10、不可忽視的團(tuán)隊(duì)培訓(xùn)

10、不可忽視的團(tuán)隊(duì)培訓(xùn)

Nancy從進(jìn)入Innovo開(kāi)始就在Marketing Department工作，后來(lái)又獲得晉升，負(fù)責(zé)帶領(lǐng)這個(gè)team做marketing，我們之前也反復(fù)提到了這個(gè)詞：marketing?？墒?，What is marketing? 到底什么是有效的市場(chǎng)營(yíng)銷方式呢？

可以說(shuō)，任何企業(yè)在經(jīng)營(yíng)過(guò)程中都要進(jìn)行marketing，因?yàn)樗情_(kāi)拓銷售渠道，擴(kuò)大顧客群的方式。然而并不是所有從事marketing的員工都能抓住它的精髓并有效地開(kāi)展工作，很多人會(huì)陷入各種誤區(qū)。

Nancy在工作當(dāng)中就發(fā)現(xiàn)Marketing Department的同事們對(duì)marketing的認(rèn)識(shí)和操作方法有很大的差異，經(jīng)常會(huì)影響到work efficiency，于是Nancy決定給大家開(kāi)一個(gè)會(huì)，就這個(gè)問(wèn)題展開(kāi)討論，期望能夠達(dá)成共識(shí)。

在召集開(kāi)會(huì)之前她先把Marketing Department中每個(gè)員工的工作方法分類地總結(jié)了一下，發(fā)現(xiàn)產(chǎn)生差異的一個(gè)主要原因是有一些人沒(méi)有意識(shí)到目前的consumer psychology（消費(fèi)者心理）和buying behavior（購(gòu)買行為）已經(jīng)發(fā)生了變化，所以營(yíng)銷思路也沒(méi)有隨之更新，結(jié)果當(dāng)然是marketing approach（營(yíng)銷方法）的滯后了。

找到了癥結(jié)所在，Nancy對(duì)于如何統(tǒng)一Marketing Department對(duì)marketing projects的運(yùn)作就有了新的規(guī)劃和信心。但是要想說(shuō)服大家接受自己的觀點(diǎn)，就需要運(yùn)用技巧了。Nancy覺(jué)得，除了說(shuō)明自己的分析以外，還要讓大家把自己想象成consumer，站在他們的立場(chǎng)上考慮問(wèn)題，這樣就能理解他們的想法了。另外，Nancy也會(huì)鼓勵(lì)大家針對(duì)她的建議展開(kāi)討論，提出不同意見(jiàn)。于是，Nancy在會(huì)前如此決定了這次會(huì)議的主要內(nèi)容：

Present facts and your own understanding accordingly.

Ask them consider the situation from the consumer's point of view.

Encourage discussion and arguments.

有了思路后，她叫assistant通知大家準(zhǔn)備下午開(kāi)會(huì)時(shí)討論這個(gè)問(wèn)題。

會(huì)上，她先讓Marketing Department的員工一一發(fā)言，談?wù)劯髯詫?duì)目前marketing的看法。而這些發(fā)言也恰恰驗(yàn)證了Nancy之前的判斷，問(wèn)題的存在是普遍性的。她仔細(xì)地對(duì)每個(gè)人的看法作了筆記。最后，Nancy表達(dá)了自己的觀點(diǎn)：

Marketing is changing and if you are stuck in the old patterns of marketing, you may be taking your business down a destructive path. Consumers want more engagement and interaction from those that they buy from. Our consumers have faced an over-stimulation of marketing messages over the last several years and now in order to get their attention, you must do something different.

Consumers are getting smarter and facing more choices. We are no longer telling them what to buy, and they are listening to other consumers and paying attention to word-of-mouth marketing now more than ever.

As consumers we like to buy from people that others recommend. We like to purchase our products and services from people we feel we have a relationship with. Getting your customers to shout good news about your business is absolutely the most efficient way of selling. Especially in today's market where everybody talks to everyone about everything — it is wonderful to be able to scream about a great customer service story and marketing initiative.

I can see some of you shaking your heads and wondering if what I am telling you is true. I understand, but I think you can answer that on your own without any research statistics. All you have to do is think of your own lifestyle and those around you for a moment and your own buying behaviors.

接下來(lái)，她鼓勵(lì)大家針對(duì)她的觀點(diǎn)展開(kāi)討論。有人贊同她的說(shuō)法，但也有人持不同意見(jiàn)。Nancy知道，通過(guò)一次會(huì)議討論就想解決問(wèn)題是不現(xiàn)實(shí)的，引起大家對(duì)這個(gè)問(wèn)題的關(guān)注和思考就已經(jīng)是很好的開(kāi)端了。