How to improve managers' awareness of network marketing and seek answers.
Sales staff is the guide for customers to buy company products;
Salespeople are experts (mouths) who recommend products to customers;
Salespeople are the media (ears, mouth) that feed back customers' opinions to the company;
Salespeople are collectors of market information (eyes, ears, nose).
In order to improve sales performance, I think the most important thing is to keep learning, from books, from classes, from others and from my own work experience. In short, we should seize every opportunity to learn, and this enthusiasm for learning should run through our life. Because as an excellent salesperson, you need to master too much knowledge and cover a wide range of fields. For example: service industry, construction industry, financial industry, legal knowledge, humanistic knowledge, feng shui knowledge, marketing, psychology and so on. I believe that when a person has rich and extensive knowledge, his behavior will naturally be generous, elegant and confident. Such sales staff will certainly win the trust and respect of customers when explaining the real estate sales to customers, and the success rate of sales will naturally be greatly improved.
Secondly, in daily work, we should make personal work plan and work summary, analyze customers' purchasing psychology according to first-hand information, be good at constantly summing up work experience and consciously train our sales skills. You can also learn from your colleagues, learn from each other's strengths, and be a thoughtful person, so that you can make continuous progress over time and your sales performance will gradually improve.
Here, I didn't put forward more specific or faster methods to improve our sales performance, which doesn't mean that I don't attach importance to practical skills. But because: I think it is impossible to play a fundamental role only through short-term intensive training in order to achieve long-term sustainable development of individuals. Shortcuts can only bring short-term benefits and will not achieve lasting success. In today's transition from market economy to knowledge economy, knowledge is the magic weapon to win in our hands, and learning is the biggest cause in our life!
The ultimate realization of any kind of product value is inseparable from marketing. For real estate commodities, because of its long development cycle and large investment, a reasonable and efficient marketing method has become the key to the success or failure of real estate development and operation. At present, the real estate marketing of major cities in China has completed the transformation from extensive management in the early 1990s to specialized management that emphasizes individuality and pertinence. Moreover, with the increasing market competition, how to accurately grasp the market trend and improve their own marketing level has attracted more and more attention from developers.
Sales is the ultimate goal of marketing, but the success of marketing lies not only in the improvement of sales skills. Next, we will further discuss the influence of product characteristics, customer communication and teamwork on marketing level.
The traditional 4P theory holds that the key to marketing lies in four basic elements: product, price, place and promotion. Among them, product is the basis of the other three elements. Product characteristics are an important part of specialized marketing, and are the key factors that distinguish the company's products from competitors and finally win customers. Due to the long development cycle and large investment of real estate, the composition of its product characteristics is more complicated, including several basic aspects such as price, location, apartment type, environment, supporting facilities and property management. Generally speaking, after purchasing land, developers have completed the project positioning through the comprehensive analysis of important factors such as geographical features, landscape environment, surrounding communities and consumers by planners and architects. Therefore, whether it is a project under construction or an existing house, it already has its product characteristics. However, for actual marketing, this is not enough. Qualified marketers must be able to supplement and modify product functions on the basis of existing products according to the market, customers and competitors, so as to better cater to the market and occupy a favorable position in the competition.
Although as far as real estate marketing is concerned, the location, apartment type, environment and other factors of the project have been determined, there are still articles to be done in combining market demand and highlighting its own characteristics. The additional conditions of commodity and property management leave a rich space for the in-depth development of marketing activities, and the price factor as a competitive weapon will not be ignored at any time.
The particularity of land resources determines that real estate products must have different location conditions. Even the same real estate products can be said to be two completely different commodities. There are many factors that constitute the location conditions, such as humanities, transportation, municipal administration and surrounding buildings. , can become the characteristics of real estate commodities, and then become the starting point of marketing. Marketers should choose suitable conditions as product characteristics according to the specific situation of the market at that time. For example, the success of Beijing's bid to host the 2008 Olympic Games will undoubtedly become a new selling point of real estate products near the Olympic Village in the future, and the implementation of related municipal construction and green Olympic plans will also provide a good opportunity for other real estate projects to develop new marketing hotspots.
For the use of price factors, marketers not only need to analyze the market and competitors, but also must consider them together with other product characteristics to strengthen the cost performance of products and make them more attractive. Try to avoid a single price marketing model, so as not to be self-defeating and waste money and energy. Real estate is an eternal personalized industry, and success must be based on certain product characteristics. However, the design style in the early stage of development may not be fully recognized by the market. Therefore, marketing must adjust marketing strategy in time, highlight product characteristics and choose appropriate marketing breakthrough points.
Customer Communication and Traditional 4P Theory from the Perspective of Project Quality &; Quot Discover selling points &; Quot In order to convince consumers, 4C theory is based on the fact that consumers are a project &; Quot Creating Selling Point & quot Undoubtedly, it gives new meaning to marketing behavior. The so-called 4C refers to: what consumers want and need; Cost); Paid by consumers; Convenient); Obtained by consumers; And communication with consumers. This change from product-centered to consumer-centered marketing concept is the key to improve the actual level of marketing.
According to 4C theory, real estate companies should not only try their best to sell after the completion of the project, but should always focus on consumers from development to sales and how to meet their present and future needs. Therefore, marketing activities must establish a consumer-centered concept, and this concept runs through the whole process of production and operation, and strive to understand the different needs of customers according to the different characteristics of each stage of real estate project development. In order to improve consumer satisfaction, marketers must strengthen communication with customers and change &; Quot Introduction+Sales &; Quot For&; quot； Communication+sharing &; Quot bring the feelings of both sides closer. Marketing is no longer simply selling, but consulting and helping consumers. Establishing customer database is one of the important factors to strengthen communication with customers and improve marketing level. The contents of the database should include at least three aspects: demographic data, including the customer's name, gender, age, education level, occupation, income, family structure, address, contact information and communication methods. Psychological statistical data, including customer's purchasing attitude, purchasing requirements, emotional response during on-site purchase and other personality and psychological characteristics. Customer's past purchase records. Only by mastering the above detailed information can we calmly implement 4C theory.
Collecting information about customers who buy our property is the easiest way to build a database, but this is only the beginning. Marketers must make full use of various opportunities to collect consumer information, such as exhibitions, social gatherings, or exchange information with real estate agents and other related industries, and can directly entrust professional institutions to conduct investigations when necessary. Customer-centered is the foundation of the company's survival. Only by fully understanding the needs of customers and establishing good communication with customers can we fundamentally reduce marketing costs and achieve ideal marketing results.
Teamwork because of the particularity of real estate products, in the whole marketing process, marketers and builders, property companies; Marketers and competitors; There will always be various contradictions between marketers because of conflicts of interest, and even mutual destruction and loss are not uncommon. How to coordinate the relationship between all parties and reduce unnecessary losses is also a problem that must be faced to improve the marketing level. Although the cooperation between real estate developers and construction companies, property management companies and other parties belongs to different stages of marketing, there are also upstream and downstream points. However, no matter for a project or long-term cooperation, it is very important to maintain good communication with all parties in order to solve the problems encountered in marketing in time and provide satisfactory services to customers. Especially in terms of long-term cooperation, due to the interdependence of all parties in the real estate market, good teamwork is of great significance to reducing marketing costs and establishing brand advantages.
In the marketing process, the relationship between competitors is the most complicated and subtle. This relationship is particularly prominent in adjacent projects. In practice, both developers and marketing planners often regard the competitors who are close at hand as the most important and direct enemies. Every time the other party clinches a suite, it is a threat to themselves. Few people think of joining hands to create a favorable location environment for both sides. However, due to the similar geographical location and surrounding environment of adjacent real estate projects, if developers beggar their neighbors and seek only one monopoly, the result is often a waste of supporting facilities and mutual slander in the sales process. In fact, cooperation between competitors may produce unexpected results. In this regard, developers in Guangzhou launched &; Quot Linjiang Building &; Quot The success of this brand in the market provides us with an excellent example. Marketers have a certain open and cooperative mentality, and introducing the strategy of * * * sharing resources may create a win-win situation.
Nothing is more harmful and influential to marketing activities than vicious competition within the marketing team. Because of the competition and incentive mechanism implemented within the company, salespeople often fight with each other, even with each other. The direct consequence is that people are distracted, and managers have to spend a lot of time and energy on coordinating internal relations. Therefore, it is very important to strengthen the teamwork spirit of marketers for the success of the whole marketing activity.
We should pay attention to enhancing the cohesion and affinity of the team, so as to improve everyone's morale, and make everyone full of confidence in realizing corporate vision's and personal ideals, and willing to express themselves in their work. Emphasize everyone's role in the group, so that everyone feels that they are not alienated working machines, thus realizing the unity of personal value and enterprise value.
The influence of product characteristics, customer communication and teamwork discussed above on marketing level is only a limited part of marketing activities. To really improve the marketing level, we need to explore and learn in practical work, apply theoretical knowledge to practice and constantly sum up. Only in this way can we form a marketing method that meets the market demand and has its own characteristics.