Never Fight an Unprepared War —— How to Prepare for the War
(1) Why should we make full preparations?
Before operating the project, we should not be busy attracting advertising sponsorship. There is a very important job to pay attention to. What job? Preparation work. When it comes to preparation, many people will disagree, I know. But many people didn't do it.
Some of us went into battle unprepared, or unprepared at all. We found one dead, two dead, one dead, one dead, and we were beaten. Why is this happening? Just not ready. Good preparation is the beginning of success, and bad result is bad preparation.
It is important to be prepared for advertising sponsorship. It is very important to get everything ready. Many people don't play well, because they are not fully prepared and the results are not good.
Before the visit, I made a comprehensive investigation on this customer's situation, made a serious study, and made various ideas and drills for the problems they might raise. It can be said that today's achievements are due to past efforts. Every effort in the past will be reflected in my performance today.
If you are really ready, you can lie on your desk in no hurry and answer questions like flowing water, so you won't give up all your efforts and be in a hurry. You will save a lot of trouble and time during the operation. "Don't mistake the woodcutter for sharpening the knife!" Please remember this sentence.
So, what should we do with advertising sponsorship? Where to prepare?
(2) Prepare an adequate directory.
As a salesperson, it is very basic and important to have a complete list. If you want to be a gold medal salesman, it is essential to master a large number of catalogues. I found that salesmen who can't get advertisements have a common problem: there are not many potential customers. The reason why gold medal salesmen can continuously attract advertisements and sponsorships is that they have a large list of potential customers. Whoever has end customers will have wealth. "People are the veins of money, and resources are financial resources." This is the most popular sentence in the market at present.
Why do some salesmen have no customers?
On the one hand, because the salesman is lazy and unwilling to develop; On the other hand, because he didn't know how to develop it, he didn't do a good job of collecting and sorting it out at ordinary times.
As you can imagine, a salesman has no customers. If you want to get advertising or sponsorship, it is impossible for the company to continue its business. This is called "a clever woman can't cook without rice"!
Therefore, the work of developing customers is the most important, comparable to negotiation and signing. Finding customers can be useful and useful. So, how to find and develop customers?
1. Where are your customers?
First of all, what is your target market? What is your customer range? How to find these customers? For example, Grade A, Grade B, Grade C ... You should list him in your notebook, focus on it first, and spend 80% of your time on Grade A customers.
2. Ways to find customers.
Secondly, when you know the direction and scope of your business, you should know how to find these customers. Now introduce several commonly used methods:
Consult all kinds of compilation materials.
These compilations include statistical data, catalogue data, newspaper data, etc.
Statistical data refers to the statistical investigation reports of relevant state departments, statistical investigation data published in newspapers by trade associations or competent departments, and statistical investigation data published by trade groups.
Directory information refers to various customer directories (including existing customers, old customers and lost customers), classmate directories, member directories, association directories, employee directories, celebrity directories, telephone yellow pages, company yearbooks and enterprise yearbooks.
Look for the yellow pages of advertisements.
Go to the library to consult trade publications.
Search online.
Internet is a cornucopia of information, which contains all the information you need, especially some large enterprises, and all the relevant information you need can be found on their web pages.
Whether the information you find is correct or not depends on the search keywords you enter. For example, now I want to train an advertiser. Where are my clients? One of them is an advertising company. So how do we find them? I click on "Beijing Advertising Company" on the Internet, and I can immediately find the list of all advertising companies in Beijing and related information on the Internet. ..... and then I copy and paste the name, address, telephone number, contact person, etc. Print it out.
Surfing the Internet can broaden your horizons. You must be good at using it and make full use of it.
Pay attention to collecting advertising reports from various media.
Units that often advertise and report in the media show that they all have the need to advertise and expand their popularity, or their enterprises have better economic benefits.
Some local or industrial newspapers, magazines, TV media and street sign advertisements all contain a lot of information and materials. Usually pay attention to collection, some can be cut and pasted, and some should be recorded in time, including the address and telephone number of the company, as well as some key points and feelings you thought of at that time, all of which should be written down. "Good memory is better than bad written memory."
Through friends, relatives, classmates and colleagues.
It would be better if some friends with real power units could introduce them. For example, friends in industrial and commercial taxation, public security law and other departments, and heads of some units or departments. Through their introduction, you can make some senior customers. Because we pull advertising sponsorship, most of them are dealing with unit leaders. It is better to have a relationship and face than an official seal; Sometimes his superior leader can surpass you, saving you a lot of twists and turns and procedures, and it is easier for the other party to trust you and get close to you, making your business more successful.
I want to remind you of this: for those who help, you should repay others accordingly. Although friends help out of friendship, we should learn to be grateful. Successful people are grateful people!
Go to an organization that specializes in selling catalogues.
Directory exchange
Some directories have been used many times, and your directory is basically worthless, but others get your directory and it is new, which doesn't affect anything. So, you can exchange catalogs with sales people from other companies.
Shortcut to establish contact-attending various meetings
There are many meetings held in all walks of life, such as seminars, briefings, exhibitions, trade fairs, training courses and various activities. Especially the large and small gatherings of some elite talents. In short, don't let go of all the information you have about the meeting (activity), cherish this opportunity and try to attend it.
Because the crowd is concentrated during the meeting, you may know people at all levels and in all fields. In this way, you can quickly establish a large number of contacts and establish some high-level contacts in various industries in a relatively short period of time. Not only that, you can also make full use of this opportunity to obtain all kinds of information and materials, and at the same time you can improve your social visibility.
Some people refer to attending various meetings as "clubbing", which is inevitably derogatory, but on the other hand, "clubbing" is indeed the most economical, quickest and most effective way to obtain potential customer relations.
One thing to note: after receiving the business card at the meeting, you should always contact. There is a saying: "contact, play"-that is, maintenance, there will be information, information, results, and "play"; In this way, the relationship will become more and more familiar and better, and there will be follow-up resources. If you don't connect, there is no chance. For example, the other party changed his mobile phone number, moved to his work place and changed his work unit, and he was disconnected if he couldn't get in touch.
3. How to know your customers?
-What do you know about customers?
Before you contact customers, you must know each other.
Understand the basic situation of the customer himself. For example, the customer's unit, position, native place, major, temperament, hobbies, main family situation, social relations, such as children, lovers, relatives, relations with other responsible persons of the enterprise, any outstanding achievements or recent examples worth talking about, such as whether newspapers, magazines and TV stations have interviewed or reported, whether they have spoken at an activity, and so on.
Understand the situation of the customer's enterprise. For example, what are the characteristics and shortcomings of the quality, price and function of the main commodities compared with similar commodities? What are the social evaluation, popularity and reputation of their enterprises? What are the outstanding characteristics compared with similar enterprises?
Understand the current situation of customers. For example, what have you been doing recently, what successful experiences have you had in recent years, what lessons have you failed, what honors and medals you have won, and so on.
Why do you want to know about these situations? The main purpose is to facilitate communication and bring each other closer. I heard that you are a tiger, so am I; I heard that you are a soldier, so am I. You are a master of Go. Let me ask you something. Your child is going to college this year, and I have an internal file here ...; Your lover is in poor health. I brought you some health products. You have a try. You recently said on a certain occasion: … I feel the same way; I found that your's advertisement has a significant shortcoming. Your company has ... problems, which I think should be ...; You have been carrying out … activities recently, and I think this activity should …;
Everyone has a radio station. When can we listen to it? When talking about yourself, when talking about things related to your own interests; What are you most interested in? For yourself, for people and things closely related to yourself; From this perspective, people care more about themselves. The more you know about him and get in touch with him, the more you will speak the same language, the more active you will be and the more intimate you will be.
-how to understand each other's situation?
Read the work plan, summary, experience report, introduction of typical figures, advanced deeds report and other relevant materials and documents that can reflect the operation of the enterprise. In the past year or two.
You can also learn through some interpersonal relationships, such as chatting with employees of your unit, or chatting with relevant personnel who are familiar with the situation of your unit or friends of this customer.
Look at websites, billboards, windows, wall newspapers, briefings, etc.
(3) Prepare a set of the most appropriate lines
The most successful salesmen have a decent set of lines. If you want to expand your business, you must have a set of lines in advance, including:
Meeting route-opening remarks;
Introduce the route of the project;
Response line for the problem;
Understanding and views on some situations.
How to be familiar with this set of lines?
After you take this line out, you must practice it again and again. How to practice? You can practice in pairs or in groups, so that everyone can make suggestions. Then, find some small enterprises to give it a try, check and see what is not perfect in this set of lines. What other issues have not been considered? What other supplements are needed, or what new selling points are developed? Wait a minute.
If it fails several times, we must stop immediately, and everyone will sit together to analyze the reasons, brainstorm and discuss the response. Finally, we will form a sample response and organize it into a set of most suitable lines. Once the most appropriate lines are formed, we will memorize them.
When I train salespeople, I ask them to do so. Every student must recite it first, so that everyone can pass the exam. If they pass the exam, they can't play. Some people don't understand, and they always like to do something by themselves, or go on stage without passing the customs, always thinking that they will play well on stage, and as a result, they will be severely hit as soon as they go on stage.
I told these salesmen that these experiences were summed up from thousands of failed lessons and successful experiences. You have to listen, you have to do this, you have to copy this. When you have not succeeded, you must have a blueprint and imitate it first. You can't play until you are ripe. Doing so is responsible for you, the company and the market.
Here, I want to send you a word: keep your word, there is nothing wrong!
(4) Prepare the required props.
1. An attractive business card.
Carefully design and make your business card! A good business card can help you a lot! When I was a stationmaster in a newspaper, my business card was designed like this:
Just above the business card, there are two bold lines: promote social integrity and attack corruption and evil.
The next line is: Zhang Chunjian, stationmaster of XXX newspaper workstation.
Take out this business card. It's very intimidating. When I went out to do business, the other party immediately stood in awe, which brought great convenience to me in advertising and special topics.
The main job of being a stationmaster is to order newspapers, pull advertisements and write manuscripts. But during the introduction, you said that you were here to pull an advertisement, and you didn't even want to start work. Anyone who sees it will be annoyed: newspaper subscribers and advertisers again. Your business card may turn into garbage in an instant.
However, when you are packaged, when you add "XXX" to your name, or when you are crowned with a famous brand, people will treat you with special respect, pay special attention and respect to you, and your business card will be treated well. He will keep it well, and some will put it under a glass plate or take it with him to show off at any time. On some occasions, he even takes it out from time to time. "People don't grow up and don't fart." There is some truth in this statement circulating in society. Therefore:
According to the business needs, appropriately give your business card some titles and cover it with a halo.
For example: director, manager, etc. Of course, don't cheat, be sure to pack it within the scope permitted by law.
For example, the business card of some newspaper salesmen reads: "хх newspaper" social activities department. He didn't write the word "reporter", but whether there is a sign of "хх newspaper" has a completely different effect. Now when some people in the society pull advertising sponsorship, the business card says: XXX senior reporter. The insider knows at a glance that this is an impostor, but this person can't. Because everyone knows that journalists are not allowed to pull advertisements, which is not allowed by our law.
For example, the business cards of a company salesman all say: XXX project manager. Whether or not the word "manager" gives people a completely different feeling, and the strength and weight of the handlers are also different. In doing so, there is no violation of the law, and it is completely within the scope permitted by law.
On my business card, there are also some titles, such as: the first coach sponsored by advertising. I don't need to brag too much in social circles. When others see it, they will know what I do and what I am best at. In the process of operation, it has brought a lot of convenience to my business development, operation and development, and helped me a lot. The content of the business card should be wonderful.
In addition to printing your company, name, position or expertise, contact information (telephone, mobile phone, fax, e-mail), you can also print the business scope of the company, or famous sayings, aphorisms, etc. In order to promote oneself (company) or highlight personal characteristics. Make full use of the pros and cons of business cards. The printing grade should not be too low.
Printed paper, printing quality, typesetting rationality, color matching, etc. , must be exquisite, carefully designed, and strive to be exquisite, reasonable, distinctive, beautiful and upscale.
In short, a business card is an advertisement, an advertisement to promote yourself (the company). Your specialty, your position, your taste, your influence and so on. The other party can see it from your business card.
If your business card can attract the attention of the other party and arouse the interest of the other party to watch it carefully, then your business card is a good business card-an attractive business card.
2. A laptop.
If you have the conditions, you must prepare a notebook computer, which can not only improve your identity and grade, but also carry a lot of materials, which is convenient for demonstrating graphic materials, with good results and save a lot of words. If your financial conditions are not very good, you can also buy a second-hand notebook computer in the second-hand market, the price is about 2000 yuan, the quality is good, and it is very practical.
With this laptop, you can also send information and pictures online and communicate with customers, which is convenient, fast and efficient.
If the other person needs some information, you can test it from the computer or send it to him by email. In this way, you don't have to recite a lot of heavy information, you can go into battle easily, and the effect is good.
A notebook computer can make people feel that you have high taste and strong strength; Work is time-saving and labor-saving, with good results and high efficiency-both are indispensable.
3. Pens, ballpoint pens and others.
Pens and ballpoint pens don't need famous brands, but they must be passable. Be sure to write fluently, check in advance, and don't fail to write when necessary, which will make the scenery worse. According to the identity package and work needs, you also need to prepare: briefcase, CD-ROM, tape, file, calculator, floppy disk, manuscript paper, required bills, relevant materials, etc. Be sure to check carefully before you leave to see if you have everything.
In addition, the order and location of things should also be considered, taking convenience and quickness as the principle. You can get it easily when you need it. Don't look around at the scene. If you can't get it out after a long time, it will affect the effect and affect your mood.
4. Determine a good operation route.
The route principle of specific operation is: near first, then far; First kiss and then sparse; Focus first and then general; First big and then small; Group first, then individual. Spend 80% time with 20% customers. List the charts. All the salesmen in the team are divided into several roads, one by one, one by one. Meet at five o'clock every afternoon to exchange information so as not to crash. Sometimes, in order to catch up with the time, those who should take a taxi should take the bus and those who should ride a bike should ride a bike. Everything should be in accordance with the agreed time, with the principle of improving work efficiency. Don't walk or crowd the bus to save a few tolls. You wasted most of your time for that fare. As a result, people are tired to death, and the other party is impatient to wait, and even has something to go out. You are not worth the loss! Not only waste your time and energy, but also offend customers. To make matters worse, it damages the cooperative relationship between the two sides, making people feel that you are not trustworthy, thus losing the opportunity of cooperation. Don't say that you can't do this in such a big city as Beijing, Shanghai and Guangzhou. Even in some small cities, you can't run a few stations a day by walking or squeezing buses. Relax, don't be stingy with those car expenses. You pull a list and you have everything.
Conclusion: The more fully and carefully you prepare, the better your results will be. Never ignore this link. Please remember this sentence: good preparation is the beginning of success!
The second part is a warm-up exercise before the interview-how to meet customers.
Advertising sponsorship is like a war. The soldiers and horses did not move, and the food and grass went first. After the grain and grass equipment are in place, the artillery of the army, navy and air force will launch a fierce attack on the target. Similarly, the same is true of advertising sponsorship, so we must make full preparations. Just now, we have made full preparations for the "grain and grass equipment" sponsored by advertisements, and the target market is very clear. Next, we will concentrate the most superior forces and the most advanced artillery to launch a large-scale three-dimensional carpet bombing of the target market.
Now it is 2 1 century, and now it is a modern war. Since it is a modern war, it is not just a single-arm war. Only by having conventional weapons, the latest modern weapons and nuclear weapons, especially electronic warfare and information warfare, can we win wars under modern conditions.
As far as advertising sponsorship is concerned, what exactly is a conventional weapon? Modern weapons? Nuclear weapons? What are information warfare and electronic warfare? In what way and with what weapons to attack the target market?
I. Method of appointment:
Direct access; Telephone; Fax; Letters; Press conference; Send short messages; E-mail; Website.
"Direct visits, telephone calls, faxes and letters" are all conventional weapons; Conference release is generally the method adopted by large-scale projects; "Sending short messages, sending emails and surfing the Internet" is called electronic warfare and information warfare. Here, several methods are mainly introduced:
Fax-
It is best to limit it to 1-2, with a maximum of three. Because a roll of fax paper costs more than ten or twenty yuan, customers will be very annoyed and unwilling to take it or read it.
Text messages-
When texting, I heard that it can only be 70 words at most. We should give full play to these 70 words and design and consider them carefully. Here I'll tell you a trick. When sending a text message, enter your company's website. You can say, "For details, please click: 3W what what." Do it. Don't underestimate this point, it can save you a lot of time and breath, save you a lot of telephone and fax fees, and the effect is good.
Use electronic warfare, send Yi Meier and send short messages. Whoosh, whoosh, whoosh ... mass delivery, you can send hundreds or thousands of units a second. Now there is such a company that sends short messages and Yi Meier for business people, which saves time and money and is efficient. There are also mass-produced software on the market, which can be bought for hundreds of dollars.
Generally, the above methods should be used comprehensively. Now the most commonly used mode is "telephone+email+website", which is our modern weapon, not "telephone+fax", because in big cities like Beijing, Guangzhou and Shanghai, enterprises that can afford money basically have computers and networks like this, so this method is the most time-saving, labor-saving and effective.
Second, the appointment mode:
Cast a net-follow-up-confirmation
Cast a net-
What is casting a net? In layman's terms, it is a large-scale posting to the target market.
The purpose of casting a net is to convey information. Send the information of our project to potential customers accurately.
It should be noted that our net must be spread wide, wide and wide, because we only know that there may be "fish" somewhere, but we don't know where the specific "fish" is. Therefore, if we want to catch all the "fish" in one net, our net must be wide open, so that we can catch all the fish and not miss the net.
What kind of tools are used for casting nets? We introduced six kinds above. This paper focuses on the method of telephone casting net.
How to cast a net by telephone? My approach is roughly like this:
There are two ways.
(1) If you have a phone number, call him directly. It can be said: hello, manager Li, hello! I have an important fax for you to reply. Or: Hello, Mr. Li! I'm from the chairman's Committee of XXX. We are holding XXX activities, and we would like to invite you to participate. I have a document here. Do you think it should be faxed or emailed? Thank you, please send a message.
(2) If you don't have the number one in your hand, you will pass the test at this time.
As we all know, big companies generally have secretaries and a set of telephones to deal with their bosses. When you call, she usually asks you: What do you want with him? Did you make an appointment with him? Does he know you? Wait a minute. If you don't have a set of coping methods at this time, you may be defeated. Young ladies usually say: the boss is not here, but the boss is in a meeting. What will you do at this time?
My method is:
Call me by my first name-usually I say: Hello! Please connect me with Li Jun's office. Why don't you call General Manager Li by his first name? Because you politely address Mr. Li, the other party will think that you are in a general business relationship, or that you are here on business, so she will focus on business. If you call the other party by his first name in a friendly way, she will think that you are his best friend or relatives and friends, so she dare not neglect you.
Brand pressure-that is, use your brand to put pressure on each other. You can repeat your company and name over and over again. For example, "Hello! I'm Zhang Chunjian from the Chairman's Committee. Please put me through to Li Jun's office. " Some secretaries don't buy your account and ask you: What can I do for him? Or: Have you made an appointment with him? Does he know you? Wait a minute. What will you do at this time? You can continue to say: I am Zhang Chunjian from the Chairman's Committee. Please put me through to Li Jun's office. "This young lady is very nice, but she won't sell her registered permanent residence. At this time, you continue to tell her: Just tell Li Jun that I am Zhang Chunjian from the chairman's meeting. " Repeat 2-3 times. If the other party still doesn't give in, at this time, don't be rude, just take a step back and say, well, we are having an activity and want to invite Miss Li to attend it in person. Would you please turn around? If she still won't give in, you should take a step back and say, miss, what's your name, please? Oh, Miss Wang Fang, I have a document here. Do you think it should be faxed or emailed? Please be sure to give it to your husband. Call me back. Okay？ Ok, thank you! Goodbye!
Why did you ask her name? Mainly to strengthen her sense of responsibility.
Follow up-
The post has been posted, and you think it's almost time for him to read it. Call him: Hello, General Li? I'm Zhang Chunjian from XXX Organizing Committee. Is there anything unclear about the materials just handed over? Then, you stop and let him talk. Don't say: will you take part in this activity? If he says he won't take part in this activity, you are finished.
When you follow up, you have a long story to tell. You can start by saying: Hello, Mr. Li! I'm Zhang Chunjian from XXX Organizing Committee. Can you talk now? If you call his cell phone, you can say: Do you have a plane? I am on the phone. In this way, the other party will think that you are more understanding and considerate of him, because the mobile phone is charged in two directions, or the other party is driving at this time, or in a meeting, or there are people around, so it is inconvenient and inappropriate to talk about this matter. If you do this, the other person will think that you are considerate of him, and then you can communicate with him what you want to communicate. Whether the other party agrees or not, he will at least listen to you.
Follow-up is the time for further communication. Pass on your post. If he doesn't understand anything, he will ask you for advice, and you will have to solve the problem. But many times, he will ask some contradictory questions, and then you will have to deal with it. What are the general objections? According to my operating experience, there are several problems that I often encounter:
"I am very busy and have no time."
Response: Mr. Zhang, I know you are busy, so I'm calling to make an appointment with you. I won't take up too much of your time, just ten minutes. But these ten minutes may be of great benefit to your business. Listen, will you meet me tomorrow morning or afternoon? -I know you're busy. We are having a class to keep you busy and improve your work efficiency ... Our teacher is. ...
I know it's not that you don't have time, but that you think it's valuable. If it's valuable, I'm sure you'll find time to understand it if you don't have time. For example, if you come here, you can make millions right away. Would you say that you have no time? For example, ... Are you right?
"I'm not interested in this, please find another company."
Response: Mr. Zhang, I understand your feelings very well. When you don't fully understand the project (or idea), it's normal not to be interested. It's strange to be interested without knowing. I believe you may be interested in this project after you really understand it.
It doesn't matter if you are not interested, just understand a piece of information. Now is the information age, and information is wealth. Maybe this message is not what you think, maybe you can get unexpected gains from it. There's no harm in knowing a little information anyway.
Here are some suggestions for your advertisement:
1. Ask yourself, do you know your customers? What do customers want? Two words: making money. Then the first answer came out. Everything you describe should revolve around your advertisement to help him make money! ! ! And it costs the least.
2. How to make money? Why do you choose this type of advertisement to make money? Can you really earn it? So now you have to ask yourself the second question. For example, do you know the relationship between clothing stores and people who buy clothes? Do you know the mentality of people who buy clothes What are the people who buy clothes thinking? Do you have a wide range of advertisements and high acceptance rate? Don't talk about your advantages, but whether you can meet the requirements of customers.
3. Why is your company? Long-term cooperation, sincere cooperation, or more preferential prices and services.
The above is the thought flow.
Let me give you a specific operation flow.
1. Get to know the customers, the industry and the end consumers of this industry first, and make preparations in advance.
2. Find the right person and the person who can decide how to spend the advertising fee, that is, the person in charge of advertising in the company you are going to. How to find it? On the one hand, learn from the experience of colleagues, on the one hand, take the initiative to ask the leaders, on the other hand, find ways to do it yourself.
When speaking, always stand in the other person's position, listen to the other person's words more, talk less when you don't understand, and propose solutions to your advertisement according to the other person's requirements. Don't pull advertisements for the sake of pulling advertisements, but make friends by chatting, so that others won't have any resistance. Don't force it, you can put yourself in the other's shoes. Would you be disgusted if someone forced you?
4, come on, come on and come on, don't be discouraged if you fail! ! ! Learn by doing and summarize! Even if you fail at first, you will certainly make progress! ! !
The economy is in recession now. Let's go Young man, there is no harm in running more!
You are the last person to learn anything!
Wish you success!
A well-written resume can provide more opportunities for students who want to enter the propaganda department, so that they can