This is called sales

Gao Yang doesn't care what these people think of him. Since he is the executive editor, he has the responsibility for this newspaper. In his position, he will pursue his own affairs.

Everyone eats in a pot. If there is something in the pot, there will be something in the bowl.

Gao Yang continued to talk:

"Let me talk about the reporters first.

A reporter's job is definitely to write articles, write good articles, and write reports that customers and readers will recognize.

Then, use various interviews and event opportunities to get to know more about the key figures in the client company and create opportunities for sales.

For journalists, the first thing to do is to make customers recognize you. The most advantageous tool in a reporter's hand is the manuscript you write.

For example, I once interviewed Mr. Lu of 800 million, which is a small company. I had a pleasant chat with Mr. Lu, the communication was more in-depth, and he agreed with the manuscript I wrote.

After the article appeared in the newspaper, Mr. Lu was very happy and asked someone to bring me two boxes of tea to express his gratitude.

Later, Mr. Lu also arranged to place four pages of advertisements in our newspaper.

When communicating with Mr. Lu, I also introduced CPI’s media resource advantages, unique national layout in the industry, close ties with regional IT merchants, etc.

This is the role that reporters can play.

Similarly, last year we held a channel forum and invited Mr. Xu from COMPAQ to be a guest speaker. Later, COMPAQ also increased advertising in special editions of the forum.

I met and invited Mr. Xu and also took advantage of the interview opportunity.

During my interviews at [Channel Academy], I also got to know some CEOs or managers of companies. Through interviews and my own manuscripts, I gained others' recognition of CPI.

Now, if I invite these people to dinner, they will probably give me face.

If the reporter has done this, it is actually almost done. The rest is a matter of sales follow-up.

I have a suggestion for my colleagues in the advertising department. As long as you get to know key people like customers and open up a situation, you should try your best to make friends with them.

You have to understand the other person, think about the other person, and even stalk them.

You have to think about what others need, think about their pain points, and find ways to become friends in other people's lives.

Let me give you an example. Suppose I am the manager of a certain product line or business unit of an IT company, or I am the person in charge of media advertising.

I work very hard, and I am under huge performance pressure. I am busy from morning to night every day.

I earn hundreds of thousands a year, have a successful career, have a lovely wife at home, and my children are in kindergarten or primary school. My wife is also a white-collar worker and has a busy job.

At this time, you, an IT media salesman, got to know me and called me every now and then to invite me for dinner and drinks. Is it useful?

it's useless.

I am too busy. When my wife is not free, I have to go to the kindergarten to pick up the children. If I go on a business trip, my wife may be so busy that she collapses.

I have no time to care about you at all. Just like you, there are also salesmen from several media outlets who invited me for dinner and drinks, and even general managers, deputy editors and the like.

Then, my wife and I took our children to play in the community on the weekend, and I met a salesperson from a media company. I had known him before, and we laughed and chatted for a few words.

It turned out that this salesman lived in the same community as me, and he rented a house in this community.

I met him several times later and gradually became familiar with him. This salesman was eloquent and I felt good about him.

This salesperson was very enthusiastic and often drove me to pick up and drop off my children, and we became more familiar with him.

Later, this salesman suddenly came to me to discuss advertising with a planning plan. Am I embarrassed to refuse?

I must be embarrassed.

I give this example to illustrate that this is sales.

If I were a salesperson and I learned about an IT company manager who controlled tens of millions or even tens of millions of media investment funds, this was the situation at home.

Then I will definitely find out which community his family lives in, then rent a house in that community and meet his family by chance.

It's so easy to drive, just learn it. If you don't have a car, just buy it. If you don't have enough money, you can get a car loan.

With this kind of sales idea, we can draw inferences from one example and imagine many scenarios. The core is to understand the life of the target person, find out his pain points and needs, and then find ways to make friends with people and talk about relationships.

Our national advertising department is quite interesting. There is someone who earns more than 100,000 yuan in annual performance commissions. As a result, no one in the entire advertising department has bought a car to promote themselves.

Look, Manager He Jinhe is a native of Beijing and has two or three apartments at home, but he doesn’t dare to buy a car. He’s really stingy!”

He Jin laughed loudly: "Gao Yang, I just realized today that you are quite capable of talking. Keep talking!"

The whole room was suddenly filled with joy.

Gao Yang smiled and said: "Okay, then I will continue.

Last year's COMPAQ sales champion, a woman, won COMPAQ's annual sales champion award, a BMW car worth more than 1 million.

She sells servers, is that any different from us selling newspaper ads?

I don't think there's much difference.

They are all selling, they are all meeting customer needs, and they are all asking for help.

When asking for help, don’t think about having any shame. How much is face worth? If you succeed and have money, you will have face wherever you go.

Therefore, to be in sales, you need to be able to pretend, to act, to think about customers, and to boldly package yourself.

In addition, I suggest that our advertising department should establish a set of words, carry out overall packaging, sales visits to customers, how to introduce the various advantages of CPI, it is best to have a set of standard copywriting.

Sales means all kinds of boasting and various routines. First of all, you need to summarize such a general routine.

The above are my personal thoughts on the collaboration between reporters and sales. If I say something wrong, please don’t ignore it. This is just a discussion.”

He Jin raised his thumb again: "Establish a set of words. This is a good suggestion. It should really be packaged as a whole. Now when we go out to visit customers, we really all talk in our own words. It's not nice to say it. Some salesmen don't understand it.

How many projects does CPI have and in which cities does it issue local editions?”

Wan Hong took the lead in applauding: "Gao Yang's speech just now was very exciting. I felt very inspired. We held our first regular project meeting today and achieved very good results. Therefore, the communication and collaboration between the editorial department and the advertising department are indeed very important."

important."

After the meeting, Huang Xu, a salesperson from the advertising department who was responsible for contacting IBM, approached Gao Yang and said, "My brother, please contact IBM now and take care of me more in the future."

Gao Yang said: "I will definitely try my best. If I can seize the opportunity, it won't matter if you are not with me. For a big company like IBM, a year's media investment will exceed 100 million even if it is not 200 million. Last year, IBM only invested 100 million in CPI."

Wan is in his early years and has great potential. We are third in the industry after all."

Huang Xu said: "Yes, yes, I also think that IBM has great business potential, but I have never found a way. I am really inspired by your bragging today."

Huang Xu is from the northwest and has only been running business at CPI for more than a year. He is about the same age as Gao Yang.

Last year in the editorial department, it was Dou Yong who was contacting IBM. This guy was just a reporter running meetings. How could he help Huang Xu get clients?

Gao Yang is not really bragging today, but in the IT media circle in his previous life, there were really salesmen who could do that.

If Gao Yang went to run business, it would be impossible for him to let go of his face like that.

Only people who are shameless are suitable for sales.

He Jin came over and hugged Gao Yang, raising his thumb: "You are really good at playing. Why don't you go play football on the weekend?"

Gao Yang said: "Go if you have time."

He Jin smiled and said: "I'm going to buy a car. I've looked at it a few days ago."

Gao Yang smiled and asked: "What car are you looking at?"

He Jin said proudly: "Off-road vehicle."

Gao Yang suddenly remembered that in his previous life, He Jin bought the car recently, which seemed to be a BJ213.
Chapter completed!