---
title: "Have You Ever Independently Built a Market?"
description: "Author | Jin Huanmin Source | Teacher Liu's Forum (ID: liuchunxiong1964) Comment by Liu Chunxiong: There is a story. After the victory in World War II, each branch of the military claimed its own contribution was the greatest and indispensable. Later, the Allied Commander-in-Chief said: 'The war is won, and your contributions are all great. I only know that if the war had been lost, the one court-martialed would have been me.' In an era of highly refined division of labor, it is normal for one person to independently do one thing, but it is rare to independently lead one thing. The person with the greatest credit is also the one who bears the greatest responsibility in failure."
author: "金焕民"
publisher: "New Distribution"
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published: "2017-05-18"
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---

# Have You Ever Independently Built a Market?

> Author | Jin Huanmin Source | Teacher Liu's Forum (ID: liuchunxiong1964) Comment by Liu Chunxiong: There is a story. After the victory in World War II, each branch of the military claimed its own contribution was the greatest and indispensable. Later, the Allied Commander-in-Chief said: 'The war is won, and your contributions are all great. I only know that if the war had been lost, the one court-martialed would have been me.' In an era of highly refined division of labor, it is normal for one person to independently do one thing, but it is rare to independently lead one thing. The person with the greatest credit is also the one who bears the greatest responsibility in failure.

Author | Jin Huanmin
Source | Teacher Liu's Forum (ID: liuchunxiong1964)
**Comment by Liu Chunxiong**
There is a story. After the victory in World War II, each branch of the military claimed its own contribution was the greatest and indispensable. Later, the Allied Commander-in-Chief said: "The war is won, and your contributions are all great. I only know that if the war had been lost, the one court-martialed would have been me."
In an era of highly refined division of labor, it is normal for one person to independently do one thing, but it is rare to independently lead one thing. The person with the greatest credit is also the one who bears the greatest responsibility in failure.
In the era of division of labor, success is shared by all; failure is the responsibility of all. Alibaba succeeded, and all Alibaba employees seem to have strong abilities, but those who left Alibaba have not necessarily all succeeded.
Independently leading one thing is the true test of a person's ability. **Before you have independently led something, never become arrogant because of the team's success.**
This is a question I often ask before training salespeople.
This is also a question that salespeople rarely reflect on.
My conclusion is pessimistic: only a very few salespeople have truly built a market.
My judgment is also optimistic: as long as you can build a market, your future is limitless.
Building a market is not easy:
**First, you need to find and shape a good distributor.**
Finding is already difficult, shaping is even harder. Finding requires insight and persuasion; shaping requires winning respect and having influence.
The process of shaping a good distributor is a process of continuously rebuilding the relationship between the manufacturer and the individual. It is very similar to love, marriage, and family. If not handled well, it either ends in separation, becomes boring, or is full of conflict. In any case, you cannot ultimately build an excellent market.
**Second, building a market requires a continuous process.**
**In this process, you need to go from a single product breakthrough, to a rich product line, and then to product upgrades; from market share to market influence; from a single channel to a complete channel.** All of this requires wisdom and hard work. If it is too slow, it will die out; if it is too fast, it will be half-baked.
Building a market is like planting a tree. A market that is built only differs in size, not in the worry of losing it. Once the roots are deep, "wildfire cannot burn it, and spring wind brings it back to life." The roots of a market can be simply summarized as the number of outlets and the market share of leading products.
**Finally, from a personal perspective, you must be able to summarize the complete steps and operational key points of operating a market from successful operations.** The market belongs to the company, and the experience belongs to yourself. The company continuously accumulates markets, and the individual continuously accumulates experience.
**Factors that affect a salesperson's ability to build a market include:**
First, mistakenly treating a temporary increase in sales as market success.
Sales may be the result of market capability, or the result of policy. Any market can generate sales as long as the policy is attractive. But sales do not necessarily mean a market. Only when sales reach a certain share and last for a certain period of time will they gradually transform into a market. Many enterprises have markets that constantly shift, which is a typical case of having sales but no market. For these enterprises, sales are flowers, not fruit.
Second, the salesperson is personally impetuous.
They are happy to see volume, leading to "die as soon as they see the light." They do not seriously study the competitive situation, market demand, or the opportunities that constantly emerge and disappear in the market.
Third, the enterprise is impetuous.
As soon as they see volume, they promote the salesperson or send them to a new market.
Fourth, product quality does not support or cannot timely enrich the variety or upgrade the product.
Building a market and being able to apply successful experience to new markets can lay a solid foundation for a salesperson's success. Before major changes in the market environment, it can produce the effect of "one gives birth to two, two gives birth to three, three gives birth to countless."
If you are promoted too slowly, or your situation is difficult, then you should reflect: Have I ever built a market? If the answer is no, then work hard to build one!
Although it seems competitive, as long as you work hard, there is no market in China that cannot be built. At least, there are still many markets in China that can be built.
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