Hello, I'm a consultant of China Marketing Department of Interlead Company in the United States. I'd like to introduce our systematic courses (promotion concepts) below, hoping to help you.

interNET Service Corporat-ion-ion, also known as jaeger system, was established in 1973 by jaeger and his independent business owner IBO, providing information and training on business operation, economic management, family life and other aspects to millions of people in more than 51 countries and regions around the world, enabling thousands of people to achieve a double harvest of business and family. Jaeger system is one of the world's three major adult training institutions (kotler, Jaeger and Winton), which specially teaches people how to think correctly and start a business correctly in the 21st century! Provide an entrepreneurial platform for ordinary people and provide a personal career opportunity for 2 to 5 years!

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the concept of promotion-Jaeger system basic training course

Today my lecture is related to marketing. Is marketing a simple sales promotion? After research, we found that 81% of people in the crowd don't like selling, and 21% don't dislike selling, but only 2-3 people out of 111 people are really willing to sell and can do it well. I don't like it myself, and I can't sell it.

People often ask me, Jaeger system does not advocate personal promotion, so where does your's sales performance come from? I will spend an hour and a half today answering your's doubts in five parts. The topic of my lecture today is called "The Concept of Promotion".

1. The difference between promotion and sales promotion

1. Historical review, change of sales concept:

seller's market (focusing on production and products)

For example, lack of material, snapping up the wind.

buyer's market (focusing on product quality and promotion)

For example, advertising war, price war, smiling service, door-to-door promotion and other promotional means.

Marketing and promotion (focusing on customer needs)

For example: target market positioning, brand effect, promotion concept, opportunities and customer training.

2. Three differences between promotion and sales promotion

① Promotion starts from personal use and sales promotion starts from others.

example: ask a live audience. If this business is not allowed, what products will you use from this company? Answer: The products you use are the products you will sell.

tip: which company you cooperate with to sell its products, you must use its products for your own use. If you are not satisfied with its products, you will have no power to sell and share.

Conclusion: Self-use produces self-confidence, self-confidence produces love, love produces strength, power produces drive and produces miracles

② Turn blind consumers into professional consumers and help them establish their own businesses.

For example, do you know why Maotai liquor is several times more expensive than Erguotou? In the case that you don't know, you will generally buy Moutai because of the influence of advertisements and other reasons, so this kind of consumption is blind consumption. Many people have a misunderstanding in the process of consumption: all expensive products must be good products.

Examples: from self-use beauty and skin care products to opening and copying home beauty salons.

③ change the brand of a product by yourself, and then influence others to change brands, and gradually establish a stable consumer group.

Tip: Jaeger system is a self-use system. All over the world, in this business, 81% of our performance comes from our own use (the secret of turnover: this business is the business of insiders using products). People in the same crowd use the same brand, which is a consumer culture (for example, girls who are often together use the same lipstick, and men who are often together drink the same wine and smoke the same cigarettes).

Second, the professional personal image is convincing

1. The first impression is the most important

(the impression left in three minutes includes: appearance, dress, voice, body language)

The appearance is not easy to change, but the image can be changed. (Brief introduction)

Appearance: clean, energetic, full, enthusiastic and smiling;

Dress: training men to dress and prompting women to pay attention to dress;

manner and speech: decent and generous;

Learn to listen and never argue: 51% listen, 25% ask and 25% answer. Praise is always the first pass.

2. Proficient in major:

① Promotion workflow: eight steps to success: dream, commitment, list making, invitation, planning, follow-up, consultation and communication, and copying (teaching others); 25 principles of the system: (basic principles that leaders should follow); Five basic skills: planning, product knowledge, family gathering, eight steps and one-on-one.

② professional knowledge: company; Distribution system; How to build a team and customer base. Product knowledge.

(1) Understand the products and make good use of professional sales tools (books, VCD, videos, newspaper clippings and other materials);

(2) features and benefits of the product;

(3) the value and price of products, and the guarantee of return;

(4) Understand similar competitive products, make product comparisons, but do not attack other brands;

(5) Mastering the skills of answering questions.

three, win-win the four processes of marketing and promotion

(sales guru Ross? R lake)

1. Plans

① What kind of business is interactive cooperation?

It's a shared business, and it's a business of being a human being. 4 Maintaining the M win-win relationship R

is to help your customers build their own business, and

teach them to succeed, and at the same time, you can also succeed.

3 Contract A

Why do people buy your products when they don't know the company and products?

PRAM win-win marketing

61% is due to your character and faith in you; 31% ideas and opportunities; 11% company and product itself.

tip: when you sell products, you share your experience, not show off your knowledge; When you answer questions, you share your knowledge, not show off your skills. Three secrets of a successful sales method:

First, let your customers share it, preferably celebrities and influential people.

second, let your customers share whether they are celebrities or influential people.

Third, let your customers share it, preferably celebrities and influential people. Finding the selling point means finding the demand, and you can overcome the price barrier and make customers accept your products.

for example, it costs 47.5 yuan to clean a new dish. Is it expensive? Is 21 yuan expensive? Is 11 yuan expensive? Don't give him money, is it expensive?

③ Strategy

(1) In the 3S (sales, recommendation and service), service is the foundation and training is the soul.

tip: every step forward is to talk about a plan (STP) before the work can be carried out. You must move forward to be stable.

(2) our marketing strategy: through learning and organizing various trainings, we can improve the quality and ability of ourselves and leaders, enhance their influence, thus affecting the thinking mode of more people, thus changing their behavior patterns and using a product brand, thus establishing a stable and sustainable customer group and establishing a new community and consumer culture.

2. Relationships

① There are three kinds of people you will meet:

customers, carriers and leaders.

② There are two reasons for all businesses to grow bigger:

Stabilize old customers and develop new customers.

③ Three stages of building interpersonal relationships:

Like each other-build relationships-trust each other.

3. Agreements

① The company's two basic commitments: to provide people with the best products and services; At the same time, provide the best personal career opportunities.

② Commitment is mutual, and there are three levels of commitment: give it a try; Do your best; Go all out at all costs. Company support system

③ You can only succeed if you help others succeed: this is determined by the distribution system; Your teacher's advisor is determined by the unique mode of operation and cooperation

(company and sales representatives, system and team members, your

team members between superiors and subordinates, sales representatives and customers).

A B C D

4. Maintenance

① There are five reasons why customers leave you:

3% of them died or moved; 6% people turn to other people to buy the same brand; 9% people turn to other brands; 14% people are not satisfied with the product; 68% people feel that the salesperson's attitude is cold.

② leaders' three abilities to drive the team: guidance: building dreams and goal-oriented formulation. Incentive: three more, three no. The power of character: always do the right thing and always be an absolutely upright person.

③ How do you find excellent leaders and direct reports?

When you find a leader, establish a close personal relationship with him, and he will be the direct line in your department in the future.

four, three ways of comparison and promotion; The way of team marketing; The way of personal promotion.

1. Promotion method:

Advantages: You can establish a self-use customer group with stable performance, and it is easy to find excellent leaders among customers, so that they can fully display the strength of character, personal charm and knowledge. You can establish close personal relationships with them and establish long-term, fast and smooth product supply channels.

deficiency: large initial investment, slow promotion speed and high demands on leaders.

2. The way of team marketing:

Focusing on sales, relying on proficient professional knowledge, relying on the team atmosphere, careful strategy, constantly organizing product training and repeated product demonstrations, and relying on persistent strength, especially diligence, to share the experience and effect of using products with customers.

Advantages: We can provide customers with the products they need, and our performance will grow rapidly in a short time.

deficiency: the ability of leaders is often unilaterally improved, which is not easy to attract more people's attention, especially the attention of high-quality people, it is not easy to establish a cultural atmosphere, it is not easy to provide a good growth environment for outstanding leaders, and the personal relationship of team members is not very close.

3. Personal selling method:

Focusing on selling products, we meet strange customers with enthusiasm, original interpersonal resources and indomitable perseverance, and sell products day after day. On the basis of finding countless customers, we are not afraid of rejection and expand our turnover. This is the most traditional and the easiest way for individuals to start work immediately, especially for those who have the ability to sell and have good interpersonal resources.

Advantages: For people with certain conditions, this is the way to get income immediately. It is also a good way to exercise psychological quality, so that people can act immediately and hone their will.

Shortcomings: The business is not big, the leaders are too tired, and the operation is not good, which is easy to hurt the original and newly developed interpersonal resources, because some leaders will use new people to promote their hype performance. Moreover, the improvement of leaders' overall quality and ability is too slow, and the team that focuses on sales promotion has indifferent personal relationship, even disharmony. From the perspective of long-term operation, it is difficult to achieve sustainability and stability by means of sales promotion, team development and performance improvement.

Suggestions and strategies:

New market development focuses on promotion, expanding influence and quickly establishing contacts. When the influence and trust of leaders are established in people's minds, especially after the number of local conference participants reaches 31-51, the second team marketing method will be added. After the business in a region is stable, we should insist on using these two methods alternately: if the popularity on the spot is insufficient, add the first method (promotion). If the number of participants in the meeting is increasing, but the turnover is not increasing or even falling, you should use the second method (team marketing) to increase product courses; For the third way, personal promotion, although we do not advocate it, we will never oppose it, because it will be applicable to some leaders and marketers.

5. The process of growing up

1. Four processes of becoming a marketing expert:

hawker shooter, farmer owner (building his own business empire)

2. Basic quality of a marketing expert (triangle cone training):

The mind of a scholar: clear goals, rich knowledge.

the artist's heart: enthusiasm and respect for others.

rich imagination and keen insight.

understanding and caring for others.

athlete's foot: be good at action and follow Wan Li Road. Leave footprints on time

, not ass prints on the sofa

, all talk and no practice.

sculptor's hand: ingenious, create your brilliant life with your hands.

you can't die if you do marketing work, but you can die if you want to.

3. Sales and recommendation begin with rejection.

tip: the way to overcome rejection is always next.

the 4th and 21th centuries are the era of marketing: 81% of the millionaires in the world started from sales; It doesn't matter what you produced in the 21th century, what matters is whether you can sell it. In the 21th century, whoever has the ultimate consumer group will have real wealth.

End of story: Churchill's last speech: "Never give up, never give up, as long as you believe, you will succeed".