The new marketing era to think about to tap the needs of customers

From the other side of MSN, a message was sent: "The letter we sent to a certain company was returned. What do you think? Do you want to send it again?"

I asked the reason why the address of the head office was originally written to the branch office. I sighed and told the employee how to deal with it. At the end, I added: "You have to use your brains."

Yes, he is also a salesman, but he is executing the order mechanically, and he always asks for it. For me, the person in charge of the "New Marketing" magazine, I couldn't stop it on some levels. Our magazine talks about marketing every day and talks about new marketing. If you read it carefully, he will surely find a good solution. Even if he does not read books and think only through common sense, he should also think of the following questions: Why do you send it to whom? Will he sign for it? If there is a rejection, is there a better solution?

Think like the soldier who completed the mission in the "Letter to Garcia". I believe that every company likes such "soldiers." As far as I know, many companies have bought this book for their own employees. They hope that employees can use their brains, act positively, and be a good employer with many businesses.

However, these are the wishful thinking of managers or bosses. The truth is that such soldiers either go when the generals go, or they start as shareholders.

Isn't it? In China, the flow of salespeople is the most frequent, and not many people are willing to use sales as their lifelong career unless he is a manager or leader who manages sales.

Moreover, in the eyes of many people, not only sales are outdated, but even marketing has become obsolete. Now is the era of new marketing. Some people even advised us to enter the blue ocean and engage in blue ocean strategy. In that case, it is not as good as everyone moving into the blue sea.

Ideas are constantly improving and theories are constantly being upgraded. For the majority of sales personnel, some things can be seen, you can listen, you can also think about it. Reading opens wisdom, and the truth becomes clearer and clearer, but it takes so much attention that it disturbs the heart and forgets the imminent task: sales.

Yes, this month will not be a mission. Bonuses will be lost and the boss will train people. If the next month is not completed, the problem of rice bowls may be started and the boss will not be able to sit still. This is a very real issue. It is a fundamental issue that has a lot to do with our destiny. But for this issue, our innovative thinkers have no interest in it and disregard it.

Therefore, we need to look at this book. We must look at this book, which condenses the hard work of Randy Swank and has been listed as a must-read marketing brand by hundreds of companies in the United States, Canada, and thousands of sales professionals. "The Catching Fish by the Competitors": It is a summary of experience and wisdom. Second, it is so clear-cut that it directly explains the problems we face and knows how to act so that we can learn and use it. Three of it It is so suitable for our tastes, it is easy and can be read anytime and anywhere.

Yes, sales are like this. If you are in the desert, please do not think about the sea first, but think first of how to build an oasis. Sales is war. It is the battle for one city and one pool. If you are always thinking about walking around others, do not participate in this game. In the face of a strong opponent, we must choose to confront it. In the face of customers, we must fight for them unrelentingly.

Of course, we must fight for wisdom. Yes, sales are also evolving. It is no longer a simple promotion. It is no longer just consulting sales. Sales must also seek out real competitive advantages. This is the creative satisfaction of the core customer needs.

In other words, we still need the kind of soldiers who can send letters to Garcia, but the book “The Catching Struggle for Competitors” tells us: Don't take it for granted. Before this, we must find ways to improve the sales process.

Behind the success there must be methods, like the "intrusion method" proposed by this book.

Is this method suitable for you? You will know it before you use it. But I think this is part of our efforts to improve sales. In any event, as the market changes, our experience of the essence of the concept of sales is also deepening.

If we use the general language of “New Marketing”, can we define such words as “marketing sales” or “new marketing sales”, that is, tapping into the core needs of customers and using a unique system approach? Creativity meets the concept and behavior of competing for customers and achieving sales. Because this is a marketing or new marketing vision, even the solutions are innovative.

I hope this summary is not superfluous. In any case, my suggestion is better than looking at genuine books. In this way, the summary is your own.