作者：天獅集團品牌管理總監 孫海峰

　教育培訓是直銷行業重要的行銷方式和手段，這一點大家是有目共睹的。然而，為什么它是重要的手段，以及教育培訓所要建立的企業終極目標以及其所具有的意義和本質到底是什么，這些是我們在進行教育工作過程中需要深度理解的，而這種深度的理解也是我們提高直銷教育意識和理解教育培訓工作的動力來源。

　　Education and training are undoubtedly a very important link in MLM business. But we need to understand why and the role they play in achieving company mission. In fact, understanding their significance is an important driving force in itself. 

　　為了能夠讓大家從不同角度理解直銷教育工作，在此我將從消費者的角度來闡述教育工作的重要性。

　　In order to promote the understanding of the significance of MLM education and training from different perspectives, I shall start with the consumers’ perspective.

　　新經濟模型：瞄準消費者

　　首先我要闡述一個概念，這個概念就是“消費者王國”的概念。所謂消費者王國就是指具有較強消費能力的，并成為市場經濟消費主體的經濟群體。從另一個角度說，它代表著世界經濟消費和經濟可持續發展的中堅力量。在過去的10年，世界上一些新興發展中國家的國民收入有了巨大的提高，從中國到東歐，從墨西哥到馬來西亞，雖然在目前受到了經濟危機的影響，但仍然有很多的家庭進入了世界中產階級的行列，這是世界歷史上前所未有的。而到下一個10年為止，中產階級的人數將達到20億。根據這種預測，接下來的10年將會是全球消費類零售行業壯大、發展的10年，無論是傳統零售還是直銷行業都將從中攫取難以估量的高額利潤�？梢哉f誰建設好了自身的消費者王國，誰就將成為持續不敗的市場贏家。

　　First let me illustrate a concept, which I call the “consumer nation”, meaning a major group of consumers with high spending power. This group is the main force on global spending and a sustainable economy. In the past 10 years, despite a little hindrance from the latest global economic downturn, a lot of families in developing countries such as China, Eastern Europe, Mexico and Malaysia have attained global middle class status, something unheard of in the past. In the next decade, the number of middle class family will hit a staggering 2 billion, signifying an unprecedented growth in consumerism that will benefit the retail and MLM industries alike. Therefore, whichever companies that set up their consumer nations first will be instant winners in the next decade.  

                         (A)

 

　　對于消費者王國來講，消費忠實度是關鍵。在消費者王國，消費忠實度成為衡量企業成功的關鍵尺度。忠實度高的消費者將會使零售商以低成本的優勢，保持和產出更高的產品份額。此外，以消費者為中心的企業也將會對沒有達到他們財務目標的消費者進行宣傳、教育等等工作，采用與傳統產品定價結構不同的方式進行產品定價，通過不同方式對他們最為忠實的消費者索要更多。所以，企業的忠實消費群體越大，市場的議價和生存能力就越強。

　　Loyal customers are vital to a consumer nation. It is the major criterion to gauge the degree of corporate success. Loyal customers have the power to drive retailers to achieve greater market shares with lower costs. In addition, a customer-driven company will also promote and educate its non-loyal customers, and at the same time, get a better mileage out of its loyal customers via unconventional pricing structures. In a nutshell, a greater number of loyal customers mean a higher ceiling price and better business sustainability to a company.

　　航空公司通過頻繁的飛行里數，更好地為他們的消費者服務，來達到強化消費忠實度的目的。銀行通過自動付賬和直接支票存款來聚攏他們的消費群體，一旦這些交易成為習慣和現實，消費者很難再更改服務的銀行，而對銀行來講維護這些服務是很簡單的。

　　Airlines encourage customer loyalty through their golden mileage rewards, and banks do it with automated banking services like ATM machines and other easily maintained services that discourage bank swapping. 

　　我們從2011發布的全球最具價值品牌100強的前50名的列表中，不難看出每一個大的品牌背后代表的都是一群相對固定的用戶群體，而只有這些群體對品牌產生了長期忠實度并不斷地重復消費，才會為該品牌的市場價值和可持續發展提供重要的價值支撐。而商家和企業投入大量的資金用于和這些消費者之間的互動，體驗以及傳播等各種市場活動，都是在間接地建立、擴大和維系品牌自有的消費者群體，即建設和管理自身的消費者王國，也就是我們傳統營銷中所提到的品牌忠實度。最大程度地搶奪本行業里的消費者群體，建設自身的消費者王國，這是未來重大的市場和競爭實力的體現和根基，更是未來企業營銷的五大趨勢之一。

　　From the list of top internet brands, we could immediately see that behind each and every renowned brand there is a group of loyal customers that gives repeated support and make the company stronger and more viable. Companies invest huge capitals to create good interactive experiences between their spokespersons and the customers in order to build brand loyalty and consumer nations. Grabbing more loyal customers and building a bigger consumer nation has become one of the top 5 major trends in tomorrow’s marketing.  

 

　　教育培訓是直銷企業業務增長的重要驅動力(B)

　　消費者王國的理論和營銷策源力，對于直銷行業來講無疑是巨大的引擎。眾所周知，直銷以口口相傳作為主要的市場拓展渠道和邀約方式，這一點使得網絡里的消費群體大都是因為互相推薦、信任和產品體驗進入到網絡內。因此，一旦消費者進入到企業的網絡后，就會將自身夢想、事業機會與企業建立契約，從而締結出比較長久和穩定的伙伴關系。這種伙伴關系也會通過自身復制給更多的人，以形成建設自身較為穩定而又高忠實度的網絡。從而，達到建網絡和發展網絡的雙重目的，即建立契約，分享復制成功。這實際上就是一個企業消費者王國建設的典型過程和模式。

　　The concept of a consumer nation moves MLM companies ahead. It is a well-known fact that MLM is a word-of-mouth business which fosters trust and confidence between the seller and the buyer, prompting the latter to try out products and subsequently join the MLM company. The new member then becomes a long-term business partner with the company and keeps duplicating his success, forming a network of loyal customers. This is the model of consumer nation development—from the business contract to success duplication to network building. 

 

　　這里有三個重要的環節/There are 3 important phases in the process:

 　　

　　Getting company à Experiencing company à Spreading the business

　　information        products and services    *upholding company and brand 

　　*word-of-mouth    *using the products       image

　　*sponsoring       *understanding the       *promoting company products

　　*fulfilling needs     company               and services

                  　　*starting a career        *duplicating success

　　從這三個環節中我們不難看出，消費者只有成功的進入第三個階段，才可能成為一名成功的網絡經銷商，而越來越多的經銷商是企業業務發展和壯大的基石。這其中，教育培訓是成功的將消費者帶進忠實的企業消費者王國的重要手段，也是直銷公司成功與否的關鍵因素之一。良好的教育培訓體系不僅可以系統的、流程的、高效復制消費者，使其進入到網絡，更能大大地刺激企業的業務和盈利能力。因此從某種層度上講，做教育就是在做直銷業務。

　　From these 3 phases we could see that for a consumer to become a successful distributor, he must get into the 3rd phase. A company grows primarily through its membership expansion. Education and training are important ways to ensure the members’success, a critical factor which in turn determines the company’s success. A good education system not only duplicates new consumers systematically and effectively, but also creates successful distributors that boost company profit. From this perspective, doing MLM is literally giving education and training. 

　　“直銷”是一種人與人“分享”的銷售方式，是一種在網絡中通過復制實現倍增效應的經營模式，是一種通過人際關系鏈來進行直接銷售的方式，更是一種聯系緊密的網絡群體。與傳統營銷不同的是，直銷的中間環節不只是一個人或公司，而是一個網絡，有著更廣的覆蓋面和更深的傳播能力。它通過教育的“培訓”與“分享”來達到建設網絡的目的，可以說沒有教育培訓就沒有直銷發展，更沒有直銷業務。

　　MLM or direct selling is a business of personal sharing. It is a business model that hinges heavily on the success of duplication. Products are sold and new members recruited via word-of-mouth, hence an MLM network is very closely-knit. In direct contrast to conventional marketing, the central link in MLM is not a person or company but a network with wider coverage. The network is expanded via an education system and sharing. It is therefore correct to say that without education systems, there would be no MLM.

　　因此，培訓與分享應是貫穿直銷事業始終的要素和工具。直銷是以產品為媒，來推廣一種新生活理念，以商會友、以友促商，來建立一個營銷網絡組織，最終在利人利已利社會的情況下實現自我價值和良好的效益回報。從中我們可以看出在整個直銷事業過程中，培訓一直是理念傳播、不斷復制、不斷發展的最主要方法，分享是直銷事業中團隊利益永遠趨同的根本保證。培訓準直銷商心態、培訓新直銷商素質、培訓準直銷商信念、培訓業務能力、創業說明培訓、家庭聚會培訓、激勵培訓等等；分享產品、分享成功、分享快樂、分享喜悅、分享憂愁、分享團隊所有親人朋友的喜怒哀樂。這個過程正是直銷公司建立自己“消費王國”的重要過程和實現辦法。

　　Thus education and sharing is the core concepts in MLM. In MLM, we use products as a medium to promote a new lifestyle concept, to meet new friends, to create business opportunities, to build a network and ultimately to boost our own self-worth and income via a win-win system. Education is an important way to spread the MLM concept and duplicate success, whereas sharing is an important way to inculcate team spirit. We can educate potential members on attitude, faith, quality, business skills, OPP, home party, motivation training etc. We can share products, success, happiness and woes of our team members. This is the real and practical way for an MLM company to realize its consumer nation.

　　因此，從教育工作本身來講，良好完善的直銷教育工作包括兩個最為核心的部分：培訓會議體系和文宣開發體系。培訓會議體系包括分層級培訓體系、講師評聘以及各種大型的褒獎大會等，為經銷商提供一個分享和復制的平臺與機會，經銷商伙伴們要特別珍惜每一次培訓機會，利用培訓在提升自身能力的同時，創造復制新人的機會。而文宣開發體系主要是沿襲會議體系的成果和對會議培訓技能以及思想的回顧，并成為經銷商重要的業務拓展工具和延伸手段，幫助經銷商回憶并加深培訓會議中學習的企業文化、業務、技能等，幫助新人更加深入和自發的進行自我復制、自我分享。各種形式的文宣資料如印刷品、光盤以及培訓課件等等，使得學習變得無處不在、無時不能。

　　There are two core areas in any good education systems - trainings/rallies and publications. The training system include training sessions specific to a certain rank, training by professional speakers and recognition rallies that serve as a platform for members to share and duplicate. They can grab the opportunities to improve themselves and duplicate their own successes. The publication system reviews and summarises the effectiveness of trainings/rallies and hone the members further on corporate culture, business updates and skills. Publications will also help newcomers on duplication and sharing. There are various forms of publication - newsletters, DVDs and training notes. The publication system makes self-training possible, anytime, anywhere.  

　　由于直銷公司里存在著不同級別的直銷商，而級別晉升所需要的培訓也各不相同，所以打破傳統的直銷方式，建立分層級的教育培訓體系，也就是針對每一類的群體進行有針對性和實效強的培訓和訓練十分必要。

　　Since there are always different ranks of members in an MLM company, it makes sense to develop training programs specific to a certain rank to make the trainings more effective.  

　　在直銷行業中，教育是市場發展的先鋒，只有把教育做好，才能給市場提供源源不斷的動力，才能使市場蓬勃穩定地發展。而在教育工作中，文宣工作又占據著非常重要的位置，和市場銷售有著密切的關系，好的市場一定不能和文宣教育脫鉤，文宣教育做的越好，市場發展就會越好。文宣資料更是與直銷公司教育工作密不可分、互為補充、魚水相依的關系。

　　The education system leads the way in MLM. With a good education system, steady business expansion is automatic. Publications occupy a central role in a good education system since they are directly related to sales, meaning the better the publications the better the business development. Hence publications and education must always go hand-in-hand.

　　

　　好的文宣資料需要掌握5易原則：易懂、易得、易復制、易信任、易識別。

　　所謂“易懂”就是指文宣資料制作要做到簡單、清晰、易理解；所謂“易得”就是指文宣資料的開發要符合市場需求，方便購買、易攜帶；所謂“易復制”就是指文宣資料的內容開發要有實用性、易于學習傳授。所謂“易信任”就是指文宣資料的信息內容要規范統一、信息具有時效性；所謂“易識別”就是指文宣資料的整體設計形象統一并具有內在聯系，符合品牌識別規范。

　　Good promotional materials must have 5 basic features—easily understood, easily available, easily duplicated, easily trusted and easily recognised. “Easily understood” means that promotional materials must be simple, clear and comprehensible. “Easily available” means easy accessibility, market-orientation and portability. “Easily duplicated” means they must be practical, easy to learn and to pass down. “Easily trusted” means that the contents must be standardised and updated. “Easily recognised” means that all the materials must portray a uniform corporate image and recognition.  

　　一個完善的教育體系，要求文宣工作必須盡善盡美，然而究竟什么是文宣，為什么要做文宣，如何根據文宣的特色和屬性來調整工作分配，就成了開展文宣工作所必須明確研究的課題，最終的目的就是要激勵經銷商，要拉動市場，在直銷行業中，廣告宣傳不是主力，文宣資料才是關鍵，它是直銷行業進行宣傳的利劍，是直銷公司市場運營中不可缺少的營銷工具，其功能在于能夠幫助公司進行市場溝通、促進事業傳播、推動市場發展、提高銷售業績�？梢哉f一切有助于完成溝通、達成理解一致的文字、圖片、手冊、書、報、刊、聲、光、色、錄音、電影、歌曲等等，都是文宣資料。

　　A consummate education system necessitates perfect promotional materials. But what are promotional materials? Why must we have them? And how to divide publication work? These are the major tasks of TIENS Arts & Communication Department, whose ultimate objective is to motivate the members and stimulate the market. Company publications constitute the main force, and advertisement/promotions are only complementary. Publications are the most essential promotional tools that communicate corporate messages to the market, expand the business and boost sales. Suffice to say that publications are materials like prints, pictures, manuals, books, bulletins, visuals, audio, colours, recordings, movies, songs etc that promote communication. 

　　互聯網將成為未來最重要的交互通路。那么，非常依賴交互通路的直銷行業，是否也將開始全面Ｅ化之路呢……，讓我們看一些數據比較：步行的速度：最快為每小時6.4公里、汽車的速度：最快為每小時300公里、聲音的速度：每小時為1,225.04公里、飛機的速度：最快為每小時11,260公里、互聯網的速度：每小時1,079,252,848.8公里 。顯而易見，互聯網正以其自身獨特的開放性、互動性、平等性、虛擬性成為未來不可或缺的信息傳播和交互通路。

　　The internet has become the most important communication tool. Isn’t it the time for the MLM industry, a trade that relies heavily on the internet, to embrace the e-era fully? Let’s look at the basic data. Walking speed, 6.4km/hour top. Car speed, 300km/hour top. The speed of sound, 1,225.04km/hour top. Aeroplane speed, 11,260km/hour top. But the internet, 1,079,252,848.8km/hour! Undoubtedly, with its unique open traffic, interactive potential and virtuality, the internet will become the most important interactive portal and message dissemination channel!

　　互聯網使信息快速全面地發送。在直銷行業，產品的消費者也是銷售者，那么關于企業的銷售信息，產品信息，公司制度，促銷活動以及其他需要銷售者及時掌握的信息，按傳統的傳達方式，不外乎電話，公告信函，費時、費力、費財，而通過網站、移動終端等互聯網渠道，迅速快捷簡單易行，能節約大量成本，且信息100％統一，能被100％復制；

　　The internet provides a speedy and all-round means of information dissemination. In MLM, the members are also the consumers, hence it is vital that they receive all the latest updates on product, promotion and all other company information on a timely basis. Conventional communication tools like the telephone, letters and faxes are too costly and time-consuming, but website and mobile terminals are simple, quick, efficient, economical, 100% standardised and 100% duplicable!

　　形象宣傳的E化，代表著一個企業是否有與時俱進的觀念，代表著是否年輕，是否有開拓性。而在互聯網這個平臺上，企業也多了一個宣揚自己企業文化，產品，榮譽等的平臺，能讓更多的人接觸到企業的信息，從而了解企業。

　　The adoption of the e-era is an indicator of company far-sightedness. It is a highly effective internet platform to promote a company’s products, merits and culture so as to promote better understanding about the company among the public at large. 

　　根據零售王國的概念和趨勢，未來直銷的消費終端將以消費網絡為目標群體，用適合的直銷網絡化手段進行忠實度建設。作為傳統直銷企業，應通過網絡直銷商的消費來帶動普通消費者的購買嘗試，同時通過直銷教育對其進行轉化，形成企業忠實的“王國”成員，分享、復制企業的成功，建設和傳播企業的品牌形象。當然，這要求我們要從長遠的角度來審視未來，并著眼于普通消費者的消費習慣和偏好，與時俱進地開辟和建設讓普通消費者轉化成為“王國”成員的方法和模式，是我們進入和抓住消費者王國直銷網絡的重要戰略之一，也是企業的終極目標和意義本質，更是營銷中心教育工作的重要挑戰！

　　The ultimate aim in MLM will be internet consumerism and building customer loyalty through the net, where a traditional MLM company stimulates product trials by ordinary consumers via internet direct selling. Subsequently these ordinary consumers will be converted to members of a consumer nation through education, sharing and duplicating corporate successes, serving as brand ambassadors for the company. But of course the company must take the initiative to be far-sighted, researching into the ordinary consumers’ preferences and buying habits as well as developing an appropriate process model to mould these consumers into a consumer empire. This is the ultimate meaning for MLM, and the ultimate challenge to the education system. Yet it is the only way to build a true consumer empire!