. Only by getting closer, closer, and closer to the customer can we have the opportunity to gain the trust of customers, understand their needs, and win their orders. There are no insurmountable problems in this world. Every company in can cultivate a top-level sales team, and use the best process, the best organization and the best incentives to inspire the sales team to move forward.
Huawei has an annual revenue of 850 billion. Like other companies, it is also composed of orders one by one. It is snatched from the market. Judging from data and cases, it has an excellent sales performance. So how did Huawei build this sales force?
Let’s take a look at Huawei’s basic terminal sales model.
01
The basic model of Huawei terminal sales:
1, distribution channel :
(1) National general agent: is authorized by the product manufacturer, can obtain a large number of products directly from the product manufacturer, and is an agent who sells products throughout the country through its distribution network. Quotient. The national general agent has mature sales outlets all over the country and strong financial strength, which can effectively reduce the manufacturer’s financial risk and guarantee supply. According to the changes in the sales channel pattern in the mobile phone market, the general agent continues to strengthen channel penetration and coverage, and can still Give full play to better product distribution and sales capabilities.
(2) Regional agents: provincial, municipal and other regional agents purchase products wholesale from superior agents or manufacturers, but they can only distribute products within the specified area. Regional agents include mobile phone chain sellers, such as Zhongfu, Dixintong, and Zhongyu. They distribute mobile phones. At the same time, they also have a certain scale and number of retail stores that can retail mobile phones. Regional agents can use a more detailed local sales network to more effectively develop and expand the distribution rate of mobile phones in the regional market and increase market share.
(3) Online agent sellers: With the rise and development of e-commerce, online marketing of mobile phones has also begun to appear in the market. So far, relatively mature online agent sellers with a certain scale include Beidou Mobile.com and Pacific Mobile.com.
2, direct sales channels:
(1) self-built sales network: mobile phone manufacturers or operators focus on their own marketing strategies and gradually establish their directly managed sales networks in various cities. Rubird has 28 branches and more than 300 offices across the country, forming a nationwide marketing network. In July 2004, China Mobile joined hands with manufacturers such as ZTE, Huawei, Eastcom, Bird and Digital China to establish China Mobile Dingxun, which specializes in customized production of mobile phones based on the launched mobile communication services and is responsible for sales. China Unicom also plans to set up a company called "Unicom Huasheng" in 2005 to take on tasks similar to "China Unicom Communication Terminal Sales Company" and be responsible for the management and marketing of Unicom terminals.
(2) With strong financial strength, large-scale sales benefits, and a strong distribution network, home appliance chain malls enter the mobile phone sales market as a terminal retailer. Those home appliance chain stores in mainly adopt the supply mode of "direct supply" by manufacturers.
(3) Mobile phone chain stores Mobile phone chain stores are also the main channel for Huawei mobile phone sales . Beijing Zhongyu, Zhongfu, Xieheng, Dixintong, Guangzhou Longyue, Beijing Tianyu Langtong, Beijing Jinfeihong, etc. have all formed Branded chain channel resources are large-scale chain stores specialized in mobile phone sales, providing a good channel for manufacturers to enter the market.
02
How does Huawei build "devil sales"
Huawei has a sales force of more than 50,000 people, accounting for 33% of all Huawei employees. 85% of them are graduates of domestic prestigious universities, who have gone to the forefront of the market after professional training.
doesn't know how to manage R&D and sales. You just urge salespersons to sell and you can't be a sales supervisor. Since the beginning of , Huawei has been insisting on non-localization of sales staff and transferring key positions for three years.
Huawei sales are not digging out a few people from the same industry, but constantly improving and creating according to their own conditions and industry characteristics, forming their own uniquemode.
First, choose Liangcai
There are two main methods for recruiting employees at Huawei. One is social recruitment and the other is campus recruitment. For marketers, Huawei is more enthusiastic about selecting talents through campus recruitment. Huawei's campus recruitment is very professional and has formed its own recruitment model. Huawei implements a four-step strategy in campus recruitment.
(1) campus presentations: every November to December, Huawei will hold campus presentations in cities with dense colleges and universities across the country. The general process of the presentation is to first introduce the basic situation of Huawei, including products, company status, and corporate culture. Then arrange one or two new employees recruited by Huawei in recent years to give speeches on how to grow in Huawei to those attending the job fair. The last step is to receive resumes. At the same time, the attentive Huawei people will provide a bottle of mineral water to the graduates participating in the presentation, which makes people think that Huawei is a very good and humane company.
(2) Written test: Generally speaking, Huawei recruiters select some graduates who meet the requirements of the company from the resumes they receive and notify them to come for the written test. The written test is mainly a test of professional knowledge and personal quality. The purpose is to examine the applicant’s mastery of basic professional knowledge and the applicant’s personal qualities, including IQ, EQ, and personal accomplishments.
(3) Interview: Huawei will notify graduates with good written test results to come for the interview. The main purpose of the interview is to confirm whether the ability of the applicant is in line with the company's requirements. There will be many interviews. For sales staff interviews, the interviews usually involve professional knowledge at the beginning, and the following interviews are about personal qualities. The interviewers are mainly experts in the human resources department. The interviewers in the last session are middle and high-level personnel in the marketing department, and they have the final decision. The entire interview process lasts 2-5 days, and some may be longer.
(4) Company inspection and banquet: Candidates who pass the interview will be organized by recruiters to visit Huawei’s local company or invited to a star-rated hotel for negotiation. The most important part of this link is to sign an agreement on the spot. Before the competitor recruits, the talent is circled under its own banner.
Graduates who have passed the above four levels, as long as there is no accident, they can bring their diploma, degree certificate, and dispatch certificate to Huawei after graduation. The
personal quality evaluation is based on the competence concept of McClelland, a master of American management psychology, and Spencer’s research results on competence. This evaluation can provide an effective reference for companies to select, train and develop excellent managers.
Second, the devil training
In Shenzhen, Huawei has its own training school and training base. All Huawei employees must be trained before they can take up their posts. Huawei also has its own online school. Through this virtual school, Huawei can conduct online training for Huawei people distributed in various parts of the world.
1. Main characteristics of training:
(1) Training has become a habit. Z2z training has become a means for salesmen to master their skills and a must for them to be competent in marketing work. It is also the responsibility of the company to improve the ability of salesmen to hire. It is no longer a firefighting after new employees enter the company or have problems.
(2) Systematization of training. has specialized training positions and trainers, organizes the establishment of an internal trainer team, and has an external intellectual support organization and trainer team. The company will proceed in an orderly manner according to the plan.
(3) Training becomes an investment. The budget is a prerequisite for guaranteed training. At Huawei, training is an investment for enterprises to seek development. Huawei’s training costs are as high as hundreds of millions of yuan each year.
(4) Huawei's training materials are compiled by themselves. The textbooks are written by themselves, and they are used to extract ideas from actual cases, making the textbooks convenient for teaching, mainly including "Huawei New Employee Cultural Training Special Textbook", "Excellent Customer Experience Model", and training on Huawei products and technologies. material.
(5) The effect of training has a strict assessment. Huawei attaches great importance to the inspection, assessment and evaluation of training effects. New employees undergo system training before entering Huawei. After the training, they must undergo a strict qualification examination. Only salesmen who pass the examination will be hired.In addition, the results of training are linked to promotions and salary increases, and will be included in the organizational evaluation system.
2, induction training:
(1) The main purpose of military training
is to change the mental outlook of new employees. Allowing employees to learn not only achieves the role of physical fitness, but the main functions are as follows:
enhances organization, discipline and collectivism.
enhances work responsibility. The instructors from the Central Guard Corps have a high sense of responsibility and high-standard requirements, affecting every new employee and inspiring everyone to develop a rigorous work style in their jobs.
is not afraid of enduring hardship and facing up to difficulties.
(2) Corporate culture training
mainly allows employees to understand Huawei, accept and integrate Huawei's values. The concept model of new employees is injected with Huawei's philosophy, and the sales staff trained firmly believe that their products are the best.
Among Huawei's sales staff, students who have just left school are often more successful than those with sales experience and rich life experience.
workshop internship and technical training, for marketers, this stage can help them understand Huawei products and development technology. Including product type, performance, characteristics of development technology, etc. Let the sales staff know the products to be sold in the future.
(3) Marketing theory and market exercises
marketing theory knowledge training. These theories include consumer behavior theory, market psychology, positioning theory, integrated marketing communication, brand image theory, etc.
After the theoretical knowledge training is over, the new employees will also conduct actual combat exercises. The main content is to let the employees sell some daily necessities at high prices in the bustling sections of Shenzhen. Moreover, it is stipulated that the selling price of the goods must be higher than the price set by the company, and the price cannot be reduced.
3. On-the-job training
mainly implements the development form that combines self-development and education development, the training form that combines on-the-job training and off-the-job training, and the education form that combines traditional education and online education.
Huawei will continue to charge employees in a planned way so that employees can keep abreast of the latest developments in communication technology, new marketing methods and the company's sales strategy, while ensuring that the entire sales team is always full of passion and vitality.
4. Laid-off training
There are some sales employees who are not suitable for this position. Huawei will provide these employees with laid-off training. The main content is the skills and knowledge required for the position. If the employees are not suitable for the original position after training, Huawei will give these employees Provide skills and knowledge training for new positions.
Third, institutionalized employment
For the devil-trained business personnel, Huawei will directly send the new sales personnel who have passed the training to Huawei branches or offices around the world.
1. Perfect institutional arrangements
In order to solve the management problems of the marketing team and customer resources, Huawei has launched the "Huawei Code of Conduct" and "Huawei Code of Ethics for Employees", which set basic rules for the behavior of marketers. This is Huawei’s The marketing team provides institutional guarantees.
2, strict assessment
fourth, effective incentive
Huawei's high salary has allowed outstanding talents to gather in Huawei, and at the same time it has also inspired the enthusiasm of talents. Huawei’s physical income is in the form of wages, bonuses, safety pensions, medical security, equity, and dividends. Implementation of a combination of distribution according to work and distribution according to capital.
Huawei's sales staff do not have a commission, but the income of Huawei's sales staff is very high, and their performance is linked to the performance of their team. In order to avoid the sales team neglecting the maintenance of long-term relationships with customers.
03
How did a successful Huawei sales work?
1, clear positioning
As a Huawei sales, the first point is clear positioning, which occupies a vital position in any type of marketing.
Before sales communication, you need to clearly know all the information of your product and the point of purchase. Otherwise, if the customer cannot answer the questions about the product, then don't talk about sales skills, so must first understand yours clearly Products or services must have a clear positioning for customers.
2, right mentality
sales mentality in Huawei must be correct, cannot ask customers to buy your products or services, but you want our products or services to solve the current problems of customers. There will be changes in the way of speaking after the positive. Instead of blindly asking customers to place orders, they will introduce products or services carefully. Z1z will introduce products and solve problems from the perspective of customers.
3, with a certain sense of humor
One of Huawei’s best sales skills is humor . The sales conversation itself is a boring communication process. If there is more humor, the conversation will become interesting, and I am willing to talk more. Customers will also be willing to give their orders to someone who can make them happy.
4. Understanding customer needs
“Customer needs” is a very important point for sales. Ask potential customers, listen to their answers, understand his/her real needs, and don’t pre-set the situation of potential customers . Selling is to help customers, not to earn commissions. For Huawei, if sales do not accurately capture customer demand points, all of their efforts will be in vain. The service of
to customers is a system in Huawei, and almost all departments of Huawei will participate. These four points are the most basic professional skills as a Huawei sales.
04
Basic skills for sales
1, say the first sentence.
Dr. Goldman, the most authoritative sales expert in the contemporary world, emphasized that in face-to-face sales, it is very important for to say the first words well. customers listen to the first sentence more seriously than the later ones. After listening to the first sentence, many customers unconsciously decide whether to send the salesperson away as soon as possible or to continue talking. Therefore, the salesperson must grab the customer's attention as soon as possible to ensure the smooth progress of the sales visit.
2. Establish long-term relationships with customers.
If you can understand your customers deeply and focus on their best interests, what you get will far exceed your expectations. The most important role in the process of establishing a relationship is the exchange and disclosure of personal information. From public to semi-public, if there are many contacts, you can also exchange private information.
3, from attracting customers to impressing customers.
sales staff need to design speech content that can attract customers' attention, so as to attract customers' attention, make them interested in products, generate associations, and stimulate customers' desires. All sales skills revolve around a core-to impress customers. The key to impressing customers is how to move from attracting customers to impressing customers, so that the key to this process is that grasps the core interests of customers.
4, trust your company and products.
have to believe that your product or service is the best, and your information will be passed on to buyers. If you sell yourself and do not believe in your products, then potential customers will not believe it either.
5. Don't ignore the power of numbers.
calculate how many clues it takes to sign an order, how many visits, how many quotes, how many visits, how many presentations, and how many follow-ups. Follow this formula in the future.
6, people will never forget.
takes a professional, positive and creative way to make people unforgettable. After you leave, these ideas will leave an impression on others, sometimes vague, sometimes clear, sometimes positive, sometimes negative. You can choose to stay in your customer base The impression you make is up to you.
7, emphasize the difference.
salespersons should strive to create new sales methods and sales styles, and use novel methods to attract customers' attention. A Japanese life insurance salesperson printed the number "76600" on the business card. The customer was surprised and asked: "What does this number mean?" The salesperson asked, "How many meals did you eat in your life?" A customer could answer, and the salesperson went on to say: "76,600 meals? Assuming that the retirement age is 55 years old, based on the average life expectancy of Japanese people, you have 19 years of meals left, that is 20805 meals...", this salesperson The clerk used a novel business card to attract the attention of the customer.
In Huawei, the market is the core competitiveness, and the market is competed by fighters on the front line.Z2z is in China. Huawei used third-rate technology to sell first-class markets, and Huawei's iron cavalry has crossed Asia, Africa and Europe, and the war has spread to the United States on the other side of the Pacific. Technology is not the core competitiveness of Huawei. Z1z marketing is the core competitiveness of Huawei. The core of Huawei's marketing is . Huawei's marketing iron army .
December 9-10, 2020 Nanjing
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-