Review of 2000, we are committed to the internal management of the sales system on the relationship between the potential to increase efficiency, and actively create a benefit-centered marketing organizations abroad, during which we have made the greatest achievement is the sales system from the inside out the sense of increased interest. Most of the directors of foreign offices are proactive, responsible management of a foreign marketing organizations, and achieved a better overall level of results.
I. 2000 sales performance situation
See the statement of each place (omitted). Among them, Fujian, Nanjing, Chongqing, and Taiyuan have all made more significant progress.
Two, the headquarters and the exchange of the status of the foreign organizations
1, the reception of the marketing department, see the end of the year statement of the marketing department. *** reception of customers 270 batches; for this three members of the Marketing Department to overcome the unimaginable difficulties, under all kinds of pressure, better job, for the development of the Oriental business, has made an important contribution.
2, after-sales service department in August this year was officially transferred to the sales headquarters, the specific statistics are incomplete, but the original company's after-sales service system is not standardized for all to see ****. For example: water supply equipment commissioning. At present, the main commissioning work is still the headquarters to send people, but some foreign institutions in the absence of specific commissioning conditions, the headquarters is required to send people to the result of a lot of wasted manpower and costs. From the second half of this year, the sales headquarters to take over this department has gradually begun to form a set of after-sales service management system suitable for market requirements. At present has been in the headquarters of Zhao Xiangping under the auspices of the beginning of finishing after-sales service personnel manual and after-sales service personnel training materials, in the hope that in 2001, so that it plays to become the East to beat the competitors an important "magic weapon", and for the final occupation of the market, expanding market share to provide a solid foundation.
3. The Business Department mainly provides pre-sales service for the foreign organizations, breaks down the related business to each foreign unit, and completes 173 bids and quotations, which provides great help for the normal development of the business work of the foreign organizations. On this basis, the business department also completed the sales value of 2 million. At present, the Department of Operations in the work of the biggest problem encountered in the after-sales problem, overseas agencies in dealing with the Department of Operations after-sales service, often lagging behind the arrangements for after-sales service in place in a timely manner, seriously affecting the company's reputation, the future hope that we take into account the Department of Operations after-sales service of the special requirements of the after-sales service, all according to the first arrangement for the after-sales service work.
In addition to the tender production work, we have seen the total amount of production in a year. And we are currently involved in the tender production of very few people, and time requirements are very strict, please draft as far as possible the selection of foreign institutions and quotation program to improve the speed and accuracy of the tender production.
4, the sales system of internal management relations in the construction work, the Ministry of Commerce over the years are working tirelessly and constantly create a suitable business relationship with our internal management, really play a role in connecting the hub between the headquarters and branches, for the sales headquarters and the company's decision-making provides a large number of statistical data and management advice. In August this year, we launched the headquarters and the foreign agencies of the "business relationship" decomposition, basically solved the headquarters of the functional departments and the foreign agencies of the business relationship, improve the efficiency of the company's internal work as well as for the next step in the job responsibility as the main object of the assessment of the company's internal assessment to lay a better foundation. At present, this internal business relationship is being perfected, with the company's internal organizational restructuring is completed, this set of business relationships will be launched at that time.
Expense assessment is the sound management of the office, the core of healthy development. This year, on how to carry out "cost assessment", we took a detour. Because of the first half of the poor binding, the office efficiency and the interests of the company has a negative impact. After the director's meeting on July 1, we have clear requirements in the cost of expenditure and determine a new reimbursement system to improve the rationality of the cost of expenditure and scientific, after the second half of the operation has played a better effect. However, due to our overall management level is not yet high, the issue of cost expenditures have not reached our intended purpose. For example, how to solve the problem of requesting supplemental reserve due to cost overruns has also been troubling us. Next year, we prepare for the expense write-off system, the details of which have been added to the office management rules.
5, the issue of personnel relations, for the business personnel have been separated, our management rules have been required to handle the normal procedures for the transfer of separation, and declare the personnel department, which has not been done. Starting in 2001, we require that no matter what the reason for the separation, the separation report must be reported to the sales headquarters, by the sales headquarters to the personnel department. At the same time, the office must be exhaustive to draw up a separation of personnel orders,, accounts receivable and related processing opinions sent to the headquarters of the Ministry of Commerce for the record.
Three, the current sales work in the main problems
1, the overall level of sales costs remain high.
We analyze the reasons for this situation are as follows:
A, target customer mobility. At present, the volume of pumps used in the construction industry still dominates the market for the company's products. The target customer mobility, product purchasing behavior is characterized by: for the owner of the purchase is often a one-time behavior, it is almost impossible to form a fixed long-term supply relationship; for the contractor's purchasing behavior, due to the high risk factor, coupled with low prices, this year's order to give up is more; able to form a supply relationship, relative to the company's total order quantity, or less. In other words, due to the nature of the unit of the contractor, the quality of the contract, the owner of the intervention and other factors, the contractor is unlikely to become the main body of my company's customers.
B, for the same target customers, the competition is becoming increasingly fierce, a number of small enterprises to enter; due to its low operating costs, relatively speaking, the investment in sales costs is high, which is not to be ignored on the higher level of my company's sales costs.
C, product features are not enough to attract customers. We all know very well that the product features a strong, targeted, undoubtedly can occupy a favorable position in the competitive process. Due to the lack of product features, will undoubtedly increase the sales costs, especially for the two wheels, Kaiquan, Guangyi such a larger than our competitors.
D, sales executives in the project investment lack of planning. Many of our sales executives on the project investment, the lack of the necessary pre-analysis and judgment and the process of all aspects of the grasp, often progressing to the late project, found that a number of contract quality issues, such as the implementation of the cost can not be assessed, resulting in such a difficult situation. And some really need to invest in the project instead of a lack of funding. For the grasp of operational expenses, of course, we can not be very accurate, but at least after a more comprehensive consideration, and then make a decision.
E, the director of technical learning is not solid, too much since the product itself quality. Many of our business executives, including some director-level business executives, do not understand the conditions of use of water pumps, presumptuous application of the company's products. Our after-sales service surcharge due to irrational choice or improper use, accounting for more than 30%. The office only focuses on the signing of the order, not the existence of after-sales service problem is still very serious. Here is not to say that the quality of the company's products have no requirements. Rather, as our marketing agencies abroad are bound to recognize that, for any product, the quality of after-sales service will extend the quality of the company's products.
F, the existing product industry spanning small. For such a large direct sales force can not be said to be a waste. That is to say, the company's production system's supply capacity, that is, the supply varieties and ability and the ability to supply the speed of the ability to keep up with the needs of sales. Resulting in a number of delivery costs can not be shared, which should be a major contradiction in the company's current existence.
G, the quality of the product itself caused by the additional expenditure on sales costs, which is a clichéd problem. Here, we hope to see the company's production system, quality system next year there will be some really effective measures to solve these often mentioned problems. Here, I personally to the sales system to mention two requirements: First, the improvement of product quality to have confidence in the after-sales service work found in the problem of active feedback to the company. Second, the failure of the pump products, to investigate and analyze the problem before speaking.
2, the marketing work conference is not emphasized, so that the project's human, material and financial resources to invest in a greater blindness. Performance:
A, supervisors and subordinates lack of communication, the company's decision-making intentions are difficult for the majority of employees to fully understand the staff, the staff of the company's difficulties, the office of the difficulties of the underestimation of the management of the misalignment.
B. Serious lack of project process management. Some offices have not been able to complete the minimum project logging and classification. The transparency of project inputs is high, causing dissatisfaction among subordinate staff and conflicts among staff. We ask the local project to do process management, undoubtedly to the company's internal staff to create a fair and reasonable working environment, as well as to avoid unnecessary loss of business, but also to promote the improvement of the quality of the individual salesman, the intention of these in many foreign organizations can not be reflected.
C, the failure of the project did not do an in-depth summary of a salesman made a mistake, repeated mistakes in another salesman. The team role of the office is not reflected.
D, not much analysis of competitors, limited to individual projects, individual salesman's reflection.
3, unreasonable regional division, the salesman alone. For a regional business development is too dependent on the ability of a salesman. That is to say, a salesman's business level is a regional market development level. The formation of the market development of the strong situation.
4, the awareness of back to last year has improved, but still relatively weak. For expired loans, especially for personnel turnover caused by the lack of measures to deal with receivables.
5. The training awareness of the foreign organizations is weak, failing to form a good learning atmosphere, and the technical level of the director represents the technical level of the office.
6, the loss of good business personnel, recruitment is difficult, affecting the performance of foreign organizations stability.
7, the company's existing system, resulting in the interests of foreign institutions too strong sense of the bottom line. Sales system and production system to form a unified long-term awareness. Business, some projects lose money, some flat, some win, the ultimate goal is to win. The bottom line awareness of sales inside and outside the company affects our efforts to develop new business mouths, sample projects, and channel sales. At this point, we are almost all guilty of business development "short-sighted" error. We should recognize the long-term nature of business. Recognize the market share and channel sales, the impact of our future work.
8, the relationship with the production system has been plagued by sales.
Product quality, we do not want to talk about too much here to sales considerations, we attach more importance to the production system to be able to build the system, to be able to carry out sales work. As for the quality of the personnel itself is more important to us. Last year, this year reflects the chaos has been very much. For example: the quality of opinion reply stone sinking; technical improvement requirements stone sinking; production and delivery cycle requirements stone sinking; machine seal configuration confusion; testing standards are missing seven or eight; know that the plant has quality problems, do not report, haphazard delivery; ...... so all sorts of things, I hope that next year in the management of the quality of more effort, first of all, there is a sense of responsibility, quality of the staff structure, only out of good product quality.
9, for the operation of large projects is not enough experience, the company's overall resources have not been fully realized. Over the past two years, we 600,000 more than the successful operation of the single negligible.
I raise these problems plaguing the sales work today is not pretty. I'm not trying to criticize any one person here. Rather, after the past two years, we are after a cut-throat experience, with a down-to-earth approach to seeking our future development path.
Four, next year and up to the future plans and organization and implementation of measures.
Next year, that is, 2001, the company's sales performance indicators are shown below (omitted). Next year's target of 170 million, next year's guaranteed target of 150 million.
The target is put forward, we will feel high, but this is the market form forced. Market competition has forced us to this point, to reach the point of profit a year or two ago, the only way to go up the road of scale operation, we must give full play to the advantages of the brand and sales force to improve the total amount of market share to maintain or improve the profit level of the company's sales system. To this end, the next year, the company's central task is to operate: adjust the company's various resource structure for sales services.
In the past, our company is like a carriage, a variety of resources is like a horse pulling the carriage, the weight of the carriage is not too heavy, but the horse pulling the carriage for the immediate benefit of a little bit, pulling in all directions. As a result, the car can only walk slowly in one direction and then in another direction, and it does not advance much after walking for half a day. Today, we are facing such a fierce competitive environment, the thing to do is undoubtedly to clarify the direction of the carriage, each horse will be driven in one direction, while reasonable loading weight, so that the carriage lightly run up.
In the first year of the new century, we might as well give ourselves a three-year plan: "sharpening the knife is not a mistake", the first year to adjust as the basis for improving the company's internal management environment, around the "sales, production, supply", rationalize the mismatched ring link section In the first year, the company improved its internal management environment on the basis of adjustment, and straightened out the mismatched links and segments around "sales, production and supply", with "rectification and organization" as the main work to straighten out the management relationship, and arranged a group of cadres with a sense of responsibility and certain business ability to fill the middle management positions, replacing the cadres who had a heavy sense of self-interest, poor business ability, and no experience in management to implement the cadres' responsibility system within the company. Experience tells us that enterprises have real core competitiveness lies in the organization of people, not in technology or products; in the company to cultivate an atmosphere of learning and advancement; to improve and stabilize the quality of the company's existing products; the company's sales value of the overall stability of the incremental amount to maintain about 20%.
The second year to give full play to the role of the first year of training out of the middle leadership, from the management of the benefits, strengthen the collaborative relationship with the outside production and supply, improve production efficiency and supply capacity, reduce the production cost of traditional products; realize the traditional products from the "famous brand" to "famous brand" conversion, improve the company's sales value overall steady rise. "The conversion of traditional products from" famous brand "to" famous brand "to improve the company's brand efficiency; expanding the scale of operations, greatly expanding market share; investing greater energy and funds to develop new products with oriental characteristics, to adapt to market demand, began to reflect the company has developed advantages, out of a combination of large-scale operations and characteristics of the business approach to; sales value increased significantly; incremental increase of more than 50%, and the industry leader gap has narrowed significantly. The gap between the industry leader is greatly narrowed.
The third year of the main work to maintain a steady growth in sales of traditional products under the premise of efforts to promote new products, so that it has become a new point of economic growth, and to adjust its "sales, production, supply" supporting various links. Let the sales of new products occupy a more reasonable proportion of sales. The company's total annual sales of products and industry leaders basically equal to the position of sales value doubled from 2000.
In order to ensure the completion of the 2001 sales program, we will do the following strategies:
1, strengthen the sales force to build a number of business elite with Oriental characteristics.
A. Improve the management function of the sales headquarters and increase the rewards and punishments assessment of the sales headquarters.
①, increase the overall assessment of sales headquarters and foreign offices. Improve the enthusiasm and responsibility of sales headquarters staff, reflecting the spirit of unity and cooperation of the sales team.
②, adjust the organization of the sales headquarters.
The establishment of technical consulting departments, after-sales service and shipping management center to adjust the staffing, fully reflecting the efficiency and accountability of the headquarters.
Technical consulting department, will be directly involved in some of the large-scale projects of technical support work for the company to undertake large-scale projects to provide rapid and adequate technical services.
The original consideration of the shipping management center, categorized as sales headquarters, will directly address the system can not be resolved within the difficult problems. Directly play a role in supervising the product delivery time and delivery quality role, will further confirm the production sector, the quality of the department's responsibility for the relationship; to put an end to the tendency of non-cooperation of the transportation unit. After considering some of the practical difficulties of the production system, but the shipment, production cycle, sales headquarters should still play a supervisory, coordinating role.
Catering to the needs of sales development, the establishment of "network sales" in the Business Department.
③Increase the cost accounting and statistical functions of the commercial department, and strengthen the assessment and supervision of the business expenses of foreign organizations. Regularly provide quarterly analysis and evaluation reports on the business status of each overseas organization.
B. Strengthen the standardized management of the office, comprehensively improve the overall management quality of the office director, for some of the management of the chaotic foreign agencies, will be ordered to rectify the time limit. If there is no obvious change by then, the director of the office unconditionally removed; in addition, the director can not perfect the daily management of foreign organizations, the company when necessary to rectify.
C. Adjust the salary structure of the overseas offices to improve morale and attract outstanding talents to the company. The new salary structure will fully reflect the income level of operational staff with strong business ability. The specific assessment methods are set out in the Management Rules of the Foreign Offices. After the meeting, the director of each overseas office, according to the spirit of the company's documents, will complete the appraisal of the grade elevation of the salespersons in January according to their performance in 2000.
D, strengthen the training of new and old business personnel, especially after-sales service personnel training. In order to improve the after-sales service personnel comprehensive problem-solving ability, to establish a set of after-sales service system suitable for the development of the company.
2, to strengthen the role of sales meetings.
The sales conference is a good opportunity for the director of the foreign office to encourage business people, but also the director of the foreign office to show their leadership skills, the best place to use marketing tactics. Since this is the best opportunity to induce business people to go in the direction you want, it is expected that the director of each foreign office to effectively seize this opportunity. We advocate marketing meetings mainly because we recognize that they can effectively enhance the sense of belonging of business people, can strengthen the morale of participants, and can help build team spirit. Business people of a department coming together can cultivate a sense of teamwork and improve team cohesion. In the next year, the director of each foreign office in the organization of the sales meeting, on the sales plan layout, business activities, sales skills training, salesman trends to grasp, sales obligations to discuss, sales performance summary, etc. meticulous planning for each meeting, and strive to form a good teamwork atmosphere in the department. To fully understand the spirit of a collaborative, combative sales team is the prerequisite basis for us to complete the sales plan.
In addition, the regular meeting system every Saturday morning, must be adhered to, we so as to be able to solve the business process in a timely manner, to ensure the smooth progress of the business work.
3, improve the distribution of the market in the region, combined with the point surface to the scale of the marketing approach, the formation of strong sales in the region.
Why is our sales strategy for next year "standardized sales"? Through the analysis of the 2000 order statement, our basic pump type sales volume accounted for 90% of total sales. This means that the company's characteristics of the type of product is not enough to attract customers to the effect, here we do not analyze, is the price of the reason? Quality reasons? Or the sales approach to generate the reason? But at least we can see the Oriental brand effect, as well as a strong sales force, both of which play a role should be the most important. How to more effectively play the power of the sales network and improve the Oriental brand effect, is our next year's total performance to a higher level, the successful completion of the sales plan of the key. Scale sales is not unilateral, through a simple increase in the number of people or region to achieve, but through the organic grasp of the market, brand, personnel and quantity, quality of pinch together, the formation of strong sales to achieve.
To achieve this effect, we must first solve the previously mentioned problem of salesmen working alone. Salesman fighting alone, the development of our secondary market has a great impact. Salesmen working alone is equal to disorganization, the result is a lack of cooperation between the different capabilities of the salesman, can not make full use of their respective strengths of the ability of the salesman. The lack of coordination between salesmen in different markets makes the market artificially divided and makes it difficult to form a unified large market. At the same time, it is also very likely to cause friction between neighboring markets for reasons of interest. Once a market is firmly marked with the personal seal of the salesman, its potential will be limited by the salesman's ability. Another danger of one-man operation is to emphasize the role of individual salesman and dilute the role of group of salesmen. Individual strength is always limited, if we are not able to organize the salesman as a group to play a role, it means a lack of explosive force in the business work, the formation of strong sales, whether we can occupy the market in the long term has a great impact. So in next year's market decomposition, we hope that the organic decomposition, taking into full account the different market cooperation and cooperation between salesmen, especially for the development of the secondary market, the director of the office must play an effective role in organizing and coordinating, so that the office of the high-speed and effective operation, give full play to the "1 + 1 > 2"! The role of the
Second, strengthen the process management. The process management of business work, most of our offices basically have a certain foundation. We are to strengthen the business process management to the foreign office to provide a variety of assessment reports, such as the salesman's work log, project statistical reports, project tracking records, scheduled to close the project statements and so on. However, the progress of this work, up to now we should say that it is very unsatisfactory, some offices do, but most of them only complete the surface work, while some offices are still no obvious action. Our office process management is still a serious lack of salesman's action is basically in a laissez-faire state, many salesmen do not have a plan of action and action plan, salesmen in the market to go their own way, behavior is scattered, the efficiency is very poor. If we can not organize the salesman, then, the office can not be from the low efficiency of the "personal sales" state, into the high efficiency of the "system sales" state, the office will never be able to get a long and healthy development. The completion of the company's sales program is impossible to talk about.
In the new year, we asked the director of the foreign office in the management of the hard work, starting from themselves, the process of management system to establish up. Headquarters mainly by the Ministry of Commerce with the foreign departments to do a good job in this matter, at any time to accept the inspection of the company's headquarters, such as those who fail to meet the deadline for correction, such as repeated offenders, the company will be seriously dealt with.
4, the need for other aspects of the company's support work. Next year's work is a daunting task to do a lot of things, to complete the sales program is not to rely on a sales system to do a good job. Earlier we talked about to "more horses to a direction of effort" concept, is the hope that the company's top decision makers, determination, the flag to this one inserted, various departments, all the way soldiers and horses are no longer left and right, looking forward and backward, but all together forward, forward and backward, do not complete the task will not stop. To do all this by what? By virtue of our team! In today's world, there are many bad phenomena in the company, affecting the combat effectiveness, shaking the heart of the army, such as: quality problems are hidden and not reported; cadres poor sense of responsibility, the Office of the requirements of the foreign office to cooperate with the work of ignoring the work of carelessness, procrastination ......, the root cause of these problems is to eat a pot of rice, mixing the day. The most effective measures to deal with this problem are: first, decentralization of rights; second, the serious implementation of the post responsibility system. To have the realization of these two three basic conditions:
(1) to decentralization, the department should be competent leader;
(2) to have a strong financial supervision to ensure;
(3) to have a more adequate management control system.
In the new year, we are very urgent need for the company's support:
1, the company can really effectively implement product quality supervision and assurance measures.
2, able to work with the sales of personnel needed for the job responsibility system.
3, catering to the "large-scale sales strategy" layout of the corporate image planning, product advertising planning program.
4, stabilize several collaborative units, increase the product composition.
As we all know, Chinese enterprises are in a critical time: the imminent entry into the Customs, the Tenth Five-Year Plan, the digital era of western development, unlimited business opportunities, let us all work together, starting from the self, so that the "Oriental Company" in a strong position to stand in the forest of the Chinese enterprises!