Many people who are new to the marketing industry often ask me such a question, "How to become an excellent marketer?" I think the answer itself is colorful, and there is no uniform standard, because the marketing profession is colorful and the society is pluralistic, which is no longer in line with the logic of "one plus one must be equal to two" in mathematics. But from my personal experience and experience summary, I think to be an excellent marketer, we must do the following: Attitude is everything. I highly admire the words of former Chinese national football team coach Milu, "Attitude is everything". Marketing is a pragmatic profession, and it is impossible to achieve good results only with a good work attitude and down-to-earth work spirit. Through some improper means, such as dealers jumping goods and hoarding goods, it may be possible to achieve good results in an irregular market in a short time, but without solid market operation and solid regional sales, it will eventually show its true colors. At the same time, marketing is the easiest profession to measure the effectiveness of work, and it is a profession that regards results as a hero. There is no hypocrisy in this respect. Even in enterprises with irregular management, administrative personnel, human resources personnel and financial personnel may not have specific goals and assessments, but marketing personnel must have specific goals and assessments. Although the current marketing advocates process control, no matter how elaborate the process is, the final result is the value of marketing, and the process is only to ensure the realization of the result. Any skill can be cultivated in the future work, and only this spirit of dedication and persistence can hardly be improved through intermittent training in the career. Nowadays, only a few excellent marketers who are active in the front line of marketing are from marketing or management majors. Although I don't have exact statistics, from the end of my work to the marketing staff, there are really few people majoring in marketing, most of whom are from other majors and have joined the marketing major. Of course, on the one hand, China's marketing/management major started late in China, on the other hand, it fully shows that skills can be cultivated. The target is carved in stone. Many marketers often make a mistake, that is, they always correct their goals according to their own implementation. I often see such marketers: First, I set myself a sales task of100000 at the beginning of the year. By the middle of the year, I found that I had only completed 3 million, and then I revised the annual target to 8 million, and finally I only completed 7 million by the end of the year. Second, in personal career development, either never think about it and muddle along; Either make up your mind when you first enter the business, and be a regional manager for two years, a regional manager for four years, and a marketing director for eight years. In a blink of an eye, a year passed. I think it is impossible to be a regional manager for two years, and I don't think about why and how to achieve my goals, but adjust my goals. After two years, I will become a regional manager who has no ambition or fighting spirit. Such a marketer can't be an excellent marketer, only a persistent marketer can be an excellent marketer. When Hu first promoted the safe, he rode a motorcycle to promote the safe along the route from Ningbo to Hangzhou. He stipulated that he must complete the sales task every day. I remember once, in order to complete his sales task, he just rode from Ningbo to Xiaoshan to complete the task. It was already afternoon 10 (about 150 km from Ningbo to Xiaoshan) when he got home. He is now the general manager of Yongfa Group. Carving a goal on a stone will never be easily erased, that is, we must unswervingly achieve the goal and will not change because of time, people and events. Planning and writing Shanghai marketing is a war in a sense. The so-called "will be outside, your life will not be granted." Why do you advocate "leaving, life is not granted"? Because the battlefield changes rapidly, it is impossible to plan everything in advance. We must change and modify the plan at any time according to the situation on the battlefield. However, there is only one purpose, and that is to "win the war." The same is true of marketing, which is carried out in a dynamic environment, and the marketing environment changes very quickly. Excellent marketers must and must adjust and correct their own marketing strategies and competitive measures at any time according to the changes of market environment, competitors' marketing strategies and competitive means and internal resources, but at the same time they cannot change their market objectives. Write the plan on the beach, that is to say, according to the changes of environment and resources, rewrite the plan at any time, because of things, times and trends. Learning self-motivated marketing is a challenging job. Compared with technicians and managers, marketers bear more work pressure. When facing the loneliness of leaving home alone, when facing the frustration of not finishing the sales task, when facing the confusion of poor advertising promotion effect, when facing the frustration that the effect of media combination is far from reaching expectations, when facing the soothing atmosphere of not finding good ideas for a long time, when facing the anger of dealers deliberately making things difficult, when facing the helplessness of negotiating with supermarkets or even the anger of not receiving payment, if you don't have strong will, then you can only escape from the marketing profession or live a miserable life. If you can't cheer up after setbacks, you can't be an excellent marketer without a good AQ(adversitiyquotient). If you want to have a good aq, you must learn self-motivation. The effective self-motivation should be: keep a good attitude. A good attitude helps to get rid of frustration, constantly give yourself good psychological hints when frustrated, think more about things that make you excited and happy, and think more about the positive side of things. Keep your goals in mind. When Hu, the regional manager who just took over from a company, visited the company's distributors in the region, the distributors mercilessly scolded the company, pointed out the rotten beaches left by their predecessors one by one and demanded an immediate reply. Hu was very generous, and waited until the banker scolded him before saying, "Is it over?" Please continue until you're finished. I'll answer your question when you're finished. "Then discuss the solutions to the existing problems with the dealers one by one, and finally get a good ending. Afterwards, the subordinate who was traveling with Hu asked, "Manager Hu, aren't you angry at what he said just now?" Hu replied flatly: "I didn't come to quarrel, but to seek cooperation." "Don't forget the purpose of your coming here because of other unimportant things. Always think of others. If you want to win the support of others, you must think of others and seek a win-win situation. This is the best choice. Marketing itself is not a zero-sum game but a value-added game. When you encounter setbacks, think about whether there is something wrong with your plan, whether you are considerate of others and whether you can win together. There was once a man who was called a negotiator by people in the industry-Li Wang. When someone asks him, "Why do you negotiate so badly? What skills do you have? " He said I just thought about myself in the middle of the night and others the next night. "Think more about others, and you will naturally understand why others will reject you, and then you can find a better plan and start over. Reward yourself appropriately. When you have completed a phased task and achieved phased results, you should give yourself appropriate rewards to ensure your work status. At the same time, when looking forward to the next work goal, make a wish for yourself. If it can be achieved, how to reward yourself and ensure your passion for work. Make full use of the ten minutes before work. Almost all marketers, especially marketing managers, are too busy to even have time to eat and want to work 24 hours a day. The marketing manager of a local daily chemical trading company (a famous local distributor) once asked me for advice. The first time we talked for about two hours, his cell phone rang 12 times. He said, "I am a typical fireman now. I am very busy every day and feel really tired. "He is a dedicated marketing manager, but not necessarily a competent marketing manager. There may be many reasons and methods to analyze why and how to improve. However, the simplest way is to "make full use of the ten minutes before going to work every day", seriously think about and arrange the work that needs to be done tomorrow, and arrange the work according to the urgency and importance (as shown below), which can solve many problems. Spend ten minutes before leaving work every day to arrange your work according to the principle shown in the above picture. When this becomes a habit, you will find that there is far less work than you think. It is the marketing manager above who has adopted this suggestion for half a year, and there is no other change, and his work is much easier. Charging one hour a day, China may be the country with the fastest changing marketing environment in the world, and it took 20 years to complete the road of western developed countries 100; At the same time, because the Chinese nation is also the nation that pays the most attention to education and has the most learning ability, almost all the marketing theories of western developed countries have been introduced to China for more than 100 years. For a time, a large number of books about marketing theory filled our lives. However, because China is also a country with extremely unbalanced development, the industrial development is extremely unbalanced, and the regional development is extremely unbalanced, so no theory can be applied to the whole of China, and the marketing theories understood and adapted by different industries vary widely, so do different regions. In this context, as a marketer, if you can't recharge your batteries in time, understand and master the latest information, you will not be able to keep up with social changes, keep pace with the times, and will be eliminated sooner or later. Duan Liping said, "No matter how busy I am, I insist on reading for at least an hour every night. "He is the owner of an electrical appliance marketing company and a doctor of management, but he still insists on charging every day. As a result, his business is on the rise. Charging an hour a day can't guarantee that marketers can keep up with the changes in society and marketing, but it can give them a basis for upward promotion. References:
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