I sell medical devices through channels. How to write the year-end summary?

In the past year, through the efforts of all staff in the sales system, with the strong support and cooperation of relevant departments at headquarters, great progress has been made. Here, on behalf of the company's sales headquarters, I would like to express my heartfelt thanks and sincere greetings to the business personnel, after-sales service personnel, sales backstage assistants, branch managers and office directors who are fighting in the front line of sales: you have worked hard! At the same time, we also express our heartfelt thanks to the production headquarters, technical department, finance department, planning department and personnel department for their strong support and cooperation in our sales system.

Looking back on 2000, we devoted ourselves to tapping the potential and increasing efficiency of the internal management relationship of the sales system, and actively created an overseas marketing agency with efficiency as the center. During this period, our biggest gain is to enhance our interest in the sales system from the inside out. Most directors of overseas offices are active and responsible in operating overseas marketing agencies and have achieved good results on the whole.

I. Sales Performance in 2000

See local report (omitted). Fujian, Nanjing, Chongqing and Taiyuan have all made great progress.

Two. Communication between headquarters and overseas institutions

1. Please refer to the year-end report of the marketing department for the reception situation of the marketing department. ; * * * Received 270 batches of customers; Because of this, the three members of the marketing department overcame the unimaginable difficulties of ordinary people, completed their jobs well under various pressures, and made important contributions to the development of the Oriental cause.

The after-sales service department was officially handed over to the sales headquarters in August this year. The specific statistics are not complete, but the irregularity of the original company's after-sales service system is obvious to all. For example: debugging of water supply equipment. At present, the main debugging work is still to send personnel from the headquarters, but some foreign institutions require the headquarters to send personnel before the specific debugging conditions are met, resulting in a waste of manpower and expenses. Since the second half of this year, the sales headquarters has gradually formed a set of after-sales service management system suitable for market requirements. At present, under the auspices of headquarters Zhao Xiangping, we have begun to sort out the Manual for After-sales Service Personnel and the Training Materials for After-sales Service Personnel, hoping to become an important "magic weapon" for the East to beat its competitors in 200 1 year and provide a solid foundation for eventually occupying the market and expanding its market share.

3. The business department mainly provides pre-sales services for overseas institutions, decomposes related businesses to overseas units, and completes various tenders and quotations 173, which is of great help to the normal business work of overseas institutions. On this basis, the sales department also completed the sales output value of 2 million. At present, the biggest problem encountered by business departments in their work is after-sales service. When dealing with after-sales service of business departments, overseas institutions often lag behind in arrangement, and the after-sales service is not in place in time, which seriously affects the company's reputation. In the future, I hope everyone will consider the special requirements of the after-sales service of the sales department and arrange the after-sales service as soon as possible.

In addition, we also saw the total output of one year in the bidding production work. At present, there are few people involved in the preparation of the tender, and the time requirement is very strict. Please draft the selection scheme and quotation scheme as much as possible to improve the rapidity and accuracy of bid preparation.

4. In the construction of the internal management relationship of the sales system, the Ministry of Commerce has worked tirelessly for many years to create business relationships suitable for our internal management, which has really played a role in connecting the headquarters and branches, and provided a large number of statistical data and management opinions for the decision-making of the sales headquarters and the company. In August this year, we initiated the decomposition of the "business relationship" between the headquarters and overseas institutions, basically solved the business relationship between the functional departments of the headquarters and overseas institutions, improved the efficiency of the internal work of the company, and laid a good foundation for the next internal assessment of the company with post responsibility as the main assessment object. At present, this internal business relationship is being improved, and this business relationship will be launched after the internal organization of the company is adjusted.

Cost evaluation is the core of the healthy development of office management. This year, we took a detour on how to conduct "cost assessment". Due to poor binding in the first half of the year, it has a negative impact on office efficiency and company interests. /kloc-after the directors' meeting in October and July, we explicitly requested and determined a new expense reimbursement system, which improved the rationality and scientificity of expenses and achieved good results after operation in the second half of the year. However, due to our low overall management level, the cost problem can't reach our expected purpose. For example, how to solve the problem of replenishing the reserve fund due to cost overruns has also been bothering us. The write-off system for preparation expenses next year has been added to the office management rules.

5. On the issue of personnel relations, our management rules have always required business personnel who have left their jobs to go through normal handover procedures and report to the personnel department, which has never been done. Starting from 200 1, we require that no matter what reason you leave your job, the resignation report must be submitted to the sales headquarters, which will hand it over to the personnel department. At the same time, the office must draw up a detailed list of the orders, accounts receivable and related treatment opinions of the resigned personnel and send them to the business department of the company headquarters for the record.

Third, the main problems existing in the current sales work

1, the overall level of sales expenses is still high.

We analyze the reasons for this situation as follows:

A, the target customers are highly mobile. At present, the pump consumption in the construction industry still dominates the company's product market. This target customer has strong mobility, and the characteristics of product purchase behavior are: the owner's purchase is often a one-time behavior, and it is almost impossible to form a fixed long-term supply relationship; For the contractor's procurement behavior, due to the high risk factor and low price, more orders were abandoned this year; The number of suppliers that can form a supply relationship is still relatively small compared with the total order of the company. In other words, due to the influence of factors such as the nature of the contractor, the quality of the contract and the involvement of the owner, it is unlikely that the contractor will become a major customer of our company.

B, for the same target customers, the competition is increasingly fierce, and a number of small enterprises enter; Because of its low operating cost, relatively speaking, the investment in sales expenses is high, which can not be ignored.

C, the characteristics of the product is not enough to attract customers. As we all know, products have strong characteristics and pertinence, which will undoubtedly occupy a favorable position in the competition process. Due to the lack of product features, it will undoubtedly increase sales expenses, especially for competitors with larger scale than ours, such as Shuanglun, Kaiquan and Guangyi.

D, the sales supervisor lacks planning in project investment. Many of our sales executives lack the necessary analysis and judgment in the early stage and grasp all links in the process, and often progress to the late stage of the project and find many contract quality problems. If it is not implemented, the cost cannot be shared, resulting in such a difficult situation. However, some projects that really need investment lack capital investment. Of course, we can't be very accurate about the business expenses, but at least we should make a decision after comprehensive consideration.

E, the competent technical study is not solid, and the quality of the product itself is too high. Many of our business executives, including some directors, don't understand the conditions of use of pumps and use the company's products indiscriminately. The extra cost of our after-sales service is caused by unreasonable selection or improper use, accounting for more than 30%. It is still a serious problem that the office only pays attention to signing the bill and not paying attention to after-sales service. This is not to say that there are no requirements for the quality of the company's products. On the contrary, as our overseas marketing agency, we must realize this. For any product, the quality of after-sales service will extend the quality of the company's products.

F, the industry span of existing products is small. It is a waste for such a huge direct selling team. In other words, the supply capacity of the company's production system, that is, the variety and capacity of supply and the speed of supply, can't keep up with the needs of sales. Many communication costs cannot be shared, which should be a major contradiction in the company at present.

G, the quality problem of the product itself causes additional expenses for sales expenses, which is a cliche. Here, we hope to see that the company's production system and quality system can have some really effective measures to solve these frequently mentioned problems next year. Here, I personally put forward two requirements for the sales system: First, I should have confidence in the improvement of product quality and actively feedback the problems found in after-sales service to the company. Second, the pump product failure should be investigated and analyzed before speaking.

2. The marketing work conference is not taken seriously, so that the manpower, material resources and financial resources of the project are quite blind. Displayed as:

A, the lack of communication between supervisors and subordinates, the company's decision-making intention is difficult to be fully understood by employees, and employees underestimate the difficulties of the company and the office, leading to management dislocation.

B, a serious lack of project process management. Some offices have not yet completed the minimum project registration and classification. The transparency of project investment has caused dissatisfaction among subordinates and contradictions among employees. We ask all localities to manage the project process, which is undoubtedly to create a fair and reasonable working environment for employees within the company, avoid unnecessary business losses and promote the improvement of the personal quality of salesmen. These intentions are not reflected in many foreign institutions.

C. Without a thorough summary of the failed projects, one salesman made a mistake and made repeated mistakes on another salesman. Does not reflect the team role of the office.

D, the analysis of competitors is not much, limited to individual projects, the reflection of individual salesmen.

3, the regional division is unreasonable, and the salesman fights alone. The business development of a region depends too much on the ability of a salesman. In other words, the business level of a salesman is the market development level of a region. Unable to form a strong market development trend.

4. The awareness of collection has improved compared with last year, but it is still weak. Lack of measures to deal with overdue loans, especially accounts receivable caused by personnel turnover.

5. Overseas institutions have weak training awareness and have not formed a good learning atmosphere. The technical level of the director represents the technical level of the office.

6. The loss of excellent business personnel and the difficulty in recruitment have affected the performance stability of overseas institutions.

7. The existing system of the company has caused overseas institutions to have a strong awareness of the bottom line of interests. Sales system and production system cannot form a unified long-term consciousness. In business, some projects are losing money, some are flat, some are profitable, and the ultimate goal is profitability. The understanding of the bottom line inside and outside the company has affected our efforts to develop new business, model projects and channel sales. At this point, almost all of us have made the "short-sighted" mistake of business development. We should realize the long-term nature of business work. Recognize the influence of market share and channel sales on our future work.

8. The relationship with the production system has been puzzling the sales work.

We don't want to talk too much about the quality of products here. Considering the sales work, we pay more attention to the system construction in the production system, which can be suitable for the sales work. As for the quality of personnel, we should pay more attention to it. Last year, this year has reflected a lot of chaos. For example, quality comments reply to the sea; Technical improvement needs to sink to the bottom of the sea; The production and delivery cycle needs to sink to the seabed; Machine seal configuration is chaotic; The testing standards are short of seven and eight; Knowing that the factory has quality problems, not reporting and careless delivery; ..... All these, I hope to make more efforts in managing quality next year. First of all, a responsible and high-quality personnel structure will produce good product quality.

9. Due to the lack of experience in large-scale project operation, the overall resources of the company have not been fully utilized. In the past two years, there have been very few orders for our successful operation of more than 600,000.

It's not good for me to ask these questions that bother sales today. I'm not here to criticize anyone. But after these two years, we have experienced the pain of the skin, done things in a down-to-earth manner, and sought our own future development path.

Four, plans and measures for next year and beyond, organize the implementation.

Next year, 200 1, the company's sales performance indicators are as follows (omitted). The target for next year is 654.38+0.7 billion, and the guaranteed target is 654.38+0.5 billion.

When the index is put forward, everyone will feel high, but this is forced by the market form. Fierce market competition has forced us to come to this step. To reach the profit point one or two years ago, we must take the road of large-scale operation, give full play to the advantages of brands and sales teams, and maintain or improve the profit level of the company's sales system by increasing the total amount and expanding market share. To this end, the central task of the company's operation next year should be to adjust the company's various resource structures to serve sales.

In the past, our company was like a carriage, and all kinds of resources were like horses pulling carts. The weight of the carriage is not too heavy, but the horse pulling the carriage pulls in all directions for a little immediate benefit. As a result, the car can only go slowly in one direction and then go in the other direction. After walking for a long time, I didn't make much progress. Today, we are facing such a fierce competitive environment. What we need to do is to make clear the direction of the carriage, so that every horse can drive in one direction, and at the same time, load it reasonably and let the carriage run briskly.

In the first year of the new century, we might as well make a three-year plan for ourselves: "Sharpen the knife without cutting the wood by mistake". In the first year, on the basis of adjustment, we improved the internal management environment of the company, straightened out the incompatible links around "sales, production and supply", took "rectification and sorting" as the main work, straightened out the management relationship, and arranged a group of cadres with a sense of responsibility and certain business ability to enrich the middle management positions. Experience tells us that the real core competitiveness of enterprises lies in the people in the organization, not the technology or products; Cultivate an atmosphere of learning and progress within the company; Improve and stabilize the quality of existing products of the company; Overall, the company's sales output value rose steadily, with an increase of about 20%.

In the second year, give full play to the role of middle-level leaders trained in the first year, seek benefits from management, strengthen the cooperative relationship with external production and supply, improve production efficiency and supply capacity, and reduce the production cost of traditional products; Realize the transformation of traditional products from "well-known brands" to "well-known brands" and improve the brand benefits of the company; Expand the scale of operation and greatly expand the market share; Invest more energy and funds to develop new products with oriental characteristics and meet market demand, and begin to reflect the company's developed advantages, and embark on a road of combining scale operation with characteristic operation; The sales output value has increased significantly; The incremental amount is above 50%, and the gap with the industry leaders has been greatly reduced.

In the third year, under the premise of maintaining the steady growth of sales of traditional products, the main work will be to promote new products, make them become new economic growth points, and adjust all links of "sales, production and supply". Let the sales of new products occupy a reasonable sales ratio. The total annual sales volume of the company's products is basically the same as that of the industry leader, and the sales output value is doubled compared with 2000.

In order to ensure the completion of the 200 1 sales plan, we will adopt the following strategies:

1. Strengthen the construction of sales team and create a group of business elites with oriental characteristics.

A, improve the management function of the sales headquarters, and increase the reward and punishment assessment of the sales headquarters.

(1), increase the overall assessment of sales headquarters and overseas offices. Improve the enthusiasm and sense of responsibility of sales headquarters employees, and reflect the spirit of unity and cooperation of sales teams.

② Adjust the organizational structure of the sales headquarters.

The establishment of technical consulting department, after-sales service department and delivery management center to adjust staffing fully reflects the efficiency and sense of responsibility of the headquarters.

The technical consulting department will directly participate in the technical support work of some large-scale projects, and provide fast and sufficient technical services for the company to undertake large-scale projects.

The distribution management center originally considered will be placed under the sales headquarters, which will directly solve the problems that cannot be solved within the system for a long time. Directly supervise the delivery time and quality of products, and further confirm the responsibility relationship between production department and quality department; Put an end to the tendency of transportation units not to cooperate. After considering some practical difficulties in the production system, it still plays a supervisory and coordinating role in delivery, production cycle and sales headquarters.

In order to meet the needs of sales development, "online sales" was set up in the business department.

(3) Increase the cost accounting and statistical functions of commercial departments, and strengthen the assessment and supervision of business expenses of overseas institutions. Provide regular and quarterly analysis and evaluation reports on the operating conditions of overseas institutions.

B, strengthen the standardized management of the office, comprehensively improve the comprehensive management quality of the office director, and order some foreign institutions with chaotic management to make rectification within a time limit. If there is no obvious change at that time, the office director will be replaced unconditionally; In addition, directors who cannot improve the daily management of overseas institutions will be rectified when necessary.

C. Adjust the salary structure of overseas offices, improve morale and attract outstanding talents to the company. The new salary structure will fully reflect the income level of business personnel with strong business ability. See the Detailed Rules for the Administration of Foreign Affairs Office for specific assessment methods. After the meeting, the directors of foreign offices completed the examination of salesman's promotion and demotion in June+10, 5438 according to the salesman's performance in 2000.

D, strengthen the training of new and old business personnel, especially after-sales service personnel. In order to improve the ability of after-sales service personnel to solve problems comprehensively, a set of after-sales service system suitable for the company's development is established.

2. Strengthen the role of sales work meetings.

The sales meeting is a good opportunity for directors of foreign offices to encourage business people, and it is also the best place for directors of foreign offices to show their leadership and use marketing tactics. Because this is the best opportunity to induce business people to move in the direction you want, I hope the directors of foreign offices will seize this opportunity seriously. We advocate marketing meeting mainly because we realize that it can effectively enhance the sense of belonging of salespeople, improve the morale of participants and help build team spirit. The salesmen of a department get together, which can cultivate team consciousness and improve team cohesion. When organizing sales meetings next year, the directors of overseas offices will carefully plan each meeting from the aspects of sales plan layout, business activity arrangement, sales skill training, salesman trend grasping, sales obligation discussion, sales performance summary, etc., so as to form a good teamwork atmosphere within the department. Fully understanding a sales team with cooperative spirit and fighting capacity is the premise for us to complete the sales plan.

In addition, we must adhere to the regular meeting system every Saturday morning, so as to solve the problems in the business process in time and ensure the smooth progress of business work.

3. Improve the market layout in the region, and combine point-to-point marketing with large-scale marketing to form a strong sales force in the region.

Why should our sales strategy be "standardized sales" next year? Through the analysis of orders in 2000, our sales of basic pumps accounted for 90% of the total sales. This means that the company's characteristic products are not enough to attract customers, so we will not analyze them for the time being. Is it the price? What about the quality reasons? Or is it the sales method? But at least we can see that the brand effect and strong sales force of the East should be the most important. How to give full play to the power of the sales network and enhance the effect of the Oriental brand more effectively is the key for our total performance to reach a higher level next year and successfully complete the sales plan. Large-scale sales are not unilateral, and can not be achieved simply by increasing the number of people or increasing the area, but by organically grasping the market, brand, personnel, quantity and quality, a strong sales force is formed.

To achieve this effect, we must first solve the problem of salesmen fighting alone mentioned above. The salesman's single-handedness has a great influence on the development of our secondary market. Salespeople working alone is tantamount to disorganization. As a result, salesmen with different abilities lack cooperation and cannot make full use of the abilities of salesmen with their own strengths. The lack of coordination between salesmen in different markets makes the market artificially divided and it is difficult to form a unified big market. At the same time, it is also very likely that there will be friction between adjacent markets because of interests. Once the market is firmly branded by the salesman, its potential will be limited by the salesman's ability. Another harm of individual combat is to highlight the individual role of salespeople and dilute the group role of salespeople. Personal strength is always limited. If we can't organize the salesmen into a group to play a role, it means that we lack explosive power in our business work and can't form a strong sales force, which has a great influence on whether we can occupy the market for a long time. Therefore, next year's market decomposition is expected to be organic, and full consideration will be given to the mutual cooperation between different markets and sales personnel. Especially for the development of the secondary market, the office director must play an effective role in organization and coordination, so that the office can operate at a high speed and effectively, and give full play to the role of "1+ 1 > 2".

Secondly, strengthen process management. Process management in business work, most of our offices basically have a certain foundation. In order to strengthen business process management, we provide various evaluation reports to foreign offices, such as salesmen's work logs, project statistical reports, project tracking records, scheduled transaction reports, etc. However, our progress in this work should be said to be far from satisfactory. Some offices have done it, but most of them have only completed the superficial work. Although some offices have been requested many times, there is no obvious action. The process management in our office is still seriously lacking, and the actions of salesmen are basically in a laissez-faire state. Many salespeople don't have action plans and action plans, and salespeople go their own way in the market, with sloppy behavior and extremely poor efficiency. If we can't organize the sales staff again, it will be impossible for the office to change from an inefficient "personal sales" state to an efficient "system sales" state, and it will never be possible for the office to achieve rapid and healthy development. It is even more impossible to complete the company's sales plan.

In the new year, we ask the directors of foreign offices to work hard on management, start from themselves and establish a process management system. At the headquarters, the Ministry of Commerce mainly cooperates with overseas departments to do this well and accept the inspection of the company headquarters at any time. If there is any unqualified person, it will be corrected within a time limit. If the company still fails to make corrections after repeated education, the company will deal with it seriously.

4. Need support from other aspects of the company. The task next year is arduous, and there are many things to do. To complete the sales plan, it is impossible to grasp a sales system alone. Earlier, we talked about the idea of "Doma working hard in one direction", which is to hope that the company's top decision makers will make up their minds and fight the flag in this direction. All departments and armies will no longer look around, but Qi Xin will advance wave after wave and will not give up until he reaches his goal. Why do you want to do all this? Thanks to our team! Nowadays, there are many bad phenomena in the company that affect the combat effectiveness and shake the morale of the army, such as: quality problems are concealed and not reported; Cadres have a poor sense of responsibility, ignore the work required by the foreign affairs office, and work is sloppy ... The root of these problems is to eat the same pot and muddle along. The most effective measures to control this problem are: first, decentralization; Second, earnestly implement the post responsibility system. There are three basic conditions to realize these two articles:

(1) Decentralization, departments need competent leaders;

(2) There must be effective financial supervision guarantee;

(3) Adequate management control system.

In the new year, we urgently need the support of the company:

1, the company can effectively implement product quality supervision and assurance measures.

2. Personnel post responsibility system that can meet the needs of sales work.

3. Corporate image planning and product advertising planning that cater to the "large-scale sales strategy".

4. Stabilize several cooperative units and increase product categories.

As we all know, enterprises in China are at a critical moment: China will soon join the WTO, the tenth five-year plan, the development of the western region in the digital age and unlimited business opportunities. Let's work together in Qi Xin and start from ourselves, so that "Oriental Company" can stand in the forest of enterprises in China with a strong posture!