Sales Manager Training Materials (2019 Annual Sales Work Plan)

The first chapter of the catalog: the functions of the sales department and the duties of the sales manager
Sales department function
1. The role of the sales department throughout the marketing process
2. Sales department function
3. Sales organization type and characteristics
4. The position of the sales department in the company
Sales manager's duties
1. Sales manager function
2. Sales manager's responsibility
3. Sales Manager's license case
Sales management function
1. plan
2. organization
3. leadership
4. control
Sales manager role
1. Interpersonal role
2. Information role
3. Decision-making role

Chapter 2: Sales Manager's Knowledge Background Marketing
1. Marketing basic content system
2. STP marketing process
3. Market segmentation
4. Targeted market
5. Market positioning
6. Marketing concept
7. Marketing related concepts financial basics
1. Domestic payment settlement
2. International settlement business
3. Financial concept
4. Fundamental Principles of Financial Application Case Management in Sales Management
1. Demand hierarchy
2. Two-factor theory
3.X theory - Y theory case economic basic knowledge
1. Market function
2. Demand elasticity case
Sales management professional ethics
1. Marketing ethics
2. Overcome moral silence
3. Cultivating ethical values: ethical guidelines of the American Marketing Association
Salesperson 's duties and obligations in the marketing transaction to deal with various relationships within the organization

Chapter 3: Sales Manager's Skills Basic Principles in Business Activities
1. Seek truth from facts
2. Credit first
3. Law-abiding
Basic skills of the sales manager
1. Organizational skills
2. Communicative ability
3. expression ability
4. creativity
5. Resilience
6. Insight into business skills
1. The way to meet customers
2. Approach to the customer
3. Attract customers' attention
4. Stimulating customers' desire to purchase speech communication strategies
1. Blunt
2. Euphemistic
3. blurry
4. Irony
5, silence
6, self-speaking
7, humor
8. Implicit nonverbal communication
1. look
2. clothes
3. Body
4. tone
5. gift
6. time
7. Smiling negotiation strategy
1. Avoid argument
2. Avoiding reality
3. deadline
4. Retreat
5. Soldiers are not deceived
6. Mianli Tibetan needle management subordinate
1. Pragmatic attitude
2. Take action
3. Honest dialogue
4. Incentive the salesperson to say something
5. Abandon the fake dilemma
6. leadership

Chapter 4: Market Research Why Market Research
1. Market research is the foundation for companies to develop marketing plans and strategies
2. Market research is an important reason for the weak competitiveness of Chinese enterprises. Cases of market research Cases Cases Market research steps
1. Identify market research goals
2. Determine the required information
3. Determine how data is collected
4. Collecting ready-made materials
5. Design survey plan
6. Organizational field investigation
7. Observation test
8. Statistical analysis result
9. Prepare research report market research form
1. Field investigation
2. Indoor research
a. Research step case
b. Information Sources
c. Data collection route field investigation
1. Scope of investigation
2. Field investigation
3. Field survey method questionnaire design
1. Questionnaire component
2. Problem classification case:
Customer research
1. Customer component analysis case:
2. Field investigation programme
3. Field observation program advertising media research
1. Research content
2. Advertising media combination
3. Research case competitor research
1. Basic situation of competitors
2. Competitor market share
3. Competitor business activities

Chapter 5: Sales Plan
Sales forecast
1. Why do you want to make sales forecasts?
2. Sales forecast process
3. Environmental Analysis
4. Market potential forecast
5. Identify the target market
6. Sales potential forecast
7. Sales forecasting method case
Sales budget
1. Why do you need a budget
2. Budget responsibilities
3. Sales budget content
4. Sales budget process
5. Method of determining sales pre-level
6. Budget control annual sales target determination
1. Factors to consider when determining revenue goals
2. The method of determining the annual sales revenue target value
3. Three common determination methods for annual sales target value
Sales quota
1. Sales quota
2, how to determine the sales quota base
3. Several common methods for the development of sales quotas
A. Sequential method
B. Scoring method
C. Composition ratio
4. Characteristics of reasonable sales quota
Preparation of sales plan
1. Sales plan architecture
2. The content of the sales plan 3. Preparation of the annual sales total plan 4. Compilation of monthly sales plan 5. Preparation of monthly sales plan for different items 6. Preparation of departmental and customer sales plans 7. Preparation of the sales expense plan 8. Preparation of promotional plans 9. Preparation of sales account recovery plan
10. Preparation of sales personnel action management plan
11. Preparation of departmental and branch-based profit and loss management plans
12. 4 data marketing controls that are indispensable for the development of the plan
1. Annual plan control
2. Profit control
3. Marketing audit discussion questions:

Chapter 6: Salesperson Management
Recruitment of sales staff
1. Salesperson characteristics
2. Selection and recruitment program
3. Recruitment method case
Sales staff training
1. Why do you need to train sales staff?
2. Timing of salesperson training
3. Salesperson training content
4. Training sales staff's processes and methods
Salesperson incentive
1. Competitive type
2, achievement type
3, self-appreciation
4, service case
Sales management
1. Management of sales day reports
2. Time allocation management case
1. Did the excellent salesperson lose interest in the high sales area?
2. Develop sales quotas and special reward systems
3. How to manage difficult salespeople
Sales team building
1. Team mission and goals
2. Member of the sales team
3. Team mode
4. Team's environmental support
5. teamwork
6. Play the best performance
7. Create a self-management team
8. Create a future sales force
9. Sales team construction
10. Midway takeover team case
11. Rebuilding the successful sales team's nine steps to improve the team
1. Analyze team capabilities
2. Effective contact
3. Holding a team meeting
4. Establish a team network
5. Pay attention to peripheral information
6. Creative thinking
7. solving issues
8. Improve team performance
9. Self-assessment leadership

Chapter 7: Customer Management
Sales process management
1. Key to achieving sales goals
2. Time management
3. Salesperson Process Management Customer Development
1. Customer development is the decisive factor for sales success
2. What is customer development?
3. Customer development techniques
4. Face rejection
5. Towards successful customer management
1. Lifetime customer value
2. Customer experience
3. Customer experience on sales strategy meaning customer satisfaction
1. Customer satisfaction
2. Pay attention to the opinions of job-hopping customers
3. Improve business management case customer service based on the opinions of job-hopping customers
1. Customer candidate
2. Understand customers
3. Gan Dang "second place"
4. The case of attacking the heart

Chapter 8: Sales Management Control Target Management
1. Advantages of goal management
2. Goal management steps 9 steps of goal management
3. Target control case work performance and job satisfaction
1. Porter-Laura incentive mode
2. Performance appraisal and performance relationship performance appraisal
1. The role of performance appraisal
2. Performance appraisal method
3. Indicator of performance evaluation
Salesperson 's compensation
1. Basis for determining the level of compensation
2. Determine the level of compensation
3. Type of compensation system
4. How to choose a compensation system
Sales staff evaluation and capability development
1. Relationship between ability, performance and assessment criteria
2. Method of using standard excavation capabilities
3. Several problems in the use of revised standards to explore capabilities, problems in case performance evaluation
1. Performance evaluation process
2. False cases often made by evaluators
3. Case case where the evaluation work is not smooth

Chapter IX Principles of Information Communication Information Communication
1. Principle of accuracy
2. Principle of completeness
3. Timeliness principle
4. Informal organization strategic use principle internal communication channels
1. Formal communication
2. Informal communication case case information communication method
1. Release instructions
2. Obstacles to information communication in conference system cases
1. Subjective disorder
2. Objective obstacle
3. Communication barriers, information communication skills
1. Properly handle expectations
2. Develop effective listening habits
3. Listen to feedback and give feedback
4. Honesty
5. Fury
6. Creatively confrontation
7. Decisive decision
8. Don't have to worry about vertical communication
1. Vertical communication should pay attention to the problem
2. Communication between sales manager and marketing vice president
3. Communication between sales manager and regional director
4. Communication between sales manager and distribution center supervisor
5. Communication between sales manager and customer service executive
6. Communication between sales manager and salesperson
7. Sales manager's debriefing horizontal communication
1. Horizontal marketing information system
2. Communication between sales department and marketing department
3. Communication between the sales department and the finance department
4. Communication between sales department and product department
5. Communication between the sales department and the R&D department
6. Sales and marketing information system of sales department and warehouse center
1. Development of marketing intelligence system
2. Provide information that is happening
3. Marketing intelligence processing
4. Support for market decisions
5. Application case for marketing intelligence system

Chapter 10 Product Strategy Product Portfolio
1. Marketing mix
2. Product portfolio concept
3. Five levels of product portfolio optimization products
1. Core interest layer
2. Physical product layer
3. Expected product layer
4. Additional product layer
5. Potential product layer new product development
1. Definition of new products
2. New product development strategy
3. Organization of new product development
4. New product development program
5. Adoption and promotion of new products
1. Product Lifecycle
2. Product Life Cycle Marketing Strategy Brand Strategy
1. A brand overview
2. Brand strategy decision
3. Brand extension strategy
4. Brand unification and extension case product packaging strategy
1. Packaging overview
2. Packaging strategy case

Chapter 11: Formulation of Price Strategy Basic Price
1. Pricing target
2. Determine demand
3. Estimated cost
4. Analyze competitors' products and prices
5. Select pricing method case
6. Revision of the basic price of the selected final price product
1. Regional pricing
2. Price discounts and discounts
3. Pricing for promotional pricing related products
1. Product line pricing
2. Pricing of options
3. Pricing case with product
4. By-product pricing
5. Pricing product life cycle and price strategy for portfolio products
1. Lead time pricing
2. Growth pricing
3. Price strategy case during product maturity
4. Pricing of price strategy services during product decline
1. Differences between services and tangible products
2. Service pricing method price competition
1. Competitive price adjustment case
2. Customer response to price adjustment
3. Competitor's response to price adjustment
4. The price strategy of corporate marketing for competitors' price adjustment
1. Competitive pricing strategy
2. Personalized pricing strategy
3. Automatic price adjustment, bargaining strategy
4. Unique product special price strategy case

Chapter 12 Distribution Channel Distribution Channels and Their Structure
1. Distribution channel concept
2. Structure of distribution channels
3. Distribution channel type case distribution channel system development
1. Vertical channel system
2. Horizontal channel system
3. Multi-channel marketing system intermediaries
1. Wholesaler
2. Design and selection of retailer distribution channels
1. Factors affecting the choice of distribution channels
2. Evaluation of the choice of distribution plan
3. Distribution channel management and control case entity allocation
1. Scope and objectives of entity allocation
2. Strategic distribution of physical distribution electronic distribution
1. What is electronic distribution?
2. Channel transformation case

Chapter 13 Promotional Portfolio Promotion Portfolio
1. Promotion meaning and promotion content
2. The role of promotion
3. Promotional combined advertising
1. The meaning and role of advertising
2. Ad targeting
3. Types of advertising media
4. How to choose advertising media
5. Creative production case of advertising
6. Advertising expense budget
7. Advertising effectiveness evaluation
8. How to create a high level of advertising staff sales
1. Staff sales design
2. Staffing tasks and their work steps
3. Management of sales personnel
4. Salesman's performance evaluation business promotion
1. Type of business promotion
2. Characteristics of business promotion
3. Implementation process of business promotion

Chapter XIV Power Marketing and Public Relations Power Marketing
1. What is a power marketing case?
2. Goalkeeper theory
3. Administrative power and administrative channels
4. Political figures influence case public relations
1. What is public relations?
2. Public relations work program case
3. Relationship with customers
4. Case of relationship with upstream and downstream enterprises
5. Relationship with the press
6. Crisis public relations case
CI system case
1. Corporate logo - the core of the CI system
2. Composition of the CI system
3. CIS planning
4. CI design case

Chapter 15 Sales Innovation Green Marketing Featured Marketing
1. Contradictory marketing
2. Word of mouth marketing
3. "One-on-one" marketing
4. Positioning marketing network marketing
1. The arrival of the Internet age
2. Internet marketing features
3. Marketing website
4. Internet marketing features case database marketing
1. What is database marketing
2. Database marketing characteristics
3. Database marketing development
4. Competitive advantage of database marketing
5. Network data marketing and marketing combination innovation
1. Consumer strategy
2. Cost strategy
3. Convenience strategy
4. Communication strategy sales manager in the new economic era
1. The arrival of the new economic era
2. The challenge of market marketing in the new economic era
3. Marketing innovation
4. Marketing product innovation
5. Characteristics of marketing innovation in the new economic era
6. Requirements for sales managers in the new economic era

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.