dancer on the knife

In the spring of 2016, I felt extra "warm" because I signed an in-depth training order for a leading company in the building materials industry.For entrepreneurs, signing a bill is like celebrating the New Year, traveling, and receiving an award on a red carpet. In addition, it is the best way to relieve stress and improve combat effectiveness and execution. Even breathing the air when signing a bill is sweet. the taste of.And when there is no order, you will feel restless, under great pressure, and your energy will be poor.In short, signing a bill is really a cure for all diseases for entrepreneurs and marketers.

I have imagined many times that I can have the opportunity to implement my "wonderful ideas" about training in enterprises, but it is always difficult to achieve my wish.Sometimes doing a training survey feels overwhelming, let alone implementing other ideas.We want to do well, but it is difficult to obtain absolute support from enterprises.This time I signed Company F, as a benchmark in the industry, as a talent training project that is supervised by directors personally and supported by the marketing executives throughout the whole process, I got almost all the support I wanted.When I communicated with the deputy general manager for the first time, I emphasized one point. If we want to implement the training and achieve good results, we need to implement a project-based training model, and then the company must provide strong support. Otherwise, we would rather not accept such an order. Do it, because failure to achieve results will also affect our reputation.

Women look for those who please themselves, and men die for those who know themselves.Willing to carry out the work with perfection and devote time and energy wholeheartedly, it is because I have met someone who believes in me 100%.Because of the support of the vice president and the marketing executive, and the fact that almost all of the trainees are members of the marketing system, I only consider one point in the specific work planning: to maximize the training work, Become a model of industry benchmark training.

The building materials industry is strange to me, apart from being unfamiliar.So how to familiarize yourself as soon as possible?How to get first-hand information on store marketing?It became the first problem I wanted to solve in this project.Field research is the fastest way to understand an industry or an enterprise.When compiling the research plan, relying on the support of senior executives, it is also free-handed, and everything starts with obtaining the most authentic and comprehensive information.Specifically, it includes three aspects. The first is to visit and investigate company F. The factory manager personally took me to the production workshop to understand every process of the product.The second is to conduct field research in each store to understand the sales status of the store.The third is to conduct in-depth communication with core dealers to understand the current operating conditions of dealers.

The purpose of the research is very clear. It is to understand the building materials industry and be familiar with F company, so as to provide the most original materials for subsequent experience and teaching, so as to make the courses more grounded.After communicating with Mr. S, the location of the survey was set in six cities: Guiyang, Wugang, Yongzhou, Hengyang, Changde, and Changsha, and then selected some representative dealers in each city for interviews and communications, and by the way Do a good job of research on local market stores together.

The first stop of research is Guiyang.Preparatory work was done before the survey, including the survey route and various survey questions.Two representative markets, the Zhongxin Building Materials Market and the Xinfa Building Materials Market, were selected as the research objects.This kind of market shopping with an obvious purpose, I can't wait to put all the pictures I see into my mind.

Learn about the current business situation with the dealer, keep recording, and then use the camera to take pictures of the store, and carefully observe the details of how the store staff greets customers, introduces them, promotes orders, signs orders, and sees off customers.Since the marketing executives had already greeted them before, the dealers were very cooperative and supportive on the whole.In addition, acting as a mystery customer to F company's stores and competitors' stores is a must for my research.By visiting one store after another to act as a customer, I became more and more proficient, and the questions I asked became more and more professional.In the process, I learned a lot of first-hand store sales information, which Mr. S did not mention to me before.

It took 19 days to go deep into the market and do a detailed research, collecting a lot of valuable information.Finally, it was summarized to Mr. S in the form of a PPT research report.The information obtained from this survey is also convenient for Company F to understand the current market situation and formulate a marketing strategy that is more suitable for the market.And I have also changed from a layman to an insider, and I also regard myself as a member of F Company.

After the survey, the first training was soon ushered in. According to the course plan, the first course was about "refinement and inheritance of job experience".It was originally planned that I would speak for two days, and then spend the rest of the time on-site refining sales experience.But the plan couldn’t keep up with the changes. During the first class on the first day, some senior marketing personnel began to “attack” me. The scene was very embarrassing for a while, because they thought I was talking about marketing skills, and they were completely ignorant of the whole project. Still lack the necessary understanding.Perhaps it was also expected that such a situation would happen, and President S who was on the scene immediately explained the situation, which effectively prevented these "stabbing" students from continuing to "raise trouble".

After the first class, I communicated with Mr. S, and combined with the current situation of the marketing staff, Mr. S finally suggested that this training should only be done for half a day, and the rest of the time should be used for everyone to refine experience on site, so that it would be easier for these people to participate in the implementation.I listened to Mr. S's suggestion in time, and in the second class, I finished all the core of post experience refinement.In the afternoon of the first day, we began to enter the actual combat training link, which is the refinement of experience in sales positions.Because this "job experience extraction and inheritance" course is to produce a sales speech manual, the actual combat part is the key point.To this end, we adopt a four-step strategy at the training site to refine speech skills:

The first step is to collect and organize the problems.We classify the problems into four categories, one is the store guide problem, the other is the dealer problem, the one is the regional manager problem, and the other is the company problem.At that time, we were divided into 6 groups, and each group leader led all the team members to summarize all the questions for each type of problem until there were no questions to write.In the evening, we worked overtime, sorted and summarized more than 600 questions written by the students, and finally screened out more than 100 representative questions, such as "how much power do I have over things, and which ones can be dealt with quickly? Which ones must be reported?” Questions like this are put on hold for the time being, because our purpose is mainly to extract the words of store shopping guide and sales skills for dealers.I remember that night, I stayed up until 4 o'clock in the morning to sort out the problems, because the second day of the training was to address these problems and organize all the students to come up with solutions.

The second step is to collect words.In order to allow everyone to refine the sales skills for these questions, we still conduct discussions in groups. Each group can participate in the answer to each question, but if the answer is the same, then there is no need to answer again. Save everyone's time.In order to be able to better preserve the material, we video record the whole process.In the process of answering questions, the scene was really a feast of sales. Senior marketing staff talked about how to solve objections. After listening to it, I feel very rewarded.Because before this, the company did not provide such a platform for everyone to share experience, and there was no suitable opportunity.

The third step is to sort out the words.After the training, it is necessary to sort out the speech skills. During the training, he communicated with Mr. S. He considered that the team members lack very professional talents in summarizing, so he entrusted me to complete it.It stands to reason that I am not the one to do this job, because the workload is very heavy. Besides, the trainees still know the company better than me.But considering it was a benchmark project, and I also wanted to experience it myself, so I agreed.After I went back, I combined each problem and made a summary based on the solutions put forward by everyone on the scene. Sometimes more than ten people gave different words to a problem, and I needed to summarize the key points. The most difficult thing was that some people It is a dialect, and sometimes I have to listen to a sentence over and over again to understand a sentence, and if I really don’t understand it, I will ask the recording again.In addition to the dialect, another big challenge is the industry terminology. This challenge is not less than the dialect. Sometimes in order to understand what is said in the recording, I have to search for industry terminology all over the Internet.Most of the time is stuck in these places, so the progress is very full.It took nearly a month to bite the bullet and finish finishing the speech.

The fourth step is to review and modify.After the first version of the script manual came out, I took this script and showed it to everyone on the spot during the second training to see if there were any problems and supplements.Immediately adjust according to the opinions put forward by everyone, and then finalize the draft after everyone has passed it, and then submit it to the company for review.After all, speech skills cannot be spoken indiscriminately. There are some technical indicators and other content in it, so it must be recognized by the company.After two rounds of speech review meetings, it was finally approved by the company.

When the final review was passed, it was as if a layer of skin had peeled off my whole body, and countless brain cells were killed or injured. Because I often stayed up late, my eyes were almost sunken.Looking at the final printed and published "Sales Handbook", I feel like this is one of my own children, and every word and sentence in it is sorted out by me.After sorting out the script manual, I should be regarded as the person with the highest level of familiarity with the script in the entire F company. I can introduce a company introduction from different versions; I can also explain the price objection from multiple angles.Although this is not my experience, this is what I have categorized and summarized.

After knowing the sales of Company F well, I clearly felt in the later training that I could speak with a down-to-earth flavor, which is completely different from the feeling I had as an internal trainer before.The script manual compiled with such painstaking efforts was once listed as confidential information by the company.

In the first phase of the national gold medal store manager training course, the most eye-catching thing is the release of the speaking manual and the training of speaking skills.These words are summed up by the company's internal personnel, so they can be used directly, and the results can be directly produced after use.This is also a major marketing strategy of Company F in order to improve the sales performance of its stores, because all marketing people know that although very good shopping guides can show off their tricks and play on the spot, for most shopping guides, there is a It is easier to improve performance with a standard set of words.The more standardized things are, the easier it is to implement. This has always been the shortcoming of Company F before, and it is also a common problem that I found during the field research in the store. To provide professional escort.

During the store manager training class, we specially arranged three links: speech explanation, simulation training and customs clearance, and I will lead the whole process.In the process of customs clearance, in order to improve efficiency, I arranged for the marketing executives of the major regions to be examiners, and did a simple training before. Anyway, one principle is: those who have not memorized are not allowed to go back to sleep.I have been with all the students all the time, and some of them barely passed the customs until early in the morning.But everyone has almost no complaints, because these sales words are indeed very lethal, and can directly help the store's performance.

Perhaps this form is too new in this industry, or it may be too down-to-earth, so that after this training course, it caused a lot of shock in the industry, because Company F itself is a benchmark enterprise in the industry.

Every hard work will not come back empty-handed, and you will definitely get the corresponding harvest, and this kind of harvest may not be visible immediately, but people are doing it, and the sky is watching, and they will always get what they want at a certain moment Unexpected harvest.