Such sales are usually concluded with the planning meeting are also many.
A large enterprise group, will be the country's big cities area sales manager and manager of "recall", focus on sales concluded during the first half and second half of the work plan. As the industry competitive market, the Group sold 120% of this section is naturally the focus, so the meeting of extraordinary importance: on the one hand face the unsatisfactory conclusion in the first half of sales, on the other hand will be planning how the second half revival !
To this end, the elite national sales together, to accept the whole group of the overall review. BOSS high-level group and all have a lot of all sales and service departments are also full participation, all the arrangements, "Minister of a border" - a large area manager to speak in detail one by one. All participants live a suit, pending before the note 11 to open records, and the atmosphere is very tense and depressed.
Four types of summary which you belong?
After three hours, listening to Ten, "a border ministers" of the trip report and found that two of the summary and program manager positions with a very large area "matching"; have two to play 80-85 minutes; there are four place to play 60-75 minutes; while two passes are way below even, exposing them to "Sales and Management" many problems. Conclusion is summed up their sales, by ten, "the Minister a border," the summary and plan, I probably will be divided into following major types:
1, atmospheric sensible type. Sum to more scientific and objective, reasoned reflection of the market under the jurisdiction of the first half of their sales, but plans to very clear about the second half of product promotion, channel construction, and management direction on how it works. Completely, "a well-thought," while the manager has a vested region and sales plan, management of super kung fu.
2, Tears of Blood Summary type. Tears of Blood Summary of large area manager, often the difference between the past, but now sales do not fail or fall behind, marketing From EMKT.com.cn failure is mainly due to "empiricism", not with the times, there is no learning innovation, with a total get past the idea is to operate like the current market. Such sales region manager, need a thorough "turn over", would be difficult to further achievements.
3, half awake type. This type of manager is the largest region, due to the marketing and management knowledge imperfections, the use did not meet "arbitrary", they concluded with the plan to reflect the 1 / 2 about the situation, but there are 1 / 2 did not see through, analyze thoroughly plan through, and are "poor rice cooked array fire" embarrassing situation.
4, unreadable type. Large areas of this type of general manager of the fate of laid-off re-training, and even leave the volume is covered. Basically, their conclusion is "no data, no cases, no coherent" three non-state and the program is "no goal, no direction, no method of" three no status.
Conclusion is summed up their sales
Quarter, half year, year-end summary, there are numerous summary should be marketing the basic curriculum of each. Together the elite of all sales, to accept the whole group of "arraigned" is often. Region Manager, every time, "arraigned" in the face Group BOSS, corporate CEOs, many company executives, marketing directors, marketing personnel ... ... in fact sum up their own display itself is also an opportunity to hold their own destiny to own a critical moment. However, I have experienced several companies in several industries, have seen a lot of region manager heard a summary, Jihua debriefing report, or many are "half awake type" and "was talking type". I often whispered: how these people are "mixed" on the location?
Market sales of the surface sum sum, sum up sales, but the essence is summed up, show your product promotion, channel development, business management, talent, Pulu Chu heart do you do with the brain in the market; together with the summary plan sales , but also show you have not familiar with the plan to understand your market, know your customer, know your subordinates, your plan also shows whether the scientific, comprehensive and advanced. Summary of sales and marketing plan is more important is whether it can reflect your "big area manager" this position is consistent, because you have not a representative of strikes, and general business. Therefore, the large area managers can plan through a wrap-up and establish their own professional image.
Sales Summary and plans to "practice"
Implementation of the "sales summary, plan," the purpose of such general points: First, understand the regional and even national market and the sales market, and found problems and crises; Second, understand the regional and even national region The performance and dedicated state manager; 3 is to investigate the evaluation of the regional and even national operations manager of a large area management; 4 is to investigate the evaluation of the regional and even national program manager of a large area capability; 5 is carried out through the open summary and plan We provide opportunities for mutual learning and exchange.
Such a critical moment, why there are some major areas managers do not ignore or "capacity" seriously? Author based on years of study and experience, but also to summarize the "summary and plan" how to do a good job, good presentation, even start a discussion it, I hope the place does not please comrades S King "Paizhuan!"
A sales summary general framework:
1, sales data analysis. The use of scientific and accurate data to speak, so that was reasonable, simple, real, effective and reflect the "use of scientific data, market opportunities" capability.
1) The overall data analysis: As a manager of a large area through this data analysis should reflect your "Region" Global Thought and Management (with comparative data with competing brands).
2) the jurisdiction of provincial-level data analysis: specific to each province, city data analysis, to reflect you understand the various regions, markets and sales markets (with comparative data with competing brands).
3) brand, category data analysis: by brand, category data analysis, to reflect you understand the different brand, category sales ratio, market share, input and output ratio.
4) terminal sales data analysis: the use of retail market data to speak, to reflect you understand the sales and operation of the terminal (with comparative data with competing brands).
2, channel customer analysis. Through the analysis of channel customers to speak, so that channel customers "in my heart," reflected "Operations Research or defeat, decisive in the thousands of miles away" capability.
A) Regional analysis of the overall channel customers: As a manager of a large area should be through this data analysis, to know where your channel customers, quality?
2) The jurisdiction of the provincial channel customer analysis: customer analysis through the channels under the jurisdiction of the provincial level, provincial-level managers to guide the development and management of channel customers do.
3) Key channel customer analysis: 80/20 rule, focusing on building strategic customer.
4) two-channel customer analysis: analysis of two channel customers, the purpose is to consider the results of their operations and quality, in order to enhance the development of secondary channels or new customers.
5) The blank area of the market: If the business is still needed to fill gaps in the region, or existing distributors can not afford the new product marketing reasons, also need to develop regional business plans or customer development plans. End-products also need to improve the business development plan over stores.
3, analysis of the terminal building. Through the terminal building of "information" analysis, you can reflect on the end of the intensive, reflecting you "use retail market data exchange, scientific analysis of the decision-making terminal" capability.
1) The share of end-product shelf life: store is the corporate brand marketing communication positions, and store shelf display is the end product, "lively" of the important manifestations.
2) The distribution rate of end-products: distribution rate is the end of the product key indicators of the existence of a direct decision whether consumers can buy this product and affect product market share (chart of / have comparative data with competing brands ).
3) The share of sales: Wholesale sales only reflects part of company sales, while sales of the end of the market are really "consumer" situation (chart of / have comparative data with competing brands).
4, cost of sales analysis. Generally do a good job of finance manager to help.
1) The overall sales goals and sales cost analysis (graphical).
2) Terminal construction cost analysis (graphical).
3) Advertising cost analysis (graphical).
4) The staff cost analysis (graphical).
5, operation and management summary of the work. This is the basic job, more cumbersome, but it must be a careful look good.
1) marketing conference management.
2) sales team management.
3) sales team training management.
Second, general framework of the marketing plan:
"Sales plan" is generally in the "Sales Summary", based on future sales for some time the work of a regional plan, and really "operate or defeat, decisive in the distant" objective. Therefore, the sales plan with a clear "objective, strategic, systematic, future-oriented."
1, sales goals and decomposition (adjusted). According to the plan within the regional sales goals, broken down into specific data of the small target. If, according to region, channel, brand, category, time, customers decomposition.
2, brand, product planning. According to the plan within the regional sales objectives, formulate a regional brand, product positioning and sales channel mix.
3, channel customers construction planning. According to the plan within the regional sales objectives, formulate a regional channel for customer development plan (adjusted or new open).
4, the terminal construction plans. Terminal building objectives, staffing goals, etc., and detailed decomposition.
5, advertising, promotion programs. Fiction brand planning, promotion, promotion, advertising, public relations activities to plan.
6, operation and management of work.
7, selling expenses budget. Cost of the project were drawn up for each share in the cost of each product's share in the cost of each phase ratio.
Implementation of the "sales summary plan" aims to systematically and comprehensively understand the regional and overall market conditions, market conditions, mining problems, and targeted marketing and the next time the marketing plan, and ensures sound business marketing sustainable development. For large area manager, summed up in sales, "arraigned" should be a deep self-reflection, a summary of active professional to analyze your market, reflecting the ability of your business and management; in marketing plan, the more will be sold in your summary plans to be a "targeted, strategic, systematic, future-oriented" and shows a large area managers to "operate or defeat, decisive in the thousands of miles away," Tao Wei slightly male.
Concluded that the sales plan is the market, but more is a summary of your own, design your life!