某公司营销副总 在年度营销总结会议上的即兴发言
<font face="楷体_GB2312"><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 25pt; mso-line-height-rule: exactly;"><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">各位领导、各位同仁：<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 22pt; LINE-HEIGHT: 25pt; mso-line-height-rule: exactly; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">大家好！开了半天会了，大家都很辛苦，我也一样。刚才突然安排要我即兴发言总结，说实话，我也没有详细记录，也没有准备。但既然是即兴发言，我就跟大家谈谈我今年的一些感触，时间大约是<span lang="EN-US">30分钟，请大家忍耐。<p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 22pt; LINE-HEIGHT: 25pt; mso-line-height-rule: exactly; mso-char-indent-count: 2.0;"><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">我主要谈两个问题。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 31.5pt; TEXT-INDENT: -31.5pt; LINE-HEIGHT: 25pt; tab-stops: list 31.5pt; mso-line-height-rule: exactly; mso-list: l0 level1 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">一、<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">是营销观念的问题（此条简化整理）<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; LINE-HEIGHT: 25pt; tab-stops: list 39.0pt; mso-line-height-rule: exactly; mso-list: l0 level2 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">1、</span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">要找寻合适自身的经销商<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（1）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">找经销商其实就象一个人找对象，你需要找到合适的、有共同目标和共同理想的，这样可以共同发展，组合起来的“家庭”才有</span><rtx><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">希望</span></rtx><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（2）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">强扭的瓜不甜。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; LINE-HEIGHT: 25pt; tab-stops: list 39.0pt; mso-line-height-rule: exactly; mso-list: l0 level2 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">2、</span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">销售服务的重点是经销商还是终端？<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（1）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">产品品牌不是强势品牌，对终端来说还缺乏必要的吸引力；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（2）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">产品价格也不便宜，而且同类产品存在很多品牌的替代品，终端接受起来也就慢；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（3）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">就目前的人力、财力、物力而言，还无法满足我们涉及到所有“销售面”的要求，只能通过“点”辐射到“面”；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（4）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">现在的管理架构和管理流程也是一个制约因素；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（5）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">而经销商都比较成熟，熟悉自己覆盖的市场，有他们自己比较成熟的网络和市场经营经验，可以通过他们自己的方式和网络将我们的产品覆盖到市场，让产品在市场先适应，然后在市场产生影响，拉动终端；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（6）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">终端的产品需求往往不是单一的一个或者是几个产品，而是综合性的，是一个产品需求组合，而经销商们具备产品组合的能力和优势，可以将不同公司的不同产品有效地搭配组合起来；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（7）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">所以我们目前的重点是服务好经销商，而不是把大量的精力放在终端服务上；终端存在的问题目前只能通过适当的市场监督及时发现，并及时与经销商进行沟通解决；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（8）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">担负和影响公司销售业绩的是我们的各个特约经销商。只有这些经销商可以有既得的利益和满意的市场服务，才能够产生动力并愿意主动去通过自身的网络来推动产品的销售，才能够对销售额的产生影响力和拉动力。<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; LINE-HEIGHT: 25pt; tab-stops: list 39.0pt; mso-line-height-rule: exactly; mso-list: l0 level2 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">3、</span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">不能固守经验一成不变<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（1）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">以前的销售经验当然值得借鉴，我们也应该珍惜，并及时地参考这些成功或者是失败的经验；但是不能总是固守以前的经验不变、不放，我们现在很多销售教训也是以前的经验造成的（掌声）；<span lang="EN-US"><p></p></span></span></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt 78pt; TEXT-INDENT: -36pt; LINE-HEIGHT: 25pt; tab-stops: list 78.0pt; mso-line-height-rule: exactly; mso-list: l0 level3 lfo1;"><span lang="EN-US" style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体; mso-bidi-font-family: 仿宋_GB2312;"><span style="mso-list: Ignore;">（2）<span style="FONT: 7pt '';"> </span></span></span><span style="FONT-SIZE: 11pt; FONT-FAMILY: 仿宋_GB2312; mso-bidi-font-size: 12.0pt; mso-hansi-font-family: 宋体;">以前的成功经验可能也是今后的失败根源。<span lang="EN-US"><p></p></span></span></p></font> 果然是领导讲话，思想意识的高度不是一般人可比的 很有口才的领导,值得学习. 不错 领导就是要能找到重点！ 好
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