but what is marketing management, or go back to the essence of marketing. Everyone and every enterprise have needs to survive and develop in society, and they are willing to pay a certain amount of remuneration to meet some needs, so this part of needs has formed demand. There are many ways to meet the demand, such as self-production, begging, looting and exchange. The starting point of marketing is to meet the demand through exchange. In other words, marketing is a process in which enterprises meet their own needs through exchange. The value of an enterprise is that the products it provides can meet the needs of others, and both parties are willing to exchange them, that's all. Therefore, demand is the basis of marketing, exchange is the means to meet demand, and both are indispensable. Marketing management is demand management.
question 2: what is the concept of sales management? Sales management is the analysis, planning, implementation, supervision and control to achieve various organizational goals and create, establish and maintain beneficial exchanges and contacts with the target market.
1 concept
The sales link is the exchange of goods and money. Only by selling can enterprises realize profits, so sales are the lifeblood of enterprises! Sales elites are a small group of people with the most stable position, the strongest position and the highest average income among all enterprises, and they are also social elites who have never had to worry about unemployment and have been recruited by major enterprises. The sales management major trains a group of management talents who master systematic and theoretical professional knowledge education and have practical experience. In the talent market, the number of job seekers and recruitment positions in sales management has increased substantially every year. Marketing manager has become a scarce human resource urgently needed by enterprises. The demand for jobs and the number of job seekers in the talent market in Shanghai and Beijing accounted for 84.5% and 79% of the total statistics, respectively. According to the investigation, sales management professionals have become the first of the 1 kinds of talents in short supply in China.
Definition
Sales management begins with the formulation of marketing plan, and its purpose is to implement the marketing strategic plan of the enterprise. The focus of its work is to formulate and implement the sales strategy of the enterprise and manage the sales activities.
in this fierce competition era, enterprises often choose to cooperate with service providers who provide sales management software, such as 8 customers, in order to enhance their sales competitiveness, so as to help their overall competitiveness. About the meaning of sales management, Chinese and foreign experts and scholars have different understandings. Scholars in western countries generally believe that sales management is sales force management. Chinese scholar Li Xianguo and others believe that the so-called sales management is the process of managing the direct realization of sales revenue. Thus, sales management is divided into narrow sense and broad sense.
sales management in a narrow sense refers to sales force-centered management.
sales management in a broad sense is the comprehensive management of all sales activities.
professional advantages
professional advantages of sales management: [1] (1) highlighting the characteristics of the times: the curriculum of this major strives to be innovative and pragmatic, keep pace with the times, highlight the characteristics of the times and keep pace with the times. It is a high-quality project jointly created by the Examination Center of the Ministry of Education and the China Market Society.
(2) Pay attention to practical training: the curriculum focuses on the practicality of the major, and there are many practical assessment courses, focusing on the cultivation of students' practical skills and comprehensive ability and quality, so that students can quickly adapt to the needs of social development and work after graduation.
(3) Double combination of academic qualifications and vocational qualification certificates:
Self-taught examination academic certificates (jointly issued by the examiners' colleges and the Guangdong Provincial Self-taught Examination Committee);
China Sales Management Professional Level Certificate (jointly issued by the Examination Center of the Ministry of Education and China Market Society);
international qualification certificate (issued by American Market Management Association);
certificate of internship (issued by China Market Society);
SMAT level test report (issued by the Examination Center of the Ministry of Education)
Work content
Manage sales contracts, agreements and business logistics to ensure the standardization of basic sales documents;
record accounts and manage important sales documents to avoid the omission of sales information;
responsible for making and managing orders and various reports, and checking and receiving orders according to the sales order processing flow.
sales staff attendance statistics and salary settlement. [1]
process
The process of sales management is roughly as follows:
1. Formulate sales plans and corresponding sales strategies
2. Establish sales organizations and train sales personnel
3. Formulate personal sales indicators of sales personnel. Turn the sales plan into sales performance
4. Evaluate the effectiveness of the sales plan and the performance of the sales staff
Plan
After the enterprise determines the marketing strategy plan, the sales department needs to formulate a detailed sales plan accordingly, so as to carry out and implement the sales tasks of the enterprise and achieve the sales goals of the enterprise. The sales department must have a clear understanding of the business objectives of the enterprise, the target market and target customers of the products, and only after having a clear understanding of these issues can it formulate practical and effective sales strategies and plans.
when making marketing strategy, we must consider various factors such as market operating environment, industry competition, enterprise's own strength and distributable resources, product life cycle and so on. On the basis of the marketing strategy formulated by the enterprise, the sales department formulates corresponding sales strategies and tactics.
according to the predicted sales target and sales expenses, the sales department must decide the size of the sales organization. Work arrangement and training arrangement of sales staff ...... > >
question 3: what is sales management? marketing management is the analysis, planning, execution and control of the scheme designed to achieve various organizational goals and create, establish and maintain beneficial exchanges and contacts with the target market. By planning, executing and controlling the sales activities of the enterprise, the sales target of the enterprise can be achieved.
process of sales management
After defining what sales management is, the process of sales management is roughly as follows:
1. Formulate sales plans and corresponding sales strategies
2. Establish sales organizations and train sales personnel
3. Formulate personal sales indicators of sales personnel, and turn sales plans into sales performance
4. Carry out the effectiveness of sales plans and the performance of sales personnel. If an enterprise or organization wants to make progress, it must have corresponding systems to restrain employees and manage the enterprise. So is sales management. Sales management needs certain rules and regulations, which are implemented by sales managers and guaranteed by formulating relevant systems.
the institutionalization of sales management is the basis of sales management. When sales management is institutionalized, enterprises or organizations should formulate an efficient, systematic and perfect system, so that sales managers and salesmen can have laws to follow, and only in this way can they abide by the laws, investigate violations of the laws and strictly enforce them. Only by institutionalizing sales management can enterprises adapt to the market environment and operate efficiently.
Simplify
The management system is not the more the better, nor the more complicated the better, but the simpler the better. The management of modern enterprises pursues simplicity
sales management, and only simplicity is easy to implement. Simplification of sales management is necessary because it can save resources and improve efficiency. Complex sales management is overlapping in organization, reciprocating in procedure, wasting a lot of time and keeping high cost. Without simplification, there can be no scientific management and no benefits.
simplification of sales management is feasible. Due to the complexity of human nature, the sales management is complicated. However, the complexity of sales management does not mean that the management operation must be complicated. Sales management can be simple and effective. Simplification of sales management is the highest level of sales management. This requires sales managers to establish the idea of simplifying management work, and through the innovation of ideas and technical means, the complex processes, standards, systems and operations will be simplified and convenient. The flattening of organizations is an example of simplifying management levels.
humanization
to understand what humanized management is, we must know what human nature is. Man is a complex, a complex and special resource different from material data, not a simple "economic man" or "social man", so human nature can not be simply summarized by "goodness" and "evil". There are good and evil things in human nature, and they are changeable in different environments, which leads to the fact that human needs are not fixed. There will be different needs in the air at different times; To a certain extent, it is a true portrayal of "it is hard to fill one's wants". Humanism in the humanization of sales management refers to human nature, that is, the coexistence of "good" and "evil". Have different performances in different environments. Therefore, the humanization of sales management should be based on the full understanding of all aspects of human nature, manage according to the principles of human nature, and use and carry forward the beneficial things in human nature to serve management and development; At the same time, it suppresses the unfavorable side of human nature and weakens its negative effects. In the implementation and means of humanization of sales management, we should adopt "human nature" ways and methods, respect individuals and personalities, rather than subjectively restrain and restrict salesmen with organizational will or managers' will. Under the premise of achieving the same goal, give salesmen more "personal space". Instead of just relying on rational constraints and institutional regulations to manage.
Rationalization
Rationalization is the process of constantly adapting irrationality to reasonable efforts, that is, making better improvements to ensure that enterprises have competitive advantages and sustainable development. Rationalization elements of enterprise management 1. Grasp the abnormality and focus on management; 2. Get to the bottom of it and stop at the best; 3. Self-feedback, spontaneous.
Sales managers should cultivate an open, fair and just enterprise environment, treat any salesman with a bowl of water, not be unfair and biased because of personal likes and dislikes, and treat every subordinate legally, reasonably and sensibly. In modern society, the state does not implement the policy of ignorance of the people, but develops the wisdom of the people. The value of human beings is universally respected, and the effect that sales managers receive by adopting unreasonable management strategies is definitely counterproductive. Sales management should be rationalized, and all employees in the enterprise should reach a common understanding and form a common understanding ... > >
question 4: what does sales management mean? Chinese and foreign experts and scholars have different understandings about the meaning of sales management. Scholars in western countries generally believe that sales management is sales force management. Philip, the authority of marketing? Kotler believes that sales management is to design and control the goal, strategy, structure, scale and remuneration of the sales team. American scholar Joseph? P? Vaccaro believes that sales management is to solve the problems in the sales process, and the sales manager should be a knowledgeable and experienced manager. Ralph? W? Jackson and Robert? D? Siric believes in Sales Management that sales management is the planning, command and supervision of sales promotion activities. Chinese scholar Li Xianguo and others believe that the so-called sales management is the process of managing the direct realization of sales revenue. Thus, sales management is divided into narrow sense and broad sense. In a narrow sense, sales management refers to sales force-centered management. Sales management in a broad sense is the comprehensive management of all sales activities.
question 5: what kind of ability do you need to do a good job in sales management? Conclusion: A sales manager must have eight management abilities: self-management ability, sales target, performance appraisal, salary design, recruitment and selection, promotion management, training and guidance, and effective encouragement of sales team. First of all, self-management ability, lead by example. If you want to manage others well, manage yourself well. There was a famous saying in the management field, which is also an old saying: Do not do to others what you don't want others to do to you. To be a good general, you must set an example, and teaching by example is better than teaching by example. Whether a leader is good or not will directly affect all your subordinate employees, which is the so-called "one hair affects the whole body". Conclusion: If you want to manage good people, you must first manage yourself and conquer employees with your own influence. Secondly, the setting of sales targets. As a sales manager, you have to learn how to set sales targets. I think everyone will think of target setting: those who set high are in the middle, those who set middle are in the low position, and those who set low are not. The goal setting is not aiming too high, but setting reasonable goals according to its reasonable ability requirements. Reasonable sales targets can motivate business elites to sell * * *, while unreasonable sales targets will kill your business team, just like describing a dream blueprint, the fittest can be realized, while the unsuitable ones are just a flower in the jar, without long-term support. When we set the team sales target, we can: the personal goal of the team is ≥ 2% of the organizational goal, so that the achievement rate of our team goal will be relatively high. Conclusion: The goal setting is for the excellent, not for the mediocre. Third, performance appraisal. A team without assessment is a team without competition. Similarly, a good performance assessment will have a great incentive for the sales team, and vice versa. We should follow a rule in the design of performance appraisal: simplicity and flexibility. Often many of our companies only pay attention to their own interests in the assessment of this sector, and the assessment items are numerous and detailed, which is very complicated; It led to many sales elites who could have done better, but they didn't get the corresponding performance bonus because of excessive and meticulous assessment in a certain area. Conclusion: The performance appraisal is simple, Zhang Chi is moderate, full of desire and can be achieved. Fourth, salary design. We managers all know that there must be a brave man under the four rewards! A good salary structure can not only retain talents, but also attract a large number of external talents to join our team. Almost everyone in our sales team comes to this very flexible salary structure, and the appropriate commission bonus will make outstanding sales talents better, and will also wave to outside talents. Conclusion: A reasonable salary structure ensures the confidence of employees! Strengthened their determination to fight hard. Fifth, the recruitment of sales talents. farmer