In today's "terminal is king", it is manager Ma's greatest wish to have a team of promoters who can fight.
Ma Jing straightened out the development trend of the market and began to form a team of promoters. Starting with management, he not only attaches importance to the recruitment, selection and employment of promoters, but also boldly innovates and constantly changes the assessment, training and incentive mode of promoters. Not only meticulous, but also hands-on. Many things happen. After nearly a year's hard work and painstaking management, Manager Ma finally "made a positive result": his "step-by-step" promoter management model not only makes his sales and profits in the hotel increase by 30% every month, but also "borrows the water from the canal", and the catering channel pulls the retail terminal and conveniently opens the access to the wholesale and retail market, which plays a "one" role. So, Ma
The first step: start from the "source" and skillfully select people to lay the foundation.
Many companies often like to recruit promoters from the talent market, and the candidates are often young and have relevant work experience. However, Manager Ma is unconventional and has launched a unique mechanism for selecting and employing people.
1, people look for it from the "source". In other words, we should abandon the talent market, abandon the limitation of experience, and find another way to select college graduates who are about to graduate from colleges and enter the internship period. The reasons are as follows: First of all, although these students have little social experience and shallow experience, they are very savvy and malleable, and they are highly loyal to the enterprise after training and promotion. Secondly, due to the lack of ability and social experience, these students often don't care much about the treatment, pay more attention to improving their ability, and are relatively easy to be "sent away". Finally, these students are highly organized and disciplined, and are easy to be managed by the company.
2. Pay attention to the ratio of men to women. Many people think that hotel promoters are girls' business, but Manager Ma doesn't think so. He thinks that female promoters have the advantages of being careful and delicate, but male promoters also have the elements of being alert and capable. If there are a certain proportion of male promoters, they can learn from each other and learn from each other's strengths, which will be very beneficial to team building. In some star-rated hotels and KA hypermarkets with large passenger flow, Manager Ma divided employees into groups, which not only coordinated the division of labor between men and women, but also gave full play to their complementary abilities and advantages, which not only eliminated the need to fight alone, but also gave full play to their enthusiasm and created a precedent for using promoters.
People seek from the "source" and pay attention to the "tireless work of men and women". Fully tapped the inner work passion of promoters, and achieved good results, especially the uniform clothing and eye-catching logo of promoters, which not only showed the masculinity of male promoters, but also showed the flexible beauty of female promoters. Discovered the inner strength of human nature.
Step 2: Let the system go first, and then the standard can become a square.
Management system is the guarantee for the smooth development of all organizational work. Only when employees carry out their own activities under the constraints of the system can the organizational goals of enterprises be realized. In this regard, Manager Ma is not only convinced, but also practical.
In order to make this group of energetic promoters perform their duties better, Manager Ma has formulated a series of rules and regulations around the characteristics of promoters' work.
1, compiled the Management Manual for Promoters, which mainly includes three aspects: a. The daily behavior norms of promoters, including their manners, clothing, appearance and so on. B. job description of promoters, that is, what specific work should be done and what responsibilities should be undertaken as promoters? C. The work flow of promoters, that is, the working standard, daily operation and management flow of promoters.
2. Formulated the "Regulations on Sponsor Management", including: a. Regulations on daily attendance of sponsors. B. provisions on the market behavior of promoters. C. provisions on quantification of promoters' work.
Through the formulation and repeated publicity of these systems, Manager Ma not only made promoters understand what to do and what not to do, but also strengthened their organizational discipline, laying a good foundation for building a team of promoters with solid style and standardized behavior.
Step 3: Strengthen training, improve skills and create motivation.
Diversified and all-round training for promoters is a unique skill of promoter management explored by Manager Ma. Through intensive training, Manager Ma not only improved their operational skills, but also instilled the company's business philosophy and taught promoters how to operate the market. Moreover, through all-round training, the overall quality of promoters has been improved, and their cohesion and centripetal force to the enterprise have been enhanced, so that they can better stand on their own jobs.
1, mentality training. Promoters face many rejections and setbacks in the process of sales promotion, so it is very important to cultivate their good mentality. Mentality training is mainly through some cases and activities to let them know the self-confidence, enthusiasm, hard work and dedication that promoters should have. Through psychological training, they not only summon up the courage to challenge difficulties, but also enhance their psychological quality, so that they can calmly face setbacks and difficulties.
2. Skills training. Terminal promotion is one-to-one and face-to-face promotion, and its sales promotion ability is very important in contact with consumers. But what kind of skills training do promoters need?
A. communication skills. In other words, promoters should have strong language skills, be able to grasp the psychological needs of customers, observe what they say, and wait for opportunities for customers to accept your products.
B. promotion ability. That is, in the process of communicating with consumers, how to better promote your products. In which way, we can attract consumers' attention, make them interested and associate, and immediately have the desire to buy. Through comparison and weighing, the final purchase can be reached.
C, objection handling ability. That is, when consumers have purchase objections, they can handle them calmly and properly in time.
3. Expand training. That is, potential stimulation training, mainly through some philosophical games or activities, makes people challenge the survival limit and break the psychological ice, so as to better find opportunities for survival and development.
Through intensive training, Manager Ma not only enabled the promoters to grow rapidly, but also held a series of trainings, especially outreach training, which condensed and inspired the morale of the team and made people understand the strength of the team and organization.
The fourth step: restraint and encouragement, two-pronged.
In the management of promoters, constraints and incentives are indispensable. Through restraint, Mr. Ma avoided the irregular behavior of promoters, and the introduction of incentive measures set off a craze for everyone to catch up with the advanced.
In terms of constraints, Manager Ma emphasized several points:
1. Establish the company image and put an end to uncivilized behavior. When promoting sales in hotels or supermarkets, we should maintain good literacy. For example, smile, warm service, and no swearing.
2. Pay attention to moral cultivation and be responsible for corporate reputation. The restaurant is a place where people mix, all kinds of people. Therefore, enterprises require promoters not to accept customers' invitations to eat, customers' gifts, etc. And ask them to always pay attention to the reputation and interests of the company.
In terms of incentives, Manager Ma mainly focuses on the following points:
1. Achieve the sales target and give a high bonus. The goal setting should be scientific and reasonable, and once it is completed, there will be rich rewards, and under the rich, there will be advanced. Its purpose is to set an example, and the power of an example is often endless.
2. Timely promotion boosts morale. In other words, those who have achieved the promotion goal well and have management ability will be promoted in time, give full play to people's maximum utility and inspire others.
3, spiritual rewards, capture people's hearts. That is to say, regular evaluation of the best, not only to give material rewards and issue honorary certificates, but also to organize learning and training for promoters with outstanding performance and excellent performance, to spur backward and encourage advanced.
4. Organize a trip and let go of your mood. Promoters are all young people, and it is human nature to love to play. Therefore, in the month when sales are relatively light, it is not only inexpensive, but also plays a very good "welfare" role, which is well received by them and won a good reputation.
Through the combination of restraint and encouragement, Manager Ma not only won the hearts of the people, but also increased the sales volume, so that the team spirit was fully demonstrated, and the team took on a new look, avoiding the unreasonable flow of personnel.
Step 5: communicate, be considerate, care and warm.
Manager Ma's most humanized management of promoters is to pay attention to communication with promoters. Through this management detail, Mr. Ma not only better conveyed the consideration and care of the enterprise to the employees, but also better understood and grasped the psychological state of the promoters.
1, internal communication. That is to say, we should set aside two hours a week to hold an internal communication meeting for promoters, that is, to exchange our own experience and experience in promotion, and at the same time sum up and "copy" other people's successful experiences, so as to inspire many original ideas. For example, a promoter in Shang Chao learned from a consumer that a company wanted to buy liquor, and later it became a large-scale group purchase through telephone contact and home visits. Through this case, they come to the conclusion that in the promotion process, they should be good at exploring business opportunities and prospective customers should be by their side at any time.
2. Communicate with the promoters. Enterprises not only need external communication to obtain a good development space and environment, but also pay attention to internal communication to create a warm and harmonious corporate atmosphere. In this regard, Manager Ma's approach is:
First, the implementation of the general manager reception day. Manager Ma, no matter how busy he is, should have regular face-to-face and heart-to-heart communication with promoters to find some problems in time and prevent them before they happen.
B, hold a birthday party, timely send warm. In other words, on the occasion of the birthday of the promotion staff, the opportunity of giving gifts and reunion reflects the care and love of the enterprise for the employees, so that the employees can express their feelings for the employees while being moved.
Through timely communication with promoters, Mr. Ma realized one-on-one emotional "collision" with employees, and at the same time, the promoters really regarded the enterprise as their home, worked hard with a grateful heart, and exerted their greatest potential.
Manager Ma's five-step management method has achieved a win-win situation for both enterprises and employees. Through multi-level and multi-form internal management, the enterprise has strengthened employees' cognition and recognition of the enterprise, and employees have promoted and developed the enterprise through the display of their own abilities. Finally, Manager Ma's company has grown, and the team of promoters has also improved, achieving a win-win situation for both enterprises and employees.