Is regional marketing organization a means to achieve sales or a market management tool (IS

Because the head of the regional sales organization wants to rectify the market through a series of means, long-term sales can be achieved through market rectification, but because long-term interests are taken into account, short-term sales targets are ignored. As a result, they were blamed by the headquarters, or punished, or replaced, or dismissed simply because of poor management.

It is the root cause of "no innovation is a curse, innovation is not a blessing" to regard regional sales organizations as sales machines first, rather than market management organizations.

In order to effectively innovate regional sales organizations, the following five aspects of thinking will make you clear the fog and understand several key considerations of regional sales organization innovation, so as to obtain substantive results of regional sales organization innovation.

First of all, the goal of the marketing organization is to manage the market well:

In the past 20 years, China's marketing has gone through the history of many advanced countries for nearly 100 years, which proves that the marketing theories, concepts and methods being applied in China are not much weaker than those of marketing powers, but the words "miscellaneous" such as brand, price, channel and promotion represent that China's marketing practice is still quite immature, especially its marketing management practice. This immaturity is not only manifested in the actual implementation of the executors, but also in the unclear management objectives, unclear thinking, wrong methods and unscientific behavior of marketing managers, who still focus on personal experience and scientific management second; Extensive management, supplemented by fine management; Results-based management, followed by process management.

Second, the achievement of regional goals should follow the achievement of the overall goal, and the achievement of the overall marketing goal of the enterprise is the first:

Many business leaders are used to comparing the image of regional sales organizations to "kites in their hands", because in this way, regional sales organizations can not only be controlled by headquarters, but also fly freely in their own fields. "He can fly as high as he wants" is a summary of the management experience of many business leaders on regional sales organizations!

Enterprise headquarters should realize that forming a "close" state can reduce internal friction and give full play to its strength. For example, when distributing goods in a certain area, it can borrow people from brother areas to strengthen the distribution of goods. Second, the most important thing is to form a joint force and form a fist. When it is necessary to launch an attack on the opponent, it can give a heavy blow to the competitor, such as * * * attacking the opponent's price reduction action with the same organization, robbing the offline customers of the opponent's dealers with the same organization, and so on.

Third, the market operation function of regional sales organizations needs to be strengthened:

Headquarters is always urging: Has the sales target been achieved? how much is it? Under this urging, the staff of regional sales organizations always rush to the market, grab orders, get back money and hit customers like being driven away by a whip. Therefore, the marketing department of the headquarters must casually handle the market information of the subordinate institutions: "I can't finish the sales this month! There is no time to collect market information, and I don't have time to get the information you want! " The result is to write a few numbers casually, write a piece of material casually and do an assignment. The headquarters does not verify the authenticity of these materials, and plans the market according to the actual market situation, which undoubtedly greatly leads to the ineffectiveness of the headquarters policy formulation.

Remember, it will be an important direction of marketing organization innovation to improve the marketing function of regional sales organizations, increase some marketing personnel and increase the penetration of marketing departments into sales areas. In fact, without a more thorough understanding and analysis of the market, how can there be more targeted sales?

Fourth, strengthen the "non-profit" function of regional sales organizations and carry out professional segmentation:

The so-called "non-profit" function of regional marketing organizations here is to help generate returns and benefits. Why do internationally renowned companies spend huge sums of money to set up sales teams, set up special supervision departments and recruit vivid service personnel? Obviously, market integration needs more professional support. We always advocate better service to customers, make customers more satisfied and generate better sales, but neglect to increase the "service" to the sales function of regional sales organizations-sales assistants can help salesmen to be more professional and have more time to negotiate, sign agreements and cooperate with customers for a long time, supervisors can better supervise salesmen to work effectively, and vivid teams can make a sales point generate more sales. ...

Five, "people-oriented" management concept is the most critical factor to promote the success of regional sales organization innovation:

The time when business people pay homage to "government officials" has passed, and it is always a chore for members of regional sales organizations to go abroad. For individuals, long-term development never seems to have the advantages and achievements of those staff who are stationed at headquarters. It can only be said that with the support of the headquarters, there is no achievement, that is, the implementation is weak, and you have to bear the responsibility of negligence; For the market, "people are in the rivers and lakes, and they can't help themselves." To weigh the market and the enterprise, it must be transferred to the market and dealers. Although they are paid by enterprises, they face the market and dealers every day. What can be done? For family and society, we can only seek platonic affection, love and friendship forever, and distance obliterates the most precious feelings of human beings.

Respect them, design development plans for them and realize that they are the foundation of the enterprise, which is the biggest innovation for regional sales organizations! With their boundless enthusiasm for work, what are the difficulties in increasing sales? With the struggle of the most vital people in the regional sales organization, the change of the regional sales organization is only a form!