The management of sales team management method is a constraint on people. Sales team management, in short, is the management of sales team members. Because most of the sales work has been decentralized and the work pressure is relatively high, sales team management needs the comprehensive quality of team managers and the appropriate application of management methods. The usual sales team management can be summarized as "incentive, training, assessment and system".
Motivation of sales team
Purpose of motivation: The most important thing is to motivate the sales team management for motivation, that is, to constantly motivate.
Imagine a sales team full of energy, confidence and desire for success every day. Do you still need to manage? Motivation is nothing more than material motivation and spiritual motivation. According to years of experience, I prefer the latter, that is, spiritual encouragement. Because material incentives depend on the reward system of the whole company, which is beyond the control of team managers. However, spiritual motivation can be mastered completely, and it is also the most effective and lowest cost way. Spiritual encouragement is the easiest and most difficult thing to do, because it depends on the mood and patience of management. Sometimes a little praise can stimulate the enthusiasm and fighting spirit of members more than a few hundred dollars. (but it needs the support of the company system.
The way to motivate sales team members is:
First of all, you should be able to control your emotions and show a confident and enthusiastic attitude in front of team members for a long time. Emotion can be influenced, which can be seen everywhere in our life and work. If you are with a passionate person, you will naturally become enthusiastic. If you are with a person who is often depressed, your own mood will also be affected. Similarly, if a sales team manager wants to motivate team members, he must first motivate himself, infect team members through his confidence and enthusiasm, that is, passively motivate subordinates through the manager's own quality.
Secondly, always actively motivate sales staff. Through daily meetings, work breaks, training time, personal experiences, etc. Through language, we constantly inspire and encourage team members' desire for success, so that their emotions can keep their enthusiasm and confidence in their work for a long time.
Finally, when a team member fails, loses, or is frustrated, put yourself in the position to analyze the reasons for the failure and find a solution instead of blind judgment. Play the role of teachers and parents, because proper care is also a part of motivation.
Sales team management training
The purpose of training: training for actual combat, not training for training.
Salesman training is essential, and the effect of training comes from members' continuous practice of training content, thus becoming spontaneous knowledge and skills. In view of the characteristics of media companies, case discussion and communication are usually adopted. Training should be long-term and systematic. We can't expect to hire a salesperson to use it immediately. Even experienced salespeople need training, but the training in skills can be less, but the training in company philosophy and teamwork is essential. The training process is actually an incentive process.
Steps to train new members:
First of all, it is necessary to conduct simple training on the necessary company systems and concepts. Remember that it is a necessary system rather than a complete system, because a company's system is all-sided. In order to let the new member integrate into the team and start work as soon as possible, first of all, systematic training that is most closely related to his work should be carried out, and other aspects should be systematically trained step by step in daily work. This is not to say that other systems are not needed, but the goal of sales is to create performance. New members can master the system related to this goal and start work as soon as possible, which is called spending time on the cutting edge.
The necessary system training includes: work and rest regulations, regular meeting system, sales system, business trip system, price strategy, etc. This training only takes a short time, and will be assessed immediately after the training, in the form of written assessment or oral assessment.
Secondly, media training. This training is based on the different media characteristics of the company.
The key to media training lies in the following points:
1, characteristics of media, price of media, competitive advantage of media, competitive disadvantage of media, comparison with other media, etc.
Among them, the competitive advantages and disadvantages of the media are the key to media training. Media advantage training can improve the confidence of salesmen, and media disadvantage training can show the company's open attitude. Often, many companies only cultivate the advantages of the media, but in fact, all media will face competition in the market, and the media in competition must have its advantages and disadvantages. Even if the company avoids talking about it, the salesperson can get feedback from competitors or customers. 、
2. Training is not formal. In the process of training, you can check and ask questions at any time to effectively ensure the quality of training.
At the same time, if there are conditions and time for each training topic, it is best to conduct actual combat drills. For example, after training the characteristics of media, each salesman is required to give an independent speech on the training contents. After media training, each salesman should be able to express all the training contents skillfully and completely, and can also simulate an environment for members to conduct training assessment.
3. Sales skills training: including business information collection, business opportunity mining, how to contact customers, how to facilitate the signing of bills, etc. This aspect is mainly accomplished through the exchange of business personnel.
Sales team management evaluation
Purpose of evaluation: Process is the key to performance evaluation.
For the company, there is no doubt about the performance requirements, but for the sales team management, the process is the key, and the process ensures whether the sales performance can be achieved.
Sales performance is a change from quantity to quality. The number of potential new customers every day comes from the number of new customers visited every day, the number of intended customers comes from the number of potential users, and the number of clinched customers comes from the number of intended customers. All kinds of sales methods are inseparable from a quantity. If you want to make achievements, you must have the number of customers, and the number of customers should reach the daily visits of each salesperson. There is no doubt about it.
The evaluation of sales should be flexible. Poor performance, in addition to the salesman's problems, there are also the company's overall cooperation, strategic objectives, positioning, market cooperation, media factors and so on. We can't simply blame the salesman for the poor performance. At this time, performance appraisal must be flexible or humanized. We should be able to judge the real problem of poor performance. (Of course, this requires the cooperation of the company's top management. 、
Suggested assessment contents: work performance, work attitude and sales skills. (The detailed scheme is to be determined,
Sales team management system
System is the key to ensure the effective implementation of the first three items: incentive, training and assessment. By establishing a suitable system, motivation, training and evaluation will become the daily work of sales team management.
As a mature company, I believe I have a relatively perfect management system. In order to build a passionate and cohesive sales team, I will cooperate with relevant departments of the company to make the management system of the sales team more scientific and reasonable on the basis of the original system. Try our best to build a happy learning sales team and complete the company's sales tasks.
Sales team management law 1, first things first, then people, clear responsibilities, everyone is responsible for everything.
People's management is the most difficult, especially experienced salespeople. The purpose of sales team management is to do things well and achieve the company's goals, that is to say, to do things well and let the sales staff achieve the company's expected goals, thus achieving the purpose of sales team management. Therefore, all targets, including sales targets, should be broken down to the responsible person, and everyone should be responsible for their own goals. Through the management of things to achieve the purpose of management.
2. Result-oriented and quantitative management.
Sales targets are broken down into stores on a monthly basis, and salespeople at all levels are responsible for their own targets. Shopping guide is responsible for the promotion of stores, business representatives are responsible for their own management areas, city managers are responsible for the whole city, provincial managers are responsible for the whole province, large regions are responsible for the sales volume of the whole region, and sales directors are responsible for the whole country. The premise is that the formulation and decomposition of sales targets are scientific and executable. We can fully tap the potential of the sales team by setting higher goals, assessing the target completion rate, punishing the downstream, encouraging the midstream and rewarding the upstream. Just like a student's exam, the test questions are difficult, which is the same for every student and can also be ranked according to the scores. The other is to set a lower goal, and most people will overfulfil it, which can boost morale and rank the completion rate. In short, no matter how difficult the exam questions are, the final winner ranks first. Be sure to take the exam, or you won't know whether it is good or bad. All salespeople participate in the evaluation of digital targets. The management of the sales team is result-oriented and responsible for its own sales targets.
3. The assessment of the year-on-year growth rate of sales reflects the performance of the sales team fairly and simply.
The taboo of personnel management is unfairness. If the sales target is set unfairly, the sales team will be unstable. For example, if the shop foundation of the shopping guide is different and the target and task settings are the same, the shopping guide with poor foundation will leave. The year-on-year growth rate of sales means that everyone is comparing with their past and the speed of progress, and they will be beaten if they fall behind. The overall average growth rate is 300%. Why is your area only 30%? In view of this market, it is necessary to analyze the reasons and prescribe the right medicine.
4, the special need for rectification of the market, you can set up a separate target assessment.
It is often necessary to adjust the market and participate in a one-size-fits-all assessment. Worse, it is not conducive to the cultivation and adjustment of the market and can only lead to further deterioration and frequent turnover of business teams. This market can be reported to the company for approval and independent evaluation.
5. On the basis of store management, all management assessments are based on terminal stores.
Solve the problem of terminal stores, and sales will form a virtuous circle. The decomposition points of terminal store promotion include: bar code execution of single product distribution, retail price management, display execution, shopping guide management, out of stock, gift management, special price display, promotion execution, etc. Each management is detailed, and the "mystery man" inspection is set up, which is fed back to the local headquarters for rectification, and then repeated inspection, feedback and rectification. The audit department of the company may set up a terminal store audit team. The "Mystery Man" can hire local college students, the cost is basically 10 yuan/store, and it can check all items as a customer at the same time. The setting of mystery man can effectively avoid the fraud of local managers, strengthen the control of terminal stores, and also play a supervisory role in dealers.
6. For the management of shopping guide, you can set the proportion of expenses and sales to assess local sales staff at all levels.
The FMCG industry has a large number of shopping guides, high wage costs and high monthly management fees for promoters. If the management is out of control, it will cause great losses to the company. For example, we set an expense rate of 8%, and the salary of shopping guides accounts for less than 8% of sales, which is a hard indicator for assessing local managers. It can effectively avoid the phenomenon of disorderly shopping guide and false report. At the same time, it is very effective to use the "mystery man" to check whether there is a false shopping guide in the store, and a few spot checks can play a very good deterrent role.
7. Establish a shopping guide training and certification system to build a professional, efficient and stable terminal iron army.
The core of shopping guide is the promotion of sales ability. The headquarters strengthens the development of sales promotion words and efficiently delivers them to front-line shopping guides, striving to be in place, colloquial, stupid and practical. Arrange the "mystery man" to check the implementation of the shopping guide speech as a customer. Implement junior high school and high school certification for shopping guides, so that shopping guides have room for improvement and give different material and spiritual rewards.
8. Arrange national theme terminal marketing activities every month.
The advantage of theme marketing activities is that the whole country plays a game of chess, creating momentum for each other, enhancing the potential energy of the terminal, and comparing the implementation effects of different places and making national comparisons. Theme marketing activities can stimulate consumers' continuous attention to the brand and avoid long-term special price and pile-up stimulation fatigue. The lowest price system is implemented for special offers, and the activities are diversified. It is strictly forbidden to continue the special price of the same commodity. Through the implementation and management of theme activities, especially the evaluation of the effect, the sales team can be effectively managed.
9. The enthusiasm and morale of the sales team are the basic conditions for an efficient team.
Building a team with high morale is a systematic project. First of all, we need to recruit optimistic, challenging and proactive employees. Second, set an example and model to stimulate the potential of the sales team. Of course you can do what others can do. Third, choose the leader of the team. If the leader is listless, don't expect his subordinates to be energetic. Fourth, do a good job in training and cultivate a winning culture. Fifth, do a good job in rewards and punishments, praise the advanced, spur the backward and improve the whole.
Marketing managers should not insist on changing the personality of team members.
Everyone knows that there have been excellent teams since ancient times, and the personality differences of team members are obvious. That's the journey to the west team to learn from the scriptures. Imagine, if the Tang Priest polished the Monkey King's personality into Shun Search, can he still play the Monkey King's skill? If not, how can he successfully protect the Tang Priest? Just because the Monkey King's personality is too strong, he can't get along in the Heavenly Palace, and he has violated many laws and regulations. Although Wukong has a strong personality, his loyalty to the team and helpful attitude are worth learning from his second brother Bajie. As an excellent team manager in a marketing management team, don't deliberately change the personality of team members. Always guide members with strong personalities to the right track. Strong personality is his weakness. Then people with strong personality are often the backbone of the business in the team. How to give full play to his enthusiasm and importance in the team requires managers' art of employing people.
Marketing managers should be able to praise team members.
People who say a word laugh and people who say a word jump. The same words "taste" is different, and different people will have different effects when they say the same words. As a manager, how to motivate team members? Is to learn to praise them. In the management of the team, it is to constantly improve the online organization to improve the overall level of the team, take the truth from it and take the truth from it. Then it is to praise the long board and short board in the team continuously, and then the overall quality of the team will be improved. Team managers should create a positive working atmosphere and environment and create a happy job. The working atmosphere of happy marketing is the cornerstone of exerting team energy. It is particularly important to stimulate people's potential in the management of happy marketing team, and the work efficiency of employees in happy work is improved several times. A word to improve the enthusiasm of team members-recognition and continuous recognition of their own achievements.
Is the team's performance forced?
Children who study well look forward to exams, while children who study poorly are afraid of exams. What are you asking? It goes without saying that children who study well can be recognized by their parents and teachers and appreciated by their classmates after the exam. On the contrary, children who don't study well are afraid of criticism from teachers and parents after exams. These two results are different, the same is the need for glory and good side. Does a good boy type? The answer is obviously no, and marketing team members have similar common problems. Every year when the marketing manager makes a work report, a good marketing manager has high morale and treats it differently. I don't need to say how happy I am. On the contrary, the difference in completion is the opposite.
The enthusiasm and morale of the sales team are the basic conditions for an efficient team.
Building a team with high morale is a systematic project. First of all, we need to recruit optimistic, challenging and proactive employees. Second, set an example and model to stimulate the potential of the sales team. Of course you can do what others can do. Third, choose the leader of the team. If the leader is listless, don't expect his subordinates to be energetic. Fourth, do a good job in training and cultivate a winning culture. Fifth, do a good job in rewards and punishments, praise the advanced, spur the backward and improve the whole.
Results-oriented quantitative management
Sales targets are broken down into stores on a monthly basis, and salespeople at all levels are responsible for their own targets. Shopping guide is responsible for the promotion of stores, business representatives are responsible for their own management areas, city managers are responsible for the whole city, provincial managers are responsible for the whole province, large regions are responsible for the sales volume of the whole region, and sales directors are responsible for the whole country. The premise is that the formulation and decomposition of sales targets are scientific and executable. We can fully tap the potential of the sales team by setting higher goals, assessing the target completion rate, punishing the downstream, encouraging the midstream and rewarding the upstream. Just like a student's exam, the test questions are difficult, which is the same for every student and can also be ranked according to the scores. The other is to set a lower goal, and most people will overfulfil it, which can boost morale and rank the completion rate. In short, no matter how difficult the exam questions are, the final winner ranks first. Be sure to take the exam, or you won't know whether it is good or bad. All salespeople participate in the evaluation of digital targets. The management of the sales team is result-oriented and responsible for its own sales targets.