Where is the future of the feed salesman?
Feed salesman refers to a certain feed professional knowledge and sales skills of professional sales staff, sales of products for the feed, including to meet the growth cycle of various types of livestock, poultry and aquatic animals need to feed, sales target for small farmers, large farms. Where is the way out of the feed salesman? I analyze the following for you, welcome to read the language reference.
China's feed industry from scratch, from small to large, through thick and thin over 30 years. 30 years, the industry has created many successful enterprises. The success of these enterprises in the journey, there has been a group of starry, sweaty feed marketers, their hard work at the same time, but also share the splendor of the success of the enterprise, to enjoy the infinite flowers and applause. 2013, is the turning point of China's feed industry. After more than 30 years of continuous growth, the industry for the first time showed negative growth. In the first year of this transition, the industry is in the throes of transition, and feed marketers have encountered an unprecedented group of lost.
A group of lost
I remember, in the three to five years before this, the industry's various marketing models are endless, the publicity campaign this and that, a very lively scene. Intensive development, service marketing, conference marketing, evidence-based marketing, behind these so-called model, the shadow of the sea of people can be seen. Now, everything goes up in smoke, layoffs wind, the tide of departure has become the industry's hot topic of discussion, helplessness and confusion, filled with feed marketing groups. Many young animal husbandry students, aquatic foot, had no return to devote to the cause of feed marketing, in the diligence to pay three or five years later, either to jump ship, or change the line, from the enthusiasm to the gloomy retreat, everything comes so suddenly, the contrast is so great, as if in a trance, like being in a dream.
It seems that the industry is unpredictable, not what it used to be, but it is not! A "old boy selling feed" in three or four years ago was popular in the feed industry and triggered a hot debate, has been reflected in the young feed marketers on the future of the confusion and helplessness. Just, living in the temple of the high business decision makers and elites, still addicted to some star enterprises to conquer the city and can not pull themselves out of the thrill, and the situation of the marketers far from the lake is blind to it.
Second, once brilliant
The resumption of the college entrance examination has been more than thirty years, and the first twenty years of animal husbandry and aquaculture and other agricultural specialties, in the minds of high school graduates can hardly be considered a good choice. The state in order to encourage students to enroll in such majors, not only the score line is set at a very low level, during the university can also enjoy the "agricultural subsidies". The students who applied for the examination, often from rural areas, family economic conditions are poor, and academic performance is far from outstanding people, only hope to be able to fish leap Dragon Gate, will be on the hukou book "agriculture" word to "town", have a father has been looking forward to! "In the early 1990s, the national policy of "graduation package allocation" gradually collapsed. "The policy of graduation package allocation gradually disintegrated," dual-track system "and" market-oriented "has become a reality, the helpless agricultural graduates were forced to go to sea, to the then private feed enterprises to seek a career, the early stage can also be in the technical departments of the enterprise The only choice is to be a salesman, riding a motorcycle through the village fields every day, helplessly "responding to the call of the party, to the motherland's most needy place.
With the development of rural farming, the development of the feed industry has entered the "fast lane". Feed marketers also share the benefits of the development of the industry, which has become a rush of occupation, as long as you are diligent enough to have a certain amount of professional knowledge, but also good at dealing with farmers, you can be successful, to become the best of the students! These three points are the advantages of agronomy students, was born in the city, grew up in the city, hard-working, of course, no problem, and farmers to communicate with more innate advantages. At that time, the farmers are still in the stage of enlightenment, a few years of hard work to master the professional knowledge, in the minds of the farmers, it is simply worshiped by the big experts, the big man.
Buy a car, buy a house, promotion, the success of the feed marketer to make this career for many farm children to chase. South China Agricultural University, Central China Agricultural University, Sichuan Agricultural University, China Sea University, Guangdong Sea University and other colleges and universities graduates, some of which have been through the feed marketing this career path achievements for business executives and even entrepreneurs, their dazzling aura triggered by their alma mater and even the nation's agricultural students for the waist, have joined them, and more feed marketing this position to add the magic of color.
With the rapid development of the agriculture and aquaculture industry, the industry's demand for livestock, aquaculture personnel showed explosive growth. Every year, graduates of related majors in institutions of higher learning are snapped up, and famous companies have set up high scholarships in colleges and universities to encourage graduates with good academic performance to join. This boom has also spread to secondary schools, which used to be cold, and classes and scholarships named after enterprises are found in all kinds of schools. The vast majority of these graduates are employed in the feed marketing team, which can be described as "unlimited scenery in the marketing".
Third, the pain of the marketer
In the incremental development model of a good sound, the crisis of the industry transition is converging step by step, the adverse factors in the slow precipitation, the hidden risk of being formed, but the risk of the industry is part of the strong enterprise singing cover, although the "old boy selling feed," the helpless The voice is too weak, too far from the mainstream of the industry, a little murmur, a piece of wave, naturally, will not cause concern.
2012-2013, for the feed marketers, is the year that is engraved in the heart! Incremental barbaric development, predatory development of the environment, so that the total load of the environment to reach the limit, nature's self-regulation and retaliation began to appear, the farming industry bore the brunt of frequent disease, accustomed to rapid growth of the feed industry suddenly stopped. The contrast between reality and expectation is so great that everything comes so suddenly, so suddenly that people can't wait to adjust, to adapt.
The once hesitant, once spirited, once unhesitating, have dissipated. Accustomed to the rapid development of the feed industry, accustomed to the high-flying marketers, the sudden drastic changes in the absence of any ideological preparation, confusion, the sound of complaining, feeding enterprise executives are at a loss, layoffs, waves of departures, the wind has become the norm to become a feed marketer to face the subject.
Immersed in the industry for many years of marketing people, either already in high positions, or once shared the industry's rapid development period of the dividends, the face of the pain of transition can be tolerated; and into the industry only 3-5 years of marketing people, its helplessness and confusion beyond the imagination of ordinary people. Reality is so cruel, the ideal has become so distant, so that some people try to jump ship, trying to save themselves. In addition to a very small number of dreams come true, the vast majority of the ideal is empty, only melancholy.
Looking at the current situation of the team in the feeder enterprises, due to the decline in performance led to income much lower than expected, the marketer's resistance is spreading, in the corrosion of the team's cohesion and combat effectiveness. Many marketers have complained that the current feeding enterprises from top to bottom filled with bad mood, even once known for team building excellent enterprises, listed companies, the chairman of the board of directors to executives, executives of the middle and lower levels are ashamed to lose patience. Marketing people naturally become the focus of responsibility, marketing meetings become a place of criticism, the existence of the problem is unlimited amplification, the pressure layer by layer downward transmission, negative emotions and even diffuse to the customer.
Four, cold-eyed view of the pain
How to calmly think about the transition period of the feed marketing work, for feed enterprises is related to the survival and development of the fatal elements.
1, first of all, must understand that the current industry transformation exposed problems we need to face.
These business level, management level, operational level of the problem, in essence, the industry development process must be faced, especially the so-called "model" and "core competitiveness" that once brought us unlimited scenery. "Now it seems to be so fragile! Our farming industry once wantonly plundered the natural environment, the enterprise also overdrawn human resources and brand integrity, nature will of course self-regulation, the market will rebalance, the predatory incremental model will naturally encounter bottlenecks, from the incremental to the quality, from the savage growth to sustainable development, pain is inevitable. Complaints and accusations will not help, what we can do is to think and reflect, is to re-plan and design the future development path. The only way should be a top-down change, in order to ensure that the changes in the feeder enterprises can be robust and rapid landing, the most need is actually the same boat ****!
2. Second, we need to give the marketing team a direction, a clear direction to cohesion.
In the era of low transparency in the industry, we can be a variety of marketing tools through careful design and packaging to create the so-called "evidence-based marketing", "service marketing", "conference marketing" and many other models. Conference marketing" and many other modes, external publicity to achieve the effect of momentum, and internal control of ideas to strengthen the implementation. However, the current industry has crossed into the era of self-media, big data, Internet of Things, the rapid dissemination of information, industry transparency in the enhancement of these profound changes in society and the industry, so that practitioners of thinking in the enhancement of independent thinking has become the mainstream of the customer is no longer in a closed and obtuse state. If you insist on using the previous means of publicity, it will undoubtedly further aggravate the loss of feed marketers, missed the opportunity to synchronize with the times of reform, in vain to increase the operating costs of enterprises.
As the decision makers and operators of the feed enterprises, should return to the essence of the feed industry business, return to the origin of the industry competition, through the integration of the enterprise's product power, enterprise power, talent power and other kinds of resource allocation, to re-positioning of the enterprise, to reshape the enterprise's real core competitiveness and business model to guide the marketers to self-adjustment and knowledge upgrading. Only a clear sense of direction can unite valuable forces!
3, the most forward-looking and insightful feed marketers, self-transformation with the times is crucial.
The confusion faced by the current feed marketers, in addition to the industry on the development of the enterprise's prospects for confusion, its values are still stuck in the once-glorious years, gaming the distribution of benefits thinking is still y rooted, and can not really understand the principle of value **** enjoy. We are often accustomed to the deterioration of the sense of belonging of employees attributed to the decline in income, in fact, although there is a certain link between the two but not completely positively correlated. The real fatal wound should be due to the lack of performance affects the atmosphere, income is merely the only quantifiable thing. Our grass-roots marketing executives, able to get out of the industry transition period of confusion, reposition themselves, reshape the team's value model, re-optimize the talent structure, is responsible for their own attitude towards the team.
Feed marketers to get out of the lost, successful self-transformation, the industry must be different stages of development of the different needs of talent have enough to recognize:
1) in more than 20 years ago, the feed market in the seller's market, there will be sales channels sales, so the quality of feed enterprises on the quality of the marketing staff is the ability to socialize, so that year's marketers accustomed to accompany the customer The marketers used to accompany customers to eat, drink and have fun.
2) In recent years, with the deepening of competition, the terminal from the seller's market into a buyer's market, farmers have more choices. They need the convenience of purchase and better technical services, so farming techniques and diligence become the best career requirements for marketers.
3) The standard of requirements for feed marketers during the transition period will naturally change fundamentally. Due to the rise in labor costs, as well as the rapid development of large-scale, intensive farming, the traditional backyard farmers as the object of popular science, labor-intensive technical services will not be able to continue, instead of expert technical services, that is, the ability to provide customers with cutting-edge technical guidance and integrated solutions, and the ability to provide customers with the planning and design of production and operation of the proposed guidance.
The future of feed marketing will no longer be labor-intensive tactics of the sea, but should be a strong military-style expert technical services.
Transformation means pain, but also contains opportunities for businesses, teams and individuals. As a feed marketer, if you can see the industry development trend, in advance of self-value-added, and unremitting efforts, success will be tomorrow!
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