14 Lessons in Business Training: Knowledge, Skills, Breakthrough, and Improvement—Even the Music Between Classes Is Thought Out for You!

In an era where money races against time, soon after a liquor company successfully recruits distributors, they become restless and urge the company to launch products to market as soon as possible. So, for the newly formed marketing team, how to conduct business training becomes the first problem for liquor merchants to solve. As the saying goes, 'Before soldiers move, provisions go first.' Marketing training is like provisions, and its effect is more like a few whispered words. Here, we provide training in four major sections—'Knowledge, Skills, Breakthrough, and Improvement'—to achieve the effect of four whispered phrases: 'I love you,' 'You're capable,' 'You're great,' and 'I marry you.' Then developing the market will not be difficult.

Knowledge Section

The ancients said, 'Know yourself and know your enemy, and you will never be defeated in a hundred battles.' If marketing is compared to a commercial war, then products are weapons and salespeople are soldiers. If soldiers cannot use weapons, they can only flee or surrender; there is no possibility of victory.

Thus, training salespeople in product and liquor knowledge is very important. We can conduct training from four levels: 'product, competitors, salespeople, market, and consumers,' covering the following five course contents to achieve the effect of the first whispered phrase 'I love you,' making salespeople 'understand the industry and love it.'

Lesson 1: Master Liquor Knowledge and Related Information

We often say, 'To enter a trade, you need to know the ropes.' For liquor salespeople, mastering basic knowledge such as liquor types, brewing processes, and procedures is the basic way to enter the industry.

Training method: Picture explanation.

Course content mainly includes: basic knowledge such as liquor classification, alcohol content, tasting methods, optimal temperature, liquor functions, storage, and hangover remedies, as well as how good liquor is brewed, process steps, and evaluation standards. Salespeople must master these. Through basic knowledge training, salespeople quickly become 'insiders' and develop interest in the liquor industry.

Lesson 2: Recognize Your Role

It is very important for salespeople to recognize their responsibilities and roles. They serve as the bridge for direct communication among the company, products, consumers, and merchants, and they are the first-hand source of market feedback. Their roles are multifaceted: they are not only product salespeople, promoters, and consumer consultants, but also market information officers, company assistants, and coordinators. Therefore, their ethics, quality, and loyalty to the company will have a significant impact on the company and brand. Through training, strengthen interaction in these areas.

Training method: Interactive games.

Course content mainly includes:

Know yourself: Who am I? Who am I facing?
What is my role? What are my main responsibilities?
How to do my job well? What qualities and knowledge are required?
How to quickly respond to the market, collect information, and handle problems?
What are the company's and my dreams and goals?

Lesson 3: Familiarize Yourself with Products, Competitors, and Market Knowledge

Many liquor merchants regard analysis of company products and competitors as part of marketing strategy, neglecting to train salespeople on these knowledge points. This is also a shortcoming of internal training: only knowing training, not planning. Therefore, in training, we require salespeople to think from others' perspectives, not only understanding the strengths and weaknesses and characteristics of competitors and products, but also considering consumers, merchants, and the market comprehensively, achieving broad vision and comprehensive knowledge.

Training method: Interactive experience.

Course content mainly includes: 1. Product categories, USP selling points, features, functions, etc.; 2. Who are the main competitors? Comparison of differences between products and competitors; 3. Basic market conditions, how to enter, and what are the pain points of target consumers; 4. How to formulate work plans? Liquor merchants should highlight key points based on their actual situation and strengthen marketing knowledge training.

Lesson 4: Learn Basic Sales Knowledge and Management

Sales is challenging work. Salespeople bear the pressure of performance and survival. To quickly and efficiently enter the work state and avoid detours, salespeople must seriously learn basic sales knowledge to improve work efficiency, which is beneficial in all aspects. Many liquor merchants often neglect this in training.

Training method: Simulation drills.

Course content mainly includes:

Secrets salespeople cannot tell;
Communication skills and common-sense issues;
Common sense and methods for product storage;
Common sense and procedures for entering terminal stores;
Terminal and promotion common sense and problem points;
How to standardize sales management and achieve effective communication, etc.

Lesson 5: Identify with Company Culture and Teamwork

We know that corporate culture is a 'spiritual product' and a concrete manifestation of teamwork spirit. Strengthen corporate culture training so that all employees identify with corporate culture, cultivate cooperation spirit, and form cohesion.

Training method: Promotional videos, case analysis, games.

Course content mainly includes:

Company introduction, corporate culture, business goals, development vision, etc.;
Case analysis of liquor culture;
Career planning for salespeople, promotion process, company system, etc.;
Teamwork interactive games, etc.

Skills Section

As we all know, judo is a competitive sport; tripping an opponent requires skill and training. Similarly, salespeople need to master certain skills and training, and develop good habits to become qualified. Through the following five courses, improve salespeople's image, quality, and skills, achieving the effect of the second whispered phrase 'You're capable,' making salespeople more confident and proactive in developing the market.

Lesson 1: Everything Starts with Me

The first impression salespeople give to customers is very important. A salesperson's image represents not only themselves but also the company and brand. Their words, deeds, and quality will affect product sales. Therefore, image training and pre-work preparation for salespeople are very important. With an empty-cup mindset, everything starts with me.

Training method: Interactive games.

Course content mainly includes:

In pairs, face to face, tidy up attire;
Take turns presenting yourself on stage, etc.;
Pre-work preparation, such as visit routes, promotion plans, product brochures, etc.;
Mutual exchange and learning, on-site simulated dialogues, etc.

Lesson 2: Be the Product Spokesperson

Every product has demand points and main features that must be planned and refined. Although products cannot speak, every salesperson is a product spokesperson. Through brand knowledge training, salespeople proactively communicate with customers, and good products naturally speak for themselves.

Training method: Product experience.

Course content mainly includes: 1. Brand culture, advantages, differences, etc.; 2. SWOT analysis comparing competitors and products; 3. How to introduce main products to customers? Including product promotions, prices, and company policy support, etc.

Lesson 3: Leverage Personal Charm

We know that everyone has personal charm. Doing business is like falling in love; how to attract the other party? Personal charm is the key to success. So, how to tap into personal charm? Of course, it starts with communication, just like sweet words in love, making the other party look forward to the future and achieve marketing goals.

Training method: Interactive games.

Course content mainly includes:

Three principles of customer communication, such as agreeing with a customer's point, not arguing with customers, smiling when customers refuse, etc.;
Ten speaking techniques, such as the either-or method, retreating to advance, diverting attention, etc.;
How to grasp customer psychology, gain customer trust, and shape personal charm, etc.

Lesson 4: Striving Is Victory

In market competition, every deal cannot succeed with just one visit. If you give up when a customer refuses, that is wrong. In fact, many deals are won through multiple attempts. Therefore, liquor merchants use this training to help salespeople expand their results.

Training method: Simulation drills.

Course content mainly includes:

Strategies and tactics for multiple visits;
Emotion is a key to move others;
Five reasons why customers won't refuse you, etc.

Lesson 5: Relationships Are Power

Everyone has a social network, and salespeople are no exception. Pay more attention to people around you, including colleagues, friends, and customer employees such as drivers, purchasing, and finance. Get along harmoniously, treat them with courtesy, create a harmonious atmosphere, and leverage personal charm to make business go more smoothly.

Training method: Text explanation.

Course content mainly includes:

Reasons and techniques for giving small gifts;
How to cleverly obtain customer information;
Invitation techniques, such as treating people to meals or entertainment, etc.

Breakthrough Section

People often say that there are always more methods than problems. Salespeople who fail to open up sales situations often become a headache. If a salesperson is excellent, they will always find ways to solve marketing problems. So, how to break through marketing bottlenecks? Liquor merchants use the following two courses to focus on solving such problems, achieving the effect of the third whispered phrase 'You're great,' and improving salespeople's work efficiency.

Lesson 1: Rejection Is the Best Teacher

As the saying goes, 'Failure is the mother of success.' We know that every salesperson faces customer rejection. The question is: How to adjust your mindset? How to find the reasons for failure? How to find ways to start anew? If you treat rejection as your best teacher, then you have taken another step toward success. Through this training, salespeople can step out of psychological barriers and break through business bottlenecks with more confidence.

Training method: Inspirational stories.

Course content mainly includes:

The story of Zeng Guofan's 'repeated defeats and repeated battles';
On-site analysis of several reasons and causes for visit failures;
The reasons why merchants do not cooperate with you and countermeasures, how to break through, etc.;
Play the inspirational song 'Start Over' to create an inspiring atmosphere.

Lesson 2: Team Is Always Stronger Than the Individual

As the saying goes, 'Three cobblers with their wits combined equal Zhuge Liang.' We should always believe that the power of a team is always stronger than that of an individual. When salespeople encounter difficulties, especially when business cannot break through, they should first think of the team. Leveraging the team's cooperative strength often leads to a 'new dawn' situation.

Training method: Outdoor development.

Course content mainly includes: team-themed interactive games, such as three-person one-legged relay races, group tug-of-war, passing flowers and beating drums, etc., cultivating individual team spirit through games.

Improvement Section

Marketers often say, 'Sales volume makes heroes.' For salespeople, sales volume is ability. Without sales volume, no matter how much you shout, you won't gain company recognition. The market is cruel. Sales is a highly competitive profession. So, how to increase sales volume? This has become a difficult hurdle for many salespeople and liquor merchants. Therefore, through the following two courses of intensive training, achieve the effect of the fourth whispered phrase 'I marry you,' making salespeople feel a greater sense of belonging and further increasing product sales.

Lesson 1: Sales Volume Is Persuasion

Cooperation between salespeople and merchants is just the beginning. Sales volume is persuasion and a reflection of one's ability. How to quickly sell products? How to quickly collect payments? How to expand market scope? Through this training, liquor merchants mainly target excellent salespeople, establish incentive systems or options, etc., to further motivate salespeople to develop the market and increase product sales.

Training method: Text explanation.

Course content mainly includes:

How to handle customer demands, such as price, quality, discounts, gifts, etc.;
How to handle cross-regional sales (channel conflict) and increase merchant confidence, etc.;
How to develop and explore new markets? How to innovate in marketing? For example, online crowdfunding, etc.

Lesson 2: Growth Is the Real Criterion

Some say that selling products is not a skill; achieving sustained sales growth is the real skill. So, how can salespeople maintain business and sales growth? Innovation is a good method. Through this case analysis training, broaden thinking, use your brain to find solutions, and combine with reality to enhance salespeople's innovation ability.

Training method: Case analysis.

Course content mainly includes: case analysis of the 'Xijiu' brand, and sharing of 'JDB' terminal and channel management models, etc.

In summary, liquor merchant training is a systematic project that includes games, drills, sharing, case studies, and other forms. As long as training achieves the effect of the four whispered phrases 'I love you, You're capable, You're great, I marry you,' it will not be difficult for salespeople to develop the market, because they correspond to the emotional logic of 'entering the industry, taking action, performing, and belonging.' The purpose of training is to tap into people's subjective initiative.

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