"Pyramid" and "Inverted Pyramid" Positioned by Marketing Team

In a marketing team, the division of labor is different, and the responsibilities they assume are different, and the corresponding positions are different. In this case, managers, business executives, business personnel, tally officers, salespersons and other levels, each person's positioning determines the positioning of the entire team, which in a certain sense determines the success or failure of the team.

The author gradually concludes in his business that there are different types of positioning structures in the marketing team because the whole team's environment and atmosphere make the staff's sense of responsibility, collaboration spirit, work goals, personal vision, etc., all make a big difference. Implicitly and implicitly, the framework of different structures is formed first, for example, there is a “pyramid” type positioning structure, which progresses from the tower base to the spire, so that the team generally presents a prosperous situation; The straight tower's positioning structure, with all levels of "self-sweeping snow", does not interfere with each other, and has a tendency of "dispersive sand." The development of such teams is relatively slow; there is also an "inverted pyramid" positioning structure. The grades are doing the next level of work, and let the upper level do their own work. The general environment of this kind of team is dull, the development is necessarily slow and heavy, and the situation is deteriorating. These structures are in different positions. foot.

First of all, the “inverted pyramid” positioning structure is in fact the positioning of the personnel upside down, the responsibilities are diminishing, the tower base is unstable, and the layers are loosened and teetering.

Case number one. A health care product marketing company is struggling to manage and is struggling. However, everyone says that they are busy, tired and depressed. Everyone generally believes that the return and the pay are disproportionate. It is true that everyone on the surface is very hard-working, busy, and busy. Don't know what to do when you are busy!

In this sales team, the clerk is responsible for channel development and maintenance of the overall market. There are many things they need to do; but most of the working time they spent: first go to see a few sales outlets, and then Heading up to the biggest selling store, he does the job of a promoter. If the boss wants to find a salesman, they will have sales in the store in nine out of ten cases. This reason should be said that no one can pick out obvious problems.

As a result, the promoters who account for the largest proportion of personnel will have nothing to do most of the time. As we all know, promoters should be “terminal fighters” who are in close contact with consumers and meet short-soldies. They are happy to be idle. Some people come to help with promotions. Their wages are still earning a lot and really are the best of both worlds; What the staff should do, such as business negotiations, network development, promotional activities, market maintenance, customer return visits, etc., by the business director to do the job.

Instead of saying that the three business executives are in charge of managing several salesmen, it is better to say that they are obeying the management of the salesman. Several people are in charge of one person. The clerk had any problems, not his own efforts to solve it, the first idea was to the business director; took out the leak, not the fastest to stop him, in order to avoid greater losses, but to the business director Responsible for and aftermath; once there is a score, it is undoubtedly everyone's and everyone has a copy. A long time, performance did not rise, the problem is a lot.

The director of the business spends all his time and attention on trivial matters. Many major events have to be managed. Then there is a labor manager. The manager is no longer the center of the decision-making strategy. It has become a “firefighter” who solves problems everywhere. He himself does not understand how there are so many things that he needs to do! You think about the fact that so many people's specific tasks are gathered on one manager's person. His burden is unnecessarily heavy.

In this way, the manager does the work of the director of the business, the director of the business does the work of the salesman, the salesman does the work of the promoter, and the promoter becomes the dispenser and arranges the salesman to do this, and the end of the month is sure You will not forget that you are paid in a timely manner and you are really happy.

The "inverted pyramid" type marketing positioning structure has been formed with top-heavy and unstable foundations. This team generally has so few features:

1, learning ability is poor. Because everybody is doing the work of his own hierarchy, without much work skills, it can be done easily, perfunctory and overkill, and naturally there is no need to learn, so it is too lazy to improve themselves.

2. Execution cannot be discussed. The boss arranges the next job. The subordinate does not think about how to complete it, but thinks about how to let others do it. It is tempting and ridiculous and opportunistic. There are many times when the boss arranges others to do it, it's better to do it in person and show the opposite direction. As a result, the competitiveness among the internal personnel is particularly weak, and the fighting power naturally cannot be discussed.

3, continue to decline. This team lacks passion. Personal vision and corporate vision are ambiguous and even chaotic. Team members lack responsibilities and are unwilling to make progress. The market is like going against the tide, if you do not enter, you will withdraw. In the fierce market competition in the modern era, the sales team of the “inverted pyramid” marketing and positioning structure will naturally be quickly decadent and fall apart.

In addition, the “pyramid” type positioning structure is a gold structure. Everyone is not only clear in their division of work, performs their duties, but also works closely with each other, and cooperates with each other. After a long period of time, everyone on the team is doing their own job. At the same time, it can also assume or fulfill more important responsibilities.

Case two. The oil salesman's foreign branch promoter sales force team is mature and stable, and the fighting power is quite strong. The company's positioning of promoters is "residential staff in the store." This positioning is based on two points: one is that their "all staff members serve the promoters" business philosophy allows promoters to have a strong sense of ownership, and the second is that promoters have a very high degree of authority, and most of the problems in terminal sales can be Solve it yourself. For example, business personnel hand over written materials to promoters, such as new product approvals, promotional campaign arrangements, customer processing, feedback from consumers, etc., and promoters are able to implement them.

In this way, the terminal market is stable, and business personnel can free up energy to do a series of work such as the in-depth development of the channels and the breadth of the market; the business executives are focusing on brand-level planning, such as brand promotion, product promotion and reputation. Maintenance and a series of work. The positioning structure of salespersons such as promoters, salespersons, and business executives enables everyone to do their job well. At the same time, they can actively and naturally do some of the work of the leaders at the next higher level to share the burden of the supervisors at the next level. Responsibility, solving problems, forming a positive and virtuous circle.

There are also branch managers, because employees are "problems with answers," are good at thinking, brave to take responsibility, quickly and decisively solve the problem, so that branch managers get rid of those trivial problems. In this way, branch managers can stand tall enough and look far, “those wanting to go through a thousand miles, go further,” responsible for making strategic decisions and the integration of multiple resources, all aspects of the work is smooth and windy, one is prosperous, harmonious Prosperous scene.

The “pyramid”-shaped sales team has always maintained a positive and progressive sense of development. It has carefully planned its own career design, and has a strong sense of urgency and competitiveness. This has created a common platform for everyone to build up. The horse is galloping and you are chasing it.

On the other hand, the pyramid's tower base is solid, making this positioning structure's sales team become a source of abundant water, rich wood, decided a fairly stable "pyramid" shape of the operating situation, solid foundation, stratification From the base to the spire, people at all levels support each other, work closely together, have a particularly strong cohesiveness and fighting strength, and will achieve marketing goals that are unquestionable and invincible.

There is also a “straight tower” type of positioning structure in the sales team, which is also widely used in different industries and fields.

The characteristics of this type of sales team are very obvious, that is, most of the team members can work hard to complete the work goals laid out above, but only to finish their own job, and it is done rigidly, mechanically, and not Breakthroughs in innovation. At the same time, there are no higher pursuits for business personnel at all levels. The set goals are relatively low, and everyone is very easy to meet.

Case three. In a county-level city, there is a company that produces and sells architectural coatings. The positioning of the company is to be a city market, with no higher goals and pursuits. A few years ago, the company did have a very good sales and profits. Local companies, local markets, local salesmen, and local consumers, the market share of the company's products has risen rapidly, even reaching more than 90%. In this market situation, the clerk does not have to plan and develop the market too much, can maintain the relationship of several companies, and consolidate the decoration business of several residential communities.

However, with the improvement of living standards, people's demands for home furnishings are also getting higher and higher. Many new types of coatings, such as green paints and green paints, have emerged and have blossomed in the market. The product is facing unprecedented pressure and customers are turning to new products.

Everyone is dumbfounded. The boss said that my request is not high, as long as this market is enough; researchers say that our products sell well, but also need to work hard to develop new products, my job is to ensure good quality; salesman said, people What can I do if I don't want to get the goods? Everyone just manages their own share and is in no position to face the crisis.

In the current financial crisis environment, the market competition is fierce and cruel. The sales companies and business personnel in all walks of life are faced with unprecedented pressure, so for the “straight tower” sales team, their survival pressure is How much can be imagined. Due to the limitations of ideas and concepts, this positioning structure makes the entire team unrestrained, unable to jump out of its own circle, and cannot form a team to meet the requirements of market competition. The demands of the modern market are also very optimistic.

In summary, the author believes that in a sales team, the positioning of each member determines the positioning of the entire team. Similarly, the positioning structure of the team also determines the positioning of each member. This is a mutually supporting and mutually reinforcing relationship. . Only when the sales team and the members are positioned accurately can they stimulate the positive confidence and motivation of the sales staff. Everyone's mentality is healthy. The sales process is full, full, and the sales result is all the more so. Everyone's sense of accomplishment comes to an end.

Therefore, the positioning structure of the sales company "pyramid" is worth promoting because it is full of potential.