Chapter 22 Chapter 22 Product Sales Management

1. Marketing plan formulation process Marketing planning refers to making decisions about marketing strategies that will help the company achieve its overall strategic goals.Every type of business, product or brand requires a detailed marketing plan.The marketing plan should include the following parts: plan implementation summary, marketing status, threats and opportunities, goals and problems, marketing and strategy, action plan, budget and control.Its formulation process is as follows: 1. Summary of plan implementation At the beginning of the marketing plan, there should be a plan implementation summary, which briefly outlines the main objectives and suggestions in the plan, so that the enterprise management department can quickly browse the contents of the entire plan.

2. Marketing Status In this section, the planner provides relevant background information on the market, product, competition, and sales. 3. Threats and opportunities Forecast the main threats and opportunities that the product may face, with the purpose of anticipating important developments that will affect the company. 4. Goals and issues After researching a product's threats and opportunities, marketers can set marketing goals and consider issues that will affect those goals. Marketing objectives include market share, sales, profit margin, return on investment, etc. 5. Formulate marketing strategy

Marketing strategy refers to the marketing logic by which a business unit intends to achieve its marketing objectives.Including target market strategy and marketing mix strategy. 6. Determine the course of action Marketing strategies should be translated into concrete action plans to answer the following questions: What will be done?when to do itWho is responsible for doing it?how much is the cost? 7. Prepare marketing budget To prepare the budget of various income and expenditure, the expected sales volume and average unit price should be explained on the income side, and the production cost, distribution cost and marketing expenses, the difference between income and expenditure, and the expected profit should be explained on the expenditure side.

8. Marketing Control The last part of the plan is control. The monitoring of the plan implementation process is to decompose the goals and budget stipulated in the plan by month for effective supervision. 2. Example of a company's annual marketing plan first goal. By December 31, 200×, the whole company will achieve: 1. Sales (tax included) RMB × 100 million yuan. 2. Profit ××××10,000 RMB. 3. Market share ××%. The content of the second task. The content of the company's marketing work in 201× is divided into two parts, namely: 1. The standardization of the company's marketing work.It mainly includes:

Agency Specifications and Adjustments Adjustment of the market price system Adjustment of product structure Strengthen the company's sales information management Establishment and standardization of after-sales service system 2. Sales promotion of new products.Through the listing of 8 new products, the company's product structure and price system have been fully adjusted, so that the company has a clear product series and sub-brands. The implementation of the third plan. Assign various tasks to each unit, and formulate a timetable for the completion of the plan. Article 4 Marketing environment analysis and objectives.

Several main problems faced: When the brand is comprehensively and standardizedly promoted in the national market, the unreasonable product structure and the excessive regional price difference are hindered. The company's employees lack the ability to design and implement various related policies. The contradiction between the time required for the adjustment of various tasks during the year and the temporary interruption of various tasks caused by fluctuations before and after the company's new location relocation. The adaptation period and running-in period of personnel and institutions for adjustment work will compromise work performance.

Uncomfortable reactions brought about by so many adjustments, and even individual mistakes may cause resistance from all sides. Article 5 Organization and personnel adjustment. At the end of the year, the company has determined the overall organizational structure. In 201×, the most important adjustment of the company's organization is in the marketing organization. The adjustment work will be gradually put in place at different levels, mainly including: Define the functions of the current sales department as sales management and control, and complete regional sales and implementation through eight branches in Shanghai and Beijing.The headquarters is only responsible for supplying the eight branches.Implement planning, supervision and control functions for these eight branches.Change the serious phenomena such as long-term detachment of the sales staff of the head office from the front-line actual work, out-of-control terminal management, and invalid travel expenses.

The current Planning Department was renamed the Marketing Department, and the nationwide market maintenance and control will be implemented by the branch under the guidance, control and assistance of the Marketing Department. The branch company will complete the city-level transformation of existing agents, change the current situation of provincial-level agents "enclosing land", and refine the market expansion and maintenance work. Under the guidance of the headquarters, the branch company develops and deeply excavates the cities under its jurisdiction step by step according to the degree of importance. The basic work of market development is practical, safe and solid.Existing agents are screened, and those who meet the requirements become prefectural agents in key cities.Now the company's sales staff are stationed in the local area to assist the agents in the basic work of the market, and set up offices when necessary.For the situation that there are no qualified agents in key cities, the company sets up a marketing center to independently operate the market in the region.Offices and marketing centers are managed by affiliated branches.

The branch manager and middle-level personnel of the branch are assigned and managed by the headquarters.The employees of the branch are all employees of the company. The branch can recruit locally according to the standards and establishments confirmed by the company, and the company can also recruit and dispatch them centrally. The performance evaluation of each branch will be based on sales performance and market operation process. The company will set up a marketing audit management department at an appropriate time to conduct unannounced visits to the sales terminals, advertising releases, financial management and other aspects of each branch company, and the results will be used as the basis for the evaluation of the branch companies.

After-sales service work is a key part of the company's brand strategy. The city-level transformation of agents lays the foundation for the overall and systematic after-sales service work. The company's after-sales service work will adopt the planning, design and supervision of the headquarter Execution and control, concrete implementation by city agents (marketing centers). Article 6 Main sales areas and sales distribution. (The national market sales plan for 201× is omitted) Article 7 Definition and basis of strategic market. In 201×, the focus of the company's marketing work was terminal management. For this reason, the company formulated: through the management and control of 8 branches, from the company's strategic point of view, Shanghai, Beijing, and Hangzhou will become strategic markets. In these three markets In the process, we must firmly establish the image of the AB brand and support the establishment of the image of the AB brand in the national market.

Due to the agency system in the initial stage of the enterprise, we rely on agents to develop markets in many parts of the country.Due to reasons such as the initial investment and the quality of agents, the expansion work and results are very uneven. In 201×, the company will systematically and focus on developing a number of typical markets. The head office and its branches will concentrate their work and advertising on these markets, and quickly cultivate a number of markets with annual sales of more than 2.5 to 4 million yuan. , These markets will radiate and affect surrounding cities, and lay the foundation for the new market development work in the next year. Article 8 Adjustment of product structure. In 201×, the company will make substantial adjustments to the product structure, and the products will be divided into three series: AB low-price series: mainly aimed at competitive products with a price of 350 to 400 yuan, impacting competitive products through volume and ensuring market share.This part of the sales will account for 40% of the total. AB high-priced series: establish AB's high-quality status, and reflect AB's brand image through the obvious value difference with low-priced products. This part will account for 45% to 50% of the total.The main purpose of the emergence of these two series is to straighten out the market price system and ensure the absolute market advantage of AB. Bathroom electrical products: The purpose of launching these products is to establish the image of AB bathroom experts.At the same time, it provides conditions for agents to enrich their product lines in the off-season and stabilizes the emotions of agents. Article 9 Marketing channel strategy. In view of the problems existing in the company's current access system, starting from 201×, adjusting the access system is a top priority.Adjustments are made in a top-down order.The agency area will be based on the city. For the newly joined agents, the company will strictly check and give systematic and comprehensive support. The selection and evaluation of agents will be unified. The "Agency Contract" will become a programmatic document for channel management.Therefore, from the long-term perspective of access, it should follow the structure shown to change the price confusion caused by the confusion of the access system. In the process of channel adjustment, the work of the branch is the key point, and the success depends on the reserve of human resources of the branch. In the process of channel adjustment, the original agents will be evaluated. The principle is to transform and improve, and replacement is not advocated.When opening up new markets, on the premise of a standardized agent evaluation system and the establishment of an agent quality model, urban agents are determined through the search of business personnel, public recruitment, and auction of agency rights.In cities where no suitable agent can be found, the branch will set up a marketing center in that city.The marketing center will eventually return to the agency system. When the marketing center has a fixed sales volume and the initial investment has been recovered, the branch must find an agent in time.At that time, it will be transferred to the marketing center personnel or agents who meet the company's conditions to ensure the improvement of the agent's quality. The company's understanding of the work of agents should be unified, and comprehensive training should be carried out to improve the communication skills of the company's business personnel and agents, so as to change the two extreme states of confrontation or laissez-faire between business personnel and agents in the past. Through the adjustment of the channel, the agents can clearly define the agency responsibilities, and change the uneven development of the company's products across the country; at the same time, enable the agents to work intensively in the agency area and strictly fulfill the agency responsibilities. For the management of retailers, the branches must implement it without compromise. Whether it is a marketing center or a city agency, they must focus on strengthening terminal management. For the management of each retailer, they must implement ABC classification management. Strengthen inspection and guidance. For the establishment of branch offices, it is carried out in accordance with the principle of shifting the focus of work downwards. The branch company's management of its affiliated marketing centers and offices must comply with the company's management regulations and must not be changed arbitrarily.The division of labor should be implemented in accordance with the company's unified settings. Article 10 Product Strategy. In 201×, the adjustment of the company's marketing work and product strategy adjustment are the key.The company will make every effort to sort out the product series, strengthen the versatility and standardization of accessories, reduce product types, thoroughly clean up the inventory, and ensure the healthy flow of funds for the company and agents. Where possible, through the OEM of high-quality bathroom appliances, AB's brand image of bathroom appliances will be shaped as soon as possible. Article 11 Price Strategy. We must be firm in the high price strategy of AB Company. High prices do not mean huge profits. We should have a unified understanding and guiding ideology for our work. According to the description of the product structure, we should see the development line of the company's original strategy. The company adopts high-quality and high-price strategies in the initial stage of products to complete the original accumulation of funds.After the product market matures, new products should be launched to occupy the original price space, and at the same time, old products should be included in the low price as soon as possible. This will not only restrain the growth of competitors, but also maximize the market space of old products. Theoretically speaking, as long as the old products have a certain price space and the new products can maintain the original price, the adjustment work can be done.Considering the profit target for 201×, we still need to control it appropriately, but the price adjustment must be competitive, and it is expected to be placed at a price slightly lower than the current price of competing products. high price. The price adjustment work is a very important step, it is a systematic project, it needs to be completed by a series of adjustment actions, and the difficulty is very great.But we must be clear, "Adjustment may be risky, but not adjusting is an absolute risk!" During the adjustment process, the difficulties mainly come from: For the inventory products in the channel, because we have not cleared the inventory of new models for a long time, the blocked models in the channel have accumulated too much, and some agents have a large amount of inventory for annual rebates. Due to the adoption of no recycling and no compensation, the price adjustment is completed through time adjustment, which is bound to affect sales in a certain period of time, and the adjustment time is placed in June, July, and August, which is the off-season of sales, and the shipment volume is small, so the effect is not optimistic. . Since the accessories used in the old products and new models are different from the current products, there must be surplus inventory. Although the source (new markets such as Xinjiang) has been considered, it is not very sure. Work steps for price adjustment: 1. Adjust the rebate policy of the agent, stimulate the sales of the agent, try to reduce the inventory of the agent, purchase and sell it reasonably, release information through abnormal channels appropriately, and ensure the sales volume to the greatest extent. 2. Formulate a unified agency contract to standardize future market operations.The new policy is implemented for newly joined agents. 3. Standardize the unity of existing models and produce old models and new models. 4. Develop 8 new products. 5. Officially notify the price reduction, and implement the new price stage supply system at the same time (that is, three months after the date of notification, the new national retail price will be officially launched, and three months will be the inventory clearance period. During this period, goods can be picked up at the new price, But it does not mean that the old products have been emptied, the company assists some branches and agents to transfer goods to the emptied areas, and digest the inventory to the greatest extent). 6. Start the national unified price system. Article 12 Public relations and advertising strategies. In fact, a company like ours should be making a name while making a product.Manufactured products make us money, and manufactured fame allows us to sell more products. Creating a reputation is building a brand. When building a brand, we need to do both advertising and public relations. Advertising makes consumers "buy" me, public relations makes consumers "love" me, and building a brand makes consumers "love" me first. me, and then "buy" me. Regarding the concept of advertising, we must clarify such a concept: advertising is an investment process rather than a consumption process.Advertising is an important part of an enterprise's intangible assets.In the past, we all had more or less vague consciousness in our ideology.In this way, the agency operates the advertisement, so that the company's brand building and product promotion information are very divergent, and at the same time, some agencies understand the advertising fee as "rebate". For some problems currently existing in AB advertising, the first thing we need to do is to unify the understanding of advertising, to persuade agencies including ourselves to hand over the use of advertising to professionals, and to pay attention to "three characteristics" in advertising investment, that is: true sex, effectiveness, system and coordination. In the future, AB will go all out to build a strong brand image, and through integrated communication, it will outline a distinctive and memorable AB brand image.For a modern enterprise, a brand is an effective resource above all else, and it is a "passport" for the enterprise to participate in the competition. In the work of brand building, we must complete some basic work, which needs to invest a lot of money and cost.From these contents, we can see that in 201×, the company has invested heavily in these aspects. They are the foundation of the foundation and the cornerstone of the long-term development of the enterprise.In the case of limited expenses, we mainly rely on compressing the unreasonable part of the previous advertising expenditures, and "use the small to make the big" by giving full play to the power and effect of integrated communication. Formulate AB brand development strategy. Design and implement AB brand system. Strengthen the work of corporate public relations. Strengthen market research work. Scientific, systematic and effective advertisement release. Adjust the functions and personnel structure of the corporate planning department. Effective promotion (SP) is the focus of each market terminal. In 201×, various tasks of the company will be transferred to the terminal. Article 13 After-sales service strategy. After-sales service is one of the tasks of establishing a company's brand image. It is an active job. We must change the original "passive" thinking in after-sales service work; after-sales service is an enterprise's publicity and promotion process, it is not a "responsibility" In terms of concepts, only when we have a clear understanding of ideas can we ensure the correctness of work policy formulation and investment. Establishing and implementing a unified standard after-sales service model is the key to enhancing the company's brand image and brand reputation.In this sense, the investment in after-sales service should be higher than that in advertising. At present, the main problems faced by the company are: no unified standard after-sales service model; low quality of existing after-sales service management personnel and lack of backup talents; insufficient investment in after-sales service hardware. In 201×, after the brand foundation work is completed, the after-sales service model will be quickly standardized, and the company’s service level will be forcibly raised to the required level through the design of systematic after-sales service software. The overall model will be the first in the national strategic key cities in 201× Promotion and implementation.At the same time, improve the treatment of after-sales service management personnel, introduce after-sales service professionals, strengthen management, and ensure the implementation effect. Article 14 Marketing supervision and inspection strategy. After the introduction of various systems, the inspection of the implementation is particularly important. The company will set up a marketing inspection organization to conduct regular and irregular inspections and unannounced visits to the work of the company's marketing agencies, and the results will be included in the inspection of branch managers. The results of the performance appraisal are linked to the salary of the branch manager and the dividend of the branch.This year's evaluation focuses on three aspects: terminal management, after-sales service, and financial management. 3. Applicable form for marketing plan Table 22-1 Marketing plan (1) client Name Estimated Ordered Items January February March April May June Sales Estimate Gross Profit Total Remarks Table 22-2 Marketing plan (2) year month Contents Product Name Unit Domestic Sales Export Cooperation Export Sales Total Quantity Unit Price Amount Quantity Unit Price Amount Quantity Unit Price Amount Quantity Unit Price Amount Total Review: Fill in the form: 1. Preparation of annual sales plan The first establishes annual goals. (1) Sales target 1. The entire department is above RMB ××××. 2. More than RMB ××× per employee/month. 3. More than RMB ×××× per employee per month. (2) Profit target The annual profit is more than ×××× yuan. (3) Sales target of new products Realize new product sales of more than ×××× yuan throughout the year. The second formulates the basic policy of sales work. (1) In the company's business organization, all personnel can be proficient in their business, have a stable heart, have a sense of crisis, and effectively carry out sales activities. (2) All personnel must devote themselves to their work so that the work will develop in the direction of high efficiency, high income, and high distribution (high salary). (3) In order to strengthen the agility and rapidity of the sales organization, the company will greatly delegate authority so that the sales staff can make decisive and quick decisions. (4) In order to achieve the purpose of responsibility and establish a responsibility system, the company will implement the policy of heavy rewards and heavy punishments. (5) In order to improve various regulations and rules, the company will strengthen various business management. (6) In order to promote the sales of retail stores, reform the sales method and system, and transfer the original buyer's market to the seller's market.Put the attack target on the retail store, and strive to cultivate and guide its promotion methods, so as to further stimulate the increase in demand. (7) Set up regular associations to further strengthen the relationship with retailers. (8) Use the customer survey card management system to establish the statistical management of retail store performance, sales performance, demand forecasting, etc. (9) Check the relationship with agents and establish a consistent subpoena accounting system. (10) The plan formulated in this policy should achieve concrete results and be implemented to all relevant personnel. Article 3 Formulate business organization reform plans. (1) Internal organization 1. The business organizations under the new system will temporarily maintain the status quo and not make changes, so as to establish their respective responsibility systems. 2. If there are deficiencies in the handling of business, make improvements as appropriate. (2) External agencies The trading organization and system will maintain the old sales method via the company→agent store→retailer. Article 4 Develop a retailer promotion plan. (1) New product sales method system 1. Divide XX retail stores across the country according to regions, and adopt a new product sales system in each division. 2. The sales method of new products means that each person is responsible for about 30 stores, visits once a week or every other week, takes the opportunity of visits to supervise and reward sales, and conduct surveys, service and sales guidance, technical guidance, etc. Use this to boost sales. 3. The total amount of the company's products sold by the above-mentioned XX store must be twice that of the past. 4. The inventory must be maintained within the limit of one month's inventory for retail stores and two months for agency stores. 5. The job content and handling criteria of the sales person in charge should be clarified. (2) The establishment and activities of the new product collaboration meeting 1. In order to cooperate with the promotional activities promoted by the sales methods of new products, new product cooperation associations are set up according to different regions, centering on major retail stores across the country. 2. The business content of the New Product Cooperation Association generally includes the following ten items: (1) Distributing and sending agency magazines. (2) The person in charge of the company's products will be given a tie clip. (3) Install signboards of cooperative stores in each region. (4) Distribute trademarks to cooperative stores in the city. (5) Sales competition among collaborative stores. (6) Distribute advertising leaflets. (7) Actively support dealers. (8) Holding seminars and seminars. (9) Add a special counter for young people. (10) Introduce new products. 3. The existence of the cooperative association is informal. (3) Improving the responsibility awareness of retail store staff In order to strengthen retail shop assistants' concern for our company's products and enhance their willingness to sell, the following implementation points should be strengthened: 1. Bonus Incentive Measures - Every time the retail store clerk sells the company's products, he will be asked to send a sales card. When the number of sales cards reaches 10, a bonus will be given to him to motivate his willingness to sell. 2. Personnel counseling: (1) The responsible personnel can use the visits to provide educational guidance and explanations, so as to improve the sales skills of retail store clerks and strengthen their understanding of products. (2) The sales person in charge can personally stand at the front of the store to receive customers, demonstrate sales operations or give technical explanations, so that the retailer's staff can get indirect guidance from them. Article 5 Expand customer demand plan. 1. Advertising plan (1) Before the new product sales system is established, temporarily focus on personnel visits, and regard advertising campaigns as future activities. (2) For the advertising media, check again to ensure that the advertising plan achieves the goal of creating the greatest results with the smallest cost. (3) In order to achieve the above two goals, sufficient research should be done on advertising and publicity techniques. 2. Use the purchase survey card (1) Check the recycling method and survey method of the purchase survey card, so as to accurately grasp the real purchase motivation of customers. (2) Utilize the survey statistics of purchase survey cards, the system of new product sales methods and the management system of customer survey cards, etc., to effectively forecast demand. Article 6 Management and statistics of business performance. 1. Use the customer survey cards sent back by the clerks of each retail store to calculate the actual sales performance, or carry out new product sales system and other management based on these. (1) According to the business office and region, the sales of x stores are counted. (2) According to the business location, count the sales of stores other than ×. (3) Other sales statistics must be prepared on the basis of each business office. 2. According to the above statistics, it is possible to observe the actual sales performance of each store and grasp the actual performance of the activities of each person in charge and the actual sales performance of each commodity category. Article 7 Establishment and control of operating budget. 1. The operating budget and expense budget must be established, and the decision on the expense budget is usually adjusted up and down according to the actual business performance. 2. Various benchmarks and essentials in the budget must be perfected to become a model book, and the headquarters and various business departments need to exchange contracts. 3. Establish countermeasures for the budget and actual amount statistics, comparison and analysis of each business department. 4. The manager of the business department should formulate the business policy and plan of the department separately by year, period and month, and submit it to the headquarters for revision and finalization. Article 8 Improve the ability level of managers and cadres. (1) The relationship between the headquarters and the public institutions 1. The person in charge of each institution should regard the institution as an enterprise, and promote its operation and management with the spirit of an operator (in addition, they must also participate in training regularly). 2. The business manager needs to formulate and propose business department policies and plans in terms of sales, general affairs, operation management, labor services, procurement, equipment, etc. by year, period, and month. 3. The business manager submits a report on the specified matters such as the content of activities and actual performance of the year, period and month.In addition to the budget, actual performance, differences, analysis and reflection, the content must also propose countermeasures for the next year, period, and month. 4. The business management system between the headquarters and public institutions should be clarified and repaired to become a model to follow. (2) Inside the business unit 1. The business manager should establish the management method for the daily business operation within the business unit based on the following nine points: (1) All account books, evidence materials, etc. are complete. (2) All kinds of rules, regulations, and announcement documents are complete. (3) Establish business plans and regulations. (4) Establish a system of instructions and orders. (5) Transaction reporting system. (6) Written request system. (7) Implement guidance education. (8) Carry out inspections and tours. (9) Establish a meeting system. 2. This management system must be implemented so that it can directly contribute to sales and budget completion. Article 9 Improve the sales performance evaluation mechanism. Article 10 Supplementary Provisions. The sales plan is formulated and implemented by the sales department, and then implemented after being reviewed and approved by the marketing director. 2. Sales process 1. Production enterprise sales process The sales process is a part of the entire enterprise process. The main theme of the enterprise from the inside to the outside is the process of research and development, production and manufacturing, logistics and transportation, marketing and sales, technical support and service.In addition to this main process, there are supporting processes such as human resources and financial management.The basic process is as follows: List price→negotiate business→sign contract→collect payment and ship goods→issue invoice and bill of lading→provide after-sales service and customer return visit. (1) List price.According to the quantity, quality and cost of the products they can provide, the enterprise releases product price information in a timely manner, cultivates customer needs through marketing activities, establishes brand image, and generates sales opportunities.The release method generally adopts advertisements on various media, and for long-term relationship customers, the product price list can also be mailed directly.The released content includes the variety, specification, model, origin, unit price, unit and quantity of the available products. (2) Negotiate business.After the listing is priced, the sales team converts the sales opportunities collected through various channels into orders.The salesperson of the enterprise starts to negotiate the transaction terms with the customers who are interested in purchasing.Receiving customers and negotiating business with sales staff is an important link to establish a good image of the company and improve service quality, and it is a prerequisite for the smooth development of sales business.Therefore, when receiving customers, you must be proactive and enthusiastic, and introduce products carefully and carefully. (3) Sign the contract.Both the buyer and the seller must carefully fill in each clause in the contract, and the content must be complete and rigorous.Once the contract is signed, both parties must strictly implement it. (4) Collect payment and ship goods.The payment shall be collected according to the time, quantity and method stipulated in the contract.When collecting payment for goods, the check or money order should be carefully reviewed in accordance with the relevant regulations on the use of bills.At the same time, deliver the goods according to the delivery method and time stipulated in the contract.Enterprises should connect these two links well to avoid the situation that the goods have been paid but the payment cannot be in place. (5) Issue special value-added tax invoices. After the special invoices are completed, they must be affixed with a special financial seal. (6) Issue of invoice (bill of lading).The invoice is the voucher for the buyer to pick up the goods, and it is also the internal voucher for the supplier to carry out sales business. (7) Provide after-sales service and customer return visits.After the goods are sold, the enterprise should provide good after-sales service according to the specific situation, such as door-to-door delivery, installation and commissioning, maintenance, use guidance and so on.In addition, regular return visits should be made to listen to customers' suggestions and opinions on products and services in order to better improve products and services. 2. Commercial enterprise sales business process (1) Merchandise sales business of wholesale enterprises The specific steps of wholesale enterprise commodity sales are as follows: Draw up sales plan → sales negotiation → sign contract → issue sales order → settle payment → delivery and shipment (2) Merchandise sales process of retail enterprises The specific steps for sales of goods by retail enterprises are as follows: Receiving customers → displaying products → introducing products → measuring and packaging → collecting payment and paying for goods → seeing off customers 3. The Salesperson Promotion Workflow Salesperson work usually includes the following steps. 1. Find potential customers Potential customers must meet two basic conditions: one is willing to buy; the other is the ability to pay. The main ways to find potential customers are: friends, acquaintances, advertisements, mailed letters and telephone calls.At this stage, the salesperson should try to gather as much information as possible. 2. Pre-visit preparation Generally speaking, the preparation before the contact is all the activities before the formal contact. The salesperson should be very familiar with their industry, company products or services, competitors and customers, especially the personal and business information activities of potential customers.The more prepared the salesperson is, the greater the likelihood of success. 3. Approach and establish a good relationship with customers An initial meeting is the salesperson's first real contact with a potential customer.In the first meeting, the salesperson must establish a good relationship with the potential customer, and the salesperson must attract the customer's attention, otherwise the salesperson's subsequent actions may not work. At this stage, salespeople do a lot of questioning and listening.Asking questions helps to attract the customer's attention, and the salesperson listens to the customer's answer, which can establish a relationship of mutual trust between the two parties. In the process of listening, once a problem is found, the salesperson can introduce the solution to the problem to the potential customer.When presenting methods, be creative and try to create a relaxed and pleasant atmosphere.Every question raised by the salesperson implies concern and interest for potential customers.The more a salesperson listens to potential customers, the more customers will like and trust the salesperson.As a result, salespeople can establish good customer relationships with potential customers. 4. Understand customer needs In this stage, the salesperson can understand the problems faced by the customer and the information that the customer wants to obtain from the customer's conversation, so as to achieve the purpose of sales. 5. Describe the product After identifying the customer's problem, the salesperson is ready to explain and vividly describe the features and benefits of the relevant product.In the process of describing the product, the salesperson must communicate with the customer continuously, and the description must be aimed at the needs of the customer, and the customer must know why they should listen to you, what are the benefits and what are the benefits to them. 6. Handling of objections Salespeople are responsible for all questions about customer purchases. 7. Transaction The salesperson completes the sale when the customer is satisfied. At this time, he should express his gratitude to the customer for his cooperation. The expression of gratitude must be sincere. It should make the customer feel that the conclusion of the transaction is worth celebrating, and they will receive a serious and warm reception at any time. 8. Return visit After the transaction is concluded, continuing to maintain regular contact with customers is of great significance for repeated sales and the development of a larger market.During the return visit, the salesperson not only needs to confirm whether the customer is satisfied with the product, but also to further consolidate the relationship with the customer. 4. Matters needing attention in sales work Article 1 Matters needing attention when entering into a contract. (1) The more prudent the contract is, the more beneficial it is 1. The contract at the beginning of the transaction, whether it is written or oral, must be extra cautious. 2. Assume the financial status of both parties, and all conditions that follow the transaction, and include them in the contract. 3. Negotiate patiently and strive for favorable conditions. (2) Drafting transaction regulations or contracts 1. Contracts should be based on regulations or documents as far as possible, especially when signing contracts for important transactions or large-scale transactions, you should be more cautious. 2. Common and basic transactions must be determined according to transaction regulations (such as agency transaction regulations, etc.). 3. For important and complicated contracts, experts and lawyers (inside and outside the company) must be consulted. 4. The manager must look over any kind of contract, and pay special attention to special contracts. (3) When a contract is breached or a dispute arises 1. The sales manager must personally think of countermeasures to deal with, and cannot completely leave it to his subordinates to deal with. 2. No matter which party caused it, it should not be easily discarded or dealt with at will. 3. Regardless of any disputes, the situation should be reported to the superior. Article 2 Precautions for recovery of payment for goods. (1) The most important thing is to prevent bad debts 1. It is necessary for the salesman to fully understand the recovery of the payment before the sale is completed. 2. Before preparing to trade with the credit system, you should conduct a thorough credit investigation and determine the correct credit limit. 3. After the transaction starts, the credit limit needs to be reviewed periodically. 4. Abnormal information on the customer's operation or payment situation should be quickly obtained. 5. If any abnormal situation is found, necessary measures should be taken immediately. (2) Credit management and promotion of recovery 1. Although debt management is under the jurisdiction of salesmen and financial managers, they cannot be entrusted with all responsibilities. 2. Sales managers should always pay attention to whether there is any abnormality in their respective sales, received amount, uncollected amount, etc. 3. Special attention should be paid to grasping the real situation, so as to avoid subordinates miscalculating the unreceived payment, recovery status, etc. or treating it as a bad debt. 4、有关货款的回收，应经常叮嘱经办人，以期收到良好的效果。 五、销售人员奖惩办法范例 □奖惩架构 （一）奖励 1、小功。 2、大功。 （二）惩罚 1、小过。 2、大过。 3、解职。 4、解雇。 （三）计算方法 1、全年度累计三小功=一大功。 2、全年度累计三小过=一大过。 3、功过相抵：一小功抵一小过、一大功抵一大过。 4、全年度累计三大过者解雇。 □奖励办法 (one) 1、提供公司“营销新构想”，而为公司采用，即记小功一次。 2、该“营销新构想”一年内使公司获利10万元以上者，再记大功一次，年终表彰。 （二）提供竞争者动态，被公司采用为政策者，记小功一次。 （三）客户信用调查属实，事先防范得宜，使公司避免蒙受损失者，记小功一次。 （四）开拓新客户，成效卓著者，记小功一次。 （五）开拓新客户，单个客户销售额一年达到50万，记大功一次。 (six) 1、达成上半年业绩目标者，记小功一次。 2、达成全年度业绩目标者，记小功一次。 3、超越年度目标20%（含）以上者，记小功一次。 （七）其他表现优异者，视贡献程度予以奖励。 □惩罚办法 （一）挪用公款者，一律解雇。本公司依照法律途径向保证人追踪。 （二）与客户串通勾结者，一经查证属实，一律解雇。 （三）做私生意者，一经查证属实，一律解雇。直属主管若有呈报，免受连带惩罚。若未呈报，不论是否知情，记小过二次。 （四）凡利用公务外出时，无故不执行任务者（含：上班时间不许喝酒），一经查证属实，以旷职处理（按日不发给薪资），并记大过一次。若是干部协同部属者，该干部解职。 （五）挑拨公司与员工的感情，或泄漏职务机密者，一经查证属实，记大过一次，情节严重者解雇。 （六）涉足职业赌场或与客户赌博者，记大过一次。 （七）销售指标。 1、上半年销售未达销售目标的70%者，记小过一次。 2、全年度销售未达销售目标的80%者，记小过一次。 （八）未按规定建立客户资料经上司查获者，记小过一次。 （九）不服从上司指挥者： 1、言语顶撞上司者，记小过一次。 2、不遵照上司使命行事者，记大过一次。 （十）私自使用营业车辆者，记小过一次。 （十一）公司规定填写的报表，未交者每次记小过一次。 □考核方法 （一）每月评分一次。 （二）公司于次年元月核算每一位业务员该年度考核得分：业务员该年度考核得分=业务员该年度元月～12月考核总分。 （三）业务员的考核得分将作为“每月薪资的奖金”、“年终奖金”、“调职”的依据。 □考核依据 （一）年销售完成情况：占60%。 （二）纪律及管理配合度：占40%。 1、出勤。 2、是否遵守本公司管理办法。 3、收款绩效。 4、开拓新客户数量。 5、原有客户的升级幅度。 6、对主管交付的任务，例如市场资料收集等，是否尽心尽力完成。 7、其他。 （三）“奖惩办法”的加分或扣分。 （四）分类考核。 1、业务员的考核，由销售部经理评分，报总经理复审。 2、经理的考核，由营销总监评分，报总经理审核。 □附则 本办法由销售部制定，经批准后执行。 六、销售工作管理适用表格 表22-3 销售预测表 年月份 客户名称内销外销123产品去年售量今年预计销售额产品去年售量今年预计销售额产品去年售量今年预计销售额 表22-4 年度销售计划表 客户产品规格订货数量123456789101112单位单价金额成本利润合计 表22-5 按部门及客户类别销售计划表 部门与客户类别去年每月1月计划2月计划销售金额销售比重（%）销售比重（%）销售金额销售比重（%）销售金额1×××分店（1）A级客户①②③④合计（2）B级客户①②③合计续表2×××分店（1）A级客户①②③合计（2）B级客 户①②③合计 表22-6 业务员销售统计表 销售区或 销售员合计月份金额%金额%金额%金额%金额%金额%金额% 表22-7 订货统计表 企业名称负责人地址电话产品类型日期数量备注产品类型日期数量备注产品类型日期数量备注 表22-8 销售额统计表 产品名称月月月月月月合计预计实际预计实际预计实际预计实际预计实际预计实际预计实际合计备注 一、产品促销方法及实施要点 第一条包装外赠品。 1、赠品的选择必须符合以下原则条件： （1）易于了解，赠品是什么，值多少钱，须让顾客一看便知。 （2）具有购买吸引力。 （3）尽可能挑选有品牌的赠品。 （4）要选择与产品有关联的赠品。 （5）紧密结合促销主题。 2、赠品要力求突出，最好不要挑零售店正在销售的商品作为赠品。如果所选的赠品相当平凡，最好在赠品上印上公司品牌、商标或标志图案，以突出赠品的独特性。 3、赠品活动不可滥用，因假如经常举办附赠品的促销活动，会误导消费者该产品只会送东西，而忽略产品本身的特性及优点。 第二条免费样品派发。 1、实施的主要方法： （1）随DM信函直接邮寄目标消费者。 （2）入户派送。 （3）目标消费者聚集的公共场所内派送。 （4）媒体分送。 （5）零售点派送。 （6）选择非竞争性商品来附送免费样品。 （7）工会派送。 2、优点：创造高试用率及惊人的品牌转变率，促使试用者成为现实购买者的可能性高。 （1）将产品信息直接展现在消费者面前，变被动接受为主动了解信息。 （2）口碑效应明显。 （3）有利于树立企业形象。 （4）有关产品的信息全是真的。 3、适合产品： （1）大众化的日用品，最好是每个人都可能用到它，且使用频率高的。 （2）产品成本应较低或可制成小容量的试用包装。此外，较短使用期限的产品不适合使用此促销方式。 （3）派发品要有独立品牌，并有一定的知名度。 4、实施要求： （1）设置监察制度，监督派送效果。 （2）根据企业营销策略制定具体的派送区域。 （3）在产品旺销季节派发。 （4）一个月内，派发若覆盖目标区域80%左右的家庭数便较为理想。 （5）在新产品上市广告前3～5周，同时零售终端铺货率达到50%时，才可执行免费派送。 （6）要防止漏派、重派、偷窃、偷卖派送品的现象。 （7）派送品的规格大小，通常让消费者能体验出商品利益的分量就可以了。包装应以原产品包装，色彩要统一，便于消费者去零售点指定购买。 （8）注意派送人员的形象及语言，统一标识，并培训产品知识。 第三条折价券。 1、折价券一般分为两种形式 （1）针对消费者的折价券。 主要散发方式： ①直接送予消费者。 ②媒体发放。 ③随商品发放。 ④促销宣传单发放。 （2）针对经销商的折价券。 2、实施要点 （1）折价券的设计，通常按照纸币的大小形状来印制。折价券的信息传达应清晰，以引人注目。内容应用简单的文字将使用方法、限制范围、有效期限、说明文案一一描述。如果能加上一段极具销售力的文案诉求以鼓励消费者使用，效果更佳。 （2）选择好兑换率高的递送方式，报纸虽然是目前最常使用的递送工具，但报纸上折价券的兑换率却是报纸的6～10倍。 （3）充分考虑折价券的到达率。消费者对商品的需要度，对品牌认知度，品牌忠诚度，品牌的经销能力，折价券的折价条件，使用地区范围，竞争品牌的活动内容，促销广告的设计与表现等影响兑换率的问题，制定相应的措施。 （4）折价券的面值通过大多数研究获悉，零售价10%～30%的金额是理想的折价券面值，也能获得最好的兑换率。 （5）尽量避免误兑发生。 ①限制每次购物仅使用一张折价券。回收后，上交公司统一销毁。 ②折价券的价值不宜过高，以免不法分子伪造获利。 ③单一品牌的折价券，其价值不应超过产品本身的价值。 ④折价方法清晰易懂，务必让分销店易于处理和承兑。 ⑤限制在某一特定商店或连锁店使用。 第四条减价优惠。 实施要点： 1、减价优惠至少要有15%～20%的折扣，并要有充分的理由，才能吸引消费者的购买。如果是低市场占有率的产品，应对领导品牌付出更高的减价优惠，才能增加销售效果。此外新品牌运用效果要优于旧品牌，当减价只有6%～7%时，只能吸引某些老顾客的注意。 2、减价标识的设计，要把原价及减价后的现价同时标注，形成显明的对比，标示牌的大小，讲求美观、清晰，但要不影响消费者对商品的观察。 3、减价优惠不易过度频繁使用，否则会有损品牌形象。 4、消费者购物心理有时候是“买涨不买落”，要把握时机利用消费者此心理来促销产品。 5、特别注意现场的安全管理。 第五条自助获赠。 自助获赠是指顾客将购买某种商品的证明附上少量的金钱换取赠品的形式。 1. Advantages （1）不受季节限制，全年任何时间都适合，也可根据各种不同的市场状况，灵活变化。 （2）花费低，易处理。 （3）可提高品牌形象。 （4）用以强化广告主题。 （5）用以回馈目前使用者并维护品牌忠诚度。 2、实施要点 （1）需要媒体广告配合。 （2）赠品价值通常选择低价品。选择赠品时必须考虑： ①赠送是否适当。 ②促销的支持是否充足。 ③是否符合消费者所需。 最理想的兑换赠品付费，应是比赠品市面零售价低30%～50%，大部分的付费赠品以10～80元为主要范围。 （3）效果反应。一般兑换率不会超过此活动的总媒体广告发布率的1%。最主要的影响兑换率的因素在于赠品的好坏、顾客阶层、商品的售价和促销优待价值的认同等等。 （4）出色的自助获赠促销活动，关键在于所提供的赠品只能从此次赠送中获得，决无法从别处寻到。 （5）限制兑换地点。 第六条退款优惠。 退款优惠是指消费者提供了购买商品的某种证明之后，参与摸彩，根据摸彩的奖额退还其购买商品的全部或部分金额。 第七条以旧换新。 以旧换新是指消费者在购买新商品时，如果能把同类旧商品交给商店，就能折扣一定的价款，旧商品起着折价券的作用；如果消费者没有旧商品，新产品就只能原价售出。 1、目的：主要是为了消除旧商品形成的销售障碍，免得消费者因为舍不得丢弃尚可使用的旧商品，而不买新产品。 2、优点： （1）能消除新产品销售的障碍。 （2）能提高一个非名牌商品在市场上的竞争力。 （3）以旧换新实际上是变相降价，但能避免直接降价带来的副作用。 3、缺点： （1）促销成本高。 （2）促销范围狭窄。只适用于促销高、中档耐用消费品。 （3）操作较麻烦。 4、实施要点： （1）如何对旧商品折价。 一般考虑以下因素： ①新商品定价高，销售利润高，旧商品的折价幅度也可高些。 ②如果同类竞争性商品也在搞促销活动，那么折价幅度可高些。反之，可以降低一些。 ③名牌商品，折价幅度可低一些；非名牌，可高一些。 （2）对旧货确定不同的折价标准。 （3）必要的时候，向消费者公布回收来的旧货去向。 （4）回收来的旧货尽可能加以利用，以降低促销成本。 （5）选择促销时机。 （6）为方便消费者，可将此活动纳入社区推广活动中。 第八条合作广告。 合作广告是指通过合作和协助方式，赢得经销商的好感和支持，促使他们更好地推销本公司的产品。 第九条联合促销。 advantage: 1、可消除或缓解销售竞争，使不同行业的企业联合建立起强有力的市场地位。 2、让新产品h可以搭已被大众接受的产品m的便车，直奔消费者的内心和意识之中。 第十条针对批零商的促销之道。 1、价格折扣。 （1）现金折扣提高公司资金周转率，对现金付款的客户给予的优惠。一般为付款金额的2%。 （2）数量折扣需根据产品在不同阶段的目的下巧用，使商家与公司在市场各个阶段，达到占有率与利润的一致性。同时也适合市场的变化。主要分为： ①累计性数量折扣。 ②一次性数量折扣。通常是2%～7%。 （3）季节折扣是为均衡产品淡旺季利益的方式，最大30%～40%，通常只有百分之几。实施时间以两个月为宜。时间过长易造成心理惯性，上去下不来。 （4）销售折扣补贴分为： ①针对衰退期的产品的补贴。 ②完成销售目标的折扣。通常为2%～5%。 （5）功能折扣根据通路中的不同功能，给予不同的折扣。 （6）协作力度折扣分为： ①陈列展示折扣。 ②按指定价格出售。 ③开展促销活动给予支持配合。 2、销售竞赛是指采用现金、实物或旅游奖励等形式来刺激批零商扩大进货量，加快商品到达消费者手中的速度。此方法也可用于对公司业务人员的激励。 3、合作广告是指通过合作或协助的方式，与经销商合作广告，向经销商提供详细的产品技术宣传资料，