Sales Management


Sales management in order to achieve a variety of organizational goals, create, establish and maintain the target market beneficial exchange and contact between the designed program analysis, planning, execution and control. Through the planning, execution and control of the company's sales activities in order to achieve the sales target.

Outline

Need to know before you talk to the sales management process sales management, and it comes to sales management must know what is marketing management and sales management to make a clear distinction.

Sales department joins the enterprise and the market, the main function is to provide customers with products and services, capital returns and profit. Is the enterprise survival and development of the power source.

Interpretation of the definition of

Sales Management (Sales Management)

In Kotler's Marketing Management "a book on marketing management is defined as follows:

Other definitions
According to the above definition of marketing management, we can see that marketing management is a very important aspect of our work in the enterprise management. Marketing efforts must be coordinated with product development, production, sales, finance and other aspects of the work. Only in this way, the overall business objectives of the enterprise to be able to be fulfilled, the company's overall business strategy to be able to be effective the implementation. And marketing management is under the overall strategy of the business objectives, strategic business plan, according to the results of the analysis of the operating environment, market segmentation, the selected target market you want to enter, and accordingly develop marketing plans and marketing mix, and promote the implementation of the plan and the process of the implementation of the plan supervision and control, evaluation, review and revision.

What is the sales management? Sales Management in Marketing Management and in what position? What is the purpose of sales management?

Modern enterprises attach great importance to sales management, its fundamental purpose is to increase sales, increase corporate profits. Simply rely on the people's initiative is difficult to achieve a certain degree of improvement, sales management software for a time hot However, faced with the high cost of hardware and software, SME managers can only choose stalled, and online CRM there, so business owners and ultimately achieve the goal of rapid development. Another example is the Chinese financial software such as the more well-known domestic a online CRM custodian of 800 passengers, relying on its 800APP PaaS platform technology and the market share of the first good results; family also been actively launch UF Wei library online mode the software.

Era of fierce competition in this business, in order to enhance their sales competitiveness, often choose to provide sales management software service providers to cooperate, such as the 800-passenger, to boost the overall competitiveness of enterprises. , Chinese and foreign experts and scholars have different understandings of the meaning of the sales management. Western countries, scholars generally believe that, sales management, sales staff management (sales force management). Marketing guru Philip Kotler, sales management sales force objectives, strategy, structure, size and remuneration design and control. American scholar Joseph P that, Vaccaro (Joseph P.Vaccaro), sales management is to solve the problems in the sales process, the sales manager should be a knowledgeable and experienced managers. Ralph W Jackson and Robert · D · Cilic in sales management, sales management personnel marketing activities for planning, directing and supervision. Chinese scholars Xianguo people believe that the so-called sales management, process management to achieve sales revenue. Thus, the narrow and broad sales management.

Sales management in a narrow sense refers specifically to sales staff (sales force) as the central management.

Generalized sales management is the integrated management of all sales activities.

Management process

Clear what is sales management, sales management process is as follows:

Sales plan and sales strategy

Established sales organization and sales staff training

3 personal sales targets for the development of sales personnel, sales plans into sales

Assess the effectiveness of the marketing plan and sales performance of the staff

Strategic plan

Corporate marketing strategy plan, the sales department, according to which the development of specific and detailed sales plan, in order to carry out the implementation of the sales task, in order to achieve the sales target. Sales must clearly understand the business objectives, target market and target customers, have a clear understanding of these issues before we can work out a practical and effective sales strategies and plans.

In the development of marketing strategy, we must consider the operating environment of the market, the state of competition in the industry, the strength of the enterprise itself and can be assigned the status of resources, products in which the life cycle and other factors. Companies develop marketing strategies on the basis of the sales department to develop appropriate marketing strategies and tactics.

Based on the predicted sales targets and sales expenses, the sales department must decide the size of the sales organization. Arrangements for sales staff, training arrangements, the sales division of the region and personnel scheduling, sales staff evaluation and compensation are sales that must be considered in the development of sales plans.

The sales plan must include the arrangement of the tasks of the sales staff. Every region of the sales work must arrange for the staff responsible. The sales plan must be specific and quantified, a region or a salesperson needs to be done to be able to clearly set sales targets.

Sales Organization

Sales need to study and determine how to set up a sales organization structure, to determine the number of personnel of the sales department, sales budget funding, recruitment methods and qualification requirements of the sales staff.

In the process of formulation and implementation of the marketing plan, how to organize the sales department, and how to divide sales territories, and how to set up the sales force and arrangement of the tasks of the sales staff is a very important job. Sales target sales, the size of the sales area, sales agents and sales offices settings, quality of sales staff level and other factors need to be evaluated in order to determine the size of the sales organization and sales branches set.

Performance Management

Sales, or sales staff with target customers in contact with the ultimate aim is to bring businesses in order to sell products and to maintain relationships with customers, sales and profits.

Salesperson's sales performance, usually measured by the number of products sold by sales staff or sales amount. In addition, the profit contribution of products sold by the sales staff is another standard to measure the sales performance of the sales staff. For some customers need to repeat buy, the sales staff to maintain relationships with such customers. To maintain the ability of the business relationship with the customer and the customer's service quality is also an important evaluation factors.

Sales according to the sales plan to the implementation of the sales, close follow-up and monitor the progress of sales for each sales region should always check every region, a salesperson sales task completion. Found the problem immediately understand and deal with, guidance, help sales staff to deal with the difficulties that may be encountered in the work to help the sales staff to complete the sales task. Sales sales staff to provide resources to support and motivate a sales staff to complete their sales targets.


Performance assessment

The sales staff performance assessment is an important work, The Sales must ensure that the established work plan and sales target to complete the completion of the need for systematic monitoring and evaluation of plans and objectives. Sales staff performance assessment generally includes checking the sales of each sales staff, which includes a number of product sales, achieve sales targets and progress Visits to customers other work. Management and assessment of the sales performance of the sales staff must be regularly carried out the assessment matters must formulate clear guidelines to enable sales staff to have rules. The results of the assessment must be salespeople feedback, so that they know their not doing enough place, to make improvements to the shortcomings of the work.

The most important job evaluation is not only to check the sales staff work targets the completion and sales, more importantly, is to review the effectiveness of sales strategies and plans, lessons are drawn from the experience of success or failure. Successful experiences and examples should be to other sales promotion, find out the causes of the failure so that other people should also be used as reference. Good sales staff in sales should be given appropriate incentives, to encourage them to make more efforts to do a good job, sales, sales staff, it should be pointed out to them should improve, and limit be improved.

Performance and performance assessment results according to the sales staff, sales department needs to review the company's marketing strategy and sales strategies, the need to improve the place, the original formulation of strategies and plans should be revised. At the same time, it should conduct a review of the company's sales organization and sales staff training and supervision arrangements and make improvements in order to improve the level of sales staff, enhance the efficiency of the work of the sales.

Management of the "four modernizations"

Institutionalized

No rules, no standards. A business or organization in order to progress, we must have the appropriate system to restrain the employees, management of enterprises. Sales management. Sales management requires certain rules and regulations, and these have to rely on sales managers to implement, you want to be guaranteed by the development of relevant systems.

Institutionalizing sales management sales management. Sales management system, business or organization is necessary to develop an efficient system, a sound system, the "law" according to sales managers and sales in order to do a "law" to go by, the violation of the Act will the implementation of the study, "law" will be strict. Sales management system in order to ensure that enterprises adapt to the efficient functioning of market environment.

Simplification

Management system is not possible, nor is it as complex as possible, but should be as streamlined as possible. Modern enterprise management is the pursuit of simplicity, only simple is easy to perform. The sales management simplification is necessary, because the simplistic can save resources and improve efficiency. The needless duplication complex sales management organizational cyclical procedure, wasting a lot of time, the high cost. Not simplify the question of scientific management, would not be effective.

Sales management simplification is feasible. Due to the complexity of human nature, the cause the sales management complexity of the work. Sales management complexity and do not represent management operations must be complex. Sales management can be simple and effective. Sales management simplification is the highest level of sales management. This requires that the sales managers establish a management simplistic thinking through ideas, innovation, innovation techniques, complex processes, standards, systems, operation becomes simple and convenient, flattening of the organization is to simplify the management level one example.

Humane

To understand what is humane management, it is necessary to know what human nature is. The complex is a complex change is different from the special resources of material, is not a simple "economic man" or "social", so humanity can not be simply to "good" and "evil" to summarize . There is something in the human nature good, evil, in a different environment variable, which led to the demand of the people is not fixed. Different time and space have different needs; "Yuhenantian" to some extent, is a true reflection. Humanity refers to in the sales management of human nature is human nature, that is "good" and "evil" nature coexist. Behave differently in different environments.

Humane sales management should be based on fully aware of all aspects of human nature, in accordance with the principles of humanity management, utilization and carry forward humanity favorable for the management and development services; side of human nature to suppress, weakening its opposite effect. To take the way of "human nature" in sales management implementation and humane means, methods, respect for the individual, personalized, rather than subjective organization will or administrator will constrain and limit sales. More "personal space" under the premise of achieving the common goal, to the clerk. And not just rely on the provisions of the the rational constraint and system management.

Rationalization

Rationalization of the definition of rationalization that constantly unreasonable adaptation reasonable efforts to process, which is better improved to ensure that companies have a competitive advantage, sustainable business development. Rationalization of enterprise management elements. Seize the exception of key management; 2 argumentative, Zhiyuzhishan,; (3) self-feedback, self-motivated.

Sales managers to foster an open, fair and just business environment, any salesman "equal justice", not because of personal likes and dislikes and unfair, biased in the crotch, and what should be on the issue rather , lawful, reasonable and sensible to treat every subordinate. In modern society, the state, not the implementation of obscurantist policy but developed their wisdom, universal respect for human values, sales managers to take the unreasonable management strategies have the effect certainly be counterproductive. Sales management to rationalize the businesses up and down to reach full consensus, a common business philosophy, to create excellent corporate structure and culture.

Management approach

I. General

1. Development Objective: In order to regulate the sales of the Group management, improve business performance are formulated.

(2) Scope of application: the Group unit sales force management, except as otherwise provided in the Group or agreements are executed in accordance with this approach.

Implementation details: each unit preparing their individual sales management implementation details ", reported to the Group President for approval and implementation.

Sales staff

Sales staff recruitment, attendance and leave by the relevant laws and regulations and the Group rules and regulations.

2 sales staff to retain existing customers, develop new customers, facilitate transactions, contract compliance, collection and dissemination of market information.

Sales staff should be conservative trade secrets of the Group, shall not persuading customers to transfer or outflow of the Group's business. Non embezzlement, kickbacks and withdraw money by improper means and channels.

Marketing plan

Sales staff based on individual annual sales target to develop a marketing plan, to be implemented by the competent examination and approval; The plan includes sales target decomposition, and develop new markets, increase sales ideas and measures.

Marketing process

1. Sales personnel must be based on the business development are true and complete fill "statements of days" and "customer profiles table and a written summary of the work on a regular basis; each unit a monthly summary of customer profiles table, in the 10th of the following month must be submitted to the Group Chief Department of Management is an archive.

2. Each unit development will be reported to the Group General Manager's Office for the record, such as "touch the car market phenomenon," preconceived "the principle of coordination by the Group General Manager's Office.

3 sales, in principle, to go through to sign contracts with the the unit business sector organizations contract review, within 3 days after the contract is signed by the departments in charge to the Group Financial Planning Department, General Manager's Office, the administration department each pay one original for the record; good reputation and old customers by the unit the consent of the business sector, the procurement by the user is responsible for signature single order basis; contract amount of more than 100,000 yuan in principle have a prepayment.

Sales profit rate of less than 20% of the economic contract to be entered into by the Group General Manager's Office decided to organize contract review.

Sales staff responsible for performance of the contract, according to the agreed contract recovery payments (including balance due or retentions); for sales personal reasons can not recover the money, the formation of bad and doubtful debts resulting in a loss of sales staff to pay joint and several liability.

V. Sales Price

1. Internal quotations:

(1) Product sales:

prices of raw materials is not easy to change, by the production unit regularly or irregularly active to Group sales units inside quote.

b. volatile raw material prices, (seal) Request in writing by the purchasing entity.

(2) engineering of complete sets of projects:

a design fee of 8% of the cost for construction equipment and materials;

complete commissioning fee 30% of the costs for engineering equipment and materials;

c unpredictable fee of 7%;

d. 5% of the management fees;

e. profits of 20%.

. External Quote:

(1) each unit according to the specific circumstances of the back section of the single, total profits, the degree of competition pricing, a clear discount privileges for each salesperson.

(2) customer counter-offer is lower than the Group's pricing standards, or beyond sales staff discount privileges, must be reported to business unit director for approval.

(3) Group internal quotes and discounts standards within the Group's business intelligence, non-external leak, and offenders held responsible.

Operating expenses (including travel, public relations fees)

1. Sales staff with a single process by operating expenses, prior to consult their supervisors, and specific approval authority see "Group funds to pay for the approval process.

2. Business cost criteria:

(1) sales profit rate of less than 25%, operating expenses for the sale of 20% of the difference;

(2) sales profit margin is equal to and greater than 25%, operating expenses for sales 6%;

(3) operating expenses greater than 6% of sales, the excess charged to the sales staff commission business.

3. Sales For sales (pre-sale) technical support for its operational costs would include the following costs:

(1) The engineer traveling expenses (including transportation, meals, lodging, communication) real settlement, and another sent to the Engineer units pay a service fee: (Choose one)

The extraction service charges a 5% of sales;

b attendance days: Controls Engineer 500 yuan / day, Technical Support Engineer 400 yuan / day.

(2) the design, production of tender fee: 600 yuan / copies (including technical standards).

VII. Sales staff compensation and benefits package

A sales personnel probationary period wages not less than the local minimum wage standard, specific inter-unit development, reported that the Group General Manager's Office approved.

2 positive sales staff salary structure of monthly wage + commission business + year-end bonus "specific each unit to develop and reported to the Group General Manager's Office for approval.

(1) month salary, according to sales targets determined completion. When finished cumulative sales to upshift standards, the month you can enjoy the same the files standard monthly wage:

Note: (1) for three consecutive months to reach the minimum sales targets, to suspend payment of monthly salary, to be the minimum sales targets for replacement. (2) the end of the year, the units according to their annual sales, refer to the table, filled monthly salary shortfall.

(2) business commission:

50% of the price part in the sales money withdrawn from circulation month settlement.

In addition to the retention money to the date of shipment from the rest of the sales money in two months after the monthly interest rate of 1% interest-bearing.

In addition to all sales outside of the retention money inflows in to the business settlement.

d. a retentions's contract, stay 20% of the Settlement Amount to be retention money withdrawn from circulation after payment.

(3) the end of the year awards: Group year-end bonus based on the sales performance of the sales staff, professional quality, customer satisfaction, market share and the Group overall effectiveness of a combination of factors to consider.

3. The benefits of the sales staff Group "Employee Handbook".

80 Annex

Group extracted at 2% of the sales market service charge, year-end awards for the market return visit and excellent sales staff.
2. Non-marketing personnel using its own social resources, collaboration does not affect their own work under the premise sales, according to sales or profits extract a certain percentage bonus, specific inter-unit according to the back section of the single, total profit given.

Other special marketing personnel policies see "special market sales management approach of the Group.

The way approved by the Group President enacted, effective January 1, 2010, the original 2009 version of "sales management approach" void.

Management system

1. Sales Management. Its core content is a reasonable decomposition of the sales target in various aspects of great significance. These include varieties, regions, customers, sales, settlement. Sales methods and schedule, the decomposition process is the implementation of the process is also the process of persuasion, by decomposition can also test objectives and challenges, problems can adjust. Reasonable and realistic sales plan, both in the implementation process to reflect the market crisis, but also to reflect the market opportunities, but also the strict management to ensure the efficiency of the sales, the key to efforts; decomposition of goals on a regular basis the status of implementation of plans to follow up the target, reasonable range according to the the macro environmental assessment sales target, if necessary, make the appropriate adjustments.

2. Management salesman action. Its core content is around the sales work, manage and monitor the action of the clerk, the clerk of the work focused on valuable projects. Including the development of: monthly sales plan, monthly action plan and weekly plan of action, daily sales reports, monthly summary of the work and the next month the main points of the current sales forecasts, competitive product analysis, market inspections report, week designated visited Route market Registrar reports.

3. Customer management. Customer management core mission of hospitality, management and market risk management, mobilize customer enthusiasm and initiative lies in profits and prospects; market risk management is the key to the customer's credit, capacity and market price control. The means and methods of management: customer information card, the customer strategy card, monthly client rating card.

4. Results management. The salesman action results management in two ways. First, performance evaluation, market information research. Performance evaluation include: sales volume and conditions of payment, the implementation of the sales reporting system, cost of sales control, obedience management, market planning, the progress of the case. Information include: the Company's performance, competitor information, such as the quality of information, price information (batches and retail), breed information, market trends, customer information, etc..

Management software

Sales management software to manage customer profiles, sales leads, sales activities, business reports, statistics, sales of advanced tools for the office and the management and use of corporate sales department to help sales managers and sales staff to quickly manage customers, sales and business critical data, sales management intelligent.

Precautions
1 "self" or "his" way to manage sales staff

Tendency to "self" way to manage employees who want to be the authority, tendency to use "I" to manage sales staff, like others think of myself as a mentor. Authority managers, always with their own thoughts, words and deeds asked to look at all, unless he really authoritative, otherwise it will arouse the resentment of the salesman. Therefore, some people prefer to become a salesperson mentor to Bode the goodwill of others. However, the establishment of a good impression on the basis of management, and sometimes the lack of dignity, command line prohibitions, tend to "his" management style managers will mentally ask yourself: too much for the sake of others not does not work?

Obviously, the kind of "self" tendency of managers but also for the sake of others dual personality, it seems best to get a good impression of the salesman and respect.

Sales incentives, performance issues, institutionalization and arbitrariness which is more highly effective?

When the reward for sales staff have been due rewards, or caused by groups dissatisfied because the incentive of personal stuff, the kind of institutionalized incentives in the end there is much practical significance? Each pragmatic managers will consider this issue. The PAS so, institutional performance appraisal will be allowed to overshadow the warmth of human nature, would win a "ruthless" swearing. At this point, you have to re-think the original intention of the performance appraisal is correct.

On the contrary, arbitrary reward and performance appraisal, managers will leave a lot of room for "good people". However, this is obviously at the expense of "just" for the price.

Rely on the outstanding talent or mediocrity?

In theory, outstanding talent to create one after another new world, create more benefits for the enterprise; But in fact, because of the mediocrity often account for more than 80% of the total number of employees, many people and can in accordance with the usual. They support the normal development of the business or organization. Therefore, managers must be clearly aware of the risk of completely rely on the outstanding talent. He may lose the support of the majority. Moreover, the outstanding talent is not easy to manage, which in itself is a major risk.

A more prudent approach, as a great man once summed up: to rely on the progress, unity middle, isolated and backward.

4 first-pay or post-pay?

Sales staff more consideration to the treatment (such as basic wages, subsidies, accommodation standards, etc.) is the first to pay the idea; business benefits in the first place, and then linked to the income and the back section (such as the introduction of a single commission) rarely consider the treatment is After paying the idea. From a management perspective, the first salesman to pay in order to stabilize their working conditions, so worry about their work, not knowing that some salesman is likely to be satisfied, due to the lack of pressure to survive, do not think bigger market; If there is no cost of living. force salespeople rely on commission life, there may be forced to withdraw from a number of outstanding talents at the outset.
Managers must weigh the pros and cons of both, to see whether to take a compromise approach.

How to do

In the modern enterprise management, sales management, in order to do a good job, we must first do a good job in customer management. "Boss" magazine said that many companies poor sales, sales management is not in place, mainly caused by the following aspects:

1, the system is imperfect

Many businesses on the day-to-day corporate management system supporting customer sales management system and various sales management system that matches the sales management policies. Sales of an enterprise can not think of a big problem is a prerequisite, no obvious defects and omissions in the enterprise customer sales management systems, sales management system supporting system of checks and balances, and sales management policies and the match.

2, sales unplanned

The basic rules of customer sales management in business management, sales plans and sales as planned. Specific content: develop a clear sales targets based on analysis of the current market situation and the corporate status quo, cash collection target, and other qualitative and quantitative targets; the implementation of the specific enforcement officers, responsibilities and time frames depending on the target budgeting and budgetary allocation scheme; .

3, no feedback

Information is the life of the corporate decision-making. Salesman living in the market first, the best understanding of market trends, consumers need to show features competitors change, the requirements of dealers, this information timely feedback to the enterprise, has an important significance for decision-making, sales activities, on the other hand, the problems, but also quickly report to their superiors, so that the enterprise management to make timely countermeasures. However, many companies do not have to establish a set of business reporting system is not collected in a timely manner and feedback.

4, the customer is no management

Well-managed business-to-customer sales, customers will have the enthusiasm of sales, will actively cooperate with the manufacturer's policy, an effort to sell products; mismanagement, it will lead the sales risk. However, many business managers no effective management, a result, an enterprise can not mobilize the enthusiasm of the customer's sales, can not effectively control the risk of sales. Currently, a common problem in the customer sales management process, such as customer disloyal abnormal phenomenon, accounts receivable piles, are business customers for sales of the result of mismanagement.

Enterprises in order to improve sales management, it is necessary to establish a comprehensive sales management system:

1, results management. Results management in business management which includes two aspects. First, performance evaluation, market information research. Performance evaluation include: sales volume and conditions of payment, the implementation of the sales reporting system, cost of sales control, obedience management, market planning, the progress of the case. Information include: the Company's performance, competitor information, such as quality information, pricing information, breed information, market trends and customer information.

Sales Management. Its core content is a reasonable decomposition of the sales target in various aspects of great significance. These include varieties, regions, customers, sales, settlement. Sales methods and schedule, the decomposition process is the implementation of the process is also the process of persuasion, by decomposition can also test objectives and challenges, problems can adjust. Reasonable and realistic sales plan, both in the implementation process to reflect the market crisis, but also to reflect the market opportunities, but also the strict management, the key to ensure the efficiency of the sales efforts.

3, customer management. Customer sales management in business management core mission is hospitality, management and market risk management, to mobilize customer enthusiasm and initiative lies in profits and prospects; market risk management is the key to the customer's credit, capacity and market price control. The means and methods of management: customer information card, the customer strategy card, monthly client rating card.