How to improve the execution of sales team? What if the execution is insufficient?
All you have to do is to grasp four key words: goal, standard, method and punctuality. All your efforts should focus on these four key words and try to find a way on them.
clear
Clarity is the premise of strong execution, and confusion is not applicable here.
Many enterprises have weak execution, which has a lot to do with managers' unclear command and distribution. Some managers often just explain what to do, but they don't clearly tell their subordinates to what extent, how to do it and when to do it. People who accept tasks are often afraid to ask and can only do it by feeling. Therefore, in China enterprises? Try to figure out the meaning? This culture is quite popular.
Clear goals, clear standards, clear methods and clear time are clear answers to questions such as what to do, to what extent, by what method and when to finish. You have to keep asking yourself: Is the goal clear? Is the standard clear? Is the method clear? Is the time clear?
Sometimes people will think that I know exactly what you are talking about, but I may not.
Once, when I was training a salesman in an investment-oriented pharmaceutical company, I asked a salesman: What is your sales target? He replied:? The monthly sales amount is 6,543,800 yuan. ? Is this his sales target? No, this is exactly what he wants. His goal should be to develop customers and achieve sales of 6.5438+0 million yuan per month. How many customers does he want to develop? If he wants to develop 10 customers, how many new customers does he have to meet at least every month? For example, if he wants to meet 30 new customers every month, then his goal is to meet 30 new customers every month.
Next, you need to set clear standards, and you need to paint a picture for your customers-what kind of customers you need. The clear way is to know how to find customers. Clear time is to set a time limit for yourself to find this 10 target customer, say five months.
What if you just set a sales target, as mentioned above? Monthly sales reached 6,543,800 yuan? Sales management, can only wait for the results every month. If you can't reach them, you can only stare. When the goal is clear to meet 30 new customers every month, all you have to control is how to meet customers, how to find customers, how to talk about customers and so on every month. Sales management will change from result management to process management. You can't control the sales results, only you can control the sales process.
simple
It's just simple, easy to operate and easier to carry out.
In the early 1990s, IBM, a world-class enterprise, suffered huge losses due to poor management, with the largest loss as high as $865,438+billion. Although there are many reasons for the loss, failure to follow the simple principle is one of the important reasons.
Let's look at a scene where an IBM credit company provides financing services to customers.
On-site sales staff get a customer who is interested in buying, call the office staff at headquarters, and the office staff will record the relevant information on a form; This form is sent to the credit department upstairs, and the credit department has a special person to input it into the computer, and audit the customer's credit, fill in the audit result and hand it over to the next link-the business department; After the business department receives this form, a special person will be responsible for making necessary amendments to the standard loan contract according to the customer's application; This financing application form is sent to the appraiser, who inputs the relevant data into the computer to calculate the appropriate interest rate for the customer's loan, and then, together with other materials, transfers it to the next link-the office group; An executive of the office group put these materials into a specific envelope and entrusted the courier company to deliver them to the sales staff.
This process takes an average of 7 days, and the longest is even two weeks. During the waiting process, neither the sales representative nor the customer knows the whereabouts of the application documents. Dock? Telephone inquiries can't get results. As a result, impatient customers finally left IBM.
Later, IBM realized the importance of simplicity and simplified the process in an all-round way. Ordinary staff? The whole process only took 4 hours, which not only saved the time cost, but also reduced the personnel cost.
Many enterprises think management is too complicated. In fact, simplicity often leads to the essence of things. To improve execution, we must follow? Simple principle? .
Important things come first.
Pareto law tells us that in any particular group, the important factors usually account for only a few, and the unimportant factors account for the majority, so as long as the important few factors can be controlled, the overall situation can be controlled. Is this what everyone knows now? 80/20 principle? That is, 80% of the value comes from 20% factors, and the remaining 20% comes from 80% factors.
Because our energy, funds and time are limited, we must put our limited resources into those 20% important factors, which determines that we must do things first.
The most important thing is that you must concentrate on the work you are doing? Something important? .
? Something important? Sometimes it may be internal factors, sometimes it may be external factors, sometimes it is a key technology, sometimes it is a key resource, sometimes it is a key process, and sometimes it is a key person.
The first is that everyone understands that the key is to be able to determine what is? Something important? .
Want to find it? Something important? You only need to ask yourself one question to know the answer:? If you can only do one thing, which thing is the most valuable to the enterprise?
Sometimes? Something important? This may be a key limiting factor.
Goldrat, a physicist and enterprise management consultant, introduced the theory of constraint factors (TOC constraint method) in his book Goals. According to this theory, there is a restrictive factor in any workflow, which determines the speed of the whole workflow. In order to improve efficiency, you must find out the key constraints in the workflow.
Choose the right person
Building executive power means using the right people to do the right things.
There is an investment-oriented pharmaceutical company with exclusive patents, and it has also entered the medical insurance system in many cities across the country. Sales volume has increased year after year, and a large number of resident sales staff are urgently needed. However, three groups of people were recruited in succession, and finally only four or five people were left, which affected the market development. The boss of this enterprise was a little worried and asked me for advice. After understanding the situation, they found that they recruited people by feeling. And as soon as you recruit people, many people will come. In the end, you choose the best and keep the best. But these people often work for a while and then leave.
I told my boss that although your products are very good and competitive, the treatment you give to the salespeople is not very high, and it is not easy to retain excellent salespeople. Excellent people naturally require high pay, and the person who suits you best is not the best person.
Ma Yun, president of Alibaba, has a famous saying: Enterprises should use the right people.
Although every enterprise hopes to recruit excellent talents, it is necessary to find out what kind of people it needs first, because only the most suitable talents are the most suitable for the enterprise.
So I suggest that the boss change the recruitment criteria and recruit people with one or two years of sales experience. The key is whether they have development potential and enthusiasm for work. Although such people lack experience and ability, they can make up for and improve through training. The boss adopted my suggestion and achieved good results.
cheque
IBM founder Watson once said:? People only do what you check, not what you want them to do. ?
So, you check what you want your employees to do.
It can be said that one of the priorities of managers is inspection.
So, check what?
The focus of work in different periods and stages is different, and the focus of inspection is of course different. In the market development period, we mainly focus on developing customers, so we mainly check the customer development situation; In the rising period of the market, terminal sales are mainly incremental, so it is mainly to check the number of terminal sales; When the market is stable, maintaining and managing customers has become the focus of work, so checking customer management and customer training has become the focus of work.
How to check is effective?
In order to have a good effect, you must visit customers, understand the market, and combine what you have learned with the reports of your subordinates. Sometimes customers are one voice and your subordinates are another. So, if you want to know the truth, you must? Listen? . When you fully understand the customer and the market, you can check your strength.
Carrots+sticks
Carrots are incentives and sticks are punishments.
Reasonable incentive mechanism can effectively improve the execution of enterprises, and reasonable punishment can also improve the execution of enterprises.
So, how to use carrots and sticks?
First of all, find out whether the carrots you give are inspiring.
In one enterprise, at the end of the year, the boss gave a big red envelope, but the employees didn't buy it. Why? Because the treatment given to employees by enterprises is low, employees think that the boss doesn't even provide basic treatment, and the so-called incentive is just a show.
Herzberg, an American behavioral scientist, put forward the concepts of incentive factors and health care factors when studying job satisfaction. He thinks:? The opposite of satisfaction is not? Not satisfied? , but? Not satisfied? . The factors that bring job satisfaction and those that lead to job dissatisfaction are irrelevant and completely different. There are two situations in enterprise reality: one is that when it is satisfied, it will not produce incentive effect, but when it is not satisfied, it will lead to employee dissatisfaction. This factor is called. Health factors? ; On the other hand, when it is not satisfied, it will not lead to dissatisfaction, but when it is satisfied, it can generate great incentives. This factor is called. Incentive factors? .
So, in your business, which ones are? Incentive factors? , which ones are? Health factors? And then what?
Only by finding out which ones are. Incentive factors? , which ones are? Health factors? Only in this way can you know what kind of carrots you want to give, so that carrots can be effective.
Secondly, carrots should be big and sticks should be tough.
Li Jian, chairman of Fengchi Media, put it right: If you want to win the prize, you will be in high spirits, and if you want to punish, you will shock the audience. ?
For salespeople, making money is the first priority, so small favors and small fights will never arouse their interest. If you want to win a prize, you have to win it, so that others will be jealous and everyone will fight for it. If you want to be punished, you must be severely punished, so that those salespeople who don't work hard and don't obey the rules have a real pain. Punish them once and let them and others remember them for a lifetime.
Establish a target plan management system
Management by objectives and planned management are management methods adopted by many enterprises, but the results are often not ideal. Why?
Because target management is often a matter of setting goals by superiors and bargaining by subordinates, and plan management is only in the form of writing a work plan at the beginning of each year.
So, what's the difference between target management system and target management and plan management?
The management system of target plan is to set corresponding targets, make work plans, then complete work tasks through market analysis, track the feedback process and results, and constantly adjust the plans. This process is constantly circulating, so that it can be implemented more forcefully, thus ensuring the realization of the goal.
Target plan management is called system because target plan management is a process. This process is a two-way interaction between business people and managers. Managers manage the whole process of business personnel before, during and after the event through the target plan management system. Business personnel learn to analyze the market, lay out the market, formulate the work plan and implement the work plan through the target plan management system.
More importantly, by establishing a target planning management system, the sales execution of enterprises can be enhanced.
The target plan management system can be divided into the following six steps.
■ Market analysis
Firstly, collect information, including: regional market characteristics (humanistic characteristics, pharmaceutical market characteristics), competitive products (packaging specifications, price policies, promotion policies, sales models, sales volume), hospitals and OTC terminals (hospital structure, quantity, level, operating income, chain stores and single pharmacies, operating income), and relevant agents. Secondly, analyze the market.
■ Set goals
The goal is divided into two parts, one is the sales goal and the other is the development goal.
Sales target is the sales task assigned by the enterprise. Development goals include two aspects, namely? Broaden? And then what? Dig deep? .
? Broaden? That is, increase the number of agents; ? Dig deep? That is, sales volume, which promotes sales growth by increasing the number of terminals or terminal sales.
The process of setting goals is the process of process management by managers. Managers can examine the analytical ability of business people by analyzing their market, the reasons for setting goals and whether the goals are reasonable, and at the same time find their weaknesses and give guidance.
Target setting should be specific, such as adding several agents, developing several hospitals, developing several departments or adding several chain pharmacies and single pharmacies.
■ Make a plan
Make a clear and simple plan, prioritize and determine the corresponding time limit.
Step one, make a list. Make a list of everything you can think of to achieve your goal.
The second step is to list the order. Arrange the order of doing things according to the importance of the listed items.
The third step is to determine the required resources. According to the listed items, list the needs of people, money and things.
The fourth step is to determine the time limit. Determine which things are parallel and which things are sequential, and then determine the time to do everything.
■ implementation
Go as planned every day.
■ feedback
Continuously collect market feedback information and make analysis and judgment.
■ adjustment
According to the actual situation, adjust and improve.
In fact, the target planning management system is both a planning process and an implementation process. Implementing the target plan management system will effectively improve the execution of the sales team.
In fact, there is no sales execution? Sunflower collection? , no? Wu Mu's suicide note? We only need to master the principles mentioned above-clarity, simplicity, priority, choosing the right person, inspection in execution, encouragement and punishment, and apply these principles to the target plan management system, and then persist, persist and persist. Stick to it, and enterprises will have sales execution.