I am a beauty manager, how to lead a good team?

In the field of marketing, the career of manager is very challenging. Many people only see professional managers pointing out the mountains and scolding Fang Qiu for being chic, but seldom understand the bitterness and helplessness behind it. After meditation in the middle of the night, I had some ideas and wrote them down. The topic is "How to be a good sales manager". Please correct the mistake.

First of all, several "soft spots" of managers:

1 keep your promise. In actual management, our government officials often accomplish the imperial edict in front of the "son of heaven" by any means. As a result, they talk nonsense in front of our subordinates and promise too many things. When the cash arrived, the "general" was still a "general", while the "soldier" became a prisoner and finally agreed to the banker. This phenomenon is common in all companies. Therefore, in the first lecture on successful managers, Yu Shiwei first proposed that professional managers should "take personal responsibility and shoulder the burden of the world, not to say I think". For the sound development of the market and the majesty of the imperial edict, our government officials had better "think twice before you act" when making promises. After all, "those who make light promises will break their promises." If our own "subjects" doubt our commitment, disaster will come soon!

2 Ming role. Role orientation determines the working direction, and the working direction determines the working method. The manager is not a salesman. As a marketing manager, if you don't understand this, you will only make yourself busy all day, while the salesman is in the dark. I don't mean to belittle how lazy our business people are, nor do I want to praise how diligent our marketing manager is. Here, as sales managers, we must subconsciously answer the following questions: A. How should my role be positioned and what is my responsibility? B. What do I ask the salesman to do and what can the salesman do? C. How to coordinate and communicate between teams and how to authorize them? D, clear responsibility. Be sure to let all business people understand what must be done and what should not be done, and don't lose yourself easily in the strategy course. Why do many managers compete with rabbits after "crows become rabbits"? Is it worth pondering by each of our managers? Mintzberg's top ten roles deserve to be studied by every marketing manager.

3 make a plan. Planning is the basic skill of management. Take precautions and "think twice before you act" is an essential quality for every marketing manager of Venus. Although many of our managers are moved by their enthusiasm for work, we must face the reality and face up to our weaknesses. At present, individual managers still hold two ideas in market making: one is to cross the river by feeling the stones, one step at a time, and they are not very responsive to market competition; The other is the lack of strategy. They don't know what will happen in the regional market in three months.

"everything is established in advance, and it will be abolished if it is not planned." This idea of "ringing the bell" will inevitably bring great passivity to our work. In fact, every marketing manager knows that next year's marketing plan will never be solved by a hearing. We need to be fully prepared: psychological, strategic, tactical and personnel adjustments.

4 with a team. The biggest problem of marketing is management, and the essence of management lies in solving the problem of employing people. Through the investigation of many enterprises in the Fortune 500, it is found that the biggest problem in China is employing people. Now the salesman doesn't know what he should and can do.

Uncle Li's classic sentence in "world without thieves": "When people are separated, it is difficult to bring a team". In fact, among all the teams, the marketing team is the most difficult to manage. They seem to fly kites all year round. Because of the short time in the company, I have little sense of belonging and centripetal force to the company. In addition, at present, the threshold of marketers is relatively low, and the lure of treatment and position is not enough to attract too many marketers to lose talents and teams when Venus is exhausted. In the case that we can't change the company's salary design, the only thing that can be changed is the marketing staff.

Strengthening humanized management is a better method. "Wealth is scattered among people, and wealth is scattered among people" is the only way for humanized management. Maybe it's just a "celebration dinner" once a month, maybe it's just a pack of cigarettes, which is enough to make our frontline staff feel grateful, and the cohesion of the team will be beyond words. Although the system can restrain people's behavior, it can't change people's thoughts.

5 times contingency. "When the marketing environment changes, everything will change" is the most classic proposition put forward by sales and marketing in 2004, and it is also the main theme of our current marketing. "Time changes make things happen", which requires each of our managers to have the ability to change, rather than living in an old calendar.

There are two meanings here: first, the marketing manager's thinking must be changed, because the strategy of the group company has changed, and the marketing manager must change his thinking as soon as possible to prepare for the "positional war" in the city. The second is to emphasize how to change. "The mule of Jinggangshan, what should I do when I get to Beijing?" This is the reality that the marketing manager of Venus must face at present. If managers don't pay attention to knowledge updating and learning, they will be at a loss in the face of this change in marketing environment.

So how should our marketing manager work in 2006 in the face of new challenges? Is there no way out? As a bystander, I want to send you two sentences: the first sentence is: the way of thinking determines the way out. If we don't know the intensity of beer competition next year, it will only be more cruel than this year, and the original idea will definitely fall behind. The second sentence for managers is: it is difficult to start a business, it is difficult to stay in business, and it is difficult to advance despite difficulties. As long as our manager despises his opponent psychologically and attaches importance to tactics, all difficulties will be solved.

Second, walk on two legs:

After studying many beer enterprises, the author found that if you really made some achievements in sales, as a front-line manager, you should focus on two points and learn to walk on two legs:

First, the first leg: manage a team well and strengthen team building.

Some people are "enterprises" and no one is "stopping". The role of talents in the organization is self-evident. Throughout the world's top 500 enterprises, most of them attach importance to talents at the strategic level. It is because so many people are willing to contribute silently to them that their career is in full swing. As the saying goes, "a great success in one thing will make all bones wither", therefore, the marketing team should not only pay attention to the selection of talents, but also strengthen their service and training to build an echelon of talents. Try to keep the "soldiers" and keep your heart. Only when the team is well brought, the people's hearts are straightened out, the cohesion of the team is enhanced, and the goals are clear, can the marketing work be smooth and invincible. As the saying goes, "People are United, Mount Tai moves." After a long period of exploration and brewing, the author believes that managing a team should start from the following four aspects:

Mentally-work hard. Marketers have guns in their hands and full moons in their hearts. They have been living between reality and romance. They are sweating like rain, wearing stars in Dai Yue. They are bitter, tired and more stressed. Therefore, dedication and hardship have become the first hurdle to test business personnel. According to Maslow's hierarchy of needs theory, people need to cultivate their own social relations and development needs while meeting the basic salary needs, and pay more attention to the embodiment of personal values, so it is precious to train employees spiritually. Therefore, mentality is the most important thing in work. Marketing needs not only diligent attitude, but also diligent eyes, hands and legs; And pay more attention to motivating the team to work hard. Think more, sum up more, sort out a train of thought, and sum up a consciousness-pioneering and enterprising. The development of Venus Group is like snowballing. Cruel market competition urgently needs our marketers to clear their minds, see the situation clearly and change their ideas. They should not only know how to "cut costs", but also understand the essence of "open source" and strive to open up the market. Marketers should not only have the belief of aiming high, but also have enterprising spirit and pioneering consciousness, which is a quality problem of a person. When the head office asks the network to move wheat beer to the countryside, the marketing manager should start to let "medium and high-grade wine go to the countryside", which is consciousness.

Chairman Mao said: "how bold people are, how productive the land is;" Not afraid to do, but afraid to think. "As long as marketers have a strong enterprising spirit, based on solid marketing theory and flexible marketing skills, we can be in an invincible position in front of blood shed in the market-"The stage is as big as the heart ".

Execution-resolute and vigorous. Any good plan is not as good as simple execution. Think carefully about why some policies of the head office can't be uploaded and issued, why good marketing plans can't be effectively implemented, and why do we always have so many excuses not to finish the work of the month? Bottom line: insufficient execution!

In a sense, execution is a sign that reflects whether an organization is mature or not. What we need is uploading and distributing, not constantly changing. What we want is automatic, spontaneous and resolute implementation! Instead of reacting passively and shirking responsibility. Only in this way can we stand the test of big waves, complete the task with good quality and quantity, and let our team grow healthily!

Competitiveness-Dare to be the first. Marketers should have the courage to dominate the world by themselves, treat Nuo Nuo cautiously and passively, and only get contempt and indifference from their opponents. Shangqiu Company is a young team, and we have the ambition to burn our bridges and become the number one in the world. It is true that there will inevitably be bumps and cold reefs on the road ahead, but we are not afraid of difficulties, and the business sea is boundless, showing our true colors as heroes. We have enough courage to meet the challenge. The belief of "the best in the world" will make us more frustrated and brave, and be a leader in riding the dust!

The other leg-"managing the market".

To tell the truth, many managers really can't understand the truth of the market. With the development of more than ten years, the marketing environment has undergone subversive changes, making it more difficult to grasp the market. It is no longer the original "communication, management and training" to control a market. "Things change, things change." We summed up our ideas in the rapidly changing market:

1. In operation, it is the crystallization of the collective wisdom of the whole company. We think it is of great practical value to implement the principle of "one turn and two obedience".

(1) a turn-change the customer's concept. "Thinking is the way out", and customers are the first practitioners of our marketing concept. Only when the customer's concept has changed can our marketing planning be effectively implemented and the marketing methods need to be improved. Perhaps this is a commonplace topic. What is said here is not its importance, but how to change it:

A Select high-quality customers, strengthen customer training, and instill some advanced concepts and marketing concepts close to the market.

B strengthen the "three movements" consciousness, that is, we are driven by interests, drawn by relationships, and moved by the value of life, so that they have a sense of belonging and dependence on Venus.

C. Use the contracted sales of contractors to restrain customers, set up special sales awards, encourage special sales and multi-sales, form an upsurge of competition, learning, catching up, helping and surpassing, and enhance their sense of honor. Of course, contracts in the traditional sense are not binding on beer distributors, and marketing managers must look at distributors from the perspective of establishing market networks. Increasing investment in the market does not mean increasing investment in dealers. In this regard, managers must be clear.

D. Tell the truth, let them realize the maximization of profits from making malt beer and medium and high-grade wine, and actively change their business ideas. At this time, the best way is to take advantage of the opportunity of learning in the off-season, strengthen communication in distribution, or visit and inspect the vehicle market to help customers realize marketing specialization.

(2) The principle of "two obedience" is very important and is the essence of market management:

A Regarding the market order-"strictness", we emphasize the word "strictness", and 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 follow the rules and never be soft. Humanization is not equal to humanization. "Only when it is well managed can it be managed smoothly". Of course, the purpose of management is to "put your heart above everything and control people".

B For market operation-"proceeding from reality", everything starts from reality and the market. In the marketing theory, whether it is 4p or 4c, it must obey and serve the market, and every step of the working mode is implemented in place. All planning can't be arbitrary, so we must be pragmatic. In fact, there is no formula for marketing, and there is no trick to win. Practicing the simplest movements is a trick!

2. Direction Continue to implement the operation idea of "one center and two basic points" and keep in mind the concept of "stability, accuracy and firmness":

A emphasizes a center-always take the series of malts as the center of product structure, and the strategy is stable.

B Strengthen the key points-focus on medium and high-grade wines and achieve "accuracy". The key to marketing transformation lies in the accuracy of positioning. Once the positioning is changed frequently, it will bring disastrous consequences to marketing.

C stabilize the basic point-treat ordinary wine as a competitive and eye-catching product, and be tough. Sun Tzu said: "We should use the tactics of fighting to win with the right combination and surprise. In the face of severe market competition, we must make good use of our competing products and strike hard! " !

In a word, making the most complicated problem simple is success. In today's rapidly changing market, in order to be right, fast and stable, it is necessary to "practice internal strength" and strengthen internal management; We should also be "foreign scholars", pay attention to the combination of theory and practice and improve our own quality, so that the road under our feet will be wider, longer and farther!

Actually, being a business manager is very simple. More than two thousand years ago, Lao Tzu once said, "Governing a big country is like cooking a little fresh." As long as we grasp the "Tao" of marketing and management, it is natural to do things with ease.