A true story: job location arranged properly, senior talent into mediocrity
Xinjiang Urumqi a cosmetics business, is a typical small private enterprises, the boss, Mr. is medicine who does not know how to manage more don't understand marketing, although there is a very good product, but sales is not good, the market is difficult to open. In the course of business, met the then Beijing some famous cosmetics enterprises Marketing Manager Zhang, Wang boss thinks Zhang in marketing professional, so inviting Zhang joined his own company, Zhang in King boss promised his salary request after agreed to join.
In April 2003, Zhang with their many years of experience in the cosmetics market, persuaded the King boss through overseas registrars, the registration of a foreign cosmetics brands, established XXX cosmetics co., Ltd., to give full play to the wisdom of the wise, Zhang King boss let Zhang served as General Manager of the new company, full management from procurement, production, technology development, human resources and marketing the company's operations, only the financial control in your hands.
Zhang is not responsible for their look, in the first 3 months, night and working hard, leading the company's Marketing Department staff extracted from a selling point, to the concept of the packaging as well as appropriate promotion and publicity material, etc, got so orderly, Wang boss very satisfied, went out of his way to a Honda accord to Zhang, and generous support of the 7 million to Zhang brother doing business; holidays and invited Zhang's parents to Xinjiang travel, eat and drink Pack package packet to spend playing a lot of money. The market is up and running, and the company's rapid response, simply put the financial also let go to Zhang.
Zhang also King boss of breaker and trust was grateful, therefore make full use of its own in the cosmetics industry for many years of experience and sensitivity of the market, to design a set of relatively sophisticated integration promotion plan and reseller policies, as well as sales management policies, and then adds the new recruitment of sales staff training through simple, start to market.
Zhang is very clear, despite their own packaging an imaginary France old brand concept, but to the dealer and the consumer, is still just a strange brand, particularly in the highly competitive market of cosmetics, in order to enter the market as soon as possible, must be sufficient to give the dealer profit space, you can use the dealer network resources quickly tear apart a vent in the market, so they designed a high profits for the dealers themselves but zero profit space and even the so-called negative profit, and cutting edge products and launched the company and the dealer have a relatively high profits by cutting back production, but due to the subsequent support system latency, a sales person personal quality limitations and lack of dealer management and other reasons, lead dealer only willing to push the blade product, not willing to push the knife back product, the results of one year operation down, although sporadic in the national market to sell five, six million products, but the company is in the Red States.
At the same time as Zhang only have the marketing manager of talent, a serious lack of management skills in particular marketing management skills, the company's internal management, extensive and free, for example, complete with personal preferences as well as the relationship with his staff to develop wage, bonuses and sales commissions, sales of travel claims, is to see who reveals the batch or lot reported that eyesore will not grant, resulting in only 20 employees of the sales force divided, mutual ganged up, people suffer. Employee turnover rate was up more than 50%.
In dealing with customer management issues, Zhang is the implementation of the black-box operation mode, when many customers for product quality, sales and after-sales service policy changes are not perfect, leading to find companies that seek to promote, Zhang said that he is the boss brand, France is not in China, not what people can see the boss, but he did not see the customer, the customer generally direct tracking to the company, only cursory treatment received by customer service happened that caused dealers don't want to be the cooperation, have quit dealer team a huge crisis, the market.
Then the King boss because no and maintain effective communication Zhang, and lack of Zhang in specific operational process monitor, wait until the employee began to denounce the worst company operation, the establishment of less than one year of the new company has been on the brink of dangerous, Wang boss hope invested 500 million Fund will vanish into thin air, it would have to hire a consulting firm, conducted a comprehensive reorganization and decisively dismissed Zhang, recognize their own decision-making exceeded.
Failure cause analysis:
We believe that the original intention of the King of the boss, Zhang itself does not have too many mistakes, cause this result is mainly due to the following three points:
1. Wang boss Zhang of misplaced, one only has a marketing person, the company General Manager's position, put too much responsibility to Zhang's shoulders, leading to ', which have been under administrative vulnerability.
2. King serious between boss and Zhang lacks the necessary communication, both within a few months are not doing any Exchange, Zhang did not submit any plan that is not your own work, what caused all the way to the deviation, Zhang also failed to get the correct time.
3. Zhang strictly do not have a professional manager of basic literacy, lack of charisma, in particular the lack of team management leadership skills: sales, relationship with him, good naturally high income; those candid sales people, even if markets do good, to be paid. This team can beat the battle is strange!
Real case two: boss only letter veteran suspected outsiders, several cooperation becames a short-lived Mandarin Duck
Anhui baked Enterprise boss is dealer was born a few years ago with the market sensitive and five sales of the record of the separation of help, the annual sales up to $ 400 million in the renowned leisure food brand in the industry have a certain status. With the rapid growth of the company's internal management increasingly confused, boss thinks the Patriarchs, five members of the all arrangements to different management positions, but these senators are proud of our company, which management but with no progress, which has the capacity of grassroots leaders to get company of reuse, sales people and grassroots staff thought very negative emotions are very low, the market will be greatly affected, product sales stagnated, some regions even serious decline.
In order to change the company's difficulties, so that enterprises have a benign and healthy development, boss, through a variety of relationships, starting from the second half of 2003 to October 2004, has introduced five permanent alternation of professional managers, to act as the company's Marketing Manager, and look forward to the intervention by artists, to change the company brand in marketing management and operational difficulties. The five permanent professional managers, from Coca-Cola and Taiwan reunification food senior marketing managers, but also in domestic sales areas very famous masters of sales as well as other famous fast moving consumer goods company's senior marketing manager, although these marketing managers from different brands, both in their respective service enterprises has set in the glorious achievements, but ultimately these experts, have been the same outcome: soldiers fleeing! longest five months, the shortest period of only 2 months!
Failure cause analysis:
I linked to the three professional managers, there is one who insults the food Enterprise boss is a pig, he said the boss spent heavily finally got the professional managers, but in certain reform especially in relation to the Senators self-interest of reform, the boss is only believe himself around those senators side of the story, the new manager of some new measures and reforms skeptical, new manager ultimately have to sigh.
Another sales trainer origin of professional managers, it can be considered the predecessor of the failures, comes in a down-to-earth manner, step by step a series of marketing management measures, and try not to offend the veteran and his use of their own sales and training advantage, the company had a period of training, from idea to real busy for more than three months. It should be said that the company all staff feel his energy, feel his coming changes to the Organization and the apparent progress.
When he did to the full filled four months, people are tired enough of closure, but my boss has not satisfied, because sales are still down, his brand is still not very well planning, employees still steady sit high above the fishing boat of the Senators hate teeth. Therefore, although he is very famous in the area of sales, the new Government took office in time also staff Conference issued a similar "unsuccessful oaths chengren" rhetoric, but the final outcome is still only one: to walk!
One has an area of the company and the Branch Manager in the area under the jurisdiction to make the extraordinary performance of marketing elite, was the boss of the exclusion of the senators and transferred to the headquarters of an idle position. The gloomy not Chi marketing intellects said the boss didn't save it, his success was his army, but he failed because of the existence of these revolve around the ...
Correct introduction and application of professional managers of six principles
Private enterprise to break through the bottleneck of management, the introduction of high-quality professional managers is a general trend, although the domestic professional managers of the need to improve the overall quality, professional managers of environment also requires further specification, but the present private enterprise in the actual operation of the bottlenecks as well as numerous management and market challenges, you sure can't continue to rely on the successful experience of the boss personally to address, through familiar friends, similar company of digging the corner or the intermediary, headhunting company becomes private business owners seeking professional manager of means, but what is the correct introduction and application of professional managers?
First, define clear their needs
This problem seems not difficult, but a lot of the boss at the beginning of the enterprise and do not know what their real needs? for example, the company's product sales and profits are declining, market management problems, and this looks like as long as a Marketing Director. But the truth is often not the case, carefully dig down and find the real cause of the problem before you can determine is necessary to introduce such a marketing expert to solve business problems, and may also be some superficial marketing problem is the confusion of internal management system. Marketing experts come may not solve the actual problem.
Second, study each other's character and recruitment purposes
Character than it is more important to professional competence, the issue above reproach! to learn more about a person's character by his or her original work units and colleagues investigated; at the same time or to carefully identify and each other like you is high salary or the future of your enterprise or the boss's personal charisma? do you have other ideas? there are professional managers in oral expression greater than the actual job skills, the interview had deliberately hide their true intention, which makes the choice to be made the wrong choice.
III. identification of the actual capacity of each other
Ability to have multiple, find out after the first two questions, in fact, it is easy to identify each other's work, such as human resources director candidates, in addition to professional qualifications, be sure to investigate his previous work of the unit leadership and personnel on his assessment that he's perspectives and some success stories. If you are marketing director candidates, in addition to his theoretical knowledge and practical skills, but also his comprehensive coordination ability and communication skills with subordinate and ability with team.
4. the appropriate rights and trust
Put the right people in the right posts
Bit, this is a lot of the boss knows of a reasonable, but in fact we often do not follow our understanding of what to do, such as the first case of boss because excessive confidence and a company of all powers to the Manager of one master, the limits of their competence and management issues. So after taking office, the Manager, to clear his level rights, provided the scope of his management, as well as the setting up and the boss of regular communication mechanism and reporting summary system, so that managers work with clear direction, is also not completely out of control.V. give a certain degree of coordination and support
The so-called new Government took office three fire, new professional managers, often under the new corporate strategy and launched a series of reforms, and a company of reform, especially private enterprises reform will involve some companies of vested interests such as company veteran or venture with his boss and the army, this time it needs the full support of company's boss, struggling to meet the Manager of the reform to the end, to establish the credibility of the professional manager makes it easy for him to better integrate the company's management to a higher level.
6. give managers a certain amount of time
Anhui home baked Enterprise bosses, new professional managers have a requirement in the hope of three months or less to see real results, this demanding requirements so that successive five airborne troops commit. As an external airborne troops, he needs to spend some time to understand the enterprise inside and external market conditions, while the newly launched reform measures and marketing scheme also requires a certain amount of time to implement step by step, sometimes a programme from implementation to produce real benefits require a cycle, long even for one year and two years, if only to see the results for the three months as the criterion, even management wizards will be defeated by Welch fleeing, after all, professional managers not immortal and magicians.
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