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总部越大,问题越大

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来自: 猫喝奶 发布于: 2017-04-20 21:43:43

在《西游记》中,那些妖精基本都是“总部”偷跑下来的,只有白骨精是个野妖精。孙悟空是打不过妖精的,但那些“总部”领导下来却能不用动手就轻易把妖精“收了”,只因为他们手中有“法器”。


强势总部是集权体制的产物。无论职务大小,总部人员见到一线人员,总有“见官大半级”的感觉。中国人喜爱在总部工作,是因为虽然收入不高却很体面。总部职能部门对一线人员有种天生的优越感。这种优越感不仅滋生官僚主义,也同时滋生“兵僚主义”。“兵僚”虽然没有权力,却能够把准流程。有些“兵僚”更是大言不惭地说:“我虽然成不了事,但要坏你的事却易如反掌。”

 

总而言之,总部已经成为“产生问题的问题”,非动手术不可。

 

总部总是离终端很远

 

案例:在为一家企业做咨询时,我们发现与老板沟通极其困难,主要差异在于对市场的基本认识。于是,我们逼老板与我们一起巡视终端,从经销商那里我们得知这是老板第一次“御驾亲征”巡视市场,而这家企业已有十多年的历史,主要市场就在省内。对这家企业的老板而言,市场虽然近在眼前,却远在天边。巡视市场后,我们与老板的沟通障碍就自然消除了。

 

诊断:由于总部远离终端,以致总部与基层营销人员经常无法用“同一种语言”沟通,有人称这种现象为“老板在天上说鸟语,部下在地上做猪事”。

 

对企业而言,“从商品到货币惊险的一跳”发生在终端,通路只不过是仓库的转移而已。可是,总部听到的声音极少来自终端,最强势的是经销商的声音,经销商是老板与终端之间的“绝缘体”。笔者在某企业任职时,初期巡视市场总是先找经销商,再检查终端,结果总是被经销商的“热情招待”占去了大部分时间。后来,我们明白经销商最感兴趣的是销售政策而不是终端,而厂家最感兴趣的是终端而不是销售政策。厂商出发点的差异,使经销商成为老板与终端之间天然的“绝缘体”。于是,我们改变巡视市场的方式,先检查终端,再与经销商接触,这样真正了解了市场状况,才知道在经销商引导之下的“眼见”并不“为实”。

 

市场重心下沉,通路扁平化,总部似乎离终端更近了,但现实可能恰恰相反。在通路扁平化的同时,企业内部的管理层次却增加了。以前营销系统只有12个管理层次,现在却普遍有34个管理层次。营销管理层次越多,老板离终端的距离越远,企业营销系统再次扮演着老板与终端“绝缘体”的角色。

 

有人可能质疑,总部有总部该做的大事,为何要关心终端?我们认为,企业营销的方向和重大政策通常掌握在总部手中,而终端是决定营销方向和政策的源泉。在大多数情况下,总部固然要通过程式化的信息传递方式了解终端信息,但营销系统任何人都不可能像总部那样对营销方向和政策产生重大影响。更何况中国的终端每过一段时间就会发生重大变化,需要老板亲自去体验终端。

 

总部与终端的距离与空间距离无关,而主要决定于心理距离。总部离终端的心理距离有多近,空间距离也有多近。我们并不要求所有老板都像娃哈哈的宗庆后一样一年花200多天时间泡在市场上,但总部起码要真心关注终端。管理系统的特点是:老板关心什么,管理系统就会有选择地汇报什么。老板长期对终端不闻不问,管理系统就不会拿终端去惹老板烦,只有两种情况例外——终端出现重大“利好”向老板邀功或出现重大“利空”向老板求救。

 

管理学家们早已了解企业官僚体制必然产生“系统性误差”,他们在正常的指挥与汇报体制之下设计了一个例外:上级可以越级检查下级工作。对于快速变化的中国市场而言,如果老板想与中国市场同步发展,就“可以而且必须越级检查终端工作”。因为中国市场的特征决定了:老板的心离终端有多近,就离成功有多近。

 

总部总是拿执行力当替罪羊

 

案例:《没有任何借口》是发行量最大的财经书之一,有些企业给业务员人手一本,还有的企业专门组织学习讨论。连同早期出版的《把信送给加西亚》,有些老总总算找到了业绩不佳的借口:业务员不是像罗文那样把信送给加西亚的人。

 

诊断:“没有任何借口”和“摸着石头过河”这两句话的流行是中国管理界的悲哀,它为那些无能的管理者提供了一个借口。当总部管理者拍着脑袋定出一个没有任何依据的目标时,总会对部下说:“没有任何借口!”然后,业务员们只有“摸着石头过河”。

 

成功的企业不是通过大量的招聘用大浪淘沙的方式网罗“有能力”的业务员,而是首先找到解决企业营销问题的营销模式,并用这个模式让素质一般的人逐步具有操作这个模式的能力。如果寄希望于每个业务员都能自己创造一套模式,让业务员们“摸着石头过河”,最终大多数业务员都会掉到河里。因此,成功企业首先是“优秀模式造就优秀业务员”,然后才是“优秀业务员成就优秀企业”。一个没有给业务员提供支持平台的企业,能够提供给业务员的是什么?只能是不知如何推广的产品和无尽的压力。

 

什么样的业务员才具备所需要的能力?他必须具有市场策划能力和创业能力。这是何等高的要求!这不是对业务员的要求,应该是对创业老板的要求。如果业务员真有这样的能力,企业是不一定留得住的。

 

优秀企业要求业务员创造性发挥是为了“锦上添花”,而不是“雪中送炭”。企业提供给业务员的应该是一套成熟的营销模式,只要按照模式运作,市场就不会出问题。

 

营销模式不会从天上掉下来,也不大可能照搬其他企业的模式。它要求总部根据市场可能或机会,充分调动内部的营销资源,策划具有本企业特色的营销模式,并且有能力帮助业务员运行这个模式。这项任务只能由总部或决策者承担。

 

总部的政策到一线,总是大变样

 

案例:一家食品企业为了推广一个重要的新产品,事先进行了充分的调研和策划。在新产品推广会上,由专家、营销管理层对新品推广的意义、程序进行了全面讲解,并回答了参会人员提出的各种各样的问题。会议结束,营销人员带着《新产品上市执行手册》进入市场。推广会议结束时,所有总部人员都松了一口气,就只等着市场的好消息了。

 

10天后,市场部经理专程到目标市场走访,发现原来天衣无缝的新品推广,竟然被执行得漏洞百出。市场部经理走访经销商时发现,参会的区域营销主管根本就没有把会议精神传达给业务员,更谈不上传达给经销商。区域主管们只是通过电话向经销商传达了这样一个简单信息:厂里又推出一个新产品,价格是XX。会议精神、《新产品上市执行手册》全部被区域主管“贪污”了。

 

诊断:总部的政策、精神传达不下去,似乎是区域经理们的责任,但祸根却在总部。

 

在通路扁平化过程中,我们发现厂家的销售管理系统却呈现多层级化现象。以前典型的销售管理体系是:总部→省级(或大区)业务员。现在的典型销售管理体系是:总部→大区经理→省级分公司→市级办事处→县级业务员。在通路结构扁平化的过程中,厂家的销售管理体系却出现层级化现象,这就是营销的“扁平化陷阱”。

 

据我们观察,中国本土企业的管理渗透力通常只有1.5级,而现在典型的销售管理体系却有4级,远远超过了中国本土企业的管理能力极限。因此,如果企业的营销政策和会议精神不能够直接传达到业务员和经销商,而是依靠管理梯队层层传达,政策变样是很正常的现象。不仅总部政策传达走样,一线信息向上反馈也走样。

 

这印证了我们长期以来的一个猜想:只有管理能力强大的企业才能够有效地实行通路扁平化。我们认为,很多企业的崩溃实际上是过度扩张和过度扁平化后管理力不支的结果。我们发现凡是经得起时间考验的行业龙头企业,它的竞争优势不是营销策略,而是管理渗透力。我们的结论是:营销的突破靠营销策略,营销的终极成功靠管理渗透力。

 

有些营销专家对我国大量中小企业为什么能够活得有滋有味不解,实际上这正是行业强势企业扁平化陷阱的结果。对中小企业而言,通路和销售管理体系都是扁平化的。对行业内的强势企业而言,只可能有一个层面扁平化。这样,强势企业的总部出台的行之有效的管理措施,经过销售管理体系的层层衰减,到达业务员时已成强弩之末。如果不解决扁平化陷阱问题,强大的企业在基层市场不一定比中小企业更有竞争力。

 

总部总是只知道“削足适履”

 

中国市场之大,区域市场差异之大,远远超过了整天坐在办公室的总部管理人员的想象。可是,大多数总部人员仍然坐在办公室,凭想象指挥一线营销人员。

 

中国企业的营销总部一般不敢放权,因为“一放就乱”已经被无数事实证明。因此,集权有时是必要的。但是,集权并不能成为总部要求一线人员“削足适履”适应总部的借口。

 

中国企业总部与区域经理们之间就像做买卖一样讨价还价。总部有两种典型做法:一种是总部拿出一个“统一方案”,然后要求各区域“削足适履”;另一种是由于总部不了解区域市场的状况,拿不出具体的政策,因此,把拿政策、方案的任务交给一线经理们。但是,总部对一线经理们又不放心,于是,就开始“漫天要价,落地还价”。总部对区域经理们的要求总是“第一遍不答应,要急了才给”,“见面砍一半”。因此,往往丧失做市场的时机和力度。

 

强势总部是大众产品、网络分销、广告拉动时代的产物,面对已经高度差异化的区域市场,战略性区域市场成为必然。因此,结局必然是总部的虚拟化,市场决策重心向战略性区域市场下移。

 

对于那些已经实现市场无缝隙覆盖的企业来说,这是真正的挑战。可没有多少企业真正意识到这一点。

 

总部总是挑毛病胜过找经验

 

几乎所有企业都感叹营销创新太难,但同时在基层又有大量的营销创新没有被总部“发现”,以致出现总部营销创新贫乏与基层的营销创新繁荣共存的局面。

 

业务员个人层面的创新,通常是无意识的行为,甚至创新已经形成,业务员还不知道自己已经做出了创新的“壮举”。业务员个人的创新,可能是应付难题的灵机一动,可能是某个意外,可能是高压下的结果,可能来源于业务员个人独有的经历或知识,可能来源于对消费者的新认知,甚至可能是某次过错的结果。

 

最大的问题是,业务员们很少认识到自己创新的意义。长期受错误理念的误导,他们认为创新是“伟大”的事,是总部某些专业人士的“专利”,自己做的这么点小事,怎么够得上创新呢?因此,大量有价值的创新被业务员忽视了。

 

总部组织层面的创新,绝不是营销管理者们坐在办公室苦思冥想的结果,而来源于对业务员创新的发现。把局部成功的创新提升到全局的高度,这是总部的责任。

 

业务员个人层面的营销创新,通常是解决具体问题的战术措施。但是,如果总部管理层发现了业务员创新的价值,在更大的范围内推而广之,就等于把个人战术层面的创新提升到企业战略层面的创新。

 

总部恰恰缺乏这种发现机制。结果,业务员个人层面的创新,仅仅只是局部范围的小打小闹,得不到总部的肯定和提升。而企业层面的创新则由于缺乏源泉,形成创新贫乏的局面。

 

只要销售会议在总部召开,就一定是“诉苦会”“要政策会”。如果总部人员能屈尊到基层走走,总结经验教训,营销创新就很容易被发现。

 

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王冰
学习互联网营销、UI、Java、Web、PHP、软件测试,请联系:584053956

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约啦
总部组织层面的创新,绝不是营销管理者们坐在办公室苦思冥想的结果,而来源于对业务员创新的发现。把局部成功的创新提升到全局的高度,这是总部的责任。

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W先僧的皮鞭
在通路结构扁平化的过程中,厂家的销售管理体系却出现层级化现象,这就是营销的“扁平化陷阱”。

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朱里奥尼
最大的问题是,业务员们很少认识到自己创新的意义。长期受错误理念的误导,他们认为创新是“伟大”的事,

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