How to do the sales plan in 2019?

He is the sales manager of a fast noodle company. Since he took up the position for three years, his annual sales work plan has become his "compulsory course". His sales plan is not only vivid, but also specific, but also often theoretically linked. In fact, both strategy and actual combat, the figures and the form, have well guided his marketing team to carry out marketing work in an orderly manner according to the annual plan, and achieved better in the process of continuous revision and verification. The leading effect, then, how is Manager Li's annual sales plan formulated? What aspects does it include?

First, market analysis. The basis for the formulation of the annual sales plan is the analysis of the market situation and market status in the past year. The tool used by Manager Li is the SWOT analysis method that enterprises often use today, that is, the analysis of the advantages and disadvantages of enterprises and the threat of competition and existence. Opportunity, through SWOT analysis, Manager Li can understand the pattern and situation of market competition, and combine the defects and opportunities of the company to integrate and optimize resource allocation to maximize its utilization. For example, through market analysis, Manager Li clearly knows the market status and future trends of instant noodles: products go up, channels move downwards, oligopolistic competition is beginning to emerge, marketing mix strategy will become the hot spot of the next round of competition and so on.

Second, marketing ideas. The marketing idea is a "spirit" program that guides the annual sales plan based on market analysis. It is the direction and "soul" of marketing work, and is also the marketing operation concept that the sales department needs to instill and implement. In response to this, Manager Li has formulated specific marketing ideas, which cover the following aspects: 1. Establishing the concept of marketing for all employees, truly reflecting the "marketing and living, marketing and marketing." 2. Implement deep distribution, establish the idea of ​​decisive battle in the terminal, plan and direct the dealer to directly operate the end market. 3. Comprehensively utilize marketing, price, access, promotion, communication, service and other marketing combination strategies to form a strong marketing synergy. 4. At the level of market operation, it reflects the "two highs and one difference", that is, it must adhere to the principle of "differentiation of operation, high price, high promotion", fostering strengths and avoiding weaknesses, embodying unique operational characteristics and so on. The determination of marketing ideas, Manager Li fully integrated the reality of the enterprise, not only informative, operational, but also advancing with the times, reflecting the innovative marketing spirit, therefore, in the previous annual sales plan, have played A good guide effect.

Third, the sales target. The sales target is the starting point and the foothold of all marketing work. Therefore, scientific and reasonable sales target setting is also the most important and core part of the annual sales plan. So, how does Manager Li set sales targets? 1. According to the sales amount of the previous year, determine the sales volume of the current year according to a certain growth ratio, such as 20% or 30%. 2, the sales target is not only reflected in the specific monthly, but also responsible to people, quantified to people, and subdivided into specific markets. 3. Weigh the relationship between sales target and profit target, and do a business-oriented marketing talent. The specific performance is a reasonable product structure, and the product sales target is specifically subdivided into products at all levels. For example, according to the ABC classification of the company's instant noodle products, Manager Li has positioned the product structure ratio at A:B:C=2:3:1 to better control the relationship between product sales and profits. The confirmation of the sales target has made Manager Li have the object of sprint, and also has the basis for tracking the sales target, which is conducive to the successful achievement of the sales target.

Fourth, marketing strategy. Marketing strategy is the tactical decomposition of marketing strategy, which is a powerful guarantee for the successful realization of corporate sales targets. Based on the operation situation of the fast noodle industry and combined with his years of market operation experience, Manager Li has formulated the following marketing strategies: 1. Product strategy, insist on differentiation, take the road of characteristic development, and enter the market to fully reflect the characteristics of the cluster. Give play to the core competitiveness of products and form a strong product portfolio battle group to avoid individual combat. 2, price strategy, high quality, high price, product prices to the industry paces, while emphasizing product transportation radius, limited to 600 kilometers, the implementation of "a set of price system, two rebate models", that is, the same price, but the rebate standard A pricing strategy that varies according to distance. 3. Access strategy, innovatively put forward the idea of ​​sub-item and sub-channel operation, in addition to intensive cultivation, do a good job of traditional channels, concentrate resources of resources such as material resources, financial resources, manpower and capacity, and vigorously develop schools, communities, Internet cafes, Group purchases and other special channels to implement a comprehensive, three-dimensional breakthrough. 4. Promotional strategy, based on the "high price, high promotion", pioneered the marketing concept of "chain promotion", which has the following characteristics: First, the promotion reflects "linkage", and it is moving The whole body, the purpose is to greatly restrain the dealers, make full use of all the resources that can be utilized by their funds, the Internet, and effectively squeeze the competitors. Second, at least two or more promotional modes, such as the sales jackpot and the in-box prize, appear to fully attract the attention of distributors and end consumers. Third, the selection principle of promotional items to seek new, Qiqi, and different, that is, different from competing products, through the attractive promotional items, to achieve market "moving", as well as promotional activation channels, channels to activate promotions. 5, service strategy, the details determine the success or failure, in the "people without me, people have my excellent, people are good, new, people new, I turn" the idea, in the service details on the work. Put forward the "5S" warmth service commitment, and establish a "close-family", "nanny-style" service concept, in the pre-sale, sale, after-sales service, seeking enthusiasm, sincerity, one-stop and so on. Through the formulation of the marketing strategy, Manager Li has a good idea and made a good start for the smooth realization of his goal.

Fifth, team management. In this module, Manager Li mainly locked in two aspects: 1. Personnel planning, that is, according to the annual sales plan, reasonable staffing, and the recruitment and training plan for personnel, for example, the sales target of 500 million in 2006. The sales team of the company's headquarters must reach 200 people, when should these people be in place, who should be responsible, and so on, all have a specific planning details. 2. Team management, clearly put forward the slogan of building the “Iron Eagle” team, and according to this goal, adopted the following measures: First, improve and improve the rules and regulations, from the “parents” and regulations of the enterprise, These "sub-laws" to the marketing management system have been revised and supplemented. For example, the “Regulations and Regulations for Daily Behavior of Marketing Personnel”, “Three-one Day Monitoring System for Marketing Personnel”, “Marketing Process for Marketing Personnel”, “Management Manual for Marketing Staff”, etc. have been formulated. Second, strengthen training to improve the overall quality and combat effectiveness of the team. For example, the training program for the whole year has been formulated. The training is divided into two types: internal training and external training. Internal training is divided into potential stimulation, skill improvement, and operational practice. The external training is to select excellent marketing personnel to go to some large enterprises or colleges and universities, training institutions for training, and so on. Third, strict rewards and punishments, establish a good incentive assessment mechanism. Inspire the internal vitality of marketing personnel through regular promotion, promotion, encouragement of competition, and selection of marketing models. Through the series of team integration, Manager Li aims to strengthen teamwork and truly create a “iron team” with cohesiveness, centripetal force, combat effectiveness, explosive power and strong deterrence.

6. Cost budget. The last item in the sales plan that Manager Li made was the budget for sales expenses. That is, after the sales target is reached, the output ratio of the company's input costs. For example, the instant noodle company where Li Manager is located has a sales target of 500 million yuan, of which, the salary is 5 million, the travel expenses are 3 million, the management fee is 1 million, and the training, hospitality and other miscellaneous expenses are 1 million, totaling 10 million yuan. The cost is 2%. Through the expense budget, Manager Li can reasonably control and allocate the expenses, so that the resources of the enterprise are “good steel used in the cutting edge”, so as to maximize the utilization rate of the enterprise, so as not to deviate from the market. Development track.

When doing the annual sales plan, Manager Li also made full use of the tools of the form. For example, the decomposition of sales targets, personnel planning, training programs, cost budgets, etc., are reflected in the form of tables, not only at a glance, but also Contrasting and referential, making the above content more intuitive and easy to understand.

In the formulation of the annual sales plan, Manager Li achieved the following objectives:

1. Clarified the company's annual marketing plan and its development direction. Through the formulation of the marketing plan, Manager Li not only clarified the sales ideas, but also pointed out the direction for his specific operation market, and realized the annual sales plan from the subjective type. To the transformation of rationalization.

2. Realized basic marketing management such as digitalization, institutionalization, and process. It not only quantifies the sales target for the whole year, but also makes a technical support for the formulation of the monthly marketing plan by rationally decomposing the sales target and refining it to personnel and monthly.

3. Integrating the marketing strategy of the company, through the annual sales plan, determined the mode and means of marketing execution in the new year, and provided strategic support for the effective expansion of the market.

4, blew the horn of the "Iron Eagle" team, through the formulation of the annual sales plan, determined the "Iron Eagle" to create a plan, for the rapid development of excellent marketing team and the creation of a learning, consultative marketing team A solid foundation.