Regional manager competition report

I. Current market situation Diversified mobile phone products, scattered sales; narrowed profit margins, insufficient to support large wholesales, requiring streamlined and efficient teams; the trend of flat and clear channels requires deep cultivation and accumulation, and market management is important .

Second, there are problems

1. Insufficient personnel monitoring: sleeping, playing, and slacking.

2. Unequal staffing: The depth and breadth of market development are different, and the overall positive is not high.

3, personnel selection is not strict: the recruitment of personnel and interviewers are not high quality, the selection process is not strict.

4. Insufficient business guidance: There is no way to stress, “administration by penalty”.

5, frequent personnel changes, a certain ability to take the initiative to leave because of dissatisfaction, and those who have no performance will be transferred to the situation.

6, the market operation mode is chaotic: multiple places to release goods, price confusion, the city-county-township price system is unreasonable, profit margins are not guaranteed. It is not harmful to the market, and it is not conducive to market management.

7. The customer lacks trust: the development cost is high, the remaining problems are many, and the customer base is narrower and narrower.

8, the process is not smooth: after-sales support because of the convergence problem, the responsible person is unclear and other customer dissatisfaction.

9. The discontinuity of the sales policy caused serious dissatisfaction among customers.

Simple attention to shipping data, high-pressure management model, the formation of the short-term benefits of the pursuit of monthly sales performance, this extensive business model will be eliminated by the intensive market situation, resulting in long-term cooperation with customers. What we need is to establish sales as the goal, market management as the basis, terminal pull as a means to achieve clear channel, terminal control market objectives.

Third, the countermeasures

The management must be accounted for, the management should be implemented, the personnel should be streamlined and efficient, the market should be deeply cultivated, and the product line should be formed on the resources.

The management work is both hands-on, focusing on product resources and team building. Under the stable product price system, we can operate normally. If we add excellent product cost performance, we should take it to the next level. The team can win the customer network by being lean and efficient and enhancing customer service awareness.

1. Refine management and strengthen execution. The goal of the project is to ensure clear job responsibilities. Market management must not only have sales tasks, but also refine to dealers, control retail stores, clarify areas of responsibility, responsible persons, and non-competition principles in the same region; Regardless of the process, the executive force is to supervise every day, to achieve the day-to-day settlement, daily work inspections: a look at sales, second look at the work log, three proofs, four help; administrative management from the administrative level first, regional manager business management, Cross management. Through tabular management, daily work log, weekly progress, monthly performance, and quarterly assessment, each person's work can be quantified, and each day's work can be controlled, and each customer is effective.

Change the past, only the pressure does not talk about the way. The results come from the weekly guidance. The superiors should not only supervise and guide the subordinates. The weekly sales help: For the business personnel with poor progress, the regional manager should promptly send the help belt; the general manager should point out the area in time. Inadequate management. Actively give employees assistance and guidance on the basis of the work log and weekly progress, grow a batch, train a batch, and drive a batch. For example, in the past, we used to sell less than 100 units in the Zhumadian area but invested in 3 people. However, there are only one person in the city with monthly sales of more than 300 units. Others have a negative sales volume for one month. The shift from the original end-of-month results assessment to weekly progress monitoring and help may be another new look. The excellent team is clearly rewarded and penalized, and the executive power is recorded in the basic work evaluation. Once a month, performance appraisal is far more timely than heavy money, and keeping promises is not angry. , tabular management, and strengthen the implementation: core dealer cooperation schedule and key retail store retail share table. Quick response, emphasizing the concept of speed and time: full authorization, especially the regional manager gives a certain flexibility to the sales policy and the decision-making power of the customer, in the spirit of: A, as long as the customer is reasonable, we must solve it immediately. Solve the first, the second method; B, as long as it is beneficial to the customer, we have the ability to solve, even a little cost, to solve immediately; C, good for the customer, but beyond our ability or cost too much Report or ask others. In line with efficiency priorities, the overall favorable principle is faster decision-making, keep in mind that the market does not wait for people; be good at summing up experience, special issues are routine and easy to face.

2. Customer network construction. Clear channel: Strengthen the clearing of the land package to clear the outlets, and define the outlets; the county package and its covered stores should be clear, the key retail stores to be controlled are clear, the responsibility is to the people, the regional target responsibility is signed, and the price and cargo flow management are strictly controlled. Flattening channels: Establish a secondary network coverage structure, do not give up the coverage of some urban areas and some counties, develop key counties and counties covering county and township markets, and control key retail stores to pay attention to quantity and quality. Diversified channels: Emphasize the diversification of the main line of underwriting, the diversification of land and county branches, and the diversification of key retail stores. The market is no small matter, and the customer problem is big. Every employee, including the general manager of the branch, must be kind to the customer, be sincere in treating the customer's attitude, prioritize efficiency in handling the problem, express our sincerity with speed, use the service to touch the customer, and retain the customer with the benefit.

The construction and promotion of core retail brand stores, integration of brand product lines, implementation of network and resource interaction; our opportunities: product brand terminal recognition is high, licensed, parallel imports, existing brands have formed a certain product line, brand store operation experience; Through the brand image store to strengthen the image of the authentic licensed terminal, through the product deployment to achieve full goods, product profit margins, coupled with moderate price policy and gift support, will certainly occupy a new brand image store, thereby promoting the introduction of follow-up resources.

We will strive for investment from manufacturers and strengthen county-level market development. Each development county is equipped with business-oriented, market-oriented promoters, terminal reward model, network development using 1+N mode, strong point to drive retail coverage of N homes with one core retail point, profit guarantee under price control, and timely service on.

Large customer maintenance: In particular, the operators cooperate, do the work of the manufacturers, and work together to cooperate with the operators, and prepare in advance.

3, product resource management: product line must be built in two categories: more than 3 models of best-selling models, with pricing, close to the market price has a certain advantage, and strive for a single gross profit of more than 20 yuan; more than 3 profitable products, to profit Space and enhanced terminals to drive sales to achieve a single monthly sales of more than 500 units. Considering the fact that the current resource line is short and there is no core product, increase the number of transition products or other existing models, and pursue the maximization of benefits without harming the channel in accordance with the short-term and fast operation ideas.

Product policy decisions must be carefully and appropriately regulated. Look at the numbers and make decisions.

Only in this way can we create a good environment for the healthy development of the channel, which is the resistance to the flattening and clarity of the channel. Otherwise, the company's sales are like duckweed, although it grows bigger and bigger, but it can't stand the wind.

4. Organization and management organization: adopt flat management structure, general manager----large regional manager---city manager----part-time promotion, up to three levels of management. Establish market resource positions, strengthen product line construction and terminal retail control. The number of personnel should be streamlined and efficient. There should be one person in the area, and each person should have at least 300 delivery quantities. The monthly retail company model is more than 30 retail stores, and each person controls at least 10 retail stores; Enjoy standard salary fees.

Personnel fixed post: According to the number of service customers to set the post, according to the service area market capacity to set the task amount, reduce travel expenses, personnel work assessment process, evaluation results. According to the existing branch business, 30 people are temporarily prepared, excluding the key county personnel, which are divided into 16 local market sales personnel with a total of 18 people. The regional managers are temporarily not set up, giving the grassroots personnel room to rise, and the grassroots business should try to adopt local Personnel to reduce costs and enhance local business capabilities, and maintain a certain stability, emphasizing execution; backbone sales market personnel 8 people, high quality and higher treatment, independent sales market operation ability, and maintain a certain mobility, points The company gives a focused and inspiring team; 3 administrative staff, clear division of responsibilities, mutual cooperation and support; The number of personnel increases and decreases according to the standard workload, determined by the per capita benefits, resolutely put an end to the blind expansion of the establishment and the establishment of posts.

Administrative staff: assist the general manager to carry out administrative work, specifically responsible for attendance, work discipline, personnel, assessment, customer service, cost control and coordination of the work of the head office, etc., to implement personnel to be streamlined and efficient; sales in-office: assist in total The manager carries out sales management work, and is responsible for sales planning, sales progress, sales policy communication, and sales and service coordination for sales staff, and implements management and implementation; market internals: assists the market resources department to carry out work, and is responsible for key retail stores. Market control services such as control, terminal sales, promotion policy communication, team culture, material distribution, and coordination of homework, and implementation of the market must be intensive. In the selection of personnel, regardless of any position, the general manager must personally check.

Marketing Resource Manager: Responsible for home contact, resource policy, inventory management, promotion plan, key retail store construction, management, promotion, and market work progress assessment of each district manager, to implement product lines and markets in implementing resources I have to work hard.

Regional manager: Responsible for the overall sales management of the region, specifically responsible for the regional operation mode, command and guidance of the personnel in the jurisdiction, and at least one regional sales task; its evaluation of the regional sales management work as the basic work, the general manager scored, The completion of sales tasks in the region and the completion of sales tasks in the territorial areas each accounted for 20% performance appraisal. Carry out management and implement, implement the market, and work hard to make a half-month work. Among them, Zhengzhou District has a large client work.

Salesman: Responsible for the overall sales and marketing work in the region, specifically responsible for customer management, sales task completion, and market work completion. The basic work assessment is graded by the administrative back office, the regional manager and the market resource manager based on the completion of the basic work. The performance work is determined by the regional sales completion rate and the retail volume of the key retail stores.

Market supervision: Responsible for the overall market work in the region, specifically responsible for customer service, key retail store control, terminal construction, promotion activities implementation, market system maintenance, terminal sales reports, etc., and assist the regional manager to perform sales work. The basic work is assessed by the regional manager, market resource manager, and administrative staff. The performance work consists of 10% of regional sales tasks and 30% of terminal digestion. In the early stage, the form of promoters was used to reduce the cost and promote the sales of core dealers. The low salary was mainly the evaluation form of the staff rewards linked to the terminal sales.

Relevant responsibilities: Terminal construction includes: main position, main push, vivid, price control work; key retail store control refers to retail stores with more than 200 retail stores per month, terminal construction work needs to be in place, and the company's model retail volume should reach More than 60 sets.

5, team building

Days and highs: daily work monitoring, weekly progress communication, monthly performance appraisal, quarterly work performance rewards, semi-annual job evaluation, self-management under moderate pressure, regular work guidance, and full competition mechanism. In March, the assessment cycle doubled, and competition performance was automatically promoted.

Team culture: Establishing an electronic information platform. First, low cost, high efficiency, and high efficiency. It is feasible to timely feedback the high-day monitoring of the day and the day. Establish “<内讯>>, carry out sales competition activities, and realize team morale incentives and training. Learning, corporate culture shaping, work experience exchange, etc., monthly training lectures, market situation and operation mode update, timely unified thinking and understanding, key retail control, communication and coordination of experience exchange, improve marketing.

, team management: put an end to the original "administration by penalty", simple and extensive management mode, take the education and training, communication and learning, quality improvement to the stylized and gradually institutionalized "humanized management."

Echelon training: members----supervising----sales representative----regional manager----regional manager----regional manager----marketing manager, open the position level, give employees more More promotion incentives, but flat position management, low-level trials to a higher level of competition or job evaluation, open selection procedures, all vacant management positions using open competition. Within one year, we will create a group of sales teams with marketing ability, marketing ability and management backbone to build an iron-plated camp for the next session. This is one of the goals of this year's work. Breaking individual heroes, establishing organizational excellence, and realizing the purpose of this adjustment, make Zhongxin more successful, not personally better.

6. Team incentive and evaluation system: 60% of basic work evaluation, 40% of performance work evaluation, reward work evaluation, reflected by bonus; to improve reaction efficiency and save labor cost. Weekly sales work, monthly market management, quarter terminal pull, rhythm work focus supervision and guidance; weekly progress announcement, monthly performance evaluation, quarterly work evaluation, semi-annual job evaluation. Every day work must have a work log in accordance with the prescribed format, attendance, weekly sales progress, market management standards; correspondingly negative incentives. Excessive completion of the task award, marketing promotion award, profit model award, per capita efficiency award, cost savings award; corresponding to this is the bonus. Excellent monthly evaluation, customer satisfaction, stable regional sales growth, personnel transfer, regional market management; corresponding to the promotion of positions. Corresponding time to publish the corresponding evaluation results, for the best and call to encourage, and praise and reward at the conference.

7. Cost control: The total cost is high, mainly due to several control spaces such as logistics costs, total staff salaries, hospitality expenses, travel expenses and telephone charges. The cost control of eating and drinking food, the first phase of investment for two months, fixed costs and fixed tasks and rewards. According to the fixed-point quantitative assessment of each person's monthly expense budget, each county-level regional starting point 100 yuan telephone fee standard, 50 yuan transportation fee standard, for each additional county-level area to increase 50 yuan transportation costs and 50 yuan telephone fee standard, per person per month Accommodation costs 200 yuan. The total cost of personnel is controlled within 90,000 yuan. The fixed cost is based on the number of service core retail stores and the regional span; the completion of the sales of the best-selling products is linked to the salary; the completion of the profit product is linked to the bonus.

Expense budget: refine to the position, responsibility to the person, implement post target control

Expense item amount description

Office fee 5000 IP: 400 * 5 = 2000, per capita 80 yuan * 30 people = 2400

Telephone fee 7500 per capita standard 250*30 people = 7500

Hospitality is limited to 3,000, limited to one month, limited to 2,000 yuan

Transportation fee 1000 limited to 400 yuan

Travel expenses 12000 are 200 yuan * 17 = 3400, the region is 500 * 7 = 3500 yuan, the market is 1,200 yuan, the manager is 1,200 yuan.

Salary 46000 area 1350*17=22950, ​​supervision 800*7=5600, administrative 900*3=2700, large area 1800*8=14400 yuan

Bonus 10,000 over-completion award, promotion award, conservation award, regional award

Coordination 300

Rental fee 13000

Water and electricity fee 3000

Transportation fee 9000

advertising fee

The promotion fee should be based on the clerk award method.

Depreciation fee 600

Other operating and management costs 500

Education funding 2500

Subtotal 113400

Logistics cost sharing 8000

County-level cost sharing 500

Financial expenses 1000

Total 122900

The original cost budget is generally 230,000 yuan, which is now compressed to less than 130,000 yuan.

8. Analysis of operating efficiency: The sales target of each salesperson is 300 units per capita. The basic work content is to make 1-3 underwriters per person, and 10 retail outlets with 10 monthly retail outlets. The sales volume of the main product line of the store and branch is 6,000 units. The overall monthly cargo coverage is 10,000 units, with a gross profit of 35-600,000, minus 11-15 million, and an annual target of more than 3.5 million.

9. Operational risk control: mainly through customer diversification to get rid of the pressure of large customers and thus have more initiative in receivables; establish incoming batch management to control inventory scale, strengthen inventory management, and focus on time adjustment of incoming batches . In the face of the pressure on the home, it is necessary to regulate the purchase time, model, and batch, and not cause concentrated inventory. The price adjustment affects the overall operating efficiency. Personal risk control, earmarking, loan limit, clear loan repayment period, statement and business card, the dealer must not borrow from the individual.

10. Promotion and promotion: In line with the principle of controlling the scale of expenses, the principle of “paying for food, extracting budget”, setting up marketing expenses fund, using it centrally, taking turns to work; the main target is concentrated in core dealers and key retail stores. , potential areas, the scope of use is mainly concentrated in the clerk rewards, channel rewards, terminal pull, terminal image; application for approval, joint implementation, supervision of the form of write-off. This is my strength, but also through the practice of a sales and market integration of the operation mode, to become a "can push the pull" marketing team.

11, work plan:

The familiarity and stability phase, for a period of two weeks, a preliminary understanding of personnel, processes, costs, products, customers, etc.

Fixed posts.

Publish assessment methods, re-competition of management positions, and conduct a job evaluation for non-management positions.

, product resources construction, the formation of a reasonable product line.

, customer resource management, visit customers, adjust market operations, clear core dealers and key retail stores.

, market pull and team training.

For the company, it is not an aggressive practice to change the business style of a branch with poor performance. We are not afraid of pain. The purpose of this change is to achieve adjustment and stimulate new vitality. It is a pain and opportunity for the company and the individual. I have no intention of belittle others, but each person's business style is different. We have to consider the problem of matching the business status. I believe that "fine, diligent and innovative" will definitely bring a new look to the branch. It is not advisable for the company to adopt a management model for all branches. It is best for each branch to operate. Mode, this kind of differentiation can not compete with each other and enhance the overall ability to resist risks. The more key positions we have, the more we have a talent echelon mechanism. The sooner we break this “excellent” talent recruitment problem, the smaller the cost, the better it is. The long-term development of the company is one of the goals that this transformation has to achieve.

I am eager to successfully apply for the general manager of the branch office, but I do not rule out other business opportunities. I hope that everyone will support me and I will not let everyone down.