What is sales management?

Question 1: What is marketing management? Marketing management refers to the analysis, planning, and implementation of design projects in order to achieve corporate or organizational goals and establish and maintain mutually beneficial exchange relationships with the target market. and control. The essence of marketing management is demand management, which is the effective mediation of the level, timing and nature of demand. In marketing management practice, companies usually need to set an expected market demand level in advance. However, the actual market demand level may not be consistent with the expected market demand level. This requires corporate marketing managers to adopt different marketing management strategies according to different demand situations, so as to effectively meet market demand and ensure the realization of corporate goals.

But what exactly does marketing management manage? It has to go back to the essence of marketing. Every person and every enterprise has needs to survive and develop in society, and they are willing to pay a certain amount of remuneration to meet some of the needs, so this part of the needs forms demand. Needs can be met in many ways, including self-production, begging, robbing, exchange, etc. The starting point of marketing is to satisfy needs through exchange. In other words, marketing is the process by which enterprises satisfy their own needs through exchange. The value of an enterprise's existence lies in the fact that the products it provides can meet the needs of others, and both parties are willing to exchange, that's all. Therefore, demand is the basis of marketing, and exchange is the means to satisfy demand. Both are indispensable. Marketing management is demand management.

Question 2: What is the concept of sales management? Sales management is the analysis, planning, execution, supervision and control of sales to achieve various organizational goals and create, establish and maintain beneficial exchanges and connections with target markets.

1 Concept

The sales link is the exchange of goods and currency. Only through sales can an enterprise realize profits, so sales is the lifeblood of an enterprise! Sales elites are the small group of people with the most stable and powerful positions and the highest average income among all enterprises. They are also social elites who never have to worry about unemployment and are recruited by major companies with huge sums of money. The sales management major cultivates a group of management talents who have mastered systematic theoretical professional knowledge education and have practical experience. In the talent market, the number of job seekers and job openings in sales management has increased significantly every year. Marketing and sales managers have become a scarce human resource that enterprises urgently need. The job demand and number of job seekers in the talent markets of Shanghai, Beijing and other places accounted for 84.5 and 79 of the total statistics respectively. According to relevant surveys, sales management professionals have become the first among the 10 types of talents in short supply across the country.

Definition

Sales management starts with the formulation of marketing plans. Its purpose is to implement the company's marketing strategic plan. The focus of its work is to formulate and implement the company's sales strategy. Manage sales activities.

In this era of fierce competition, in order to improve their sales competitiveness, companies often choose to cooperate with service providers that provide sales management software, such as 800 customers, to help the overall competitiveness of the company. Regarding the meaning of sales management, Chinese and foreign experts and scholars have different understandings. Scholars in Western countries generally believe that sales management is the management of sales personnel (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. It can be seen that sales management can be divided into narrow sense and broad sense.

Sales management in a narrow sense refers specifically to sales force-centered management.

Sales management in a broad sense is the comprehensive management of all sales activities.

Professional Advantages

Advantages of Sales Management Major: [1] (1) Highlight 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 be in line with the times. 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 Marketing Society.

(2) Focus on practical training: The curriculum focuses on the practicality of the profession, with multiple practical assessment courses, focusing on the cultivation of students' practical skills and comprehensive abilities, and strives to enable students to adapt quickly after graduation. Social development and work needs.

(3) Combination of academic qualifications and vocational qualification certificates:

Self-study examination academic certificate (jointly issued by the main examination institution and the Guangdong Provincial Self-Study Examination Committee);

China Sales Management Professional Level Certificate (jointly issued by the Examination Center of the Ministry of Education and the China Marketing Society);

International Qualification Certificate (issued by the American Marketing Management Association);

Job Internship Qualification Certificate (Issued by the China Marketing Society);

SMAT proficiency test report (issued by the Examination Center of the Ministry of Education)

Job content

Manage sales contracts, agreements and business Logistics, ensuring the standardization of basic external sales documents;

Recording accounts and managing important sales documents to avoid the omission of sales information;

Responsible for the production and management of orders and various reports, Check and receive orders according to the sales order processing process.

Sales staff attendance statistics and salary settlement. [1]

Process

The process of sales management is roughly as follows:

1. Develop a sales plan and corresponding sales strategy

2 .Establish a sales organization and train sales staff

3. Develop personal sales targets for sales staff and convert sales plans into sales performance

4. Monitor the effectiveness of sales plans and sales Evaluate the work performance of personnel

Plan

After the company determines the marketing strategy plan, the sales department needs to formulate specific and detailed sales plans accordingly in order to carry out and execute the company's sales tasks to achieve the company's sales goals. The sales department must clearly understand the business objectives of the company, the target market of the product, and the target customers. Only after having a clear understanding of these issues can they formulate practical and effective sales strategies and plans.

When formulating marketing strategies, various factors such as the market operating environment, industry competition, the company's own strength and allocable resources, and the life cycle of the product must be considered. Based on the marketing strategy formulated by the enterprise, the sales department formulates corresponding sales strategies and tactics.

Based on the forecast sales targets and sales expenses, the sales department must decide the size of the sales organization. Work arrangements and training arrangements for sales staff...gt;gt;

Question 3: What is sales management? Marketing management is to achieve various organizational goals and create, establish and maintain relationships with the target market Analysis, planning, execution and control of programs designed for beneficial exchanges and connections between. Plan, execute and control the company's sales activities to achieve the company's sales goals.

The process of sales management

After clarifying what sales management is, the process of sales management is roughly as follows:

1. Develop a sales plan and corresponding sales Strategy

2. Establish a sales organization and train sales staff

3. Develop personal sales targets for sales staff and convert sales plans into sales performance

4. Evaluate the effectiveness of the sales plan and the performance of the sales staff

The "four modernizations" of sales management

Institutionalization

Without rules, there would be nothing. . If a company or organization wants to make progress, it must have corresponding systems to restrain employees and manage the company. The same goes for sales management. Sales management requires certain rules and regulations, and these must be implemented by sales managers and ensured by formulating relevant systems.

Institutionalization of sales management is the foundation of sales management.

To institutionalize sales management, an enterprise or organization must develop an efficient, systematic, and complete system so that sales managers and salespeople have "laws" to follow. After investigation, the "law" must be strictly enforced. Institutionalization of sales management can ensure that enterprises can adapt to the market environment and operate efficiently.

Simplification

The more management systems the better, nor the more complex the better, but the more streamlined the better. The management of modern enterprises pursues simplicity

Sales management, only simple ones are easy to implement. Simplification of sales management is necessary because simplification can save resources and improve efficiency. Complex sales management involves stacking up structures in the organization, going back and forth in procedures, wasting a lot of time, and keeping costs high. If it cannot be simplified, there will be no scientific management, and there will be no benefits.

Simplifying sales management is feasible. Due to the complexity of human nature, the complexity of sales management work is caused. However, the complexity of sales management work does not mean that management operations must be complicated. Sales management can be simple and effective. Simplification of sales management is the highest state of sales management. This requires sales managers to establish the idea of ????simplifying management work, and through the innovation of ideological concepts and technological means, complex processes, standards, systems, and operations can be turned into simple and convenient ones. Organizational flattening is the simplification of management levels. An example.

Humanity

To understand what humanistic management is, you must know what human nature is. Man is a complex, a complex and changing special resource that is different from material materials. He is not a simple "economic man" or "social man". Therefore, human nature cannot be simply summarized in terms of "good" and "evil" natures. . There are good and evil things in human nature, and they change in different environments. As a result, human needs are not fixed. There will be different needs in different time and space; "the desire is hard to fill" is a true portrayal of it to a certain extent. Human nature in sales management humanization refers to human nature, that is, the coexistence of "good" and "evil" nature. It behaves differently in different environments. Therefore, the humanization of sales management should be based on fully understanding all aspects of human nature, managing according to the principles of human nature, using and promoting the beneficial things in human nature to serve management and development; at the same time, suppressing and weakening the negative aspects of human nature Its opposite effect. Adopt "humane" methods and methods in the implementation and means of humanization of sales management, respect individuals and personalities, rather than subjectively restricting and restricting salespeople with the will of the organization or the will of the manager. On the premise of achieving the same goal, give salespeople more "personal space". Rather than just relying on rational constraints and institutional regulations for management.

Rationalization

The definition of rationalization is the process of constantly adjusting the unreasonable into reasonable efforts, that is, making better improvements to ensure that the enterprise has a competitive advantage and sustainable operations. develop. Elements of rationalization of enterprise management: 1. Seize exceptions and focus on management; 2. Get to the bottom of things and strive for perfection; 3. Self-feedback and be proactive.

Sales managers must cultivate an open, fair and just corporate environment, and treat all salespeople equally. They must not be unfair or biased because of personal likes and dislikes. Everything must be dealt with in a legal, reasonable and reasonable manner. In modern society, the state does not implement a policy of obscuring the people but develops people's wisdom. Human values ??are universally respected. Unreasonable management strategies adopted by sales managers will definitely have the opposite effect. Sales management work must be rationalized, and all employees in the enterprise must achieve a common understanding and form a unified...gt;gt;

Question 4: What does sales management mean about sales? The meaning of management is understood differently by Chinese and foreign experts and scholars. Scholars in Western countries generally believe that sales management is the management of sales personnel (sales force management). Marketing authority Philip Kotler believes that sales management is the design and control of the goals, strategy, structure, scale and compensation of the sales force.

American scholar Joseph P. Vaccaro believes that sales management is to solve problems that arise in the sales process, and the sales manager should be a knowledgeable and experienced manager. Ralph W. Jackson and Robert D. Cilic believe in "Sales Management" that sales management is the planning, directing and supervision of personal selling 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. It can be seen that sales management can be divided into narrow sense and broad sense. Sales management in a narrow sense refers specifically to sales force-centered management. Sales management in a broad sense is the comprehensive management of all sales activities.

Question 5: What abilities are needed to do a good job in sales management? Conclusion: Eight necessary management abilities for sales managers: self-management ability, sales goals, performance appraisal, salary design, recruitment and selection, Promotional activity management, training and coaching, and effective motivation of the sales team. First of all, self-management ability, using one's own example. If you want to manage others well, you must first manage yourself well. There is a famous saying in the management world that is also an ancient saying: Don’t do to others what you don’t want others to do to you. To be a good general, you must lead by example, and teaching by words is not as good as teaching by example. Whether a leader is good or not will directly affect all your subordinates. As the saying goes, one hair affects the whole body. Conclusion: If you want to manage others well, you must first manage yourself well and use your own influence to conquer employees. Secondly, the setting of sales goals. As a sales manager, you must also learn to set sales goals. Everyone will remember that when setting goals, those who set high goals will be in the middle, those who set middle goals will be low, and those who set low goals will have nothing. The setting of goals is not to be too ambitious, but to set reasonable goals based on reasonable ability requirements. Reasonable sales targets can inspire the sales of business elites. Unreasonable sales targets will kill your business team. It is like describing a dream blueprint. The fittest can realize it, while the unfit will only be a flower in the altar and cannot be achieved. Long-term support. When setting team sales goals, we can: Team personal goals ≥ organizational goals 20, so that the achievement rate of our team goals will be relatively high. Conclusion: Goal setting is for the outstanding, not for the mediocre. Third, performance appraisal. A team without appraisal is a team without competition. Similarly, good performance appraisal will also have a huge motivating effect on the sales team. Otherwise, it will be an obstacle to the progress of the sales team. We must follow a rule when designing performance appraisals: simple and flexible. Often, many of our companies only focus on their own interests when conducting assessments in this sector. The assessment items are numerous and detailed, and are very complex. As a result, many sales elites who could have done better failed in a certain area due to excessive and detailed assessments. No corresponding performance bonus was received. Conclusion: Performance appraisal is simple, relaxed, full of desires and achievable. Fourth, salary design. All of us in management know: Under heavy rewards, there must be brave men! A good compensation 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 came to this very flexible salary structure. Appropriate commission bonuses will make outstanding sales talents even better and also attract talents from outside. Conclusion: A reasonable salary structure ensures employee confidence! Strengthened their determination to fight. Fifth, the recruitment of sales talents. The first important step for farmers when planting is seed selection. Only by choosing the right high-quality seeds can we cultivate strong saplings and receive abundant fruits. The seeds determine the harvest; similarly, the selection of sales talent recruitment in the sales team is the top priority. Sixth, promotional activity management. An excellent sales manager is also very necessary in the management of promotional activities. Activities are a means of promoting sales and a powerful strategic weapon to increase terminal sales. Good control of promotional activities will increase the confidence of sales staff and achieve good promotional results. Conclusion: Activity is a powerful steel sword that must be used wisely. Seventh, training and coaching. Sales talents are often cultivated and trained to improve their abilities in all aspects. Effective training must focus on course selection and design around three dimensions: attitude, knowledge, and skills.

Attitude-related knowledge refers to: mentality adjustment, confidence encouragement, quality cultivation, etc.; knowledge refers to: company corporate culture, product knowledge, service knowledge, etc.; skills refers to: sales skills, communication skills and other related sales tools. Sales training does not focus on mental stimulation every day, but focuses on the copying and supervision of sales tools. Of course, different industries choose different training focuses. Only by using them interchangeably can a good training effect be achieved. Conclusion: Teaching based on people is the best training method to achieve good results. Eighth, effective training of the sales team. This is different from the training and coaching mentioned above, which refers to long-term, planned training and guidance for new sales staff who lack relevant skills. The effective training of the sales team is effective training for the sales team you manage, which can be expansion training, team awareness training, team cooperation training, team motivation training, etc. First of all, there is a difference in the positioning of the two. Simply put, training and coaching refers to individuals and teams; the latter is the training of the sales team. Conclusion: Effective team training must be conducted for the sales team in a planned manner.

Question 6: What is the role and significance of sales management? The role and significance of sales management:

1. Sales management is an important factor in promoting enterprise progress.

In production and circulation, whether the sales concept is advanced, whether the sales work is in place, whether the sales management is perfect, and whether the sales forecast is accurate, are directly related to the development and progress of the enterprise.

2. Sales management is also an important condition that determines the existence and development of an enterprise.

Sales and management are inseparable and complementary to each other. Only understanding sales and ignoring management, or only focusing on management and despising sales will hinder the survival and development of an enterprise. To ensure the smooth development of the enterprise, we must do the following:

1. Every action in the enterprise must be subject to sales;

2. The work of every department in the enterprise must serve Sales; Sales management is the guarantee for the survival of an enterprise and an important factor in promoting the progress of the enterprise. For example, accurate sales forecasts can help companies seize market opportunities, excellent sales strategies can improve market performance, and perfect customer management can improve customer satisfaction, etc. These are directly related to the development and progress of companies.

Question 7: What are the main functions of sales management? Sales management system is the popular name of sales management software. Sales management system manages customer files, sales leads, sales activities, business reports, and statistics of sales performance. An advanced tool suitable for corporate sales department office and management use, assisting sales managers and sales personnel to quickly manage important data on customers, sales and business.

The main functional modules include: channel management, project management, contract management, quotation management, sales opportunity management, collection plan management, payment plan management, potential customer pool, company *** search, automated management strategy , customer management, competitor management, service management, product management, sales management, procurement management, expense management, bulk SMS, bulk fax, bulk email, activity management, task management, authority management, custom functions, data import function, news Announcement release, workbench, fast channel, system monitoring, report data analysis, etc.;

The process of sales management

After clarifying what sales management is, the process of sales management is roughly as follows ：

1. Develop a sales plan and corresponding sales strategy

2. Establish a sales organization and train sales staff

3. Develop individual sales staff Sales indicators, convert sales plans into sales performance

4. Evaluate the effectiveness of the sales plan and the performance of the sales staff

Question 8: What are the main contents of marketing management? With the formation of the domestic buyer's market, supply is greater than demand, and marketing determines the survival and development of enterprises. Marketing courses will bring new marketing concepts to enterprises and provide new marketing methods.

The RUC Group Management and Control Class summarizes the main contents of marketing management: marketing strategic planning, marketing planning plans, market research and marketing decisions, market demand and environment analysis, market segmentation and target market selection, consumer behavior analysis , competitive intelligence, pricing strategies and plans, brand operations, integrated marketing communications, customer relationship management, marketing channel and distribution management, promotion management, marketing performance evaluation, etc.

Question 9: What are the goals and core of sales management? Of course, a company will have performance problems, and sales is the core of dealing with this problem, so the company system generally requires the sales department to fully guarantee the goals. To achieve, however, the core goals that must be achieved must be good at using and planning relevant sales systems and reward methods, etc., to promote the motivation of the sales department, that is, goal management.

Question 10: What is Sales process management? The so-called marketing management process refers to the management process of enterprises discovering, analyzing, selecting and utilizing market opportunities in order to achieve goals and complete tasks. Specifically, it includes analyzing market opportunities, selecting target markets, designing marketing mix, and executing and controlling marketing plans. Analyzing Market Opportunities Market opportunities are unmet needs. In order to discover market opportunities, marketers must receive extensive market information, conduct specialized investigations and research, and fully understand the current situation. They should also predict future development trends in accordance with the laws of economic development. Marketers must not only be good at discovering and identifying market opportunities. , but also be good at analyzing and evaluating which marketing opportunities are suitable for the company (that is, market opportunities that are attractive to the company's marketing and can enjoy competitive advantages). All unmet needs in the market are market opportunities, but they can Whether it becomes a marketing opportunity for an enterprise depends on whether it is suitable for the enterprise's goals and resources, and whether it can enable the enterprise to exploit its strengths and avoid its weaknesses, give full play to its advantages, and obtain greater excess profits than its competitors or possible competitors. Select target market After enterprises select marketing opportunities that meet their own goals and resources, they must further analyze market capacity and market structure to determine the market scope. This is impossible for any enterprise, whether engaged in consumer marketing or industrial marketing. Serve all customers with certain needs, but only meet the needs of some customers. This is determined by the diverse variability of customer needs and the limited resources owned by the company. Therefore, enterprises must clearly understand which customer requirements they want to meet within their capabilities, first conduct market segmentation, then select target markets, and finally conduct market positioning. Design marketing mix After the enterprise determines the target market and carries out market positioning, the marketing management process enters the third stage - designing the marketing mix. The marketing mix refers to the combination of controllable marketing variables used by a firm to pursue expected sales levels in its target market. There are many controllable variables included in the marketing mix, which can be summarized in four basic quantities, namely, product, price, place and promotion. Marketing mix factors are all controllable factors for enterprises. That is, enterprises may independently decide product structure, product prices, select distribution channels and promotion methods based on the needs of the target market. However, this autonomy is relative and must be determined independently. It is restricted by its own resources and goals and affected by various micro and objective factors. Execute and control the marketing plan. The fourth step of enterprise marketing management is to control the execution of the marketing plan. Only by effectively executing the plan can the strategic tasks of the enterprise be achieved, so this is an extremely important step in the marketing process: Marketing plan The execution of the marketing plan is the embodiment of the company's overall strategic plan in the marketing field and is a functional plan of the company. Its implementation process includes five aspects: Develop a detailed action plan. In order to effectively implement the marketing strategy, the key decisions and tasks for the implementation of the marketing strategy should be clearly defined, and the responsibility for executing these decisions and tasks should be assigned to individuals or groups. Establish organizational structure. Different enterprises have different tasks and need to establish different organizational structures. The organizational structure must be adapted to the company's own characteristics and environment, define clear boundaries of authority and information communication channels, and coordinate the actions of various departments and personnel. Design decision-making and reward systems.

A scientific decision-making system is the key to the success or failure of an enterprise, and a reasonable reward and punishment system can fully mobilize people's enthusiasm and give full play to organizational effects. Develop and rationally deploy human resources. All activities of an enterprise are carried out by people, and the assessment, selection, placement, training and motivation of personnel are crucial to the enterprise. Establish appropriate corporate culture and management style. Corporate culture refers to the value standards and codes of conduct that are followed by all employees within the company, and plays a cohesive and guiding role for the company's employees. Corporate culture is linked to management style. Once formed, it will have a lasting and stable impact on the development of the company. Control of Marketing Plan During the execution of the marketing plan, some unexpected problems may arise, and a control system is needed to ensure the realization of marketing goals. Marketing control mainly includes annual plan control, profitability control, efficiency control and strategic control. Annual plan control is the control steps that an enterprise takes during the year to set standards, performance measurement, cause and effect analysis, and corrective actions to check whether there is any discrepancy between actual performance and plan...gt;gt;