As sales professionals, I think every marketer is familiar with the task of putting up posters. When it comes to professionalism, many might say, 'Isn't it just putting up a poster? How much technical skill can that involve? I can do it perfectly with my eyes closed in minutes. What professionalism is there in that? It's just the most basic skill for any new salesperson. How can it compare to other professional marketing skills?' But I firmly believe that the difference between you and a sales director earning a million yuan a year might just be one poster!

Today, I want to use this poster to discuss where the gap lies between us and a million-yuan sales director.

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 have left countless traces of POP posters as good as you described. But here's the question: Can you do it well once? Can you do it 100 or even 1000 times to that same excellent standard? Can you get every member of your team to execute it 100 or 1000 times according to your standard? If you are a senior executive, can you get every employee in your company to 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, CEO 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 carefully is not easy.'

A small poster reflects the execution and combat effectiveness of an individual, a team, and even a company. Today, let's analyze the attitudes toward poster placement from a monthly salary of 3000 yuan to a million-yuan annual salary sales director:

First Level: Monthly Salary 3000+ 'Good Enough' Most people's lives are like their most common catchphrase: 'good enough.' When they feel their work is 'good enough,' they don't go deeper. Every task, including poster placement, is done just to cope with leadership inspections or company assessments. Whatever the original intention, since the company requires it, they just put it up! Carelessly, just to get it done. Such people rarely go deep in an industry. Some who persist in an industry just hang around the frontline, staying in one position for ten years, with a salary of 3000+ for ten years.

Second Level: Monthly Salary 5000+ Serious Similarly, when leaders make demands, serious people strictly follow the requirements. They might put up posters in a certain number of stores, make a certain number of refrigerator enclosures, or do a certain number of indoor pillar wraps. They may complete tasks seriously, but they never think about why they are putting up posters or why they are doing it this way. Such people are like repeaters; they have execution but no skill. People at this level usually work for three to five years and, through good execution, get promoted to sales supervisor, earning 5000+. But to advance further, just being serious is not enough.

Third Level: 8000+ Excellent At this level, not only do they excel at completing leadership requirements, but they can also draw inferences and use effective team organization or good customer relationships to occupy advantageous positions in terminals, making it hard for competitors to grab or reach. They can put up posters where others can't, and do things that store owners wouldn't allow. More importantly, they can summarize and think about their experience and insights, forming effective content to teach others. Such people are rare in the workplace. Experienced HR can spot them at a glance. With their efforts, as long as they don't have major character flaws, they can quickly become regional managers or even large regional managers within five to six years, earning an annual salary of 100,000 yuan.

Fourth Level: 15000+ Persistence At this level, posters are no longer just about posters; they reflect a style of doing things and treating people. This level not only has the advantages of the previous two levels but also can persistently stick to the simple task of putting up posters. They repeat simple things, and not only do it themselves but also lead the whole team to do it together. Such people always have only one coordinate when considering problems: achieving the goal. They are not intimidated by immediate difficulties, nor do they give up due to time and space constraints. They may not be extremely smart or articulate, but their tenacious character and persistent attitude are essential qualities for becoming a senior executive or core member of a company. I believe as marketers, you can see shadows of the above in your company's leaders.

Fifth Level: Annual Salary 1 Million+ Relentless Pursuit This word has a more elegant term recently: 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, you might do it well yourself, but can you make your team, or even the whole company, follow a unified standard systematically and strictly? The question is, have you ever established that standard for your team?

To be thorough: 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 different materials like cement walls, glass, KT boards? If facing a position where everyone puts up posters, what are the requirements? If using tape, how many points should be taped 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 per day on the visit route? How many poster forms 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 an enterprise, without a spirit of relentless pursuit toward people and things, you might still be running around for your next meal's salary, just like you are now.

To be honest, putting up posters is indeed a very simple task. But precisely because it's simple, everyone neglects and underestimates it. Because it's simple, it's something everyone can do, but few companies and individuals can persist in doing it consistently. Because it's simple, it needs to be standardized down 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 must 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 outstanding, to relentless pursuit 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 just for that one or two seconds. For that one or two seconds, they refine every detail: start, leg lift, arm swing, breathing. The secret to the difference between ordinary and professional lies here.

Another example: the processors in our computers and phones have followed Moore's Law. Since 1995, chip manufacturing processes have gone from 0.5 microns, 0.35, 0.25, 0.18, 0.15, 0.13 microns, 90 nanometers, 65, 45, 32, 22, 14 nanometers, and will continue to 11, 7, and 5 nanometers. You'll notice 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? They mean that as difficulty increases, fewer people persist. Those who persist, whether people or products, become better and better.

From ordinary to excellent, you only need to be serious. From excellent to outstanding, you need a spirit of relentless pursuit—to fight for every detail within limited time and space and take it to the extreme.

Many people die on the details of 'good enough.' As a team leader or enterprise manager, the company requires us not only to do things right and well ourselves but also to enable everyone in the team to execute accordingly. This requires us not only to know how to do it but also to do it well, establish simple and easy standards, and then promote, replicate, and replicate again, so that every team member can execute uniformly.

As salespeople, isn't our performance built one poster at a time, one display at a time, one price tag at a time, one stack at a time, one cut case at a time? Without systematic standards and strict execution, where does sales volume come from? The difference between an excellent team and an ordinary team might be 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, refining it, and taking it to the extreme within the same limited time.

Finally, I'd like to share one of my favorite quotes:

'I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.' — Bruce Lee.

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