After graduating from Wang Bin University, he worked in a food production company. Nowadays, he has been on the road to work for a long time. From the time when he graduated, his colleagues liked to call Xiao Wang, who became the old king who used to call the company. Wang Bin thought that he had "buried" for eight years. During this period, although Wang Bin’s title and title have changed from time to time, his position as a marketing person’s professional imprint and logo has not changed much. He still has reached the secondary business representative who has been reached many years ago. He looks at him more than him. Colleagues who are still young have been promoted to the position of regional manager and provincial manager. Wang Bin has regained his footsteps. "The sound of the waves is still there." To this end, he is very distressed, very confused, and even confused, but in this regard, he is unable to do anything else. Why did Wang Bin have this phenomenon of "originally standing 30, but not standing up"? In the words of his colleagues around him, it is Wang Bin who is too "dead" and too lacks the ability to comprehend people. Repair Parts,Sony Z1,For Sony Z1 Lcd Mek Trading Co., Limited , http://www.betopdigital.com
Wang Bin has worked in this food company for so many years. Unfortunately, he never took the initiative to report to the direct leadership, and he did not communicate well. He ignored the interpersonal relationship. Over time, the leaders and colleagues thought that this person was alone. It is worth cultivating and making friends. Secondly, in the position of work and customers, Wang Bin always seems inappropriate. When the market is in the early stage of development, he should not, when the market is mature, he should not want the policy, he is vying for As a result, the leaders left a stubborn impression of being stubborn and partial to customers. Afterwards, they had little knowledge of marketing and market operations. They have been “sinking down†and have no idea of ​​their own. They lack understanding and grasp of the market and do Since the market is not ignorant, not "dead" or "live", so that most of the markets he is responsible for are "not stunned" and there is no big improvement. Therefore, leaders and colleagues agree that his qualifications are "old". However, the experience is not "old" and lacks comprehension and courage.
The opposite example is Wang Bin, a small "teacher" of Wang Bin. He graduated less than three years ago. Now he has already achieved the position of manager of the district. Leaders and colleagues have evaluated him smart, capable, insightful, and marketable. The grasp is more transparent, and the customers and subordinates appreciate and admire him. The company has now trained him as a provincial manager. They are all graduated from college, and they all work in one unit. The result is very different. In fact, all of this is due to comprehension.
Whether the marketer has the ability to comprehend, will have a profound impact on a person's career, just like Wang Bin and Li Gang in the case. The size of comprehension is not only related to their personal career planning, but also involves a The bright future of the personal development prospects of a marketer in a field is still bleak. Therefore, the insight of marketers is crucial for personal career growth.
So what is comprehension? What kind of role does it play for marketers? How should marketers develop their comprehension skills?
The author believes that comprehension is the specific expression of the marketer's full understanding of one thing, correct judgment, and the degree of scientific control and reasonable decision-making. In other words, as a marketing staff, you must be able to accurately grasp the internal and external environment of the company, scientifically judge, so as to adjust yourself in a timely manner, and actively take measures to make things develop in the direction of benefiting enterprises and individuals.
The level of comprehension of marketers has largely determined whether a marketer can stand out in the marketing army of strong hands like Lin, and achieve impressive sales performance and space. The best in the field of sales, there are some people who are superior in their understanding. They are able to get along with each other and get a good platform for their performance. In fact, this is not unrelated to their deeper comprehension. Abandoning comprehension, the personal development and growth of marketers will become a source of waterlessness.
So, how should marketers develop their insights? The author believes that to cultivate the comprehension of marketing personnel, the key to do the following four points:
First, grasp the national economic policy, industry environment and development trends.
To cultivate your own comprehension ability, you must not only be familiar with the relevant national economic laws and regulations, the industry environment, but also understand the future development trend of the industry. Only by grasping the above macro policies and economic situation, can we accurately judge and profoundly comprehend and make Scientific and reasonable decision-making. In real life, we can often see some operating cases that do not look at the big trend and “countercurrent†and cause failure. Therefore, recognizing the situation and grasping the “great climate†is the basis for the cultivation of comprehension.
Second, in-depth understanding of the company's corporate culture, humanities background, operation and development overview and so on. Through the understanding of the enterprise's strategic planning, business ideas, operation status and other small business environment, grasp the company's development pulse and future direction, deeply understand the leadership intentions, and timely adjust their development and operation ideas. In the actual work, some marketers do a good job. They not only bow their heads, but also look up the road, and always maintain a high degree of consistency with the enterprise and the decision-making level, so that they are “favored†everywhere and avoid the “Southern and Northern†style. The direction is wrong. This is the basis for cultivating comprehension.
Third, close to and grasp the market, cultivate their own perception of the market. As a marketer, in order to cultivate and enhance your comprehension ability, you must also understand the market situation. In the work, it is to understand the trend of this product, competing products, price, channels, promotions, etc., to understand its trends, to try to figure out its strategy, to see the micro-intelligence, "to decide and then move", so as to realize the response and solve The tactics and methods are used to achieve the goal of knowing oneself and knowing each other. Accurate understanding and reasonable inference of the market is the key to fostering comprehension.
Fourth, learning and innovation, strengthen their rational grasp of the market. Marketers must improve their sensitivity to the market, deal with the flexibility of the game and the innovation of the strategy by continuously learning the comprehensive disciplines of marketing, marketing, management, psychology and so on. The story of "selling a comb to a monk" is to show four different sales endings through the relationship between innovation and understanding. In the ordinary sales promotion work, we must learn the advanced operation concept, serve the market in time, and connect the theory with the reality, constantly use theory to guide practice, and use practice to perfect the theory. Specific to the operational level, it is able to grasp from the market of competing products, to understand its essence, through its own learning and understanding, "to its own way, to rule its own body", unexpectedly, attacking it, not constantly Innovate, so as to achieve the purpose of inferences and triads. This is the source of cultivation of comprehension.
Comprehension ability is the foundation of a marketing staff in the field of marketing. The foundation of development, the salesperson can only have a strong comprehension, in order to gain insight into current affairs and command in the increasingly fierce and complicated market competition. In order to keep changing, we will face the "war" of the smoke-filled market, profoundly comprehend, calmly cope with and always make ourselves invincible.