The two most traveled positions in the ceramic industry are sales and planning, and they are also the two groups that have the most contact with dealers. When the author worked as a senior planner and event project manager in a listed ceramics company, I often had to take a group of brothers out to carry out national linkage and other promotional activities. Before each event, many dealers took the initiative to ask the author to name the teacher. Guidance, after the event, some dealers also reported that some planners are not good enough, so don’t let them come next time, and it will be difficult to collect fees for subsequent events.
What causes this phenomenon?
The author thinks there are two reasons: The first is that large companies generally like to recruit some freshly graduated college students with no experience and inadequate training. If there is an urgent shortage of people when the activity project is started, the old man will be asked to take a few days to start the project. I sent them to other stores after the meeting, and the results were predictable. The second type is blind execution. This kind of person does not take the initiative to think about how to improve customers more effectively. He always thinks that he is experienced and thinks that customers are polite to him because they recognize his ability. Little does he know that the reason why dealers are polite to them is because they are polite to them. The brand behind them is nothing without the brand, a typical mess.
Planning is a new economic concept. Under the conditions of market economy, planners who are engaged in all consulting and planning activities, in order to achieve designated goals, have certain theoretical knowledge of planning, have innovative ability, can independently carry out planning projects, and can basically and accurately supervise the entire process of executing the planning plan. The planner is a professional talent. The process is a very scientific system engineering, a series of intelligent processes that integrates diagnosis, research, thinking, creativity, ideas, design, and decision-making implementation, and requires continuous innovation. As a plan, we should carefully evaluate the current situation of the customer and the market, and fully understand the customer's short-term and long-term goals, so as to promote the customer's advantages, reduce the disadvantages, and make full use of the customer's existing financial resources. , material and human resources to give it a competitive advantage to achieve its goals. Planning is the commander in chief of the entire store operation process.
The authors know that the salary of a qualified planner in the ceramic industry basically starts with a monthly salary of 10,000 yuan, but the level of planning capabilities in the industry is uneven. Except for those who just want to hang out, how can ordinary planners become a qualified planner who is well-liked by everyone and has the ability to go directly to the terminal as a trader? The author believes that they need to work hard in the following six directions.
1
Be a thoughtful planner
1.If you want to become a professional planner, you must first establish correct values and be persistent and determined. , have perseverance and a hard-working work spirit, learn to transform from material satisfaction to spiritual satisfaction, be strict with yourself when working, and not let yourself go easily. You must learn to sacrifice a certain amount of your leisure time, devote time and sweat, and treat yourself a little bit. Relaxation is slowly blocking your path to becoming a professional planner. In 2020, a year of great change, the market is changing rapidly, and the only constant is change. The market is the best teacher for a planner. You must learn to follow the changes in the market and break through, improve and change yourself at all times so that you can grow.
2.At different stages of development, we must set our own spiritual role models at different stages. Without role models, there will be no source of spiritual motivation. A spiritual role model, always learn from him, emulate him, and constantly improve yourself. The power of role models is infinite, and role models also evolve and change. As you continue to improve and develop, you will set different role models at different stages of development. This process is also a process of your continuous improvement.
3.In the process of growth, a person will go through four stages of development: ordinary → ability → cultivation → realm. Everyone is generally mediocre before they take the first step in life. Through their continuous accumulation and precipitation, they gradually improve their comprehensive abilities and become a capable person. After you become a capable person, you still need to continue to practice. In the process of continuous practice, you will have enlightenment and achieve a higher level of mutation in your ability, so that you can transform yourself into a person with realm. The final step is reached. It requires constant practice, precipitation and accumulation to achieve a true transformation and finally become a person with a realm.
4.Sell solutions → sell values → sell ideas. An excellent planner must learn to change from selling plans and projects to high-level selling value and ideas. When making plans, you must completely turn your thoughts into the other party's thoughts and turn the money in the other party's pocket into yours. For money, let the other party understand and accept your plan and imagine the value that the plan can bring. This reaches the highest level of selling ideas and imagination to the other party.
2
Be a passionate planner
A professional planner must be aura, charming, spiritually motivated and infectious. He must be able to mobilize the aura of dealers through your passion and aura, and be able to influence dealers and their employees. , mobilize their passion and enthusiasm, just like the "non-three", let dealers understand that the "non-three" means must do, must sell, and must buy. Through your speech and mobilization, you must make them full of confidence, passion, energy and enthusiasm in your plan. Only in this way can you be a qualified passionate planner.
3
Be a professional planner
1.Planned marketing refers to the integrated utilization of resources to achieve a reasonable and optimal allocation of resources. Planning is the expression of a person's highest ability to solve problems. It reflects a person's ability to capture things and reflects a person's accumulation. Simply put, planning is to make something do well without money and make it possible with some money. better. Marketing planning is the process in which the plan is formulated, the product is exported, and the money is recovered. The ultimate goal of planning marketing is to allow the other party to maximize profits.
2.To be a professional planner, you must understand the true connotation of promotion, which includes commercial promotion and sales promotion in the traditional sense. The highest level - public relations marketing, what is public relations, public relations = communication + sales, communication refers to the process of reaching consensus with consumers or customers through activities and contacts. Planners must not only study market-specified sales promotion plans, but also go deep into the terminal market to explain and assist in the implementation of plans. Therefore, a real planner is both a seller and a sales manager. The so-called salespersons are the liaison and communication between manufacturers and dealers. They serve as a link and bridge to deal with dealers' problems so that they can operate normally and reasonably. Therefore, from a certain perspective, salespeople are sales managers, not real sellers.
3.Planners in the industry must master the steps of researching the market → designing the plan → memorizing the plan → understanding and applying it freely → explaining the plan → executing the plan .
(1) Always insist that the market is the best teacher, always keep abreast of the latest market trends, and fully study the market;
(2) The designed plan must be learned to memorize, and the behind the scenes must be understood and used freely;
(3) After memorizing the plan, you must be able to explain it to others freely. Only what you can explain is your own;
(4) Teaching others is a process of continuous improvement for oneself. The more you teach, the more you will make progress.
4.A professional planner cannot just stay at the stage of simply making plans, but must have a thorough understanding of the plans you make. Not only understand the content of the plan, but also the true value of the plan. Being able to sell the plan as a high-value commodity is the highest level of a planner.
5.Professional planners must have basic marketing knowledge, such as the 4Ps in marketing: product, price, channel, Promotion, planning knowledge, as well as understanding and mastering of the latest market information within and outside the industry, to make oneself a comprehensive body of knowledge familiar with the latest market information from all walks of life.
4
Be a capable planner
The ability referred here is not a single ability, but a comprehensive ability.
1. Use manual and mental abilities. The ability to use your hands and brain is the foundation and most basic skill of being a qualified planner.
2. Organizational skills. Organizational ability includes many aspects, such as the ability to organize your own plan design to make the plan more novel and attractive, and the organizational structure to be more reasonable and in line with market needs. The ability to organize and schedule a physical event, etc.
3. Speech ability. A capable planner must have strong speech ability, and the speech must be infectious and humorous. Only you can speak out the plan naturally. It is your own plan. The explanation is a process of further understanding and understanding your own plan, and it is also a process of your own progress.
4. Adaptability. As a planner, you must be calm and composed to deal with various emergencies, and provide contingency strategies and new plans based on the emergencies.
5. Appeal and sense of humor. A certain infectious energy and necessary sense of humor are essential elements for a planner, who can solve many difficult and painful problems.
6. The comprehensive knowledge and ability of Zajia. Mastering all aspects of knowledge and having broad insights will not only make your design plans more comprehensive, but also allow you to handle various problems calmly and get along well with people in various fields. Communication and communication have many uses.
5
Be a planner who knows all aspects of information
Being a professional planner must have a full understanding and understanding of market changes and market information, which is the basic prerequisite for designing plans that meet market needs. Mastering all aspects of information and being knowledgeable is also a further improvement of one's own quality, ability and cultivation. Especially in today's increasingly severe market environment, becoming a knowledgeable and well-informed planner has become a must.
Anyone can shorten the process from non-professional to professional. Being good at using tables and tabulating daily work is the most basic quality and skill of a planner. It is also the process of developing from perceptual thinking to rational thinking. Professional planning essentials Learn to accumulate and collect various types of information and be good at utilizing available tools. Solving simple problems to the extreme is a trick and professionalism.
6
Be a planner who is good at change
As I said before, the market is changing rapidly. You must be good at constantly changing and developing yourself with the development of the market and the times, constantly improving and progressing, and shaping yourself into a professional planner with "materials", so that you will not be overwhelmed by the torrent of the times. You must establish a correct work spirit, do capable professional planning, constantly practice and improve yourself, and develop good working habits, such as working in tables, so that you can be more comprehensive and miss nothing.
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In addition, you must have basic professional ethics of abiding by company policies and work arrangements, being willing to give, work hard, sacrifice, and not be afraid of hardship. This is the most basic and applies to every position, and planning is no exception.
Author: The old boy who bought tiles
