Don't expect to earn money before the age of 30!

"Before the age of 30, don't expect to earn much!" This is the advice my boss gave me when I was on the road to marketing. Some people say that good words can make a person use for a lifetime. I dare not say that this sentence can make me use for a lifetime, but at least I have been used to it. Later, when I did the same job for my boss, I also sent this sentence to all of my subordinates.

When people are young, they are always more proud and impetuous. They always want to eat a fat man or step into the sky. Although this sentence is simple, I think it contains a profound professional orientation. It tells all marketers who are not yet 30 years old (and of course other professionals in the industry), how to position your marketing career before the age of 30; it also sternly warns all marketers who are not well-informed, Before the age of 30, professional positioning and planning for a marketing career is more important than earning money; he also ruthlessly asks those frivolous marketers how much can you earn before the age of 30?

I can't stand the temper, my heart is impetuous, this mountain looks at the mountain high, seeing Others eating tofu teeth fast, low-handed, as long as the higher salary, no matter what industry, no matter how long it can, regardless of whether it is in line with its future development direction, the job-hopping is There is no turning back. Later, as I was in Marketing, are you closed? In the article, when you are 30 years old, you will have a career swearing. This is a true portrayal of many 30-year-olds who have not reached the professional status of marketers.

We can count the accounts, assuming that you have not passed the grade or repeat from school after birth and successfully entered the undergraduate college. After graduating, you will find the ideal unit. The unit you choose is a fast-moving consumer goods private enterprise in a medium-sized city other than Shanghai, Beijing, Shenzhen and Guangzhou. The companies listed in the article are private enterprises with annual sales of over 100 million (selecting private enterprises is more representative).

From the time of your birth, the kindergarten education will be completed in the sixth year, the primary education will be completed in the 12th year, the junior high school education will be completed in the 15th year, the high school education will be completed in the 18th year, and the undergraduate education will be completed in the 22nd year. When you complete your undergraduate education, you are only 30 years old when you are 30 years old. We assume that you have found a suitable job and have not detoured as soon as you graduate (but the reality is that a newly graduated university graduate is in a career period 1-3 years after graduation). Suppose your average monthly salary for 8 years is 4,000 yuan, and you earned 384,000 yuan for 8 years. And this $384,000 is exactly the annual salary of a vice president of marketing. Therefore, we can analyze this opportunity risk from the perspective of economics. If you didn't make a good plan before 30, and you didn't lay the foundation, you might lose the chance to become the vice president of marketing. This is your opportunity cost.

Before the age of 30, for most marketers, there is no capital to ask for a higher salary, no experience, and even if they graduate from a prestigious school, the diploma can not bring direct economic benefits to the company. Therefore, before the marketer is 30 years old, it is more to look at the "front" than to the "money", and more to "fish" rather than "fish."

In the old saying, there is a cloud called "The speed is not up." Laozi said, "The wood of the embrace is born in the end; the platform of the nine floors starts from the soil; the journey of a thousand miles begins with the foot." The son said: "There is no flow. There is no river to rivers; no accumulation of steps, no miles." These reasons tell us that career development should follow the natural laws of gradual progress.

Before the age of 30, for a marketer, I believe that we should achieve the "six essentials": to guard against arrogance and arrogance, to be modest and pragmatic, to be honest and willing to work hard, to be diligent and eager to learn, to be cautious and far-sighted, to be wise. Only then can you have a good attitude. The mentality determines that you have a good position. Positioning determines that you have a good plan. Planning determines that you have a good future.

The eloquence is difficult to cover the long-term incompetence, the appearance can not cover the true inner, the small clever can only be a moment of smug, the ill-gotten wealth is ultimately disgraceful. Marketers can only have a good future if they have a down-to-earth job and have real talents.

Here I want to share my experience with everyone - as a marketing person how to carry out career planning before the age of 30. I think that marketers must do five things well in order to do a good job.

Based on the previous events, the three elements of career planning analysis.

The three elements of my career planning are: hobbies, personality and specialty.

Back, hobby. I think hobbies should be placed at the top of a marketer's career planning considerations. Because only you like marketing, you can take the initiative, and only if you take the initiative to invest in you can be rewarded, you can achieve success. If you don't like the profession of marketing, you are passively accepting all the work. If you don't come to the heart, you will not get good results without your heart. So, when you decide to work in the marketing industry, you have to ask yourself if you really like the industry, or try it or other reasons.

Second, personality. The old saying that Jiangshan is easy to change the nature is difficult to change, a person's character is difficult to change, but it is not unchangeable. I think hobbies can change a person's personality. Usually the personality is divided into "extroverted, neutral and introverted". As a marketer, you must analyze which personality your character belongs to? Your career determines that you spend most of your time dealing with people, so extroverted personality is certainly better. But people who don't mean introverts can't do marketing. For a person who is introverted (such as not good at dealing with strangers, not good at words, and poor communication), the key is whether you can change to meet the needs of marketing career. If you can't change or don't want to change (change is painful), then you have better choices for other professions.

Third, specialties. Specialties are a general term for your existing expertise and potential expertise. Specialties are also divided into basic strengths and professional expertise. He is a leader who has strong communication skills and strong organizational skills. Professional expertise such as computer proficiency, good at planning and so on. In the era of planned economy, since professional people are in the enterprise for a lifetime, and the space for changing the external environment is very small, the emphasis on self-improvement in that era is how to make up for their own shortcomings. Under the conditions of market economy, the mobility of professional people is enhanced, and the space for changing the external environment is increased. Therefore, how to maximize their own advantages becomes the core of self-improvement. There is no perfect thing in the world. Naturally, there are no perfect people. The special strength has become the key to success for a person, because sometimes it is difficult to make up for it. Moreover, it is better to use this time to play to its advantage. Therefore, expertise analysis is critical.

The second thing is to choose the industry.

The old saying goes that three hundred and sixty lines, the line is the champion, and the saying goes that it is difficult to choose the wrong line, and the woman is afraid to marry the wrong man. Therefore, as a marketing candidate is very important to the industry. In a market economy, marketers are needed in any industry. Marketers must analyze their own and industry characteristics when choosing an industry.

On its own side, we must take into account the hobbies (if some people like the IT industry, some like the pharmaceutical industry), personality (such as the training industry has high requirements for extroversion, the instrument industry needs marketers to be neutral, not too arrogant Give people a sense of trustworthiness) and specialties (such as pharmaceuticals, machinery and other industries with high technical content, marketers must be graduated from relevant majors).

In terms of industry characteristics, some industries have become more mature, and the quality of marketing personnel is higher. Some industries are just getting started, and they need to be aggressive marketing people. The fast-moving consumer goods industry needs to be hard-working because of the fine operation. The spirit of endurance, the over-the-counter market in the pharmaceutical industry requires marketers to have good hospital connections.

So if you like your profession and like marketing, you can choose a professional counterpart. If your profession is not compatible (such as economics, philosophy, etc.), choosing a fast-moving consumer goods industry or a mature field in the durable goods industry is a good choice because you can get a good workout in such an industry.

The third thing is to do a good job segmentation.

There are many positions in the marketing work that are specifically assigned to the company. For example, market sales personnel, market planners, brand management personnel, product developers, logistics support personnel, sales managers or assistant directors are all called marketing personnel.

How do you choose to face so many positions? My opinion is that although there are many jobs, we can be divided into two categories in terms of nature: sales and market.

The sales are “Wu” and the market is “Wen”. For specific characteristics, please refer to my article “I understand marketing in this way”. Warrior, character to be extroverted, good at execution, decisive decision-making, take troops to fight, charge and rush; literary, introverted or neutral, good at thinking, careful analysis, strategizing, sloping rumors; choose text or martial arts, to combine themselves And the current situation.

Of course, as a marketing person, it is better to have both civil and military, but after all, it is a minority. Just like a sales director can't be a good marketing director, a marketing professor can't do the same as a corporate marketing boss. If you can do it, then face the problem of doing sales first or doing market first. I think that how to choose, mainly depends on which position to enter the resistance is small, because just entered the marketing industry, just began to resist the overwhelming resistance, the serious growth and retreat, not suitable for long-term development. If you can't do it, then do what you are good at, and don't be tossed. Because a seller is not necessarily a planner, and vice versa.

The fourth thing is to choose a good company.

After doing a good job segmentation, you must choose the target company. Of course, the world's top 500 is not necessarily better, and the right one is better.

The first thing we want to discuss is whether to choose a foreign-funded enterprise or a domestic-funded enterprise. I think we should weigh the pros and cons in combination with our own situation. As I said in the article "Who should Chinese marketers learn from?", everything has a good side and a bad side, and any decision must have a premise.

To go to a foreign-funded enterprise, first of all, your overall quality should be high, otherwise you will not be admitted to you. In foreign-funded enterprises (such as Coca-Cola), because of its operation for hundreds or even hundreds of years, all corporate marketing systems are sound and standardized, and no matter what position, they will receive specialized training, and they have a complete set of sales models. (such as Coca-Cola's 101 system) and methods (such as Coca-Cola's road map), you just have to do things according to his rules. Therefore, the good side is: in front, you can accept good, standardized and systematic training; second, master advanced sales models and methods; third, you can also plate gold for your career. The bad side is: the former, the inherent mode limits the individual's innovation; second, the strong brand allows the sales staff to always take the initiative in sales, unable to exercise the sales staff's ability to solve market problems under the weak situation; Due to high requirements and small changes in personnel, there is limited space for personal promotion.

The situation of domestic-funded enterprises is just the opposite. The bad side is: it is difficult to receive systematic training in the first place; secondly, the sales model and method need to explore for themselves; third, the gold plating effect is not good for foreign-funded enterprises; fourth, because the brand is relatively weak (such as Coca-Cola and Wahaha), the sales difficulty is relatively large. The good side is: in the front, the sales staff can play a good role in subjective initiative and innovation; second, to exercise the ability of sales personnel to solve problems in the market under weak conditions; third, to speak with performance, relative assessment fair, promotion There are many opportunities and a lot of space.

Therefore, we often say that the sales manager of a foreign-funded enterprise may not be able to do well to the domestic-funded enterprise. First, it is not suitable and the company is not standardized. Second, the brand is both weak and facing and solving the problem. A lot more difficult problems. The sales operation ability of a foreign-invested enterprise's sales manager is not necessarily stronger than that of a domestic-funded enterprise. The good sales performance of a foreign-funded enterprise is based on the brand and good marketing model of a foreign-funded enterprise, while the good sales performance of a domestic-funded enterprise is usually established. On the sales manager (relatively speaking). Therefore, I suggest that the human resources department of some domestic private enterprises may be better at selecting domestic-funded enterprises than selecting foreign-funded enterprises when recruiting sales managers.

After discussing foreign investment or domestic investment, we will discuss the basic conditions for selecting a target company. For example, if you choose the fast-moving consumer goods industry, then the target enterprise should have the following characteristics: annual sales of more than 100 million yuan (at least 50 million), the sub-sectors in which the company is located are developing at a high speed, and the integration of production, supply and marketing of enterprises The development momentum is strong and the boss is modest and dedicated. Such a company has a good foundation first. At the same time, after several years of development, the company tends to be standardized and not too chaotic or variable. At the same time, the company is actively implementing economies of scale, and the company's salary is also considerable (compared to a start-up or mature enterprise). Secondly, the company has further room for development and more personal development opportunities. Of course, a new company, a business enterprise or a small company with an annual sales of less than 10 million yuan is not an option, but the relative risks and judgments of your choice are higher.

The fifth thing is to do a career planning map before the age of 30.

It is reasonable to say that the old saying goes before the move. After completing the above analysis and judgment, you must plan your marketing career for 5-8 years before the age of 30. Form a clear career context and follow this vein all the way.

Four important points must be considered in the planning.

Go ahead, choose carefully, and strive for stability first.

That is to say, you must be cautious when choosing a company, even if you spend more time, once you choose, you should not quit. Why do you say this? In the front, the job-hopping will let you spend time again to get familiar with the new environment. The performance time will obviously be pushed back. This is called delay time. Secondly, due to lack of experience, the position is not high, jumping over is still the supervisor. It is equal to starting from scratch and wasting time. Third, the people in the new environment are unfamiliar, and the company's relationship is complicated, and it may not last long, leaving a failure (the human resources department of the enterprise may not like people who frequently change jobs). Fourth, network resources need time to build, perhaps not able to build, lack of support marketing, how do you force, and ultimately take the initiative to leave. And in a company that takes a long time (usually at least 3 years), the above problems may not happen, and more importantly, only if you go deep into a company for a long time, you can really master a company. The essence of marketing, just looking at the flowers, see only the surface phenomenon.

Second, any business has problems.

Don't think that if you get to a new business, the company will have no problems. Every business has problems, and each company has problems for each company, but the problems are different.

The third point is to find out the length of time and the time density.

Let's take the example of a front-line salesperson to explain that under normal circumstances, a salesperson should follow the 1235 career development time rule in the sales profession, that is, do one-year business generation, do two-year sales supervisor, and do three-year regional manager, do 5 years provincial or branch manager. Why is this arranged? The first three years are the foundation, and we must fight hard; the next seven years are to bring the team, do management, and be solid. Later, as a regional manager or sales director, marketing general manager will be much more familiar. But the length of time is not a measure of experience and ability, it depends on the learning and understanding of marketers. Some people do 1 year regional manager equals others to do 3 years, so I say that the density of time is to see how much you master the knowledge of the old post and the ability to compete for new posts.

The fourth point is to set the post and time objectives, knowledge acquisition goals, ability goals and salary targets at different stages in the planning.

The job goal is the level of positions you have achieved at all stages. If you spend 1 year from the sales representative to be the sales executive. The goal of knowledge mastery is the knowledge you need to master at different stages. For example, in the sales representative stage, the knowledge to be mastered is terminal visit and vividness. In the regional manager stage, the knowledge to be mastered is the dealer development and management, and the area. Marketing promotion planning, etc. The ability goal is how many people and how large you can manage. So don't be stunned by the light of the title. A company gives you the title of a sales manager. You are only responsible for one area of ​​a city, doing the same job in the same industry. I don't think this is a sales manager. Industry generation. The salary target can give you some motivation to move forward, and it is also the embodiment of your ability and value. Therefore, the goal of salary is also determined, such as the annual salary of 20,000 yuan and the fourth year salary of 60,000 yuan.

The goal determines your direction and the direction determines your outcome.

After doing the above five things, your marketing career plan before the age of 30 is completed, but how to implement it according to the plan and constantly fine-tune it during execution is also crucial. In fact, there are many articles and books about marketing career planning, and you may have more to read. But I think it is either too theoretical or too formal, or a lot of theory, or let you make multiple choice questions.

I have combined with my own growth experience and working experience of human resources for a period of time to discuss this topic with you, hoping to bring some effective help to the marketers. I think if you run well, you can at least be as successful as I am!

"Before the age of 30, don't expect to earn much money, and career planning is the key!" This is a compulsory course for marketers.

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