58 innovative plans for marketing

Chapter 19 Promotion Planning (3)
The third is reaction.Personal selling can make consumers feel a certain desire to buy after listening to the sales conversation. Even if they answer the salesperson with qualitative polite words such as "thank you", they feel the need to give the goods or services they are selling due attention. , and respond in some way to the purchase of a good or service.

thinking innovation
Personal sales, the key lies in people, a successful salesman determines the effect of sales.

Japanese sales master Ippei Hara pointed out that successful salesmen are often short in stature, with slightly less hair; their clothes are not expensive, but they are neat and clean, a little shy and not good at speaking.Their appearance looks more like a junior high school teacher, and they are easy to get close to and accepted by others.Therefore, as a salesman, the appearance is not important, but the internal conditions are important.

Successful salesmen are conscientious and hardworking.This industry, on the surface, is full of romance and hangs around entertainment venues all day long.But in fact, it is a very hard-working industry, and it is definitely not suitable for people who are greedy for comfort and freedom.Because the entertainment of salesmen is just a way of working, not the enjoyment of ordinary people.If you have to drink tea, lunch, afternoon meal, dinner and evening business entertainment with five or six different people every day, you will have to work at least ten hours from morning to night.No matter how you feel or how tired your body is, you still have to put on a smile, flatter and listen to some guests you like or hate. Is this "professional" entertainment or entertainment?
Successful salesmen must be self-disciplined.A salesman may go to entertainment places all day long, and may pick up some bad habits at any time.Generally speaking, successful people know self-discipline, they are good at drinking but not greedy.Although wandering around, the purpose is to find customers and opportunities.

A successful salesman must be self-motivated.A salesman must have a goal and go to work with great ambition.Once you have a goal, you have to work hard to achieve it.Because there is nothing free in this world.At the same time, you have to study harder, because science and technology and products are changing with each passing day. If you relax a little, you will fall behind.

Successful salesmen must have self-confidence.Be full of hope and confidence in your own talents.At the same time, we must be healthy, and our physical and mental state must be balanced, and we must not be depressed by setbacks.For any opportunity, strive for it without giving up, and face the difficulty bravely without escaping.

A successful salesman must have a fighting spirit.A salesman must have three basic psychological conditions, the first is fighting, the second is will, and the third is fighting spirit.The above three things are internal and no one can teach them.Only by constantly honing yourself in the real world can you have fighting spirit.With the fighting spirit, the goal can be gradually expanded, and the work will naturally be active and diligent.Everyone has the condition of fighting spirit, but they just don't have the opportunity to display it.

Practical points
Sales promotion To determine a reasonable sales promotion structure, the following are the most common:
1. Regional personal selling structure.This type of form is a piecemeal lump-sum structure that reasonably divides regions for salespeople.The advantages of this type of structure are that the responsibilities are clear, the geographical boundaries are clear, no repeated dispatching is possible, it is easy to inspect the performance of the salesperson, it is easy to mobilize the enthusiasm of the salesperson, and promote the establishment of a relationship with the customer, and the sales cost is relatively low.This type of structure is suitable for the situation where the enterprise has a single product category and a single customer category.

2. Product-based personal selling structure.This form is a marketing structure that divides labor according to product categories, that is, each salesperson is responsible for one or a type of product.This type of form is suitable for situations where the product technology is complex and the interrelationships between various products are not large.This division of labor is conducive to the salesperson's familiarity with the product and to serving customers.However, the cost of marketing is high, and the possibility of establishing a close relationship with customers is weakened, especially when a company sends two groups of personnel to a target customer at the same time to promote different products.

3. Comprehensive personal selling structure.If the company produces a wide variety of products, the target customer groups it faces are very complex, and the sales areas are very scattered, when designing the sales structure, it can only adopt a comprehensive structure.The comprehensive personal selling structure is the principle of "region and product", "region and customer", "product and customer" or "region, product and customer".

Scene reconstruction
1. Scenarios
32 years ago, the Brookings Institution came up with a topic: Please sell an ax to the President of the United States. On May 2001, 5, an American salesman named George Herbert successfully sold an ax to President Bush Jr.The Brookings Institution heard the news and presented George Herbert with a golden boot engraved with "The Greatest Salesman".

In the 2001 years before 26, many students retreated despite the difficulties. A few students thought that the current president lacks everything, and even if he lacks, they don’t need to buy it himself.Taking a step back, even if they buy it in person, it may not necessarily be time for you to sell it.

George Herbert, however, did it, and without much effort.When a reporter interviewed George Herbert, he said this: "I think it is entirely possible to sell an ax to President Bush Jr., because President Bush has a farm in Texas that grows Many trees. So I wrote him a letter and said: Once, I had the honor to visit your farm and found many cornflower trees growing in it, some of which were dead and the wood had become soft. I think you must You need a small ax, but judging from your current physique, this small ax is obviously too light. Therefore, you still need an old ax that is not very sharp. Now I happen to have such an ax here, it is my My grandfather left it to me, which is very suitable for cutting dead trees. If you are interested, please press the mailbox left in this letter and reply... Finally, he sent me 15 dollars."

After the success of George Herbert, the Brookings Institution said in honoring him that the Golden Boot had been vacant for 26 years. Over the past 26 years, the Brookings Institution has cultivated tens of thousands of millionaires. The reason why this golden boot was not awarded to them is that the Institute has been looking for such a person. Give up when you achieve it, and don't lose confidence because something is difficult to do.

Question: What was the key to George Herbert's success?
2. Role simulation
If you are a salesman for a new mobile phone, what preparations should you make in order to successfully complete the sales plan in the company's upcoming large-scale promotional activities?

3. Thinking Enlightenment
What strategies should an enterprise pay attention to when choosing a personal selling strategy?
4. Physical training games
Props: some paper, some pens.

Number of participants: 18 people.

Method: 18 people were divided into 3 groups, namely Group A, Group B and Group C, with 3 people in each group.Set up a specific scenario, Group A is a major customer, Group B and Group C are peer companies, and Group B and Group C implement sales promotion for the same product to Group A.

Rules: Groups B and C plan a personal sales plan for products within the specified time, and form a written report.After the game, Group A discusses which group's plan is complete and feasible, and which group wins.The time is 60 minutes.

Objective: Through the game, cultivate the game participants' ability to formulate personal selling plan.

5. Improve plan
Reference answer

1. Situational case: The key to George Herbert's success is that he did not give up because others said that the goal could not be achieved, and did not lose confidence because of difficult things.

2. Role simulation answer ideas: have a full understanding of the product.

3. Thinking enlightenment answer ideas: personal selling pays attention to strategies, and the following are more common:
Heuristic strategies, also known as stimulus-response strategies.It is to prepare what to say in advance and test the customer without knowing the customer's needs.At the same time, pay close attention to the reaction of the other party, and then explain or publicize according to the reaction.

Targeted strategy, also known as coordination - transaction strategy.The characteristic of this strategy is to basically understand the needs of customers in certain aspects in advance, and then carry out targeted "persuasion". When the "idea" resonates with customers, it is possible to facilitate the transaction.

Inductive strategy, also known as inducement-satisfaction strategy.This is a kind of creative selling, that is, first try to arouse the customer's need, and then explain that the product you are selling can better meet this need.This strategy requires salespeople to have high sales skills and close the deal "unknowingly".

Classic look back
Gene Ai Company is the core management organization of Sunset Beauty. It is committed to brand marketing and professional marketing, and is determined to be a professional biotechnology product marketing company. Therefore, in terms of brand planning and management, the company has a certain sense of avant-garde and forward-looking.Jienai Company implements a multi-brand strategy, adopts a brand strategy that is subdivided and segregated by consumer groups such as the elderly, middle-aged women, and middle-aged men, and has successively registered "Sunset Beauty", "Good Husband", "Your Madam", etc. Brand, currently the main promotion is the "Sunset Beauty" brand.One of their goals is to make the brand "Sunset Beauty" the favorite brand of the elderly, their own brand, and a dedicated brand for elderly health products. "Sunset beauty" is easy to associate with the benefits of the product: making the sunset more beautiful and making people healthier and happier in their later years.It also makes people easily think of the product's function and quality such as color: health care products for middle-aged and elderly people, bright red sunset, etc.In addition, "Sunset Beauty" is easy to read, recognize, remember, spread, and has a distinctive personality.

Since the positioning of "Sunset Beauty" is very clear, and the target customer group is the elderly, the brand identity was quickly formed.The elderly are a unique consumer group, some people call it the "silver-haired consumer group".This market has huge potential and is a growing market. In 2003, the elderly in my country accounted for about 10% of the total population, reaching more than 1.3 million. The "Sunset Beauty" brand has very rich cultural connotations: praising the virtues of the elderly, praising the contribution of the elderly to society, thanking the elderly for their kindness in nurturing their children, praising the happy, healthy and happy life of the elderly, and encouraging the elderly to "grow well". Learning, having fun when you are old, and doing something when you are old."Therefore, the "Sunset Beauty" brand can be quickly accepted, loved and spread by the elderly.

(End of this chapter)