How to be an excellent supervisor?

A good market regulator is a combination of angels and demons. To make people love and hate, on the one hand, he should be a good salesman and salesman's teacher, on the other hand, he should dare to face up to the problem and never give up! He should be as alert as a hound and have a keen sense of smell for market information; As an eagle, he can see through the existing problems; As agile as a cheetah, take measures as soon as problems are found; As a profound teacher, I can regularly train and guide salesmen and promoters! -Marketing Director of a famous domestic food enterprise \ r \ n \ r \ Looking back on my whole growth process from salesman to marketing supervisor to regional manager and consultant, I concluded that to be an excellent marketing supervisor, I must do the following three words: honesty, diligence and practicality! \ r \ n \ r \ nPositive: A straight waist means smooth speech \ r \ n \ r \ nI remember that when I was doing market supervision for a well-known domestic food enterprise, I visited Nanjing, Jiangsu Province, and found that a business executive in this area had serious violations, which seriously damaged the image of the enterprise in the eyes of local distributors and retailers. As a marketing executive, \ r \ n \ r \ But the dilemma is that the business executive is my senior and he is kind to me. It was he who recommended me to enter this enterprise, and he took me with him in my early entrepreneurial career, which should be regarded as my mentor and friend. \ r \ n \ r \ nOf course, he was happy to see me as a supervisor and thought the problem would be easy. After three rounds of drinking, I pointed out the seriousness and consequences of the problems I found. I will never forget his surprised expression at that time. "We are all our own brothers, so we can't let our big brother go!" I can't help it! ""Angkor, you're right. We've known each other since college. After entering the society, you gave me this opportunity to hold my hand. In my heart, you are both a senior and a friend, and I personally feel very grateful and respectful to you. However, this incident has done great damage to the company's image. You are also a business student. You have to know that this incident is fatal to a food company. " Seeing my serious face, Angkor bowed his head helplessly. \ r \ n \ r \ nI went on to say, "Angkor, as a marketing director, it is my duty to find problems and respond, not to mention it is of great significance to the development of the company. But you are my friend, and I know who you are. I can see that you were confused for a while. Do you think this is a good idea? It is pointed out that the main purpose of the problem is to solve it. I'm sure I'll report this problem to the head office. It's my duty, but we can handle it flexibly. First of all, you must stop all violations immediately. Second, you can write your own review report and submit it to the headquarters, but you can only be given one day. Third, you must take some measures at once to minimize the impact. I can cooperate with you in this respect. In addition, I will truthfully show your attitude and actions in my report. You have made so many contributions to the enterprise, I believe that the enterprise will definitely consider it comprehensively. Angkor, do you think there is a better way? "In this way, I not only maintained the responsibility of a marketing director, but also maintained a friendship. \ r \ n \ r \ nReflections on regulation: \ r \ n \ r \ nThe first condition for being a good market regulator is "positive". I think this "positive" contains two meanings: first, the mentality should be correct. Mentality determines everything. As marketers, especially market supervisors, they need supervision-face the market directly, and all problems, big or small, need to be seen clearly; Guidance-providing relevant guidance and training for salesmen and promoters, which is cumbersome, stressful and requires high ability. Without a good attitude, it is absolutely impossible. \ r \ n \ r \ Secondly, be honest with things and people. As a market supervisor, there will always be some difficulties, which requires the market supervisor to be honest and independent, not easily influenced by external factors, and to deal with problems flexibly and actively with a responsible attitude towards enterprises and themselves. \ r \ n \ r \ nDiligence: Five Diligences, it's a deal \ r \ n \ r \ nIn my personal market supervision career, I think "Diligence" is absolutely the first, and five Diligences must be achieved: brain diligence, leg diligence, hand diligence, eye diligence and oral diligence. \ r \ n \ r \ n branware- We often have the most intuitive and immediate grasp of market information when searching in the front line of the market, so we need to put forward our own suggestions without disconnecting our brains. Marketing specialists who can't think are often unqualified. \ r \ n \ r \ For our market supervisors, we must constantly go to the front line of the market and use our legs to drive our brains to think, so as to grasp the first-hand market information in time and find and deal with problems in time. \ r \ n \ r \ Human Services-To become a marketing director, you must work manually. Every time I visit the terminal, whenever I see that the terminal product is not in place, I can't help but call the shopping guide and put it in person to tell her the precautions. \ r \ n \ r \ ne ye-catching- As the marketing director of an enterprise, we must ask ourselves not to let go of any small change of our competitors, and we must ask ourselves to accurately grasp the changes of consumers' tastes? In the process of product placement, even a small change must have a clear vision, so it is impossible to do well without a willing heart. \ r \ n \ r \ n nHave a glib tongue-in the process of market supervision, we often find problems such as improper display of terminal products, improper placement of promotional materials and improper implementation by propagandists. At this time, we must be invited to play the bad COP and criticize the shopping guides and salespeople present. At the same time, I advocate "on-site education". Don't just say that, be sure to show them live and tell them how to operate. We will also organize regular and irregular training for shopping guides and business personnel, pass on the company's relevant policies and product information, and constantly improve the business skills of shopping guides and business personnel. \ r \ n \ r \ When consulting for a famous domestic tobacco enterprise, because the market inspector of the tobacco enterprise relies more on commercial companies, the collection of a lot of information lags behind, the visualization of the terminal is not in place, and the product display lacks standardization and is very messy. After we moved in, we re-established the marketing director, conducted detailed training for the salesmen, and standardized the product display with different quantities, different layouts and different terminals, and achieved good results. \ r \ n \ r \ nReflections on supervision: \ r \ n \ r \ nAs an excellent market supervisor, the "five industriousness" mentioned by the above author is very important. Special emphasis should be placed on "mouth to mouth". For the problems found in the front line of the market, the market supervisors must immediately give feedback to the on-site shopping guides and business personnel. Some supervisors have a bad habit, that is, they only react the problems upward, and don't immediately feed back the problems to the front-line personnel on the spot. This is wrong, which often leads to the failure to solve the problems on the spot immediately and leads to inefficiency. The "on-the-spot education" adopted by the supervisor is a good method, teaching by hand and explaining the main points of operation to make them easier to master. \ r \ n \ r \ n nBesides, don't neglect the power of training. In the process of training front-line salespeople in domestic enterprises, I deeply feel that training plays a significant role in improving front-line salespeople's understanding of the company's products and policies and improving their business ability, but this is often ignored by our enterprises. \ r \ n \ r \ nReality: subdividing work and implementing pragmatic \ r \ n \ r \ nThe work of market supervision is "real" and can't put on airs at all. For market supervisors, almost 20 days a month are spent on market visits, so the work must be subdivided and the implementation must be pragmatic. \ r \ n \ r \ The marketing director must monitor and feed back the information about market trends and competitors, so that we can adjust our marketing strategy immediately; It is necessary to go door-to-door to check the display of products and the vividness of terminals in order to seize the highland of terminals and squeeze competitors on terminals; Do you have to check the working status of service personnel from time to time, so that our promoters and shopping guides can always maintain the highest working passion? Work subdivision and pragmatic implementation are compulsory courses for supervisors every day. \ r \ n \ r \ nIn 2002, we started a zongzi project, because we had to taste our own and competitors' products all day. For a long time, I still feel sick at the thought of zongzi. But it is because of our mutual investment that our turnover in 2002 was only a few million. Two years later, we have achieved the first place in the country in this business, with an annual turnover of not less than 80 million. \ r \ n \ r \ Market supervision is the former sentry of the enterprise, and also the telescope and microscope of the enterprise, which can always find the problems of the enterprise in time and quickly to ensure the steady and rapid development of the enterprise. Only 100% passion can be cast successfully. Without the process of becoming a madman, there would be no rainbow after the storm. Writing here, I can't help but think of a famous saying by Mr. Zhang Ruimin, president of Haier: "What is not simple? It is not simple to repeat simple things well; What is extraordinary is that it is extraordinary to do ordinary things repeatedly. " \ r \ n \ r \ nReflections on supervision: \ r \ n \ r \ nThe work of market supervision is a very "real" work, which is embodied in two aspects: \ r \ n \ r \ nFirst, the content is solid \ r \ n \ r \ nAlthough the market supervision is in different enterprises, \r\n\r\n 3。 From the management level of shopping guides, it includes discipline, mentality construction, execution supervision, team building, quantitative assessment and so on. \r\n\r\n 4。 From the perspective of market information, it includes product information, promotion information, gift information, price information and personnel adjustment information. \r\n\r\n 5。 From the perspective of the organization and implementation of promotional activities, it includes the preparation of materials before the activities, the organization and arrangement of personnel, the choice of information dissemination channels, and the supervision of activities. Organization and division of labor of on-site activities, solution of on-site emergencies, etc. ; Summarize the success or failure after the activity \r\n\r\n? \ r \ n \ r \ nSecond, the process of implementing \ r \ n \ r \ nSupervision itself is a process of doing things well, and the process of supervision is also a process of solving problems in real time. It is also an important means for enterprises to improve their execution. \ r \ n \ r \ n nExcellent executives must collect information about their products and competitors in a standardized way, and then give guidance and training to salesmen and salespeople? In fact, market supervision is a process of constantly standardizing and implementing relevant policies of enterprises.