Summary of sales work in 2019
XX annual sales work summary
Summary of work in the first and first quarters
In the first quarter of this year, with the efforts of all sales staff and dealers, the company achieved a good start. The production and sales volume increased by 16.77% compared with the same period of last year, of which bottled water grew by 26.4%, formulated milk grew by 8.52%, fermented milk grew by 15.66%, and carbonated beverages grew negatively. 28.97%, juice beverages grew 62.36%, tea beverages grew 45.09%, Babao porridge grew 32.58%, pure milk, fancy milk grew 49.33%; but compared with the growth of the entire beverage industry, we are obviously behind the industry, the overall beverage It is 5.21 percentage points less than the national increase, including 2.76 percentage points of bottled water, 27.11 percentage points of carbonated drinks, 26.13 percentage points of eight-treasure porridge, 49.33% of pure milk and fancy milk, and 34.99% of our company. The contrast is huge, the juice drink is 11.82 percentage points behind, and the increase from January starts from month to month, and it is likely to grow negative in April. Therefore, the situation is not optimistic, and the problem is indeed quite a lot. It must be carefully analyzed and improved. Otherwise, this year's planning task cannot be completed, and it will affect the company's sustainable development.
Second, the current main problems
1The number of dealers and operating capacity are not enough to support the needs of our sales business
The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational capacity are not enough to help our company control the market. At the same time, it may not be the main selling of our products. We are not relying on our products as the main source of profit, and the profitability of our products can not meet the needs of their survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 dealers, salesmen can not carry out all items of sales
The company believes that each product has its life cycle and a certain market capacity. When it reaches the peak, the price is low, the profitability of the manufacturers is also low, and it is beginning to decline gradually. Therefore, there must be continuous product updates. New products to make up. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales . In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers influence our sales for profit
Recently, many dealers have found that they have to abandon the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed, and they earn less and earn more. However, our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures to re-add The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal.
At present, there are quite a few relationships between dealers and salesmen, mainly in three aspects: First, our salesmen are not subject to the requirements of the company because of the restrictions of the dealers; second, the dealers are subject to our salesmen. Bullying does not operate according to the company's requirements, sometimes it will not bring losses to the dealers; third, the dealers and salesmen are too close, and even become a community of interests, defrauding the company's policies and gaining personal gain. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality of the salesman is not suitable for the current market competition.
Recently, I visited the market and held a meeting of regional managers in several provinces. I found that our regional managers and above sales staff did not understand the company's notification spirit policy, and there is almost no marketing strategy. The only magic weapon is to dump at a low price. The more dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to promptly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
The following content is related to the sales work summary of this article in 2019, can refer to the reference: 2019 sales training work summary sales director's annual work summary 2019 marketing director sales work summary 2019 sales year work summary essay sales staff personal work summary shopping mall marketing department personal Year-end work summary Project Management Center Sales Department Personal Work Summary 2019 Purchasing Department Personal Work Summary
Go to the sales work summary section to see more>>
6 Advertising is not in place, and the situation of the promotion is not changed.
The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, and the phenomenon of unreasonable delivery has hardly changed. The painless propaganda has neither achieved results nor wasted money, and has no investment in advertising. In the end, how much has been done, no one knows how much effect, even the provinces gave up advertising, and transferred the cost to the price promotion, resulting in a decline in the brand base, the expansion of new products, the decline in sales of old products, the old consumption It will be even harder to do in the future.
7 The internal and external cooperation is not good, and the situation affecting sales has not been improved.
Reporting station, scheduling is unreasonable, delivery does not delay sales opportunities in a timely manner, in the first quarter, some provinces have not arrived in more than a month, how can sales in these places get up? The rhythm of the delivery of the newspaper station is also not well grasped. When it arrives, it will not be concentrated when it arrives, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the policy, and the funds will be backlogged. Influencing the sales of other varieties, the dealers' fees and policies are not timely, the sales staff travel expenses reimbursement, and the salary bonuses are not paid in time. These factors affecting sales have not improved, but have become more and more serious, affecting the sentiment of dealers and sales teams. .
Three current policies
1 Clean up the entire sales network
After asking the provinces to analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the existing dealers and the second batch of merchants will be reorganized and improved according to the following requirements.
a Implementing a distribution of counterfeit or two-batch intensive strategies
According to the completion of the project tasks in each province, region, and customer responsibility sales area in the first quarter, the analysis of the funds in place confirms that the existing dealers are not enough. The second batch of commercial outlets is not enough. Is there sufficient funds and operational capacity to complete me? If the company's plan is to make adjustments and supplements, the method adopted is to adjust, increase customers and add two batches of network. The ultimate goal is to ensure that the gold is in place and the sales plan is completed. .
b Implement strategies for building networks by type and channel
In view of the current variety of the company, dealers and salesmen can not fully manage the status of the whole item, it is necessary to take out the dealers who are unwilling to operate or operate poorly to find new dealers to operate, pay attention to the process of distributing varieties. The mix of new and old varieties. Because the old varieties have a sales base, but the benefits will certainly be relatively small; although the new varieties have no sales base, they have a greater interest; the two balance dealers are more willing to accept the sales strategy of the varieties; at the same time, it is necessary to develop catering channels, business super and In the channel sales of chain supermarkets, some large cities have already removed many retail stalls in the city's urban rectification and added many chain supermarkets and small convenience stores. Pay attention to this change and develop sales of these channels in a timely manner. All provinces must strictly implement the company's instructions. , to develop outlets as required.
c The adjustment of this network should be discussed with the dealers in an open and honest manner. Which method should be used to adjust, even through the dealers to adjust, it is necessary to make clear that the purpose of adjusting the network is not to make the existing dealers small, but It is necessary to make it bigger. The company's original 5 million-year sales plan is considered to be the standard of qualified dealers. In the future, it should be improved to be beneficial to the development of dealers. It is beneficial to the development of the network. Only large distributors can be loyal to the company and sell. Our products can guarantee their profit and ensure the survival and development of their products, so that they can have more confidence and enthusiasm to operate our products. The purpose of adjusting the network now is to do what we have not done. If there is no place to do well, we must do a good job in the place where the sales volume is small. It is not to see how much the number of dealers increases, but to see How much sales increase, it is our goal to turn 60% of small customers into big customers as soon as possible, and don't go wrong. At the same time, another key factor to be aware of during the adjustment process is the dealer's business philosophy and a win-win attitude of integrity.
The above adjustment plans and plans must be reported before April 25, and completed before May 10, and will be adapted to the needs of sales during the peak season.
2 Adjusting the spread strategy and marketing strategy
The company believes that the company and several major rivals have fallen into the cycle of low-price competition in the past two years. In particular, Kangtong’s policy on retail terminals has caused the terminal to restrict the status quo of dealers and manufacturers, and it is difficult due to serious product homogenization. Jumping out of this strange circle, causing the dealer and the second batch of merchants to reduce the price difference, the manufacturer's profit is thinned and can not support the high sales expenses, but helplessly reduce the advertising expenses to support the channel promotion. At present, it has reached the point where major manufacturers can't support it. Therefore, they are all changing their strategies and jumping out of the strange circle. The company has actually prepared to jump out of this strange circle last year, and proposes a strategy of differentiation and combination of pull and pull, but the actual provinces. It is not really understood or implemented. The specific deployment notice that will be implemented in May is as follows:
a Steps to implement a differentiation strategy and product face change
The company believes that it is necessary to implement the product differentiation strategy in order to jump out of the strange circle. The following content is related to the 2019 sales work summary of this article. You can refer to the reference: 2019 sales training work summary sales director's annual work summary 2019 marketing director sales work summary 2019 Annual Sales Annual Work Summary Fan Wen Salesperson Personal Work Summary Shopping Mall Marketing Department Personal Year-End Work Summary Project Management Center Sales Department Personal Work Summary 2019 Purchasing Department Personal Work Summary
Go to the sales work summary section to see more>>
Summary of work in the first and first quarters
In the first quarter of this year, with the efforts of all sales staff and dealers, the company achieved a good start. The production and sales volume increased by 16.77% compared with the same period of last year, of which bottled water grew by 26.4%, formulated milk grew by 8.52%, fermented milk grew by 15.66%, and carbonated beverages grew negatively. 28.97%, juice beverages grew 62.36%, tea beverages grew 45.09%, Babao porridge grew 32.58%, pure milk, fancy milk grew 49.33%; but compared with the growth of the entire beverage industry, we are obviously behind the industry, the overall beverage It is 5.21 percentage points less than the national increase, including 2.76 percentage points of bottled water, 27.11 percentage points of carbonated drinks, 26.13 percentage points of eight-treasure porridge, 49.33% of pure milk and fancy milk, and 34.99% of our company. The contrast is huge, the juice drink is 11.82 percentage points behind, and the increase from January starts from month to month, and it is likely to grow negative in April. Therefore, the situation is not optimistic, and the problem is indeed quite a lot. It must be carefully analyzed and improved. Otherwise, this year's planning task cannot be completed, and it will affect the company's sustainable development.
Second, the current main problems
1The number of dealers and operating capacity are not enough to support the needs of our sales business
The proportion of small and medium-sized customers in the country accounts for 67.24% of the total number of customers, and sales only account for 27%. These customers obviously feel that the financial strength and operational capacity are not enough to help our company control the market. At the same time, it may not be the main selling of our products. We are not relying on our products as the main source of profit, and the profitability of our products can not meet the needs of their survival and development. At the same time, 32.76% of the large and medium-sized customers also do not sell our products mainly, which will result in low loyalty of the overall customers, lack of network anti-risk ability, lack of ability to control the market, and therefore sales to the market. Brings great hidden dangers.
2 dealers, salesmen can not carry out all items of sales
The company believes that each product has its life cycle and a certain market capacity. When it reaches the peak, the price is low, the profitability of the manufacturers is also low, and it is beginning to decline gradually. Therefore, there must be continuous product updates. New products to make up. At the same time, as the company's scale continues to grow and develop, the requirements for competition are also high. If the annual increase is 10%-20%, it will increase sales by 10-20 billion, and it is not enough to increase sales with world-class brands. Competition, so the company's varieties have developed very fast in recent years. It should have been a room for maneuver to increase our sales . In fact, because our salesmen and dealers are not used to the ability to play this piano, they cannot balance. The development of various varieties has no ability to open up the market, and the company cannot develop the market of many products at the same time in the country. As a result, the current new products have not progressed rapidly or even died, affecting the military's heart and confidence, and even bringing aftereffects.
3 Dealers influence our sales for profit
Recently, many dealers have found that they have to abandon the policy in order to win high profits. Some have given up the two batches of direct terminals, but they have no ability to fully distribute the goods to the terminal. As a result, the dealers are relaxed, and they earn less and earn more. However, our market has been lost. Recently, Yantai, Shandong and Guizhou Zhangzhou are an obvious example, and the company believes that this situation is not a minority. This is also an important reason for the current two batches of short positions and is not willing to accept the goods. If not corrected, our market share will drop sharply, affecting our competitive advantage, because the provinces must seriously investigate and immediately take measures to re-add The second batch of networks unloaded the goods. If the dealer is unwilling to implement it, he can clearly tell him that we will do the second batch directly, and we will not be responsible for its inventory. Since it harms our interests, we certainly will not consider taking care of its interests.
4 The relationship between the manufacturers is not normal.
At present, there are quite a few relationships between dealers and salesmen, mainly in three aspects: First, our salesmen are not subject to the requirements of the company because of the restrictions of the dealers; second, the dealers are subject to our salesmen. Bullying does not operate according to the company's requirements, sometimes it will not bring losses to the dealers; third, the dealers and salesmen are too close, and even become a community of interests, defrauding the company's policies and gaining personal gain. These phenomena are not normal and must be resolutely banned! Recently, several regional manager joint dealers and sales personnel have been reported in succession. The company believes that this situation is absolutely unnormal. It is incompatible with the style of the company. Once the truth is found and the investigation is resolutely investigated, the company believes that there is any problem directly. It is reflected to the superiors, but it is never allowed to help the faction; the company believes in the facts, not the belief that there are many people and the verbal appearance, the provinces must be correct, the relationship between our manufacturers should be honest, equal, sincere Partnerships, and there should be no other forms of relationship.
5 The quality of the salesman is not suitable for the current market competition.
Recently, I visited the market and held a meeting of regional managers in several provinces. I found that our regional managers and above sales staff did not understand the company's notification spirit policy, and there is almost no marketing strategy. The only magic weapon is to dump at a low price. The more dead, and the lack of confidence and passion. I thought that our sales team was indeed a team that was drawn, played, and hard. It was a sales team that made competitors feel frustrated. It was a team that started a new product and started a new product. The CEO heard that we had to fax the tea to the company immediately, hoping that we would rather post our fees, so that we would not involve tea drinks, but now we are out of a new product and lose a new product, making dealers horrified. Moreover, when there were not many people at the beginning, the sales staff did not have much income, but the efficiency and performance were much higher than now. Moreover, before the investigation, the notification was not communicated to the salesmen and dealers at all levels. Of course, it is even harder to say how. Execution of the company's orders and policies, the company has not implemented many rules and regulations and work procedures since last year. Therefore, the company believes that it is imperative to promptly rectify the team and motivate the salespersons to be passionate and fighting. Otherwise, it is not good.
The following content is related to the sales work summary of this article in 2019, can refer to the reference: 2019 sales training work summary sales director's annual work summary 2019 marketing director sales work summary 2019 sales year work summary essay sales staff personal work summary shopping mall marketing department personal Year-end work summary Project Management Center Sales Department Personal Work Summary 2019 Purchasing Department Personal Work Summary
Go to the sales work summary section to see more>>
6 Advertising is not in place, and the situation of the promotion is not changed.
The current sales products are not planned, there is no whole set of promotion and promotion programs, the advertising planning selling points are not prominent, and the phenomenon of unreasonable delivery has hardly changed. The painless propaganda has neither achieved results nor wasted money, and has no investment in advertising. In the end, how much has been done, no one knows how much effect, even the provinces gave up advertising, and transferred the cost to the price promotion, resulting in a decline in the brand base, the expansion of new products, the decline in sales of old products, the old consumption It will be even harder to do in the future.
7 The internal and external cooperation is not good, and the situation affecting sales has not been improved.
Reporting station, scheduling is unreasonable, delivery does not delay sales opportunities in a timely manner, in the first quarter, some provinces have not arrived in more than a month, how can sales in these places get up? The rhythm of the delivery of the newspaper station is also not well grasped. When it arrives, it will not be concentrated when it arrives, or it will cause a backlog or cause the goods to be out of stock. The salesperson will seize the policy and over-press the policy, and the funds will be backlogged. Influencing the sales of other varieties, the dealers' fees and policies are not timely, the sales staff travel expenses reimbursement, and the salary bonuses are not paid in time. These factors affecting sales have not improved, but have become more and more serious, affecting the sentiment of dealers and sales teams. .
Three current policies
1 Clean up the entire sales network
After asking the provinces to analyze the financial strength, operational capability, loyalty to the company and the enthusiasm of selling our products, the existing dealers and the second batch of merchants will be reorganized and improved according to the following requirements.
a Implementing a distribution of counterfeit or two-batch intensive strategies
According to the completion of the project tasks in each province, region, and customer responsibility sales area in the first quarter, the analysis of the funds in place confirms that the existing dealers are not enough. The second batch of commercial outlets is not enough. Is there sufficient funds and operational capacity to complete me? If the company's plan is to make adjustments and supplements, the method adopted is to adjust, increase customers and add two batches of network. The ultimate goal is to ensure that the gold is in place and the sales plan is completed. .
b Implement strategies for building networks by type and channel
In view of the current variety of the company, dealers and salesmen can not fully manage the status of the whole item, it is necessary to take out the dealers who are unwilling to operate or operate poorly to find new dealers to operate, pay attention to the process of distributing varieties. The mix of new and old varieties. Because the old varieties have a sales base, but the benefits will certainly be relatively small; although the new varieties have no sales base, they have a greater interest; the two balance dealers are more willing to accept the sales strategy of the varieties; at the same time, it is necessary to develop catering channels, business super and In the channel sales of chain supermarkets, some large cities have already removed many retail stalls in the city's urban rectification and added many chain supermarkets and small convenience stores. Pay attention to this change and develop sales of these channels in a timely manner. All provinces must strictly implement the company's instructions. , to develop outlets as required.
c The adjustment of this network should be discussed with the dealers in an open and honest manner. Which method should be used to adjust, even through the dealers to adjust, it is necessary to make clear that the purpose of adjusting the network is not to make the existing dealers small, but It is necessary to make it bigger. The company's original 5 million-year sales plan is considered to be the standard of qualified dealers. In the future, it should be improved to be beneficial to the development of dealers. It is beneficial to the development of the network. Only large distributors can be loyal to the company and sell. Our products can guarantee their profit and ensure the survival and development of their products, so that they can have more confidence and enthusiasm to operate our products. The purpose of adjusting the network now is to do what we have not done. If there is no place to do well, we must do a good job in the place where the sales volume is small. It is not to see how much the number of dealers increases, but to see How much sales increase, it is our goal to turn 60% of small customers into big customers as soon as possible, and don't go wrong. At the same time, another key factor to be aware of during the adjustment process is the dealer's business philosophy and a win-win attitude of integrity.
The above adjustment plans and plans must be reported before April 25, and completed before May 10, and will be adapted to the needs of sales during the peak season.
2 Adjusting the spread strategy and marketing strategy
The company believes that the company and several major rivals have fallen into the cycle of low-price competition in the past two years. In particular, Kangtong’s policy on retail terminals has caused the terminal to restrict the status quo of dealers and manufacturers, and it is difficult due to serious product homogenization. Jumping out of this strange circle, causing the dealer and the second batch of merchants to reduce the price difference, the manufacturer's profit is thinned and can not support the high sales expenses, but helplessly reduce the advertising expenses to support the channel promotion. At present, it has reached the point where major manufacturers can't support it. Therefore, they are all changing their strategies and jumping out of the strange circle. The company has actually prepared to jump out of this strange circle last year, and proposes a strategy of differentiation and combination of pull and pull, but the actual provinces. It is not really understood or implemented. The specific deployment notice that will be implemented in May is as follows:
a Steps to implement a differentiation strategy and product face change
The company believes that it is necessary to implement the product differentiation strategy in order to jump out of the strange circle. The following content is related to the 2019 sales work summary of this article. You can refer to the reference: 2019 sales training work summary sales director's annual work summary 2019 marketing director sales work summary 2019 Annual Sales Annual Work Summary Fan Wen Salesperson Personal Work Summary Shopping Mall Marketing Department Personal Year-End Work Summary Project Management Center Sales Department Personal Work Summary 2019 Purchasing Department Personal Work Summary
Go to the sales work summary section to see more>>
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