If the resumes, experiences and past achievements of the general manager and marketing director are true, then objectively speaking, their personality, their ability and their channel appeal are all right. If they don't want to introduce old customers, or it is generally difficult to develop new distributors, it must be that the "investment ability" of the enterprise is flawed and problematic. Most salespeople are "born with good nature at the beginning of life" and are willing to find a long-term development platform. If salesmen generally go back and forth in the process of "applying-borrowing-disappearing", which wastes the money and time of enterprises and their own youth, then the objective conditions are definitely poor and the work is difficult; Moreover, with their abilities and resources, they can only report some sporadic and specific difficulties, but their superiors are unwilling or unable to analyze the crux of "investment ability" behind these words, thus fundamentally removing obstacles for them. They can only leave in despair and feel ashamed when they arrive. A father (boss), in order to marry his daughter (product) (looking for a dealer), does not give her life skills education, profitability education, cultural temperament education (brand core value), and even refuses to carefully choose clothes, jewelry and cosmetics, and does not wash his face seriously (brand performance). When his blind participation in blind date parties (attending exhibitions and releasing investment advertisements) and blind entrustment of the matchmaker to introduce him (salesmen visiting customers and friends) had little effect, he turned to blame the matchmaker, the incompetent manager and the ineffective media, and his friends for being unfaithful to others, without reflecting on his fundamental mistakes at all. Is such a father (boss) qualified? If you want your daughter to marry well, you must devote yourself to cultivating her "core competitiveness" in the marriage competition; In order to attract high-quality channel resources and find good product ownership, we must also cultivate the "core competence" of enterprises. The success or failure of investment promotion, the success of investment promotion, does not depend on the process of investment promotion (does not depend on whether the salesman is dedicated or not, and whether the negotiation skills are superb or not), but depends on the "core competence planning" before investment promotion! Boss, before "inviting investment", please plan "inviting investment ability" first! Pay attention to the script first, then talk about the actors; First set "ability", and then set "focus on execution"! Second, "investment promotion" is not the current boss. Less "self-righteous ignorance" and "too talented" means more self-righteous; Therefore, it is better to know "what is investment promotion" than "what is investment promotion"; Objectively speaking, in the enterprises that fail to attract investment, the main reason for the failure is not subjectively "not knowing what is attracting investment". Most of them think they know a lot about investment, but in fact they just "mistakenly think what investment is", that is, "I don't know what investment is not". 1. There is basically no "dealer information" problem in attracting investment. Not because I don't know where the dealers are, but because I don't know how to choose, match and persuade. The information problem is easy to solve. Most of the old local salespeople know the local dealers like the back of their hands. You can get a wealth of customer information by attending trade fairs and visiting local associations and local advertising companies. The problem is that information is not the key element of successful investment promotion at all! ! ! ! 2. Merchants are not marketing directors, nor are they attractive salesmen. They have a strong channel appeal and a good personal relationship with dealers. Their personality and professional skills are recognized by dealers, which can only ensure that enterprises can reduce their travel expenses: wherever your director and salesman go, there are dealers waiting in line to receive them, saving accommodation expenses! In some enterprises, directors earn extra money wherever they go: dealers may take the opportunity to hire directors to train and exchange employees and give them several thousand yuan in lecture fees. However, this has nothing to do with whether the dealer cooperates with the enterprise! There is only one thing at most, that is, the product has the right to meet. Whether the blind date wants to sit down for a cup of coffee is certainly not the same as whether to marry your daughter! 3, investment promotion is not a matter of communication, not the number of blind dates, the more married, the better! Marrying into a rich family is definitely not a blind date! Similarly, no matter how many advertisements, exhibitions and customers an enterprise has, it lacks the ability to attract investment and cannot fundamentally solve the problem of channel construction. 4. Attracting investment is not a question of persuasion skills. The dealer is the boss. Compared with your director and your salesman, they are generally regarded as "successful people". Most successful people are well informed. Even if you can't see through the original shape at a glance, you can always think of a few more. Most successful people are stubborn unless you have proof. Therefore, a lotus with a bright tongue and a group of Confucianism can only benefit on the spot, and the final cooperation cannot be achieved. Third, what do you mean by attracting investment only? 1. Investment promotion is just the externalization of enterprise strategy. The company's investor intention, business policy, strategic objectives, strategic resources and development stage determine the company's "channel resources needed" and "channel resources that can be attracted". Investment promotion is the embodiment of channel positioning (dealer selection criteria, the weight of different dealers, etc.). ) and core competence (channel service, attraction, cooperation mode, etc. ). Investment promotion is only the mutual creation of value based on resource matching and complementary advantages, but the mutual matching of what you can best serve and what you need most. Instead of one-way sales. 2. Investment promotion is only the concentrated expression of the core competitiveness of enterprises. Whether the enterprise has advantages and characteristics in single product sales ability (technology, research and development, production), product combination ability (product planning), brand strength, service strength (capital, talents, organizational structure, performance model, management ability, etc.). ) and model power (planning) are all shown in investment promotion. 3. Investment promotion is only the "face" of the enterprise operation system to attend the work summary meeting of a client enterprise, and the financial director complains that he can't get paid and accuses the business team of poor work; In fact, the difficulties faced by the company's business personnel; Their financial department is responsible for the failure of investment promotion, even the main responsibility. How can the problems in the market sector be blamed on the financial sector? In fact, the investment obstacles of many enterprises are probably caused by the financial and administrative departments! In the above-mentioned enterprises, the salary payment and reimbursement of business personnel are always delayed for several days, which dampens the enthusiasm of work, induces the suspicion of salesmen to the enterprise, and naturally affects their work performance; It is difficult for dealers to declare fees, which will definitely affect the company's channel image and increase the difficulty of attracting investment ... The lack of training system also has a great impact on attracting investment. Many enterprises are eager for quick success and instant benefit, thinking that "recruiting business personnel with customer resources" can save training; Before the investment promotion personnel leave, they are not clear about the strategic intention of the enterprise; We can't change the channel cooperation mode according to the enterprise style, strategic policy, enterprise resources and resource model, which leads to the missed transaction. The influence of planning department on investment promotion effect can not be ignored. Many enterprises try to attract dealers with TV media advertisements and industry investment advertisements; Even just rely on "telemarketing"; Investment promotion needs "integrated marketing communication", personnel visits, industry media "soft articles on investment promotion" and investment promotion meetings. , should be operated as a system. 4. Investment promotion is a target enterprise with differentiation ability. Through special matching with special distributors, the competition pattern can be partially reversed. We know that no matter how good the brand is, there are also markets that are not doing well, at least relatively poor, and vice versa. For example, Pepsi-Cola is inferior to Coca-Cola in brand equity and financial strength, but its "Sichuan Pepsi" is three times that of "Sichuan Coca-Cola"; Mcdonald's has a high status in the world, but the "Happy Bee" of the Filipino Chinese Tan Kaiting brothers is the first brand in the Philippine fast food industry. In other words, matching the appropriate local resources with the appropriate enterprise resources may partially reverse the competitive landscape. If enterprises consciously study the special resources and styles of regional distributors when planning investment promotion capacity and investment promotion strategy, and link them with enterprise strategy, then the value proposition put forward by enterprises just caters to such a competitive pattern and is suitable for such a cooperative structure; In this way, all enterprises with weak overall situation can establish regional strength. Fourth, how to cultivate the investment ability of enterprises, investment performance is mainly established before investment; Secondly, it is the creative play of business personnel; 1, market segmentation, reluctantly giving up what one favours, making clear that the strategic positioning of the enterprise is mainly about who our target consumers are, what elements we hope to become these target consumers, and our differentiated "value proposition" and "value commitment" to all "stakeholders"; Our strategic objectives, strategic resources, business style and policies; We admit that investment promotion is "straight to the point"; But the theme should not be the amount of investment, but the key resources needed for strategic positioning; Is the sum of resources! No amount of money is in line with the strategic positioning and cannot be taken. No matter how carefully you eat, you should spit it out. We must strive for channel resources that meet the strategic positioning. 2. Formulate the enterprise channel resource strategy, use the resource strategy to guide the selection of distributors and cooperation modes, evaluate the existing resources of the enterprise, study the respective weights of the resources needed for the company's success, and realize the "differentiation of partner value scale"; Innovate the integration channel and social resource cooperation mode of "partner differentiation and cooperation mode differentiation"; Channel members emerge in an endless stream, and manufacturers have also introduced endless investment promotion modes, such as "joint venture regional branch", "distributor's shareholding in manufacturer's headquarters", "distributor's own brand, manufacturer's tailor-made", "distributor provides customer resources, and manufacturer sends a team of professional managers" and other cooperation modes. Enterprises can make "the best profit model" for different dealers based on kotler's "value evaluation tool"; Then according to the company's strategy, reach the most favorable regional market management strategy and cooperation plan for both parties. 3. Planning and cultivating the channel service ability of enterprises We refine the service ability of enterprises into five key elements: product sales force strategy, product combination force in regional market, brand channel appeal, quality and organizational structure of investment personnel, investment mode and mode decision model. The correct "matching model" should also be selected for the five indicators of enterprise service power; Many enterprises fail because of improving product quality or personnel quality; It is not that technology, talents and mechanisms are unimportant, but that we cannot blindly pursue "advanced" and "best"; The most important thing is matching; Otherwise, technological progress may affect cost competitiveness, and the improvement of personnel quality may lead to the decline of execution. 4. The dissemination and planning of investment promotion advertisements, especially the soft articles on investment promotion in the industry media, should systematically explain the investors' intentions and ideals and the company's channel service system; Investment conference: pay attention to the choice of theme, the orientation of atmosphere and style; Meeting site materials and layout; Meeting program arrangement; Participating technical experts, leaders of consumer associations, marketing experts and other organizations; Carefully plan product release, policy release, marketing concept training and detailed communication of regional specific policies; , investment promotion conference goal setting, information transmission, personnel training, material design, communication with key customers in advance, conference organization design scheme. 6. Prepare the dealer investment report of the project. Accepting investment is equivalent to accepting a new project. Of course, you have to get an investment statement or a business plan. Since then, investment promotion is no longer something that investment promotion personnel can do well. It's not something that can be done with alcohol or other public relations skills without technical content.