What are career managers? Compiling a resume: product manager Who is a manager.

If you have not been actively looking for a job in the last couple of years, then your knowledge of the form, design and content of the resume is no longer relevant. Use the guidelines in this article to write a modern resume for the following marketing positions (company line of business: pharmaceuticals and medical): product manager, brand manager, trade marketing manager, product manager team leader, lead brand manager.

1. Training
2. Purpose of search
3. Position profile
4. Duties
5. Achievement examples
6. key skills
7. Professional quality
8. Examples for the "About me" section
9. Product manager resume example

1. Preparation

Before you start creating a resume, study the article ". In this publication, you will get acquainted with a case that will help you collect all the necessary information to write a selling resume. Let me remind you that it is created for a specific search purpose, meets the requirements of vacancies in similar positions and contains a specific set of keywords.

2. Purpose of the search

The wording of your search intent should be placed at the beginning of the resume. In case you want to apply for a vacancy, the position name of which differs from your current position, then change it to the one indicated in the vacancy.

Position list, for which you can use the examples in this article:

• Entry level positions (0): assistant product manager, assistant brand manager, junior product manager (Junior product manager), junior brand manager (Junior brand manager).
• Level 1 Positions (1): Brand Development Specialist , Product manager, Brand manager, Product manager, Brand manager, Drug manager, Product group product manager, Drug brand manager.
• Second level positions (2): Product Promotion Manager, Chief Brand Development Specialist, Group Brand Manager, Group Product Manager, Lead Product Manager, Senior Brand Manager manager), Senior Product Manager, Senior Manager, OTC Group.

3. Position profile

- This is the standard of the ideal candidate, which contains a list of requirements for the knowledge, skills, qualifications of the candidate necessary for the successful performance of job duties. Job description - a short version of the position profile, which includes a list of mandatory requirements for the initial selection of candidates based on resumes.

Product Manager– a strategic thinker, an expert in creating and managing a product portfolio, responsible for developing a product strategy and its implementation on the market in close cooperation with other members of the team and the Company as a whole. The product manager is focused on managing the product line in order to strengthen the Company's brands, differentiate it, stimulate innovation and strengthen the Company's position in the market.

Tasks and functions

Strategy and market analysis:
Development of a business model for promoting a product portfolio, product strategy, strategic partnerships and distribution channels.
Development of a system of indicators of the effectiveness of promotion and sales.
Analysis of the market and competitive advantages.
Formation of marketing communications policy.
Formation of pricing and system of discounts for distribution channels.
Analysis of the effectiveness of shares, reporting.

General Features:
Development of a product strategy for the year and its implementation in accordance with the company's business strategy through all existing channels.
Launching new products to the market, launching sales and promotions.
Development and provision of planning, forecasting, sales, pricing, promotions, etc.
Formation and management of the product portfolio life cycle.
Optimization, redistribution of the current product portfolio in accordance with business needs.
Education and training for partners and dealers, sales teams.
Organization and holding of training webinars, seminars, videos, product user support.
Support of information resources, creation and updating of POS-materials of the company in its direction.
Support and development of cooperation with opinion leaders.
Development of solutions for the promotion of new products and services together with the marketing team in order to support the commercial team.
Support for educational activities of the company - seminars, exhibitions, conferences, etc.

Communication with dealers/partners:
Finding partners and creating a strategic partnership for product marketing.
Development, coordination, announcement of materials in the product area.
Training of partner managers, support at events.

Internal client:
Interaction with the functional divisions of the company, identifying opportunities / needs for increasing sales and promotion, developing strategies / projects / promotions / campaigns.
Pricing. Coordination of prices, nomenclature, shares.
Communication with the team: presentation of plans, results, training.

Document flow and related tasks:
The entire cycle of document flow for bringing the product/prices/shares to the market.
Planning and evaluating the effectiveness of activities and own work according to the system of specified KPIs.

4. Responsibilities

Below are lists of responsibilities for positions at different levels. These are the keywords/phrases that HR managers use to select resume candidates. Choose from the proposed list those that match your experience and distribute them to your places of work.

Junior Brand Manager:
Participation in the creation of brand architecture, brand strategy and portfolio development strategy.
Active participation in the development/adaptation and implementation of ATL campaigns.
Leading the development of innovative solutions and packaging designs.
Project management for consumer promotional activations.
Interaction with agencies to create the most effective promotional plan.
Participation in the effective implementation of the brand strategy in the trade.
Track consumer trends, portfolio development and sales results.
Development of expert knowledge about the products in the portfolio, their quality, consumer perception, key drivers.

Junior Brand Manager:
The main purpose of the work:
Work closely with the brand manager to carry out projects and activities aimed at creating, managing and maintaining appropriate brands.
Main responsibilities:
Monitoring of key business indicators: market share, distribution, volume, profit, brand health indicators.
Participation in the development and implementation of annual plans for the brand.
High-quality, timely and effective execution of marketing activities.
Ensuring quality paperwork.
Effective interaction with other department functions and organizations in the process of preparing and executing marketing activities: advertising agencies, sales, planning, marketing, advertising and research departments.
Work in SAP accounting system.

Specialist in the development and development of the brand:
Main tasks:
Collect, analyze and evaluate external and internal information and use the information obtained to develop marketing plans and brand development programs.
Develop and execute operational and long-term marketing plans for a particular brand, aimed at increasing the brand's market share and increasing brand profitability.
Develop and implement brand development programs, including brand price positioning, communication development and media planning; analyze the possibility of financial support for these programs.
Submit for approval marketing strategies and plans aimed at brand development.
Coordinate and plan the production of new samples and models of goods.
Control all costs and reporting associated with maintaining the advertising and marketing support of the brand. Ensure budgeting.
Interact with suppliers of goods and services to ensure timely payment of invoices.
Prepare documentation, obtain appropriate licenses and permits.
Develop a network of contacts with marketing agencies.
Represent the brand in global forums.

Product Manager / Product Brand Manager:
Development and defense of a marketing plan for drugs.
Marketing budget planning for drugs.
Preparation of proposals for changing drugs (expanding the brand line, changing packaging, packaging, dosage).
Development of a drug promotion strategy for a period, evaluation of effectiveness, making adjustments.
Revenue and expense analysis (P&L) by drugs.
Monitoring of primary, secondary sales by drugs (channels, regions, customers).
Analysis of the market, prices and competitors by drugs.
Analysis of drug stocks (distributors and warehouse).
Forecasting sales by drugs.
Working with analytical databases (Comcon, DSM, etc.).
Planning and organization of national marketing activities for drugs.
Monitoring and analysis of the effectiveness of regional and national marketing activities.
Development and maintenance of working contacts with KOLs at the national and regional levels.
Making proposals and initiating medical research on drugs.
Analysis of changes in current legislation.
Development of training and POS-materials for drugs.

Product Manager Group of drugs (senior brand manager
Analysis of the market and competitive environment, portfolio, prices, product perception, consumer needs.
Development of a marketing strategy, preparation of a marketing plan and product budget.
Presentation of the company and the company's products in specialized media.
Advertising activity, development of promotional materials, marketing audit.
Preparing a launch of Rx preparations.
Contacts with KOL, participation in exhibitions and seminars, organization and conduct of post-marketing research (together with the medical department).
Training of medical representatives.

Product Manager:
Development of the Company's product portfolio.
Development of the visual concept of products, work with specialized agencies.
Search for promising directions and product lines.
Participation in the development of a marketing strategy for the range.
Tracking changes in the market, market analysis, identification of target market segments to promote the Company's products.
Preparation for the launch of the product on the market, pre-launch and launch of products.
Planning, holding information events on products, development and preparation of POS-materials, website.
Training of regional employees.
Preparation of the necessary reporting.
Establishing and maintaining effective relationships with opinion leaders.
Market research, competitor analysis.
Analysis of the market and competitive environment, portfolio, prices, product perception, consumer needs, market segmentation.
Organization and conduct of post-marketing research.
Selection and adjustment of the target audience.
Negotiating with manufacturers.
Introduction of integrated Internet marketing, development of the concept of the company's website page.
Participation in the development of corporate identity, brand book.
Formation of a package of additional services (development of loyalty programs, bonus programs, package offers for customers).
Interaction with trade marketing and advertising departments.
Conclusion of contracts for the provision of services and document management.
Development of promotional materials for drugs, preparation of articles, promotional materials for publications, training materials.
Planning and current control of sales, turnover and budget performance of all products of the assigned group.
Timely planning of participation and holding of symposiums, congresses, conferences, etc.

Senior Product Manager:
Tasks:
Develop and manage the implementation of strategic and operational plans to achieve the company's drug promotion goals and to assist in the strategic management of drugs.
Initiate and manage all marketing and medical activities for drugs.
Stay aware of all factors affecting the drug market in the medium term, and adapt plans and approaches to maximize opportunities and minimize risks.
Initiate and conduct activities to prepare for the introduction of new drugs to the market.
Main responsibilities:
Launch of new products.
Development and implementation of strategies and tactics for drug promotion, achievement of sales goals and execution of the expenditure part of the budget.
Planning and budgeting for drug promotion.
Analysis of the market, competitive environment, marketing research, consumer needs.
Development and execution of a marketing plan.
Preparation and implementation of advertising campaigns and development of promotional materials.
Preparing and conducting trainings on the product for medical representatives.
Work with television advertising, radio advertising, public and specialized press, Internet promotion.

5. Examples of achievements

The main points of attraction in the resume are achievements. Give specific examples of what you did in your current/previous jobs. Use the examples below as a basis for creating your own results. They should reflect the main KPIs of your work, taking into account the objectives of the position for which you are currently applying. These can be results both in numbers and without them.

Examples of KPIs results in numbers:

• Increased brand X sales by 27%.
• Participated in the introduction of new brands to the Russian market: transfer.
• Increased the client base by 21% by promoting new brands to the market: transfer.
• Increased sales of brand "X" by 15% in the network " Name" by leading the project "Y".
• Increased sales by 25% in the "X" network through the introduction of non-price promotional mechanics.
• Increased the growth of the client base by 25% due to the active promotion of brands, increasing their recognition.
• Developed a loyalty program for clients. Growth of trade following the results of the campaign amounted to 35%.
• Participated in the preparation of a training program for sales staff, as a result of which product sales increased by 20%.
• Increased sales of brand "Y" by 27% by developing the concept and launching the loyalty program " The name of the program".
• Created a design team to solve the "Y" problem and as a result, sales increased by 40%.
• Increased the XXX brand awareness indicator by 2 times. Sales growth for key customers amounted to an average of 40%.

Not at every position performance results are quantifiable. In this case, you will need to present the results in qualitative terms. These can be: successful projects, positive reviews, awards, diplomas, career advancement.

Examples of achievements by KPIs without numbers:

• Developed a strategy that made it possible to bring the product to the Russian market first among similar foreign analogues.
• Implemented projects to represent the company "XXX" and improve the company's image in the Russian market.
• Participated in the development of the idea of ​​the festival " Name" in Russia. The creative idea of ​​the festival was awarded the main award at the XXX competition.
• Reduced the likelihood of product recalls due to incorrect labeling and defects in the main product portfolio during the high season.
• Leading a strategic project to win new patients. The contribution of the project to the total sales amounted to 15%.
• Brought to the Russian market a new brand "ХХХ".
• Received an award for significant contribution to the development of a new communication strategy " Name".
• Played a key role in launching the loyalty program. In the first year attracted 30,000 users.
• Participated in the development of an e-detailing tool to improve the efficiency of visits by medical representatives. The level of memorization of key product messages among pharmacists has doubled.
• Developed a marketing strategy for promoting a new product "X" on the Russian market of the company "Y" (country), formed a marketing budget and a marketing plan.
• Implemented projects to represent the company "X" and improve the company's image in the Russian market.
• Received an award in the nomination "Best Project - 2016".
• Received an award for creating the XXX program. Organized a large-scale PR campaign in support of the project.
• Winner of the "Best in Profession" contest.

6. Key skills

• Market research
• Competitive Analysis
• Assortment and price analysis
• Marketing planning
• Planning of marketing activities
• Trade marketing strategy adaptation
• Market segmentation
• Brand promotion
• Project management
• Budgeting
• Lead management
• Product management
• NPD Process Management
• Pricing and P&L Management
• Development of new products
• Product Portfolio Management
• Launch of new products
• Development of sales arguments
• The holding of trainings
• Prototyping of promotional products
• Translation of professional literature
• Naming and product design development
• Copywriting
• Public performance
• Management of start-up projects
• Bringing new products to market
• Creative concept development
• TV commercial production
• Implementation of a digital campaign
• Development of a promotion strategy
• Marketing communications
• media planning
• ATL/BTL/Digital promotion
• Conducting a media campaign
• Multichannel product promotion
• Launch of new drugs
• Marketing on 360
• Merchandising
• Working with opinion leaders
• Document management
• Preparation of training materials
• Producing a presentation
• Negotiation
• Time management
• Correct oral and written language
• Business Etiquette
• Advanced Excel skills (pivot tables, VPRs, functions)
• Level of English proficiency (oral and written) - Upper-Intermediate
• Confident PC user

7. Professional qualities

A list of personal qualities that are required for the required level of performance of job characteristics in the position profile. Pick the qualities you have and include in your resume/cover letter.

• Analytical thinking
• strategic thinking
• constructive thinking
• Leadership
• Teamwork
• Creativity
• Result orientation
• diligence
• Attentiveness
• purposefulness
• A responsibility
• Stress resistance
• Analytical mindset, ability to work with numbers
• Sociability
• Active life position
• Entrepreneurial approach
• positive attitude
• Ability to multitask
• Ability to work in a team and follow company processes
• Ability to recognize market trends and benefit from them
• Ability to prioritize, perseverance in achieving goals
• Ability to work with large amounts of information
• Ability to find non-standard solutions and opportunities for product development
• Ability to defend one's opinion and position
• Ability to work in a matrix structure
• Systematic approach to tasks, long-term planning of activities and sales
• Ability to perceive and operate large flows of information

8. Examples for the "About Me" section

The “About Me” section is a general description of your professional background. It can be in the form of a short paragraph of 1-4 sentences or a bulleted list. Indicate those aspects of your qualifications that are integral components of the vacancy, such as areas of activity, areas of specialization, key competencies, technical skills, licenses, certificates.
Next, I give examples of filling out the "About Me" section so that you can understand and visualize how to do it correctly.

• More than 3 years of successful experience as an OTC Group Manager/Product Manager (FMCG). Experience in building a strategy and media plan in various communication channels. Knowledge of the basics and tools for promoting over-the-counter drugs, drugs at a mature stage of the life cycle.
• More than 5 years of experience in marketing in OTC and FMCG pharmaceuticals. Successful experience in launching new brands on the market. I have sales skills to ensure effective interaction at all levels, both inside and outside the Company. Deep knowledge of marketing processes, pharmaceutical and advertising legislation in Russia.
• Successful experience in the full cycle of brand management and product/launch development. I have good knowledge in the field of market and external environment research. I know how to recognize market trends, determine product positioning.
  I have skills in planning marketing activities, budgeting and calculating the effectiveness of promotional activities. I know how to prioritize and find non-standard solutions and opportunities for product development.
• More than 7 years of experience in marketing in a pharmaceutical company. Excellent knowledge of marketing and branding. Successful experience in launching new brands on the market. I know how to develop a marketing strategy for promoting a new product, form a marketing budget and a marketing plan. Deep understanding of key trends and trends in industry development and product management.
• Successful experience of independent management of ATL/BTL/Digital projects. Participation in the development and implementation of annual plans for the brand, including communications, innovation and renovation. Knowledge of legal acts, regulations and other documents regulating trade, marketing and advertising activities in the pharmaceutical industry.
• I have X years of experience in marketing, of which X years in medical marketing. Successful experience in bringing new brands to the Russian market and their active promotion. I have the skills of planning, market segmentation, product positioning, assortment optimization. I know modern product promotion channels: webinars, seminars, videos, emails, bloggers, opinion leaders, etc. I have expert knowledge in marketing communication.

Job search and career development coach. The only trainer-interviewer in Russia who prepares for all types of interviews. Resume writing expert. Author of the books: "I'm afraid of interviews!", "To strike on the spot #Resume", "To strike on the spot #Cover letter".

Therefore, more and more often the question arises, who is a manager? The answer to the question can be found in this article, which describes all the main features that a professional manager should have.

A manager is one who manages production or other activities. It is in connection with the increased number of entrepreneurs in the country that there is a need for specialists in this field.

What is a manager? In fact, this is a manager who, in comparison with an entrepreneur, is limited in his rights. His job responsibilities have a certain scope, which we will talk about in more detail.

The manager deals with the definition of the main tasks of production. He must be able to competently manage the available resources. He is fully responsible for all his decisions.

The manager must be aware of events occurring inside the enterprise and beyond. He informs about all the changes and, if necessary, explains the tasks and goals that the company faces. Therefore, a person holding such a position must always be in the center of ongoing events in order to be able to quickly make the most correct decision.

One of them is working with people. He organizes relations within the team, makes their work harmonious. Personnel management is ongoing. The manager is also the representative of the organization in external relations.

There are several levels of this profession.

The lower-level manager organizes work among the workers. They face a lot of tasks that require a quick solution.

They are led by middle managers. They can manage a large unit and act as an intermediary between subordinates and management.

The smallest category can be called top managers. They deal with issues related to the enterprise as a whole. The risk and responsibility of such a position is much higher. But such specialists are valued very highly, and their work is paid accordingly.

We figured out who a manager is. Now consider the qualities that he should have.

The most important thing that a person of this profession should understand is how to manage an enterprise. A manager is a manager, so this is the most important knowledge for him.

He must be well versed in the entire technological process of the industry in which he works. Without this, it is impossible to fully perform its functions.
A manager must be an entrepreneur at the same time. He is obliged to understand the intricacies of market relations and the allocation of resources.

A person holding the position of a manager must be able to make adequate decisions. Its tasks include attracting employees who are subordinate to the achievement of goals.

The manager must have knowledge in the field of economics in order to understand the issues of the market and its features.

Analysis is also necessary in this profession. This includes studying the activities of competing organizations and firms.

The manager must be able to plan the activities of the enterprise and anticipate the further development of the economy and the market.

And now a little about who the office manager is. This is a person who is in charge of management personnel. He provides them with the necessary material and technical base and coordinates their work.

And a few more words about who a top manager is. This is one of the highest levels of the position. This person manages the entire organization and is responsible for the results of its activities. Typically, this position is assigned to people with extensive experience in the enterprise.

You may have learned a lot about what a manager is. But to become a professional in this field, you need to constantly improve your knowledge and skills.

In the business sphere, the profession of a manager is widely known, but at the same time, few people fully understand what the functions of this employee are and what skills he should have. Professionals of this profile are in great demand, and the demand for them is only growing every year. That's just contrary to popular belief, this is not a universal direction. According to workers in the field of vocational guidance, in order to become a sought-after manager, it is not enough to obtain the relevant knowledge. You also need to have a certain mindset, type of character and communication skills.

Who is a "manager"?

A manager is a hired manager who oversees the production, circulation of goods or the provision of services. He manages an organization or department, works remotely or directly in the office.

Management as a direction implies the organization of the work process at all its stages or individual segments. The higher the professionalism of the employee and the longer the list of skills, the wider his authority can be, the greater the salary and the likelihood of career growth.

Functions and duties of managers

To understand what kind of profession it is - a representative of the field of management, it is recommended to study the list of requirements that apply to a manager. It is not so important whether we are talking about strategic, administrative or production management, the employee is obliged to distribute functions between employees, provide them with algorithms for performing tasks and control all processes in the enterprise.

Regardless of the direction of activity, the list of job responsibilities of a professional includes the following items:

• launching, maintaining and controlling the work of the organization in order to maintain its smooth and efficient functioning;
• definition of strategic goals and drawing up plans for the implementation of tasks;
• assessment of the risk levels of the agreements being concluded, compliance with their clauses;
• analysis of the activities of the enterprise in the personnel sphere, evaluation of the work of personnel, drawing up plans for motivating and encouraging employees;
• maintaining fruitful communication with business partners;
• market analysis to identify demand for core products or services;
• involvement of third-party experts in solving the tasks set by top management.

The profession of a manager involves working in different areas, regardless of whether he manages a small department or a huge enterprise. The main goal of this specialist is to increase the profit of a particular organization or reduce its costs.

Classification of management representatives

The description of the manager's profession and the list of his job responsibilities largely depend on the level of management at which the specialist is located. There are three international levels of hierarchy in the direction. Moving up the career ladder is influenced by: education, experience and skills, the ability to apply theoretical knowledge in practice.

What are managers?

• lower link. The category includes junior bosses who have at least one subordinate. To start a career, you do not even need a specialized education. A striking example of such an employee is a foreman, administrator of a store or service provider, sales manager, head of a department;
• middle link. In this case, higher education is indispensable. Management is carried out at the level of department, workshop, faculty, one of the network points. Such a manager controls the work of lower managers;
• top tier. This is the smallest category. Even in large enterprises, such managers are represented by a group of only a few people. Often, these workers have diplomas in a number of areas, many years of experience in a specific profile. This includes directors of enterprises, shops, educational and other social institutions, industries.

Despite the similar principles of work of managers in all areas, it is better to initially decide on the preferred topic. The direction of career development will help to establish career guidance. Through tests developed by psychologists and statisticians, industries that are most interesting to a particular person are identified.

Advantages and disadvantages of working in the field of management

Before you go to study as a manager, it is recommended to evaluate the pros and cons of the profession. Some points can be viewed from two sides. For example, manager mobility. For some, frequent business trips become a pleasant bonus, for others - an undesirable specificity of work.

David Zaslav - Top manager of Discovery Communications. Salary $156 million

Pros of the direction

As in many other professions, in the field of management you can earn excellent money. At the same time, career prospects are almost limitless. Even senior managers often have room to grow, provided they have the right skills. Managers constantly communicate with people, which allows them to quickly acquire useful connections and, if desired, change the scope of their activities. Another advantage of this choice is the demand for qualified employees. An experienced and ambitious manager will always find a good place for himself.

Cons of the professional sphere

There are negative aspects in the profession of a manager. First, the level of competition in this area is constantly growing. This requires full dedication from employees, constant development, and work on improving skills. Second, managers need to be prepared to work under stress. It is they who are responsible for making decisions, they are responsible for the result. The income of most managers at the initial stage of their career is low. But their growth is completely dependent on the specialist himself.

Another important point is that to work in management you need to have a special temperament, or attend various trainings to develop the necessary qualities. The characteristic of a person who expects success as a manager looks something like this. This is a bright and self-aware personality with the habits of a leader and the ability to manage people. Additional advantages of a manager are communication skills, an analytical mindset, attentiveness, and a good memory.

How to become a manager

Education in the direction of "management" today is carried out not only in large specialized institutions, but even in regional training organizations.

What subjects you need to take in order to enter the university of management depends on the specifics of the direction. Today, managers are trained by both humanitarian and technical faculties. In the second case, in addition to good knowledge of the Russian language, mathematics and social science, high marks in physics or chemistry may be required. For international management, it is required to additionally pass tests in foreign languages.

At the exit from the educational institution, a qualified manager should know:

• fundamentals of law in the field of regulation of commercial and entrepreneurial activities;
• business strategy and market economy;
• the specifics of working with personnel;
• technologies and rules for conducting marketing research, advertising campaigns;
• basics of taxation, workflow, office work, administration;
• principles of drawing up business plans, commercial and legal agreements;
• ethics of business communication, provisions of labor protection;
• basics of logistics and state certification.

An additional advantage for a manager is the knowledge gained in courses in sociology, psychology, personnel management, the basics of advertising and marketing. It is desirable for a modern manager to speak at least one foreign language at a decent level. A person who constantly communicates with people must have correct speech and a high level of literacy.

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

The motor of our client department Maria Garshina wrote an article about how to become a good and successful manager without going crazy. Experience, examples, "giza", advice - everything is there. Read if you are a salesperson, an account manager, or just have to interact with people frequently. But before that, stock up on popcorn, it will be interesting.

Your incarnations are multifaceted and limitless, your tongue is sharp with barely perceptible sarcasm, and psychic ones work to the fullest every day. You are a customer charmer, you are a stomach full of cookies and tea, you are an account manager!

Today we will figure out how to become a good manager and what qualities characterize him.

How to become a successful manager: rules of life

Self-control and control is your main mantra

A productive account manager is the salesperson who can convey the importance and usefulness of the company's services to the client, outline all the nuances of the work and at the same time remain calm even with the most picky client.

An account manager is a creative, vulnerable, swearing and very voracious person who every day tells the same thing to clients, answers exactly the same questions, like a blueprint, and at the same time maintains good spirits, body and good mood throughout weeks. It is very hard work to properly communicate with customers, process transactions and listen to all claims. And if you haven't lost your mind after six months in this position, then congratulations! Now you can safely call yourself a successful account manager!

For colleagues, you are a sad, sometimes twitchy and very hungry meerkat, and for a client you are the most fluffy, cute and smart rabbit who will help, prompt and advise on all issues.

Maintaining composure when talking with a client is the most important quality. Without it, becoming a successful manager will not work, no matter how hard you try. If everything is not going well, then after a conversation with the client, you can yell at the computer, door, table and sympathizers.

This is how you let off steam and all the negative energy received from a difficult conversation, and continue to work on in a good mood.

Position yourself, but do not cross the line you-you

Any manager at heart is a bit of a psychologist with a black belt in communication with clients. And he must know how to properly talk with potential customers. Professional, never allows himself an informal approach. Formal, business-like communication (at least in the early stages of communication) is a guarantee that the company will be taken seriously and will approach cooperation responsibly. Therefore, it is so important to understand how to properly communicate with customers both by phone and in person. The manager is the first person a potential customer contacts. He is the face of the company and therefore it depends on him what your organization will appear in the eyes of the buyer.

When a manager starts working with a new client, there are several stages of work, and one of the most important is the initial contact. It can be an incoming or outgoing call, e-mail correspondence and anything else. At this stage, the manager must present himself and the company in the most favorable light, so you need to be the smartest, most correct and understanding employee.

Strictly, clearly and clearly convey the essence, honestly talk about the benefits of the offer, but do not give away the whole pie, only ⅓, and save the most delicious for a personal meeting.

Further communications (personal visit, Skype conversation, new phone calls) let the manager understand how interesting the offer is to the client. He did not reject your proposal immediately, but is ready to discuss it. This means that a person is already 50% ready to buy and is purposefully moving towards the goal. He just wants to get as much information about the service as possible. If everything is fine and the person understands that you are not a sharashka office, but professionals, then he will fight for the manager's attention to his person.

It is important to be able to distinguish between those who are really interested in your services and those who want something strange. Such customersthey want a quality service with guarantees from all the prime ministers of Russia and the President's oath on the constitution of the Russian Federation, which, they say, must be taken. Oh, and most importantly - no more than 50 kopecks. Common sense dictates that this does not happen. But this does not mean that a person can be merged, even in this case, you need to maintain subordination, treat a person with respect and be a samurai.

Motivation is everything

Until you motivate yourself, no one will!

The account manager has a split personality: the first is Mike Tyson, each time shouting “Pack up the rag and finally earn yourself bonuses!”, And the second is a little hamster who wants to relax a bit, collect his thoughts, prepare, and only then act. But together they are the perfect tandem. The hamster does not let Tyson break wood, and Tyson periodically kicks the hamster when he hesitates.

With the manager's salary, everything is the same:salary is a small but eternal hamster, bonuses are Mike Tyson in the world of boxing. There is a lot of him, he is big, but in order to win a fight against him, you need to work hard. WA manager's job depends on achieving goals. His job is to sell and make the customer happy. The better you work, the more you earn. And then there are bonuses for the quality of service and all that.

As they say, "everything is in the hands of the wizard."

Do not violate the personal space of the client

There is a very real life example. Imagine you are an excellent student. Spend the whole day behind books and textbooks. You are aware of all the movement at the institute, you know the schedule by heart and when the rector will appear for a couple to check attendance. And some slob, barely going to threes, constantly writes to you in which audience the couple is and whether it is worth going there at all.

Violates personal space - yes. Tired - yes.

So the client manager can make a colossal mistake by violating the client’s personal space by writing to him on VK, WhatsApp, etc.

Let's say you are a manager. And you lost contact with the client Pavel. He hasn't answered the phone or email for three days. There is no answer, there are only beeps.

But you just need to catch the client and you decide to violate his personal space. Having shown a remarkable skill of surfing VK, you calculate its page, write a message and wait. After a couple of hours, the answer comes that everything is fine and everyone likes it, but it takes time. Let's say Paul asked for 5 days. On Monday, I called to discuss the details and choose a convenient time for a personal meeting. Cool! Pretty boy. Brought it out.

On Monday, Pavel does not answer the phone, nor by mail, but he responds to VK, albeit reluctantly.

Think this is the end. It is now impossible to get him into a normal business dialogue on the case. Because a) no one likes it when you get even on social networks and b) he is used to the manager running after him himself. Paradox.

There was an output, but there was no result. Decay.

Don't waste time

The manager's time is priceless, because he works with a large volume of clients and everyone must be given attention. Therefore, the salesperson needs to clearly understand for himself which client is the target, i.e. ready to buy, and which non-target - for the most part creates the impression of a target, very active, constantly asks questions, but does not plan to purchase something.

Endless correspondence, aimless phone calls, repeated questions and total mutual misunderstanding - all this is an untargeted client. He pulls to the last for causal places, because initially he decided for himself that he would not buy anything, but he could not give a clear refusal either.

From personal experience:

• Hello, this is Maria, company X. Tell me, have you made a decision on our product?
• Listen Mash, come on later, such a zapara, and there is no money. Then somehow. But you are very interesting to me, I can come to a personal meeting someday.

It can be seen that he made a negative decision, but it is not clear why he gives hope to the manager to accept a positive result. That is, he indicated that he was ready to come, but when?

And most importantly, he has no money. Everything. It can be automatically closed. If a client really needs a product or service of your company, then he will get this manager out of the ground to pay him off and get what he wants.

Don't waste your time with these clients. Leave a good impression of the company and let it go. Your main goal is to find target customers.

Fire by fire, but the plan is fulfilled: how to become a successful manager and manage to do everything despite the circumstances

The salesperson is the most important employee in any company. He makes a profit, so this is the most capricious fifa, which is always on fire, but he still manages to exceed the sales target every month and receive gratitude and praise from customers. Therefore, the manager is allowed a lot by default.

Still would. He works with the most diverse people 24/7, listens to all the negative things about the company, while easily reassuring the client, switching him to your product, presenting everything in a favorable light and selling the company's products at Boeing speed.

Creative people don't watch the clock!

In order to do everything, you need to clearly plan the time. The manager always needs to remember when he needs to call the client back and when he needs to send the full package of documents. It is necessary to clearly prioritize: “this needs to be done here and now, but this can wait.” It takes a lot of effort, so everyday tasks are lame. The manager is like a mother with 5 children. She has a fire and bacchanalia every day. But at the same time, the apartment is clean, there is a delicious dinner on the table, and the children are washed and put to bed. During a busy day, she prioritizes tasks that are often unpleasant and boring. But they need to be done, so she just takes it and does it. So is the account manager. Everyone needs to pay attention, answer all questions, get feedback from the client, etc. But you can almost always determine what is more important now. A professional manager will arrange all his tasks in order of importance and will carry them out. Often this is more like changing the places of the terms, but in the end there is a result for each task.

Once again about the importance of words

You are what you say.

Therefore, in a manager's communication with clients on the phone, your speech, the words that you pronounce and the tone are very important. You can speak clearly and with a chill, or vice versa, throw out a ton of information in a sweet little voice, the approach depends on the situation. The main thing is that the client understands everything. After all, it’s not just that managers are given scripts that they can adapt to themselves and the interlocutor, so as not to talk to him like an indifferent robot from the support service. But you should keep in mind that the client will remember your words and will use them against you.

There may be a situation that you have little difficulty in communicating with the client. Accordingly, in a hurry to answer a difficult question for you, you should not show that you do not know or do not understand this. Just cool the client down, make it clear that you heard him, but to accurately answer the question posed, you need, for example, an hour and another phone call. And use the time gained to consult with your manager or colleagues. Let the person know that they are important to you.

If you behave professionally, speak to the point and tell the truth, your status in the eyes of the interlocutor will grow. Otherwise, you simply will not be taken seriously and all your proposals will cause skepticism at best. I will explain clearly. Kierkegaard has a story about a fire in a circus. During the performance, the building caught fire and the director sent a clown to tell the public the bad news. Hearing the news of the fire from the lips of the clown, the audience laughed and did not budge. As a result, most of the spectators were burned alive.

Well, be a clown in the eyes of the client - substitute yourself and the company, and they will not even listen to your arguments and arguments.

Lie to me if you can

Being one step ahead of the client, anticipating his next move, argument or objection - this is the art of telephone sales. A professional manager always follows the principle - strong argument - weak - very strong argument. To be ready for all the tricks of the client, to read his thoughts, to understand his doubts and immediately dispel them, the salesperson needs to improve.

Get inspired to be cool. Have you ever had cases when a client, without knowing it, conducts a conversation, answers questions, objects, and then sells himself services? Isn't it amazing? And this is quite achievable.

"Brains are sexy" said Sherlock Holmes in the series "Sherlock" and so we think.

Read more books on sales, watch on youtube how managers work out cool tricks on real clients.

For a general development of your skills, read Doc Mori's book The Art of Telemarketing: Talking on the Phone for a Sales Manager. From it you can learn a lot of nuances that will be very useful to you in your work: how to recognize a defensive reaction of a client and take the next step in time, learn about the five death sentences of sales, be able to easily recognize signals of readiness to buy, and much more.

Approaching the final note, I want to draw a few conclusions and fix important nuances.

So kids, what did you learn today?

• Self-control and control. You have to be calm like a Buddha.
• Observe subordination and respect the client.
• A satisfied customer is a satisfied you. And if there are many satisfied customers, then you can dine in a cafe.

• Don't babysit an untargeted client.
• The manager does not have a sense of time, but it needs to be worked on.
• Do not be a clown in the eyes of the client. Filter the market and be a professional.
• Read, read, read. Books have never harmed anyone in life.

And finally, remember one important thing: listening to the client half-heartedly and not delving into his questions, problems and experiences is the same as giving full throttle at idle - gasoline is consumed, but there is no forward movement.

If you want to earn money, be a professional in your field, so be it. Just make an effort for your development and self-improvement.

And do not forget: you are the face of the company, therefore, it is from your words, manner of communication and the availability of the information presented that the client judges the company as a whole.