No matter what kind of training and training, the final result is to be able to be applied and played in actual combat, but we found that no matter whether it is a university MBA, social training, or the company's own training guidance, it can not solve the enterprise. The problem of learning is useful. Marketing is particularly prominent in this respect. We often blame such problems as the choice of training content is not right, or the choice of teachers is not good, or that the people under the people do not have the ability to execute, etc., but we rely on existing The people did it, and they did it without knowing what marketing was. Now we need to raise these people. What do we need to train these people and teach them? How to really enable them to "learn and apply" in real work is indeed a very complicated issue, and it is not like we think that one or two teachers can solve the problem. This is the key content that we need to study.
"Routine" and knowledge We have been trying to explain such a phenomenon: an industry has an industry management law, a type of product has a marketing characteristics of a product, a post has a job law, these characteristics, laws, not books Of course, it is not entirely the experience of the ancestors. What is it? Later we found it very appropriate to use the term "routines" to describe it. There are such concepts as martial arts in martial arts, such as Tai Chi, Shaolin, Changquan, etc. These are routines. The routine is a well-organized boxing method. It has at least two aspects. It can be practiced continuously and keep fit. When the enemy can be dismantled, the enemy will win. Routine is a mixture of experience and knowledge. It is wrong to simply say that it is knowledge. It is wrong to simply say that it is experience. The so-called routines are all directly facing actual combat, and they have been tested in actual combat.
If this problem is mapped to our marketing, can we understand what we are missing? A marketing director, if you are sitting in such a position, you must know which aspects you should work from and what to do first? What to do? If we are facing sales problems now, we must be able to identify which aspects of the work are related to this issue, what work is more important, what is secondary, which one must be done first, etc., then fast Formulate a solution for the solution. The actions we have described above have been repeatedly emphasizing one thing, that is, you must understand: Which aspects of work should be used to solve the problem. This is not just a question of knowledge. People who learn MBA may not be able to solve the above problems.
It should also be noted that when companies face various real-life marketing problems, they cannot wait for a solution there. If they solve the problem, they must deal with the problem while thinking about a better solution. As a corporate marketing manager, their abilities are more like the routines mentioned above, rather than the so-called management knowledge. In the long-term practice, they have formed a unique perspective of analysis and processing of affairs. These methods are constantly being practiced and improved in practice. In the application of real problems, many are just like conditioned reflexes. Inertia can solve the problem. It is not a simple experience, because it is more systematic and rational than experience, so it is very appropriate to describe such a situation as a routine.
Not only do managers need routines, but general salespeople also need routines. During the Anti-Japanese War, there was a famous Dadao team. It is said that their soldiers were skilled in the 36-way knives. The battlefield was so fierce that the enemy was frightened. This thirty-six-way knife method is based on Chinese martial arts, combined with the need of actual combat. It is simple and practical. It has the effect of making enemy forces. Soldiers can be mastered and used flexibly if they are repeatedly trained. This is the routine. Practice in peacetime, adapt to the actual situation. What our sales staff often lack is this kind of routine, or gradually explore a trick or a half according to their own experience, or go to school according to the book copy.