How to effectively manage "outsourcing promoters"?

Outsourcing sales management has become a shortcut for both sides to learn from each other's strengths. Most sales managers who leave the regional sales companies of manufacturing enterprises will choose to enter the field of sales management when they start their own businesses. On the one hand, it doesn't need much money, on the other hand, sales management is also its core advantage. Because of its systematic management experience, it is handy to operate. In order to know more about the professional managers who have joined the dealer group to start their second business, Mr. Wang Junqing of a sales management company invited Mr. Zhao Yi, the regional manager of a famous FMCG in China, and Mr. Li Ming, the human resources manager of a communication enterprise to discuss this issue together. There is a blank spot in the management of promoters. Zhao: If an excellent sales manager wants to start a second business, it is best to choose sales service, which can fully reflect his sales talent and value. Now everyone is emphasizing the segmented management of sales links. For example, the sales branch in Chongqing, which I am in charge of, has outsourced the management of city promoters, such as recruitment, training and employment of promoters. This saves a lot of labor costs in market operation and sales promotion. Wang: Your words inspired me. Promoters in the primary market are playing an increasingly important role in the existing channel structure, especially in promotion. If there are dealers in the primary market, they are promoters. Although they have no corresponding funds, they account for a large proportion of sales contributions. In other words, the promoters in the primary market now play the role of "executive distributors". At present, many sales companies are managed by the promotion supervisor alone, and most of them are from the team of promoters. The most daily work is to sort out the information of promoters and hold the weekly meeting of promoters. As for the recruitment and training of promoters, they are basically based on the documents issued by the sales head office, and rarely involve the promotion team and the effect of promotion activities. In fact, the most difficult point of promoter management should be performance appraisal, but few companies pay attention to this. This is the unique experience advantage of professional managers who want to start a business. Li: This is really a good cooperation, which gives full play to the strengths of the sales manager and supplements the shortcomings of the dealers. In fact, the sponsor's management outsourcing business belongs to the category of personnel outsourcing service, but the division of labor is more professional. Our communication terminal industrial company has also carried out personnel outsourcing business for the sales staff of its branches, but the personnel service company is a subsidiary controlled by the group. Specifically, on the basis of evaluating its own operating costs, it is to slightly reduce the operating costs and outsource them to personnel service companies, which mainly undertake business personnel recruitment training, labor insurance and other matters. From the human resources department of the group, the post setting and sales staff training have been greatly streamlined, and the group's assessment of sales companies is more thorough, unlike many personnel contacts before. It should be said that the outsourcing of sales personnel is an inevitable product under the reform of management system. Zhao: But the companies engaged in the outsourcing of promoters are basically psychological consulting companies and advertising companies, and there are no excellent sales managers in the companies. Therefore, we sometimes discuss with a few friends that if we have the opportunity to be such a sales and service company ourselves in the future, we will definitely get angry. Operation and evaluation of outsourcing Zhao: We also have this consideration. Most importantly, if the implementation of promotion activities and promotion performance are related to the outsourcing business managed by promoters, this is the most complete promotion outsourcing business. Li: First of all, there must be a clear choice of service industries, such as home appliances, fast-moving consumer goods and other industries with mature domestic marketing systems. Although sales are interlinked in all industries, to maintain the basic professional service level of the industry, you must have more than 3 years of experience in this industry; Secondly, whether to serve customers or give priority to provincial distributors; Finally, there must be quantifiable and objective indicators of the process and results. Zhao: In the outsourcing business of promoters, if we want to quantify the results, there are generally these aspects: the job evaluation of promoters should be combined with the evaluation of promoters' job performance by stores; Where promotional activities are implemented, the income results of promotional activities shall prevail as appropriate; In the sales performance of promoters, it should be based on the task completion rate; Finally, it may be the weekly sales information statistics report. Li: Of course, the objective index of promoter recruitment is the turnover rate of promoters, and the assessment index of promotion training should be the work effect and employee evaluation after training. Li: In addition, both parties must be transparent in the operation of the outsourcing business of salespeople, that is, some process quantitative indicators are needed for assessment. Because the shop assistant outsourcing service company we choose is related to the group company, it may have inherent advantages and can ensure the transparency of process operation. For example, the weekly sales staff meeting should record and report the minutes of the weekly meeting. In case of emergency, a weekly task feedback form should be provided, and the supervisors of both parties should communicate by telephone every week and compile it into a communication memorandum. Zhao: In terms of the distribution of interests between the two parties, the following calculation may be consistent with the nature of the sales company.