"Knowing Oneself And Knowing Others" Is A Compulsory Basic Skill.

A few days ago, Minghua, a friend who worked for a famous fast moving goods group, came to chat with me. During the meeting, I felt a few regrets: today's market is so difficult that it is much more laborious than before.

In my opinion, people who do not have good market usually have a fatal problem, that is, there is not much in the market now.

This is nothing more than a question of "a wise man is not difficult, but a difficult one is ignorant".

Minghua doesn't believe it.

So I asked him the following questions:

1, how many bar codes are there in your company?

2, how many bar codes do you sell in the market?

3, how many distributors do you have?

How many distributors?

How many home town two batch?

4. How many are your products at XX downtown retail outlets?

What is your market rate?

5, how much are your products sold in supermarkets, BC stores, towns, special outlets, restaurants and other channels?

6, how much percentage of the total sales volume of the three items you sell?

7, how many single products do you have?

What is the monthly sales volume in the XX market?

What are the best sellers they sell?

Are there price lists and marketing programs for competing products?

Can you make a SWOT analysis of your products and competing products?

At first, Minghua still had one or two arguments for my question. Gradually, his voice became smaller and smaller. When I had finished all my questions, Ming Hua's face was suffused with red, and he sat there without saying a word.

He finally understood what I mean by "ignorance". Now, the competition in the fast food market is becoming more and more intense. As a regional manager, the market is only based on experience and feeling, based on the data of "approximate" and "similar", and with the promotion plan of 10 years ago, it is no wonder that the market will become more and more difficult to do.

Lesson break:

Know yourself as well as the enemy

For a regional manager of fast food products, "knowing yourself and knowing one another" is a compulsory basic skill.

    何为“知已”？ 

The "confidant" of a regional manager includes nine aspects:

First, understand the company's development history, existing scale, corporate culture, core competitiveness and development direction.

Secondly, we are familiar with the concept, positioning, selling points, specifications, category, price system, channel positioning, professional knowledge, main products and new product development direction.

Third, familiar with the company's department setting, personnel division, marketing mode and operation process.

Fourth, we should make clear the company's market cost resources, manpower resources, including the source, promotion resources, intellectual support, promotion support and advertising support, so that we can make better use of company resources to do the market in the future work.

Fifth, understand the company's marketing plan, keep in mind the sales target, and decompose the sales task to quarterly, monthly, per person and store.

Sixth, the existing business team's capabilities, strengths, personality, interpersonal relationships, work history and execution.

Seventh, collate the existing dealer information, understand the main terms of each distributor, evaluate the strength and cooperation relationship of the distributors, and reserve customer information for the customers who have problems in the cooperation.

Eighth, master customer information of all sales network, such as distributors, wholesalers, retail stores, etc., and sort out according to a certain logical mode, such as sales volume, scale, area, etc., the more detailed the data, the better.

Ninth, understand the sales situation of each item in the responsible market company, and the sales proportion of each single product, especially the top three and the last three.

Because sales of the best single products need to focus on training for fist products in the market to seize the market, the worst selling single product needs promotion support so as not to be put off or cleared.

    何为“知彼”？ 

The "know others" of regional managers mainly refers to three aspects:

First of all, understand the competition pattern of the industry, understand the industry leader brand, target competition, similar enterprise's general situation, marketing mode and influence in the local market.

Second, we should analyze the competitive advantages of various competing brands in various channels, such as brand awareness, reputation, market share, market share, main products, concept quality, price positioning, profit distribution, advertising communication, terminal construction, sales team and dealer strength.

Third, pay close attention to the market dynamics of the promotion plan and promotion plan of the target competition. It is better to get competitive information, such as promotion plan, promotion plan, product promotion manual and other competitive information.

After class:

    如何做到“知已知彼”？

For regional managers, there are many effective ways to achieve "know one's own knowledge".

    途径一：企业培训 

Today, enterprises with strong vision have their own training mechanism and sound training system, so that new recruits can quickly familiarise themselves with enterprise culture, product knowledge, business processes, industry structure, and grasp basic business skills.

Unfortunately, most domestic business owners prefer to spend hundreds of thousands of business teams to travel, but they are reluctant to invest in staff training.

    途径二：公司资源 

A more perfect market management company usually provides a basic market information for the new regional manager, and arranges the former manager to work handover.

However, even so, for many two or three line brand regional managers, even if they take over the mature market, most of them will have to cross the river by feeling the stones.

    途径三：网络搜索 

Nowadays, the network is very developed, such as administrative divisions, population size, GDP, per capita income, per capita consumption level, and the proportion of urban and rural population.

    途径四：员工汇报 

The only constant in the market is change.

Although many companies have their own sales reports, aggregated data often fail to keep pace with changes in the market.

As a regional manager, the salesmen can ask their salesmen to regularly report the market situation and all kinds of information according to their own requirements. If further market analysis is needed, a sales meeting can be held, requiring staff to report their duties and make an overall analysis of the previous market work and make a work plan.

Many dealers will have many similar brands. Smart regional managers can get a lot of important information about competing products from dealers' outlets, and even get information about price quotes, promotions, product manuals, etc., through confidential information such as some distributors, two batch of market policies that can also be obtained competitive products, and promotional programmes of ordering products.

Route six: terminal visit

Regional managers must be deeply rooted in the first-line market.

The so-called "no investigation, no right to speak". An experienced regional manager usually knows a lot of market information and finds many problems when he visits the field.

    途径六：挖竞品墙角 

If the marketing mode of the competitor in the market is very strong, pure imitation can only be "east to play the fox".

At this point, in order to quickly absorb advanced concepts and successful experience of competitors, it is a shortcut to pay high salaries to excellent competitors.

    途径七：SWOT分析 

SWOT analysis is also called situation analysis. The four English letters represent Strength, Weakness, Opportunity and Threat.