＠Doctorate from Beijing Normal University
＠Designated Professor of Tsinghua University Presidential Class
＠Visiting Professor of Peking University's EMBA Class
＠Chief Representative of Goddard's Organization in China
＠China TOC Entrepreneurs Club Academic Chairman
＠The only domestic TOC marketing expert recognized by Dr. Goddard, the inventor of TOC
＠Practical experts Academic Chairman of China TOC Entrepreneurs Club
@ The only TOC marketing expert in China recognized by Dr. Gaudrart, the inventor of TOC
@ Practical experts ----- welcome students to challenge them at anytime. Group, Yagor, Zhengzhou collar show clothing, Hangzhou Qiu Shui Yiren women's clothing, the four seas furniture, Huariyi furniture, Xinwei furniture, Yifeng sofa, Wenzhou Meigdeng furniture, Duo Xi Ai furniture, Yangxiang feed and many other well-known enterprises.
Professor Zhang Lang is currently researching the subject of: TOC deterministic marketing pk cutting marketing: integrated business winning system whole process design, to obtain the absolute competitiveness of the performance multiplication model
Subject: TOC deterministic marketing
Course outline
I. What are we facing now?
A. Problems faced by the market 1. Insufficient orders: This is a problem faced by almost all enterprises since the economic crisis. 2、Decrease in profit margins: the merchants are desperately trying to suppress prices, raw material prices soaring, the company's profit margins are close to nothing. 3, the reduction of cash flow: when the company used to prepare a large number of inventory to deal with the huge impact of the lack of goods on sales, but sales are not expected to be gratifying, the money invested in a moment can not be returned; at the same time in order to meet customer demand, the need to continue to introduce new products, a large number of investment funds and urgently need to be resolved. ......
B. Problems faced by sales Qualified salespeople need several years of training to be able to get? Is the closing rate of sales staff often less than 10%? Sales staff is not only based on personal experience to fight alone, can not form a team of synergy? The difference between a good salesperson and a poor one is huge, but good experience is hard to replicate? ...... Many companies are often plagued by the above problems, but can not find ways and means to solve them. In contrast, we take a look at the factory, staff recruitment after a simple pre-service training can be on duty; production workers are generally more than 95% of the finished product rate; production workers rely on the assembly line type of cooperation, high efficiency; production workers have vacancies, it is easy to make up for; ...... Since this is the case, if we put our sales work process and factory, what kind of changes will bring to our sales?
Two, what is our strategy now? Now the competition is not a single product, technology, marketing and other competition, but the competition of the system model. Excellent model is competitive, weak model is caught in the "passive, disorderly and vicious competition" state. Those who take the initiative to improve or innovate the business model will get the best profit and become the new leader of the industry, while those who take the initiative to improve or localize the traditional improvement will be headache, leg pain, unable to find out the core constraints of the enterprise, and enter into the state of blindly following, and become the supplement in the industry chain. When the market needs, then get micro-profit; when not needed, then face direct elimination. In our business operation, are we also trapped in the conflict of the following figure, unable to find the balance point? Get enough turnover company profit to maintain our profit margins in accordance with the supplier's sense of value pricing in accordance with the customer's sense of value to achieve the sales target is a sufficient condition for: marketing by establishing a decisive competitive advantage to attract a large enough number of potential customers, and sales to improve the delivery rate, so that the potential customers into the order to buy customers, and to maintain a certain amount of customer purchases. That is: sales = number of intentional customers * turnover rate * average unit price Therefore, the turnover rate directly affects the realization of sales, most of the company's sales staff turnover rate of less than 10%, or even lower. Factory sales process design, from the actual sales process, the design of a complete set of sales environment, sales props, sales techniques, sales division of labor and teamwork, sales process control and sales results to achieve the sales program, significantly improve the sales rate of sales staff.
Three, we specifically how to do?
The first step: to identify bottlenecks in the industry List the list of customer pain and complaints, construct the entire cause and effect tree, find the core problem, build a conflict map, analyze the corresponding industry restrictions behind the conventional practices, to find out the majority of customers caused by the major pain.
Step 2: Establish a decisive competitive advantage in the marketplace Propose a solution to the core constraints that cannot be imitated by competitors, and introduce a new business model to the marketplace that cannot be rejected by customers (including suppliers, distributors, and end-users).
The third step: sales on the establishment of a high turnover rate of the sales process For the current reliance on salesmen to work alone, low turnover rate of the sales system, scientific management and effective sales program introduction, to improve the turnover rate of the sales force and the team's ability to fight. The fourth step: the construction of enterprises to support the establishment of the market's decisive competitive advantage of the internal ability to start from the market end, to decide what we have to do to establish the market's decisive competitive advantage, and then back to see to support the establishment of the decisive competitive advantage of the establishment of the enterprise needs to establish what kind of internal capacity, and the gap between the existing capacity and the need for the ability to be what we have to do.
Four, TOC's successful counseling cases
Home appliances: Shunde Grants air conditioning, Zhongshan Tianlang appliances, Zhongshan TNC electrician, Zhongshan Midea fan, Zhongshan Ledi electrical appliances, Zhongshan Anbaoer appliances ...
Furniture: Zhongshan Sihai furniture, Langfang Huarie shares, Zhanjiang Xinwei Paul Sait, Zhengzhou Yipin Yuan, Dongguan Yifeng Sofa, Wenzhou Meigden Furniture, Dongguan Evergrande Furniture, Shenzhen Chihuahua Sofa, Lifestyle (China), Gujia Craft Sofa, Huarih Furniture...
Lamps and Lighting: Zhongshan Qiyuan Lighting, Shunde Huaqiang Bengbang Lighting, Zhongshan Eketon Lighting, Suzhou Kunshan Lai Lighting, Linyi New Brilliant Lighting, Guangdong Zhaoxin Group...
Textile and Clothing: Zhongshan Sihai Furniture, Langfang Huarie Co. p>
Textile and Garment: Beijing Parklandi Children's Clothing, Zhengzhou Leader Women's Pants, Ningbo Yagor Shirt, Changshu Bosideng Down Jacket, Shenzhen Belle Leather Shoes, Hangzhou Qiu Shui Yiren Women's Clothing, Yuyao Splendid Woolen Textile, Shanghai Mori Wind Clothing, Changzhou Yaochun Gerry Textile ...
Machinery Manufacturing: Shanghai Fosun Medical, Shiyan Dongfeng Automobile Transmission, Changzhou Haole Machinery, Xuzhou Boosting Machinery, Changzhou Southern Bearing, Hangzhou Boiler Group ...
Others: Shanghai Zhongka Group, Jintan Fengdeng Pesticide, Beijing Yangxiang Group, Nanjing Yingda Science and Technology Group, Shaanxi Zhengda, Dongguan Dongcheng Electronics, China Mobile ...
Fifth, after the TOC counseling, the attention of the changes in the business occurred. ----
1. Dongfeng Gearbox Factory had a loss of 70 million dollars in 2009, and made a profit of 30 million dollars in the same year after the introduction of TOC, which made it a "top ten" project of Dongfeng Group!
2, Guangxi Guigang Yangxiang feed in the middle of the original area, in 2009 after receiving TOC counseling, sales increased by 7.5 times! 3, Hua Ri Furniture, the largest solid wood furniture manufacturer, in 2007 the full introduction of TOC management model, after four months of improvement: sales that year from 400 million to 780 million, turnover rate from 4% to 17%, on-time delivery rate from 60% to more than 99%, the production lead time from 45 days to reduce to 15 days.
4. TNC, one of the largest electrical switch manufacturers in China, imported TOC SDBR+BM four months later: on-time delivery rate improved from 40% to 95%, reducing production lead time by more than 73%, and reducing inventory by about 35%.
5. Qiyuan Lighting, one of the leading lighting manufacturers in China. Implemented TOC SBDR+BM management model, improved on-time delivery from 35% to over 95%, reduced lead time from 21 days to 7 days, and reduced WIP and finished goods inventory by about 50%. The company has also reduced the inventory of WIP and finished goods by about 50%. The company has also reduced WIP and finished goods inventory by about 50%.
VI. Customer testimonials
"My company has been importing TOC for three years, and the effect is very significant. The company has arranged for management personnel to attend this course many times, and now our company has developed its own TOC improvement experts. -- Zhou Xu'en, President of Huarih Group "This is a new way of thinking, can find the core of the problem in a thousand things, can give the company a reliable basis for decision-making, and bring considerable benefits, especially suitable for enterprises like us. --- Helping Machinery Chairman Gao Lijun "First of all, there is a change in the concept. Previously, there is always the idea that the departments with the production should solve their own problems, only their problems solved so that we can continue to improve, and now there is a big change in the idea that we should be more first to analyze and solve the constraints of our own problems. In addition, there is a huge difference in the results caused by the correct method" --- Siemens Electrical Transmission Co. The most important takeaway from this seminar is that it solved my confusion in the past two years about how to find the core competitive advantage of my company. It is very inspiring and I will definitely consider implementing it in my company to build up a decisive competitive advantage".Shen Pinghe, Managing Director of Jihong Honest Industrial Co., Ltd
"It goes straight to the heart of the enterprise - the issue of productivity, and puts forward a theory of liberation of productivity. I believe it is a "golden pingo" for all business managers who wish to maximize benefits with minimal investment. --Pan Haoxun, General Manager, Fengli Group
Mr. Zhang Lang's TOC course is practical, analytical, and able to develop solutions to meet the needs of enterprises and help them establish a decisive competitive advantage. He also made me realize that the role of performance appraisal is not to make employees active but to make them do the right thing. Mr. Zhang Lang has a solid background and uses a highly effective teaching methodology. I learned how to build the decisive competitive advantage of the enterprise! --Ltd. Huang Gao, General Manager of Guangxi Golden Swallow Pesticide Co. Through the TOC marketing intensive course, I have a deeper reflection on the problems of the enterprise. -- Zhang Hao, General Manager of Yado Paint (Nanning) Co., Ltd Through Mr. Zhang Lang's TOC course, I y realized that an enterprise must maintain and innovate its competitive advantages in order to be invincible in the industry. --Zhou Yanqiu, General Manager of Nanning Lipeng Trading Co., Ltd Prof. Zhang Lang has both the theoretical depth of scholars and the accumulation of practitioners, and the course is very systematic and practical. -- Wang Wei, Vice President of Gujia Craft Sofa TOC's course solves a lot of y troubling problems in the development of our Dongmag Group, such as the inability to predict sales, the inability of other departments to cooperate with sales, the sharp rise in customer complaints, and the fierce competition, etc. This is the third time that we participate in Prof. Zhang's training. -- He Xianjin, Chairman, Zhejiang Dongmag Group TOC turns complexity into simplicity, turns corruption into magic, focuses, and gets results quickly. -- Guo Shide, President of Shanghai Zhongka Group The many problems most companies may face ---- Staff turnover Various departments shirking responsibilities to each other Insufficient orders Poor execution Insufficient brand promotion Profit decline Delivery delays Insufficient capacity Serious delays in payments Low turnover rate"Complicated solutions are not work, the more complex the problem, the simpler the solution." --- Dr. Goldratt (father of TOC/physicist/enterprise management consultant, Professor Zhang Lang's mentor)
Scientists look at business problems Many management theories focus on improving each link, each step, or each procedure of a business, believing that as long as all the links can do the best they can, then the business as a whole is bound to have the greatest improvement. Goldratt disagrees, believing that the enterprise should be viewed as a system, and that the interaction between the various parts of the system must be accurately grasped and properly handled before the entire system can produce the greatest benefits. Otherwise, improving each link individually will not achieve the desired result. Therefore, the most important contribution of TOC is to guide enterprises how to focus on the use of limited resources, the limited resources in the most important places in the whole system, in order to achieve the greatest benefits. If you analyze the essence of TOC, you see a set of simple, easy to understand and accept the law, simple to even close to "common sense" (Common sense) of the point. This is the greatest feature and power of TOC. The Israeli physicist Gaudrart, with a scientist's eye to see the operation of the enterprise, has a different new angle. TOC (Theory Of Constraints) is his research results, to the laws of physics, applied to the management of science, which is a major innovation, but also his identity as a scientist, the enterprise community's major contribution. TOC contains a series of logical tools, known as TOC thinking method (Thinking Processes), as well as derived from it, for a variety of business issues in the application of the thematic system. TOC thinking process for all levels of organizations to provide scientific security for scientific decision-making action programs, is an indispensable scientific decision-making tools for decision-makers at all levels.