Misunderstanding Of Marketing Strategy: Don'T Take The Principle Of Improper Commitment.

In my author's years

Case 1:

Li Bin: Hello, Zhang boss. I am Li Bin of X company. Is it a good business recently?

Zhang: Oh, it's Xiao Li. Hello, Hello, business is OK.

Li Bin: this time I want to talk to you about something. You see, it's fast. It's also the peak season for liquor sales. The company's target volume this month is 500 thousand yuan. Can you finish it before 20?

Zhang boss: it is no problem to finish, but where to put it, I do not have so many warehouses.

Li Bin: Well, you can start looking for a warehouse first. I will apply to you for a warehouse charge of 1000 yuan. The cost will be wrapped up on me, but you must pull it back, OK?

Zhang boss: OK, I'll send someone to look for it now. I'll pull back 500 thousand yuan before 20.

Li Bin: OK, that's settled.

But the result of the hindsight is that the customer pulled the product back on schedule. But because the Spring Festival is the golden season of liquor sales, and the supply of products is in short supply, the 1000 yuan accounting fee has not been signed by the company's leadership audit, which made Li Bin fall into an embarrassing dilemma.

Case 2: Zhang Cheng is a regional manager of a convenience food company. In August 2005, in order to ask for sales promotion policy for his responsible sales District, he gave his immediate supervisor, Zhao, an oral "military order":

Zhang: Zhao, you can rest assured that as long as you can approve my sales promotion application, I promise to finish 2 million yuan this month.

Zhao Zong: 2 million yuan?

Zhang Cheng: 3 million yuan?

Zhao Zong: 2 million 600 thousand yuan?

Zhang Cheng: no problem. Make sure you finish the task.

The results of the month end sales report show that the area has completed 2 million 100 thousand yuan, far from 2 million 600 thousand yuan. Zhao is not satisfied with it.

Case 3: Yang Wei is a sales manager of a beverage company. Because he takes the lead, he is diligent in taking care of the market, and the regional sales responsibility has always been among the best in the company.

      在一次月底会议上，为了鼓舞团队士气，他私下里对几个业务骨干说：“只要这个月你们达成率能在100%以上，我给公司打报告，保证让你们每人级别升一级”，此言一出，群情振奋，当月果真这几个人都达成了目标，可杨伟向公司申请时，公司的答复是涉及人数太多，没法晋升，如果给一二个人晋升吧，怕别的有意见闹情绪，所以，暂时都不升级。杨伟闻听此言，一下子就傻了眼。当然，他的下属以后再也不会听信他的晋升的“鬼话”了。

The above three cases can be said in our side often "staged" and appear, because the case in the case of not fully grasp and have the relevant authority under the promise of arbitrary commitments, finally brought irreparable losses and consequences, especially for personal image damage is immeasurable.

In case 1, Li Bin failed to confirm that he could apply to the client to occupy the warehouse charge. In order to complete the task assigned by the company, he threw the bait at the customer. He promised that he could give 1000 yuan to the warehouse as long as he could achieve the target within the specified time, so that the customer could be excited and sent the product back, but the customer did not think of it.

This is just a beautiful "lie", and it is not an established fact. When the cost is not approved, what kind of outcome will it be after the customer knows, is the enthusiasm of the customer to be reduced, or do the customers no longer believe in the manufacturer's promise, or is there an inevitable gap between the manufacturers?

Zhang Cheng, a case 2, is a very "loyal" and "very loyal" person. In order to apply for a policy, he is willing to carry on his own heavy sales target beyond his actual ability. Although Zhang himself feels too much task and is very hard to eat, he wants to show his own policies to the boss, and even to show his "boss" to the boss. Finally, he promises to give his boss the task to finish, but the final result is not satisfactory. If you are his boss, how do you think of Zhang Cheng?

Yang Wei in case 3 should be considered as a very competent middle manager, not only able to lead his team to rush, but also to speak for subordinates and strive for promotion for his subordinates, but what Yang Wei did not expect was that several of his business backbone members had completed their goals and became the objects he promised to upgrade, but the company did not approve of it, which was much more unexpected than he expected. But the result of his failure was that he fell into a passive position, which made his subordinates doubt his ability and doubted his words.

Editor: vivi