(TG)(Pali Marketing Idea Bank 2) Sales Management

Author: Zhang Panlin
Publisher:
Publish Date: 2002-02-01
Features: For a company, if its products and services cannot be sold, then even if its management is the best in the world, it is meaningless to the future and destiny of the company. It is well known that a company can only achieve economic returns and sustainable development through successful sales. Therefore, for a company, sales are crucial, the last jump in realizing value. Increasingly fierce market competition and rapidly changing customer demands have made the sales environment more complex and dynamic. Modern companies' sales goals need to be set from the height of corporate strategy, building a complete sales organization system, utilizing new scientific and technological means and modern management methods and techniques, combined with the realities of the market, industry competition, and company development, to achieve the company's goals through scientific sales management. Generally speaking, after a company has selected its target market, determined its marketing goals, and formulated corresponding business strategies, it needs to carry out sales organization design work. If a company plans to use its own sales team to implement sales activities, an efficient sales organization system is the guarantee to ensure that sales work is completed smoothly. The effective implementation of sales management depends on the internal members of the sales organization fulfilling their respective roles and working together. Therefore, defining the functions of each member within the sales organization is the foundation of clear sales management. Regardless of the size or history of a company's sales organization, two types of positions are inevitably present: sales managers and sales personnel. Other sales positions can be derived from these two based on the company's actual situation. A company's sales revenue is ultimately realized by the sales department (personnel). Successful sales work requires not only the appropriate number of sales personnel but also their solid, serious, hardworking attitude and strong work capabilities. Practice has proven that the growth of a sales team is directly linked to sales growth; to improve sales performance, it is essential to do well in the construction and development of the sales team. This book comprehensively introduces the content of sales team construction and development, covering aspects such as the recruitment, selection, training, and development of sales personnel; the leadership and motivation of sales personnel; and the evaluation of sales personnel. Even the best sales personnel can become complacent, and to achieve the company's sales goals, sales managers need to motivate sales personnel to work hard. This is one of the basic tasks of sales human resource management. Among the many ways to motivate sales personnel, compensation is what they value most and is also the most effective means. Work compensation is an important prerequisite for attracting outstanding sales personnel to serve the company and a key factor in whether the company can retain outstanding sales personnel. In daily sales activities, sales personnel need the necessary guidance from sales managers, which requires sales managers to possess and master methods and techniques for guiding sales personnel, handle relationships with sales personnel correctly, manage time and regions properly, and thus drive the entire sales team forward. Sales is no longer an individual heroic act by sales personnel but a planned and strategic management activity with set goals. As a sales manager, it is necessary to clearly understand the company's business goals, make judgments about the market, and set sales department goals based on the company's goals and sales forecasts. Of course, comprehensive sales goals are only guidelines. Sales managers need to break down the company's sales goals into each sales region, each salesperson, each sales period, and each customer, and then formulate plans to achieve them step by step. Achieving the company's set sales goals requires a certain sales budget to support it. The sales budget is not only the foundation for achieving sales goals but also the main focus for the company to control sales expenses and increase profits. Excellent companies regard the establishment of channels as the key to expanding and capturing the market. An effective channel is a powerful pair of legs for the product, helping it reach the consumers. The channel is the bridge connecting the company and the market. Only through this bridge can the products produced by the company enter the market and meet customers. The importance of channels is deeply felt by every company, especially in today's context of the continuous opening and development of China's circulation sector. For companies or sales managers, formulating appropriate channel strategies based on their own actual conditions and building a sound and effective channel system are the prerequisites and foundation for channel management. The only criterion for determining whether a resource belongs to a company's assets is whether it can create value for the company. In this way, channel customers, physical assets, financial assets, human assets, and organizational assets become the company's five major assets. As partners of the company, effectively managing channel customers is beneficial for both parties to recognize and share interests, thereby building a foundation for cooperation. To some extent, channel customer management is about how the company implements effective incentives and constraints for channel customers and how it provides services to them. The cost of retaining a customer is much lower than the cost of developing a new one. To stabilize customers, many companies strengthen the management of existing customers, which involves the management of customer basic information, transaction status, and business relationships. No activity is without control, and sales is no exception. In a certain sense, setting sales goals and determining implementation plans can only be considered a good start for sales work. However, this is far from enough; what is more important is to strengthen the control and management of the sales process. Therefore, the analysis and evaluation of sales activities are an important part of modern enterprises' scientific sales management. Sales analysis applies the theories and methods of economic activity analysis to corporate sales management, making it an important means of strengthening sales management. Sales evaluation, on the other hand, involves the performance assessment of the sales department and sales personnel. The above sales management activities that require sales managers to participate in control have generated a large amount of sales information, giving rise to the need for sales information management. For sales management, how to achieve sales information management is not just an improvement in management methods but also a further advancement of scientific management in sales management. This book primarily focuses on the above aspects, analyzing and explaining scientific sales management and practical sales management for sales managers who are committed to success.