|直销教育与消费者王国的建设|直销培训

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直销教育与消费者王国的建设

2013-11-26
作者:天狮集团品牌管理总监 孙海峰
 教育培训是直销行业重要的行销方式和手段,这一点大家是有目共睹的。然而,为什么它是重要的手段,以及教育培训所要建立的企业终极目标以及其所具有的意义和本质到底是什么,这些是我们在进行教育工作过程中需要深度理解的,而这种深度的理解也是我们提高直销教育意识和理解教育培训工作的动力来源。
  Education and training are undoubtedly a very important link in MLM business. But we need to understand why and the role they play in achieving company mission. In fact, understanding their significance is an important driving force in itself.
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  为了能够让大家从不同角度理解直销教育工作,在此我将从消费者的角度来阐述教育工作的重要性。
  In order to promote the understanding of the significance of MLM education and training from different perspectives, I shall start with the consumers’ perspective.
 新经济模型:瞄准消费者
  The New Economic Model: Targeting the Consumers
  首先我要阐述一个概念,这个概念就是“消费者王国”的概念。所谓消费者王国就是指具有较强消费能力的,并成为市场经济消费主体的经济群体。从另一个角度说,它代表着世界经济消费和经济可持续发展的中坚力量。在过去的10年,世界上一些新兴发展中国家的国民收入有了巨大的提高,从中国到东欧,从墨西哥到马来西亚,虽然在目前受到了经济危机的影响,但仍然有很多的家庭进入了世界中产阶级的行列,这是世界历史上前所未有的。而到下一个10年为止,中产阶级的人数将达到20亿。根据这种预测,接下来的10年将会是全球消费类零售行业壮大、发展的10年,无论是传统零售还是直销行业都将从中攫取难以估量的高额利润。可以说谁建设好了自身的消费者王国,谁就将成为持续不败的市场赢家。
  First let me illustrate a concept, which I call the “consumer nation”, meaning a major group of consumers with high spending power. This group is the main force on global spending and a sustainable economy. In the past 10 years, despite a little hindrance from the latest global economic downturn, a lot of families in developing countries such as China, Eastern Europe, Mexico and Malaysia have attained global middle class status, something unheard of in the past. In the next decade, the number of middle class family will hit a staggering 2 billion, signifying an unprecedented growth in consumerism that will benefit the retail and MLM industries alike. Therefore, whichever companies that set up their consumer nations first will be instant winners in the next decade.  
(A)
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  对于消费者王国来讲,消费忠实度是关键。在消费者王国,消费忠实度成为衡量企业成功的关键尺度。忠实度高的消费者将会使零售商以低成本的优势,保持和产出更高的产品份额。此外,以消费者为中心的企业也将会对没有达到他们财务目标的消费者进行宣传、教育等等工作,采用与传统产品定价结构不同的方式进行产品定价,通过不同方式对他们最为忠实的消费者索要更多。所以,企业的忠实消费群体越大,市场的议价和生存能力就越强。
  Loyal customers are vital to a consumer nation. It is the major criterion to gauge the degree of corporate success. Loyal customers have the power to drive retailers to achieve greater market shares with lower costs. In addition, a customer-driven company will also promote and educate its non-loyal customers, and at the same time, get a better mileage out of its loyal customers via unconventional pricing structures. In a nutshell, a greater number of loyal customers mean a higher ceiling price and better business sustainability to a company.
  航空公司通过频繁的飞行里数,更好地为他们的消费者服务,来达到强化消费忠实度的目的。银行通过自动付账和直接支票存款来聚拢他们的消费群体,一旦这些交易成为习惯和现实,消费者很难再更改服务的银行,而对银行来讲维护这些服务是很简单的。
  Airlines encourage customer loyalty through their golden mileage rewards, and banks do it with automated banking services like ATM machines and other easily maintained services that discourage bank swapping.
  我们从2011发布的全球最具价值品牌100强的前50名的列表中,不难看出每一个大的品牌背后代表的都是一群相对固定的用户群体,而只有这些群体对品牌产生了长期忠实度并不断地重复消费,才会为该品牌的市场价值和可持续发展提供重要的价值支撑。而商家和企业投入大量的资金用于和这些消费者之间的互动,体验以及传播等各种市场活动,都是在间接地建立、扩大和维系品牌自有的消费者群体,即建设和管理自身的消费者王国,也就是我们传统营销中所提到的品牌忠实度。最大程度地抢夺本行业里的消费者群体,建设自身的消费者王国,这是未来重大的市场和竞争实力的体现和根基,更是未来企业营销的五大趋势之一。
  From the list of top internet brands, we could immediately see that behind each and every renowned brand there is a group of loyal customers that gives repeated support and make the company stronger and more viable. Companies invest huge capitals to create good interactive experiences between their spokespersons and the customers in order to build brand loyalty and consumer nations. Grabbing more loyal customers and building a bigger consumer nation has become one of the top 5 major trends in tomorrow’s marketing.  
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教育培训是直销企业业务增长的重要驱动力(B)
  Education and Training is a Major Driving Force in MLM Business Expansion
  消费者王国的理论和营销策源力,对于直销行业来讲无疑是巨大的引擎。众所周知,直销以口口相传作为主要的市场拓展渠道和邀约方式,这一点使得网络里的消费群体大都是因为互相推荐、信任和产品体验进入到网络内。因此,一旦消费者进入到企业的网络后,就会将自身梦想、事业机会与企业建立契约,从而缔结出比较长久和稳定的伙伴关系。这种伙伴关系也会通过自身复制给更多的人,以形成建设自身较为稳定而又高忠实度的网络。从而,达到建网络和发展网络的双重目的,即建立契约,分享复制成功。这实际上就是一个企业消费者王国建设的典型过程和模式。
  The concept of a consumer nation moves MLM companies ahead. It is a well-known fact that MLM is a word-of-mouth business which fosters trust and confidence between the seller and the buyer, prompting the latter to try out products and subsequently join the MLM company. The new member then becomes a long-term business partner with the company and keeps duplicating his success, forming a network of loyal customers. This is the model of consumer nation development—from the business contract to success duplication to network building.
  这里有三个重要的环节/There are 3 important phases in the process:
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  Getting company à Experiencing company à Spreading the business
  information        products and services    *upholding company and brand
  *word-of-mouth    *using the products       image
  *sponsoring       *understanding the       *promoting company products
  *fulfilling needs     company               and services
                   *starting a career        *duplicating success
  从这三个环节中我们不难看出,消费者只有成功的进入第三个阶段,才可能成为一名成功的网络经销商,而越来越多的经销商是企业业务发展和壮大的基石。这其中,教育培训是成功的将消费者带进忠实的企业消费者王国的重要手段,也是直销公司成功与否的关键因素之一。良好的教育培训体系不仅可以系统的、流程的、高效复制消费者,使其进入到网络,更能大大地刺激企业的业务和盈利能力。因此从某种层度上讲,做教育就是在做直销业务。
  From these 3 phases we could see that for a consumer to become a successful distributor, he must get into the 3rd phase. A company grows primarily through its membership expansion. Education and training are important ways to ensure the members’success, a critical factor which in turn determines the company’s success. A good education system not only duplicates new consumers systematically and effectively, but also creates successful distributors that boost company profit. From this perspective, doing MLM is literally giving education and training.
  “直销”是一种人与人“分享”的销售方式,是一种在网络中通过复制实现倍增效应的经营模式,是一种通过人际关系链来进行直接销售的方式,更是一种联系紧密的网络群体。与传统营销不同的是,直销的中间环节不只是一个人或公司,而是一个网络,有着更广的覆盖面和更深的传播能力。它通过教育的“培训”与“分享”来达到建设网络的目的,可以说没有教育培训就没有直销发展,更没有直销业务。
  MLM or direct selling is a business of personal sharing. It is a business model that hinges heavily on the success of duplication. Products are sold and new members recruited via word-of-mouth, hence an MLM network is very closely-knit. In direct contrast to conventional marketing, the central link in MLM is not a person or company but a network with wider coverage. The network is expanded via an education system and sharing. It is therefore correct to say that without education systems, there would be no MLM.
  因此,培训与分享应是贯穿直销事业始终的要素和工具。直销是以产品为媒,来推广一种新生活理念,以商会友、以友促商,来建立一个营销网络组织,最终在利人利已利社会的情况下实现自我价值和良好的效益回报。从中我们可以看出在整个直销事业过程中,培训一直是理念传播、不断复制、不断发展的最主要方法,分享是直销事业中团队利益永远趋同的根本保证。培训准直销商心态、培训新直销商素质、培训准直销商信念、培训业务能力、创业说明培训、家庭聚会培训、激励培训等等;分享产品、分享成功、分享快乐、分享喜悦、分享忧愁、分享团队所有亲人朋友的喜怒哀乐。这个过程正是直销公司建立自己“消费王国”的重要过程和实现办法。
  Thus education and sharing is the core concepts in MLM. In MLM, we use products as a medium to promote a new lifestyle concept, to meet new friends, to create business opportunities, to build a network and ultimately to boost our own self-worth and income via a win-win system. Education is an important way to spread the MLM concept and duplicate success, whereas sharing is an important way to inculcate team spirit. We can educate potential members on attitude, faith, quality, business skills, OPP, home party, motivation training etc. We can share products, success, happiness and woes of our team members. This is the real and practical way for an MLM company to realize its consumer nation.
  因此,从教育工作本身来讲,良好完善的直销教育工作包括两个最为核心的部分:培训会议体系和文宣开发体系。培训会议体系包括分层级培训体系、讲师评聘以及各种大型的褒奖大会等,为经销商提供一个分享和复制的平台与机会,经销商伙伴们要特别珍惜每一次培训机会,利用培训在提升自身能力的同时,创造复制新人的机会。而文宣开发体系主要是沿袭会议体系的成果和对会议培训技能以及思想的回顾,并成为经销商重要的业务拓展工具和延伸手段,帮助经销商回忆并加深培训会议中学习的企业文化、业务、技能等,帮助新人更加深入和自发的进行自我复制、自我分享。各种形式的文宣资料如印刷品、光盘以及培训课件等等,使得学习变得无处不在、无时不能。
  There are two core areas in any good education systems - trainings/rallies and publications. The training system include training sessions specific to a certain rank, training by professional speakers and recognition rallies that serve as a platform for members to share and duplicate. They can grab the opportunities to improve themselves and duplicate their own successes. The publication system reviews and summarises the effectiveness of trainings/rallies and hone the members further on corporate culture, business updates and skills. Publications will also help newcomers on duplication and sharing. There are various forms of publication - newsletters, DVDs and training notes. The publication system makes self-training possible, anytime, anywhere.  
  分层级培训体系/Hierarchical Training System
  由于直销公司里存在着不同级别的直销商,而级别晋升所需要的培训也各不相同,所以打破传统的直销方式,建立分层级的教育培训体系,也就是针对每一类的群体进行有针对性和实效强的培训和训练十分必要。
  Since there are always different ranks of members in an MLM company, it makes sense to develop training programs specific to a certain rank to make the trainings more effective.  
  文宣资料分类系统化
  Systematic Classification of Promotional Materials
  在直销行业中,教育是市场发展的先锋,只有把教育做好,才能给市场提供源源不断的动力,才能使市场蓬勃稳定地发展。而在教育工作中,文宣工作又占据着非常重要的位置,和市场销售有着密切的关系,好的市场一定不能和文宣教育脱钩,文宣教育做的越好,市场发展就会越好。文宣资料更是与直销公司教育工作密不可分、互为补充、鱼水相依的关系。
  The education system leads the way in MLM. With a good education system, steady business expansion is automatic. Publications occupy a central role in a good education system since they are directly related to sales, meaning the better the publications the better the business development. Hence publications and education must always go hand-in-hand.
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  好的文宣资料需要掌握5易原则:易懂、易得、易复制、易信任、易识别。
  所谓“易懂”就是指文宣资料制作要做到简单、清晰、易理解;所谓“易得”就是指文宣资料的开发要符合市场需求,方便购买、易携带;所谓“易复制”就是指文宣资料的内容开发要有实用性、易于学习传授。所谓“易信任”就是指文宣资料的信息内容要规范统一、信息具有时效性;所谓“易识别”就是指文宣资料的整体设计形象统一并具有内在联系,符合品牌识别规范。
  Good promotional materials must have 5 basic features—easily understood, easily available, easily duplicated, easily trusted and easily recognised. “Easily understood” means that promotional materials must be simple, clear and comprehensible. “Easily available” means easy accessibility, market-orientation and portability. “Easily duplicated” means they must be practical, easy to learn and to pass down. “Easily trusted” means that the contents must be standardised and updated. “Easily recognised” means that all the materials must portray a uniform corporate image and recognition.  
  一个完善的教育体系,要求文宣工作必须尽善尽美,然而究竟什么是文宣,为什么要做文宣,如何根据文宣的特色和属性来调整工作分配,就成了开展文宣工作所必须明确研究的课题,最终的目的就是要激励经销商,要拉动市场,在直销行业中,广告宣传不是主力,文宣资料才是关键,它是直销行业进行宣传的利剑,是直销公司市场运营中不可缺少的营销工具,其功能在于能够帮助公司进行市场沟通、促进事业传播、推动市场发展、提高销售业绩。可以说一切有助于完成沟通、达成理解一致的文字、图片、手册、书、报、刊、声、光、色、录音、电影、歌曲等等,都是文宣资料。
  A consummate education system necessitates perfect promotional materials. But what are promotional materials? Why must we have them? And how to divide publication work? These are the major tasks of TIENS Arts & Communication Department, whose ultimate objective is to motivate the members and stimulate the market. Company publications constitute the main force, and advertisement/promotions are only complementary. Publications are the most essential promotional tools that communicate corporate messages to the market, expand the business and boost sales. Suffice to say that publications are materials like prints, pictures, manuals, books, bulletins, visuals, audio, colours, recordings, movies, songs etc that promote communication.
  文宣资料E化推广 引领未来教育趋势
  E-Promotional Materials, the Leader in Future Education
  互联网将成为未来最重要的交互通路。那么,非常依赖交互通路的直销行业,是否也将开始全面E化之路呢……,让我们看一些数据比较:步行的速度:最快为每小时6.4公里、汽车的速度:最快为每小时300公里、声音的速度:每小时为1,225.04公里、飞机的速度:最快为每小时11,260公里、互联网的速度:每小时1,079,252,848.8公里 。显而易见,互联网正以其自身独特的开放性、互动性、平等性、虚拟性成为未来不可或缺的信息传播和交互通路。
  The internet has become the most important communication tool. Isn’t it the time for the MLM industry, a trade that relies heavily on the internet, to embrace the e-era fully? Let’s look at the basic data. Walking speed, 6.4km/hour top. Car speed, 300km/hour top. The speed of sound, 1,225.04km/hour top. Aeroplane speed, 11,260km/hour top. But the internet, 1,079,252,848.8km/hour! Undoubtedly, with its unique open traffic, interactive potential and virtuality, the internet will become the most important interactive portal and message dissemination channel!
  互联网使信息快速全面地发送。在直销行业,产品的消费者也是销售者,那么关于企业的销售信息,产品信息,公司制度,促销活动以及其他需要销售者及时掌握的信息,按传统的传达方式,不外乎电话,公告信函,费时、费力、费财,而通过网站、移动终端等互联网渠道,迅速快捷简单易行,能节约大量成本,且信息100%统一,能被100%复制;
  The internet provides a speedy and all-round means of information dissemination. In MLM, the members are also the consumers, hence it is vital that they receive all the latest updates on product, promotion and all other company information on a timely basis. Conventional communication tools like the telephone, letters and faxes are too costly and time-consuming, but website and mobile terminals are simple, quick, efficient, economical, 100% standardised and 100% duplicable!
  形象宣传的E化,代表着一个企业是否有与时俱进的观念,代表着是否年轻,是否有开拓性。而在互联网这个平台上,企业也多了一个宣扬自己企业文化,产品,荣誉等的平台,能让更多的人接触到企业的信息,从而了解企业。
  The adoption of the e-era is an indicator of company far-sightedness. It is a highly effective internet platform to promote a company’s products, merits and culture so as to promote better understanding about the company among the public at large.
  行业发展的趋势
  The Future Trend in MLM
  根据零售王国的概念和趋势,未来直销的消费终端将以消费网络为目标群体,用适合的直销网络化手段进行忠实度建设。作为传统直销企业,应通过网络直销商的消费来带动普通消费者的购买尝试,同时通过直销教育对其进行转化,形成企业忠实的“王国”成员,分享、复制企业的成功,建设和传播企业的品牌形象。当然,这要求我们要从长远的角度来审视未来,并着眼于普通消费者的消费习惯和偏好,与时俱进地开辟和建设让普通消费者转化成为“王国”成员的方法和模式,是我们进入和抓住消费者王国直销网络的重要战略之一,也是企业的终极目标和意义本质,更是营销中心教育工作的重要挑战!