Тренинги по переговорам №1 в России

Кризис – это время, когда делаются основные деньги!

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1998 – 2008 – 2014-18. Кризис – это время, когда делаются основные деньги! И поднимаются они без больших вложений. Для этого нужна прагматичная ревизия продукта, коммуникаций, сервиса и персонала. Этот девиз был движком у одного мексиканца, работающего в компании,  импортирующей мясную продукцию из Европы в Россию. Его технологии стали полезнейшим примером того, как надо переживать любой экономический кризис.

Итак, кратко: руководитель компании мог взять к себе в замы не этого ушлого мексиканца, а русского менеджера. Но наши парни переживали первый в своей жизни кризис (1998). Они были классными технологами продаж — растаможить фуру, сделать сертификаты на партию и продать ее с колес – это на автомате. А вот увидеть антикризисные горизонты — тут была пока беспросветная новизна. Мексиканец же понятия не имел как продавать оптом мясо. Но у него была своя безотказная фишка:  «Кризис – это время, когда делаются основные деньги! И делаются они без больших вложений!». Суть фишки – кардинальное (хотя нет – взрывное) увеличение количества контактов и активная коммуникативная подготовка к каждому из них. Все! За считанные недели менеджеры, неся эту идеологию, как победный флаг, развили дистрибуцию от Екатеринбурга до Брянска и от Мурманска до Сочи. Дополнительных затрат никаких – просто переформатированные усилия менеджеров.

Уже работая

в Очаково руководителем региональных продаж, применил эту технологию в новой фазе кризиса – в 2008 году. Такой подход позволил активно расти на общем пикирующем рынке.

Инструменты: проанализировали эффективность в каждом городе России (большом и маленьком) нашего целевого оператора. При этом вывели правило: в областном городе должно быть 2-3 наших дистрибутора (чтобы была конкуренция и клуб, в который хотели бы попасть все), в районном – 1 дистрибутор (там итак тесно). В формуле: Что делать – Как делать – И, наконец, — делать, нам оставалось спланировать и произвести «захват» пустыни. Манайгеры стали приходить на работу не столько для плановых отгрузок, как для соревнования и битвы за охват территорий. Это стало всепоглощающей доминантной идеей. Мотивация – исключительно нематериальная. Просто каждый день называл самого искуссного в этом жанре. Что на выходе: бомба — в 2008 кризисном году в европейской части России мы вошли своей продукцией во все населенные пункты на уровне 5-тысячников! Т.е. во все крупные деревни! Это за считанные месяцы. А пустоты, как выяснилось при детальном анализе были в городах с населением 150 и даже 200 тысяч. Хотя формально за всеми зонами ответственности были сделаны закрепления.

Спасибо тому мексиканцу (не в обиду Дональду), сказавшему, что кризис – это время, когда делаются основные деньги! И делаются они без больших вложений. Просто нужна технологичная фишка. Об одной из них и рассказал, но умолчал, как общаться с потенциальными дистрибуторами, чтобы они очень захотели войти в ваш клуб. Об этом позже. Ю.Смирнов.

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