Sales work plan essay

According to the company's xx annual sales in Shenzhen area total sales of 100 million yuan, the total sales target of 50,000 sets and the company's xx annual channel strategy to make the following work plan:

First, market analysis

The price war in the air-conditioning market has been gradually started for several years. The low-end demand in the second and third-tier markets, along with the continuous improvement of urban construction and people's living standards and the arrival of product replacement period, led to the continuous growth of the primary market, which led to the expansion of the overall market capacity. The total domestic sales of xx reached 19.5 million sets, an increase of 11.4% compared with 2003. It is expected to reach 25 million to 30 million sets in 2019. According to industry data, the global market capacity is between 55 million sets and 60 million sets. The capacity of the Chinese market is about 38 million sets, according to the regional market share capacity, the capacity of the Shenzhen air-conditioning market is about 400,000 sets, and the sales target of 50,000 sets accounts for about 13% of the market share.

At present, Galanz's market share in the air-conditioning market in Shenzhen is about 2.8%, but according to industry data, it has been in the “shuffle” stage in recent years, and the brand market share will be highly centralized. According to the strength of the company and the product line of xx, the company's annual sales target of xx is completely possible. In 2000, there were about 400 air-conditioning brands in China, and by 2003 it had dropped to about 140, with an average annual elimination rate of 32%. Under the “encirclement and suppression” of first-line brands such as Gree, Midea and Haier, there are less than 50 active brands in China's air-conditioning market, with a elimination rate of 60%. In 2019, LG was accused of dumping by the United States; Kelon encountered financial problems and its market share declined sharply. Shinco, Changhong and Oaks have also been adversely affected by enterprises and brands, and their market share has also declined. Japanese brands such as Panasonic and Mitsubishi were affected by the strong resistance of the Chinese people in 2019, and the market share was larger. Galanz air conditioners showed a rapid growth trend in the Guangdong market. However, the market foundation in Shenzhen is relatively weak, the team is still relatively young, and the brand influence needs to be consolidated and expanded. Based on the above situation, do the following work plan.

Second, work planning

According to the above situation, in the xx annual plan, I will focus on six tasks: Sales performance

According to the company's annual sales task, monthly sales tasks. Decomposed according to market specific conditions. Decomposed into monthly, weekly, and daily. The monthly, weekly, and daily sales targets are broken down into various systems and stores to complete sales tasks at various times. And on the basis of completing the task, improve sales performance. The main means are: improve the quality of the team, strengthen team management, carry out various promotional activities, formulate rewards and punishments system and incentive programs. This work is not the same as the peak season. In the sales season, we will promote large-scale terminals for large-scale sales promotion activities for professional home appliances systems such as Gome and Suning.

2, K / A, agent management and relationship maintenance

Effective management and relationship maintenance for existing K/A customers, agents or K/A and agents to be expanded, establish customer files for each K/A customer and agent, understand pre-sales and strength, and conduct company Corporate culture communication and the company's new product dissemination in xx. This work was completed at the end of August. After the end of the peak season and before the arrival of the peak season, it will spread from time to time. Understand the basic situation of each K/A and agent responsible person and conduct regular visits to communicate effectively.

3. Brand and product promotion

Brand and product promotion In the 2019-xx year, we cooperated with and implemented the company's regular brand promotion and product promotion activities, and planned some input costs, lower public relations promotion activities, and enhanced brand image. Such as "Galanz air conditioning health, environmental protection, love my family" and other public welfare activities. If possible, joint promotion with each K/A system will not only expand the influence, but also establish a good customer relationship. Product promotion mainly carries out some “road show” or outdoor static display for some product promotion and normal business promotion.

4, terminal layout

According to the company's sales target for the year of 2006, the popularity of channel outlets will increase significantly. According to this situation, we will actively cooperate with the work of the business department at any time and any place, and actively cooperate with the image construction of shop-in-shop, park-in-the-garage, and shop-in-the-box. Actively arrange for promotion, sample tracking and product display. This work is carried out according to the needs of the company's business unit. The layout standards are strictly in accordance with the company's uniform standards.

5. Planning and execution of promotional activities

The planning and execution of the promotion activities were mainly carried out in the sales season from April to August of 2006. The first strictly implemented the company's sales promotion activities, and the second was to flexibly plan some sales promotion activities based on the market conditions at the time and the sales promotion activities of competitors. . The theme of the idea is to avoid its advantages, attack its disadvantages, and focus on planning and execution according to the company's product advantages and resource advantages.

6, team building, team management, team training

Team work is carried out in four phases:

The first stage: August 1st - August 30th A, some promoters carry out key investigations and conduct quantitative assessment. Remove some of the personnel under the ability, focus on retaining around 40 people, and focus on training. B. Formulate relevant team management systems, clearly define the rights and responsibilities, and clearly define the scope of work, and improve the work report of the promoters. C. Complete the training materials of Galanz air conditioning system.

The second phase, September 1st - xx, February 1st, the second phase is mainly to strengthen the systematic training of the main team, cooperate with the company's brand and product promotion activities and plan a series of brand and product promotion activities, and collaborate with the business department. Carry out network expansion, actively carry out terminal layout construction, and maintain effective communication with the original terminal to maintain the terminal relationship.

1 Training system arrangements for grading and intensive training

Business staff → promoters

Training instructor < promoter

2 Use the weekly case to conduct intensive training for all promoters

September 1st - October 1st: 4 sections of corporate culture training and industry knowledge training

October 1st - October 31st: 4 sections of professional knowledge training

November 1st - November 30th: 4 sections of promotional skills training

From December 1st to December 31st: Conduct four levels of mentality guidance, training, and regular mentality.

January 1st - January 31st, xx: Conducting four sections of promotional activities and terminal layout training

February 1st - February 29th, xx: Conduct on-site simulation sales training and on-site testing for all members. At the end of each month, we conduct quantitative assessments and follow up sales.

The third stage: February 1, February - February 29

1 Use one week to conduct recruitment and promotion work according to the number of outlets, and use 10 days to systematically train, evaluate and screen new on-the-job promotions. After a one-week trial of the qualified personnel, the sales promotion will be re-evaluated. The final decision will be made to ensure that all the terminal posts will be available before March 1.

2 All work is based on basic work

The fourth stage: March 1st - July 31st, xx

In the fourth stage, the entire Shenzhen market was fully launched, and the main focus of sales was to increase sales.

First: follow the source of purchase, ensure sufficient supply, proportional coordination, to achieve the most optimal inventory, exercises to avoid out of stock or out of stock.

Second: Recruitment training temporary promoters, in preparation for activities, to create a team that is more combative in all aspects.

Third: Strictly implement the company's sales strategy and promotion activities, and plan to implement sales promotion activities to drive the market and increase sales.

Fourth: follow up the rational distribution of promotional gifts and gifts.

Fifth: carry out the construction of the layout and enhance the brand image. Follow-up counseling and executive supervision.

Sixth: monthly quantitative assessment

Seventh: Decompose the monthly tasks, and break down the work tasks in strict accordance with the WBS law to achieve interlocking, clear rights and responsibilities, responsibility to people, and work details can not be subdivided.

Eighth: the use of team management four major means: weekly work meetings; follow-up counseling; debriefing conversation; report management. Strictly control the team and maintain the stability of the team.

Ninth: Conduct market research, market dynamic analysis and information feedback from time to time to be a good transmitter of the enterprise and the market. Strive to create a mechanism for rapid response.

Tenth: Coordinate the relationship between agents and dealers. According to the technical and personnel support, go all out to complete the terminal task.

The above is the work plan for xx year. If you have any considerations, please give guidance to the leaders! !