3. Marketing is an art and is also science

Marketing is an art and also science. It is easy to enter into the gate; however, it is very difficult to know the way, not even to say to improve it. It should depend on long-term cultivations and exercises, accumulations and applications.

When marketing colleagues are communicating together, they all say that the market cannot be easily to open up or it is difficult to reach business. Yes, it is really hard. Where is the difficulty? Someone said the factory invest no capital, however, someone said the factory didn’t have customers. Others also said no professional technology. Of course, all these are very important, but in my opinion, it is important to bear in mind four proverbs, that is, faithfulness, credit, righteousness and hardness to get into the market and do business successfully. The preceding three words are Three Character Primer of being an upright person, being a nice person. The last one is to learn to do things and do good things.

(一)  Faithfulness

Faithfulness is the first knack of one doing business. None but faithfully treating customers, the factory will have more returning-customers. And then it could do a great deal of business. If you have manners to customers, customers will return a favor to your portfolio. But faithfulness is not equal to stupidity. Sellers should have smart ideation, just like huadan in Chinese Drama who could show his/her expression by his/her mouth, eyes and even face (huadan could show what he or she wants to say from the verbal and non-verbal language). It must do very well as follows two points to faithfulness.

(1)    Communion. Communicating at pains with customers, listening respectfully to what customers have said, concluding in time and looking at customers when you talked to them. Then you could express your strength, verve and confidence.
If one wants to cooperate with others, he or she must adore, respect and understand others. By true feelings to get their faith and resonance, they will have the desire to cooperate with you.
It is the first work for sellers to communicate with customers. Publicizing products can place at the second, for customers will receive a person at first and then will accept products. A manager once said that a person is good and well then his/her products is also excellent. This sentence has definite reason. A good person asks his/her goods and the quality very higher, because of thinking of customers.

(2)    Sincerity both on talking and work
During the period of Three Kingdom, Zhu Geliang’s warfare ruse is as follows. To make a psychological attack firstly and then attack the castle, which is the doctrine of resorting to arms. Conducting oneself and work all need to attach importance to mentality. A professor in Harold University pointed out that a person’s habit decides one’s character, which determines one’s fate. Everybody should have the character of faithfulness to others.

(二)  Credit

Keeping one’s words is the common characteristic to many successful sellers and customers. It is important to keep good credit for you. And therefore do not easily keep the promise when you don’t have much holds. If you admit it, you must do it. However, if you really do not get to it, then you should explain the reason in advance. To open dud cheque is the taboo in marketing activities and is the beginning of losing credit.

(三)  Righteousness
Confucian dealers have Confucianism, goodness and righteousness, especially righteousness. Faithfulness is the first word of Three Character Primer. Customers buy the goods, also buy righteousness and feelings, so from some meaning, successors to sell commodity are to succeed in selling righteousness and feelings.
People will identify with your personality and character when you learn to be an upright person, like others and respect others. No matter you are to do the market, marketing, network and art, you all should learn to be a righteous person. More high-level people should learn to be a good people. Seller learn to be an upright person, the professional manager is the same to do so.

(四)  Hardness

To do marketing is both an upright person and to learn hardness and also to do well in having the sprit of hardship.

There is a social balladry saying that a person with owing the pupil certificate could be boss; one with Middle-school certificate could be a worker and undergraduate find out a job. The balladry reflects three mentalities at 3 levels in society.

A person with low certificate has the spirit of hardness, knows his/herself clearly. He/She concluded experience in the procedure of hard work and he or she would advance to a higher position during the artful work. He/she could be the top in the department after working several years. When having earned good money, he/she bravely established his/her own enterprise and to be a civilian-running boss. While a person with middle-school certificate is lower than undergraduates, but is higher than pupil. If only finding out a job with salary having 400-500RMB per month and keeping his house, he is satisfied with it. Therefore this kind of person is worker. To undergraduates, they have read sixteen years and got to the certificate. They have the superiority complex. They would like to find out a job with good condition, high salary, great repute, national department, foreign capital and joint venture companies. They are waiting for able people to employ him. Or he continually rushed around the personnel communication market, information center, scientific research units and press organizations. From this mountain looking at another’s, he thought another’s are high; when he reached the second mountain, he would sign the second was not higher than the first one. Through several times turning over, he still can’t find out a satisfying job. However, posing as an undergraduate, he neither likes to work hard nor has a rough time nor learns from colleagues. As a result his outstanding achievement is just so so. And his earning is also too. He cannot earn much money.

A seller enters into the society just now. He should inosculate into the society, has the confidence, dare to try, dare to have a rough time, get a hump on and artful work. When you meet the handicap, striding out the first pace, you will know how to do next paces.

Someone is able to be upright person, but he could not do things; someone also could do things, but cannot be good persons. As to a seller, he can both do things and be a good person. There are 3 kinds of people in the society. ⅰ) make stories ⅱ) write stories ⅲ) read stories. I think that a seller should have 3 kinds of role. ⅰ) create demands ⅱ) apply demands ⅲ) fulfill demands

A new seller comes into the market. His life is hardest in the preceding 4 months. He always dives into and pays out customers, but return is fewer. Only if one persists, concludes, continually adjusts and corrects oneself, times to the rhythm of market and lives up to six diligence, that is, leg, mouth, ear, hand, eye and mind diligence, the marketing could do very well. After the orientation of market, the seller turn up correctly the gaps and should make good marketing. Faithfulness, credit, righteousness and hardness must bear in one’s mind. In the marketing activities, sellers should carry out the four proverbs. In a word, as long as one is good at being a good person, working, accumulating and often acquaint life, all miracle with the possibility could come forth at any moment.