To be recognized by the market, the products produced by enterprises must be realized through sales. So, are there any commonalities in marketing and sales that are worthy of general follow-up and adoption? With this question, the author visited several sales ministers who have done a good job in the market, and combined with the knowledge and perception of marketing over the past few years, Sort out the following information for your colleagues' reference.

One, select and manage customers

Customers are an important part of an enterprise's sales system and one of its important assets.

In order to ensure that customers can become good customers, companies must regularly evaluate customers, reward good customers, put forward goals and requirements for potential customers, and provide assistance; customers who do not meet the requirements of the company are resolutely eliminated. In the past, many companies had a single evaluation standard for customers, with sales as the only standard. This approach allows customers to do whatever they can to get the maximum sales volume, which in turn affects the stability of the corporate market. Today, more and more companies emphasize the need to evaluate customers through multiple indicators, the purpose of which is to guide customers to become good customers. The evaluation content covers the customer's sales, market share, sales management level, sales network, sales promotion ability, after-sales service, and relationship with a company.

2. Build a marketing team capable of recruiting and fighting

Under the modern economic conditions, whether an enterprise can have a marketing team capable of recruiting and fighting is crucial to the survival and development of the enterprise.

First of all, an excellent team comes from an excellent salesman. The sales effect of a trained professional salesperson and a salesperson without any sales skills are not the same. We must realize that an excellent business team comes from an excellent salesperson, and an excellent salesperson comes from careful recruitment and selection, serious skill training, and strict practice.

Secondly, strict and scientific management is the guarantee of an excellent business team. Management mainly includes the following aspects:

1. Establish a marketing organization structure, clarify the affiliation of each department in the organization and their respective functions, strengthen the sense of responsibility, and ensure the smooth flow of government orders;

2. Establish an administrative management system to standardize the behavior of everyone;

3. Establish a business management system to standardize business processes and everyone's business behavior;

4. Establish an action management system, use systems and various forms to regulate everyone's actions in the market, and ensure effective working hours;

5. Formulate performance appraisal and salary policies to motivate the enthusiasm of business personnel and ensure the achievement of sales targets.

Again, establish a regular meeting communication system. Regular sales meetings are very important in sales management. Regular meetings can be used to deliver information, report information, discuss market issues together, praise advanced and spur backwardness, so that business people have a sense of belonging and honor, and it also reflects team spirit good chance.

Three, develop a good sales incentive policy

For most companies, the ideal sales staff income distribution system should adopt the "salary (salary) + reward (commission)" approach. That is to ensure that sales staff have a stable salary (wage) income, and get additional rewards (commissions) according to their contribution. This distribution system maintains greater flexibility and can be adjusted accordingly in accordance with the differences in specific circumstances. From the perspective of the relationship between salary (wage) and reward (commission), there are generally four specific types:

"High Salary-Low Reward" This approach is more suitable for companies with stronger capabilities or companies with obvious monopoly advantages. Due to the nature of the enterprise and the characteristics of marketing positions, the salary (salary) of sales personnel is usually higher than that of other industries or enterprises, so that sales personnel gain a clear sense of superiority in the comparison of social fairness. Because of this, even if the additional incentives provided by the company are small (usually equivalent to 20%-50% of the post salary), this distribution method has a greater incentive effect.

"High salary-high reward" This distribution method is usually suitable for fast-growing enterprises. Companies that implement this distribution method often have greater cohesion and the ability to fight together. Sales personnel are required to have high cultural qualities and can accurately understand the company’s strategic intentions. However, they should be alert to the possibility of future risks, because of the vigorous development The situation does not always accompany the business.

"Low salary, high reward" This distribution method has the nature of a quasi-commission system. The salary of sales staff is not only lower than that of other industries or enterprises, but may also be lower than that of employees in other positions in the company. These salaries are mainly used to make up for the normal cost of living, or even just part of the promotion subsidy. In some enterprises, the amount is only equivalent to 1/4-2/3 of the average salary. However, the reward range is relatively large, which can reach 1-5% of its sales business. This method can be adopted when the market competition is fierce, the enterprise has certain advantages and the management force is relatively weak.

Low salary-low rewards" Companies that implement this distribution method are generally not in good operating conditions or are in a difficult period of entrepreneurship. Although this distribution method is at a disadvantage, it is likely to be determined based on the actual situation of the enterprise. Therefore, if you do a good job of publicity and explanation, you will also get the understanding of the sales staff. What needs to be explained is that it should not be too long for the company to implement this distribution method. It should be adjusted in time when the conditions change, otherwise it will make the sales staff lose A certain amount of patience, and turn to work for other companies.

What needs to be explained about the sales distribution system is:

1. The satisfaction of salespersons engaged in sales work does not only come from material benefits, especially with the development of society, salespersons’ pursuit of spiritual life and other non-material content will become more and more important, such as respect, fairness, Growth, achievement, honor, promotion, interpersonal harmony, etc. have become the goals pursued by sales staff. Companies can use these factors to increase sales staff’s sense of identity and satisfaction with the company.

2. Any form of distribution system cannot be perfect. Even a very suitable distribution method will become untimely as conditions change. Therefore, the sales department must regularly evaluate the sales distribution system to find ways to reform and improve.

Fourth, establish a good marketing awareness of all employees

Successful marketing relies on the collaboration of various departments of the enterprise, such as production department, product department, accounting department, supply and marketing department, after-sales service department, transportation department, etc. On the one hand, the enterprise solves various problems and requirements reflected by the market in a timely manner. On the other hand, it gathers the wisdom and hard work of all employees. Only when all employees have this awareness can the marketing work be truly guaranteed. Otherwise, the possibility of marketing success Minimal.

Sales work is a very challenging job. It requires companies to manage the market, dealers, and sales staff in all aspects, and each link must be organically integrated and interlocked. Each company has different internal conditions and different external environments. To ensure that the company can operate normally on the track of healthy sales, it has to start with its own reality and explore a marketing model that suits its own characteristics.

However, how to improve on the basis of existing performance requires continuous innovation in systems and mechanisms.