Background: The "scratch skull also could not write it!" "Bubble tea, smoking cigarettes, Bie or not to write a word about the evening." "Let me sell okay, write me sum up not deliberately make things difficult? "a time when the end of the year-end summary of writing a lot of heart region manager, the company concluded the year-end reminders, many managers are anxious large area round and round. Usually completely lost command of the party strikes, and similar sentiments, sigh "make the market easier, write summary difficult."
In fact, the year-end summary is not just a task, it at least three functions:
1, sum up the merits and demerits, and guide their future direction. "Sales is the rice bowl of youth!", Marketing people, to their performance time is not long into the industry, accidentally became a 30 several. If not good at summing up in time, at any time to adjust their own, are likely to become "old" salesmen. Region Manager of the same, year after year are the third child if the sample is not self-learning and growing, and soon will be "The waves pushed before," to free itself.
2, to achieve the leap from practice to theory. Marketing majors in college, the practice of summing up the year with his own theory in contrast, think of new marketing methods or review new theory; If it is mid-life switch to year-end summary of work practices can help themselves rise to the theoretical level, one guide themselves Second, can educate their sales team brought.
3, with the best chance of communication management. Region Manager of long-term overseas, to get the company's support and management recognition and management of communication is essential. This communication is not usually a few phone calls can be resolved, it is an interactive, self-expression and expression is. The total year-end written, and objective reporting of the results of a year, expressed his surprise a year left and right outside the "hard" to obtain management approval, or to upgrade or get more sales policy support in the coming year. Well done, but not by summing up the opportunity to express themselves, and only one side grumble: "Damn, I did not do well but rose faster than me."
A brand below to southern region manager of the year end as an example, briefly summarize the structure and writing the year-end points:
Sample:
A brand in 2005 for Love South District job summary
South China market (Guangdong, Guangxi, Fujian) in the company's support, the rapid expansion of sales channels and developed in years was once again abandoned the market in Hainan. To complete the sales task, up 26.68 percent over the same period of payment, is the year's work are summarized as follows (year-end summary of the writing should be divided into two parts, one summing up the work this year, two year work plan for the future. In summing up this year is to review some of the major sales a year; on the direct impact on the operating results of the work year for focused analysis, but only the key, do not remember Liushui Zhang; objective reporting market problems; statement highlights the work of writing highlights the work, not simply table function, but reflects the ability to work and brought their own sales team. part of the work plan the following year, to highlight a sales target to achieve sales goals based on what? In addition, the major number of the next year work plan in writing, to locate the position of yourself, do not write provincial manager of summary specific to the analysis of a network of sales channels or methods. Do not write general sales manager concluded, but only the direction, vision and concept on.)
1, summing up the work this year
Sales Review
South China market as many small and medium brands, di color, bright cut, City Flower Show has cut into the end of these new stores to occupy the brand share, in 2003 and 2004 are in a situation of declining sales. This can be arrested, and to achieve 23.48 percent growth, mainly living in two reasons: First, Wal-Mart to recover the right to operate. Wal-Mart has been by the dealer before delivery, Results section, we provide marketing and promotion support, dealers enjoy the profits. As the distribution of operating funds are limited, Wal-Mart stores increased by Hsi, distributors before the end of the regular Wal-Mart can not meet the order demand; the same time, distributors for high profits, largely on the shop sales support, causing Wall Mary insufficient attention to our brand, stacking support for the display or are less. For these reasons a direct impact on sales growth, it began last year in consultation with the dealer, Wal-Mart earlier this year right to operate a successful recovery. Wal-Mart Direct into the company, no longer out of stock situations occur, and increased promotional support for the shop, Wal-Mart's annual sales of 9.2 million yuan directly increase.
On the other hand, the market re-development of Hainan. Hainan market two years ago because the dealer is the company to abandon reason, in June this year, looking for new distributors, re-start the operation, six months to a direct increase in sales of 3.72 million yuan. (Analysis of the main reasons for growth in sales is a source, no growth or decline for no reason. Your regional growth, and company management are not necessarily the first to cast a positive eye, perhaps the question: Is the changing commodity ? is below the performance of provincial office manager of his right, a large district manager did not play a decisive role in growth? management of the station's point of view is different way to think there are differences, not subjective, that the management knows everything, a lot of misunderstanding often occurs because they do not communicate. up, because what? down, why? objective written, both to reduce misunderstanding, but also realize their line has been in the market, market development and its planning and inseparable from the operation, as the region manager, he was not "slip of the hands dispensers." Of course, the sales decline, themselves bear the brunt of responsibility.)
Business Analysis
By the beginning of the budget, cost of sales points in South China region, 27%, the profit target of 10%.
Since we are terminal sales, need to configure a large number of promotional staff, sales representatives and back office personnel relatively high, salaries have been so high, hovering at around 14.5%, accounting for a large proportion of sales charges. South China market as the cost remains high, has not completed the profit targets for two consecutive years.
In order to reduce cost of sales, increased operating profit, mainly in South China made two adjustments: First, optimizing personnel. Provincial Office and Provincial Office where the lead manager regional manager, regional manager and part of the store management, direct reduction of the South China market, sales representative 15; authorized each province to do with warehousing, clerk, cashier, back office number three, can not raise . On the other hand, changed the store to spend it. As the years before the sale terminals used, as long as on the goods, sales reached 3,000 yuan in the store, sales personnel will configure a per capita output unreasonable. Made an adjustment this year, removing a single store output at 4500 yuan in store sales staff. At the same time increase the Carrefour, Pokka, Trust-Mart, Wal-Mart, Jusco, Hualian (Guangxi), Liuzhou good use of chain (has been Lianhua mergers) and other key inputs to the retail store, by raising the yield to cost of sales . Work by these two, the per capita yield from 2004 95 000 / people increased to 124,000 / person, directly reduce the cost of sales. (Sales in the year, a number of events or decisions directly affect the operating results. Analysis of operating conditions, with emphasis on analyzing the results of operations have a significant impact on the sales event or decision-making. One aspect of the business of demonstrating its ability to reflect the sales team performance; the other hand, is to provide management with some new methods of work and work methods of work conducive to good methods across the country to enhance the company's sales performance, not their "blase" .)
Problems
South China market, although sales growth, but there is a big problem, particularly reflected in the sales force and distribution channels of instability not sinking two.
Sales force of instability, due to the size of the Guangdong market, many Japanese brand, the South China market cosmetic category sales professionals excess demand. Some small brands to attract experienced sales staff and dealers to obtain information, often with high salaries to lure, resulted in a mature brand sales staff. Brothers transferred from the market earlier this year, the Guangdong market, eight senior regional manager, has four switched to the same small brand, a resignation, a direct impact on the work of the Guangdong market.
Sales channels not sink into the current focus on large stores to protect the dealers profit sales model, so our products remain in a secondary market sales, 34 county-level market and industrial areas inhabited by migrant workers to hard to see Our product sales. This is mainly due to product sales for many years, prices have been transparent, and 34 county-level market distributors sell small profit margins, loss of enthusiasm for selling our products. Our energies and sales support focused on 12 large-scale retail store market, on the 34 county-level distributors without input and support, many small and medium brands are taking advantage of this opportunity, in the 34 county-level market and industrial areas migrant workers living in compact communities, and increase the speed to accelerate market development, sales investment, and establish a solid sales position. (Objective report on the problems the market is not complaining. But the analysis of the problem in order to find their own solution to the problem into next year, this year the market to work. To understand the real management issues, but also for further policy support you lay the foundation for sales. Do not worry about the problem, the process of selling the process to solve the problem originally, if there is perfect market, there would be no reason for marketing people. most of the company's management understands the reason.)
Experience
This year sales of the most noteworthy results are accurate grasp of hair care products sold to the rising trend of increased efforts to promote hair care products, hair care products made direct sales growth of 120%, in particular, 150ml hair care factor in Wal-Mart, Carrefour, PNS, Liuzhou good ranking with the chain's sales, from May to November has been to maintain the first hair care category, the number of sales of bottles of hair conditioner than to spend more than bees.
The promotion of hair care products, mainly made of sale terminals around the following aspects of work:
1, produced a large number of store light box. Day started, it asked more than 5,000 square meters of business area of the retail stores must be made not less than 1.5 square meters of store advertising light box 1. Such as the National Palace in Nanning Hualian store on the release of a 3 lightboxes square meters of hair conditioner;
2, large shop equipment distributed free trial. March to May this year, the South China market, or shop at retail stores free of charge in front of trial conditioner installed a total of 120 million. Late, often reflect the terminal promoters because many customers feel better after the trial to end purchase.
3, focusing on promotion. Month, Carrefour, PNS, Trust-Mart, Wal-Mart, Jusco, Hualian (Guangxi), Liuzhou good focus with the chain stores are arranged such at least one side frame DM promotions or store promotions, direct enhanced sales.
4, training. Of the promoters were sub 4 hair conditioner sales knowledge and knowledge of the training, the promoters of professional competence, as recommended by hair care products to consumers, provides a theoretical basis. (Highlights, highlights the work. In reading the summary before you may have read a summary of other large area manager, or even read your reading of others, perhaps a clerk came in the middle of signature pruning; If it is a collective meeting for reporting, follow God more. How can the management not only remember your sales growth, but also remember you in order to achieve sales growth, like a lot of ways, a lot of work, the report highlights the work becomes particularly important. sales do today, until then may not be too much, but through a lot of information gathering to make accurate judgments on the market, change the outdated sales methods to achieve breakthroughs in sales, such examples are many. focus is you done? done is round up? or is under the jurisdiction of an area you do, you raise a timely conclusion, and in all regions to promote? report highlights the work is not simply the story, it is with the company's management interactive communication, so that management can see you work hard, hard work, not "rest on its laurels.")
Second, the work plan in 2006 Sales
Marketing plan
Direction
聽聽聽 涓轰簡瀹炵幇鏁翠綋25%鐨勫闀匡紝闄や簡甯姪鍚勭渷鍔炰綔濂藉悗鍕や繚闅滃伐浣滃锛岄拡瀵瑰崕鍗楀競鍦哄疄闄呮儏鍐碉紝纭畾鏄庡勾鍑犻」宸ヤ綔閲嶇偣锛?br />
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聽聽聽 2銆侀攢鍞笭閬撲笅娌夛紝閲嶇偣鏀寔涓夊洓绾у幙绾у競鍦恒?鍚勭渷璁惧畾涓?畾鐨勯攢鍞噺锛屼竴骞村唴骞冲潎鏈堥攢鍞噺杈捐嚦璁惧畾鐨勬爣鍑嗭紝缁欎簣閿?敭璐圭敤鍜屼汉鍛樻敮鎸併?閿?敭閲忚緝澶х殑涓夊洓绾у幙绾у競鍦烘垨宸ヤ笟鍖哄鏉ュ伐鑱氬眳鍦帮紝鍙互灏嗗垎閿?晢鐩存帴杞负鍏徃缁忛攢鍟嗭紝缁欎簣閽堝缁忛攢鍟嗙殑鏀跨瓥鏀寔銆傚骞胯タ骞冲潎鏈堥攢鍞噺杈惧埌3涓囩殑鍘跨骇甯傚満鍙互鎶曞叆2鍚嶄績閿?憳鍜屼績閿?搧锛涘箍涓滃皬鎻介晣鐩存帴灏嗗垎閿?晢杞负鍏徃缁忛攢鍟嗐?锛堟?缁撶殑绗竴閮ㄥ垎鎻愬埌浜嗗奖鍝?005骞撮攢鍞疄鐜版洿澶у闀跨殑涓や釜闂锛氫竴鏄攢鍞槦浼嶇ǔ瀹氾紱浜屾槸閿?敭娓犻亾娌¤兘涓嬫矇鑷充笁鍥涚骇鍘跨骇甯傚満銆傝嚜宸辨憜鍑虹殑闂锛岃鑷繁鍘绘彁鍑鸿В鍐虫柟妗堬紝杩欐牱鎵嶈兘鏄庣‘鐨勫悜绠＄悊灞備紶杈捐嚜宸辨湁绠＄悊濂戒竴鏂瑰競鍦虹殑鑳藉姏鍜屼俊蹇冦?涔熸槸杩涗竴姝ヨ癄閲婃槑骞寸殑閿?敭鏉ユ簮锛岃鍏徃绠＄悊灞傛洿鍔犵浉淇′綘鎵?彁鍑虹殑閿?敭澧為暱鐩爣銆傦級
聽聽聽 3銆佷负KA鍗栧満璁捐涓撲緵浜у搧銆傚崕鍗桲A鍗栧満鐨勯攢鍞噺鍗犲埌鏁翠綋閿?敭閲忕殑45%锛屼唤棰濊緝澶с?浠婂勾涓嬪崐骞达紝浠ヤ骇鍝佷笉鍚屼績閿?缁勫悎鏂瑰紡涓撲緵娌冨皵鐜涖?瀹朵箰绂忓拰鐧句匠锛岄攢鍞晥鏋滆緝濂姐?瀹炶返璇佹槑锛屽湪KA鍗栧満浠ヤ笉鍚屼簬鍏跺畠閿?敭娓犻亾鐨勪骇鍝佺粍鍚堟柟寮忓嚭鐜板閿?敭鏈夊埄锛屼竴鏄敱浜庝互淇冮攢瑁呭舰寮忓敭鍗栵紝鍙堜笉鎻愰珮闆跺敭浠凤紝鍙互鐩存帴澧炲姞閿?噺锛涘彟涓?柟闈紝鐢变簬KA閿?敭鐨勪骇鍝佸拰鍏跺畠閿?敭娓犻亾閿?敭浜у搧鏈変竴瀹氬尯闅旓紝鍙互鍦ㄤ竴瀹氱▼搴︿笂缁存姢浠锋牸浣撶郴锛屼繚鎶ゅ叾瀹冮攢鍞笭閬撳拰缁忛攢鍟嗗埄娑︺?
聽聽聽 2006骞村皢鍜屽叕鍙稿競鍦洪儴鍜孠A绠＄悊閮ㄦ矡閫氾紝缁х画涓篕A鍗栧満璁捐鐗规畩淇冮攢瑁咃紝閽堝娌冨皵鐜涜繖鏍蜂笉瑕佹潯鐮佽垂鐢ㄧ殑鍗栧満锛屼负鍏跺畾鍒朵笉鍦ㄥ叾瀹冩笭閬撻攢鍞殑涓撲緵浜у搧銆傞?杩囦績閿?鐨勫尯闅旇繀閫熸彁鍗囬攢鍞噺锛岄?杩囦竴瀹氱殑浜у搧鍖洪殧淇濇姢鍏跺畠閿?敭娓犻亾鍒╂鼎銆傦紙璁╁疄鐜伴攢鍞殑寮哄娍娓犻亾瓒婃潵瓒婂己锛屼竴鏂归潰灞曠幇鑷繁鑳界湅鍒板競鍦哄彉鍖栬秼鍔匡紱鍙︿竴鏂归潰浣撶幇鑷繁鐨勫叏灞?锛屾妸鍖哄煙鐨勬垚鍔熺粡楠屾彁浜ょ粰鍏徃鍒嗕韩銆傚彲浠ヤ负KA鎻愪緵涓撲緵浜у搧锛熶负浠?箞涓嶈兘涓哄叾瀹冩笭閬撴彁渚涗笓渚涗骇鍝侊紵杩欐槸鍒烘縺绠＄悊灞傛?鑰冩柊鐨勫彂灞曠瓥鐣ョ殑G鐐癸紝浠ヨ繖鏍风殑娌熼?鏂瑰紡灞曠幇鑷繁锛屾洿鑳藉緱鍒板叕鍙哥鐞嗗眰鐨勮鍙?鍚屾椂锛屾?缁撹繖绉嶉?杩囪嚜宸卞伐浣滀綋浼氬緱鍑虹殑璁ょ煡锛屾槸浠庡疄璺靛埌鐞嗚鐨勯璺冿紝瀵硅嚜宸辨槸涓?浜嗕笉璧风殑鎻愰珮鍜岃嚜鎴戝煿璁?锛?br />
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