Put forward reasonable suggestions for the development of sales companies.

More popular companies give reasonable suggestions to sales companies. In clothing sales, the manners and manners of shopping guides are very important, and customers are diverse. The shopping guide should cooperate with all kinds of customers, seize the main customer groups of the brand and give customers a pleasant and comfortable shopping environment. When customers are satisfied, sales will naturally go up.

Requirements for shopping guide:

First of all, the image should be clean and tidy, try to avoid loose hair, leave the sea without covering your eyes, and don't leave your nails too long. It is best not to wear bright nail polish (transparent pink). Wear light makeup during office hours, and the eye shadow color must be consistent throughout the store. Dress: You must wear uniform work clothes, work shoes and other accessories during working hours. Keep clothes clean and tidy.

Secondly, the idea of shopping guide should be correct. Pay attention to your manners at work, especially when facing customers. Mandarin should be standard. As long as customers enter the store, they should serve warmly, avoid ignoring customers' love, answer customers' questions patiently, and don't add coldness just because customers try on clothes but don't buy them. The shopping guide must control his emotions in front of customers. Even if a customer is unreasonable, we should solve the problem with her kindly, because shopping guide not only sells clothes at work, but also represents the image of the company.

Shopping guide sales skills. Every shopping guide should know the history of the brand's clothing before selling, and have a good grasp of the brand's clothing style, fabric and price, so as to better determine the customer group and grasp each of our customers. The store manager should understand the sales ability of the shopping guide, and those with relatively weak sales ability should learn more sales skills from colleagues with strong sales ability. The company should organize some staff training to systematically train the details of clothing fabrics, color matching and customer service. In addition to the requirements of shopping guide, the hygiene and display of shops are also very important. Always keep the store clean and maintain the display of the store (clothes are classified by color, fabric, style, etc. ).

In addition, the company can recruit a mysterious customer to make an unannounced visit to each store every week, mainly to inspect the basic ability and patience of the shopping guide and the display and hygiene of the store, give a score, give an opinion and give it to the company. Reward excellent shopping guides and rectify poor ones.

The second part of the rationalization proposal of the sales company * * City, as the capital of Shanxi Province, with a population of more than 3 million, is the locomotive that drives the whole Shanxi market, the leader that drives Skyworth sales, and an important battlefield that reflects a brand position. At present, there are four systems in the urban area of * * * *, including five Sanyou stores, nine Suning stores, Gome stores 10 and supermarkets 10. This year is expected. The total number of stores will be close to 40, the sales amount will exceed 1 billion, and the number of shopping guides will increase to more than 50. With the development of the market, the growth of sales and the increase of personnel, it will also bring many problems to our work. The most important thing is the management of personnel and the control of prices.

I. Personnel Composition Business Department-Salesperson-Marketing Department-Shopping Guide

1, the salesman is mainly responsible for collection, delivery, cost accounting, management of shopping mall prototypes and shopping guides, and negotiation of various matters.

2. There are two or three people in the marketing department, whose main job is to report the salary of the shopping guide every month (the data source is provided by the merchant); Market data analysis, terminal supervision. Every day, the shopping guide will report the data to the marketing department, and then the marketing department will make a report every morning for all the people in the meeting to analyze (there will be a half-hour meeting every day from Monday to Friday). Every Thursday, the shopping guide will inform you of the market situation for a week, praise the advanced and urge the backward; The recruitment and management of temporary promotion should have at least 30 core temporary promotion teams to prepare for the development of promotional activities and major festivals, the layout of terminal stores and promotional activities.

The income of marketers is rewarded by guaranteed cost and assessment, which is mainly to formulate some important product sales or market rankings released by headquarters or offices every month.

Second, price control is an important factor in brand profits.

1. All product prices and promotional activities in the city must be completely unified, especially daily sales. At the beginning of the month, the office manager, business department and marketing department all participated in the formulation, and the system business maintained the price in the system. No one is allowed to sell or give gifts at a low price under any pretext, and whoever violates it must bear all the expenses. The financial staff should supervise the payment every month, and the related households in the shopping mall can go to the office to make preferential purchases.

2. When the mall forcibly sells Skyworth products at a low price, the shopping guide should inform the merchants at the first time, and the merchants will communicate, otherwise the expenses incurred will be borne by the parties, requiring everyone to have a sense of ownership.

It is very difficult to control the above prices. It is best for the leaders of branches and offices to negotiate with the leaders of various systems at the beginning of the year to show their attitude. All discounts in the mall should not be used. For example, Skyworth's discount of 100 yuan in the mall will at least cause several times of losses, indicating that we refuse to pay all expenses except reasonable expenses.

The second requirement is to establish a strong sales team, each of which must be an excellent sales elite.

The third requirement is that the system business must have very strong communication skills.

Third, the management and assessment of shopping guides.

For all shopping guides, we should communicate frequently, and constantly care for and help solve problems in work and life.

Reward shopping guide had better be a light punishment, simple and clear. The management of shopping guides still adopts KPI assessment system. The first item is the quota task, which is determined by the head office and branch offices. However, the first item in China is regarded as the completion of the task, the first item in the whole product is awarded to 500 yuan, and the first item in China is awarded to 300 yuan. If the domestic products are second and the domestic products are third, 300 yuan will be fined in turn. Two times in China after three consecutive months (excluding two times) must be resolutely replaced. The second item is the high-end assessment, which only rewards and does not punish, and is formulated according to the high-end or main promotion series every month. The third item is the daily assessment, which mainly assesses the absence of posts. After paying the salary, inform the shopping guide at the first time, check transparently, and reward and punishment are clear.

The requirement is that our Skyworth shopping guide must be the best and have the highest income.

Suggestions on rationalization of sales companies Part III 1. Brand war

All market competition ultimately comes down to the brand. Most automobile brands in China market are imported, so it is very urgent for most joint-venture automobile manufacturers to realize brand localization quickly. The urgent task for national automobile brands is how to break through successfully under the pressure of foreign brands, which determines the future of China automobile industry.

2. Price war

When there is a surplus in an industry, the price war is inevitable. Therefore, the price war in China automobile industry will exist for a long time, but how to fight and when to fight the price war is an art, and the price war without strategy is light. Blood? But it has no effect, which in turn will hurt the brand itself.

3. Model Union War

For any manufacturer, the new model is the most powerful weapon, so most domestic manufacturers have formulated? At least one new model a year? Strategy. However, with the increase of vehicles on the market, the market impact of new vehicles will be in a state of diminishing marginal benefits. How to prolong the life cycle of old models is a key problem that manufacturers need to solve.

4. Cyber warfare

Network is the entrance to the market. A strong enterprise must have a strong network. Santana has been enduring for more than ten years, not because its products are particularly good, but because Shanghai Volkswagen has a sales network all over the country. What are the marketing networks of various manufacturers at present? Enclosure movement? It is in full swing, but there is a bad tendency worthy of attention, that is, blind distribution and repeated distribution regardless of the interests of old dealers. In addition, the high public relations cost of applying for exclusive rights also breeds corruption, and the cost will eventually be passed on to consumers and hurt the corporate image.

5. Service War

Nowadays, consumers pay more and more attention to the quality of service when buying a car, not only after sale, but also before and during sale. For manufacturers and distributors, service is an important means of marketing and will also become the main source of profits. Therefore, service is their lifeline. It is easy to shout a slogan to improve the quality of service. The key is to implement it and let consumers get benefits, which requires an institutional arrangement to ensure it.

6. The War of Public Relations

Enterprises exist in various social relations, so public relations are becoming more and more important. What role can a good public relations operation play? Four pounds? Effect, so that the brand image quickly improved. However, many manufacturers only understand public relations as buying off the media and replacing public relations with advertisements, which is counterproductive. In addition, public relations includes not only media public relations, but also government public relations, dealer public relations, public relations and internal staff public relations, and neither party can be biased.

7. Advertising

Marketing is inseparable from advertising, but advertising is not the whole of marketing. Because the automobile industry still has a high profit margin, many automobile manufacturers spend a lot of money on advertising, and the advertising creativity and delivery strategy are very low. In the case that the profit margin and the marginal effect of advertising decrease at the same time, it is necessary to reduce the operating cost of advertising, improve the creative level of advertising and choose effective media.

8. Talent War

Universities in China have trained a large number of automobile engineering and management talents, but they can't train real automobile marketing talents. Therefore, most of the marketing personnel of automobile manufacturers have become monks halfway, and the competition for marketing talents among manufacturers has gradually become fierce.

I. marketing opportunities's analysis

1, manage marketing information and measure market demand.

(1), Marketing Intelligence and Research

(2), forecast overview and demand measurement

2. Evaluate the marketing environment

(1), analyze the demand and trend of macro environment.

(2) Identify and respond to the major macro-environmental factors (including human statistics environment, economic environment, natural environment, technical environment, political and legal environment, social and cultural environment).

3. Analyze the consumer market and buying behavior.

(1), consumer buying behavior pattern

(2) The main factors that affect consumers' buying behavior (including cultural factors, social factors, personal factors, psychological factors, etc. )

(3), the purchase process (including the role involved in the purchase, purchase behavior, purchase decision-making stages).

4. Analyze the behavior of group buying market and group buying (including the comparison between group buying market and consumer market, participants, institutions and government markets in the process of group buying).

5. Analyze industries and competitors.

(1), identify the company's competitors (industry competition concept, market competition concept)

(2) the strategy of identifying competitors.

(3), determine the competitors' goals

(4) Evaluate the strengths and weaknesses of competitors.

(5) Evaluate the reaction mode of competitors.

(6) Choose competitors to attack and evade.

(7) Balance between customer orientation and competitor orientation.

6. Determine the market segments and select the target market.

(1), determine the level, mode and procedure of market segmentation, the basis of consumer market segmentation, the basis of merchant market segmentation and the requirements of effective segmentation;

(2) Selection of target market, evaluation of market segments and selection of market segments.

Second, the development of marketing strategy

1, marketing differentiation and positioning

(1), product differentiation, service differentiation, channel differentiation, image differentiation.

(2) How many differences and what differences are introduced in the development positioning strategy.

(3) the positioning of communication companies

2. Develop new products

(1), the challenge of new product development, including external environment analysis (opportunity and threat analysis)

(2) Effective organizational arrangement and architecture design

(3) Manage the new product development process, including marketing strategy formulation, business analysis, market testing and commercialization.

3. Management life cycle strategy

(1), the product life cycle includes requirements, technology life cycle and all stages of the product life cycle.

(2) The marketing strategies of product life cycle, introduction period, growth period, maturity period and decline period, and the induction and comments on the concept of product life cycle.

4. Position yourself as a market leader, challenger, follower and vacancy-maker, so as to design marketing strategies.

(1), market leader strategy, including expanding the total market, protecting market share and expanding market share.

(2) Market Challenger Strategy: Determine strategic objectives and competitors, choose offensive strategy, and choose specific offensive strategy.

(3) Market follower strategy

(4) Market strategy.

5. Design and manage global marketing strategy.

(1), and decide whether to enter the international market.

(2) Decide which markets to enter.

(3) Decide how to enter the market, including direct export, indirect export, license trade, joint venture direct investment and internationalization.

(4) Decision on Marketing Plan (4P)

Third, the marketing plan

1. Manage product lines, brands and packaging.

(1), product line combination decision

(2) Product line decision, including product line analysis, product line length, product line modernization, product line specialization and product line reduction.

(3), brand decision

(4), packaging and labeling decisions

2. Design pricing strategy and scheme.

(1). Pricing includes selecting pricing targets, determining demand, estimating costs, analyzing competitors' costs, prices and quotations, selecting pricing methods and selecting final prices.

(2) Revised price, regional pricing, price discounts and concessions, promotion pricing, differential pricing and product portfolio pricing.

3. Select and manage marketing channels.

(1), channel design decision

(2) channel management decisions

(3), channel dynamics

(4) Cooperation, conflict and competition of channels.

4. Integrate the design and management of marketing communication (develop effective communication, including determining the target audience, determining communication objectives, designing information, selecting communication channels, compiling the general promotion budget, and integrating the management and coordination of marketing communication).

5. Manage advertising, promotion and public relations.

(1) Formulate and manage advertising plans, including determining advertising objectives, making advertising budget decisions, selecting advertising information, making media decisions, and evaluating advertising effects.

(2) Promotion

(3), public relations

Step 6 manage the sales team

(1), sales team design, including sales team objectives, sales team strategies, sales team structure, sales team size and sales team salary)

(2) Sales team management, including the selection of signboards and sales representatives, the training of sales representatives, the supervision of sales representatives, the efforts of sales representatives and the evaluation of sales representatives.

Fourth, management marketing.

1. Marketing organization, evolution of marketing department, methods of organizing marketing department, relationship between marketing department and other departments, and establishment of a company-wide marketing-oriented strategy.

2. Monitor marketing execution to ensure the effectiveness of marketing.

3. Control market activities, annual plan control, profitability control and efficiency control.

4, according to the information of the marketing department for strategic control.