How to attract business, how to recruit good business

If the general manager, marketing director of the resume, experience, past performance is not false, then, their character, their ability, their channel appeal, objectively speaking, are no problem. If they are not willing to introduce old customers over, or develop new dealers in general difficulties, must be the enterprise "ability to attract" flaws, problems. Salesmen, most of them are "the beginning of man, nature is good", most of them are willing to find a long-term development platform. If the salesman generally in the "recruitment - borrowing - disappear" in the cycle, waste of business money, time, but also a waste of their own youth, then, it must be the objective conditions are poor, Difficulty; and, with their ability, resources, they can only report some sporadic, specific difficulties, and superiors are not willing, or not capable of analyzing these words behind the "ability to attract business" crux, so as to fundamentally remove the obstacles for them, they can only be left in the dust, and then also ashamed of themselves. A father (boss), in order to marry his daughter (product) (find dealers), not to his daughter's life skills education, profitability education, culture and temperament education (brand core values), and even clothes, jewelry, cosmetics, and refused to carefully choose, wash your face is not serious (brand performance), and always participate in the blind date conference (to participate in exhibitions, advertisements), always commissioned the matchmaker to introduce (salesman to visit customers, friends to introduce customers), and always to the businessman to visit customers, friends to introduce customers to the businessman. Salesmen visit customers, friends introduce customers, media advertising), little success when you turn to blame the matchmaker, blame the manager incompetence, the media is ineffective, blame the friends entrusted with no loyalty to others, but only do not reflect on their own fundamental errors, such a father (boss), qualified? Want your daughter to marry well, is committed to training her in the marriage competition "core competitiveness"; want to attract high-quality channel resources, want to let the product to find a good home, but also have to cultivate the enterprise's "core competencies". The success or failure of investment, investment in the degree of success, not depending on the process of investment (not depending on whether the salesman is dedicated, whether the negotiation skills are superb), but depends on the investment before the "core competencies planning! Boss, in the "investment" before, please plan "investment ability"! First pay attention to the script, and then talk about the actors; first set the "ability", and then "focus on the implementation"! Second, "investment" is not what the current boss, "thought Ignorant" less, "too talented" that is, more self-righteous; therefore, know that "Merchants is what", not as good as know "investment is not what"; objectively, investment in failed enterprises, the reason for failure, but also the main reason is not subjective "do not know what is investment ", most of them think they know a lot about investment, but it is "mistakenly think that investment is what", that is, "do not know what investment is not". 1, investment basically does not exist in the "dealer Information" problem. Recruitment can not business, not because they do not know where the dealer, but do not know how to choose, match and persuade. The information problem is very easy to solve. Local old salesman, most of the local dealers know like the back of their hand, like a family friend; to participate in industry trade fairs, visit local associations, local advertising agencies, can get a wealth of customer information. The problem is that information is simply not a key element of successful investment ！！！！ 2, investment is not a question of personal charm marketing director or salesman, channel appeal, and dealers with good personal relationships, personal character, professional skills recognized by dealers, can only ensure that enterprises to reduce travel expenditures: your director, your salesman, wherever there are dealers lined up to receive, save the cost of food and lodging! Director of some enterprises, where there is extra money to earn: dealers may take the opportunity to hire the director to the staff training, exchange, give a few thousand dollars in lecture fees. However, this is with the dealer whether to cooperate with the enterprise, basically no relationship! At most, there is only a little relationship, that is, the product has the "right to meet". The object of a blind date willing to sit down and have a cup of coffee, and whether to marry your daughter, of course, this is not the same thing! 3, investment is not a matter of spreading the surface of the problem is not dating more often, the better to marry! Married into the rich and powerful, definitely not the number of blind dates! Similarly, the lack of "investment ability" of the enterprise, no matter how much investment advertising, no matter how many exhibitions to participate in, no matter how many customers to visit, and ultimately can not fundamentally solve the problem of channel construction. 4, investment is not to persuade the skills of the dealer size are bosses, compared to your director, compared to your salesman, they are largely considered "successful people" it. Most of the successful people are very knowledgeable, even if they can not see through the original shape, think a few more, always be able to figure out some of the road. Successful people are also mostly stubborn, unless you have evidence. Therefore, the tongue, tongue fighting group of scholars, can only be presented at the scene of the benefit of the tongue, can not reach the final cooperation. Third, investment is only what 1, investment is only the externalization of corporate strategy The company's investor intent, business policy, strategic objectives, strategic resources, development stage, determines the company's "required channel resources" and "can attract channel resources". Merchants, is a channel positioning (dealer selection criteria, different types of dealers weight, etc.) and the embodiment of the core competence (channel service, attractiveness, cooperation mode, etc.). Merchants are only based on resource matching, complementary value mutual creation, only your most serviceable and your most needed mutual matching. And not one-way sales. 2, investment is only the centralized performance of the core competence of the enterprise enterprise in the product single product sales capacity (technology, R & D, production), product mix power even power (product planning), brand power, service power (capital, talent, organizational structure, performance model, management capacity, etc.), model power (planning), whether or not there are, what are the advantages, characteristics, are in the investment in the performance of the performance of the enterprise. 3, investment is only a business operating system "face" to participate in the work of a customer enterprise summary meeting, the financial director complained about the return of less money, accusing the business team of working poorly; in fact, the company's business people are facing difficulties; investment in the work of the failure of the Ministry of Finance, they have to bear a great responsibility, or even the main responsibility. Market sector problems, how to blame the financial sector? In fact, many companies investment obstacles, it is likely that the financial, administrative and other departments caused! Above this enterprise, the business staff payroll and the punch report is always delayed for a few days, frustrating work motivation, inducing suspicion of the business staff on the enterprise, naturally affecting work performance; and dealers, dealers to declare the cost of the difficulties, of course, affecting the company's image of the channel, increasing the difficulty of investment ...... training system is missing, the investment The lack of a training system also has a great impact on investment. Many companies are eager to make quick profits, thinking that "the recruitment of business personnel with customer resources" can be omitted from the training of this link; investment promotion personnel before the departure, do not clarify the strategic intent of the enterprise; can not be based on the corporate style, strategic approach and corporate resources, resource model, change the channel mode of cooperation, resulting in the ability to close the deal is also lost. Planning Department of the investment effect can not be ignored. Many enterprises, attempting to attract dealers with television media advertising, industry investment advertising; and even rely solely on "telemarketing"; investment needs "integrated marketing communications", personnel visits, industry media "investment soft ", investment meetings, etc., to be operated as a system. 4, investment is the ability to differentiate the targeted play The overall ability to insufficient enterprises, can be matched with special dealers in special, in the local reversal of the competitive landscape. We know that even better brands, have done poorly, at least relatively poor market, and vice versa. For example, Pepsi, from brand equity to financial strength, are not as good as Coca-Cola, but its "Sichuan Pepsi", once three times as much as "Sichuan Coca-Cola"; McDonald's global status is very high, but the Filipino-Chinese Tan Kaiting brothers of the McDonald's global status is very high, but the Filipino-Chinese Tan Kaiting brothers' "Happy Bee" is the first brand of the fast food industry in the Philippines; that is to say, matching the appropriate local resources with the appropriate corporate resources may reverse the competitive pattern in the local area. If the enterprise in the planning of investment capacity, investment strategy, conscious study of regional dealers of special resources, special style, and so on, and its docking corporate strategy, so that the enterprise's proposed value proposition just to cater to such a competitive landscape, just right for such a structure of the partners; so that the whole situation is not strong enterprises, the establishment of a strong regional. Fourth, how to cultivate the enterprise's ability to attract investment Merchants performance is mainly established before the investment; followed by the creative play out of the business staff; 1, market segmentation, pain, clear strategic positioning of the enterprise Strategic positioning is mainly our target consumer groups are which we want to become these target consumers which elements of life, we are all "stakeholders" of the differentiation, and the "stakeholders" of the differentiation, and the "stakeholders" of the "stakeholders" of the "stakeholders" of the "stakeholders" of the "stakeholders" of the "stakeholders" of the differentiation. Stakeholders" of the differentiation of the "value proposition" and "value commitment"; our strategic objectives, strategic resources, business style and policy; we recognize that investment is to "go straight to the point "; but the theme should not be the amount of investment, but should be the strategic positioning of the key resources required; is the sum of resources! Not in line with the strategic positioning of the money and then can not be, be careful to eat still have to spit out; in line with the strategic positioning of the channel resources must be fought for. 2, the development of enterprise channel resource strategy, resource strategy to guide the selection of dealers, cooperation mode selection Based on the strategic objectives of the enterprise, assessment of existing resources, the study of the success of the company's resources required for their respective weights, to achieve the "differentiation of the partner's value scale"; Creative "partner differentiation, Cooperation model differentiation" of the integration of channels and social resources of the cooperation model; channel members are endless, manufacturers have also introduced a number of investment model, such as "joint venture type regional branches", "distributors into the headquarters of the manufacturers "," dealers to build their own brands, manufacturers customized "," dealers to provide customer resources, manufacturers to send professional managers team "and other cooperation modes; enterprises can Kotler's Kotler's "value assessment tool" as the basis for different dealers to develop the "optimal profitability model"; and then based on the company's strategy, to reach the most favorable regional market business strategy and cooperation programs. 3, planning, cultivating enterprise channel service force We distill the enterprise service force into 5 key elements: product sales force strategy, regional market product mix, brand channel appeal, investment personnel quality and organizational structure, investment model and model decision-making model. Enterprise service force of the 5 indicators should also choose the correct "matching model"; many enterprises because of improving product quality or improve the quality of personnel and failure; not that technology, talent, mechanisms, etc. is not important, but that, can not blindly pursue the "advanced" "The most important thing is to match; otherwise, technological progress may affect the cost competitiveness, improve personnel quality may lead to a decline in execution. 4, investment communication planning Merchants advertising, especially industry media investment soft, to systematically elaborate the investor's intentions, ideals, the company's channel service system; investment meeting: focus on the choice of theme, atmosphere, style, etc. positioning; meeting scene materials, layout; meeting program arrangements; the organization of technical experts, consumer association leaders, marketing experts, etc.; product releases, policy releases, marketing concepts, training, regional specific policy details of the communication of four major. The details of the four major aspects of the communication of specific policies in the region are carefully planned; the investment meeting of the target setting, information transfer, personnel training, material design, prior communication with key customers, the organization of the meeting to design the program. 6, the preparation of dealers on the project's "investment manual" Acceptance of investment is the same as accepting a new project, of course, to get an "investment manual" or "business plan". From now on, investment is no longer a single person can do a good job of investment personnel. It is no longer a non-technical, by virtue of the amount of alcohol or other public relations ability to do a good job.