2016-06-22 16:28

 

Chen Dongfang: my opinion on the strategic education of direct selling enterprises

 

Direct reporting network in Beijing in June 22nd (Contemporary direct) in recent years, a lot of direct marketing companies advocate the use of direct marketing and traditional marketing methods and means of marketing, we are obvious to everyone and the freedom to innovate. However, why it is important means, and our education and training to establish the ultimate goal of enterprises is the meaning and what is the essence, these are we in the process of education requires a deep understanding. Because a lot of high order and Shito leaders still remain in the habit of direct marketing theory and language, and this to the modern direct under the depth of understanding is what we need to improve and the understanding of the future education and training of the important task that direct.
In order to enable us to understand the different perspectives of direct sales and sales model of the Internet, in this I will from the consumer point of view to talk about the importance of direct education and training.
First, the new economic model: targeting the main consumer so that they become a consumer
First of all, I want to elaborate a concept, this concept is the concept of "the main consumer".
The so-called main consumer is refers to has the active consumption ability, and becomes the market economy to consume the largest share of the economic group.
From another point of view, it represents the world's economic consumption and sustainable development of the backbone of the economy.
The past 30 years, China has entered the forefront of the world's largest economic community, which is unprecedented in the history of the world.
According to the forecast, China will be the world's largest consumer retail industry platform, whether it is the traditional retail industry or direct sales business model will be difficult to extract from the high profit. It can be said that the construction of its own main consumer group, who will become the winner of the market continued unbeaten.
For the consumer market, the main consumer loyalty is the key. The main consumer is a prospective member of the end.
In the consumer market, the main consumer loyalty has become the key measure of success.
A high degree of loyalty to the main consumer will enable suppliers to the advantage of low cost, maintain and produce a higher share of the product.
In addition, the subject of consumer centric enterprises will not achieve their financial goals for consumers to conduct publicity, education and so on.
Two, the first step in the reform of direct enterprises: the use of traditional products with the same price as the structure of product pricing!
In the past, most direct selling enterprises most of the products are of high quality and high price. The vast majority of members at the formidable price. Thus, the general office of the single, then the consumer has become an empty talk. Enterprises have established a team of soldiers like water, in a hurry. And it is mainly caused by the bane of pulling the head.
For consumers and members to provide quality price of real life necessities, and lifelong consumption, which is the key to the transfer of direct corporate strategy.
Only in this way, the main body of the direct selling enterprises loyal consumer groups will be greater, the consumer's ability to survive the stronger.
We know that behind every great brand on behalf of a group of relatively fixed user groups, and only these groups to the brand produced long-term loyalty and constantly repeated consumption, will is the market value of the brand and sustainable development provides an important value support. To the greatest extent to snatch the industry of consumer groups, their stability, consumer market construction. This is direct future major market and competitive strength of the reflected and the foundation, is the core of the core competitiveness of enterprise marketing in the future marketing.
Three, education and training is an important driving force for the growth of direct sales business
The theory of the consumer market and marketing resources, for direct marketing is undoubtedly a huge engine.
As everyone knows, direct to consumer card word-of-mouth as the main marketing channels and approaches.
This makes the consumer groups on the market mostly because of mutual recommendation, trust and product experience to enter into direct consumer groups.
Therefore, once the consumer enters the network of enterprises, it will be their own dreams, business opportunities and enterprises to establish a contract, so as to conclude a long-term and stable partnership.
This partnership will also be copied to more people through their own, in order to form a more stable and high fidelity of the construction of their own network of consumer groups.
So as to achieve the dual purpose of consumption and consumer groups, namely the establishment of a contract, to share the success of replication.
This is actually a typical process and model of the construction of enterprise consumer market.
Consumers only succeed in entering the consumer, it is possible to become a direct selling business, and more and more direct sales business is the cornerstone of business development and growth.
Among them, education and training is an important means of success to bring consumers into a loyal business consumer Kingdom, but also a key factor in the success of direct Enterprise Inc.
Good education and training system can not only system, process, and highly efficient replication of consumers, so that their access to the terminal, but also greatly stimulate the business and profitability of the enterprise. Moreover, from a certain level of speaking, do a good job in the training is doing direct sales business.
Direct selling training to establish independent don't people "sharing" of consumer education, is an in network through the replication to achieve a multiplier effect of the business model, is a consumption mode through the chain of interpersonal relationship, it objectively in promoting consumption and sales. The essence of the talk about the life of your dreams, values, ideas or direct culture in.
I have always maintained that the direct selling industry is not in direct contact with customers, mainly due to the following considerations:
L, direct marketing is really not a normal person to do the work;
2, the future of the direct selling industry will become increasingly fierce competition for talent Demons and monsters danced like mad.;
3, the direct model four customs has been the industry did not cross the ridge;
4, easy to let customers misunderstanding and resentment
5, the current direct marketing business model has gone beyond the nature of the old direct sales model, why do you still hold a zombie?
Product sharing as the theme, is always the direct cause of the elements and tools. Direct selling is to products for the media to promote a new consumption concept of life, in order to eliminate Pro business, to the chamber of Commerce friends, to promote to build a huge consumption of network organization to become rich, eventually and egoism and society achieve self value and good benefits in return.
From which we can see in the whole process of direct cause and product training has been communication idea, continuous replication, continuous development of one of the most important methods of products share is the direct cause for the benefit of the team always convergence of the fundamental guarantee. The second is the training of quasi consumer member state of mind, training of new members of the quality of life beliefs, business ability, entrepreneurship, family gatherings, etc.. Do not have the order reversed.
Share, share success, to share all the relatives and friends of the passions of team. This process is the direct marketing enterprises to establish their own "consumer kingdom" of the important process and implementation methods.
Worthy of attention is that can not be in education and training or various precursors Itoga, awards, and fed the fat person or group, strict participants ticket prices for all types of. Try to reduce the learning cost of members. Through the low cost education "training" and "share" to achieve the purpose of construction network, only in this way can we really grow our consumer groups, can we truly achieve the ultimate goal of direct selling consumer market.
Therefore, from the education work itself, the good and perfect education work includes the two most core parts:
The training conference system and development system of propaganda.
System of the training session, including multi-level training system, instructor rating hired and large award conference, provide a sharing and replication of platform and opportunity for the dealer, the dealer partners to cherish every opportunity of training, the training in improving their ability at the same time, to create the opportunity to copy the new.
And propaganda development system is mainly followed meeting system of achievements and on conference and training skills and thoughts review, and become dealer important business development tools and extended the method, help dealers to recall and to deepen the training session in learning corporate culture, business, skill, help a couple more deeply and spontaneous self replication and self share. Various forms of propaganda materials such as printing materials, CD-ROM and training courseware and so on, making learning become ubiquitous, no can not.
Four, hierarchical training system
Due to the existence of direct selling enterprises of different levels of membership, and level of promotion to the need of training also each are not identical, so to break the traditional single direct training methods, a hierarchical education system, effectiveness strong training and training for each group, it is necessary.
Five, data classification system
In the direct marketing enterprise training, education and training is a pioneer in the development of the market, in order to provide a steady stream of power to the market, in order to make the market stable and steady development. And in the work of education and training and propaganda work occupies a very important position, and the market has a close relationship, the market must not and propaganda and training of decoupling, the better the propaganda education, market development will be better. Materials and education company is inseparable and mutually complementary relationship, and dependency.
Good materials need to grasp the 5 principles: easy to understand, easy, easy to copy and trust, easy to identify. So-called "read," refers to the propaganda made to do simple, clear and easy to understand; the so-called "easy" refers to the development of propaganda materials to meet the demand of the market, to facilitate the purchase, easy to carry; so-called "hard copy" refers to the propaganda content development to practical use, easy to copy, easy to learn to teach. The so-called "hard to believe" refers to the information content of the propaganda material to a unified, standardized information timeliness, the so-called "easy to identify" refers to the propaganda of the overall design of the unified image and has inner link, it meets the standard of brand recognition.
A perfect education system, propaganda work need to be perfect. However, what is the propaganda, why to do propaganda, how according to the characteristics and attributes of the propaganda to adjust distribution of work, is to carry out the work of propaganda must be clear on the subject, ultimate aim is to encourage dealers to pull up the market, in the training platform, advertising is not the main force of the company executives to speech to moderation. Less empty talk of cultural elements, less talk about Esoteric Buddhism, Taoism culture; more about OPP and NDO can be copied, and let the market from the first line of the actual combat experience of the teacher or lecturer to do this work.
Version of the propaganda data replication is the key, it is direct selling enterprises publicity sword, is indispensable to the company marketing marketing tool, its function is to help members to market quickly copy communication, to promote the cause of the spread, to promote the development of the market, improve the performance of the team.
It can be said that everything that is beneficial to complete the communication, reach an understanding consistent with text, pictures, brochures, books, newspapers, periodicals, sound, light, color, sound recordings, films, songs and so on, are propaganda materials.
Six, the promotion of E materials to lead the future trend of Education
The Internet will become the most important interactive channel in the future. So, very dependent on the direct marketing industry, should be fully launched E of the road...... , let us look at some data: walking speed: the fastest speed per hour 6.4 kilometers, car: the fastest speed of 300 kilometers per hour, sound: per hour for 1225.04 kilometers, aircraft speed: the fastest hour 11260 kilometers, Internet speed: every small when 1079252848.8 km. It is obvious that the Internet has become an indispensable information dissemination and interaction path in the future with its unique openness, interactivity, equality and virtualization.
The Internet enables the information to be sent quickly and comprehensively. In the direct sales platform, products to consumers and operators, then all sorts of information about the enterprise, promotions and other members in a timely manner to master information, according to the traditional way to convey, nothing more than a telephone, the announcement letter, time-consuming, laborious, expensive property. And through the website, mobile terminal and Internet channel, is fast and simple and easy, can save a lot of cost, and 100% information unified, can be 100% copy; direct selling industry distance education center, is gradually improve this strategy. E a propaganda enterprise image, on behalf of the concept of an enterprise is in keeping with the times, represents whether younger? Whether pioneering? Increase the construction of the platform, let more people access to enterprise information, let consumers fear of direct sales personnel camp, is fundamental.
Conclusion:
According to the concept and trend of the terminal consumption, the future consumer will use the network as the target group, and build the loyalty degree with the suitable network method. As a direct selling enterprises, should by the members of the network consumption to drive the ordinary consumers try to buy, also through education to its transformation, forming enterprise loyal members in the consumer market, sharing, replicate the business success, the construction and communication of enterprise brand image. Of course, which requires us to to from a long-term point of view to look at the future, and focus on the ordinary consumer consumption habits and preferences, keep pace with the times, opening up and construction for ordinary consumers into direct members of the methods and models, it is us to enter and seize the consumer market consumption network one of the important strategies, nature of enterprise is the ultimate goal and the significance, is an important challenge to the education of marketing center!]
(original title: Chen Dongfang: I see the direct marketing enterprise terminal strategy education
Editor: Xiao Shen
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