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企业营销主管,如何巧妙地给政策

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他的失误表现在:

1、急于求成。由于该市场曾经几年来,都没有成功启动,因此,张斌在开发该市场过程中,表现得过于急功近利,幻想将所有的政策交给客户后,自己就可以一身轻松,背靠大树好乘凉了,其实这是大错特错。

2、过于相信客户。张斌本来想着凭自己“一腔热心、诚心、真心”,能够换来“放心、安心、舒心”,但结果让他大失所望,甚至大跌眼镜。虽然,他也一再强调地告诉客户,政策只有这么多,要客户灵活使用,但旺季一过,心怀叵测的客户却仍然以维护市场为噱头,依然向厂家伸手要政策,让张斌始料未及。

3、没有预留费用。由于在跟客户谈判时,张斌过于“实在”,而将政策一下子抛出,因此,没有预留任何费用作为掌控客户与市场的“筹码”,最终,让自己失去了操作市场的“话语权”,并成为厂商两头都不落好、两头都受气的对象,可谓让人“很受伤”。

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那么,结合上述案例,作为营销主管,如何才能巧妙而灵活地给政策呢?它有哪些注意事项?

1、永远给自己留有余地。无论经销商跟自己是多么亲近,甚至再套近乎,也千万不要将自己手中的政策一竿子插到底。水至清则无鱼,一旦你手里真的没有资源了的时候,就意味着你的作用将会大打折扣,这尤其是对品牌力不强、知名度不高的中小型企业来说,更是如此。因此,给自己手中留点“诱饵”,是让客户乖乖听话,受自己“驱使”的最有力的法宝和武器,那种恨不得将心都能掏给客户的做法,最终注定会一厢情愿,并让自己“伤心总是难免的”。

2、永远都不要轻易相信客户。无论客户如何向你表达忠心,如何向你天花乱坠地表达衷情,都不要被客户所迷惑,坚持自己的原则和立场,与客户保持各方面的距离,让客户看不透自己,是让客户“高看”而不是“小瞧”自己的关键,因此,即使是给政策,也要将讲求策略与技巧,永远不要让客户感觉到政策可以轻而易举得到。容易得到的,往往都不珍惜,作为营销主管,要想方设法去“创造”一些给政策的困难,从而让客户知道政策的来之不易,而更合理与珍惜地使用,从而也给自己留下充分的斡旋余地。

3、政策要一点一点给。作为营销人员,如果政策一下子全部都给予客户,那么,政策的价值感就基本丧失了,它极有可能就变成了客户的多得利润,而让政策起不到应有的作用,因此,政策要一点一点给,每一点政策都要让其发挥作用,通过一点一点滴给政策,从而慢慢吊足客户胃口,让客户始终处于一种“饥渴”状态,能够一直能够按照自己的意图牵着客户的鼻子走。从而可以最大限度地避免政策打水漂的风险,而让好钢用到刀刃上。

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