12 basic skills that junior sales personnel must master to successfully build the mentality of marketing personnel-mentality

12 basic skills for junior sales

Author: Cheng Lie

　　Cheng Lie mccate senior marketing consultantThe 12 sales capabilities listed in this article are the sales capabilities of many Fortune 500 companies. It is expected to help Chinese local enterprises improve their sales capability management and sales capability. We divide sales capabilities into three categories: skills, common sense, and behavior. Each category includes four capabilities. Skill categories include: 1. establish Relationship 2. sales and negotiation 3. guidance, development and training 4. analyze and solve common problems: 5. customer Value positioning 6. business awareness 7. customer Management 8. market awareness behaviors include: 9. result center theory 10. team work and team building 11. self and team work management 12. the overall requirements of these competency types for sales personnel are as follows: newbie, new employee, basic competency level, Minimum competency requirements, and work under guidance and training. Sales capability 1: establish good relationships and focus on good interpersonal relationships and promote business development · demonstrate the awareness of establishing good relationships with customers and describe the impact of effective and good interpersonal relationships on business. · Understand the use of open and closed questioning skills, show the use of active listening skills, establish a harmonious and trusted relationship, and understand the needs of customers. · Recognize and thank others for their contributions and advice. · Understand the principles and values of providing quality customer services to customers, companies, and themselves. Sales capability 2: Sales and negotiation use sales and negotiation skills and maximize sales opportunities to improve business profitability and competitiveness. Sales Process · planning/preparation · Establishing relationships · discovering demands · sending samples · product introduction · negotiation · opposition · deal · Review/tracking/Management · understanding the sales process (see above) · discovering customer needs along with the process · identifying opportunities for adding, combining, and cross-selling to existing customers/retailers · Introducing sales capability 3 to a group of products: training development, training, mutual learning, and common development, so as to improve the ability of the sales team · understand and apply open-ended questions and guidance skills · receive guidance · informal one-to-one training sessions with colleagues, customers and retailers · Help new users · understand themselves training needs and seek help · grasp the learning opportunities and quickly learn the sales ability from practical experience 4: analyze and solve problems by using all relevant and available information to identify key problems and opportunities; determine the causes of the problems and solutions to the problems, and strengthen customer relationships · raise issues, locate customer problems · quickly, accurately, and put yourself in the correct position to respond to customer problems · use existing tools, resources and manuals to solve simple customer problems 5: customer Value positioning through selective recommendation of our Product, service, and logistics support, maintain and develop new businesses · describe features of products/services in similar markets, advantages and applications · explaining our customer service positioning to customers in similar markets · asking customers appropriate questions, in order to get technical help from colleagues/superiors · know how to obtain or seek technical information · know the product sales capability of main competitors 6: business awareness through information and technology management, determine the profit margin and competitiveness of the business · with the help of sales instructors, make their own contribution to the formulation of sales plans for different businesses and major customers. · With the help of Sales Manager/instructor, know how to obtain the business and explain the problems in the business. · Familiar with general computer application software. (E. g.) · in business practice, the sales capability of business and financial management is demonstrated. 7. deep understanding of customer management and its needs and structure. By planning and prioritizing, make the most effective use of time · plan the frequency of visiting customers, objectives, and customers based on importance and urgency · conduct post-Visiting analysis · understand the needs and requirements of customers/wholesalers, and the needs of their customers and end users · understand who are the decision makers and influential people in the customer's business. 8: market awareness in all business activities, through a full understanding of the market and the external environment, strive for a competitive advantage · reflect the understanding of the market, customer types and main competitors in the market field sales ability 9: result center theory is responsible for achieving "Guaranteed Performance" · understanding the main performance measurement methods/indexes · Accepting the division of labor, responsibility for performance and effectiveness · striving to achieve the target sales capability 10: team work/establish a team to contribute to the team; win the commitment and inspire them to be super fast, show enthusiasm and affinity, work in a group in harmony, and get along with others. · Sharing information sales capability with others 11: Self/team work management has high personal standards, is responsible for its own development, and solves performance problems with others · according to the importance and closeness of tasks, develop activity plans in advance · maintain the latest work knowledge · understand the goals of individuals/teams · listen to suggestions and feedback, and take actions to demonstrate a good personal style (dress, car, sales auxiliary tools) · the edited letterhead and reports are clear, concise, and syntactically correct. · act securely at any time. Sales capability 12: find innovative ways to improve business, provide value-added services to customers. Ready to try new ways, take on the risk of careful trade-offs · accept and implement new ideas with enthusiasm and sense of responsibility the 12 sales capabilities listed in this article are the sales capabilities of many of the world's top 500 companies. It is expected to help Chinese local enterprises improve their sales capability management and sales capability. We divide sales capabilities into three categories: skills, common sense, and behavior. Each category includes four capabilities.

Skills include:

1. Establish a link

2. Sales and negotiation

3. guidance, development and training

4. analyze and solve the problem

Common sense classes include:

5. Customer Value Positioning

6. Business awareness

7. Customer Management

8. market awareness

Behavior classes include:

9. Result center Theory

10. team work and team Establishment

11. Self and team work management

12. Innovative Spirit

These types of capabilities have the following comprehensive requirements on sales personnel capabilities:

New recruits, basic competence levels, Minimum competency requirements, and work under guidance and training.

Sales capability 1: Establish a good relationship

Focus on and commit to good interpersonal relationships and promote business development

· Demonstrate the awareness of establishing good relationships with customers and describe the impact of effective and good interpersonal relationships on the business.

· Understand the use of open and closed questioning skills, show the use of active listening skills, establish a harmonious and trusted relationship, and understand the needs of customers.

· Recognize and thank others for their contributions and advice.

· Understand the principles and values of providing quality customer services to customers, companies, and themselves.

Sales capability 2: Sales and negotiation

Improve business profitability and competitiveness by using sales and negotiation skills and maximizing sales opportunities.

Sales Process

· Plan/prepare

· Establish relationships

· Discover requirements

· Send samples

· Product Introduction

· Negotiation

· Objection

· Deal

· Review/tracking/Management

· Understand the sales process (see above)

· Discovering customer needs during the process

· Identify opportunities for adding, combining, and cross-selling to existing customers/retailers

· Provide a complete set of products to a group

Sales capability 3: Training Development and Training

Learn from each other and develop together to improve the sales team's ability

· Understand and apply open question and guidance skills

· Receive guidance

· Informal one-to-one training sessions with colleagues, customers, and retailers

· Helping beginners

· Understand your training needs and seek help

· Grasp learning opportunities and quickly learn from practical experience

Sales capability 4: analyze and solve problems

Use all relevant and available information to identify key issues and opportunities, determine the causes of the problems and solutions to the problems, and strengthen customer relationships.

· Identify the customer's problems by asking questions

· Quickly, accurately, and put yourself in the correct position to respond to customer problems

· Use existing tools, resources, and manuals to solve simple customer problems

Sales capability 5: Customer Value Positioning

Maintain and Develop new businesses by selectively recommending our products, services and logistics support

· Describe the features, advantages, and applications of products/services in similar markets

· Explaining our customer service positioning to customers in similar markets

· Ask the customer appropriate questions to obtain technical help from colleagues/superiors

· Know how to obtain or seek technical information

· Products of major competitors

Sales capability 6: business awareness

Determine the profit rate and competitiveness of the business through Information and Technology Management

· With the help of sales instructors, we make our own contribution to the development of sales plans for different businesses and major customers.

· With the help of Sales Manager/instructor, know how to obtain the business and explain the problems in the business.

· Familiar with general computer application software. (For example)

· Demonstrate business and financial management awareness in business practices

Sales capability 7: Customer Management

Develop a deep understanding of customers, their needs and structures. Use time most effectively by planning and prioritizing

· Plan the frequency of visiting customers, purposes, and customers based on their importance and urgency

· Post-visit Analysis

· Understand the needs and requirements of customers/wholesalers and the needs of their customers and end users

· Understand who is the decision maker and influential person in the customer's company

Sales capability 8: market awareness

In all business activities, we strive for a competitive advantage by fully understanding the market and external environment.

· Understand the market, customer types, and main competitors in the market field

Sales capability 9: Result center Theory

Responsible for achieving "Guaranteed Performance"

· Understand Major Performance Measurement Methods/Indexes

· Accept responsibility for division of labor, performance, and effectiveness

· Strive to achieve the goal

Sales capability 10: Team Work/team Creation

Contribute to the team; win the promise and inspire them to catch up

· Show enthusiasm and affinity

· Work in a group in harmony and get along with others.

· Share information with others

Sales capability 11: Self/Team Work Management

Has high personal standards, is responsible for its own development, and solves performance problems with others

· Develop activity plans in advance Based on the importance and closeness of tasks

· Keep up-to-date work knowledge

· Understand the goals of individuals/teams

· Listen to suggestions and feedback and take actions accordingly

· Demonstrate a good personal style (dressing, car, sales auxiliary tools)

· The edited letterhead and reports are clear, concise, and correctly formatted

· Act securely at any time

Sales capability 12: Innovative Spirit

Find ways to improve business and provide value-added services to customers. Prepare to try new ways and take the risk of careful trade-offs

· Accept and implement new ideas with enthusiasm and responsibility

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Mentality building for successful marketing personnel-mentality

Author: Jiang Jinzhi

The marketing profession is a special profession, which constantly faces challenges, failures and setbacks, and various difficult and difficult occupations. Therefore, as a marketing personnel, to make achievements in the marketing profession, you must have a mentality that ordinary people do not have. Based on my years of experience in marketing management and years of experience in marketing training for enterprises, I feel that as a successful marketer, I must have the following mentality:

I. confidence and optimism

We do not lose confidence because it is difficult to do things, but often because we lose confidence to make things difficult to do. Confidence is the first step to success! Many of our marketing staff have considered themselves impossible before they leave, because he already has the idea of "poor policies, poor products, and poor markets" in his mind, how can he convince others of the impossible things? On the contrary, marketers with good performance will not complain about this. The first thing that comes to mind is "I will do well "! Then I went into my work with confidence, as Napoleon Hill said: "I succeeded because I was committed to success." They succeeded!

In the vast marketing army, it is not difficult to find that successful people are successful because they lose confidence when they are in adversity with others, but they are making up their minds to achieve their goals.

If we still cannot succeed, it is because we have not found a successful method yet. Chen anzhi often said during training: "I didn't get what I want, we are about to get better. "an optimistic attitude will make us brave enough to admit the mistakes we made, and an optimistic attitude will make us accept the temporary failure. Only by recognizing the mistakes made can we avoid making the same mistakes again; only by accepting the temporary failures can we succeed tomorrow!

2. Proactive

Opportunities always lie in those who are prepared. Active people tend to have more opportunities than others find, so their chances of success are higher than others. Mediocre people only wait quietly for the opportunity to come, while intelligent people take the initiative to find opportunities and create opportunities.

Sheng tianzhao summarized his marketing philosophy: "I am not serving the market, but creating the market ". Especially for marketing, you need to know how to create product selling points and how to explore market demands. Only people with active and positive attitudes are maintained at all times, to discover and grasp more opportunities in the challenge! (Two Stories of learning and understanding: selling books to monks and selling shoes to Africa)

In his training dish, Chen anzhi said: "successful people are willing to do things that others don't want to do, successful people do things that others cannot do, and successful people do things that others don't dare to do ". The second article in the "Ten Principles" of China Telecom stressed that it is necessary to actively promote the work, rather than passively wait for the instructions of the leaders. However, I have been to many companies and found that such a problem exists. Few strangers in the company take the initiative to ask what happened and what they need help. In their eyes, I think this is the work of the front-end receptionist, such a small thing reflects a person's work attitude and life mentality, and indirectly reflects the company's lack of corporate culture. This is one of the inactive phenomena.

3. Learning enterprising mentality

I think no one in the current marketing industry wants to be able in the company for a lifetime, and the company will not want to keep someone for a lifetime. The market competition is cruel, and the competition for talents is also cruel, every one of us must have a sense of crisis and a sense of urgency. We must always remember "if I stop, then people will replace it. If people stop, then I will take it ".

Since ancient times, there have been "Life is wonderful, you know nothing", and "Life is old and learn Old". It can be seen that you cannot learn at all times! For a long time, marketers often face such trivial matters, often face such social activities, and are often busy without planning, lack of time management and learning management. A successful marketer can withstand the temptation, endure the loneliness, and take time out to learn and summarize and reflect on each other.

Only when you have a learning and enterprising mindset will you be dissatisfied with the status quo, constantly explore and pursue, and constantly surpass yourself, will you not be eliminated in this fierce competition for talent!

4. dedication and gratitude

Whether at work or in our life, we should maintain a high degree of dedication. I have witnessed a lot of poor-performing marketers who have one thing in common: fear of losses! In their minds, they think that how much money they can do is not allow others to take advantage of this advantage. When selecting a region, they will go to a mature regional market, as a result, after a few years, the salesman is still in the small area of his own, while some of those who seem to suffer losses have become their own leaders and some have already changed to regional managers.

Willing to give up, give up first! The principle is simple and the meaning is profound.

It is difficult for people who often blame others to achieve great success, because they always feel that in this world, others always owe him, or that the failure is caused by the environment. If you do not have a gratitude attitude, your mind will be very narrow, everything is self-centered, and your life is always unhappy.

We hope that we can remember that we are grateful to those who hurt you because they have honed your mind and are grateful to those who cheat you because they have increased your knowledge; grateful to those who throw you, because he has eliminated the barrier; grateful to those who abandoned you, because he has taught you to stand on your own; grateful to those who have tripped you, because he has strengthened your ability; I am grateful to those who scold you for contributing to your wisdom.

5. Perseverance

Sun Zhengyi once said: "If you do not thoroughly pursue or thoroughly study any business, you will not be able to taste the fruits of success !" Article 5 of the "10 things" of China Telecom in Japan emphasizes that once a job begins, it is impossible to give up easily. It is necessary to have a hard time reaching the goal and to give up without giving up. In particular, our marketing staff should never give up easily in various business negotiations. We must know that the customers that can be easily found are not the best customers, and those who have reached cooperation through difficult negotiations are the best customers.

Anthony Robin said: "Over the years, I have explored the success of many people and found that perseverance is the most important factor. Its Influence on life is far greater than my talents. The reason why many people fail is that they give up 5 feet before reaching the target ."

No saliva or sweat, no tears of success. Marketers often want to "speak a thousand words, take a great deal of time, experience a great deal of hardships", do not have a consistent mentality, do not have the hard work of psychological preparation, why go far in the marketing Avenue!

6. Continuous innovation

In recent years, the business community has been holding high the banner of "innovation". The only thing that remains unchanged in the world is changes. As a salesman, we should follow the trend, meet changes and challenges, and constantly innovate, keep breaking through yourself!

A successful person is often able to adjust and change his habits and thoughts at any time to cope with more and more difficult challenges!

Simply attach the shadows of past successes without thinking about self-breakthrough changes. They are still showing what you are good at, and are often the losers of the current situation.

Guo Shina, former IBM President, once said: "If you want to win the game, you must wake up every day and look forward to the change. In fact, you must be willing to accept the change ". Only by changing the environment can we overcome the challenges of our competitors. Market competition is becoming more and more standardized, and product competition is becoming more and more similar. How do you defeat your competitors? This requires you to have the ability to innovate, find your opponent's weaknesses, and make full use of your own advantages to achieve "no one has me, no one has me", so that you can win in the fierce competition!

Peter Shengji wrote in Exercise 5: "The only lasting competitive advantage may be the ability to learn faster than your competitors ".

7. dedication and responsibility

As a marketing personnel, because of the nature of work, often one person is out of the company's sight and supervision, it is easy to cause scattered work, corruption of life, this requires strong professional ethics from my constraints.

I have come into contact with many company bosses and they all have a consensus that they think that the marketing brain is very clever, the author once discussed with these bosses what is most important to selecting and educating people. They all said: "I select and employ people, not better than others, but who is more dedicated than who is, who is more responsible than who is! ".

Only those with high professionalism and sense of responsibility can seek greater and faster development! Professionalism and sense of responsibility are the foundation of our career and the source of respect and respect.

With professionalism, we will be busy in the market; with a sense of responsibility, we will have a resounding reputation.

The times are changing, everything is changing, and our mentality is changing. In this endless change, we have ushered in one opportunity and one challenge after another. Looking back at history, looking at the present and looking forward to the future, are you having a new idea and plan? Hurry up!

1. confidence and optimism we do not lose confidence because it is difficult to do things, but often because we lose confidence to make things difficult to do. Confidence is the first step to success! Many of our marketing staff have considered themselves impossible before they leave, because he already has the idea of "poor policies, poor products, and poor markets" in his mind, how can he convince others of the impossible things? On the contrary, marketers with good performance will not complain about this. The first thing that comes to mind is "I will do well "! Then I went into my work with confidence, as Napoleon Hill said: "I succeeded because I was committed to success." They succeeded! In the vast marketing army, it is not difficult to find that successful people are successful because they lose confidence when they are in adversity with others, but they are making up their minds to achieve their goals. If we still cannot succeed, it is because we have not found a successful method yet. Chen anzhi often said during training: "I didn't get what I want, we are about to get better. "an optimistic attitude will make us brave enough to admit the mistakes we made, and an optimistic attitude will make us accept the temporary failure. Only by recognizing the mistakes made can we avoid making the same mistakes again; only by accepting the temporary failures can we succeed tomorrow! 2. active and positive opportunities always lie in those who are prepared. Active people tend to have more opportunities than others find, so their chances of success are higher than others. Mediocre people only wait quietly for the opportunity to come, while intelligent people take the initiative to find opportunities and create opportunities. Sheng tianzhao summarized his marketing philosophy: "I am not serving the market, but creating the market ". Especially for marketing, you need to know how to create product selling points and how to explore market demands. Only people with active and positive attitudes are maintained at all times, to discover and grasp more opportunities in the challenge! (Two Stories of learning and understanding: "selling a book to a monk" and "selling a shoe to Africa") Chen anzhi said in his training disc: "successful people are willing to do things that others don't want to do, successful people do things that others don't want to do, and successful people do things that others don't dare to do ". The second article in the "Ten Principles" of China Telecom stressed that it is necessary to actively promote the work, rather than passively wait for the instructions of the leaders. However, I have been to many companies and found that such a problem exists. Few strangers in the company take the initiative to ask what happened and what they need help. In their eyes, I think this is the work of the front-end receptionist, such a small thing reflects a person's work attitude and life mentality, and indirectly reflects the company's lack of corporate culture. This is one of the inactive phenomena. 3. Learning enterprising mentality I think no one in the current marketing industry wants to be able in the company for a lifetime, and the company will not want to keep someone for a lifetime. The market competition is cruel, the competition for talents is also cruel. If we do not enter, we will leave. Therefore, each of us must have a sense of crisis and a sense of urgency. We will never forget to "if we stop, we will replace people; if the person stops, I will take it ". Since ancient times, there have been "Life is wonderful, you know nothing", and "Life is old and learn Old". It can be seen that you cannot learn at all times! For a long time, marketers often face such trivial matters, often face such social activities, and are often busy without planning, lack of time management and learning management. A successful marketer can withstand the temptation, endure the loneliness, and take time out to learn and summarize and reflect on each other. Only when you have a learning and enterprising mindset will you be dissatisfied with the status quo, constantly explore and pursue, and constantly surpass yourself, will you not be eliminated in this fierce competition for talent! 4. We should maintain a high degree of dedication, whether at work or in our life. I have witnessed a lot of poor-performing marketers who have one thing in common: fear of losses! In their minds, they think that how much money they can do is not allow others to take advantage of this advantage. When selecting a region, they will go to a mature regional market, as a result, after a few years, the salesman is still in the small area of his own, while some of those who seem to suffer losses have become their own leaders and some have already changed to regional managers. Willing to give up, give up first! The principle is simple and the meaning is profound. It is difficult for people who often blame others to achieve great success, because they always feel that in this world, others always owe him, or that the failure is caused by the environment. If you do not have a gratitude attitude, your mind will be very narrow, everything is self-centered, and your life is always unhappy. We hope that we can remember that we are grateful to those who hurt you because they have honed your mind and are grateful to those who cheat you because they have increased your knowledge; grateful to those who throw you, because he has eliminated the barrier; grateful to those who abandoned you, because he has taught you to stand on your own; grateful to those who have tripped you, because he has strengthened your ability; I am grateful to those who scold you for contributing to your wisdom. 5. Perseverance sun Zhengyi once said: "If you do not thoroughly pursue or thoroughly study any business, you will not be able to taste the fruits of success !" Article 5 of the "10 things" of China Telecom in Japan emphasizes that once a job begins, it is impossible to give up easily. It is necessary to have a hard time reaching the goal and to give up without giving up. In particular, our marketing staff should never give up easily in various business negotiations. We must know that the customers that can be easily found are not the best customers, and those who have reached cooperation through difficult negotiations are the best customers. Anthony Robin said: "Over the years, I have explored the success of many people and found that perseverance is the most important factor. Its Influence on life is far greater than my talents. The reason why many people fail is that they give up 5 feet before reaching the target ." No saliva or sweat, no tears of success. Marketers often want to "speak a thousand words, take a great deal of time, experience a great deal of hardships", do not have a consistent mentality, do not have the hard work of psychological preparation, why go far in the marketing Avenue! 6. the mentality of continuous innovation in recent years, the business community has been holding high the "Innovation" flag. The only thing that remains unchanged in the world is change. As a salesman, we should follow the trend to meet changes and challenges, constantly innovating and breaking through yourself! A successful person is often able to adjust and change his habits and thoughts at any time to cope with more and more difficult challenges! Simply attach the shadows of past successes without thinking about self-breakthrough changes. They are still showing what you are good at, and are often the losers of the current situation. Guo Shina, former IBM President, once said: "If you want to win the game, you must wake up every day and look forward to the change. In fact, you must be willing to accept the change ". Only by changing the environment can we overcome the challenges of our competitors. Market competition is becoming more and more standardized, and product competition is becoming more and more similar. How do you defeat your competitors? This requires you to have the ability to innovate, find your opponent's weaknesses, and make full use of your own advantages to achieve "no one has me, no one has me", so that you can win in the fierce competition! Peter Shengji wrote in Exercise 5: "The only lasting competitive advantage may be the ability to learn faster than your competitors ". 7. dedication and responsibility as a marketing personnel, because of the nature of the work, often one person is out of the company's sight and supervision, it is easy to cause scattered work and corruption of life, this requires strong professional ethics from my constraints. I have come into contact with many company bosses and they all have a consensus that they think that the marketing brain is very clever, the author once discussed with these bosses what is most important to selecting and educating people. They all said: "I select and employ people, not better than others, but who is more dedicated than who is, who is more responsible than who is! ". Only those with high professionalism and sense of responsibility can seek greater and faster development! Professionalism and sense of responsibility are the foundation of our career and the source of respect and respect. With professionalism, we will be busy in the market; with a sense of responsibility, we will have a resounding reputation. The times are changing, everything is changing, and our mentality is changing. In this endless change, we have ushered in one opportunity and one challenge after another. Looking back at history, looking at the present and looking forward to the future, are you having a new idea and plan? Hurry up! Welcome to discuss your views with the author, by email: jiangjinxj@126.com