Chapter 23 Chapter 22 Goods Management

Product management is an important part of sales management.Whether the ordering and delivery process is smooth directly affects whether the product can reach the target customer in a timely and accurate manner; whether the return system is sound or not directly affects the target customer's satisfaction and loyalty to the enterprise.Good product management can help improve sales performance, reduce inventory and product backlog, thereby improving business operating efficiency and profit margins. The enterprise accepts the customer's order, organizes production according to the order, and delivers the goods to the customer on time, with guaranteed quality and quantity. This is the basic form of enterprise sales business under the order production mode.Of course, if the company has a problem in a certain link of supply, it may cause the customer to return the product.Therefore, in the sales management of the enterprise, we must pay attention to the management of orders, shipments and returns.

To improve the supply level of the enterprise, the management of orders must first be strengthened.Whether the sales staff can process orders accurately and quickly, and whether they can guarantee uninterrupted supply to customers, all depend on the planned management and control of orders.Order management mainly formulates the company's supply plan based on customer needs and the company's production capacity, accepts customer orders, and at the same time coordinates the work of various internal departments of the customer, especially the production and storage departments, to ensure that sales orders are completed on time and after-sales services and other related matters.

If an order is not handled well, it is likely to bring incalculable losses to the company.The alliance of 65 furniture enterprises in Wenzhou not only caused a sensation in Wenzhou furniture industry, but also caused great repercussions in the outside world.A buyer from a famous furniture company came here especially and brought a sample of a combined square table.After reading it, the technical department of Wenzhou Furniture Group said confidently: To meet the requirements of the sample, there is no technical problem at all.However, when the purchaser reported the order quantity, the group personnel were shocked: the contract period was 4 years, and the total contract amount was as high as 100 million yuan.

Faced with such an attractive order, Wenzhou Furniture Group formulated two emergency plans.The first plan is to organize a new workshop, purchase relevant equipment immediately, find a factory building of more than 10,000 square meters, organize workers, and build an assembly line.The second plan is to integrate existing resources: Eurasian Wood Industry Company is responsible for wood drying, wood processing is carried out in Dingfeng Company, paint processing is carried out in another enterprise, and wood and raw material procurement and packaging are organized and implemented by Furniture Group.However, after investigation, Wenzhou Furniture Group found that the rubber wood used for production prevented them from signing the 100 million yuan order.Because there is a quota limit on the import of rubber wood, thousands of cubic meters of wood are needed to complete this order, and there is no material to complete the order at all.In fact, with the current production model of Wenzhou Furniture Group, it is impossible to fulfill the contract even after receiving an order of 100 million yuan.Even compliance is costly.

1. Contents of the order An order usually involves the following: order number, customer code, order type, order content (such as item number, description, quantity, unit price, amount, demand date, delivery date, and whether to pay taxes, whether to ship separately, etc.) , date information (such as order date, registration date, and final confirmation date), delivery information (such as shipping location, ownership change location, shipping route, etc.), customer information (such as customer number, buyer name, etc.), etc. 2. Management of order quotation In the actual operation process, there are two main ways to quote an order:

(1) Direct quotation method.Direct quotation, that is, after the customer has a purchase desire for the product and asks for the product price, directly inform the customer of the transaction price of the product.Most enterprises in our country have a certain amount of inventory, and there are clear regulations on the price range of the products. In this case, it is easier to quote, and the direct quotation method can be adopted. (2) Valuation quotation method.If the company does not have inventory of the product that the customer needs and must organize production for the customer according to the specific requirements of the customer, then only an estimate of the price can be made, and the quotation can only be made to the customer after accurate pricing information is available. This is the valuation quotation method.Valuation, generally coordinated by the sales department and the production planning department, strictly confirms the issues that should be paid attention to in the delivery, such as: the name, specification and quantity of the order; the terms, date, place and method of payment; the mode of delivery and delivery conditions ; Agreement on installation, transshipment and repair costs.The order valuation can only be carried out after these questions are confirmed.

Regardless of the quotation method, after the salesperson accepts the order, he must distinguish whether the customer he accepts is an old customer or a new customer.For loyal old customers, if the order amount meets their credit limit, this transaction can be approved according to the usual practice; for transactions with new customers, in principle, a certain amount of deposit must be paid and cash will be collected at the same time of delivery; Customers who have had checks not cashed or who do not abide by the contract will not accept order methods other than agency payment.After careful evaluation of the order, together with the order deposit paid by the customer, the contract text and the proof of the difference in the amount of the order, it will be submitted to the supervisor for review. Only after obtaining the consent of the supervisor can the customer order be quoted.

3. Order process management Due to the different production modes of enterprises, the processing methods of receiving orders are also quite different. (1) Order process management under "stock production mode".Make-from-stock model, that is, the company uses its own inventory of goods to meet the needs of customers.This mode of production facilitates faster and faster customer service.However, enterprises under this model must have strong and accurate sales forecasting capabilities; otherwise, in today's ever-changing market demand, it is easy to cause inventory backlog and capital occupation.

In actual work, the actual sales volume of each month often differs from the sales forecast, and sometimes even differs greatly.For example, the Shaanxi regional manager of a well-known milk powder manufacturer in China believed that the company's milk powder sales in Shaanxi would reach 100 tons in April, but in fact it only sold 15 tons, resulting in a backlog of 85 tons of inventory.In order to avoid this passive situation as much as possible, the sales department should scientifically analyze the sales data to judge the possibility of the products being popular or unsalable, and then hold production and marketing coordination meetings with the production department to discuss regularly.

(2) Order process management under "order production mode".In recent years, many companies have put forward the concept of "zero inventory" and personalized customization.They either have no inventory or have a very small amount of inventory. Instead of using the products produced to meet the needs of customers, they produce products according to the needs of customers.This avoids a large number of product backlogs and greatly improves the capital turnover rate.For example, the reason why Dell can develop into a large global enterprise in just a few years depends entirely on the models it adopts such as "zero inventory", "personalized customization" and "direct sales". This is Dell's order production model. .

Under the "order production mode", the order process generally includes the following links: customer investigation, sample acceptance and inquiry, sample analysis, customer approval, price negotiation, and formal order acceptance. The first step is customer research.Before the sales department accepts the customer's order, two things must be done: one is to obtain the confirmation of the production planning department to avoid the inconsistency of production and sales; the other is to determine whether the customer meets the enterprise's credit management standards, evaluate its credit limit, and then decide Whether to accept the order so as not to cause losses to the business. The second step is to accept samples and inquiries.The sales department accepts the customer's order samples and inquiries, and sends the samples to the R&D department for design and proofing. The third step is sample analysis.Based on the product samples produced by the R&D department, the sales department discusses the manufacturing process and possible production schedule with the production department, then draws up a sample cost analysis report and submits it to the general manager for approval. The fourth step is customer approval.The sales department will hand over the completed product samples and design drawings to the customer, who will approve the samples and negotiate the delivery date of the products.If the customer is not satisfied with the sample, then the R&D department will revise it according to the customer's opinion.If the customer is not satisfied with the delivery date, the sales department, the production department and the actual production operation unit will discuss with the customer after research.The delivery date must be determined after carefully balancing the needs of customers and the production capacity of the enterprise, and cannot only meet the requirements of one party. The fifth step is to agree on the price.After the customer agrees on the delivery date and samples, the sales department will negotiate the final product price with the customer.After the customer has no opinion on the sample and the delivery date, the sales department should determine the selling price based on the sample cost analysis report, plus freight, insurance and other expenses and the expected profit, and submit the list to the general manager for approval. The sixth step is to formally accept the order.After the general manager agrees and signs, the sales department is responsible for quoting to the customer.If the customer accepts the quotation, a formal order will be issued.After receiving the official order from the customer, the sales department must check whether all the information of the order is complete and whether the order content is clear. If there is any alteration, it should be stamped and noted, and then hand over the order to the production department.If the customer is not satisfied with the quotation, the sales department needs to negotiate with the customer to resolve it. Changhe Automobile Co., Ltd. put forward an order-to-order production model that realizes marketization of orders, programmatic management, and large-scale customization. The marketization of orders is to establish more information channels in a larger market space as much as possible, and extend the tentacles of orders to individual biochemical needs, so as to ensure the continuation of orders.The main measures taken by the company in this regard are as follows: First, with the service method of "ordering at any time, doing at any time", it will satisfy customers in terms of delivery cycle and customized quality, so that more old customers will not find a second one. Only recognize the "Changhe" brand.The second is to strengthen stimulation of old markets with new diversified products and services, and play a leading role in individual customization for new markets.Xinjiang used to be an area where the company's product market share was very small. In July 1999, a customer ordered 6 "Changhe" brand CH5018XYZ products that needed to be opened. The company quickly met his requirements and drove the development of the Xinjiang market.Third, various customized models frequently appeared in various auto expos and trade fairs, attracting great attention from the society. Programmatic management is the basic requirement for order management.The official order-receiving unit of the company is the production management department, the purpose is to quickly connect customization and large-scale production.After receiving the order, it must be confirmed: firstly, confirm the validity of the order content with the customer; secondly, submit it to the sales department for confirmation, because the sales realization and customized output management are ultimately in charge of the sales department; and then submit it to the technology, product resources, and financial departments for confirmation. Confirmation of relevant content, so that various tasks can be quickly integrated.After the confirmation of all parties, the production management department officially issued the customization task, and each production link entered the customization production stage. Scale customization refers to taking advantage of every market opportunity of customization demand based on market demand to obtain a larger market development space, and then drive the large-scale production of internal customization within the enterprise.Using customization to cultivate the market and create new demands for customization is a higher level of large-scale operation of customization.For this reason, Changhe Automobile Co., Ltd. has put forward the business philosophy of "co-creating the market with customers", starting from the minimum demand, and striving to expand the order quantity or form batch orders, so as to realize large-scale production and operation.For example, Procter & Gamble’s first order to Changhe Automobile Company in October 1999 was only 10 sales and distribution vehicles. Due to the good sales service of Changhe Automobile Company, Procter & Gamble was very satisfied and handed over all such orders to Changhe Company. By 2000, a total of 350 units had been customized. The so-called delivery refers to the delivery of goods, which refers to the process of delivering the products produced by the enterprise to the hands of customers.Whether the product can arrive at the place designated by the customer in a timely, safe and accurate manner will directly affect the customer's satisfaction and directly determine whether the payment can be recovered in full on time.Generally speaking, delivery management mainly includes the following contents. 1. Stock up On the basis of reasonable control of the order, the goods to be delivered are prepared on time, according to the quality and quantity, which is the premise of doing a good job in delivery. (1) Stock preparation.According to the date stipulated in the contract, contact the production department and supply department as soon as possible to determine the pick-up time, or arrange the inventory goods for processing.When preparing to ship goods, pay attention to checking product quality, specifications, color matching, etc.During stock preparation or processing, if product quality problems are found, they should be studied and resolved as soon as possible; if there is a shortage of quantity and batch shipment is not allowed in the contract or the terms of overfill and short shipment are not signed, forceful measures should be taken to replenish the goods.Due to the possibility of accidental damage during the handling process, there should be room for the stocking quantity, so as not to affect the delivery due to part of the goods being damaged and not being able to make up for a while. (2) Check the packaging of the goods.Carefully inspect the packaging materials, packaging methods, and packaging quality of the goods to be shipped, which must not only meet the packaging requirements for transportation, but also meet the requirements of the contract. (3) Brush the labels and signs of the goods.If there are provisions in the contract, the labels and signs should be painted in advance according to the regulations when preparing the goods; if there is no provision in the contract, the other party should be urged to pick up the goods, and the signs should be printed in time after receiving the customer's notice.When swiping, pay attention to clear graphics and handwriting, eye-catching positions, and appropriate sizes. 2. Compile the shipment analysis sheet According to the contract regulations and the remittance and reply status, prepare the goods shipment analysis form.It is a contact list for all internal links of the enterprise and external units to handle the delivery of goods. It links all delivery links with the work of various departments, so that the delivery work can be closely coordinated and carried out smoothly.All aspects of the shipping work, such as inspection declaration, storage and transportation, insurance, document making, settlement, etc., are handled according to the requirements of the analysis sheet.The content is reviewed item by item according to the relevant clauses of the contract to prevent errors.Due to the different transaction conditions and the needs of various departments, the cargo shipment analysis form should generally be in several copies and distributed to various departments such as warehouse, statistics, accounting, inspection, storage and transportation, insurance, document making, and settlement.Documents are the main basis for contacting various departments in the process of commodity transactions, and are also the main vouchers for delivery and settlement.Documentation work must be correct, complete and timely, and documents must be concise and tidy. 3. Inspect the goods Where the contract stipulates that the product must issue an inspection certificate, it will apply to the relevant department for inspection after the goods are ready and the letter from the other party is received.According to the requirements of the contract, it can be inspected by the commodity inspection agency, can be entrusted to the technical supervision department, or can be inspected by the buyer or the seller.Goods that fail the inspection will not be shipped. 4. Contact the vehicle and ship Contacting vehicles and ships is the basis for doing a good job in shipping. Without a vehicle and ship plan, it is difficult to ship the goods when they are ready.Especially in the case of tight transportation capacity, the problem of vehicles and ships is the key to directly restricting shipments. (1) For the goods transported by car, the enterprise should contact the carrier department or unit in time, and after reaching an agreement through negotiation, it can issue a "cargo delivery note" and handle shipping matters with the carrier department or unit. The "Cargo Delivery Note" is usually in five pages, the first page is for storage and transportation, the second page is for the transportation department to settle the freight after the delivery is signed, the third page is for the receiving unit to check, and the fourth page is for the receiving unit to return after signing As a collection certificate, the fifth copy is returned after the receiving unit signs for it. (2) For goods transported by train, the freight wagon plan and train number should be ascertained first, and the consignment note should be filled out according to the cargo delivery requirements, and sent to the freight department of the station as the basis for ordering the train before the receipt date.After the station receives the consignment note, it arranges the number of trains according to the wagon plan, the nature of the goods, the quantity of goods, and the destination station. (3) After the train time is determined, the station will issue a consignment note as a proof of receipt and loading. (4) Shipping contact procedures are basically the same as contacting wagons. 5. Loading (ship) The sales department should organize manpower to transport the goods to the cargo platform or cargo compartment of the station before the time specified by the consignor.The station (or shipping company) checks and accepts the goods based on the bill of lading. After receiving the goods, the station (or shipping company) issues a receipt.If the package of the loaded goods is damaged or the number of pieces is short, etc., they should be exchanged or remedied immediately.The consignor promptly exchanges the official bill of lading with the receipt of goods from the station (or shipping company) and handles the freight settlement. "Railway waybill" in five copies: the first original copy and the fifth copy of the goods arrival notice shall be handed over to the consignee by the railway freight department, the second copy is the operation declaration, the third copy shall be handed over to the consignor, and the fourth copy shall be delivered to the consignee by the railway freight department. The railway department handed over to the arriving station. 6. Insurance Some commodity transportation, according to the contract or vehicle (ship) requirements, need to apply for insurance.When applying for insurance, the sales department fills out the insurance application form and sends it to the transportation department or handles it with the vehicle and ship transportation department at the same time. Once the insurance policy is issued, the insurance will take effect according to the regulations.In a sales transaction, the goods are handed over from the sales unit to the buyer, and they have to go through transportation of different distances and multiple loading, unloading and storage.During this process, the goods are likely to encounter natural disasters or accidents and suffer losses.In order to ensure that the enterprise can get economic compensation after the loss of goods, the enterprise usually needs to purchase cargo transportation insurance to achieve the purpose of transferring risks. 7. Send the loading (shipping) notice After the goods are loaded on the vehicle (ship) and the bill of lading is obtained, the buyer shall be informed of the actual loading of the goods on the vehicle (ship) by telex, telegram, e-mail or express mail to send a copy of the document according to the usual practice, so that the buyer can understand the shipment situation , ready for delivery.If the buyer is responsible for the insurance of the goods, the enterprise shall promptly notify the buyer to apply for insurance. The goods shipped according to the sales contract, due to some factors, the customer will return the goods to the company, which is the returned goods.In the event of customer returns, the company should review sales management and strive to reduce returns.To this end, enterprises should find out the reason for the return and carry out strict management on the return. 1. Analysis of reasons for returns Customer returns will affect the operation of the enterprise, so the enterprise must understand the real reason for the return in order to improve the future work.When analyzing the reasons for returns, companies should start from two aspects: (1) Analysis of the enterprise's own problems.The reason for the return is sometimes caused by the company's own work problems, such as product quality problems, packaging problems, and products that are not worthy of the name when they are advertised.These reasons require enterprises to take seriously and continuously improve themselves. (2) Analysis of external problems.When the products of the enterprise are shipped out of the warehouse, some accidents may also occur, resulting in damage to the products. Although these factors are beyond the control of the enterprise, the enterprise should take certain measures to avoid these problems. 2. Issues to be paid attention to in return management When businesses manage returns, there are some issues worth noting: (1) The return rate is related to the overall economic situation.Return rate, that is, the ratio of returns to sales for the same period.Enterprises should link with the economic climate index to analyze whether the return rate has increased in the near future.Return rates are very different in good times and bad times.For example, the return rate may be lower in a good economy, maybe 5%, and higher in a bad economy, maybe 15%. (2) Inter-departmental responsibilities should be clarified.Different departments have different responsibilities. Only when the responsibilities are clear can the return management of the enterprise truly achieve its purpose.Specifically, "counting returned goods" and "accurate quantity of goods" belong to the responsibility of the warehousing department; "ensure the quality of the returned goods is correct" belong to the responsibility of the product inspection department; "adjusting the balance of accounts receivable" and "reprocessing invoices "It is the responsibility of the accounting department. (3) The sales department should understand, analyze and judge "why the customer will return the product" and "whether to accept the return according to the regulations". 3. Principles that should be adhered to in return management Enterprises must adhere to certain principles when dealing with customer returns, whether it is "dealer's return" or "user's return". If the return is accepted unconditionally, it will bring 100% loss to the enterprise.What's more, the buyer does not carefully handle the relevant matters of ordering, and the retailer does not actively sell, which further expands the risks beyond the control of the enterprise itself.Therefore, the extent to which returns will be accepted, or under what circumstances, should be decided in advance of the transaction as part of the conditions of sale. (1) Establish commodity return management rules.Enterprises should establish certain return management rules and manage returns according to the rules. For example, enterprises should stipulate that "only accept returns for defective products or damaged goods" or "accept returns within 10% of sales" or "accept returns within 7 days". Guaranteed return within "etc.After the enterprise formulates the rules for product return, it should notify the dealer in time. Hobby Easy is an e-commerce company that provides a sales platform for many manufacturers, wholesalers, retailers and independent producers.It requires all sellers to accept returns unless the customer changes his or her mind.Specifically, orders may be returned for any of the following reasons: product not as described, product damaged, product shipped incorrectly, product did not arrive.Regarding the return period, Hobby Easy stipulates that any product can be returned for any of the above reasons within 7 days after receipt, and the seller can decide whether to accept returns beyond 7 days. (2) Establish a standard return workflow.Externally, the enterprise must establish a "return policy" for accepting return conditions, and a set of enterprise-standard "return workflow" internally.When receiving product return information, it is necessary to know whether it complies with the return rules stipulated by the company. Only those who meet the conditions can return the product. When establishing return rules and workflows, you should pay attention to the following two issues: First, when the customer wants to return the product, he should contact the salesperson responsible for the return in advance. Those who have not contacted in advance, or the salesperson does not accept the return, will not accept the return in principle.Enterprise sales personnel should negotiate with the customer and investigate the cause of the return.If the reason for the return belongs to the company, the return should be accepted; if the reason for the return does not belong to the company, the return will not be accepted; if the reason for the return should belong to the company is yet to be discussed, the return should be temporarily retained, and the goods will be inspected together with the relevant departments. Or send it to the product inspection department for inspection, and then decide whether to accept the return. The second is that the retailer classifies the returned goods at a fixed time every month (or every week), prints the return list, and brings the returned goods back together when the company delivers the goods for withdrawal.Product returns should be processed quickly, otherwise the current accounts payable will be affected. Neiman Marcus, a retailer serving high-end consumers in Dallas, Texas, US, adopted New Gistics' tc agile labeling solution to realize the reverse transmission of small-package customer returned products in the supply chain. When Neiman Marcus transports a product, it will put the shipping label and picking documents into the packing box (box), and this label records the information of the product.At the same time, the picking slip is accompanied by a cc agile label for easy returns processing. All the necessary information for the shipment is recorded on the barcode of the Agile Label.If the customer decides to return the product, he can use the same packaging material and this agile label.Customers can drop off packaged returns at any post office, or drop them into a nearby mailbox.New Gistics then picks up the packages from the post office and ships them to its own factory for picking.And Newgistics will send a pre-shipment notice, which allows Neiman Marcus to process the return very quickly.Under normal circumstances, it takes only 3 days for Neiman Marcus to process a return.Businesses are able to process 50% of returned merchandise on the same day that they are returned, significantly increasing customer satisfaction.In a customer satisfaction survey, more than 90% of customers rated New Gistics' service as five stars, the highest rating.In addition, this service makes retailers very satisfied. 4. Management of return process When managing returned goods, the company must have a set of standard workflows within the company, using a management system in the form of a table, with multi-link acceptance sheets flowing in various departments, controlling the products returned by customers, and making adjustments in account management.The departments involved in this process mainly include commodity acceptance department, credit department, billing department, department for compiling accounts receivable subsidiary ledger and department for compiling general ledger.In the specific design, if the enterprise has few personnel and not many departments, the work of the above departments can be concentrated in the relevant departments for unified processing. Specifically, the return workflow of an enterprise should include the following aspects: (1) After the customer returns the goods, send them to the acceptance department.After the acceptance inspection is completed, the acceptance department shall fill in the acceptance form, which shall be in duplicate. The first copy shall be sent to the credit department of the enterprise for approval of the return of the sales, and the second copy shall be archived according to the number sequence of the acceptance form. (2) After the credit department receives the acceptance form, it will approve the return of the sales according to the report of the acceptance department, and sign on the acceptance form to show its responsibility; at the same time, it will send the approved acceptance form to the billing department. (3) After receiving the acceptance form from the credit department, the billing department prepares a triple copy of the credit notice, and the first copy together with the approved acceptance form is sent to the accounting department for crediting the "accounts receivable" account; the second The customer is informed by the first copy that the sales are returned and approved for entry; the third credit note is archived in sequence of numbers. (4) The accounting department receives the first copy of the credit notice transferred from the billing department, approves the acceptance form, checks it is correct, and records it in the customer's detailed account in the "Accounts Receivable Subsidiary Account", and transfers the credit The notice and the approved acceptance form are archived. (5) At the end of each month, the staff who compile the general ledger will take out the archived credit notes from the billing department, check the sequence of numbers, add them up after they are correct, and record them in the general ledger. 5. Inventory of returned goods When receiving a return from a customer, first check the quantity and quality, and confirm whether the type, item, and name of the returned product are the same as those recorded in the customer's invoice.The following issues should be paid attention to during the inventory: (1) Whether the quantity is correct. (2) Determine whether the returned goods are damaged or not, and whether they are in the normal state of the goods. (3) After the inventory is counted, the inventory in the warehouse should be adjusted quickly, and the return acceptance report should be produced as soon as possible, as the basic information for the storage of goods and the write-off of sales and accounts receivable.If this procedure is not implemented in time, the "accounts receivable balance" and "inventory balance" will be incorrect on the books, causing troubles for the enterprise. Intel Corp. found itself out of nowhere in November 1994, and it was facing a mob of angry customers demanding to replace a Pentium microprocessor that was reported to be defective in affecting mathematical calculations.The company's first reaction was to ask consumers to prove that the company's chips were faulty, otherwise the company would not replace them.Intel says it's unlikely that most users will be affected by the flaw, since it's likely to occur only once in 9 billion random operations.But consumer confidence in the product has begun to wane. Faced with a storm of protests, the company stubbornly held its ground for a month.At this point, major buyers of Pentium microprocessors stopped selling computers containing the chip.Finally, when market disaster was about to happen, Intel introduced a "no reason asked" return policy, which cost as much as $500 million. The terminal market is the end of the product sales channel and the final destination of enterprise sales.The terminal market bears the important task of linking the past and the future.From the above, it is the manufacturers and wholesalers of the upper link; from the lower link, it is the consumer of the lower link, the final customer of the company's products.The basic rule of today's enterprise sales is "whoever controls the sales terminal is the winner in the market".In the process of product distribution, it is the terminal that can really generate sales, and the last link of fierce competition is also the terminal, where consumers' choice and consumption of products are also at the terminal.How to effectively break through the terminal is an important topic of sales management. The management of terminal sales is the basic requirement of modern market competition for enterprise sales.However, the terminal sales management work of most enterprises in our country is not ideal, and some enterprises have not even formed a work plan in this area. Intentionally or unintentionally ignored this link.Chinese enterprises often have the following problems in the terminal sales work. 1. The awareness of terminal sales is not strong This is obviously different from many advanced foreign companies.After entering the Chinese market, some foreign pharmaceutical companies, health care products companies, and food companies attach great importance to the promotion work in the terminal sales fields such as pharmacies, stores, restaurants, etc. Make its products quickly enter the Chinese consumers.However, some domestic enterprises turn a blind eye to this link, thinking that it is too troublesome and troublesome, and they are unwilling to make efforts for it.There are still many companies who prefer to spend a lot of money on advertising and pay attention to the so-called sensational effect, rather than adopt a more economical way to work hard on terminal sales, which shows that many companies in our country are still in the extensive operation stage in sales work. Still don't know how to carry out "intensive farming". 2. The scope of terminal sales is too narrow The scope of terminal sales, conceptually speaking, should be aimed at all terminal links experienced by enterprise product sales, including wholesalers, retailers and other terminal consumption places.For example, from the perspective of wholesalers, it includes general distributors (or agents), first batch, second batch, third batch, and wholesale markets at all levels; from the perspective of retailers, it includes large and medium-sized shopping malls, department stores, convenience stores, and supermarkets. , chain stores, etc.Of course, the terminal links chosen by each enterprise may be different, and terminal sales can also be carried out in a focused and hierarchical manner, but this does not mean that only focusing on the upper links, such as only focusing on dealers, agents, etc. It does not mean that we only focus on big sales.Enterprises must formulate a rigorous plan for this in order to make a difference. 3. Insufficient service for terminal links To do a good job in terminal sales, enterprises are required to follow the marketing principles, and take high-quality service to the terminal link as an important content, such as distribution requirements, information support, management assistance, promotion cooperation, business guidance, etc., should be seriously carried out. research and planning.Service is not only a matter of the sales department, it involves all aspects of the enterprise to a large extent, so the concept of service first must be established within the enterprise. 4. The management level cannot keep up The main reason why the management level can't keep up is that the quality of the terminal sales personnel can't meet the requirements of management work.The management of terminal sales work is different from the internal management of enterprises.In contrast, the management of terminal sales faces more complex situations and higher requirements.For many enterprises, it is not an easy task to organize a group of personnel who are good at terminal management.But in any case, in order to adapt to the requirements of terminal management and actively participate in the sales competition from the terminal, enterprises must work hard on the cultivation of talents, so as to ensure the smooth progress of terminal sales. 5. Lack of precautions against terminal merchants Some private small and medium-sized shopping malls and trading companies with a small number of shareholders, etc., do not abide by commercial credit, and even avoid debts by transferring locations, changing their appearance, deliberately going bankrupt, and intentionally defaulting on arrears, which puts enterprises in trouble.This requires enterprises to establish a sense of prevention and take active measures to avoid the occurrence of various risks. 1. Terminal commodity display According to market surveys, in the daily consumer goods market, 70% of customers make impulse purchases at the terminal.Under the domination of impulsive buying incentives, the power of the brand does not seem to have an irreplaceable role in the terminal. Enterprises should adopt other strategies to arouse their interest and curiosity, and stimulate their interest through the attractiveness of terminal product display. Purchasing desire to achieve consumption goals. Terminal product display is generally composed of the following elements. Fully integrating these elements can often achieve unexpected effects. (1) Commodity display.A good product display builds a good sales platform for terminal distribution.But it is not enough to just pay attention to this point, and it is necessary to conduct sufficient research according to the characteristics of the product and the distribution environment.Generally speaking, there are mainly the following tasks: First, make full use of the existing display space to maximize its effectiveness and charm, and avoid the phenomenon of idle space or insufficient supply of goods, so as to prevent competitors from taking advantage of it.Today, the competition for shelf positions has become the focus of business wars, and if you don't pay attention, you will be squeezed in by competitors. Second, display all the specifications of the goods so that consumers can choose according to their own needs; otherwise, consumers may buy competitors' products because they cannot find the applicable specifications.But if the shelf display area is limited, you should focus on displaying products with fast turnover. Third, the centralized display of series products aims to increase the display effect of the series products, so that the series products can be presented in front of consumers at a glance, so that they can see and understand all the products of the enterprise, thereby attracting consumers' attention and stimulating them. impulse purchases.In addition, it is also possible to promote the sales of weak products in the series of products by concentrating on displaying the strong products in the series of products, which will help drive the overall sales. Fourth, strive for a display position with a large flow of people.At the point of sale, the salesperson must grasp the customer's moving route, and try to place the product in the place where the consumer often walks, such as the end shelf, the corner near the entrance, etc.Generally speaking, the more people who see a product, the more likely it is to be purchased.If it is placed in a remote corner, the product will not be easily seen by consumers, and the sales will not be good.Therefore, the sales staff must strive for the best display space. Fifth, put the product on the shelf within easy reach of customers.要吸引人们前来购买，销售人员必须按照消费者的身高，把商品摆在与他们视线平行、抬手可得的地方，太高或太低的陈列位置，都会造成购买障碍。如以儿童为目标市场，商品应摆放在货架低层，甚至地上。也就是说，陈列高度应视目标消费者而异，以便于他们选购。 第六，经常维护产品的价值。在陈列的过程中，除了要保持产品本身的清洁外，还必须随时更换商店中的损坏品、瑕疵品和到期品。如有滞销品，应想办法处理，不能任其蒙尘，有损品牌形象。将产品的正面朝向顾客、排列整齐、避免缺货、保持货架干净，这些也是维护产品价值的基本要求。总之，就是要让商品以最好的面貌(整齐、清洁、新鲜)面对消费者。 陈列工作是一项长期的工作，必须持之以恒，每日辛勤经营，时刻保持清洁的陈列面，获得最好的陈列效果，只有这样才能累积出长期的优异成果。 (2)附属性广告制造氛围。消费者都喜欢在一个良好的氛围中购物，这是已经被实践证明了的。比如在卖场播放强劲的音乐来刺激人们的听觉，效果显示，这样的消费氛围更有利于调动消费者冲动性购买“神经”，对于产品销售有着很好的促进作用。同时，在产品销售的现场，应当运用能够引起注意的POP(买点广告)、立牌、产品展示柜等营造购物的氛围，通过售点广告凸显企业品牌、形象和产品性能与价值等。 (3)分销设备要全面、个性。分销设备在终端设置主要是为了满足产品的特殊性要求或对产品采用新的卖法。有时一个好的设备本身就是良好的促销工具，如饮料调制机、冰激凌速冻柜、自动售货机等。在实际的分销工作中，依据品牌自身的特点，制作一些有利于销售的分销硬件，也是分销终端的一个重要组成部分。 (4)信息传递。信息传递指在产品卖场向顾客传达分销及销售促进的信息。如折扣价签、特价牌、赠品展示、买一赠一大包装等现场促销活动和卖场广播等，都是比较好的促销方式。 2.终端销售促进 随着终端抢夺战的加剧，只有好的陈列还不够，在终端运作各种销售促进的手段及方法，也能够加强终端分销的竞争力。终端销售促进主要表现在以下两个方面： (1)销售促进。所谓销售促进，是指企业运用各种短期诱因，为鼓励顾客购买或销售企业产品而进行的促销活动。近年来，在各大卖场出现的导购服务，也是比较好的销售促进方式。导购服务主要通过导购人员的讲解、推荐和演示，调动消费者的兴趣，使消费者认可产品。比如，伊利集团奶粉事业部在各地主要的大卖场都设有导购员，该集团领导和消费者都认为，导购员在奶粉的销售过程中起着不可低估的作用。 (2)公关促销。终端销售促进也表现在与终端卖场的公关及争取更好的销售机会方面，这就要求企业必须开展关系营销，与终端客户建立良好的合作关系。比如，可口可乐公司为了能使其产品无所不在，采取了多种销售促进策略：跟客户打招呼、检查户内外广告、了解客户的销售情况、检查陈列情况、了解剩余库存、与客户探讨销售技巧、帮助客户寻找滞销产品的销售途径、索取订单等。 现在，越来越多的企业开始意识到公关促进的重要性，纷纷采取各种方式对零售终端进行支援和辅导。通常包括以下一些方面： 第一，筹划商品再加工活动。即利用商店的二次加工能力，以低成本竞争优势开发商品，通过商店的高品质、高附加值的转换程序，使这些原始产品转换成被赋予商店生命和魅力的二次加工商品。由此可见，关于商品再加工活动的筹划，不仅对商店具有重要意义，而且对于推动企业的产品销售也具有直接影响。 第二，传授销售促进方法。零售商店常因缺乏某些商品的销售技术而丧失商机，这实际上为生产企业的辅导活动提供了机遇。诸如店头广告、商品说明书、海报、赠品安排及各种展示活动等，均可由生产企业帮助设计。 第三，塑造店头魅力。在消费活动日益个性化的时代，店头魅力对吸引顾客来店选购影响极大，尤其是感性的购买行为。因此，商店的外观、橱窗布置、装潢、商品陈列与结构、照明、色彩等，都是不可或缺的辅导项目。 第四，协助建立内部管理制度。成功的商店所获得的利润来自经营管理的合理化，这依靠商店内部的各项管理制度，如财务和人事制度等，能有效地减少不必要的浪费，降低管理成本，这也就相对地增加了利润。经营辅导的要旨就在于通过建立合理的内部管理制度，创造出较高的管理绩效。 第五，提供市场信息。商店丧失经营机会，往往起因于缺乏收集市场信息的能力。因此，企业应该系统地提供市场价格、竞争方面的信息，以作为商店进行决策的依据。另外，业界成败的事例，企业也可提供给零售商作为其经营管理的借鉴。 需要指出的是，对零售商的辅导一定要尊重零售商的意愿，切不可喧宾夺主。因此，企业辅导人员必须与商店经营者进行充分的沟通，在弄清楚商店的特点和需要后，再设计具体的辅导计划。为了确保辅导工作的稳定性，建议企业除了强化销售人员的辅导功能外，还应设立由资深销售人员及经营管理专家组成的专门的经营辅导部门，并制订专门的辅导拓展计划，以配合企业总体的销售安排。 3.对终端工作人员的管理 由于销售工作的特殊性，终端工作人员70%以上的工作是在办公室以外进行的，因此，企业对终端工作人员的有效管理是零售终端管理中的重要环节。企业对终端工作人员的管理表现在以下几个方面： (1)严格的报表管理。运用工作报表追踪终端人员的工作情况，是规范终端工作人员行为的一种行之有效的方法。严格的报表制度，不仅可以使终端工作人员产生动力，督促他们克服惰性，而且会使终端人员做事有目标、有计划、有规律。报表也是企业了解员工工作情况和终端市场信息的有效工具。同时，精心填制的工作报表，也是销售人员培养良好的工作习惯、避免工作杂乱无章、提高工作效率的有效方法。主要报表有：工作日报表、周报表、月总结表、竞争产品调查表、终端岗位职责量化考评表、样品及礼品派送记录表、终端分级汇总表等。此外，还有主管要求定期填报或临时填报的、用于反映终端市场信息的特殊报表。终端工作人员一定要按时、准确填写报表，不得编造，以防止因信息不实而误导企业决策者，并及时通过互联网传达给企业。 (2)对终端人员进行培训。一方面，加强在线培训，增强终端工作人员的责任感和成就感，让其独立工作。另一方面，给予其理论和实践的指导，发现问题及时解决，使终端工作人员的业务水平不断提高，以适应更高的工作要求。这样可以增进主管人员对终端人员各方面工作情况的了解，对制订培训计划和增加团队稳定性有不可忽视的作用。 (3)进行终端工作监督。管理者要定期走访市场，对市场销售情况作出客观的记录、评估，并公布结果。终端市场检查的结果直接反映了终端人员的工作情况。同时，建立健全的竞争激励机制，对于成绩一般的人员，主管一方面要帮助他们改进工作方法，另一方面要督促他们更加努力地工作；对那些完全丧失工作热情、应付的工作人员，要坚决辞退；对于成绩突出的工作人员，要充分肯定成绩，并鼓励他们向更高的目标冲击。 (4)搞好终端协调。企业对终端工作人员所反映的问题，一定要给予高度重视，摸清情况后尽力解决。这样既可体现终端人员的价值，增强其归属感、认同感，又可提高其工作的积极性，同时鼓励他们更深入、全面地思考问题，培养自信心。企业拥有一套完善的终端人员管理制度，并通过它来约束终端工作人员的行为，保证终端管理的效果。 终端销售绝不是一种简单的组合，往往需要企业运用各方面的资源协调完成。特别是竞争的压力使得终端销售的技术日益精进，对管理工作提出了十分严格的要求。终端销售管理必须做到以下几点。 1.选择适宜的终端类型 选择何种业态、哪种商店或消费场合，必须经过认真地考虑，同时还必须对这种业态或商店的商圈特征，如人口结构、地理环境、生活形态及竞争态势进行评估。并非选择有利的商圈位置或有名的商店就一定能促进销售，应该认真研究自己的实力和目标，从而选择合适的形式。 2.争取店方的合作 这是提高终端销售效益工作的难点之一。在通常情况下，店方更愿意把机会给予知名的企业或品牌，但新品牌或新企业也并非没有自己的优势。这就要求企业必须懂得谈判的艺术，把自己的特点和优势准确地告诉对方。与此同时，强化其他促销形式的配合，并通过严格的管理和良好的沟通赢得与店方长久的合作。 3.增加人力的支持 许多终端销售活动要靠大量的人力去实现。而对于大多数企业而言，要在短时间内培训一支符合要求的队伍并非易事。为了解决这一问题，一些企业开始雇用临时的专业人员或商业学校的学生从事这一工作。实践证明，这是一种既经济又有效率的做法。但企业必须加强监督与管理，以确保整个销售活动朝着自己确定的方向进行。 4.提高促销的整体配合 强调终端销售的价值，并非排斥其他形式的促销活动。而且，终端销售的实现，往往以企业形象的确立和品牌价值的塑造为前提，这也就是一些知名的品牌往往能在商店占据有利位置的原因。事实上，终端销售与其他促销形式存在彼此呼应的关系，运用得当会发挥意想不到的效果。 建设好0TC(over the counter，非处方药)市场终端网络有利于推进市场有序地发展，有利于对终端进行有效的管理控制，有利于完善各种服务体系。那么，如何做好OTC市场终端呢？ (1)看户外。看户外广告有没有，若没有应及时补上，做好硬包装。 (2)勤问候。向营业员问候，经常带些小礼品便于感情沟通，同时询问本企业产品的销售情况和竞争对手的销售情况，以及营业员对本企业的意见和建议。 (3)查户内。检查户内POP广告(买点广告)的产品摆放，及时调整，以达到最佳状态。 (4)快记录。把询问的各种情况如实记录。若与营业员的关系较好，可当面做好记录，否则离店后立即补好记录。 (5)提要求。针对实际问题，提出企业的具体要求，尽量达到目的。 (6)总结分析。OTC市场人员根据当天的走访情况进行总结分析，具体包括包装到位、产品销售情况汇总、竞争对手情况汇总、营销态势分析、提出建议，并在企业的销售总结例会上交流。 在销售管理实践中，很多企业都会遇到一个让销售人员头疼的问题——串货。串货又称倒货或冲货，特指产品的越区销售或者跨区销售。企业对串货问题处理不好，可能引发诸多市场问题的连带发生。因此，企业在对市场制定相关销售政策的同时，一定要制定防止串货、打击串货、惩罚串货主体的一系列措施。 构成串货的首要因素是串货能力，客户如果不具备串货能力，就是让他串货他也无能为力。那么，市场上谁有串货的能力呢？ 1.代理商或经销商 目前，许多企业的销售体系大多是采用市场总代理或总经销的模式。所谓总代理或总经销，就是企业把产品在某区域或省份的销售权交给某一个人或贸易公司去实现企业在该区域市场的销售任务。既然一个区域或省份只有一个代理商或经销商，那么也就决定了在这个区域或省份只有一家客户有资格获得企业最优惠的产品购进价格。代理商或经销商然后又按企业制定的二级价、三级价、批发价等价格再往下销售。如果各种渠道成员都能遵守这种游戏规则，则市场上相安无事。一旦某区域总代理或总经销或他的二级客户不按规则进行销售，这时就可能引发串货问题。 2.分公司或办事处 在一些大型企业，尤其是从事家电和电子产品、药品、饮料等产品销售的企业，由于产品销售量大，而且市场相对稳定，它们一般都采用分公司或办事处为主的运作方式。分公司或办事处属企业派出机构，人员都是在企业营销工作中比较优秀的骨干中选拔出来的，对企业忠诚。同时，在企业中担任某一区域的分公司经理实际上就是一方“诸侯”，他们对市场从产品、价格、渠道到操作方法等方面有绝对控制权，企业该给总代理的政策和优惠对他们也全给了，有的甚至比总代理或总经销获得更多更大的支持。但是，当某一位“诸侯”头脑发热，或当月销售任务完成情况较差时，串货问题就可能发生。 3.企业自身 在一般情况下，除了总代理、总经销和分公司、办事处及区域市场的一些较有实力的二级代理客户，可能因为某种原因而主动或被动窜货外，其他主体就不会再有进行串货行为了。但是，当某一区域代理或分公司出现高价违规等销售问题而屡禁不止时，企业考虑到整体市场的利益，就可能通过暗示或明示周边临近市场的客户，或者干脆直接向该区域发货以平抑产品高价销售的现状，这也形成了事实上的串货。 按串货的不同动机，可以将串货分为三类。 1.恶意串货 恶性串货是指为获取非正常利润，经销商蓄意向自己辖区以外的市场倾销产品的行为。经销商向辖区以外倾销产品最常用的方法是降价销售，主要是以低于厂家规定的价格向非辖区销货。恶意串货给企业造成的危害是巨大的，它扰乱了企业整个经销网络的价格体系，容易引发经销商之间的价格战，降低通路利润；它使得经销商对企业产品失去信心，丧失积极性并最终放弃经销企业的产品；混乱的价格将导致企业的产品和品牌失去消费者的信任与支持。 另外，市场上还有一种更为恶劣的串货现象，即经销商销售假冒伪劣产品。假冒伪劣产品以其超低价诱惑着经销商铤而走险。经销商将假冒伪劣产品与正规渠道的产品混在一起销售，掠夺合法产品的市场份额，或者直接以低于市场价的价格进行倾销，打击了其他经销商对品牌的信心。 2.自然性串货 自然性串货是指经销商在获取正常利润的同时，无意中向自己辖区以外的市场倾销产品的行为。这种串货在市场上是不可避免的，只要有市场的分割就会有此类串货。其主要表现为相邻辖区的边界附近互相串货，或是在流通型市场上，产品随物流走向而倾销到其他地区。这种形式的串货，如果串货量大，该区域的通路价格体系就会受到影响，从而使通路的利润下降，这会影响到二级批发商的积极性，严重时可引发二级批发商之间的恶性串货。 3.良性串货 良性串货是指企业在市场开发初期，有意或无意地选中了流通性较强的经销商，使其产品流向非经营区域或空白市场的现象。在市场的开发初期，良性串货对企业是有好处的：一方面，在空白市场上企业无须投入，就提高了知名度和市场占有率；另一方面，企业不但可以增加销售量，还可以节省运输成本。不过，在具体操作中，企业应该注意，空白市场上的价格体系处于自然形态，企业在重点经营该区域市场时，应对价格体系需进行重新调整。 由此可见，不是所有的串货都具有危害性，也不是所有的串货都应及时加以制止。市场上有一句话：“没有串货的销售是不红火的销售，大量串货的销售是很危险的销售。”适度的串货会形成一种热热闹闹的销售局面，有利于提高产品的市场占有率和品牌知名度。所以，企业要严加防范和坚决打击的是恶性串货。 从一定程度上说，串货具有必然性。因为商品流通的本性就是从低价区向高价区流动，从滞销区向畅销区流动。同种商品，只要价格存在地区差异，或者只要同种商品在不同地区的畅销程度不同，就必然产生地区间的流动。“天下熙熙，皆为利来；天下攘攘，皆为利往”，“利”字贯穿了串货的全过程，串货是渠道成员过度追逐自身利益的必然结果。 1.主动串货原因 (1)不论是代理商、经销商还是分公司，都有一个最基本目标，就是完成企业的销售任务。因为企业是以销售业绩对他们进行考核的，并以业绩考核的结果为依据决定其销售政策的，销售业绩也就直接影响其经销产品的利益。如果代理商或经销商不能完成双方约定的销售任务，那就意味着要受到惩罚，而这种惩罚有可能就是判处“死刑”——清盘换人。这对绝大多数经销商或业务经理来说都是很没“面子”的事情，也是很痛苦的事情，尤其是那些有知名度、有品牌的企业的产品。因此，当某区域或省份市场的经销商或代理商的销售任务不能完成的时候，经理就有可能为了保住这来之不易的产品代理权或经销权，将产品压低价格向邻省或周边市场适量销售或大量抛售，以保证销售任务的完成。 (2)当某一区域或省份市场的二级、三级批发商的市场销售任务完成情况较差时，总代理或分公司也会暗示或明示他们，为了完成任务或超额完成任务而向周边和临近外省市场低价串货。 (3)不同区域市场之间因销