Confessions of a Salesman

Quit smoking
I have witnessed the ups and downs of Wanzhong twice. The first time was the confrontation between Mr. Zhu and Mr. Dong. That time ended with Mr. Dong’s successful restructuring. I think I have made a lot of contributions.The second time was the confrontation between Wanzhong and the entire Home Appliances Association. That time, I fought against all opinions and betrayed relatives, and in the end I won the victory despite the world's disapproval.

This time, I thought it was a trivial matter, but I didn't expect the consequences to be so serious.

Wanzhong has never lacked opponents, let alone enemies.

Due to the sales strategy of not fighting price wars, many manufacturers and supermarkets are disgusted.Every time there is a promotional activity, that manufacturer has a preferential policy, but there are none.But even though the price of Wanzhong has remained high, it has won the love of consumers and has been rated as one of the top ten favorite brands every year.

In addition, Wanzhong's directly-operated chain stores across the country have grabbed the business of many large and small businesses. In addition, Wanzhong's after-sales service has always been responsive to requests. Compared with other businesses, it is much worse.Of course, this will take a lot of manpower and material resources.We have not only raised the threshold of product quality in the industry, but also improved the level of after-sales service, which is one of the reasons why our peers hate us.

When the same thing happens to others, it may be that the big things are turned into small things, and the small things are turned into small things, but everyone can't do it.

It's okay, they can create something out of nothing, and if something happens, they don't want to exaggerate it.

Yingke and Wanzhong launched refrigerators at the same time, but they are completely different. One is grandstanding and flashy.One is full of high technology, beautiful and practical.In contrast, Wanzhong's refrigerator has no redeeming features.Moreover, we have not been able to refute the fact that it is true, it is true.

Yingke's refrigerators were sold out as soon as they were launched. In fact, everyone in the industry knows that this is hunger marketing, but in the eyes of consumers, this refrigerator is indeed rare!On the other hand, I feel that the merchants are embarrassed to take out our refrigerators, or they take them out for decoration.

Then there was a chain reaction. The great sales of refrigerators made more people pay attention to Yingke, and the sales of other products of Yingke continued to rise.After the successful merger of Zhongjing, the stock price has doubled several times, coupled with the successful launch of new products, Yingke has become the new favorite of the home appliance industry.

Yingke's sales have risen, and our sales have naturally plummeted.Although air conditioners have little impact in the short term, other commodities have suffered unprecedented blows.The sales volume of small household appliances has been at the bottom of the industry for two consecutive months, and the sales report is terrible.

When Bao'er found me, she saw me sitting in a daze with a gloomy face, and came in for a while before waking me up.

I looked at Bao'er, then looked at the report of the small appliance in my hand and asked, "Is this a chain reaction caused by my refrigerator?"

Bao'er nodded and said: "Well, someone in the market made a comparison with the products of our Wanzhong small household appliances. We are not as good as other manufacturers in all aspects. The cost performance is very low, and the price has always been high. It is right not to choose us. of!"

I asked curiously: "Then why has it been fine before, but because I launched a refrigerator, it caused so many vicious reactions?"

Bao'er explained: "It's not surprising that you can know autumn by looking at a leaf! Consumers don't care what kind of product it is. As long as one of your products is not good, consumers will think that all your products are not good! Your refrigerator If it’s not done well, consumers won’t say that Wanzhong’s refrigerators are not good, but fans are good, but they will only say that Wanzhong’s products are not good! Coupled with the instigation of people’s hearts, it’s hard for us to turn around!”

I said impatiently: "Small household appliances have a solid market foundation, and their annual sales volume has always been ranked among the top three in the country. There are other reasons! Have you investigated the latest market pricing? Have our competitors significantly lowered prices, or have they launched any new products?"

Bao'er shook her head and said: "No, I have also found other reasons. There is no major flaw in the quality of our products. In the past few months, there have been basically zero complaints. The after-sales service has always had a good reputation. As for the new products , if there is no revolutionary innovation, it will not have such a big impact on us!"

I thought for a while and said, "That's because we have an internal problem. Has your sales team changed recently?"

Bao'er shook his head and said: "No, a few sales executives have left, and a few more have been transferred. This kind of thing happens every month, every year, and it's not surprising at all. Besides, they can't take away any customers. It’s direct sales, not channel sales, at most the sales of a few stores are not good, and it won’t involve the whole country! The problem is not here!”

I hummed and fell into thinking again.

Bao'er tentatively asked me: "Have you never felt that this refrigerator caused a chain reaction? Don't underestimate this refrigerator. It seems to be a failure of a new product, but this will have more serious consequences than imagined. It will make consumers feel bad. Our product creates mistrust! I think that's the main reason for the problem. I think you should really think about it!"

I lit up a cigarette in a mood of irritability, and Bao'er persuaded: "Smoking less, I found that you have been smoking more and more frequently recently, is it true that a pack of cigarettes a day can't stop you now? Besides, you are not I can’t afford it, why don’t you smoke some good cigarettes? I think the people below me are already smoking hard China, why do you still smoke King Furong all day long? When a person reaches a certain status, the quality of his stuff has to be improved. This is not formalism, but necessary! Although, when you reach this position, you may no longer need to show off and save face. However, you have to think about others. It’s like you have been driving that broken Audi now, It’s not that the car is not good, it’s just that after such an accident, you should change to a better car. The people below you are embarrassed to buy a good car. My boss only drives an Audi. I can’t drive a car that is more expensive than the boss Right? You smoke Furong Wang every day, do the people below you dare to pass you Zhonghua? You obviously have the spending power, why don’t you spend it? Are you thrifty? I think it seems that you are not generous! Flowers, I'm not telling you to spend them indiscriminately, you still want the things on the outside!"

I snuffed out the cigarette in my hand and said, "Isn't it about sales? Why did you mention cigarettes again!"

Bao'er explained: "It's all the same reason! You say that you always smoke Zhonghua, and occasionally a Furongwang. People may think that this cigarette must have been given to you by someone else. If you have always smoked Furongwang, occasionally If you take out a Chinese cigarette, people may think that it is a counterfeit cigarette. Our Wanzhong brand is the same. It has always been high-quality, high-quality, with the best accessories and the best products. Although a failed refrigerator came out this time, it was only an occasional phenomenon, but if this continues, consumers will think that we, Wanzhong, have always been smoking Furongwang, but it is just an illusion, telling others that we are smoking The Chinese ones, in fact, they are given to others as Chinese ones, but I only smoked the Furong King's! Do you understand what I mean?"

I nodded and said: "Understood, you are saying that this refrigerator incident will mislead consumers to think that we have been doing false propaganda, and our products are not as good as we boasted! At least they are not as good as other manufacturers. The difference is too big, the only difference is that our advertising is good, not the product!"

Bao'er hummed and said: "That's the reason! Once we are really positioned by consumers in this way, it is conceivable that our air conditioners will have no advantage at all. They are expensive and the quality is not good. Then Then we will be powerless!"

I asked: "Looking at the current situation, do you have any good solutions? Can you eliminate the negative impact of this refrigerator incident as soon as possible?"

Bao'er shook his head and said: "PR is definitely necessary, how to say it depends on their PR skills! Also, it is necessary to make a new product. It cannot be said that it will compete with Yingke, but at least it cannot Lost them so much!"

I groaned and said, "It's really a mistake that will cause eternal hatred. I didn't expect such a consequence! What you said is very reasonable. Once the grade is raised, it is difficult to come down! Once the grade is lowered, people will I believe that you are actually using low-grade things, just to show off! However, this product may not be available for a while, have you seen Yingke’s refrigerator, there is no defect, it is a solid and good product Products, how to fight against the courts?"

Bao'er smiled and said: "I found that you have changed, and you have become able to listen to other people's opinions. It seems that this time the blow to you is indeed not small! Has your self-confidence also been hurt?"

I smiled and said, "I've always listened to other people's opinions!"

Bao'er shook her head and said, "That's really not the case. Wenhua and I have discussed this issue. On the surface, you can listen to anyone's opinion, and you listen carefully and sincerely, but you are very twisted in your heart. Stick to your own ideas. Let’s talk about cigarettes. How many people have suggested to you? Have you heard of it? How many cigarettes are in your tobacco and wine cabinet now? Never smoked!"

I smiled and said, "Why are you talking about cigarettes again? Is it okay if I quit smoking?"

Bao'er snorted and said, "Can you quit smoking? Then I can quit eating!"

I said cruelly: "Don't you believe me! I've made up my mind, I'll go to the gas station tomorrow to find a part-time job, and I'll find me at the gas station in the future if I have something to do! See if I can quit!"

Bao'er laughed and said, "You are cruel enough to yourself, but I still don't believe it!"

At this time, He Jie came in with a bunch of documents, saw Bao'er and I talking and laughing, and said: "Bao'er, you came in time, our President Chen hasn't laughed for a few days , the face is so long, no one who works here dares to enter his room, and he dare not breathe outside!"

Bao'er smiled and said, "Sister He, you're exaggerating. Who doesn't know that Mr. Chen has a group of female soldiers under his command. They are all extremely tough, and Mr. Chen is a doormat!"

He Jie put down the document in his hand and said, "That's our Mr. Chen, who is sympathetic and magnanimous, and doesn't have the same knowledge as us!"

Bao'er snorted and said, "I think the childlike innocence has not faded away, and the lust has resurfaced?"

He Jie joked, "How do you explain this?"

Bao'er smiled and said, "At first I wanted to say that he was never poor, but he is not poor now, but from the incident with the refrigerator, it can be seen that he is still a child at heart!"

He Jie said with a smile: "The summary is in place! I have brought over all the data on the low sales of Wanzhong over the years. Let's summarize it today and see what causes it. We can avoid detours in the future!"

I nodded my head and said, "Yeah, so that we can learn from the lessons and never make the same mistakes again!"

I really quit smoking, completely quit smoking.It's been... two days without smoking.

Whenever I stay up late, I feel hungry and thirsty, and I can’t help but want to grab a cigarette. I have lost the cigarette, and I don’t even have a lighter at home. Although I repeatedly make excuses for myself, I just smoke another one. One a day is enough, and I quit slowly, but I still hold back.It's not how strong my belief is, but because I can't find a cigarette or a lighter at home.

When I got to the company, I strictly forbid everyone to smoke in my office. In fact, if I don’t smoke, I don’t want to. I’m afraid that someone will smoke in front of me. I can’t stand it.

He Jie persuaded me several times, telling me to quit slowly, saying that if I quit all at once, my body would be affected.Nicotine numbs the brain and heart of the human body, and the human body is dependent on nicotine. Cutting off nicotine for a short time is like cutting off the power supply. Many body functions will decline, and it will also lead to high blood pressure and heart disease!The body will also become obese.

I smiled and said: "This is an excuse for those who have no perseverance and will not be firm! Smoking is harmful to the body, it is certain! It is better to not smoke than to smoke! Don't persuade me, you I should also quit, after all, such a big boss is still a woman, and she always smokes in front of others, and her image is damaged! I will take it as a lesson for myself, and remind myself of this refrigerator incident!"

He Jie shook her head and said, "I never thought about quitting, but I smoke a few cigarettes a day because I'm afraid of bad breath! I don't think anything else! Seriously, Wang Hetong went to the R&D department , These days they are thinking about improving the refrigerator again. He proposed a new concept, a built-in refrigerator. I think this idea is good, you might as well go and have a look, I have brought you the design diagram!"

I looked at the design drawings curiously. It is actually very simple. It is to thin the outer shell of the refrigerator and use the heat insulation of the wall itself to replace the insulator of the refrigerator. Of course, it is only a part, so that the occupied space of the refrigerator can be greatly reduced. , to free up more space for users with small home areas.

I thought for a while and said: "The idea is good! But, can this achieve the effect of temperature control? Also, can you guarantee that every resident has a wall for you to insert?"

He Jie nodded and explained: "This mosaic is a concept. If there is no wall to inlay, we can inlay it in wooden furniture! The most important purpose is to let our refrigerator keep the same volume. Reduce the space ratio!"

(End of this chapter)