"High-end fertilizer products do not refer to purely high-priced products, nor do they refer to the speculative concept of unilaterally pursuing differentiated products. Instead, they are truly high-tech products with high-tech content and environmental protection standards in the niche market."
- Ke Zhilian Shandong Province, a large agricultural province, has always been one of the most competitive places in the fertilizer market in China, and the Jiaodong Peninsula region is a special area in Shandong Province. Shandong Kebang Ecological Fertilizer Co., Ltd. Shandong Marketing Center is located in this area. . There are many economic crops in the region, and the amount of fertilization per unit area is large; the season is long and the total fertilizer demand is large; the farmers in Jiaodong peninsula are quick to accept new types of fertilizers and become a contestable place for new fertilizer manufacturers.
The Jiaodong peninsula has concentrated a group of outstanding agricultural marketing talents. Products continue to be brought to market, and the market chooses products according to his rules. Who can win in the market? Product is fundamental and talent is the key. The young Ke Zhilian is one of the elites in agriculture who are active in the Jiaodong Peninsula. Ke Zhilian has been working in the chemical fertilizer industry for nearly a decade. He has started from sales of organic fertilizers by ordinary salespersons. Since he was the head of the Shandong Marketing Center of Jiangsu Kebang Ecological Fertilizer Co., Ltd., he has upheld the corporate mission of Jiangsu Cobon and advocated refined marketing. The concept has shaped Cobon's regional brand influence.
Business Philosophy: The selection of products is a dazzling variety of fertilizer products in key markets. Various concepts emerge in an endless stream. Ke Zhilian believes that the criteria for agents to select products is very important. The Jiaodong region is a zone where new products are concentrated. Various types of new fertilizers are being promoted in large-scale and high-intensity industries. The sales of traditional fertilizers have been declining year by year. The market has fluctuate in market volatility and profits have been compressed, causing traditional agents to start seeking new types of products. High-end fertiliser stands out. Facts have proved that the selection of new high-end products did not allow them to break through the bottleneck and once again took the lead, instead they fell into even greater difficulties. Because the new high-end products are not only difficult to promote, but the results have also been questioned. In the end how to choose a new high-end products? Ke Zhilian believes that choosing a product is a key issue involving business philosophy. The market should have a rational and systematic standard.
First, we must determine whether the product has any effect. No matter how the fertilizer product changes, the purpose is only one, that is to make plants more scientific and rational absorption of nutrition. Second, there are no selling points or differences in products. Differentiation is the technology you can do but others can't. Third, it depends on the strength and background of the manufacturers, so as to ensure that you become stronger and bigger. Because many small factories are speculating on concepts and speculation, such products have achieved the purpose of speculation in a short period of time through advertising and other means. This is just a short-lived phenomenon. This kind of company has no vitality, and such products will not be good. The prospects can only be a waste of energy and destroy their reputation. Fourth, does the manufacturing company have a complete promotion model? Because only good products and good models are not available, the products are difficult to open. With the promotion model, the agents can also benefit in the long term, not only products, but also Business ideas. Fifth, this product has no target crop in your market, and with a clear product positioning, it can be targeted.
There are many good marketing models. Ke Zhilian summed up his promotion of Jiangsu Kebang high-end fungicide marketing model in Shandong.
Promotion mode: There are many promotion models for successful fertilizer promotion with points and areas, but there are fewer planning and chemical processes for fertilizer companies. Ke Zhilian made a systematic summary of his promotion of Cooper's product model.
The first step is to establish a demonstration field. According to factors such as weather, geographical location, people and other factors, choose a suitable demonstration field. The second step is to send a dedicated salesman to track the effect and record the growth and situation in each phase. If there is something wrong with the demonstration field at a certain stage, work with farmers and agrochemical experts to find out the reasons and do a good job. The third step is to cooperate with county-level agents and targeted retailers and retailers in the region to engage in model field observation meetings to amplify the effect. The fourth step is to engage in surveying production during the crop harvesting period and invite target customers and farmers. The fifth step is to attach importance to farmers’ promotion. In key markets, with some events, events and other event-based marketing methods, such as Cooper's "Jiangwang Contest" at Surabaya, it attracted thousands of farmers to participate, and the effectiveness of event-based marketing was very good. During the farmers’ promotion conference, it is necessary to assist advocacy methods such as wall advertisements, media advertisements, single pages, and product promotion.
Each step has a core point. The first phase is the demonstration field, which drives target customers, neighboring retailers, and large planters through demonstration fields. The core point of the later period is to participate in the survey, the survey of the various levels of agents and large planters, around these people make a fuss. In short, with a point, bring a piece.
Ke Zhilian believes that although the promotion model is cumbersome, it only has two keywords: First, planning, and second, implementation.
Execution force: the details are close to perfection, and the performance is surely the result of multiple improvements after the execution of color planning. Through implementation, the next one is definitely more perfect than the previous one. In some people's opinion, these implementation processes are too cumbersome and difficult to implement. But in the eyes of Ke Zhilian, what should a salesman do? Instead of swaying in the market and asking agents to sell more goods, each time they go to the market, they take on tasks, take good pictures of the photographs, and prepare enough information to implement the detailed elements of the plan.
When it comes to execution, Ke Zhilian also mentioned that many manufacturers are rigorously assessing sales personnel. Manufacturers will make a plan for production and sales throughout the year and allocate them to each month. Then, the amount of each month will be divided into each area and then implemented on each salesperson. For example, if a clerk has a 3,000-ton annual task in a county, he will complete a task of at least 200 tons per month, and the clerk will take this as a guide and try his best to get agents to purchase more goods. Ke Zhilian believes that this is just a simple inventory transfer, and doing it like this will do a bad job for a good customer. At the same time, such an assessment will give the clerk great emotional stress, causing the clerk to behave in a shady manner in his usual work and find no job focus. When the market is bad, good clerk will be forced to a dead end.
Ke Zhilian believes that as long as the project is carried out, the closer the details are to perfection, the better the performance will be. A good execution force should be the implementation of the details of the entire program, not the result of a single sales volume, leading to the neglect of the intermediate process. The current situation is that most companies use heroes in sales, and pursue short-term workloads, resulting in unstable employees and unstable customers.
Speaking of planning and talking about execution, it is generally associated with difficulties and pressures. However, among young employees of Jiangsu Kebang Ecological Fertilizer Co., Ltd. and customers across Shandong, we see more confidence and a smile.
Relationship: With customers and employees, it is easy to get ahead of the business development. Ke Zhilian believes that this contact not only refers to the traditional “social relationsâ€, but more importantly to the company’s customers and employees.
Ke Zhilian cited an example of developing a blank market. Before developing the blank market, it is not to look for the most famous local agents or the largest agents. This situation is more likely to be closed doors. Even if they cooperate, they may not attach importance to your products. First, the clerk was sent to investigate the blank market, the local crop type, planting structure, and understand the farmers' fertilization habits. Then it is through investigation of retailers to understand the reputation of various county agents, marketing capabilities, financial strength and so on. Then, according to the salesman's investigation, the marketing center opened a seminar and analyzed the results of the survey. What kind of product packages should this kind of market do, and according to the situation of the agents at the county level? Target customers. The next step is to visit the three target customers by Ke Zhilian or the deputy manager of the marketing center. “We will not let the salesperson go directly to the agency to discuss cooperation matters. Instead, I or the deputy manager will come forward to do an in-depth communication. Everyone will share a common view of the current fertilizer market, and politely hope that the other party will The product gives attention.†Ke Zhilian believes that it is not appropriate to directly cooperate with the other party, because the other party does not have a detailed understanding of you, and your understanding of the target customers is not enough, which will only increase the pressure on both parties. After a round of visits, select the best partner candidates. At the same time, letting salesmen talk about cooperation is also not appropriate. On the one hand, it will increase their pressure. On the other hand, their grasp of customers is immature. This relieves the pressure on employees.
Some agents have not operated new chemical fertilizer products. They do not know where to start and the pressure is increasing. Ke Zhilian's team will also help them solve them one by one. An agent has a keen interest in Cooper products and has the privilege of becoming an agent, paid 500,000 yuan and paid 50,000 yuan in market margin. The agent did not know where to start. Ke Zhilian asked, Can you organize a retailer? This of course can. Ke Zhilian said that this is fine. Ke Zhilian will start one by one according to the marketing steps, support customers, and then be the same at retailers. As long as you can organize people, I will give you a complete method, see the promotion effect, and taste The sweetness, the customers are also full of vigor. Not only resolved the pressure, but also learned a set of promotion methods.
Ke Zhilian not only did a great job in the Jiaodong peninsula region, but also supported a group of traditional fertilizer agents. He also extended this model from the Jiaodong Peninsula to the west and south, pushing Cooper's products to a broader market. Because Ke Zhilian's refined marketing model made him the lover of Yang Xuelin, the general manager of Jiangsu Kebang Ecological Fertilizer Co., Ltd.
- Ke Zhilian Shandong Province, a large agricultural province, has always been one of the most competitive places in the fertilizer market in China, and the Jiaodong Peninsula region is a special area in Shandong Province. Shandong Kebang Ecological Fertilizer Co., Ltd. Shandong Marketing Center is located in this area. . There are many economic crops in the region, and the amount of fertilization per unit area is large; the season is long and the total fertilizer demand is large; the farmers in Jiaodong peninsula are quick to accept new types of fertilizers and become a contestable place for new fertilizer manufacturers.
The Jiaodong peninsula has concentrated a group of outstanding agricultural marketing talents. Products continue to be brought to market, and the market chooses products according to his rules. Who can win in the market? Product is fundamental and talent is the key. The young Ke Zhilian is one of the elites in agriculture who are active in the Jiaodong Peninsula. Ke Zhilian has been working in the chemical fertilizer industry for nearly a decade. He has started from sales of organic fertilizers by ordinary salespersons. Since he was the head of the Shandong Marketing Center of Jiangsu Kebang Ecological Fertilizer Co., Ltd., he has upheld the corporate mission of Jiangsu Cobon and advocated refined marketing. The concept has shaped Cobon's regional brand influence.
Business Philosophy: The selection of products is a dazzling variety of fertilizer products in key markets. Various concepts emerge in an endless stream. Ke Zhilian believes that the criteria for agents to select products is very important. The Jiaodong region is a zone where new products are concentrated. Various types of new fertilizers are being promoted in large-scale and high-intensity industries. The sales of traditional fertilizers have been declining year by year. The market has fluctuate in market volatility and profits have been compressed, causing traditional agents to start seeking new types of products. High-end fertiliser stands out. Facts have proved that the selection of new high-end products did not allow them to break through the bottleneck and once again took the lead, instead they fell into even greater difficulties. Because the new high-end products are not only difficult to promote, but the results have also been questioned. In the end how to choose a new high-end products? Ke Zhilian believes that choosing a product is a key issue involving business philosophy. The market should have a rational and systematic standard.
First, we must determine whether the product has any effect. No matter how the fertilizer product changes, the purpose is only one, that is to make plants more scientific and rational absorption of nutrition. Second, there are no selling points or differences in products. Differentiation is the technology you can do but others can't. Third, it depends on the strength and background of the manufacturers, so as to ensure that you become stronger and bigger. Because many small factories are speculating on concepts and speculation, such products have achieved the purpose of speculation in a short period of time through advertising and other means. This is just a short-lived phenomenon. This kind of company has no vitality, and such products will not be good. The prospects can only be a waste of energy and destroy their reputation. Fourth, does the manufacturing company have a complete promotion model? Because only good products and good models are not available, the products are difficult to open. With the promotion model, the agents can also benefit in the long term, not only products, but also Business ideas. Fifth, this product has no target crop in your market, and with a clear product positioning, it can be targeted.
There are many good marketing models. Ke Zhilian summed up his promotion of Jiangsu Kebang high-end fungicide marketing model in Shandong.
Promotion mode: There are many promotion models for successful fertilizer promotion with points and areas, but there are fewer planning and chemical processes for fertilizer companies. Ke Zhilian made a systematic summary of his promotion of Cooper's product model.
The first step is to establish a demonstration field. According to factors such as weather, geographical location, people and other factors, choose a suitable demonstration field. The second step is to send a dedicated salesman to track the effect and record the growth and situation in each phase. If there is something wrong with the demonstration field at a certain stage, work with farmers and agrochemical experts to find out the reasons and do a good job. The third step is to cooperate with county-level agents and targeted retailers and retailers in the region to engage in model field observation meetings to amplify the effect. The fourth step is to engage in surveying production during the crop harvesting period and invite target customers and farmers. The fifth step is to attach importance to farmers’ promotion. In key markets, with some events, events and other event-based marketing methods, such as Cooper's "Jiangwang Contest" at Surabaya, it attracted thousands of farmers to participate, and the effectiveness of event-based marketing was very good. During the farmers’ promotion conference, it is necessary to assist advocacy methods such as wall advertisements, media advertisements, single pages, and product promotion.
Each step has a core point. The first phase is the demonstration field, which drives target customers, neighboring retailers, and large planters through demonstration fields. The core point of the later period is to participate in the survey, the survey of the various levels of agents and large planters, around these people make a fuss. In short, with a point, bring a piece.
Ke Zhilian believes that although the promotion model is cumbersome, it only has two keywords: First, planning, and second, implementation.
Execution force: the details are close to perfection, and the performance is surely the result of multiple improvements after the execution of color planning. Through implementation, the next one is definitely more perfect than the previous one. In some people's opinion, these implementation processes are too cumbersome and difficult to implement. But in the eyes of Ke Zhilian, what should a salesman do? Instead of swaying in the market and asking agents to sell more goods, each time they go to the market, they take on tasks, take good pictures of the photographs, and prepare enough information to implement the detailed elements of the plan.
When it comes to execution, Ke Zhilian also mentioned that many manufacturers are rigorously assessing sales personnel. Manufacturers will make a plan for production and sales throughout the year and allocate them to each month. Then, the amount of each month will be divided into each area and then implemented on each salesperson. For example, if a clerk has a 3,000-ton annual task in a county, he will complete a task of at least 200 tons per month, and the clerk will take this as a guide and try his best to get agents to purchase more goods. Ke Zhilian believes that this is just a simple inventory transfer, and doing it like this will do a bad job for a good customer. At the same time, such an assessment will give the clerk great emotional stress, causing the clerk to behave in a shady manner in his usual work and find no job focus. When the market is bad, good clerk will be forced to a dead end.
Ke Zhilian believes that as long as the project is carried out, the closer the details are to perfection, the better the performance will be. A good execution force should be the implementation of the details of the entire program, not the result of a single sales volume, leading to the neglect of the intermediate process. The current situation is that most companies use heroes in sales, and pursue short-term workloads, resulting in unstable employees and unstable customers.
Speaking of planning and talking about execution, it is generally associated with difficulties and pressures. However, among young employees of Jiangsu Kebang Ecological Fertilizer Co., Ltd. and customers across Shandong, we see more confidence and a smile.
Relationship: With customers and employees, it is easy to get ahead of the business development. Ke Zhilian believes that this contact not only refers to the traditional “social relationsâ€, but more importantly to the company’s customers and employees.
Ke Zhilian cited an example of developing a blank market. Before developing the blank market, it is not to look for the most famous local agents or the largest agents. This situation is more likely to be closed doors. Even if they cooperate, they may not attach importance to your products. First, the clerk was sent to investigate the blank market, the local crop type, planting structure, and understand the farmers' fertilization habits. Then it is through investigation of retailers to understand the reputation of various county agents, marketing capabilities, financial strength and so on. Then, according to the salesman's investigation, the marketing center opened a seminar and analyzed the results of the survey. What kind of product packages should this kind of market do, and according to the situation of the agents at the county level? Target customers. The next step is to visit the three target customers by Ke Zhilian or the deputy manager of the marketing center. “We will not let the salesperson go directly to the agency to discuss cooperation matters. Instead, I or the deputy manager will come forward to do an in-depth communication. Everyone will share a common view of the current fertilizer market, and politely hope that the other party will The product gives attention.†Ke Zhilian believes that it is not appropriate to directly cooperate with the other party, because the other party does not have a detailed understanding of you, and your understanding of the target customers is not enough, which will only increase the pressure on both parties. After a round of visits, select the best partner candidates. At the same time, letting salesmen talk about cooperation is also not appropriate. On the one hand, it will increase their pressure. On the other hand, their grasp of customers is immature. This relieves the pressure on employees.
Some agents have not operated new chemical fertilizer products. They do not know where to start and the pressure is increasing. Ke Zhilian's team will also help them solve them one by one. An agent has a keen interest in Cooper products and has the privilege of becoming an agent, paid 500,000 yuan and paid 50,000 yuan in market margin. The agent did not know where to start. Ke Zhilian asked, Can you organize a retailer? This of course can. Ke Zhilian said that this is fine. Ke Zhilian will start one by one according to the marketing steps, support customers, and then be the same at retailers. As long as you can organize people, I will give you a complete method, see the promotion effect, and taste The sweetness, the customers are also full of vigor. Not only resolved the pressure, but also learned a set of promotion methods.
Ke Zhilian not only did a great job in the Jiaodong peninsula region, but also supported a group of traditional fertilizer agents. He also extended this model from the Jiaodong Peninsula to the west and south, pushing Cooper's products to a broader market. Because Ke Zhilian's refined marketing model made him the lover of Yang Xuelin, the general manager of Jiangsu Kebang Ecological Fertilizer Co., Ltd.
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