Where is the future outlet of feed salesman?

Where is the future outlet of feed salesman?

Feed salesman refers to a professional salesperson with certain feed professional knowledge and sales skills. The products he sells are feed, including compound feed that meets the growth cycle of all kinds of livestock and poultry and aquatic animals. The sales target is small farmers and large farms. Where is the way out for feed salesmen? Let me analyze it for you. Welcome to read English reference.

China feed industry has gone through more than 30 years from scratch, from small to large. In the past 30 years, this industry has created many successful enterprises. In the successful journey of these enterprises, a number of sweaty feed marketers have emerged. While working hard, they also shared the glory of the success of the enterprise and enjoyed unlimited flowers and applause. 20 13 is the turning point of feed industry in China. After more than 30 years of sustained growth, the industry experienced negative growth for the first time. In the first year of this turning point, the industry fell into a painful period of transformation, and feed marketers also suffered an unprecedented group loss.

First, the team lost.

I remember that in the three to five years before this, various marketing models of the industry emerged one after another, and the publicity was also changing, which was a lively and extraordinary scene. Intensive development, service marketing, conference marketing, experience marketing, behind these so-called models, the shadow of sea tactics is faintly visible. Nowadays, everything has vanished, and the trend of layoffs and resignations has become a hot topic in the industry. Helplessness and confusion are full of feed marketing groups. Many young students majoring in animal husbandry and aquatic products devote themselves to feed marketing without hesitation. Work hard for three or five years, either change jobs or change careers. From enthusiasm to sudden exit, everything came so suddenly and the contrast was so great that they were all in a trance.

It seems that the industry is unpredictable and has its own advantages, but it is not! A song "old boys Selling Feed" swept the feed industry three or four years ago and caused a heated discussion, which has reflected the confusion and helplessness of young feed marketers for the future. However, the decision makers and elites in the temple are still addicted to the pleasure of some star enterprises attacking the city and plundering the land, but they turn a blind eye to the situation of marketers who are far away from the rivers and lakes.

Second, once brilliant.

It has been more than 30 years since the college entrance examination was resumed, but the agricultural majors such as animal husbandry and aquatic products in the first 20 years are hardly a good choice for high school graduates. In order to encourage students to apply for this major, the state not only sets a very low score line, but also enjoys "agricultural subsidies" during their college years. The students who applied for the exam in those years often came from rural areas, their family economic conditions were not good, and their academic performance was far from outstanding. They just want to leap into the dragon gate, change the word "agriculture" in the household registration book to "town", have the "salary like imperial grain" and stable salary that their parents have been looking forward to, and if they are lucky, they can get a "job" in some grass-roots agricultural departments. 1In the early 1990s, the national policy of "distribution of graduation packages" gradually disintegrated, and "dual track system" and "marketization" became a reality. Helpless agricultural graduates were forced to go to the sea to apply for jobs in private feed enterprises at that time, and they could also find suitable positions in the technical departments of enterprises in the early days. When these posts are occupied, the only choice is to be a salesman, riding a motorcycle every day between villages and fields.

With the development of rural aquaculture, the development of feed industry has also entered the "fast lane". Feed marketers also shared the benefits brought by the development of the industry. In an instant, this has become a desired career. As long as you are diligent enough, have certain professional knowledge and be good at dealing with farmers, you will be successful and become the best among your classmates! But these three points are the advantages of agricultural students. They were born and raised in Sri Lanka. Of course, it is no problem to bear hardships and stand hard work, and communication with farmers has an innate advantage. At that time, farmers were still in the enlightenment stage. In the eyes of farmers' uncles, the professional knowledge they have mastered for several years is simply a big expert and a big man who is worshipped.

The success of buying a car, buying a house, being promoted and being a feed salesman makes this profession sought after by many farm children. South China Agricultural University, Huazhong Agricultural University, Sichuan Agricultural University, China Haida, Guangdong Haida and other college graduates. They have become enterprise executives and even entrepreneurs through the career path of feed marketing. Their dazzling aura has made agricultural students from their alma mater and even the whole country bow to their knees and join in one after another, adding magical color to the post of feed marketing.

With the rapid development of agriculture, animal husbandry and aquaculture, the demand for talents in agriculture, animal husbandry and aquaculture has exploded. Every year, graduates of related majors in colleges and universities are robbed, and famous enterprises set up high scholarships in colleges and universities to encourage graduates with excellent academic performance to join. At the same time, this craze has also spread to the once unpopular middle schools, with classes and scholarships named after enterprises all over the schools. Most of these graduates work in the feed marketing team, which can be described as "unlimited marketing scenery".

Third, the pain of marketers.

In the cheers of the incremental development model, the crisis of industry transformation is gathering step by step, the unfavorable factors are slowly precipitating, and hidden risks are forming, but the industry risks are covered up by the triumphant progress of some powerful enterprises. Although there is the helpless cry of "old boys selling feed", these voices are too weak, too far away from the mainstream of the industry, and there is a little noise and waves, which naturally will not attract attention.

20 12-20 13 is an unforgettable year for feed marketers! The incremental barbaric development and predatory development of the environment have brought the total load of the environment to the limit, and the self-regulation and revenge of nature have begun to appear. Aquaculture bears the brunt, with frequent diseases, and the fast-developing feed industry suddenly stops. The contrast between reality and expectation is so great that everything comes so suddenly that people have no time to adjust and adapt.

Once full of ambition, once high-spirited, once determined, all vanished. Accustomed to the rapid development of the feed industry, marketers who are accustomed to triumphant progress have no psychological preparation for sudden changes. They are confused and complain, and the executives of feed enterprises are at a loss. The wave of layoffs, resignations and job-hopping has become the norm and a topic faced by feed marketers.

Marketers who have been immersed in the industry for many years are either in high positions or share the dividends in the process of rapid development of the industry, and it is tolerable to face the pain of transformation; The marketers who have only been in the business for 3-5 years are helpless and confused beyond ordinary people's imagination. The reality is so cruel and the ideal has become so far away that some people try to jump ship and save themselves. Except a few dreams come true, most of them are disillusioned, only melancholy.

Looking at the current situation of feed enterprise teams, due to the decline in performance, the income is far lower than expected, and the resistance of marketers is spreading, eroding the cohesion and combat effectiveness of the team. Many marketers complain that the current breeding enterprises are full of bad feelings from top to bottom. Even for excellent enterprises and listed companies that used to be famous for team building, the chairman is ashamed to lose patience with grassroots executives and executives. Marketers naturally become the focus of responsibility, marketing meetings become the place of criticism, existing problems are infinitely magnified, pressure is transmitted layer by layer, and negative emotions even spread to customers.

Fourth, look at the causes of pain coldly.

How to think calmly about feed marketing in the transitional period is a fatal factor for the survival and development of feed enterprises.

1. First of all, we must understand that the problems exposed by the current industry transformation need us to face.

These problems in management, operation and operation are essentially problems that the industry must face, especially the so-called "model" and "core competitiveness" that once brought us unlimited scenery. How fragile it seems now! Our aquaculture industry once wantonly plundered the natural environment, and enterprises also overdrawn human resources and brand integrity. Of course, it will naturally adjust itself and the market will rebalance. Predatory incremental model will naturally encounter bottlenecks, from incremental to qualitative change, from barbaric growth to sustainable development, and pain is inevitable. It's no use complaining and blaming. What we can do is to think and reflect, that is, to re-plan and design the future development path. The only way should be top-down reform. In order to ensure the smooth and rapid implementation of the reform of feeding enterprises, what is most needed is actually to help each other in the same boat!

2. Secondly, it is necessary to point out the direction for the marketing team, and a clear direction can gather strength.

In the era of low industry transparency, we can make all kinds of marketing methods into so-called "experience marketing", "service marketing" and "conference marketing" through careful design and packaging, so as to achieve the effect of publicity and build momentum, and at the same time control our thinking to strengthen execution. However, the current industry has entered the era of self-media, big data and Internet of Things, with rapid information dissemination and increasing industry transparency. These profound changes in society and industry have enhanced the thinking ability of employees, and independent thinking has become the mainstream, and customers are no longer in a closed and dull state. If we insist on using the previous propaganda methods, it will undoubtedly further aggravate the loss of feed marketers, miss the reform opportunities synchronized with the times, and increase the operating costs of enterprises in vain.

As the decision-makers and operators of feed enterprises, they should return to the essence of feed industry management and the origin of industry competition, reposition enterprises by integrating the allocation of resources such as product strength, enterprise strength and talent strength, reshape the real core competitiveness and business model of enterprises, and guide marketers to adjust themselves and upgrade their knowledge. Only a clear sense of direction can unite valuable forces!

3, the most forward-looking and insightful feed marketers, self-transformation with the times is very important.

At present, the confusion faced by feed marketers is not only that they are confused about the development prospects of the industry and enterprises, but also that their values are still stuck in the glorious years, and the interest distribution thinking based on the game is still deeply rooted, and they can't really understand the principle of value sharing. We are often used to blaming the deterioration of employees' sense of belonging on the decline of income. In fact, although there is correlation, it is not a perfect positive correlation. The real achilles' heel should be that poor performance affects the atmosphere, and income is only the only thing that can be quantified. Our grass-roots marketing executives can get out of the confusion in the industry transition period, reposition themselves, reshape the team's value model and optimize the talent structure again, which is the attitude of being responsible for themselves and the team.

If feed marketers want to get out of the confusion and make a successful self-transformation, they must have a sufficient understanding of the talent needs at different stages of the industry:

1) More than 20 years ago, the feed market was a seller's market. If there were sales channels, there would be sales. Therefore, the quality requirement of feed enterprises for marketers is social skills, so marketers used to accompany customers to eat, drink and have fun.

2) In recent ten years, with the deepening of competition, the terminal has changed from a seller's market to a buyer's market, and farmers have more choices. They need the convenience of purchase and better technical services, so breeding technology and diligence have become the best professional requirements for marketers.

3) The requirements and standards for feed marketers will naturally change fundamentally during the transition period. Due to the rising labor costs and the rapid development of large-scale and intensive farming, the traditional popular science and labor-intensive technical services for free-range households will be unsustainable, and they will be replaced by expert technical services, which can provide customers with cutting-edge technical guidance and comprehensive solutions, and have the ability to provide customers with suggestions from planning and design to production and operation.

Future feed marketing is no longer a labor-intensive sea tactics, but should be an expert technical service.

Transformation means pain, but it also contains opportunities, which are no exception for enterprises, teams and individuals. As a feed marketer, if you can see the development trend of the industry clearly, add value in advance and make unremitting efforts for it, your success will be tomorrow!

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