| 中央空调营销人的素养 |
| 添加时间：2017/12/13 16:53:19 浏览次数： |
| 在竞争激烈的大环境下，更多企业在进行营销转型升级，在通过素质的强化提升来打造驰骋市场的营销铁军！与传统的消费品相比，产品与行业特点使中央空调营销更着重于地面营销人员推广，更希望一线的营销战士能在信息获取、订单跟踪、签单回款、客户管理、市场推广中独当一面！结合企业的培训，笔者认为中央空调营销人更应该从自身做起、自发自驱、自我提升，才能适应环境变化、企业变革，才能在中央空调营销的舞台上走的更远、更精彩！ In a competitive environment, more and more enterprises to upgrade in marketing, to create in the market by improving the quality of ride marketing tiejun! Compared with the traditional consumer goods, products and industry characteristics of the central air conditioning marketing focuses more on the ground marketing promotion, hope that the front line marketing soldiers can access to information, order tracking, signing payment, customer management, take charge as chief of marketing! Combined with the training of enterprises, I believe that the central air conditioner marketers should start from their own initiative, self drive and self promotion to adapt to environmental changes and business transformation, so that they can go further and better on the stage of the central air-conditioning marketing. 一、检视市场 1. Inspect the market “将一只青蛙放进装有沸水的器皿中，青蛙会奋力的向外跳出；但将青蛙放进装有冷水的器皿中，慢慢加热至沸腾，开始的青蛙舒适的游来游去而怡然自乐，等到水完全煮沸时，青蛙虽已意识到危险，但鼎沸的环境使它没有力量实现奋力一跃。”这正是目前中央空调企业与中央空调营销“繁荣”背后的“忧患”。 "Put a frog in a boiling water vessel, the frog will jump out to the outside; but the frog into a cold water vessel, slowly heated to boiling, the frogs began to swim and comfortable when the water is boiling completely contented and happy, and the frog has realized the danger, but a the environment so that it does not have the power to achieve struggling to leap." This is the "prosper" behind the "prosperity" of the central air conditioning enterprises and the central air-conditioning marketing. 1、 检视市场：外资企业与本土企业共同角逐，产品功能性同质越来越严重，市场营销战愈演愈烈，客户与市场争夺之争将更加精细化，企业与营销人员面临市场提升的更大挑战； 1, look at the market: foreign enterprises compete with local enterprises. The functional homogenization of products is getting more and more serious. The marketing war is becoming more and more fierce. The competition between customers and market will be more refined. Enterprises and marketers are facing greater challenges of market upgrading. 2、 检视客户：客户需求呈现理性化与个性化，专业性强、选择余地大，中央空调的采购不再仅限于功能、价格，采购程序趋向透明化，商务与暗箱运作的单一营销手段面临挑战； 2, inspect the customers: customer needs are rational and personalized, strong and strong choice. The purchase of central air conditioning is no longer limited to functions and prices, but the procurement process tends to be transparent. The single marketing means of business and black box operations are facing challenges. 3、 检视自身：中央空调技术含量高、订单周期长、程序复杂、商务费用高，对营销人的经验与素质要求越来越高，粗放运作模式使更多人在激情褪去后，技能滞后、呈现疲态，在心态、素质、技能上面临市场与新一代营销人的挑战。 3, to view their own technical content: central air conditioning, high order cycle is long, complicated procedures, high cost of business, the higher the marketing experience and quality requirements and extensive mode of operation so that more people in the passion fades, skills lag, showing signs of fatigue, facing the market with a new generation of people in mind, the challenge of marketing quality and skills. 二、反思营销 Two, reflection marketing 细心的人应该可以发现，约克、开利、特灵和麦克维尔等传统的国际大品牌的营销战略都已经在从公关型-——推销型——营销型，再到咨询型的几次升级飞跃，已经开始从卖产品到卖方案和服务、从拼价格到树品牌的营销转型； People should be careful to be found, York, Carrier, Trane and Mike Weil and other major international brands of the traditional marketing strategy has been from the PR - - Marketing - marketing, to leap several upgrades consulting type, has begun the transition from selling products to selling services, from price scheme to the tree brand marketing; 1、 中央空调营销考验的不仅仅是产品，关键是营销推广人员的销售能力，销售能力的背后是自身深厚的综合高素质底蕴； 1, the test of central air conditioning is not only about products, but also the sales ability of marketers. 2、 中央空调营销在环境变革下开始转型，以“咨询＋顾问”的系统营销模式将成为主流，由商务主导的“推”走向以系统营销“拉”来建立长期客户关系； 2, central air conditioning marketing begins to transform under the environment change. The system marketing mode of "consulting + consultant" will become the mainstream, and business led "push" will take the system marketing "pull" to establish long-term customer relationship. 3、 靠个人奔波找信息拉关系、吃喝玩乐送的“机械”模式搞定客户已逐渐不能再适应新的大营销环境与客户需求，升级为系统的“艺术”营销手段来感动客户、满足客户、维系客户。专业功课已变的愈发重要。 3, rely on personal rush to find information, pull the relationship, eat and drink to send the "mechanical" mode to get customers, has gradually been unable to adapt to the new big marketing environment and customer needs, upgrade to the "art" marketing means to move customers, meet customers and maintain customers. Professional lessons have become more and more important. 三、强化行动 Three. Intensification of action 这是谁的错？ Whose fault is this? 笔者刚接触一线销售经常遇到其它很多人碰到的雷同问题，和很多其它厂家一样，我们的但营销人员没有一个能根据实际工程情况给出一个推荐型号，同时给出技术参数，不能马上在现场换算出所需要的设备额定值，都是再给总部工程师打电话咨询，简单的常规技术知识、简单的物理换算方式，一天下来才搞明白，这是谁的错？ 着就是职业素养。 I just contact sales often encounter many others encountered similar problems, like many other manufacturers, our marketing staff but no one can according to the actual projects, presents a recommendation model, and gives the technical parameters, equipment rated not immediately required in the scene are calculated, and then to the headquarters of the engineer phone consultation, technical knowledge, physical conversion routine simple, one day down to understand, whose fault is this? It is professionalism. 不可能给每个销售人员都搭配一个技术支持、行业专家、售后人员…… It is impossible for every salesperson to match a technical support, industry expert, after sales personnel... 中央空调决不是象卖矿泉水那样简单，高业绩的背后更应是高素质，所以面对市场环境的变化，在依靠体力、酒量打拼市场、在依靠灰色拿订单，在埋怨产品不行、客户不好搞定、在粗放盯单、技能滞后、管理淡薄的中央空调营销人更应在自身反思中进行升级与提升，才能适应环境变革与营销趋势！顺势方能有所作为，应走出“唯灰色关系论”的“单一”主导策略，通过提升自身“多元”素质来更好的胜任客户与企业需求，演绎绚丽的中央空调营销职业生涯！ Central air conditioning is not as simple as selling mineral water, behind the high performance should be more high-quality, so with the change of market environment, relying on the physical market, relying on the hard liquor, grey take orders, products, customers not complaining about the bad fix, in extensive at single, central air conditioning skills lag, marketing management the weak should upgrade and enhance its reflection, in order to adapt to the environment change and marketing trends! If the homeopathic party can make a difference, we should go out of the "single grey" theory of "single" strategy, and improve the career of central air conditioning marketing by improving its own "multiple" quality to better serve the needs of customers and enterprises. 1、客户沟通多元化：客户趋向于一个团队购买（提出、立项、调研、选型、洽谈、决策、采购），盯单中需要与不同层次的客户团队成员进行沟通；不仅是公关与沟通，更要有广泛知识（行业、产品、竞品、优势）来支撑与基层、采购、决策者沟通的实效性； 1, the diversification of customer communication: customers tend to purchase in a team (proposed, project, research, selection, negotiation, decision-making, purchasing), on the list needs to communicate with customers in different levels of team members; not only is the public relations and communication, more extensive knowledge (industry, product, products, competitive advantage) the effectiveness of the support and grassroots, procurement, decision makers of communication; 2、订单需求方案化：客户理性专业购买，希望基于整体系统的“一揽子”解决方案，而不是机械的销产品；不仅拜访跑单，更要创造需求，以咨询的角色来明确方案，实践功底有助于方案可行； 2, the order of customer demand plan: rational professional purchase, hope based on the whole system of "package" solution, rather than mechanical products; not only visit run single, but also to create demand, in an advisory role to a clear solution, practical skills will help the program feasible; 3、信息渗透电子化：通过网络与通信工具进行沟通互动，利用电子演示形象说明；比较熟练的掌握计算机、网络、相关软件的操作演示； 3, information permeation and electronization: communicate with each other through network and communication tools, use electronic presentation image to explain, grasp the operation demonstration of computer, network and related software skillfully. 4、订单促进团队化：运作周期长，需要不同职务、层次的与客户团队进行深度沟通，包括方案、技术与商务；不仅是跑单帮、个人英雄， 4, in order to promote team: the long cycle of operation, need different positions, levels and the customer team in-depth communication, including program, technology and business; not only do, personal hero, |
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