As sales professionals, I believe every marketer is familiar with the task of putting up posters. When it comes to professionalism, many might say, "It's just putting up a poster, how much technical skill can it involve? I can do it perfectly with my eyes closed in no time. What professionalism can there be in this? It's just the most basic skill for every new salesperson. How can it compare with other professional marketing skills?" But I firmly believe that the difference between you and a sales director earning a million a year might just be one poster! Today, I want to use this poster to discuss the gap between ourselves and sales directors with annual salaries of a million. First, let me ask you a question: If you were asked to talk about poster placement in this morning's meeting, how many minutes could you talk? How much content could you cover? I once witnessed a sales director talk about the placement of a single poster for over two hours without repeating any content! If you are someone with strict self-management, strong execution, rich market experience, and years of frontline experience, I believe the places you've fought in must have countless posters put up as well as you described. So the question arises: Can you do it well once? Can you do it 100 or even 1000 times to the same excellent standard? Can you make every member of your team execute it 100 or 1000 times according to your standard? If you are a senior executive, can you make all employees in your company put up posters 100 or even 1000 times according to your standard? And do you still think this is a simple matter? What is not simple? Mr. Zhang Ruimin, President of Haier Group, once said: "What is not simple? Being able to do simple things well every day is not simple. What is not easy? Being able to do easy things very seriously is not easy." A small poster reflects the execution and combat effectiveness of a person, a team, and even a company. Let's analyze today the attitudes towards a poster from a monthly salary of 3000 to a sales director with an annual salary of a million: 1 First Level: Monthly Salary 3000+ - "Good Enough" Most people's lives are like their most common catchphrase, called "good enough." When they feel their work is good enough, they don't go deeper. Every task they do, every poster they put up, is just to cope with leadership inspections and requirements, or perhaps company assessments. Whatever the original intention, since the company requires it, they just put it up! Casually, just to get by. Such people rarely go deep in an industry. Some who persist in an industry are just hanging around the frontline, staying in one position for ten years, with a salary of 3000+ for ten years. 2 Second Level: Monthly Salary 5000+ - Serious Similarly, with leadership requirements, serious people strictly follow the leader's instructions. They put up posters in the required number of stores, make the required number of refrigerator enclosures, and do the required number of indoor pillar wraps. They may complete tasks seriously according to requirements, but they never think for themselves: Why put up posters? Why put them up this way? Such people are like a repeater. Although they have execution, they lack skill. People at this level usually work for three to five years, and through good execution, they may be promoted to sales supervisor, earning a salary of 5000+. But to achieve higher career development, relying only on being serious is not enough. 3 Third Level: 8000+ - Excellent At this level, people not only complete leadership requirements excellently but also draw inferences, and through effective team organization or good customer relationships, they occupy advantageous positions in stores, making it impossible for competitors to grab or reach. They can put up posters where others can't, and do things in stores that owners wouldn't allow. More importantly, their experience and insights can be summarized and thought through, forming effective content to teach others. Such people are rare in the workplace. Experienced HR can spot them at a glance in a crowd. Generally, through their efforts, as long as they don't have major personality flaws, they quickly become regional managers or even regional directors within five to six years, earning an annual salary of one hundred thousand. 4 Fourth Level: 15000+ - Persistence At this level, looking at posters is no longer just about the poster itself, but a style of doing things. This level not only has the advantages of the previous two levels but also can persistently continue the simple task of putting up posters. Simple things are repeated, and not only do they do it themselves, but they also lead the entire team to do it together. Such people always have only one coordinate when considering problems: achieving the goal. They are not scared by immediate difficulties, nor do they give up the pursuit due to distance in time or space. Such people may not be very smart or articulate, but their tenacious character and persistent attitude towards work are essential qualities for becoming a senior executive or even core member of a company. I believe as marketers, you can see shadows of the above content in the leaders of your company. 5 Fifth Level: Annual Salary 1 Million+ - Obsession This word has a more elegant saying recently, called craftsmanship spirit. Simply put, it means taking one thing to the extreme. You might ask, "Isn't it just a poster? What's there to take to the extreme?" Well, when you put up posters, maybe you can do it well yourself. But can you make your team, or even the entire company, uniformly and systematically follow a strict standard? The question is, have you ever established this standard for your team? To go into detail: How many types of posters does your company have? What are the systematic requirements for the placement of each type? How many meters above the ground? How far from the door? What are the requirements for cement walls, glass, KT boards, and different materials? If facing a position where everyone puts up posters, what are the requirements? If using tape, how many points should be stuck to secure it? What are the specific requirements for the order of posting two different posters? How should the enclosure be used? What is the minimum number of stores to post in daily on the visit route? How many types of posters should each store have? How often should the above content and requirements be trained? Is there a professional inspection and evaluation mechanism during market execution? If you tell me, just two sentences: "Inside over outside, high over low, and figure out the rest yourself," then I suggest that if you can't consider these issues, you should never think about starting a business. As a leader of a company, without a spirit of obsession with people and things, perhaps you, like others, will always be running around for the next meal's salary. To be honest, putting up posters is indeed a very simple task. But because of its simplicity, everyone neglects and underestimates it. Because it's simple, it's something everyone can do, but few companies and people can persistently stick to it. Because it's simple, it needs to be standardized to two decimal places. Because it's simple, it can show the difference between excellence and greatness. For example, a slightly trained athlete can run 100 meters in about 13 seconds. A national second-level athlete needs to run within 11.74 seconds, and a first-level athlete within 10.8 seconds. The fastest runner in the world, Bolt, only ran 9.77 seconds. In the same 100-meter race, the difference from ordinary to excellent, to great, to obsessive is measured in seconds. In top world competitions, the gap between athletes is even milliseconds. The difference between an ordinary person and an athlete is just one or two seconds. But professional athletes run the short 100-meter track countless times for that one or two seconds. For that one or two seconds, they obsess over every detail: start, leg lift, arm swing, breathing. Perhaps the secret to the difference between ordinary and professional lies here. Another example: Our computer and phone processors follow Moore's Law in process technology. Since 1995, chip manufacturing processes have developed from 0.5 microns, 0.35 microns, 0.25 microns, 0.18 microns, 0.15 microns, 0.13 microns, 90 nanometers, 65 nanometers, 45 nanometers, 32 nanometers, 22 nanometers, 14 nanometers, to future 11 nanometers, 7 nanometers, and 5 nanometers. You'll find that on the same area, just a few nanometers difference in process technology results in exponential growth in computing power. What do the above two stories mean? It means as difficulty increases, fewer people can persist. Those who persist, whether people or products, become increasingly excellent. From ordinary to excellent, you only need to be serious. From excellent to great, you need a spirit of obsession, to obsess over every detail within limited time and space, and take it to the extreme. Countless people die at the details of "good enough." As a team leader and corporate manager, the company requires us not only to do things right and well ourselves but also to enable all team members to execute accordingly. This requires not only that we can do it ourselves but also do it well, establish simple standards, and then promote, replicate, and replicate again, so every team member can execute uniformly. As salespeople, isn't our performance built poster by poster, facing by facing, price tag by price tag, display by display, and case cut by case cut? Without systematic standards and strict execution, where does sales volume come from? An excellent team and an ordinary team may differ by just 0.1 seconds or 0.1 millimeters. Remember, success is not simple accumulation. Success is making a little progress every day, doing one thing better than others, doing it well, and taking it to the extreme within the same limited time as others. ****Finally, I'd like to share one of my favorite quotes: I fear not the opponent who has practiced 10,000 kicks once, but I fear the opponent who has practiced one kick 10,000 times. - Bruce Lee. -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent Article Selection | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Improvement Techniques | 006 Channel Expansion | 007 Distributor Management | 008 Distributor Development | 009 Distributor Internal Operations Management | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Skills | 013 KA Operations Methods and Strategies | 014 First Lesson for New Salespeople | 015 Internet, Brands | 016 Distributor B2B Transformation | [Long press QR code to follow]