[Marketing] How do middle-level cadres in service marketing motivate, coach and evaluate new employees?
China water pump network 1. How to motivate employees 1 The biggest incentive for employees is to help employees make progress and improve their performance; 2. Have the same organizational goals to stimulate the morale of employees; 3. Publicly praise the advantages and progress of employees; 4. Appropriate material rewards; 5. Learn to "say yes to everything", especially when employees are frustrated or depressed, help employees find out the favorable side of things and let employees see hope; 6. Create a working atmosphere of competition, learning, catching up, helping and surpassing. Second, how to coach new employees 1, the coaching process of new employees Step 1: I say you listen, Step 2: I do you watch (and then pay attention to summing up), Step 3: simulate drills, close to actual combat, Step 4: You do I watch (and then pay attention to summing up), Step 5: You do it yourself (and I follow up more), Step 6: 2. Various points of coaching new employees' business (1) Resource collection For new employees, especially those who have no social experience or sales experience, resource collection is the first thing to learn. Point 1: Establish the concept of resources, aiming at helping new employees to cultivate the awareness of resource collection, as follows: a. Understand resources and emphasize that resource collection is a part of employees' work; B classification of resources by industry, region, age, income level, etc. ; C, the criteria for selecting resources, "four talents". The second point: to help new employees break through the psychological barriers of resource collection, new employees should participate in the following activities (pay attention to writing their own experiences). A, participate in collective resource collection activities. B, old employees should collect resources continuously. C. New employees should personally hook up with customers to collect resources. First of all, let them enter the mock exam, learn about the language, platform and tools of resource collection in detail until they are fully familiar with them, and let the old employees imitate unruly customers to practice and solve practical problems. Point 3: Methods of collecting training resources A. Referral, benefits and methods of referral, problems encountered in the process of referral and treatment, refer to the business training textbook; B, blacklist, using various conditions of customers to collect resources; C. Encourage employees to go out and hold various small meetings to collect and preheat resources. (2) Inviting new employees by telephone always has a lot of worries and worries before calling customers for the first time. We should try our best to help new employees solve these problems. The first point: help employees get rid of psychological barriers before making a phone call. The effective way is to make full preparations. A, clear purpose, the purpose of telephone invitation is not to sell products, but to get the opportunity of the first interview. B, psychological quasi-service, call for guidance and analysis of common psychological obstacles, and refer to business training materials. Point 2: The preparation of speech skills, according to different platforms, different interests, different themes of each meeting, let employees recite skillfully, and clarify the reasons for setting up speech skills. The third point: simulation exercise, always let employees play marketing representatives and customers for a drill, then let old employees be customers, new employees be marketing representatives for a drill, then let old employees be customers and new employees be marketing representatives for a drill. The supervisor should comment on the drill process and improve the deficiencies in time until the drill is qualified. The fourth point: the first call of a new employee, it is best to have old employees around to encourage and guide. (3) Preheating is a communication process. New employees, especially young employees with little social experience, generally lack communication skills with the elderly, so communication skills training is very important. Point 1: Let employees who have good communication with the elderly take new employees to visit customers' homes for 2-3 days, and choose diehard customers, old customers and first-time preheating customers to visit, so that new employees can write different feelings and summaries. Point 2: Simulation drill, you can repeat the warm-up process of visiting with the old employees, or set the scene for the new employees to do the drill first, and then do it after the old employees comment and guide, so as to find out the gap. The third point: instruct new employees to make good preparations before preheating, including materials. The fourth point: accompanying the visit. It is best for new employees to be accompanied for the first time. The results of the visit are analyzed together and grow continuously. Fifth point: conduct a warm-up visit alone. When the supervisor visits a new employee for the first time, he must ask in detail to help the new employee solve various problems during the visit. (4) When new employees are invited to attend the meeting for the first time, they are generally in a complicated mood and don't know where to start. Supervisors should try their best to relieve their pressure. Point 1: Before formally inviting customers to attend the meeting, new employees should attend a social meeting with questions and purposes. Old employees and new employees should serve at the same table, so that new employees can participate in it from beginning to end at close range and write summaries and feelings. The second point: in view of the problems existing in the promotion, special training and drills are given to new employees. See the business training materials for related issues, and be familiar with all kinds of problems in promotion. Third, after formally inviting customers, we should help new employees to carefully analyze the support of customers, especially old customers, and make promotion plans to avoid new employees being at a loss when promoting. Fourth, after the meeting, both new employees with sales volume and new employees without sales volume should be positively affirmed in advance to help new employees without sales volume summarize and analyze the problems so as to further improve. (5) Service Point 1: Let new employees know the meaning of service and lay the foundation for the introduction of old customers; The second point: Guidance service refers to helping new employees develop their service concept. The most important part of coaching new employees is to help them make the first order correctly as soon as possible. Third, how to evaluate employees 1 to see that their work attitude is serious and practical; 2. See if employees are making continuous progress (note that it is a vertical comparison of a single employee rather than a horizontal comparison between multiple employees); 3. Look at the initiative, thinking and cooperation of the work; 4. See if there is perseverance in the work; 5. See if the performance is up to standard.