In a marketing team, the more important factor is people; and as a leader of a marketing team, the more important ability that should be possessed is to recognize and employ people, and in the process of constantly identifying and employing people, Cultivate, hone and promote your own backbone to promote team harmony and prosperity.
However, the career of the backbone is rarely done once, and the wind has set sail, and most of them must be honed by the leaders to "bit their minds, work hard, be hungry, and empty." The foundation of the business. Similarly, it is really not easy to train a person. As a leader, it takes a lot of brains to cultivate your own backbone. The tossing of the backbone can also be used as a way for the "bosses", but This is ultimately due to a heavy responsibility for the backbone.
I was just tossed out. When I was a member of the sales force a few years ago, my manager, my current regional manager, was not smiling, and I didn’t talk to me. I stepped forward from a business person who didn’t understand anything. The sales manager; looking back today, his approach is correct, but at the time, it seems that he seems to have "quite hatred" to me, showing that he is painstaking to me, hateful, love The cut.
That year, it was a year of great change for our branch office. The former manager was dismissed because the market was dismissed from the headquarters. The market was ridiculous, and there was a lot of vitality under the pressure of the new manager. But the greater pressure is still the pressure of people. There are too few people who can stand alone, too few people can take on the heavy responsibility, and too few people can lead the war.
This is reality, what should I do? The manager decisively took a lot of methods commonly used by leaders---introduction, internal training, and rapid development of a team that can fight hard and win.
I first introduced it externally, then it was internal training. After many years of publicity at the headquarters, I was sent to be the brand manager and business director; the brand manager and business director was appointed by the headquarters, but my manager seems to have gone through the heavy lifting. Several times, and then under his series of toss, I gradually grew up.
Because when I was doing propaganda work at the headquarters, I was dealing with the sales branch, collecting information from the branch office, and then planning the event to promote it. So after three months of familiarity with the market, I basically understood the business development process, including the development of channels such as business super, group purchase, gifts, and joint promotion. Next, I started to do my best in brand work, and made several beautiful promotions in succession, which not only drove a big increase in sales, but more importantly, greatly enhanced the brand awareness of consumers and expanded our products. Market share.
Before that, I have been resting badly, because I just got into contact with sales and I don’t know too much, so the pressure is particularly great. But when I was able to sleep well, the manager gave me a deal. The cost of a large supermarket was too high, and I asked for a rebate from 4% to 3%. Because this supermarket basically occupies a monopoly position of high-end consumption in the local area, the conditions in all aspects are very demanding, and the rebates, festival fees, piles, ends, and management fees of promoters are all high, plus our own market. The reason, the supermarket is very unacceptable to us, which leads us to be very passive in many jobs.
Negotiations can be imagined and difficult, lasting for three months, I basically smashed a layer of skin, relying on this supermarket to "go to work", sensible, emotional, persuaded with data, the first few beautiful promotions It also played a certain role, this is the effect that has not been seen before, of course, supplemented by the driver of interest, finally talked about 2.8%. Of course, the conditions are exchanged. The supermarket requires us to have annual sales of 7 million yuan in the contract, otherwise it will be calculated according to the higher 5% step rebate. Practice has proved that our sales reached 9.5 million yuan that year, I still have a sense of accomplishment, this is a postscript.
On the day the contract was finalized, the manager was on a business trip. I gave him a telephone report. Of course, it was enthusiastic, but he was very cold on the phone and said to me without emotion that it was what I should do. Not satisfied at all; but the salesman who turned to the market with him later told me that the manager had a few drinks that night, very happy, I said: Why is he so tired?
A wave of flatness, a wave of up again. Next, the manager arranged me to go to a prefecture-level city to help the salesman develop the market. This market has been in operation for more than four years, and it has not improved. It belongs to the market of the branch, and it is a headache for anyone. It’s hard to come to a new salesman. The newborn calf is not afraid of tigers, but he has been “outside the lantern†for half a year. Let me go this time, there are many people waiting to see my jokes!
No way, I have to go, I have to go without it, and people have not given me room for maneuver. But once faced with the huge market, it is simply "the mouse bites the sky, nowhere to go," and the drums in my heart are not knocked. I can't sleep anymore.
The next day, I took the salesman to "sweep the street". It was a door to the door to send a business card, communication and publicity, trying to find a dealer in this way. After running for a week, the city basically ran all over, not only did nothing, but the salesman also did not do anything. The manager of "Heart" told me: Do it yourself, if you can't do it, please give up automatically!
This time has stirred up my anger: I am too young, I will not look like you can see it! In the next few days, I was running by perseverance and constantly looking for breakthroughs in the market. Ten boxes of business cards were sent out. I was lying on the bed of the hostel. I had no sleep for a few nights. The six gods had no owner, hated themselves, and hated the manager.
"The sky is not worthy of people." My phone finally rang. I wrote a sentence on the book: The phone rang, the gold was two thousand, and I got up and killed the battlefield. After a series of negotiations, inspections and verifications, I finalized a dealer. That year, this market did 820,000. After four years of hard work, it achieved 5.3 million last year. One step at a time, it was done in a down-to-earth manner.
I went back to the central market and continued to be my brand manager and business director, and the manager smiled hard. But in the future, he still often nits my job, and still has strict requirements. The big toss is gone, and the small toss is still constant. Fortunately, I have become accustomed to his practice and do my best to do my own job.
Until the end of that year, at a morning meeting, the manager said: Once a person gets the dependence of the boss, not just trust, then he should be promoted. Wang Jiangwei has done it. It turned out that he had received orders from the headquarters and transferred me to another branch to prepare for the second year.
For my manager, from the initial conflict with me, to the later execution, to the later acceptance, to the later trust, is also a process of recognition for me to toss. Now, I am also managing a marketing team of more than a dozen people. I also apply his heavy responsibility to my team building, with great responsibility to train my team members and develop me. The backbone of the team helps them plan their careers and design their blueprint for the future.
Of course, my tossing of the backbone is also a practical trick. I feel that you have cultivated value. It is used arbitrarily, even cruelly, so that he is always under pressure. During the crisis, he always stays strong. Fighting, until he can take on the heavy responsibility; and some business people are eliminated in the end because the boss can't stand the slightest toss him, so the boss will not toss him, the later result must be "this, salute".
Chairman of the Yili Group Pan Gang said: “Innovation can make a company strong, and responsibility can make a company lead to greatness.†So for the manager, it is the responsibility, the responsibility, and the stage.