In small and medium-sized enterprises, the general direction of enterprise marketing is basically determined by the owners themselves.

Although business owners are fighting for hundreds of wars, they are always limited to non direct contact with front-line information and produce unreasonable decisions.

At this point, the front-line staff may be responsible for the enterprise, and may also consider their own interests. They often need to make suggestions to influence the decision of the business owners.

Finally, whether the front-line staff can successfully influence the decision of the enterprise owner, in addition to the reasonableness of the proposal, is also constrained by many other factors (such as the timing of the proposal, the way of presentation, the process of the elaboration, the decision preference of the business owner, the attitude and impression of the employees, etc.)

Generally speaking, there is a lot of knowledge to follow. It is not too much to call employees reverse marketing to business owners.

The following three aspects need special attention in the process of reverse marketing:

First, look at the opinions you want to throw out from the perspective of the business owners.

When it comes to this sentence, many people naturally associate the meaning of it with "pposition thinking", and only assume that they are the owners of enterprises.

Actually, it is not enough to do this. What we really need to do is to "try to understand people's wishes".

"Empathy" - put yourself in the perspective of business people and use your own thinking to think about related issues.

"Try to figure out what you want to do" -- put yourself in the perspective of an entrepreneur, and consider the related problems with the company's thinking.

Just as we can't think for customers, we can't think about it instead of business owners.

Through the process of "trying to understand people's intentions", it will be found that although some suggestions are good, they will not be accepted and adopted because of their personality traits and value orientation.

At this point, no matter how valuable the proposal is, there is no need to raise it.

At this time, business owners are like your customers. Without demand, there is no need for marketing.

In short, less work is done without effort, and less effort is made to do something undesirable. Marketing is a matter of efficiency, emphasis on input output ratio, and customer centered learning.

(two) progressive process

Love at first sight is not a story of flash marriage in seven days, but it is mostly a small probability event in news.

Therefore, when we make some suggestions on the big changes to the current decision of the business owners, we should not engage in sudden airdrop and have to talk about the process.

It needs to be gradual and requires different degrees of foreshadowing.

Otherwise, according to the law of human psychological acceptance, the heavy opinion of airborne is very difficult to accept for a short time.

(three) use less mouths and more data.

Once people are convinced that their views are correct, they are always chattering and tenacious.

However, the effort of moving the mouth can not produce good persuasion. After all, language is born with "public saying fair and reasonable, and saying that women are justified". Finally, the owners do not know who is right.

And the data are different, so long as they are clearly listed there, do not need to say more.

A clever business owner can understand what you want to express and will be very convinced of your suggestions.

Later:

Logistics has positive logistics (the process of products from producers to consumers) and reverse logistics (products from consumers to producers, such as recycling of waste commodities).

Marketing has similar phenomena.

Kotler's "marketing management" mentioned that modern marketing can be divided into four parts: "integrated marketing", "relationship marketing", "internal marketing" and "social marketing".

The internal marketing is the marketing of the upper staff to ensure the better implementation and implementation of the marketing strategy.

Reverse marketing is the opposite.