。许多销售管理者在销售队伍缺乏冲劲时，举行各种激情的培训，然而，激励培训只解决了一个治标的问题，而没有治本，没有解决原动力和驱动力的问题。销售管理者要改变销售队伍的懒散作风，提高他们的战斗力，就要善于为销售人员设立目标，明确方向，使他们能够产生持续的动力。 2、好的产品和市场却没有人来经营。产品好在今天似乎不完全管用，一支销售的好队伍与产品的销量密切相关。很多真正成功的大型企业，首先解决的是销售队伍问题。如蒙牛集团，在开始起家的时候，没有资金、没有厂房、没有设备、没有奶源，在筹集了三百万资金后蒙牛集团首先做的第一件事情就是解决销售问题。 3、销售人员经常带走客户。优秀员工的跳槽总是会带走大批的优秀客户。为了防止这样的问题发生，我们需要提供合理的激励，并培养员工的忠诚度。