Background: The "scratch skull also could not write it!" "Bubble tea, smoking cigarettes, Bie or not to write a word about the evening." "Let me sell okay, write me sum up not deliberately make things difficult? "a time when the end of the year-end summary of writing a lot of heart region manager, the company concluded the year-end reminders, many managers are anxious large area round and round. Usually completely lost command of the party strikes, and similar sentiments, sigh "make the market easier, write summary difficult."
In fact, the year-end summary is not just a task, it at least three functions:
1, sum up the merits and demerits, and guide their future direction. "Sales is the rice bowl of youth!", Marketing people, to their performance time is not long into the industry, accidentally became a 30 several. If not good at summing up in time, at any time to adjust their own, are likely to become "old" salesmen. Region Manager of the same, year after year are the third child if the sample is not self-learning and growing, and soon will be "The waves pushed before," to free itself.
2, to achieve the leap from practice to theory. Marketing majors in college, the practice of summing up the year with his own theory in contrast, think of new marketing methods or review new theory; If it is mid-life switch to year-end summary of work practices can help themselves rise to the theoretical level, one guide themselves Second, can educate their sales team brought.
3, with the best chance of communication management. Region Manager of long-term overseas, to get the company's support and management recognition and management of communication is essential. This communication is not usually a few phone calls can be resolved, it is an interactive, self-expression and expression is. The total year-end written, and objective reporting of the results of a year, expressed his surprise a year left and right outside the "hard" to obtain management approval, or to upgrade or get more sales policy support in the coming year. Well done, but not by summing up the chance to express themselves, and only one side grumble: "Damn, I better not do it better than I rose quickly."
A brand below to southern region manager of the year end as an example, briefly summarize the structure and writing the year-end points:
Sample:
A brand in 2005 for Love South District job summary
South China market (Guangdong, Guangxi, Fujian) in the company's support, the rapid expansion of sales channels and developed in years was once again abandoned the market in Hainan. To complete the sales task, up 26.68 percent over the same period of payment, is the year's work are summarized as follows (year-end summary of the writing should be divided into two parts, one summing up the work this year, two year work plan for the future. In summing up this year is to review some of the major sales a year; on the direct impact on the operating results of the work year for focused analysis, but only the key, do not remember Liushui Zhang; objective reporting market problems; statement highlights the work of writing highlights the work, not simply table function, but reflects the ability to work and brought their own sales team. part of the work plan the following year, to highlight a sales target to achieve sales goals based on what? In addition, the major number of the next year work plan in writing, to locate the position of yourself, do not write provincial manager of summary specific to the analysis of a network of sales channels or methods. Do not write general sales manager concluded, but only the direction, vision and concept on.)
1, summing up the work this year
Sales Review
South China market as many small and medium brands, di color, bright cut, City Flower Show has cut into the end of these new stores to occupy the brand share, in 2003 and 2004 are in a situation of declining sales. This can be arrested, and to achieve 23.48 percent growth, mainly living in two reasons: First, Wal-Mart to recover the right to operate. Wal-Mart has been by the dealer before delivery, Results section, we provide marketing and promotion support, dealers enjoy the profits. As the distribution of operating funds are limited, Wal-Mart stores increased by Hsi, distributors before the end of the regular Wal-Mart can not meet the order demand; the same time, distributors for high profits, largely on the shop sales support, causing Wall Mary insufficient attention to our brand, stacking support for the display or are less. For these reasons a direct impact on sales growth, it began last year in consultation with the dealer, Wal-Mart earlier this year right to operate a successful recovery. Wal-Mart Direct into the company, no longer out of stock situations occur, and increased promotional support for the shop, Wal-Mart's annual sales of 9.2 million yuan directly increase.
On the other hand, the market re-development of Hainan. Hainan market two years ago because the dealer is the company to abandon reason, in June this year, looking for new distributors, re-start the operation, six months to a direct increase in sales of 3.72 million yuan. (Analysis of the main reasons for growth in sales is a source, no growth or decline for no reason. Your regional growth, and company management are not necessarily the first to cast a positive eye, perhaps the question: Is the changing commodity ? is below the performance of provincial office manager of his right, a large district manager did not play a decisive role in growth? management of the station's point of view is different way of thinking there are differences, not subjective, that the management knows everything, a lot of misunderstanding often occurs because they do not communicate. up, because what? down, why? objective written, both to reduce misunderstanding, but also realize their line has been in the market, market development and its planning and inseparable from the operation, as the region manager, he was not "slip of the hands dispensers." Of course, the sales decline, themselves bear the brunt of responsibility.)
Business Analysis
By the beginning of the budget, cost of sales points in South China region, 27%, the profit target of 10%.
Since we are terminal sales, need to configure a large number of promotional staff, sales representatives and back office personnel relatively high, salaries have been so high, hovering at around 14.5%, accounting for a large proportion of sales charges. South China market as the cost remains high, has not completed the profit targets for two consecutive years.
In order to reduce cost of sales, increased operating profit, mainly in South China made two adjustments: First, optimizing personnel. Provincial Office and Provincial Office where the lead manager regional manager, regional manager and part of the store management, direct reduction of the South China market, sales representative 15; authorized each province to do with warehousing, clerk, cashier, back office number three, can not raise . On the other hand, changed the store to spend it. As the years before the sale terminals used, as long as on the goods, sales reached 3,000 yuan in the store, sales personnel will configure a per capita output unreasonable. Made an adjustment this year, removing a single store output at 4500 yuan in store sales staff. At the same time increase the Carrefour, Pokka, Trust-Mart, Wal-Mart, Jusco, Hualian (Guangxi), Liuzhou good use of chain (has been Lianhua mergers) and other key inputs to the retail store, by raising the yield to cost of sales . Work by these two, the per capita yield from 2004 95 000 / people increased to 124,000 / person, directly reduce the cost of sales. (Sales in the year, a number of events or decisions directly affect the operating results. Analysis of operating conditions, with emphasis on analyzing the results of operations have a significant impact on the sales event or decision-making. One aspect of the business of demonstrating its ability to reflect the sales team performance; the other hand, is to provide management with some new methods of work and work methods of work conducive to good methods across the country to enhance the company's sales performance, not their "blase" .)
Problems
South China market, although sales growth, but there is a big problem, particularly reflected in the sales force and distribution channels of instability not sinking two.
Sales force of instability, due to the size of the Guangdong market, many Japanese brand, the South China market cosmetic category sales professionals excess demand. Some small brands to attract experienced sales staff and dealers to obtain information, often with high salaries to lure, resulted in a mature brand sales staff. Brothers transferred from the market earlier this year, the Guangdong market, eight senior regional manager, has four switched to the same small brand, a resignation, a direct impact on the work of the Guangdong market.
Sales channels not sink into the current focus on large stores to protect the dealers profit sales model, so our products remain in a secondary market sales, 34 county-level market and industrial areas inhabited by migrant workers to hard to see Our product sales. This is mainly due to product sales for many years, prices have been transparent, and 34 county-level market distributors sell small profit margins, loss of enthusiasm for selling our products. Our energies and sales support focused on 12 large-scale retail store market, on the 34 county-level distributors without input and support, many small and medium brands are taking advantage of this opportunity, in the 34 county-level market and industrial areas migrant workers living in compact communities, and increase the speed to accelerate market development, sales investment, and establish a solid sales position. (Objective report on the problems the market is not complaining. But the analysis of the problem in order to find their own solution to the problem into next year, this year the market to work. To understand the real management issues, but also for further policy support you lay the foundation for sales. Do not worry about the problem, the process of selling the process to solve the problem originally, if there is perfect market, there would be no reason for marketing people. most of the company's management understands the reason.)
Experience
This year sales of the most noteworthy results are accurate grasp of hair care products sold to the rising trend of increased efforts to promote hair care products, hair care products made direct sales growth of 120%, in particular, 150ml hair care factor in Wal-Mart, Carrefour, PNS, Liuzhou good ranking with the chain's sales, from May to November has been to maintain the first hair care category, the number of sales of bottles of hair conditioner than to spend more than bees.
The promotion of hair care products, mainly made of sale terminals around the following aspects of work:
1, produced a large number of store light box. Day started, it asked more than 5,000 square meters of business area of the retail stores must be made not less than 1.5 square meters of store advertising light box 1. Such as the National Palace in Nanning Hualian store on the release of a 3 lightboxes square meters of hair conditioner;
2, large shop equipment distributed free trial. March to May this year, the South China market in front of retail stores or shop free trial distributed conditioner installed a total of 120 million. Late, often reflect the terminal promoters because many customers feel better after the trial to end purchase.
3, focusing on promotion. Month, Carrefour, PNS, Trust-Mart, Wal-Mart, Jusco, Hualian (Guangxi), Liuzhou good focus with the chain stores are arranged such at least one side frame DM promotions or store promotions, direct enhanced sales.
4, training. Of the promoters were sub 4 hair conditioner sales knowledge and knowledge of the training, the promoters of professional competence, as recommended by hair care products to consumers, provides a theoretical basis. (Highlights, highlights the work. In reading the summary before you may have read a summary of other large area manager, or even read your reading of others, perhaps a clerk came in the middle of signature pruning; If it is a collective meeting for reporting, follow God more. How can the management not only remember your sales growth, but also remember you in order to achieve sales growth, like a lot of ways, a lot of work, the report highlights the work becomes particularly important. sales do today, until then may not be too much, but through a lot of information gathering to make accurate judgments on the market, change the outdated sales methods to achieve breakthroughs in sales, such examples are many. focus is you done? done is round up? or is under the jurisdiction of an area you do, you raise a timely conclusion, and in all regions to promote? report highlights the work is not simply the story, it is with the company's management interactive communication, so that management can see you work hard, hard work, not "rest on its laurels.")
Second, the work plan in 2006 Sales
Marketing plan
Direction
In order to achieve an overall increase of 25%, in addition to logistical support to help the provinces to do work well, the actual situation for the South China market, a number of priorities for next year:
1, stable sales force. Personnel end of this year and the company made with the communication, to regulate employment, and to retain good sales people, South Market supervision of all sales and marketing will be included in the purchase of social insurance officers, their pay three gold; provinces transferred South China market, personnel, 4 times a year to enjoy home leave, each with 9 days in transit (including the Spring Festival), reimbursement of travel back and forth; on the Guangdong market, taking into account the higher consumption levels, the basic salary increase of 20% of all staff; to provide training opportunities Each quarter, the choice of two outstanding regional manager to Sun Yat-sen to participate in marketing and management short courses to enhance the overall quality of the regional manager of the company while increasing their sense of belonging.
2, sinking sales channels, key support 34 county-level market. The provinces to set a certain sales volume, average monthly sales volume within a year to set standards, providing marketing expenses and staff support. Sales of larger 34 county-level market, or industrial areas inhabited by migrant workers, the distributor can be directly converted to company dealers, to give policy support for dealers. Such as Guangxi, the average monthly sales of up to 3 million in county-level market can put two promoters and promotional items; Guangdong Siu Lam Town, the company directly to the distributor to distributor. (Summary of the first part of the mentioned effects to achieve greater sales growth in 2005, two questions: First, stable sales force; Second, sales channels could not sink to three four-county market. Put their own problems, to their own to propose a solution, so as to clearly convey to management that they have the ability to manage the market and confidence in the party. is also a further interpretation of the source of sales next year, so that management believe you made more sales growth targets.)
3, for the KA store designed exclusively for products. KA store sales in South China sales accounted for 45% of the whole, a larger share. The second half of this year, product loading different combinations of special promotion for Wal-Mart, Carrefour and PNS, better sales results. Proved in practice that KA is different from other sales channels stores Yi portfolio sales modalities beneficial for sales Zhuang One is that sale of, nor to increase retail price, can directly increase sales; the other hand, sales of the product KA and other sales channels sell a certain segment, to a certain extent, the price system to maintain, protect other sales channels and dealer profits.
And in 2006 the company's market and the Department of Management Goutong KA, continue to design Teshu store promotions KA installed for Wal-Mart that cost should not bar sales area, Weiqi Dingzhibuzai other Qudaoxiaoshou of Zhuangong products. Installation of the segments through the rapid promotion to boost sales, a certain degree of product differentiation through other sales channels to protect profits. (To achieve strong sales channel is growing, while showing he can see the market trend; the other hand, reflect their overall view of the successful experience of the region submitted to the company's share. Can provide post-KA for the product? Why can not other channels exclusively for products? This is thought to stimulate new development strategy for the management of G points to this communication show themselves more accepted by the company's management. Meanwhile, the conclusion of this work through their own experience derived knowledge, is the leap from practice to theory, on its own is a great improvement and self-training.)
I will be responsible for themselves, part-time office manager in Guangdong Province, with practical actions to lead the mission impact of the planned targets. (Let's management to see your ability to work, see you brought the sales team's performance, but also to make clear understanding of your company's management will continue to serve the company, recognized by their aggressive performance ideas.)
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