Chapter 4 Chapter 3 Sales Manager's Professional Spirit and Concept

The normal operation of a machine requires the normal work and close cooperation of each component; the function of a team requires everyone to do their own work and close cooperation; the development of an enterprise requires each department to be serious To perform their duties, the staff of each position must be dedicated, pragmatic, rigorous and conscientious, and successfully complete their duties.It can be said that professionalism is the prerequisite for doing any work well. A person with professional spirit and professional concept will regard his profession as a vocation, have a sense of sacredness and mission to his profession, and link his life and belief with his work.This kind of professionalism is difficult for any external force to shake.

What is the core thing for a business to succeed?That is to have the spirit of fire.What is the spirit of fire?It is professionalism.What is professionalism?Professional spirit is closely related to people's professional activities and has its own professional characteristics. It is actually a professional spirit, a serious and responsible spirit.What this professionalism expresses is an attitude, an attitude towards work and society.This attitude contains elements such as entrepreneurial spirit, spirit of solidarity and cooperation, spirit of overcoming difficulties, spirit of helping others grow, spirit of lifting weights like light, and spirit of captain.

Great sales managers know that the "old way" isn't always the "best way."This is especially true in a rapidly changing market. XO brandy, because its quality is better than ordinary brandy, is mostly used in high-end banquets. How to continue to increase its popularity and make it familiar to more customers?Salespeople have worked hard on this.Their thoughts then centered on the design of the bottle, which, since it was of high quality, should also look a little higher.They continued to enrich and develop along the main idea, and finally designed the XO brandy bottle we see now. Its appearance is very distinctive and extraordinary.The neck of the wine bottle is particularly long, showing a distinctive luxury in comparison.According to sales requirements, the advertising slogan they made for XO brandy is also more humorous, "Long-necked brandy, a class above others", which just sets off and complements its image.

Engaging in sales work can be done in different ways, ranging from the formulation of an overall plan to the printing of an invitation or a business card.As a sales manager, first of all, you must awaken your own creative talent, have an innovative spirit of "ingenuity", be good at adopting new methods, and take new paths, so as to attract the attention of customers. No sales team can rely on one employee to complete all sales tasks alone.The key to the success of the sales department is that all members need to brainstorm and work together to complete the sales plan, which requires collaboration among team members.In short, collaboration is always about benefiting yourself as well as benefiting others.A person who gives up cooperation will also be given up by success.As a sales manager, it is even more important to establish a sense of team supremacy.

The sales department is the leader of the enterprise, the most direct benefit realizer of the enterprise, and plays a pivotal role in the enterprise.The success of the sales work directly determines the success or failure of the enterprise.The work of the enterprise is ultimately based on the market as the test standard.Sales is a vital part of achieving business goals.The sales department is the "warrior at the forefront" of the enterprise. In the rapidly changing market, sales are the link between the enterprise and the customers. They are constantly carrying out creative work, bringing profits to the enterprise, and constantly satisfying customers Various needs.Therefore, the sales manager should unconditionally undertake the sales tasks assigned by the company.

If a sales manager does not train excellent salesmen, but always feels that his subordinates are not doing well, he always puts on the clothes himself.Over time, not only was I exhausted, but my subordinates didn't grow up either.Therefore, an excellent sales manager must be an off-site coach, and he will not grab everything and do it himself.Sales managers can consider cultivating their sales team from the following aspects: the cultivation of character, the cultivation of knowledge, the cultivation of sales skills and the cultivation of management skills. Subordinates may have conflicts among subordinates: this is due to various reasons such as competition for resource allocation, conflicts between personalities or overlapping professions. How to deal with and utilize these conflicts is what the sales manager needs to master management skills.Timing is extremely important in troubleshooting.Faults are rarely discovered during routine information processes such as reporting, but usually take the form of "emergency intelligence" escalated to managers by the person who discovered the fault.Sales managers generally prioritize troubleshooting over most other activities.He rearranged his work schedule and devoted himself to troubleshooting in order to solve it sooner, so as to have more time to formulate an improvement plan.The manager's troubleshooter role has significant implications.Because, the decision to troubleshoot will set a precedent, so the department will have a greater or lesser impact in the future.

(1) The performance of the sales team will always follow the "28 principle", that is, 80% of the performance often comes from 20% of the sales staff.For the management of sales elites, sales managers spend more time paying attention to them, setting up career development plans for them, and ensuring their lasting combat effectiveness.At the same time, actively encourage those who are temporarily in difficulty. (2) Allocation of customers: Everyone hopes to have good customers, so it must be fair when allocating customers. (3) Pressure management: including establishing a system to collect the latest information of potential customers to ensure that the company can obtain all customer information in a timely and accurate manner.The pressure on time and performance is the source of motivation for sales staff.

(4) Effective incentives: The incentives for sales staff's bonus commissions cannot last. Any sales manager certainly does not want his subordinates to always look at money.Practice has proved that non-cash incentives are more effective, such as an opportunity to participate in external training, vacation travel with family members, etc. (5) Authorization: Giving salespeople certain rights varies from person to person, which can encourage their enthusiasm for work and cultivate their ability to take responsibility. The last thing to pay attention to is: the sales manager himself is a mirror, everyone in the sales team is watching him, and his every move will directly affect his team.

The sales of Chinese enterprises today are very different from those 10 years ago, or even 5 years ago.The sales force in China has also grown by leaps and bounds.However, if you still regard sales as "selling things" conceptually, it will be difficult to have an excellent sales manager.A great sales manager should be able to energize the sales force, motivate them to achieve seemingly impossible goals, and ensure that the sales process works properly.Sales managers must have a strong sense of mission and purpose, and dare to innovate.Therefore, if a sales manager wants to achieve success in his own career, or to help the company succeed with his own professional knowledge and skills, he must first have a correct and scientific professional concept, because it is the concept that determines the action and the action. decide the outcome.

Sales managers should formulate sales plans based on the actual situation of the market and themselves. They should not make decisions by taking things for granted and brainstorming. They should not play too much with art, inspiration, and feelings.When formulating a plan, the sales manager must first proceed from the company's overall strategic point of view, focus on the company's long-term interests, use professional knowledge as the operating background, and truthfully put forward sales suggestions on the basis of scientific decision-making, explaining the implementation plan. Pros and cons, pros and cons.Only in this way can the scientificity and effectiveness of the sales plan be guaranteed.

After experiencing the concept of production, sales, marketing and big marketing, people found that the marketing concept is related to the success or failure of the whole process of enterprise activities, and is the key to whether the enterprise can gain an advantage in the fierce competition.The sales department is the direct practitioner of the modern marketing concept. Therefore, the sales manager must establish the correct marketing concept and at the same time view the marketing activities from the perspective of development, so that the enterprise can capture market opportunities and lay a good foundation for the prosperity of the enterprise. Base. The marketing activities of enterprises must take full advantage of time as the guiding ideology in order to achieve the purpose of capturing market opportunities.The marketing activities of modern enterprises take the market demand as the core, and the market is changing rapidly, which not only creates marketing opportunities for enterprises, but also brings risks to enterprises.In modern market competition, enterprises should seize opportunities, buy time, make the best use of the situation, turn danger into safety, and win in the competition.Time is money, time is wealth, win with speed, create time utility, and never let go of any opportunity easily.As a sales manager, you must know the key to "immediate" action to seize opportunities and retain business.Sales managers must have a sense of urgency at all times. This sense of urgency is like a huge gap that separates excellent leaders from ordinary sales managers.But don't be urgent for the sake of urgency, not everything is urgent, and what is urgent to the customer is not necessarily urgent to the business. Enterprise marketing activities must be based on the guiding ideology of valuing information and making full use of information.Market information is news and intelligence about the state of marketing and is an important resource for sales activities.In sales activities, from the determination of sales goals to the selection of target markets, from product design to after-sales services, from the formulation of sales plans to the conclusion of sales contracts, information must be guided and based on information. Managers need to be good at capturing this information.These functions of information undoubtedly determine the important position of information concept.Information is the eyes and ears of sales managers.In order to capture market opportunities, sales managers must have information concepts, be able to grasp information from all sides, and know themselves and the enemy in order to win. The quality of a company depends on its efficiency from production to marketing, from hiring to distribution.For example, if an enterprise can produce a certain product faster and more efficiently, and provide it to customers with the fastest speed and the best service, then it can overcome its competition without spending too much time and money. competitors.In modern marketing activities, "fast" is a major feature. Market opportunities come and disappear quickly, consumer demand changes quickly, and competitors rise quickly. This requires sales managers to capture market information quickly and make market decisions. Fast, fast organization of sales activities, in the final analysis requires the sales department to be highly efficient, so as to seize market opportunities and grasp the marketing initiative. "Cheap" is a major advantage of sales, which can win customers and beat competitors.And improving efficiency can reduce labor expenditures, reduce costs, and create conditions for the implementation of cheap strategies.Effect comes from efficiency, and efficiency must have speed.It can be said that in the marketing process of an enterprise, efficiency is life.Therefore, sales managers must establish the concept of efficiency in order to capture market opportunities with quick action and low cost and obtain high returns. As the saying goes, shopping malls are like battlefields.The law of competition is an inevitable law and objective requirement of the development of a market economy. From the perspective of marketing, the essence of the market is not an exchange relationship, but a competition relationship.Enterprises "fighting in the market" are talking about the competition among enterprises.Avoiding market competition is digging one's own grave. Marketing is actually a kind of competition, which is to defeat competitors through various marketing methods and means.Sales managers must always be aware of this. In order to capture market opportunities in the market, they must view competition correctly and actively participate in market competition, striving for customers, quality and efficiency in the market. The importance of product quality to an enterprise is self-evident. If you don't pay attention to product quality, you will eventually be unable to move forward and fall short. In the fierce market competition, marketing activities are in a dominant position, and product quality should serve and obey the needs of marketing, mainly because marketing activities are the foundation and destination of quality activities.High-quality products give the company full confidence in marketing and are the guarantee of successful marketing.If the quality does not improve, no matter how effective marketing is, it can only open up the market in the front, lose ground in the back, expand sales in the front, and increase complaints in the back.In addition to physical products, quality also includes intangible product quality, that is, service product quality.For sales activities, after-sales service plays a pivotal role in the entire marketing process. Therefore, as a sales manager, you must have a product quality concept and establish a service awareness to guide practice and regard quality as the soul of an enterprise. In the process of enterprise marketing, due to the influence of various unpredictable uncertain factors, the actual income of enterprise marketing has a certain deviation from the expected income, so there is a loss and the loss of the opportunity or possibility of obtaining additional income. .The enterprise is the main body of marketing risk, and the risk loss is the punishment suffered by the enterprise for violating the market rules or its own mistakes.The occurrence of a marketing risk may wipe out the company's profit for a year, or even encounter a catastrophe.Sales risks are manifested in the following aspects: (1) The loss of personnel will cause risks such as customer loss or account confusion. (2) It is also very necessary to investigate the reputation of sales customers. If the other party is a liar, the consequences of this risk will be disastrous. (3) The risk of timely return of payment for goods in sales should also be considered.If the goods sold are not returned, that is "losing the wife and losing the army", not only did not ask for the money back, but even the cost was included. (4) Risks in the service, such as the rigor of the return and exchange system, must be carefully reviewed. (5) The market risk of the external (outside the company) market should also be compared and demonstrated—the biggest problem is: how to prevent competitors from sharing profits and how to intercept customers from competitors. (6) Changes in the thinking or aspirations of the leaders of their own companies will also lead to sales risks. (7) Irresistible natural risks and earthquakes, such as the 2008 snowstorm in the south. Therefore, avoiding marketing risks has become the main responsibility of sales managers.In market competition, there are risks and opportunities everywhere, and it is impossible for enterprises to completely eliminate risks. The marketing activities of enterprises must be guided by the guiding ideology of daring to take risks, being good at avoiding risks, reducing risks, diversifying risks, and turning risks into opportunities.The sales manager should understand: Before the risk occurs, prevent the risk as much as possible from the marketing system, sales methods, and channels; when the risk comes, it must face it correctly and objectively; occurrence of similar events. In the market economy environment, economic benefits are always the primary goal pursued by business managers. Sales managers should also establish the concept of cost-effectiveness in their work, and realize the transformation from the traditional concept of "saving and saving" to the concept of modern benefits.Especially as my country's market economy system is gradually improving today, marketing should be market demand-oriented, and strive to enable enterprises to obtain as much profit as possible by providing products and services with as high quality as possible and as perfect functions as possible to the market.In line with this basic requirement of enterprise management, the management of the sales department should be directly linked with the overall economic benefits of the enterprise, and the cost and its control issues should be viewed with a new concept of understanding - the concept of cost-benefit.All cost management activities of an enterprise should take the concept of cost-benefit as the dominant idea, and look at the necessity and rationality of "input" from the comparative analysis of "input" (cost) and "output", that is, strive to use as little cost as possible Pay, create as much use value as possible, and obtain more economic benefits for the enterprise. Natural selection, survival of the fittest.Competition is everywhere and everywhere.There is no waiting or maintaining the status quo in the market economy. If you maintain the status quo today, you will fall behind others tomorrow and be eliminated the day after tomorrow. The same is true for marketers, who are either eliminated by others or eliminated by others. , The law of competition between social economy and nature makes everything competitive. Sales managers must keep pace with the times and make continuous progress. They must always think about innovation in everything they do, and always think about not being eliminated by their opponents, otherwise they will really be eliminated. . The improvement of sales performance depends on the joint efforts of every member of the sales department. As a sales manager, you must deeply understand the importance of talents in the entire sales process, and establish the concept of loving, gathering, cultivating and rationally using talents; Pay attention to the way of talent selection, attach importance to training and use, take measures from the aspects of spirit and material, system and policy, provide fair opportunities and conditions for each employee, and make a fair evaluation of employee performance; recognize and respect the personal interests of employees , Share the benefits brought about by the development of the enterprise with employees, so as to give full play to the enthusiasm and creativity of talents.The sales manager should also constantly innovate the talent working mechanism, and actively explore new ways to build a talent team that meets the requirements of sales work, so as to continuously strengthen the building of a sales management talent team. Businesses seem like a mercenary wild animal in people's minds.In modern society, people's values ​​have changed, and it is impossible to win the competition by relying on money alone.As the saying goes, "He who wins the hearts of the people can win the world", which means to establish the concept of social responsibility.On the one hand, an enterprise is a part of society, and it is a matter of course to fulfill its obligations; on the other hand, in the process of fulfilling its obligations, an enterprise can obtain many opportunities.Once public sympathy and support is secured, the source of opportunity for business in the long run is inexhaustible.