Regional market sales work plan for the second half of 2019

First, the company's current situation analysis

Jin Liji entered the adhesive industry in 1996. After more than 10 years of development, it has achieved good results in the sub-press packaging industry. However, the development of the business is limited to the Pearl River Delta, especially in Guangdong. According to incomplete statistics, there are no fewer than 500 manufacturers producing similar products in Guangdong Province, and the glue industry is a relatively low technology threshold, which has led to a fierce competition in the industry. The direct consequence is that the market is shrinking and The decline in gross profit margin. If the company wants to achieve further expansion and economies of scale, it can no longer be confined to the Pearl River Delta market. In addition, the national regional economic revitalization plan will allow the industries in the Yangtze River Delta and the Midwest to show rapid growth, including of course the post-press packaging industry. The decision of the company's management to get out of Guangdong and open up the national market in this environment is very wise. I am fortunate to be able to participate in this battle to seize the national market and shape the brand of Jin Liji. I am very proud of it, but I also feel that the task is heavy. The following is the regional market development plan that I made according to the sales plan made by the company's decision-making layer. Painting, for reference only, I hope to be helpful to the company, please help me!

Second, the work objectives

According to the company's overall planning, from June to December this year, the six provinces and two cities in East China have a total sales target of 10.92 million, including 3 directly operated stores, 13 large and medium-sized professional customers, and 4 development dealers. Make full use of the influence and leverage effect of large customers in the industry to drive sales of small and medium-sized customers. In addition, through the establishment of direct stores and advertising, the local market has a preliminary understanding of Jin Liji's products and services. Through the efforts of dealers and business personnel, the rapid growth of business and the initial establishment of brand image are realized.

Third, the specific implementation

The East China market is a blank market that Jin Liji has never been involved in. There is no experience to draw on, and there is not much time left for us this year. The arduous degree of the task can be imagined. In order to ensure that the sales task can be completed smoothly, a complete and meticulous plan must be used as a guide.

Of particular importance is the one-and-a-half-month period from May 15 to the end of June. Not only do we have to do a good job in the construction of regional office locations and direct-operated stores, but also to ensure the completion of sales targets. The specific arrangements for this one-and-a-half-month are as follows.

The first stage

1) Further segmentation of regional markets

Regional managers and marketing personnel should subdivide the following areas. The following principles should be grasped: First, in order to facilitate the management of regional managers, the regional office should be personally responsible by the regional manager. Second, the principle of fairness is proportional to the area of ​​responsibility of each marketing personnel and the commitment indicators. The indicators can be adjusted according to the actual situation of the market in the future. Third, the principle of voluntariness, marketing personnel can choose their own familiar or have their own situation. The area of ​​advantage, provided that other people agree. If the two marketing personnel choose the same area, they will take the “catch” method. Once the area is delineated, it will not be changed in the short term. The marketing personnel must strictly abide by the company's regulations, and must not sell or quotation across regions. In special cases, it must be reported to the regional manager for approval.

2) Salesman spin skill training

1. First, use the situational issues to understand the customer's current situation to establish a background database, and practitioners can further import the correct needs analysis through data collection. In addition, in order to avoid the customer's boredom and resentment, the situational problem must be questioned.

2. Then, the marketing staff will explore the hidden needs of the customer with difficult problems, so that the customer reveals the problems, difficulties and dissatisfaction, and the technical contact brings the interest of the prospective policyholders, thus creating the leading power to the customer. Discover clear needs.

3. Secondly, marketing personnel will ask metaphor questions to make customers feel the importance and urgency of hidden needs. The practitioners list various clues to maintain the interest of prospective customers and stimulate their desire to buy.

4. Finally, once the customer agrees with the severity and urgency of the demand and must act immediately, the successful practitioner will ask for the demand-cost issue to allow the customer to generate a clear need to encourage the customer to focus on the solution. On, and understand the benefits of solving problems and buying benefits.

Before the marketing personnel conduct customer visits, they should understand each person's psychological state through one-on-one interviews and make some targeted training. The purpose of this is to eliminate the nervousness of the marketing staff and boost morale. The second is to solve some of the new salesmen's lack of practical skills in marketing, to ensure that they can better complete the first strange visit.

3) Preparations for the office

The regional manager should leave for Shanghai on May 11 to carry out the preparatory work for the office. It takes no more than three days to find a suitable two-bedroom, one-bedroom or two-bedroom and two-bedroom as the regional base camp. The principle of renting the site: , environmental safety, convenient transportation; Second, affordable; Third, the mobile phone signal is good, four, the room is best to have a small amount of furniture. Make sure that cost control is within the company's budget. The regional manager reports to the company in time after renting a good house, and helps to purchase office and residential supplies.

4) Collection of customer data and telephone reservations

District managers and marketing personnel use the Internet and other means to find out the target customers in their own region. It is necessary to find the addresses, contacts, contact numbers and other relevant information of 200 prospective customers in three days and organize them into electronic documents. Formal archives to facilitate follow-up of future contacts. Then, through two days, you can make a phone call to the target customers you are looking for, and get more information, and try to make an appointment in advance. Next, sort the information collected by the first telephone contact to find out the customer who has the intention to purchase for the second telephone conversation. The goal of this telephone exchange is to make an appointment to 30 customers to accept our visit to the factory.

5) First business trip

The marketing staff develops a short-term travel plan based on their previous telephone appointments, including specific time schedules and which customers to visit, the purpose of the visit, and what effect they expect to achieve. The salesperson submits their respective business trip reports to the regional manager for summary and submits them to the marketing manager. During this time of business trip,

The marketing staff should do the following: a. Keep in touch with the regional manager at any time to report on the difficulties they have encountered in the target market and the customer development process, as well as any situation that makes it necessary for the district manager to understand. b. Fill in the visit record for each visiting customer. c. Write this week's business trip report every Saturday morning. At the end of each month, submit the work report for the current month and the next month's business trip plan to a district manager along with the monthly travel reimbursement invoice. d. Accept the supervision and guidance of the regional manager at any time. e. Collect the top ten terminal customers with the largest market share in the business area, and the top three competitors with the largest local market share.

The district manager should do the following things well: a. Do the same as the marketing staff to do customer visits and business trip reports. b. Provide timely guidance on the problems encountered by the salesperson during the visit to the customer. c. Keep close contact with the marketing personnel. At least one call per day should keep abreast of the work of the marketing staff and the dynamics of the ideas. d. Report the market and marketing team's situation in the region to the marketing manager and sales director before Sunday. At the end of each month, the regional work situation of this month and the plan for the next month will be e-mailed to the marketing headquarters of the company headquarters. e. Use the spare time to conduct the location selection of the direct store and the preliminary negotiation and communication work, and submit two or three addresses to the head office. Site selection principle: 1. Within 200 meters of the chemical glue market intensively targeted by the target customer group. 2, the store area is between 30 square meters and 40 square meters, the warehouse area is about 80 square meters. 3. The relevant fees ensure that the company's budget is not exceeded.

6) Summary of the results of the first business trip

This time mainly does two things. First, systematically sorting and refining the customer information and information collected by the marketing staff.

First, the customers who have visited the customer are divided into the following four categories according to the demand axis as the vertical axis and the order transaction time as the horizontal axis.

a, the amount is large and may be issued in the short term, and such customers should focus on follow-up.

b, the amount is small but can be issued quickly, such customers in the second focus to follow up.

c, the amount is large but can not be issued in the short term, analyze the reasons and often keep in touch, waiting for the opportunity to arrive. Once there is a sales opportunity within the customer, immediately follow up as the first key customer.

d. The dosage is small and cannot be issued in a short period of time. For such customers, they can temporarily give up and seek other better customers.

Keep the close contact between the a and b customers by telephone, keep abreast of customer dynamics, grasp sales opportunities, and prepare for the second business trip. Maintain a basic relationship with c-type customers. Once the conditions are ripe, such customers are likely to be converted into a-class customers, so we can't take it lightly. Class d customers can temporarily not contact, but they must do the archiving of relevant materials and the input computer work of visiting records. Such customers are potential customers who will guide us into direct stores in the future.

Second, compare and compare the information of the local market competitors collected by different customers and go to the false, and systematically summarize the price, quality, payment method, after-sales service, and advantages and disadvantages of the other party. And compare with our products, find that our differences are there, find our advantaged places and competitors' inferior places to attack, "know ourselves and know each other, can win every battle."

Then, through the form of a round table, each marketing staff will make an exchange with their regional colleagues about their current business trips. The marketing staff will help you find and solve the difficulties and confusions you encountered during your business trip. Introduce your own good experiences and methods to other colleagues. Through this meeting, the regional manager understands and helps solve the difficulties and confusions of the marketing staff, and helps the subordinates to cultivate efficient working methods and methods. And can well understand the ideological trends of subordinate marketing personnel, and timely correct bad thoughts, so as not to affect the morale of the entire team.

7) Second business trip

Through the training and practice of the above set of business processes, I believe that each salesperson has a certain clear idea for the next market development work. After the last business trip, each salesman has already had a certain understanding and understanding of the geography of the district and the basic situation of the industry customers. Therefore, the travel time is relatively longer, and each salesman must complete the following tasks.

1. On the basis of the last business trip, follow up the customers who are interested in the transaction. Through the different products produced by customers, we can send samples to customers for trial use, understand the feelings of customers after trial and make product quotations. If customers are satisfied with our products, we must make a hot purchase and let customers open an order in our company. . After obtaining the customer's purchase order, it is necessary to contact the head office business document in a timely manner, so that the business order personnel can fax the purchase contract to the customer and help arrange the delivery. In this process, the marketing personnel must participate in the whole process and ensure that all the conditions are in their own hands, because the first cooperation is a key to the formation of a stable cooperative relationship in the future, and the requirements for the customer beyond the scope of their capabilities must be timely The manager will communicate and ask for help. If necessary, the client will ask the district manager for assistance.

2, in two other key cities in the area where you are responsible, concentrate on time and work for a wider range of customer visits. Strive to develop at least two large and medium-sized customers in each city, complete each customer's sales of not less than 100,000 this month, and find an interested dealer and keep in touch.

2, through the communication with customers to understand the specific situation of the local competitors, including major competitive brand manufacturers, product categories, fist products, prices, quality, delivery, after-sales service and payment methods, etc. Prepare for the corresponding market competition strategy.

3. Collect information on the top 20 customers of the selected two key cities, including customer name, address, name of purchasing person, and telephone number. Then, we will make the first visit to these 20 major customers, improve the information collected by them, obtain more information, and try to develop internal lines within the customer, in preparation for us to develop this customer in the next step.

At this stage, the regional manager should pay attention to the problems that the business personnel may have during the sales process, and think about preventive measures and plan ahead. Mainly should pay attention to prevention and the following points,

1. Keep abreast of the psychological status of marketing personnel at this stage, mainly through their work attitude, combined with the feeling of daily telephone communication. Especially for marketing personnel who have not achieved certain performance, they should be psychologically counseled and spiritually motivated once they find that they have slack or negative emotions. Once the marketing staff is disheartened and can't work normally according to the business trip plan, they should promptly notify them to return to the Shanghai office, conduct face-to-face communication, understand their specific psychological state, fully consider the probability of their departure, and report to the company leaders. In order to prepare in advance.

2. Conduct customer analysis through the weekly business report and daily report submitted by the marketing personnel, fully understand the time when the customer may form a transaction, and keep the customer's key follow-up customers at all times to keep the attention, on the one hand, help the marketing staff to achieve sales performance as soon as possible, and On the one hand, it can also effectively supervise marketing personnel to prevent marketing personnel from making "speculation orders" and other things that harm the interests of the company. For large customers developed by marketing personnel, regional managers can conduct on-site visits according to their own judgments.

3. Supervise the marketing personnel to carry out a computer input of customer information for each visiting customer. The customer information of the electronic file should be submitted to the district manager for archiving. For large customers who have already completed the transaction or have a hopeful transaction in the area where the marketing personnel are located, The district manager has to be aware of it.

4. Carefully review the reimbursement invoices submitted by the marketing personnel, and also understand the real business situation through this process, and prevent the marketing personnel from “speaking” and “doing” inconsistencies.

5. In the event of the departure of the marketing staff, the district manager must first inform the company's leadership and work with him, the most important of which is the customer's handover, and promptly notify the responsible customer by fax or telephone. The personnel have left the company and all of their actions do not represent Jin Liji. And quickly took over all the customers under his name, knowing that the company arranged for new marketing personnel to come over.

In addition to the above tasks, we must assist the company's commissioners in the decoration of direct stores, the procurement of materials, the recruitment and training of personnel, and the related work of products.

After a good foundation in the first phase, our marketing staff has a relatively comprehensive understanding and understanding of the regional customers they are responsible for, and is able to master some basic business skills of strange visits and orders. The main task of this stage is to leverage the leverage of these key large and medium-sized customers on the basis of consolidating their original large and medium-sized customers, to drive the transactions of other end customers, as well as the development of dealers and the sales of direct sales stores to achieve sales. Rapid growth. The specific strategies and methods are as follows.

1, swot analysis of the target market

The following analysis is made by the market information collected by the previous business trip and the competitors' intelligence.

· Advantage analysis: Defining your own "spear", combined with the actual situation, compare the characteristics of our products and competitor products, and find out some points that customers value most, such as product quality, product differentiation, after-sales service. Wait, choose effective means to attack the target market.

· Inferiority analysis: Defining your own "shield", that is, finding the advantages of competitors through comparative analysis is our shortcomings, and trying to improve and make up, gradually become an advantage.

· Opportunity analysis: Through the grasp of the advantages and disadvantages of our products and services, and the analysis of target customers, we select those customers who are most promising to successfully achieve sales to follow up. The success of marketing often depends on the choice and grasp of opportunities;

· Threat analysis: We must not take care of customers who have already made a deal. We believe that once we use our products, we will not easily switch to other people's products. We must have a sense of urgency because the market is constantly changing and will have different daily. The latecomers want to squeeze us out, so we must find out where to deploy in the market attack, so that competitors can't find a chance.

Through this analysis, we first need to find out the most advantageous products that we are most suitable for promotion in the local market, select the appropriate price system for strong promotion, and strive to realize the troika of direct sales stores, terminals and dealers as soon as possible. In addition, according to the specific market strategy of competitors in the local market, the company's market policies are used to formulate competition strategies in the region.

2, goals and tasks

· In July, each salesperson must continue to develop 2 to 3 large and medium-sized terminal customers in the region, achieve a monthly sales target of 200,000 in the terminal market, and develop at least one dealer to achieve 50,000 monthly channel sales. In addition, the preliminary site selection of direct stores will be carried out in appropriate cities in the district and reported to the regional manager.

· In August, in the case of ensuring steady growth in sales volume, we opened a direct-operated store in other cities with better regional performance, and guided small customers of less than 10,000 yuan per month in the district to direct stores to realize direct sales. Million monthly sales .

· Advertising in the vicinity of the direct store of the office. The promotion can be carried out in the form of bus stop advertisements, bus TV advertisements, and outdoor posters in the vicinity of the direct sales store, and further enhance the brand effect of Jin Liji with a small investment. Advertising costs are controlled within 10,000 yuan. The sales increase through the store one month after the ad is placed, and the effect of the customer source analysis ad delivery, provide evaluation data for the next ad promotion.

The third phase

At this stage, the main task marketing personnel performance evaluation, ability assessment, sales team building and customer system management work, in order to ensure further sales growth and profit margin maintenance, further increase market share.

1, marketing staff assessment

In the first ten days of September, the work of the marketing personnel in the region will be assessed and evaluated through the following indicators.

1) Performance achievement rate,

2) Number of new customers to develop, including large end customers, small customers, and number of distributors.

3) Travel efficiency, measured by input-output ratio

4) Work attitude, including the attitude of the marketing staff to the regional manager, and the customer's complaints.

5) The status and level of detail of the daily, weekly and monthly reports of the business trip.

By assessing the ability of business personnel to have a more comprehensive understanding, those who are not able to achieve the standard and can not actively improve the persuasion, the ability and attitude is positive, the company has a strong sense of identity and material reward.

The company's marketing director is invited to the region to help summarize the results of the three-month work in the district, make recommendations and improvement methods, and conduct professional system training and construction for the marketing team.

2, customer management

80% of a company's profits come from 20% of customers, and half of them are consumed by 50% of unprofitable customers, so we have to go through customer size, purchasing power, purchasing frequency, profit margin, payment status and brand loyalty. Find out the 20% of the customers who have contributed the most to us, focus on them, put more resources on them, bring better services to them, and enable them to be stable and loyal. client. In addition, we also need to find 20% of customers who are not directly proportional to our investment in time, energy and cost. For such customers, we can introduce them to dealers for follow-up. For the rest of the group that has the potential to become our loyal customers, it is also the customer we will follow in the key areas.

3, further refinement of market development

The most important thing in these two months is to develop other markets in the region in charge, further consolidating the company's market share in the local market. The main ideas are divided into the following two points.

1) For the three key cities that have been developed in the past and have formed relatively mature sales , the maintenance of the end customers and the training methods of the dealers are carried out. On the one hand, it maintains several large and medium-sized customers, guarantees a stable monthly purchase volume, and further explores its potential purchasing power. On the other hand, it is necessary to develop two or three powerful distributors to encourage them to develop the remaining markets and consolidate the market share of the Jin Liji brand in key cities. Ensure that the end customer has a monthly sales volume of 300,000, and the dealer has a monthly sales volume of 100,000.

2) In other markets in the region, the potential target customer information collection and sales visits are carried out. After one month's business trip, it is necessary to travel to 60% of the counties and cities in the district, and to conduct cities with more developed industries. Focus on the development of 10 end customers with influence at the beginning. Achieve monthly growth of 200,000, and make a backup contribution to the instability of existing customer sales . And achieve sales growth.

Fourth, the sales system

In order to better manage the region and achieve the smooth achievement of regional sales indicators, a more clear and systematic regional business management approach must be established under the company policy.

First of all, it is necessary to have a suitable incentive system for new business development. The salesman's pursuit of interests is the most direct, so using the stimulus is the best way. According to the business indicators assigned by the company to the region, each salesperson is responsible for an indicator of 375,000 yuan per month. The indicators that were not completed in the first month can be accumulated to the second month, and the extra bonus of 1,000 yuan will be given to the first person in the region to complete the indicator. Colleagues must have a penalty for the award. For the 80% of the salesmen who failed to complete the task in the previous two months, they will be given a one-month penalty for extending the probationary period. If the salesman fails to complete the indicator for three months, the company has the right to persuade. Withdrawal points.

In addition, in order to better manage regional marketing personnel, the region must develop corresponding management systems and regulations under the guidance of company rules and regulations in order to achieve sales targets better and faster. It mainly includes the following six items:

1. The regional marketing staff is responsible to the regional manager and follows the direction of the regional manager. The decision of the regional manager can make his own disagreement, but if the regional manager does not adopt it, the marketing personnel must resolutely implement it, and must not be maliciously touched or yin.

2. The regional marketing personnel must submit the visit plan to the regional manager before going to the corresponding city to visit the customer, and the business manager can agree to travel. The sales staff submits their work this week to the regional manager in this week's work before the Saturday. This must include the name of the visiting company, the name of the visitor, the position, the content of the conversation, and the results of the competition. Such information may not be fabricated at will, otherwise it will not be reimbursed for related expenses.

3. The marketing personnel will post their own travel expense reimbursement invoices before the 5th of each month, and submit them to the regional manager for signature and approval, and then send them back to the company. Must have a corresponding formal invoice, and do not use other invoices that do not want to do the "indiscriminate", once found, will not be reimbursed.

4. Any customer developed by the marketing personnel is a corporate customer, unconditionally accepting the company's redistribution, all must be based on the company's interests, and must not use the company's resources for private welfare. Once it is found that there is a violation of this article, the penalty will be given according to the circumstances and the punishment will be expelled.

5. The team should be united and help each other, strictly abide by the boundaries of the region, and must not develop customers in the region. Special circumstances must be reported to the regional manager for approval, and the “first play” behavior is prohibited.

6. As the representative of the company's image, the salesperson must make strict demands on himself in the process of dealing with customers. Pay attention to his decent manners, dress and dress, and do not do anything that is detrimental to the company's image.

Fifth, the required company support:

The successful development of the regional market and the successful completion of sales indicators, in addition to the front line of marketing personnel, the company's strong support is also crucial. As the country with the largest capacity and the highest profit margin in the national binder market, the East China market can be imagined by its fierce competition. Therefore, I hope that the company can give positive and comprehensive support in the following aspects.

1, the support of marketing expenses, let the horse run can not let the horse worry about the grass. Therefore, I hope that the company can give the full amount of the amateur travel expenses in the first two months, and the actual monthly sales will not exceed 5,000 yuan, and then increase or decrease according to the sales volume . And the salesperson is allowed to pre-borrow a certain amount of expenses to the company before the regional market is dispatched, and the time is based on the actual reimbursement expenses. In addition, because the marketing personnel of this province are not having too much money to advance, it is hoped that the company's reimbursement for the foreign market will be reviewed and reimbursed within three working days after receiving the reimbursement invoice.

2, product price support, in order to successfully enter an emerging market, we must first overcome the large-scale customers with certain influence in the local industry, and find the point of entry before they can fully exert their leverage effect and shake the whole market. Therefore, in the face of this type of customers, there will be customers who strongly demand that we provide preferential prices for their major customers. We hope that the company will give a certain margin of preferential treatment to such customers on the basis of pricing.

3, product supply and logistics support, in the initial stage of cooperation between customers and suppliers, often the supplier does not have much right to speak, so during this time we must ensure the stability of supply and delivery time is normal.

4, business mode support, in order to overcome the public relations expenses incurred by certain important customers, as well as commissions, I hope that the company's policies can provide flexible support.

Under the strategic planning and support of the company's leadership, the entire marketing staff of the region will make every effort to give full play to the collective wisdom, resolutely implement the company's overall marketing strategy, and strive to complete the annual sales target.

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