a vital sales principle

"Successful and realistic, less use of plots" is a summary of Zeng Guofan's many years of practical experience. Zeng Guofan formed the Xiang Army in the early days, and repeatedly defeated and defeated. In the Jiujiang battle of Jiangxi, Zeng Guofan was proud that the water army was almost completely annihilated. After the defeat of Jiujiang, Zeng Guofan Summarizing the profound lessons of past failures, and putting forward the operational guiding ideology of "successful and realistic, less use of singularity", this war thought has become the watershed of Zeng Guofan's personal career, from repeated defeats to repeated battles and repeated defeats until defeating the Taiping Heavenly Kingdom. A generation of famous.

The Chinese have a deep-rooted "strategic worship" in their bones. Liu Bang Shaoshu, although able to drive the world's elites to compete in the Central Plains, to achieve a hundred years of hegemony, but not popular with the people; Zhuge multi-minded, although only to stay in the southwest, but for the people to talk about. It is this characteristic that makes many of us pursue the singularity, but it is not pragmatic.

Steady and realistic, less use of the plot will give people a "thick" feeling, the opponent may be able to pick out many of its small problems, but it does not always make fatal mistakes; the opponent may find it too rigorous and slow response, but It can avoid systemic risks; the adversary may find that it is not always an innovator, but finds that once he grasps the direction of innovation, he will do his utmost to leave the innovator behind; it may not hire a person, but Let the ordinary people make extraordinary achievements; the opponent may overwhelm it in the local market and at a certain time, but find that it is not shocked, as long as you make a small mistake, it becomes the leader.

This also applies to our regional market operations.

When comparing the terminals of our strong and weak markets together, we will find that the obvious difference is not in the promotion means, nor in the display mode, nor in the image delivery. The obvious difference is in the terminal layout and products. On the item.

In the good market, most of the markets are stable, and they occupy a large layout and a good display position. The items on the shelves are complete, the price is moderate, and the terminal will have promotions, but the purpose of the promotion is very clear: to combat the competition or to deal with Overage.

On the other hand, the poor market is often entangled in the details of some terminals. The pursuit of promotion activities is diversified, novel, and often used in the promotion methods, and it is necessary to develop a deadly trick. It’s purely for promotion and promotion. I remember that I just heard of one thing when I first entered the company. A branch manager complained that the company’s terminal promotion now has nothing but specials, buy gifts, and try to eat the three axes. Is it not a good reflection of this mentality?

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