Do not understand planning, can only be marketing by others

Food, clothing, housing and transportation, we are being marketed by others at all times. Why is our own product difficult to sell? When others market you, Fan Zhifeng told you that as long as you master the plan, the same marketing to others. You can't be a must-have item or you can become a “must-have item”. Why would you go for foot reflexology? When will you be marketed as a “sub-healthy” person? When you attend training, you are already being marketed. You do not understand planning, of course, you can only be his marketing, participate in his (her) XX in-house training course, your UnionPay card will be brushed.

Skill training was mastered by the master

Please remember that sales skills must be practical and practical, after participating in numerous trainings. When the master's "XX theory, XX model" training dizzy. There are several theoretical themes, the theory, the model, the cutting marketing, and the refined marketing. These are the self-packaging of the training session masters. Detailed explanations are provided in the context of the “background planning of product marketing planning programs”. To put it plainly, you can also pack, it is very easy, real experts do not have too many "theories", are practical experience and success stories.

After participating in the internal training of XX experts, many business owners themselves are difficult to understand, and employees are also difficult to understand. In fact, business owners and marketers should participate in product planning training to make themselves and enable employees to master planning. Only the business owners and marketers who understand the plan can do a job in the market, so that their products can speak and quickly sell the products.

When it comes to marketing, many companies will hang out two necessary conditions when recruiting marketers:

Have a certain network

Shi Yuzhu’s marketing network is big enough. When he recruits people, he may not ask for this. Why? Because his team is master planners, of course, including himself as a master planner. Requires a certain network, which itself is a misunderstanding;

Must have a certain contact

Human relations are good and relations are good. Once relations with interests are linked, this relationship and human nature are naturally far away from you. We are not living in an era of “unfortunate rumors,” and it is a realistic and very cruel economic era. Employees can help companies spread their products out of their own relationships. When employees leave, they can also withdraw products. The “relationship” employee is a timed**. To change the mind, transfer employees to a strange market and how to solve it?

Incentive training, training a bunch of "dreaming" people

Encouraging employees is important, but what is more important is practicality. Business owners themselves participate in training, or provide employee benefits, so that employees go to participate in training, what is the ultimate goal? It is to better sell products and create more practical benefits. From this topic, how many people are willing to spend money to participate in training? However, many people who participated in motivation training have come back to become “successful” people who are highly motivated but have fallen in love with “dreaming”. Extract some "incentive" discourse:

Selling products is better than selling yourself!

Companies don't have much time for you to sell yourself and sell yourself. It takes time to settle. In today's society, it may not be a matter of days before someone believes in you. Of course, we don't rule out the form of "under the squat," and do you dare to ask employees who don't even treat the most basic personality correctly? If you want to point to benefits, you might be able to do something on some day.

Say to yourself every day to succeed!

When I said I was successful, would you wake up and wake up? When you say these things to yourself, it's more practical to organize yesterday's experience and plan your work well today.

In turn, this unrealistic cry has succeeded several people?

To succeed, start crazy!

When your employees are going crazy first, what do you think about it? How does a madman sell products? The next free report company on TV may be your company;

I want to succeed, I will be successful!

Everyone must have dreams and ideals. However, Fan Zhifeng reminds you, do not imagine that success is slowly accumulating, down to earth, not shouted. These motivational trainings had already passed away as early as N years ago, Chen Dahuyou, of course, killed many people.

Every marketing person must understand the plan

A marketer who knows about planning is a marketing team that rivals his opponent. Like Qian Xuesen, the Americans said he is in the top five divisions. Shanghai has a home planning company to use this sentence to evaluate their own planning, showing how important planning. Fan Zhifeng reminds the majority of entrepreneurs that as long as your company is not an OEM factory, it is best to increase training programs for “product marketing planning programs” when training for employees. Let the marketing staff master the basic elements of planning, according to the market at any time. The frontline of the market is not necessarily a planning expert, but we must understand the following basic planning elements:

Product Marketing Concept

Fan Zhifeng's viewpoint: In the product planning industry, the concept refers to the core point of communication. In Other words, what core content do you disseminate to the purchaser of the product?

Marketers master the elements of the concept of product planning, have new products on the market, and concentrate all marketing personnel, not less than the results of planning by large planning companies, because these marketing personnel are from the frontline of the market and know best what the market lacks. .

Product crowd positioning

Fan Zhifeng's point of view: People who buy products are not necessarily those who use the products, those who use the products are not necessarily those who buy the products, and those who buy the products are those who use the products.

Cantonese people use gifts for their own products. Other markets may not be like this. They may also buy their own products. Marketers who master this skill have the ability to analyze the crowd.

Product Marketing Background

Fan Zhifeng's point of view: The role of background in product planning is an emotion that allows consumers to identify with you, recognize you, and trust you. The background is still a story that lets consumers like you through stories and buy products!

When each story happens around, does the sales of the product still worry about sales? Marketing personnel can master the background planning techniques and can plan out: “Background stories happening around them”. At the same time, the background is also a 6-character mantra of investment planning, mastering background planning, and investment planning solved 1/3.

Product function positioning

Fan Zhifeng's point of view: A project or product, quasi-function, and some people rush to pay.

The big cities have been exhausted, and the small market may be very magical. There is a market. Marketers who master this skill can find the best entry point for the market.

Product advertising language

Fan Zhifeng's point of view: Advertising slogan does not need to pursue creativity, creativity is the self-entertainment of the advertising person, and it is the greatest harm to the enterprise.

The slogans used in the first-line market use the second and third tier markets, and it is difficult for the people to understand. Therefore, marketers must master this ability, have the ability to plan for the product out of a local people like to "twist the tongue" to say maybe, after the household name, do not worry that the ads have no effect.

Product News Hype

Fan Zhifeng’s point of view: Many companies have no good opportunities to use media advertising in the provincial market.

As long as your marketing staff understands this technique and deals with regional media, according to the amount of advertising, the media is required to help the product with free news, and it is better to report it for free. Also, the speed with which news is reproduced on the Internet is astonishing.

Product channel planning

Fan Zhifeng’s point of view: As long as the product can be sold, what is the relationship between selling it and selling it? Do electronic products have to be sold on supermarkets? Audio products do not necessarily need to be sold in bookstores. Channels for selling products can be Alternatives. This tests the marketing personnel's marketing skills.

Product strategy

Fan Zhifeng's point of view: Each product has a virtual reality, virtual: there is no direct use of value, real: only the value can be used;

The actual value of the product cannot be changed, but the "virtual" value can be changed by the marketing staff at any time. A collectible can embody “transmission” in one place, “town house” in another area, and “memorial XXX”.

Product marketing commitment

Fan Zhifeng's point of view: the product must promise, the promise is to break through the payment of the last one to the psychological defense!

The South is more realistic and the North is relatively sensible. The intensity of commitment will be different. When marketers grasp the promised heat, they grasp the strength of the promise and overcome the last line of defense.

Product Communication Strategy

Fan Zhifeng’s point of view: newspapers, television, networking, events, visits, outdoor events, leaflets, telephones, conferences, magazines, movies, and TV shows are all channels of communication.

The dissemination cost of each region will certainly not be unified. Marketing personnel have mastered the communication skills and can achieve the maximum dissemination effect with the least cost, the greatest gain, and the limited cost.

Understanding the planned employees has 6 major help for the company

Training terminal distributor

The communication between the marketing staff and the terminal distributor is mainly based on product knowledge, but the degree of understanding of the product by the marketing staff is not as well as the company boss and the planning is deep, which will result in the problem of insufficient product knowledge. Mastered planning skills, even if it is not a product planned by marketers. Relatively speaking, knowledge of product knowledge will be in place.

Deeply convince agents

Understand the planned marketing staff and master the skills. Can deeply persuade agents, and communicate with agents in detail about product concepts, marketing models, profit margins, various “backgrounds”, whether marketers are people who paint cakes, or those who make cakes, and who are also selling cakes. Why do companies not want to cooperate with such companies?

Answer consumer questions

According to the market first-line plan for the product in the market area, self-planning and execution. Brains and hands, marketing staff understanding of the product will not pressure the product inventor. Respond easily to any questions raised by consumers.

Training first-line promoters

Promotions are very thorough on the psychological understanding of the payroll, but like terminal distributors, there is a lack of training on product knowledge. The interest, actual value, and "virtual" value of the product are not understood, and there is inevitably misunderstanding. Marketers who understand planning can always train.

Executable solution

The company's headquarters are doing big projects, often encounter confusion in the implementation of the market. Fan Zhifeng believes that it is absolutely necessary for marketers to understand the planning. In the past, the generals who smashed were each master of planning. If every battle had to be approved by the headquarters, few people could win the battle. Everyone who knows about planning should be a general.

Transmission and Absorption

Headquarters training, the high awareness of 80% of the attraction, to the market line to the promotion, dealer training, and then 80%, and finally the first-line market is 64%, and this is a very savvy. If you are a little too weak? Fan Zhifeng believes that if the marketing staff understands the planning, the planning of the headquarters and understanding of product knowledge is certainly 100%, because after the market, the marketing staff will plan the second time, and they can plan, perform, and train themselves. Anytime, anywhere.