dancer on the knife

S is always an old friend of mine who has been with me for more than ten years. When he started his business in 2007, I also gave an experiential training on team building for his company.Since then, they have kept in touch.

When he told me that there was a need for in-depth training business, I felt like a treasure, but he also made it clear that he hoped to choose a consulting and training institution that focuses on the field of building materials to cooperate with.When I heard this request, I was at a loss, because the company did not specialize in training in the building materials industry, but had done training in the building materials industry, and had trainers in this field in reserve.But since Mr. S made this request, he must think that the institutions that focus on the field of building materials are more professional. As long as the information I present is professional and the work I do is professional, I can also meet his requirements.So, after a few seconds, I quickly gave him feedback, saying that we have a team of teachers who focus on the building materials industry and have done many trainings in the building materials industry, and they are completely competent.Maybe my emphasis made him feel more at ease. He asked me to send the latest company information first, and then discuss in detail.

Speaking is easy, because it is just a matter of opening your mouth.After putting down the phone, I had to face a question: what kind of company introduction should I send to Mr. S?In the past, the company's introduction was a unified template, and it was the same to anyone who sent it. Now, I have to make a new company introduction.

On the night of receiving the demand, the materials will be prepared.I stayed up all night and worked overtime to readjust the company's previous introduction. In order to ensure that the information can impress Mr. S, I deliberately decided to set up a building materials business department that night, and then all the materials I made revolved around the building materials industry, mainly including: weakening the company introduction and emphasizing the building materials business Department introduction; all teachers have many years of practical experience in building materials, of course, these are also trainers we have contacted and cooperated with; training courses are all around the building materials industry; all successful cases focus on furniture and building materials industry Brands, as well as local and regional brands.

At the beginning of the dawn, an introduction to the training institutions of the building materials industry was released.At first glance, the company is a consulting and training institution focusing on the building materials industry.

What marketing emphasizes is continuous and flexible adjustment according to the needs of customers, and there is no fixed method in itself.For a professional manager, in addition to taking care of the business of acquaintances, it is more important to feel that acquaintances can do this job, otherwise they will not take risks easily, and it is really not worthwhile to take advantage of their own professional reputation. As a professional manager, Mr. S also has a boss above him, so if he recommends it to the company's cooperative organization, at least he must be justified on the surface.This is also an experience gained from working for many years.Some people always feel that they are very familiar with customers, so they can take shortcuts, and they don’t do well in the materials that should be done. They just want to rely on the relationship to omit the things that should be done well.

Human feelings belong to human feelings, business belongs to business, and everything must be done in accordance with the rules of business, which is a kind of protection for each other.Well-trained professionals are more able to keep their heads clear when cooperating with acquaintances. Undoubtedly, S always does a good job in this regard.

After the information was sent, Mr. S asked me to meet and communicate.At that time, the Spring Festival was approaching, and he had a lot of things to do as a marketing executive.But he himself was born in human resources, so he pays more attention to human resources than ordinary people, and he also knows the importance of training.In order to avoid suspicion and to comply with the procedure, he invited the chairman's son, the deputy general manager of his company, and the person in charge of the marketing department. The three of them invited me to the city to meet and negotiate.

The most important thing in business negotiation is to know yourself and the enemy. In order to impress Mr. S and win the approval of the directors, I did three things before the negotiation:

The first thing is to understand the building materials industry.I checked the industry analysis report on the building materials industry on the Internet, related news and information on industry development, and major well-known brands in the industry.These points may not be useful, but it is still very useful to guide the training needs and give the other party a professional feeling.

The second thing is to understand Mr. S and his company.Open the website, read the company introduction word by word, and then look at the products, and understand their business model, corporate culture, news reports, etc.By being familiar with the company's situation, you can better grasp the entry point of training, which is the most important trump card for doing business.Many people read the customer's introduction purely to understand the basic situation of the company, but never thought that this is not the key purpose. The purpose is to find potential opportunities through reading the company introduction, how to find an entry point for their products and services with the customer company, This is the core purpose of reading customer information.

The third thing is to understand the professional courses in this industry.As a trainer in the field of non-building materials, if you want to talk to customers, it is very important to understand the product, and our products are courses and other related services.Therefore, I temporarily read the course introductions related to several important groups such as store shopping guides and building materials dealers, and roughly understood what the courses of each group teach. This is also a kind of marketing that is convenient for guiding customers during negotiations and creating a sense of professionalism Strategy.

Marketing is all kinds of materials that you carefully prepared, but on-site negotiation may not be used, because there is no specified rules and regulations for communication, and it depends entirely on the on-site grasp.In the communication at that time, I saw that their director, that is, the deputy general manager, was very young, and the chairman intended to ask Mr. S to take him more, so more professional questions should be asked by Mr. S.Through face-to-face communication, I know the general background of their training and their detailed needs for training, but when communicating, I still try my best to guide and launch the internal trainer training project that I am best at. Of course, it is also combined with them. demand.

Recommending projects to customers is a very technical marketing technique. First of all, you must first understand the customer's situation, and you can't make random recommendations when you don't know anything; The entrance is effectively launched in the form of examples, so that it is less obvious; finally, according to the customer's on-site response, make the next step plan, guide if you are interested, and adjust in time if you are not interested, and don't get entangled in Projects you are good at.Marketing really solves the needs of customers, not what your company is good at. If what you are good at is not what customers want, no matter how professional you are, customers will not be interested.

During the negotiation, the chairman's son was very interested in the project I proposed, so I took advantage of the trend and explained how to do it. The deputy general manager asked me to write this point into the next plan.The communication was very pleasant. I originally wanted to invite them to have a meal together at noon, but the pragmatic people only have work in their minds. They also invited me to have a boxed lunch in the office at noon.Although what I eat is a box lunch, what I eat is a trust and a recognition, otherwise I don't have the time and energy to stay with me for one more minute.

According to the specific requirements of Mr. S and the others, a detailed plan was finally made.In terms of budget, I achieved 122.8 million yuan. Training, consulting, and counseling services are all available, which can be described as very systematic.

After seeing the plan, Mr. S just replied that this budget is too unexpected.The anchoring effect in marketing is actually very practical in many occasions. It is to let customers see a higher price first, let them have a reference in their minds, and then provide a lower price later, and the other party is more likely to accept this lower price. .The plan was revised repeatedly. After the revision of the eighth version, S finally accepted it. At this time, the price was also adjusted to 8 yuan. The focus of the service content was on the cultivation of internal trainers.It's just that the training of internal trainers we agreed upon is not the same as in the traditional sense, but to turn all marketing personnel into internal trainers so that they have the ability to train, and in the training process, through experience extraction, curriculum Develop and give lectures on stage to improve the professionalism of marketing personnel, strengthen the integration of each other's experience, improve expression and communication skills, and facilitate the subsequent provision of professional training service support for dealers.

After a period of time, the plan still failed to get the approval of the board of directors. Some board of directors felt that the cost was too high. For this reason, Mr. S and the deputy general manager continued to promote it.The training project is stuck here because of the cost problem. In the end, in order to really promote the construction of the company's marketing team and improve the overall performance, Mr. S also made in-depth communication with some core dealers. These dealers also know the importance of team professionalism They called the members of the board of directors one after another. Finally, with the joint efforts of inside and outside, the project budget was finally passed smoothly.

An internal trainer training program, 4 training sessions, 3 days and 2 nights each time, this is the first time in my career that I have received such a systematic training program. Said that it is already very good to be able to arrange a training time of 3 days and 2 nights, let alone arrange 4 times of 3 days and 2 nights.But Mr. S decided to use the internal trainer training project as an entry point for team building, so as to comprehensively improve the professionalism of the entire marketing team, so he also worked hard and planned to use the time of monthly meetings to arrange a few days of training.At the same time, in order to prevent marketers from feeling that the opportunity is at their fingertips, we also set some conditions in the specific design. For example, there are only 30 places for training, an agreement must be signed for training, and a training fee of 1 yuan will be paid if you resign midway.In fact, in actual operation, we still treat it flexibly. For example, if someone is not active and sees that other people have signed up, I always feel that I am out of the team if I don’t sign up.In addition to the quota limit, some people still want to sign up to participate in the future, and we still agree to participate.

If training opportunities are too easy to obtain, people will not pay attention to them. This is human nature.The standard of 1 yuan training fee set is actually to let the trainees have a basic understanding, that is, to be responsible for their own learning and assume corresponding responsibilities.If he resigned, under normal circumstances he would not be allowed to compensate the training fee.Some people think that such a request cannot be fully implemented, so what is the use?In fact, there are some management strategies that you think are useless, but they can ingeniously exert great value. This is the effective use of the weakness of human nature.

Before signing the contract, I have explained the plan with the core management of Mr. S and his company many times, so I have a certain basis of public opinion, which is also conducive to the later cooperation.For S, who understands marketing and human psychology, this arrangement is more conducive to the promotion of the project and can effectively avoid suspicion.The key reason why many HR-led training programs are not recognized by the company is that the leaders of the training departments are not involved. These departments only feel that the training is a matter of the HR department, so support depends entirely on their feelings.

After the contract was signed, I felt that I had another opportunity to start a business, because I could carry out a systematic training of internal trainers according to my own ideas. Thinking about this kind of experience is particularly exciting.

Every project is not so simple to talk about, even if it is a business that acquaintances are docking.Professionalism is the key to open the door to business cooperation. For business that relies solely on relationships, there is limited room for growth for project executors, because in cognition, people feel that sophistication is the most important thing, and professional investment is ignored. This has a feeling of putting the cart before the horse.

If you want to achieve long-term development in an industry, you need to continuously take over new projects, constantly solve the problems raised by customers, and do your best to complete the project. Only in this way can you win the market and gain a foothold in the industry.This time we can cooperate with Mr. S and his company, and they are a benchmarking company in the industry. We also decided to make it a benchmarking training program. Only by providing good service can we establish our brand, which is more conducive to the healthy and stable development of the company.