1 minute to grab the customer's marketing coup

Chapter 1 Identify Your Role: Salesman (1)
People keep calling back, making appointments all the time.It's just that they didn't answer your call, and they didn't make an appointment with you, the salesman.

——American marketing guru Jeffrey?Gitmer

1.Marketing is the delivery of value

Pass through the bookshelves of the book building that seems to be in order but is more like a maze, and hurried to the marketing bookshelf, and put aside many true and false "marketing bibles", or have unique insight or coincidence Pick up the title "Quick Deals: Marketing Coups to Grab Customers in 1 Minute", which seems to have an interesting name, and then touch the texture, look at the cover, scan the catalog, turn to this page, and insist on reading the previous few chapters. You who write some cloudy words, I believe you must be a "prospective salesman" (I have been doing marketing for some years, and this time I came to the bookstore to recharge my batteries and improve my professional level) or a "prepared salesman" ( I haven’t really started yet, and I’m going through the initial stage of “Street Sweeping” marketing; or I can’t help the temptation of Brother Kong Fang when I look at my classmates and friends who are doing marketing with a lot of money around me. "Salesman!
Because at that level, there is no need to read any "tangible" books, it is already a trick to win, "the world is full of my heart"!

So, while you may be a veteran of the industry and a hero of the company, marketing is an industry that is updated faster than antivirus software, and you don't necessarily really understand it.Does marketing mean selling products and services with one mouth?
Although it is said that "interlacing is like a mountain", but you who are already "in this mountain", do you often scratch your heart and sleepless nights because you can't sign the ticket?

Perhaps, it is precisely because of "being in this mountain" that "doesn't know the true face of Lushan Mountain".This is like what we know about ourselves. Have you really known yourself?It is precisely because we look at problems and think about things from the perspective of "I" all the time, so we often forget to take care of others and make overall plans because we are trapped in ourselves.So for your role - salesman, you may not have been sure and figured it out.

In this section, let's not talk about salesmen, let's take a look at this industry as a whole: what is marketing.

What exactly is marketing?

Many people think that marketing is a "special" job done by some "special" people:
A man must have a handsome appearance, be in a suit and leather shoes, be eloquent, be able to speak from both sides, be able to drink, punch, sing and dance...

The appearance of a woman must be ashamed of the flowers and the moon, the geese and the fish, the charm, the eyebrows and the eyes, and the ability to throw herself into her arms, eat and drink with her...

This kind of old concept that marketing is to eat, drink and play with you has a very shallow understanding of marketing, and you have not even started it at all. It is mostly hearsay and imagination, which is not worth mentioning!
First, the three schools of marketing
For marketing, people in the industry are generally divided into three factions:
Scientology

This school believes that marketing is a science.Because marketing is a summary and generalization of the experience of marketing activities of industrial and commercial enterprises under the conditions of modern large-scale production and commodity economy, it clarifies a series of concepts, principles and methods.These abstract principles and methods derived from years of actual combat have been very effective in guiding the development of corporate marketing activities.

Jeffrey, an authoritative expert in the field of marketing and customer service?Gitmer takes this view.He organizes more than 150 training programs and marketing meetings for companies such as IBM, AT&T, Coca-Cola, Hilton Hotel, "Enterprise Magazine", Siemens, and Xianda every year. He is the author of the marketing column "Marketing Strategy", which is published in the United States and Europe. Published in 85 commercial newspapers in China, with 350 million readers every week.Based on years of experience in the industry, he has written a series of best-selling books such as "Marketing Bible", "Red Book of Marketing", "Black Book of Personal Connections", "Golden Book of Positive Mindset", and "Green Book of Unimpeded Travel".

In his most famous book "Marketing Bible", he said: I can't tolerate the statement that "marketing is an art" the most.This is simply nonsense!Marketing is a science.It is a reflexive series of repeatable words, sentences, and ideas that drives a potential customer to make a purchase.Like science, it requires experimentation to determine the most workable method.

art school

Next we look at Gitmer's "least intolerable" view of the school of art.

The art school believes that marketing is not a science, but an art.

Because real marketing is not just sitting in a room and doing research and learning quietly by yourself, you have to deal with every specific person.Just as a good work can represent the style and temperament of an artist, the successful completion of a project also reflects the marketing level and professional attitude of a salesman.In the whole marketing process, what you sell is not only the product, but also yourself (if the customer does not even accept you in front of him, how can he accept the products you provide), including your style, attitude, mental outlook, etc.

Therefore, the art school believes that marketing is not a science, but an art that teaches people how to make marketing decisions and how to deal with people.

Moderate

As the name suggests, the moderates believe that marketing is not only a theoretical science, but also a kind of behavior and art.

Moderates believe that marketing is not entirely science, nor is it entirely art, sometimes biased towards science, sometimes biased toward art:

When collecting data, try to use scientific methods to collect and analyze, at this time the scientific component is relatively large;
When the final decision is to be made after the information is obtained, the element of art is a little larger at this time—since it is mainly based on the experience and subjective judgment of the parties involved, it is art at this time.

After reading this, some readers may be in a hurry: you say so many schools, that school, so many empty theories and concepts are useless, only can really solve the actual marketing problems I am facing now. Just do it!
Speaking of which, I will get to the point.For any problem, anyone can put forward a point of view based on his own understanding, as long as he can justify himself.Therefore, there is no point in the dispute of opinions. What is the unquestionable and irrefutable fact is the crux of the problem.

This is like seeing a deer in the zoo, and then we point it to the children who are not in preschool and say, "Look, a deer, how beautiful!"

But the kid looked at the deer, and then frowned at you: "Where is the deer, it's obviously a horse!"

Deer and horses are "viewpoints". In the eyes of most people, it is a deer, but some people think it is a horse.We say it is a deer because our human ancestors named this animal that way.As for children who don't have much knowledge, concepts, or instilled "stereotyped" ideas, he can certainly say that it is a horse.Both deer and horses are established "viewpoints", and the living and living animals are the "facts".

So, what are the "facts" of marketing?

Second, the "facts" of marketing

When it comes to the "facts" of marketing, we should first make it clear that marketing is not just an activity or behavior that takes place in business. In a broad sense, marketing is everywhere in life, and we encounter marketing all the time.

In the 2008 U.S. presidential election, Obama successively defeated the powerful opponent Hillary?Clinton, John?Keynes became the first black president in American history.Why can he defeat a stronger opponent than himself?Does he have any secret weapons that no one knows?
The presidential campaign can actually be seen as a marketing battle. Any company in the world can learn something from Obama's presidential campaign.

Hillary?Clinton benefited from being with husband Bill?Clinton's marriage, with the title of "First Lady", became the most famous woman in the United States; John?Keynes is an extremely well-known war hero and a remarkable senior senator; Obama seems to be full of disadvantages, not a natural "quality product", has been unknown before, younger than any opponent, and is a black man .

But whether the "product" is good or not is often not the dominant factor that determines success or failure, because marketing war is a battle of cognition, not a war of products!Therefore, none of the above is important, what matters is whether your marketing strategy is accurate.

In marketing theory, there is a key principle: to choose a simple and unique concept (vocabulary) of "what I have, what my opponent doesn't have, what the market needs", and keep repeating this vocabulary, combining yourself with this Vocabulary is locked, and then this vocabulary occupies the customer's mind.

Obama's marketing strategy is one word: CHANGE (change).

Every speech, every press conference, every meeting with supporters, there must be the most striking sign on Obama's podium: change we can rely on.

The key to marketing is to occupy a word.Why did Obama succeed in the election?The first is the success of the marketing strategy - change.No wonder the authoritative American marketing magazine "Advertising Age" selected Obama as "2008 Marketing Master"!
By constantly shouting the English word "CHANGE", Obama conveyed his own value very accurately-I am the reformer you have been expecting for a long time to turn the tide (of course, although it turns out that he is not the one who turned the tide However, the "inaction" after taking office is beyond the scope of this article. We want to prove that his success in the election is due to the success of his marketing strategy)!

Through this example, we can find that marketing is the delivery of value.

In marketing, people will accept you only if you pass on the unique value that customers need, which you have but not necessarily possessed by other competitors!In this presidential election, Obama's customers (voters) are eagerly looking forward to a Franklin like?A "pioneer president" like Roosevelt; and Obama's identity as a "colored person" also fits this theme-the first black president in American history.As a result, the marketing slogan of "CHANGE" gushed out of Obama's mouth in front of customers who were looking forward to "the moment to witness the miracle".

Another example is Han Han, who is known as the "standard bearer of the times". The value he conveys to everyone is "independent thinking, civic spirit, and common sense dissemination."If he is also like Guo Jingming "I love hype, not writing", then he is not the Han Han in our eyes.

The very popular VANCL Eslite chose Han Han as its brand spokesperson, because it hit the "key point" of Internet culture.Han Han is the target audience (generally the new generation of "post-20s" and "post-35s" aged between 70 and 80 years old. These people have grown up with the Internet, and their media contact habits are mainly computers and mobile phones. They are also constantly connected with the Internet in their work and life. They are active in social networking sites, forums and other online interactive platforms. He is a public figure with relatively few endorsements. He is sought after by netizens because of his sharp writing style, independent personality, and sympathy for disadvantaged groups.Its "distinctive and civic spirit" image coincides with the theme of "popular fashion, civilian fashion" that Vancl has always advocated.Han Han's personal image fits perfectly with Fanke's corporate culture. The "Fanke" based on him is real, natural, and non-instructive, which fits the Internet culture of freedom, democracy and entertainment first.

With these examples and so many reasons, it is just to illustrate one point: marketing is not a matter of simple transactions, it is not even a matter of product quality or after-sales service. Marketing is a matter of your identity, your attitude and your attitude. It is a question of success; it is a question of the extent to which you are willing to take responsibility and help others, which ultimately helps you; it is not a philosophy or a strategy, but a Philosophy of life - a philosophy of life that benefits others and goes hand in hand with self-interest, first conveys the value that customers need, and then realizes its own value step by step.

2.Nothing Happens Unless Marketing Happens
We mentioned above that marketing is the delivery of value and a philosophy of life.This is a generalized and profound statement, talking about the essence of things and the "facts" of marketing.To put it more simply, clearly, more "daily", and more popular, marketing is actually the process of introducing the benefits provided by products to customers to meet their specific needs.

Commodities, including tangible products you are selling and intangible but very important services you are providing; meeting specific needs of customers refers to the fulfillment of customer wishes or the resolution of specific customer problems.And this kind of satisfaction or solution depends on the benefits provided by the product, so there is a popular saying in the marketing field: what customers buy is never a product, what they buy is the profits and benefits that can be brought by the product.

For example, some customers buy sunglasses for the sake of being cool; some are afraid that the sun will be too strong, and that squinting will easily increase the wrinkles at the corners of the eyes; It’s inconvenient to go out... Everyone’s special needs are different. No matter how cool the shape of the sunglasses is, if the color of the lens is more transparent, then the benefits of being cool provided by this pair of sunglasses cannot satisfy the worries about wrinkles and the desire to cover redness. The latter two are the special needs of customers.So, in a nutshell, the definition of marketing is: find out the special benefits that the product can provide, and meet the special needs of customers.

Since it is a special interest, special needs, marketing is not eloquent, regardless of the target to explain the function of the product, so that customers have no room to speak.Without interaction, how can you grasp what the special needs of customers are?

(End of this chapter)