Marketing: the development of coating enterprises needs to slow down

Core tip: after years of hard work, many enterprises have learned the business principle of "go ahead, go back if you don't advance" When the enterprise grows at a high speed, it gets a huge profit return This mode solidifies the thinking mode of "only knowing to advance, not knowing to retreat" The long-term channel pressurization does give coating enterprises many benefits, but it also causes various problems of the channel: for example, the channel business ideas cannot follow the pace of the coating enterprise strategy; the competition situation changes, and the channel business is exhausted Final “ Which is the price of Dajin diatom mud Recommended brief introduction: which is the price of Dajin diatom mud? How to buy genuine diatom mud? Guangdong diatom mud agent suggests placing a basin of cold water in the air conditioning room, so that the diatom mud wall can breathe effectively The feature of the breathing wall is obvious When the indoor air is dry, the diatom mud wall will release the absorbed water quickly Put it out to help regulate the indoor dry humidity It is suggested to place a basin of cold water in the air conditioning room, so that the wall of diatom mud can breathe effectively The feature of the wall that can breathe is obvious When the indoor air is relatively dry, the wall of diatom mud will absorb the water Paint Home News: after years of hard work, many enterprises have learned the business principle of marching forward bravely When the enterprise grows at a high speed, it gets a huge profit return This mode solidifies the thinking mode of "only knowing to advance, not knowing to retreat" The long-term channel pressurization does give coating enterprises many benefits, but it also causes various problems of the channel: for example, the channel business ideas cannot follow the pace of the coating enterprise strategy; the competition situation changes, and the channel business is exhausted At last, the company's development is hindered There are countless such tragedies It is not difficult for us to observe it carefully In fact, many problems are caused by the "foundation" of the coating enterprise Although the problem is small, it can corrode the core pillar of the enterprise Therefore, sometimes we should slow down or even stop, just to repair ourselves and prevent the enterprise crisis When and when should we choose to slow down? When the "slow" is too late, the enterprise may be at a dead end, and the "slow" is too early and afraid of being overtaken by others, thus losing the market share that has been contested for many years I think the time is just right now At present, the market environment is weak in the whole region, so it is necessary to invest more resources or reduce the price of products to stimulate large-scale market consumption So at this time, the input-output ratio is very disproportionate, before we have found an excellent scheme for market segmentation positioning Although the strategic adjustment of "basic governance" may lose some market shares, it is relatively cost-effective in terms of loss of profits and lack of cash flow Based on low cost, internal process management, total cost control, personnel combat effectiveness improvement, brand building There are many problems, which is the key to enhance the core competitive value? Every enterprise may be different, but from the author's research in recent years, the problems are basically rooted Most of this "root" is caused by the problem of the link between the enterprise and the channel, that is to say, the grassroots salesperson The vast majority of private enterprises do not have a perfect human resource system, but like to use the doctrine, directly recruit "skilled hands" from the society This kind of performance-oriented thinking mode really reduces the cost of personnel training in the early stage of entrepreneurship, but with the gradual growth of enterprise employees, it is inevitable that the quality of team members is uneven The core of slowing down is to improve the ability of grass-roots employees Mechanism is the foundation of team building In recent years, enterprise training has been in full swing Please invite professional training institutions, professional teachers, and establish training courses The professional skills of the business personnel have improved, but the performance of the work has not increased After each training, the training feedback survey will be conducted, and the trainees will praise each other The boss of each training will be present in person There will be a lot of cheers and applause in the classroom, but why can't the high investment in education replace the improvement of employee performance? The bosses often have no idea The reason is very simple, the training is its appearance, only the skill, the skill promotion, if under the existing coating enterprise mechanism, does not need this kind of skill in the practical work, then the training content can only be on paper Therefore, the key is to transform the training course into executive power and to take root And coating enterprise mechanism is the key The establishment of long-term and applicable enterprise mechanism coating enterprises are performance-based, so in addition to making money, the rest are nonsense But making money also needs to look into the long run Many enterprises pay attention to performance when designing marketing mechanism, and still use performance achievement assessment and other mechanisms This kind of simple assessment seems simple and effective, but in the current weak environment, everything is in a mess The first is that the performance cannot be achieved, the income of salesmen is affected, job hopping and part-time jobs are everywhere, who has the heart to do a good job? The second is to corrode the business infrastructure Because they only assess the total performance, these salesmen who adhere to the principle of "performance is the result" will only consider the pressure of goods If the customer's warehouse is full, they will rent another warehouse; if the customer's funds are crushed, they will find a new customer to replace them "Anyway, it's my business to suppress goods, and it's the customer's business to ship goods" This is the true voice of the business of suppressing goods For a long time, the link between the coating enterprise and the channel has become a game between "pressing goods and being pressed", except that all channels are in vain However, the meager resources in the hands of coating enterprises have all been exchanged for bargaining chips between promotion and achievement While the resources are transferred to the paint dealer channel, the channel discourse power is gradually in the hands of the paint dealer The function of business personnel has changed from operation to regular negotiation on channel donation and promotion every month "Intensive cultivation" is the long-term way for coating enterprises It is "long-term" to transfer the focus of assessment from simple performance assessment to work process assessment It is "intensive cultivation" to decompose process steps into detailed projects and become standards For example, when the goods arrive at the dealer's warehouse, the product turnover rate of the business personnel will be assessed Of course, not only the assessment, but also the front-line business personnel must be told how to do every work after that In the first week, check whether the goods can be quickly distributed to the distributors at all levels The assessment index is 30% - 40% of the total inventory of dealers If we want to achieve this goal, the front-line business personnel must do a good job in the basic service of distributors After all, the front-line business personnel have limited working hours, so it is impossible to allocate all their energy to each distributor, and the basic requirements such as the handling of customer complaints, the timeliness of delivery, and the use of product sales props can be served in place In the second week, we will check whether the rate of products put on the shelves and promotion activities of the dealer's own stores have reached 100% The dealer's own shop is the "bridgehead" of the business, and according to the 28 rule is also the key to energy investment If the purpose of the distributor's stock distribution is to collect the total distribution funds, then the operation of the self operated shop is the source of the total distribution profits and the establishment of the brand Therefore, the main focus of the front-line business is the decoration, activity implementation rate, shopping guide and sales skills of the self-supporting stores At this time, the salesman will be a father and a mother again The theme activity planning will be discussed with the general distributor, and then delivered to his team for implementation The implementation process will assist the general distributor supervision If necessary, he will have to be a teacher himself to conduct sales training for the shopping guide The third and fourth weeks are the sales assessment of dealers and distributors We've thought about the planning and the training, but we haven't finished our work, and we need to supervise the implementation process The remaining time of the first-line business is to travel to check the promotion implementation process of the general distributors and distributors, and immediately correct the deficiencies Do not enjoy a set of solutions for a lifetime Each customer has its own differences, and must conduct on-site control according to the local conditions The law of inheritance: "learning, leading and helping" with high-level persistence and the matching of company mechanism, enterprises can establish a certain execution culture In addition to teaching old employees how to work, enterprises will also teach them how to become an excellent teacher For example, there is a "hidden rule" in many Japanese excellent enterprises, which can best prove that the cultivation mechanism of enterprises is the one that inherits the executive power Among the requirements for the promotion of employees in such enterprises, there is a rule: if an employee is promoted, if there is no qualified successor in the original position, no matter how excellent the employee is, the position will be temporarily vacant In other words, if there is no target of training and education, no outstanding employee can be promoted This kind of "hidden rule" has formed the benign thinking of educating new employees and subordinates in the consciousness of employees In such a corporate culture, the old employees will not only educate the new employees, but also "help" the new employees Imagine how strong the team cohesion is in an enterprise environment where old employees care about new employees and everyone helps each other This is what I call "learning, leading and helping" From top to bottom, from newcomers to promotion, the company creates a kind of mutual assistance and harmonious enterprise environment through system improvement, and starts to improve the survival probability of the enterprise in adversity from the cultivation of the combat effectiveness of the grass-roots employees Husband and wife sell fake paint for 7 months with sales of 300000 yuan how to choose a good children's paint? 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